In 2025, supermarkets across the globe are rapidly embracing Electronic Shelf Labels (ESLs), transforming traditional retail practices by enabling real-time pricing agility, improving labour efficiency, and enriching in-store shopper experiences. This technology shift, from Europe through to the United States, signifies a pivotal evolution in how retailers manage product information and operations on the shop floor.

Leading the charge in the UK, the Co-op is undertaking one of Europe's most ambitious ESL rollouts. The retailer plans to equip all 2,400 of its stores with electronic shelf-edge labels by the end of 2026, with approximately 1,500 stores expected to have ESLs installed by year-end. The initiative, developed in partnership with the retail technology firm VusionGroup, aims to replace traditional paper labels with digital ones that facilitate rapid price updates, enhance product transparency, and reduce environmental impact through a significant cut in paper waste. The modern ESL systems also improve stock accuracy, support pick-to-light features for more efficient online order assembly, and display multi-page information including allergens, country of origin, and nutritional details. This comprehensive digital upgrade is maximising operational efficiencies while fostering improved customer trust in an inflation-sensitive market.

The Co-op's rollout builds on earlier phases, including a trial completed in 2023 and the recent deployment of electronic shelf edge labels in 260 of its stores, marking significant progress towards a fully automated and sustainable labelling system. These battery-powered labels are designed to last about ten years, consuming minimal energy and greatly reducing the labour and errors associated with manual price tag changes. According to industry reports, the rollout is progressing at a rate of around 40 stores per week, underscoring the retailer’s commitment to modernising its operations swiftly.

Meanwhile, Spain’s largest supermarket chain, Mercadona, has embarked on a careful pilot phase of ESL adoption in select urban stores. The trials use advanced e-ink labels featuring Bluetooth connectivity and encryption, aiming to evaluate operational benefits and consumer response before committing to a full-scale rollout. This measured approach reflects a cautious yet growing enthusiasm among Southern European retailers, who are increasingly investing in digital infrastructure after historically observing the technology’s development from the sidelines.

In France, mid-sized retail groups and local supermarket banners are reigniting their ESL initiatives after a pause, signalling renewed confidence in electronic labelling. These regional players are adopting ESLs to improve operational efficiency and reduce labour costs, though their activity is less prominently publicised compared to larger chains.

Across the Atlantic, ESL adoption is accelerating in the United States, with major retail groups implementing systems at scale. One leading supermarket operator is installing ESLs in over 2,000 stores, targeting full integration by 2026. The technology is also being trialled by organic and whole food retailers and regional grocers aiming for modernised pricing strategies. Smaller convenience store chains are following suit, spurred by the successful outcomes of early-year trials. Even military commissaries on US bases in Europe have embraced ESL technology as part of wider logistical improvements planned into the decade.

Technological advances underpinning this surge include real-time price synchronisation, robust battery life of up to five years or more, and durability suitable for chilled and frozen environments. Enhanced features such as encrypted wireless communications ensure security, while multilingual displays, dynamic pricing capabilities, and sustainability alerts position ESLs not merely as price tags but as strategic tools for smarter retail.

The year 2025 is widely seen as a turning point for ESLs. Beyond cost savings, the technology is central to digital retail transformation, delivering measurable operational gains such as slashing price update times by over 80%, reducing waste through more accurate labelling, and accelerating order picking for click-and-collect services. Furthermore, ESLs contribute to improved consumer confidence by providing transparent, consistent pricing—a critical factor amid ongoing inflationary pressures.

Retailers who postpone adopting ESLs risk lagging behind in pricing agility, workforce efficiency, and digital readiness. Conversely, those who integrate this technology are positioning themselves for a faster, more transparent, and environmentally responsible retail future.