Forget pictures of puppies or kittens – the happiest spot on the internet is an e-commerce checkout. Why? And how is this the next big step in the retail media revolution?

Advertisers are grappling with a perfect storm: AI is rewriting the rules of engagement, while signal loss from privacy shifts erodes targeting precision. Add to that the fragmentation of consumer behavior and the transformation of search into an intent-rich battleground, and the path to performance has never been more complex or more competitive.

For brands, it’s time to adapt or fade away. Clinging to yesterday’s playbook means spiraling costs, diminishing returns, and ultimately, irrelevance in the eyes of their target audience. And that’s in a challenging climate, where advertisers are already worried about where growth will come from.

So smart brands are shifting their budgets toward high-intent, positive environments where consumers are actively engaged. Enter the e-commerce checkout.

The internet’s new sweet spot

For today’s consumers, online shopping is more than just a transaction: it’s an experience. Shoppers find their experience more pleasurable than streaming content (53% V 47%), according to a recent study by Rokt and the Harris Poll. Gen Zers and millennials in particular view shopping as a form of entertainment these days.

And the till is where happiness levels really soar: nearly three-quarters of consumers (73%) find joy at the checkout, according to Rokt.

Marc Allsop, head of EMEA, Rokt explains: “Research shows that consumer excitement peaks at clicking purchase and seeing a tracking number. In this way, online shopping is not unlike planning a vacation: the confirmation of the trip – and the anticipation of it – is often the best part of the experience.

“We call it the ‘Transaction Moment’. For brands, it’s a highly charged opportunity to connect with audiences when they’re active, feeling positive, making purchase decisions and highly engaged.

Relevancy rings up results

The key is to extend the sense of delight throughout the entire checkout journey, not let it fade. Marketers can do this by offering relevant deals and hyper-personalized messaging at every stage: from cart, to payment, thank you, and confirmation.

It pays off: 79% of consumers feel excited when they get a promotion at this point. How the deal is delivered matters too. If a discount code is automatically added to a cart, that’s an especially desirable convenience.

The proof is in the purchase: nearly two-thirds of consumers (63%) say they’re willing to spend more with businesses that truly understand their needs and preferences. On the flip side, though, irrelevancy costs: 62% of consumers would rather abandon their shopping cart than deal with irrelevant offers during checkout.

So how can marketers turn this high-stakes moment into a high-value opportunity?

Bagging the next big move in retail media

Traditionally, retail media networks have focused on the top of the funnel – capturing attention during browsing or before checkout. But once a shopper hits the payments page, the conversation typically ends – leaving millions in missed potential.

AI-powered tech is stepping in to close that gap and help brands reach 100% verified traffic and real shoppers with high intent, in brand-safe placements. It’s the next chapter in retail media’s ongoing evolution.

Rokt, for example, uses advanced machine learning to tailor brands’ ads to each individual customer across the checkout process, without needing third-party cookies. Used by 30,000+ global brands, and reaching 400+ million high-intent shoppers across its network each year, Rokt’s platform leverages consumers’ real-time, first-party data captured from their ecommerce journey to deliver personalized upsells, cross-sells, and offers. Ultimately, this rings up a higher engagement, loyalty and lifetime value.

Cashing in on at the checkout

How else can brands better connect with consumers at this new frontier for connection and conversion?

Measure and understand your customers and their journey: use robust tracking to get comprehensive insights into high quality target audiences and their journey. Understand the impact of different touchpoints on conversion outcomes. Focus on what types of events happen on the funnel, and how they impact performance.

Experiment and improve: embrace a culture of testing and iteration to identify and implement strategies that improve performance. This includes everything from creative variations to audience segmentation.

Streamline the path to purchase: simplify the customer experience and reduce friction by guiding new users directly to the checkout page or key conversion points.

Prioritize value over cost: focus on providing value and building relationships with customers to foster long-term loyalty. Optimize campaigns based on the long-term value of customers rather than solely focusing on cost per acquisition.