NRF Paris 2025

Retail’s biggest stage took on a new home this year as NRF launched its first-ever European edition in Paris. The result was an energetic, future-focused event that drew over 15,000 attendees, from global leaders to ambitious start-ups, all seeking a clear vision of retail’s future.

The message from Paris was unmistakable: the future of retail isn’t coming, it’s already here. Across the show floor, technology and human connection came together in powerful ways. AI is no longer theory but practice, through predicting demand, personalising offers and generating content in seconds. Yet the most successful retailers stressed that data quality is what turns AI into a true business partner.

The conversation also moved beyond “omnichannel” to unified commerce — creating one seamless brand experience across every touchpoint. From TikTok discovery to in-store pickup, shoppers now expect a fluid, story-led journey. The best brands are thinking about how a shopper experiences the brand, not just hears about it. This ensures every interaction feels consistent and meaningful.

The energy from start-ups proved that innovation is thriving. Their agility and experimentation signal where the industry is headed next, and we’ve identified the top takeaways:

• Physical stores evolving into “experience hubs”
• Sustainability as a non-negotiable in retail
• The checkout experience as a brand moment
• AI as a trusted business partner

NRF Paris 2025 showed that the future of retail is already under construction: bold, data-driven, and deeply human. We’re leveraging these latest insights to support brands in creating their own seamless retail experiences, without compromise.