Booming since the Covid-19 pandemic, the development of advertising on e-commerce sites is accelerating in Europe and worldwide. Players are now organising the supply, demand and tools to make it a source of additional revenue for retailers and a growing advertising lever for advertisers seeking sales. We provide an overview of the new challenges in the development of e-retail media.
The context
Since 2020, the periods of Covid-19 lockdowns greatly accelerated e-commerce.
In Europe, online sales will continue to grow, even if at a slower pace. This year, total turnover should reach €797 billion on the Old Continent, up by 11% from 2021. Last year, it reached €718 billion, an annual increase of 13% (Ecommerce Europe and EuroCommerce Europe).
In the U.K, 30.7% of product sales (excluding services) were made online in 2021. In 2 years, e-commerce has gained 11.5% of market...
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