In 2025, supermarkets worldwide are accelerating the adoption of Electronic Shelf Labels (ESLs), marking a transformative shift in retail operations. From Europe to the United States, ESLs are being rolled out at scale as retailers seek greater pricing agility, labour efficiency, and enhanced in-store shopper experiences.
United Kingdom: Co‑op Leads with Nationwide Rollout
In the UK, the Co‑op is at the forefront of this digital transition. With 1,500 stores already fitted with ESLs and an ambitious target to reach all 2,400 locations by the end of 2026, Co‑op is executing one of the most significant ESL rollouts in Europe. The labels enable real-time price updates, environmental sustainability through reduced paper use, and enhanced stock accuracy.
A modern ESL system has been introduced, allowing staff to make price changes within minutes and pick online orders more efficiently. Features like pick-to-light and multi-page display are being increasingly integrated into the rollout.
Spain: Mercadona’s Strategic Pilot
Spain’s leading supermarket chain has quietly launched ESL trials across five stores in key urban centres. The pilot, involving state-of-the-art e‑ink labels with Bluetooth connectivity and advanced encryption, is testing various product categories and in-store locations. These trials aim to validate the operational benefits and customer reception before a potential nationwide deployment.
The move reflects a broader trend among Southern European retailers, who are now investing in digital infrastructure after years of cautious observation.
France: Renewed Interest Among Regional Chains
In France, several mid-sized retail groups have resumed ESL installations after a period of pause. Local supermarket banners, including established neighbourhood formats, are reactivating their ESL strategies to streamline operations and reduce labour costs. Though less publicised, the quiet return to digital labelling signals growing retailer confidence in the technology.
United States: Massive Expansion Underway
Across the Atlantic, American retail giants are scaling ESL deployment with remarkable pace. One of the country’s largest retail groups is currently implementing ESL systems in over 2,000 stores, aiming for full integration by 2026. Additional chains are in active testing phases, including a leading organic and whole food retailer, as well as regional grocers aiming to modernise in-store pricing.
Smaller convenience store groups are also adopting ESLs, with one national operator opting for a complete conversion following a successful early-year trial. ESLs are proving especially valuable for quick-service environments where price accuracy and inventory speed are mission-critical.
In a notable move, military commissaries in Europe have also embraced ESLs, starting with key locations on US bases, as part of broader logistical upgrades planned through the decade.
Technology Driving the Shift
Behind the scenes, ESL success in 2025 hinges on rapid advances in technology. Today’s systems offer:
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Real-time price synchronisation
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Pick-to-light features for online order assembly
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Battery life of up to five years
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Durability for chilled and frozen environments
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Encrypted wireless communication for security
Modern ESLs now support dynamic pricing, multilingual display, and even sustainability alerts—positioning them as more than just a price tag, but a strategic retail tool.
Why 2025 Is a Turning Point
This year marks a decisive moment for ESL technology. What began as a cost-saving initiative is now a driver of digital retail transformation. Operational efficiencies are becoming undeniable: stores report price update times slashed by over 80%, reduced waste from mislabelling, and improved order picking speeds for click-and-collect services.
Beyond operational gains, ESLs are contributing to improved consumer trust, enabling consistent, visible pricing in real-time—an increasingly important feature in inflation-sensitive markets.
As the year progresses, more retailers are expected to transition from pilot phases to full-scale deployments. Southern European chains are poised to follow early adopters, while US retailers continue to embed ESLs within wider digitalisation strategies. ESG-driven reporting may also drive interest in the environmental benefits of eliminating millions of paper labels annually.
Retailers that delay ESL implementation risk falling behind in pricing agility, labour efficiency, and digital readiness. For those who embrace it, ESL is not merely a tool—it’s the foundation of a smarter, faster, and more transparent retail future.