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Retail Media Market Size, Share and Forecast 2026-2036

The global retail media market is worth USD 192 bn in 2026 and is forecast to reach USD 597 bn by 2036, growing at a 12.0% CAGR. China is the largest country market and Sponsored search is the largest by format segment.

USD 192 bnMarket size 2026
USD 597 bnForecast 2036
12.0%CAGR 2026-2036
ChinaLargest country

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5 segmentation views25 countries2026 to 2036 yearly forecast

Market overview

The global retail media market is worth USD 192 bn in 2026 and is forecast to reach USD 597 bn by 2036, growing at a 12.0% CAGR. China is the largest country market and Sponsored search is the largest by format segment.

ScopeRetail media: advertising sold by retailers and marketplaces on their own sites, apps, in-store screens and off-site audiences, using first-party shopper data.
IndustryTechnology
Value 2025USD 170 bn
Value 2026USD 192 bn
Value 2036USD 597 bn
CAGR 2026-203612.0%
Volume 20262,797 thousand advertisers
Volume 20367,864 thousand advertisers
Average price 2026USD 68,680 per advertiser
Report priceStarts from USD 1,999
PublishedNovember 2026

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Retail Media market size and forecast, 2026-2036

Exhibit 1The global retail media market is forecast to grow from USD 192 bn in 2026 to USD 597 bn by 2036, more than triplingGlobal market value in USD: 2025 base year, 2026 estimate and forecast to 2036. CAGR 2026 to 2036: 12.0%
Retail Media market value, 2025 to 2036Market value by year. 2025: USD 170 bn; 2026: USD 192 bn; 2027: USD 215 bn; 2028: USD 241 bn; 2029: USD 270 bn; 2030: USD 302 bn; 2031: USD 339 bn; 2032: USD 379 bn; 2033: USD 425 bn; 2034: USD 476 bn; 2035: USD 533 bn; 2036: USD 597 bn. Compound annual growth rate 2026 to 2036: 12.0%.2025192 bn2026339 bn2031597 bn203612.0% CAGR

Source: Compare Market Research analysis.
© 2026 Compare Market Research. All rights reserved.

YearMarket value
2026USD 192 bn
2027USD 215 bn
2028USD 241 bn
2029USD 270 bn
2030USD 302 bn
2031USD 339 bn
2032USD 379 bn
2033USD 425 bn
2034USD 476 bn
2035USD 533 bn
2036USD 597 bn

Retail Media market segmentation

By format

Exhibit 2Sponsored search is the largest segment by format, with 46.0% of 2026 revenueEstimated share of 2026 global revenue, by format
Retail Media market share by format, 2026Share of 2026 revenue by format. Sponsored search: 46.0%; Display and video: 24.0%; Off-site and connected TV: 14.0%; In-store and digital screens: 8.0%; Other formats: 8.0%.Sponsored search46.0%Display and video24.0%Off-site and connected TV14.0%In-store and digital screens8.0%Other formats8.0%

Source: Compare Market Research analysis.
© 2026 Compare Market Research. All rights reserved.

SegmentShare 2026Share 2036Value 2026CAGR 2026-36
Sponsored search46.0%35.3%USD 88.4 bn9.1%
Display and video24.0%26.4%USD 46.1 bn13.1%
Off-site and connected TV14.0%21.7%USD 26.9 bn17.0%
In-store and digital screens8.0%10.5%USD 15.4 bn15.0%
Other formats8.0%6.1%USD 15.4 bn9.1%

By retailer type

Exhibit 3Marketplaces adds the most revenue by retailer type, growing from USD 119 bn in 2026 to USD 326 bn by 2036Estimated revenue in USD by retailer type, 2026 and 2036 forecast
Retail Media market by retailer type, 2026 and 2036Revenue by retailer type in 2026 and 2036. Marketplaces: USD 119 bn in 2026, USD 326 bn in 2036, change +174%; Grocery and mass retailers: USD 42.3 bn in 2026, USD 151 bn in 2036, change +257%; Specialty and other retailers: USD 30.7 bn in 2026, USD 120 bn in 2036, change +290%.20262036 forecastChangeMarketplaces+174%119 bn326 bnGrocery and mass retailers+257%42.3 bn151 bnSpecialty and other retailers+290%30.7 bn120 bn

Source: Compare Market Research analysis.
© 2026 Compare Market Research. All rights reserved.

