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

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 personalization • The future of AI agents in home improvement retail • How retail media differs between 1P and 3P marketplace sellers • Why Kingfisher sees stores as a competitive advantage vs. pure-play ecommerce • The operational challenges behind large-scale omnichannel retail • Why AI-powered checkout may still be years away Thank you to Vusion for supporting Omni Talk Retail’s live coverage from World Retail Congress 2026 in Berlin. #WRC2026 #WorldRetailCongress #OmniTalkRetail #Kingfisher #Ecommerce #RetailMedia #AIinRetail #Marketplace #DIYRetail #Omnichannel #RetailInnovation