Seller Emotion Valencia 2025: Key Insights on Marketplace Excellence and Digital Shelf Analytics

On May 8th, the flipflow team had the privilege of participating in Seller Emotion Valencia 2025, a top-tier event for marketplace sellers and digital commerce professionals. Held at The Terminal Hub in Valencia’s maritime district, the event brought together industry leaders, successful sellers and technology providers to share winning strategies on marketplaces such as Amazon, Temu and TikTok Shop.

Our CEO, Ricardo García, delivered an insightful presentation on Digital Shelf Analytics and shared his valuable experience in one of the event’s most interesting panel discussions. In this article, we will share the event’s main takeaways, highlighting the key insights that can help sellers optimize their marketplace performance in 2025 and beyond.

Event Overview: A Gathering of Marketplace Minds

Seller Emotion Valencia 2025 presented a carefully curated programme addressing the most pressing challenges currently facing marketplace sellers. From multi-marketplace strategies to Amazon advertising optimization, B2B opportunities and supplier relationships, the event covered the full spectrum of the marketplace ecosystem.

The evening began slightly later than scheduled due to the intense and unexpected downpour that greeted guests in Valencia. Despite the rain, attendees received a warm welcome from the event’s presenter, Alba Domínguez. The welcome was followed by a series of panels and expert presentations that extended into the evening, concluding with a cocktail reception that fostered valuable connections among the attendees.

B2B Marketplaces: Strategies for scaling in the digital environment

Following the first afternoon presentation by Artefact, which discussed Amazon Marketing Cloud and its various implications, we attended an interesting panel discussion with Domingo Gutiérrez of Emuca, Pedro Soriano of Tayg and Pedro Albaladejo of Webimpact. It explored the growing landscape of B2B marketplaces. The discussion revealed how B2B commerce, traditionally relationship-based, is evolving in the digital age, with marketplace platforms creating new opportunities for business suppliers.

Key topics included:

• Strategic catalogue selection for B2B marketplaces
• Criteria for selecting which marketplaces to prioritize
• Metrics used to assess the success of digital transition
• Lessons learned from implementing B2B marketplaces

The panel highlighted that success in B2B marketplaces requires a different approach to B2C, with considerations for complex pricing structures, client relationships and specialized product information.

Multi-Marketplace Strategy: Balancing opportunity and complexity

The following panel discussion, “How to sell successfully on multiple marketplaces: Key strategies and tools”, was a dynamic debate with representatives from PcComponentes, Temu, Cecotec and Shoppingfee.

The discussion tackled crucial issues faced by every marketplace seller:

1. How to measure the opportunity cost of deciding between maintaining stable prices versus participating in price wars.
2. Mistakes and lessons learned by brands when selling on multiple marketplaces.
3. Role of predictive models and AI in pricing decisions, stock allocation and international expansion.
4. The impact of content (titles, descriptions, images, videos) on positioning and conversion across different platforms.
5. Common reasons why accounts lose visibility or face restrictions.

This panel underlined that a successful multi-marketplace strategy requires sophisticated approaches to pricing, content optimisation and performance measurement.

Digital Shelf Analytics: From unknown practice to essential if you sell on marketplaces

A highlight of the event was the presentation by Ricardo García, CEO of flipflow. He offered valuable insights into Digital Shelf Analytics and its transformative impact on marketplace success. 

Ricardo explained how Digital Shelf Analytics provides the visibility and intelligence needed to outperform competitors in increasingly crowded marketplaces.

Key points from his presentation included:

• Data on the growth of e-commerce in the coming years and the implications this will have for those selling products on marketplaces.
• An explanation of what the Digital Shelf is and how the millions of products for sale in this environment can be monitored.
• What Digital Shelf Analytics entails and the type of actionable data it provides.
• The various metrics that can be obtained when using a Digital Shelf Analytics tool.
• Why having a Digital Shelf Analytics strategy in 2025 is so necessary.
• And finally, the synergy between the Digital Shelf and Retail Media as key to selling on marketplaces.

Ricardo demonstrated how flipflow’s Digital Shelf Analytics 360 solution provides sellers with actionable intelligence that directly impacts sales performance, profitability and marketplace growth.

TikTok Shop and Live Shopping: The future of Social Commerce

Another highlight of the event was the presentation on TikTok Shop by Rocío Martín of Artefact, who shared valuable insights into how this platform is revolutionizing social commerce in Spain. 

A key moment was the practical demonstration of Live Shopping conducted by specialists from Aldous Bio. Attendees witnessed live how real-time sales dynamics work through TikTok. This immersive experience showcased the potential of live streams to generate engagement and instant conversions, while illustrating best practice for preparing, promoting and executing successful Live Shopping sessions. The demonstration had over 100 people participating live!

Event attendees were able to see firsthand how brands are adapting their strategies to leverage these new direct sales channels via social media, consolidating the trend of social commerce as a fundamental component of the digital marketing mix.

Amazon Ads in depth: From Impression to ROI

Following the presentation on TikTok, Ricardo joined a panel discussion on Amazon Advertising with Carlos Fominaya of Ysabel Mora and Sara Moreno of Babaria. This panel explored strategies to optimize Amazon Ads performance and measure true ROI.

The discussion covered:

• Tools used to optimize campaigns, create reports and scale performance
• How cross-referenced data analysis (sales, stock, competition) improves decision-making in Amazon Ads
• Emerging trends including DSP, video advertising and retargeting strategies
• Key patterns that distinguish high-performing Amazon Ads accounts
• Leveraging Amazon Marketing Cloud to understand the customer journey and optimize campaigns beyond standard metrics

Ricardo shared flipflow’s unique perspective on how integrated data analysis leads to smarter advertising decisions, highlighting how the relationship between pricing, Buy Box ownership and inventory status directly impacts advertising performance.

Amazon Vendor Strategies: Navigating the challenges

The event also featured a panel on Amazon Vendor strategies with Daniel Rodríguez of Spalding, Mario Fontán of Colorbaby, Jonathan García of Artefact and Elena Martínez of Aldous Bio. This discussion provided valuable insights for brands considering or already involved in a Vendor relationship with Amazon. Key topics included:

• Critical factors in annual negotiations with Amazon Vendor Central
• Strategies for protecting margins while maintaining visibility
• Decision frameworks for hybrid models (Vendor vs. Seller)
• Essential tips for brands entering the Vendor programme

Protection and Compliance on Marketplaces

The final panel featured Elisabeth Rodríguez of Segure Commerce and Stefano Di Loreto of Avask discussing the often-overlooked aspects of selling on marketplaces: financial management, legal compliance and risk protection. Topics included:

• Risk management and specific insurance solutions for eCommerce
• Common legal compliance errors made by growing brands
• Best practices in financial management for multichannel operations
• The impact of new electronic invoicing requirements on marketplace sellers

Conclusion: Data and strategy, the key to standing out on marketplaces

Seller Emotion Valencia 2025 made it clear that success on marketplaces goes beyond intuition: it is fundamental to have strategies based on precise data and in-depth analysis. During the event, the importance of tools such as Digital Shelf Analytics became evident in understanding product behaviour, improving visibility and making informed decisions that boost performance in these competitive environments.

The continuous evolution of marketplaces demands a clear vision and real-time data to make the most of every opportunity. From flipflow, we will continue to actively participate in these idea-sharing spaces, encouraging dialogue and supporting sellers on their path to success.

We thank Seller Emotion Valencia for bringing together industry experts and professionals, and all attendees for sharing experiences and learnings.

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To find out more about how flipflow’s Digital Shelf Analytics 360 tool can transform your marketplace performance, contact our team today.