Sophie

29.06.2026

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K5 2026: Why proximity, clarity, and clean data are everything right now

The K5 is something of an industry barometer every year. And in 2026, the trade fair at ESTREL Berlin was exactly that again: full, loud, optimistic – but not naive. You could feel that e-commerce teams and decision-makers are currently under pressure. But fortunately, no one is burying their heads in the sand. Quite the opposite. There was a lot of willingness to shape things at the trade fair. In this recap, we share the most significant impressions from our conversations – and what retailers, brands, and B2B players can take away from them.

We were there – at the booth and on stage

Just like last year, where we our AI Form Generator together with Douglas We were back on stage with a customer, presenting the results we'd shown. And who was it but the electronics giant Samsung, represented by D2C Channel Manager Anja Rösener. Together on the valantic+1 Stage, we demonstrated how a stable D2C multi-channel presence is created when inventory, data structures, and processes work together seamlessly.

Concurrently, our team, consisting of Ralf, David, Karsten, and Hasan, was actively engaged with customers, partners, and many teams who are currently looking for concrete solutions at our booth.

AI was everywhere – and yet it was rarely just about features

Artificial intelligence war the Megatheme. Admittedly, that's not surprising. What we heard more often, however, and didn't expect: many teams are tired of specific AI tools for each individual concern. However, not because they lack the desire for innovation. But because „Feature Pressure“ and economic reality are acting at the same time.

This increasingly gave us the impression:

• AI is increasingly seen as Accelerator expected – not as an end in itself.
• The market is sorting itself out: less „wow,“ more „what does it really bring – and how quickly?“

The most exciting question was often not, „What AI features do you have?“, but rather: How do we manage to reduce complexity – and still make speed?

B2B in Transition: Why Brands Are Reasserting Control on Marketplaces

A recurring theme at K5: Many manufacturers and B2B teams are currently taking a very close look at their marketplace listings.

The problem: Resellers have been active on marketplaces for years in some cases – and this often results in various listings with very different data quality. This is difficult for brands because the product presentation quickly becomes fragmented: inconsistent titles, changing images, descriptions that are too brief or outdated.

The reaction: Many brands are therefore becoming more active themselves. Not to exclude partners - but to A clean, consistent product presentation to ensure.

The result: Those who have inventories, data structures, and processes under control will be more reliably visible on marketplaces – and will noticeably save on coordination loops, manual corrections, and rework in everyday life.

Quick Check: How robust is your product data to ensure your sales on marketplaces run smoothly?

The most important learning (and perhaps the most reassuring): humanity beats pure technology

Many companies are currently caught between two forces: economic pressure and the perceived duty to be AI-ready – preferably yesterday. However, something became very clear at K5 precisely because of this: technology alone is not enough. Our conclusion therefore remains intentionally simple: Technology is mandatory. Humanity is differentiation.

Because in.

And that's exactly why we at Channel Pilot Solutions focus so much on Value on personal care. With us, you get dedicated points of contact – from business development to onboarding. A team that knows your shop and your requirements.

Learn more

If you want to know how we can support you with data quality, marketplaces, and performance, contact us: