Apostolos Ouzounis, Director of Business & Strategy at Omnicliq, represented the team at E-commerce Berlin Expo — the largest event for online business in Europe. Over two days he met leading brands, dug into the latest performance marketing trends, and gathered valuable insights on where the digital market is heading next.
What stood out at Berlin Expo
Three themes came up again and again, in keynotes and booth conversations alike:
- AI is now the default layer of performance work: Every major platform presented AI not as a separate product but as the layer the whole ad stack now runs on.
- Cross-border e-commerce is maturing: The conversation about international expansion has moved from “should we?” to “how do we do it efficiently?”. That is exactly the work we do with clients like Let's Ferry and Politikos Shop.
- First-party data and server-side measurement are table stakes: What was a competitive advantage two years ago is now the baseline for any serious e-commerce business.
For Omnicliq, the value was less about one insight and more about the comparison: what European brands and agencies consider solved, and what is still open ground in early 2026.
Omnisend Meets Berlin — a smaller, sharper conversation
The experience continued at Omnisend Meets Berlin — a more intimate side event where the conversations went deeper into specific practitioner topics. The theme of the evening: email automation and the role it plays in a post-cookie marketing mix.
The practitioner takeaways — flow segmentation patterns that still perform after the iOS privacy changes, deliverability signals that matter for Greek senders, and how to run email automation in tandem with paid media without cannibalising attribution — are already finding their way into client engagements at Omnicliq.
Two days of knowledge, new partnerships, and inspiration for the future of online business. The most important takeaway, as always: every great partnership starts with a strong conversation.