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In France, e-retail media reached €1.1 billion in 2023, up 24% year-on-year after a 32% uplift in 2022. With the expected end of third-party stored computer “cookies” announced for 2025, this market is now being driven by a number of non-food marketplaces, such as Kingfisher, Adeo or La Redoute, who are structuring their retail media offers.
Retail media, an integral part of the digital marketplace
“Today, everyone’s talking about retail media, but before investing further, there’s a question that all retailers need to ask themselves,” said Sacha Bismuth, Sales Director for Mirakl Ads, introducing the morning session. Do I decide to maximise my business margin, or do I really transform my business? According to BCG, retail leaders are investing in several areas, including retail media and a digital marketplace. These two major transformation schemes have become priorities for retailers.”
For non-food marketplaces, the most targeted advertisers are third-party merchants and their first strategic step is to maximize onsite retail media (on their own e-commerce website, Editor’s note). The next step is to see what can be done offsite (advertising outside e-commerce sites, based on retailers’ first-party data, Editor’s note). An example is Maisons du Monde, supported by Mirakl Ads for the past 6 months: “They’ve brought 130 advertisers on board, mainly marketplace sellers looking for sales conversion levers,” said Sacha Bismuth, Sales Director at Mirakl Ads, which has 15 customers. “Today, retail media accounts for nearly 1% of their online GMV, with a target of 2% to 3% by December. Considering that we’re talking about a business with a net margin of 70% or 80%, this is an enormous revenue lever”.
In Europe, the three largest markets for retail media are the U.K., Germany and France. However, for non-food retailers such as fashion, D.I.Y., baby equipment or furniture, the approach is also more local than for FMCG advertisers. “With brands like Procter & Gamble, we are able to hold discussions at European level, whether for advertising campaigns held with a single retailer or with different retailers.
