Shoptalk Europe 2026. Shopping agents and stores as media.
Fira Barcelona Gran Via, 8 to 11 June 2026. A fourth Shoptalk in Barcelona for our team.
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Passeig de Gràcia from Casa Milà, Barcelona. Photo DimiTalen, CC0, via Wikimedia Commons.
- ShowShoptalk Europe
- WhereFira Barcelona Gran Via
- When8-11 June 2026
- We wereOur team was there
Reimagining how people buy.
Shoptalk Europe brings the region’s most senior retailers, consumer brands, investors, tech companies and start-ups together to rethink how tomorrow’s customer discovers, shops and buys, in store and online.
From search box to shopping agent.
The 2026 agenda kept returning to agentic commerce and to AI search changing how shoppers find brands.
Retail media had sessions of its own, with Tesco’s media business, OBI’s advertising arm and Unlimitail, the venture of Carrefour and Publicis, and one talk was simply called the store as media.
The towers of Plaça d’Europa, L’Hospitalet. Photo Victoriano Javier Tornel García, CC BY-SA 2.0, via Wikimedia Commons.
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Who else covered it.
Written up in the trade press by Marketing4eCommerce, discussed on the podcast The FMCG Guys, and written up on the blogs of Commerce-UI, L+R, Jumpmind and Verbolia.
Run by Hyve Group.
Shoptalk Europe 2026, official pageOrganiser (opens in a new tab)Trade press
- Marketing4eCommerceMay 2026Shoptalk Europe 2026: your essential guide to three days of networking in Barcelona (opens in a new tab)
Preview of the 2026 programme under the theme Where AI and human ingenuity meet, with sessions featuring Tous, Mango and Lookiero and a talk by Deloitte's Ira Kalish on the macro forces shaping European retail.
Podcast
- The FMCG GuysJune 2026326. Rob Manhoudt, VP Digital Commerce Europe at Procter & Gamble: Shoptalk Europe, from eCom to Digital Commerce, Moments of Trush, Shopper & Consumer Merging (opens in a new tab)
Ahead of the 2026 Barcelona show, P&G's Rob Manhoudt, one of its speakers, on the move from ecommerce to digital commerce and retail media as a pillar of the media mix.
Blogs
- Commerce-UIJune 2026Shoptalk Europe 2026 (Barcelona): The Recap (opens in a new tab)
A commerce agency's session notes from the 2026 show, where Douglas said AI search is under 1% of its traffic yet lifted conversion to over 5% and grew 234% in commercial impact in a year.
7 more clippings
- L+RJune 2026Takeaways from Shoptalk Europe 2026: Agentic commerce moves from promise to operating model (opens in a new tab)
Design and technology agency L+R on the 2026 show, where Zalando said its AI size advice cut returns by 8% the year before and Lookiero's Julia Bösch warned retailers' trust edge will not last.
- JumpmindJune 2026Shoptalk Europe 2026: What Barcelona Got Me Thinking About (opens in a new tab)
Store software firm Jumpmind on the 2026 show, where on day one it hosted a retail safari through Barcelona stores with Jack Stratten of Insider Trends, and on what retailers ask of store staff.
- VerboliaJune 2026Shoptalk Europe: Executive e-commerce insights & strategic takeaways (opens in a new tab)
Search firm Verbolia's notes from the 2026 show in Barcelona, 9 to 11 June, where Vestiaire Collective said AI cut its listing time from six minutes to two across 30,000 daily items.
From the organiser
- RETHINK RetailJune 2026Shoptalk Europe 2026 Recap (opens in a new tab)
Floor recap of the 2026 show with Rohlik Group's Olin Novák on AI and business agility and Reddit's David Trencher on joining conversations rather than manufacturing them.
- Shoptalk EuropeJune 2026Shoptalk's predictions for the next decade of European retail (opens in a new tab)
The organiser's five predictions for European retail to 2036, led by agentic commerce, with Merkle research putting agent-to-agent commerce at 10 to 25% of global B2C sales by 2030.
- Shoptalk EuropeJune 2026Europe's retailers back agentic commerce but won’t let go of the human (opens in a new tab)
The organiser's wrap of the three days, more than 4,500 senior retail and technology leaders, over 25,000 business meetings and Zalando's AI assistant at 10 million users in Q1 2026.
- RETHINK RetailMay 2026Shoptalk Europe 2026: Moving from AI Theory to Execution (opens in a new tab)
Jeremy Goldman talks with Shoptalk's head of content Joe Laszlo about how the 2026 Europe agenda was built around AI already in use, from pilots to profit.
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