In the wake of unprecedented disruption—from the COVID-19 pandemic to ongoing supply chain volatility—retailers across North America and Europe have been forced to rapidly adapt their e-commerce and omnichannel strategies. While both regions have experienced seismic shifts in consumer behavior, supply chain dynamics, and regulatory environments, the nuances in their responses reveal important lessons for retail leaders seeking resilience and growth in an unpredictable landscape.
One of the most striking differences between North American and European retail responses lies in how consumers prefer to receive their purchases. In North America, the pandemic catalyzed a massive surge in click-and-collect (BOPIS—Buy Online, Pick Up In Store) and curbside pickup. Retailers who had invested early in these capabilities, such as Target and Walmart, were able to capture significant market share as consumers sought safe, convenient, and immediate fulfillment options. The expectation for same-day or even same-hour pickup became a new standard, especially in grocery and big-box retail.
In contrast, while click-and-collect also grew in Europe, there has been a stronger and more sustained preference for home delivery, particularly in urban centers with higher population density. European grocers and general retailers have invested heavily in expanding delivery slots and optimizing last-mile logistics. As infrastructure matured, many consumers shifted from click-and-collect back to home delivery, valuing convenience and a willingness to pay a premium for express service. This divergence is shaped by geography, urbanization, and the density of retail locations, but also by cultural expectations around service and convenience.
Both regions faced unprecedented supply chain challenges, from global shipping bottlenecks to labor shortages and unpredictable demand spikes. However, the approaches to adaptation have varied.
In North America, large retailers responded by leveraging their store networks as micro-fulfillment centers, enabling ship-from-store and flexible inventory allocation. This unified commerce approach allowed retailers to optimize inventory across channels, reduce delivery times, and mitigate the impact of warehouse constraints. Investments in real-time inventory visibility and dynamic pricing became critical to maintaining profitability amid margin pressures from increased shipping and returns.
European retailers, meanwhile, have increasingly explored vertical integration and nearshoring to regain control over their supply chains. The pandemic and events like Brexit exposed the vulnerabilities of long, global supply chains. As a result, some European brands have moved manufacturing closer to home, or even in-house, to ensure product availability and reduce exposure to international disruptions. This trend is particularly evident in grocery, where companies have benefited from owning more of their supply chain, resulting in greater resilience during periods of scarcity.
Regulatory differences also shape e-commerce strategies. In Europe, strict consumer protection laws require retailers to offer free returns in many cases, which can erode margins—especially as online returns spike during holiday peaks. This has driven European retailers to invest in smarter returns management, including automated decision-making about whether to accept returns, encourage in-store drop-offs, or even allow customers to keep low-value items rather than incur the cost of reverse logistics.
North American retailers, while also grappling with high return rates, have more flexibility in setting return policies. Some have experimented with charging for returns or offering incentives for in-store returns to reduce costs. Additionally, privacy regulations such as GDPR in Europe have made data-driven personalization and marketing more complex, requiring careful compliance and investment in robust data infrastructure.
Despite regional differences, the common thread for retail resilience is agility. Retailers who can quickly sense and respond to changing consumer behaviors, supply chain shocks, and regulatory shifts will be best positioned to thrive. Here are region-specific recommendations:
As the lines between digital and physical retail continue to blur, the most successful retailers in both North America and Europe will be those who place the customer at the center—offering flexible fulfillment, personalized experiences, and seamless journeys regardless of channel or geography. By learning from each region’s strengths and challenges, retail leaders can build a more resilient, responsive, and profitable future.
Ready to accelerate your digital transformation? Publicis Sapient partners with leading retailers across North America and Europe to design and implement regionally tailored strategies for e-commerce growth and resilience. Contact us to learn how we can help your business thrive in the face of disruption.