Electronic shelf labels (ESLs) are transforming from pilot projects into a retail must-have, with major players like Walmart, Target, and Aldi leading the charge in U.S. adoption. These digital price tags help retailers keep pricing accurate, react instantly to market shifts, and cut waste from millions of paper tags. Despite some lawmakers’ concerns about surge pricing, studies show ESLs actually promote more frequent discounts and transparency. Beyond pricing, ESLs boost efficiency, sustainability, and customer trust — helping stores operate smarter and greener in a competitive, tariff-challenged market. As retail evolves, ESLs aren’t just tech upgrades — they’re the new backbone of modern, customer-first retail operations.