Ecommerce Europe Annual Conference 2016 kicks off with inspiring keynotes

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On Monday 30 May, the Ecommerce Europe Annual Conference kicked off at the CCIB in Barcelona. With around 300 participants, this year’s edition was the most successful iteration of the 5-year-old event.

The e-commerce sector is booming and digital changes the way consumers shop, interact with retailers and wish to receive their purchases. Developments in digital give way to new e-commerce business models where business-to-consumer becomes consumer-to-consumer, where online versus offline becomes omnichannel. While the digital economy has displayed exceptional innovation, policymakers often face an uncomfortable conundrum between supporting these innovating online merchants and regulating them.

From a product-based experience to a customer-based experience

In their welcoming and opening speeches, François Momboisse, President of Ecommerce Europe, and Marlene ten Ham, the organization’s Secretary General, stressed Ecommerce Europe’s position in filling this information gap between legislators and online retailers. As part of her presentation on Ecommerce Europe’s mission and latest association data, Ms. ten Ham showcased Ecommerce Europe’s brand new promotional video.

Ecommerce Europe was proud to have had two of the largest players in cross-border e-commerce present the day’s keynote speeches: global food-delivery multinational JustEat and Spanish Clothes giant Desigual. In their speeches, Juan Carlos Exposito, Marketing Manager for JustEat Spain and Elena Cusi Costa, Global Director of Ecommerce gave attendees an overview of the challenges even large pure players and omnichannel retailers face in e-commerce. To succeed digitally, the high-level speakers stressed to the present online merchantsfor the importance for online retailers of focusing on a smooth and customer-centric experience. However, the speakers also addressed the multitude of challenges in regulation, taxation, payments and logistics a cross-border business model brought with it.In their welcoming and opening speeches, François Momboisse, President of Ecommerce Europe, and Marlene ten Ham, the organization’s Secretary General, stressed Ecommerce Europe’s position in filling this information gap between legislators and online retailers. As part of her presentation on Ecommerce Europe’s mission and latest association data, Ms. ten Ham showcased Ecommerce Europe’s brand new promotional video.

Disruption in retail is all around us

The morning’s opening plenary session concluded with an inspiring keynote by Wijnand Jongen on ‘The new customer journey in a world of always connected retail’. Digital changes the way customers perceive their shopping experience and, in his presentation, Mr. Jongen stressed that merchants needed to adapt to this change. According to Wijnand Jongen, Millennials have a new, digital shopper DNA. They are looking for fast, smooth and unrestricted shopping solutions and experiences rather than products. For online merchants to continue to grow and succeed in an increasingly crowded e-commerce sector, they should no longer try to fit the customer into their environment, but connect with the customer in an authentic, inclusive and personal way.

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