B2B Online Atlanta 2026
November 9 - 11, 2026
Grand Hyatt Atlanta in Buckhead, GA
Dan Daranciang
Ecommerce Project Manager ThorlabsDan specializes in technical marketing and ecommerce development at Thorlabs, a global photonics manufacturer with 22 locations in 9 countries. He is a principal author of Thorlabs' 3,000 live webpages, which cover the specifications and use cases of 24,000 products for engineers and scientists. Most recently, he architected and orchestrated the replatforming of thorlabs.com, replacing a decade-old technology stack with one able to grow and scale to today's internet.
Day 2
10:20 AM Keynote Partner Presentation | Reachable Depth - How Thorlabs rebuilt global B2B commerce around the way scientists and procurement teams actually work
Sophisticated technical products often require sophisticated buyers. Customers need to navigate complex product families, specifications, compatibility requirements, regional rules, and institutional procurement systems before they can place an order.
In this keynote, Thorlabs eCommerce Manager Dan Daranciang and Luminos Labs Director of UX Winnie Li will share how Thorlabs transformed a decade-old, homegrown commerce environment into a modern global buying experience designed around the way scientists, engineers, and procurement teams actually work.
The transformation included an integrated tech stack, a mobile-first customer experience, multilingual content management, search across deeply technical product and content hierarchies, region-specific commerce logic, and a scalable solution for institutional buyers with wildly different local requirements.
Dan will share the business challenges, customer needs, internal decisions, and outcomes that shaped the program. Winnie will explain how Thorlabs preserved the technical depth and distinctive experience its customers relied on while making products easier to discover, evaluate, and purchase.
Attendees will leave with practical lessons for modernizing complex B2B commerce without forcing customers into oversimplified journeys or creating new operational burdens for internal teams.
Check out the incredible speaker line-up to see who will be joining Dan.
Download The Latest Agenda