European retail is being reshaped – again. From economic headwinds and inflation to the rise of resale, AI-powered commerce, and social-first discovery, shoppers in 2025 are making decisions differently.
PMG’s 2025 State of Commerce: Europe report is your strategic guide to this evolving landscape. Based on the latest data and market intelligence, the report offers a clear view of where the industry is headed and how brands can keep up.
Here’s a glimpse of what you’ll find:
- 55% of consumers say they can’t afford to make the wrong choice – quality and trust now trump price
- Resale, off-price, and “dupe” culture are reshaping value expectations, especially among Gen Z and Silver Generation shoppers
- Physical retail is rebounding – but omnichannel precision is key to profitability
- Retail media and generative AI are transforming targeting, pricing and personalisation strategies across Europe
Get the insights to help your brand adapt, connect and grow in a complex, fast-moving market.
