According to the published operational results of X5 Group for the first quarter of 2026, the company recorded significant revenue growth in the e-commerce advertising segment. The total volume of X5's advertising services increased by 45% year-on-year, reaching 7.7 billion rubles (compared to 5.3 billion rubles in Q1 2025).

As part of the development of the X5 Media advertising platform, the total number of available advertising formats within the retailer's ecosystem has exceeded 50 tools. In the first quarter of 2026, new promotion formats were launched, including:

• pinning a product at the top of search results in the Perekrestok retail chain app;
• an enlarged product card in the Pyaterochka retail chain app;
• a new click-out format called 'tsar-banner' on the main screen of the Pyaterochka app.

The implementation of these new advertising tools allows X5 Group partners and external advertisers to increase the visibility of their products at key touchpoints with customers.

RetailChina.pro Commentary: The active development of Retail Media is one of the key trends in modern retail. X5's 45% growth in advertising revenue confirms the high demand from FMCG brands for performance marketing tools within retail apps. Expanding the inventory, including click-out formats, allows retailers not only to diversify their revenue streams but also to provide suppliers with measurable channels to convert traffic into actual sales.