[ENG] The Future of Fashion - H&M in the Age of Digital Innovation
Presentation description (focus & value)
In a world of constant change, having a clear direction and purpose is essential. For H&M, this means becoming a leading fashion brand and liberating fashion for the many. My keynote focuses on the vital role of digital operations in achieving this vision—delivering an elevated, inspirational, and customer-focused experience through our digital store.
We’ll explore where H&M stands today, our strengths, and opportunities to grow in inspiration and guidance. Ultimately, this is about aligning ...
Alexandra Duca
Head of Digital/E-commerce Central Europe @ H&M
Speaker(s)' bio
10 Years at H&M
Broad experience across most E-com European markets and the Greater China region.
Career Progression
Held key roles in E-com, Merchandising, and Customer Activation, contributing to strategic global projects and regional growth initiatives. Successfully led teams through cha...
19.02.2025
D 14:00
Join over 11,000 participants
2-day B2B Expo & Conference for e-commerce
- 19 & 20th FEBRUARY 2025
Event date
- 1st day 9:00-18:00 | 2nd day 9:00-17:00
Duration
- STATION Berlin, Luckenwalder Str. 4-6
Location
Register for free
E-commerce Berlin Expo is free to attend for retailers and brands. We deliberately restrict the attendee count to enable truly impactful networking opportunities.
Day 1 Agenda - February 19
Explore the agenda for both event days - February 19 and 20. The conference will run across 5 stages simultaneously. Our talks are scheduled in either English or German. The language information can be found at the beginning of each talk’s title.
A
SHOW STAGE AGENDA
B
SHOW STAGE AGENDA
C
SHOW STAGE AGENDA
D
SHOW STAGE AGENDA
E
SHOW STAGE AGENDA
B 10:00 Opening Keynote: State of the German E-Commerce 2025 & Official Welcoming Speech
Efe von Thenen Chairman of the Advisory Board @ E-commerce Berlin Expo
Franziska Giffey Bürgermeisterin von Berlin & Senatorin für Wirtschaft, Energie und Betriebe @ Senatsverwaltung für Wirtschaft, Energie und Betriebe
A 10:15 [ENG] How AI will redefine sourcing and product development
Patrick Kuehl User Growth @ Alibaba.com
C 10:15 [ENG] Data-Driven Leadership: Unlocking Profitability Through AI and Automation
Kevin van der Eijk Founder & CEO @ FiveX
D 10:15 [ENG] Second-Hand Revolution: How AI Processes at momox Are Transforming Retail Sustainably
Heiner Kroke CEO @ momox
E 10:15 [ENG] You and AI: Transforming creativity and campaign success
Stephanie Boedige Global Agency Director @ Microsoft Advertising
A 11:00 [ENG] Stuck in Generative AI Hype? Why Successful E-Commerce Shops Rely on Operational AI as Superior Profit Driver
Dr.-Ing. Ralph Hünermann CEO and Founder @ ODOSCOPE
B 11:00 [ENG] Take Control of Your Supply Chain Real-Time Tracking & Data-Driven Insights
Tim Ludwicki Sr. Business Developer @ Amazon Freight
C 11:00 [ENG] The Sweet Science of Loyalty: Lakrids by Bülow's Approach to Unified Commerce
Michael Ewald Hansen Chief Digital Officer @ Lakrids by Bülow
Kolja Oswald Regional Sales Manager @ Voyado
D 11:00 [ENG] Logistics service offers at MediaMarktSaturn: Instant delivery in under 90 minutes and maximum flexibility in the store
Michael Jaschek Manager Logistics Sourcing & Partners @ MediaMarktSaturn Retail Group
E 11:00 [DE] Mehr Daten, bessere Kampagnen: Den Marketing-ROI richtig verstehen und steigern
Daniel Tschirschwitz Head of Performance Tracking & IT @ Smarketer
Zacharie Maville Senior SEA Growth Consultant @ Smarketer
A 11:45 [ENG] WhatsApp: A Game-Changer for E-Commerce
Johannes Mansbart CEO @ chatarmin.com
André Pavic Global Head of Growth Marketing @ waterdrop®
B 11:45 [ENG] The Collapse of Traditional Commerce: Why Innovation is No Longer Optional
Michael Türk VP of Solution Engineering @ Spryker
C 11:45 [DE] Panel-Diskussion: Strategien für profitables DTC- Wachstum - optimierte Lagerlogistik und Datentransparenz als Erfolgsformel von Sugarshape und United Brands Group
