E-Commerce Berlin Expo 2026: Insights for the Future

E-Commerce Berlin Expo 2026 was an absolute blast. Together, Dominique Harris VP Strategy and Innovation) and Uwe Klapka (Head of Sales & Marketing) soaked up a mix of AI, marketplaces and plenty of thought leadership, coming home with lots of ideas for our clients and teams.

With two days chock-full of hard-hitting keynotes, hands-on case studies and plenty of enlightening conversations about the direction of e-commerce, we’re delighted to share with you some of our highlights.

Be sure to check through for some key takeaways!

Berlin E-Commerce Expo 2026 Highlights

Scale Up AI or Die: Why E-Commerce Companies Must Become AI-First – or Disappear (Markus Diekmann, Sanicare)

Starting off with a bang: Markus Diekmann didn’t mince words about the urgency of becoming truly AI-first (not just “AI-assisted.”) Walking through why many current e-commerce setups are structurally outdated, he noted what a real customer-first transformation looks like.

Key takeaways:

• AI-first is not a tooling question but a DNA question: customer interaction, decision logic and organisational design all need a reset
• Teams and leadership must be restructured around fast experimentation, data-led decisions and continuous learning, not static annual plans
• Companies that win hardwire AI into every step of the value chain – from merchandising and pricing to service and logistics – as the core operating model

NFL, DFB, Formula 1… and 900 more: How to delight fans with product, story, agility (Dr. Armand Farsi, Fanatics)

Next up, Dr. Armand Farsi showed how different sports merch is from “classic” e-commerce. When product demand is emotional, timing is everything and relevance has a very short half-life. He unpacked how Fanatics powers commerce for more than 900 sports properties by combining product, story and operational speed.

Key takeaways:

• Product delivery has to be fast and moment-driven
• Storytelling is the engine: events can be turned into drops and narratives that customers actively want to participate in
• Agility in tech, data and supply chain is a non-negotiable – the whole stack must be able to react when attention spikes

Panel: Automotive eCommerce – Experience & Conversion Driver or a True Sales Channel?

The automotive panel dug into whether online channels are just ‘pre-sales’ experience hubs or already full-blown sales engines (pardon the pun). Looking at operational sales, digital brand experiences and best practices, the group (Alexander Katzner, Lars Buchwald, Pia Schörner, Timo Brückel) walked through how online touchpoints are reshaping the car-buying journey.

Key takeaways:

• Automotive e-commerce currently acts as both a powerful conversion driver and a slowly maturing end-to-end sales channel
• Conversion still hinges on smart journey guidance – from information and configuration through to financing and closing
• Organisational structures and dealer models are often the biggest brake on digital sales growth

Marketplace as a Catalyst for Growth: Breuninger’s Hybrid Model for the Future of Retail (Stefanie Nover, Breuninger)

Stefanie Nover shared how Breuninger’s marketplace model complements a strong wholesale business instead of competing with it. The focus: using the marketplace as a strategic lever to test, scale and internationalise while keeping the brand curated and premium.

Key takeaways:

• A hybrid model lets brands enter more easily while Breuninger keeps control over curation and customer experience
• The marketplace acts as a testbed for new categories and partners before scaling them across channels and borders
• International growth is de-risked when the marketplace is used as an enabler rather than extra sales channel

Sallys Shop x DooFinder: How Community, Content and AI Will Convert in 2026

Sarah Krauser (Sallys Shop) and Anna Atmis (DooFinder) showed how content-led commerce can still struggle if search doesn’t “speak the language” of users. With AI-based search interpreting context, synonyms and intent, they bridged the gap between inspiration and conversion.

Key takeaways:

• When users come from content and community, they rarely know exact product names. Thus, search must understand messy, human queries
• AI-driven discovery recognising synonyms, context and emotional intent can turn vague searches into precise product matches
• Search becomes a trust and orientation layer, boosting conversion, click depth and customer satisfaction

Besser werden Podcast Live: Sense Making in Times of Absolute Chaos

To close the day, Tania Moser, Robin Karakash and Efe von Thenen dove into leadership and personal responsibility in times of extreme uncertainty. It was less “e-commerce tactics” and more about the inner work leaders need to stay grounded when narratives and realities shift overnight.

Key takeaways:

• Leaders need tools for sensemaking when familiar narratives break
• Personal evolution and responsibility are core leadership skills in unstable environments
• Crafting a strong, honest narrative for yourself, your team and your company is essential to navigate disruption and inspire others

See you soon – and more goodies to come!

Thank you to the organisers for another year of brilliant and inspiring discussions.

We also loved catching up with so many of you in person – from long-time partners to brand-new faces who stopped by to chat.

If you missed us (or just really liked our giveaway t-shirts and free AI-search analysis): don’t worry, there are more chances to grab something from us soon. We’re planning something, so keep an eye on our LinkedIn, Instagram or newsletter for the next announcement!