AI - WORLDEF

AWS Launches $1 Billion AI Engineering Unit to Accelerate Enterprise Adoption

Amazon Web Services (AWS) has unveiled a new $1 billion artificial intelligence initiative aimed at helping enterprises deploy AI solutions faster. Through a newly established Forward Deployed Engineering (FDE) organization, AWS plans to embed thousands of AI engineers directly within customer organizations, signaling a major shift from cloud infrastructure provider to hands-on AI implementation partner.

Amazon Web Services (AWS), the cloud computing division of Amazon, has announced a $1 billion investment to establish its new Forward Deployed Engineering (FDE) organization. The initiative will place AWS engineers directly inside customer companies to co-develop and deploy artificial intelligence applications, with a particular focus on agentic AI systems capable of performing complex tasks with minimal human intervention.

The new organization is expected to comprise thousands of engineers who will work in small, embedded teams within client organizations for intensive engagements lasting around 45 days. Rather than acting as traditional consultants, these engineers will collaborate with internal development, business, and security teams to accelerate AI adoption and help organizations establish long-term AI capabilities.

AWS Expands Beyond Cloud Infrastructure with Embedded AI Engineering Teams

According to AWS, many enterprises continue to face challenges when moving AI projects from experimentation to production despite growing investment and interest in the technology. The company believes that embedding engineering teams directly within customer organizations will significantly shorten deployment timelines and help businesses build sustainable AI capabilities internally.

The initiative represents a notable evolution in AWS’s strategy. Historically known for providing cloud infrastructure and developer tools, the company is increasingly positioning itself as an implementation partner that helps enterprises turn AI ambitions into practical business outcomes. The move reflects the rapidly growing demand for hands-on support as organizations seek to integrate generative and agentic AI technologies into their operations.

Industry observers note that AWS is among the first major hyperscale cloud providers to launch a forward-deployed engineering organization at this scale. The initiative also places AWS alongside leading AI companies that have recently introduced similar deployment models, underscoring intensifying competition in enterprise artificial intelligence services.

Initial customers for the program reportedly include organizations such as the NBA, NFL, Ricoh, and Southwest Airlines. AWS expects the new engineering unit to help enterprises rapidly develop customized AI agents, modernize workflows, and become more self-sufficient in managing and scaling AI technologies.

The $1 billion investment highlights Amazon’s broader commitment to strengthening its position in the global enterprise AI market. As artificial intelligence adoption accelerates across industries, AWS is betting that close collaboration between embedded engineers and customer teams will become a key differentiator in helping organizations move from AI experimentation to real-world implementation.

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Australians Embrace AI Shopping Tools as 63% Show Positive Interest

Australian consumers are increasingly turning to artificial intelligence (AI) to enhance their shopping experiences, but most remain hesitant to hand over the final purchasing decision to autonomous systems.

New research shows that while Australians are open to using AI-powered shopping assistants for product discovery, recommendations, and research, trust issues continue to limit the adoption of fully automated checkouts. The findings highlight a growing preference for AI as a shopping companion rather than a replacement for human decision-making.

AI Becomes a Shopping Assistant

Interest in agentic AI shopping tools is rising rapidly across Australia. Consumers are using generative AI platforms to compare products, discover brands, receive personalized recommendations, and simplify the research phase of online shopping. Studies indicate that nearly two-thirds of Australians are interested in trying AI-assisted shopping experiences, reflecting a significant shift in digital consumer behavior.

This trend aligns with broader changes in the retail industry, where AI-powered assistants are increasingly integrated into e-commerce platforms to help shoppers navigate growing product selections and information overload.

Checkout Remains a Human Decision

Despite their enthusiasm for AI-driven recommendations, Australian shoppers remain cautious about allowing AI to complete transactions independently. Research suggests that only a small minority of consumers are comfortable with fully autonomous purchasing.

Security concerns, payment transparency, and the desire to maintain control over spending decisions continue to influence consumer attitudes. Many shoppers view AI as a valuable adviser but believe that the final checkout process should remain firmly in human hands.

