Wandering the grocery aisle, you might watch the price of sourdough drop in the time it takes to remember if you already have a loaf at home. That’s the power of electronic shelf labels (ESLs), an efficient replacement for traditional paper price tags that let stores update costs, promotions, and product availability in an instant. France-based Vusion, a leader in the global ESL market, boasts partnerships with major retailers from Walmart to Sephora, and its revenue reached $1.79 billion in 2025, up 51% from 2024 . “We're about digitizing physical commerce…making stores more connected, data-driven, and automated, but also much more interactive and personalized,” says chairman and CEO Thierry Gadou. Due to concerns about the potential for surge and surveillance pricing, some U.S. states, including New York , have introduced legislation to prohibit the use of ESLs in grocery stores and pharmacies—though a 2025 study found that ESLs have not led to surge pricing in U.S. grocery retail.…