Retail will never be the same again. The meteoric rise of retail media — the sale of advertising space within proprietary channels such as apps and websites — is turning mobile apps into true revenue machines. Previously, stores relied solely on sales margins, but today they have a new asset in their hands: their digital audience. Pharmacies, supermarkets, and pet shops are at the forefront of this revolution, taking advantage of the strength of native apps to create a direct, engaged, and highly monetizable channel.
In full ascension, the global market for retail media is expected to reach $179.5 billion by 2025, according to a study conducted by Criteo in partnership with Coresight Research. In Brazil, investments in the sector are keeping pace with the global expansion, which already exceeds $140 billion and is projected to surpass $280 billion by 2027, according to eMarketer.
App as a new media channel
In recent years, mobile apps have evolved from being merely transactional tools to playing a central role in the purchase journey. Their frequent use, combined with the ability to collect behavioral data accurately, creates an ideal environment for hyper-personalized media activation. While websites are still widely used as advertising space, apps offer additional advantages: longer browsing time, less visual competition, and the possibility of using push notifications as advertising inventory.
Real-time customization is the biggest asset of this model. Unlike traditional media (such as Google and social networks), retailers have access to the actual purchasing behavior of customers — what they consume, how often, and even where they are physically. This granularity makes campaigns of this type, on average, 2x more effective in conversion.
Why are mobile apps the new gold mine of retail media?
- Frequent use: pharmacy and supermarket apps record, according to SimilarWeb, between 1.5x and 2.5x more monthly sessions per user than the website.
- Proprietary environment: in the app, all the space belongs to the brand — no distractions, no direct competition, increasing the visibility of ads.
- Push notifications: pushes have become a new advertising inventory. Supplier campaigns can be marketed using personalized and even geolocated notifications.
- Advanced segmentation: with behavioral data, the app allows much more precise campaigns, with messages that make sense in the context of use (e.g., reminding the customer of the rabies vaccine during the pet plan renewal).
Furthermore, while website banners are frequently ignored or blocked, spaces within apps — such as sponsored storefronts and native pop-ups — have up to 60% higher view rates, according to a study by Insider Intelligence.
Key players and platforms in Brazil
The Brazilian market is currently organized into two main fronts: e-commerce platforms that operate their own media ecosystems and specialized tools that enable the monetization of other retailers’ channels. Among the former, stand out Amazon Ads, a global leader with robust inventory on its app and website; Mercado Livre Ads, strong throughout Latin America, with formats integrated into the shopping journey; Magalu Ads, which has been expanding its presence in the marketplace and app; and Vtex Ads, the largest consolidator of Retail Media in Latin America.
Although major Brazilian retailers such as RaiaDrogasil, Panvel, Pague Menos, GPA (Pão de Açúcar and Extra), and Casas Bahia already engage in retail media through sponsored storefronts on their websites, the strategic use of mobile apps is still a relatively unexplored opportunity. These apps, which already have high consumer engagement, can be transformed into premium media channels, with their own inventory and significant conversion potential. The mobile environment provides a fertile ground for more personalized and relevant actions.
In the pharmaceutical sector, for instance, it is possible to develop seasonal campaigns for medications like cold remedies and repellents, as well as partnerships with laboratories to promote vaccines and rapid tests. Supermarkets can explore sponsored deals from leading brands, showcases for new releases, and geolocated campaigns, especially focused on perishable items. Pet shops can invest in cross-promotions involving pet food, accessories, and animal health plans, with activations based on the pet’s consumption history.
If a few years ago having an app was a competitive advantage, today it has become a true strategic asset. For pharmacies, supermarkets, and pet shops, investing in retail media through applications not only represents a new source of revenue — it is a paradigm shift, where each customer becomes a concrete opportunity for monetization.
