The digital customer, born on the internet and more recently shaped by the pandemic, is here to stay, and their numbers will only grow. There were 256 million digital buyers in the United States in 2020. It’s predicted there will be nearly 280 million by 2024. The digital customer, who...

Live shopping isn’t new, but it’s evolving as content commerce strategies create new and powerful roles for brands and retailers. With shoppable content, advertisers are engaging with consumers across social media in increasingly interactive ways. Starting in the mid-1980s, with the launch of television shopping networks such as HSN and...

In recent years, brands and publishers have adopted affiliate marketing as an increasingly established method to audiences.  However, what may seem to be a mutually beneficial arrangement between brands and affiliates on closer scrutiny reveals itself as a solution that comes with challenges. Meanwhile, the emergence of content commerce is...

With the physical and social aspects of shopping stripped away due to various lockdown restrictions around the globe, shoppable social media is poised to fill the void.  In a recent example, Instagram launched its Reels and Shop tab for users to connect with brands and creators — and to discover products....

Data-driven marketing helps brands understand where consumers are within the shopper journey, enabling them to predict better what the customer might do next. And while this data allows brands to target advertising throughout the path to purchase, the method is reactive. Conversely, brands and publishers that allow consumers to shop...

We are in an experience era. Brands are striving to become more experience-led online through personalized product recommendations, customer reviews and product tutorials, but as e-commerce booms they’ll need to do more to cater to consumers.     An estimated 1.92 billion people purchased goods or services online in 2019, causing retail...