We attended the E-commerce Berlin Expo on 17-18 February 2026 at Messe Berlin, and the energy across both days was exactly what you want from a flagship European industry gathering: busy halls, constant conversations, and practical talks running in parallel from morning to evening.
According to the event’s official recap, this jubilee edition welcomed 14,000+ participants, featured 300+ exhibitors, and hosted 150+ speakers across multiple stages and masterclasses.
What stood out on the expo floor
The scale was impressive, but what mattered more was the variety.
The exhibitor mix covered nearly every part of the eCommerce stack, from platforms and marketing tools to payments, logistics, and fulfillment. The official recap highlighted brands such as Shopware, Stripe, eBay, Kaufland Global Marketplace, Amazon Freight, GLS, Sendcloud, Brevo, and Sage among the exhibitors.
For us, it was a strong reminder that cross‑border growth is not one decision. It is an ecosystem. Everchanging, growing, and absolutely fascinating to be a part of.
Themes that kept coming up (and why they matter)
A big portion of the agenda centered on AI and how fast it is moving from “interesting” to “necessary” for businesses of all sizes. The main focus was on how AI is moving from simply generating content to its role in influencing decision-making in commerce.
We also felt a clear pull toward:
- International expansion and cross‑border trade
- Logistics and fulfilment performance
- Payments and checkout optimization
- Customer experience and personalization
These are exactly the conversations we want to continue in our region in April.
The best part: meeting partners we will see again in Sofia
Beyond the stages, the real value was the people.
We had the chance to reconnect with existing partners and exhibitors who will also be joining us at Balkan eCommerce Summit 2026 in Sofia this April, and to meet new solution providers who are actively looking for growth opportunities in Southeast Europe, and those who can help businesses there expand abroad..
From Berlin to Sofia: keep the momentum going
Events like the E-commerce Berlin Expo show what happens when the entire ecosystem meets in one place.
That is the same goal we are building toward with Balkan eCommerce Summit 2026: a focused place where brands, platforms, and service providers can create real partnerships that accelerate cross‑border growth.
🎟️ If you have not secured your ticket yet, get yours now at https://balkanecommerce.com/ and join us in Sofia this April.