零售商业2026：最强零售商业品牌将如何执行2026年破纪录表现

The State of RetailCommerce 2026 How the strongest retail commerce brands will executerecord-breaking performance in 2026 What you’lllearn 1. The retail media market is expanding acrossplatforms:spend is spreading across a broader mix ofplatforms, signaling market expansion rather thansimple budget shifts between dominant channels. 2. Diversification is driving the next phase of retailmedia growth:high-performing brands are movingbeyond concentrated channel mixes and adoptingportfolio approaches. Those balancing scale withexperimentation will be best positioned to unlock newgrowth. 3. Full-funnel activation within channels drivesperformance:investment in Paid Social’s Awarenessand Consideration, and Google’s full-funnel formats(Demand Gen, YouTube) - is linked to stronger revenueand improved ROAS. 4. AI-led automation is now a material performancelever:AI-driven formats outperform manual setups atscale, while automation enables teams to managecomplexity and focus on higher-value strategic work. Who isFospha? About Fospha Fospha is a full-funnel measurement platform built to give brands a viewof what actually drives incremental growth. Our model powers planning,budgeting and daily optimization across DTC, Amazon and TikTok Shop. How does our model work? At the core is a MMM that measures the impact of every impression,view and click - refreshed daily and granular to the ad level. It combinesthe speed of attribution with the rigor of an MMM, giving teams a reliabletool for understanding channel contribution, headroom and incrementalrevenue. Fospha clients outperformthe market by30% Who do we work with? The fastest-growing retail brands globally, from scaling DTC teams toglobal enterprise advertisers. Brands using Fospha consistentlyoutperform the market by 30%. Based on independent Varos data analyzing ROAS across7000 non-Fospha brands with a combined annual mediaspend of $7 billion. Contents Retail commerce looks different heading into 2026 2The retail media market is expanding across platforms Diversification is driving the next phase of retail media growth Full-funnel activation within channels drives performance AI-led automation becomes a performance advantage Recommendations for record-breaking 2026 performance Retail commercelooksdifferentheading into 2026 Pressure rose - and measurement clarity became thedifferentiator The state of retailcommerce in 2025 These changes unfolded against a tougher operatingenvironment. Advertising costs rose unevenly acrossplatforms, tariffs introduced supply chain friction, andmargins came under pressure. As a result, tolerance forunproven spend decreased. Anything that couldn’tdemonstrate impact quickly - or confidently - was cut. 2025 marked a structural shift in how retail brands grow In this context, clarity became a competitive advantage.Measurement moved from useful to essential. Whencommerce spans multiple platforms and automationreduces manual control, the ability to see incrementalimpact across the full funnel - across DTC andmarketplaces, across short- and long-term payback -determines how confidently brands can invest, scale, andadapt. In 2025, marketing became a game of presence: showing upwherever customers can discover and buy. Commerce hasmoveddecisively inside platforms. Marketplaces, social platforms, andretail media networks became points of conversion in their ownright. At the same time, the mechanics of growth changed. Coreplatforms like Meta, Google, and TikTok continued to deliver scale,but brands increasingly expanded into new channels to unlock newaudiences. The strongest brands learned how to lean into bothscale and experimentation in parallel. What this report covers This report analyzes data from enterprise retail brandsacross the US, UK, and EMEA* to understand whatseparated the strongest performers in 2025. We examinehow they structured their media mix and accessedincremental growth in an increasingly complex commercelandscape. Automation accelerated this shift even further. AI-led campaigntypes, automated bidding, and creative systems fundamentallychanged how optimization happens. Manual levers gave way tohigher-level decision-making, placing greater emphasis onstrategy, creative quality, and budget allocation rather than day-to-day execution. *cohort information outlined in the Appendix. Fospha brandsgrew spend and revenuewhileimproving CPP in challenging market conditions Across the market, efficiency was the goal in 2025 Fospha brands grew spend and revenue in 2025while improving customer acquisition efficiency Rising cost-of-living pressures, cautious consumer behavior, and geopoliticaluncertainty meant many brands prioritized efficiency over growth in 2025. Aheadof the year, advertising spend was forecast to grow 4.4%–7.7%, later revised downto 4.9%–6.0% in mid-year re-forecasts as global trade disruptions intensified*. Resilient growth for Fospha brands amid constrained market conditions Against