International Trade Fair for Retail Promotions and Imports

Bettina Fröhlich

Project Coordinator (Exhibitors)

Petra Schulz

Project Coordinator (Exhibitors)

Kristin Krebstakies

Project Coordinator (Visitors)

Kira Riege

Advertising and Design

General Contact

General Enquiries

What's on

Programme

Opening

Presentation

TBA

Event days

11:00–TBD

Typical time

Official agenda

This agenda is still being finalised. Check the official agenda for the latest sessions.

Speakers

Michael Frontzek

Founder @ Mi-Commerce

E-Commerce, marketplace strategies, AI in retail

Kerstin Manke

Project Management @ IAW-Messe

E-Commerce Arena opening

Michael Kiesch

Managing Director @ CS-Trading GmbH & Co. KG

20 years of e-commerce experience, seller real-talk

Sebastian Herz

Founder @ Zignify

Global sourcing, profit optimization in e-commerce

Daniele Marino

Founder @ MarinoSocial

LinkedIn as an acquisition machine

Patrick Schlaucher

Founder @ Pineapple AI

AI agents for faster and more profitable e-commerce decisions

Taha Taskinsoy

Founder @ recash

Sourcing for resellers made easy

Pavel Saper

Managing Director @ PSA Marketing GmbH

Advantages of trading goods with a focus on wholesale purchasing

FÖ

Fatih Özdemir

Founder @ B2B Outlet 46.de

Starting e-commerce with B2B.Outlet46.de

Thomas Engels

Lawyer @ LEXEA Rechtsanwälte

Latest legal pitfalls for retail businesses

Jonny Hofberger

Managing Director @ evondo GmbH

5 ways to ruin a D2C business and what successful brands do instead

Barbara Branca

Online Shop Expert @ Onlineshop Experts GmbH

AI Commerce: How AI is changing online retail

Volkan Kavsak

Head of @ GS1 Germany GmbH

The future of brand communication: AI speaking for products

Mario Alka

Entrepreneur @ tricoma AG

65 nights with ChatGPT – intimate insights into the AI world

Marina Ansbacher

Managing Director @ 4SELLERS GmbH

The AI puzzle in retail: ERP as the missing piece

Frank Noß

Head of @ REMIRA Group GmbH

From promotional item to regular customer – building real customer relationships

Ingrid Lommer

Founder @ Marketplace Universe

Why online marketplaces are indispensable for your business

Thomas Leufert

Head of Business Development @ eBay Deutschland

The Live-Commerce Revolution: How eBay Live is changing retail

Anabela Maticevic

Senior Sales Manager @ Kaufland Global Marketplace

Selling quickly and easily internationally with Kaufland Global Marketplace

Adrian Aubele

Managing Director @ eFLY Marketplace Services GmbH

Strategies for the most challenging year in Amazon's history

Alexander Gocht

Managing Director @ Alphatrail GmbH

Panel Talk: How Alphatrail uses AI in e-commerce daily

Stefan Warner

CEO @ ReTraffic Media GmbH

Second-Chance-Conversion: Reducing abandonment rates and increasing revenue per visitor

Ralf Hermann

Managing Director @ AMZPro Limited

5-stage quality assurance chain for imports from Asia

Martina Schimmel

Managing Director @ zentrada.Europe

zentrada – the service partner for successful product range design

Heidi Kneller-Gronen

Board Member @ Bundesverband Onlinehandel e.V.

Fatal mistakes in marketplace business

Holly Love

Head of @ B&Q Marketplace

Sell to millions of UK customers through B&Q Marketplace

Samuel Abraham

Managing Director @ eSagu GmbH

Fireside Chat: How relevant are prices on marketplaces?

Tuncay Türk

Managing Director @ Logocos Naturkosmetik

110% – Seller vs. Vendor: The 7 Amazon strategies for more growth, control and profitability

Pepe Pedersen

Managing Director @ tricoma AG

LIVE Workshop: How to build a website and a business from an idea with AI

Alexander Dubinin

UX Designer

UX decides in e-commerce: buy or leave

11:00 – 11:15

E-Commerce Arena Opening

Opening

E-Commerce Arena6

11:15 – 11:45

Status Quo E-Commerce – Chancen und Möglichkeiten

Presentation

E-Commerce Arena6

11:45 – 12:15

Händler-Realtalk – Erfahrung aus 20 Jahren E-Commerce

Presentation

E-Commerce Arena6

12:15 – 12:45

Viel mehr Gewinn OHNE mehr Verkäufe – Learnings aus über 500 Mio. EUR Mehrgewinn

Presentation

E-Commerce Arena6

12:45 – 13:30

Die Live-Commerce Revolution (eBay Live)

