E-retail media: a market in the process of a formal structure

Booming since the Covid-19 pandemic, the development of advertising on e-commerce sites is accelerating in Europe and worldwide. Players are now organising the supply, demand and tools to make it a source of additional revenue for retailers and a growing advertising lever for advertisers seeking sales. We provide an overview of the new challenges in the development of e-retail media.
Through Mégane Gensous et Sophie Baqué. Published on 05 December 2022 à 11h42 - Update on 12 December 2022 à 14h09

The context

Since 2020, the periods of Covid-19 lockdowns greatly accelerated e-commerce.

In Europe, online sales will continue to grow, even if at a slower pace. This year, total turnover should reach €797 billion on the Old Continent, up by 11% from 2021. Last year, it reached €718 billion, an annual increase of 13% (Ecommerce Europe and EuroCommerce Europe).

In the U.K, 30.7% of product sales (excluding services) were made online in 2021. In 2 years, e-commerce has gained 11.5% of market share as total retail. In the Netherlands, e-commerce reached a 25% market share. These two countries are the most advanced in Europe. In France and Germany, e-commerce accounted for around 15% of the retail market in 2021 (excluding services) and for around 10% in Spain and Italy. However, in some categories, e-commerce is reaching a glass ceiling. In France, for example, in Q1, Q2 and Q3 of 2022, online sales of products were falling, particularly for technical goods. 

The growth of e-commerce is accompanied by a significant increase in customers and search for of these sites, which represent a significant source of revenue for retailers.…

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