Observations from IFA 27: The Rise of Shenzhen

15 September 2026

Shenzhen city skyline

So, did you make it to IFA in 2026?

Visiting the world’s largest tech show has become a yearly institution for Digishare. Beyond all the flashing lights and shiny metal on display, it’s mostly a chance to talk to as many people in the business as we can. In terms of taking the temperature of an industry or market, it’s invaluable.

It’s always tempting to make grand statements and sweeping predictions based on what you see on the show floor, but there are some trends that it’s hard not to notice. The most inescapable of these is: The Rise of Shenzhen.

 

Dominating the show

Over the last five years, the rapid growth of Shenzhen-based Chinese tech brands has led to them dominating the show. And for good reason.

Offering quality products at reasonable prices will always go a long way towards success, but a key distinguisher for these brands is their skill in merchandising online, especially on Amazon.
Almost every one of these brands we spoke to at this year’s show operated with internal Amazon-focused content teams – dedicated to creating, translating and publishing content directly into Amazon, either through Vendor Central or Sellar Central.

 

Where do future efficiencies come from?

However, another common feature of this model emerged – every single one of them reported issues with this process; not least of which was their difficulty in publishing content beyond the Amazon ecosystem. Almost all teams also mentioned encountering a lack of efficiency and accuracy in translation.

It’s undeniable that these processes have delivered “good enough” performance for their level of business to this point, but friction is only increasing with further growth.

Now, nobody is unfamiliar with the “sunk cost fallacy”, but tearing an existing system apart and starting again is never a welcome prospect, even if it is beginning to stifle your momentum. Faced with such a situation, how can you approach making things more effortless without a significant investment of time, effort and resource?

 

A RAMP offers low-impact solutions

That’s where we found the message about our RAMP platform and scrape tool to have the most resonance. With access to a single point of optimisation, publication and automation, existing processes can be made to deliver greater efficiencies and make chasing further growth all the more attainable.

For those willing to revisit their processes, larger dividends await:

  • Build once
  • Translate inside the platform
  • Monitor changes with approval workflows
  • Notify stakeholders when content is ready
  • Send to Amazon and every other retailer in just two clicks

If this sounds like the sort of revitalisation your content process needs – or simply to talk over your specific content pain points – feel free to drop us a line at info@digishare.eu