Presentation

E-Commerce Arena6

16:15 – 17:00

AI Commerce: Wie Künstliche Intelligenz den Onlinehandel verändert

Presentation

E-Commerce Arena6

TBD – TBD

Erfolgsstrategien im Handel – Vortragsreihe (Trendforum)

Presentation Series

Trendforum6 or 9

Topic tracks

E-Commerce & Digital RetailTrendforum & Retail Strategies

Awards

Loyalty Awards

Anniversary (20th Edition)

Presented at the 38th IAW (March 2025) to honour long-standing exhibitors who had participated in at least 30 editions of the trade fair.

source

Trendseller Product Awards

Award presented during the Trendforum to recognise the best and most innovative products. A jury from market research, advertising, and retail selects the winners.

source

How the last edition performed

Previous edition

Current edition

2026 · 6,000 visitors · 300 exhibitors

Based on official website description: 'over 300 international exhibitors from almost 30 countries' and 'around 6,000 trade visitors from a wide range of retail sectors and around 80 countries' on 30,000 m²- .

Forecast — not final

Visitors

4,730

Exhibitors

260

Floor area (sqm)

30,000

Exhibitor countries

Visitor countries

Growth over time

Edition recap

The 39th IAW trade fair (2–4 September 2025) closed with positive results. In the Cologne exhibition halls, 4,730 trade visitors from around 70 nations met 260 exhibitors from 23 countries across 30,000 m² of exhibition space . Project Manager Kerstin Manke concluded: 'In spite of the difficult market situation, the IAW has once again demonstrated that it is possible to do solid business and benefit from mutual interaction'- 18 . Exhibitors reported strong sales and valuable international contacts. The fair also featured 48 first-time exhibitors and the 21st edition of the E‑Commerce Arena .

The 38th IAW (March 2025) marked the fair's 20th anniversary with 280 exhibitors from 21 countries and 5,200 visitors . Loyalty Awards honoured long-standing participants .

New this edition

1
48 First-Time Exhibitors (Sep 2025)
The 39th IAW (September 2025) featured 48 newcomers, including Simon Handels, Universal Care Trading, Cadeju GmbH, Jonas France, and Whatnot Europe Ltd .
Source
2
Loyalty Awards (Mar 2025)
At the 38th IAW (March 2025), the 20th anniversary edition, the organisers introduced Loyalty Awards to honour exhibitors who had participated in at least 30 editions .
Source
3
Rebranding & Modernisation (Sep 2024)
The 37th IAW (September 2024) featured a modern rebranding with dynamic banners, Tiny Spaces for meetings, photo boxes, an IAW Lounge, a new logo, and an enhanced social media presence .
Source

Testimonials

The fair was once again very successful. We've been coming here for over ten years now, and have met many new dealers as well as existing customers. Our sales figures go up every year.
Michael Rowland · Senior International Account Manager · Pricecheck Brand Partners BV · 2025

The IAW was highly successful for us. We did good business and had lots of discussions with customers.
Justus von Siebert · Director Sales & HR · L&K Brand Trading GmbH · 2025

The trade fair is going very well for us. The right people are here and it's a great atmosphere.
Juliette Osseweijer · Assistant Sales Director · Topbrands GmbH · 2025

We are very satisfied with the order situation we have written.
Rüdiger Grommes · Managing Director · HATEX AS GmbH & Co. KG · 2025

The trade fair allows us to open a massive door to the world and present our face.
Nicolo Palumbo · Salesman · Consorzio Italia · 2025

Next edition outlook

2026-09-08 – 2026-09-10

high

The 41st IAW (8–10 September 2026) is expected to build on the momentum of the 39th and 40th editions, with over 300 international exhibitors from nearly 30 countries and around 6,000 trade visitors from 80 nations across 30,000 m² in Halls 6 and 9 of Koelnmesse- . The E-Commerce Arena and Trendforum will continue as core supporting programme elements, with an expanded focus on AI, marketplace strategies, and practical retail hacks. Based on the success of the 39th edition's 48 first-time exhibitors , the organisers are likely to continue attracting a strong contingent of newcomers. The fair remains free for trade visitors with online pre-registration.

Continued emphasis on AI and automation in retail, building on the E-Commerce Arena's 2025 programme Expansion of marketplace and cross-border e-commerce topics, reflecting the growing importance of platforms like Temu, Shein, and B&Q Marketplace Increased participation from Asian and non-European suppliers, following the 2025 trend of diverse international exhibitors More focus on sustainability and private-label sourcing as retailers seek differentiation in a competitive market Potential new features or formats announced closer to the event date

Impact

A bigger and stronger platform

The 39th IAW (September 2025) reaffirmed its role as Europe's leading trading platform for promotional and imported goods, drawing 4,730 trade visitors from 70 nations and 260 exhibitors from 23 countries across 30,000 m². Despite challenging market conditions with restrained consumer spending worldwide, the fair generated solid business and positive exhibitor feedback. Project Manager Kerstin Manke noted: 'In spite of the difficult market situation, the IAW has once again demonstrated that it is possible to do solid business and benefit from mutual interaction'- 1 . The event featured 48 first-time exhibitors , reinforcing its role as a gateway for new suppliers, and the 21st E-Commerce Arena with 21 speakers covering AI, marketplace optimisation, and international sourcing . Exhibitors reported strong sales and valuable international contacts, with many describing the IAW as 'the place to be' and 'like a big family'- 1 .

