Barcelona hosts international forum on secure trade and e-commerce

Barcelona is hosting major international events focused on the evolution of global trade, intellectual property, and digital commerce. The Consorci de la Zona Franca de Barcelona (CZFB), in collaboration with the OECD and the European Union Intellectual Property Office (EUIPO), is convening leaders to discuss the transformation of traditional free trade zones into innovation ecosystems.

Discussions center on protecting intangible assets, such as patents and trademarks, to combat illicit trade and counterfeiting. Experts from the OECD, EUIPO, and the Spanish Patent and Trademark Office are emphasizing the need for cooperation between customs authorities and technology companies to ensure secure market transfers.

Simultaneously, the Ecommerce Tour in Barcelona is addressing the rise of 'agentic commerce.' Industry professionals are analyzing how AI agents capable of searching, comparing, and purchasing on behalf of consumers will transform the customer journey. Key themes include the necessity of technological adaptation, maintaining brand coherence, and building consumer trust in an era of AI-driven decision-making.