Trust Will Define the Future of Agentic Commerce

Consumer trust is emerging as one of the biggest challenges for retailers and technology providers developing agentic commerce solutions. Australians expect AI systems to be transparent about how recommendations are generated and how personal data is used.

Payment providers and established technology companies may have an advantage in this environment, as consumers often associate familiar brands with stronger security and accountability standards.

What It Means for Retailers

For e-commerce businesses, the message is clear: consumers are ready for AI-assisted shopping experiences but are not yet prepared to surrender purchasing control entirely.

Retailers should focus on deploying AI tools that improve product discovery, personalization, and customer support while keeping shoppers actively involved in purchase decisions. Brands that prioritize transparency, security, and human oversight are likely to gain a competitive advantage as agentic commerce continues to evolve.

As AI becomes a more prominent part of online retail, the next phase of e-commerce innovation may depend less on replacing shoppers and more on empowering them with intelligent tools that enhance confidence and convenience.

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UAE Joins Global AI Initiative with 35 Countries, Reinforcing Commitment to Responsible Innovation

Global delegates attend the Pax Silica Summit in Washington, focusing on secure AI supply chains and international cooperation.

Washington, D.C. – The United Arab Emirates has joined 35 other nations in signing the Joint Statement on AI Opportunities during the second Pax Silica Summit in Washington, D.C., further strengthening its position as a global advocate for responsible and secure artificial intelligence development.

UAE Strengthens Its Global AI Leadership Through International Collaboration

The summit brought together government leaders and major technology companies to discuss trusted AI supply chains, secure digital infrastructure, and international cooperation in advancing artificial intelligence. The UAE delegation was led by Saeed Al Hajeri, Minister of State, and included senior officials and representatives from some of the country’s leading technology organizations, including G42, Core42, MGX, and the Telecommunications and Digital Government Regulatory Authority (TDRA).

By participating in the joint declaration, the UAE reaffirmed its commitment to developing AI ecosystems that are secure, inclusive, and innovation-driven. The country’s involvement also highlights its growing role as a trusted global partner in shaping international AI governance and accelerating technological progress.

Building Trusted AI Infrastructure and Supply Chains

The Pax Silica Summit focused on strengthening collaboration among allied nations to build resilient AI supply chains covering critical areas such as semiconductors, computing infrastructure, energy, and advanced manufacturing. The initiative is increasingly seen as an important platform for fostering trusted partnerships and reducing vulnerabilities in the rapidly evolving AI landscape.

The UAE’s participation aligns with its broader national strategy to become a global hub for artificial intelligence and advanced technologies. In recent years, the country has significantly increased investments in digital infrastructure, AI research, and international technology partnerships, positioning itself at the center of global conversations around the future of AI.

As artificial intelligence continues to reshape economies and industries worldwide, the UAE’s engagement in initiatives such as Pax Silica demonstrates its intention not only to adopt emerging technologies but also to actively contribute to the development of responsible frameworks that guide their global implementation.

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Artificial Intelligence Determines the New Growth Route of E-Commerce in Europe

In Europe, e-commerce is once again becoming a key growth area for retail and consumer companies following the post-pandemic normalization process. According to McKinsey’s assessment, despite macroeconomic pressures and consumers spending more cautiously due to inflation, digital commerce continues to grow. It is stated that e-commerce in Europe is growing at an annual rate of 5% to 7%, and that this growth is largely supported by marketplaces.

The Impact of AI Is Increasing in E-Commerce Competition

McKinsey emphasizes that the factor distinguishing this new growth cycle from previous periods is not only demand, but also artificial intelligence-powered capabilities. While generative artificial intelligence transforms product discovery, content production, and customer interaction, analytics systems turn pricing, product variety, and delivery processes into continuously optimized structures.

Otto CEO Boris Ewenstein stated, “AI is the next paradigm shift in e-commerce. Just like the transition from catalogs to online, from online to mobile, and from mobile to platforms, AI will fundamentally change how customers shop and how we serve them.”

Agentic Commerce Is Changing the Shopping Journey

According to the news, agentic AI is redefining e-commerce competition with systems that search for products on behalf of consumers, evaluate options, and carry out multi-stage transactions. McKinsey research shows that 38% of consumers in Europe use generative AI tools for product and service research. In addition, it is projected that by 2030, between $3 trillion and $5 trillion in revenue in global B2C retail could be shaped through agentic commerce models.

