Retail Careers Reimagined: The Top 10 Roles Shaping the Future of European Retail

As the retail landscape continues to transform across Europe, the need to align skills with real market demands has never been more urgent. From digitalisation and automation to sustainability and resilience, retail employers are facing complex pressures. Many are struggling to find the right talent with the right skills. 

In response, the Skills4Retail project has conducted a thorough analysis of emerging occupational profiles across the sector. Drawing from extensive research in nine European countries, the Occupational Profiles and Needs Analysis (Deliverable D2.1) identifies the ten retail roles that will be critical to the sector’s future competitiveness.
Download the full report here 

This analysis has informed a new European Retail Skills Strategy and already shaped the content of our Reactive Training Programme, now live on the Skills4Retail platform.
Explore the free online training here 

The future of retail is already here — and it needs new skills 

Retail is the largest private-sector employer in Europe, employing around 9% of the EU workforce. Yet employers consistently cite skills gaps as a key barrier to growth, particularly in areas like e-commerce, sustainability compliance, supply chain resilience and digital marketing. 

As Arnold Dillon, Director of Retail Ireland at Ibec, notes: 

“How can we ensure that retail is an attractive career — one that people can develop in? That is a really core issue for a lot of businesses at the moment. We have put in place a range of programmes, from apprenticeships to short courses and even degree-level training. The aim is to enable people to grow in their roles, build a career and engage in meaningful lifelong learning.”

The top 10 retail roles to focus on 

The Skills4Retail research prioritises ten occupational profiles based on factors such as job growth, vacancies and evolving responsibilities. These include both traditional and emerging roles: 

1. Shop Assistant 
2. Store Manager 
3. Warehouse Worker 
4. Buyer 
5. Merchandiser 
6. E-Commerce Specialist 
7. Supply Chain Manager 
8. Sustainability Officer 
9. Security Manager 
10. Corporate Training Manager 

Each of these roles is associated with a blend of technical and transversal skill needs, from customer relationship management and leadership to digital literacy and environmental awareness. 

Skills4Retail’s training is now available 

To support rapid upskilling in these priority areas, Skills4Retail has launched its first set of Reactive Training Programmes, designed to address the most immediate skills gaps across the sector. These modular, flexible, and self-paced online courses are open-access and tailored to fit the busy schedules of retail professionals. 

Topics include: 

• Digital marketing essentials 

• E-commerce fundamentals 

• Resilient retailing 

• Green retail skills 

• Human skills and emotional intelligence 

Courses have already been piloted and validated by retail and training partners across Romania, Hungary and Austria, and are now freely accessible to all European retail stakeholders.
Access the training here 

Why this matters for HR managers, educators and policymakers 

By aligning training with occupational needs, Skills4Retail is helping to elevate the retail sector, not just as a source of employment, but as a viable and rewarding career path. The ultimate goal is to reduce turnover, boost resilience, and support workforce mobility across Europe. 

With more training content and learning pathways currently in development, now is the time for employers, education providers and government actors to get involved. 

To explore the occupational profiles and skill gaps in more detail:
➡️ Download the D2.1 Occupational Profiles and Needs Analysis

➡️ Explore the Reactive Training Programme