# Which apps monetize with sponsored listings or merchant ads (retail media)?

Source: Lazyweb Research
Author: Ali Abouelatta, Lazyweb Research
Published: 2026-07-07
Updated: July 2026
Sample size: n=20
Category: [In-app ads and hybrid monetization patterns](https://design.lazyweb.com/blog/category/in-app-ads-and-hybrid-monetization-patterns)
Tags: monetization, checkout, mobile, upsell
HTML: https://design.lazyweb.com/blog/which-apps-run-sponsored-listings-retail-media
Markdown: https://design.lazyweb.com/blog/which-apps-run-sponsored-listings-retail-media.md

**Answer.** 20 apps run a sponsored-listings / merchant-ad model, and it is concentrated in commerce: Shopping (8) and Food & Drink (7) account for 15 of the 20 [1]. This retail-media pattern (paid in-app placements) is distinct from display ads and is essentially absent outside commerce categories.

> 20 apps run sponsored-listings / merchant-ad revenue, with Shopping (8) and Food & Drink (7) making up 15 of them, July 2026.

## The finding

Sponsored listings and merchant ads (retail media) are a commerce-native monetization layer, not a general one. 20 apps in the corpus carry the model [1].

| Category | Sponsored-listings apps |
| --- | --- |
| Shopping | 8 |
| Food & Drink | 7 |
| Lifestyle | 3 |
| Entertainment | 1 |
| Music | 1 |

Shopping and Food & Drink together hold 15 of 20, confirming this is a marketplace/commerce pattern where merchants pay for placement [1].

## How to apply it

If you run a marketplace or commerce app with many merchants, sponsored listings are a proven additional revenue stream on top of transaction fees, and the corpus concentrates them exactly there [1]. If you are a content or utility app, this pattern barely appears (1 app each in Entertainment and Music), so display ads or a subscription are the more relevant levers.

## Caveats

Only Shopping (8) and Food & Drink (7) clear the reporting threshold; Lifestyle (3), Entertainment (1), and Music (1) are too thin for any percentage claim and are reported as absolute counts [1]. Denominator is ~800 tracked apps.

## The numbers

| Stat | Computed from |
| --- | --- |
| 20 apps run sponsored-listings / merchant-ad revenue: Shopping 8, Food & Drink 7, Lifestyle 3, Entertainment 1, Music 1 | companies with 'Sponsored Listings / Merchant Ads' in business_model, by category |

## Methodology

Universe: ~800 tracked apps carrying business_model tags. Method: count of apps with the Sponsored Listings / Merchant Ads model, by category, July 2026. Caveat: only Shopping and Food & Drink clear the reporting threshold.

## Visual references

Real, in-market app screens tracked by Lazyweb Research:

- Ifttt: https://zlfyzdmohcskkucuunmk.supabase.co/storage/v1/object/public/screenshots/uploaded_ifttt/main_tabs/compare/2026-05-27/1779924631680_00_IFTTT-20260527-233031-01.png
- Clay: https://zlfyzdmohcskkucuunmk.supabase.co/storage/v1/object/public/screenshots/prod121_clay/lazyscreenshots/2024_10_06_15-04-12_B3424152.png
- Apple Fitness: https://zlfyzdmohcskkucuunmk.supabase.co/storage/v1/object/public/screenshots/health112_apple-fitness/lazyscreenshots/2024_07_06_15-32-11_A96198C3.png
- Veed: https://zlfyzdmohcskkucuunmk.supabase.co/storage/v1/object/public/screenshots/uploaded_veed/exploration/compare/2026-05-28/1780011877657_00_io.veed.appstore.png

## Sources & citations

- [1] Lazyweb Research analysis of ~800 tracked apps (mobile corpus), July 2026. business_model = Sponsored Listings / Merchant Ads, by category; Lifestyle/Entertainment/Music below threshold.

## Related questions

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- [How do apps frame 'remove ads' paywall copy when ad removal is the value prop?](https://design.lazyweb.com/blog/how-do-apps-frame-remove-ads-paywall-copy)
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## Continue your research

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