Europe's
Top Retail Media Networks
The retail media industry is flourishing across Europe, with a significant portion of the world's 200+ retail media networks operating within the EU and UK in 2025. As global brands seek to maximize their presence in this complex and diverse market, this index offers a solution to enhance transparency.
2025 European commerce media networks database
How big is the retail media industry in Europe? How many retail media networks are there? Who are the top networks in the industry?
The retail media market is booming, with both online-only players (like Zalando or Cdiscount) and brick-and-mortar stores (like Carrefour or Tesco) launching their advertising networks.
Global/local brands and agencies are finding it increasingly difficult to navigate this space with numerous options like Unlimitail, Boots Media Group or Otto Advertising.
At mimbi, we decided to collect as much data as possible and share it with the community. As this is a fast moving environment, we also expect the community to help us update, correct and evolve this table to make it a collaborative database that everyone can use.
For now, you’ll find more than 100+ commerce media networks in EMEA with public data we collect (last update January, 2025) for each of them that you can filter.
If you would like to participate, please contact us!
Market Analysis (Q1 2025)
European retail media is experiencing significant transformation, characterized by the prominence of a hybrid "Marketplace + Brick-and-Mortar" model, with approximately 40% of retailers operating both digital and physical channels.
This dual approach has led to strong partnerships with established ad tech providers, demonstrating the value of combining traditional retail presence with digital advertising capabilities.
The market is showing increasing sophistication in its technological approach, with major players like Germany, France, and the UK leading the way and accounting for nearly 60% of retail media activity.
Large-traffic platforms such as Amazon, BOL.com, Cdiscount, Allegro and eBay are investing in custom solutions, while about 20% of retailers are adopting multiple ad tech solutions to optimize different aspects of their retail media offerings.
While established players like Criteo and CitrusAd dominate the technology landscape with roughly 50% market share, there's an emerging trend toward specialized solutions and new providers such as Mirakl Ads and Kamino Retail. This diversification is particularly evident among marketplaces, suggesting a market that's becoming more nuanced and sophisticated in its approach to retail media technology.
In Europe, the market is fragmented, and while Amazon is still a strong player, local players can be strong, such as grocery chains (e.g. Carrefour or Tesco) that dominate the FMCG space. We also identify market leaders like Allegro (Poland) or BOL (Netherlands).
We focus primarily on the US and European markets (top markets are the UK, Germany and France), with partial coverage of LATAM and APAC. Smaller markets are particularly interesting when they are dominated by local retailers that global brands may not necessarily know about. See our full index
For retailers, Retail Media Networks provide a valuable way to monetize customer data and site traffic. For brands or advertisers, Retail Media Networks offer a unique opportunity to reach consumers at critical points in the purchase process, while often providing a more direct attribution of advertising spend to sales.
The data is a mix of technology detected on retailers' websites, data collected from ad tech vendors' websites, and PR and publicly available data. Thanks to the growing retail media community around mimbi, we are getting more and more market insights, that allow us to update data on a monthly basis.
Mimbi.io provides a retail media intelligence platform designed to help both brands and agencies better allocate their budgets and inform the next cycle of their advertising strategy. It provides data aggregation to bring together retail media networks, business data and teams in a transparent way.
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