The session explored the evolving landscape of B2B commerce, emphasizing the growing importance of e-commerce as a key revenue channel, with 71% of businesses already selling through such platforms and generating a third of their revenue from them. Innovations in AI, such as automated product descriptions and personalized customer experiences, were highlighted as transformative for B2B commerce, though poor data quality remains a significant barrier for 68% of companies. The discussion underscored the increasing demand for omnichannel experiences, with customers expecting seamless transitions between digital and physical touchpoints, and emphasized that even one poor customer experience can lead to a significant loss of business. A case study demonstrated how Salesforce Commerce Cloud was used to unify fragmented customer journeys and establish a scalable, personalized commerce architecture that caters to both B2B and B2C expectations, enabling rapid rollouts and improved performance across channels.