What You’ll Learn
- Why legacy commerce APIs and EDI no longer suffice in today’s fragmented commerce landscape
- How AI and emerging protocols like MCP are accelerating the need for real-time fulfillment integration
- The structure, tools, and resources defined by OnX for seamless order management across ecosystems
- The nonprofit "business league" legal framework that keeps OnX vendor-agnostic and collaborative
- The challenges commerce platforms face with OMS integrations and how OnX aims to reduce friction
- The shift from platform-centric to protocol-centric commerce enabled by open standards
- How industry players—brands, 3PLs, ERP, WMS, and commerce platforms—are rallying behind OnX
Hihghlights

- 00:00 — Welcome, introduction to Kelly Goetsch and the focus: “Connected Commerce”
- 02:00 — The fragmentation problem: marketplaces, social commerce, AI, and legacy EDI
- 04:00 — The rise of MCP and Agentic Commerce Protocol as enablers for a new standard
- 06:00 — Building a “big tent” network: OMS, 3PLs, WMSs, ERPs connectivity challenges
- 10:00 — Commerce platform vs fulfillment backend: the tech and mindset divide
- 14:00 — What is OnX? Tools, resources, member base, and the standard’s scope
- 18:00 — How MCP makes OnX possible, collapsing layers between selling and fulfillment
- 22:00 — OnX’s “business league” structure explained
- 24:00 — Platform, payment, and AI player involvement and adoption challenges
- 28:00 — How to participate: advisory boards, GitHub access, and community involvement
- 30:00 — The future of connected commerce and invitation to join OnX
Quotes
[00:02:00]: "If the last decade was about composable commerce, the next one is about connected commerce." - Ninaad
[00:04:00]: "AI is the reason for both of these. We’re really, really collapsing down." - Kelly Goetsch
[00:10:00]: "About 70% of enterprise brands still run point-to-point integration, and that has its own set of challenges." - Ninaad
[00:22:00]: "The benefit of that is: we, as a community, get together and evolve and change as technology changes. And that’s great." - Kelly Goetsch
About the Guest
Kelly Goetsch is a technologist and strategist shaping the future of digital commerce and order fulfillment. Known for his leadership in the MACH Alliance and now Pipe17, Kelly has been a central voice in evolving commerce technology standards. He currently chairs the Commerce Operations Foundation, driving the development and adoption of the OnX standard for connected commerce.
Links Mentioned
- Commerce Operations Foundation website: commerceopsfoundation.org
- Commerce Operations Foundation GitHub: github.com/commerceopsfoundation
- Kelly Goetsch on LinkedIn: linkedin.com/in/kgoetsch
- MACH Alliance: machalliance.org

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