Eligibility requirements
All cities from EU countries and Single Market Programme countries (Albania, Bosnia and Herzegovina, Iceland, Kosovo, Liechtenstein, Moldova, Montenegro, North Macedonia, Norway, Serbia, Türkiye and Ukraine) are eligible to apply.
For this competition, a ‘city’ is defined as an administrative unit governed by a city council or another democratically elected body.
Cities must meet the following population requirements
- small cities: 5 000 – 50 000 inhabitants
- medium cities: 50 000 – 250 000 inhabitants
- large cities: More than 250 000 inhabitants
Population figures should be based on the most recent census or official population statistics.
Can previous applicants apply again?
Yes. Cities that applied in the 2026 edition may apply again.
Please note that the winners are not eligible to reapply to the next edition. The 6 shortlisted cities that were not selected as winners remain eligible to apply.
Selection process
Evaluation criteria
To be considered for the European Capital of Small Retail title, cities must demonstrate excellence and exemplary measures implemented across 4 key criteria of a thriving small retail ecosystem
Sustainability
Green initiatives, sustainable supply chains, and environmental policies that support small retailers.
Entrepreneurship support and community engagement
Programmes that foster small business growth and community involvement.
Digitalisation
Digital infrastructure, training, and support that help small retailers embrace technology.
City attractiveness and vitality
Urban planning and initiatives that create vibrant retail environments.
In each criterion, each application will be assessed on
- strategic alignment
- innovation
- clarity of implementation
- measurable impact
For more detailed information, download the guide for applicants from the 'resources for applications' section below.
Eligibility check
Verification that all submission requirements are met.
Expert panel evaluation
Assessment of eligible applications. The three highest-scoring applications in each category will be shortlisted.
European Jury decision
Shortlisted cities present their proposals in Brussels in January 2027, where one winner per category will be selected.
Timeline
- 11 May 2026Launch of competition
- 8 June & 10 September 2026Information sessions
- 9 October 2026 (12:00 PM CET)Application deadline
- October/November 2026Eligibility check and expert panel evaluation
- End of November 2026Shortlisted cities announced
- December 2026/January 2027Preparation of programmes of activities and jury presentations
- January 2027Awards ceremony
- February 2027Title year begins
Applications must be submitted through the official online application portal – EU Survey.
Late submissions will not be accepted. Applications cannot be modified after submission.
Information session
On 10 September 2026, the second ECoSR information session took place, focusing on how to prepare a successful application.
Applications should preferably be submitted in English but may also be submitted in any official EU language or official Single Market Programme language (Albanian, Bosnian, Icelandic, Macedonian, Montenegrin, Norwegian, Serbian, Turkish, and Ukrainian). All applications must be submitted by the city administration and include an Endorsement signed by the Mayor or the highest city representative.
Applications submitted in languages other than English will be machine-translated for evaluation purposes.
Download the guide for applicants available in all eligible countries’ languages.
Required documents
Applicants must submit
- application form via EU Survey
- endorsement letter signed by the Mayor or highest city representative
- 3 high-quality photographs showcasing the city and its small retail environment
Photos must be free from copyright restrictions.
Resources for applicants
- Guide for Applicants (all languages)
- FAQ (all languages)
- Endorsement by the Mayor or the highest city representative - Template (all languages)
