A. Guttmann
Research Lead covering media
Unlimitail - statistics & facts
Selling ad spaces on e-commerce platforms can be a profitable side operation for retailers. In the United States and in Asia, the business is booming. Alibaba and Amazon each generated well over 35 billion U.S. dollars selling ad services in 2022. In Europe and in Latin America, the model is still in its infancy and seems to be gaining speed at a significantly slower pace, owing to a significant fragmentation of the market. Ad revenue of Europe’s largest local player, Zalando, stood at 300 million dollars in 2022, whereas Latin America’s market leader Mercado Libre’s reached 430 million dollars. The Publicis Groupe, one of the world’s largest advertising agency holdings, and Carrefour, one of the world’s largest retailers, have set out to speed the process up and reap the profits. In June 2023, the two companies launched a joint venture called Unlimitail that, they hope, will bring out the full potential of retail media in these two regional markets.
