This FAQ examines how shoppable media works, where consumers engage with it, and how marketers should evaluate these emerging formats.

In place of the monthly retailer rankings, “Behind the Numbers” has launched the Unofficial Monthly Retailer Awards (UMRAs). Each month, the awards will spotlight retailers that stand out in three key categories: Most impactful campaign, best in-real-life initiative, and best under-the-radar move. Analysts will nominate standout brands, and host Suzy Davidkhanian will select the winners based on their cases.

Digital grocery has evolved from a pandemic-era convenience to a core retail channel. More than 90% of US consumers now shop for groceries both online and in-store, according to FMI and NielsenIQ. As the channel matures, the competitive battleground shifts from basic fulfillment to AI-powered personalization, retail media monetization, and seamless omnichannel experiences. This FAQ addresses the trends, players, and strategies shaping digital grocery in 2026.

As genAI assistants play a more prominent role in shopping, retailers and brands will have to rethink how their loyalty programs support direct consumer relationships, and how loyalty benefits can be surfaced in AI conversations.

Kroger, CVS, and others are increasing in-store retail media investments as interest grows.

Store brands grew 3.7% while national brands lagged at 1.1%, widening the value gap for inflation-hit shoppers.

Albertsons Media Collective has rolled out a new off-site feature that lets consumers add products, recipes, coupons, or offers directly to their Albertsons cart from media placements across the open web.

Albertsons Media Collective debuted an offsite ad capability that allows shoppers to add products, recipes, coupons, or other offers to their shopping carts. The format is currently available for display ads and shoppable content and will roll out to connected TV (CTV) and social media next year. Albertsons’ new click-to-cart functionality is one of several initiatives aimed at promoting “frictionless commerce,” which is designed to reduce the time between inspiration and purchase. A speedier, simpler path to purchase isn’t only useful for shoppers—it’s also a major selling point for CPG advertisers as they determine where to allocate their retail media budgets.

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.

Amazon is testing ultra-fast delivery for fresh groceries and other household essentials in some areas of Seattle and Philadelphia. The service, called Amazon Now, allows shoppers in eligible neighborhoods to receive thousands of items in 30 minutes or less. While Amazon continues to invest in its brick-and-mortar grocery business, enhancing its ecommerce initiatives appears to be taking precedence. Speeding up delivery could help Amazon extend its foothold in grocery while keeping shoppers wedded to its platform, but our forecast expects its share of digital grocery sales to dip as Walmart, pure-play grocers, and intermediary delivery platforms grow their piece of the pie.

In earnings calls from retail leaders, one of the biggest shared signals is that AI shopping assistants are becoming the new front door of the customer journey. Whether the retailer is in grocery, fashion, or general merchandise, conversational search is now the organizing principle for discovery.

Albertsons Media Collective and NBCUniversal introduced a closed-loop measurement capability that promises to give advertisers better insight into CTV ad performance. While the partnership benefits both companies, there’s arguably more at stake for Albertsons. Like the vast majority of retail media networks, it is looking for ways to keep its ad business competitive as the majority of dollars flow to Amazon and Walmart. Albertsons aims to stay competitive by leaning into fast-growing CTV, strengthening its loyalty program, and leveraging its store footprint for in-store activations.

From grocery aisles to gig apps, the biggest names in commerce are converging on the same conclusion: Grocery has grown into the ultimate testbed for convenience, loyalty, and AI-driven efficiency.

Albertsons’ Q3 results reflected shoppers’ growing focus on value, with customers trading down to private labels, smaller packages, and coupons. The company beat top- and bottom-line expectations and raised its full-year outlook, crediting its multi-pronged value strategy that includes expanded store brands, smarter loyalty rewards, and improved app tools. CEO Susan Morris emphasized efforts to enhance ecommerce efficiency and personalization, while Albertsons announced $750 million in additional share buybacks. As consumers tighten budgets, the retailer’s emphasis on affordability, convenience, and digital engagement positions it well for steady growth and stronger customer loyalty.

Albertsons added a travel perk to its loyalty program, joining retailers that are extending membership benefits beyond core offerings in a bid to boost sign-ups and engagement. Loyalty programs increasingly serve dual functions for retailers. Not only do they help reward and retain customers, they are also an invaluable source of consumer data that can power companies’ retail media strategies. By enhancing the value of its loyalty program—and extending those perks to free members—Albertsons can make inroads with both customers and advertisers.

A leaked Adweek-reviewed file details how The Trade Desk partners with 49 retailers worldwide to sell ad placements built on shopper data. The document reveals steep markups and inconsistent rules: Albertsons charges up to 45% of media costs, Best Buy limits custom audiences, Costco sets $100K minimums, and Walmart imposes fees capped at $3.50 CPMs plus measurement charges. Other retailers add restrictions around ad categories or approvals. The leak highlights both the value and complexity of retail media as brands chase audience targeting tied directly to transactions. Transparency remains a challenge, with costs and conditions varying widely by partner.

The news: China is outpacing the US in retail media’s global rise, with nearly half of its digital ad spending now flowing through retail platforms. While Amazon still leads globally, its growth is slowing—expected to rise just 18.6% in 2025. Meanwhile, players like Uber Eats, Meijer, and Albertsons are growing ad revenues at triple-digit rates. Our take: Retail media is becoming more fragmented and competitive. Success now requires portfolio diversification, especially as new channels—like last-mile delivery and in-store signage—gain momentum. What began as an Amazon-centric, US-led trend is now a worldwide shift reshaping how consumers discover, consider, and buy.

Retail and commerce media were huge topics at last year’s Cannes Lions festival, and this year, the festival is doubling down on the channel by introducing a new retail media sub-category in the Media Lions and Creative Commerce Lions awards. However, “the tone is definitely shifting” as the industry matures—and faces the threat of tariff-related impacts, according to our analyst, Sarah Marzano.

Private label sales growth outpaced national brands last year: Consumers' growing appetite for value is driving grocers to elevate their brands to compete against established names.