Retail media didn’t become a $140B market, it became a "winner-take-most game". The Big Question: If retail media is growing 20%+ a year…why are most brands not gaining share? Spoiler alert -- many are playing the wrong game (yes, I said it). Most teams are optimizing ROAS (wrong move). The best teams are buying the shelf (optimizing organic 1st followed by paid). This week’s Retail Media View breaks it down using new Pentaleap data. Across beauty, electronics, and more: The same pattern shows up. A small group of brands is scaling visibility aggressively. Everyone else is trying to be efficient, but that gap is widening. What’s actually happening: • Impressions are concentrating at the top • Visibility is becoming harder to win late • Efficiency thinking is capping growth • Retail media is behaving like physical shelf space always has (finite, highly competitive and uneven). The shift: Retail media is no longer a performance channel. It’s the front door to conversion and it compounds (easy visual below): Impressions → visibility Visibility → conversion Conversion → rank Rank → more visibility If you’re still treating this like paid media optimization… You’re already behind (don't worry, you can get back in the game 🙏🏼)...reach out if you have any questions. Subscribe to The Retail Media View: https://lnkd.in/e78VpkMY Ways to Reach Us: Pattern® (eCommerce accelerator) The Retail eCommerce Club (community) The CPG View (podcast) The Retail Media View (newsletter) #ecommerce #digital #omnichannel #strategy #cmo #cdo #ceo #cro #leadership #retailecommerceclub #cpg #privateequity #playtowin
Thanks for the credit and for featuring our Sponsored Products Benchmark Report, Don “eCommerce” Brett. We’re already working on the next edition with fresh data and new insights. Stay tuned 🔔
This is a great callout on how the game is actually played. The brands gaining ground are building presence first. That starts with the product, the content, the reviews, and the way the assortment shows up. When that foundation is strong, paid amplifies it and the flywheel starts to work. I’ve seen this across retail for years. Visibility follows strength. Strength comes from alignment across product, merchandising, and marketing. The teams that treat this as a system, not a tactic, are the ones that scale. 🍬 Presence drives performance.
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I believe the solution usually starts before bidding. Fix organic rank, reviews, content quality, and in-stock consistency first, then paid can actually compound instead of patching gaps.