B2B eCommerce World UK & Europe 2026: The verdict

Last week the Rixxo team travelled to London for the inaugural B2B Ecommerce World UK & Europe, hosted by the B2B Ecommerce Association at the QEII Centre.

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The event was billed for digital and executive leaders in manufacturing and distribution, with a focus on practical workshops, strategic insight, and real peer networking, rather than the usual expo format.

As sponsors, we genuinely didn’t know what to expect. What we found was something the B2B ecommerce space has been missing for years: a proper community event, with the right people in the room.

It was a two-day event packed with talks, roundtables, exhibition spaces, curated one-to-one meetings between agencies, vendors and merchants, the B2B Ecommerce Industry Awards, and Women in B2B networking drinks. A lot going on. But what an event.

From the organisation to the level of attendees, the quality of conversations and the genuine feeling of community, it is comfortably the best event I have attended in the B2B ecommerce space.

B2B eCommerce World UK & Europe 2026

Highlights

The Sana workshop hosted by Arno Ham of Sana and Sean Hefferin of Moto Direct was a standout.

Titled “Build Your B2B Motorbike”, it kicked off with building a Lego motorbike (yes, I am a 37-year-old man, and yes, any excuse).

We then had to race them. Each component represented a key part of a digital commerce setup: ERP, buyer experience, operational workflows and so on. We were then guided through real-world B2B scenarios to test how our motorbikes performed.

It was engaging, genuinely insightful, and made you think about the complexity of B2B and the trade-offs you make based on your objectives. One of the best workshop formats I have seen at any event.

On a lighter note, Daniel and I were absolutely determined to win the Fortnum & Mason champagne from the BigCommerce stand. Locked in a perspex case with a four-digit code, clues were teased throughout the event. We narrowly missed out on day one. Day two, we cracked the code and took it home. Persistence pays.

We were not quite as lucky at the B2B eCommerce Industry Awards. We were shortlisted for Agency of the Year, and, while we did not bring the trophy home, we are genuinely proud to have been recognised as one of the best B2B eCommerce agencies in Europe. It reflects the work the team puts in for our clients every single day.

The community bit

This is what made the event. The whole B2B world (yes, intentional) came together in London and it was brilliant to connect with so many clients, partners, industry leaders and fellow agencies under one roof, all talking B2B.

At most ecommerce events, B2B gets overlooked in favour of DTC and B2C. Which is strange, given that B2B represents over 80% of total ecommerce revenue. It vastly outweighs the rest of the market in value, yet it rarely gets the space it deserves at industry events.

It got it here. And we loved it.

Roll on 2027.

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