Future Commerce copertina

Future Commerce

Future Commerce

Di: Phillip Jackson Brian Lange
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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©2026 Future Commerce Economia Filosofia Gestione e leadership Leadership Marketing Marketing e vendite Scienze sociali
Episodi
  • 2026 Signals We’re Tracking: Commerce Evolves (Again), the Monoculture is Back, and Celebrity Prevails?

    2026 Signals We’re Tracking: Commerce Evolves (Again), the Monoculture is Back, and Celebrity Prevails?
    Aug 26 2026

    Phillip sits solo to unpack conflicting economic signals: Shopify's monster quarter against a Census report showing eCommerce eating share while retail overall slows. What does this mean for brick-and-mortar? Although stores still make up most retail sales, their mission and value have shifted. The good has become secondary to the experience of acquiring it. Plus, he breaks down why the monoculture returned in a summer of shared events, and what's on the FC docket through November 3rd.

    The Monoculture Isn’t Dead, It’s On Substack Key takeaways:
    • Commerce is growing (online sales grew at nearly twice retail’s pace in 2025), but it’s growing by disappearing into everything else.
    • The product itself is secondary to the experience of purchasing it.
    • The monoculture isn't dead; it’s been revived by sport, tours, and global events.
    • "There is a monoculture now of people writing about the summer of the monoculture on their Substack."
    • "You're not just communicating your vision anymore to the human capital within your business; you now have to communicate vision to machines and put it into machine language. Because increasingly, we are automating more and more of our vision, and it's going on autopilot."
    In-Show Mentions:
    • See our Celebrity Brands Hub before the Signal Report launches
    • Spotify Summer Trends Report
    • Get your early bird ticket for VISIONS Summit: NYC
    Associated Links:
    • Check out Future Commerce on YouTube
    • Check out Future Commerce Plus for exclusive content and save on merch and print
    • Subscribe to Insiders and The Senses to read more about what we are witnessing in the commerce world
    • Listen to our other episodes of Future Commerce

    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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    28 min
  • K:LDN 2026: The Architecture of Meaningful Connection

    K:LDN 2026: The Architecture of Meaningful Connection
    Jul 3 2026

    K:LDN 2026 opened to more than a thousand merchants and set a clear vision with several key product announcements: Klaviyo’s expanding toolset has become powerful enough to let a brand of any size operate at a scale that once required a full team. The promise of personalization, long marketed but rarely delivered, has finally become something all brands can ship.

    Phillip Jackson sits down live with Klaviyo CMO Jamie Domenici and IDC research director Roger Beharry Lall to break down the trends that are shaping the future of retail and Klaviyo as an organization:

    the slow collapse of the linear funnel as shoppers move across LLMs, social, and search; the evolution of AI from a disparate chat window to an embedded experience where marketers work; and how the public beta of Klaviyo’s new agent, Composer, is helping marketers create campaigns rooted in data from hundreds of thousands of merchants.

    Market Like It’s Hot Key takeaways:
    • A year ago brands were still learning what AI was; this year, they’re ready to put it to work.
    • Klaviyo’s Composer moves the agent out of the chat window and into campaigns, flows and channels where marketers operate.
    • Klaviyo's edge is context: customer history plus best practices drawn from 200,000 brands, unified in one data platform.
    • The funnel is no longer a controlled path; discovery, advertising, and commerce increasingly share the same LLM.
    • European merchants weigh privacy and compliance more heavily, which favors vendors who have already solved for regulation.
    • [XX:XX] "Six months ago, you couldn't buy in an LLM. Now you can actually have more visibility into what your customers are doing in an LLM, how they're interacting." (Jamie Domenici)
    • [XX:XX] "77% of consumers would prefer to click through from the recommendations in their agentic searches, rather than have the agent do a purchase for them. They want control." (Phillip Jackson)
    In-Show Mentions:
    • Learn more about Klaviyo’s AI marketing agent, Composer
    • Learn more about Klaviyo
    Associated Links:
    • Check out Future Commerce on YouTube
    • Check out Future Commerce Plus for exclusive content and save on merch and print
    • Subscribe to Insiders and The Senses to read more about what we are witnessing in the commerce world
    • Listen to our other episodes of Future Commerce

