Vistatec was at Netcomm Forum 2026, the XXI edition of Italy’s premier digital commerce event. Held on May 6-7 at the Allianz MiCo in Milan, the forum brought together more than 30,000 professionals, 380 exhibitors, and 450 speakers under the theme “Value Commerce: The New Era of Digital & Omnichannel Experience.” The two-day program delivered over 200 sessions across 15 thematic stages, covering everything from AI and retail technology to social shopping and digital export.
AI is now operational, not experimental
The dedicated Netcomm AI Theatre showcased real-world applications of artificial intelligence across the entire commerce value chain, from product discovery and customer care to logistics and predictive analytics. For brands operating globally, this reinforces the urgency of embedding AI solutions into content and localization workflows rather than treating them as a future consideration.
Value is replacing speed as the defining metric
The event’s central theme challenged businesses to move beyond conversion rates and delivery windows toward building meaningful, lasting customer relationships. Creating that kind of value at scale, across markets and languages, requires content that genuinely resonates locally, which is where transcreation services and cultural adaptation become business-critical.
Omnichannel experience demands consistency at every touchpoint
Emma Hilton, representing Vistatec, shared insights on the sessions throughout the forum, exploring how consumers now move fluidly between search, social, marketplace, and in-store channels. Brands need content that holds up everywhere, including across languages. Website localization and multilingual digital marketing directly support this kind of seamless global presence.
Social shopping is reshaping the purchase funnel
TikTok Shop, Instagram Shopping, and live commerce featured prominently in discussions, with speakers highlighting how these formats compress the gap between discovery and purchase. For global brands, localizing social content quickly and accurately has moved from a nice-to-have to a competitive necessity.
Digital export is a major growth lever, especially for SMBs
Significant attention was given to helping Italian SMBs expand internationally through digital channels. The opportunity is clear, but so is the challenge: entering new markets means far more than translating a product page. Global market research and multilingual quality management help businesses enter new territories with confidence and credibility.
The conversations at Netcomm Forum 2026 made one thing clear: competing in global digital commerce requires more than great technology. It requires content and experiences that feel native to every market. If these themes connect with challenges you’re navigating, speak with a Vistatec expert to explore what’s possible. Ready to see how global brands are already doing this well? Explore our case studies.