Allegro CTPO David Roberts stated that traditional shopping, hyper-personalized recommendations, and the headless commerce model, in which AI assistants shop on behalf of users across platforms, will develop in the customer journey.

Retail, Media, and Omnichannel Are Converging

According to McKinsey, the boundaries between content, media, and purchasing processes are also disappearing. Short videos, live broadcasts, and content creators are no longer only traffic sources, but also function directly as digital stores. Pandora Senior Vice President of E-Commerce Jesper Damsgaard stated, “We want every online interaction to feel as carefully crafted and designed as our jewelry.”

It is also stated that AI-powered retail media networks have become an important area of profitability for companies. The news states that retail media margins can be up to 10 times higher than core retail margins.

Operational Efficiency Comes to the Fore with AI

McKinsey states that AI can reduce transaction time in customer service by 40% to 60%, that AI-powered pricing can increase gross margins by 2 to 5 points, and that it can reduce inventory costs in the supply chain by 10% to 20%. It is stated that in the new era of e-commerce, competitive advantage will strengthen among companies that position AI not only as a tool, but as the core structure of the commercial system.

New Return Requirement for Online Stores in Europe: One-Click Cancellation Era Begins

Use of AI and Premium Logistics in E-Commerce Is Rapidly Becoming Widespread in the UAE

In the United Arab Emirates (UAE), 51% of shoppers use AI-supported chat tools; 91% of businesses use AI on their e-commerce platforms; 84% expect to increase their use of AI; 84% prefer home delivery, while 73% prefer home collection for returns; 64% have a paid delivery/returns subscription; and 73% of businesses offer this subscription.

DHL eCommerce announced the key dynamics that will determine global e-commerce growth in 2026 and beyond. According to the data from the “E-Commerce Trends Report 2026”, which is based on a survey conducted with 29 thousand online shoppers and 5 thousand 800 e-commerce businesses in 29 countries, the future of online retail in rapidly digitalizing markets such as the United Arab Emirates (UAE) will be shaped by artificial intelligence, flexible delivery options, sustainable logistics, secure payment experience and easy return processes.

DHL eCommerce’s 2026 E-Commerce Trends Report research revealed that the UAE e-commerce market is undergoing a rapid transformation with artificial intelligence, social commerce, marketplaces and premium logistics solutions. According to the research conducted with 29 thousand online shoppers and 5 thousand 800 e-commerce businesses, the UAE stands out as one of the most advanced markets in the adoption of AI-supported shopping tools.

AI Use in the UAE Is Becoming Central to E-Commerce

According to the report, 51% of online shoppers in the UAE use AI-supported chat tools while shopping. On the business side, the picture is stronger: 91% of e-commerce businesses in the UAE already use AI on their platforms. In addition, 84% of businesses expect AI use to increase further in the next 5 years.

According to DHL data, 52% of shoppers in the UAE expect to shop more through retailer websites in the next 5 years. 51% state that they will shop more on online marketplaces, 47% on mobile applications, and 37% through AI-supported chat or virtual assistants.

Delivery Preference in the UAE Remains Home-Oriented

The delivery experience plays a critical role in purchasing decisions in UAE e-commerce. According to the report, 84% of shoppers in the UAE prefer home delivery, while 73% prefer home collection for returns. However, out-of-home delivery options are also developing; 12% of shoppers use parcel lockers for delivery, while 23% use them for returns.

Premium logistics has also become mainstream in the UAE. In the UAE, 64% of shoppers have a paid delivery and returns subscription. While 73% of businesses already offer this service, 24% also plan to introduce this model.

Social Commerce Is Growing Increasingly in the UAE

On the business side, the data is as follows;

68% of UAE companies expect more customer activity through social media, 65% through applications, 64% through online marketplaces, and 59% through AI-supported chat or virtual assistants.
68% of shoppers in the UAE have made purchases through Facebook, 67% through Instagram, 57% through TikTok and 41% through YouTube.
82% of businesses have sold through Facebook, 75% through Instagram, 73% through TikTok and 52% through YouTube.
Amazon was identified as the most popular online marketplace for both shoppers and businesses in the UAE.