    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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    19 min
  • Memory Is the New Competitive Moat

    Memory Is the New Competitive Moat
    Jul 6 2026
    Recommending the wrong whiskey to a loyal customer does not just miss a sale. It breaks trust, and once trust breaks, no amount of personalization copy fixes it. Recorded live at K:LDN 2026 in London, this conversation is about the thing every brand now has in common. Everyone has access to the same AI tools. So what actually separates the brands winning with them from the ones just using them? Phillip Jackson sits down with Jake Cohen, VP of Insights at Klaviyo, and Tim Martin-Harvey, Head of Ecommerce at The Bottle Club, a UK multi-brand alcohol retailer carrying roughly 9,500 products. Their answer: memory. Not the AI kind, the brand kind… meaning the stored, structured context a business builds about its own customers and products over time. Tim explains how one mandatory checkout question, asking whether an order is a gift, for self-consumption, for hosting, or for trade, reshaped his customer insight and exposed why standard RFM and lifetime value metrics break down across different buyer types. Jake widens the lens, arguing that loyalty is better measured through engagement across touchpoints than through money spent, and that the brands seeing real gains from AI are the ones writing customer and product knowledge down as reusable context, what Klaviyo calls "artifacts." The conversation gets specific fast, down to the exact wrong recommendation that can cost a brand its credibility, and closes with Jake's straightforward plan for putting this into practice over the next 90 days. What you'll learn Why context, not performance marketing spend, is becoming the real competitive moat as every brand adopts the same AI toolsHow one checkout question corrected years of wrong assumptions about who buys and why at The Bottle ClubWhy standard RFM and lifetime value segmentation breaks down once you separate gift buyers from self-consumption buyersWhy loyalty is better read through engagement than through total spendThe exact kind of recommendation mistake that destroys customer trust, and how layered product data prevents itJake Cohen's 30/60/90 day plan for building AI context that compounds over time Key takeaways As every brand uses the same AI tools, the real differentiator becomes stored context, meaning written detail about the brand, the customer, and the products, what Klaviyo calls "artifacts."The Bottle Club added one mandatory checkout question (gift, self-consumption, hosting, or trade), which corrected wrong assumptions about which products are gifts and showed that standard RFM and lifetime value metrics break down across different buyer types.Loyalty reads better through engagement across touchpoints than through money spent. The goal is asking the right questions instead of pushing a discount, then building context on each customer over time.Recommendations get dramatically stronger when product data (margin, weeks of cover, gift versus self-consumption, category nuance) is layered onto customer data. Recommend a Jack Daniels to a lifelong Jameson drinker and you have made, in Tim's own framing, the worst recommendation possible, one that costs more than the sale.Jake's plan: set up a service agent and build its skills first, then use Composer to explore your data and test ideas, then keep improving the skills as you learn, since the value compounds over time. Pull quotes "The word of the moment to me is actually context, and that context, if you can store it effectively and leverage it effectively, is the way that you can create a moat, because you can serve more people more personally, more memorably, which will create deeper relationships and, of course, more durable business over time." — Jake Cohen, VP of Insights, Klaviyo [2:08 to 3:04] "What starts to become very important in the world of AI post LLMs is that the most important thing a brand can do is show up for someone the way that they need when they need it." — Jake Cohen [9:09] "I genuinely think Klaviyo agent makes the most sense to be the agentic storefront, and that's not just me Klaviyo championing it. It's genuinely got the most context from multiple sources." — Tim Martin-Harvey, Head of Ecommerce, The Bottle Club [18:49 to 19:48] "The answer should not be, 'Great, here's 10% off, go buy one.' The answer should be, 'How long are you running? Do you have a color you're interested in? Do you have a race coming up?' As you start to collect that information, that helps build the context for that individual, and they become the type of customer that will stay with you for a lifetime." — Jake Cohen [10:26] Chapters 0:00 Cold open and introductions4:45 Memory is the new moat, why context beats tools8:00 The checkout question that rewrote The Bottle Club's customer data9:15 Why RFM analysis breaks down across buyer types10:40 Showing up for the customer the way they need, when they need it12:15 The running shoe example, questions over discounts19:08 The whiskey mistake, the worst recommendation in retail20:38 Why ...
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    24 min
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