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Four things we learnt at Emerce E-commerce Live
Written by Brittany Visser
Content Marketer
At the end of May, Pascal, Eva, Sander, Bart, Matthijs, Steven and Thijs attended Emerce E-Commerce Live in Amsterdam. It was a day packed with talks, insights and confirmation of trends we’re already seeing in practice. But it was also a day that marked a special milestone: ‘ Traffic Today ’ took to the stage for the very first time. Thijs, together with BOXR, gave a talk on how BOXR is shaking up the international market with SEO as a growth accelerator
Traffic Today spoke for the first time at Emerce E-Commerce Live
It was no coincidence th Traffic Today , had a speaking slot at Emerce E-Commerce Live. We were given the opportunity to submit a talk based on our European Search Awards cases. Ultimately, this led to a collaboration with BOXR, and Thijs was asked to deliver the talk. The result: a presentation at one of the Netherlands’ biggest e-commerce events. For Traffic Today , this was a significant step forward and confirmation that the campaigns we build for our clients are attracting attention beyond our own walls.
Why your own data is your strongest asset
A recurring theme at Emerce E-Commerce Live was AI. Many talks centred on this, which is hardly surprising. What did stand out, however, was the confirmation of something Traffic Today is already fully engaged in: your own data is your greatest asset. By exporting data from your own tools and analysing it yourself, you retain control. You aren’t dependent on what a tool tells you; instead, you decide for yourself what conclusions to draw. That makes all the difference, especially now that AI search engines are placing increasing weight on reliable and unique data sources.
How will your client search for information in 2026?
Consumer search behaviour is changing rapidly. Whereas two years ago someone might have searched for “running shoes”, that same person now types: “I want to run a half-marathon, have wide feet and train three times a week. Which running shoes should I buy?” AI search engines scan the web based on these situational descriptions and formulate a response. If your product page doesn’t cater to this, you simply won’t be included. Search engine optimisation is therefore no longer just about the right keyword, but about answering the question behind the question.
How do you ensure that AI recommends your product?
Take your product specifications, enter them into an AI tool and ask what problems or benefits the product solves for each specification. Convert those results into an FAQ section on your product or category page. That sounds simple, and it is. But in practice, few online shops do this consistently. The result is that AI search engines recognise your product more quickly as the right match for a specific query. A small adjustment, with a big impact on your AI visibility. And the best part is: you can fully automate this process using AI.
What does the European Accessibility Act mean for your online shop?
Another topic that came up was digital accessibility. With the European Accessibility Act now in force, accessibility is no longer an option for online shops. A fully accessible website works better for everyone: a clearer structure, better readability and logical navigation benefit all visitors. Moreover, AI search engines are paying increasing attention to how easy your website is to understand and use. The lesson Emerce imparted was this: don’t treat it as a stand-alone project, but make it part of your standard workflow.
Why reviews will soon determine whether AI recommends your product
With the rise of agentic commerce, where AI makes purchases independently on behalf of a user, trust is becoming increasingly important. Which website is trusted by an AI model? Reviews play a major role in this. They were already a decisive factor in traditional search engine optimisation, but are becoming even more so in a world where AI makes the decisions. Trusted Shops was also present at the event; the organisation is working on a special protocol for AI. The more reliable signals your website sends out, the greater the chance that you will be included in the recommendations.
Do you want to be ready for the e-commerce of tomorrow too?
The insights from Emerce E-Commerce Live confirm what we at Traffic Today are already seeing: AI is rapidly transforming e-commerce. The online shops that invest now in high-quality content, their own data and reliable signals will be in a strong position in the future. Would you like to know how to implement your AI strategy in practice? Please get in touch with us. We’d be happy to help you develop your strategy.
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