Employment in retail is changing rapidly, driven by digitalization, automation, and new consumer demands. By 2027, the most sought-after professionals will be those who combine basic digital skills, adaptability, and a willingness to continue learning. Starting to develop these skills now, even gradually, can make all the difference.
Portugal is still in the early stages of adopting artificial intelligence in the retail sector. According to PwC Portugal, only 11,54% of Portuguese companies with more than ten employees use AI technologies, a figure well below the 20% average recorded in the European Union. This discrepancy may seem like a disadvantage, but it also reveals something important: the sector has a long road of transformation ahead, and those who prepare now will have an advantage.
As stores and brands increasingly invest in automation, omnichannel strategies, and new forms of customer service, retail professionals also need to update their skills. It's not about mastering cutting-edge technology, but about understanding how these changes affect the daily work of those in a store, warehouse, or customer service team.
This article explores the main trends in the retail sector, the skills most valued by employers, and some practical steps to prepare your career for 2027.
Retail in Portugal: a sector in transformation.
The Portuguese job market is facing persistent recruitment difficulties across the board. According to ManpowerGroup, 82% of Portuguese companies report difficulty in hiring qualified talent. The retail sector feels this pressure particularly: employee turnover is high, working hours are demanding, and the need for retraining is constant, especially as new technologies emerge.
According to an ARBENTIA study on the technological challenges of retail, artificial intelligence is finally moving beyond the experimental phase and entering real-world operational processes, such as demand forecasting, stock anomaly detection, and direct support for store employees. A McKinsey and EuroCommerce study on European food retail reinforces this trend, estimating that between 40% and 50% of routine activities in retailers' distribution centers could be automated.
This doesn't mean jobs will disappear. It does mean, however, that roles will change. Automated checkout systems, AI-powered inventory management systems, and customer support chatbots are redefining what is expected of those working in the sector. Those who can adapt to this change will have an advantage over those who resist it.
The new demands of the sector until 2027
Digitization and automation in stores
Physical stores no longer operate as they did a decade ago. Self-checkout lanes, inventory management systems with artificial intelligence, and loyalty apps are now part of the daily routine for those who work in retail.
A simple example: a store assistant who previously focused on sales processing may now need to interpret basic sales data and use digital platforms to support operations. It's not necessary to be a technology expert, but it is necessary to be comfortable using these tools on a daily basis.
Omnichannel and customer experience
Omnichannel consists of integrating physical and digital sales channels, allowing the customer to have a consistent experience regardless of the channel they use. A recent report from Grande Consumo The report on the sector's priorities for 2026 confirms that unified commerce — linking stores, e-commerce, warehouses, and customer data into a single operation — is now one of the retail sector's biggest technological priorities.
In practice, this means that customers expect to be able to buy online and pick up in-store, or return through a different channel than the one where they purchased. For professionals in the sector, this requires knowledge of both physical and digital customer service, and the ability to resolve problems in real time when something goes wrong between channels.
Sustainability and conscious consumption
Increasingly, consumers value the sustainability of brands and the quality of private label products. This trend leads retail professionals to clearly communicate the environmental and social values of the brands they represent, both in physical stores and on digital channels.
The skills most valued by employers
Digital skills in retail
Employers in the sector are increasingly looking for candidates with:
- Basic digital literacy, including the use of POS systems, management applications, and generative AI tools.
- Ability to analyze simple sales or customer behavior data.
- Ease of use of both physical and digital platforms, without compromising the quality of service.
Soft skills that make a difference
Technical skills are important, but they are not enough on their own. The most valued soft skills in retail include:
- Clear communication and the ability to solve problems in real time.
- Adaptability in the face of rapid technological change.
- Emotional intelligence for dealing with customers across different channels, from physical stores to social media.
Continuous learning as a requirement, not as an extra
Continuous training is no longer just an added value on a CV; it has become an important tool for updating professional skills. Certified courses in areas such as digitalization, customer service, or sales management can represent a significant competitive advantage as early as 2026 and 2027.
In Portugal, the IEFP (Institute for Employment and Vocational Training) continues to be a national benchmark in vocational training, with courses related to commerce and customer service that can help those who want to update or strengthen their skills in this area.
How to prepare your career path for the retail industry of 2027
Invest in certified training
Consider taking short courses related to digitalization, customer service, or sales management. These certifications, even if they seem small, can make the difference between two similar applications.
Update your CV with your new skills
Whenever you acquire a new skill or certification, it's worth reviewing your resume to ensure that this information is clearly visible. Tools like CVMaker can help structure and highlight newly acquired digital skills without having to start the document from scratch every time you update something.
Define a medium-term career strategy
Think about where you want to be in 2027: in a leadership role, as an omnichannel specialist, or in a more technical area within retail. After defining this goal, stay alert to job openings and industry trends through employment platforms and professional networks relevant to your field.
The retail of the future has already begun.
The retail sector in Portugal is undergoing rapid transformation, and digitalization will continue to redefine roles in the coming years. The good news is that this change doesn't require a giant leap overnight: continuous training and regular skills updates are now key to remaining relevant in the market.
Preparing for 2027 starts with small steps: certified training, an updated resume, a clearer career strategy. Take the first step in your professional development now and let time do the rest.
FAQ
What skills will be most in demand in retail in 2027?
The most sought-after skills combine basic digital literacy (POS systems, management tools and generative AI), simple data analysis skills, and soft skills such as communication, adaptability, and emotional intelligence.
Will artificial intelligence replace retail workers?
Artificial intelligence can automate routine tasks, such as some inventory management and sales processing activities. However, many roles still require professionals capable of interpreting information, solving problems, and providing quality customer service.
Do I need advanced technical training to work in digital retail?
Not necessarily. Many roles primarily require basic knowledge of digital tools, although the requirements depend on the job responsibilities. Short courses, including those available through the IEFP (Portuguese Employment and Vocational Training Institute), can help you develop the necessary skills.
How can I highlight digital skills on my resume?
Include concrete examples, such as the use of management systems, AI tools, or digital service platforms. Updating your resume whenever you acquire a new skill helps keep the document relevant for each application.
Is it worth investing in training if I'm still employed in retail?
Yes. Continuous training helps you keep up with technological changes, develop new skills, and prepare for future career opportunities. Even if you are already employed, investing in learning can help keep your profile up-to-date and adapt to the new demands of the sector.
