- Marketplace Summit 2026 brings together omnichannel and marketplace experts in Madrid.
- Spanish air logistics shows contrasts: Barcelona is growing strongly while Madrid and Zaragoza are stagnating.
- Amazon breaks profit records driven by AWS and AI, with a $220.000 billion investment.
- Artificial intelligence is transforming the creation of visual content for online stores, reducing costs and improving conversion.
E-commerce in Spain is experiencing a boom marked by the consolidation of omnichannel retail, changes in air logistics, and the rise of artificial intelligence. Events such as Marketplace Summit 2026, Aena's air cargo data, and Amazon's results They paint a picture in which channel integration, operational efficiency, and technology become the pillars of growth.
As the sector seeks to adapt to an increasingly demanding consumer, Companies are betting on strategies that connect physical stores, online stores, and social commerce.Meanwhile, air logistics is being reconfigured and tech giants are investing record sums in AI infrastructure. All of this is shaping an ecosystem in full transformation.
Marketplace Summit 2026: Omnichannel as a strategic axis
On July 1st, the Truss Room of the Movistar Arena Madrid hosted the Marketplace Summit 2026, an event that brought together a hundred speakers and more than 500 attendees. Stage 3, under the name "Innovation & Tech", focused on how artificial intelligence, automation and omnichannel They are redefining marketplace management. The roundtable discussion "Advanced Omnichannel: Connecting Physical, Online, and Social Commerce Stores" featured Fernando Sainz Martínez-Vara de Rey (Bleckmann) as moderator, along with Carlos Fominaya (Ysabel Mora), Fares Kameli (La Casa de las Carcasas), Emilio Luján (Moddo), and Ángel Molero (Bengala Spain).
Experts agreed that omnichannel goes far beyond technology or stock synchronization. They defended the importance of putting the customer at the center of the strategy and efficiently connect physical stores, e-commerce, and new social commerce channels to ensure a seamless experience. They also emphasized that an effective omnichannel strategy requires collaboration across company departments, proper data management, and a unified view of the customer. The ability to integrate all points of contact has become a differentiating factor to improve customer loyalty, optimize operations, and generate sustainable growth.
Spanish air logistics: contrasts between Barcelona, Madrid and Zaragoza
Air cargo data for the first half of 2026 reflect very different realities at major Spanish airports. Madrid-Barajas Airport closed the first half of the year with 396,72 million kilos and a growth of 0,5%.This stagnation worsened in June with a 3,8% decline. The collapse in traffic with Qatar (-23,9% in June) and the UAE (-7,3%) weighed down the results, while the decline with China (-1,4%) points to a redirection of goods related to the new reality of e-commerce.
Meanwhile, Barcelona-El Prat Airport shows no signs of slowing down: In the first half of the year, it moved 104,87 million kilos, 12,3% more than the previous year.And in June, it grew by 16,4% to 18,75 million kilos. Barcelona achieved spectacular growth in its traffic with China (+126%) and the UAE (+56%), offsetting declines in other markets. At the other end of the spectrum, Zaragoza, which had been a driving force in air cargo with a 17,5% growth in the first half of the year, showed signs of weakness in June with a 5,1% decrease, weighed down by the drop in traffic with the UAE (-51,3%) and Mexico (-7,6%). Vitoria, boosted by DHL and traffic with Germany, grew by 1,6% in the first half of the year. and 7,7% in June, reflecting new logistics chain designs.
Artificial intelligence drives e-commerce and advertising
Amazon closed the first half of 2026 with a net profit of $92.902 billion, 163% more than the previous year, and a turnover of $382.125 billion (+18%). The main driver was Amazon Web Services (AWS), whose revenue grew 37% to $42.200 billionDriven by the demand for artificial intelligence infrastructure, the company raised its investment forecast for 2026 to $220.000 billion, earmarked for data centers and its own chips such as Graviton and Trainium. Advertising revenue also grew by 26%, reaching $19.809 billionconsolidating Amazon as a key player in digital advertising alongside Google and Meta.
At the same time, artificial intelligence is transforming the creation of visual content for e-commerce. Tools like Pollo AI allow you to convert product photos into cinematic-quality animated videos Without the need for conventional production, reducing costs and time. The AI-powered Video Extender on the same platform makes it easy to adapt existing videos to different distribution formats, which is key for multi-platform campaigns. This capacity for accelerated experimentation is changing the logic of advertising campaign optimization.allowing brands to test multiple versions of the same ad at minimal marginal cost, similar to How AI is redefining e-commerce for SMEs.
In Europe, L'Oreal also reported a strong first half with like-for-like growth of 6,5%, record margins and robust cash flow. driven by innovation, e-commerce and digital transformationThe company is confident for the second half of the year, supported by new product launches and acquisitions.
The e-commerce landscape in Spain reflects a booming industry, where omnichannel retail, air logistics, and artificial intelligence intertwine to define the future of the sector. While marketplaces are focusing on channel integration and customer experience, air logistics is being reshaped with Barcelona as a major growth hub. And with Amazon leading the way in AI investment, dynamic content tools are democratizing video production for online stores. Everything points to the competitive advantage in e-commerce being built on the ability to combine technology, operations, and a true omnichannel vision.
