Key theme & at a glance event's
A content programme that deciphers the new codes of commerce
Each format of the One to One Retail E-commerce programme offers a unique perspective on understanding the transformations taking place in the sector and sharing concrete experiences:
- Keynote: our partners' insightful vision of the major changes in the sector.
- Smart talk: an idea, a method and a concrete example presented by a partner
- Round table: retailers and e-merchants share their views on the challenges facing their businesses.
- Workshop: customer case studies presented by partners.
- Plenary conference: inspiring presentations to decipher major trends and open up new perspectives.
- Meet-up: short sessions dedicated to soft skills and personal development.
- Startups pitches: 2 minutes to discover the most promising solutions.
This year, the entire programme will explore the common theme of ‘Mutation’, a topic at the heart of the new codes of a three-way commerce, where brands, customers and artificial intelligence are redefining relationships, experiences and value creation.
3 days at a glance
2026 edition key theme: Mutations
The New Codes of Three-Voice Commerce
The Observation: A Revolution in Progress
Commerce is no longer binary. The traditional brand ↔ customer relationship is evolving into a three-voice model: the brand ↔ customer ↔ agent/AI triptych. This transformation is overturning established codes and creating new intermediation challenges.
Customers are evolving faster than organisations. Their browsing standards, experience expectations, and product discovery habits are rapidly changing, driven by generative AI. Without adaptation, brands risk disintermediation by more agile algorithms; this is not a future trend but a reality already taking shape.
Four Major Transformations Are Redefining Commerce
Commerce is undergoing changes that go beyond technology. These transformations, accelerated by generative artificial intelligence, affect both the customer experience and corporate organisation.
This new three-voice arrangement is changing the established rules. The direct relationship between brand and customer is giving way to an ecosystem where intelligent agents have become essential intermediaries. This shift redefines the challenges of experience, journey, and conversion. Brands must now design interactions so that these three voices harmonise: their own, those of their customers, and those of the artificial intelligences advising them.
The urgency to adapt has become critical in the face of the rapid evolution of customer behaviours. Browsing standards, experience expectations, and product discovery habits are changing faster than organisations can adapt. This asymmetry creates a real risk: if platforms fail to evolve their interfaces, content, internal search engines, and user journeys, they risk losing traffic and conversions to more agile players.
The internal behavioural shift goes beyond digital concerns to affect all roles and skill sets. The rise of no-code tools, the multiplication of automations, and the transformation of creative chains require deep organisational restructuring. This mutation calls for clear governance between IT and e-commerce teams, skill enhancement, and a cross-functional approach between marketing, customer experience, and customer service.
The new codes of commerce are defined around three core principles: legibility for intelligent agents, desirability for human customers, and responsibility in choices and recommendations. These codes are no longer theoretical—they are grounded in tangible evidence from companies that have successfully transformed.
For this anniversary edition – 15 years in 2026! – we decode the greatest transformation in commerce since the dawn of digital.
One to One Retail E-Commerce 2026: The must-attend event to master the new codes of commerce and turn urgency into opportunity.
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