Expo and Awards

E-commerce Berlin Expo 2026: a recap of the jubilee 10th edition

Written by

Editorial Team

Published on

19.02.2026

Introduction

Let’s read more about the wrap-up of the 10th Jubilee Edition of the E-commerce Berlin Expo and see what exciting things happened!

Chapters

That’s a wrap on E-commerce Berlin Expo 2026, our jubilee 10th edition, held for the first time on the grounds of prestigious Messe Berlin. With a 2 days of networking, interesting insights shared by top e-commerce experts on stages and in exclusive masterclasses, thousands of attendees from Germany and beyond, the official afterparty and the prestigious E-commerce Germany Awards ceremony in between, it delivered everything to help its participants make meaningful connections and take valuable insights needed to stay ahead in 2026 and beyond.

Let’s re-live it again! Scroll down to see what we experienced in this edition.

THE BIGGEST EDITION YET

The Expo lasted two days for the 2nd year in the row and moved to a prestigious, bigger venue – Messe Berlin which positively impacted its attendance. This year our event was able to accommodate over 14,000 participants, including 300 service providers and over 150 speakers.

RENOWNED COMPANIES AS EXHIBITORS

The Expo’s floor was taken over by 300 exhibitors from the DACH region and beyond, including big names like Sage, Brevo, Shopware, GLS, Novalnet, eBay, Stripe, Kaufland Global Marketplace, Amazon Freight, Sendcloud and Pickware.

AN OPENING TO REMEMBER

1st day of the Expo was officially opened by MARCUS DIEKMANN, Chief Strategy, Digital & eCommerce Officer at Sanicare who made his presentation about the topic that is very popular today in the industry discussions today: Scale up AI or die. During his talk he explained that those who do not radically transform themselves from classic e-commerce companies into AI-first commerce organisations are going to fail & advised how to avoid this scenario by updating your processes.

This keynote speech begins with a clear overview of the status quo in the industry.

AI IN THE CENTER OF AGENDA

As AI is the necessity rather than a nice-to-have in today’s e-commerce, 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. The agentic part of the conference was represented by renowned companies, including a.o:

The talk given by Mo Shiha, AI & Data Analytics Team Lead at Zalando who explained how AI agents are transforming decision making
Presentation Björn Ognibeni, Practical Visionary and Co-founder of ChinaBriefs.io & XRLab@MCM who showed what Western e-commerce can learn from China’s approach to AI
Talk given by Nele Odzuck, Group Vertical Director Commerce and Rico Zimmermann, Head of Client Solutions Commerce at TikTok who explored how TikTok stands apart in the Agentic Commerce era by emphasizing community-driven discovery
Speech about the retail visibility in the age of AI commerce by Dara Kossok-Spiess, Head of Internet Policy and Digitization and Cathrin M. Daniel, Internet Policy and Digitization at German Retail Federation (HDE)

INDUSTRY GIANTS ON STAGE

Across four stages, industry leaders shared their valuable insights and practices with the audience. For example, attendees could listen to:

ROXANNE VAN DUIJN, Google • Retail Media Lead Germany who was in one of our panel’s discussions on 17th of February dedicated to retail media, its role and perspectives for 2026 and beyond
MO SHIHA, Zalando • AI & Data Analytics Team Lead who talked about one of the most burning topics in e-commerce right now – AI Agents.
ANNIKE JUNGCLAUS, OTTO • Senior Online Marketing Manager explaining OTTO’s social media mid-funnel playbook
BASTIAN SIEBERS, flaconi • Geschäftsführer & CEO revealing how #WEcommerce is practiced at flaconi and has become a key factor in growth, internationalization, and profitability
NELE ODZUCK, TikTok • Group Vertical Director Commerce & RICO ZIMMERMANN, TikTok • Head of Client Solutions Commerce talking about TikTok’s unique role in the age of agentic commerce

PANELS DISCUSSING THE HOTTEST INDUSTRY TOPICS

Unscripted, high-energy, and filled with real-world insights from multiple e-commerce professionals at once.

FMCG Commerce Reloaded: From TikTok to the Shelf
Von Marke zu Movement: Strategisches Community Building als Wachstumshebel für Brands in 2026
Copy, Adapt, or Ignore? Europe’s Real China Challenge
Retail Media Check 2026: Was bleibt vom Hype? Antworten aus dem E-Commerce-Ökosystem
Automotive eCommerce: Experience- und Conversion-Treiber oder echter Vertriebskanal?
Too Global. Too Different. Too Honest. Die neue Realität moderner Führung
Vom Mitdenken zum Mitmachen: KI wirksam im Handel einsetzen

MASTERCLASSES: EXCLUSIVE INSIGHTS FOR SMALL GROUPS OF ATTENDEES

The Masterclasses took learning to the next level, giving attendees exclusive access to experts who tackled every topic from expansion to international marketplaces to shopping experience in the agent area a.o.

TENESHA HUTCHINSON, Kaufland Global Marketplace • Sales Manager International explained to participants advantages of selling internationally with Kaufland Global Marketplace
DANA NEDAMALDEEN, Neo Commerce Gmbh • Co-Founder & CEO broke down what shift to agentic commerce means for e-commerce businesses
DOMINIK SCHÄTZEL, RALF PREUSSER, Sage GmbH • Produktmanager – Sage Operations, Produktmanager – Sage Active explained how AI is transforming processes in inventory management and accounting
CHRISTIAN BREUKHOVEN, JONATHAN CLARK, Amazon Multi-Channel Fulfilment • DE GTM Lead, Head of International MCF Operations showed how to leverage Amazon’s fulfilment network for any sales channel

OFFICIAL E-COMMERCE BERLIN EXPO AFTERPARTY & E-COMMERCE GERMANY AWARDS 2026 CONTEST

After the 1st day of E-commerce Berlin Expo, E-commerce Berlin Expo Official Afterparty took place where a selected number of guests could relax, unwind and network in the more intimate and informal atmosphere.

During the event the E-commerce Germany Awards ceremony took place, announcing winners in 12 e-commerce categories based on submitted solutions, chosen with help of public voting and a jury of industry leaders from well-known brands like C&A, Fielmann and flaconi.

Among the winners of 1st place were e-commerce giants like Kaufland Global Marketplace and well-known service providers including Brevo and Sendcloud.