comerzzia has closed its participation at ExpoRetail Iberoamérica 2026 with a very positive balance and a presence focused on the real application of technology to the retail business: unified commerce, artificial intelligence, mobility, payments, customer experience and connected operations.
During the two-day event, the comerzzia stand worked as a live demo space where visitors could explore different customer journeys applied to sectors such as fashion and food, using real products in collaboration with Blue Banana Brand and DIA. The goal was to show how a native unified commerce platform connects channels, data, physical stores, customers and operations within a single environment, while integrating with third-party solutions and external channels such as WhatsApp.
The stand experience also included the participation of several technology partners, together with Tier1. With PartnerTech, comerzzia showcased a kiosk with generative AI applied to clienteling, customer service and omnichannel shopping; NCR presented its POS integrated with comerzzia; DIGI Europe showed electronic shelf labels and digital signage for real-time price and product information updates with comerzzia; Sipay demonstrated biometric payments with Ingenico hardware for payments and loyalty management; and Charmex took part with its totems.
One of the main highlights of comerzzia’s presence at the event was the round table “Technologies: what is the next level for retail?”, moderated by Sergio Lafuente, Managing Director of comerzzia, with the participation of Eroski, Adyen, Bimba y Lola and Percassi. The conversation addressed some of the sector’s major challenges: the channel-less customer, the role of data, payments, applied AI, the connected store and the evolution of store teams.
Among the main conclusions, the session left one clear idea: the next level of retail is not only about adding more technology, but about gaining responsiveness. The ability to better understand customers, make faster decisions, operate more efficiently and turn data into action. AI will play a relevant role, but only if it is integrated into real processes and delivers measurable value. And the physical store will remain key if teams are equipped with tools that allow them to evolve from a transactional role to a more consultative and relationship-driven one.
comerzzia’s agenda also included the participation of José Luis Cordero, Operations Director at comerzzia, in the Retail Talk “Horizon and DigitopIA: AI and comerzzia as drivers of change”. In his presentation, he argued that retail is not going through just another evolution, but a true change of era, and shared the company’s vision on the impact of AI and cloud in this transformation, with Talaria as one of its most tangible expressions.
DigitopIA is the strategic perspective behind this vision: the conviction that retail is not experiencing another incremental shift, but a genuine change of era in which AI is no longer an additional tool, but becomes the natural way to operate, decide and build relationships with customers. Talaria is one of the first concrete materialisations of this vision within comerzzia’s roadmap.
Talaria is the evolution of Involve, formerly Involve CRM, the comerzzia module that, since Mercurio – its social loyalty robot launched in 2016 – has supported retail marketing teams in understanding their customers. Talaria represents a qualitative leap: it incorporates AI agents that give these teams new capabilities, translating natural language requests into data, strategies and specific, agile and efficient commercial actions.
Talaria enables work on real use cases such as customer segmentation, campaign design, promotion generation, customer analysis and support for store teams. Its approach responds to an increasingly clear need in the sector: moving from systems that simply execute processes to systems capable of knowing, predicting, generating, acting and querying; assisting, recommending and enabling microdecisions within a framework always governed by the business.
Finally, Tier1, Gold Certified Partner of comerzzia, moderated the round table “Healthy Retail”, with the participation of Herbolario Navarro and Veritas, two comerzzia customers and leading companies in organic food, natural health and sustainable and responsible consumption. The session explored the particularities of this segment: a more informed and demanding consumer, the importance of loyalty, the use of data without becoming intrusive, operational sustainability, digital receipts, quick commerce and the role of technology in an increasingly distributed shopping experience. The session also addressed the development of hybrid models such as “mercaurantes” and the technological challenges they involve, together with specific projects such as Veritas’ Kookit, developed with the participation of comerzzia Nextt.
ExpoRetail Iberoamérica 2026 has been an opportunity to share comerzzia’s vision for the future of retail, but also to listen closely to the real priorities of the sector. A future that is no longer measured in incremental improvements, but in a change of era, where unified commerce, applied AI and the connected store will be key to competing with greater agility, greater efficiency and a more relevant relationship with customers.
