How Retail Media Advertising in China Compares With the US

The US Market Is Catching Up, but Can It Reach China’s Scale?

Report by Ethan Cramer-Flood  | May 25, 2023
Download
Report
Share
About This Report
In China, ecommerce channel ad spending represents over 38% of total digital ad spending, and ecommerce search spending accounts for 64.0% of total search. Could the US figures reach similar heights?
Topics
Retail Media
China

Retail media advertising has been a prominent part of the digital ad industry in China for many years. While overall digital ad spending in the US far exceeds digital ad spending in China, the same has never been true of ecommerce channel ad spending. However, the US is now growing faster and has more headroom for growth than China.

Ecommerce Channel Ad Spending in China* and the US, 2021-2025 (billions)
E-Mail ChartDownload

Here’s what’s in the full report

1file

Exportable files for easy reading, analysis and sharing.

3charts

Reliable data in simple displays for presentations and quick decision making.

Charts in This Report

Ecommerce Channel Ad Spending in China* and the US, 2021-2025 (billions)Ecommerce Channel Ad Revenues in China and the US, by Company, 2023 (billions)
Ecommerce Channel Ad Spending in China* vs. the US, 2019-2025 (% of total digital ad spending)

authors

Ethan Cramer-Flood

Contributors

Brian Lau
Forecasting Analyst
Peter Newman
Senior Forecasting Analyst

Latest Reports

FAQ on the TV and CTV Currency Landscape
Report
FAQ on the TV and CTV Currency Landscape
GenAI and Social Media Marketing
Report
GenAI and Social Media Marketing
UK Digital Wallets 2024
Report
UK Digital Wallets 2024
Paid Social Forecast Report H1 2024
Report
Paid Social Forecast Report H1 2024
The State of Payment Transaction Types
Report
The State of Payment Transaction Types
The 2024 Healthcare Consumer
Report
The 2024 Healthcare Consumer
Canada Mobile Banking Emerging Features Benchmark 2024​
Report
Canada Mobile Banking Emerging Features Benchmark 2024​
Canada Digital Ad Spending 2024
Report
Canada Digital Ad Spending 2024
Restaurant Digitization 2024
Report
Restaurant Digitization 2024
What Advertisers Can Learn From Privacy Industry Events 2024
Report
What Advertisers Can Learn From Privacy Industry Events 2024
Maximizing the Impact of B2B Event Marketing
Report
Maximizing the Impact of B2B Event Marketing
Bank Brand Safety on Social Media
Report
Bank Brand Safety on Social Media
US P&C Insurance Trends to Watch in 2024
Report
US P&C Insurance Trends to Watch in 2024
Temu, TikTok, and China’s Ecommerce Players in Western Europe
Report
Temu, TikTok, and China’s Ecommerce Players in Western Europe
Digital Audio Ad Spending Forecast and Trends Q2 2024
Report
Digital Audio Ad Spending Forecast and Trends Q2 2024

Popular on EMARKETER

YouTube's advertising revenues skyrocket to $8.1 billion
Article
YouTube's advertising revenues skyrocket to $8.1 billion
Data Drop: Time Spent With Social Video 2024
Article
Data Drop: Time Spent With Social Video 2024
Canada Digital Ad Spending 2024
Report
Canada Digital Ad Spending 2024
Data Drop: 3 Things to Know About How Baby Boomers Use Tech
Article
Data Drop: 3 Things to Know About How Baby Boomers Use Tech
Amazon tops forecasts with $11.8 billion in ad revenues, beating Google on growth
Article
Amazon tops forecasts with $11.8 billion in ad revenues, beating Google on growth
The 2024 Healthcare Consumer
Report
The 2024 Healthcare Consumer
FAQ on the TV and CTV Currency Landscape
Report
FAQ on the TV and CTV Currency Landscape
Ad agencies deliver fair Q1 results, though tech sector still stings
Article
Ad agencies deliver fair Q1 results, though tech sector still stings
Paid Social Forecast Report H1 2024
Report
Paid Social Forecast Report H1 2024
GenAI and Social Media Marketing
Report
GenAI and Social Media Marketing
CPG recovery is uneven as cost pressures exacerbate market bifurcation
Article
CPG recovery is uneven as cost pressures exacerbate market bifurcation
Industry KPIs: Health and fitness native ad CPMs soar above the average
Article
Industry KPIs: Health and fitness native ad CPMs soar above the average
Roblox's new video ads take aim at the lucrative Gen Z market
Article
Roblox's new video ads take aim at the lucrative Gen Z market
Industry KPIs: Scrollable CTV ads drive significant consumer engagement
Article
Industry KPIs: Scrollable CTV ads drive significant consumer engagement
Amazon and Walmart lean on exclusive sales to boost membership enrollment
Article
Amazon and Walmart lean on exclusive sales to boost membership enrollment

