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Incrementality has always been the holy grail of retail media. But lately, it鈥檚 taken on greater importance as ad budgets are squeezed and retail media networks (RMNs) fight for their share of ad dollars.

However, search still commands a sizable share of digital spending that will be maintained by growth in retail media search. Retail media remains the fastest-growing ad channel. Most of the growth is tied to ever-rising retail ecommerce. Retail media鈥檚 valuable first-party data is now being used for ads targeted in-store and in nonendemic channels like CTV.

Limited merchant acceptance limits ACH networks鈥� share of retail payments. But this will likely change as they get faster, safer, and more accessible. A push to cut costs and increase control over payment systems among both merchants and sovereign nations could benefit ACH networks by increasing their volume both within and beyond retail. Key Trends We鈥檙e Watching.

This is the first installment of our 鈥凌别迟补颈濒 and Ecommerce Sales Benchmarks鈥� series, which helps retailers calibrate their sales mix against the market.

What retail and ecommerce categories are most exposed to current and proposed tariffs? Most retail sectors will be affected by increased tariffs, but some are more exposed than others, including the following:. Apparel and fashion. In 2024, the EU exported over 鈧�5.0 billion ($5.41 billion) worth of apparel and accessories to the US.

Grocers experiment with new formats and products to target Asian, Hispanic consumers: Kroger, Walmart, and Save A Lot are among the retailers looking to attract a more diverse audience.

Retail media platforms like Amazon offer many of the same benefits that social platforms do, including a large and engaged audience, targeted advertising, and ecommerce integrations. A burgeoning list of companies are throwing their hats in the ring in the US, Europe, and Latin America; the threat of retail media to the social platforms鈥� future ad revenue growth cannot be ignored.