The Pazo da Cultura in Pontevedra is once again the meeting point for the online retail ecosystem in northwest Spain. Ecommerce Days brings together professionals, brands, agencies, and suppliers from the sector to share knowledge, experiences, and business opportunities related to e-commerce and digital marketing.
The event, now in its fifth edition , takes place on October 1st at the Pazo da Cultura in Pontevedra and continues on Friday. Since its inception in 2022, the event has attracted over 700 attendees and 80 speakers , establishing itself as a key annual event for digital commerce in Galicia.
Artificial intelligence and agentive commerce
One of the topics that receives the most attention in the program is artificial intelligence applied to business . The sessions analyze how to use this technology to better understand the customer , personalize offers, analyze data, automate tasks, and make internal processes more efficient.
Alongside AI, agentive commerce is emerging as a powerful force , a model in which digital assistants can search, compare, and even complete purchases on behalf of the user. This trend, centered on the rise of agentive commerce , is forcing companies to rethink how they present their catalogs, prices, and sales arguments so that automated systems can also understand them.
Payments, customer experience, and unified channels
The event also focuses on new payment systems , customer experience, social commerce, and the integration of online and offline channels. The underlying idea is that online sales no longer operate in isolation, but rather as part of a broader business strategy.
In this context, issues such as building customer communities, growing new digital businesses, and connecting the physical and digital worlds are addressed. For Galician companies, these tools can help them both improve sales and save time, enabling them to make more informed decisions.
Speakers and success stories
The organizers have anticipated the participation of more than twenty professionals and executives. Among the confirmed attendees are Javier Lázaro (Getnet), Héctor González (CTT Express), Sandra AlÃas (Pescanova), Jose Freire (Bigcrafters), Blas Segarra (Shopify), Javier Estévez (Barkibu), Pepe Cabanas (Estrella Galicia), Yago Fernández (Cero de Costa), and Silvia Nombela (Bizum).
The opening session will be led by Daniel MartÃnez of WeRoad , with a presentation entitled "Anatomy of a Love Brand." In it, he will explain how this company, which presents itself as an adventure travel community, has managed to transform its customers into a global community.
Tania Broullón (Galiwonders), Rubén Pereiro (Fnac), José Carlos Giménez (Esmerarte), Noemà González (El Caballo), and Daniel Conde (Lidl) , among others, will also share their experiences . The first day focuses on success stories and presentations on customer communities, payments linked to agent commerce, channel integration, and the practical application of AI.
Brands that endure and local roots
Another focus of the program is how to build brands that last for decades without losing their identity. This panel brings together representatives from companies like Selmark, Torre de Núñez, and Vegalsa , along with Vegalsa's founder, JoaquÃn González, and other leading business figures, to discuss resilience, innovation, and roots.
The combination of large companies and local projects is one of the event's strengths. On one hand, multinationals like Leroy Merlin, Fnac, and Lidl attend ; on the other, Galician firms that have excelled in the digital realm, such as Estrella Galicia, Galiwonders, Bico de Xeado, and Peperetes.
The role of Igape and its external projection
During the inauguration, the director of Igape, Covadonga Toca , emphasized the potential of e-commerce to strengthen the competitiveness of Galician companies and facilitate their access to new markets. She explained that e-commerce goes far beyond simply selling online and is increasingly linked to technology, data, customer knowledge, and marketing.
The Galician government, through the Galician Institute for Economic Promotion (Igape), focuses on transforming innovation into concrete results for businesses: improved sales, time savings, better decision-making, and new business opportunities. In this context, digital channels serve as a gateway for SMEs to test markets, reach new customers, and build their brand internationally.
A meeting to connect the sector
Beyond the presentations, Ecommerce Days serves as a networking space where companies, specialists, and projects with similar challenges but different business models come together. The Galician Ecommerce Cluster and Igape emphasize the importance of connecting knowledge, experiences, and collaborations to tailor support to the real needs of the market.
From the Galician Ecommerce Cluster, Alberto Cochón observes that the market is undergoing a profound and silent transformation. Growth in the online channel has moderated, averaging around 8% depending on the sector, but the foundation is enormous: in many sectors, digital sales already represent between 25% and 30% of total revenue.
In Galicia, the cluster sees clear examples in artisans who reach the end consumer with niche products, and in the seafood and agri-food sectors. Faced with new consumption habits, the choice is between evolving or falling behind.
The advancement of generative artificial intelligence has changed the landscape in a short time. More and more users are consulting digital assistants instead of relying solely on traditional search engines, and companies are beginning to prepare for purchasing agents to play a significant role in the final decision. For stores, the challenge is to get an AI to mention and select them when someone searches for exactly what they sell, something that can also benefit local businesses if they manage to offer a sense of identity and proximity.
The widespread adoption of this type of commerce without navigation will take time, just as e-commerce itself, which has been around for over two decades, has. The trend, however, seems clear: digital sales are becoming integrated into a unified strategy, and companies that can analyze their own data, adapt their product catalog, and prioritize the user experience will have a greater chance of success. Ecommerce Days thus brings back to the forefront the debates that will shape the next phase of e-commerce in Galicia and the rest of Spain.
