The retail industry is undergoing a profound transformation, driven by shifting consumer expectations, technological innovation, and the need for operational resilience. While the global narrative of digital transformation is often told from a Western perspective, the journeys in APAC (Asia-Pacific) and EMEA (Europe, Middle East, and Africa) reveal unique challenges, opportunities, and lessons for retail leaders. At Publicis Sapient, our work across these diverse regions has shown that a one-size-fits-all approach simply does not suffice. Instead, success hinges on understanding and embracing regional nuances—whether in consumer behavior, regulatory environments, or the pace of technology adoption.
Across both APAC and EMEA, the pandemic accelerated the shift to digital, but the way consumers engage with brands varies significantly by region. In mature European markets, for example, over 80% of retail journeys may start online, but a similar percentage still finish in-store. This fluidity means that retailers must deliver seamless omnichannel experiences, integrating digital and physical touchpoints to meet customers wherever they are. In APAC, the diversity is even more pronounced: markets like China and Southeast Asia have leapfrogged traditional retail models, embracing mobile-first commerce, social shopping, and super-app ecosystems that blend payments, logistics, and entertainment.
Retailers in both regions are learning that consumers do not think in terms of channels—they expect brands to deliver convenience, personalization, and value at every interaction. The challenge for retailers is to align internal KPIs, break down silos, and build the data and technology foundations that enable a truly unified commerce experience.
In EMEA, retailers often face a patchwork of regulatory requirements, legacy systems, and fragmented market structures. For example, a pan-European retailer may need to harmonize customer data practices to comply with GDPR, while also adapting to local payment preferences and fulfillment expectations. The journey to digital maturity is often about consolidating disparate e-commerce platforms, modernizing back-end operations, and building agile, cross-functional teams that can respond quickly to market shifts.
A key lesson from leading European retailers is the importance of cultural change. Digital transformation is not just about technology—it’s about empowering teams, fostering collaboration between marketing, technology, and operations, and adopting agile ways of working. Retailers who succeed are those who invest in both the customer experience and the colleague experience, recognizing that engaged employees are critical to delivering on the brand promise.
APAC’s retail landscape is defined by its dynamism and diversity. Markets range from highly developed economies with sophisticated digital infrastructure to emerging markets where mobile is the primary gateway to commerce. Regulatory environments can be complex, but they also create opportunities for innovation—witness the rapid adoption of digital wallets, social commerce, and AI-driven personalization in markets like China, India, and Southeast Asia.
Retailers in APAC are often able to move faster, experimenting with new business models and technologies at scale. However, this speed brings its own challenges: ensuring data privacy, managing supply chain complexity, and maintaining brand consistency across multiple markets. The most successful retailers are those who can balance local relevance with global best practices, leveraging data and technology to deliver personalized experiences while maintaining operational agility.
Pandora, the world’s largest jewelry brand, offers a compelling example of how a global transformation can be tailored to regional realities. Facing slowing growth and fragmented digital operations, Pandora embarked on a multi-year transformation program with Publicis Sapient as a key partner. The company consolidated its e-commerce platforms, modernized its technology stack, and built a digital hub in Copenhagen to drive innovation.
In EMEA, this meant harmonizing customer experiences across diverse markets, implementing omnichannel capabilities like click-and-collect and endless aisle, and ensuring compliance with local regulations. The transformation was as much about culture as technology—empowering local teams, fostering agile development, and aligning KPIs to drive both top-line growth and operational efficiency.
In APAC, Pandora adapted its approach to the region’s unique digital ecosystem. The company leveraged mobile-first strategies, integrated with local payment and logistics providers, and tailored its marketing to resonate with diverse consumer segments. The result was a more resilient, data-driven business that could respond quickly to changing consumer behaviors and market conditions.
At Publicis Sapient, we help retailers in APAC and EMEA navigate the complexities of digital transformation by combining global expertise with local insight. Our SPEED framework—Strategy, Product, Experience, Engineering, and Data—enables clients to:
We believe that the future of retail is both global and local. By understanding the unique dynamics of APAC and EMEA, and by building the right foundations for agility, data, and customer-centricity, retailers can not only survive disruption—they can thrive in it.
Ready to accelerate your regional transformation? Connect with our experts to learn how Publicis Sapient can help you unlock growth and resilience in APAC, EMEA, and beyond.