Dirk Haschke Vice President & General Manager E-Commerce @ Descartes Systems (Germany)
Andreas Fischer CEO @ minubo
Christian Schönborn CBDO @ SugarShape
Christoph Holinski COO @ United Brands Group
D 11:45 [DE] Kaufen, nicht nur gucken: Wie Super Streusel Live-Shopping als relevanten Revenue-Channel nutzt
Jan Lühring Geschäftsführer E-Commerce & Technologie @ Super Streusel
Daniela Sichting Gründerin und Geschäftsführerin Marketing & Vertrieb @ Super Streusel
E 11:45 [DE] Die Evolution von Multi- zu Omnichannel - Maximierung der Kundenzufriedenheit
Stefan Wolk Director E-Commerce @ Fielmann
Boris von Brevern Geschäftsführender Gesellschafter @ BORIS Consulting
A 12:30 [ENG] Privacy-Driven Innovation: A First-Aid Kit for Lead Marketing in E-Commerce
Dara Kossok-Spiess Head of Internet Policy and Digitization, Founder: Diversity Initiative for Retail @ Handelsverband Deutschland e.V. (HDE), German Retail Federation
Cathrin M. Daniel Internet Policy and Digitization @ Handelsverband Deutschland e.V. (HDE), German Retail Federation
B 12:30 [DE] Mut statt Mittelmaß: Innovative Strategien für langfristigen Erfolg
Sebastian Hamann Gründer und Co-CEO @ Shopware
C 12:30 [DE] Vom ersten Social Media Post zur globalen Streetwear Brand: VICINITY packt aus
Marvin Schneemann Sales Team Lead @ Pickware
Kiyan Yildiz Gründer & CEO @ VICINITY
D 12:30 [ENG] Process Excellence Pays Off: How Our Clients Saved Millions on Deductions When Selling on the World’s Biggest E-commerce Marketplace
Jan Hurdzan Manager Quality and Continuous Improvement @ Sony DADC
E 12:30 [ENG] KoRo's transformation: How to build an omnichannel love brand
Florian Schwenkert CEO @ KoRo
A 13:15 [DE] Von Komplexität zur Einfachheit: So revolutioniert DooFinder Ooniques Product Search & Discovery
Anna Atmis Regional Marketing Manager DACH @ Doofinder
Johanna Jacob COO & Head of Product @ OONIQUE
B 13:15 [ENG] AI for more efficient acquisition, more conversion and larger shopping baskets - the potential of generative AI in e-commerce
Hartmut König CTO Central Europe @ Adobe
C 13:15 [ENG] Beyond the Box: How Shipping Intelligence Transformed Amorelie's Delivery Experience
Rob van den Boogaard CX Improvement Consultant @ Amorelie (EQOM Group)
Viktoria Danielzok Global Partnerships @ Sendcloud
D 13:15 [ENG] How Mobile Apps Drive Performance in Omnichannel Retail
Mike Egbert Head of E-Commerce Performance Management @ Douglas
E 13:15 [ENG] How to win twice: Make your marketing greener and more effective at the same time
Iskra Velichkova Head of Brand @ Kleinanzeigen
Iris Althaus Chief Strategy Officer @ EssenceMediacom
A 14:00 [ENG] TAG Heuer x Dartagnan: The power of email marketing as the centerpiece of your performances
Philipp Kunstmann Senior Digital Consultant @ JustRelate Group
Nicolas Guillen Managing Director JustRelate France @ JustRelate Group
Etienne Bateau CRM Director @ TAG Heuer
B 14:00 [ENG] Innovation as a Success Driver in E-Commerce
Sebastian Evers CEO @ JTL-Software
C 14:00 [ENG] Mapping Global eCommerce: Emerging Markets, Top Categories, and Cross-Border Dynamics
Friedrich Schwandt Founder & CEO @ ECDB
D 14:00 [ENG] The Future of Fashion - H&M in the Age of Digital Innovation
Alexandra Duca Head of Digital/E-commerce Central Europe @ H&M
E 14:00 [ENG] Behind the Deals: OTTO’s Secret to Black Friday Success
Michelle Mei-Li Pfister Associate Solutions Architect @ Amazon Web Services
Daniel Barthelmes Division Manager eCommerce Solutions & Technology @ OTTO
A 14:45 [ENG] 2025 Bold Trends: Shaping the Year of Disruption and Innovation
Radharaman (Rad) Jha Vice President Supply Chain @ flaconi
B 14:45 [ENG] How AI and Data-Driven Networks Empower SMBs to Compete with the Big Players
Wilfried Beeck Founder & CEO @ ePages
Alexander Trautmann Head of Product Engineering SSG/ERP @ Sage
C 14:45 [ENG] Open-Heart Surgery: Restructuring a Luxury E-Commerce Company During Ongoing Operations
