Now in its 17th edition, NetRetail 2026 examines the evolution of Italians’ digital shopping behaviour against a backdrop of rapid technological transformation. The central focus is on Artificial Intelligence, which is redefining product search – increasingly facilitated by assistants and recommendations – the predictive fulfilment of needs, and the purchasing process, which is becoming ever more fluid and automated. A new paradigm is emerging: creating value means reducing time, complexity and uncertainty for the consumer.
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