{"id":8891,"date":"2026-06-19T12:04:09","date_gmt":"2026-06-19T12:04:09","guid":{"rendered":"https:\/\/assecoplatform.com\/2026\/06\/22\/shoptalk-europe-2026-pl\/"},"modified":"2026-09-04T07:09:27","modified_gmt":"2026-09-04T07:09:27","slug":"shoptalk-europe-2026","status":"publish","type":"post","link":"https:\/\/assecoplatform.com\/pl\/2026\/06\/19\/shoptalk-europe-2026\/","title":{"rendered":"Shoptalk Europe 2026: rok, w kt\u00f3rym AI przesta\u0142o by\u0107 obietnic\u0105"},"content":{"rendered":"\n<style>\nbody.postid-8891 .single-header{display:none !important;}\nbody.postid-8891 .single-content-wrapper{margin-top:0 !important;padding-top:0 !important;}\nbody.postid-8891 .entry-content{margin-top:0 !important;padding-top:0 !important;}\nbody.postid-8891 .entry-content>:first-child{margin-top:0 !important;}\n.cs-hero h1{font-size:clamp(32px,4vw,52px);line-height:1.12;margin:0 0 22px;color:#fff;font-weight:700;}\n.cs-hgrid{display:grid;grid-template-columns:1fr 1.15fr;gap:48px;align-items:start;}\n.cs-hlead{margin-top:34px;columns:2;column-gap:48px;}\n.cs-hlead p{margin:0 0 18px;}\n.cs-hlead p:last-child{margin-bottom:0;}\n.cs-hero .cs-facts{display:flex;gap:44px;margin:46px 0 0;padding-top:30px;border-top:1px solid rgba(255,255,255,0.18);}\n.cs-hero .cs-facts>div{flex:1 1 0;min-width:0;display:block;}\n.cs-hero .cs-facts .n{font-size:32px;font-weight:800;line-height:1.1;margin:0 0 10px;white-space:nowrap;}\n.cs-hero .cs-facts .l{font-size:15px;line-height:1.5;color:rgba(255,255,255,0.7);}\n.cs-hero img{width:auto;max-width:100%;height:auto;max-height:560px;border-radius:16px;box-shadow:0 20px 60px rgba(0,0,0,0.4);display:block;margin:0 auto;}\n@media(max-width:781px){.cs-hgrid{grid-template-columns:1fr !important;}}\n@media(max-width:781px){.cs-hlead{columns:1;column-gap:0;margin-top:24px;}}\n@media(max-width:781px){.cs-hero .cs-facts{flex-direction:column;gap:24px;}}\n.cs-sec{padding:76px 0;}\n.cs-sec .cs-wrap{max-width:1000px;margin:0 auto;padding:0 24px;}\n.cs-sec--white{background:#fff;}\n.cs-sec--gray{background:#F8FAFC;}\n.cs-sec--dark{background:linear-gradient(135deg,#0B1E3F 0%,#1a2f5a 50%,#0B1E3F 100%);color:#fff;}\n.cs-sec h2{font-size:clamp(28px,3vw,40px);line-height:1.2;margin:0 0 24px;color:#0B1E3F;font-weight:700;}\n.cs-sec--dark h2{color:#fff;}\n.cs-sec h3{font-size:22px;line-height:1.3;margin:30px 0 10px;color:#0B1E3F;font-weight:700;}\n.cs-sec p{font-size:18px;line-height:1.7;color:#334155;margin:0 0 20px;}\n.cs-sec p:last-child{margin-bottom:0;}\n.cs-sec--dark p{color:rgba(255,255,255,0.85);}\n.cs-eyebrow{font-size:14px;letter-spacing:2px;text-transform:uppercase;color:#64748B;margin-bottom:16px;font-weight:600;}\n.cs-sec--dark .cs-eyebrow{color:#94A3B8;}\n.gradient-text{background:linear-gradient(90deg,#F59E0B,#EC4899,#8B5CF6);-webkit-background-clip:text;background-clip:text;-webkit-text-fill-color:transparent;}\n.cs-fig{margin:34px 0 0;}\n.cs-fig img,.cs-fig video{width:100%;height:auto;border-radius:14px;display:block;}\n.cs-fig figcaption{font-size:14px;color:#64748B;margin-top:10px;font-style:italic;text-align:center;}\n.cs-sec--dark .cs-fig figcaption{color:#94A3B8;}\n.cs-author{background:#fff;padding:44px;border-radius:24px;box-shadow:0 12px 40px rgba(11,30,63,0.08);display:grid;grid-template-columns:180px 1fr;gap:36px;align-items:start;}\n.cs-author img{width:180px;height:180px;border-radius:50%;object-fit:cover;border:4px solid #F8FAFC;box-shadow:0 8px 24px rgba(11,30,63,0.15);}\n.cs-author h3{font-size:24px;line-height:1.2;color:#0B1E3F;margin:0 0 4px;font-weight:700;}\n.cs-author .role{font-size:15px;color:#4F46E5;margin:0 0 18px;font-weight:600;letter-spacing:.3px;}\n.cs-author p{font-size:16px;line-height:1.7;color:#475569;margin:0 0 14px;}\n@media(max-width:600px){.cs-author{grid-template-columns:1fr;text-align:center;padding:32px 24px;}.cs-author img{margin:0 auto;width:140px;height:140px;}}\n.cs-cta{background:linear-gradient(135deg,#0B1E3F 0%,#1a2f5a 100%);text-align:center;}\n.cs-cta h2{color:#fff;margin:0 0 18px;}\n.cs-cta a.cs-btn{display:inline-block;background:#fff;color:#0B1E3F;font-weight:700;font-size:16px;padding:15px 34px;border-radius:10px;text-decoration:none;}\n<\/style>\n\n\n\n<section class=\"cs-sec cs-sec--dark cs-hero alignfull\" style=\"padding:80px 0 92px;\">\n  <div class=\"cs-wrap\">\n    <div class=\"cs-hgrid\">\n      <div>\n        <div class=\"cs-eyebrow\">Z notatnika &middot; Shoptalk Europe 2026<\/div>\n        <h1>Dlaczego na konferencji o e-commerce <span class=\"gradient-text\">ci\u0105gle wraca\u0142 temat p\u00f3\u0142ki<\/span><\/h1>\n      <\/div>\n      <div><img decoding=\"async\" src=\"https:\/\/assecoplatform.com\/wp-content\/uploads\/2026\/06\/Shoptalk-Barcelona-6.jpeg\" alt=\"Hala targowa Shoptalk Europe 2026, t\u0142umy id\u0105ce wzd\u0142u\u017c pomara\u0144czowego dywanu mi\u0119dzy stoiskami\"\/><\/div>\n    <\/div>\n    <div class=\"cs-hlead\"><p>4500 os\u00f3b, ponad 60 kraj\u00f3w, trzy dni w Barcelonie.<\/p><p>Event g\u0142\u00f3wnie digitalowy, a jednak wr\u00f3ci\u0142em z kilkoma obszarami skupionymi wok\u00f3\u0142 tradycyjnej p\u00f3\u0142ki sklepowej.