The Mobile World Congress (MWC) 2025, recently held in Barcelona, has established itself as the epicenter of technological innovations that are redefining the future of retail.
This year, the event highlighted how artificial intelligence (AI), extended reality (XR), and circular economy are transforming the shopping experience and business management in the retail sector.
photo courtesy: © 2025 GSMA / MWC
Artificial Intelligence as a Driving Force for Change
AI was one of the central topics at MWC 2025. Li Peng, Senior Vice President of Huawei, emphasized the convergence of AI and 5G as key factors in the future of connectivity and communication. This combination promises to revolutionize retail by enabling more personalized and efficient shopping experiences.
Companies like Samsung showcased devices integrating advanced AI. The Galaxy A series, featuring the A56 5G and A36 5G models, includes “Awesome Intelligence”, a comprehensive mobile AI that brings advanced features to more users. These innovations facilitate inventory management, customer data analysis, and process automation, optimizing store operations.
“Artificial intelligence and 5G are converging to transform connectivity and communication in retail.”
— Li Peng, Senior Vice President of Huawei.
photo courtesy: © 2025 GSMA / MWC
Extended Reality: A New Dimension in the Shopping Experience
Extended Reality (XR) emerged as a key trend at MWC 25. Samsung unveiled the Moohan Project, its first XR headset with Android, developed in collaboration with Google and Qualcomm. This device, leveraging multimodal AI, will enable more natural, conversation-like interactions, offering consumers immersive shopping experiences.
Additionally, TCL introduced the RayNeo X3 Pro glasses with augmented reality and built-in cameras, expanding interaction possibilities in the retail environment. These technologies allow customers to visualize products in virtual environments b
Extended reality is redefining the shopping experience, allowing consumers to interact with products in ways never seen before.
photo courtesy: © 2025 GSMA / MWC
Circular Economy and Recommerce: Towards Sustainable Retail
Sustainability was another major focus at MWC 25. Retail and fintech experts discussed the role of AI and circular economy in the resale of electronic devices, known as recommerce. This business model is gaining ground, as it offers consumers more affordable and sustainable options, extending product lifespans and reducing electronic waste.
In Europe, the recommerce market is projected to grow from $28.9 billion in 2025 to $125 billion in 2035, highlighting a shift toward more responsible consumption and resource management practices.
Recommerce not only provides consumers with more affordable options but also promotes sustainable practices in retail.
photo courtesy: © 2025 GSMA / MWC
Smart Stores: Automation and Efficiency
Retail automation was another key topic at MWC 25. Big Fish and Huawei demonstrated how smart stores can operate autonomously, providing an efficient and frictionless shopping experience. These stores use technologies such as AI and the Internet of Things (IoT) to manage inventories, personalize offers, and optimize logistics, reducing operational costs and improving customer satisfaction.
Smart stores represent the future of retail, combining automation and personalization to enhance the customer experience.
photo courtesy: © 2025 GSMA / MWC
Key Innovations: Devices and Technological Solutions
MWC 25 also served as a platform for the unveiling of devices and technological solutions that will impact retail. Lenovo showcased a laptop with a dual flexible screen and a solar-powered computer, ideal for mobile and sustainable work environments. These innovations facilitate business management in retail, enabling professionals to work more efficiently and eco-consciously.
Smart shopping carts equipped with touchscreens, scanners, and cameras were introduced, allowing customers to automatically register selected products, enhancing the shopping experience and operational efficiency.
Conclusion
MWC 25 has demonstrated that the future of retail will be shaped by the integration of advanced technologies such as artificial intelligence, extended reality, and circular economy.
These innovations will not only transform the shopping experience—making it more personalized and immersive—but also promote more sustainable and efficient business management. Companies that adopt these trends will be better positioned to meet consumer demands and tackle market challenges in the coming years.
To explore more about the trends presented at MWC 2025, check out the following video:
