Commerce media has spent years expanding beyond retailers’ owned and operated properties. But getting inventory onto social platforms, connected TV (CTV), and the open web doesn’t create demand on its own. Advertisers need a reason to use it. That’s particularly true on social, where just $1.3 billion will flow from retail media networks (RMNs) this year, representing less than 2% of retail media ad spending, according to EMARKETER’s forecast. “As we've watched the market evolve, it's become pretty clear that building more inventory and more supply doesn't automatically guarantee advertiser demand, especially in channels where brands have established buying partners and workflows,” said EMARKETER principal analyst Sarah Marzano, in a talk at Advertising Week New York on Monday. For Instacart, the opportunity is to make advertisers’ existing media buys more effective rather than force them into another buying platform. Its partnership with Pinterest offers a test case for that strategy, combining Instacart’s purchase data with a platform built around product discovery.

Its UK expansion pairs affordable luxury with direct product comparisons to appeal to shoppers focused on quality and value.