SegmentShare 2026Share 2036Value 2026CAGR 2026-36
Marketplaces62.0%54.6%USD 119 bn10.6%
Grocery and mass retailers22.0%25.3%USD 42.3 bn13.6%
Specialty and other retailers16.0%20.1%USD 30.7 bn14.6%

By end use

SegmentShare 2026Share 2036Value 2026CAGR 2026-36
Consumer packaged goods34.0%33.7%USD 65.3 bn11.9%
Consumer electronics14.0%12.7%USD 26.9 bn10.9%
Beauty and personal care14.0%15.1%USD 26.9 bn12.9%
Apparel12.0%11.9%USD 23.1 bn11.9%
Health and wellness10.0%10.8%USD 19.2 bn12.9%
Other categories16.0%15.8%USD 30.7 bn11.9%

By advertiser type

SegmentShare 2026Share 2036Value 2026CAGR 2026-36
Brand manufacturers58.0%54.0%USD 111 bn11.2%
Agencies and ad networks28.0%28.0%USD 53.8 bn12.0%
Small sellers and retailers14.0%18.0%USD 26.9 bn14.8%

By pricing model

SegmentShare 2026Share 2036Value 2026CAGR 2026-36
Cost per click42.0%36.0%USD 80.7 bn10.3%
Cost per thousand views28.0%26.0%USD 53.8 bn11.2%
Sales-based20.0%26.0%USD 38.4 bn15.0%
Fixed sponsorship10.0%12.0%USD 19.2 bn14.1%

Top 25 countries for retail media by revenue

Countries are ranked by revenue earned from sales in the country, not by where the product is made. The ten largest hold 90.5% of 2026 revenue and the 25 countries below together hold 97.3%.

Exhibit 4China is the largest country market at USD 65.3 bn in 2026, and the three largest countries hold 71.0% of global revenueEstimated 2026 revenue in USD and share of the global market, ten largest countries
Retail Media market, ten largest countries in 2026Ten largest countries by 2026 revenue. China: USD 65.3 bn, 34.0%; United States: USD 61.5 bn, 32.0%; United Kingdom: USD 9.6 bn, 5.0%; Japan: USD 7.7 bn, 4.0%; Germany: USD 5.8 bn, 3.0%; South Korea: USD 5.8 bn, 3.0%; India: USD 5.8 bn, 3.0%; France: USD 4.8 bn, 2.5%; Brazil: USD 3.8 bn, 2.0%; Canada: USD 3.8 bn, 2.0%.China65.3 bn 34.0%United States61.5 bn 32.0%United Kingdom9.6 bn 5.0%Japan7.7 bn 4.0%Germany5.8 bn 3.0%South Korea5.8 bn 3.0%India5.8 bn 3.0%France4.8 bn 2.5%Brazil3.8 bn 2.0%Canada3.8 bn 2.0%

Source: Compare Market Research analysis.
© 2026 Compare Market Research. All rights reserved.

