The future of eCommerce
How digital commerce is evolving, and what brands, retailers and marketplaces need to understand next.
I teach eCommerce, digital marketing and digital strategy at universities and business schools, and speak to professionals about the technologies and business models shaping digital commerce.
Practical enough for professionals. Structured enough for students.
Digital commerce changes too quickly for education to live entirely inside a textbook.
As a teacher and lecturer, I combine academic work with more than 20 years of hands-on experience in digital marketing, eCommerce and digital commerce. Students don’t just learn what a framework says. We discuss:
I teach eCommerce, digital marketing and related disciplines at universities and business schools, combining structured concepts with practical examples from my professional work.
eCommerce · Marketplaces · Digital strategy
SEO · SEM · Social media
CRM · UX / CRO · Web analytics
Digital trends · Emerging technologies
In-company sessions are designed around the organization’s own context rather than a generic syllabus. Content, examples and depth are adapted to the audience, the business and its level of knowledge.
I speak about eCommerce, digital transformation, AI, technology and the future of digital business, turning complex subjects into practical ideas people can understand and remember.
That’s why learning how to think about digital business matters more than memorizing today’s tools.
Keynotes, talks and panel conversations built from what I see in digital commerce right now, and tailored to the audience in the room.
How digital commerce is evolving, and what brands, retailers and marketplaces need to understand next.
What AI really changes, and what it doesn’t. No hype: the practical implications for teams and businesses.
How marketplaces, AI agents, new interfaces and changing consumer behavior are reshaping discovery and purchase.
What actually matters when companies try to transform their digital business.
How the discipline has evolved, and why understanding the whole customer journey matters.
Why better technology doesn’t automatically produce better businesses.
Swipe for more topics →
Real examples, business situations and practical exercises whenever they help.
Examples and discussions stay connected to the technologies, platforms and behaviors shaping the market now.
Questions, debate, analysis and participation are part of the plan.
MBA students, experienced executives and a digital marketing team should not get the same session.
My sessions combine strategic thinking with hands-on experience, adapting the depth and format to the audience.
Build the foundations for a career in digital business.
Connect frameworks with real business decisions.
Understand how emerging technologies and digital commerce affect business strategy.
Improve practical capabilities across eCommerce and digital marketing.
I adapt the content, examples, exercises and level of depth to the people in the room.
Examples, not a fixed menu. Length and format are agreed with each organizer.
A focused, inspiring introduction to a topic.
Theory, discussion and practical exercises.
A deep dive into one specific subject.
A focused discussion around a company’s own challenges.
A high-energy presentation for larger audiences.
A conversation about technology, commerce and the future of business.
I’ve worked inside large organizations, built businesses, managed digital teams and advised companies on eCommerce and digital strategy. That experience changes the way I teach.
Students hear about decisions that actually had consequences. Professionals connect theory to the problems they face today. Executives can discuss emerging technologies without a layer of academic abstraction in the way.
The classroom benefits from the real world.
Teaching digital business from the perspective of a practitioner.
eCommerce · Digital commerce · AI · Digital strategy
Victor de la Fuente is a digital commerce professional, professor, speaker and author with more than 20 years of experience in digital marketing and eCommerce. He teaches at universities and business schools and speaks about the evolution of digital commerce, technology and business.
I speak at conferences, universities, business events and corporate sessions about eCommerce, AI, digital strategy and the future of digital business.
Tell me about:
I can contribute individual lectures, workshops, modules or complete sessions, depending on what the program needs.
Talk about your program →I design practical sessions for teams and executives around eCommerce, digital marketing, AI and digital strategy.
Design an in-company session →eCommerce, digital marketing and digital strategy, including SEO, SEM, social media, CRM, UX and CRO, web analytics, marketplaces, retail media, digital trends and AI.
Yes. I teach and speak in Spanish and in English.
Most of my sessions are in person, and online sessions are possible when the program is designed for it. I have also recorded course content for Webpositer Academy.
Yes. I have taught at the Universitat de Barcelona, the Universitat Autònoma de Barcelona, MIOTI, ISDI, EADA, EAE, Nuclio Digital School, Webpositer Academy, Toulouse Business School and IEBS.
Yes. I run in-company sessions for teams and executives, including programs with ISDI and in-house training for more than 150 colleagues at Nestlé Spain.
That is the default. Content, examples, exercises and depth are built around your audience, your business and what you need people to do afterwards.
Yes. Recent stages include eShow Madrid and Barcelona, the Retail Media Congress, the Retail Forum, FBA Show and MIOTI.
Yes, as a panelist or as a moderator. I moderated the social media round table at eShow Barcelona, for example.
It depends on the format, from a single lecture to a full module. We agree on the length together when we plan the session.
Yes. I teach full modules, such as the UX and CRO module and the social media module in the University of Barcelona’s Master’s in Marketing and Communication.
Teaching is a way to share what works in real projects. As a teacher and lecturer, the focus is always on practical knowledge that students can apply at work the next day.
Sessions combine strategy with hands-on exercises. For example, a class on conversion might start with a framework and then move to a live audit of a real website. Also, every session leaves time for questions.
In short, the aim is to inspire and to equip. Therefore, schools and universities can request a single lecture or a full module.
Learn more about the role of a lecturer on Wikipedia.
Whether it’s a university classroom, an executive workshop or a conference stage, I bring practical digital experience, clear thinking and a point of view.