Outside of payments, which is still mostly using cryptocurrencies rather than the underlying blockchain technology, the most active area for retail blockchain applications is in supply chain.
supply chains depend heavily on cross-border situations where smart contracts could address current processes that are dependent on a lot of paperwork
And that is a job for blockchain! In fact, there has been an enormous amount of activity around retail supply chain and blockchain. There are three main areas of focus: visibility, anti-counterfeit, and IoT/RFID.