The global retail media market may be continuing to grow and evolve, with ad investment projected to reach $223bn by 2027, but brands are being warned of the dangers of “enshittifying” the shopper experience by piling on too many advertising spots, as networks look to meet ambitious targets. So says WARC’s “Future of Commerce Media 2026” report, which reveals that, once you take industry leader Amazon out of the equation, growth is slowing towards single digits, dipping to 9. 8% in 2027 – the lowest year-on-year rate of growth since WARC Media began monitoring spend. Yet while European retail media spend growth is forecast to decelerate to single digits, the US market shows stronger momentum. In Europe, more than two-thirds of overall retail media spend went to Amazon in France, Germany, Italy, Spain, and the UK.