Mrge Releases New Industry Report “State of Commerce Advertising 1/2026”

Why It Matters

The findings force advertisers and publishers to re‑engineer spend, measurement and content strategies around authority and AI readiness, reshaping the commerce advertising landscape.

Key Takeaways

• AI agents influence nearly 60% of purchase decisions.
• Only 11.3% feel prepared for zero‑click discovery.
• Affiliate marketing budget growth expected at 66.7% in 2026.
• 31.7% optimizing content for AI‑led discovery.
• 57% satisfied with 2025 performance, 63% increasing budgets.

Pulse Analysis

The commerce advertising ecosystem is undergoing a fundamental transition. As consumers turn to AI‑generated summaries instead of traditional search results, the value of being a trusted authority eclipses sheer traffic volume. Publishers that can demonstrate expertise and credibility are poised to capture the high‑intent audience that now arrives via zero‑click discovery, forcing brands to rethink partnership models and allocate spend toward platforms that can guarantee both relevance and measurable outcomes.

Marketers are responding with a dual strategy: reinforcing existing affiliate relationships and paid media while simultaneously experimenting with AI‑driven content and shopping assistants. The report shows 37.2% of firms are bolstering affiliate ties, and 33.5% are increasing paid media budgets to offset traffic erosion. Yet a comparable 31.7% are already optimizing content for AI‑led discovery, and 22.6% are piloting AI shopping assistants. Budget allocations reflect this balance, with two‑thirds of anticipated spend growth directed at affiliate marketing and a notable 36.7% earmarked for social commerce, while AI‑driven discovery still lags behind at 27.1%.

For publishers, the imperative is clear: invest in tools that enhance yield across the waterfall and develop robust measurement frameworks that can attribute AI‑influenced conversions. Building internal AI expertise and fostering a culture that embraces rapid experimentation will mitigate the structural challenges identified in the survey. Companies that successfully evolve from traffic generators to authoritative content hubs will not only secure higher ROAS for advertisers but also capture a larger share of the emerging AI‑centric commerce spend in 2026 and beyond.