The tech start-up joins the conversation on emerging consumer habits, the role of artificial intelligence, and the keys to an omnichannel strategy driven by younger generations.
Barcelona, May 2025. Strathens took part in the 5th Veepee-IESE Study on the Future of E-Commerce in Spain, a key event organized by IESE Business School in collaboration with Veepee and Kantar, where leading voices in the sector explored current and future trends in digital retail, generational shifts in consumer behavior, and how technology is reshaping e-commerce.
The event featured top speakers including Xavier Marcet and Professor Iñigo Gallo, who presented the latest findings on how different generations shop, with a particular focus on Generation Z. Spaniards aged 16 to 30 are now the leading drivers of online consumption, using their smartphones—even while inside physical stores—to gather more information about products. Their purchasing decisions are guided more by emotions and personal fulfillment than by necessity, defining a new model of emotional, tech-driven, and omnichannel commerce.
Sessions also explored how retailers are strengthening their digital channels, the growing demand for personalization, and the strategic use of artificial intelligence and chatbots to enhance the customer experience.
“The future of e-commerce isn’t just about tech—it’s about deeply understanding the consumer and adapting to new ways of making decisions. Being part of this conversation is key for us as we continue building a platform that helps companies anticipate these shifts,” said the Strathens team.
Strathens’ presence at the event underscores its commitment to data-driven decisionmaking in real business environments. As a platform focused on planning, analysis, and strategic reporting, Strathens sees these trends as a major opportunity to help companies make faster, more connected decisions in line with the evolving digital consumer.