The UAE’s Strength Comes from a Digital Society and Strong Connections

DHL Express Middle East and North Africa CEO AbdulAziz Busbate stated that the UAE’s strength in the e-commerce market comes from high digitalization, strong global and regional connections, and a consumer base that rapidly adopts new online shopping habits. Busbate emphasized that digital platforms, flexible payment options and delivery expectations continue to shape the market, and stated that the growth foundation for businesses in the UAE is strong.

According to the report, the new competitive field of e-commerce in the UAE will not only be product price or campaign; it will be AI-supported customer experience, omnichannel sales, reliable delivery, easy returns and localized logistics solutions.

Customers Want AI and Human Support to Work Together

According to a report by AI-native customer support platform Kim.cc, customer expectations clearly reveal where artificial intelligence is useful in customer service and where human support remains indispensable.

Kim.cc published its “AI Customer Support Sentiment Report,” based on a survey conducted with 1,000 customers in the United States. One of the most striking findings of the study was that 35 percent of respondents said they immediately feel frustrated when they realize customer support is powered by AI. Despite this, customers are more open to the use of artificial intelligence for simple tasks such as order tracking, delivery updates, and frequently asked questions.

According to the report, 45 percent of respondents welcome AI support for simple customer service tasks such as checking order status, receiving package delivery information, learning store hours, reviewing return policies, and getting answers to basic FAQs.

Expectations for Human Support Are Increasing in Sensitive Matters

Customer expectations shift toward human support in more complex and sensitive processes. According to the research, 45 percent of respondents believe human involvement is necessary when fixing a broken device or software bug, 50 percent when processing a refund, billing dispute, or plan upgrade, and 60 percent when filing a complaint about a poor experience. In addition, 50 percent of respondents hold company leadership responsible for deploying an unready tool to cut costs when AI-powered customer service answers a query incorrectly.

Gen Z and Millennials Are Less Loyal to AI Support

Although Gallup data shows that Gen Z is the generation most open to using AI in daily life, Kim.cc’s research shows that only 16 percent of Gen Z do not mind seeing AI in customer service. Gen Z and Millennials stand out as the groups most likely to switch brands after a poor automated support experience. These generations are more than twice as likely as other generations to change brands. Among Baby Boomers and Gen X, more than 50 percent combined say they feel highly frustrated when dealing with AI customer support.

“Customers Want Automation When It Saves Time”

Sachin Jaiswal, Founder and CEO of Kim.cc, said: “Customers are not rejecting AI customer support; they are rejecting poor customer service experiences. That is why it is crucial for brands to have AI and humans working together. Customers want automation when it saves time, but they still expect access to a real person when the situation calls for it.” The research shows that, for retail and e-commerce brands, a hybrid customer service model is no longer merely an option but a natural outcome of customer expectations.

Global Access to Anthropic’s Advanced AI Models Suspended Following Amazon’s Warning

The U.S. administration has taken a notable decision in the field of artificial intelligence by ordering restrictions on foreign nationals’ access to Anthropic’s most advanced AI models, Fable 5 and Mythos 5. Following the decision, Anthropic disabled global access to the models in question in order to comply.

Amazon CEO Andy Jassy was also reported to be among the technology leaders who conveyed concerns to senior U.S. administration officials regarding the security risks of Anthropic’s models. San Francisco-based artificial intelligence company Anthropic had previously limited the broad release of its Mythos model due to its advanced cybersecurity capabilities.

Anthropic Argued That the Risk Was Limited

The company later released Fable, described as a publicly available version, with certain cybersecurity safeguards. However, the U.S. government assessed that some of the model’s security measures could be bypassed through “jailbreak” methods and that this could be misused to identify software vulnerabilities. Anthropic, for its part, argued that the risk in question was limited and that similar findings could also be obtained through other publicly available models.

