Emerce Digital Commerce 2025

VML proudly sponsored the first edition of Emerce Digital Commerce in Woudschoten. A dynamic event designed to bring together 150 leaders for meaningful connections and discussions on the future of commerce. The day was filled with valuable insights and takeaways, and we’ve curated some of the top highlights.

The future of shopping

Platforms like TikTok Shop are transforming how people discover and purchase—driven by algorithms, social affiliates, and live shopping that fosters real-time engagement. This session explored how to turn social commerce into a growth engine in 2025, focusing on building active communities and creating campaigns that deliver real results. While global opportunities are abundant, brands are held back by concerns over ROI and losing control of their messaging. However, one thing is clear: social commerce will continue to grow, and content creators are emerging as key partners for brands in this evolution.

How China is changing retail, and it’s faster than you thought

Empowering digital teams

Digital transformation is no longer a trend, it’s a necessity. Growth depends on digital teams that drive innovation and elevate customer experience. But how do you ensure they make real impact? In this round table, there was an open exchange on the mindset, skills, and collaboration needed for digital teams to truly accelerate transformation. Some of Koen Ouwens’ key takeaways focused on establishing a clear commerce vision, a culture of using data and trying new things quickly, and strong collaboration between digital, business, and tech teams. This means turning strategy into clear goals, experimenting often, and working towards a shared success.

AI in e-commerce

AI promises true innovation in e-commerce—not by speeding things up, but by unlocking new possibilities. However, challenges like talent gaps, data issues, and trust concerns hold many back. The key is to treat AI like a tool, not the goal—starting small, choosing the right tools, testing, learning, and repeating. While AI holds great potential, scaling it is often hindered by knowledge gaps, legal issues, and technical barriers, with its adoption driven more by competition than a clear strategy. At VML, we can help you develop the right strategy to integrate AI for innovation, not just efficiency. With WPP Open, we offer tailored solutions and a secure platform for your company’s data.

We’d be happy to continue the conversation with you!