After such packed days at E-Show, QATestLab returns with fresh perspectives on where e-commerce is heading today — from the practical adoption of AI and automation to the increasing demand for independent QA. The event spotlighted both innovation and connection, and we’re excited to translate those insights to our readers.

Event Review

Scheduled for April 9–10 at Fira de Barcelona, E-Show 2025 brought together over 6500+ professionals, 130+ exhibitors, and 150+ speakers to explore the future of e-commerce. With dedicated zones like the FBA Show and PrestaShop Village, plus the prestigious E-Awards session, the event became a key meeting point for digital commerce innovation and partnership building. So, we couldn’t miss this opportunity to connect, learn, and contribute to this enormous community. 

QATestLab's Delegation in Action

QATestLab was proudly represented at the event by a dedicated delegation:

Valeriia Moseichuk, Customer Success Manager — led conversations with potential partners. Contact her with questions about collaboration models, the onboarding process, and ongoing support for QA services.

Violetta Khlystun, E-commerce Program Manager — gathered firsthand insights into the challenges of e-commerce and m-commerce. Reach out to her for inquiries about e-commerce testing solutions, service customization for retail platforms, and pilot project options.

Our team actively engaged with e-commerce businesses, participated in discussions, and shared our own insights about the growing importance of independent testing and automation. 

AI and Automation Dominate the Conversation

As expected, artificial intelligence and automation took center stage throughout the event. Companies showcased real-world implementations of AI for various tasks, such as increasing sales, enhancing customer experience, and streamlining operations.

Valeriia noticed that several speakers shared case studies in which AI-driven strategies even led to up to 50% revenue growth, confirming the transformative impact of advanced technologies on e-commerce performance. 

One of the most thrilling surprises of the event was the emphasis on ethical AI adoption. The discussion went beyond innovation to focus on responsibility, transparency, and long-term sustainability. One speaker addressed the risks of unregulated AI use and the need for companies to build responsible AI frameworks.

Accelerated processes, reduced manual effort, and improved time-to-market become possible with automation in marketing and sales, inventory management and customer support. For QA teams, this shift reinforces the importance of automated testing solutions that can keep pace with rapid releases and support scalability.

Key Business Challenges on the Agenda

In addition to technological advancements, the event spotlighted pressing operational topics across the industry, including:

• Business scaling in uncertain environments.
• Cost optimization through automation.
• Personalization strategies for deeper customer engagement.
• Modernizing logistics systems to meet rising consumer expectations.

Innovation Spotlight

“Among the most talked-about presentations was that of Pratyush Sinha, Responsible AI Director at Decathlon. His “Building a Multi-Agent GenAI Search Engine” session showcased Decathlon’s development of a next-generation search engine powered by multiple generative AI agents. The presentation was in English and drew much attention — people were highly engaged and asked many questions. This reflects great interest in the topic and strong trust in Decathlon’s expertise and forward-looking investments in complex, high-potential AI solutions.” — Valeriia shared her impressions. 

Violetta was impressed more by the well-known market giants. She shares: 

“Key platforms dominating today’s market — Shopify and Amazon, in particular, stood out with multiple solutions and even dedicated stages at the event. Prestashop and BigCommerce were also well represented, with opportunities for direct conversation that made my attendance even more practical”.

Where QA Stands in E-Commerce Today

We asked Violetta what new challenges in the quality and testing of e-commerce products may emerge in the coming years. She answered:

“Looking ahead, new challenges are already emerging beyond the well-established topic of accessibility. As ecosystems become more interconnected, cross-platform integrations are driving innovation forward. Just as I noticed also at the E-commerce Berlin Expo this year, many companies are building omnichannel solutions that consolidate competitive pricing data, product listings, sales, and marketing management into centralized platforms. These complex systems rely heavily on third-party APIs and marketplace integrations — particularly with platforms like Amazon and Shopify. All these are making API testing, compatibility testing, and integration validation increasingly vital. With frequent updates and changes in platform requirements, ensuring seamless operation across systems will require robust and adaptable QA strategies, including automated API testing.“

Violetta also added that since AI and chat-based tools become more widespread in customer service and operational processes, they bring new responsibilities to QA teams. The ability of these systems to accurately understand, process, and respond to user queries — under varying loads and across languages or contexts — must be rigorously validated. We anticipate a rising demand for stress testing, data handling validation, and automated checks for AI-driven responses. 

Adapting Our Services Based on Market Insights

While E-Show didn’t surface direct testing insights, it provided valuable orientation to how companies are implementing AI and accessibility, which opens up new possibilities for our service development. The QATestLab’s team observed a clear demand for solutions tailored to high-volume integrations, automation, and AI functionality, which are all areas where our expertise will be expanded and adapted in the shortest terms to meet new growing client needs. 

“AI is no longer just a trend. It’s a strategic necessity — and we’re ready to help our clients validate and scale confidently,” said Valeriia. 

Want to Stay Ahead of The Curve?

Our presence at E-Show Barcelona 2025 offered far more than insights — it sparked new partnerships, revealed shifting priorities in e-commerce, and reinforced the growing demand for smarter, more adaptive QA solutions.

We’re already working on several AI initiatives to meet these evolving needs. Let’s stay in touch — we’ll soon share our brand-new testing offers. Reach out to our team or follow us on LinkedIn to be the first to know.

And this isn’t the last stop on our journey this year. More events, more insights, more opportunities. Travel with us — the best is yet to come!