The onset of the “cookiepocalypse” however, has forced many e-retailers to shift toward the wholesale retailer business model. This shift allows them to bypass some of the limitations imposed by the loss of cookie-based tracking by focusing on bulk sales to other businesses rather than direct consumer sales.For years, the fashion industry has been scrambling to adapt to the new reality of data privacy regulations and the phasing out of third-party cookies.
Retail media is also emerging as a major player in advertising. Retailers like Amazon, Walmart, and Target are leveraging their first-party data to offer advertising platforms that provide exclusive audience access. This trend is likely to continue, with a potential shift towards off-site targeting to rival the reach of major players like Google and Meta.