Dmitry Olerinskiy

Director of Digital Strategy - Decathlon United Decathlon

Wednesday 15th April – Conference Day Two

1:30 PM Panel Discussion - Budgeting for the Unknown: Marketplaces, Webstores & the Dawn of Agentic Commerce

No one really knows what April will look like, never mind 2027. As agents start influencing discovery and purchase journeys, retailers and brands are quietly rebalancing: between marketplaces and owned webstores, between brand spend and performance, between today’s KPIs and tomorrow’s loyalty mechanics. This session digs into how digital leaders are actually reshaping budgets, tech bets, and customer strategies when the rules are still being written.

• Rebalancing the mix: When do you double down on marketplaces vs your own webstore?

• Agentic commerce pressure-testing: How do you plan when agents might sit between you and the customer?

• Product-market fit in flux: Reading weak signals and deciding where to experiment, pause, or scale.

• Loyalty 2.0: From points and emails to always-on, agent-aware retention programmes.

• Tech rates & business models: Rethinking fees, margins and partnership models as the ecosystem stretches.

• Budgeting under uncertainty: Scenario planning when you can’t predict the next 12 months.

Check out the incredible speaker line-up to see who will be joining Dmitry.

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