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I will present a keynote at the Commerce Media Brand Summit, on the new reality in commerce media in 2026, agentic commerce, AI impact on omnichannel commerce, and synergy between retail media and digital shelf. As an official media partner, ecommert will be on-site covering key sessions, spotlighting the most actionable ideas, and breaking down what CMOs, media leaders, and data teams need to prepare for 2026. 🎟 Save 20% on your ticket with code ECOMMERT20 March 9 - 10 | Atlanta, GA | Register now: https://lnkd.in/dUdADMua 𝗧𝗼 𝗮𝗰𝗰𝗲𝘀𝘀 𝗮𝗹𝗹 𝗼𝘂𝗿 𝗶𝗻𝘀𝗶𝗴𝗵𝘁𝘀 𝗳𝗼𝗹𝗹𝗼𝘄 ecommert® 𝗮𝗻𝗱 𝗷𝗼𝗶𝗻 𝟭𝟳,𝟬𝟬𝟬+ 𝗖𝗣𝗚, 𝗿𝗲𝘁𝗮𝗶𝗹, 𝗮𝗻𝗱 𝗠𝗮𝗿𝗧𝗲𝗰𝗵 𝗲𝘅𝗲𝗰𝘂𝘁𝗶𝘃𝗲𝘀 𝘄𝗵𝗼 𝘀𝘂𝗯𝘀𝗰𝗿𝗶𝗯𝗲𝗱 𝘁𝗼 𝗲𝗰𝗼𝗺𝗺𝗲𝗿𝘁® : 𝗖𝗣𝗚 𝗗𝗶𝗴𝗶𝘁𝗮𝗹 𝗚𝗿𝗼𝘄𝘁𝗵 𝗻𝗲𝘄𝘀𝗹𝗲𝘁𝘁𝗲𝗿. #RetailMedia #AI #AgenticCommerce #CommerceMedia

I will present a keynote at the Commerce Media Brand Summit, on the new reality in commerce media in 2026, agentic commerce, AI impact on omnichannel commerce, and synergy between retail media and digital shelf. As an official media partner, ecommert will be on-site covering key sessions, spotlighting the most actionable ideas, and breaking down what CMOs, media leaders, and data teams need to prepare for 2026. 🎟 Save 20% on your ticket with code ECOMMERT20 March 9 - 10 | Atlanta, GA | Register now: https://lnkd.in/dUdADMua 𝗧𝗼 𝗮𝗰𝗰𝗲𝘀𝘀 𝗮𝗹𝗹 𝗼𝘂𝗿 𝗶𝗻𝘀𝗶𝗴𝗵𝘁𝘀 𝗳𝗼𝗹𝗹𝗼𝘄 ecommert® 𝗮𝗻𝗱 𝗷𝗼𝗶𝗻 𝟭𝟳,𝟬𝟬𝟬+ 𝗖𝗣𝗚, 𝗿𝗲𝘁𝗮𝗶𝗹, 𝗮𝗻𝗱 𝗠𝗮𝗿𝗧𝗲𝗰𝗵 𝗲𝘅𝗲𝗰𝘂𝘁𝗶𝘃𝗲𝘀 𝘄𝗵𝗼 𝘀𝘂𝗯𝘀𝗰𝗿𝗶𝗯𝗲𝗱 𝘁𝗼 𝗲𝗰𝗼𝗺𝗺𝗲𝗿𝘁® : 𝗖𝗣𝗚 𝗗𝗶𝗴𝗶𝘁𝗮𝗹 𝗚𝗿𝗼𝘄𝘁𝗵 𝗻𝗲𝘄𝘀𝗹𝗲𝘁𝘁𝗲𝗿. #RetailMedia #AI #AgenticCommerce #CommerceMedia

This summer, in 45 days, I shopped in supermarkets in 12 different countries. I said "𝘨𝘳𝘰𝘤𝘦𝘳𝘺 𝘳𝘦𝘵𝘢𝘪𝘭𝘦𝘳𝘴 𝘢𝘳𝘦 𝘨𝘦𝘵𝘵𝘪𝘯𝘨 𝘤𝘶𝘴𝘵𝘰𝘮𝘦𝘳 𝘦𝘹𝘱𝘦𝘳𝘪𝘦𝘯𝘤𝘦 𝘢𝘭𝘭 𝘸𝘳𝘰𝘯𝘨". Now this article from MIT Sloan Management Review supports my argument. Grocery retailers are investing in in-store experiences, 3rd party delivery apps, and subscription programs to enhance customer engagement, drive omnichannel growth. While experiential tactics like adding bars boost foot traffic and sales by over 5%, partnerships with third-party apps often reduce impulse purchases and loyalty, and subscriptions risk profitability due to high service costs. The study revealed that customer behavior changes in unexpected ways, making it essential for retailers to align innovations with operational strategy, data insights, and profitability goals. 