<\/p><\/div>\n    <div class=\"cs-facts\">\n          <div><div class=\"n gradient-text\">4500<\/div><div class=\"l\">uczestnik\u00f3w<\/div><\/div>\n          <div><div class=\"n gradient-text\">60+<\/div><div class=\"l\">kraj\u00f3w<\/div><\/div>\n          <div><div class=\"n gradient-text\">180<\/div><div class=\"l\">prelegent\u00f3w<\/div><\/div>\n        <\/div>\n  <\/div>\n<\/section>\n\n\n\n<section class=\"cs-sec cs-sec--white alignfull\"><div class=\"cs-wrap\">\n    <p>Pojecha\u0142em w czerwcu do Barcelony, spodziewaj\u0105c si\u0119 zwyk\u0142ego spektaklu wok\u00f3\u0142 AI. Wielka scena, wielkie deklaracje, dopracowane demo, kt\u00f3re dzia\u0142a raz i nigdy nie trafia do prawdziwego sklepu. A \u017ce to ogromny event, scen do zape\u0142nienia by\u0142o sporo. Mniej by\u0142o spierania si\u0119, kt\u00f3ry pomys\u0142 na AI jest lepszy, a wi\u0119cej rozm\u00f3w o tym, jak to si\u0119 spina finansowo.<\/p>\n    <p>Jeszcze dwa lata temu AI na takich imprezach by\u0142o zawsze tematem &#8222;na kiedy\u015b&#8221;. W tym roku nie by\u0142o ju\u017c &#8222;na kiedy\u015b&#8221;, tylko &#8222;za ile&#8221;. Organizatorzy nazwali to przej\u015bciem AI &#8222;od teorii do egzekucji&#8221; i mniej wi\u0119cej to s\u0142ysza\u0142em mi\u0119dzy sesjami, przy kawie, przy kolacji.<\/p>\n    <p>Oto z czym wr\u00f3ci\u0142em do domu. Jak si\u0119 okazuje, w wi\u0119kszo\u015bci nie chodzi\u0142o o to, co dzieje si\u0119 w digitalu, a o to, co w fizycznym sklepie.<\/p>\n<\/div><\/section>\n\n\n\n<section class=\"cs-sec cs-sec--gray alignfull\"><div class=\"cs-wrap\">\n    <div class=\"cs-eyebrow\">Kto by\u0142 na sali<\/div>\n    <h2>W wi\u0119kszo\u015bci <span class=\"gradient-text\">publiczno\u015b\u0107 digitalowa<\/span><\/h2>\n    <p>Jedno warto mie\u0107 z ty\u0142u g\u0142owy, zanim wyci\u0105gniesz zbyt wiele wniosk\u00f3w z programu konferencji. Na identyfikatorach Shoptalk Europe przeczytasz: e-commerce, digital, marketing. Na papierze to sala ludzi od e-commerce i rzeczywi\u015bcie, z tego na co dzie\u0144 \u017cyj\u0105. Detali\u015bci i marki konsumenckie to nieco ponad 40% sali, a ponad po\u0142owa z nich przyjecha\u0142a tam pierwszy raz. Czym handluj\u0105, to ju\u017c inna sprawa: najwi\u0119ksza bran\u017ca na sali to \u017cywno\u015b\u0107 i FMCG, tu\u017c za ni\u0105 moda i dobra luksusowe.<\/p>\n    <p>I w\u0142a\u015bnie dlatego to mi zosta\u0142o w g\u0142owie: ludzie, kt\u00f3rzy w nazwie stanowiska maj\u0105 digital, sp\u0119dzili trzy dni na rozmowach o sklepach fizycznych i \u0142a\u0144cuchach dostaw. Tego si\u0119 nie spodziewa\u0142em.<\/p>\n    <figure class=\"cs-fig\"><img decoding=\"async\" src=\"https:\/\/assecoplatform.com\/wp-content\/uploads\/2026\/06\/Shoptalk-Barcelona-4.jpeg\" alt=\"G\u0142\u00f3wna sala spotka\u0144 na Shoptalk Europe 2026, tysi\u0105ce uczestnik\u00f3w przy stolikach wzd\u0142u\u017c pomara\u0144czowego ci\u0105gu\" loading=\"lazy\"\/><figcaption>Ponad 25 000 um\u00f3wionych spotka\u0144 musi si\u0119 gdzie\u015b odby\u0107. O, tutaj.