po polsku
ilustracja: DALL-EIn the coming years, this growth will accelerate even further – by 2029, global online spending will reach $6.6 trillion, and the US market alone will exceed $2 trillion.
Compared to this dynamic expansion, the media and entertainment sector is growing at a much slower pace. During the same period, its value will increase from $1.07 trillion in 2025 to $1.3 trillion in 2029. This indicates that e-commerce is developing faster than the digital content market, even though video still dominates the media sector, generating as much as 70% of global revenue.
Digital Commerce on the Rise
The accelerated transformation of e-commerce is forcing retailers to adapt their strategies to new realities. Amazon has become the world`s largest retailer, surpassing Walmart, which is not lagging behind. Walmart is investing in digital channels and recently acquired Vizio, a television manufacturer, allowing it to expand advertising in the Connected TV (CTV) model and integrate shopping features.
Currently, 20% of Walmart`s revenue comes from digital channels, and forecasts indicate that this share will continue to grow. This is due to the increasing popularity of retail media – advertisements embedded in shopping environments – and shoppable TV, a technology that enables consumers to make direct purchases while watching video content.
| Year | Global Online Spending | US Share | Media & Entertainment Market Value |
|---|---|---|---|
| 2025 | $4.4T | $1.4T | $1.07T |
| 2029 | $6.6T | $2T | $1.3T |
Such a significant rise in digital commerce is transforming not only how consumers shop but also the entire advertising landscape. The integration of content, advertising, and e-commerce is becoming increasingly seamless, with modern platforms enabling transactions without leaving an app or streaming service.
Advertising and Shopping in the Connected TV Era
The growing adoption of televisions with operating systems (TV OS) and CTV technology is creating a new reality for advertisers and retailers. More and more platforms are testing solutions that allow consumers to buy products directly from their TV screens. Retail media and shoppable TV are opening new revenue streams and enabling better-targeted offers.
Experts predict that the biggest challenges for shoppable TV will be simplifying the purchasing process, building consumer trust, and integrating different platforms into a cohesive experience.
– Shoppable TV presents a huge opportunity for retailers, advertisers, and content creators, but to fully unlock its potential, it is essential to address issues related to transaction fluidity and user security – comments Maria Rua Aguete, Research Director at Omdia, in a company statement.
Key Trends Shaping the Future of Digital Commerce:
- Growing Importance of Retail Media – ads integrated with e-commerce platforms are becoming the dominant promotion channel.
- Advancement of Shoppable TV Technology – the ability to purchase products directly from viewed content is revolutionizing media consumption.
- Dominance of Integrated Platforms – retail giants like Amazon and Walmart are investing in TVs and TV operating systems to control the entire shopping experience.
- New Business Models – the convergence of entertainment, commerce, and advertising is leading to hybrid forms of content monetization.
Omdia analysts predict that the boundaries between advertising, entertainment, and commerce will continue to blur, creating a new era of digital consumption. Retail media and shoppable TV are making shopping an integral part of viewed content. Companies that dominate this ecosystem will take control of the market and reshape how consumers make purchasing decisions.
COMMERCIAL BREAK
New articles in section Marketing and PR
Queue psychology. Scientists' discovery used in Call Centers
Andrzej Sowula
The discovery first described by psychologists in the second half of 2024 concerns the so-called "relative progress effect". When customers observe fast service at the beginning of their wait, they tolerate slower service much better later in the waiting period.
#POMAGAM2026 Can a New Year's resolution go viral?
wspieramy
Is a million good deeds a lot? Ten-year-old Emilka wants to find out. She just announced the I Resolve to Help campaign on the internet and urges everyone to make a unique New Year's resolution. That we help each other more often in 2026.
Dance in the media mirror. Between culture, business and viral fame
KFi
Over 78,000 media pieces, 1.6 billion potential views, and 197,500 social media mentions-dance in Poland is no longer niche. With a combined media value exceeding PLN 800 million, it now outperforms MMA, handball, and hockey.
See articles on a similar topic:
Predictive Analytics in Ads. Customer Doesn’t Know Yet, But Ad Does
Krzysztof Fiedorek
Artificial intelligence is changing the rules of marketing. Predicting customer behaviors through advanced AI algorithms and making data-driven decisions is already the present. The report "The State of AI," published by McKinsey, shows the impact this will have on the advertising and marketing industry.
When a Review Lies. The Growing Threat of Fake Opinions Online
KFi
Popularity of digital marketplaces rises, so does a less welcome trend: fake reviews. These manipulated opinions distort product rankings and mislead consumers, all while unfairly disadvantaging honest businesses. And despite regulatory efforts, the problem is far from solved.
What to do when your child lies? Advice from a pedagogue
patronat Reporterzy.info
Does your little one invent outrageous stories, and you’re unsure how to react? Does your child tell friends that you’ve traveled the world and that your dog speaks with a human voice? A pedagogue explains how to handle such situations and avoid them in the future. The weekly Reporterzy.info is the media patron of the series.
Poles do not forgive brands' mistakes. Armatis Customer Experience Index
Krzysztof Fiedorek
As many as 57.2% of Poles are willing to abandon a brand after one bad customer service experience. This result is similar to what was noted in the United States. Every third Polish customer prefers phone contact with a consultant, though over 13 percent now prefer chat.
