European Commerce Awards 2025: A night of innovation, talent and transformation

Brussels, Beneath the elegant chandeliers of The Merode, the European Commerce Awards 2025 unfolded as a celebration of the beating heart of Europe’s economy: retail and wholesale. These sectors, often taken for granted, anchor every industry and product across the continent. They are the infrastructure serving daily consumers and business customers, the bridge between ideas, innovation and consumers, and the lifeline for millions of local communities. 

Retail and wholesale are Europe’s first private employer, providing jobs to 26 million people and sustaining 5 million businesses, 99% of them SMEs. They are present in every city, town and village, shaping not only the local economy but also social cohesion. As EuroCommerce Director General Christel Delberghe reminded the audience: “Our customers vote with their feet every day to shop with us. We are everywhere, but too often taken for granted.” 

The ceremony was about changing that narrative. It showcased how retail and wholesale are transforming rapidly, digitally, sustainably, and through talent development. These awards are more than recognition; they are a call to action for policymakers and innovators alike. 

Four categories, one vision: A future-ready sector 

The jury, composed of policymakers, NGO leaders and consumer advocates, reviewed nearly 60 applications from across Europe. The projects reflected a sector embracing change while staying rooted in community values. 

Skills: Investing in People 

The evening began with the Skills category, honouring initiatives that accelerate talent transformation and lifelong learning. From virtual reality training to digital retail studies, the nominees demonstrated that technology alone cannot drive progress, people do. The winner, El Corte Inglés Portugal, impressed the jury with its commitment to education and inclusion, ensuring employees can complete secondary education and thrive in a digital economy. 

Community Engagement: Commerce as a social catalyst 

Retail and wholesale are not just about transactions; they are about relationships. The Community Engagement category celebrated projects that support local communities, tackle food waste and help save the local environment. This year, the jury awarded two winners: 

Vege Retail, for its bold approach to sustainability and social impact, and 

SPAR Austria, for initiatives strengthening local communities and supporting their environment. 

Digitalisation: Reinventing the Consumer Experience 

Digital transformation dominated the evening, with 17 applications vying for the Digitalisation award. The winners were: 

SONAE, for its frictionless store concept combining autonomous retail with hybrid checkout options, and 

Skupina COOP, for using technology to bring retail closer to remote communities. 

Both projects redefine convenience and accessibility, proving that innovation can serve inclusivity as well as efficiency. 

Sustainability: Leading the Green Transition 

Finally, the Sustainability award went to Lidl Supermercados, recognised for its ambitious efforts to reduce environmental impact and promote healthier food choices. As WWF’s Ester Asin reminded the audience: “In a time of weakening environmental standards, the voice of businesses matters more than ever.” Lidl’s project sets a benchmark for circularity and responsible consumption. 

Why It Matters 

Retail and wholesale are the backbone of Europe’s economy, but they are also enablers of innovation. Without them, how would new ideas reach the market? From autonomous stores to biodiversity-friendly supply chains, tonight’s winners prove that commerce is not static—it is evolving at the intersection of technology, sustainability and talent. 

As EuroCommerce President Juan Manuel Morales concluded: “These awards are a testament to the creativity, adaptation and ambition that define our sector. Technology may evolve, but it is human talent that drives progress.” 

The European Commerce Awards 2025 remind us of a simple truth: when retail and wholesale thrive, Europe thrives. 

More details about the winners of the awards, as well as the jury here.