📍In-Store experiences still drive incrementality, sure. Stores that added cafes or bars saw: +6.82% increase in total spend +5.76% more transactions +15.49% increase in time spent in store My two cents: Food & beverage brands should co-invest in experience zones (like dessert pairings, beverage sampling). This fuels cross-department spend and impulse purchases. 📍Surprise, surprise; impulse purchases decline with delivery apps Partnering with last-mile delivery partners results in -21.2% drop in impulse purchases (esp. snacks, bakery) -6.6% drop in sales volume Relying on 3rd party delivery suppresses #FMCG impulse-driven categories. Brands must rethink digital shelf storytelling and premium placement. 📍No brainer here, of course, subscriptions fuel bigger baskets, but at a cost. For subscribed customers: +55.5% increase in items per order +113.4% increase in order frequency +30% increase in product sales But, approx. 50% of subscribers caused -108.4% profitability loss To resolve this, #CPG brands must help retailers optimize for SKU mix and basket value in subscriptions to avoid profitability erosion. 📍 Consumers shift behavior based on convenience, not loyalty. Shoppers using delivery apps make fewer, smaller trips, buying fewer SKUs, but higher-priced ones. Premium, limited-edition, or DTC-exclusive launches perform better in digital delivery environments. Core SKUs risk de-prioritization. ++ I expect to see more across retailers in 2026 & 2027 ++ 1. AI-based inventory will be mandatory. 2. Delivery platforms will morph into retail and media ecosystems 3. Offline experience zones will serve as sampling hubs (I talked about this at the MIT Platform Strategy Summit in 2022) 👍 4. Shelf-level loyalty programs will emerge, using in-store smart carts or mobile apps, and brands will push on-shelf loyalty triggers like instant coupons. I believe #retail innovation is no longer about features — it's about behavioral precision. Every new tactic must be measured by how it changes the why, what, and where behind each consumer’s purchase. That’s where real ROI begins. Article link 👇

Most CPGs still think “AI transformation” = deploying a new model. But the truth is: algorithms are only 10% of the work. The real lift happens in the organization, people, workflows, governance, and data foundations. This iceberg breaks it down clearly: 💡 10% Algorithms Models are interchangeable. What differentiates a CPG isn’t the #LLM — it’s how well AI is embedded into decisions across sales, supply chain, media, and CX. 