Victor de la Fuente joined a panel with Outlandish, Nivea and L’Oreal at Retail Media Congress in Madrid, sharing the stage as part of a full day dedicated to retail media integrated into digital retail strategy.
Retail Media Congress by eCommerce News, Madrid, February 2026
Victor de la Fuente (Nestle) on the panel with Luis Esteban (Outlandish), Jaime Maganto (Nivea) and Maria Marquez (L’Oreal) at Retail Media Congress, Madrid.
How discovery and checkout are merging inside social platforms.
real-time video as a purchase channel, not just a marketing format
AI-generated content and creators integrated into retail media strategy.
Victor de la Fuente joined this panel as part of a full day dedicated to retail media integrated into digital retail strategy, in Madrid. The session was moderated by Luis Esteban of Outlandish Espana, with Jaime Maganto representing Nivea (Beiersdorf) and Maria Marquez representing L’Oreal alongside Victor de la Fuente, who brought the eCommerce and retail media perspective from his work at Nestle.
The panel covered the emerging trends reshaping how brands reach customers: social commerce turning feeds into storefronts, live shopping bringing real-time video into the purchase path, and generative AI powering both content production and the creators being integrated into retail media strategies. Victor de la Fuente spoke to how these channels look from inside a global consumer goods company, where the path from discovery to purchase increasingly runs through platforms brands do not fully control.
For Victor de la Fuente, the common thread across social commerce, live shopping and generative AI is the same one behind agentic commerce: the purchase decision is moving into environments built for something other than a checkout page. Brands that treat these channels as media placements rather than commerce surfaces will fall behind the ones that rebuild their retail media strategy around them.
Live shopping and social commerce work because they are entertaining first and transactional second. Retail media activations -done aggressively- are part of the enshitification
Victor de la Fuente
For fifteen years my work has focused on where eCommerce strategy meets emerging channels, from marketplaces to voice and now to agents. Sessions like this one matter because the shift is still being defined. The brands in the room get to help shape it instead of reacting to it later.
Speaking and lecturing at top Spain universities, business schools and international events.
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