eTail Germany Playbook 2026 – Decision Intelligence in Retail

The study for the eCommerce & Digital Marketing Conference with the most important decision-makers in German retail

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About the study

In collaboration with eTail, we created the Playbook for the 2026 edition of the eTail Germany Event. For this, we asked 100 executives in the retail sector about the challenges they face every day, the ongoing implementation of AI in the workplace and how regulatory changes affect major retailers.

Key Study Findings

95%

of surveyed companies are not yet fully omnichannel-integrated

58%

don't feel confident in their data-based decisionmaking skills

9%

have actively implemented AI into decisionmaking

3%

feel fully prepared for upcoming regulatory changes

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