The decision shows that artificial intelligence is no longer merely a matter of technological competition, but has also become a strategic field in terms of national security, export controls, and geopolitical power balances. The U.S. administration’s directive points to a framework that could cover not only users outside the United States but also foreign nationals located within the United States. This indicates that criteria such as citizenship and trusted country status may increasingly come to the forefront in access to advanced artificial intelligence models.

Following the restriction, the issue was also brought to the agenda at the G7 summit. According to diplomatic sources, G7 leaders evaluated a plan that could allow selected “trusted partners” to access advanced artificial intelligence models developed by U.S.-based companies. This approach reflects the demand for controlled access to advanced models, particularly to strengthen the cybersecurity defenses of allied countries.

Anthropic Crisis Signals a New Era in the Global Artificial Intelligence Ecosystem

According to experts, the Anthropic crisis signals the beginning of a new era in the global artificial intelligence ecosystem. While governments seek to bring advanced artificial intelligence models under control as strategic technologies, companies are trying to strike a balance between innovation, customer access, and regulatory pressure. The European Union’s ongoing discussions with Anthropic regarding possible access to the Mythos model also show that the issue is critical not only from a U.S.-centric perspective, but also in terms of the global digital security architecture.

This development is seen as an important turning point for artificial intelligence companies, cloud providers, governments, and global enterprises. The process shaped around Amazon, Anthropic, the U.S. administration, and G7 countries indicates that access to advanced artificial intelligence models may from now on be managed through stricter security, oversight, and international cooperation mechanisms.

When the Pope Meets Anthropic: AI’s New Ethical Line

WORLDEF ISTANBUL 2026 welcomed 22,000 visitors from 82 countries

WORLDEF ISTANBUL 2026, which focused on the e-commerce, retail and artificial intelligence ecosystems, concluded with strong participation and significant international representation. The event brought visitors from 82 countries together in Istanbul. Brands shaping digital commerce, technology companies, retail leaders, logistics players, entrepreneurs, investors and decision-makers came together under one roof. WORLDEF CEO Omar Nart said, “WORLDEF ISTANBUL 2026 was not merely a trade fair or a conference; it became a powerful platform that enabled the e-commerce, retail, artificial intelligence and digital commerce ecosystems to grow together.”

WORLDEF ISTANBUL 2026 hosted 22,000 visitors over three days between June 11 and 13, 2026. At the event, 187 brands from different sectors exhibited at booths, while 250 speakers took part in the stage programs. Foreign visitors accounted for 35 percent of participants. As a result, WORLDEF ISTANBUL became a strong meeting point for the regional and global e-commerce and retail ecosystem.

At the event, which featured companies operating in e-commerce, retail, artificial intelligence, technology, logistics, fintech, SaaS, digital marketing and cross-border e-commerce, new collaborations, strategic meetings, brand gatherings and networking opportunities stood out. WORLDEF ISTANBUL 2026 brought together not only brands in Türkiye but also companies seeking to expand into global markets with international stakeholders.

Omar Nart: It became a powerful platform that enabled digital commerce ecosystems to grow together

WORLDEF CEO Omar Nart stated that WORLDEF ISTANBUL 2026 achieved significant success for the e-commerce, retail and artificial intelligence ecosystem, saying: “WORLDEF ISTANBUL 2026 was not merely a trade fair or a conference; it became a powerful platform that enabled the e-commerce, retail, artificial intelligence and digital commerce ecosystems to grow together. Welcoming 22,000 visitors from 82 countries in Istanbul once again demonstrated Türkiye’s potential to become a regional trade hub. The collaborations and connections established throughout the event generated highly valuable and productive results for brands seeking to expand into global markets.”

Omar Nart also underlined WORLDEF’s global vision, stating: “Digital commerce has now become an ecosystem that transcends borders, is strengthened by technology and grows through collaboration. As WORLDEF, our goal is to carry brands emerging from the MENA region and Türkiye to the world, bring global brands together with the region’s strong players, and build a sustainable business network that shapes the future of e-commerce and retail. The strong interest we witnessed at WORLDEF ISTANBUL 2026 shows that this vision has been strongly embraced by the industry.”

