IRX 2025 wrap-up: A big moment for B2B eCommerce

Last week, we exhibited at IRX (Internet Retailing Expo) for the very first time, and it was a milestone for Rixxo. Whilst we’ve heard a lot of mixed feedback from attendees, one thing was clear: if you were there for B2B, IRX delivered.

Our first time exhibiting

This was our first time exhibiting at an event, and we’re so glad we chose IRX to make our debut. Right from the start, it was obvious that people were looking for more than just a sales pitch. They wanted real, honest conversations with experts who truly understand the nuances of B2B eCommerce.

From our many conversations, a common thread was that attendees were relieved to finally feel understood. 

Our Co-Founder Rich said:

“Attendees were happy to have technical conversations and speak to someone who ‘got’ their challenges. It was great to see so many partners and familiar faces too, especially during the evening drinks, which ended up being just as valuable (if not more so) as the daytime sessions.”

It was great to be joined on our stand by our partners Orderwise.

As Orderwise integration experts, it was brilliant to have them with us and we made a great team. We’re really excited for more collaboration ahead with the Orderwise and wider Forterro team.

The rise of B2B at IRX

B2B is picking up real momentum in the UK, and IRX was proof of that. While some returning attendees noted the event felt smaller this year, the quality of our conversations was top-notch.

Our Strategy Lead Hugh said:

“There was quality over quantity. The B2B merchants we spoke to weren’t just browsing, they were actively looking for help. Either to improve their eCommerce offering or get started”

The dedicated B2B Zone hit the mark

The introduction of the B2B eCommerce Association’s dedicated B2B Zone was a game changer. It gave the event an edge other eCommerce expos don’t have: a B2B focus. Yes B2C and D2C are both sexier, but there’s clearly a huge demand for B2B focused content and a great community in this space.

Jaq, our Head of Production noted:

“I can’t compare it to previous years, but at our stand and around the B2B Zone, it felt active and buzzing. Conversations came in flurries and once a few started, more seemed to follow. We also learnt that business cards aren’t dead yet!”

Talks That Stood Out

Are we biased? Maybe…but Chris Gee of Rixxo delivered a standout talk about how B2B businesses can choose the technology that best fits their needs.

IRX featured some of the best B2B eCommerce content we’ve seen at a UK event. Rather than being a sponsor-led pitch fest, the talks were valuable and packed full of inspiration, examples and practical insights.

Rich called it “One of the best B2B eCommerce content tracks in the UK, ever. Honestly, it could have been a conference in its own right.”

Among our highlights:

• Justin King’s sessions got rave reviews from multiple team members. His session on leadership and digital strategy gave a strong framework for how businesses can build around customer jobs and own their journey maps. A standout line:
  “Your customers aren’t on your site because they love your brand – they’re there to do their job. Your site needs to help them do that easily.”
  And yes, he got the words ‘rizz’ and ‘simp’ into a B2B talk.
  
• Bryony Tagg offered a refreshing client-side view in her talk on replatforming Chilly’s in just four months. Jaq appreciated how closely their agile, MVP-focused process mirrored our work with clients, and we loved how honest Bryony was about the decision-making process.
  
• Chris Gee (bias aside) delivered a fantastic talk on how B2B businesses can select the best technology that fits their needs, driving home the message that we should always be focused on needs over features. He outlined the Rixxo (shameless plug) methodology for platform selection – a proven framework that uncovers business needs and matches you with the best platform.
  
• Talks from Jason Hein and Arno Ham were also noted by Rich as being valuable, particularly for offering genuine insights rather than just sales pitches.
  

Our Key Takeaways

• B2B eCommerce is booming – and becoming more sophisticated in how it’s discussed and delivered.
  
• People buy from people – this came up time and again. The personal, human element is still crucial in B2B.
  
• Business needs over features  – merchants are overwhelmed with platform choices. What they really want is clarity on how to solve their business challenges.
  
• Maybe it’s time for a dedicated B2B eCommerce event in the UK – there’s clearly an appetite for it.
  
• Partnerships matter – sharing our stand with Orderwise showed the power of working alongside like-minded partners to offer holistic support for B2B businesses.
  

What’s Next?

We’re already following up on some brilliant conversations from the show, many of which started from a genuine connection. If we met you there, thanks for stopping by. If we didn’t, there’s still time to download our list of 70+ B2B eCommerce platforms or register for our upcoming webinar on choosing the best B2B eCommerce platform.

Until next year, IRX.