Online consumer spending is set to surge, with Omdia forecasting global expenditure reaching $6.6 trillion by 2029, up from $4.4 trillion in 2025. The U.S. alone will account for $2 trillion of that total, underscoring the rapid acceleration of digital commerce.
While media and entertainment continue their growth trajectory—expected to expand from $1.07 trillion in 2025 to $1.3 trillion by 2029—consumer spending in digital commerce is outpacing the sector. The intersection of content, commerce, and advertising is shaping the next wave of monetization, with retail media and shoppable TV leading the way.
Shoppable TV: A Key Driver of Commerce and Advertising
One of the biggest opportunities in this shift is shoppable TV, which enables viewers to purchase directly from their screens. According to Omdia senior research director Maria Rua Aguete, this presents a “massive opportunity for retailers, advertisers, and content creators.” However, the full potential of shoppable TV is still hindered by challenges in seamless checkout, consumer trust, and platform integration.
Despite these hurdles, major players are making bold moves. Amazon has overtaken Walmart as the world’s largest retailer, directly reflecting the e-commerce boom. In response, Walmart is doubling down on digital-first strategies, with 20% of its revenue now coming from digital channels. Walmart’s recent acquisition of Vizio underscores this push, enabling it to expand its retail media and connected TV (CTV) offerings.
CTV, TV OS, and the Future of Advertising
As CTV adoption accelerates, TV operating systems (TV OS) are becoming pivotal in shaping advertising and commerce. The seamless connection between content consumption and purchasing unlocks new revenue streams across media, advertising, and retail.
The future of digital commerce will be driven by companies that successfully integrate CTV, TV OS, and retail media into their strategies. The ongoing convergence of entertainment and commerce is set to redefine the digital media landscape, with new partnerships and innovations emerging as the space matures.
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