It offered new opportunities for the e-commerce, retail and artificial intelligence sectors

Stage sessions, panels and special meetings held as part of the event addressed artificial intelligence, digital transformation, next-generation retail, cross-border e-commerce, logistics technologies, marketplace strategies, customer experience and global growth models. Leading speakers from the industry shared their experiences and future visions regarding the transformation of digital commerce with participants.

With its exhibition booths, stage programs, special networking events and global participant profile, WORLDEF ISTANBUL 2026 offered new opportunities for the e-commerce and retail sectors. The event stood out as an important platform where trends shaping the future of digital commerce were discussed, brands evaluated their strategies for entering new markets, and international collaborations were developed.

WORLDEF’s next event will be held in Antalya

WORLDEF will continue to support brands’ growth journeys through events that bring the e-commerce and retail ecosystems together on a global scale in the coming period. WORLDEF’s next event will be the “WORLDEF PRIME Matchmaking Summit,” which will be held in Antalya between December 8 and 10, 2026.

The summit, which will bring together e-commerce and retail professionals from around the world, is positioned as a special matchmaking platform designed to establish important connections among decision-makers, brand executives, investors, technology providers and industry leaders. The organization, to be held at Antalya Kremlin Palace, will bring together industry representatives from more than 50 countries. One-on-one meetings and strategic sessions held throughout the event will contribute to the expansion of global e-commerce networks.

“ECOM BRANDS 100” Honored the Most Successful E-Commerce Brands

The Worlds of E-Commerce, Retail and Artificial Intelligence Came Together at WORLDEF ISTANBUL

WORLDEF ISTANBUL 2026 opened its doors at the Yenikapı Event Area. Hosting nearly 25 thousand participants from all around the world, WORLDEF ISTANBUL brought together the e-commerce, retail, technology, artificial intelligence and digital commerce ecosystems.

WORLDEF ISTANBUL began with a magnificent opening ceremony held at the Yenikapı Event Area. Held on June 11-13, 2026, the WORLDEF ISTANBUL is positioned as one of the most important gatherings of the e-commerce, retail, technology, artificial intelligence and digital commerce ecosystems. Taking place with the participation of nearly 25 thousand people from approximately 60 countries, the event brought together sector professionals, brands, entrepreneurs, technology companies, investors, marketplaces, logistics companies and digital commerce leaders under the same roof.

A magnificent opening ceremony was held for WORLDEF ISTANBUL 2026. The WORLDEF ISTANBUL ceremony, hosted by WORLDEF CEO Ömer Nart, was attended by Deputy Minister of Trade Mahmut Gürcan, Ministry of Trade Director General of Exports Mehmet Ali Yalçınkaya, Dubai Airport Free Zone and Dubai CommerCity Director General Amna Lootah, Dubai CommerCity Vice President Arjun Sarkar, and senior executives of e-commerce, retail and artificial intelligence companies.

Ömer Nart: New investments will be discussed and new success stories will begin over three days

WORLDEF CEO Ömer Nart, in his WORLDEF ISTANBUL opening speech, said, “At WORLDEF ISTANBUL, new collaborations will be established, new investments will be discussed, new ideas will emerge and new success stories will begin over three days. In recent years, Türkiye has gained very significant momentum in trade, exports, entrepreneurship, technology and digital transformation. Thanks to the vision set forth by our President, Mr. Recep Tayyip Erdoğan, the work of our Ministry of Trade and the entrepreneurial spirit of our private sector, our country is becoming stronger in global trade with each passing day.”

Saying, “As WORLDEF, we are very proud to be a part of this transformation,” Nart thanked Deputy Minister of Trade Mahmut Gürcan, who attended the event, and said, “We believe that Türkiye has the potential to become one of the most important centers of digital commerce.”

Amna Lootah: Growth happens when people, businesses and governments work together

Dubai Airport Free Zone and Dubai CommerCity Director General Amna Lootah said, “Just a short time ago, digital commerce was seen as an opportunity; today, it has become a necessity that transforms how businesses grow and how economies compete. In my role at Dubai CommerCity, I see that businesses are looking for three things: speed, access and certainty. We established Dubai CommerCity to create a seamless environment where companies can focus on innovation while we simplify the complexity of cross-border trade.”

