Announcing “The Future Of Commerce (Europe-5)” Vision Report: Strategies From The US And Asia Pave The Road To Intelligent Commerce
By front-loading exports and remaining largely insulated from US tariffs in H1 2025, Europe-5 (France, Germany, Italy, Spain, and the UK) businesses are planning for 10% US tariffs on many UK goods and 15% US tariffs on many EU goods for the next several years. Profitability pressure and the increasing costs of running digital businesses with stricter data and AI policies are forcing European leaders to look at new e-commerce strategies to grow. For example, 42% of German and 39% of Italian online adults report that they have exercised their right to restrict the use of certain types of cookies.
Through data and executive interviews across businesses, technology vendors, and service providers in Europe, our new vision report, The Future Of Commerce (Europe-5), uncovers the following key takeaways:
Compared to the US, European consumers’ purchase decisions are based on distinct factors. Europe-5 online adults particularly value product quality and sustainability when making a purchase. They also rely more on peer validation and community feedback — social proof — compared to US consumers, who rely more on media, influencers, and celebrity endorsements.
Commerce strategies common in both the US and APAC are helping Europe-5 businesses grow. Business leaders in Europe-5 markets use distributed (social commerce or marketplaces) and dynamic (contextualized digital experiences using data) strategies, like in the US, to drive growth across channels and experiences. Simultaneously, live (video stream-enabled shopping for new product drops) and quick (fulfillment and delivery within a few minutes) commerce strategies, like in APAC markets, introduce loyalty and fulfillment as levers to drive growth, as well.
Businesses are beginning to automate next-gen commerce. If Amazon’s recent “Buy for Me” shopping agent is any indication, business agents are starting to support return flows in chat experiences for customers. Of course, commerce intelligence is a lot more than completing individual tasks: Rather, it is the synthesis of information from multiple sources to make the best decisions for consumers and businesses.
There’s much talk today about “agentic commerce” — and there will be more AI innovations tomorrow. As these innovations evolve, commerce leaders must develop an intelligent commerce strategy that can evolve and adapt over time. This strategy will be your bedrock for competitive advantage as digital commerce scales across yet more touchpoints in the coming years.
What Do Commerce Strategies Look Like For Your Business?
Let’s talk! If you are assessing new commerce strategies for your business in Europe, please get in touch with us — Forrester’s commerce team — for an inquiry or guidance session to explore the right strategy and tactics for your business.
