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EMARKETER

How Retail Media Advertising in China Compares With the US

The US Market Is Catching Up, but Can It Reach China’s Scale?

Report by Ethan Cramer-Flood  |  May 25, 2023
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About This Report
In China, ecommerce channel ad spending represents over 38% of total digital ad spending, and ecommerce search spending accounts for 64.0% of total search. Could the US figures reach similar heights?
Topics
Retail Media
China

Retail media advertising has been a prominent part of the digital ad industry in China for many years. While overall digital ad spending in the US far exceeds digital ad spending in China, the same has never been true of ecommerce channel ad spending. However, the US is now growing faster and has more headroom for growth than China.

Ecommerce Channel Ad Spending in China* and the US, 2021-2025 (billions)
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Charts in This Report

Ecommerce Channel Ad Spending in China* and the US, 2021-2025 (billions)Ecommerce Channel Ad Revenues in China and the US, by Company, 2023 (billions)
Ecommerce Channel Ad Spending in China* vs. the US, 2019-2025 (% of total digital ad spending)

authors

Ethan Cramer-Flood

Contributors

Brian Lau
Forecasting Analyst
Peter Newman
Senior Forecasting Analyst
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