New Face of Retail in CEE: Omnichannel Experience

The New Face of Retail in CEE: From Shopping Centres to Experience-Driven Omnichannel

Retail in Central & Eastern Europe is changing rapidly. The era dominated by traditional shopping centres is giving way to a model built on experience, accessibility, and integrated channels.

One of the strongest trends is the expansion of retail parks. In Poland alone, 339 retail parks were developed between 2019 and 2024, adding over 1.6 million square metres of space. Their success is driven by convenience: easy parking, strong weekend traffic, and family-friendly layouts. Retail parks now serve as anchor points for many regional communities — especially important during economic uncertainty.

Market data also shows that while retail value is growing, volume often stays flat, indicating that inflation is masking underlying stagnation. This forces retailers to rethink their approach: deeper localisation, better customer experience, and stronger differentiation.

Brands entering CEE must recognise that retail in the region is not static — it’s evolving. Those who adapt quickly to the new mix of offline + online will benefit, while those who apply “copy-paste” Western strategies may struggle.