Reinventing oneself without losing the essence. This is one of the great challenges for neighborhood stores, which must find a way to adapt to new consumption habits and incorporate new technologies without giving up close customer relations. In addition, many establishments also face the challenge of finding someone who can take over and ensure their continuity. To respond to these challenges and contribute to strengthening local commerce, Barcelona will celebrate on October 21 and 22 the first edition of the Trade Show, an initiative born with the aim of offering resources and tools to professionals in the sector.
Organized by Fira de Barcelona and promoted by the Barcelona City Council through Barcelona Activa, the show will turn Pavilion 8 of the Montjuïc venue into a meeting point for merchants, entrepreneurs, experts, and entities linked to commerce for two days. Under the motto Local commerce, from within, the initiative aims to go beyond debate and foster the exchange of experiences and knowledge, as well as to publicize practical solutions applicable to the daily life of businesses.
To make this possible, the show will occupy nearly 1,500 square meters and will offer more than 50 sessions with nearly 80 speakers, who will share knowledge and experiences on key issues for the future of businesses, such as boosting sales, digitalization, customer relations, and generational handover. The first edition of the show is also held in a particularly significant year for Barcelona's commerce, as the city this year holds the title of European Capital of Local Commerce. A distinction that invites a closer look at the role of shops in the daily life of neighborhoods: establishments that, beyond selling products and services, keep the streets alive, foster relationships between neighbors, and contribute to making the city.
But, in addition, local commerce not only plays a key role in the life of neighborhoods, but also in the entire Barcelona economy: the city has more than 60,000 commercial establishments, which employ more than 152,000 people and represent 13.2% of the municipal gross domestic product (GDP).
From artificial intelligence to generational handover
Precisely because local commerce is an important part of Barcelona's life and economy, guaranteeing its future means helping establishments face the changes that are already on the counter. How can they adapt to new consumption habits, reach more customers, or incorporate technology without losing personal interaction? And how can they ensure continuity when the time comes to pass the business on to another generation? These questions will focus a large part of the program of the Trade Fair, which will offer more than 50 sessions combining contributions from sector experts with the experiences of the merchants themselves, who face these challenges in their daily lives.
In an increasingly competitive market, knowing how to differentiate oneself and build a lasting relationship with customers is fundamental. For this reason, the program will address how to strengthen the identity of establishments, improve their positioning, and leverage channels such as social networks to reach new consumers. In this area, experts such as Juanita Acevedo, a specialist in brand positioning, communication, and artificial intelligence; Jordi Reche, a consultant specializing in non-verbal language; and Jorge Sandua, founder of the advertising agency PutosModernos, will participate, offering different perspectives on how to communicate and give visibility to businesses.
This adaptation also involves incorporating new tools into daily management. Artificial intelligence, for example, can help small businesses automate tasks, generate content, and optimize processes, provided it aligns with the needs of each establishment. The possibilities of these applications will be a central part of the program's sessions, led by experts such as Albert Cervelló, a specialist in productivity and AI applications, who will share his vision on the possibilities offered by this technology. Cybersecurity, digital reputation, and the use of data for decision-making will complete this block, which will also address how to leverage digital resources with greater confidence.
Beyond selling more or modernizing establishments, the sector also faces the challenge of ensuring their continuity. Finding someone to take over is key to preventing businesses with years of history from closing down. For this reason, the fair will address the transmission and sale of businesses, as well as the management of economic resources and ways to obtain financing to boost them. Economic and fiscal issues linked to these processes will also be discussed with the participation of speakers such as Marc Masmitjà, economist and tax advisor.
But not only experts will have a voice in these conferences. The merchants themselves will also play a prominent role, sharing their experiences and explaining how they manage their businesses and face changes in the sector. Among the participants will be Pròsper Puig, from Cansaladeria Puig and president of the Barcelona Comerç Foundation; Jaume Bertran, from Forn Mistral and president of the Bakers' Guild, and Andreu Maldonado, from Maldonado Smart and president of the Hardware Guild. Their contributions will provide first-hand knowledge of the challenges and opportunities experienced every day behind the counter.
The program will also give visibility to initiatives that represent new ways of understanding local commerce. This is the case of Ana Mar López, from the Nausicaä Còmics bookstore; Leila Ghorbel, president of the A Granel cooperative; Alba Zarco, from Dos Punts, and Sonia Revoltós, founder of Yud Moda Íntima. Their experiences will join those of merchants with a longer trajectory to show the diversity of business models and the different formulas to respond to consumer needs.
This diversity of voices will also be reflected in the participation of institutions such as the Barcelona Provincial Council, the Barcelona Chamber of Commerce, the Barcelona Metropolitan Area and the Generalitat de Catalunya, as well as other bodies and entities linked to the sector.
Solutions for everyday challenges
Beyond the presentations, the Trade Show —with free access upon prior registration— aims to offer professionals a space to share experiences, resolve doubts, and find solutions applicable to their daily lives. With this purpose, the program will combine workshops and participatory activities with networking spaces to foster contact between merchants and open the door to new collaborations. Likewise, meetings will also be organized between owners who want to transfer their business and entrepreneurs interested in taking over, with the aim of ensuring the continuity of establishments.
In addition, the fair will coincide in dates and venue with the Employment Fair, an opportunity to connect trade with the labor market. This coincidence will allow bringing establishments that need to incorporate staff closer to people looking for work or wanting to orient their professional future towards this sector, as well as giving visibility to the labor and training opportunities offered by trade.
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