Meeting customers where they are, with less complexity

At Shoptalk 2025, one theme was clear: today’s customers expect more — more flexibility, more convenience, and more connection. And merchants are responding by leaning into curation, personalization, and technology that reduces friction.

Across three packed days in Las Vegas, the conversations touched every corner of modern commerce: generational buying behavior, the rise of AI and social shopping, omnichannel fulfillment, and the power of community-driven brands.

But at the heart of it all was one big question: How can we simplify the complex without sacrificing what makes commerce personal?

A shift toward curation over complexity

From SharkNinja to Sweetgreen, the message was consistent: customers are discerning, and the brands that succeed are the ones that meet them where they are — social feeds, connected TV, in-store, and everywhere in between.

As generational preferences shift (hello, Gen Alpha), commerce is becoming more fragmented. The rise of “fast commerce,” a shift toward word-of-mouth marketing, and increasingly non-linear buying journeys have made it more important than ever to build flexible, connected experiences.

Speakers also emphasized the importance of social listening, data-informed personalization, and storytelling as critical tools for modern brand building. Whether it’s real-time campaign pivots or AI-driven product recommendations, successful brands are using technology to listen, learn, and adapt.

BigCommerce announces new B2B features at Shoptalk

In line with our vision to simplify the complex, we announced two powerful B2B features at Shoptalk: Multi-Company Account Hierarchy and Configure-Price-Quote (CPQ).

Account Hierarchy empowers merchants to support complex buyer organizations with multi-tier structures, role-based access, and self-service capabilities — making it easier to manage approvals, payments, and account visibility at scale.

CPQ streamlines the quote-to-cash process with a single-page interface, integrated tax and shipping logic, and customizable quote views, helping teams move faster while delivering personalized experiences.

Together, these features give B2B sellers more flexibility, efficiency, and control — because commerce should be curated, not complicated.

The final word

The future of commerce is multimodal, multigenerational, and multi-platform. At BigCommerce, we’re focused on helping merchants navigate that future with tools that make selling smarter, not harder.

Thanks to everyone who stopped by our booth at Shoptalk and joined the conversation. We’re just getting started.

Learn more about our B2B ecommerce capabilities here.