The upcoming 2026 Shoptalk Fall conference will kick off in Nashville's Music City Center from September 29 to October 1, drawing a crowd of 3,000 retail professionals. Organized under the 'Retail Unplugged' theme, the event will spotlight key industry trends such as AI-driven customer experiences, modernized technology, and the fusion of commerce with entertainment. Attendees will be immersed in a dynamic setting where leading brands and innovative retailers will share insights and strategies to navigate the ever-changing retail environment.
AI, shoppertainment, and loyalty strategies
At the heart of this year's Shoptalk Fall is a focus on how AI personalization is revolutionizing the retail landscape. The conference will also examine the phenomenon of 'shoppertainment,' where the line between shopping and entertainment blurs. With this in mind, sessions will delve into how brand storytelling can transform shopping experiences. Additionally, the event will explore evolving consumer expectations and how brands can maintain or build customer loyalty in a fast-paced market.
The conference features over 150 senior executives from top names in retail and technology. Notable participants include Patrick Nommensen from TikTok Shop and Parinaz Firozi from Anthropic. These leaders, among others, will share their expertise through keynotes and panel discussions. The agenda is designed to foster candid dialogue and provide actionable takeaways for retailers and brands aiming to stay ahead of the curve.
Patrick Nommensen, President of Strategic Initiatives at TikTok Shop, will lead a keynote focusing on how the platform is redefining online shopping as a fun, social, and interactive experience. He will delve into how TikTok Shop is bridging the gap between content and commerce, enabling brands to connect with customers on a more personal level. Nommensan will also explain how this strategy can translate into measurable growth for businesses.
Parinaz Firozi, Head of Growth & Agentic Commerce Partnerships at Anthropic, will address the transformative role of AI agents in the customer journey. She will explain how these evolving agents are reshaping the ways consumers discover products, make decisions, and complete transactions. Her insights will be crucial for brands and retailers as they navigate the future of an increasingly agentic commerce landscape.
Other key speakers and topics
Jamil Ghani, Worldwide Head of Prime at Amazon, will discuss the company's Prime program and how it has become a benchmark for subscription-based retail benefits. He will highlight what drives customer satisfaction and provide valuable lessons for smaller brands and retailers. Greg Schwartz, CEO of StockX, will share his insights on the platform's evolution from a sneaker marketplace to a full-featured commerce platform. Schwartz will detail the innovative use of AI and live commerce to redefine the resale shopping experience.
Amiee Bayer-Thomas, Chief Retail Officer at Ulta Beauty, will talk about the company's approach to creating engaging shopping experiences for modern consumers. She will highlight the balance between innovation in the beauty retail industry and the enduring importance of building strong customer connections. Anne Mehlman and Carly Gomez from Crocs will focus on how the brand stays relevant to younger shoppers through bold collaborations and authentic brand identity.
Hal Lawton, President and CEO of Tractor Supply, will share his perspective on brand authenticity and customer engagement as the company adapts to the rise of unified commerce. Lawton will also reflect on how the retailer is managing an evolving customer base and reimagining the role of physical stores in a digital-first world. The conference will also include the popular 'Meetup' program, which has facilitated over 20,000 business meetings in the past, ensuring participants connect with high-value industry peers.
Retail as a fast-evolving industry
Joe Laszlo, Global Head of Insights at Shoptalk, emphasized the urgency of the moment in the retail sector. He said that transformation is happening faster than ever, and industry leaders need more than just insights—they need real, unfiltered conversations to build resilient strategies for the future. Laszlo stressed that Shoptalk Fall 2026 will provide exactly that, offering a platform for open dialogue and collaboration.
The conference will explore a range of topics, including the power of personalization, the rise of agentic commerce, and how AI is reshaping the way brands interact with consumers. It will also address the challenges and opportunities in shoppertainment, which blends brand storytelling with entertainment to create more engaging consumer experiences. With these themes at the forefront, the event aims to prepare leaders for the shifting demands of 2027 and beyond.