Walmart and major retailers see surge in Retail Media revenue

Retail Media is emerging as a high-growth sector for major retailers, driving significant advertising revenue. Walmart reported $6.4 billion in advertising income for 2025, a 46% increase from the previous year. Notably, while Walmart’s traditional retail business operates on approximately a 4% margin, its Retail Media segment achieves around 70% profitability. Other major players are seeing similar trends: Amazon generated $76 billion in advertising revenue over the last 12 months, controlling nearly 80% of the U.S. Retail Media market, while Target, Instacart, and DoorDash have also seen substantial growth in their advertising sectors.

In the Mexican market, consumer behavior shows a distinct split between physical and digital channels. According to Statista Consumer Insights, Bodega Aurrera leads in regular physical grocery shopping with a 67% usage rate among consumers. However, Walmart dominates the online grocery sector, capturing 44% of consumers who ordered food or beverages online in the last 12 months, followed by Rappi at 34% and Chedraui at 28%.