The once-steady terrain of ecommerce is currently going through massive upheaval, and the maps many of us once trusted no longer apply. Fault lines—some subtle, some seismic—are reshaping the landscape, and every conversation I’ve had with clients lately points to the same challenge: how do we move forward when the ground won’t stop shifting?

At ShopTalk Europe next week, I’m looking forward to in-depth conversations about how the ecommerce industry is responding, and actively redrawing maps for success. Whether you’re coming to Barcelona to find new partners, sharpen your strategy, or just prepare for what’s next, there are a few major themes to start thinking about now in order to make the most of your conversations throughout the week.

Big convo #1: The social commerce surge (and TikTok’s untapped power)

Everyone I talk to is looking to leverage social commerce, and almost all of them are eyeing TikTok as the platform with the most unlocked potential. It’s not just about influencer content anymore; it’s about turning discovery into purchase in a matter of seconds. Early adopters of TikTok Shop are already seeing it drive serious results, but a looming U.S. ban makes the platform a potentially volatile investment.

The opportunity presented by TikTok Shop is massive, but tapping into it requires the right strategy, appropriate tools, and ability to adapt to the fast-changing situation. I expect the rise and risks of TikTok to be one of the hottest topics of the week.

Homework to read to be prepared for these conversations:

Big convo #2: AI’s expanding role in ecommerce efficiency

From customer experience to demand forecasting to supply chain optimization, AI is now touching every part of the ecommerce journey. As a result, I’d say it’s the hottest topic in the industry at the moment: AI optimization has dominated every event I’ve attended this year, and I’m expecting things to be no different in Barcelona.

This isn’t just hype anymore—the impact of AI is real and it’s reshaping the way brands make decisions and how consumers interact with them. Heading into ShopTalk Europe, brands are looking for ways to harness AI that are scalable and actionable. Those that successfully embrace AI now can give consumers the seamless experiences they want in the near-term and maximize margins moving forward. ShopTalk Europe is a great opportunity to connect with peers and find new avenues for your AI strategy.

Homework to read to be prepared for these conversations:

Big convo #3: Connectivity in complex tech stacks

As tech stacks grow more complex, so do the inefficiencies that come with managing multiple tools. Fragmented systems lead to silos, delays, and reduced margins that retailers often don’t see until they’re already feeling the impact. For those looking to streamline operations and grow across channels, system connectivity isn’t just a back-end problem—it’s a strategic priority with a tangible bottom-line impact.

At the ShopTalk Europe, I expect to hear a lot of discussion about integrations, automation, and eliminating inefficiencies for all parties involved in the ecommerce journey. For retailers, discussions at ShopTalk Europe could be the first step towards saving money and attracting new customers.

Homework to read to be prepared for these conversations:

¡Nos vemos en ShopTalk Europe!

 At Rithum, we’ll be there for all that ShopTalk Europe has to offer. Whether you’re looking to unlock TikTok’s full potential, explore how AI can boost operational efficiency, or make your systems work better together, let’s talk.

Swing by booth #E140 or find me on LinkedIn to set up a 1:1 with us ahead of the show—I’d love to hear what’s on your mind!