BOLD B2B: Shaping Tomorrow’s B2B eCommerce
Last week, Monsoon Consulting was delighted to sponsor, alongside our partners Core Optimisation, the inaugural Bold B2B eCommerce Event, organised by eComm Live & eComm Awards and held at the stunning new Minster Building in Central London.
I also had the chance to represent Monsoon on a panel, joining a host of big names from the industry, including Diageo, Musgrave Wholesale, and Henderson Foodservice Ltd, to discuss the future of B2B eCommerce and how our sector can harness DTC strategies to deliver better experiences.
A Flagship Gathering for the B2B Sector
Bold B2B was the first event of its kind in London to focus solely on B2B eCommerce, bringing together a diverse mix of B2B merchants, solution providers, agencies, and industry leaders. It was a full day of inspiring talks and panels, with plenty of valuable takeaways for the expanding B2B sector, which continues to grow rapidly.
The event was expertly hosted by Miya Knights of Retail Technology Magazine, who combined her commanding knowledge of the sector with extensive experience in journalism, publishing, and keynote speaking, making her the ideal MC for the day.
Keynote: Future Trends in B2B
The day began with industry author Chloë Thomas, who set the scene with her fascinating insights on future trends in B2B eCommerce. She covered a range of topics, including the rise of B2B marketplaces, the importance of testing new ideas, sustainability, the power of data, optimising tech stacks, enhancing the marketing experience, and the importance of maintaining human connection in B2B interactions.
We discussed some of the key features within Adobe Commerce that are helping B2B organisations capitalise on certain DTC features, including Adobe Sensei and all the key data-driven personalisation options of Cross & Upsell, Product Popularity and top performing products.
alastair brodie
commercial director, monsoon consulting
Panel Discussions: Insightful Strategies and Practical Takeaways
With a packed agenda of talks, fireside chats, and panels, attendees heard from leaders across various industries, including Henderson Foodservice Ltd, MSC Industrial Supply Co, Diageo, and Musgrave Marketplace. These discussions focused on scaling B2B operations, the role of data-driven insights, and strategies for global expansion.
Panel: Bringing DTC-Style Personalisation to B2B
Monsoon joined Diageo and Musgrave Wholesale in a panel discussion led by Rebecca Worsley from Rainy City Agency, exploring whether DTC-style personalisation and engagement could thrive in B2B eCommerce. The panel examined core principles that shape B2B strategies, highlighting some key differences between B2B and DTC buyers:
- Decision Makers and Buyers: In B2B, the decision-maker is often not the buyer, and purchases involve multiple stakeholders.
- Need vs. Want: B2B eCommerce typically fulfils a need, unlike the more want-driven nature of DTC.
- Frequency and Time Pressure: B2B purchases happen more frequently and often under time constraints, especially in sectors like Food, Healthcare, and Construction.
Adapting DTC Experiences for B2B
During the panel, I shared some best practices on adapting DTC-style experiences for B2B customers. Key strategies included:
- Hyper Personalisation: As seen in our award-winning work for Punch Pubs & Co, the “Your Usual Order List” feature allows users to view items ordered over time, segmented by individual, company, or parent company orders.
- Injected Products: A clever approach to promoting related products within Product Listing Pages, driven by customer segmentation.
We discussed some of the key features within Adobe Commerce that are helping B2B organisations capitalise on certain DTC features, including Adobe Sensei and all the key data-driven personalisation options of Cross & Upsell, Product Popularity and top performing products.
B2B Buying Journeys and Pricing Models
The discussion also covered best practices in the B2B buying journey, particularly around negotiated pricing:
- Price Books: These customer-specific price books, a cornerstone for many B2B eCommerce sites, enable customers to see a tailored catalogue with specific product pricing. This allows for personalised negotiations using Adobe’s Quote feature, which can be initiated by the customer or a sales rep.
Allowing Sales Reps, Admins, and Customer Service teams to log in on behalf of customers also simplifies complex buying journeys, ensuring a smooth, efficient experience.
Transformative Technologies for B2B
Finally, I shared some of the transformative technologies we’re working with at Monsoon Consulting:
- Klevu Search for Sysco Foods: Enables subset catalogue searches for targeted, efficient navigation.
- Storyblok CMS for Punch Pubs & Co: Tailors content delivery based on the business model (Lease & Tenant vs. Managed Partnership).
- ecoSpend for Punch Pubs: Integrates open banking payments within the My Account area, providing checkout flexibility unique to specific customer account types.
Closing Keynote: Creativity in Business
The day concluded with an engaging and inspiring talk by Tim Reid, TV Comedy Writer (Car Share) and Creativity Expert, who emphasised the importance of creating a safe, supportive space for team creativity. His advice to “be playful, be brave, and make everyone feel valued” left attendees inspired to foster an environment that nurtures innovation and success.
conclusion
In all, Bold B2B was a tremendous success, and our congratulations go to Kevin Traynor and the entire Bold B2B team. With such positive reception, this event is destined to grow, becoming even more impactful in 2025 and beyond.
