The IAB Connected Commerce Summit this year brought together leading executives from across the commerce ecosystem for exclusive keynote presentations, peer-to-peer discussions, and insightful panels. With discussions on AI's impact on retail, the role of retail media networks, and strategies for adapting to the evolving commerce landscape, the event was a melting pot of ideas and insights.
A key highlight was the discussion on how, in today's fast-paced digital world, consumers shop across a multitude of platforms and touchpoints, making it essential for brands to create seamless, interactive, and shoppable experiences. Raj Chauhan, Vudoo’s President of Americas, and Casey Harsh, SVP of US Commerce at KINESSO, led a revealing fireside chat on the future of shoppable experiences across the open web. Their conversation shed light on how consumer behavior is evolving and what brands need to do to keep pace in this new era of commerce.
Shoppable Experiences Everywhere: The New Consumer Reality
The discussion kicked off with a reflection on the evolution of consumer behavior over the past few decades. Raj Chauhan touched upon a key point: the core of advertising remains the same – inspiring consumers and evoking emotions. However, consumer mindsets and behaviors have drastically changed over the years . Gone are the days of a linear purchase funnel; today's consumers now navigate a complex web of touchpoints.
"The funnel has completely smashed," noted Chauhan, pointing to how consumers now engage with brands across multiple platforms, from TikTok to Meta, with the expectation of a seamless shopping experience. This shift is driven by platforms providing frictionless commerce experiences, but the challenge for brands, as both Chauhan and Harsh pointed out, is to replicate this across the open web.
Bringing Seamless Shopping to Every Touchpoint
The shift in consumer mindsets and behaviors opens up new opportunities for brands and advertisers. "The exciting part is how consumers now want to shop in more places, and we, as advertisers, need to meet them there," Casey Harsh said.
Vudoo has been on a mission to do exactly that: democratize shoppable experiences by enabling consumers to transact directly from any piece of content, whether it’s an ad, social post, or a CTV commercial. The platform's integration with major e-commerce players such as Amazon, Shopify, and Salesforce ensures that brands can meet consumers wherever they are, and at any point in their decision-making journey.
"Consumers want options. You might not purchase every time, but just having the option to buy will drive engagement," Chauhan explained, stressing the importance of brands providing seamless and interactive touchpoints across the web.
Harsh echoed this sentiment, discussing KINESSO’s "Shop Now" initiative. “We saw an opportunity to align with where consumers want to shop, offering options at every touchpoint, whether for awareness or brand-equity building tactics," Casey noted. The key to success lies in reducing friction in the purchasing process. "We’ve seen how a clunky shopping experience can lead to drop-offs. Consumers expect convenience, and it's our job to deliver that."
The takeaway is clear: shopping opportunities shouldn’t be confined to specific touchpoints. Marketers need to be present where shoppers are across the entire spectrum of consumer interaction, providing a truly omnichannel experience.
Best Practices for Brands Embracing Shoppable Content
When asked for advice on how brands can successfully engage consumers in this new shoppable landscape, Casey advised not to be afraid of leveraging shopping opportunities. "Shopping should be something brands consider at all times," she noted. She also emphasized the importance of content – making sure it resonates with the consumer's needs and desires. Casey pointed out that brands should not shy away from creating content that reflects the shopping mindset prevalent among today’s consumers.
Part of Kinesso's new strategy is not only focusing on media but also tying in content creation. By taking a holistic approach, they can build more cohesive shoppable experiences. Casey encouraged brands to embrace this mindset, stating, "Shopping is in a consumer's mindset all the time."
The Future of Commerce: Integrating AI and Retail Media
As the conversation turned to the future, both Chauhan and Harsh touched on the role of AI and retail media in shaping shoppable experiences. Harsh pointed to the increasing importance of reaching consumers off-site and on emerging platforms such as CTV, while Chauhan emphasized the need for brands to embrace AI-driven technologies to enhance consumer engagement and optimize shopping experiences.
“AI is already embedded in everything we do, from media planning to creative strategies. It’s not about replacing the human touch, but enhancing it,” Harsh noted, while Chauhan underscored the importance of making retail media and commerce ubiquitous across all digital touchpoints.
As brands prepare for the future of retail media and shoppable experiences, one thing remains clear: seamless, interactive commerce is no longer a luxury—it’s an expectation. Brands that embrace this shift and provide options for consumers to shop at every moment of inspiration will lead the way in this new digital era.
Watch the video panel here: