EcomExpo 2026
Recap

AI ran through most of the day — less as a tool for automating tasks, more as a change in how shoppers find products, compare brands and decide to buy. Filip Borcov of Site.pro walked through the AI implementation mistakes that cost his team the most; Fernando Angulo of Semrush showed how brands become visible, or invisible, in AI search; Amanda King of FLOQ separated real AI value from hype; former Googler Kaspar Szymanski of SearchBrothers covered what actually helps online stores sell more through organic search; and Swedbank's chief economist Nerijus Mačiulis looked at how AI changes business decisions.

Cross-border selling had its own track: eBay's Vidmay Naini gave the "Go Global with eBay" keynote and led a panel with colleagues from eBay and Orange Connex, Andreas Häntsch brought a German view of live commerce, and Asendia's Laetitia Arfi spoke about the next last mile. Other sessions covered paid media, rising acquisition costs, AI agents, payments and logistics.