<\/figcaption><\/figure>\n<\/div><\/section>\n\n\n\n<section class=\"cs-sec cs-sec--white alignfull\"><div class=\"cs-wrap\">\n    <div class=\"cs-eyebrow\">Agentic commerce<\/div>\n    <h2>Agentic commerce, ale <span class=\"gradient-text\">bez spodziewanego wielkiego szumu<\/span><\/h2>\n    <p>S\u0142owem-wytrychem tego roku by\u0142 agentic commerce: AI, kt\u00f3re nie tylko poleca, ale samo idzie i kupuje za ciebie. Kilku prelegent\u00f3w by\u0142o na tyle szczerych, \u017ceby przyzna\u0107, \u017ce pe\u0142na wersja &#8222;niech asystent zrobi zakupy za mnie&#8221; w Europie jeszcze si\u0119 nie dzieje. Dzieje si\u0119 co\u015b bardziej przyziemnego i bardziej u\u017cytecznego. AI ju\u017c teraz zmienia to, jak ludzie szukaj\u0105, por\u00f3wnuj\u0105 i podejmuj\u0105 decyzje, d\u0142ugo zanim w og\u00f3le zbli\u017c\u0105 si\u0119 do kasy.<\/p>\n    <p>Mnie to akurat nie martwi. S\u0142ycha\u0107 du\u017co obaw, \u017ce agenci AI przejm\u0105 ca\u0142e zakupy, ale w Europie jeste\u015bmy od tego daleko. Szybko zmienia si\u0119 to, jak ludzie szukaj\u0105 i por\u00f3wnuj\u0105 produkty. Sam moment zakupu na razie zostaje po stronie cz\u0142owieka.<\/p>\n    <figure class=\"cs-fig\"><img decoding=\"async\" src=\"https:\/\/assecoplatform.com\/wp-content\/uploads\/2026\/06\/Shoptalk-Barcelona-5.jpeg\" alt=\"Stoisko Shop of the Future na Shoptalk Europe 2026 z kioskiem samoobs\u0142ugowym oraz logo NVIDIA i Lenovo\" loading=\"lazy\"\/><figcaption>Stoisko &#8222;Shop of the Future&#8221;. W tym roku na sali sporo krzemu.<\/figcaption><\/figure>\n<\/div><\/section>\n\n\n\n<section class=\"cs-sec cs-sec--dark alignfull\"><div class=\"cs-wrap\">\n    <div class=\"cs-eyebrow\">Od pilota\u017cy do P&amp;L<\/div>\n    <h2>Ka\u017cdy chcia\u0142 <span class=\"gradient-text\">konkretnej liczby<\/span><\/h2>\n    <p>Najwi\u0119ksza zmiana to nie technologia, tylko nastr\u00f3j. Nikt ju\u017c nie pyta\u0142, czy u\u017cywa\u0107 AI. Chcieli wiedzie\u0107, co dostaj\u0105 w zamian za pieni\u0105dze. Cierpliwo\u015b\u0107 do nieko\u0144cz\u0105cych si\u0119 pilota\u017cy wyra\u017anie si\u0119 ko\u0144czy.<\/p>\n    <p>To akurat mnie rozbawi\u0142o, bo w sprzeda\u017cy terenowej uderzyli\u015bmy w t\u0119 \u015bcian\u0119 lata temu. Kiedy twoje &#8222;AI&#8221; to <a href=\"https:\/\/assecoplatform.com\/pl\/cyfrowe-rozpoznawanie-polek\/\" style=\"color:#fff;text-decoration:underline;\">kamera sprawdzaj\u0105ca p\u00f3\u0142k\u0119<\/a> albo model decyduj\u0105cy, <a href=\"https:\/\/assecoplatform.com\/pl\/segmentacja-sklepow\/\" style=\"color:#fff;text-decoration:underline;\">do kt\u00f3rego sklepu przedstawiciel jedzie najpierw<\/a>, nie sta\u0107 ci\u0119 na eksperyment naukowy. Dzie\u0144 przedstawiciela kosztuje prawdziwe pieni\u0105dze i musisz umie\u0107 je policzy\u0107. Liczymy to jako service ratio, czyli jak\u0105 cz\u0119\u015b\u0107 dnia przedstawiciel sp\u0119dza w sklepie. W naszych projektach optymalizacji tras ta cz\u0119\u015b\u0107 uros\u0142a z 58% do 71%. &#8222;Poka\u017ccie zwrot&#8221; to co\u015b, czym Shoptalk ekscytowa\u0142 si\u0119 w tym roku. W retail execution odpowiadamy na to pytanie od lat.