The 10th edition of E-commerce Berlin Expo wrapped up on February 18th, 2026. It hosted over 14,000 participants from the DACH region and beyond, including 300 service providers, as well as over 150 speakers. The theme of the conference revolved around the changing landscape of digital retail, with AI no longer treated as a nice-to-have but as a necessity for brands to survive in an increasingly competitive environment.
This year’s E-commerce Berlin Expo celebrated its jubilee edition with record-breaking attendance, welcoming over 14,000 participants, and a new prestigious venue: the renowned Messe Berlin exhibition grounds. As the event evolves, so does e-commerce. Representatives of major brands emphasized that AI is no longer just a trend, but a lasting force that may seriously endanger those who fail to keep pace with change.
AI agents in the center
This year, more than 150 speakers took over the event’s stages and shared their insights in exclusive masterclasses. This included top e-commerce professionals working for industry giants such as Google, TikTok, Zalando, Douglas or flaconi, as well as strong new-comers including saint sass and Glow25.
A significant portion of the conference agenda was dedicated to artificial intelligence, with a strong focus on AI agents and the new opportunities emerging as they begin to assume purchasing decisions and manage shopping workflows. E-commerce experts speaking at the event highlighted that these technologies are set to deliver substantial disruption across the industry in the near future. As competition intensifies around delivering exceptional customer experiences, AI agents are rapidly emerging as a critical differentiator for digital commerce leaders.
Competition from China, moving products from TikTok to shelf & more
In addition to individual presentations and exclusive masterclasses, the event featured dynamic panel discussions addressing the hottest topics in e-commerce. Highlights included a panel examining China as the world’s fastest-moving laboratory for digital business models, commerce innovation, and operational excellence, featuring experts from Cerascreen and Team One Developers, among others. The program also featured a panel on FMCG commerce, exploring TikTok’s role in validating product demand before items reach store shelves, with panelists from TikTok, Edeka Group, and More Nutrition.
The retail media panel focused on current developments and future prospects for 2026 also held a prominent place in this year’s agenda, with experts from Google, The Magnum Ice Cream Company, Mediaplus and Cyberport sharing their insights on the subjects.
Awards for the best e-commerce solutions
Each year the E-commerce Germany Awards, a vital part of the E-commerce Berlin Expo, celebrates the most innovative e-commerce solutions in the DACH region. The winners were announced during a special award ceremony held on February, 17th. This year’s competition was fierce, with hundreds of companies competing across 12 categories. Entries underwent an online voting process, followed by evaluation from a jury of e-commerce experts, featuring professionals from companies such as Fielmann, flaconi, C&A, and many more, ensuring a fair and thorough assessment to identify excellence across all categories.
E-commerce Berlin Expo 2027 is coming
The next edition of E-commerce Berlin Expo will take place on February 17-18, 2027. Visit the official website for more information: https://ecommerceberlin.com/
