Sherry Smith
Criteo
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Retail media's growth is forcing retailers to reconsider e-commerce as a strategic priority, not a margin drain—direct pressure from Amazon's success is reshaping how brands and retailers approach site functionality and fulfillment models.
The shift from managed service models to brand-controlled, real-time measurement creates a new requirement: retailers must build transparent, API-enabled platforms that support direct advertiser access and unified planning across channels.
With 10–20% of retail sales now online and incremental revenue flowing from retail media, e-commerce infrastructure decisions (pickup, ship, fulfillment options) are becoming competitive differentiators in the media business itself, not just the merchandising business.
Conversation 97
Sherry And really what was what was so good about it for the industry a few things I mean obviously Amazon have been posting significant gains in in their retail media ad spending but it pushed retailers to prioritize their e-commerce sites because you know with 10 to 15 maybe 20 percent of sales happening online and lucky coming from retail media that was always deprioritized and it's also to a low margin business and so retailers kind of think fast about whether it's pickup or you know or and and or ship or whatever it might be to how their e-commerce sites function and that and to how th...
Sherry Smith, Why Retail Media Is Entering Its Most Transformative Phase at Criteo
Sherry Smith
OFFBounds Source · 97· Criteo
