The evolution of B2B e-commerce continues to accelerate, moving far beyond the simple digitization of transactions.

In today’s landscape, digital success is no longer about building a portal—it’s about creating an ecosystem of personalized, data-driven, and service-led experiences that enable trust and long-term customer value.

At this year’s E-Connect Europe, we explore the mindset shift from transactions to relationships. B2B buyers in sectors like manufacturing expect more than access—they expect insights, support, and intelligent digital journeys. The most forward-looking companies are moving fast to integrate data, human interaction, and AI to meet these demands.

This year’s agenda is built around three focus areas that define the next frontier in B2B digital maturity:

1. From Clicks to Connections
While B2C transactions may be quick and linear, B2B buying journeys are layered and complex, involving multiple stakeholders and approval flows. Your e-commerce strategy must go beyond “add to cart”—it must deliver logged-in experiences that personalize recommendations, streamline procurement, and foster customer success. This is about building platforms that recognize the user, understand context, and serve as a true digital partner.

2. Personalization, Trust, and Content That Converts
B2B buyers expect the platform to know them. Leveraging historical purchases, real-time needs, and behavioral data allows you to tailor pricing, content, and support. Done well, personalization doesn’t just improve conversions—it builds loyalty. Trust is the new B2B currency, and transparency through accurate content, documentation, and expert escalation channels can be the difference between a one-time buyer and a long-term customer.

3. Human + Digital + AI: The Strategic Trio
Automation can’t replace human insight—but it can enhance it. From AI-powered product suggestions to dynamic pricing and smart service workflows, the opportunity lies in balancing scalable tools with personalized, expert guidance. As one panelist put it, “AI is the future—but don’t boil the ocean.” Instead, start with clear use cases and scale your maturity step by step. Organizations that align cross-functional teams to adopt digital-first mindsets—while preserving relationship-driven service—will lead the charge.

Join us in Frankfurt this February to engage in peer-driven discussions, hear real-world use cases, and co-create what comes next for B2B digital commerce.