B2B Online Chicago 2026: Connecting commerce leaders around growth
From May 4 to 6 in Chicago, B2B Online brought together leaders responsible for digital commerce, customer experience, and ecommerce strategy across manufacturing and distribution.
The event focused on helping organizations strengthen ecommerce performance while developing the leadership skills needed to build connected digital ecosystems. Through interactive workshops, customer sessions, and networking opportunities, attendees explored practical ways to improve buyer experiences, simplify operations, and support long term business growth.
Here are some of the standout ideas shaping the future of B2B commerce at B2B Online Chicago:
Growth starts by connecting ERP data, digital channels, and customer experiences into one reliable source of truth.
Successful commerce initiatives require collaboration across sales, marketing, IT, and operations.
Manufacturers continue to raise the bar by delivering faster, simpler, and more transparent buying journeys.
Real-time ERP integration helps eliminate manual work while improving pricing, inventory visibility, and order accuracy.
Reducing the gap between internal systems and customer experiences creates more confident buyers and stronger business relationships.
Spare parts and aftermarket commerce continue to be major opportunities for manufacturers looking to build predictable, recurring revenue.
Our workshop:
The race to growth
One of our highlights was an interactive workshop delivered together with PALFINGER.
Using a crane manufacturing scenario, attendees worked through real business challenges across customer experience, sales, technology, data, and organizational change. The workshop encouraged teams to think beyond individual systems and explore how connected decision making creates better outcomes across the entire customer journey.
Participants also received an exclusive first look at insights from Sana Commerce's new Digital Distance Report, introducing Digital Distance as the hidden barrier that prevents manufacturers from delivering connected commerce experiences.
Manufacturers need connected systems that reduce operational complexity without compromising the customer experience.
Digital transformation delivers greater value when ERP data, people, and processes work together across every buying journey.
Closing Digital Distance creates more confident buyers, stronger customer relationships, and new opportunities for long term growth.
Our customer session:
PALFINGER
Together with PALFINGER, we explored how one of the world's leading crane manufacturers transformed its spare parts business through connected B2B commerce.
The session focused on an important question:
How much does a spare part really cost?
Beyond the product itself, complexity in the buying journey creates hidden costs through manual processes, ordering errors, delayed fulfilment, and missed commercial opportunities.
Attendees learned:
- How PALFINGER simplified complexity without sacrificing customer experience.
- Why ERP integration is essential for improving operational accuracy and efficiency.
- How connected commerce helped turn spare parts into a long term growth engine.
Final thoughts
B2B Online Chicago reinforced that manufacturers are looking beyond ecommerce as a standalone channel.
The conversations throughout the event highlighted the importance of connected commerce, where ERP data, customer experiences, and intelligent guidance work together to simplify complexity and support sustainable growth.
Through our interactive workshop, our customer session with PALFINGER, and the launch of the Digital Distance Report, we were excited to contribute to that conversation and continue helping manufacturers create the future of connected commerce.
Want to continue the conversation?
Want to continue the conversation?
Book a demo or connect with us at the next event!
