Emerce B2B Digital 2025 Recap: From Smart Automation to Adoption in Action
On May 15, 2025, over 300 B2B leaders gathered at LantarenVenster in Rotterdam for a day packed with strategy, innovation, and real-world transformation.
From sales enablement to scalable commerce and customer-centric innovation, Emerce B2B Digital 2025 delivered a full day of insights for marketing, IT, and commercial leaders navigating today’s rapidly evolving B2B landscape.
Key Trends & Discussion Topics
Key Trends & Discussion Topics
Companies are ditching manual processes in favor of automation that frees up sales teams to focus on building customer value
Dynamic pricing, account-specific catalogs, and behavior-based content are becoming non-negotiables across every stage of the customer lifecycle.
With multi-brand and multi-region complexity on the rise, B2B companies are prioritizing modular tech stacks that evolve with their business.
Deep ERP and CRM integration is now a baseline for success, enabling seamless operations, accurate reporting, and better customer experiences.
Web stores, marketplaces, and direct sales, B2B businesses are embracing omnichannel models, and digital platforms are the key to streamlining them.
20,000 Orders, One Shift – Ravensburger x Sana Commerce
In this joint session Arno Ham (Product Evangelist and former CTO at Sana Commerce) and Maximilian Maucher (Teamlead Platform Management at Ravensburger) shared how Ravensburger transformed its international e-commerce engine to process over 20,000 orders with minimal manual effort.
Key takeaways included:
- Automate order intake: With self-service portals to eliminate manual entry and speed up transactions
- Cut admin workload: By streamlining back-office processes—freeing up thousands of hours annually
- Scale internationally with ease: By building flexible, integration-ready infrastructure
For a more detailed look into the strategies, challenges, and results we discussed, check out the full blog post here.
Our Roundtable:
The Ripple Effect: Why the Best Technology Is Nothing Without Adoption
Technology alone doesn’t drive change, people do. This interactive roundtable unpacked why even the best platforms fail without real user buy-in.
Key Takeaways:
- Drive real ROI: By prioritizing user adoption, not just product features
- Activate internal teams: With training, onboarding, and change management strategies
- Extend adoption outward: To include partners and customers for end-to-end impact
Customer & Prospect Dinner at Ono Fusion
After a full day of learning and networking, Sana Commerce hosted an intimate dinner at Ono Fusion, just around the corner from the venue. Guests included existing customers and new connections, unwinding over Japanese-European fusion cuisine while discussing B2B trends, best practices, and future plans.
Here are some highlights from our side event:
- Continued strategic conversations in a relaxed setting
- Shared experiences and peer insights over wine and sushi
- Strengthened relationships with key industry voices
Emerce B2B Digital 2025 made one thing crystal clear: digital transformation in B2B is no longer a differentiator, it’s an expectation. From smarter sales to platform adoption and personalization at scale, today’s leaders aren’t just adapting, they’re shaping what comes next.
Want to continue the conversation?
Want to continue the conversation?
Reach out to your Sana contact or connect with us at the next event!
