With May coming to a close, and after what has felt like the first proper spell of sunshine and Bank Holiday weather of the year, there’s also a continued sense of momentum across the digital commerce market, particularly compared to the slower start many businesses experienced earlier in the year.
Q2 has started positively from our side, with an influx of vacancies across both new and existing consultancy and agency clients, many of whom have secured new projects and are now looking to strengthen their teams. More broadly, conversations remain productive, with healthy pipelines and encouraging levels of activity across our European network, particularly in the UK, Nordics, Netherlands and Germany.
That said, hiring remains measured. Businesses are still being highly considered in their decision-making, while candidates are taking a more selective approach when evaluating opportunities. Long-term fit, flexibility and culture continue to play a major role on both sides of the process.
AI, unsurprisingly, continues to dominate discussions and looks set to remain one of the defining topics of 2026. Alongside that, we’re hearing more around nearshore delivery models, Employer of Record hiring across Europe, and how businesses are balancing growth ambitions with more flexible, outcomes-led delivery structures rather than fixed scopes and rigid deliverables.
Events throughout May, including RTS and Pulse, also reinforced the growing focus on retail media, customer retention and loyalty, and the wider challenge of driving sustainable growth in an increasingly competitive landscape.
Overall, it’s been a strong and encouraging start to Q2 and, based on current pipeline visibility, we’re expecting that momentum to continue into the summer months.
Market Spotlight + Top 5 eCommerce Stories This Month
- M&S relaunches Sparks with AI-powered personalisation and digital wallet rewards, introducing tailored offers and more data-driven shopping journeys as UK retailers continue investing heavily in loyalty and customer retention strategies READ MORE
- Amazon expands Rufus and Alexa+ shopping capabilities to create more conversational ecommerce experiences, blending voice, recommendation and AI-powered discovery as major retailers reshape digital shopping journey READ MORE
- Klarna launches Shopping Search app in ChatGPT, connecting conversational AI with live retail data and product discovery as brands adapt to emerging AI-led shopping behaviours READ MORE
- Lululemon accelerates European expansion with new store openings and market launches across Greece and Central Europe, as premium activewear brands continue investing in international omnichannel growth opportunities READ MORE
- TJ Morris owner of Home Bargains explores potential acquisition of Flying Tiger Copenhagen, signalling continued consolidation across value retail as discount brands seek international growth and stronger high street presence READ MORE
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