Why does the 2026 e-Scale event mark a turning point for e-merchants?

The e-Scale 2026 event marks a turning point by moving beyond mere theory to provide concrete solutions for e-merchants. Faced with rising consumer demands, mastering the supply chain and unifying sales channels are no longer optional—they are essential levers for survival and growth.

For its third consecutive year, this event brought together a complete ecosystem at the Maison de la Chimie in Paris. The Axome teams were able to see just how much merchant maturity has evolved. Discussions are no longer centered on simply creating an online store, but on optimizing workflows, operational profitability, and a seamless customer experience.

The success of this edition is a testament to the meticulous organization by the Shippingbo teams.

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This gathering provided an opportunity to connect the industry's top experts around the real-world issues faced daily by digital and logistics departments.

Axome’s approach to these challenges is clear: a high-performing brand must have a technological infrastructure that never fails, regardless of order volume or distribution channel. It is precisely this vision that resonated throughout the conferences and booth meetings.

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How can you unify retail and e-commerce without creating fragmented experiences?

To unify retail and e-commerce, it is imperative to abandon siloed systems in favor of a centralized platform. The goal is to share a single database for inventory, customers, and orders, thereby ensuring a fluid journey from the physical store to the website.

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This was one of the key topics addressed by Justine, an expert at Axome, during her highly acclaimed presentation. Merchants managing both physical stores and an e-commerce site often face a logistics and marketing nightmare: desynchronized inventories, split loyalty programs, and the inability to offer basic services like "Click & Collect" or in-store returns for web orders.

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The technological response presented by Axome is based on a concrete demonstration of the solution Shopify POS. Axome regularly deploys Shopify-based architectures to bridge this omnichannel gap. The goal is not just to process payments in-store, but to transform the point of sale into a true logistics and relationship hub.

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During the workshop, Axome highlighted several major benefits of a unified strategy:
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• Real-time inventory visibility: Store associates know exactly what is available in the warehouse or in-store.
• Enhanced clienteling: A customer's web purchase history is accessible to the in-store associate, enabling personalized recommendations.
• Logistical fluidity: Online orders can be prepared and shipped directly from the nearest store's inventory (Ship from Store).

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Axome’s position on this is firm: omnichannel is no longer just a marketing concept; it is a data synchronization project. Without the right tools, the customer promise is broken the moment an unflagged out-of-stock situation occurs.

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What are the real issues occupying e-merchants today?

E-merchants are currently focusing on the efficiency of their back-end operations. Fine-tuned inventory management, logistics automation, controlling shipping costs, and the ability to orchestrate orders across different channels (omnichannel) have become their absolute priorities.

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The e-Scale event highlighted an unavoidable reality: the front-office (the website) and the back-office (logistics) must function in perfect symbiosis. A brand can offer the most immersive interface imaginable, but if the package arrives late or damaged, the overall experience is a failure. The practical workshops held throughout the day helped break down these behind-the-scenes mechanisms that drive the success of major brands.

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It is interesting to note the current technological dichotomy. On one hand, it is crucial to master your brand image and acquisition. On the other, the transactional engine must be connected to an Order Management System (OMS) and a Warehouse Management System (WMS) of absolute reliability.

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Axome supports its clients in meeting this dual requirement. The fluidity and performance of the user interface should never overshadow the robustness of execution. Discussions at the Axome booth during e-Scale confirmed that SMEs and mid-market companies are primarily looking for partners capable of understanding this entire value chain, from the click to final delivery.

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What is the future for Shippingbo and the connected commerce ecosystem?

The future of the ecosystem lies in the consolidation of interconnected tools capable of managing execution at scale. Shippingbo’s stated ambition is to build the leading European platform for connected commerce, thereby facilitating international growth for merchants.

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One of the highlights of the event was the announcement of the integration of Baback, a long-standing partner and friend of Axome, into the Shippingbo group. This merger perfectly illustrates the market trend: grouping the best technological building blocks (returns management, order preparation, shipping) under a common umbrella to simplify life for e-merchants.

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For Axome, these technological alliances are extremely positive. They allow agencies to integrate pre-connected solutions and avoid the lengthy custom developments that hinder time-to-market. When an expert e-commerce digital agency collaborates with a leading execution platform, the end client benefits from an architecture that is resilient, scalable, and quickly profitable.

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The meteoric rise of the e-Scale event in just three editions proves that the market needed this space for technical and strategic exchange. The commerce of tomorrow is won in warehouses just as much as it is on screens.

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