Shoptalk 2025 brought together over 10,000 commerce leaders in Las Vegas, spotlighting the rapid evolution of how we buy, sell, and operate. While the event continues to be a stronghold for B2C innovation, one thing was clear this year: B2B is no longer on the sidelines.
Zaelab attended Shoptalk not just to explore the future of commerce but to engage directly with the manufacturers, distributors, and technology leaders shaping that future. What we found was a powerful shift in the narrative—one where B2B commerce is stepping into its own.
"The force of B2B commerce was clearly growing at Shoptalk 2025. In line with our view on the market that B2B Commerce is heavily focused on improving digital maturity, we were able to see the investment manufacturers and distributors are making by sending their key team members to Shoptalk this year."
— Jared Shaner, VP of Strategic Accounts, Zaelab
Unified Commerce Takes the Lead
If there was one recurring theme, it was this: Unified commerce is no longer a buzzword. It’s the roadmap.
Across sessions, booths, and executive meetups, brands and retailers shared how they’re working to integrate data, systems, and teams into a single, frictionless infrastructure. Unified commerce goes beyond omnichannel. It connects online, mobile, marketplace, and in-store touchpoints—not just for consumers, but now also for modern B2B buyers.
"Shoptalk 2025 made it clear that the shift from siloed omnichannel to unified commerce is accelerating. For manufacturers and distributors, this is the playbook for delivering consistent, real-time buyer experiences."
— Mark White, VP of Sales and Alliances, Zaelab
For B2B brands, this means rethinking how pricing, order flows, and fulfillment align across systems. Many manufacturers and distributors are navigating legacy ERPs, fragmented sales processes, and buyer expectations that mirror consumer-grade experiences. Unified commerce offers a path forward—simplifying complexity, improving speed, and unlocking scale.
The Reality of AI in B2B
Yes, AI was everywhere. From main stage presentations to hallway debates, generative and agentic AI dominated the conversation.
But beneath the hype, the real dialogue was about impact. Where does AI move the needle? And where is it just noise?
"Agentic AI was front and center during the talk tracks, but around the bar stools the conversations were circling around missing solutions tied to AI. Too many vendors are cashing in on the gold rush instead of delivering tools that create meaningful business outcomes.”
— Jared Shaner, VP of Strategic Accounts, Zaelab
Instead of flashy AI overlays, the most promising innovations were behind the curtain—in the infrastructure.
Middleware solutions, especially those embedding smart engines, captured real interest. One standout was Pipe17, a tool that blends orchestration and data manipulation across systems. It doesn’t just move data; it transforms how businesses operate by pushing, pulling, and optimizing across platforms.
For manufacturers and distributors, this kind of solution is essential, as it offers the ability to modernize operations without ripping and replacing entire ecosystems.
Zaelab’s Approach: Complexity, Simplified
For many of our conversations at Shoptalk, one truth kept surfacing: B2B organizations aren’t struggling with ideas. They’re struggling with execution.
Outdated systems, manual workarounds, and decision-making bottlenecks are slowing progress. That’s where Zaelab steps in—as a strategic partner who not only understands the complexity but knows how to cut through it.
Our approach is grounded in the needs of today’s technology leaders. Leaders who are stretched thin. Leaders who are pitching visionary roadmaps while juggling operational fires. Leaders who know digital transformation can’t wait another year.
Zaelab isn’t just an implementer. We’re a consultancy that acts as an extension of our clients’ teams—helping manufacturers and distributors deliver strategic results, not just software rollouts.
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A Moment to Connect: Zaelab’s Private B2B Dinner
Shoptalk was fast, loud, and busy. That’s why Zaelab created space for something different.
On Tuesday night, we hosted a private B2B dinner at STK Las Vegas, inviting over 20 senior leaders from across the industry. It wasn’t a sales pitch. It was an intentional gathering designed for real conversations—no decks, no demos, just good food and open dialogue.
"Stepping off the expo floor to host an intimate evening with 20+ industry leaders created a space where true insights could emerge.”
— Mark White, VP of Sales and Alliances, Zaelab
What happened around the table reflected the conversations we’ve been having all year:
- frustration with one-size-fits-all architectures;
- the challenge of selling technical decisions to non-technical executives;
- the constant need to show ROI—fast.
"The addition of a little wine allowed everyone to feel at ease and be open about the struggles they’re facing. We heard about the need for more partner-centric support and better documentation to help internal teams communicate value to executives.”
— Jared Shaner, VP of Strategic Accounts, Zaelab
And that’s the heart of it. Technology leaders don’t just need tools—they need the storytelling to back them. The shift toward B2B self-service, digital catalogs, and personalized buyer journeys won’t succeed unless the strategy resonates across the organization.
Our dinner was a reminder: the best ideas emerge when there’s trust, space, and shared experience. Special shoutout to our partners at Logik.ai for bringing their energy and insights throughout the night and beyond.
Why This Matters for B2B Commerce
Events like Shoptalk 2025 aren’t just about tech trends. They’re about trajectory.
For B2B commerce, the writing is on the wall. The organizations that move fast—those who embrace unified commerce, rethink legacy processes, and align their teams—are setting the pace. Everyone else will be forced to catch up.
Zaelab’s mission is to help manufacturers and distributors lead, not follow. We work at the intersection of strategy, execution, and impact. Whether it's modernizing your digital experience, unifying your tech stack, or enabling guided selling and CPQ for complex products, we help manufacturers and distributors leverage technology as a growth engine and put it at the center of their business strategy.
In B2B, the difference between falling behind and scaling up often comes down to how well you execute.
Looking Ahead
Shoptalk was energizing, but more importantly, it was validating. The market is evolving, and B2B is now a core part of that story.
As we look ahead, we’re doubling down on the things that matter:
- strategic clarity
- simplified systems
- long-term partnerships that unlock growth
Our next stop is B2B Online 2025 in Chicago, taking place at the Chicago Marriott Downtown from April 28–30, 2025. Zaelab will be at Booth #306, ready to discuss how we can help your business accelerate digital transformation.
Join us for live presentations, B2B Roundtable Discussions, and the private event at House of Blues Chicago hosted by Zaelab with our strategic partners —- Shopify and Logik.ai.
Don't miss our special booth giveaway! Visit us at Booth #306 for a chance to win an Ooni pizza oven—because when in Chicago, pizza is a must. For more details and to book a one-on-one meeting with our experts during the event, visit our event page: https://www.zaelab.com/event/zaelab-at-b2b-online-c025
Let’s build what’s next—together.
