JJ Karambelas supports retailers and brands across Europe in navigating digital transformation through strategic partnerships and modern commerce solutions. With global experience in Distributed Order Management (DOM) and unified commerce, JJ is focused on helping businesses modernise their backend operations. He has a strong interest in profitability, efficiency and customer experience, and has contributed to industry discussions around the shift from relying solely on legacy ERP systems to augmenting the ERP with more flexible, agile technologies. His insights have been featured in retail and tech publications, highlighting the inefficiencies of outdated systems in today's fast-paced commerce environment, and de-risking the path forward.