Harmonizing eComm and Retail Media

This IDC Perspective explores the dynamic interplay between retail media and ecommerce, highlighting rapid market growth, evolving technology, and the ongoing competition for premium site real estate. Retail media is outpacing overall digital ad spend, with Amazon and Walmart leading the market, while in-store tech and CTV are emerging as key growth drivers. eCommerce continues its steady expansion, fueled by investments in AI, omni-channel strategies, and global reach. This document details the inherent push-pull between ecommerce and retail media teams, driven by conflicting goals, data silos, and attribution challenges. It offers actionable recommendations for technology buyers, emphasizing the need for harmonized strategies to maximize both monetization and shopper experience."In the relentless tug-of-war for digital shelf space, retailers must ask: Can ecommerce and retail media truly harmonize, or will the battle for premium site real estate diminish the value of either channel?" states Ananda Chakravarty, VP research, IDC Retail Insights.