NielsenIQ Digital Advisory Council, Türkiye
Powering Seamless Agentic Commerce
Venue: Wyndham Grand Istanbul Levent
Date: 8th of May 2026
Time: 08:30 a.m. – 01:00 p.m.
Powering Seamless Shopper Experience in the Age of Agentic Commerce
Today’s shoppers expect experiences that feel smooth and effortless – relevant product suggestions, reliable product availability, consistent pricing, easy checkout, fast delivery, and seamless service. Brands and retailers now have an exciting opportunity to create these “magic moments” by deploying right capabilities in the commerce ecosystem orchestrated by Agentic AI.
Our upcoming Digital Advisory Council session will explore the core enablers that make true seamless commerce a reality in the age of agentic commerce: connected operations, intelligent data flows, modern infrastructure, and disciplined execution, which bring every channel together, elevate the shopper experience, and set a new standard for omni‑commerce excellence.
Agenda
08:30 – 09:30 Registration & Networking
09:30 – 09:45 Welcome Note by Didem Şekerel Erdoğan
09:45 – 10:05 Global Omni & Digital Commerce Trends for 2026 by Ramon Melgarejo
10:05 – 10:30 Overview of Türkiye Digital Commerce Trends and Foresights for 2026 by Turan Konu, Yankı Yalçın and Filiz Yalın
10:30 – 10:45 The Omnichannel Playbook – Digital Shelf with the Rise of Retail Media by Salim Bachatene
10:45 – 11:15 Fireside Chat: Agentic Commerce – How Brands Explore in the New Path-to-Purchase by Salim Bachatene and Ahmet Necmi Dinç pladis Global
11:15 – 11:30 Coffee Break
11:30 – 11:45 Digital Purchase Panel: Rise of Food Delivery by Ismail El Ouardirhi
11:45 – 12:45 Panel Discussion: Shopper 360°: The New ERA in Digital Commerce moderated by Turan Konu
12:45 – 12:50 Closing Remarks Ramon Melgarejo & Didem Şekerel Erdoğan
12:50 onwards Lunch & Networking
NIQ Speakers
Ramon Melgarejo
President of Global E-commerce,
NielsenIQ
Ramon Melgarejo has dedicated his career to redefining how businesses understand and engage with their customers. Currently serving as President of eCommerce and Consumer Panels at NIQ, Ramon leads the company’s growth strategy in these critical areas — bringing together data, technology, and deep consumer understanding to help brands and retailers win in an increasingly digital marketplace. Over a career spanning 22 years across NielsenIQ and Affinnova, he has overseen teams across sales, customer success, operations, and product leadership. Under his leadership, clients receive value-driven solutions that enhance consumers’ lives and foster long-term success. Throughout his career, Ramon has been instrumental in driving innovation in consumer insights, with a particular focus on the rapidly evolving eCommerce landscape. His deep understanding of consumer behavior, thoughts, and actions — combined with an agile and predictive approach — has transformed how businesses operate and compete in today’s fast-paced marketplace.
Turan Konu
EEMEA Retailer Services E-Commerce Director,
Middle East & Africa, NielsenIQ
Turan is an experienced leader with a passion for Omni-retail and E-Commerce strategy, with a solid background in innovation and manufacturer category management. Currently leading E-Commerce in Eastern Europe & MEA regions, Turan has a high level of expertise in delivering strategic insights, consulting and building credible partnerships with prominent E-Commerce retailers.
Filiz Yalın
EEMEAI Digital Shelf Analytics Leader, NielsenIQ
Filiz Yalın is an experienced professional with over 20 years in the industry, currently serving as EEMEAI Digital Shelf Analytics Leader at NIQ. Her specialization in consumer understanding and insight generation helps clients build a strong track record of transforming data into actionable strategies. Throughout her recent career, she has provided consultancy to companies across retail and FMCG sectors, helping optimize digital shelf performance and drive competitive advantage. Her data-driven mindset and sharp analytical perspective enable brands to adapt to evolving consumer dynamics and achieve sustainable growth.
Filiz holds her bachelor’s degree in industrial engineering from Bilkent University and an MBA from Yeditepe University.
Salim Bachatene
SVP Global Sales, E-Commerce,
NielsenIQ
Salim is your go-to expert for everything tech and e-commerce. Leading business development for Data Impact — a NIQ company, Salim is an authority on sharing the latest advancements, emerging trends, and innovative tools that can give you the edge you need to thrive in the digital world.
Yankı Yalçın
Account Development & E-Commerce Director,
Turkiye, NielsenIQ
Yankı is E-commerce Director at NIQ. With over 24 years of experience in Retail Measurement, he is a strategic leader focusing on helping clients grow their businesses with strong expertise in insights generation, marketing research, and data analysis and is dedicated to delivering FMCG, E-Commerce and Retail companies forward-looking insights and tools to support their growth in the rapidly changing market environment.
Didem Şekerel Erdoğan
EEMEA & India E-Commerce Leader and General Manager, Türkiye, NielsenIQ
Didem is an expert in leading big data advanced analytics with predictive intelligence using artificial intelligence to help clients drive profitable growth with insights and foresights. She is an expert in RGM (Revenue Growth Management), E-Commerce insights and foresights with superior consultancy is a clear focus of hers, Didem together with her teams launched 8 years ago the NIQ E-Commerce FMCG panel in Türkiye to provide forward-looking light to the industry. Didem is passionate to provide her clients in FMCG, E-Commerce and Retail companies with forward-looking insights and helping them to drive growth. She focuses also on helping clients across EEMEA and India with the next generation of digital shelf analytics to accelerate their growth journey in E-Commerce with a focus on sales excellence and ROAS.
Ismail El Ouardirhi
Sales Director, E-commerce, NielsenIQ
: Ismail is a Sales Director with a 13+ year experience in project management consulting and B2B SaaS/Tech industry, currently leading a team of Senior AEs to drive sales of NIQ’s Omnicommerce Solutions across Western Europe and the Middle East. He is part of NIQ’s Omnicommerce Senior Leadership Team, helping shape the future of AI‑powered consumer intelligence for leading global brands and retailers.
Fireside Chat
Agentic Commerce
How Brands Explore in the New Path-to-Purchase
Salim Bachatene
SVP Global Sales, E-Commerce,
NielsenIQ
Ahmet Necmi Dinç
pladis Global
Marketing Director
Panel with industry experts
Shopper 360°: The New ERA in Digital Commerce
Panel moderated by: Turan Konu
EEMEA Retailer Services E-Commerce Director,
Middle East & Africa, NielsenIQ
Cihan Öztürk
TikTok – Head of Client Solutions, Turkiye, Central & South Asia, Global Business Solutions
Ogün Davutoğlu
Trendyol Go by Uber Eats
Head of Revenue
Didem Şekerel Erdoğan
EEMEA & India E-Commerce Leader and General Manager, Türkiye, NielsenIQ
Emine Çetin
Getir
Chief Commercial Officer