As evidenced by the focus on ‘Agentic Commerce’ at the upcoming 60th anniversary of EuroShop 2026 on February 22 at Messe Düsseldorf, the global fashion and apparel sector is moving beyond experimental technology toward scalable, high-impact solutions.
This year’s event will feature approximately 1,900 exhibitors from 60 countries. At the event, AI assistants will transition from simple chatbots to autonomous agents capable of managing inventory and executing personalized transactions. Data from Adobe Analytics underscores the commercial urgency of this shift, revealing, visitors engaging with generative AI tools spend 32 per cent more time on-site and generate a 26 per cent higher average order value.
Circularity and digital accountability
The apparel industry is also utilizing EuroShop to prepare for the 2027 EU Digital Product Passport (DPP) mandate. Retailers such as Douglas and OTTO are showcasing digital infrastructure designed to provide end-to-end product traceability. This transparency is no longer a regulatory burden but a retail advantage; real-time, RFID-driven inventory visibility has become the baseline for operational efficiency. According to recent forecasts, the German retail sector expects a 2 per cent revenue increase in 2026, and firms investing in automated, ‘always-on’ inventory systems are projected to outperform competitors by significantly reducing out-of-stock incidents and streamlining the stockroom-to-floor journey.
Immersive store experiences
Despite the digital growth, the physical store is being redefined as an ‘experience hub.’ The ‘Shopfitting & Store Design’ dimension remains the largest segment of the show, with 450 exhibitors emphasizing modular, sustainable materials. The store must now deliver what an algorithm cannot: sensory immersion, notes a lead strategist at ITAB Group. From AI-powered image production at OTTO to biometrically enabled ‘pay-with-a-smile’ systems, the retail landscape in 2026 is characterized by a seamless blend of high-tech efficiency and high-touch brand storytelling.
EuroShop is the world’s premier retail trade fair, held triennially in Germany. It serves the global retail, shopfitting, and technology sectors, focusing on eight dimensions from lighting to food service. With 2026 revenue in German retail projected to grow 2 per cent (0.5% inflation-adjusted), EuroShop remains the critical launchpad for international expansion and digital transformation strategies.
