s second-largest commerce media operation outside China, highlighting Amazon The global retail media market continues to expand, with ad investment expected to exceed $200bn this year and reach $223bn by 2027, according to Warc Media. However, growth is slowing towards single digits, and there are dangers of ‘enshittifying’ the shopper experience, which in turn may have a negative impact on campaign effectiveness, as retail media networks look to meet ambitious targets. Alex Brownsell, head of content, Warc Media, says: “The retail media landscape is maturing and consolidating, forcing marketers to rethink their approach. While retail media excels at converting existing demand, it underperforms on long-term brand building.