Kingfisher’s DIY Ecommerce Strategy to Reach 30% Online Sales | WRC 2026

About this episode

The episode discusses Kingfisher's strategy to increase ecommerce sales and the role of stores in their digital approach.

In this Omni Talk Retail interview, recorded live from World Retail Congress 2026 in Berlin, Chris Walton sits down with Romain Roulleau, Group Digital & Ecommerce Director at Kingfisher, to unpack how one of Europe’s largest home improvement retailers plans to grow ecommerce from 21% to 30% of total sales. Romain explains why stores sit at the center of Kingfisher’s digital strategy, how marketplaces are transforming DIY retail, and why AI in home improvement requires a very different approach than categories like grocery or apparel. The conversation also dives into omnichannel fulfillment, click-and-collect innovation, retail media, and why project-based shopping changes everything for ecommerce and AI personalization. Plus, why Kingfisher is prioritizing customer journey support over AI-powered checkout and what retailers still misunderstand about the future of agentic commerce. Key Topics Covered: • Kingfisher’s strategy to grow ecommerce to 30% • Why stores are central to modern digital retail • How click-and-collect is evolving in marketplace ecommerce • Integrating third-party marketplace products into in-store shopping • Why DIY retail is uniquely complex for AI and…

People in this episode

Host: Chris Walton

Guest: Romain Roulleau

Topics covered

• ecommerce strategy
• omnichannel fulfillment
• AI in retail
• click-and-collect
• customer journey
• marketplace transformation

Keywords

• Kingfisher
• ecommerce
• AI
• retail
• click-and-collect
• omnichannel
• marketplace
• customer journey
• personalization

Mentioned in this episode

Organizations: Kingfisher, World Retail Congress

Places: Berlin

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