Sharon Forder

This keynote panel explores the evolving B2B landscape as Millennials and Gen Z increasingly dominate purchasing decisions, reshaping eCommerce strategies to meet their unique preferences and expectations. By 2025, these younger generations will constitute the majority of B2B buyers, necessitating a shift towards digital-first approaches, personalized experiences, and innovative technologies to remain competitive in the market. 

Key discussion points:  

• Millennials and Gen Z will make up 71% of B2B buyers by 2025, driving a significant shift in purchasing behaviors and expectations 
• Digital self-serve channels will process more than half of large B2B transactions, emphasizing the need for seamless online experiences 
• Younger buyers prioritize factors beyond economic value, such as sustainability and co-creation opportunities, requiring businesses to adapt their value propositions 
• To stay relevant, B2B companies must focus on eCommerce adoption, addressing frustrations, and providing compelling online platforms that cater to the preferences of Millennial and Gen Z buyers