Retail will never be the same. The meteoric rise of retail media —the sale of advertising space within proprietary channels, such as apps and websites—is transforming mobile apps into veritable revenue machines. Whereas stores previously depended solely on sales margins, they now have a new asset at their disposal: their digital audience. Pharmacies, supermarkets, and pet shops are at the forefront of this revolution, leveraging the power of native apps to create a direct, engaging, and highly monetizable channel.
The booming global retail media is expected to reach US$179.5 billion by 2025, according to research conducted by Criteo in partnership with Coresight Research. In Brazil, investment in the sector is keeping pace with global expansion, which already exceeds US$140 billion and is expected to surpass US$280 billion by 2027, according to eMarketer projections.
App as a new media channel
In recent years, mobile apps have gone beyond being merely transactional tools and have become central to the purchasing journey. Their frequent use, combined with their ability to accurately collect behavioral data, 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 ability to use push as advertising inventory.
Real-time personalization is this model's greatest asset. Unlike traditional media (such as Google and social media), retailers have access to customers' actual purchasing behavior—what they buy, how often, and even where they are physically located. This granularity makes these types of campaigns, on average, twice as effective in conversions.
Why are mobile apps the new retail media goldmine?
- Frequent use: According to SimilarWeb, pharmacy and supermarket apps register between 1.5x and 2.5x more monthly sessions per user than the website.
- Proprietary environment: In the app, all space is branded—no distractions, no direct competition, increasing ad visibility.
- Push notifications: Push notifications have become a new form of advertising 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 context of use (e.g., reminding customers about the rabies vaccine when renewing their pet plan).
Additionally, while website banners are often ignored or blocked, in-app ads—such as sponsored storefronts and native pop-ups—have up to 60% higher view rates, according to a study by Insider Intelligence.
Main 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. The former include Amazon Ads, a global leader with a robust inventory on its app and website; Mercado Livre Ads, a strong player 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 retail media consolidator in Latin America.
Although major Brazilian retailers such as RaiaDrogasil, Panvel, Pague Menos, GPA (Pão de Açúcar and Extra), and Casas Bahia already operate with retail media through sponsored storefronts on their websites, the strategic use of mobile apps remains an underexplored opportunity. These apps, which already generate high consumer engagement, can be transformed into premium media channels, with their own inventory and high conversion potential. The mobile environment offers fertile ground for more personalized and relevant actions.
In the pharmaceutical sector, for example, it's possible to develop seasonal campaigns for medications like flu medications and insect repellents, as well as partnerships with laboratories to promote vaccines and rapid tests. Supermarkets can explore sponsored offers from leading brands, showcases for new launches, and geo-targeted campaigns, especially for perishable items. Pet stores can invest in cross-promotions involving food, accessories, and pet 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 doesn't just represent a new source of revenue—it's a paradigm shift, where each customer becomes a concrete monetization opportunity.
