Retail media market projected to exceed $200 billion by 2026

The global retail media market is projected to exceed $200 billion by 2026, according to research from WARC Media. While the sector shows significant scale, growth rates are beginning to slow. Excluding Amazon, global growth is expected to drop to 9.8% by 2027, marking its lowest level in recent tracking. In the United States, advertisers are expected to spend approximately $71.09 billion on retail media in 2026.

The market is characterized by high concentration among major players. In the US, Amazon and Walmart are projected to absorb roughly 89% of new retail media dollars in 2026, with Amazon alone capturing 78% of spending in 2025. In Europe, Amazon also maintains a dominant position, controlling more than two-thirds of investments in several major markets, including France.

Retail media is becoming a dominant force in specific consumer goods categories. By 2027, it is expected to account for 55.8% of global media investments for alcoholic beverage brands and 54.9% for the food sector. However, experts warn that the increasing number of advertising formats and interruptions could potentially degrade the shopper experience and impact campaign efficiency.