<\/p>\n<\/div><\/section>\n\n\n\n<section class=\"cs-sec cs-sec--white alignfull\"><div class=\"cs-wrap\">\n    <div class=\"cs-eyebrow\">Sklep<\/div>\n    <h2>&#8222;Sklep to ju\u017c <span class=\"gradient-text\">nie tylko sklep<\/span>&#8221;<\/h2>\n    <figure class=\"cs-fig\"><img decoding=\"async\" src=\"https:\/\/assecoplatform.com\/wp-content\/uploads\/2026\/06\/Shoptalk-Barcelona-3.jpeg\" alt=\"Rega\u0142 sklepowy z ekranami cyfrowymi na kraw\u0119dziach p\u00f3\u0142ek pokazuj\u0105cymi ceny i promocje, Shoptalk Europe 2026\" loading=\"lazy\"\/><figcaption>Ekrany na kraw\u0119dzi p\u00f3\u0142ki, ceny, kt\u00f3re same si\u0119 zmieniaj\u0105. P\u00f3\u0142ka robi ju\u017c troch\u0119 wi\u0119cej ni\u017c trzyma towar.<\/figcaption><\/figure>\n    <p>Detali\u015bci m\u00f3wili o robieniu ze sklep\u00f3w miejsc, do kt\u00f3rych ludzie naprawd\u0119 chc\u0105 przyj\u015b\u0107, a nie tylko punkt\u00f3w odbioru tego, co ju\u017c zam\u00f3wili w sieci.<\/p>\n    <p>S\u0142uszne, ale w FMCG to stara wiadomo\u015b\u0107. Je\u015bli sprzedajesz przez cudzy sklep, p\u00f3\u0142ka nigdy nie by\u0142a tylko kawa\u0142kiem \u015bciany. To tam kategori\u0119 si\u0119 wygrywa albo przegrywa, codziennie, niezale\u017cnie od tego, czy kto\u015b patrzy, czy nie. Nowe jest to, \u017ce reszta handlu dochodzi do czego\u015b, co \u015bwiat egzekucji terenowej zawsze bra\u0142 za pewnik. Kiedy \u015bwiat digitalu staje si\u0119 tak g\u0142o\u015bny, wielu wraca do \u015bwiata analogowego, w kt\u00f3rym sklepowa pod\u0142oga zn\u00f3w staje si\u0119 miejscem, do kt\u00f3rego chcesz wr\u00f3ci\u0107 i kt\u00f3re naprawd\u0119 kontrolujesz.<\/p>\n<\/div><\/section>\n\n\n\n<section class=\"cs-sec cs-sec--gray alignfull\"><div class=\"cs-wrap\">\n    <div class=\"cs-eyebrow\">Pragmatyzm kana\u0142owy<\/div>\n    <h2>Klient, kt\u00f3ry <span class=\"gradient-text\">nie my\u015bli kana\u0142ami<\/span><\/h2>\n    <p>Kr\u0105\u017cy\u0142o fajne okre\u015blenie dzisiejszego klienta: konsument bez kana\u0142u (channel-less). Kto\u015b, kto zwyczajnie w og\u00f3le nie my\u015bli kana\u0142ami i po prostu oczekuje, \u017ce tw\u00f3j produkt b\u0119dzie tam, gdziekolwiek to &#8222;tam&#8221; akurat jest. M\u0105drzejsi ludzie na scenie nie m\u00f3wili &#8222;b\u0105d\u017a wsz\u0119dzie&#8221;. M\u00f3wili: wybierz tych kilka miejsc, kt\u00f3re maj\u0105 znaczenie dla twojego klienta, i zr\u00f3b je porz\u0105dnie.