What Shop.org does

Shop.org is a division of the National Retail Federation (NRF), operating as a member-driven trade association founded in 1996 and headquartered in Washington, DC. Its principal commercial asset is NRF Nexus, a highly curated, invitation-only annual conference for senior retail executives across digital, marketing, and technology functions. The 2026 edition is being held at The Broadmoor Hotel in Colorado Springs and is structured around Keynotes, Featured Sessions, Expert-Led Think Tanks, and a Retail CEO Program limited to 40 executives.

The organization's revenue model is event-based and sponsor-driven. Tiered sponsorship commitments anchor monetization: American Express is the Flagship sponsor, PwC, Salesforce, and Monks hold Core-tier positions, and Softtek and Forter hold Minor-tier positions. Value is delivered through access to a curated peer network — attendees and speakers include Denver Broncos, PacSun, The Vitamin Shoppe, Tractor Supply, Ulta Beauty, and Sam's Club — combined with content programming on AI transformation, agentic commerce, and retail innovation.

Distribution is conducted through shop.org and cross-promotion via NRF.com, the NRF Foundation, and the broader NRF events portfolio. Attendance is application-gated, and the entity operates as a non-profit with 51–100 employees. The 2026 agenda signals a deliberate thematic repositioning toward AI and agentic commerce, paired with a venue upgrade aimed at elevating the executive experience and deepening peer engagement.

Name

Shop.org

Legal name

National Retail Federation

Website

https://shop.org

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

51–100 employees

Short description

Shop.org is a non-profit trade association division of the National Retail Federation that operates NRF Nexus, a curated, invitation-only annual conference for senior retail digital, marketing, and technology executives, monetized primarily through tiered enterprise sponsorships and application-gated attendee registration.

Ownership category

akta.pro rank

Product category

Retail Trade Association Events

akta.pro primary industry

Professional & Association Conferences (MPAGAGAB)

Keywords

• Retail trade association
• Retail industry events
• Executive retail conferences
• Retail leadership forums
• Retail networking events

Headquarters

HQ city

Washington

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Distribution channels1 record

Marketing channels4 records

Core offering

Shop.org, a division of the National Retail Federation, is a member-driven retail trade association that produces NRF Nexus, a highly curated, invitation-only annual conference for senior retail leaders across digital, marketing, and technology. Its commercial activity centers on event registration, corporate memberships, and event sponsorships sold to retail enterprises and vendor partners.

Product overview

NRF Nexus 2026 is a single event offering—a highly curated conference for senior retail leaders in digital, marketing, and technology. The event features multiple session formats including Keynote Sessions, Featured Sessions, Expert-Led Think Tanks, and a CEO Track, all centered on themes of AI transformation, agentic commerce, and retail innovation. The venue is The Broadmoor Hotel in Colorado Springs, CO.

Differentiator

Problem solved

Functional benefit

Brands

• Retail CEO Program: An invitation-only experience for retail CEOs to share candid perspectives, build peer trust and explore the forces shaping retail's future
• Expert-Led Think Tanks
• NRF Curated Sessions

Products and services

• NRF Nexus 2026 NRF Nexus 2026 is a curated, invitation-only conference event for senior retail leaders across marketing, digital, and technology. It features keynote sessions, featured sessions, expert-led think tanks, and a Retail CEO Program (limited to 40 senior executives), designed for candid conversations, peer networking, and strategic insight into retail transformation, AI, and agentic commerce.

Named customers6 records

Segments1 record

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered flagship, core and minor.

• American ExpressflagshipGTM or Marketing PartnerAmerican Express is a sponsor and moderator of the opening keynote session, providing the American Express Theatre venue at Broadmoor West for the event.
• PwCcoreGTM or Marketing PartnerPwC is the Retail CEO Program sponsor, supporting the exclusive CEO Track sessions limited to 40 senior executives.
• SofttekminorGTM or Marketing PartnerSofttek sponsors the Featured Session on Delivering AI-enabled omnichannel experience at scale.
• SalesforcecoreGTM or Marketing PartnerSalesforce is a sponsor with Adriana Bourgoin speaking on Agentic Commerce and AEO/GEO optimization.
• MonkscoreGTM or Marketing PartnerMonks is a sponsor with Wesley ter Haar delivering the Breakfast Keynote on breaking and rebuilding businesses for the AI era.
• ForterminorGTM or Marketing PartnerForter is a sponsor with Jason Grunberg speaking on future-proofing commerce and customer trust in the age of AI agents.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Shoptalk: Major US retail and ecommerce conference covering digital, technology, and marketing transformation. Directly comparable in audience (senior retail executives) and thematic focus on AI/commerce to NRF Nexus, though typically at much larger scale.
• CommerceNext: Conference and community focused on retail marketing, customer experience, and digital commerce transformation. Closely comparable audience of senior retail digital and marketing executives and similar AI/transformation programming.
• Digital Summit: Multi-city digital marketing and ecommerce conference series featuring sessions on retail transformation, AI, and customer experience. Comparable in audience (senior marketing/digital leaders) and curated session format.
• Digital Commerce 360 (Internet Retailer) Events: Runs IRCE/Internet Retailer conference and related retail ecommerce events targeting senior digital and ecommerce executives. Directly comparable in audience and topical focus on digital retail transformation.
• Retail TouchPoints (Vertical Web Media): Retail media and events company producing executive-level retail conferences and content. Comparable in serving senior retail operations, marketing, and technology audiences with curated event programming.
• eTail: Long-running retail and ecommerce executive conference series targeting senior digital, marketing, and technology leaders. Directly comparable in audience persona, format (curated sessions, peer networking), and transformation/AI themes.

Broad incumbents

• Money 20/20: Large-scale commerce and payments industry event with significant retail executive participation. Adjacent in audience (retail commerce leaders) and in addressing AI-driven commerce transformation.
• NRF Big Show: NRF's flagship annual retail convention, also run by the same parent organization. Overlaps with Nexus in audience and themes but operates at far larger scale and broader scope, making it the principal internal and external competitive reference point.
• Forrester Forums: Large research and events firm running executive forums across industries including retail. Comparable in curated executive format and technology-transformation themes, though broader than retail alone.
• Gartner Symposium/ITxpo: Major enterprise technology executive events including retail CIO/CDO audiences. Comparable in targeting senior technology decision-makers with curated, high-touch formats and transformation content.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/shoporg
• Facebookfacebook.com/shoporg
• LinkedInlinkedin.com/company/the-shop

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Shop.org