Lootah continued as follows: “Technology, especially artificial intelligence, is changing operations; however, technology alone is not enough. Growth happens when people, businesses and governments work together. The developing relationship between the UAE and Türkiye, with a trade volume exceeding 45 billion dollars, is a strong example of this. I look forward to welcoming many of you in Dubai for WORLDEF Dubai 2027, where we can continue building the future of digital commerce together.”

Mahmut Gürcan: E-commerce has now become the main carrier of trade

Deputy Minister of Trade Mahmut Gürcan also stated, “E-commerce channels, digital marketplaces and next-generation logistics solutions are reshaping the structure of trade with each passing day. As Türkiye, in 2025, we realized goods exports of 273.5 billion dollars and services exports of 122 billion dollars; in total, we reached a level of 396 billion dollars. While the global retail e-commerce volume is expected to approach 7 trillion dollars in 2026, e-commerce has now become the main carrier of trade.”

Gürcan noted the following: “As the Ministry of Trade, we attach importance to our companies benefiting from e-export supports; we have increased the number of our target countries from 26 to 35. By establishing strategic collaborations with marketplaces such as eBay, Walmart, Amazon and TikTok Shop, we are increasing the global visibility of Turkish brands. In addition, we are training e-export specialists through the Export Academy and university collaborations. With our strong logistics network and production infrastructure, we will continue to work with all our strength toward becoming a regional hub in digital commerce.”

E-commerce, retail and artificial intelligence were discussed

Within the scope of WORLDEF ISTANBUL, approximately 200 booths were opened, while a broad ecosystem was represented at the event area, from e-commerce infrastructures to payment systems, from logistics solutions to artificial intelligence technologies, and from retail innovations to marketplace solutions. Participants had the opportunity to establish direct contact with companies from different sectors, develop new collaborations and evaluate opportunities for global markets.

Throughout the WORLDEF ISTANBUL, more than 200 speakers will take the stage and make important assessments on topics such as the future of e-commerce, transformation in retail, the impact of artificial intelligence on commerce, cross-border sales strategies, digital payment systems, logistics technologies and next-generation customer experience. The event will bring together the leading names, decision-makers and brands of the sector over three days, hosting new business connections, strategic partnerships and inspiring sessions.

WORLDEF VIP Connect hosted e-commerce, retail and artificial intelligence leaders

WORLDEF Istanbul 2026 to Host MENA and Türkiye’s Largest E-Commerce, Retail and Artificial Intelligence Gathering

WORLDEF Istanbul 2026 brings together the e-commerce, retail and artificial intelligence ecosystems under one roof. Positioned as MENA and Türkiye’s largest e-commerce, retail and artificial intelligence event, the organization will be held at Yenikapı Event Area between June 11-13, 2026. The event will bring together industry professionals, brands, entrepreneurs, technology companies, marketplaces, investors and digital commerce leaders on a global scale. WORLDEF CEO Ömer Nart said, “As WORLDEF, we aim to establish a strong trade and cooperation bridge between Türkiye and the MENA region. Within this framework, Istanbul is becoming one of the global meeting points of digital commerce.”

Organized under the leadership of WORLDEF, the global e-commerce and retail platform, “WORLDEF Istanbul 2026” brings together more than 30,000 visitors from over 50 countries and more than 240 companies. More than 200 speakers will take part across three different stages at the event. Offering a comprehensive platform where the trends, technologies and business opportunities shaping the future of the digital commerce and retail world will be discussed, the event will be one of the strongest gatherings in the region in terms of knowledge sharing, networking, new collaborations, brand visibility and international growth opportunities.

The future of digital commerce will be discussed in WORLDEF Istanbul 2026

WORLDEF Istanbul 2026 will address the transformation taking place in the world of e-commerce and retail with a focus on artificial intelligence, digital marketing, logistics, payment systems, marketplace strategies, cross-border trade, customer experience, data-driven growth and next-generation technologies. Throughout the event, leading names in the industry will share with participants the growth journeys of brands, changing consumer behaviors, global trade dynamics and the future of the digital economy. By combining conference and exhibition concepts, WORLDEF Istanbul 2026 stands out as a strategic event that enables brands to expand into new markets, technology providers to meet the right customers, investors to discover emerging ventures and industry professionals to build global connections.

