Behind the Numbers: an EMARKETER Podcast The In-Store Unlock: Retail Media's Next Stage | Behind the Numbers Special Edition
Mar 31, 2026
A deep dive into why retail media struggles in physical stores and how its e‑commerce roots limit in‑store growth. Discussion of measurement hurdles, organizational friction, and where budgets remain concentrated. Exploration of in‑store potential for discovery and full‑funnel impact and what structural changes could unlock wider adoption.
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Retail Media Was Designed For E Commerce
- Retail media was built for e-commerce, not physical stores, which skews where ad dollars flow.
- Systems, formats, and measurement optimize on-site conversion, advantaging e-commerce giants like Amazon despite stores driving most commerce.
Amazon Dominance Reflects E Commerce Signal Power
- Amazon captures the lion's share of retail media because ad buying centers on on-site ads and transaction-traceable e-commerce.
- Amazon controls nearly 40% of U.S. e-commerce, making consolidated spend rational despite modest share of total retail sales.
Buyers See Retail Data As A Full Funnel Asset
- Buyer goals are broadening from lower-funnel sales to brand awareness as retailers' first-party data supports full-funnel strategies.
- Physical stores influence every funnel stage and are where consumers most often discover products they later buy.