European Retail Innovation Summit: Insights from Brussels

Retail in Europe is undergoing a powerful transformation—driven by digitalisation, evolving regulations, and the growing expectation for consumer trust and transparency. At the 12th European Retail Innovation Summit in Brussels, one message stood out:
Consumers are not just customers—they are citizens.

This mindset shift comes at a critical moment. As technology continues to reshape how we shop, communicate, and make decisions, the responsibility of retailers and regulators has never been clearer.

The Digital Shift: Opportunity and Responsibility

Retail’s digital transformation offers immense potential, but there’s a growing gap in inclusion. While tools like AI promise efficiency and innovation, too many Europeans lack the digital skills needed to participate fully in the modern economy. From basic IT literacy to understanding how algorithms work, digital readiness is no longer a luxury—it’s essential.

At the Summit, it was made clear: regulation like the Digital Services Act (DSA), Digital Markets Act (DMA), and the upcoming Digital Fairness Act are setting a new foundation for fairness and accountability online. But rules alone won’t get us there.

Building Trust Through Transparency and Access

To create a truly fair digital market, consumers need more than rights on paper—they need real-world access, clear communication, and meaningful participation.

That includes:

• Transparency on how data is used and how prices are set

• Simple, accessible return policies

• A safe online environment where fairness isn’t optional, it’s expected

Engagement is key. Retailers must go beyond transactions to build long-term trust and loyalty. That starts by treating consumer trust as a business asset—not a compliance checkbox.

Enforcement, Coordination, and Consistency Matter

Without strong enforcement, even the best policies fall short. That’s why the next EU Consumer Agenda places enforcement at the heart of consumer protection. Stronger collaboration between EU institutions and national authorities will be vital to ensuring companies live up to their obligations—and consumers see real-world impact.

The message from EU leadership was clear:

• Commissioner Michael McGrath reiterated the EU’s commitment to building a trustworthy, competitive market that works for all.

• Commissioner Henna Virkkunen reminded attendees that compliance is not optional—and that the retail sector has the innovation and resilience to lead Europe’s digital future.

Looking Ahead: A Vision for Digital Fairness

If the European Single Market is to remain competitive, it must work for everyone—not just the largest platforms or the most digitally skilled. Simplifying processes, streamlining compliance, and investing in education will be critical.

AI will play a role here—supporting both competitiveness and compliance—but success depends on consistent investment and alignment with core EU values.

The vision is clear:
A digital marketplace that is transparent, inclusive, and fair—for both consumers and companies.

The Time to Act Is Now

The retail industry in Europe is ready to lead. The challenges are real, but so is the opportunity. As we move toward a more digital and democratic retail landscape, the focus must remain on empowering consumers, ensuring compliance, and fostering trust in every transaction.

Want to stay ahead of the curve in digital retail policy and innovation?
👉 Sign up to our newsletter for updates, insights, and upcoming initiatives across Europe’s retail landscape.