We went to Berlin Ecommerce Expo and discovered what’s really driving (or stunting) growth

Last week, the Ecommerce Expo in Berlin which brought together industry leaders to discuss the latest trends shaping the DACH region’s e-commerce landscape. While AI, hyper-personalisation, and international expansion were key themes, one message stood out loud and clear: data quality and robust data strategies are the foundation of e-commerce success.

AI and hyper-personalisation: The revenue opportunity with a catch

AI’s biggest promise in e-commerce is hyper-personalisation—delivering tailor-made experiences to boost engagement and revenue. However, many speakers discussed that this opportunity comes with challenges:

• Consumers demand personalisation but remain wary of data privacy, especially in markets like Germany, where regulations are stringent
• Retailers must balance data-driven personalisation with transparency and compliance to earn consumer trust

The future of e-commerce: Growth trends and challenges

E-commerce in Europe is set to reach 50% penetration by the end of the year, but several factors are shaping the industry’s trajectory:

• Price sensitivity dominates due to inflation and the cost-of-living crisis
• Sustainability claims face growing skepticism, making transparency a must
• Omni-channel shopping is now expected, not optional
• Social commerce is on the rise, with marketplaces leading the charge
• Delivery remains a challenge—while consumers want free shipping, they’ll pay for premium options when the value is clear
• Post-purchase experiences are emerging as key drivers of brand loyalty and advocacy. A seamless end-to-end experience—from order placement to delivery—can make or break customer retention

International expansion: Data is the deciding factor

Expanding into new markets is complex, but poor data strategies can turn ambition into failure. One speaker shared insights about a retailer who tracked only 40% of their data, resulting in a 60% revenue gap—a clear warning that incomplete data leads to incomplete insights.

Instead of rushing into new markets, experts at the Expo recommended optimising existing systems and refining data collection strategies first. A strong data foundation is the key to scalable, successful international growth.

AI is reshaping e-commerce, but data quality is the bottleneck

AI is already transforming supply chain optimisation, marketing automation, and customer experience. In Germany, 31% of B2C e-commerce companies have fully implemented AI solutions, showcasing strong adoption. However, one major roadblock remains: data quality. It was noted that:

• AI models are only as good as the data they’re trained on
• Incomplete, unstructured, or poor-quality data can limit AI’s effectiveness
• Retailers need to invest in high-quality, diverse datasets to unlock AI’s full potential

The marketplace dilemma: Growth vs. operational complexities

Becoming a vendor on major marketplaces presents massive revenue opportunities, but it comes with challenges:

• Complex compliance processes and chargeback risks
• Order fulfillment optimisation is crucial—one company revealed that 25% of their purchase orders had unrealistic delivery windows, leading to costly penalties
• Process excellence and data-driven decision-making are critical to marketplace success

Final thoughts: Data is the key to e-commerce innovation

The Berlin Ecommerce Expo made one thing clear: AI, automation, and hyper-personalisation are shaping the future—but none of these innovations can thrive without clean, structured, and well-managed data.

For e-commerce businesses looking to scale, a strong data strategy isn’t just a competitive advantage—it’s a necessity. Without it, even the best AI models, marketing strategies, and international expansion plans will fall short.