The 4th edition of the eRetail Congress brought together professionals and leaders from the retail and eCommerce sectors to analyze the challenges posed by an increasingly complex and omnichannel environment. This year's focus was on the convergence of technology, data, and customer experience, with the common goal of building more competitive, sustainable, and digitally adapted business models. Among the event's main conclusions were the consolidation of the phygital approach, the relevance of unified commerce, the need to leverage technology strategically, and, above all, the importance of data as a lever for personalization and decision-making. Digital transformation is no longer an option: it's an essential strategy. The digitalization of retail is no longer limited to having an online presence, but requires transforming the operational structure, customer service, and value proposition. This was explained by Fernando Siles, Head of Online Marketing at Worten, who emphasized that in a 100% digitalized environment, transparency, agility, and personalized service are key factors for standing out from the competition. To achieve this, it is essential to work closely with manufacturers and ensure an experience aligned with customer expectations. Paco Lobo, Director of Business Development at EMRED, emphasized that integrating data across all touchpoints is the foundation for building effective and personalized journeys. In this sense, tools such as the Customer Data Platform (CDP) are crucial for activating information, understanding the customer, and generating real value in each interaction. The data strategy must be accompanied by a solid architecture that allows for making the most of each channel and each moment of the customer journey. Without unified data, value, efficiency, and the ability to react to change are lost. Technology and omnichannel: automating without losing the human factor One of the most discussed topics at this edition was the balance between automation and human interaction. In a roundtable moderated by Antonio Aparicio (Transcom), executives from companies such as Tendam, Ikea, Cash Converters, and 123tinta.es agreed that technology must be a strategic ally, but always under human supervision. The role of technology in optimizing customer service, inventory management, and demand forecasting was highlighted, but the risk of dehumanizing the experience was also highlighted. The key is to apply technology with purpose and maintain an authentic connection with the customer. Joan Miró, CEO of Kraz AI Solutions, discussed the potential of automated agents to offer personalized responses in real time, based on context and interaction history. This allows for faster decisions, increased efficiency, and an experience adapted to a constantly evolving digital environment. For his part, Mario García Lainez (Evoluciona – Intelcia) insisted that omnichannel must be consistent, agile, and effective, especially in critical processes such as after-sales service and logistics. In his opinion, consumers value simple, transparent, and personalized processes, and conversational assistants play a key role in converting those interactions into sales. Hybrid models, social commerce, and experience as the central axis Another of the great insights from the eRetail Congress 2025 was that omnichannel doesn't mean being present on all channels, but rather knowing how to connect them coherently. This was expressed by the participants of the "Unlimited Omnichannel" panel, including representatives from brands such as Afflelou, Coca-Cola, Decathlon, and Smartbox. For all of them, data is the key asset for connecting experience, purpose, and purchasing decisions. In this context, retail media and social commerce are gaining prominence. Virginia Hernández (Showroomprivé) emphasized that designing ecosystems of categories and segmented communities allows for precise personalization and improved customer relationships. Meanwhile, Patricia Díaz (Elogia) focused on how platforms like TikTok Shop are revolutionizing the traditional funnel, making discovery and purchase happen almost simultaneously. Finally, David Andrés, E-Commerce Director at LG, argued that the future of eCommerce lies in combining digital intelligence with human intimacy. Hybrid models, efficient automation, and support throughout the customer lifecycle are, according to him, key to building memorable experiences and standing out in an increasingly competitive environment.