Tag Archives: marketers

How AI Is Rewriting the Rules of Shopping

The shift toward AI-native commerce is already underway. While mainstream adoption may take time, the complexity of building the right foundation means that early movers will gain a clear advantage. The question is no longer whether AI will reshape shopping, but whether your organisation will be ready when it does. This article outlines what you need to do to ensure you don’t get left behind.

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Quick Commerce and the Retail Media Revolution

Quick commerce has transformed the way consumers shop, redefining convenience with near-instant delivery of groceries, meals, and household essentials. However, beyond its impact on logistics and e-commerce, quick commerce is now emerging as a major force in digital advertising. As consumer behaviours shift toward on-demand purchases, these platforms are leveraging their vast first-party data and high-intent audiences to become key players in the retail media landscape.

For advertisers, this is more than just a trend – it is an opportunity to be part of the next wave of digital advertising. As retail media continues to evolve, quick commerce is proving that it is not just a logistics solution, but a full-scale advertising ecosystem in its own right.

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The need to eradicate platform dependence

The advertising industry is undergoing a seismic shift. Connected TV (CTV), Retail Media Networks (RMNs), and omnichannel strategies are rapidly redefining how brands engage with consumers. As digital privacy regulations evolve and platform dynamics shift, advertisers must recognise a fundamental truth. You cannot build a sustainable business on borrowed ground.

The recent uncertainty surrounding TikTok is a reminder that no single platform is invincible. Whether through regulatory challenges, algorithm updates, or shifts in user behaviour, brands that rely too heavily on any one channel risk losing control over their reach, engagement, and revenue. In 2025, diversification is not just best practice, it is a necessity.

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How E-commerce Marketers Can Win Black Friday

As new global eCommerce players expand their influence across both European and US markets, traditional brands are navigating a rapidly shifting landscape. These fast-growing Asian platforms have gained traction by offering ultra-low prices, rapid product turnarounds, heavy investment in paid user acquisition, and leveraging viral social media trends to create demand almost in real-time. This evolution is reshaping consumer expectations and forcing traditional brands to rethink their approach, particularly around major retail events like Black Friday.

This year, we anticipate a marked evolution in the strategies of dominant eCommerce platforms. When it comes to their mobile marketing, these marketplaces are turning their attention away from mass user acquisition and focusing more on deepening engagement with their existing users. This pivot suggests a new challenge for brands: increasing investment in retention and re-engagement campaigns to avoid losing customers to these giants during the holiday rush.

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