Chinese technology giant Huawei has launched a new initiative aimed at accelerating digital transformation across Europe’s retail sector, as businesses increasingly adopt artificial intelligence, cloud technology, and intelligent data systems to improve operations and customer experience.

The announcement was made during the Huawei Europe Retail Summit 2026 and Retail Technology Session held in Shenzhen, China, under the theme “Smart Retail · Intelligent Europe.” The event brought together industry stakeholders, technology experts, and retail partners to discuss the future of intelligent retail and the role of emerging technologies in reshaping the sector.

At the centre of the summit was the unveiling of the “Advancing Smart Retail Across Europe” programme, a strategic initiative designed to support European retailers in adopting advanced digital tools and intelligent infrastructure.

According to Huawei, the programme will focus on key areas including cloud computing, artificial intelligence, data intelligence, ecosystem collaboration, and intelligent connectivity. The company said the goal is to help retailers modernise store operations, strengthen omnichannel services, improve customer engagement, and enhance enterprise-wide efficiency.

Zhang Yichi, President of Huawei Retail and Service BU
Speaking at the summit, Zhang Yichi said the global retail industry is entering a new era driven by smarter operations, stronger customer engagement, and AI-powered decision-making.

“The retail industry is rapidly advancing towards a new phase characterised by enhanced experience, improved efficiency, and AI-driven decision-making,” Zhang said.

He added that Huawei intends to position itself not only as a technology provider but also as a long-term strategic partner for retailers navigating digital transformation.

“Based on our decade of retail experience, Huawei is committed to being a partner and enabler in the intelligent transformation of the retail industry,” he stated.

Huawei executives noted that European retailers are increasingly under pressure to improve operational efficiency while meeting changing consumer expectations in both physical and online shopping environments.

Jin Liyang, Director of Huawei European Enterprise Integrated Accounts Dept
Also speaking at the event, Jin Liyang said Huawei plans to deepen support for retailers through innovations in smart stores, intelligent warehousing, and digital marketing systems.

According to him, Huawei and its partners will focus on helping retailers strengthen four major digital capabilities: converged networks, simplified operations and maintenance, personalised services, and enhanced customer experience.

Industry experts at the summit observed that the European retail sector is undergoing a major transformation as businesses increasingly rely on technology to improve competitiveness, sustainability, and operational agility.

Huawei explained that future retail models will move beyond isolated digital projects toward fully integrated intelligent ecosystems powered by AI, cloud infrastructure, and advanced connectivity solutions.

As part of its technology offerings, Huawei highlighted several solutions targeted at smart retail environments. These include retail networking systems, SD-WAN technologies, Wi-Fi 7 connectivity, Internet of Things (IoT) integration, and intelligent operations management tools designed to improve efficiency and reduce operational costs.

The company also emphasised the growing role of artificial intelligence and data analytics in retail decision-making, supply chain management, customer engagement, and marketing automation.

Huawei Cloud services were also presented as a core component of the initiative, with the company promoting cloud-native applications, data intelligence systems, and Model as a Service (MaaS) solutions to help retailers scale operations and deploy digital services more efficiently.

The technology company maintained that collaboration with ecosystem partners will remain central to the success of the initiative as retailers across Europe continue adapting to changing consumer behaviour and increasing digital competition.

Huawei said it expects the programme to accelerate the implementation of smart retail innovations across more sectors and business environments in the coming years.

“By leveraging our leading ICT infrastructure, cloud services, AI capabilities, and open ecosystem, we aim to drive the implementation of smart retail innovations in more scenarios,” the company stated.

The firm added that the long-term objective is to help retailers improve operational efficiency, strengthen customer experience, and achieve more sustainable business growth across the European market.