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What We Learned at Digital Shelf Summit Europe 2026
Focus on getting the fundamentals right today to prepare for what's coming next
WPP teams just returned from London after a great few days at Digital Shelf Summit Europe 2026. We made valuable connections and came away with plenty of fresh insights.
Amid all the discussions, one message stood out: technology may change how people shop, but the fundamentals of commerce remain the same. The ambition is to create experiences comprehended by machines and desired by humans.
One quote from Jeff Bezos stood out to us: everyone talks about what will change in the next 10 years, but few talk about what won’t. The digital shelf is evolving rapidly, moving beyond traditional keyword matching towards AI-driven reasoning and recommendations. The real opportunity lies in looking beyond the latest trends and focusing on what will continue to matter most to consumers: competitive prices, seamless fulfilment, product availability, and brand trust.
So, what does this mean for brands like yours?
Part 1: Key takeaways from the summit
Prepare for what's next, while focusing on getting the fundamentals right today.
Part 2: Panel Spotlight Where Will Growth Come From in 2027?
Leaders from SC Johnson, Diageo, and Glanbia discussed what sustainable growth looks like, how organisations need to evolve, and how brands can stay visible as AI reshapes product discovery.
Meet the author
Dennis Peek
Strategy Director PXMDennis Peek is a Product Experience Management professional with a focus on eCommerce. Strong experience in CPG, healthcare, life sciences, B-to-B, PIM/MDM/PXM, marketplaces, content marketing and online video.