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Commerce media is becoming more competitive as retailers and non-retailers continue to build out their networks and advertisers prioritize measurement for proven results. Looking ahead to 2025, cross-industry partnerships will grow and in-store media will enable retailers to merge online behaviors with in-person shopping.

UK retailers are leading the charge on in-store retail media, thanks to their already extensive digital screen networks. Here鈥檚 what brands and retailers worldwide can learn from the digitization of UK stores.

So it's established quite an extensive smart screen network, which I think is really interesting because in the UK we are seeing digital grocery losing a little bit of share. And so for brands to really target consumers at the point of purchase, they also want to be in store but still benefiting from that loyalty data. Bill Fisher:. And Matteo, you've written about this very recently.

The Super Bowl is one of the few collective experiences left: That鈥檚 why Walmart, Amazon, and Aldi are going head-to-head on grocery deals, and retailers like Abercrombie are making plays related to the game.

Just Walk Out faced hurdles in grocery, but finds other applications. "Just Walk Out just didn't work that well in [grocery] settings because there were still limitations to the tech," Canaves said. "[Amazon] has had a lot more success [with the technology] in small-format stores and retail environments with fewer SKUs and places where time is of the essence.".

Thrive Market, which specializes in organic, healthy groceries, launched its retail media network with Instacart. Instacart鈥檚 Carrot Ads solution will enable brands to run sponsored product and display ads on Thrive Market鈥檚 website and app. Self-service tools help brands set up and manage their campaigns, with optimized bidding options to drive specific business goals.

I think it's a really interesting story in terms of what Amazon might need to do to get ahead in grocery. Because as the article points out, and our forecasts also show, most of grocery, the vast majority around 90% will still take place in stores in the coming years. And even digital grocery is often connected to stores through things like delivery or click and collect.

But the biggest determinant of where consumers buy their groceries is their proximity to a store. Opening more stores makes its locations more convenient to more consumers, helping the retailer capture more grocery spending.

Well, I think when you look at grocery and healthcare, this is a perfect example of two industries that are already super established, and if Amazon wants to carve out a slice of these industries, particularly with grocery within the digital grocery niche, then, yes, it's still an area worth investing for them.

GenAI and social are set to heavily influence the UK commerce and advertising landscape in 2025, while thrifty consumer behaviors persist and video viewing shifts to mostly digital.