Digital retail media ad spend in Europe 2019-2026

In 2021, digital retail media advertising spending in Europe stood at nearly eight billion euros. The source projected that the value would triple by 2026, reaching an estimated 25.1 billion.

Retailers are adjusting to consumer trends

Consumers are shopping for products online more frequently than ever, especially since the onset of the pandemic. This rapid boost in e-commerce activity simultaneously pushes brands to advertise their products on e-retail platforms. One of the markets in which this trend is particularly advanced is the United States. In 2021, the U.S. was expected to account for roughly 40 percent of digital retail media advertising spending worldwide, whereas Europe contributed an estimated 10 percent. Companies across both markets are projected to ramp up digital retail media investments in the future, but which platforms do they prefer?

Amazon remains in a league of its own

Amazon remains the number one promotional platform among European and international brands. The U.S.-based retail giant draws millions of users to its platform every day, mainly thanks to its expansive product portfolio and quick delivery formula. In 2021, Amazon’s advertising revenue surpassed 31 billion U.S. dollars worldwide, and in the U.S., the online retail powerhouse single-handedly attracted nearly 80 percent of digital retail media advertising investments that year.