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B2Beach 2025: BigCommerce & Feedonomics Bring the Heat to B2B Ecommerce
On one of the hottest days of the year, B2B leaders from across the UK gathered in central London for the third edition of B2Beach — a flagship summer event hosted by BigCommerce and Feedonomics, and, this year, sponsored by PayPal, Patchworks and ShipperHQ.
With over 150 attendees from our B2B ecosystem — including customers and partners — the event delivered insightful sessions, real-world examples, and a relaxed beach-inspired setting to connect, learn, and grow together.
Setting the scene: the state of B2B
Kicking off the day, Lance Owide, Global B2B GM at BigCommerce, unpacked the current state of B2B commerce. Unpacking some key findings from our Digital Maturity Scale - which revealed digital leaders are 50% more likely to achieve significant growth, Lance started the day with a strong statement: “Those who are lagging behind — with the less digital maturity — are the most likely to lost revenue.”
The takeaway? Strategic alignment, integrated tech stacks, and leveraging customer feedback are the way to thrive in today’s B2B landscape.
Lance also explored the evolution of AI-powered commerce and agentic commerce - a theme that was recurring in all the panels and presentations. Indeed, as AI increasingly reshapes how buyers interact online — moving from “buyer to merchant” to “agent to agent” journeys — B2B businesses must enrich their product data and work with partners who can streamline this transition.
Tackling complexity: scaling with confidence
The first panel of the day brought together Manoj Panchalingam, Director of Solutions Engineering at BigCommerce, Jim Herbert, CEO at Patchworks, Carole Breetzke, Business Solutions Director at Brave Bison, and Joe Comins, Director of Strategy - Ecommerce at Codal — check out our latest webinar with Codal. Moderated by Halie Adams, from our Product Marketing team, the discussion centred on how to modernise complex tech stacks while keeping people and processes aligned.
A clear theme emerged: successful transformation isn’t just about the technology, but about how it's adopted. Joe from Codal reminded the audience that it’s not about choosing the “best” tech stack, but the one that fits your team’s needs — those who will be using it day-to-day. Building on this, Manoj stressed the importance of identifying the tasks that slow teams down and finding ways to improve them early in the process. “Make sure training starts early,” he noted, “so when a new tech rolls out, your teams are ready.”
When asked about where to begin, Jim’s advice was simple: “Do the thing that will get you ROI the fastest.” In a landscape where time and budget are always in competition, starting with quick wins can build momentum. Carole echoed the need for constant optimisation, encouraging businesses to lean into their data to understand what to improve next and ultimately deliver better experiences to their customers.
Feedonomics for B2B: from chaos to calm
Next, Simon Dixon and Ryan Spencer from Feedonomics showed how the solution helps solve B2B’s most complex data challenges. Whether it's handling millions of product lines like RS Components, enriching distributor feeds for Gore-Tex, or syncing live dealer inventory at Motors.co.uk — Feedonomics enables brands to centralise, optimise and syndicate product data across channels with ease. A game-changer for B2B merchants, which often have to deal with especially complex and hard to manage data.
B2B payments and innovations with PayPal
In a session hosted by PayPal’s Sean Douglas and Space48’s Pete Robertshaw, attendees learned how PayPal is adapting its offering for the fast-growing B2B space. With upcoming innovation like Fastlane and seamless integration with BigCommerce, the goal is clear: reduce friction, accelerate time-to-payment, and empower B2B merchants with tool that drive conversion.
“PayPal's role is to identify what you need before you need it,” explained Sean Douglas. “Innovations are needed and working with BigCommerce enables us to innovate quickly, because it has the volume and teams to test and integrate innovations quickly.”
Learning over lunch
During our lunchtime, we organised our first ‘Lunch & Learn’ roundtables, small groups gathering to tackle real-world ecommerce challenges — from growth barriers and operational friction to designing smarter promotions. These sessions sparked cross-industry conversations and created a space to identify practical solutions with peers.
Afternoon highlights: real stories, real impact
From unexpected challenges to rapid success stories, the afternoon was dedicated to showing what’s possible with BigCommerce.
Agency51 team treated us with great storytelling through a session named “Tales of the Unexpected” where they shared how brands like Videcon, Pedigree Wholesale, and TW Wholesale overcame unexpected ecommerce hurdles.
Srixon Sports Europe closed out the presentations, with Luke Claughton, Head of I.T, revealing how BigCommerce helps the brand sell more by supporting complex order types — from pre-season bulk buys to customised product orders.
The final word
Of course, no B2Beach would be complete without time to unwind. Guests relaxed over a summer BBQ, ice creams, and even massages, while exploring sponsor-hosted cabanas from PayPal, Patchworks and ShipperHQ — the perfect way to cool down and discover how these partners can support B2B growth. The day wrapped up with lively networking, a fitting closure to a day full of sun, strategy, and standout innovation — and a celebration of the best B2B ecommerce ecosystem in the market.
Keen to see how we can help your business thrive? Book a demo.
Additional thanks to the Rusty Monkey team for the pictures.
Oceane Deslandes is Senior Content Marketing Manager EMEA at BigCommerce, where she works on the content strategy and creation across all active regions in EMEA, currently including the UK, Italy, Spain and more.