Reflections from B2B Online Chicago 2025: A Front-Row Seat to Pragmatic Progress

For the first time in three years, I attended B2B Online Chicago without chairing a track, leading a fireside, or stepping into the spotlight. No stage lights. No countdown timers. Just me, sitting in the audience, soaking in the wisdom, energy, and candid realities shared by hundreds of manufacturing and distribution leaders.

And honestly? It was exactly what I needed.

The energy at the Chicago Marriott Downtown was electric. More than 900 attendees from across North America gathered to connect, share, and - most importantly - be real. The blinding spotlights were gone for me, but what I gained was a front-row seat to genuine reactions, raw insights, and hallway conversations that reflected where B2B is really headed.

This year, buzzwords got benched

Credit to Ryan Kulp and the team because just by skimming the session titles you feel the shift. No more jargon gymnastics or “bullshit bingo.” Practitioners in the room made it loud and clear that they're done with fluff. They're craving:

• Candid conversations

• Pragmatic approaches

• Honest overviews of what’s working — and what isn’t

And B2B Online delivered.

Key themes that rose above the noise

These weren’t just passing mentions — they came up over and over in sessions, roundtables, and conversations in the halls.

• Digital-first is now table stakes: With millennials and Gen Z making up a growing share of B2B buyers, expectations for seamless, personalized experiences are nonnegotiable.

• AI for enablement, not ego: Forget the hype. Discussions focused on how AI can streamline quoting, personalization, and support — not headline chasing.

• Ecosystems win deals: Brands investing in collaborative partnerships (tech, SI, and agency) are going to market faster — and smarter.

• Data is the differentiator: Whether it’s product data, customer behavior, or channel insights, the most successful teams are doubling down on visibility and actionability.

• Storytelling isn’t just for marketing: Brian Beck reminded us that internal alignment around a clear narrative is just as important as the external one. And that story needs to be real, relevant, and rooted in results.

Industry voices worth amplifying

There were a lot of strong opinions shared, but these stood out for their clarity, insight, and impact.

• Jason Greenwood spoke to the quality of conversations and caliber of attendees, calling it a “who’s who” of North American B2B ecommerce.

• Brian Beck emphasized the tightening connection between sales, marketing, and actionable data.

• Andy Hoar spotlighted where investment is going: platform evolution, product content, and better data.

• Ryan Kulp’s new mentorship initiative and programming format proved that structured connection beats surface-level networking any day.

Where BigCommerce showed up

BigCommerce brought a practical perspective to the stage this year. In the speaking session, “How Sellars is Powering Growth Online,” Lance Owide, BigCommerce VP of B2B, sat down with Jacob Jones, VP of IT at Sellars, to share how they launched and scaled ecommerce within a traditional, sales-led organization.

They covered the real challenges — data readiness, platform selection, internal alignment—and how the team kept the customer experience at the core of it all.

What stuck with me most

The best part of B2B Online this year? It felt like the conference evolved with its audience. It wasn’t trying to impress. It was trying to empower.

I walked away not just informed—but inspired by the honesty in the room, the pragmatism in the strategies, and the resilience of the community.

If this is what the next wave of B2B transformation looks like, count me all the way in.

For more insights, check out our B2B Bites podcast, where industry leaders get candid about what’s driving digital progress.