💡 20% Technology & Data CPGs win by fixing the plumbing: • Clean intent data, transcripts, metadata • Structured data layers (CRM, digital shelf, retailer feeds) • Orchestrated systems that move from insight to action, not siloed reports This is the layer that enables real scale across markets. 💡 70% People, Process, and Change This is where most CPGs struggle: • New roles to shape, govern, and operationalize #AI • Cross-functional adoption between Sales, Marketing, #RGM, Supply Chain, and CX • First-line teams trained to partner with agentic workflows • Rethinking BPO/outsourcing as automation reshapes volume • Embedding AI into day-to-day execution — not just strategy decks AI isn’t a “tool rollout” — it’s an enterprise re-wire. The brands that invest in people, governance, and cross-functional orchestration will be the ones that actually convert AI into market share, speed, and margin. 𝗧𝗼 𝗮𝗰𝗰𝗲𝘀𝘀 𝗮𝗹𝗹 𝗼𝘂𝗿 𝗶𝗻𝘀𝗶𝗴𝗵𝘁𝘀 𝗳𝗼𝗹𝗹𝗼𝘄 ecommert® 𝗮𝗻𝗱 𝗷𝗼𝗶𝗻 𝟭𝟳,𝟬𝟬𝟬+ 𝗖𝗣𝗚, 𝗿𝗲𝘁𝗮𝗶𝗹, 𝗮𝗻𝗱 𝗠𝗮𝗿𝗧𝗲𝗰𝗵 𝗲𝘅𝗲𝗰𝘂𝘁𝗶𝘃𝗲𝘀 𝘄𝗵𝗼 𝘀𝘂𝗯𝘀𝗰𝗿𝗶𝗯𝗲𝗱 𝘁𝗼 𝗲𝗰𝗼𝗺𝗺𝗲𝗿𝘁® : 𝗖𝗣𝗚 𝗗𝗶𝗴𝗶𝘁𝗮𝗹 𝗚𝗿𝗼𝘄𝘁𝗵 𝗻𝗲𝘄𝘀𝗹𝗲𝘁𝘁𝗲𝗿. About ecommert® We partner with CPG businesses and leading technology companies of all sizes to accelerate growth through AI-driven digital commerce solutions. #CPG #FMCG #ArtificialIntelligence

Our research team is working on the agentic commerce map for #CPG & #FMCG brands. And our initial findings are mind-blowing. I've been in the CPG/FMCG manufacturing ecosystem for 19 years. I can argue that the next wave of digital commerce isn’t about another marketplace or a new checkout API — it’s about 𝗔𝗜 𝗮𝗴𝗲𝗻𝘁𝘀 that shop, decide, and transact autonomously on behalf of consumers and businesses. By 𝟮𝟬𝟮𝟴, agent-driven transactions are expected to exceed $𝟵 𝘁𝗿𝗶𝗹𝗹𝗶𝗼𝗻, accounting for nearly 𝟮𝟱% 𝗼𝗳 𝗴𝗹𝗼𝗯𝗮𝗹 #ecommerce 𝗳𝗹𝗼𝘄𝘀. And just like mobile commerce reshaped the last decade, agentic commerce will define the next. How consumers buy is shifting — again. More shoppers now begin their discovery not on retailer sites or Google search, but directly inside chat interfaces like ChatGPT or Perplexity — where AI agents already learn, recommend, and transact. Hello SDK! 👋 ++ 𝗙𝗼𝘂𝗿 𝗞𝗲𝘆 𝗛𝗶𝗴𝗵𝗹𝗶𝗴𝗵𝘁𝘀 𝗳𝗼𝗿 𝗖𝗣𝗚 & 𝗙𝗠𝗖𝗚 𝗟𝗲𝗮𝗱𝗲𝗿𝘀 ++ 1️⃣ 𝗧𝗵𝗲 𝘀𝗵𝗼𝗽𝗽𝗲𝗿 𝗷𝗼𝘂𝗿𝗻𝗲𝘆 𝗶𝘀 𝗯𝗲𝗶𝗻𝗴 𝗿𝗲-𝗰𝗼𝗱𝗲𝗱. Consumers no longer browse PDPs — their #AI agents handle search, compare prices, check sustainability scores, and even apply loyalty credits. Commerce moves from click-based journeys to conversation-based decisions. 2️⃣ 𝗗𝗮𝘁𝗮 𝗯𝗲𝗰𝗼𝗺𝗲𝘀 𝘁𝗵𝗲 𝗻𝗲𝘄 𝗽𝗿𝗼𝗱𝘂𝗰𝘁 𝘀𝗵𝗲𝗹𝗳. Brand visibility will depend on how accessible, structured, and “agent-readable” your product, price, and policy data is. If your SKUs aren’t in an LLM’s context window, they simply don’t exist to the next generation of digital buyers. 