This report, prepared by McKinsey and EuroCommerce, in collaboration with EuroCommerce’s members, outlines the EU retail and wholesale sector’s ambitions for 2030. As part of this report, 24 companies were surveyed, including some of the largest retailers and wholesalers across the various subsectors in the EU. The survey gathered insights on the maturity level of companies across the three transformation areas—sustainability, digitalisation, and skills and talent—as well as ambitions and future needs by 2030. The report presents a consolidated view of the changes retailers and wholesalers could make, including investments that might facilitate this triple transformation. It also discusses the challenges the sector faces and the support it may need.