<\/p>\n    <p>Dla wi\u0119kszo\u015bci FMCG to bardzo przyziemne. Zwykle nie jeste\u015b w\u0142a\u015bcicielem sklepu. Wygrywasz przez tego, kto faktycznie stoi przy p\u00f3\u0142ce w twoim imieniu, czy to tw\u00f3j przedstawiciel, dystrybutor, czy agencja merchandisingowa. &#8222;Spotkaj klienta tam, gdzie jest&#8221; sprowadza si\u0119 tak naprawd\u0119 do zasi\u0119gu i do robienia tego za ka\u017cdym razem tak samo, u wszystkich.<\/p>\n    <figure class=\"cs-fig\"><img decoding=\"async\" src=\"https:\/\/assecoplatform.com\/wp-content\/uploads\/2026\/06\/Shoptalk-Barcelona-1.jpeg\" alt=\"Marcin Grzegorczyk pod instalacj\u0105 \u015bwietln\u0105 Shoptalk Europe 2026, Fira Gran Via, Barcelona\" loading=\"lazy\"\/><figcaption>Gdzie\u015b pod literami w Fira Gran Via. Targi reklamowa\u0142y si\u0119 jako &#8222;festiwal handlu&#8221; i tym razem marketing w zasadzie si\u0119 zgadza\u0142.<\/figcaption><\/figure>\n<\/div><\/section>\n\n\n\n<section class=\"cs-sec cs-sec--dark alignfull\"><div class=\"cs-wrap\">\n    <div class=\"cs-eyebrow\">Retail Zeitgeist<\/div>\n    <h2>Ci\u0119\u017car na <span class=\"gradient-text\">przewidywanie popytu<\/span><\/h2>\n    <p>Zamiast zwyk\u0142ego podsumowania roku, Shoptalk wykorzysta\u0142 sw\u00f3j blok Retail Zeitgeist na kilka przeczu\u0107 o najbli\u017cszej dekadzie. Jeden z ciekawszych to przej\u015bcie od prognozowania do wyczuwania popytu: analizowania tego, co dzieje si\u0119 naprawd\u0119 teraz, mniej wi\u0119cej na bie\u017c\u0105co, zamiast rzutowania w prz\u00f3d z zesz\u0142orocznych liczb.<\/p>\n    <p>To nie jest jaki\u015b odleg\u0142y temat na 2036. W dobrach konsumenckich to ju\u017c dzi\u015b r\u00f3\u017cnica mi\u0119dzy firmami, kt\u00f3re utrzymuj\u0105 w\u0142a\u015bciwy produkt na w\u0142a\u015bciwej p\u00f3\u0142ce, a tymi, kt\u00f3re wci\u0105\u017c przeci\u0105gaj\u0105 zesz\u0142oroczne \u015brednie i licz\u0105 na najlepsze. Pierwsi czytaj\u0105 prawdziwe <a href=\"https:\/\/assecoplatform.com\/pl\/trade-data-hub\/\" style=\"color:#fff;text-decoration:underline;\">sygna\u0142y sell-outu dystrybutor\u00f3w<\/a>. Drudzy zgaduj\u0105.<\/p>\n<\/div><\/section>\n\n\n\n<section class=\"cs-sec cs-sec--white alignfull\"><div class=\"cs-wrap\">\n    <div class=\"cs-eyebrow\">Z czym wr\u00f3ci\u0142em<\/div>\n    <h2>Konferencja <span class=\"gradient-text\">dogoni\u0142a p\u00f3\u0142k\u0119<\/span><\/h2>\n    <p>Pod e-commerce&#8217;owym opakowaniem wi\u0119kszo\u015b\u0107 tych rozm\u00f3w brzmia\u0142a znajomo.<\/p>\n    <p>Powiem wprost o swoim skrzywieniu: to dok\u0142adnie to, nad czym z zespo\u0142em pracuj\u0119 w Asseco Platform, buduj\u0105c AI do <a href=\"https:\/\/assecoplatform.com\/pl\/sprzedaz-i-realizacja-w-handlu-detalicznym\/\" style=\"color:#4F46E5;text-decoration:underline;\">retail execution w FMCG<\/a>. Wi\u0119c jasne, \u017ce jestem wyczulony na takie sygna\u0142y. Zaskoczy\u0142o mnie co innego: kto to m\u00f3wi\u0142. Przez lata to my t\u0142umaczyli\u015bmy, dlaczego p\u00f3\u0142ka zas\u0142uguje na osobn\u0105 pozycj\u0119 w bud\u017cecie. W Barcelonie ten sam argument us\u0142ysza\u0142em od ludzi, kt\u00f3rzy sprzedaj\u0105 online.