Retailers face rising revenues alongside shrinking profit margins

Retailers and marketplace operators are facing a contradictory economic landscape characterized by rising sales expectations but shrinking profit margins. According to a survey conducted by Unzer with IFH Köln, 55% of surveyed retail companies anticipate increased revenue over the next twelve months, yet 62% expect their gross margins to deteriorate due to rising costs.

To combat these pressures, businesses are increasingly focusing on omnichannel integration. Approximately 81% of retailers have already implemented or are planning to link their sales channels. However, small and medium-sized enterprises face significant hurdles, including a lack of specialized personnel and difficulties in automating processes or investing in new software.

Looking toward the 2026 holiday season, market operators expect a surge in online purchases. A Retail-Dive study indicates that 98% of marketplace operators and sellers identify warehouse and fulfillment capacity as a primary risk. This season is expected to be less predictable due to the growing influence of artificial intelligence, as nearly half of shoppers already use AI tools for price comparisons and gift ideas, complicating how products are discovered and prioritized.