Signals

UK – At Ocado, the three key principles driving its double-digit growth ambitions are clarity, culture and collaboration, according to Amit Chitnis, chief commercial officer. Speaking at the Retail Week Live 2025 event in London on 11 February, Chitnis stated: ‘We are the fastest-growing supermarket in the UK, and we believe in progress over perfection. We have strong customer insights, but they need to be translated into action.’

He described the Ocado Roots brand accelerator platform as a space where challenger brands can access mentorship. With over 100 brands now selling through the platform, it fosters a community of like-minded start-ups, allowing emerging brands to learn from one another.

Chitnis added: ‘We have a soft spot for start-ups. It’s a democratic approach that promotes a network of creativity, enabling us both to learn. We can be small, fast and innovative. This also makes us a wide-range supermarket retailer. We have a David and Goliath mindset.’

Another talk highlighted the growing opportunity in retail media. A major trend in e-commerce, retail media refers to ads placed directly on a retailer’s website, such as promoted products on Amazon or Tesco’s grocery site.

‘We are seeing a huge increase in retail media ad spend,’ said Simon Dyer, regional vice-president of marketplace specialist Mirakl. According to Statista and WARC, global digital retail media ad spending is projected to reach £136.5bn ($169.5bn, €163.6bn) by 2025, up from £108.6bn ($134.8bn, €130.1bn) in 2023. 

Retail media is now one of the biggest forces shaping online marketplaces, creating a cycle of growth often referred to as the ‘marketplace flywheel’. As Dyer explained: ‘Having more sellers on your e-commerce front end is key. More sellers bring more products; more products and greater choice improve customer experience, which, in turn, drives more traffic.’

The flywheel model enhances competition, leading brands to invest more in retail media ads to stand out. This allows retailers to refine product recommendations and organise displays more effectively, making it easier for customers to find what they need.

Tash Whitmey, managing director of Tesco’s Media and Insight platform, reinforced this idea. She explained that Tesco sees retail media as a way to enhance the shopping experience rather than just a tool to generate revenue from suppliers. ‘It’s about improving the experience for our customers – and when we do that well, the business benefits naturally follow.’