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Outside of China and the US, the rest of the world鈥檚 share of retail media ad spend will grow slowly over the next few years, bolstered by markets in the UK, Germany, and Canada. Use this chart: Marketers and media strategists should start expanding budget planning beyond China and the US, especially into fast-growing retail media markets.

This is pushing some shoppers to borrow more: Consumer debt rose by one-third in 2022, per the money.co.uk debt index. That鈥檚 helped boost the growth of flexible payment options like BNPL. But critics allege that BNPL exploits users and can increase debt problems. More than 2 in 5 UK BNPL customers borrowed money to make repayments, per Citizens Advice.

For example, Affirm expanded its tie-up with Shopify in the UK and Canada, and Klarna partnered with Worldpay, JPMorgan Payments, and Adobe Commerce. Both firms have also partnered with Apple Pay and Google Pay. But individual partnerships are still important if BNPL players want to reach larger merchants like Stitch Fix.

A2A payments accounted for 18% of Europe鈥檚 ecommerce transaction value in 2023, per Worldpay鈥檚 2024 Global Payments report. In the US, it made up just 5% of ecommerce transactions. In the UK, Visa鈥檃 A2A Faster Payments totaled 拢3.7 trillion ($4.6 trillion) in 2023, up 15% YoY. But growth is expected to be modest given the lack of incentives for customers to make the switch for retail purchases.

Why it matters: Merchant Information can help banks improve the customer experience: Almost half (45%) of British adults want their banks to provide information on their individual transactions, per Tink research. The solution can also help banks save money鈥攗p to 鈧�22 million annually ($23.80 million), per Tink estimates.

Any solid ecommerce business should already have top-notch search functionality. But this is doubly important for retail media, since 64.8% of US retail media ad spend will come from search next year, according to our forecast. Make sure you have a solid tech stack.

After three years of wild fluctuations in retail and ecommerce sales growth, a sense of stability and normalcy is slowly emerging. A healthy if unspectacular rebound for ecommerce is in the cards, and most national markets are heading in the right direction.

In France and the UK, digital is the majority media and has been for some time鈥攕ince 2022 in France and 2016 in the UK. Digital advertising鈥檚 appeal is growing rapidly. Eyeballs still remain in traditional media, but legacy platforms will struggle to improve revenues as digital takes hold.

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Three of Latin America鈥檚 most prominent retail and ecommerce players鈥擬ercado Libre, Falabella, and Walmart Mexico鈥攚ere among the leaders of the fastest-growing companies ranked by digital advertising revenues. Tesco launched Tesco Media and Insight in November 2021, powered by its data science and loyalty division, dunnhumby.

51% of global shoppers say the top reason they shop in-store is to experience products firsthand before buying, according to February data from Criteo.