Inside B2B Online Chicago 2025

This May, the Sana Commerce team was on the ground at B2B Online Chicago, one of the leading events for manufacturers and distributors focused on digital transformation. The event brought together a powerful mix of strategic thinkers, digital leaders, and tech innovators, all looking to define what’s next for B2B commerce.

Here’s a look at what we were up to, what we learned, and how we connected with the B2B community.

Key trends shaping B2B in 2025

From interactive panels to hallway conversations, several clear themes emerged across the event:

Start with data, not AI.

GenAI was everywhere but the message was clear: it’s only as good as your data. Governance, trust, and integration still come first.

Pilot, Prove, then Scale

Forget five-year roadmaps, leaders are getting wins with fast, focused pilots that build internal buy-in and show real results.

Composable Tech: Hype vs. Reality

While some large enterprises touted modular stacks, others flagged the cost and complexity of maintaining microservices. Many are now reassessing whether composable is worth it or if simplicity is the smarter move.

Digital + Sales = More Sales

Done right, digital handles smaller orders so reps can focus on strategic accounts. Success hinges on collaboration, not competition, and updating comp models to reflect that.

When Tariffs Rise, Agility Wins

With rising uncertainty, supply chain flexibility is now a competitive edge. Those who adapt quickly will gain share, those who don’t risk losing customers conditioned to price-shop.

B2B (not equal to) B2C (and that's a good thing)

The best B2B experiences embrace complexity—contract pricing, role-based buying, and long sales cycles—while still delivering an intuitive user journey.

MVPs? Maybe not.

More companies are skipping “Phase 1” MVPs that stall. If you can’t commit to long-term iterations, it might be better not to start.

Put the Human Before the Hype

Transformation isn’t just tech, it’s emotional. Trust, transparency, and user control are proving to be the real differentiators.

Our keynote panel: How to stay relevant in 2025

One of the highlights of the event was our participation in the keynote panel discussion:

“How Do You Stay Relevant in 2025? Next-Gen B2B: Adapting to Millennial and Gen Z Buying Behaviors.”

As Millennials and Gen Z take over B2B purchasing—expected to make up 71% of buyers by 2025—businesses need to evolve fast. This panel explored how to meet the needs of a generation that values digital-first, self-serve experiences, personalization, and purpose-driven brands.

Key insights included:

Over 50% of large B2B purchases will happen through self-serve channels.

Buyers want more than price. They look for sustainability, transparency, and collaboration.

To stay competitive, B2B brands must offer seamless, intuitive online platforms that speak directly to these new expectations.

Our Side Events

Tasting Experience & Networking

Customer Dinner

Partner & Prospect Dinner

Key Moments included:

A call for a customer community

Both Alliant Power and Midwest shared their desire for a Sana user group, emphasizing the value of peer learning, even across verticals.

Cybersecurity trust stories

Alliant Power recalled Sana’s rapid support during a cyberattack in COVID times, highlighting the responsiveness of our Ukrainian team.

Implementation transparency

CAP, still in pre-launch, was candid about their implementation challenges and appreciated the shift to a more extensible product approach.

Continuing the conversation

B2B Online Chicago gave us a front-row seat to the evolving digital landscape of manufacturing and distribution and a chance to strengthen relationships with both customers and peers. We walked away energized, informed, and even more committed to helping our clients simplify complexity and drive growth.

Whether it was on stage, over dinner, or during a cocktail toast, one thing was clear: real change happens through shared ideas, honest feedback, and community.