The convergence of physical stores and online commerce, the growing influence of Generation Z and the impact of price-oriented consumer behavior on global retail strategies are being observed. This is the main conclusion of the latest report by the consulting company Colliers “Global Retail: Trends in 2025 and Forecasts for 2026“.
Despite ongoing geopolitical tensions and economic uncertainty, long-term growth in retail is being driven by urbanization, tourism and rapid technology adoption. Asia-Pacific (APAC) led the way with 5% real consumption growth, while Europe, the US and Canada saw more modest gains of 2-3%. Latin America (LATAM), while flat in 2025, is forecast to grow by 6% in 2026.
“Retail is no longer about choosing between online and brick-and-mortar, it is about creating a holistic, omnichannel experience that meets consumer needs,“ said Nicolo Suardi, co-chairman of Colliers. „Merchants that embrace integration and innovation are best positioned to win in this changing environment“.
Key global trends:
- Omnichannel integration: Across all regions, combining e-commerce with in-store engagement is now essential. Asia Pacific is leading the way in omnichannel innovation, while mature markets like the US are perfecting the balance between physical and digital commerce.
- Influence of Gen Z: Gen Z’s demand for digital interaction, social commerce, and brand authenticity is transforming commerce globally, with the impact particularly strong in Asia Pacific and Latin America.
- Economic pressures: Over 80% of consumers globally express concerns about their personal finances. Inflation and debt lead to price sensitivity, with Latin America (92%) and the United States (88%) most affected. Consumers are increasingly comparing prices online and switching to cheaper brands.
- Retail resilience: Despite geopolitical uncertainty and tariff risks, recovering tourism, urbanization and a technology-enhanced retail experience are supporting robust market dynamics.
In Europe, the Middle East and Africa (EMEA): The region faces cautious consumer sentiment, a glut of luxury concepts and competition from cheap imports sold primarily online.
However, the omnichannel strategy should prove resilient, with high street and mall rents expected to remain stable.
“Despite the challenging conditions, retail in EMEA is showing resilience, particularly in markets where omnichannel strategies are being successfully implemented,“ said Uwe Vosse, Head of Colliers EMEA Retail Practice Group.