Latest Forecasts

Pay TV Households & Viewers, UK
Forecasts
Pay TV Households & Viewers, UK
Pay TV Households & Viewers, Canada
Forecasts
Pay TV Households & Viewers, Canada
Pay TV Households & Viewers, Argentina
Forecasts
Pay TV Households & Viewers, Argentina
Pay TV Households & Viewers, Brazil
Forecasts
Pay TV Households & Viewers, Brazil
Pay TV Households & Viewers, Chile
Forecasts
Pay TV Households & Viewers, Chile
Pay TV Households & Viewers, Peru
Forecasts
Pay TV Households & Viewers, Peru
Pay TV Households & Viewers, Colombia
Forecasts
Pay TV Households & Viewers, Colombia
Pay TV Households & Viewers, Mexico
Forecasts
Pay TV Households & Viewers, Mexico
Total Media Ad Spending, UK
Forecasts
Total Media Ad Spending, UK
Desktop/Laptop Ad Spending, UK
Forecasts
Desktop/Laptop Ad Spending, UK
UK Nonmobile Ad Spending
Forecasts
UK Nonmobile Ad Spending
UK Amazon
Forecasts
UK Amazon
Digital Ad Spending, UK
Forecasts
Digital Ad Spending, UK
Out-of-Home Ad Spending, UK
Forecasts
Out-of-Home Ad Spending, UK
Retail Media Ad Spending, by Country
Forecasts
Retail Media Ad Spending, by Country

"Behind the Numbers" Podcast

The Weekly Listen: Is GenAI looking for a problem to solve, will ads in cabs accelerate, and how fast do people need things?
Audio
The Weekly Listen: Is GenAI looking for a problem to solve, will ads in cabs accelerate, and how ...
The Daily: Are Spotify's money losing days behind it, how much would you pay for music, and can 'Music Pro' move the needle?
Audio
The Daily: Are Spotify's money losing days behind it, how much would you pay for music, and can ...
Reimagining Retail: How luxury can get folks to love them more and heritage brands that are cool again
Audio
Reimagining Retail: How luxury can get folks to love them more and heritage brands that are cool ...
The Daily: How retail media unlocks brand building and whether there are enough retail media dollars to go around
Audio
The Daily: How retail media unlocks brand building and whether there are enough retail media dollars ...
Around the World: What Amazon’s “Just Walk Out” rollback tells us about the future of the in-store experience
Audio
Around the World: What Amazon’s “Just Walk Out” rollback tells us about the future of the in-store ...
The Weekly Listen: The TikTok ban gets signed into law, is AI ready to change search, and social commerce's ceiling
Audio
The Weekly Listen: The TikTok ban gets signed into law, is AI ready to change search, and social ...
The Daily: How Netflix surprised folks, how much advertising will move the needle, and what its "Next Act" will be
Audio
The Daily: How Netflix surprised folks, how much advertising will move the needle, and what its ...
Reimagining Retail: The Unofficial Most Interesting Retailers List (April)
Audio
Reimagining Retail: The Unofficial Most Interesting Retailers List (April)
The Daily: GenAI's economic impact, part 2—the effect on jobs, Apple's GenAI strategy and AI's measurement problem
Audio
The Daily: GenAI's economic impact, part 2—the effect on jobs, Apple's GenAI strategy and AI's ...
The Daily: GenAI's economic impact, part 1—the economy, Amazon's AI investments and ChatGPT in the physical world
Audio
The Daily: GenAI's economic impact, part 1—the economy, Amazon's AI investments and ChatGPT in the ...
The Weekly Listen: What replaces "Just Walk Out" as the future of retail, the Atlantic's come back, and igniting TV shopping
Audio
The Weekly Listen: What replaces "Just Walk Out" as the future of retail, the Atlantic's come back, ...
The Daily: How to make your brand the right amount of safe, vertical video ads for TV, and Hulu content on Disney+
Audio
The Daily: How to make your brand the right amount of safe, vertical video ads for TV, and Hulu ...
Reimagining Retail: How to reduce friction at the point of sale and predictions for the future of retail payments
Audio
Reimagining Retail: How to reduce friction at the point of sale and predictions for the future of ...
The Daily: GenAI and healthcare, part 1—How consumers are using GenAI to look up health information and how physicians feel
Audio
The Daily: GenAI and healthcare, part 1—How consumers are using GenAI to look up health information ...
The Daily: GenAI and healthcare, part 2—How physicians are using GenAI for patient care and a 'DIY health clinic-in-a-box'
Audio
The Daily: GenAI and healthcare, part 2—How physicians are using GenAI for patient care and a 'DIY ...