B2B Online 2025 brought together leading voices in digital commerce. Held May 6–8 in Chicago, IL, the event offered three days of practical learning, insightful conversations, and a clear takeaway: B2B is advancing, and every business is navigating the changes differently.
From manufacturers to distributors, hundreds of commerce leaders came together to discuss what’s working, what’s not, and where the industry is headed. Sessions covered topics such as AI, guided selling, buyer experience, and digital operations. Each one highlighted the complex priorities that B2B organizations are working to address today.
"There wasn’t a theme echoing across the floor. Everyone you talked to was curious about what to do next and whether they are heading in the right direction. The answer always depends: do your choices align with your growth strategy?”
— Andy Lill, Client Partner at Zaelab
Zaelab at B2B Online
Zaelab showed up in full force connecting with clients, partners, and new faces across the floor and at the booth. One of the highlights of the event was the roundtable discussion led by Evan Klein, CEO of Zaelab.
In Evan Klein's Wednesday keynote session, he urged B2B brands to stop chasing B2C playbooks and focus instead on solving the real problems their buyers face. He emphasized that polished digital experiences often fall short when they overlook the complexity of B2B transactions, such as role-based pricing, bulk ordering, or multi-location delivery. The session made a lasting impact on attendees, many of whom continued the conversation afterward, looking for ways to bring their strategies closer to the needs of today’s buyers.
Meanwhile, our team was busy hosting live Shopify demos at the booth, showcasing how Zaelab helps simplify and scale B2B commerce through guided selling, personalized portals, and seamless self-service.
It was a pleasure connecting with so many leaders from companies like M-D Building Products, Salsbury Industries, Schneider Electric, Ulta, and more. Whether you stopped by to explore CPQ modernization with Logik.ai (now part of ServiceNow) or to talk about B2B use cases on Shopify, we valued every conversation.
Big Congratulations and Big Takeaways
Our booth drew plenty of attention throughout the event, thanks in part to a lineup of curated giveaways designed to celebrate attendee engagement. The main attraction? A raffle for an Ooni Pizza Oven, awarded to those who completed the “passport” challenge by visiting and collecting stamps at all three partner booths — Zaelab, Logik.ai, and Shopify.
We’re thrilled to congratulate Casey Carpenter, Sr. Director of Digital Commerce Technology at Integrated DNA Technologies, Inc., for taking home the grand prize.
Beyond the giveaways, what stood out most were the quality of conversations and genuine curiosity about what's next. From commerce leaders exploring CPQ modernization to teams rethinking how they serve B2B buyers, the atmosphere was focused, collaborative, and forward-thinking.
"It was great to be in Chicago with a focused group of digital leaders. Events like this remind us that modernizing B2B is still a work in progress, but progress is happening fast."
— Evan Klein, CEO of Zaelab
House of Blues After-Hours: Loud, Packed, and Unforgettable
To cap off the first full day, Zaelab co-hosted a private after-hours event at the iconic House of Blues, alongside our partners at Logik.ai and Shopify. It was one of the standout moments of the week, bringing together a packed guest list for an evening of great music, conversations, and connection.
The energy was high from the start, and the atmosphere created the perfect setting for continuing the day’s discussions in a more relaxed, informal environment. Guests reconnected with familiar faces, met new ones, and exchanged ideas that carried the momentum of the conference well into the evening.
"t’s not the size of the room that drives results — it’s the clarity of vision inside it. The event was small and personal, but the conversations were meaningful and valued."
— Nick Burkhardt, Senior Sales Development Representative at Zaelab
Many attendees used the opportunity to dive deeper into topics raised during the day — from streamlining the buyer journey to tackling operational complexity with guided selling and AI. The conversations reinforced a shared priority across B2B leaders: creating digital experiences that are not only modern, but purpose-built for how their buyers actually research, quote, and purchase.
"We had meaningful conversations both at the booth and after-hours. The setting may have been intimate, but the ideas were big."
— Gavin Cunningham, VP at Zaelab
Insights That Stood Out
Throughout the conference, from roundtable discussions to booth-side chats, a few common themes continued to surface. These insights reflected the questions B2B leaders are asking, the challenges they’re facing, and the future they’re actively shaping.
One recurring message was the critical importance of a smooth and intuitive digital buyer experience. As Nick Burkhardt noted, “Buyers will abandon a quote or cart if the process is difficult, especially when it doesn’t have to be.” Whether it’s a clunky checkout or a confusing configuration flow, friction leads to drop-off. Simplifying the path to purchase is no longer optional.
AI also emerged as more than just a buzzword. Leaders are no longer questioning if AI has a role in B2B commerce, but rather where it can make the biggest impact. Whether it’s through smarter product recommendations, faster quoting, or predictive insights that support sales and operations.
"It was great to connect with so many clients and partners in person. These conversations helped us understand where companies are heading and where they are still looking for guidance."
— Trevor Kniffen, Alliances & Partnerships Manager at Zaelab
Another key takeaway was that there is no one-size-fits-all roadmap for digital transformation. Many attendees expressed uncertainty about whether they were on the right path. The answer, as conversations often revealed, depends entirely on whether their technology choices support their long-term business goals.
Finally, the identity of B2B itself remains a work in progress. As Andy Lill observed, “There’s an ongoing back-and-forth around making B2B like D2C. No clear winner, but it’s dominating agency messaging.” Companies are still navigating where to adapt D2C tactics and where to build experiences that are uniquely suited to B2B’s complexity.
What’s Next: TeeCommerce & B2B Connect
Zaelab’s event calendar is gaining momentum. This June, we’re continuing the energy from B2B Online with two upcoming events that promise valuable conversations and meaningful connections.
First is TeeCommerce at the U.S. Open, taking place June 11–12 at Oakmont Country Club. This invite-only gathering brings together senior B2B leaders for strategic discussions in a relaxed setting, all during one of the biggest moments in golf. Expect candid conversations, real-world insights, and a few unexpected highlights.
Then, from June 23–25, we’ll be at B2B Connect 2025 in San Diego, CA. The event is tailored for senior B2B eCommerce and digital executives. Attendees will engage in peer-to-peer discussions, strategic networking, and consultative business meetings in an intimate, curated setting. It’s a unique opportunity to explore the future of eCommerce in a private, high-level environment.
If we missed you in Chicago, we’d love to connect in June.
Thank you to everyone who visited the Zaelab, Logik.ai, and Shopify booths and joined us at the House of Blues dinner. We’re looking forward to what’s next.
