We recently surveyed our partner ecosystem to better understand where teams are investing their time in 2026, both in terms of industry events and the content they consume. The results paint a clear picture of where attention, energy, and influence are concentrated across the commerce landscape.
Where Partners Are Showing Up in 2026
Top Events (By % of Respondents)
- B2B Online – 42%
- Shopify Editions – 42%
- Commerce Live (BigCommerce) – 33%
- Ecomm Forum – 33%
- Shoptoberfest – 33%
Second Tier Events
- SuiteWorld – 25%
- eTail West – 25%
Niche and Regional Events
- Meet Magento (Florida + NYC)
- ShopTalk
- Midwest eCommerce Summit
Long Tail Events
A handful of respondents cited highly specific or vertical-focused events, including:
- Pimcore Inspire
- Microsoft Directions
- SHOT Show / SEMA / NASGW
- B2B eCommerce World (UK & Americas)
Key Takeaway
There’s a clear concentration around a small set of flagship commerce events, particularly those tied to major platforms (Shopify, BigCommerce) and B2B-focused communities. At the same time, fragmentation still exists, especially among partners serving niche industries or ERP ecosystems.
What Partners Are Listening To
Top Podcasts
- The Watson Weekly – 33%
- eCommerce Marketing Podcast – 25%
Emerging Cluster (~15–17%)
- Shopify Masters
- Talk Commerce
- Ecommerce Edge
- Anchor Group Podcast
Long Tail & Individual Preferences
- Future Commerce
- Founders (David Senra)
- Acumatica ERP Podcast
- Dynamics Corner
Notably: ~17% explicitly said they don’t listen to podcasts
Key Takeaway
Unlike events, content consumption is far more fragmented. There’s no single dominant voice, though The Watson Weekly is emerging as a clear leader in this audience.
What This Means for 2026 Strategy
1. Event Strategy Should Be Focused, Not Broad
With ~40% of respondents attending the same top events, there’s a strong case for:
- Prioritizing fewer, higher-impact events
- Investing deeper in flagship sponsorships and partnerships
2. B2B Commerce Is a Major Center of Gravity
The prominence of:
- B2B Online
- ERP-related events
- Platform ecosystems
… signals that B2B commerce continues to be a dominant growth area.
3. Content Strategy Requires Multi-Channel Distribution
Because podcast preferences are fragmented:
- There is no single “must-win” channel
- Distribution matters more than exclusivity
Winning strategies likely include:
- Appearing across multiple podcasts
- Repurposing content across formats (video, blog, social)
4. There’s Opportunity to Own Attention
The lack of a dominant podcast (beyond one or two leaders) suggests:
- The market is still wide open for a breakout voice
- Consistent, high-quality content could quickly gain traction
Final Thoughts
The survey results make one thing clear: Attention is consolidating around key events, but still fragmented across content channels.
For teams looking to grow their presence in 2026, the playbook is becoming clearer:
- Go deep on high-impact events
- Stay flexible and omnichannel in content
- Align with where B2B and platform ecosystems are heading
