Press releases

CONTEXT retail insights highlight an opportunity for retailers to win business customers ahead of Q4, as rising prices squeeze demand across Europe

London, 21st  October 2026 - Retail chains are outperforming specialist IT resellers in Europe’s business laptop market, with strong growth in the UK, France and Poland pointing to an opportunity to capture year-end business spending, according to CONTEXT.

August 2026 figures from CONTEXT Total Market Report show that business notebook revenues through retail chains rose 7% year on year, compared with just 1% among small and medium-sized IT resellers. Both channels sold fewer devices as prices rose. However, retail chains proved more resilient: unit sales fell 9%, compared with a 15% decline among resellers. Average selling prices reached €850 in retail chains and €860 among resellers, up from €725 and €730 respectively a year earlier.

James Bates, senior retail analyst at CONTEXT, said: “Business laptops are an opportunity retailers should take seriously this Q4. The UK, France and Poland show that buyers are still spending where the price and product are right. For a small business watching its budget, a retail chain can be a practical place to buy its next laptop. But higher revenues do not tell the whole story. Across Europe, fewer business notebooks are being sold through both channels. Retailers need to give customers a compelling reason to buy, with competitively priced machines that are ready for work.”

The UK delivered the strongest retail revenue growth among the six markets examined, up 30%, with unit sales rising 21%. Average retail prices increased 7% to €790. Specialist resellers also grew, but their unit sales rose just 4%.

France offered another clear example of retail strength. Business notebook revenues through retail chains increased 22% and unit sales rose 15%, while average prices increased 5% to €820. Reseller revenues were flat, with unit sales down 24% as average prices rose 31%.

Poland also recorded strong demand. Retail chains increased revenues by 29% and unit sales by 23%, with average prices at €730. Resellers grew too, suggesting broader strength in business purchasing.

Elsewhere, the picture was tougher. Retail unit sales fell 33% in Germany and 35% in Spain as prices increased sharply. Italy’s retail revenues rose 8%, but an 18% fall in units showed that growth reflected higher spending per device rather than more purchases.

James added: “There is no single price that works across Europe. Retailers should use local demand to shape their offers and keep affordable business models in stock. Professional operating systems, security and durability matter, but the price still has to work for the customer.”