Image Source: Exchange4Media
India’s e-commerce giants have unlocked a new growth engine in FY25, with advertising revenues crossing ₹15,573 crore—a 26 percent year-on-year surge. Platforms like Amazon, Flipkart, and Myntra are no longer just digital storefronts; they’ve evolved into powerful media channels, leveraging rich consumer data to deliver targeted advertising at scale. This transformation marks a pivotal moment in the convergence of commerce and content, with retail media emerging as a high-margin pillar for online marketplaces.
Key Highlights from FY25 Performance
Amazon Seller Services led the pack with ₹8,342 crore in ad revenue, up 25 percent from FY24.
Flipkart Internet followed with ₹6,317 crore, marking a 27 percent increase.
Myntra Designs posted ₹914 crore, reflecting a 28 percent growth.
Advertising now contributes 28 percent of Amazon’s revenue, 31 percent for Flipkart, and 15 percent for Myntra.
Retail Media: The New Advertising Frontier
What Is Retail Media?
Retail media refers to advertisements served directly on e-commerce platforms, targeting users at the point of purchase.
These ads use first-party data to deliver personalized promotions, product placements, and branded content.
Globally, Amazon is projected to generate $60.6 billion in retail media revenue in 2025, rising to $69.7 billion by 2026.
Why It’s Booming
E-commerce platforms offer unmatched consumer insights, enabling advertisers to reach high-intent buyers.
With traditional media facing fragmentation, brands are shifting budgets to digital retail channels.
The model delivers measurable ROI, blending performance marketing with brand storytelling.
Platform-Specific Strategies and Impact
Amazon Ads India has scaled its operations, with Director Gulshan Verma noting consistent growth and expanding advertiser interest.
Flipkart’s ad income now accounts for nearly one-third of its total revenue, reflecting deep integration of media into its business model.
Myntra, focused on fashion and lifestyle, uses retail media to amplify brand visibility and drive product discovery.
Comparison with Traditional Digital Giants
Google India’s ad revenue rose 11 percent in FY24 to ₹31,221 crore.
Meta India’s ad income climbed to ₹22,730 crore, up from ₹18,308 crore the previous year.
Combined, Google and Meta crossed ₹50,000 crore in ad revenues, but e-commerce platforms are rapidly closing the gap.
Market Outlook and Growth Projections
Bain & Company estimates India’s e-retail market at $60 billion in 2024, with 270 million online shoppers.
The market is expected to grow to $170–190 billion by 2030, expanding at over 18 percent annually.
Retail media is set to capture a larger share of this growth, with advertisers increasingly prioritizing commerce-linked engagement.
Challenges and Opportunities Ahead
Platforms must balance ad monetization with user experience, avoiding clutter and intrusive formats.
Regulatory scrutiny around data usage and transparency may shape future ad practices.
Innovations in AI-driven targeting, video commerce, and influencer integration will define the next phase of retail media.
Conclusion
The surge in e-commerce ad revenues to over ₹15,000 crore in FY25 signals a paradigm shift in India’s digital economy. Retail media is no longer a side hustle—it’s a strategic core. As platforms refine their ad offerings and brands chase performance with precision, the line between shopping and storytelling continues to blur. For consumers, advertisers, and marketplaces alike, the future of commerce is not just transactional—it’s immersive, data-driven, and media-rich.
Sources: The Economic Times, Storyboard18
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