E-commerce
September 17, 2026
Are you wondering whether retail media networks are an opportunity or a risk for your e-commerce store?
These advertising networks, driven by giants like Amazon and Walmart, use first-party data to connect brands with buyers at the exact moment they are ready to make a purchase. The result: often very low acquisition costs and formidable efficiency. But beware, they are not without pitfalls: confidentiality, technical compatibility, competition with your supplier partners…
So, how can you leverage retail media networks without getting your wings burned? On the agenda:
What is a retail media network and why is it so powerful?
What are the concrete benefits for your e-commerce store?
What risks and challenges do you need to anticipate?
How are current trends (cookies, AI, personalization) changing the game?
How can Qstomy help you exploit these opportunities?
Let's go.
Summary
What is a retail media network and why is it so powerful?
A retail media network (RMN) is an advertising network managed by a retailer or a marketplace, which leverages its first-party data, transaction history, purchasing behavior, preferences, to allow brands to deliver ultra-targeted ads to its visitors. The idea is simple: capture the consumer when they are most receptive, that is, just before purchase.
Amazon was one of the first to experiment with this model, with unmatched precision in data collection. Today, Walmart and many other players are following suit. For a brand, this means being able to offer a complementary or competing product to a buyer who is already looking for a similar item. The result: often very low acquisition costs, because the advertising reaches an already warm audience.
This model is powerful because it creates a virtuous circle: more sales generate more data, which improves targeting, which further boosts sales. A mechanic that every e-commerce merchant should watch closely.
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What are the concrete benefits of retail media networks for your store?
RMNs offer several tangible advantages. First, surgery-precise targeting: thanks to first-party data, you reach buyers who are already in a buying mindset, which considerably reduces advertising waste. Second, a customer acquisition cost (CAC) that is often lower than on traditional channels, because the competition is less fierce and the relevance is higher.
Finally, RMNs allow for a diversification of channels and advertising formats: banners, sponsored products, videos, etc. You can test different approaches and quickly measure what works. For an e-commerce store, it's an opportunity to generate additional sales without relying solely on Google or social networks.
But beware, these advantages do not come without a trade-off. You must know how to manage the risks, as we are about to see.
What are the risks and challenges of retail media networks?
RMNs are not perfect. The first challenge is data privacy. Even though RMNs rely on first-party data, they must comply with strict regulations such as GDPR in Europe, CCPA in California, or even the Colorado Privacy Act and the Virginia Consumer Data Protection Act in the United States. A balance must therefore be found between data exploitation and respect for privacy.
Next, technical compatibility is a real headache. Data must flow smoothly between retailers, brands, and other players. However, there is no common language or industry standard for RMNs yet. Each network has its own rules, formats, and interfaces, which complicates integration.
Finally, consumer behavior is changing rapidly. To remain relevant, it is necessary to constantly create engaging advertisements and adapt to trends. An RMN must be agile, ready to react to market changes. These challenges are significant, but they are not insurmountable.
How are retail media networks disrupting supplier relationships?
Traditionally, retailers and manufacturers shared marketing costs for mutual benefit through cooperative advertising (co-op) agreements. But with RMNs, retailers can generate advertising revenue independently, without relying on this funding. This challenges the classic model and can create tension.
Concretely, a retailer that owns its own media network no longer needs to ask for co-op funds from its suppliers. It can sell advertising space to other brands, including direct competitors of its suppliers. This changes the power dynamics in the supply chain.
For brands, this means rethinking their partnership strategy. They must negotiate differently and perhaps invest directly in RMNs to remain visible. This is a paradigm shift that deserves your full attention.
Why is first-party data at the heart of retail media networks?
First-party data is the raw material of RMNs. It comes directly from consumer interactions with the retailer: purchase history, browsing, shopping cart, etc. This data is extremely valuable because it is accurate, reliable, and collected with the user's consent.
Thanks to this data, RMNs can identify the buyers most likely to purchase a product in the next few seconds. This is what makes targeting so effective. For example, a customer looking for shampoo on the Walmart marketplace is an opportunity for a brand to offer its own product or a complementary one.
However, this power relies on rigorous data management. Regulations must be respected, but over-solicitation must also be avoided. A delicate balance, but essential to maintain consumer trust.
What is the impact of regulations on retail media networks?
Data privacy regulations have a major impact on RMNs. On one hand, they impose strict constraints on data collection and use. On the other hand, they could paradoxically favor RMNs, as they penalize other forms of advertising that rely on third-party cookies more heavily.
With the announced disappearance of third-party cookies and the tightening of laws, advertisers are looking for alternatives. RMNs, which rely on first-party data, are therefore becoming more attractive. They offer easier compliance and still-effective targeting.