#CountryValue 2026Share 2026Value 2036CAGR 2026-36
1ChinaUSD 65.3 bn34.0%USD 191 bn11.3%
2United StatesUSD 61.5 bn32.0%USD 180 bn11.3%
3United KingdomUSD 9.6 bn5.0%USD 30.4 bn12.2%
4JapanUSD 7.7 bn4.0%USD 22.7 bn11.4%
5GermanyUSD 5.8 bn3.0%USD 18.5 bn12.4%
6South KoreaUSD 5.8 bn3.0%USD 18.5 bn12.4%
7IndiaUSD 5.8 bn3.0%USD 34.0 bn19.4%
8FranceUSD 4.8 bn2.5%USD 15.5 bn12.4%
9BrazilUSD 3.8 bn2.0%USD 16.1 bn15.4%
10CanadaUSD 3.8 bn2.0%USD 12.5 bn12.6%
11MexicoUSD 1.7 bn0.9%USD 6.2 bn13.5%
12SpainUSD 1.6 bn0.8%USD 5.0 bn12.4%
13NetherlandsUSD 1.4 bn0.7%USD 4.0 bn11.2%
14AustraliaUSD 1.2 bn0.6%USD 3.8 bn12.0%
15ItalyUSD 1.1 bn0.6%USD 3.2 bn11.2%
16TurkeyUSD 980 mn0.5%USD 3.5 bn13.4%
17RussiaUSD 864 mn0.5%USD 2.5 bn11.2%
18ThailandUSD 768 mn0.4%USD 2.7 bn13.6%
19VietnamUSD 692 mn0.4%USD 2.4 bn13.5%
20PhilippinesUSD 615 mn0.3%USD 2.2 bn13.6%
21Saudi ArabiaUSD 538 mn0.3%USD 1.9 bn13.5%
22United Arab EmiratesUSD 480 mn0.2%USD 1.7 bn13.7%
23PolandUSD 442 mn0.2%USD 1.6 bn13.4%
24ArgentinaUSD 384 mn0.2%USD 1.3 bn12.6%
25ColombiaUSD 346 mn0.2%USD 1.3 bn13.7%
Rest of worldUSD 5.1 bn2.7%USD 14.6 bn11.0%
Exhibit 5China and United States account for 60% of the USD 405 bn the market is forecast to add by 2036Forecast revenue added between 2026 and 2036 by country, in USD
Retail Media market, where the growth to 2036 comes fromRevenue added between 2026 and 2036. Market value 2026: USD 192 bn. China: +USD 126 bn; United States: +USD 118 bn; India: +USD 28.2 bn; United Kingdom: +USD 20.8 bn; Japan: +USD 15.0 bn; 20 other countries: +USD 87.3 bn; Rest of world: +USD 9.5 bn. Market value 2036: USD 597 bn.Market value 2026192 bnChina+126 bnUnited States+118 bnIndia+28.2 bnUnited Kingdom+20.8 bnJapan+15.0 bn20 other countries+87.3 bnRest of world+9.5 bnMarket value 2036597 bn

Source: Compare Market Research analysis.
© 2026 Compare Market Research. All rights reserved.

Competitive landscape

Group 1: Global leaders

  • Amazon
  • Walmart
  • Alibaba
  • JD.com
  • Instacart
  • Target
  • PDD Holdings

Group 2: Regional and specialist players

  • Kroger
  • Tesco
  • Carrefour
  • Home Depot
  • Albertsons
  • Coupang
  • Best Buy
  • Lowe's
  • Ahold Delhaize
  • Sainsbury's

Group 3: Emerging and niche players

  • Criteo
  • Pacvue
  • Koddi
  • Mirakl
  • Topsort
  • Kevel
  • Zitcha
  • Moloco
  • Rokt

Research methodology

Every figure on this page comes from the research framework that we apply to all of the markets we cover. The 2025 base for the retail media market is built from the volume sold and the price that buyers pay, and is cross-checked against the size of the wider industry the market belongs to. Where a market can be sized in more than one way, the routes are compared before a figure is set.

The forecast runs year by year from the 2025 base to 2036. Growth in each year reflects demand from the industries that buy the product, adoption of new technology, pricing, regulation and replacement cycles. Volume and price are modelled together, so revenue in each year equals volume multiplied by average price. The 2026 to 2036 compound annual growth rate of 12.0% is calculated from the resulting values.

The market is divided by format, by retailer type, by end use, by advertiser type, by pricing model. The 25 largest countries are ranked by revenue earned from sales to buyers in each country, not by where the product is made. Segment values and country values add up to the market total in every year, and every report is checked for consistency before it is published.

Companies are placed in three groups: global leaders, regional and specialist players, and emerging and niche players. The groups describe how companies compete in the market. They are not a ranking and they are not market shares.

Our analysts also carry out primary research. Customized reports add interviews with key opinion leaders, such as senior executives, technical specialists and buyers, to test the assumptions behind the numbers for the question being asked.

Read the full research methodology

Frequently asked questions

How big is the retail media market?

The global retail media market is estimated at USD 170 bn in 2025 and USD 192 bn in 2026.

How fast will the retail media market grow?

It is forecast to reach USD 597 bn by 2036, a compound annual growth rate of 12.0% from 2026, an increase of USD 405 bn.

Which country is the largest market for retail media?

China is the largest market by revenue at USD 65.3 bn in 2026, 34.0% of the global total. The three largest countries together hold 71.0%.

Which country is growing fastest?

Among the ten largest markets, India is growing fastest at 19.4% a year from 2026 to 2036.

Which retail media segment is largest?

In the by format split, Sponsored search is the largest segment with 46.0% of 2026 revenue.

Who are the leading retail media companies?

Global leaders include Amazon, Walmart, Alibaba, JD.com.

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