Europe’s e-commerce sector is entering a new phase of growth, driven by rapid advances in artificial intelligence (AI). According to a new McKinsey report, digital commerce is expected to grow by 5 to 7 per cent annually, with AI transforming how consumers discover, compare and purchase products. Emerging agentic AI systems are also beginning to shop on behalf of users, reshaping competition across the retail sector.
The report highlights that retailers must adapt by strengthening product data, embracing AI-powered personalisation and integrating intelligence into pricing, marketing and supply chains. Companies that move quickly are expected to gain a competitive advantage, while those that fail to evolve risk falling behind in an increasingly AI-driven marketplace.
