– (remember retail day) Retail media usage in markets: all takeaways

In France, e-commerce media reached €1.1 billion in 2023, up 24% year-on-year after growing 32% in 2022. Due to the expected end of the use of computer ‘cookies’ stored by third parties announced in 2025, this market is currently driven by a number of non-food markets, such as Kingfisher, Adeo and La Redoute, which shape their offers in retail media.

Retail media, an integral part of the digital market

“Everyone today talk about retail media, but before we invest further there is a question all retailers need to ask themselves.” said Sacha Bismuth, sales director at Mirakl Ads, opening the morning session. Do I decide to maximize my business margin or do I actually change my business? According to BCG, retail leaders are investing in several areas, including retail media and digital. These two major transformation plans have become a priority for retailers.”

For non-food markets, the most targeted advertisers are third-party sellers, and their first strategic step is to maximize the use of on-site retail media (on their own e-commerce website, editor’s note). The next step is to see what you can do offsite (advertising outside e-commerce sites, based on retailers’ own data, editor’s note). An example is Maisons du Mondepowered by Mirakl Ads for the last 6 months: “They have engaged 130 advertisers, mainly sellers on sales platforms who are looking for sales conversion leverage” said Sacha Bismuth, sales director at Mirakl Ads, a company that has 15 clients.Currently, retail media accounts for almost 1% of their online GMV, with plans to increase to 2% to 3% by December. Given that we are talking about a company with a net margin of 70% or 80%,…