When Search Becomes Conversation: Building the Future of B2B Commerce

B2B buyers increasingly expect conversational, guided experiences: the ability to ask questions, refine requests, compare options and make confident decisions. Yet many B2B commerce sites still struggle with fundamentals like partial SKUs, units of measure and compatibility.

The reason? B2B is hard - often harder than B2C. But conversational, intelligent experiences are possible. This session explores what it takes to move from product search toward one: connecting product data, technical content and business context; handling entitlements, fitment, supersessions, pricing and availability; and learning from manufacturers already turning these capabilities into measurable business value.