Global retail media spending will grow from $184 billion in 2025 to $312 billion by 2030 at a five-year compound annual growth rate of 11%, per Forrester’s recently published Global Retail Media Forecast, 2025 To 2030. All regions will gain share at the expense of China. Spending in Europe, Asia Pacific (excluding China), and Latin America will more than double over the next five years, reaching $43 billion, $26 billion, and $5 billion, respectively, by 2030. Three factors drive retail media growth:
High-margin revenue for retailers. Retail media allows retailers to monetize traffic to their owned and operated properties and first-party shopper data and generate an additional revenue stream that helps improve overall profit margins. Omnichannel retailers are launching their own media networks, following the success of online retailers and marketplaces.
Greater precision and performance for buyers. Retail media gives brands and marketplace sellers access to rich data for precise targeting, which is especially valuable as data deprecation persists. Brands are reallocating trade marketing budgets from in-store promotions to retail media while marketplace sellers use it to improve product visibility and drive sales.
Expanded full-funnel opportunities. Retail media is becoming an important channel for both endemic and nonendemic brands to execute full-funnel campaigns. Nonendemic advertisers — brands that don’t sell through retailers but advertise to their audiences — are exploring retail media as a brand-building channel.
By 2030, retail media will be among the largest paid media investment categories, with global retail media spending reaching twice the level of global television ad spending.
Over the next five years, retailers will continue to invest in machine learning, data partnerships, and new ad formats to improve their retail media offerings. Retailers will invest in improving relevance, automation, and self-serve tools — directly or through partnerships — so that brands and agencies can manage onsite campaigns more easily.
Forrester clients: Our Global Retail Media Forecast, 2025 To 2030, report provides a five-year forecast for global retail media spending by region and category, along with market share data for the top five global players. Schedule a guidance session with me to discuss the research findings!
