Arno Ham

eCommerce Evangelist | Former Chief Product & Technology Officer Sana Commerce

Arno Ham is a B2B e-commerce evangelist and former Chief Product & Technology Officer at Sana Commerce, where he helped over 1,500 manufacturers, distributors, and wholesalers succeed with digital commerce, contributing to more than $100B+ USD in processed GMV. Blending strategic insight, technical expertise, and hands-on commercial experience, Arno is on a mission with Sana Commerce to transform how professionals buy and sell.

With a background in computer science, Arno began his career aspiring to become an IT professional. He went on to manage e-commerce operations for global brands such as Heineken, AkzoNobel, and Michelin, gaining a deep understanding of the challenges and opportunities in B2B commerce. That experience became the foundation for his work at Sana Commerce, where he shaped product strategy and partner enablement to help customers navigate and simplify the complexities of B2B transactions.

Outside of his professional work, Arno maintains the webshop for the band and music society he performs with, keeping his passion for digital commerce alive in his personal life.

Today, Arno helps shape the future of B2B e-commerce by partnering with industry leaders, advising on product innovation, and supporting organizations in growing and scaling their B2B commerce.

Day 2, November 18, 2025

11:10 AM Workshop #2 Build Your B2B Race Car: Tune, Test & Transform Your Digital Setup

Join us for a fast-paced, LEGO-powered workshop hosted by Arno Ham, where strategic thinking meets hands-on action. In this interactive session, you’ll build a custom B2B race car, each component representing a core part of your digital commerce setup.

But building is just the beginning.

After you construct your car, Arno will guide you through a series of real-world B2B scenarios that reveal how your setup performs under pressure. Will your engine keep up with a sudden spike in demand? Can your tech stack handle complexity without slowing down your team?

Whether you’re navigating adoption challenges, scaling operations, or rethinking customer engagement, this session is designed to help you spot what’s driving growth and what’s holding you back.

Key Takeaways: 

Gain a clear, objective view of your current digital commerce capabilities
Understand how each strategic choice, from ERP to UX, impacts performance and outcomes
Spot gaps in your tech stack before they become roadblocks
Learn how high-performing B2B teams build for speed, scale, and customer satisfaction
Leave with actionable insights, team alignment and maybe a trophy in hand

Check out the incredible speaker line-up to see who will be joining Arno.

Download The Latest Agenda