Technological advancements will continue to reshape consumer behaviour in 2026. Now in its 10th year, this annual report explores the top shopper trends that will redefine commerce in the year ahead. The trends included in this year’s edition highlight the growing ubiquity of generative AI, the increasing popularity of brand-produced digital entertainment content, the convergence of buy now, pay later (BNPL) and loyalty programmes, and the rise of the personalised digital health solutions market

China has birthed many of the world’s leading online marketplaces, as well as a wave of fast-growing challengers. Intense competition and slowing growth at home have pushed these retailers to seek new opportunities abroad, but aggressive US trade policies now threaten their expansion. As a result, China-affiliated marketplaces are recalibrating. This briefing examines how these players are navigating a rapidly evolving global trade environment and responding to external pressures.

This report bring together results from Euromonitor’s Voice of the Industry Survey, fielded in March and October 2025, which tracks sales performance and expectation, innovation initiatives, digital trends and technology investment. It highlights insights from industry professionals to understand short- and long-term business priorities and growth strategies.

This report covers the retail sector in the frontier markets of South Asia. Euromonitor International’s definition of the region includes the following countries: Bangladesh, Pakistan and Sri Lanka

The global FMCG market is projected to grow by 4.6% in current value terms to reach USD6.6 trillion. Growth is largely price led and financial concerns are weighing heavily on consumer behaviour given sustained cost-of-living pressures. Opportunities lie in emerging markets, health and wellness trends, and e-commerce. Key growth industries include soft drinks and beauty and personal care.

Best known for its wildly popular, creator-driven, algorithm-powered social media platforms TikTok and Douyin, ByteDance also stands as the fourth largest retailer and third largest online retailer in the world. This report explores ByteDance’s online marketplace success, which derives directly from its social media popularity. Operating an asset-light retail model, ByteDance leverages its strengths in AI, content discovery, and social commerce to drive innovation and outfox the competition.

Aldi Group is a leading player in the global discounters channel. This report analyses the retailer’s strategic approach in both domestic and international markets, with a focus on key markets such as the US and UK, amongst others. The report also examines the competitive landscape and showcases Aldi’s private label strategy through selected case studies.

LVMH Moët Hennessy Louis Vuitton SA stands as the world’s leading luxury conglomerate. This briefing offers a comprehensive analysis of LVMH’s global retail operations, highlighting how the group maintains its market leadership through a balance of heritage, innovation and localised execution. Key themes include LVMH’s experiential retail strategies, omnichannel integration and sustainability. The report also features an in-depth examination of LVMH’s core retail brands, such as Sephora.

E-commerce is predicted to account for 75% of retail’s five-year growth, but a key challenge for retailers and brands is how to drive profitable online growth. The savviest are embracing new places of discovery, new engagement tools and ways to service evolving shopper preferences. This report uncovers how to generate sustainable online revenue through stronger engagement strategies. Topics covered include gamification, shoppable video, loyalty, social commerce, GenAI and Agentic AI.

Costco remains the global leader in warehouse clubs, driven by its efficient business model, strong member loyalty and the growing cultural relevance of its beloved private label, Kirkland Signature. While its digital transformation and international expansion have been cautious, recent investments signal a strategic shift. With rising global demand and evolving consumer expectations, Costco’s ability to balance scale, simplicity and value will define its next phase of growth.

This report examines leading fintech and start-up players across key service industries, highlighting the rising influence of orchestration platforms, agentic commerce and embedded loyalty. It emphasises growing investments driving innovation, hyper-personalised rewards and a transformation in customer engagement.

The global online marketplace landscape is evolving rapidly, driven by technological innovations, shifting consumer behaviours and fierce competition. Established giants must increasingly contend with fast-growing upstarts, creating new opportunities for brands and sellers. This briefing explores this dynamic while profiling key marketplace platforms, such as AliExpress, Allegro, Amazon, Douyin, eBay, Flipkart, JD, MercadoLibre, Naver, Noon, Shein, Shopee, Temu, TikTok Shop, Tmall and Tokopedia.

