Future Commerce

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**Future Commerce**

Future Commerce is the culture magazine for Commerce. Hosts Phillip Jackson and Brian Lange help brand and digital marketing leaders see around the next corner by exploring the intersection of Culture and Commerce.

Trusted by the world’s most recognizable brands to deliver the most insightful, entertaining, and informative weekly podcasts, Future Commerce is the leading new media brand for eCommerce merchants and retail operators.

Each week, we explore the cultural implications of what it means to sell or buy products and how commerce and media impact the culture and the world around us, through unique insights and engaging interviews with a dash of futurism.

Weekly essays, full transcripts, and quarterly market research reports are available at https://www.futurecommerce.com/plus

Latest Episodes:

The Mild Mild West (A Recap of RICE 2022) May 20, 2022

Show notes

As Promiscuous as a Gibbon

Brian led a whole track on IRCE and helped cover tracks on personalizing your digital economy, Gen Z being underbanked, using data to fuel personalized experiences, finding opportunities in micro-segments, and more!
“It's interesting how many folks from traditional design backgrounds actually wind up in eCommerce and then they get into the side of the business where it's just talking about how do we apply design, how do we apply design to this sort of what is no longer a Wild West but more of like a Mild West of design aesthetic?” -Phillip
There isn’t much brand loyalty left. Shoppers are promiscuous now, and feeding them information is the way to win. The number one way for your brand to fail is by being narcissistic
“If you are overly narcissistic about your brand, that's going to cause you problems in the age of the promiscuous shopper.” -Brian
Phillip led two panels, “What's Hot in DTC: VC investors Weigh In” and another one with the founders of Stix and Couplet Coffee
The show was back in much fuller force than last year, the content was amazing, and filled with fresh voices
A lot of the upcoming messaging revolving around eCommerce is going to shift away from experiential and growth into cost-cutting mode

Associated Links:

Younger Consumers Embracing Mobile Wallets, Pymnts.com
The Persuadables - A Viant Study Review
Stocking up and Seeking Out, Rightpoint
Live at Future Stores
Insiders #110: Spirit Guide: Making Me a NA Beverage Believer
Stay tuned for VISIONS 2022…coming soon!
Subscribe to Insiders and Senses to read more of our hot takes!
Listen to our other episodes of Future Commerce
Check out Decoded, our newest limited series

Have any questions or comments about the show? Let us know on Futurecommerce.fm, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

“Ecom Now Means Electronic Commodity” (The Homogenization of Experiences) May 13, 2022

Show notes

The in-Direct to Consumer era

Websites are homogenous and lacking inspiration. If you remove the navigation bar, most websites are indistinguishable
Shopify’s stock is down 75% from its all-time high. While the tech sector experiences pain and economic concerns loom, many brands will need to invest in experience
“What do consumers care about? Fast, cheap, and free. Shopify turned a business buyer, a business operator, into a consumer; they want fast, cheap, and free. No wonder eCom is so uninspired.” — Phillip

Associated Links:

Shopify down 75% from high
Stay tuned for VISIONS 2022…coming soon!
Subscribe to Insiders and Senses to read more of our hot takes!
Listen to our other episodes of Future Commerce
Tune into Infinite Shelf Season 2!
Check out Decoded, our newest limited series

Have any questions or comments about the show? Let us know on Futurecommerce.fm, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Decoded - Our New Composable World: Rethinking the Way We Buy and Build Software May 10, 2022

Show notes

A Natural Evolution of eCommerce

Boris defines composable commerce as there being advantages of being the best of suite of world. You can now select the best search that fits the best for your business, and your business might be very different from someone else's business.
Like everything, composable commerce has its pros and cons. It can look shiny, but it has its challenges
“You can't just turn on or off composable commerce. You need to have the underlying infrastructure.” -Boris
There is not a direct way for an organization to shift to composable commerce, but taking the change allows for the ability to experiment and fail, or to be successful
“This could become a natural evolution of eCommerce becoming no longer just a channel for incremental growth that sits underneath I.T. or marketing, but an independent channel where it has its own category and means of operation.” -Phillip

Associated Links:

Learn more about Boris Lokschin and Spryker!
Check out Excite 2022, Spryker’s eCommerce Conference in June

Have any questions or comments about the show? Let us know on Futurecommerce.fm, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

DTC Theory and The Innovator's Dilemma (eCom headwinds may disrupt the disruptors) May 06, 2022

