What it is
Shoptalk Europe is the European edition of Shoptalk and the biggest retail innovation event on the continent. The 2027 edition takes place at Fira Gran Via in Barcelona on June 1 to 3, with more than 4,500 attendees from over 60 countries, 180+ speakers and 400+ technology companies.
As in the US, meetings are a core part of the format, with more than 25,000 scheduled meetings. The 2027 themes include AI and automation, human connection in a more automated shopping experience, and innovation both in stores and online. About one in three attendees is from the C-suite.
Why it matters for smaller online stores
- It is the most relevant large event for stores selling in the EU, with European retailers, payment providers and logistics partners in one place.
- Shorter travel and lower costs than the US shows for teams based in Europe.
- A high share of senior attendees makes it a good place to meet partners and investors, not only vendors.
Who should go
- Online stores selling across several EU markets
- Founders looking for partners, investors or new sales channels in Europe
- Ecommerce and CX managers who want the European view on AI in retail
How to get the most out of it
- Use the meetings program. With 25,000+ meetings, it is the fastest way to reach the right people.
- Plan around cross border topics such as payments, returns and local marketplaces, where European peers have the most useful lessons.
- Book accommodation early. Early June is a busy season in Barcelona.