On the evening of 11 November, the Pavilhão Carlos Lopes in the heart of Lisbon glowed pink as it opened its doors for VTEX Connect Europe. Timed to coincide with the Web Summit, which saw the movers and shakers in global technology descending on Portugal’s capital, the event drew together over 1,000 C-level executives, retail leaders, and technology innovators to explore how AI and unified commerce are reshaping global retail. Highlights included panels on AI-native commerce, B2B transformation, and modernising B2C experiences, plus drinks and dancing – and of course, the opportunity to network.
The undisputed highlight of the evening was the keynote speaker, none other than 22-time Grand Slam champion Rafael Nadal, who shared insights on discipline and performance, drawing parallels between elite sport and business leadership in an AI-driven world. He and VTEX chief revenue officer Santiago Naranjo even delighted the audience by hitting tennis balls into the crowd. Other speakers included leaders from Amazon Web Services (the event’s main sponsor), RedCloud and Delta Cafés, and Prakash Gurumoorthy, VTEX’s general manager for EMEA and APAC, who took time from his busy schedule to talk to InternetRetailing about VTEX’s plans for growth – and why VTEX Connect Europe is so special.
About VTEX
A digital commerce platform that’s been public since 2021, VTEX serves 2,600+ customers across 43 countries, supporting major brands including Walmart, Adidas and Coca-Cola. Originating in Latin America, its regional structure reflects global ambition: five regions, each led by a general manager overseeing growth, product localisation, and strategy, and a go-to-market playbook, which moves through four stages — discovery, validate, accelerate, and scale.
Western Europe, Gurumoorthy says, is in the “validate to accelerate” phase – meaning there’s plenty of room for growth. In the UK, the company recently announced a multi-year partnership with Manchester City, strengthening its presence in the sports sector and aiming to enhance fan engagement through innovative initiatives and exclusive experiences.
VTEX isn’t chasing topline growth at any cost. Instead, it focuses on high-value partnerships, with a revenue model tied to customer success: one-third fixed, two-thirds variable, based on achieving client business goals. “We have skin in the game and only benefit if our customers succeed,” Gurumoorthy said. This, he believes is central to the company’s brand proposition and what sets it apart from its competitors. “Growth is not just about acquiring new customers. Growth is growing our existing customers.”
Technological agility is another differentiator. VTEX was an early mover to cloud-native, microservices architecture and now aims to become an AI-native platform, integrating generative AI through both organic development and acquisitions like Brazilian AI company Weni, alongside partnerships with AI-driven personalisation firms.
Why Connect Europe matters
For VTEX, the Connect Europe event demonstrates their commitment to a positive future for digital commerce throughout the region – and beyond. “Our commitment is to improve the ecosystem through thought leadership, and we are very passionate about that as a company,” Gurumoorthy said.
But Lisbon was more than just a showcase: it was a statement of intent. The company is investing in brand visibility and thought leadership to accelerate adoption in Western Europe, where retailers are increasingly seeking cloud-native, API-first platforms to future-proof their operations. With AI and composable architecture at the heart of its offering, VTEX aims to differentiate from traditional monolithic systems and newer niche players.
As European retailers navigate economic uncertainty, sustainability pressures, and rising consumer expectations, VTEX’s pitch is clear: speed, flexibility, and innovation without complexity. If the momentum from Lisbon translates into partnerships, VTEX could become a major force in shaping the next chapter of European commerce.
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