Over the course of three days last week, thousands of professionals gathered at the National Retail Federation expo to explore the trends shaping the future of commerce. While artificial intelligence and immersive technologies dominated discussions, French Tech’s notable presence captured attention and sparked interest among international delegations.
From the very first presentations, the message was clear: the future of retail lies in exploring new frontiers enabled by AI. NVIDIA, for example, made a strong impression with its demonstration of intelligent agents capable of perceiving, reasoning, and executing complex tasks in stores. Additionally, digital twins, showcased as tools for optimising merchandising and customer journeys, demonstrated the practical impact of these innovations on commerce. These technological revolutions did not go unnoticed by the startups present, particularly those at the French pavilion, which proved they too have significant contributions to make.
French Tech leading the way in innovation
On the NRF show floor, the French Tech pavilion, organised by Business France, became a hub of strategic meetings between French startups and international decision-makers. Hosting 44 exhibitors, it provided a stage for showcasing the innovative spirit of French startups.
One standout was KBRW, recognised for its groundbreaking approach to supply chain management. Philippe Romano, its CEO, explained: "We offer a responsive technological platform that addresses the growing complexity needs of large enterprises." This claim is backed by the performance of its Order Management System, considered one of the most efficient on the market.
Beyond technology, NRF 2025 also highlighted the ethical and environmental challenges facing commerce. These themes resonated particularly with companies like Smartway, which specialises in reducing food waste. Christophe Menez, its co-founder, shared: "Using AI, our solutions reduce waste by up to 30% while increasing retailers’ margins. This approach meets the growing demand for solutions that combine profitability and sustainability."
However, technological innovation isn’t limited to operational efficiency. TrustPlace, another French startup at the expo, drew attention with its solution for digital ownership certificates. Gaëlle Delors, its founder, highlighted its impact on customer relationships: "We enable brands to establish direct connections with their consumers, even in scenarios where they traditionally lack access to this data." This strategy aligns with the transformation of marketing strategies, where personalisation is becoming the norm.
A global vision
For Elias Rock, Head of French Pavilions at Business France, French Tech’s impact at NRF extends beyond mere presentations: "French companies bring a different vision, often more focused on business needs and with more resource-efficient approaches. This uniqueness is appreciated by international players."
With high-quality visitors, including major brands like Walmart and Auchan attracted by French innovations, this edition marks a turning point for French Tech’s visibility on the global stage.
The enthusiasm surrounding French Tech reflects the ability of French startups to meet international challenges. As the retail sector continues its rapid transformation, these companies are proving they can play a leading role in reinventing global commerce.
Looking to the future
One of the major announcements at the 2025 edition was the launch of NRF Europe, in partnership with Comexposium, scheduled for September 2025 in Paris. This initiative aims to extend the event’s reach and attract a European audience, further solidifying NRF’s global influence.
Beyond being a showcase of technological trends, NRF 2025 confirmed that innovative solutions must be accompanied by a deep understanding of local market expectations—a lesson that French companies seem to have mastered perfectly.