Frederike Knop Chief Executive Officer @ CHRONEXT
D 14:45 [ENG] Data-Driven Omnichannel Solutions
Joris Kalle Team Lead Art Direction @ REWE eCom, weinfreunde.de
E 14:45 [DE] Wie DefShop durch diese neue Paid Social Strategie die Meta Ads Umsätze profitabel um +378 % skalieren konnte
Armin Alasti CEO @ MoonJet
Matthias Spangenberg CMO @ DefShop
A 15:30 [ENG] Ok, Boomer! How Witt Group built a scalable WhatsApp marketing channel to get even closer to their best-ager audience
Pascal van Opzeeland CEO @ Userlike
B 15:30 [ENG] LLM tooling: Be 10x more efficient
Norman Nielsen VP Growth @ OMIO
C 15:30 [ENG] International eCommerce expansion: Turning uncertainty into opportunity
Paulina Jeleszuk E-commerce Consultant @
D 15:30 [ENG] Pushing Boundaries: Crafting the Future with Bold Innovation
Raluca Bujoreanu Product Leadership & Innovation, Co-founder & CEO @ Acceleratoor.eu, @ ex-Zalando
E 15:30 [ENG] From Data Chaos to AI-Readiness: Why Data Architecture is Key
Jan Nitschke Co-Founder @ 11OWLS
Lucille Thomanek Co-Founder @ 11OWLS
A 16:15 [ENG] Smooth Sailing in E-Commerce: Mastering BOAT for Operational Excellence
Robert Hein Founder @ Olution Advisory Services
B 16:15 [DE] Panel-Diskussion: Vier Perspektiven auf KI im digitalen Handel
Paul Krauss Panel-Moderator, Head of Digital @ MDCT
Philipp Engelmann CEO @ Glambou
Veronica Demschik eCommerce-Expertin @ ex-Nespresso, ex-Lab1886 & ex-THG
Volker Harbrecht Head of eCom @ Meta
Jörg Heinemann Innovation Evangelist @ OTTO
C 16:15 [DE] Swipe, Shop, Repeat – Wie Social Commerce Online-Shopping revolutioniert
Kristina Mertens Marketing Lead @ everstox
D 16:15 [ENG] What we still don’t get about TEMU: Why we have such a hard time understanding digital trends from China
Björn Ognibeni Practical Visionary, Co-founder @ ChinaBriefs.io & XRLab@MCM
E 16:15 [ENG] Hyperpersonalization and the role of telcos in it
Peter Arbitter SVP Magenta API Capability Exposure (MACE) @ Deutsche Telekom
A 16:45 [ENG] Empowering E-Commerce: BitterLiebe's Financial Strategy
Lukas Gottschick Chief Commercial Officer @ Pliant
C 16:45 [DE] ChatGPT Enterprise Einsatz bei ReifenDirekt.de
Dr. Andreea Kremm CEO @ Delticom OE
D 16:45 [ENG] Challenge The Ordinary
Josh Stinton Head of Engagement @ Fieldwork
E 16:45 [ENG] Confidence Unleashed: Leaders look for confidence in all the wrong places, let’s fix that
Matteo Cassese Executive and Founder Coach @ myth maker
Day 2 Agenda - February 20
A
SHOW STAGE AGENDA
B
SHOW STAGE AGENDA
C
SHOW STAGE AGENDA
D
SHOW STAGE AGENDA
E
SHOW STAGE AGENDA
A 10:15 [ENG] Scaling Success: How Notino Expanded Across 20 Markets with Precision and Efficiency
Petra Pacáková CEO @ Dotidot
Ksenija Palia Digital Ads Specialist @ Notino
Angelika Halamová Digital Ads Specialist @ Notino
B 10:15 [DE] Marketing Machines Reloaded: Wie KI unsere Jobs radikal transformiert
Ben Harmanus Principal Media Campaign Lead @ Hubspot
C 10:15 [ENG] Why big retailers fail at eCommerce
Mihai Popescu Marketing Tech Consultant @ ex-Galeria, Esprit & Metro Head of Digital
D 10:15 [DE] Energiegeladen zum Erfolg: Wie OBI mit voller Retail-Media-Power EnBW ins Spotlight rückte
Dennie-Alexander Trost Principal Retail Media Sales Strategy & Steering @ OBI First Media Group
E 10:15 [ENG] Unlocking the Future of Commercial Success on TikTok: Exclusive Whitepaper Launch with Deloitte Digital
Nele Odzuck Group Vertical Director Consumer Goods for Client Solutions @ TikTok
Samy El-Menshawy Senior Manager @ Deloitte Consulting
A 11:00 [DE] Personalisierte E-Mails, mehr Umsatz: Die Erfolgsformel für E-Commerce
Bjoern Sjut Gründer & Geschäftsführer @ FRONT ROW
Franz Riedl Head of DACH @ Intuit Mailchimp
B 11:00 [ENG] Distinguishing humans from bots in the age of AI
Friederike Lumbroso-Baumgartner General Manager DACH @ Tools for Humanity
C 11:00 [ENG] Solving the growth code for eCommerce and CPG - what can we learn from each other?
