Discover the 2026 state of B2C marketing in Europe

European B2C marketers are navigating economic uncertainty, rising consumer expectations, and increasingly fragmented tech stacks. Our new report, based on a survey of 500+ marketers and 10,000+ consumers across the UK, Germany, France, Italy, and Spain, delivers actionable benchmarks to help brands unify their data, personalise at scale, and drive sustainable growth in 2026.

Discover why retention-first strategies are gaining momentum, how omnichannel inconsistency is costing brands revenue, where WhatsApp is outperforming expectations, and how leading teams are investing in AI to improve productivity and performance. This guide turns fragmentation into focus and customer expectations into competitive advantage.

Data sneak peek:

• Retention shift: 53% of European companies spend at least 60% of their marketing budgets on retention.
• Omnichannel reality: 82% of consumers use more than one channel to shop and 43% are frustrated by inconsistent prices or promotions.
• Digital window shoppers: 71% browse without buying at least once a week, creating high-value abandonment opportunities.
• WhatsApp advantage: European shoppers are 5x more likely than North Americans to prefer WhatsApp for post-purchase updates.
• AI acceleration: 36% of marketers say improving productivity with AI and automation is a top learning priority for 2026.