Global e-commerce will make up 19% of global retail sales in 2022, growing to 25% by 2027, according to GroupM’s E-Commerce & Retail Media Forecast. Global retail media is likely to reach $101 billion in 2022—15% higher than the previous year—and will hit $160 billion in annual revenue in the next five years, the report found.
Reorganizing GroupM’s commerce abilities will help it keep pace with the rapidly changing commerce environment as it fields concerns about privacy and generative AI, and bridges the gap between commerce performance and overall client business performance, according to Bukowski.
“We see the future of media moving much more toward a holistic view of performance, where everything is measurable, everything is addressable and everything is performance,” she said. “In order to do that, we needed a commerce capability that was extremely consistent, extremely powerful, but was also very much stitched into everything else that we do as a performance unit and as a brand marketing unit.”
