Europe’s retail landscape isn’t just evolving – it’s being redefined. From AI-powered personalisation and resale culture to the growing influence of retail media and the Silver Generation, the shifts happening now will shape the future of commerce across the continent.

PMG’s  2025 State of Commerce: Europe  report breaks down the forces behind this transformation – and what brands must do to keep up.

Inside you’ll find:

• Why 72% of UK shoppers favour retailers offering secondhand options
• Retail media and generative AI are transforming targeting, pricing and personalisation strategies
• What value means to today’s consumer – and how trust is overtaking price

Read now to get the insights to help your brand adapt, connect and grow in a complex, fast-moving market.