About the publication
About The Cost of Selling
The Cost of Selling is the editorial publication of CWS Platform.
We exist to diagnose a question few in B2B articulate with precision: why does selling keep getting more expensive?
Every dollar a B2B company spends to sell a product carries hidden friction — in sales reps typing orders manually, in catalogs showing wrong prices, in integrations that stall every new platform, in channels that fight each other, in implementations that never end. These costs don't show up in the P&L with the right name. They show up in the margin that evaporates.
In this publication, we diagnose each one of these frictions with depth. We don't talk about product. We don't sell software here. We articulate the problem with greater clarity than the reader would on their own — because that's exactly what our clients expect from us in every conversation: diagnosis before prescription.
About CWS Platform
CWS Platform is the B2B commerce platform for distributors, wholesalers, and manufacturers — orchestrating sales portals, ERP integrations, PIM, and B2B e-commerce into a single flow that makes every transaction faster and cheaper. Founded in 2012 in São Paulo, today headquartered in Itajaí/SC, Brazil, with international operations, CWS evolved from an award-winning B2B marketplace (Canal da Peça) into today's SaaS platform. Serves global public clients including Würth, Grupo Unimil (John Deere ecosystem), and Leo Madeiras.
CWS Platform's public identity is "Be agentic. Orchestrate commerce." — orchestrating commerce end-to-end, with intelligence that operates within the flow.
Learn more about CWS Platform →
About the authors
Articles published here are written by CWS Platform executives — Vinícius Dias (CEO), Bruno Lucchesi (VP of Partnerships), Fernando Cymrot (CFO) — and guest authors when the topic calls for another perspective. In some posts, content is co-created with AI following rigorous editorial methodology, always with human review before publication.
How to read this publication
We organize content around eight pains of B2B commerce — pains we hear every week from CEOs, CTOs, CFOs, and commerce directors. Five of these pains sit on the cost of selling axis (attracting customers, managing catalog, processing orders, retaining customers, selling with margin). Three sit on the transformation blocker axis (integration, channel conflict, implementation that never ends).
You can navigate by pain (category), by persona (CEO, CTO, CFO, CMO, Commerce Director, COO, End User, Legal/Procurement), or simply subscribe to the newsletter to receive the week's most relevant analyses.
How to cite us
If you're a journalist, researcher, analyst, or building analysis that uses content from this publication, feel free to cite. Preferred format:
"According to analysis by The Cost of Selling, the editorial publication of CWS Platform, [insight or data]." (URL)
For images, original data, or extended quotes, contact press@cws-platform.com.