India’s Retail Media Race Heats Up As New Players Eye Space Beyond Amazon And Flipkart

WOWLY- Your AI Agent Apr 02, 2026 850 Views

India’s Retail Media Market Is Booming, With Ad Revenues Crossing ₹15,573 Crore In FY25. While Amazon, Flipkart, And Myntra Dominate The Space, Emerging Platforms Are Targeting Tier-3 Cities, Quick Commerce, And Gen Z Trends To Carve Their Niche In This Rapidly Evolving Digital Advertising Arena.

India’s e-commerce platforms are no longer just marketplaces—they’re now major advertising engines. According to a report by The Economic Times, retail media ad revenues surged to ₹15,573 crore in FY25, marking a 26% year-on-year growth. Amazon, Flipkart, and Myntra are leading the charge, transforming their platforms into full-fledged branding channels that rival traditional media.

Retail media allows brands to advertise directly within shopping apps, targeting consumers at the moment of purchase. This shift is reshaping how companies allocate ad budgets, with more brands now prioritizing digital shelf space over TV or print.

New challengers tap into underserved markets

Despite the dominance of big players, new entrants are stepping in with fresh strategies. Platforms focused on quick commerce, regional languages, and hyperlocal delivery are gaining traction, especially in Tier-2 and Tier-3 cities. These areas now account for over 60% of new online shoppers, according to the Flipkart-Bain report “How India Shops Online 2025.”

Key highlights:

- Retail media ad revenues in India reached ₹15,573 crore in FY25

- Amazon, Flipkart, and Myntra remain the top platforms for retail advertising

- New players are targeting Tier-3+ cities and niche consumer segments

- Gen Z’s digital-first habits are driving demand for trend-led, personalized ads

- Quick commerce and vernacular content are emerging as key differentiators

Innovation and personalization are key

Emerging platforms are betting on AI-driven personalization, influencer-led campaigns, and community commerce to stand out. By offering curated experiences and tapping into regional preferences, they aim to build loyal user bases that value relevance over scale.

Traditional media players are also entering the fray, partnering with e-commerce platforms to blend content and commerce. As retail media continues to evolve, success will hinge on agility, data insights, and the ability to serve diverse consumer needs.

Sources: Economic Times, Flipkart Stories, Supramind

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