(Trends, 6/6) After an exceptional 2024 driven by the Olympic Games, retail media entered a phase of maturity and slowing business last year. It nonetheless remains extremely dynamic, fuelled by the rise of in-store activations, omnichannel campaigns and the increasing structuring of retail media networks across Europe. For Tanguy Le Falher (Vusion), Thibault Hennion (Unlimitail) and Nicolas Trannoy (Lucky Cart), the store has now become the sector’s main growth engine.
Context
According to the Future of Commerce Media study published by WARC, the global retail media market reached US$175 billion in 2025 (up by 13.7% year-on-year), representing 16% of total advertising spend. The market is expected to reach US$200 billion in 2026, accounting for 16% of the total advertising market, more than linear TV and CTV combined. In the U.S.A., retail media remains largely concentrated on e-commerce, dominated by Amazon, which accounts for 75% of e-commerce sales, followe
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