China and US Dominate Global Retail Media Spend, According to eMarketer
China and the United States together account for a staggering 80.9% of the worldwide retail media advertising spend forecasted for 2025, according to the latest data released by eMarketer in March 2025. This concentration highlights the immense scale and maturity of retail media markets in these two economic giants.
China stands as the largest retail media market globally, driven by its massive e-commerce ecosystem and advanced technology integration in retail advertising. The United States follows closely, leveraging its digital infrastructure and extensive retail networks to secure a substantial share of global ad investments. Their combined dominance cements their roles as the primary hubs for retail media spend and innovation.
Outside of China and the US, retail media spend is growing more modestly in major markets such as the United Kingdom, Germany, and Canada. These regions show steady development but have yet to reach the scale of the leading duo. Meanwhile, eMarketer highlights Latin America and Southeast Asia as promising regions with lower competition levels and attractive growth potential. Marketers and strategists interested in expanding retail media campaigns may find valuable opportunities in these emerging markets, which are gradually gaining traction.
For retail media professionals, understanding the skewed distribution of ad spend is key to shaping effective strategies. While China and the US remain dominant players, being aware of the evolving dynamics in secondary and emerging markets can open avenues for diversification and growth. These insights from eMarketer’s forecast provide a focused perspective on where retail media investment is concentrated and where future potential lies.
