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EMARKETER

Commerce Media Trends to Watch in 2026

Commerce Media Aligns With the Infrastructure That Underpins Shopping and Purchase Behavior

Report by Sarah Marzano  |  Dec 5, 2025

Top Trends to Watch in 2026

Need-to-Know Trends Reshaping the Digital Future

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Table of Contents
Retailers will restructure their media teams and operations to unlock their full potential
Agentic shopping experiences will catalyze the next wave of retail media ad innovation
Retailers will focus on store takeovers to hard launch their in-store retail media capabilities
Financial media networks will acquire shopping surfaces to compete for commerce media budgets
Sources
Media Gallery
About This Report
In 2026, commerce media will shift toward the core mechanics of shopping, as retailers reorganize, stores become high-impact media showcases, agentic AI opens new monetization, and financial platforms move closer to shoppable environments.
Topics
Retail Media
Artificial Intelligence (AI)
Payments
United States
Table of Contents
Retailers will restructure their media teams and operations to unlock their full potential
Agentic shopping experiences will catalyze the next wave of retail media ad innovation
Retailers will focus on store takeovers to hard launch their in-store retail media capabilities
Financial media networks will acquire shopping surfaces to compete for commerce media budgets
Sources
Media Gallery

In 2026, commerce media will align more closely with the foundations of shopping. Retailers will restructure, stores will become prominent media environments, agentic AI will create new monetization surfaces, and financial media networks will push deeper into shoppable experiences.

RMNs Expect Zero-Click Search and Agentic AI to Be the Most Disruptive Forces in the Next 3 Years
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Table of Contents

  1. Retailers will restructure their media teams and operations to unlock their full potential
  2. Agentic shopping experiences will catalyze the next wave of retail media ad innovation
  1. Retailers will focus on store takeovers to hard launch their in-store retail media capabilities
  2. Financial media networks will acquire shopping surfaces to compete for commerce media budgets
  1. Sources
  2. Media Gallery

Charts in This Report

RMNs Expect Zero-Click Search and Agentic AI to Be the Most Disruptive Forces in the Next 3 YearsRMN Teams Report Into a Wide Range of Functions, With No Single Dominant Owner
RMNs Expect Zero-Click Search and Agentic AI to Be the Most Disruptive Forces in the Next 3 YearsStore Takeovers Deliver the Strongest Brand Halo Among In-Store Ad Formats
Financial Media’s Tiny Share of Commerce Media Spend Reveals an Urgency to Evolve, (billions in US financial media network ad spending and % of total commerce media ad spending, 2023-2027)

authors

Sarah Marzano

Contributors

Rahul Chadha
Director, Report Editing
Suzy Davidkhanian
VP, Content
Nikolai Dineros
Matt Torpey
Senior Chart Editor
Emman Velasco
Chart Editor
Max Willens
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