Audience quality

High-value decision-makers

The 39th IAW attracted a high-quality international audience: 4,730 trade visitors from approximately 70 nations . The visitor mix ranged from small independent retailers to major buyers from well-known retail chains . Exhibitors praised the 'valuable international mix' and the fair's ability to draw decision-makers from across the globe . First-time exhibitor Whatnot Europe Ltd described the IAW as 'THE trade fair in Europe when it comes to meeting new suppliers and buyers'- 1 .

Exhibitor outcomes

Real business growth

Exhibitors reported strong sales, well-filled order books, and valuable new customer contacts despite a challenging global retail environment. Michael Rowland (Pricecheck Brand Partners BV, 10+ year exhibitor) noted: 'Our sales figures go up every year'- 1 . Justus von Siebert (L&K Brand Trading GmbH) confirmed: 'The IAW was highly successful for us. We did good business and had lots of discussions with customers'- 1 . The fair was seen as an essential platform for maintaining relationships and conducting face-to-face negotiations . Exhibitors also emphasised the importance of the IAW's international reach, with Markus Schier (Rappelkiste Spielwaren) stating: 'The IAW is very important because it is so international'- 1 .

Intelligence

Market context

Key market insights, trends, news and related events to help you understand the bigger picture.

Europe (primarily Germany, with strong international participation from over 25 countries, including non-European buyers seeking European quality)

Why it matters

The IAW serves as Europe's leading trading platform for promotional and imported goods, providing a critical meeting point for the retail sector during a period of profound transformation. With bricks-and-mortar retail under pressure from declining consumer confidence and e-commerce accelerating through AI and new marketplaces, the IAW offers a unique space for buyers and suppliers to discover trends, negotiate deals, and build relationships. The fair's E-Commerce Arena and diverse product categories—from food and electronics to textiles and private label—make it a barometer for retail innovation and a hub for international sourcing. In a challenging market environment, the IAW provides orientation, networking, and actionable business opportunities.

Industry trends

Key trends shaping this market and its wider industry.

E-Commerce Continues Its Steep Rise

While bricks-and-mortar retail faces declining consumer spending and confidence, e-commerce continues its steep rise with steadily increasing sales figures and turnover .

Geopolitical Tensions and Economic Uncertainty

Rising energy prices, geopolitical tensions, and economic uncertainties are weighing on the retail industry, forcing companies to pay increasing attention to inventory levels and sell products faster .

AI and Digital Transformation in Retail

Artificial intelligence is a major topic, with sessions on 'AI Commerce' explaining how AI systems influence product search, recommendations, and purchase decisions . The E-Commerce Arena covers AI, social commerce, and marketplace strategies .

Diversity of Online Marketplaces

Retailers are exploring a wide range of online marketplaces beyond Amazon, including eBay Live and other platforms, to expand their business .

Focus on Inventory Management and Overstock

Companies are increasingly focused on selling products faster and managing inventory levels, with wholesalers offering overstock and clearance goods at discounts of 75% to 98%- 1 .

Market news

Latest updates from across the market.

Retail on the Move: 40th IAW Trade Fair Closes with Positive Results

The 40th IAW (24–26 March 2026) brought together around 4,900 trade visitors and 280 exhibitors from 25 countries. Project Manager Kerstin Manke highlighted the fair's role as a 'powerful link between the various players in the retail industry' amid rising energy prices and geopolitical tensions .

40th IAW – Strong Exhibitors and an Exciting Program

The 40th IAW (24–26 March 2026) was set to bring together 300 exhibitors and over 5,000 visitors. The product range covered garden articles, toys, drugstore, food, electronics, and e-commerce .

The IAW Gets Off to a Flying Start in Its 40th Edition

Despite challenging market conditions with rising costs and intense competition, the IAW was already recording strong bookings for its 40th edition .

German Retail Sector Under Pressure but Transforming

An analysis by the Institute for Retail Research (IFH) highlights that while bricks-and-mortar retail faces declining consumer confidence and spending, e-commerce continues its rapid rise . AI, Asian platforms (Temu, Shein), and new marketing strategies are reshaping the industry . Trade fairs like IAW are vital for orientation and networking .