<\/p>\n    <figure class=\"cs-fig\"><img decoding=\"async\" src=\"https:\/\/assecoplatform.com\/wp-content\/uploads\/2026\/06\/Shoptalk-Barcelona-2.jpeg\" alt=\"Marcin Grzegorczyk z koleg\u0105 przy stoisku Asseco Platform na Shoptalk Europe 2026\" loading=\"lazy\"\/><figcaption>Nasze stoisko na targach. Kilka dobrych dni wymiany spostrze\u017ce\u0144 z lud\u017ami, kt\u00f3rzy maj\u0105 ten sam problem z drugiej strony.<\/figcaption><\/figure>\n    <p style=\"margin-top:34px\">Shoptalk Europe wraca do Barcelony 1&#8211;3 czerwca 2027 roku, a organizatorzy m\u00f3wili wtedy, \u017ce edycja jest wyprzedana ju\u017c w 70%. B\u0119d\u0119 tam znowu, g\u0142\u00f3wnie po to, \u017ceby sprawdzi\u0107, czy z tego, co pokazywano na demo w 2026 roku, cokolwiek wysz\u0142o.<\/p>\n    <p>Je\u015bli prowadzisz zesp\u00f3\u0142 w terenie, masz dzi\u0119ki temu o jedn\u0105 dyskusj\u0119 mniej. Nie musisz ju\u017c od zera t\u0142umaczy\u0107, po co mierzy\u0107 to, co dzieje si\u0119 w sklepie. Zostaje trudniejsze: uzgodni\u0107, kt\u00f3ra liczba jest t\u0105 w\u0142a\u015bciw\u0105, i broni\u0107 jej co kwarta\u0142.<\/p>\n    <figure class=\"cs-fig\"><video src=\"https:\/\/assecoplatform.com\/wp-content\/uploads\/2026\/06\/Shoptalk-Barcelona-7.mp4\" controls muted playsinline preload=\"metadata\"><\/video><figcaption>Kilka sekund z targ\u00f3w, \u017ceby poczu\u0107 klimat.<\/figcaption><\/figure>\n<\/div><\/section>\n\n\n\n<section class=\"cs-sec cs-sec--gray alignfull\"><div class=\"cs-wrap\">\n    <div class=\"cs-eyebrow\" style=\"text-align:center\">O autorze<\/div>\n    <div class=\"cs-author\">\n      <div><img decoding=\"async\" src=\"https:\/\/assecoplatform.com\/wp-content\/uploads\/2025\/08\/marcin-grzegorczyk.png\" alt=\"Marcin Grzegorczyk, Director of Market Development &#038; Sales Enablement, Asseco Business Solutions\"\/><\/div>\n      <div>\n        <h3>Marcin Grzegorczyk<\/h3>\n        <p class=\"role\">Director of Market Development &amp; Sales Enablement, Asseco Business Solutions<\/p>\n        <p>Odpowiadam za rozw\u00f3j rynku i wsparcie sprzeda\u017cy w Asseco Platform, europejskiej platformie do retail execution w FMCG, z kt\u00f3rej korzysta ponad 125 000 u\u017cytkownik\u00f3w w 74 krajach. Pisz\u0119 o retail execution, zarz\u0105dzaniu kategori\u0105 i o tym, co naprawd\u0119 dzieje si\u0119 przy p\u00f3\u0142ce.