Manufacturers and distributors no longer compete solely on product quality, price or availability. They compete on how easily customers can find, understand and buy their products. As buyer expectations rise and AI increasingly influences purchasing decisions, fragmented product information and complex buying journeys become barriers to growth.

The organisations that succeed are those that remove friction at every stage, from product discovery and evaluation to ordering and reordering in two layers; product experience that make products easy to understand and  commerce experience that make products easy to buy.

What you will learn

• Why product experience has become a strategic growth driver
• How changing buyer expectations are reshaping B2B commerce
• The biggest frictions slowing digital revenue growth
• What modern commerce leaders do differently
• How Shopify and Akeneo work together to improve product discovery and buying experiences
• Real-world manufacturing and distribution scenarios
• How to assess your own product and commerce maturity
• What organisations need to do today to prepare for AI-powered and agentic commerce

What you will leave with

• A clear view of how buying behaviour is changing across B2B commerce
• Insights into the product and commerce capabilities leading organisations are investing in
• A practical framework for improving discoverability, self-service and purchasing experiences
• A roadmap for preparing your business for AI-driven and agent-assisted commerce

This session is designed for senior leaders in manufacturing and distribution who are responsible for digital commerce, customer experience and technology, and are looking to connect product experience and commerce experience to drive growth, improve self-service and prepare for AI-driven buying journeys.