Brands Rethink Retail Media Amid Evolving Commerce Funnel

VERA Brief

AI-generated. Grounded in the article and its cited sources.

Brands are rethinking retail media strategies because shoppers now buy outside of traditional retailer environments. New pathways like social and agentic commerce merge discovery and purchase, leading to non-linear consumer journeys.

Key facts

• Brands are reassessing retail media strategies due to the evolution of the commerce funnel.
• Shoppers are completing purchases outside of owned-retailer environments.
• New purchasing pathways such as social and agentic commerce are emerging.
• Product discovery and purchase are occurring concurrently within new channels.
• Consumer journeys are becoming increasingly non-linear and fragmented.