E-commerce Berlin Expo 2025 recap: Modsen perspective

Two dynamic days, 12,000 participants, 300 service providers, and our team amidst the world’s biggest ecommerce event of the year. The E-commerce Berlin Expo 2025 was the highlight of February for Modsen, bringing together global leaders, tech innovators, and industry disruptors to discuss the future of digital commerce. 

If there’s one thing the E-commerce Berlin Expo 2025 proved, it’s that the digital commerce world never slows down. Here’s what Modsen Head of Business Development, Paul Kirikov, has to say about the whirlwind of topics of the event: 

“With five stages running simultaneously, it was a classic case of FOMO: trying to catch every panel while negotiating with partners and being lured by the mesmerizing company stands. Of course, the set of topics was much broader, but here’s my personal selection of key takeaways:   

1) 𝐀𝐈 𝐫𝐞𝐝𝐞𝐟𝐢𝐧𝐢𝐧𝐠 𝐞-𝐜𝐨𝐦𝐦𝐞𝐫𝐜𝐞: AI is transforming sourcing and product development, driving creative campaigns, and boosting ROI. 

2) 𝐒𝐞𝐜𝐮𝐫𝐢𝐭𝐲 𝐢𝐧 𝐭𝐡𝐞 𝐚𝐠𝐞 𝐨𝐟 𝐀𝐈: Distinguishing humans from bots is becoming a real challenge in an AI-driven world. The need for robust security frameworks to protect e-commerce platforms is a top priority. 

3) 𝐃𝐚𝐭𝐚 𝐚𝐫𝐜𝐡𝐢𝐭𝐞𝐜𝐭𝐮𝐫𝐞 𝐢𝐬 𝐭𝐡𝐞 𝐟𝐨𝐮𝐧𝐝𝐚𝐭𝐢𝐨𝐧 𝐨𝐟 𝐀 𝐫𝐞𝐚𝐝𝐢𝐧𝐞𝐬𝐬: Moving from data chaos to structured data architecture is critical for leveraging AI effectively in e-commerce. 

4) 𝐆𝐞𝐧𝐞𝐫𝐚𝐭𝐢𝐯𝐞 𝐀𝐈 𝐢𝐬 𝐦𝐨𝐫𝐞 𝐭𝐡𝐚𝐧 𝐡𝐲𝐩𝐞: Operational AI is a superior profit driver, especially for e-commerce shops looking to optimize processes and reduce costs. 

5) 𝐒𝐮𝐩𝐩𝐥𝐲 𝐜𝐡𝐚𝐢𝐧 𝐢𝐧𝐧𝐨𝐯𝐚𝐭𝐢𝐨𝐧 𝐢𝐬 𝐤𝐞𝐲: AI and data-driven networks are empowering smaller businesses to compete with industry giants. 

6) 𝐑𝐞𝐭𝐮𝐫𝐬 𝐩𝐫𝐨𝐞𝐬𝐬𝐞𝐬 𝐚𝐫𝐞 𝐠𝐞𝐭𝐭𝐧𝐠 𝐬𝐦𝐚𝐫𝐭𝐞: The digitized returns process has the potential to significantly increase in-store returns, enhancing both customer experience and operational efficiency. 

7) 𝐓𝐡𝐞 𝐟𝐮𝐭𝐮𝐫𝐞 𝐨𝐟 𝐫𝐨𝐣𝐞𝐜𝐭 𝐦𝐚𝐧𝐚𝐠𝐞𝐦𝐞𝐧𝐭 𝐢𝐬 𝐀𝐈-𝐩𝐰𝐞𝐫𝐞𝐝: AI is transforming project management, making it faster, smarter, and more adaptable to complex e-commerce ecosystems.

The future of e-commerce is about adaptability, security, and human connection. It’s not just about adopting new tools – it’s about integrating them strategically to stay ahead.”

The bigger picture of the event 

Care to dive in a bit deeper? Here are the 6 foundational trends discussed at the expo. 

The sales-not-person of the future 

AI was in every panel and hall discussion - and for good reason. Businesses are no longer asking if they should use AI, but rather how to use it best. From automated customer support to hyper-personalized shopping experiences, AI is helping brands understand their customers better and deliver exactly what they need before they even ask for it. 

Using the data motherlode right 

With third-party cookies on their way out, brands are shifting focus to first-party data. Companies that build direct relationships with their customers - through loyalty programs, interactive experiences, and value-driven content - will be the ones to thrive. The future belongs to those who can get to know their customers without being intrusive. 

Sustainability is never out of the picture 

Consumers care about the planet, and they expect the brands they buy from to care too. Discussions around sustainability weren’t just about eco-friendly packaging - they dove deeper into supply chain transparency, carbon-neutral logistics, and the circular economy. 

Erasing borders 

E-commerce is breaking barriers, but going global isn’t just about currency conversion and shipping logistics. Brands that succeed internationally speak the local language - both literally and culturally. The importance of localized content, regional payment options, and culturally adapted marketing was a hot topic throughout the event. 

Shopping happens everywhere 

Don’t focus only on traditional e-commerce websites - your next sale might happen on TikTok, Instagram, or even WhatsApp. Social commerce is changing how customers discover and buy products, blurring the line between content and commerce. Engaging customers where they already spend time - through short-form videos, influencer partnerships, and seamless in-app checkouts – is the key to success for 2025 and beyond. 

Bottom line 

Events like the E-commerce Berlin Expo aren’t just places to learn about trends - they’re where the future of digital commerce is created. Modsen team expresses gratitude to all speakers, event organizers, and attendees for such an inspiring and insight-packed experience. Till next year!