The project aimed to promote the digital transformation of the retail sector with a focus on rural areas of the participating partner countries by providing VET providers/trainers with an effective training programme. This integrates digital content, increases the knowledge of the partner organisations and is tailored to the individual needs of retail employees. These were identified through a survey in the rural regions of the partner countries and subsequently confirmed through expert interviews on future challenges with the other project target groups of VET providers/trainers and employees of chambers/associations. This analysis, published at https://e-seller.erasmus.site/report/, served as a guideline for further project activities and sensitises employees of chambers and associations to make adjustments in order to promote competitiveness and employment at local and regional level. At the same time, the research report can also make a contribution at European level to the development of joint funding and solution approaches for the requirements of the rural labour market.
The COVID-19 pandemic has favoured the digital transformation of the retail sector, making e-retail increasingly important. According to the Europe E-commerce Report 2021, e-retail already influences over 50% of purchases, both stationary and digital. Businesses are facing the challenge of adapting their sales strategies to these new developments. In rural regions in particular, however, there is a need for digital skills, which means that employees run the risk of not being able to meet the requirements of e-retail. Reports such as that of the European Court of Auditors (2021) underline the increasing demand for digital skills in the labour market, especially due to the predicted further increase in e-retail sales. This results in a need for further training measures, especially in rural areas. According to Eurostat (2019), almost half of employees in these areas do not have the necessary digital skills, although e-retail offers an opportunity, especially for Greek and Polish SMEs in remote areas, to gain access to a larger market by marketing their products more online.