Show notes

The Sacraments of Commerce

DTC Theory: anything that can be disintermediated eventually will be disintermediated
With the presence of The Fascination, it could be proof that DTC is still relevant or a sign of the downfall to come
“We're still at the beginning of the creator economy in many ways, there's a lot more opportunity for those that come to the table with interesting products and interesting ideas to find ways to scale their brand.” -Brian
Product-first is the new model, whereas marketing used to be first. Distribution is now the second component when it comes to the continued rise of DTC
“There's going to be a new brand of retailers that arises. Retailers that hit key markets with shared spaces and offer in-store experiences for a product that has just won over won over people because of its uses or quality.” -Brian
We think there is a huge opportunity for local shopping, it’s just going to require some strategy
If you're dipping your toe into a lot of different channels, that's a great way to catch the ones that are going to be the winners

Associated Links:

Catch us at #RICE22 next week! Use our promo code: RICE50P07 for 50%!
Capitalizing on Momentum by Rightpoint
StackCommerce Acquires The Fascination
Ishani Gujral episode
Stay tuned for VISIONS 2022…coming soon!
Subscribe to Insiders and Senses to read more of our hot takes!
Listen to our other episodes of Future Commerce
Tune into Infinite Shelf Season 2!
Check out Decoded, our newest limited series

Have any questions or comments about the show? Let us know on Futurecommerce.fm, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

“An eCommerce Business Requires Two Halves of a Brain” (Feat. Kris Gösser, Shipium) Apr 29, 2022

Show notes

One-Click Buy…Say What?

Recently Amazon has made a push around their one-click purchase button, "Buy with Prime”
Amazon is now comfortable with trying to take an existing model and system and extend that beyond their own channel
“The interesting play here is the comfortability of expanding channels.” -Kris
The thing that differentiates checkout at the end of the day is the Prime-like experience in that customers get their order quickly and with potentially free shipping
“Amazon is going to market with this theory that the way in which they win the one-click checkout outside of a channel that is Amazon.com is anchoring on the value prop of Prime more so than the value prop of whatever other thing at checkout.” -Kris
This is helping direct to consumer companies address the metric that actually matters, which is conversion and loyalty
“We just hit this maturity point where a lot of these direct to consumer companies got big enough where the way in which success was measured wasn't this growth based on brand and marketing. It was now margins and unit economics, and like all of these things that are the actual responsibility of operations that it turns out the other half of the brain is just as essential to grow and get to.” -Kris

Associated Links:

Learn more about Kris Gösser and Shipium
Subscribe to Insiders and Senses to read more of our hot takes!
Listen to our other episodes of Future Commerce
Tune into Infinite Shelf Season 2!
Check out Decoded, our newest limited series

Have any questions or comments about the show? Let us know on Futurecommerce.fm, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Decoded: “Developer to Consumer”: Metaverse, Web3 and the New DTC Apr 26, 2022

Show notes

The Metaverse: Innovation or Skinnovation?

The metaverse we’re building right now is not the metaverse we’ll all end up using…if we end up using the metaverse at all.
Don’t worry about what competitors and enterprises are doing in the metaverse, worry instead about how you should break into this new world.
“The current Web3 and metaverse implementation that we see today feels like small teams of developers who have created something really unique and they're going direct to their own consumer. And that feels fundamentally different than what we have seen in the past.”
Developers used to need layers of translation, project managers, and program managers to get a job done. Today’s developers are going directly to their customers. We call this the Developer DTC.
People were always collecting items & attaching value to items. NFTs are not a new phenomenon. The technology enables this behavior in a new way.
Unlike Web2 and the telegram, which were built as information-first technologies to which commerce added value, the metaverse seems to be about commerce before information.
“Low-code and no-code capabilities make it easy to kind of create a new generation of developers. Low-code and no-code unlocks a lot of potential in developers to spend time on sales and marketing and other things.” - Boris

Associated Links:

Learn more about Boris Lokschin and Spryker!
Check out Excite 2022, Spryker’s eCommerce Conference in June

Have any questions or comments about the show? Let us know on Futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

The Evolution of Retail Trade Shows: RICE 2022 (Alicia Esposito, VP of Content, Retail TouchPoints) Apr 22, 2022

Show notes

Serendipitous Experiences

RICE's (the Retail Innovation Conference and Expo) goal is to stay true to their roots and put a new and fun spin on the event and expo space
RICE is working to reframe the way content is performed for the show, hitting reset on who is given a platform, and making the learning experiences as focused and tailored as possible
“We want this place to be a place where conversations happen and ideas get sparked.” -Alicia
One of the goals for RICE is to bring together passionate people from different careers of life and let them get together and geek out
“In-person events and conferences allow a serendipity experience for everyone.” -Phillip
Use promo code RICE50P07 for 50% off your tickets for RICE

Associated Links:

Learn more about Alicia Esposito, and RICE and grab passes here! Be sure to use promo code RICE50P07 for 50%!
Subscribe to Insiders and Senses to read more of our hot takes!
Listen to our other episodes of Future Commerce
Tune into Infinite Shelf Season 2!
Check out Decoded, our newest limited series coming TUESDAY!

