Less than 24 hours to the Creator Economy Summit! Save 50% on a subscription and get a free ticket

The Rise of E-commerce and Shoppable Media

During The Information’s Women in Tech, Media and Finance Summit on October 7th, The Information hosted a masterclass on “The Rise of E-commerce and Shoppable Media” with Rachel Tipograph, Founder & CEO, MikMak and Susan Goldsmith, Principal, Deloitte Consulting LLP.

According to the discussion, the key to understanding current consumer behavior is to identify the blending of digital and retail shopping channels as well as shopping and entertainment experiences. Shopping has become more intertwined with media consumption as products are discovered and researched on social media, in brick-and-mortar locations and the metaverse. Platforms and retailers are moving towards providing immersive, experiential shopping experiences that are personalized based on basket-level data. However, data security remains a top concern.

Tipograph uses the example of liquor sales pre, during and post Covid-19 lockdown to illustrate the lasting shift from retail to e-commerce. “Pre-pandemic less than 1% of their revenue was coming from ecommerce. Fast forward to today, it's anywhere between 25-75% of their total revenue.” Today online sales numbers are somewhere between the 2019 and 2020 levels, which many believe will hold true as the world re-opens and accelerate with time.

Goldsmith takes the trends of online shopping and social media a step further with expressed excitement around AR/VR and shopping experiences in the context of video games. “From music to products to other social experiences, I think gaming is a very interesting platform to watch in terms of what buying behavior will be like as entertainment and retail continue to merge.” These trends are also enticing due to the potential scale and reach of shared experiences in a virtual environment that may translate to collective buying.

Brand safety remains a concern for shoppable media as consumers begin to more closely assess the trust they have in the policies and positions of the companies they invest in. While programmatic dollars are still funneling into the platforms at breakneck speed, more tailored and authentic brand integrations are being more carefully thought-out and executed against key target audiences.

The The Rise of E-commerce and Shoppable Media masterclass was held in partnership with Deloitte. To find out more about key trends in ecommerce and shoppable media, check out the recently released Deloitte Digital Media Trends Pulse Survey.

Get access to exclusive coverage
Read deeply reported stories from the largest newsroom in tech.
Latest Articles
Creator Economy Summit
Announcing the Creator Economy Summit Masterclasses 2022
We’re excited to see everyone on May 25  at The Information’s second annual Creator Economy Summit. Our masterclass breakout sessions are an important part of the Summit. At this year’s event, we’ll have three sets of 45-minute masterclasses. Here is a preview of this year’s topics. For group ticket information, please email [email protected] 10:15...
Latest Briefs
European Delivery Startup Gorillas to Cut 300 Employees
 Airbnb is Closing its China Business
Zoom Shares Jump After Strong Earnings Report, Forecast
Stay in the know
Receive a summary of the day's top tech news—distilled into one email.
Access on the go
View stories on our mobile app and tune into our weekly podcast.
Join live video Q&A’s
Deep-dive into topics like startups and autonomous vehicles with our top reporters and other executives.
Enjoy a clutter-free experience
Read without any banner ads.
Apple's Tim Cook (clockwise from top left), Bob Iger, Al Gore and Mike Rockwell. Images by Bloomberg, Shutterstock. Art by Mike Sullivan.
Exclusive Facebook Apple
The Inside Story of Why Apple Bet Big on a Mixed-Reality Headset
In 2016, Apple’s board of directors gathered inside one of its buildings in Cupertino, Calif., for a glimpse into the company’s future.
(L-R) Jonathan Ive, Johny Srouji, Dan Riccio and Tim Cook. Photos by Bloomberg; Apple. Art by Mike Sullivan
Exclusive Apple AR/VR
Behind the Apple Design Decisions That Bogged Down Its Mixed-Reality Headset
Apple’s executives had a critical design decision to make about the company’s riskiest product in years.
Data Point Entertainment
Netflix Cancellations Rise Among Long-Standing Subscribers
Netflix is losing its grip on long-standing subscribers. New data show that people who have been subscribers to Netflix for more than three years accounted for a significantly greater share of cancellations in the first quarter than they did two years earlier.
(L-R) Cameo CEO and founder Steven Galanis, and Cameo co-founders Devon Townsend and Martin Blencowe. Photo by Getty. Art by Mike Sullivan.
Exclusive Venture Capital Startups
At Cameo, Boom Times Give Way to Sharp Sales Slowdown
By the beginning of last year, six-year-old startup Cameo was on a tear. Pandemic-induced lockdowns in 2020 had spurred demand for the personalized video messages celebrities sell on its website and app.
Art by Clark Miller
The Big Read Crypto
Panic at the Discord
The crypto party was as raucous as ever—and then someone turned on the lights. After a year of record-high token prices and newfound support from legacy financial institutions like Fidelity and BlackRock, reality bit hard the second week of May when the algorithmic stablecoin terraUSD (known as UST) crashed, taking down some $400 billion in crypto market cap with it.
Brian Armstrong, chief executive officer of Coinbase Global Inc. Photo by Bloomberg.
Exclusive Crypto
Coinbase Slashes Costs, Freezes Hiring Amid Crypto Crash
Cryptocurrency trading firm Coinbase, whose revenue has shrunk amid a downturn in the sector, is pausing new business projects, freezing hiring for two weeks and aiming to slash its cloud spending on Amazon Web Services, among other cost-cutting measures, according to a pair of internal emails sent to employees this week and viewed by The Information.