VTEX Connect Europe, held this year in Lisbon, brought together over 1,800 decision-makers from more than 40 countries, coinciding with the city’s Web Summit. The event drew attention not only for its industry discussions but also for its keynote speaker: tennis champion and entrepreneur Rafael Nadal.

In his talk, Nadal urged business leaders to embrace discomfort and persevere through challenges, highlighting how navigating difficult moments and constructive criticism often paves the way for success. His message resonated with attendees seeking practical ways to sustain growth in a crowded and competitive digital landscape.

The conference also highlighted the ecosystem surrounding VTEX, with Amazon Web Services (AWS) serving as the primary sponsor. While the partnership highlighted the company’s connections in enterprise commerce, the broader focus was on how innovation, technology, and collaboration are shaping the future of digital commerce in markets such as Germany, France, and the United States.

“Our partnership with VTEX at this event highlights our commitment to accelerating the digital transformation of enterprise e-commerce tech stacks globally,” said Luis Monteiro, Principal for Travel and Hospitality in EMEA at AWS.

VTEX Chief Revenue Officer Santiago Naranjo described the conference as a significant milestone for the company in Europe, adding that it strengthens VTEX’s position as a leading enterprise commerce platform in the region.

Beyond the speaker lineup, VTEX Connect Europe highlighted broader trends shaping the digital commerce space. Conversations throughout the event centered on AI, composable commerce, and operational efficiency, offering a glimpse into how businesses are leveraging technology to achieve measurable results across the enterprise.