Ömer Nart: Istanbul is becoming one of the global meeting points of digital commerce

WORLDEF CEO Ömer Nart said that WORLDEF Istanbul 2026 is not only an event, but also a global meeting point that shapes the future of the e-commerce, retail and artificial intelligence ecosystems. Nart said, “Today, digital commerce is transforming into a much more integrated structure in which brands, technology companies, marketplaces, logistics and payment systems providers grow together. As WORLDEF, we aim to establish a strong trade and cooperation bridge between Türkiye and the MENA region at the center of this transformation. Within this framework, Istanbul is becoming one of the global meeting points of digital commerce.”

Ömer Nart noted the following: “With the ECOM BRANDS 100 award ceremony to be held as part of the event, we will make visible the brands that demonstrate real success in the e-commerce and retail world, while with the ECOM TOP VOICES competition, we will bring the sector’s new thought leaders to the stage. When Istanbul’s strategic location, Türkiye’s production and trade power, the rapidly growing digital economy of the MENA region and the transformation created by artificial intelligence in the business world come together, we believe that WORLDEF Istanbul 2026 represents not only today, but also the trade vision of the future. We invite all industry stakeholders to be part of this major gathering.”

Success in e-commerce and retail will be rewarded with ECOM BRANDS 100

The ECOM BRANDS 100 award ceremony, to be held as part of the event, will reward brands that create real volume in the e-commerce and retail ecosystem. Designed with the motto “Celebrating Excellence in E-Commerce and Retail,” ECOM BRANDS 100 aims to make visible not only brands with high recognition, but also brands that are growing, scaling and demonstrating real performance in digital commerce.

With an evaluation approach based on data rather than perception, ECOM BRANDS 100 will highlight brands that generate strong sales volume in the e-commerce and retail world, show effective growth in digital channels and contribute to the development of the sector. The award ceremony will offer an important area of prestige in terms of representing brands’ success in digital commerce on an international stage.

The top 10 names of the ECOM TOP VOICES competition will take the WORLDEF stage

One of the notable program highlights of WORLDEF Istanbul 2026 will be the winners of the “ECOM TOP VOICES” competition. Among participants who stand out with their strong ideas, experiences and field-driven insights in the fields of e-commerce, retail, artificial intelligence and digital transformation, the top 10 ranking individuals will have the opportunity to speak on the WORLDEF Istanbul 2026 stage. ECOM TOP VOICES will contribute to the visibility of new voices, experts, entrepreneurs and thought leaders in the sector on a global platform. The competition aims to bring together with the sector not only experienced speakers, but also next-generation leaders who offer strong perspectives on the future of digital commerce.

A strategic platform for global networking and new collaborations

WORLDEF Istanbul 2026 will bring together e-commerce and retail professionals from different regions of the world in Istanbul, creating a strong foundation for global collaborations. Participants will have the opportunity to establish direct contact with brands, marketplaces, payment systems, logistics companies, technology providers, investors and service providers. While building digital commerce bridges between the MENA region and Türkiye, the event will position Istanbul as one of the important centers of the global e-commerce ecosystem. WORLDEF Istanbul 2026 will offer its participants not only the opportunity to follow trends, but also the opportunity to be directly involved in the transformation of the sector.

WORLDEF’s next event will be in Antalya

WORLDEF’s next event will be the “WORLDEF PRIME Matchmaking Summit,” to be held in Antalya between December 8-10, 2026. Bringing together e-commerce and retail professionals from all around the world, the summit is positioned as a special matchmaking platform that aims to establish important connections among decision-makers, brand executives, investors, technology providers and industry leaders. The organization, which will be held at Kremlin Palace in Antalya, will host industry representatives from more than 50 countries. The one-to-one meetings and strategic sessions to be held throughout the event will contribute to the expansion of global e-commerce networks.

Detailed Information!

WORLDEF PRIME Matchmaking Summit Brings Together Global Leaders of E-Commerce in Antalya