Digital retail reaches 2026 after a year marked by pressured margins and higher acquisition costs. In this scenario, Retail Media has expanded the possibilities of monetization, while Artificial Intelligence has gained strength as a central tool of productivity. The combination of these technologies has been reinforcing the financial sustainability of e-commerce and increasing the accuracy in decision making, with a direct impact on conversion.
Retail Media adoption continues to accelerate. In Latin America, eMarketer projections indicate that the segment has moved US$ 2.6 billion in 2025, with Brazil representing 40% of this total, equivalent to US$ 1.06 billion. The advance reflects the strategy of retailers using proprietary data and qualified audiences to increase revenue, increase campaign relevance and influence decisions along the purchase journey.
For Alexandre Mendes, partner‑CMO at Lope Digital Commerce, this movement has initiated a new phase in the sector. “Retail, previously seen only as a sales channel, now acts as a robust media vehicle, monetizing inventory and data. When this information is integrated into campaigns, communication gains precision and returns increase,” he states.
The model also brings brands and consumers closer together at the most defining moments of the journey.The combined use of navigation behavior, purchase history and stock availability allows for more assertive actions, reduces friction and strengthens the influence of retail on the final decision.
At the same time, Artificial Intelligence progresses with a direct impact on operations. A study by Strand Partners, commissioned by AWS, shows that 40% of Brazilian companies already use AI and, of these, 96% recorded productivity gains, while 95% reported revenue increase. The technology already guides inventory management, demand forecasts and service, reducing disruptions and increasing operational efficiency.
“AI has become a foundational tool that adjusts inventory levels, improves seasonal forecasts, and connects the entire operation to consumer expectations. This alignment is decisive for generating loyalty,” explains Mendes.
With consumers less fault tolerant, the integration between Retail Media and AI has been directly shaping e-commerce performance.The tools allow you to redesign promotional calendars based on real data, synchronizing availability, campaigns and communication to shorten the path to conversion and improve the experience.
The expectation for 2026 is for the sector to mature, supported by proprietary data, operational efficiency and audience monetization. Retailers who consolidate robust technological strategies must gain competitive advantage in an environment increasingly pressured by results and oriented to conversion.
