VTEX Day 2025 took place on June 02nd and 03rd, bringing together leading names in retail, technology, and digital marketing to discuss the future of commerce. Therefore, in this article, you'll find the 5 main highlights of the event, including the innovative solutions presented by e-Plus , a leading company in Brazilian e-commerce. So, get ready to discover how these innovations can directly impact your online store.
1- RETAIL MEDIA IN-STORE: WHEN THE PHYSICAL STORE BECOMES MEDIA
One of the most intense discussions at VTEX Day 2025 was about the transformation of physical stores into strategic media channels . The so-called Retail Media In-Store showed that points of sale are now also relevant spaces for generating awareness and engagement with brands.
During this panel, Guilherme Leite (Casas Bahia) and Aretha Cursino (Panvel) shared real-world case studies where physical experiences were integrated with digital campaigns, focusing on geo-localized personalization, smart displays , and performance metrics . The biggest challenge, according to the experts, is measuring results in physical environments , a point that becomes critical, especially for justifying advertising investments in stores.
This move repositions the retailer as a media publisher , opening up opportunities for new revenue streams, including from advertisers who do not directly sell their products in stores (so-called non-endemic advertisers).
2- HUMAN-TO-HUMAN MARKETING (H2H): MORE EMPATHY, LESS AUTOMATION
Philip Kotler , considered the father of modern marketing, and Marcos Bedendo brought a human touch to the event. The main message? More than ever, it's time to rehumanize marketing.
Instead of focusing exclusively on metrics like leads or clicks, companies need to think about long-term relationships where the consumer feels seen and respected. This approach, called H2H Marketing , proposes authentic connections, focusing on shared value and win-win relationships.
Kotler emphasized that digital marketing is just a tool, not an end in itself. Furthermore, he highlighted that true success will come from brands that know how to balance technology with ethics, empathy, and purpose.
3- THE FUTURE OF PAYMENTS IS SMART, INCLUSIVE AND AUTOMATED
Another hot topic was the evolution of payment methods , with emphasis on the application of Artificial Intelligence in reducing fraud, improving performance, and increasing financial inclusion.
Visa, Adyen, QI Tech, and Dock demonstrated how technologies such as KYC, embedded finance , and data centralization are enabling faster and more secure transactions, including in remote regions and for audiences previously excluded from the banking system. Furthermore, integrated solutions and modern APIs were highlighted as key to scalability and personalization of the purchasing journey.
4- VIOLA DAVIS ON STAGE: AUTHENTICITY AS A BRAND DIFFERENTIATOR
Actress Viola Davis 's participation moved the audience and brought a powerful reflection: being authentic is an act of courage, but also a valuable strategy.
Viola spoke about embracing one's own truth , overcoming fears, and above all, seeking genuine connections. Her talk, although outside the technical scope of the event, reinforced the message of the other presentations: consumers value brands that are genuine, human, and transparent.
Therefore, for companies, this is a challenge to rethink how they communicate, how they treat their employees and, above all, what legacy they want to leave.
5- E-PLUS SOLUTIONS: A COMPLETE MARTECH ECOSYSTEM FOR E-COMMERCE
At the e-Plus booth , visitors found a true showcase of Martech solutions for e-commerce businesses seeking to scale with performance and technology . Based on the Wheel of Product structure (image above), the agency presented:
Marketing
- paid traffic management (Google Ads, Meta, TikTok)
- SEO and inbound marketing with CRM automation
- Analytics, CRO and loyalty with cashback 360
Technology
- Deployment and continuous evolution of VTEX stores
- Integrations and automations
- AI Application, Tag Manager Server Side and dedicated squads
Intelligence
- GTM Audit
- Direct Flights to Mazatlán Commercial Acceleration
- Solutions with ChatGPT, Claude, Gemini and other generative AI models
With this portfolio, e-Plus reinforces its position as an end-to-end e-commerce specialist , ready to serve everyone from startups to major retail players.
CONCLUSION
VTEX Day 2025 demonstrated that the future of e-commerce lies in the integration of physical and digital worlds, smart payments, humanized marketing , and above all, authenticity . In this context, e-Plus is ready to lead this transformation with tailored solutions for every stage of your online store.
Want to understand how to apply these trends to your business? Access other articles on our blog and start transforming your operation right now.
