Digital retail media ad spend in Europe 2021-2028

In 2024, digital retail media advertising spending in Europe stood at 13.83 billion euros. The source projected that the value would more than double by 2028, reaching an estimated 31 billion. Retailers are adjusting to consumer trendsConsumers 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 32 percent of digital retail media advertising spending worldwide, whereas Europe contributed an estimated eight 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 ownAmazon 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 2023, Amazon’s advertising revenue surpassed 46 billion U.S. dollars worldwide. The online retail powerhouse is expected to single-handedly attract more than three-quarters of U.S. digital retail media advertising investments in 2025.