Europe Agenda Overview
Join us for an engaging conference filled with insightful sessions, expert speakers, and networking opportunities. Each event promises to enhance your knowledge and provide valuable takeaways. Check the schedule for details on timings and locations, ensuring you don’t miss out on any of the exciting programs planned.
Day 1
1 September 2026
Kick off your day with check-in, coffee, and early connections. Registration is your first step into a day packed with strategy, insights, and community. Grab your badge and get ready to dive into B2B eCommerce with leaders from across the region.
In this energizing opening keynote, Justin King sets the tone for B2B eCommerce World by exploring where the industry stands today and why the momentum is just beginning. With over a decade of transformation behind us, many organizations are still navigating foundational questions: Is eCommerce delivering on its promise? Where do we go from here?
Justin will unpack:
- What’s working and what’s not in B2B eCommerce across manufacturers and distributors
- The evolving expectations of buyers and how digital is reshaping their journey
- The surprising gaps that still exist in adoption, strategy, and execution
- Why “doing eCommerce” isn’t enough, and how leaders must reframe their approach for real impact
Whether you’re a digital veteran or just getting started, this session will provide the clarity and urgency needed to engage fully in the conference and rethink what success really looks like in B2B eCommerce today.
Join Amber McDougall, Global Director of CX & Customer Adoption at B2B eCommerce Association as she shares the customer experience strategy and framework that has accelerated adoption and CX KPI’s for some of the most well known global brands. Additionally, Amber will share some of her change management and leadership strategies that drive success in complex B2B ecommerce and digital transformation programs.
Grab a coffee, catch your breath, and connect with peers on the exhibition floor. With leading B2B commerce and digital transformation providers nearby, it’s a great chance to discover new ideas and solutions at your own pace.
Digital transformation isn’t just a tech challenge, it’s a leadership one. In this session, a Europe pracititioner shares how she led her organisation through a complex eCommerce overhaul by focusing on people, alignment, and momentum. From managing change resistance to building cross-functional clarity, she offers practical lessons for leaders navigating transformation.
Takeaways include:
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How to align teams around a shared digital vision
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Strategies to build trust and accelerate buy-in
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Why internal communication is as critical as your tech stack
Unlike other B2B eCommerce events, we’ve split the breakout experience into dedicated manufacturer and distributor tracks based on your feedback and real-world needs.
Unlike distributors who focus on digital for customer acquisition, manufacturers must build digital strategies that enable and support their channel partners. From product content syndication to digital portals to co-marketing programs, the real challenge is scaling eCommerce without disrupting your distribution network.
This manufacturer-exclusive session dives into what it takes to win in today’s digital ecosystem as a channel-first organization.
Here’s what to expect:
- Honest discussion around the limitations and opportunities of a channel-driven strategy
- Tactics for improving product content syndication, pricing consistency, and brand control
- Lessons on building digital tools (portals, catalogs, APIs) that distributors actually use
- A 15-minute reverse perspective: Hear directly from a distributor on what they need from you
- Roundtable conversations to share ideas, test assumptions, and co-develop new approaches
You’ll leave with a clearer framework for aligning your digital efforts with your go-to-market model—and a renewed focus on making digital a value-add to your distribution partners.
Distributors play a different digital game. While manufacturers focus on enabling the channel, distributors are the channel responsible for owning customer relationships, acquiring new buyers, and creating digital experiences that keep them coming back.
This session is for digital leaders at distributors who are navigating the pressure to grow online revenue, modernize legacy systems, and differentiate in a crowded market.
You’ll dig into:
- Strategies to deepen customer adoption and increase digital sales
- The role of inside sales, customer service, and field reps in digital growth
- How to differentiate on product content, user experience, and value-added services
- A 15-minute manufacturer perspective: What your suppliers need from you (and wish you’d do better)
- Peer-led discussion and working groups to share practical ideas and real-world execution tips
Whether you’re early in your digital journey or scaling fast, you’ll walk away with new ideas, renewed clarity, and insight from both sides of the channel.
Take a break, grab a bite, and connect with peers right in the heart of the B2B Commerce World Expo. Surrounded by the latest in commerce tech and digital solutions, this is your chance to refuel, explore, and spark new conversations all in one place.
There are countless service providers to help B2B firms set up, implement, and integrate technology for 3-commerce into their tech stack, but it’s just as important to set up, hire, organize, and integrate the people who will run it. In this session, we’ll lay out a formula for success that B2B firms can use to set up their team at any point in their digital journey.
Grab a coffee, catch your breath, and connect with peers on the exhibition floor. With leading B2B commerce and digital transformation providers nearby, it’s a great chance to discover new ideas and solutions at your own pace.
AI is here but where’s the real impact? In this panel, CIOs and CDOs from top manufacturers and distributors share how they’re moving from AI experiments to enterprise results. You’ll get a clear view of what’s working, what’s hype, and how digital leaders are embedding AI into operations, content, and customer engagement without blowing up the tech stack.
Key discussion areas:
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Where AI is driving measurable value in B2B
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How leaders are rolling out tools across teams
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The roadblocks and future opportunities
We’ll wrap up B2B eCommerce World Asia Pacific with a look back at key insights, standout moments, and what’s ahead for our community. This final session is your chance to reflect, recharge, and leave with clarity on how to take action in your own business.
The B2B eCommerce Industry Awards shine a spotlight on the companies, teams, and individuals driving real impact in digital commerce across the UK region. From customer experience to platform innovation, internal adoption to commercial outcomes, these awards celebrate the leaders who are raising the bar in B2B.
Join us for a night of recognition, storytelling, and celebration as we honor the bold work happening across manufacturing, distribution, and the broader digital ecosystem. Whether you’re taking home a trophy or toasting your peers, this is the moment we come together as a community to celebrate what’s possible.