3️⃣ 𝗟𝗟𝗠𝘀 𝗮𝗻𝗱 𝗶𝗻-𝗯𝘂𝗶𝗹𝘁 𝗰𝗼𝗺𝗺𝗲𝗿𝗰𝗲 𝗺𝗼𝗱𝘂𝗹𝗲𝘀 𝗮𝗿𝗲 𝗯𝗲𝗰𝗼𝗺𝗶𝗻𝗴 𝘁𝗵𝗲 𝗻𝗲𝘄 𝘀𝘁𝗼𝗿𝗲𝗳𝗿𝗼𝗻𝘁𝘀. ChatGPT, Gemini, and Claude are integrating shopping, payments, and fulfillment APIs — making them the new “digital malls” where decisions start, not end. 4️⃣𝗘𝗻𝘁𝗲𝗿𝗽𝗿𝗶𝘀𝗲 𝗔𝗜 𝗮𝗴𝗲𝗻𝘁𝘀 𝘄𝗶𝗹𝗹 𝗿𝗲𝘃𝗼𝗹𝘂𝘁𝗶𝗼𝗻𝗶𝘇𝗲 𝗿𝗲𝘁𝗮𝗶𝗹 𝗼𝗽𝗲𝗿𝗮𝘁𝗶𝗼𝗻𝘀. From automated supply-chain procurement to self-learning retail media bidding agents, CPG brands will soon run agentic ecosystems — blending internal data, payment rails, and CRM systems with external marketplaces and retail media APIs. ++ 𝗧𝗵𝗲 𝗕𝗶𝗴 𝗣𝗶𝗰𝘁𝘂𝗿𝗲 ++ Agentic commerce isn’t a “future concept” — it’s a living ecosystem evolving across cloud, data, payments, and retail. The brands that train their own agents, open their APIs, and embed consented data pipelines today will own the new digital shelf tomorrow. 📊 See our reduced “Agentic Commerce Market Map for CPG & FMCG Brands (H2 2025)" below. The extensive version is coming soon with my next newsletter — mapping 110+ solutions across data, infrastructure, and agent ecosystems, driving this transformation. About ecommert We partner with CPG businesses and leading technology companies of all sizes to accelerate growth through AI-driven digital commerce solutions. #LLM #Agentic #AgenticCommerce

Kering has the brand power, but L'Oréal has the infrastructure. Kering’s retail and eCommerce revenue fell 16%, exposing a deeper issue: beauty doesn’t scale without strong data and distribution systems. Meanwhile, L’Oréal’s integrated ecosystem, from Pinterest and Shopee to Google and Meta, keeps it winning in beauty tech and omnichannel retail. The difference is; 📍 L’Oréal builds scalable systems. 💡 Kering licenses prestige. In beauty, brand isn’t enough, infrastructure decides who leads. 𝗧𝗼 𝗮𝗰𝗰𝗲𝘀𝘀 𝗮𝗹𝗹 𝗼𝘂𝗿 𝗶𝗻𝘀𝗶𝗴𝗵𝘁𝘀 𝗳𝗼𝗹𝗹𝗼𝘄 ecommert® 𝗮𝗻𝗱 𝗷𝗼𝗶𝗻 𝟭𝟳,𝟯𝟬𝟬+ 𝗖𝗣𝗚, 𝗿𝗲𝘁𝗮𝗶𝗹, 𝗮𝗻𝗱 𝗠𝗮𝗿𝗧𝗲𝗰𝗵 𝗲𝘅𝗲𝗰𝘂𝘁𝗶𝘃𝗲𝘀 𝘄𝗵𝗼 𝘀𝘂𝗯𝘀𝗰𝗿𝗶𝗯𝗲𝗱 𝘁𝗼 𝗲𝗰𝗼𝗺𝗺𝗲𝗿𝘁® : 𝗖𝗣𝗚 𝗗𝗶𝗴𝗶𝘁𝗮𝗹 𝗚𝗿𝗼𝘄𝘁𝗵 𝗻𝗲𝘄𝘀𝗹𝗲𝘁𝘁𝗲𝗿. About ecommert® We partner with CPG businesses and leading technology companies of all sizes to accelerate growth through AI-driven digital commerce solutions. #ecommertInsights #DigitalCommerce #BeautyTech #Luxury #FMCG The Estée Lauder Companies Inc. LVMH La Prairie Switzerland CHANEL Parfums Christian Dior Coty Charlotte Tilbury Beauty E.L.F. BEAUTY NARS Cosmetics Bluemercury Beauty Shop Unilever Procter & Gamble Kao Corporation Beiersdorf Henkel Revlon MAC Cosmetics