Summary
This report analyzes the state of retail commerce as it approaches 2026, focusing on the evolving landscape and the performance of retail brands. It outlines key trends such as the expansion of the retail media market across various platforms, indicating a shift in how brands allocate their advertising budgets. The report details how high-performing brands are diversifying their media strategies and adopting full-funnel activation within channels to enhance performance. It also emphasizes the role of AI-led automation as a significant factor in driving performance and simplifying campaign management. Additionally, the report discusses the importance of measurement clarity in a complex operating environment, where brands must demonstrate impact quickly to justify spending. It examines how successful brands have managed to grow their revenue and media spend while improving customer acquisition efficiency, despite challenging market conditions. The findings are based on an analysis of 172 enterprise retail brands across multiple regions, providing insights into effective strategies for the upcoming year.
