Gers Retail Sector Faces Transformation Amid E-commerce Rise and Changing Consumer Habits

The Gers department is experiencing a fundamental shift in retail consumption patterns, driven by the dual pressures of inflation and the rapid growth of e-commerce, according to data from the Chamber of Commerce and Industry (CCI) of the Gers. While the local economy generated 7.752 billion euros in 2025—a 2.7% increase—retail trade growth has stalled at less than 1%, signaling a sector under significant strain.

Did You Know? The Gers department currently counts 4,370 retail establishments, which account for 36% of the region’s total merchant employment.

Drivers of retail change

A comprehensive study conducted by the CCI, which analyzed 33,000 purchase transactions from 1,120 households, identifies digital transformation and evolving consumer expectations as primary catalysts for this shift. Myriam Magand, director of studies at AID Observatoire, notes that the rise of online shopping has significantly altered behavior since the last comparable survey conducted prior to the Covid-19 pandemic.

E-commerce has established itself as the second-largest non-food retail channel in the Gers, generating 30 million euros in revenue. Simultaneously, the secondhand market is gaining momentum, with more than 6% of non-food spending now directed toward used goods, a figure that exceeds the regional average.

Resilience of local commerce

Despite the rise of digital platforms, physical stores in the Gers maintain a foothold in the local economy. According to the study, 24% of all non-food expenditures in the department still occur at local retail shops, while 65% of total household spending remains concentrated in large-format supermarkets.

Expert Insight: The stabilization of the urban-rural divide in digital adoption suggests that geography is no longer a primary barrier to entry for online retailers. For brick-and-mortar stores, this implies that traditional location-based advantages are diminishing, forcing local businesses to differentiate through service quality and curated consumer experiences rather than convenience alone.

Future outlook for town centers

The CCI suggests that the future viability of town centers depends on diversifying the local offer to include a mix of services, leisure, and dining. Rémi Branet, president of the CCI of the Gers, emphasizes that many merchants are already pivoting toward creating a more integrated “customer journey” to retain local shoppers.

As the department moves forward, the ability of small businesses to adapt to these hybrid shopping habits could determine the long-term vitality of regional trade. Continued focus on service-oriented retail and the integration of digital tools may be necessary to counter the stagnation of retail growth observed in current data.

Frequently Asked Questions

What is the current state of retail growth in the Gers?
While the overall departmental economy grew by 2.7% in 2025, retail trade growth remains sluggish, increasing by less than 1%.

How significant is e-commerce in the local market?
E-commerce has become the second-largest non-food retail sector in the Gers, accounting for 30 million euros in revenue.

Are local shops still relevant to consumers?
Yes, local commerce still accounts for 24% of all non-food household spending, although large-format supermarkets continue to capture 65% of total household expenditures.

How might the integration of leisure and service offerings in town centers change the way you shop locally?