This week we attended Digital FMCG 2026 in London, where digital and eCommerce leaders from some of Europe’s biggest FMCG brands came together to share how the industry is evolving. Over two days, speakers and panels explored how brands are adapting to new consumer behaviours, emerging platforms, and the growing complexity of digital commerce.

Several key themes stood out during the event.

Social commerce continues to grow rapidly, with platforms like TikTok playing a major role in product discovery and helping brands reach new audiences. Many companies shared how social platforms are becoming an important part of their commerce strategies, not just for awareness but increasingly for driving real sales and reaching younger audiences.

Another major focus was the digital shelf. As consumers shop across multiple channels and retailers, brands are investing more effort into optimising their digital presence. Strong product content, consistent data, and better analytics are becoming essential for competing effectively in an omnichannel environment.

AI was also one of the biggest topics across multiple sessions. From personalisation and content creation to automation and data analysis, brands are exploring how AI can help them better understand shoppers, create more relevant experiences, and operate faster in an increasingly complex digital landscape.

Connected experiences were another recurring theme. From social content and creator collaborations to connected packaging and interactive campaigns, brands are finding new ways to engage consumers and collect valuable insights about their audiences.

Most importantly, one idea kept coming up throughout the event: the line between inspiration and purchase is disappearing. Consumers today do not think in channels. They discover products through content, social media, creators, recipes, and digital experiences, and increasingly expect to move directly from that moment of inspiration to checkout without friction.

For FMCG brands, this means connecting media, content, and commerce in a much more seamless way than before. The brands that succeed will be those that shorten the path from discovery to purchase and make it easier for consumers to act the moment interest appears. This is also exactly the challenge we focus on at Northfork, helping brands turn inspiration into measurable retail outcomes.

Beyond the sessions, the event was also a great opportunity to connect with peers across the industry, exchange ideas, and hear how other brands are tackling similar challenges. It was inspiring to see how many companies are experimenting with new approaches, testing new technologies, and pushing the boundaries of digital commerce.

The conversations both on stage and off stage highlighted just how quickly the space is evolving and how important collaboration has become across brands, retailers, and technology partners.

A lot of great conversations, valuable insights, and exciting opportunities ahead.