Retail Media in Canada 2023

What Advertisers Need to Know About the Fastest-Growing Digital Format

Report by Paul Briggs  | UPDATED: Aug 8, 2024
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Table of Contents
Executive Summary
The online shopping boom led to the rise of RMNs.
Retail media is in heavy growth mode at scale.
Retail media is the fastest-growing digital ad segment.
Amazon reigns.
Canada’s RMNs are tied to the most influential brands.
Why do advertisers invest in retail media?
Retail media is now essential for certain product categories.
Challenges and growing pains remain.
Sources
Media Gallery
About This Report
Retail media’s positive hype is real. We expect it will disrupt the digital advertising landscape worldwide. In Canada, a handful of players—led by Amazon, Walmart, and Loblaw—have turned it into the fastest-growing ad segment in the country, and at scale.
Topics
Retail Ecommerce Sales
Digital Ad Spending
Canada
Table of Contents
Executive Summary
The online shopping boom led to the rise of RMNs.
Retail media is in heavy growth mode at scale.
Retail media is the fastest-growing digital ad segment.
Amazon reigns.
Canada’s RMNs are tied to the most influential brands.
Why do advertisers invest in retail media?
Retail media is now essential for certain product categories.
Challenges and growing pains remain.
Sources
Media Gallery

Executive Summary

The retail media ecosystem is still nascent in Canada. But it’s the fastest-growing category of digital advertising, mirroring the worldwide trend. For many consumer packaged goods (CPG) brands, retail media is now essential for engaging shoppers.

Key Question: How are retail media networks (RMNs) changing the paid media mix in Canada?

KEY STAT: Retail ecommerce sales have more than doubled in Canada since 2019, fueling the growth of RMNs.

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Table of Contents

  1. Executive Summary
  2. The online shopping boom led to the rise of RMNs.
  3. Retail media is in heavy growth mode at scale.
  4. Retail media is the fastest-growing digital ad segment.
  1. Amazon reigns.
  2. Canada’s RMNs are tied to the most influential brands.
  3. Why do advertisers invest in retail media?
  4. Retail media is now essential for certain product categories.
  1. Challenges and growing pains remain.
  2. Sources
  3. Media Gallery

Charts in This Report

Retail Media Ad Spending Worldwide, 2021-2027 (billions and % change)Ad Spending Growth in Canada, by Category, 2022 (% change)
Top 10 Ecommerce Websites in Canada, by Traffic Share, Jan 2023 (% of internet users)Why Do Retailers/Brands in Canada and the US Work With Retail Media Networks? (% of respondents, Aug 2022)
Challenges in Working With Retail Media Networks According to Marketing Executives in North America, Nov 2022 (% of respondents)

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First Published on Mar 23, 2023

authors

Paul Briggs

Contributors

Angela Kim
Senior Researcher
Paul Verna
VP, Content
Debra Aho Williamson
Principal Analyst

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