ASHBURN International took part in EuroShop 2026, one of the world’s largest retail technology trade fairs, held February 22-26 in Düsseldorf. This year the event brought together approximately 1,900 exhibitors from more than 60 countries and once again confirmed its status as a key European platform for discussing the future of retail. The conference program focused on digital transformation, artificial intelligence, smart store concepts, and the development of integrated retail ecosystems.
For ASHBURN International, participation in EuroShop marked an important step in executing its international growth strategy and strengthening its position in Germany and across Europe. Throughout the exhibition, the team held a series of strategic meetings with POS hardware manufacturers, cash register system developers, international acquirers, and technology distributors.
ASHBURN International met with a range of technology providers specializing in payment hardware, Android POS devices, and software solutions for modern retail. Discussions covered the latest Android POS devices, the evolution of SoftPOS technology, integration with ASHBURN International software solutions, and opportunities to develop comprehensive 3-in-1 products that combine a cash register, payment acceptance, and fiscalization within a single infrastructure.
At the SUNMI booth, integrated payment infrastructure use cases within the POS ecosystem were demonstrated. This highlighted the market’s strong interest in flexible and scalable solutions. SUNMI, as a strategic technology partner of ASHBURN International, became one of the central points of engagement at the exhibition. At the partner’s booth, Executive Director Žoržas Šarafanovičius and Sales Manager Martynas Tiškevičius presented practical implementation experience of the TransLink.iQ solution across various markets. They reviewed real integration scenarios already deployed in several countries, demonstrating ASHBURN International approach to unifying payment infrastructure and POS ecosystems into a single managed architecture. This model enables centralized management, scalable growth, and adaptation to local market requirements.
The meetings also included discussions with SUNMI representatives, including Sam Su, Rotating President and CMO of SUNMI; Piotr Waś, Managing Director of SUNMI Technology Europe; Marcin Budziszewski, Sales Director Central and Eastern Europe at SUNMI Technology; Alexander Bespaly, Regional Director for CIS and Mongolia at SUNMI, and Sylvain Zu, Group Director of Product Marketing and EU Marketing Director at SUNMI.
As part of expanding the company’s strategic focus in Germany, meetings were held with multiple acquiring companies operating in the region – potential partners for entering the German market. Discussions focused on the capabilities of software solutions supporting multi-acquiring environments, where a single POS infrastructure can route transactions across several acquirers – improving resilience, optimizing costs, and meeting the diverse acceptance needs of retail merchants. The talks covered practical implementation of ASHBURN International software in this context, including non-standard and alternative sales channel models for deploying such solutions. The discussions addressed integration models, commercial terms, and opportunities for further development in the German market. The parties confirmed mutual interest in advancing cooperation across multiple technology tracks – from payment acceptance and fiscalization to broader POS ecosystem development.
In addition, the company strengthened relationships with POS software developers and technology partners from various countries. EuroShop 2026 provided a valuable platform for productive meetings with both existing partners and potential clients representing a broad geographic range – from markets of Georgia and Azerbaijan to the Baltics, including Lithuania. The discussions covered technical integration models, regional deployment specifics, and opportunities to create joint all-in-one solutions tailored to local market requirements. This format of collaboration enables the creation of flexible ecosystems in which payment services become a natural part of retail infrastructure, adaptable to the regulatory and commercial realities of each market.
EuroShop 2026 confirmed that modern retail is moving toward comprehensive digital solutions, where payment functionality is seamlessly integrated into a unified POS infrastructure. Participation in the exhibition allowed ASHBURN International to strengthen international partnerships, define new areas of collaboration, and reaffirm its strategic focus on developing integrated 3-in-1 solutions and expanding its presence in the European market.
