Retail Technology Adoption in EMEA: Trends and Insights

This IDC Perspective discusses the ongoing transformation of the retail landscape in Europe, the Middle East, and Africa (EMEA), driven by advanced technologies such as artificial intelligence (AI), the Internet of Things (IoT), blockchain, and augmented/virtual reality (AR/VR). In mature markets such as Western Europe, retailers are leveraging these tools to enhance omni-channel strategies and optimize operations, while emerging markets are focusing on addressing foundational challenges such as supply chain inefficiencies. Subverticals such as grocery, fashion, luxury, and electronics are showcasing solutions, from smart shelves and blockchain traceability in grocery to AR-driven personalization in fashion, at varying adoption levels. This report highlights regional dynamics, such as advanced AI deployment in Western Europe and innovative mobile-first strategies in the Middle East. "Retailers in EMEA are experiencing a profound transformation as they integrate cutting-edge technologies to meet evolving consumer demands. From blockchain-enhanced supply chains to AR-driven customer experiences, the industry demonstrates diverse adoption patterns that reflect regional market dynamics. These advancements streamline operations and enhance customer engagement, positioning retailers for long-term success," said Cristiano Quattrini, senior associate advisor at IDC Retail Insights.