Key stat: The majority (80.9%) of worldwide retail media ad spend will take place in China and the US this year, according to a March 2025 EMARKETER forecast.

Beyond the chart:

• China has the world’s largest market for retail media ad spend, according to our “Worldwide Retail Media Ad Spending 2025” report.
• Outside of China and the US, the rest of the world’s share of retail media ad spend will grow slowly over the next few years, bolstered by markets in the UK, Germany, and Canada.

Use this chart: Marketers and media strategists should start expanding budget planning beyond China and the US, especially into fast-growing retail media markets. Retail platforms in regions like Latin America and Southeast Asia may offer less competition and more growth potential, especially for brands looking to establish an early footprint.

Related EMARKETER reports:

• Worldwide Retail Media Ad Spending 2025 (EMARKETER subscription required)
• Impact of Tariffs on US Retail Media Ad Spending(EMARKETER subscription required)

Note: All numbers are EMARKETER estimates. Examples of in-store retail media include interactive retail displays at the front of the store, checkout, end caps, cooler aisles, and smart carts; at gas stations (e.g., GSTV video ads); at Volta and other electric vehicle charging stations; and at the Redbox kiosks.

Methodology: Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions, historical trends of the advertising market, historical trends of each medium in relation to other media, reported revenues of major ad publishers, estimates from other research firms, data from benchmark sources, consumer media consumption trends, consumer device usage trends, and EMARKETER interviews with executives at ad agencies, brands, media publishers, and other industry leaders.