E-Show Madrid 2025: Accessibility as a Key Challenge
Events like E-Show Madrid are always a good stimulus for progress. As Southern Europe’s largest e-commerce event, it’s a go-to place to get a clear view of where the industry is headed and what challenges companies face as they scale. It was inspiring to meet so many mature, driven teams and discuss how QA can support their growth. Learn what’s the latest and what’s next for digital stores, read our article👇
Our Team at E-Show
Anyone interested in e-commerce quality could speak with our two delegates:
- Kristina Smereka – Product Growth Advisor
- Anastasiia Kushnir – Program Manager
Overall Impressions
E-Show Madrid 2025 took place on October 29-30 at IFEMA Madrid, bringing together over 25,000 professionals, 400 exhibitors, and 350 speakers across Halls 7 and 9. The atmosphere was professional and focused, with businesses showcasing everything from e-commerce platforms and digital marketing solutions to payment integrations and AI-powered tools for online retail.
We had a chance to explore both halls, and the first one was focused on heavy industrial hardware like server racks, pumps, and factory equipment. Teams in the second hall were definitely more interested in software testing. They were e-commerce platforms, web development agencies, digital marketing providers, and software companies building consumer-facing solutions.
One significant challenge was the language barrier. Nearly all workshops, panels, and presentations were in Spanish, with minimal English content. Even the event communications leading up to E-Show were entirely in Spanish. We’re even considering hiring a part-time interpreter for the event next year😄
Despite that, this was superproductive. We gathered insights about team structures, development workflows, and the real challenges companies face as they grow. Walking around with a map in one hand and our plans in another, we’ve managed to maximize the number of valuable connections, learning as much as we could from each conversation.
Accessibility: The Non-Negotiable Priority
The most dominant theme throughout E-Show was accessibility. With the European Accessibility Act now in effect, businesses are under pressure to ensure their websites and e-commerce platforms meet the required standards. This was especially urgent for those serving end consumers across Europe.
We had multiple conversations where accessibility was the sole focus. One project manager approached us to discuss accessibility testing exclusively – she had no interest in any other service. Her company needed to understand how we test for compliance, what our process involves, and how quickly they could get started.
Several exhibitors were also showcasing accessibility testing platforms, indicating just how pressing this matter is now. Businesses realize they can no longer treat accessibility as optional. Not only is it a legal requirement now, but it is an ethical priority with nearly 100 million people with disabilities in the EU alone.
This reinforces the importance of accessibility testing. It is the first step in identifying areas for improvement and a reliable companion for further success, ensuring every release aligns with recommendations. You can start with our free accessibility check, just share your website and get a WCAG-based report that will be your starting point.
Integrations and AI as Key Complexities
Another recurring topic was integration testing. It is becoming increasingly common for e-commerce platforms to rely on complex ecosystems that involve payment gateways, CRM systems, shipping providers, and third-party marketing tools. This makes reliable integrations essential – any breakdown in data flow can directly impact sales and customer experience.
We also spoke with several teams about AI-driven features within e-commerce platforms – recommendation engines, chatbots, personalized content generation. Many teams were eager to learn how to navigate the AI challenges, including unpredictable behavior, complex data dependencies, and the need to validate outcomes rather than just outputs. We were happy to share our approach and initiate some tailored strategy discussions. Make sure to check out our article addressing these issues.
Our E-Show Findings
E-Show Madrid 2025 was a valuable experience. Beyond our primary focus on testing, we found much inspiration in the present companies themselves. The event attracted many mature businesses with clear growth trajectories and quality needs. This led to many substantial talks that centered on the true impact of testing.
Also, the way some people presented their products was an absolute masterclass. For example, there was an exceptionally skilled sales rep offering reseller opportunities for the accessibility testing platform. She walked us through their model, explained the opportunities, and made us feel valued as potential partners, all while we were there to offer competing services.
Based on all the conversations we had, three key insights stood out:
- Accessibility is mandatory, not optional, especially for e-commerce companies serving consumers in Europe
- Integration testing is critical as platforms become more interconnected and reliant on third-party services
- AI introduces complexity that requires specialized testing approaches and ongoing adaptation
That’s where the real value of the event was – in connecting with teams, understanding their context, and establishing genuine partnerships. Most importantly, the discussions we had helped us grasp the market direction and decide how we need to evolve our services.
What’s Next?
Right now, our team is at Web Summit in Lisbon. If you’re at the event, make sure to book some time with Kristina or Anton. As for the next events, we’ll give updates on LinkedIn. Follow us, don’t miss the next destination!
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