Retail will never be the same again. The meteoric rise of retail media — the sale of advertising space within owned channels, such as apps and websites — is turning mobile apps into true revenue machines. Where stores once relied solely on sales margins, they now hold a new asset in their hands: their digital audience. Pharmacies, supermarkets, and pet stores are at the forefront of this revolution, leveraging the power of native apps to create a direct, engaged, and highly monetizable channel.
On the rise, the global market for retail media is expected to reach $179.5 billion by 2025, according to a study by Criteo in partnership with Coresight Research. In Brazil, investment in the sector follows the global expansion, which has already surpassed $140 billion and is projected to exceed $280 billion by 2027, according to eMarketer projections.
App as a new media channel
In recent years, mobile apps have evolved from mere transactional tools to occupying a central role in the purchasing journey. Their frequent use, coupled with the ability to collect behavioral data accurately, creates an ideal environment for hyper-personalized media activations. While websites are still widely used as advertising space, apps offer additional advantages: longer browsing time, less visual clutter, and the ability to use push notifications as ad inventory.
Real-time personalization is the biggest advantage of this model. Unlike traditional media (like Google and social networks), retailers have access to customers’ actual purchasing behavior — what they consume, how often, and even where they are physically located. This granularity makes campaigns of this type, on average, 2x more effective in conversion.
Why are mobile apps the new goldmine 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 websites.
- Owned environment: in the app, all space belongs to the brand — no distractions, no direct competition, increasing ad visibility.
- Push notifications: push notifications become a new ad inventory. Supplier campaigns can be marketed using personalized and even geolocated notifications.
- Advanced segmentation: with behavioral data, the app allows for much more precise campaigns, with messages that make sense in the usage context (e.g., reminding a customer of a rabies vaccine during pet plan renewal).
Moreover, while website banners are often ignored or blocked, spaces within apps — such as sponsored showcases and native pop-ups — have up to 60% higher viewability rates, according to a study by Insider Intelligence.
Key players and platforms in Brazil
The Brazilian market is currently organized around two main fronts: e-commerce platforms that operate their own media ecosystems and specialized tools that enable monetization of other retailers’ channels. Among the former, standouts include Amazon Ads, the global leader with robust inventory in its app and website; Mercado Livre Ads, strong across Latin America with formats integrated into the purchasing journey; Magalu Ads, which has been expanding its presence in the marketplace and app; and Vtex Ads, the largest Retail Media consolidator in Latin America.
Although major Brazilian retailers like RaiaDrogasil, Panvel, Pague Menos, GPA (Pão de Açúcar and Extra), and Casas Bahia already operate with retail media through sponsored showcases on their websites, the strategic use of mobile apps remains an underexplored opportunity. These apps, which already attract high consumer engagement, can be transformed into premium media channels, with their own inventory and significant conversion potential. The mobile environment offers fertile ground for more personalized and relevant actions.
In the pharmaceutical sector, for example, seasonal campaigns can be developed for medicines like flu remedies and repellents, as well as partnerships with labs to promote vaccines and rapid tests. Supermarkets can explore sponsored offers from leading brands, showcases for new releases, and geolocated campaigns, especially targeting perishable items. Pet stores, meanwhile, 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 stores, investing in retail media through apps isn’t just a new revenue stream — it’s a paradigm shift, where each customer becomes a concrete monetization opportunity.
