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Report 31 Aug 2026

Retail & Wholesale - Market View - Germany

The German retail & wholesale IT market in 2026 remains resilient despite weak consumer confidence, margin pressures, labor shortages, and subdued economic growth. Across food retail, non-food retail, wholesale, and e-commerce, digital transformation continues to be a strategic investment priority. Retailers are focusing on technology that improves productivity, strengthens customer relationships, reduces operating costs, and supports new digital revenue streams.

Investment is shifting from isolated digital projects to integrated retail technology platforms connecting e-commerce, stores, customer data, payments, loyalty, retail media, and fulfillment. Cloud, software, AI, data platforms, automation, cybersecurity, and unified commerce are therefore among the areas of strongest demand. AI is moving beyond experimentation into product search, personalization, pricing, forecasting, customer service, and operational processes.

For enterprise buyers, technology investments increasingly need clear business outcomes and strong data and integration foundations. For IT service providers, success will depend on combining retail & wholesale expertise with cloud, AI, commerce, automation, and enterprise integration capabilities.

  • Software and cloud will remain the strongest IT growth areas.
  • AI will be increasingly embedded in core retail & wholesale processes.
  • Unified commerce will become the foundation of retail & wholesale transformation.
  • Automation will be driven by productivity and margin pressures.
  • Retail & wholesale expertise and integration capabilities will increasingly differentiate IT providers.
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Jennifer Jonat

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