The Netherlands remains at the digital forefront of Europe, but in the B2B sector, we are witnessing a striking paradox: while nearly every procurement journey now starts online, the vast majority of buyers still experience significant friction in the customer journey. The conclusion? By 2026, digital maturity is no longer a competitive advantage, it's a baseline requirement. The real battle is now being fought in the realm of Intelligent and Agentic Commerce.
In collaboration with Shopware and fifteen other international e-commerce leaders, we present the B2B Ecommerce Compass 2026. In this report, written in Dutch, our CTO, Michel Doens, looks toward the future and defines six strategic action areas for organizations in manufacturing, wholesale, and technical trade.
The turning point: from Digitalization to Intelligence
For many B2B companies, recent years have been defined by a digital catch-up. But a look under the hood often reveals a fragmented landscape. Processes may be digital, but they aren't automated. Data exists, but it isn't always reliable or usable for AI.
2026 marks a turning point. We are shifting into the phase of Intelligent Commerce. This means systems are not just connected, but truly integrated, ensuring AI applications are no longer a loose "feature" but the core of your operation.
The rise of Agentic Commerce
The next major shift identified by Michel Doens is the rise of Agentic Commerce. This goes far beyond a simple chatbot; it is about autonomous AI agents that can independently analyze, advise, and even negotiate.
McKinsey predicts that by 2030, this market will represent a value of 3 to 5 trillion dollars. For the B2B sector, this means a fundamental change in how procurement and sales teams operate. Companies that are not prepared risk being reduced to a mere data point in an ecosystem controlled by Big Tech.
AI should enable differentiation, not leveling. Our mission is to empower merchants to flourish in the bot economy without losing their brand identity or independence.
- Michel Doens, CTO Strix NL
The Agentic Commerce Alliance
To shape this future, Strix is a co-founder of the Agentic Commerce Alliance. Together with Shopware, we are developing open standards to ensure that companies maintain control over their own customer relationships and data in a world full of AI agents.
6 strategic action areas
How do you prepare your organization for this new reality? The trend report provides a clear compass through six action areas, ranging from redesigning your operating model to making your tech stack "agent-ready."
This is not an abstract vision of the future, but practical guidance based on our daily experience in the B2B market.
Curious about the full vision?
Download the B2B Ecommerce Compass 2026 (in Dutch) now on the Shopware website and discover how to find the balance between technological innovation and human expertise.