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1、Unlocking strategic advantage for the next era of e-commerceWHITE PAPERThe state of e-commerce in Central Europe in 20261THE STATE OF E-COMMERCE IN CENTRAL EUROPE 202620001030402FOREWORDE-commerce in Central Europe hasreached a high level of maturity,withgrowth stabilizing across the regionafterperi

2、odsofexpansionandvolatility.However,the region is nothomogeneous-markets can differwidely in scale and structure.Despitethesedifferences,theyincreasinglyshare a common trajectory in whiche-commerceisbecomingmoredefined by its regularity in everydayconsumerpreferences.Asonlinepenetrationacrossmajorpr

3、oductcategories matures and basket sizesstabilize,thelimitsoftraditional,product-centricoptimizationarebecoming more visible.Competitivedynamics are therefore shifting awayfromordervaluealoneandincreasinglydependonrepeatengagement,whichisultimatelydriven by a set of timeless consumerneeds.This is wh

4、ere agentic commerceemerges.Today,advances in artificialintelligencearealreadyinfluencinghowconsumersshop.Itmarksa structural shift in e-commerce byintroducing a new layer that reshapeshow demand is captured.As AI agentscanactonbehalfofconsumers-supportingdiscovery,narrowingWHAT LIES AHEAD?Unveiling

5、 the future of e-commercechoicesand,overtime,executingtransactionswithindefinedboundaries-it redefines the purchasejourney.In doing so,parts of decision-making move from humans to AI-drivensystems,reducingeffort,simplifyingchoices,andmakingproductrecommendationsmorerelevant.This transition will not

6、emergeovernight.Instead,itwillunfoldgraduallyandunevenly,withhuman-led and agent-led purchasejourneys coexisting for years,shapedby trust,context,and use case.Formerchantsandecosystemparticipants,the challenge is no longerwhetheragenticcommercewillmatter,but how to remain presentandrelevantasdecisio