AI rewrites Europe's ecommerce playbook with agentic shopping and omnichannel intelligence

AI rewrites Europe's ecommerce playbook with agentic shopping and omnichannel intelligence

Jun 10, 2026
McKinsey Insights ARMARM Research_benchmarks

The Gist

  • AI enables agentic shopping and omnichannel intelligence in European ecommerce
  • Leaders must convert AI experiments into durable competitive advantages
  • New economic models emerge as AI reshapes digital commerce fundamentals

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ARM-stage companies will dominate by integrating these capabilities natively rather than layering them atop legacy stacks.

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