The Internet Retailing Expo (IRX) 2025, held May 13–14 at Birmingham’s NEC, marked a pivotal moment in the evolution of B2B commerce. Traditionally retail-focused, this year’s event placed B2B front and center with a dedicated B2B Zone and a packed agenda exploring everything from AI to composable commerce.
Sana Commerce was proud to participate through a main-stage speaking session and an exclusive roundtable discussion, both aimed at helping manufacturers, wholesalers, and distributors move beyond legacy systems and embrace digital agility. Here’s a closer look at the event highlights, key trends, and our own contributions.
Key Trends & Discussion Topics
Here are 10 of the biggest themes that defined the conversation around B2B transformation at IRX 2025:
AI & Automation in B2B Commerce
Smarter pricing, content, and supply chain decisions through machine learning.
Personalization at Scale
Tailoring experiences across catalogs, pricing, and portals for different buyer profiles.
Headless Commerce & Composable Architecture
Modular approaches to future-proofing tech stacks.
ERP & CRM Integration Strategies
Deep integrations for real-time accuracy and streamlined operations.
Sales Enablement & Hybrid Selling Models
Empowering reps with digital tools to support high-touch, high-value sales.
Customer Self-Service Portals
Enabling intuitive reordering, account management, and 24/7 access.
Data-Driven Decision-Making
Using analytics to optimize inventory, marketing, and customer segmentation.
Sustainability in Digital Commerce
Exploring sustainable logistics and responsible procurement practices.
Marketplace Expansion & Channel Diversification
Leveraging new revenue streams while managing channel conflict.
Overcoming Internal Resistance to Digital Change
Fostering adoption through change champions and ROI clarity.
Our Session:
Dinosaur Alert: The Stone Age is Over – Embracing the Digital Era in B2B eCommerce
In this fast-paced breakout session, we challenged B2B leaders to leave behind outdated tools and workflows and take decisive steps toward digital maturity. The presentation emphasized that B2B commerce is no longer just about enabling online ordering, it’s about building digitally native, customer-centric ecosystems that remove friction and increase profitability.
Key insights included:
Buyers expect better
Digital-native B2B buyers expect seamless, reliable online experiences and will switch suppliers to get them.
Friction = lost revenue
Poor UX, errors, and missing info drive customers away and hurt margins.
ERP integration is key
Real-time data from ERP systems ensures accuracy and trust in the buying journey.
Our Roundtable:
Surviving the Asteroid – Evolve, Adapt, Adopt eCommerce
At our interactive roundtable, senior leaders from the manufacturing, distribution, and wholesale industries came together to explore a pressing reality: digital transformation isn’t just about implementing new technology, it’s about evolving business models and mindsets to meet today’s radically different buyer expectations.
The buying journey has changed dramatically. A new generation of B2B buyers is setting the pace, and their preferences are clear – 73% prefer to buy online, making digital the only channel a majority truly want. In this new environment, it’s not the biggest or strongest businesses that thrive, but the ones most able to adapt.
Key Takeaways:
Digital-first is now the norm
Most B2B buyers prefer ordering online, making digital maturity non-negotiable.
Change management is critical
Tech adoption hinges on team buy-in, not just platform rollout.
Champions drive results
Early internal and customer advocates accelerate success and usage.
Continuing the conversation
IRX 2025 proved that B2B is no longer the quiet corner of digital commerce, it’s the main stage. The rapid pace of change, coupled with the rise of digitally native buyers, means that manufacturers and distributors need more than technology, they need strategy, integration, and alignment across teams.
At Sana Commerce, we’re proud to be part of that transformation. Whether it’s through ERP-connected platforms, customer-first design, or thought leadership, we’re here to help B2B businesses evolve, not go extinct.
Want to continue the conversation?
Reach out to your Sana contact or connect with us at the next event!