Dr. Tizian Bonus CRO @ Appinio
Joanna Lindenberg Head of Consumer & Market Insights (CMI) @ Zalando
D 11:00 [DE] Die Zukunft des Cookies? Strategien für erfolgreiches Marketing mit First Party Daten und Google AI
Heidi Menz Data & Measurement Lead @ Google
Sandra Pfeifer Data & Measurement Lead @ Google
E 11:00 [ENG] UGC on Steroids: In-House Automation and Scaling at Snocks
Edvin Dizdaric Head of Internationalization and UGC @ Snocks
A 11:45 [ENG] B2C Marketplace Quadrants: Your Guide to Winning by Country in Europe
Valerie Dichtl Co-Founder @ Marketplace Universe
B 11:45 [ENG] State of AI
Elisabeth L’Orange Partner for AI&Data @ Deloitte
C 11:45 [ENG] Retail media’s scaling problem – and how Delivery Hero is solving it
Baradwaaj Ramanujam Director Of Products - Advertising Solutions @ Delivery Hero
Emma Helsloot Director of Sales EMEA @ Pentaleap
D 11:45 [ENG] AI-Powered Project Management: The Next Frontier
Farzin Saber Global VP Digital Project Office @ IKEA
E 11:45 [ENG] From Data to Decisions: Unlocking the Power of Customer Insights
André Pavic Global Head of Growth Marketing @ waterdrop®
A 12:30 [ENG] How to drive growth through a Product Operating Model
Fernando Veiga Fonseca Head of Engineering @ C&A
B 12:30 [ENG] The New Luxury: Experience – How to Create Meaningful Emotions in a Digital World
Jasmin Deniz Karatas Founder & Gamification Expert @ Jasmin Deniz Karatas | RAW-R
C 12:30 [ENG] The Ecommerce Customer Journey in 2025 and Beyond
Koen van Gelder Team Lead Ecommerce @ Statista
D 12:30 [ENG] The Secrets to Building an 8-Figure Brand
Philip Mieger (form. Stangner) Founder @ LOU8. / CMO @ PURELEI
E 12:30 [ENG] From Products to People: Elevating On’s Community Through Testing, Tailoring, and Storytelling
Lena Hauck Senior Program Manager Experimentation @ On
Ludovic Wolff Senior Product Manager Awareness @ On
A 13:15 [ENG] Retail Media: Growth Trends & Opportunities and Five Factors for Success
Marie-Clare Puffett Industry Development & Insights Director @ IAB Europe
B 13:15 [ENG] Playfully Into Customer's Hearts: Are Branded Mobile Games the New TV?
