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Commerce media is evolving beyond online retail into new frontiers like out-of-home (OOH) ads at gas stations and convenience stores, creating 鈥渁 once in a career window to reorient your business to the opportunity,鈥� according to Sean McCaffrey president and CEO of GSTV, which serves commerce media ads at gas pumps.

Amazon introduced advertisements to Prime Video in January 2024 and began experimenting with interactive, directly shoppable video ad formats last May鈥攔epresenting a significant expansion of Amazon鈥檚 retail presence beyond traditional ecommerce. Shoppable ads were tested again during the Thanksgiving holiday weekend on Prime Video, connecting video content directly to consumers鈥� shopping carts.

Slower growth in these segments could drag down overall ecommerce expansion. Compounding the challenge are strained logistics systems, longer fulfillment timelines, and increased risk of inventory stockouts, as carriers and the USPS must now verify package values. While ecommerce will continue to gain share of total retail, growth is likely to fall short of prior projections.

TikTok brings DMs directly to livestreams: The update is part of TikTok鈥檚 broader livestream push, designed to keep brands and creators around.

While return on ad spend (ROAS) is commonly used to compare performance across platforms, Gloazzo cautions against over-reliance on this metric. "ROAS is not my favorite one, because a lot of retail media platforms right now take into consideration in-store sales, within the evidence sales," he said. "Some have 14 days attribution, some have 30 days attribution.".

In March, Meta rolled out new carousel ads that drive both ecommerce and in-store purchases, with early tests showing a 21% higher incremental return on ad spend compared to ecommerce-only formats, Meta鈥檚 group lead for retail and ecommerce Karin Tracy told Adweek. Why it matters: Meta is chasing retail media, a fast-growing category with US spending projected to rise 18% in 2025 and 16.8% in 2026.

US sales on Shein and Temu fell sharply following price increases: The decline is an unwelcome sign as both marketplaces fight to stay relevant with shoppers.

AXON鈥檚 performance is pulling in spend across gaming, ecommerce, and connected TV, giving AppLovin a foothold in markets far larger than its original mobile gaming roots. What could trip things up? Regulatory risk, geopolitical volatility, or platform gatekeepers like Apple shifting their rules pose threats to AppLovin鈥檚 growth flywheel.

As competition intensifies and consumers continue to seek value, retailers will need to double down on how to differentiate themselves and offer shoppers what they want, wherever they are.

But on-site ad inventory is finite, and its worth to advertisers is inextricably tied to ecommerce traffic, which leaves most retailers at a disadvantage. Further adding to on-site woes, advertisers have begun to question the ROI of ads so close to the bottom of the purchase funnel. Retail media鈥檚 biggest players are maxing out their owned and operated surfaces.

work with are already so dependent on the results of those ad spending pieces.

Shopping websites, on the other hand, were ranked as the top choice, which gives retailers a natural advantage. Companies whose customers aren鈥檛 in a shopping mindset will have to work even harder to ensure the ads they feature are relevant, engaging, and, crucially, not disruptive. What will it take to carve out success in a crowded commerce media landscape?

Budget planning for ad spending on Amazon should account for potential volatility. Maintaining flexibility to adjust spending as market conditions evolve will be critical. Diversifying ad strategies across multiple Amazon ad products could help mitigate risk and maximize performance during fluctuating conditions.

Although still a small share of ad spend, in-store retail media is expanding rapidly. Retailers like CVS and 7-Eleven are using digital screens and audio ads to engage shoppers closer to the point of purchase.

Worldwide retail media spend will hit $140 billion this year, according to our December 2023 forecast.

The UK is still playing catch-up with China and the US on social shopping. Meta has been slow to introduce commerce functionality on its platforms in the UK; brands are cautious about investing in social; and consumers are turned off by fears of fraud. But the channel is gaining momentum fast:. Major brands are now selling on TikTok Shop.