Brazilian e-commerce is no longer an exclusive topic of capital cities. Throughout 2026, the sector took its leading players to the interior of the country, and ExpoEcomm Franca 2026 measured this movement: around 2.000 participants filled the city on September 15th to discuss sales, technology, and artificial intelligence applied to digital retail.
Part of the largest traveling e-commerce circuit in Brazil, the Franca edition brought together executives, entrepreneurs, and regional operations around an agenda that no longer separates physical stores from online stores . There were 20 lectures distributed across two auditoriums and more than 60 exhibiting companies , in a format that brought the interior of São Paulo closer to the same discussions that drive São Paulo, Fortaleza, and Goiânia.
On this page you will find:
The results of ExpoEcomm Franca 2026
- Approximately 2.000 participants attended the event on September 15th., according to the official website of ExpoEcommThis has solidified Franca as a regional hub for digital business.
- The program included 20 lectures in two auditoriums and more than 60 exhibiting brands., covering sales, marketing, technology and marketplaces.
- Among the speakers were Rafael Cintra (Democrat), Fernando Neves (Chokdoce/Nestlé), Artur Casoni (Flormel) and Leonardo Silva (Shopee), featuring case studies of brands that operate on a national scale.
- Felipe Bazon, CEO of HedgehogpresentedFrom SEO to GEO: How AI is changing the buyer's journey.", a theme that ran through much of the discussion."
- Helinho, coach of Sesi Franca Basketball, led the lecture “Commitment to VictoryConnecting high-performance management to the business environment.
- e-Plus was present showcasing CS Flex., its strategic operating model for e-commerce.
ExpoEcomm Franca 2026 and the internalization of e-commerce
The choice of Franca as the venue was no accident. Cities like this concentrate industries, footwear brands, fashion, and food companies that are migrating to the digital world, often without a mature internal structure to support this operation . The event responded to this demand by bringing content closer to the event, content that previously required travel to the capital.
This traveling format changed the profile of participants. Instead of an audience made up only of large players, the aisles of ExpoEcomm Franca 2026 mixed business owners, marketing managers, and technology teams from companies at different stages of digital maturity. For regional retail, it was a rare opportunity to see established brands and technology providers in the same space.
AI, marketplaces, and the new shopping journey.
If there was a common thread running through the talks, it was artificial intelligence. The discussion about GEO, the optimization of content to be cited by AI search engines like ChatGPT, Gemini, and Perplexity , appeared alongside more traditional topics of SEO and paid media. The message was clear: the way consumers research and decide on purchases is being redesigned, and those who rely solely on traditional search tend to lose ground.
Marketplaces also had their own space. The presence of Shopee , with a lecture dedicated to creating high-converting ads, reinforced the importance of these channels in the revenue of regional operations. The message resonates well with the reality of those who sell in the interior: growth requires orchestrating your own store, marketplaces, media, and data simultaneously, without losing control of the profit margin.
e-Plus at ExpoEcomm Franca 2026: CS Flex in focus
It was in this context that e-Plus presented CS Flex . After more than 13 years operating e-commerce projects on platforms such as VTEX and Shopify , the agency noticed a pattern in the event's conversations: many operations have tools and channels, but lack the strategic direction and governance to make it all move forward in a coordinated way.
CS Flex was born precisely from this. It's a model that combines strategic Customer Success, continuous governance, prioritization, and coordinated access to multidisciplinary specialists, from development and SEO to CRM, media, and data . In practice, the operation stops handling tasks reactively and starts working with an organized backlog, follow-up cadence, and clear responsibilities, always connected to business objectives.
The service operates in two modes. In the first, e-Plus assumes complete governance, a format suitable for companies without a structured internal digital team. In the second, it acts as a strategic extension of existing teams . According to e-Plus, operations that adopt this model can achieve gains of over 150% in operational efficiency , resulting from a focus on prioritizing what truly generates impact.
For retailers in the Franca region, the proposal addresses a concrete pain point presented at the event: moving away from scattered execution and gaining a more methodical approach, without having to build an expensive internal structure from scratch.
Next stop: Goiânia, October 20th
The ExpoEcomm circuit isn't over yet. The next and final stop of 2026 takes place in Goiânia on October 20th , and e-Plus will be there to continue the conversations started in Franca. For those who couldn't attend the São Paulo edition, this is a chance to see firsthand the same discussions about AI, marketplaces, and strategic operations that marked the event in the interior of São Paulo state.
More than just an event, ExpoEcomm Franca 2026 confirmed a trend that's here to stay: Brazilian e-commerce is decentralizing, and the interior of the country has become part of the conversation.
Want to understand how to transform event learning into real operations? Explore the other content on the e-Plus blog , and if your operation already has significant volume, talk to the e-Plus team of experts about CS Flex . If you're in Goiânia on the 20th, take the opportunity to meet us there.
FAQ
What was ExpoEcomm Franca 2026?
ExpoEcomm Franca 2026 was the edition of the largest traveling e-commerce circuit in Brazil, held in Franca (SP), on September 15th. It brought together approximately 2.000 participants, with 20 lectures in two auditoriums and more than 60 exhibiting companies, focusing on topics such as sales, marketing, technology, and artificial intelligence.
When and where will the next ExpoEcomm event be held in 2026?
The next ExpoEcomm event will take place in Goiânia on October 20, 2026. It's the final stop on the circuit for the year and brings together professionals in e-commerce, data, and performance. e-Plus will be present, continuing the discussions presented at the Franca edition.
What is e-Plus' CS Flex?
CS Flex is e-Plus's strategic operating model for e-commerce. It combines strategic Customer Success, continuous governance, prioritization, and coordinated access to experts in areas such as development, SEO, CRM, media, and data, connecting day-to-day execution to business objectives.
Who is CS Flex suitable for?
CS Flex is ideal for high-volume e-commerce operations that require structure, governance, and strategic direction. It serves retail and D2C brands, B2B operations, digitally expanding industries, and omnichannel retailers, both those without an internal team and those already in place seeking strategic reinforcement.
