Reference / Glossary / Measurement
Share of Wallet
A brand's share of a customer's spending in its category. Retail media networks can measure it from basket data, which makes it a differentiating metric for retail media over other channels.
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Cite this entry:
Agency Echelon. "Share of Wallet." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/share-of-wallet/