Product Updates: B2B User Experience that Makes Sense

Most product updates ship features, but the best ones change how buyers and teams work day to day: reducing the steps between intent and outcome, removing dependencies that slow teams down, and making self-service viable in environments where it previously wasn't.

In this session, Oleg, Andrey, and Anna go live through:

• How conversational AI lets buyers place complex orders in plain language: resolving order history, variants, and contract pricing without catalog navigation or sales rep involvement.
• How to run localized coupons and promotions across markets, accounts, and customer segments from a single platform.
• What WCAG 2.2 AA, EAA, and ADA accessibility compliance looks like in practice, and how Virto ships it out of the box across all storefront themes.
• How vendors set up and manage configurable products directly in the vendor portal without waiting on catalog teams.
• How loyalty programs support partner networks, dealer incentives, and repeat buyer retention at scale.

• Oleg Zhuk, CTO, Virto Commerce
• Andrey Artiomov, Product Owner, Virto Commerce
• Anna Shubina, Director of Product Marketing, Virto Commerce