Madrid Eventize Event

Madrid, February 26, 2026 — The Digital Thinking, a boutique business and digital marketing agency specializing in e-commerce, and Amphora Logistics, a logistics operator specialized in e-commerce, hosted the event “The Future of E-Commerce: Strategies for the new era” in Madrid at Espacio Eventize, bringing together more than 60 professionals and companies from the digital ecosystem to discuss the changes that are already redefining online sales.

The meeting combined a keynote presentation on the new era of digital commerce, focusing on Agentic Commerce, delivered by Gustavo Martínez, Director of Strategic Products at VISA for Spain and Portugal.

It was followed by a roundtable discussion moderated by Aitana García Abad, Founder of The Digital Thinking, featuring guest brands that shared their experiences and outlooks for 2026.

• Paloma Vega-Penichet Domecq, co-founder of KOOPS
• Rocío Gómez Buhigas, CEO of Lady Pipa
• Verónica Olivares Chaparro, CMO of Sepiia
• Jordi Ripollés, co-founder of Synsera Labs

Key takeaways from the event

1) Agentic Commerce: selling to agents, not just people

Artificial Intelligence is changing the way consumers discover products and make decisions. Using AI search engines to research and compare is just the beginning: the trend points toward a scenario in which AI agents will make purchases on behalf of users. This implies a structural shift for brands: in the coming years, e-commerce businesses will not only compete to convince consumers but also to be selected by systems and agents that will evaluate offerings using different criteria.

2) Sales channels: e-commerce remains the hub, but diversification is necessary

E-commerce is consolidating as the primary sales and communication channel for companies. However, to sustain growth, brands agree on the need to diversify their mix with owned stores and a presence in major retailers, including partners such as El Corte Inglés, with the goal of expanding reach, strengthening the brand, and capturing new demand.

3) Internationalization as a key lever for growth

International expansion was one of the major strategic focuses shared. The United States emerges as a priority market due to its size and opportunity, though it comes with added challenges stemming from the regulatory context and volatility in tariff policies, which affect margins, pricing, and operations.

4) Investment: different strategies for the same goal

Companies show diverse approaches to financing growth: some opt for external financing to accelerate expansion and professionalization, while others prioritize self-financing and organic growth to maintain control and flexibility.

5) Marketing: rising costs and the major content challenge

The discussion highlighted two realities: advertising investment is becoming increasingly expensive, and content is becoming more complex to produce with impact. Brands agree that content has become a strategic resource, but also an operational challenge: it requires more budget, more agility, and more efficient processes to generate pieces that are relevant, distinctive, and have viral potential.

6) AI: adoption focused on processes, customer service, and content

AI is already being applied tangibly in three main areas: improving internal processes, customer service, and content production. The current focus is not just on “using tools,” but on redesigning processes to gain efficiency and free up team time for higher-value tasks.

At the end, there was a final networking session.