Retail media and commerce media are often used interchangeably. On the surface, they sound similar – both connect advertising with transactions, both rely heavily on data, and both are growing rapidly in the digital economy. But while they’re related, they’re not the same.
For brands deciding where to focus their budgets, understanding the distinction is crucial. Retail media has become a performance powerhouse inside retailer ecosystems. Commerce media, on the other hand, builds on that foundation to extend shoppable opportunities across the broader digital landscape. Let’s break it down.
What Is Retail Media?
Retail media refers to advertising that happens on or through a retailer’s owned or operated platforms. Think of onsite search ads, sponsored product listings, homepage banner placements, or even retailer-powered offsite campaigns across social or TV. In-store activations, like digital screens or QR-enabled displays, also fall into this category.
What makes retail media powerful is its proximity to the point of purchase. Consumers are already in “shopping mode” when they see these ads, and retailers can use their rich first-party data to connect brands directly with high-intent audiences.
Fueling this growth are Retail Media Networks (RMNs), which give brands access to audiences inside a retailer’s ecosystem. For advertisers, RMNs provide closed-loop measurement: you can see not just who viewed an ad, but whether they went on to buy the product.
In short, retail media is about meeting customers at the virtual (or physical) shelf, where attention quickly translates into action.
What Is Commerce Media?
Commerce media expands the model beyond the walls of a retailer. It’s a broader media strategy that links content, data, and transactions across multiple environments. Rather than being confined to retailer platforms, commerce media brings shoppable opportunities into new spaces: publisher sites, connected TV, mobile apps, and the open web.
For example, a lifestyle article on a publisher’s site could feature interactive video ads that allow readers to explore and buy products without leaving the page. A CTV ad could include a QR code leading viewers straight into a checkout experience. Commerce media not only enables these shoppable formats but also unifies reporting and attribution across environments.
And it’s not limited to retail. Industries such as travel, financial services, automotive, telco, and entertainment are embracing commerce media to turn inspiration into transactions.
Where retail media is focused on the “last mile” of conversion, commerce media spans the entire customer journey – connecting discovery, inspiration, and purchase.
Which One Is Right for Your Brand?
The answer depends on your goals—and often, it’s not an either/or decision.
Retail media is ideal if:
You want to target shoppers already in a buying mindset.
You’re focused on high-intent audiences within retailer ecosystems.
You value closed-loop measurement and access to rich first-party retailer data.
Commerce media is the next step if:
You’re ready to scale beyond retailer-owned platforms.
You want to reach consumers across the open web, social platforms, publisher sites, and CTV.
You’re looking to connect inspiration and transaction seamlessly across the entire customer journey.
For most brands, the strongest strategy integrates both. Retail media can act as the performance foundation, delivering results at the point of purchase. Commerce media then extends that impact, ensuring content and campaigns can drive outcomes wherever audiences spend time.
Retail media and commerce media share DNA, but their roles are distinct. Retail media is the launchpad: targeted, data-rich, and conversion-focused within retailer ecosystems. Commerce media is the evolution: omnichannel, shoppable, and built for a world where every piece of content can become a storefront.
For brands, the key is not to conflate the two but to understand how they work together. Used strategically, they form a powerful combination that can turn every moment of attention into a commerce opportunity.