The digitization of the store—retail’s next megatrend—will transform the shopper’s path to purchase and industry economics for retailers and brands.

Retail media is outpacing non-retail media in growth in US search ad spend. As performance-driven advertisers push closer to the point of sale, companies like Amazon benefit. Here’s what’s behind retail media’s search success.

In-store retail media initiatives are gaining momentum: Loblaw, Macy’s, and Schnucks Markets are the latest retailers to invest in the channel.

Nike and Hoka battle it out over young consumers and runners; Shein and Temu are caught up in controversies and litigation; and DoorDash and Instacart take different approaches to the same problem.

Amazon is the biggest retail media network in the US, accounting for three-quarters of retail media revenue share, per our forecast. But its limited grocery footprint leaves an opportunity for competition. Here are recent updates in grocery retail media, and a prediction on the future of in-store retail media.

Retail media spans a broad and growing merchant list, from marketplaces (Amazon) to department stores (Macy’s) to ride-sharing apps (Uber).

Evolving consumer behavior and easing regulations are opening new pathways for long-term growth.

The 15 biggest US ecommerce players aren’t a surprise (here’s looking at you, Amazon, Walmart, and Apple). User-friendly mobile apps, quick delivery, innovation, and converting sales are what turn retailers into ecommerce powerhouses. Here are the companies our analysts believe best exemplify those features within the 15 largest ecommerce players.

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?

On Tuesday, Microsoft announced it would use the same plug-in standards as OpenAI, meaning plug-ins can work across ChatGPT, Bing Chat, and Microsoft 365 Copilot. Microsoft is focusing on plug-ins as the future of its OpenAI partnership, and for good reason.

Amazon is the top dog of US retail, accounting for 37.6% of all US ecommerce sales this year for a total of $431.11 billion dollars, according to our forecast. While the giant has a successful stronghold in many US industries, Amazon isn’t dominant everywhere, especially as it pertains to a physical footprint and getting consumers comfortable with its elite tech. Here are a few areas Amazon hasn’t overtaken—yet.

Retail media provides a significant boost to Instacart’s bottom line: The company’s advertising business reportedly grew 30% last year to $740 million.

Tapestry brings its D2C and wholesale teams together to create a consistent brand experience across channels, while Hollister enables teens to fill their carts and send to a parent for purchase. Instacart and eBay find ways to offer customers more value.

Amazon, Costco Wholesale, and other retailers now face an uphill battle to win recurring revenues in the era of subscription fatigue.

Stripe can benefit from Uber’s global reach, while Uber can cut checkout friction for customers.

Economic uncertainty is making it hard for some to keep up: Prolonged inflation, financial stress, and rising debt are making for a challenging environment.

The way advertisers think about TV is changing as it shifts from linear to ad-supported streaming. Here are three developments shaping TV ad measurement, streaming behaviors, and consumer targeting.

Several retailers look to harness generative AI’s potential: Instacart, Walmart, and Levi Strauss are among those testing potential use cases for the emerging technology.

Healthy growth will obscure the upheaval that retail media’s evolution is causing. Retailers racing to think more like publishers—and brands trying to rethink the value of retail media—are feeling some strain.

ChatGPT’s latest update could turn it into a shopping engine: Instacart, Klarna, and Shopify are experimenting with offering users personalized recommendations.