Ecommerce as an advertising channel has grown at unprecedented speed over the past decade and shows no signs of slowing. In fact, global spend reached a staggering $136 billion in 2024 and is forecast to surpass $145.5 billion by the end of this year.
Until now, it’s been the major players – think Amazon, eBay, Walmart, Sainsbury’s, Deliveroo – who have helped shape this growth, leaving little room for SMEs to compete. But now, in 2025, new trends and technology are leveling the playing field for advertisers of all sizes to benefit. Specifically, we’re seeing this happen through in-store ad placements, platform partnerships, and tech-driven attribution.
By equipping smaller businesses with the types of data‑driven programmatic solutions that historically only big brands have been able to access – such as smart bidding integration technology – we’re starting to drive a much fairer advertising ecosystem.
So what does the future of ecommerce hold for SMEs?
Recently, at Shop Talk 2025 in Las Vegas, three key themes emerged that are set to shape the industry in 2025: the power of AI, the importance of value transparency, and the ability to leverage retail media networks.
Activating AI to Drive Ecommerce Advertising
Across the board, AI is driving a new era of targeted marketing, seamless automation, and smarter logistics. According to McKinsey, generative AI could unlock up to $390 billion in retail value. Meanwhile, programmatic tools incorporating machine learning are being developed to predict when, where, and how customers are most likely to convert, enabling real-time, precision bidding on the impressions that matter.
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Activating AI to Drive Ecommerce Advertisingachieving the Transparency Advertisers (And Consumers) Demand
The second theme at the event – surfacing in multiple sessions – was the notion of providing a transparent value chain to maximise shopper value, showcased by retailers including Primark and Back Market. Kevin Tulip, President US at Primark, explained how providing transparency enables customers to see the complete journey of product value from manufacturing to shelf: “Today’s value-conscious consumer doesn’t just want low prices – they want to understand how those prices are achieved ethically,”
Advertisers who actively implement value transparency enjoy a 27% uplift in customer loyalty among younger shoppers. In turn, by leveraging technology that provides a fully transparent view of every bid, every impression, and every pound of budget spent – preferably without incurring a fixed monthly fee – advertisers can be confident they have access to high-quality traffic at all times.
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Accessing Big Networks on a Small Budget
Finally, the event highlighted the dramatic rise of RMNs (retail media networks) – platforms managed by retailers that let brands advertise directly on their websites or apps – coinciding with the growing influence of the attention economy.
According to Lisa Valentino, President of Ads at Best Buy, RMNs generate 18% of their total revenue, underscoring the importance of advertising in the wider retail strategy. Meanwhile, top consumer brands are dedicating 25% of their digital budgets to RMNs. As per Mike Glaser, VP of Commerce Media at PepsiCo, retail media delivers 3.2 times greater returns than traditional digital ads, while eMarketer’s Sarah Marsano added that RMNs now account for 28% of all UK digital ad spend.
For small businesses, RMNs such as Shopify, Amazon Ads, Walmart Connect and Nectar360 offer powerful growth avenues. According to Insider Intelligence, SME participation in retail media has grown by 43% in recent years, driven by lower entry costs, better targeting tools, and access to first-party consumer data, giving smaller brands unprecedented opportunities to scale in ecommerce.
Paving a Programmatic Path to Democratisation
Until now, many smaller merchants have been precluded from tapping into audiences at scale because most adtech platforms apply a minimum spend to cover the vast technical resource required to facilitate programmatic campaigns. However, more sophisticated, flexible platforms are entering the market that can turn a brand’s digital store into a mini‑network in a few clicks, using the brand’s first‑party data to fuel programmatic display across high‑quality publishers – all without a hefty fee attached. This freedom to only pay for traffic where ads are running is really starting to balance the scales and put advertisers of all sizes on an equal footing.
So if you’re looking to build your own ecommerce store while leveraging the benefits of larger networks, remember to choose a programmatic solution that focuses on AI, transparency, and leveraging RMNs – not to mention an easy set-up with a flexible budget. As Shop Talk 2025 demonstrated, whether you’re a global retailer or a sole trader, the future of ecommerce is bright.
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