In 2025, B2B eCommerce represented more than a quarter of sales for manufacturers, distributors, retailers, and brands across Europe, with millennials influencing nearly 73% of buying decisions. Expectations have exploded: buyers demand speed, precision, and personalised experiences, and the old ways of doing business are no longer enough. Digital channels are no longer just tools—they are the battlegrounds for relevance, margin, and survival.
In 2026, leaders must move beyond incremental tweaks and embrace radical transformation. AI is no longer experimental; it’s the engine powering pricing, forecasting, content, and operational automation. Autonomous operations, smarter portfolios, and machine-readable content are redefining efficiency and discoverability, while governance, organisational clarity, and strategic alignment determine who wins the seat at the executive table. Companies that fail to act risk being outpaced by private-label competitors, marketplaces, and digitally native B2C players reshaping buyer expectations.
Savant – The B2B eCommerce Congress 2026 will challenge manufacturers, distributors, retailers, and brands to rethink every part of the business. From rewriting the buyer journey around AI-driven decision-making to turning margin strategies into growth engines, attendees will uncover practical, high-impact approaches to scale globally without losing local relevance, automate what slows them down, and embed digital capabilities at the core of their organisation. This is about more than technology—it’s about seizing control of your future before someone else does.
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