Retail Media and Payment Innovation

In the dynamic world of digital commerce, two forces are redefining the industry: the rise of Retail Media and innovations in digital payments. Retail Media is transforming marketing strategies, while technologies such as biometrics, fast checkout, and cryptocurrencies are elevating the shopping experience to new levels.

These trends are reshaping the consumer’s purchasing journey, creating opportunities for companies to stand out in an increasingly competitive market. But which features should your company invest in to secure its place in the market? In this article, we will explore these innovations and show how industry leaders are already implementing these tools in their operations. Keep reading to discover how to apply these resources in e-commerce!

How is Retail Media Impacting Marketing?

The use of Retail Media is growing and has gained significant relevance in e-commerce marketing. In this regard, investments in the sector increased by more than 42% in 2024, with projections exceeding $200 million by 2029, according to research.

This growth can be attributed to the ease with which Retail Media connects brands with consumers directly on sales channels. Additionally, Retail Media introduces a new form of advertising that impacts marketing through:

• Precision targeting — this solution leverages purchase data to create highly targeted campaigns;
• Higher return on investment (ROI) — ads are displayed at moments of high purchase intent, increasing conversions;
• Enhanced shopping experience — it provides a better purchasing journey for consumers, which is crucial as 87% of shoppers value a good experience, according to data;
• Channel expansion — with Retail Media, brands have more options to advertise beyond traditional media;
• Increased competitiveness — it allows smaller brands to stand out on major platforms.

To maximize the impact of this strategy, however, optimized payment solutions must be offered. This ensures a smoother journey and reduces cart abandonment rates.

What Are the Emerging Payment Technologies?

To support payment methods within Retail Media, the market has developed and applied innovations that provide security and convenience for users. Below are some of the key solutions:

Fast Checkout

According to research published by Opinion Box, around 78% of consumers abandon their purchase at the final stage. To prevent cart abandonment, simplifying the payment process is essential.

Fast checkout has become increasingly important in e-commerce as it streamlines the payment process by reducing the number of steps needed to complete a purchase.

In Retail Marketing, this solution enhances user experience by minimizing friction and, consequently, increases conversion rates. It allows consumers to complete their purchases quickly, which is crucial for customer retention.

For retailers, fast checkout also results in fewer abandoned carts, optimizing sales. This solution can be integrated with other technologies to provide a seamless shopping experience.

Biometrics

A study by Visa suggests that 90% of Brazilians prefer using biometrics for authentication. This technology is being incorporated into payment methods to enhance security, using fingerprint or facial recognition to authenticate transactions.

For companies working with Retail Media, adopting biometric authentication is crucial for building consumer trust. Additionally, it facilitates fast, password-free transactions, reducing payment friction.

By implementing biometrics, you create a smoother and more convenient shopping experience, especially for mobile users. Therefore, it’s worth considering this option for your e-commerce.

Cryptocurrencies

A 2024 study revealed that 78% of respondents would like to use cryptocurrencies for their purchases. To meet this demand, e-commerce is increasingly adopting this alternative payment method.

By incorporating cryptocurrency payments into your checkout, you can attract a tech-savvy audience that values privacy and fast transactions. Additionally, cryptocurrencies reduce transaction fees and enhance security, as all transactions are recorded on the blockchain.

Although still in its early stages, integrating cryptocurrency payments through a specialized company can expand your market presence and boost conversion rates.

What Are the Impacts of These Innovations on the Consumer Journey?

Innovative payment methods are essential for creating a smoother consumer journey. They also help diversify available payment options, increasing personalization and improving customer satisfaction.

Moreover, new payment technologies simplify transactions and add value to the purchasing process. These solutions reduce friction, enhance security, and create a more connected journey between physical and digital sales channels.

As a result, consumers encounter fewer interruptions or obstacles when completing their purchases. This is crucial, as cart abandonment rates in Brazil exceed 80%, according to research.

To lead in digital commerce, businesses must integrate innovation with strategy. Walmart Connect, in partnership with Criteo, exemplifies how combining Retail Media and technology can yield impactful results. Through a self-service platform, brands created automatically optimized campaigns, reaching consumers at crucial moments in their shopping journey.

This approach not only increased product visibility but also ensured high ROI at the lowest possible cost on Walmart Mexico’s e-commerce channels. Businesses leveraging Retail Media can strengthen their market position, strategically engage consumers, and secure a steady revenue stream.Do you need expert support to enhance your campaign performance on the world’s largest marketplaces? Contact us and gain access to customized Retail Media strategies for e-commerce!