B2B Online Europe 2024: Virto Commerce's Insights and Highlights

Last week, Virto Commerce was honored to attend B2B Online Europe 2024, held on December 4-5 in Düsseldorf, Germany. This conference provided a platform for industry thought leaders, ambitious business owners, and eсommerce enthusiasts to engage in stimulating discussions around the most up-to-date trends and challenges facing the B2B ecommerce market. We came as exhibitors and presenters to exchange groundbreaking ideas, have meaningful conversations, and share our expertise with the global community.

It was a jam-packed two days, with people eager to hear how our solutions work and, of course, stopping by our booth to learn more. We had conversations with inspiring people about customer-centric strategies, digital transformation, and sustainable commerce. We enjoyed meeting like-minded professionals who share our vision of transforming the B2B landscape.

Denis Clifford, our Chief Customer Officer, encapsulated the atmosphere perfectly:

In addition to our booth presence, Virto Commerce delivered two impactful sessions that resonated with the audience.

The workshop captivated attendees by focusing on how sustainability should be incorporated into B2B commerce strategies. Denis Clifford, our CCO, examined how companies can adapt their operations to meet their environmental commitments and drive growth. 

One of the central points discussed was Virto Circular Commerce. This product helps convert the existing linear production and waste disposal model into a circular cycle, increasing product lifespan and decreasing waste. Denis said, “The circular approach isn't just a responsibility. It is an opportunity to develop new business models, from repair service to product rentals and recycling.” Companies pursuing these strategies can align with emerging regulations and unlock sizeable economic potential, he said.

One standout example discussed was the profitability of spare parts in repair models. Denis highlighted how offering repair services and parts can generate greater revenue than selling the initial product. “When you look at the margins on spare parts,” he explained, “they’re often two to three times higher than on the original product. Repairing isn’t just sustainable—it’s smart business.” This insight resonated with attendees navigating regulatory changes such as the EU’s “right to repair” laws.

Our colleagues from Innovadis looked at how digital innovation can foster sustainable practices, from product tracking via digital passports to using AI to find the best resource optimization. They discussed how technology was required to scale circular models and to address environmental and profit goals in a business context. "Technology is the enabler,” Geert said. “It’s what allows us to shift from vision to execution at scale.”

As the session concluded, it was clear that sustainable ecommerce is no longer just a future aspiration—it’s the new frontier for B2B businesses. By embracing models like Virto Circular Commerce, companies can position themselves as leaders in innovation and responsibility, ensuring long-term success in rapidly changing markets.

Among the most inspiring sessions held at B2B Online Europe 2024 was the case study on balancing customer insights with technology innovation, led by Denis Clifford and joined by John Kelly, Global Director eRetail & Centre of Excellence E-Business at HEINEKEN, and Jim McGregor, Head of Change Enablement at HEINEKEN.

The discussion centered on the importance of understanding customers deeply before layering advanced AI solutions onto business operations. Denis began the session with a story about the legacy of personal customer service, drawing parallels between traditional customer relationships and the potential of AI to enhance, but not replace, those connections. This set the stage for a practical, customer-first approach to digital transformation.

Expanding on this theme, John Kelly recalled how HEINEKEN’s sales representatives have maintained trust-based relationships with customers for years, to the point that their customers often viewed these reps as integral to their businesses. He described a scenario in which HEINEKEN observed competitors failing to engage their sales teams effectively in digital transitions, resulting in poor adoption of B2B platforms.

As AI adoption grows faster, businesses must be able to adapt to unexpected changes and focus on customers and their expectations. The speakers stressed fostering a culture of curiosity, transparency, and iterative testing to prepare for future innovation.

B2B Online Europe offered a wealth of knowledge. From engaging panel discussions to thought-provoking presentations, several recurring themes stood out:

Many companies are questioning the agility of all-in-one solutions and exploring modular, flexible systems to meet their evolving needs.

Today, with an expanding need for intuitive and easy shopping experiences, B2B commerce should adopt B2C strategies. As one of the speakers put it, the aspiration of an “Amazon-like” B2B experience is no longer just an ambition but a requirement.

Mastering search functionality remains critical as customers expect precise, relevant, quick results.

AI was a hot topic, but the consensus was clear: There’s no reason to implement AI and automation unless they improve the customer experience.

One surprising takeaway was that cultural and digital transformation adoption challenges prevailed over technology hurdles. Benoit Watrigant of Legrand said: “The biggest barrier to digital transformation is people, not technology."

Apart from our sessions, there were several standout presentations at B2B Online Europe 2024. Marie Hosatte, Head of eCommerce MENA at Arla Foods, led one of the other particularly engaging sessions. Her presentation, "Lessons Learned from B2C: How to Apply Digital Commerce and Marketing Best Practices for Seamless and Intuitive Shopping Experiences," dove into how B2B companies can adopt the best customer-centric practices from B2C. Personalized recommendations, intuitive interfaces, and simpler purchase experiences can help us create better experiences in B2B, Marie pointed out.

Another highlight of the event was the presentation by John Kelly. In his talk titled "HEINEKEN’s AI Case Study: How We Are Leveraging AI in eB2B to Implement Targeted Customer Interactions That Increase Sales," John explained how HEINEKEN has integrated AI to transform its eB2B strategies. He demonstrated how they use AI for more accurate and efficient customer interactionsᅳfrom product recommendations to dynamic pricing algorithms. His advice on identifying sales and marketing use cases for AI and explaining how to deploy them efficiently was helpful to attendees interested in extracting maximum value from AI within their organizations.

Dave Hawkins, Director of Sales Engineering at Lucidworks, delivered an insightful presentation titled "Beyond the AI Hype: A Step-by-Step Guide for Creating and Delivering Customer-Centric Experiences." He emphasized governing AI use — specifically, establishing guardrails that ensure AI remains accurate, secure, and updated, which is necessary to avoid problems like rogue chatbots or out-of-date information. When advocating AI solutions, he suggested aligning AI with business objectives by basing solutions on enriched, business-specific data and orienting metrics around customer satisfaction.

Overall, AI was a hot topic at B2B Online Europe. Many sessions revolved around its potential and related practical challenges. However, the recurring theme was clear: businesses should focus on deeply understanding their customers and building strategies based on these insights. Soon, we’ll publish an article on the major tech trends for 2025, focusing on how AI can be leveraged to deliver a more compelling customer experience in B2B commerce, so stay tuned!

B2B Online Europe 2024 was a success for Virto Commerce. We left Düsseldorf with ideas, insights, and new connections. The event underscored the importance of collaboration, innovation, and staying attuned to customer needs. Looking forward, we are thrilled to share more findings with you and see our colleagues at future events. Stay tuned for announcements about our next steps—we’d love to connect with you!