### Commerce Media Enters Maturity Phase in 2026Commerce media begins 2026 with slowed but robust growth, transitioning from experimentation to a deliberate ecosystem anchored in superior data, enhanced creativity, and trust. Retail media networks integrate retail media into the shopping core, fostering long-term brand-retailer partnerships over short-term trades, enabled by AI-driven measurement that links activity to sales via privacy-safe data sharing.This evolution delivers full-funnel visibility across on-site, off-site, in-store, and social channels, prioritizing unified storytelling over isolated placements. Six pivotal changes define this shift: AI orchestrating end-to-end campaigns, multi-RMN alliances for interoperability, trust as a core advantage, creative elevation to performance driver, in-store media resurgence for human connection, and live social commerce scaling from Asian models to Western mainstream.### Core Drivers of the ShiftAI connects fragmented campaign stages—insight, strategy, creative, activation, optimization, measurement—using synthetic data and predictive modeling for precision. Tools already demonstrate this in behavioral insights and brand heritage reinforcement, allowing human focus on oversight.Advertiser selectivity spurs multi-RMN collaborations sharing data and reach amid market crowding, easing planning and measurement. Research positions retail media as superior for trust-building versus other paid channels, leveraging retailer credibility against consumer skepticism and AI content proliferation.Creative assumes central role in omnichannel journeys, tested with media-level rigor as commerce media spend eclipses television globally. In-store activations, from screens to experiential sampling, yield highest sales uplift when linked cross-channel. Live social commerce unites creators, audiences, and stores in real time, marking a cultural pivot.### Implications for E-Commerce InfrastructureThese changes reshape e-commerce foundations, demanding richer product feeds to fuel AI orchestration and omnichannel attribution. Unified data pipelines across online, loyalty, and physical stores enable closed-loop measurement capturing offline sales, directly impacting feed quality for precise targeting.Cataloging standards evolve toward interoperability in multi-RMN alliances, requiring standardized schemas for seamless data sharing. Product card completeness surges as creative benchmarks rise—distinctive assets become essential for upper-funnel reach via CTV and video, countering AI-induced uniformity. Retailers packaging first-party data with premium inventory compete for brand budgets, per industry leaders.Assortment rollout accelerates through no-code AI platforms auto-optimizing spend across surfaces based on stated goals. Incrementality metrics like AMC reveal product-level growth drivers, tying upper-funnel storytelling to lower-funnel conversion in high-intent environments. In-store media ties physical experiences to digital feeds, boosting speed via real-time social commerce linkages.### Omnichannel and Measurement DemandsOmnichannel maturity hinges on connected workflows, not siloed management, with programmatic expansion into CTV, audio, and out-of-home hitting 74% of open web revenues. Retailers restructure stores as media hubs, agentic AI unlocking new monetization while financial networks deepen shoppable layers.Non-endemic competition elevates CPCs, favoring brands with AI creative and OLV for tailored content. European growth outpaces digital ads fourfold, contingent on RTB infrastructure and standardized incrementality to reduce buy-side friction. Platforms proving cross-channel value set table stakes as budgets tighten. Consider leveraging a strong understanding of product feeds, as outlined in our article "Product feed - NotPIM" for maximizing impact.*Internet Retailing*; *Marketing Brew*.*****NotPIM’s Take:** The rise of AI-driven orchestration and the need for richer product data, as highlighted in this analysis, underscore the critical importance of robust product information management. As e-commerce evolves, the quality and accuracy of product feeds will be paramount for powering AI-driven campaigns and achieving omnichannel success. To learn more about this, check out our article on "How to protect product data quality". NotPIM offers a comprehensive solution for managing and optimizing product data, ensuring businesses can adapt to this new landscape and maximize their commerce media ROI. And to ensure that your data is always top-notch, consider reading about our "Delta Feed" and how to save resources..