Questions about how social media is transforming the shopping experience, the influence of artificial intelligence on product discovery, and the competitiveness of Portuguese companies in international markets were central to the 7th Exportar Online Conference. The event took place at the Museu do Oriente in Lisbon.
In the panel «Social Commerce e Live Shopping Global», experts including Carlos Pacheco (AICEP Academy), Filipe Sousa (Zumub), Teba Lorenzo (TikTok), Inês Fonseca (LATITID), and Carolina Santos (Alameda Turquesa) shared strategies on the growing importance of social networks in international trade. The need to bring brands closer to consumers in the channels where they discover, research, and buy products was a key conclusion, with Carlos Pacheco highlighting the trend of «selling where the consumer is».
Companies such as Zumub, which works with over 6,000 influencers, and Alameda Turquesa, a digitally native brand, shared their experiences. Filipe Sousa emphasized the importance of generating sales and testing approaches, while Inês Fonseca highlighted the need for focus and selectivity in digital expansion. Teba Lorenzo from TikTok discussed the platform's role in unexpected product discovery and community engagement.
Artificial intelligence was another key topic, addressed by Jesse Weltevreden in his presentation «The Future of E-commerce in the Era of AI». The specialist warned of a paradigm shift in product discovery and the growing influence of AI on purchasing decisions, where brand visibility is no longer guaranteed. The importance of Generative Engine Optimization (GEO) and companies adapting to this new digital environment were stressed.
Ana Casaca, president of AICEP, closed the conference by reinforcing the agency's commitment to the digital internationalization of Portuguese companies. «Digital is transforming how companies compete. E-commerce reduces barriers. The challenge is to turn opportunities into concrete business,» she stated, reiterating the support of the Exportar Online program.
