A new study by Zebra Technologies has revealed a disconnect between warehouse operators’ enthusiasm for technology and their readiness to implement it.
According to the company’s 2025 Warehouse Vision Study, 82% of warehouse decision-makers in Europe believe that increasing the use of automation and advanced technology improves frontline productivity.
However, 57% admit they are uncertain about where to begin with warehouse automation.
The study, titled The Great Warehouse Convergence: Where Technology, Efficiency and Innovation Align, explores how operators across Europe are responding to growing demands for speed, accuracy and efficiency in supply chain and fulfilment processes.
Zebra says the findings highlight a growing awareness of technology’s potential benefits, tempered by practical implementation challenges.
Beyond handheld computing, the study points to a growing interest in machine vision technology. About 74% of European warehouse leaders believe technologies such as fixed industrial scanning and smart cameras would reduce errors and save time in key operations.
Two-thirds of respondents plan to adopt machine vision systems in the next one to five years. These systems can automate inspections of products and packaging, reducing manual intervention and increasing quality assurance.
The report also identifies a broader shift toward emerging technologies. Around 60% of decision-makers expect to implement AI tools within the next five years, 64% are planning for augmented reality, and 63% aim to use predictive analytics.
Those already using AI on handheld devices report improved inventory management and picking accuracy (both cited by 79% of respondents), as well as gains in workplace safety (73%) and quality control (71%).
Automated returns processing is another growing priority, with 69% of European warehouse operators citing it as a key area for investment. As customer expectations continue to evolve, the study suggests that technology will play a critical role in enabling more responsive, efficient and adaptable warehouse operations across the region.
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