2026年品牌商务现状_零售媒体问责时代的增长重构_37页_2mb

2026 Brand Commerce Summary

Core Content Overview

The 2026 Brand Survey highlights the evolving landscape of brand commerce, emphasizing the transition from growth-focused spending to accountability-driven strategies. Retail media is now a central component of commercial performance, requiring discipline, alignment, and validated impact. The report outlines key trends, including rising costs, increased competition, and the integration of AI into advertising and commerce operations.

Main Trends and Insights

1. Accountability Era in Retail Media

• Retail media is no longer a simple growth lever but a strategic and accountable investment.
• Cost pressure is nearly universal, with CPC inflation across categories.
• Performance expectations are higher, and brands must demonstrate validated returns to justify spending.
• Operating model maturity is now the key differentiator, not just the amount spent.

2. Measurement Maturity as a Strategic Advantage

• Brands that have developed robust measurement frameworks are better positioned to optimize spend and track incrementality.
• AI is becoming essential in audience building, forecasting, and product discovery, with 67.6% of brands believing AI assistants will have the greatest impact.
• Data integration across advertising, pricing, inventory, and audience strategy is critical for compound growth and efficiency.

3. The Amazon Effect: Scale, Dependence, and Risk

• Amazon remains the primary performance engine, with 62% of brands deriving at least 25% of revenue from it.
• CPCs on Amazon have increased, with 46% of brands reporting up to 10% YoY inflation.
• Hybrid selling models (1P + 3P) are now the norm, with 55% of brands using them.
• Large, established brands are most affected by Amazon's cost pressures due to high exposure and revenue concentration.

4. Costs and Margin Compression

• Retail media budgets are still increasing, but efficiency is now the priority.
• TACoS (Total Advertising Cost of Sale) has normalized at around 10-20%, indicating margin pressure is structural.
• Customer acquisition costs have risen by nearly 60%, and new customers often do not cover the cost of acquisition.
• Brand loyalty has declined by 5% since 2024, with only 29% of consumers showing loyalty, further compounding margin issues.

5. The Shift to Full-Funnel and Multi-Channel Strategies

• Brands are investing earlier in the customer journey, moving beyond lower-funnel conversion to upper-funnel demand creation.
• Full-funnel platforms are expected to evolve, with 63.7% of brands anticipating retail media networks to become full-funnel platforms.
• Diversification is driven by necessity, not dissatisfaction, with brands expanding to Walmart, Target, TikTok Shop, Instacart, Best Buy, Kroger, and DoorDash to reach new audiences and offset Amazon's competition.

6. Structural Media Inflation

• CPC inflation is widespread, with 78% of brands reporting increases.
• Media inflation is not limited to Amazon; it reflects a long-term trend across all digital channels.
• Global ad spend continues to grow at double-digit rates, even as cost efficiencies decline, indicating a shift in media valuation.

Key Performance Metrics

• 63.7% of brands expect retail media to evolve into full-funnel platforms.
• 75% of brands are running upper-funnel campaigns, with Amazon DSP and Prime Video as the top channels.
• 70.4% of brands expect incremental budget to flow to Amazon DSP and Prime Video.
• 36.7% of brands are shifting ad spend off Amazon to acquire new customers.
• 46% of brands are on or planning to advertise on Walmart Connect.
• 75% of brands report increased use of dynamic pricing tools.
• 27% of brands identify disciplined efficiency as their primary focus.
• 21% of brands emphasize customer loyalty and retention.
• 21% of brands prioritize profitability.

Conclusion

The 2026 Brand Survey illustrates that retail media is now a central part of brand commerce, but its growth is constrained by rising costs, increased competition, and margin compression. Brands are adapting by adopting hybrid models, leveraging AI, and diversifying their media strategies to sustain performance and build durable competitive advantage. The key to success lies in operational maturity, integrated decision-making, and precision in spend allocation.