By: Dina Maher, Head of Advertising and Partnerships, Breadfast

Defining shift / lesson from 2025

In 2025, the biggest shift was the transition from media buying to business building. Advertising moved beyond impressions to focus on integration, where media, commerce, data, and experience function as a single system. The successful brands were those that embedded advertising directly into the customer journey to drive measurable business outcomes rather than just visibility.

Bold, grounded prediction for 2026

In 2026, e-commerce advertising will evolve from simple placement to experience creation. The most effective advertising will feel like added value within the customer journey rather than a traditional ad. To create differentiated experiences, brands must invest intentionally in advertising depth and partnerships that genuinely benefit the consumer. The strongest growth will emerge from ecosystems where brands, platforms, and partners collaborate to deliver better pricing, convenience, and content.