While online commerce continues to grow, physical stores are undergoing a silent but profound revolution. With technologies such as artificial intelligence, personalization and IoT, traditional retail is being transformed into a more efficient, attractive and profitable digital ecosystem.
The Retail In-Store Tech report, prepared by Baker Tilly's Tech M\&A division, analyzes trends in the sector, having evaluated over 8,000 companies, 497 acquisitions, and more than 33 billion dollars in funding. In this article, we highlight five trends shaping the present (and future) of the sector.
In-Store Personalization: When the Store Knows You Better Than You Know Yourself
One of the most disruptive changes is the use of artificial intelligence and real-time analytics to personalize the in-store customer experience. Leading retailers are investing between 10 and 40 million dollars annually in data platforms, marketing automation, and decision engines that enable them to tailor promotions, recommendations, and live content.
Currently there are brands that are already implementing this technology in their physical stores. They have installed IoT sensors in their stores which detect customer behavior in specific aisles and activate personalized content on screens or even voice recommendations.
According to BCG, leaders in personalization are growing 10 percentage points faster than their competitors. They are expected to capture $570 billion in additional growth by 2030.
Smart tags: more than dynamic pricing
Electronic labels are not new, but their evolution is. The smart shelves market is growing at an annual rate of 22% and is expected to reach USD 15.4 billion by 2030.
Now, these labels not only update prices automatically; they also collect data, detect inventory in real time, and integrate with replenishment algorithms and dynamic promotions. Thanks to the implementation of this innovative solution, there are fewer stockouts, stores have greater operational control, and they are better equipped to respond to online competition.
Retail Media: stores turn into advertising platforms
We have entered the era of retail media, a model where supermarkets, pharmacies, and clothing stores are transforming into digital advertising platforms that monetize their physical space. Thanks to digitalization, brands can now launch ultra-targeted campaigns in real time at the point of sale.
The process is simple. Interactive digital screens are installed in stores, where programmatic ads are displayed after assessing the shopper’s profile and analyzing their in-store behavior. This format has the advantage of allowing campaigns to be optimized just like in an online environment.
The global retail media market is expected to exceed USD 100 billion by 2027, with an average profitability of over 70%. This represents an untapped business opportunity for physical stores.
Invisible and Frictionless Payment Systems
If payment creates friction, the sale is at risk. That’s why technologies like checkout-free systems, biometric payments, and mobile wallets are rapidly gaining ground. More than 50% of consumers in the U.S. already regularly use contactless methods, and solutions like “Buy Now Pay Later” are even being integrated into physical stores.
The latest trends in this segment point to a fusion between the physical and digital experience. It has been proven that this integration eliminates queues, improves conversion rates, and reduces cart abandonment rates, which can reach up to 40% in e-commerce transactions.
Integrated Omnichannel Platforms
Integration between physical and digital channels is no longer optional. Solutions like BOPIS (Buy Online, Pick-up In Store) or same-day deliveries require omnichannel platforms that synchronize inventories, promotions, and customer data across all touchpoints.
Technologies like Salesforce Commerce Cloud and Adobe Experience Manager enable this convergence, enhancing the customer experience and facilitating data analysis for real-time decision-making.
54% of consumers still shop in physical stores, but 40% first search on online marketplaces. This behavior demonstrates that a coherent omnichannel strategy is essential to capture value throughout the entire purchasing process.
The rise of acquisitions and the digitalization of physical retail in 2025
The figures in the report leave no doubt about the economic impact that digital transformation is having on the retail sector.
- 497 acquisitions of tech companies in physical retail since 2020: this figure reveals not only the strategic interest of large corporations in incorporating these solutions but also the maturity that the startup ecosystem in this field has reached.
- The average acquisition price has been \$697 million.
- $2.8 billion in funding in just two years: this capital flow is accelerating the development of new solutions, creating a virtuous cycle of innovation and growth.
- Companies like Blue Yonder, ciValue, and Perch have been acquired by giants such as Panasonic, NielsenIQ, and Raydiant.
It has been proven that the digitalization of physical retail is not a trend; it is a growth and differentiation strategy. Companies investing in these technologies are seeing significant improvements in key metrics such as inventory turnover, average transaction value, visit frequency, and customer satisfaction—results that directly translate into healthier margins and greater competitiveness in an increasingly challenging market.
80% of sales still take place in physical stores.
Despite the apocalyptic predictions about the end of traditional stores, the most recent data confirms a very different reality. Although e-commerce continues to expand with a sustained annual growth of 8%, 80% of total sales in the United States still take place in physical stores. This statistic debunks the myth of the “death of traditional retail” and reveals a fundamental truth about the sector: consumers still value the tangible shopping experience. The data supporting this behavior are as follows:
- +37% of customers make additional purchases when picking up in-store orders
- In-store returns are 8-10%, compared to 20-40% online.
- A new physical store can increase web traffic by 37%.
Investing in retail in-store tech means betting on a more profitable, efficient and connected store, transforming it into a more profitable strategic asset.
Retail Tech sector analysis
This article only shows a small part of the full picture. The Retail In-Store Tech report offers a comprehensive and strategic view of the sector, making it essential for investors, executives, and entrepreneurs interested in the digital transformation of physical retail. Among the highlighted contents, you will find:
- A detailed study of more than 8,000 technology companies focused on physical retail worldwide
- A financial analysis with investment trends broken down by segment, multiples used in major acquisitions, and the evolution of funding rounds.
- M&A strategy recommendations for consolidators, funds, and tech startups
- Detailed segmentation by technology subcategories: personalization, retail media, IoT, analytics, supply chain
- Real cases of recent acquisitions and average valuation by segment
- Competitive analysis with the Porter’s Five Forces model and value chain.
If you are a retail executive, investor, or tech entrepreneur, this report is a key tool to understand where physical commerce is headed and how to capture value in this transformation.
Retail Tech 25 Sector Report
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