That being said, RMNs themselves must comply with these regulations. They must be transparent about data use and offer opt-out options. Brands using RMNs must therefore verify that their partners comply with these rules.
How are technology trends (AI, AR) transforming retail media networks?
RMNs can leverage emerging technologies to improve their efficiency. Artificial intelligence (AI) and machine learning make it possible to refine targeting by analyzing massive volumes of data and predicting purchasing behaviors. Augmented reality (AR) can enrich advertisements by offering immersive experiences, such as virtually trying on a product.
These technologies open up new possibilities for brands. For example, an AR ad can show how a piece of furniture fits into the customer's living room, thereby increasing the likelihood of purchase. AI can also automate the creation of personalized ads at scale.
For e-commerce merchants, this means staying on the lookout for these innovations. Integrating these technologies into your RMN strategy can give you a significant competitive advantage.
Why is personalization a growth driver for retail media networks?
Consumers increasingly expect personalized experiences. RMNs excel in this area, as they can deliver ultra-relevant ads tailored to the needs and preferences of each individual. This personalization increases engagement and conversion rates.
For example, a customer who regularly buys organic products will see ads for new organic items, rather than generic offers. This approach creates a more enjoyable shopping experience and strengthens brand loyalty.
For brands, this is an opportunity to stand out in a competitive environment. By leveraging RMNs' first-party data, you can create campaigns that truly resonate with your target audience.
What are the challenges of standardization in retail media networks?
One of the main obstacles to the adoption of RMNs is the lack of common standards. Each network has its own advertising formats, measurement methods, and interfaces. This complicates performance comparison and technical integration for brands.
The creation of common standards could solve these problems. A shared language and unified protocols would facilitate data exchange and collaboration among actors. This would reduce integration costs and make RMNs more accessible to small and medium-sized enterprises.
Some initiatives are emerging to standardize the sector, but they are still in their infancy. In the meantime, brands must adapt to each RMN individually, which requires specific resources and expertise.
How do retail media networks compare to other advertising channels?
RMNs differ from other advertising channels through their targeting based on first-party data and their proximity to the moment of purchase. Unlike advertisements on social networks or search engines, which reach consumers at different stages of the journey, RMNs often intervene at the decisive moment.
This translates into lower acquisition costs and higher conversion rates. However, RMNs do not replace other channels; they complement them. A balanced strategy can combine SEO, social ads, and RMNs to maximize visibility and sales.
For merchants, it is essential to understand the strengths and weaknesses of each channel in order to effectively allocate their marketing budget.
How can Qstomy help you leverage retail media networks?
Qstomy, as an AI agent for Shopify, can help you leverage the opportunities of retail media networks while managing risks. Thanks to its product recommendation, upsell, and cross-sell features, Qstomy can increase your average order value, making your RMN campaigns more profitable.
Additionally, Qstomy helps you understand your customers' conversations and analyze their questions, which can refine your targeting and improve your advertising messages. By integrating customer support data, you can further personalize your offers and strengthen loyalty.
Finally, Qstomy facilitates package tracking and after-sales service, which improves the customer experience and reduces friction. A seamless customer experience is essential to maximize the return on investment of your ads, whether they are delivered via RMNs or other channels.
What is the checklist for succeeding with retail media networks?
Checklist before you get started
Evaluate your goals: clearly define what you want to achieve (brand awareness, sales, customer loyalty).
Choose the right RMNs: select the networks that match your audience and products.
Respect privacy: ensure your campaigns comply with current regulations.
Integrate your data: work with technical partners to streamline data exchange.
Test and measure: launch pilot campaigns, analyze performance, and adjust.
In brief
Retail media networks offer significant opportunities to drive qualified traffic and increase sales, but they come with risks related to privacy, technology, and supplier relationships. By staying informed and taking a strategic approach, you can leverage them to your advantage.
FAQ
Are RMNs only for big brands? No, even small shops can access them, especially through marketplaces like Amazon.
What is the cost of an RMN? This varies depending on the network and the model (CPC, CPM, etc.). You need to test to find the right balance.
Do RMNs replace SEO? No, they complement it. SEO remains essential for driving organic traffic.
To go further: Why use social media for e-commerce customer service? - Qstomy, Integrating customer service answers into an e-commerce SEO strategy useful to customers - Qstomy, How to drive traffic to an online store (SEO, ads, social media)? - Qstomy, Product recommendation based on purchase history: e-commerce guide - Qstomy, E-commerce SEO: the guide to ranking better and selling more - Qstomy, Analyzing e-commerce conversations: understanding real customer questions - Qstomy, E-commerce CRM and customer support: using the right data to respond better - Qstomy.
Enzo
September 17, 2026
