E-commerce leaders showcase AI and automation solutions

The 11th edition of the E-commerce Berlin Expo’s Call for Speakers has selected 45 finalists across nine categories, highlighting the industry’s emphasis on AI-driven solutions, streamlined operations, and enhanced customer interactions. The event, scheduled for February 17–18, 2027, will prioritize submissions from industry professionals over traditional speaker selections, shaping its agenda through direct input.

This year’s competition received 911 entries, the highest total in its history, demonstrating strong participation from e-commerce leaders. The finalists—five per category—emerged after a public voting phase, with industry advisors now assessing their innovation, practical application, and relevance. The selection process aims to exclude promotional content, ensuring discussions focus on measurable results rather than theoretical concepts.

AI transforms strategy and operational workflows

Generative AI dominates the submissions, with speakers addressing its influence on advertising, product presentation, and customer support. G-MOS will analyze how Google Ads automation will develop in 2027, while Zenline AI identifies a $1.2 trillion gap in merchandising decisions as AI systems operate with increasing autonomy. SVNTN and Minimal AI critique failures in AI-powered customer service, stressing the need for human supervision to prevent errors.

Logistics and order fulfillment also feature prominently. Logwin outlines 10 decision points where supply chain efficiency can determine e-commerce success or failure.

Customer experience and profitability drive discussions

The Customer Experience, Loyalty & Retention category addresses frustrations with over-automation. ReifenDirekt.de reveals that 70% of customer interactions were automated, but the system failed at critical stages. Sendcloud highlights post-purchase engagement as an underutilized opportunity.

Profitability remains a key focus. 2Hats Logic Solutions argues that AI adoption depends less on budget than on fixing flawed processes. The finalists collectively propose that e-commerce’s future depends on integrating automation with human-centered approaches.

Finalists present solutions to e-commerce challenges

The Growth, Acquisition & Conversion category explores how AI reshapes launch strategies and customer acquisition. Boosmart and Harun Ünlüsoy will present a case study where a fashion brand replaced traditional photo shoots with generative AI, achieving four times higher sales. Queue-it examines whether businesses should optimize for AI agents, software that independently browses and purchases, while Axelwin GmbH details the first 90 days of launching an online store in Germany, covering legal, technical, and marketing requirements. Kameleoon analyzes how agentic workflows, autonomous systems that adjust experiments in real time, will transform A/B testing and personalization beyond static optimizations.

In the Marketplaces, Channels & Customer Access category, HomeToGo proposes a data-driven method for converting high-intent searchers by refining performance marketing with intent signals. Channable describes how KoRo, a home and garden brand, automated marketplace listings to generate 20% revenue growth without expanding its team. innOVeet shows how made-to-order manufacturers can turn reseller networks into digital storefronts using 3D product visualization, cutting order processing times. BinaryCode addresses concerns that as AI agents handle more purchases, brands must clarify ownership of customer relationships to avoid replicating marketplace dependency.

Finalists Address Real-World E-Commerce Challenges in Nine Categories

Operational efficiency and fraud prevention are also highlighted, with finalists discussing automated daily tasks in e-commerce. Additional presentations focus on adapting to customer behavior shifts, such as the disconnect between virtual try-on appearances and real-world fit expectations. Others address the limitations of forcing B2B buyers to adopt online ordering systems when most prefer alternative methods.

Global expansion and operational stability lead discussions

The International & Cross-Border Growth finalists stress adaptability over complete overhauls. Glow25 argues that successful global scaling requires modifying existing processes rather than creating new ones. KRUU shares its strategy for entering the U.S. market despite industry warnings, emphasizing localized logistics and payment solutions. Asendia proposes redefining delivery as a competitive advantage, transforming logistics from a cost center into a growth driver through real-time tracking and predictive services.

The Operations, Fulfillment & Profitability category demonstrates that efficiency improvements often stem from addressing foundational issues. Pickware shows how FishCandy delegates daily tasks to AI agents, reducing manual work while maintaining accuracy. 2Hats Logic Solutions emphasizes that AI adoption requires fixing broken processes rather than large investments, highlighting low-cost solutions in inventory and demand forecasting.