We are a group of business advisers within the Enterprise Europe Network, working closely with SMEs in the Retail sector across Europe. Our aim is to support the growth, competitiveness, and resilience of retail businesses by deeply understanding their specific needs, challenges and local contexts. Based on this insight, we provide tailored advice and services to accelerate their Green and Digital Transition.

The support we offer varies depending on the unique needs of each business and evolving market opportunities. 

However, the group has developed the following specific services:

• Pitch2Prosper: A dedicated pitching session where micro, small, and medium-sized retail enterprises can present their products and services to Network colleagues from other countries. These colleagues offer value-added services such as market analysis, distributor searches, local contacts, and insights on target country regulations.
• Training and Development: Programs designed to upskill clients in areas such as customer service, sales techniques, and digital tools. This also includes dedicated training on how to integrate Artificial Intelligence (AI) into business management and marketing strategies — covering topics like AI-driven customer segmentation, predictive analytics, personalized marketing, and process automation.
• Digitalisation and e-commerce: Support for the adoption of innovative solutions, such as digital payment systems, inventory management tools, and e-commerce platforms. We also assist SMEs in understanding and implementing AI-based technologies to enhance decision-making and customer engagement. We offer tailored plans to help businesses enter or grow on e-commerce platforms, combined with the design and execution of digital marketing strategies. We connect companies to new platforms and accompany them throughout the onboarding and growth process.
• Access to International Markets: Guidance on expanding abroad, including market research, regulatory advice, and finding international partners for commercial or technological collaboration. Promotion and facilitation of participation in trade fairs, B2B events and thematic networking opportunities to connect with suppliers, partners and other ecosystem players. We also promote a structured series of webinars dedicated to internationalisation strategies, with sessions focused on market entry in destinations such as the USA, Vietnam, and New Zealand.
• Sustainability: Support in adopting sustainable and socially responsible practices to improve brand reputation and respond to growing consumer demand, with particular attention on sustainable packaging and logistics solutions for retailers.
• Legal and Regulatory Support: Help with understanding local and international regulations, including labor laws, product safety, and compliance requirements.
• Access to Finance: Information on available public and private funding, along with advice on long-term financial planning.

Collaborations

We work closely with other Groups of experts — including Digital, Tourism, Agro-food, Sustainability and Internationalisation — and collaborate with key stakeholders such as Ecommerce Europe, Historic Market Association, European Digital Innovation Hubs (EDIHs), Eurocitiesand Franchising Support Agencies. These partnerships enable joint activities, policy input, and better access to funding for SMEs.

Current key initiatives and events

• Our group of experts in Retail is currently engaged in specific initiatives, such as the development of a Historic Covered Markets Network — an international association of historic covered markets that meet defined criteria — aimed at supporting them in addressing shared challenges, including digitalisation, sustainability and relations with public authorities, local customers and tourists.
• In addition, SG Retail is working on the creation of a new Network of Historic Christmas Villages, in collaboration with the group of experts in Tourism.
• In the course of the next years webinars introducing e-commerce platforms and AI integration for retail will be organised and - on the same topic - we will promote the Global E-commerce Forum, Istanbul – November 2025.
• Our group of experts in Retail is also promoting the call European Capital of Small Retail and supporting the implementation of the Retail Transition Pathway Stakeholder Support Platform, in direct cooperation with DG GROW and OECD