About the speaker
Tarek Müller is co-founder, shareholder and board member at ABOUT YOU. The fashion and lifestyle platform went public on the Frankfurt Stock Exchange in June 2021 with a valuation of nearly EUR 4b. He has been developing digital business models for online retail for more than fifteen years and is responsible for Marketing & Brands at ABOUT YOU and is Managing Director of SCAYLE, the B2B division of ABOUT YOU Holding SE.
Tarek Müller at OMR
What are the big themes in e-commerce in 2026? What kind of company would Tarek Müller start today, and what opportunities does he see for D2C brands and retailers? The e-commerce landscape is moving fast. Reason enough to pick the brain of the Co-Founder & Co-CEO of ABOUT YOU. As traditional SEO is replaced by Generative Engine Optimization (GEO) and Agentic Commerce radically reshapes the customer journey, retailers are facing entirely new questions:
- How are AI agents—capable of making autonomous purchasing decisions—influencing the industry?
- Which strategic steps are now crucial to remain visible in a world of LLMs and automated checkouts?
- What are the biggest challenges facing e-commerce today, and what are the strategies to solve them? Who better to ask than Tarek Müller. He analyzes how the interplay between content, technology, and user intent is shifting in 2026. Beyond his visionary outlook, Tarek brings concrete hacks and proven strategies from his experience at ABOUT YOU—ranging from AI-driven content production to scaling within saturated markets. Get fresh input for your own marketing in this conversation with OMR Education Podcast host Rolf Hermann, recorded live on the Yellow Stage.
Omr Festival 26 doesn’t happen twice.
Join thousands of marketers at OMR Festival 2026. Hits Hamburg on May 5–6. Be part of it – or hear about it later.