Europe roundup: innovation shaping retail

In this instalment, our analysts for Europe offer their take on some of the region’s latest developments and initiatives. Here’s what you need to know about:

• REWE opens rooftop farm in Berlin.

• Carrefour launches seventh BuyBye store concept.

• TikTok Shop expands into new EU markets.

• Carrefour launches initiative to support inclusive workplace credentials.

• Ekoplaza launches Ekoscope.
  

REWE opens Berlin’s first supermarket with rooftop farm

The new Green Farming Markt Berlin will be run by one of REWE’s independent retailers and includes several sustainable features. The rooftop farm is the largest in Germany, and the building itself is made of wood and powered by 100% green electricity. Waste heat from the store and rainwater are used to grow the salad on the roof, which finds its way into store in only 23 days. This is also REWE’s first store planned using BIM technology and featuring a digital twin.

Senior Insight Analyst, Michela Pearson’s view: REWE has held sustainability as a key pillar of its strategy for a very long time, and the development of this sustainable store is a logical step in its attempts to reduce its carbon footprint and be net zero by 2040. German shoppers are eager to lead sustainable lives, and stores of this kind are certain to drive footfall. EDEKA has also experimented with this type of store, as has Aldi Süd. The use of a digital twin also points to how REWE is continuing to innovate and leverage technology across its operations.

Carrefour opens seventh BuyBye autonomous store

Carrefour has launched its largest AI-enabled retail store. The store is located at Corda Campus in Hasselt Belgium, a technology and innovation campus hosting over 100 startups and sees thousands of employees and visitors every day. The Carrefour BuyBye store features eight refrigerated display cases and a cash machine. The store is open seven days a week from 8am to 10pm.

Senior Insight Analyst, Lucy Beaumont’s view: Carrefour remains committed to expand the presence of its proximity stores to meet several shopper missions. The Carrefour BuyBye concept raises visibility of the retailer in high traffic strategically selected locations. The concept meets multiple shopper missions from ready-to-heat meals to daily shopping, keeping up with evolving shopper demands. Want to know more, check out the Strategic outlook for Carrefour.

Social commerce gains ground as TikTok Shop enters new EU markets

TikTok Shop is expanding into Austria, Belgium, the Netherlands and Poland from 15 June, building on rapid growth across major European markets since its rollout throughout 2025. The platform combines entertainment and commerce, enabling users to discover and purchase products directly through shoppable videos, livestreams and in-app storefronts. Over 100,000 businesses are already active in Europe, with strong GMV growth driven by ‘discovery e-commerce’ and creator-led engagement.

Insight Partner, Dan Butler ‘s view: this expansion reinforces the shift toward content-led, impulse-driven shopping, increasing competition for shopper attention and accelerating the convergence of social media and retail. It also opens significant opportunities for suppliers and retailers to scale via cross-border selling, creator partnerships and real-time consumer insights, particularly for those able to leverage livestreaming and trend-based merchandising.

Carrefour launch ‘store-school’ to support their inclusive workplace credentials

Carrefour has opened a ‘store-school’ in Écully, France, designed to provide hands-on retail training for individuals with Trisomy 21 and Autism Spectrum Disorder (ASD). The facility replicates a real Carrefour convenience store, enabling participants to build practical skills across checkout, merchandising and shelf management. Developed in partnership with Eklya Business School, the programme supports pathways into employment through in-store placements and apprenticeships across Carrefour’s network.

Insight Analyst, Bently Briggs‘s view: This initiative demonstrates Carrefour’s commitment to equal opportunities by embedding inclusion into its core talent strategy. It aligns with broader strategic priorities around access to training, employment and career progression, while supporting the development of a more diverse workforce. It also highlights the growing importance of structured, skills-based inclusion programmes in unlocking new talent pools and supporting long-term, sustainable growth across retail.

Ekoplaza introduces new scoring tool to guide conscious shopping

The Dutch organic retailer has launched the ‘Ekoscope’, a transparency tool that scores products from 1–12, making it easier for shoppers to understand product impact. The system evaluates items across three themes, personal health, social responsibility and environmental impact, and is already applied to around 70% of the range, visible both in-store and online. By drawing on recognised standards the initiative aims to increase awareness and encourage more conscious purchasing decisions.

Insight Partner, Dan Butler ‘s view: this will help to simplify complex sustainability and health data into a clear, comparable score, empowering shoppers and strengthening trust in the retailer. Suppliers will be put under pressure, needing to push improvements in sourcing, packaging and transparency, due to increased competition as products with stronger scores gain visibility and preference. 

What to read next: How European retailers are redefining value

Looking for more insight? Subscribers can find out more on our Europe market hub.