Have any questions or comments about the show? Let us know on Futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

“A Fractionalization of the Consumer Experience” (Feat. Ben Jabbawy, eCommerce Marketing School ) Apr 20, 2022

Show notes

Bells and Whistles At Best

If you’re not familiar with the eCommerce Marketing School podcast, they post five times a week, with 5-10 minute episodes taking a customer story sharing some of their tactics, what's working, what's not, and then a handful of interviews as well with operators who are in the trenches working on new tactics for growth
Some businesses start because people have a product, and on the flip side, people have a skillset and find ways to apply it, with this…people are finding their natural sales channels
“People that understand how to create content can have tremendous success launching a brand from a cold start.” -Ben
Consolidation is happening at the small end of the market, but it's going to jump to the midmarket and enterprise as well
“There is a fractionalization of the consumer experience in the sort of the bygone era of installing a million apps in the Shopify ecosystem.” -Phillip
Figure out how to be sustainable in creating content, make it as easy as possible, and in a format that's going to work for all

Associated Links:

Learn more about Ben Jabbawy and check out that second half of this conversation at, eCommerce Marketing School!
Subscribe to Insiders and Senses to read more of our hot takes!
Listen to our other episodes of Future Commerce
Tune into Infinite Shelf Season 2!

Have any questions or comments about the show? Let us know on Futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Plurality of Identity (Feat. Bryan Mahoney, Chord) Apr 15, 2022

Show notes

Living in a Headless World

Bryan Mahoney is back today to talk about recent news at Chord such as launching Chord Commerce Hub
“We see Chord Commerce Hub as the mission control for business users.” -Bryan
If you’re trying to be efficient, you’re doing it wrong. The right way is oftentimes the hard way.
“The core tenant of headless for me, is taking a first-principles approach to building. It's not the technology behind it. It's that it obviates you to have to build, starting with no assumptions and starting with the questions: who do we want to be and what do we want our identity to look like.” -Phillip
In order to build a great business, you have to understand your customer
“You understand your customer with data and not tricking them into making a purchase by following them around the internet, but really collecting great data, being upfront about the data that you're collecting, and then using that data to make better experiences.” -Bryan M.

Associated Links:

Learn more about Bryan Mahoney and Chord
The Family Board Meeting
Subscribe to Insiders and Senses to read more of our hot takes!
Listen to our other episodes of Future Commerce
Tune into Infinite Shelf Season 2!

Have any questions or comments about the show? Let us know on Futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Policy is Spurring Innovation (Feat. Gaida Zirkelbach, Co-Founder and CEO of SustainaBase) Apr 08, 2022

Show notes

Boundaries Cause us to Thrive

On March 21st, the Security and Exchange Commission (SEC), issued proposed climate-related disclosures. The rules were proposed for publicly traded companies that report to the SEC.
The SEC is proposing these rules to protect investors because they felt that the current rules did not adequately protect investors when it comes to climate-related risks.
“The SEC wanted to bring less fragmentation into the way that you report and how they report.” -Gaida
SustainaBase provides a climate accounting platform for brands, software companies, and governments. Giada has been tracking this disclosure for quite some time, so it's not a big shock to her or others in the industry.
These climate disclosures are going to be tied to a line item in a financial statement, and that's really a great thing for investors to be able to see because they can assess a company based on how they're planning for this transition in the world, and how they're planning for climate risks.
“I believe it's going to become just like any other compliance measure.” -Gaida

Associated Links:

Learn more about Gaida Zirkelbach and SustainaBase
SECs Press Release
Subscribe to Insiders and Senses to read more of our hot takes!
Listen to our other episodes of Future Commerce
Tune into Infinite Shelf Season 2!

Have any questions or comments about the show? Let us know on Futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

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As Promiscuous as a Gibbon

Associated Links:

The in-Direct to Consumer era

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A Natural Evolution of eCommerce

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The Sacraments of Commerce

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One-Click Buy…Say What?

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The Metaverse: Innovation or Skinnovation?

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Serendipitous Experiences

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Bells and Whistles At Best

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Living in a Headless World

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Boundaries Cause us to Thrive

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Links

Stay Connected

Our TOPPODCAST Picks

Follow Us

Stay Connected

Future Commerce

As Promiscuous as a Gibbon

Associated Links:

The in-Direct to Consumer era

Associated Links:

A Natural Evolution of eCommerce

Associated Links:

The Sacraments of Commerce

Associated Links:

One-Click Buy…Say What?

Associated Links:

The Metaverse: Innovation or Skinnovation?

Associated Links:

Serendipitous Experiences

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Bells and Whistles At Best

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Living in a Headless World

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Boundaries Cause us to Thrive

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