Dan Gray Named B2B eCommerce Leader of the Year at 2025 APAC Industry Awards

The B2B eCommerce Association is proud to recognize Dan Gray, Head of Product & Technology at SafetyCulture Marketplace, as the 2025 B2B eCommerce Leader of the Year at the B2B eCommerce Asia Pacific Industry Awards.

Dan’s recognition is more than a personal achievement. It reflects a growing shift in how B2B companies are approaching digital, by moving beyond storefronts and into systems that solve real customer problems at scale.

At the heart of Dan’s success is a bold, frontline-first vision. In less than two years, he has led SafetyCulture’s transformation from a compliance tool into a fully integrated procurement engine that helps frontline teams not only identify needs, but fulfill them without ever leaving their workflow.

Why It Matters

Too often, B2B eCommerce efforts stall because they stop at the website. Dan didn’t just launch a new digital channel. He redefined the procurement model itself, removing the friction that typically slows down purchasing in traditional industrial settings.

Rather than building a storefront, Dan’s team architected Automated Procurement, a system that connects SafetyCulture’s inspections platform directly to ordering and fulfillment, enabling real-time, need-based procurement for frontline workers.

The impact speaks for itself:

• 530% revenue growth in Australia
• 884% increase in key account revenue
• 14% rise in average order value

These are the kinds of results that come when digital is aligned with business strategy, not treated as a side project.

Driving Change Where It Counts

Dan’s leadership reflects many of the principles we champion at the B2B eCommerce Association: customer integration, intelligent automation, and team-level alignment. He’s leveraged AI not as a buzzword, but as a tool to reduce onboarding friction, improve product data workflows, and personalize merchandising experiences.

He’s also built a high-performance team, boasting 83% diversity and a 50/50 gender split—setting a new standard for inclusivity in tech-forward industrial environments.

More importantly, Dan has been an active mentor and contributor to the broader eCommerce ecosystem—sharing knowledge, challenging the status quo, and advocating for the next generation of product leaders inside traditional B2B businesses.

The Bottom Line

B2B eCommerce isn’t about building a prettier catalog or mimicking B2C. It’s about making it easier for customers to do their job.

Dan Gray gets that. He’s delivered results that speak to both vision and execution. And in doing so, he’s set a new benchmark for what leadership in this space can look like.

Congratulations to Dan and the entire SafetyCulture team on this well-earned recognition.