A. Guttmann
Research Lead covering media
Digital retail media advertising in the UK - statistics & facts
The UK economy has been struggling with multiple issues simultaneously in recent years. Brexit, the pandemic, and the Russia-Ukraine war have been chipping away at foreign trade and consumer confidence, to name but a few, and businesses have turned to advertising to secure their shares of wallets. A relatively new ad medium 鈥 e-commerce platforms 鈥 has been gaining awareness. In advertising jargon called digital retail media, it attracted an estimated 3.4 billion British pounds in spending in 2024, and it is expected to grow by over 21 percent annually until 2028. However, the lion鈥檚 share of the expenditure ends up in the pockets of non-UK corporations, primarily Amazon. Industry research shows that the e-commerce giant captured nearly three-quarters of UK鈥檚 retail media advertising spending in 2024.
