Global Retail Ad Market to Hit $200.4 Billion in 2026 as Growth Slows Outside Amazon
Updated
Updated · MM+M Online · Aug 21
Global Retail Ad Market to Hit $200.4 Billion in 2026 as Growth Slows Outside Amazon
3 articles · Updated · MM+M Online · Aug 21
Summary
$200.4 billion in 2026 and $223.4 billion in 2027 would put retail media at 15.2% of global ad investment, according to Warc’s latest commerce media report.
9.8% growth excluding Amazon in 2027 would mark the weakest expansion since 2021, signaling a maturing market even as total spending keeps rising.
55% of alcoholic drinks media budgets and 54.9% of food spending are expected to go to retail media in 2027, showing FMCG brands are driving the channel’s dominance.
15% of tech and electronics ad spend in 2027 would be down from 16.2% in 2025, while 73.9% of UK brands already use three or fewer retail media networks.
Warc said retailers now face a trade-off between higher-margin ad revenue and shopper experience, making tighter integration with other channels critical for sustained growth.