Commerce media is gaining traction, projected to exceed $112 billion by 2025, driven by evolving consumer behavior and the need for seamless shopping experiences. Connected commerce integrates online and offline retail, making the purchasing process smoother for consumers. This model allows for immediate consumer engagement and conversion at multiple touchpoints. While retail media is essential, it only represents a segment of the broader connected commerce landscape, demanding a more sophisticated strategy and technological investment from brands and retailers to fully realize its potential.
"Consumer behavior is rapidly evolving towards instant gratification, with a growing trend of 'click to buy' compressing the sales funnel and consumer journey..."
"Connected commerce spans the entire shopping journey, from discovery to purchase and everything in between, including ads. Retail media, on the other hand, is just one piece of that puzzle."
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