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 1, November 17, 2025

3:55 PM Sana Fizz and Flats Tasting

At Sana Commerce, we know B2B success is about precision, performance, and the occasional bold move, just like the perfect pairing of wings and champagne. So before you race through Day 1 of B2B Online Atlanta, make your pit stop at Fizz & Flats, a one-of-a-kind tasting where flavorful chicken wings meet perfectly paired champagne flights.

Hosted by Arno Ham, eCommerce Evangelist and former CTO at Sana Commerce, this high-energy experience brings the B2B community together for amazing taste and good company.

And because every great race deserves a grand prize, you’ll be entered to win two tickets to the Porsche Driving Experience. Choose to take the driver’s seat or let a pro handle the turns, either way, it’s an unforgettable ride.

Day 2, November 18, 2025

11:10 AM Workshop #2: B2B Ecommerce Pit Stop: The Race to Growth

Step into the driver’s seat of your B2B digital commerce strategy in this interactive game. Build your own “race car” by selecting capability cards that represent key business building blocks, from integrations and automation to sales enablement and analytics. Navigate real-world scenarios, see how gaps in your setup can slow growth, and discover how wild cards can give you an unexpected advantage. By the finish line, you’ll have a clearer picture of your “ideal car” and actionable insights to accelerate business performance.

Takeaways:

Understand the 5 must-have building blocks of a B2B commerce strategy.
Experience how gaps in one area can slow you down.
See how wild cards (extra features) can give you an unexpected edge.
Leave with a clearer sense of what your “ideal race car” looks like.

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

Download The Latest Agenda