Chris Gee

Chris works with wholesalers, manufacturers, distributors, agencies, and platforms across the B2B eCommerce industry to make smart technology choices, simplify complexity, and grow sales – all with a bright, energetic, and collaborative approach.
With over 15 years of experience leading digital transformation in B2B and D2C, Chris has supported global manufacturers, ambitious scale-ups, and leading tech vendors. He’s overseen complex integration projects involving ERP, CRM, WMS, and OMS systems, and regularly helps B2B eCommerce businesses with go-to-market strategy, sales enablement, and marketing alignment.
But it’s not all learned – it’s also earned. Chris started out at the coalface, building his own eCommerce business and a chain of shops as a musical instrument supplier. That hands-on, founder-first experience drives his practical, results-focused approach: grounded in reality, commercially savvy, and built to deliver within real-world constraints.
As CTO of the B2B eCommerce Association and Founder of Rixxo, Chris oversees the association’s technology stack – including a membership platform, education platform, certification framework, and job portal – while connecting the dots between technology, training, and community.
He also collaborates with the UK’s Department for Business and Trade to improve export success for home-grown manufacturers and distributors, leveraging his digital expertise to support national economic initiatives.
A regular speaker at events like IRX, B2B eCommerce World, eComm Live, and the Bold B2B Ecomm Summit, Chris is known for his no-nonsense approach to B2B and his commitment to collaboration across the industry. Loyal, energetic, and always fully invested, he doesn’t just advise – he joins the team, drives momentum, and makes things happen.
When not building tech or strategising, you’ll likely find Chris on his bike (Captain of Tullio CC South West), with family, or BBQing – often combining all three, where most of his best ideas come from.