About the Event

B2B Online Europe is an annual conference produced by Worldwide Business Research (WBR), focused exclusively on B2B eCommerce, digital marketing, and customer experience for manufacturers and distributors operating in Europe. The 2026 edition takes place December 2-3 at Maritim proArte Hotel Berlin, Friedrichstrasse 151. Now in its ninth year - launched in 2017 - the event has grown from 100 to over 500 attendees from more than 250 companies across Europe, and is described as having hosted more B2B marketing and eCommerce leaders than any other specialist event in the region. The agenda is shaped by 70 research interviews with B2B digital leaders to ensure the programme reflects actual challenges and opportunities facing practitioners in European markets. The event is produced by WBR, which also runs B2B Online Chicago, B2B Online Atlanta, and the invitation-only B2B Connect in the US.

Audience & Attendees

B2B Online Europe is designed for heads of digital, eCommerce, marketing, sales, and customer experience at European manufacturers and distributors. The audience spans senior practitioners and leaders from industrial, technology, healthcare, logistics, and consumer goods sectors who are responsible for digital channel strategy, B2B customer experience, and online revenue growth. The conference deliberately maintains a high manufacturer and distributor representation, consistent with WBR's B2B Online brand positioning of more buyers than sellers in the room. Past attendees have included digital and eCommerce leaders from organisations across the DACH region and broader European market.

Programme Structure

The two-day programme combines inspirational keynote sessions with small-group interactive working discussions, peer-led sessions, and structured networking. A defining structural feature is the use of small working discussion groups - distinct from traditional breakout sessions - where attendees learn from peers in the audience as well as from speakers. The agenda is built from primary research rather than speaker submissions, ensuring sessions address the challenges practitioners have directly identified as their most pressing. The 2025 agenda is available as a reference download; the full 2026 agenda and speaker lineup had not been published at the time of entry creation.

Main Topics

The 2026 programme is framed around five strategic pillars drawn from the event positioning: AI at scale - moving from pilots to embedded AI in daily B2B workflows and marketing; digital transformation with purpose - driving change that directly advances commercial goals; omnichannel commerce - creating seamless, consistent experiences that build customer loyalty and grow revenue; customer-centric design - streamlining complex B2B buying journeys while maximising long-term customer value; and agentic AI in action - practical case studies of how autonomous agents are boosting productivity and personalisation in B2B contexts. These themes reflect the core operating pressures on European B2B manufacturers and distributors navigating budget constraints, digital channel maturation, and AI adoption.

Closing Session

The conference concludes on December 3. The two-day format closes with the final afternoon content blocks and networking wrap-up.

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