Look What Happened When the Industry Showed Up

I’ve intentionally waited a week to write this.

B2B eCommerce World has lit up LinkedIn with photos, posts, recaps, and takeaways. I have read all of them. I have been incredibly encouraged by them. But for me, I needed a moment to slow down, process, and sit with what actually happened in Scottsdale.

First, it is an incredible honor to have been part of this inaugural event.

I kicked off the conference by sharing this story:

Four years ago, Brett Sinclair invited me to the Gold Coast of Australia to keynote his B2B eCommerce Summit. Over ridiculous Australian coffee (still the best in the world in my book) he shared a vision that was both inspiring and terrifying.

He described an event where:

• Thousands of practitioners would come together.
• Every session would be built specifically for manufacturers and distributors.
• The best educators and speakers in the world would teach deeply relevant, practical content.
• Real relationships, not logo chasing or badge scanning, would sit at the center of everything.
• It would be fun, with shared experiences that make people actually want to be there.

It was a vision only a very small group of people could or would attempt to build.

A couple of years later, Brett asked me to join him full time inside the association. We are wired with the same conviction about this space and the same stubborn belief in what B2B eCommerce can become. That original vision he shared over coffee started to become concrete.

Then in 2025 we decided to create B2B eCommerce World. On our own.

That decision was terrifying.

It meant putting our own money on the line. It meant building a new industry event before we had any proof that people would actually show up. It meant taking the risk ourselves instead of waiting for someone else to go first.

I have been an entrepreneur for most of my career.

And I can say without hesitation, this has been the scariest and most rewarding thing I have ever done.

What happened in Scottsdale felt different.

It felt like walking into a room that was almost family. Not family, but close. Without the inappropriate comments from Uncle John.

People were not just working the room, scanning badges, or calculating budgets. Practitioners and vendors alike were

• Genuinely curious about each other.
• Sharing openly.
• Mentoring.
• Comparing notes.
• Introducing people who needed to know each other.

The energy in that hotel was not something Brett or I could manufacture. You brought that.

The educators and speakers were phenomenal, thoughtful, practical, vulnerable, and funny. The content was strong. The production was fun. But the real thing was the community you created in the hallways, at the bar, in small groups, over breakfast, and long after sessions ended.

And lastly, the awards. The awards were incredibly special and, for many of us, emotional. Seeing people recognized for their work within their organizations, in front of their peers, and celebrating certain individuals with special recognition moments was powerful. It reminded me why this industry matters and why creating a place to honor that work is so important.

It exceeded every expectation I had.

To every practitioner who came, thank you for trusting us with your time, your budgets, your challenges, and your teams.

To every vendor and partner, thank you for leaning in the right way, by showing up as educators and collaborators, not just sellers.

To the B2B Ecommerce Association team and everyone behind the scenes, you already know this, but none of this happens without you.

You all made this event beautiful.

This was never about just another conference. This is about building the home for B2B ecommerce, where people who care about this craft, this industry, and this work can grow together.

To my friend Brett Sinclair, your vision from four years ago was beautifully represented over the last week. I am incredibly proud to call you a business partner.

And to the future, this is the foundation we build from. It is the platform we jump off from. We believe there are thriving communities to be built here in North America and around the world. We want to hear from you, your feedback, your ideas, your honest perspective. We have already taken many notes on how to improve, but what matters most is what you think.

If this is what year one looks like, I cannot wait for what is next.