Shaping the future together for a thriving retail and wholesale sector

As we close this year, we reflect on a period of profound change for European retail and wholesale. Geopolitical tensions, economic uncertainty, and a fragmented political landscape are increasingly shaping our environment. Yet, amid these challenges, our sector continues to demonstrate resilience, innovation, and a deep commitment to serving communities across Europe. 

Retail and wholesale remain a cornerstone of Europe’s economy: 

• Europe’s largest private employer, with 26 million jobs 

• 5 million businesses; 99% of these are SMEs 

• A strong local presence in every community 

• Continuous investment in technology and sustainability 

• Collaboration across multiple value chains  

Our EuroCommerce Awards celebrated 60 projects that showcase innovation and inclusion, proving that commerce can be a force for solidarity and transformation. These initiatives inspire us all to turn ambition into reality. 

Our priorities and progress 

Our work is guided by four strategic priorities that will remain central in 2026: sustainability, ease of regulatory burden, level playing field, and a strong Single Market.  

One Single market: this year, we elevated our Single Market issues to the top of the European agenda. A Single Market as a necessity for economic security and resilience, for sustainability and circularity investment and for consumers for better choices and prices. From European legislation, to national barriers and industry practices such as territorial supply constraints, our message is clear: Europe needs first and foremost a functioning Single Market to thrive. 

On sustainability, retail and wholesale offers huge potential to drive investment, encourage consumers and develop new markets but it needs regulation that is practicable and creates the right incentives. This is particularly relevant to the 5 million SMEs in our sector. We have welcomed steps towards further simplification and dialogue but also called for recognition of the investments undertaken by frontrunners. Our EuroCommerce Awards highlighted inspiring projects that go beyond compliance. 

On easing the regulatory burden, we have worked tirelessly to contribute to simplification, burden reduction and implementation dialogues. Through continuous engagement, we have secured practical solutions that help businesses remain competitive. Our advocacy for predictability and simplification will continue into 2026, as more “omnibus” (simplification) packages are expected. 

Creating a level playing field: together with our members, we raised awareness of the need for urgent enforcement action and the use of the full regulatory toolbox at both EU and national level to restore a level playing field with third country platforms and traders. We delivered 10 concrete legal recommendations. We also gave a voice to merchants on the digital euro project and obtained that opened discussions on non-European card schemes are re-opened, ensuring fairer conditions for all and European sovereignty. 

These achievements were supported by thought leadership initiatives, including the McKinsey State of Grocery report, high-level engagement with institutions to wider engagement with our multiple stakeholders.