Retail media reaches new shoppers through Criteo Zepto partnership in quick commerce

Commerce media platform Criteo has deepened its relationship with quick commerce player Zepto as both companies seek to unlock new retail media opportunities for brands. The expanded Criteo Zepto partnership builds on an existing collaboration and focuses on extending advertising reach beyond Zepto own app and site.

The association is centred on Criteo retail media offsite platform, which enables brands to run campaigns that follow shoppers across the open internet. By mapping the user journey and serving personalised messages, the solution aims to encourage repeat visits and conversions while keeping the experience relevant for consumers.

Through this artificial intelligence powered, full funnel approach, Zepto is tapping into its fast growing shopper base and offering measurable performance for brands that work with the platform. The partnership is positioned as a way to deliver connected commerce advertising that links discovery, consideration and purchase rather than treating them as separate stages.

Criteo describes itself as a global platform that connects participants across the commerce ecosystem. Its retail media capabilities allow retailers and marketplaces to monetise digital real estate and help brands reach high intent audiences at the right time.

For Zepto, which operates in the quick commerce space, the tie up offers an expanded set of tools for brand partners. The company can now take campaigns beyond its owned properties and give marketers access to shoppers as they move across websites and apps, while still anchoring activity in actual buying behaviour.

Devendra Meel, chief business officer at Zepto, said quick commerce is changing how Indian consumers shop online and that the partnership is a key step in maximising value for users and sellers. He said the results seen from Criteo retail media solutions reinforce the strength of an ecosystem that connects brands with shoppers at the right moment in their journey and delivers higher engagement with a seamless experience.

Medhavi Singh, country head for Criteo India, said the collaboration marks an important stage in unlocking the full potential of quick commerce advertising. She noted that Zepto disruptive model, combined with Criteo offsite capabilities, allows brands to reach high intent consumers across the entire shopper path, from discovery to conversion.

The partnership reflects a broader shift toward retail media as a core part of advertising plans for consumer brands. As more shopping moves to digital platforms, retailers and quick commerce players are building networks that allow marketers to connect media spend directly to sales outcomes.

Criteo and Zepto say their shared focus is on shaping the future of retail media in India fast changing commerce landscape by offering solutions that benefit brands, retailers and shoppers alike.

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