2025: The Year of Commerce Media—Defining the Next Decade of Marketing

Download your copy of Skai’s 2025 State of Retail Media report now

Last year, the retail media landscape reached a pivotal moment of evolution into commerce media. This transformation isn’t just a refinement of retail media; it’s the beginning of a new era where campaigns are more connected, measurable, and impactful than ever before. Skai’s new 2025 State of Retail Media report, the industry’s longest-running survey of retail media marketers, provides critical insights into this shift and how it’s setting the stage for the next decade of innovation.

Now in its fourth year, the report reveals that commerce media has emerged as the backbone of modern marketing strategies. By connecting channels, leveraging data across touchpoints, and addressing every stage of the funnel, commerce media offers marketers the tools to deliver seamless consumer experiences. 

The report’s findings emphasize key areas where this transformation is taking hold, from the explosive growth of social commerce to advancements in measurement and the integration of Connected TV. These insights not only highlight commerce media’s potential but also provide a roadmap for how marketers can embrace it fully.

Social commerce is leading the charge in commerce media’s expansion

With 71% of marketers planning budget increases in 2025, social commerce has evolved from an experimental tactic to an essential component of omnichannel strategies. Platforms like Amazon and Walmart are embedding seamless shopping functionality into social ecosystems, creating a bridge between discovery and purchase. The report underscores that this shift is driven by commerce data, enabling marketers to deliver personalized, intent-driven engagement in a way that was previously unattainable.

Retail media data is unlocking personalized ad experiences on CTV, transforming it into a dynamic channel for commerce media strategies. As traditional TV continues to decline, CTV offers marketers a way to connect brand awareness efforts with measurable performance metrics. While challenges such as high costs and adoption hurdles persist, CTV represents commerce media’s ability to integrate precision targeting into traditionally broad, upper-funnel activities.

Connected TV (CTV) is emerging as commerce media’s bridge between awareness and action

Consolidation is reshaping the retail media network landscape

While commerce media presents a significant opportunity, marketers are increasingly focused on streamlined solutions to manage its complexity. With over 200 retail media networks globally, inefficiencies have become a pain point, driving demand for platforms that deliver operational efficiency and actionable insights. This focus on consolidation aligns with commerce media’s broader goal of simplifying execution and maximizing value across interconnected channels.

Measurement challenges are fueling innovation within commerce media

According to the report, proving ROI and incrementality remains a top challenge for marketers, with only half reporting proficiency in these areas. Commerce media solutions are bridging this gap, offering advanced frameworks that connect performance metrics across touchpoints and enable marketers to scale their efforts confidently. By addressing these hurdles, commerce media is ensuring that investments are not just justified but optimized for long-term growth.

Full-funnel strategies highlight the transformative potential of commerce media

The report reveals that while only 24% of organizations have fully integrated their other ad channels with retail media, the majority of marketers believe commerce media’s integrated approach enables marketers to deliver cohesive campaigns that can influence every stage of the customer journey. From discovery to purchase, this strategy exemplifies the unifying power of commerce media, creating opportunities for brands to engage with consumers more effectively than ever before.

As the report makes clear, 2025 isn’t just a milestone year for retail media—it’s the year commerce media cements its role as the backbone of modern marketing. With its ability to unify channels, leverage commerce data, and deliver measurable results, commerce media is setting the tone for the next decade. 

For marketers, the challenge is clear: Embrace commerce media today, and lead the charge into a more connected, impactful future. The opportunity is here, and the time to act is now.

Download your copy of Skai’s 2025 State of Retail Media report now