<\/p>\n      <\/div>\n    <\/div>\n<\/div><\/section>\n\n\n\n<section class=\"cs-sec cs-cta alignfull\"><div class=\"cs-wrap\">\n    <h2>Pracujesz nad retail execution w FMCG?<\/h2>\n    <a class=\"cs-btn\" href=\"https:\/\/assecoplatform.com\/pl\/skontaktuj-sie-z-nami\/\">Por\u00f3wnajmy notatki &#8594;<\/a>\n<\/div><\/section>\n\n\n\n<script type=\"application\/ld+json\">{\"@context\": \"https:\/\/schema.org\", \"@type\": \"Article\", \"inLanguage\": \"pl\", \"headline\": \"Dlaczego na konferencji o e-commerce ci\u0105gle wraca\u0142 temat p\u00f3\u0142ki\", \"description\": \"Moje notatki z Shoptalk Europe 2026 w Barcelonie: rok, w kt\u00f3rym AI dosta\u0142o metk\u0119 ROI, sklep zn\u00f3w si\u0119 liczy, a wyczuwanie popytu sta\u0142o si\u0119 konieczno\u015bci\u0105.\", \"image\": \"https:\/\/assecoplatform.com\/wp-content\/uploads\/2026\/06\/Shoptalk-Barcelona-6.jpeg\", \"datePublished\": \"2026-06-19\", \"dateModified\": \"2026-09-03\", \"author\": {\"@type\": \"Person\", \"name\": \"Marcin Grzegorczyk\", \"jobTitle\": \"Director of Market Development & Sales Enablement\", \"worksFor\": {\"@type\": \"Organization\", \"name\": \"Asseco Business Solutions\"}}, \"publisher\": {\"@type\": \"Organization\", \"name\": \"Asseco Platform\", \"logo\": {\"@type\": \"ImageObject\", \"url\": \"https:\/\/assecoplatform.com\/wp-content\/uploads\/2024\/01\/asseco-platform-logo.png\"}}, \"mainEntityOfPage\": \"https:\/\/assecoplatform.com\/pl\/2026\/06\/19\/shoptalk-europe-2026\/\"}<\/script>\n","protected":false},"excerpt":{"rendered":"<p>Z notatnika &middot; Shoptalk Europe 2026 Dlaczego na konferencji o e-commerce ci\u0105gle wraca\u0142 temat p\u00f3\u0142ki 4500 os\u00f3b, ponad 60 kraj\u00f3w, trzy dni w Barcelonie. Event g\u0142\u00f3wnie digitalowy, a jednak wr\u00f3ci\u0142em z kilkoma obszarami skupionymi wok\u00f3\u0142 tradycyjnej p\u00f3\u0142ki sklepowej. 4500 uczestnik\u00f3w 60+ kraj\u00f3w 180 prelegent\u00f3w Pojecha\u0142em w czerwcu do Barcelony, spodziewaj\u0105c si\u0119 zwyk\u0142ego spektaklu wok\u00f3\u0142 AI. [&hellip;]<\/p>\n","protected":false},"author":0,"featured_media":8873,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_eb_attr":"","footnotes":""},"categories":[78],"tags":[],"class_list":["post-8891","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-konferencja"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Shoptalk Europe 2026: dlaczego m\u00f3wiono o p\u00f3\u0142ce na konferencji e-commerce | Asseco Platform<\/title>\n<meta name=\"description\" content=\"Moje notatki z Shoptalk Europe 2026 w Barcelonie: rok, w kt\u00f3rym AI dosta\u0142o metk\u0119 ROI, sklep zn\u00f3w si\u0119 liczy, a wyczuwanie popytu sta\u0142o si\u0119 konieczno\u015bci\u0105.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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