Emerce B2B Digital 2025

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

Smarter Sales with Automation

Companies are ditching manual processes in favor of automation that frees up sales teams to focus on building customer value

Personalization Across the Journey

Dynamic pricing, account-specific catalogs, and behavior-based content are becoming non-negotiables across every stage of the customer lifecycle.

Composable and Flexible Commerce

With multi-brand and multi-region complexity on the rise, B2B companies are prioritizing modular tech stacks that evolve with their business.

Integration as a Growth Lever

Deep ERP and CRM integration is now a baseline for success, enabling seamless operations, accurate reporting, and better customer experiences.

Unified Commerce Strategy

Web stores, marketplaces, and direct sales, B2B businesses are embracing omnichannel models, and digital platforms are the key to streamlining them.

Our Session:

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.