eCommerce BBQ 2026
eCommerce BBQ 2026 in Karlsruhe: Why stagnation in trade is not an option
On June 11, 2026, Martin Haak from brickfox attended the eCommerce BBQ in Karlsruhe – an industry event that once again demonstrated this year: Digital commerce is under pressure, but that is precisely where the movement lies.
After last year's successful event, expectations were high. Many of the topics that were already hinted at in keynotes and presentations have since become tangible reality: AI is profoundly changing the industry, agencies need to rethink their role, and mere feature promises are no longer enough for long-term success.
This made the presentations this year all the more interesting – including those from Christian Hagemeyer and Thomas Lohner. Because if the predictions for 2025 prove accurate, the question automatically arises: Which statements from 2026 will we see reflected in practice next year?
The industry is struggling – but it is moving forward
The overall message of the event was clear: the industry is facing challenges. Growth is no longer a given, margins are under pressure, processes are becoming more complex, and technological developments are changing business models faster than many companies can react.
But: It's not all bad.
That is precisely why one of the most important messages of the day was: Inaction and hesitation will not help. Those who sit back or bury their heads in the sand now will have a hard time. Those who are prepared to act boldly, however, can seize new opportunities – even if not every answer is perfect right away.
AI is no longer a topic of the future.
What sounded like a major future topic last year has now arrived in the middle of everyday life: AI is creating a real upheaval in e-commerce.
It's no longer just about automated texts or isolated efficiency gains. AI is changing how customers search, how products are displayed, how data is evaluated, and how companies need to structure their processes.
For retailers, manufacturers, platforms, and service providers, this means that it is no longer enough to view AI as an additional tool. The crucial factor is how AI is meaningfully integrated into existing workflows, data structures, and commerce processes.
Features alone are no longer enough
Another point that has become clear is that individual functions alone will hardly be enough to convince people in the future.
Customers don't expect isolated features, but working solutions. They want to know:
- How exactly does a technology help me grow?
- How does it reduce complexity?
- How does it improve processes, data quality, or performance?
- How does she support my team in day-to-day operations?
This is precisely where the role of software vendors, agencies, and service providers is changing. It's less about selling "yet another feature." It's about collaboratively developing solutions that truly work.
More confidence in one's own strengths
Another important idea from the event: Europe and the German e-commerce industry should not blindly trust everything that comes from the outside.
Of course, international technologies, platforms, and developments are important. But at the same time, Europe has a wealth of expertise, strong companies, smart solutions, and a deep understanding of trade, processes, data, and regulation.
The challenge lies in leveraging and developing these strengths more consistently. Not out of isolation, but out of self-confidence. Those who expand their own competencies remain more capable of taking action – and are less likely to be left behind technologically or strategically.
What brickfox takes away from this
For brickfox, the eCommerce BBQ 2026 confirms much of what we already encounter in our daily interactions with customers: Digital commerce doesn't need more tools for the sake of tools. It needs reliable systems, clean data, scalable processes, and partners who think proactively.
Whether it's multichannel management, platform strategy, PIM, marketplace integration or operational support from our Expert Advisory Team: what's crucial is that technology is not only available, but used correctly.
Because growth doesn't come from software alone. Growth comes when technology, market understanding, and concrete implementation come together.
Conclusion: Courage is becoming more important than perfection.
The eCommerce BBQ 2026 has shown that the industry is under pressure, but not without prospects. Those who wait until all uncertainties have disappeared will miss opportunities. However, those who are willing to question existing models, rethink processes, and build on their own strengths can grow even in challenging market phases.
Or in short: E-commerce doesn't need any more stagnation. It needs courage, clarity, and solutions that truly move things forward.
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