Have you ever stopped to think that your e-commerce business isn't just about selling products, but also about selling your audience's attention? With traffic acquisition costs constantly rising, finding new revenue streams is vital. The answer to this equation is called Retail Media.
Considered the "third wave" of digital marketing (following search engines and social media), this strategy allows retailers to monetize their digital spaces , transforming the online store into a powerful media vehicle. Therefore, in this article, we will analyze crucial market data to prepare your operation for 2026.
Growth in Latin America
Recently, Comscore developed the study " Retail Media in Latin America 2025 ," with the support of giants like Mercado Ads , VTEX Ads , and Walmart Connect . The numbers are clear and indicate an irreversible trend for the sector.
By the end of 2025, investment in Retail Media is projected to exceed US$2,5 billion in Latin America , positioning it as the fastest-growing digital advertising segment in the region, according to eMarketer data cited in the study.
Furthermore, one statistic reveals the vast untapped potential: while in the United States 91,2% of the digital population visits retail media websites, in Argentina, Brazil, and Mexico that number is 76,4% . Therefore, there is a gigantic avenue for growth to capture the attention of these consumers who are already in the shopping environment.
Brazil as a protagonist of retail media.
If you run an e-commerce business in Brazil, you're in the right place. Because, according to projections from this same study, Brazil is consolidating its position as the most advanced ecosystem in the region.
Unlike other markets that are still in their infancy, the Brazilian scenario stands out for two main factors:
- Strong adoption of first-party data: or use of first-party data (data that the retailer collects directly from the customer) is intense.
- Widespread use of DCRs: Data security technology is on the rise to ensure compliance and efficiency.
Ingrid Veronesi, Country Manager of Comscore in Brazil, reinforces that the sector is experiencing a turning point: “ Retail Media is growing rapidly, becoming more sophisticated, and demanding clear measurement standards. The market is unanimous: independent data and robust methodologies will be decisive .”
WHAT IT IS DATA CLEAN ROOM (DCR)?
The Comscore study mentions that Brazil stands out for its use of Data Clean Rooms (DCRs) . But what does this mean in practice?
Data Clean Room : This is a secure and neutral digital environment where two parties (for example, an advertiser and a retailer) can share and analyze their data in a combined way, without one having direct access to the other's raw and sensitive data.
This ensures full compliance with privacy laws ( such as the LGPD ) , allowing for ultra-precise ad targeting without exposing users' identities.
Why should your e-commerce business invest in retail media?
The transformation of retail into media isn't just for the "giants." However, understanding the ecosystem is fundamental for making smart investments.
Trends identified by over 60 industry leaders show that the future is based on more accurate attribution models and omnichannel integration . In other words, connecting the customer journey on the website with the physical store.
For advertisers, it's a chance to diversify strategies. For retailers (you), it's a chance to create a new revenue stream with a high profit margin , leveraging the traffic you already have. Iván Marchant, Vice President of Comscore Latin America , sums it up well: “ Having consistent and comparable metrics will allow us to drive your development… benefiting all actors in the ecosystem: retailers, advertisers, agencies and consumers .”
CONCLUSION
The year 2026 will be decisive for those who know how to use data to their advantage. Retail Media has gone from being a trend to a billion-dollar, necessary reality. Brazil leads this front, and its e-commerce has the opportunity to ride this wave, guaranteeing not only product sales but also audience monetization.
The challenge now is to unify measurement criteria and promote transparency . If you want to prepare your digital infrastructure for this new era, e-Plus can help you map out this journey.
Want to transform your e-commerce business into a media and sales powerhouse? Contact our experts and discover how to apply these trends to your store.
Frequently Asked Questions about Retail Media
What is Retail Media and how does it work?
Retail Media is the practice of retailers selling advertising space on their own websites, apps, or physical stores to brands that want to reach customers directly at the point of sale. It functions as a proprietary advertising network, using real purchase data for targeting.
Is Retail Media worthwhile for smaller e-commerce businesses?
Yes. Although the big players lead, niche e-commerce businesses with highly qualified audiences can monetize their traffic by offering advertising space to partner brands that want to speak to that specific audience, generating a new source of revenue.
What is the difference between Retail Media and Google Ads?
In Google Ads, the ad is based on search intent (what the person is looking for). In Retail Media, the ad is based on actual purchase behavior (what the person buys) and is displayed within the store environment, much closer to the moment of conversion.
