EU retail volumes fell 0.6% in September compared with August, according to Eurostat’s first estimate, published on 6 November. Non-food retail excluding automotive fuel fell 1.0%, while the euro area’s overall retail volume fell 0.7%. These month-to-month comparisons account for seasonal effects.

The annual comparison tells a different story. EU retail volumes were 0.9% higher than in September 2025, and non-food retail excluding automotive fuel was up 1.2%. The annual comparisons adjust for calendar effects. Both results can be true because they use different starting points.

Eurostat measures retail turnover adjusted for price changes. The release covers retail across channels and does not give an ecommerce-only growth rate or a count of parcels shipped. It also shows different results across markets: Germany was down 2.0% on the month, while Slovakia was up 2.2%.

For shop operators, compare like with like before changing stock or promotional plans. Look at each market’s unit sales against both the previous month and the same month last year, then check whether prices or promotions account for changes in revenue. The EU aggregate gives context for that review, but your own category and market determine what to do next.