What can B2B companies expect in the coming years – and why could 2026 become a defining turning point? This Expert Insights interview explores developments in the Dutch market and highlights why digital maturity alone is no longer enough. It also sheds light on the next phase of commerce and what businesses need to do now to stay competitive.
About the interviewed expert
Michel Doens is CTO of Strix in the Netherlands and brings more than 25 years of experience in web development, internet marketing, and digital commerce. He helps companies scale B2B and D2C business models while integrating complex system landscapes. His focus is on platform strategies, integrations, and the practical application of AI in commerce. He is also involved in education and is affiliated with Eindhoven University of Technology.
The Netherlands is seen as one of Europe’s most digitally advanced markets. Why does B2B commerce need a new perspective now?
The Netherlands is undoubtedly at the forefront of digital development in Europe. We have the highest level of digital skills in the EU and an ecommerce penetration rate of 92 percent. Yet in practice, we see a clear paradox: while 90 percent of B2B buyers are now purchasing online, the vast majority still experience significant friction throughout the customer journey. That shows that digital maturity alone is no longer enough.
What makes 2026 such an important turning point?
The past few years were largely defined by digitization and catch-up efforts. Many organizations have established digital channels, but the next phase is now emerging: intelligent commerce. That is why 2026 marks a turning point. It is no longer enough for businesses to simply be digital; they also need to operate in smarter, faster, and more scalable ways.
Where do many B2B organizations face their biggest challenges today?
The biggest challenge lies in the foundations beneath their digital operations. Processes may be digital, but they are often not automated. Systems may be connected, but not truly integrated. Data exists, but it is not always reliable. And AI may be available, but it is not yet embedded into day-to-day operations. That is exactly what many Dutch B2B organizations are struggling with today.
You also describe this as the biggest opportunity of the decade. Why?
Because companies that address these foundational issues now can build a structural competitive advantage. Businesses that succeed in aligning processes, systems, data, and AI create an operating model that is ready for growth, efficiency, and stronger customer relationships. That is where the real opportunity lies.
One major theme is the rise of agentic commerce. What do you mean by that?
Agentic commerce refers to autonomous AI agents that can independently analyze, advise, negotiate, and make decisions. This fundamentally changes the rules of the game. Until now, AI has often been used mainly as a support tool. What we are seeing now is a shift toward systems that can play a much more active and independent role in commercial processes.
What does that development mean specifically for B2B?
For B2B, it means that buying and selling processes can become radically more efficient. Think of faster decision-making, less manual work, better recommendations, and greater operational scalability. At the same time, it also creates risks. Companies that are not prepared could end up being reduced to little more than a data point in an ecosystem controlled by big tech.
How significant could agentic commerce become?
The potential is enormous. McKinsey predicts that by 2030 this development could represent a market worth between 3 and 5 trillion dollars. That underlines the fact that this is not a short-term trend, but a structural shift in how commerce will be organized and experienced.
This is also why the Agentic Commerce Alliance was launched. What is the purpose of this initiative?
Together with Shopware and fifteen other leading digital commerce companies, Strix founded the Agentic Commerce Alliance to develop open standards. The goal is to enable merchants to thrive in the bot economy without losing their brand identity or independence. AI should help businesses differentiate themselves, not make them interchangeable.
What does the report offer Dutch B2B companies in practical terms?
The report provides a clear compass for the Dutch B2B market. Through six strategic action areas, it shows how organizations can redesign their operating model and introduce AI agents in order to move toward intelligent, agent-ready B2B commerce. So it is very much not an abstract vision of the future, but a practical guide based on what we see every day in manufacturing, wholesale, and technical trade.
What is the most important message for the market right now?
The future of B2B is not about technology alone. It is about the synergy between AI and human expertise, between automation and customer relationships, and between efficiency and brand value. Companies that find that balance now will build lasting competitive advantage. That is why the key message is simple: be part of this movement, because the time to act is now.
Conclusion: The next phase of B2B commerce starts now
B2B commerce is evolving from basic digitization toward intelligent, integrated systems. Companies that modernize their foundations and strategically implement AI today will build the basis for long-term success. The key is not to view technology in isolation, but as part of a holistic operating model.
Further B2B insights
Download the B2B ecommerce compass to discover the six critical action areas companies must address now to build a resilient, high-performing B2B ecommerce business for the future.
Watch the B2B Future Forum, our webinar series where Shopware experts explain what’s changing in B2B commerce, why it matters, and how organizations can adapt strategically.
Discover Shopware’s modular solution for next-level B2B ecommerce
