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Here’s how ad buyers ranked the retail media networks of 14 leading CPG-focused retailers—including Ahold Delhaize, Albertsons, Amazon, Costco Wholesale, CVS, Instacart, Kroger, Target, and Walmart—according to the attributes they value most.

Behind the hype around composable commerce, there are pros and cons that retailers should consider before shaking up their business operations.

Gen Z consumers are tech-savvy digital natives that feel more comfortable searching for products on social platforms like TikTok over traditional search engines like Google. Even when they’re shopping in-store, they employ technology to help them, browsing mobile phones and using self-checkout to make the shopping experience more seamless.

D2C ecommerce will continue to grow at above-average rates. But that growth will be driven by established brands selling directly—not digitally native brands.