Virto Commerce at Shoptalk Fall 2026
29 September
Tuesday, 5:30–5:40pm
Discovery Stage
Ten minutes, with a live demo
Nashville
Shoptalk Fall, 29 Sept – 1 Oct
Your Buyers Shouldn’t Have to Learn How You Sell
For 25 years commerce has asked B2B buyers and procurement leads to master every portal, login and fragmented catalog before they can get a job done. Ben shows how AI resets the starting point: from «here is everything we sell, go navigate it» to «what do you want to do today?»
Ben Black, VP of Growth, Virto Commerce. Ten minutes, with a live demo.
We took the salesperson out and handed the buyer a process
Search, navigation, filters, recommendations, comparison tools, configurators. Twenty-five years of getting better at self-service, and somewhere in it the buyer took over the work a salesperson used to do.
The catalog changes jobs
It stops powering a storefront for people and starts answering AI agents.
The buyer stops doing the work
Portals, logins, filters, configurators. The commerce layer can take that back.
Search does not go away
Discovery, comparison and services still happen. The buyer just stops orchestrating them.
The starting point moves
A good salesperson starts with a question, not a catalog. So can the software.
What buyers actually type
- «Reorder last quarter, but swap the 12mm fittings»
- «Kit out three new service vans»
- «Match this spec sheet against what you have in stock»
Outcomes, not search queries. Ben runs this live on stage.
Where this already runs
Lavazza
Over 2,500 B2B clients, each on individual price lists.
Caplugs
40,000 base SKUs expand into 1.8 million configurations.
HEINEKEN
Later markets launch at 35% of the cost of the first build.
And the rest
Manufacturers, distributors and brands running B2B on the same commerce layer.
Meet us at Shoptalk
Twenty minutes on site with Ben, on your catalog and your buyers.
