The Discovery Stage Powered by Mach Alliance

15:00 - 15:10 – Designing the Agentic Digital Shelf: How PepsiCo and Shalion are rethinking ecommerce stack and organisation, with Taisiya Merkulova, Director, Global Data & Technology - Digital Commerce at PepsioCo  and & Gael Peigné  SVP Product Strategy & Marketing at Shalion

Shoppers are starting to delegate product selection to AI assistants. Brand visibility is moving from SEO to GEO, where decisions are influenced by a wider range of inputs. The selection logic itself is changing, challenging the system that have been in place for decades and shifting influence points.  The core challenge for brands becomes handling ‘a non-human consumer’, higher velocity of interactions and decisions at scale. In this session, PepsiCo and Shalion share how they are responding, through AI-ready foundations and new ways of working for ecommerce teams. A practical view of what changes, what to prioritise, and how to get started.

• Location: The Discovery Stage 1

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15:00 - 15:10 –The Boozt Journey: From Nordic Startup to Fashion and Lifestyle E‑Commerce Powerhouse with Tobias Sjölin, CTO Boozt Fulfilment & Logistics at Element Logic

The story of Boozt’s evolution from a Nordic startup into a leading fashion and lifestyle e‑commerce platform exploring how clear strategy, disciplined execution, and a strong and scalable technology and logistics foundation enabled profitable scale, high customer satisfaction, and long‑term growth.

• Location: The Discovery Stage 2

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15:15 - 15:25 –  How Agentic Commerce is Redefining the Customer Journey with Margaret Kuleta, Product Strategy and Growth Lead for Agentic Commerce: Strategic Account Director at Commerce

AI agents are taking over online shopping and as intelligent agents browse, compare, and transact on behalf of consumers, the distance between intent and purchase is collapsing. For European retailers, this isn't a future trend; it's a strategic inflection point unfolding right now. Growth leaders from PayPal and Commerce reveal what agentic commerce looks like in practice: how to build intent-driven customer journeys, why identity is the new competitive battleground, and how to leverage your existing platform investments without spiralling costs. Walk away with clear, practical steps for the next 3–6 months.

• Location: The Discovery Stage 1

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15:15 - 15:25 –  Beyond the Feed: How DPG Media Beats the ‘Invisibility Trap’ to Win Gen Z, with Rich Baker - VP of Sales EMEA, Imke Rodermans, Project manager Marketing IT - Circulation, DPG Media Group

In a landscape dominated by TikTok and AI, legacy brands face an ""Invisibility Trap."" How do you stay relevant when Gen Z discovery happens almost exclusively off-platform? DPG Media Group cracked the code. By launching a frictionless, instant-access student offer, they captured 80,000 subscribers almost overnight. In this fireside chat, we reveal the data-driven strategy behind the surge:
- The 80K Case Study: Why removing the price barrier led to 82% deep-reading engagement.
- IT & Marketing Synergy: Scaling fast with AI-powered verification to defeat sophisticated fraud.
- Zero-Party Data: Moving beyond collection to LTV, timing the ""ideal moment"" for engagement.
Learn how to turn digital-native ""passers-by"" into loyal, verified subscribers

• Location: The Discovery Stage 2