Advertising activity in digital in 2025.

In 2025, retail brands account for a significant share of advertising activity in digital. Estimates show that 16% of total digital activity is driven by key e-commerce and retail players — marketplaces, consumer electronics, home improvement, and fashion. The mix includes both strong local leaders and international platforms, intensifying competition for inventory, audiences, and efficiency.

Category structure reinforces this trend: retail represents 53% of digital activity versus 47% across all other categories. In practice, retail sets the pace for channel development, tests new formats faster, and scales performance approaches more aggressively. This impacts not only pricing but also expectations around optimization speed, data quality, and creative execution.

At the same time, non-retail sectors — finance, pharma, and services — are increasing their presence while competing in an ecosystem largely shaped by retail dynamics. As a result, digital is becoming less about channels and more about systematic demand management.

Does retail dominance mean other categories need to rethink their digital strategy — or should they instead look for alternative growth levers?

Data processed by Media Systems