2026零售媒体报告

RETAILMEDIAReport2026 retailx.events Introduction For brands, this changes the role retail media plays.It is no longer just about conversion. It is increasinglyseen as a full-funnel channel, with 24.6% of marketersplanning to increase onsite spend with new budgetand 33.3% shifting existing budgets into offsiteretail media. This is driving both opportunity andcomplexity, as retail media becomes integrated intobroader media and brand strategies. Contents Retail media’s initial growth phase is over. Whatcomes next is something more complex – and moreconsequential. As global digital retail media ad spendclimbs from $136bn in 2024 to more than $155bn in2026, on its way towards $175bn by 2028, the sectoris no longer proving its value, it is scaling, expandingand maturing at pace. All of this is happening at a time of shifting consumerbehaviour. Shoppers are more value-driven – datafrom our consumer survey shows that 49.2% say adsare useful when they offer genuine discounts – yetalso more fragmented, splitting attention across retail,social, streaming and emerging AI interfaces. In Europe alone, retail media spend is set to rise from€13.7bn in 2024 to €20.8bn in 2026, underlining justhow quickly the sector is embedding itself into thecore of advertising strategy. But scale brings new challenges. Retail media is nolonger a simple, onsite performance channel. It nowspans onsite, offsite and instore environments, whileextending into CTV, social platforms, shoppable videoand AI-driven discovery. None of these channelsacts in isolation, they now form part of a whole – anecosystem that spans the sales funnel and whichthrows up both economies and challenges of scale. More than 40% are comfortable with AI-drivenpersonalisation, but a similar proportion remainsceptical, highlighting the growing importance of trust. This is the attention economy in action: a worldwhere attention is scarce, journeys are non-linear and influence is distributed. Retail mediais responding by evolving into commerce media,extending beyond retail into travel, mobility,content and beyond. At the same time, the technology underpinning ithas advanced rapidly. First-party data is still thefoundation, but AI is becoming the operating systemon which the parsing, deployment and segmentationof that data, and its subsequent use in creating anddisplaying ads, has to run. In this context, the 2026 Retail MediaX report exploreswhat this transformation means in practice – mappingthe shape of the market today and identifying howretailers, brands and agencies can navigate whatcomes next. Against the backdrop of this multichannel, data-powered and AI-operated new retail media order, sitsthe perennial issue of how to measure effectiveness.Measurement, by necessity, is evolving from basicattribution to full-funnel accountability across multiplechannels. Measuring incrementality is now key. With profiles of leading commerce and retail medianetwork players and through survey data acrossretailers, brands and consumers, the report pullstogether where retail media is in 2026 – and whereit now scales and evolves. Shape of themarket in 2026 Retail media’s big bang growth phase isover. But now we enter the realms of rapidinflation as this vital part of the advertisinguniverse scales, expands, deepens andmatures. What does that look like? Retail media has come a long way, very quickly.What was once seen as an experimental extension ofecommerce confined to sponsored product listings ona handful of large marketplaces has, by 2026, becomeone of the defining forces reshaping digital advertising.It now sits at the intersection of commerce, mediaand data. It commands serious budgets and strategicattention from brands, retailers, other consumer-facingbusinesses and technology providers alike. And yet, for all its momentum, retail media in 2026 isno longer simply a growth story, now it is a story aboutscale, maturity and, increasingly, complexity. A MARKET THAT HAS COME OF AGEThe numbers tell a compelling story. As charted opposite (top), global digital retail media ad spend hasrisen from $41.6bn in 2018 to $155.2bn in 2026, withprojections suggesting it will reach $175.7bn by 2028.This is not just rapid growth, it is sustained, structuralexpansion. Even as the rate of increase begins tomoderate as it moves past its rapid expansion andinto scaling, the trajectory remains firmly upward. What is striking is not just the size of the market,but also the consistency of its growth. Retail mediahas weathered pandemic disruption, macroeconomicuncertainty and shifts in consumer behaviour,emerging as one of the most resilient areas ofdigital advertising. competitors such as Walmart at 6.9%, with all otherplayers collectively making up just 15.8% This concentration tells two stories simultaneously.On the one hand, it underlines the continuedimportance of scale, data and infrastructure – areaswhere Amazon remains unmatched. On the other, ithighlights how much of the mark