This report covers the retail sector in Central America and the Caribbean. Euromonitor International’s definition of the region includes the following countries:

Retailers’ constant experimentation with new concepts and formats helps to lay the groundwork for the industry’s future. For this reason, Euromonitor International profiles the most innovative new concepts in retail each year. This edition explores innovation across five key areas: New Digital Interfaces, Responsible Retail, Experiential Retail, Data-Driven Retail, and Simplified Shopping.

Retailers continue to face disruption from generative AI, emerging technologies, shifting economic and political conditions, and evolving consumer behaviours. This report explores the strategies retailers are using to remain competitive and foster customer loyalty in today’s uncertain and rapidly changing environment. It also includes case studies from leading global retailers, offering real-world examples of how they are adapting to change.

This report identifies key long-term megatrends shaping consumer behaviour in Latin America. Technological advancements and wider internet access drive digital living, offering solutions to regional challenges. Better access to financial services fuels e-commerce and s-commerce growth. Inflation and changing household dynamics are driving consumers to focus on saving time and money, while also prioritising their overall wellbeing in the face of economic and geopolitical uncertainty.

Retail saw current value growth in South Africa in 2024. The retail landscape remains challenging due to South African households struggling with a rising cost of living, persistently high unemployment rates, and currency depreciation. These conditions were worsened by a prolonged 15-year high interest rate, making it increasingly difficult for many middle-income families to repay asset-backed debts, such as mortgages, due to shrinking disposable incomes. The situation was further exacerbated by

The local economy faced a challenging period in 2024, marking the second consecutive year of contraction, leading to low consumer confidence. As a result, retail in Germany experienced its lowest growth rate of the review period in 2024.

Retail in Morocco benefited from relatively stable socio-economic conditions in 2024, supported by steady GDP growth and government reforms. The new Investment Charter continued to attract foreign direct investment (FDI), bolstering industrial production and infrastructure development. Population growth further drove demand for essential goods, particularly groceries. At the same time, moderating inflation eased pressure on household budgets, contributing to increased spending on discretionary i

Retail in Mexico benefited to some extent from favourable macroeconomic conditions in 2024, including an increase in real wages and lower inflation compared to 2023. In October 2024, the Consumer Confidence Index published by the National Institute of Statistics and Geography reached its highest level since the Index was created in 2001, surpassing the record set the previous year. This measures consumer optimism or pessimism regarding personal finances and the broader economy, and in 2024 resul

Despite inflation rates dropping further and the economy showing signs of a recovery, retail continued to see only moderate growth in current value terms in 2024, similar to the growth seen in 2023. Consumers continued to limit their spending on non-essential items (with a few exceptions) due to financial constraints, but they also invested what money they did have in experiences more than material goods. In addition, widespread price sensitivity drove many customers to seek out or wait for sale

In 2024, Nigeria's retail landscape was shaped by a complex interplay of macroeconomic headwinds and strategic adaptations by key players across all channels. The removal of the fuel subsidy, introduced as part of the government's broader economic reform programme, triggered sharp increases in fuel prices, exacerbating an already inflationary environment and significantly raising operational costs for retailers. These factors, coupled with steep currency depreciation and persistent electricity s

Despite lingering budget constraints among some consumers due to elevated living costs towards the end of the review period, thereby slowing overall growth in the local industry, retail in the United Arab Emirates continued to record a positive performance in 2024, driven by a steady population increase, an influx of affluent workers, and rising disposable incomes among some segments. Outlet openings also slowed as retailers prioritised profitability and an omnichannel presence. Instead, investm

Retail in India witnessed another year of double-digit current value growth in 2024, although a slowdown was seen in the rate of increase compared with the previous few years. This was due to high inflation on some major essential food products, including vegetables, fruits, and edible oils, which led consumers to limit their overall expenditure, especially on non-essentials, and prioritise those retail channels which offered better prices for essential purchases.