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How retail media markets in China and the US compare

For more insights and key statistics on the biggest trends in today's most disruptive industries, subscribe to our Chart of the Day newsletter.

In 2022, 40.7% of China’s digital ad spending will go toward the ecommerce channel, for ads offered by retailers like Alibaba and JD.com. This eclipses the share in the US, where 14.5% of digital ad spending will flow to ecommerce channel ads sold by the likes of Amazon, Walmart, and eBay.

Beyond the chart: The absolute dollar figures reveal a more nuanced picture. In China, ecommerce channel ad spending will hit $55.16 billion this year, far higher than the US’ $35.96 billion. But total digital ad spending in China will be lower, at $135.42 billion, relative to the $248.81 billion of the US—which may explain the ecommerce channel’s outsize share in China. To put this into perspective, digital advertisers in China will spend $132.01 per internet user in 2022, less than one-sixth of the $826.84 that US digital advertisers will spend per internet user.

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