comerzzia returned as a Platinum Sponsor of Retail Forum 2026, held on 18 March at IFEMA Madrid, one of Spain’s leading retail events, with a presence across the exhibition area, the Future Store space and the event’s conference agenda.
Throughout the day, we shared a very clear view of where retail stands today and where it is heading: artificial intelligence applied to real use cases, embedded into day-to-day operations and connected to a native unified commerce platform designed to address the sector’s current challenges. Rather than treating AI as an isolated or purely experimental layer, at comerzzia we advocate for a practical approach focused on improving processes, supporting decision-making and enhancing the shopping experience.
At the Future Store, comerzzia presented a range of solutions aimed at strengthening key business processes across three specific areas: marketing, management and customer experience. Among them, we highlighted how marketing teams can save time and work more autonomously through expert agents connected to the platform, able to identify audience segments, design campaigns and launch commercial actions through comerzzia Promo AI Chat.
We also showed how business owners, managers and decision-makers can access and navigate store sales and performance data far more easily, without relying on complex tools or advanced BI environments, thanks to the integration of data and generative AI through WhatsApp Business.
This is complemented by a conversational layer for customers, with WhatsApp-based functionalities that help strengthen proximity, loyalty and a more fluid relationship with the brand. At the same time, a conversational layer for store associates helps them deliver more personalised recommendations in a faster and more agile way. This is one of the core principles behind comerzzia’s approach: putting innovation at the service of more efficient operations and a better in-store experience.
Together with our Gold Certified Partner Tier1 and a number of strategic manufacturers, comerzzia also demonstrated how its platform can be seamlessly integrated with different hardware solutions to create store environments that are more connected, flexible, intelligent and ready to evolve. These demonstrations included an AI-enabled kiosk from Partner Tech Europe, designed to deliver more personalised assistance, recommend products through conversational interaction and guide customers through the path to purchase, even continuing that interaction on their own mobile device.
The company also showcased biometric payments by Sipay, opening up new possibilities both at checkout and in customer identification; NCR self-checkout hardware, featuring anti-theft capabilities, fruit and vegetable recognition and accessibility criteria; and Zebra Technologies devices integrated with comerzzia FastPOS for mobile selling, RFID reading and barcode and QR scanning, all aimed at streamlining store operations and customer service.
Finally, comerzzia presented its integration with Shopify for specialist retail and fashion retail, including body scan capabilities designed to make at-home measurement and online size recommendation easier.
All these solutions are built on the same foundation: comerzzia’s native unified commerce platform, designed to connect technology, processes and data on an architecture that can grow in step with the business.
comerzzia’s participation in Retail Forum 2026 also included moderating an expert panel in the Red Room at 12:45 as part of the event agenda. In this session, the company brought together representatives from leading retail brands including Alcampo, Carrefour and Mango to discuss some of the major challenges shaping retail today.
One of the clearest takeaways from the conversation was that customers no longer think in terms of channels. They expect continuity between digital and physical environments, fast responses and frictionless experiences at key moments such as product search, collection, returns or real-time stock visibility. Another important point was that data only becomes valuable when it turns into useful action, and that AI becomes truly relevant when it improves real processes, reduces waiting times, supports better decisions and strengthens the role of store teams.
From this perspective, Retail Forum 2026 helped comerzzia reinforce a clear message: the future of retail is not just about adopting new technologies, but about integrating them meaningfully within a true unified commerce strategy. A strategy in which AI, data, mobility, automation and customer experience stop operating separately and become part of one connected business logic.