Louisa Lerdo Head of Marketing @ Tabbler
Eric Jangor Managing Director @ Tabbler
C 13:15 [ENG] From Pain to Gain: How Hunkemöller Digitized their Returns Process and Increased In-Store Returns by 15%
Luc Altorf Sales Director @ nShift
D 13:15 [ENG] Customer First Fashion: How On-Demand Production Democratizes Fashion Design
Peter Pernot-Day Head of Strategic and Corporate Affairs for North America and Europe @ SHEIN GROUP
E 13:15 [DE] Panel-Diskussion: Die Superfan Revolution: Community Management als Wachstumshebel für E-Commerce Brands
Alexis Tsingeni Panel-Moderatorin, Podcast-Host & Creator @ Retail o-Tones
Sarah Sunderbrink Head of Social & Influencer Marketing @ Zooplus
Erik Reintjes Mitgründer und Geschäftsführer @ MissPompadour
Laura Kremer Strategin für E-Commerce und Community-Building @ eCom Unity, Kandu
A 14:00 [DE] Brands im Burnout: Wie der Performance-Wahn Marken killt
Magnus Folten Managing Director @ 9:16 by WeCreate
B 14:00 [ENG] Impulse Talks: Redefining Engagement Through Gaming, Immersive Tech, and AI - Beiersdorf’s Roblox strategy and Arvato Systems’ AI-powered innovations
Anna Graf Innovation Lead Emerging Tech @ Arvato Systems
Ben Polter Digital Campaign Development Manager @ Beiersdorf
C 14:00 [ENG] Revolutionizing Retail: The Role of AI in Modern E-commerce
Serkan Otles Global Head of Business Development @ Philips
D 14:00 [DE] Marketing im High-Performance-Modus: Synergien nutzen & Wachstum maximieren
Eva Hibler CMO @ Bears with Benefits
A 14:45 [ENG] How to talk to (Gen AI) Models: Leverage GenAI to make money and your life easier in 2025
Dr. Anamika Datta Founder and Chief Orator @ AIQEurope
B 14:45 [ENG] Fireside Chat & Interactive Discussion: The Future of E-Commerce - Where Gaming, Immersive Tech, and AI Collide
Louisa Lerdo Head of Marketing @ Tabbler
Anna Graf Innovation Lead Emerging Tech @ Arvato Systems
Ben Polter Digital Campaign Development Manager @ Beiersdorf
Thanh Dao Managing Director & Partner @ Jung von Matt NERD
C 14:45 [ENG] Mum, an AI built my iPhone App! Why YOLO is a bad strategy for AI
Pascal Fantou Chief AI Officer @ Q4 Reach Labs
D 14:45 [DE] Offline schlägt Online: Warum Retail das Fundament unserer Marke ist
Caroline Renée Kroll CEO & Co-Founder @ Nø Cosmetics
E 14:45 [ENG] From wholesale to D2C love brand - camel active’s secret to winning hearts and markets
Christina Skoeries Head of E-Commerce @ camel active | bültel worldwide fashion
Conference speakers
Mike Ryan, Head of Ecommerce Insights & Christian Scharmüller, Chief Client Officer
@ Smarter Ecommerce
Holger Müller, Geschäftsführer & Philipp Kunstmann, Senior Digital Advisor
@ JustRelate Group GmbH
Katharina Opiela from construktiv & Franz Riedl from Intuit Mailchimp
@ construktiv & Intuit Mailchimp
SELCUK ACAR Geschäftsführer Reybex & Cyril Meyer Geschäftsführer PNT Group AG
@ Reybex & PNT Group AG
Verena Schröder, Director Business Development and Solution Design (Luxury & Premium Fashion) & David Pelster, Director Digital Products
@ Arvato
Dessislawa Thordsen – Key Account Managerin, Industry and Services & Raphael Kube – Head of Customer Consultancy Department
@ Investitionsbank Berlin
Kevin Kennell, Solutions Architect, Amazon Web Services & Giovanni Luca Randisi, CPTO, home24
@ Amazon Web Services & home24
Franziska Giffey
Bürgermeisterin von Berlin & Senatorin für Wirtschaft, Energie und Betriebe @ Senatsverwaltung für Wirtschaft, Energie und Betriebe
Peter Pernot-Day
Head of Strategic and Corporate Affairs for North America and Europe @ SHEIN GROUP
Dara Kossok-Spiess
Head of Internet Policy and Digitization, Founder: Diversity Initiative for Retail @ Handelsverband Deutschland e.V. (HDE), German Retail Federation
Cathrin M. Daniel
Internet Policy and Digitization @ Handelsverband Deutschland e.V. (HDE), German Retail Federation
Register for free
E-commerce Berlin Expo is free to attend for retailers and brands. We deliberately restrict the attendee count to enable truly impactful networking opportunities.
Support
Do you have any questions? Feel free to ask!
Noel Graf
hello@ecommerceberlin.com
+49 305 201 51 10
Lucas Zarna
sales@ecommerceberlin.com
+49 176 316 244 92
- STATION Berlin, Luckenwalder Str. 4-6
Location
- 19 & 20th FEBRUARY 2025
Event date