Commerce media’s next growth model must earn consumer attention and advertiser demand rather than rely on purchase intent. At the same time, conversational commerce threatens the on-site ad economics that made the channel so powerful.

Key Question: How can commerce media networks sustain growth as their inherited advantages weaken and advertiser demand becomes harder to earn?

Key Stat: Annual incremental commerce media ad spending will peak at $17.21 billion in 2027 before falling to $13.56 billion by 2030, intensifying competition for new advertiser dollars.