Shoptalk Europe 2026 preview: AI moves from boardroom buzzword to Barcelona, Spain main stage

The retail industry has heard enough about what AI could do. At Shoptalk Europe 2026, the conversation shifts to what it is actually doing. 

Artificial intelligence, customer connection and the future of physical retail will dominate the agenda, with a focus on real-world application over theory. 

More than 4,500 retail professionals spanning retailers, brands, technology providers, investors and startups will gather on 9th-11th June at Fira Gran Via, Barcelona for three days of keynotes, high-density networking and commercial conversations. 

One in three attendees hold C-suite positions, representing businesses from over 62 countries, making this one of the most senior retail gatherings on the European calendar.

Zia Daniell Wigder, Global President, Shoptalk, says: “Senior leaders from across Europe are grappling with the same challenges - from AI deployment to shifting consumer behaviour - but they rarely get the chance to compare notes with a true peer running the same business in a different market. That's what we've built here at Shoptalk Europe - a space to exchange ideas, navigate disruption, and shape what comes next together.”

Must-see keynotes 

Bernard Osta, newly appointed CEO of Vestiaire Collective, will set out his vision for the resale platform's next chapter, covering international expansion, a return to menswear, and how AI is being deployed to strengthen authentication and drive profitability. Stuart Haselden, CEO of Arc'teryx, offers a look inside one of fashion's most talked-about brands, exploring how it scaled into a global cultural phenomenon without abandoning its technical roots.

Alexis Mourot, CEO of Christian Louboutin, tackles the longstanding luxury tension between global growth and brand integrity. David Schröder, Co-CEO of Zalando, addresses the operational complexity of serving a fragmented customer base across 26 markets using AI powered commerce. Nadine Graf, President EMEA at The Estée Lauder Companies, speaks to the company's ongoing transformation at a moment when organic revenues are rising and margins are improving for the first time in four years.

Sessions to watch

Three sessions stand out. Agentic Commerce: What's Here, Real, and Next? brings together Mark Elkins, General Manager Global Ecommerce at L'Oréal, and Dido Schmidt, Director of Global Partnerships at Google, to cut through the noise around agentic AI and focus on what is genuinely changing commercial outcomes right now.

Unified Commerce in Action features Alexis Rollier, Global COO of Sephora, on what it actually takes to deliver seamless cross-channel experiences, covering data alignment, AI integration and stores operating as experiential hubs rather than transactional spaces.

CEOs Reinventing Organisations for the Future brings together the leaders of flaconi, PANGAIA and AWWG to discuss large-scale transformation under pressure, balancing ambition with commercial resilience in an environment that shows no sign of slowing down.

They are joined by a stellar wider line-up including the CEO of All Saints, the Global President of Vuori, the CTO of Wayfair and the Chief Commercial Officer of COS. Recently registered attendees also include executives from DECIEM, The Douglas Group, Marks & Spencer, Decathlon, Carrefour, JD Sports and Selfridges. 

Human connection to drive business outcomes

For brands and businesses navigating an increasingly fragmented consumer landscape, it represents a rare opportunity to connect with decision-makers across commerce, technology and brand strategy, all in one place. 

Last year, more than 25,000 co-matched business meetings were facilitated through its 'Meetup' programme, cementing Shoptalk Europe's reputation as the continent's most efficient retail networking event. Attendees can expect the same density of high-value connection in just three days. 

Shoptalk Europe 2026 runs 9th-11th June at Fira Gran Via, Barcelona. Registration and the full agenda are available at shoptalkeurope.com/agenda.  Let's get you a ticket | Shoptalk Europe.