750% Digital Growth. A Team Effort Led with Vision

Niall Mullally Named B2B eCommerce Leader of the Year at the 2025 B2B eCommerce Awards

Digital transformation in B2B is never just about technology. It takes leadership. Vision. And the ability to drive measurable change across people, platforms, and customer experience. This year’s B2B eCommerce Leader of the Year award goes to someone who exemplifies all of that: Niall Mullally, Head of Digital CX at Musgrave MarketPlace.

Niall has led one of the most impactful B2B transformations in Ireland’s retail and foodservice industry. Under his leadership, Musgrave MarketPlace has launched a mobile-first B2B platform that is now responsible for 30% of all digital revenue. Even more impressively, digital revenue has increased by 750% in just five years.

From Fragmented Journeys to One Seamless Experience

The Digital Vision was never just about efficiency. It was about improving how Musgrave MarketPlace’s customers buy, plan, and manage their businesses.

With Niall’s guidance, the team built an integrated customer experience that brings together:

• Real-time product discovery
• Simple reordering
• Full account visibility
• Historical order data, including EDI transactions

Customers now have everything they need in one place, on any device, at any time.

A Marketplace That Breaks New Ground

One of Musgrave MarketPlace’s most significant achievements has been the launch of Ireland’s first extended-range B2B marketplace. This feature allows customers to order directly from third-party suppliers while using their existing Musgrave credit line. It expands access to inventory, improves planning, and creates value on both sides of the relationship.

This innovation is more than a technical milestone. It reflects Musgrave’s ability to listen to customer needs and solve real-world problems through commerce.

Setting the Standard for Inclusive Digital Experience

While not legally required, Musgrave MarketPlace, under Niall’s leadership, has publicly committed to meeting WCAG 2.0 accessibility standards. The platform is being developed with inclusivity at its core, ensuring every customer, regardless of ability, can navigate and transact with ease.

This level of care in platform design speaks volumes about the culture Niall has built. It’s not just about launching features. It’s about making sure every customer benefits from them.

Leadership That Drives Adoption and Alignment

What makes Niall Mullally’s leadership so effective is his consistent focus on customer adoption. He has brought together cross-functional teams across digital, marketing, and customer service to align around a single goal: improving the buyer experience.

Musgrave’s platform isn’t just well-designed. It’s well-used. And that is a direct result of Niall’s work building internal capability, forming strong partnerships, and putting the customer at the center of every digital decision.

Why This Recognition Matters

Niall’s leadership reflects what the B2B eCommerce industry truly needs today. Not trend chasing. Not tech for tech’s sake. But meaningful, sustained transformation that delivers outcomes customers care about.

He has set a new benchmark not only for Musgrave MarketPlace but for the entire industry.

Congratulations again to Niall Mullally, our 2025 B2B eCommerce Leader of the Year.

Learn more about the B2B eCommerce Awards.