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PODCAST

Future Commerce

Phillip Jackson, Brian Lange

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

business marketing

All Episodes

00:59:57

There’s Nothing New Under the Sun: IRL experiences...

Future Commerce ·

2022/08/12

“Digital is gaining the experiences we’ve had all along IRL” — today we sit down with Seyi Taylor to chat about the online experiences we take for granted, the actual capabilities of web3, and how commerce gives us emotional resonance. Tune in now!“Third-Party Cookies Be Damned”The ability to have control is attractive to brands, and that's one thing web3-based loyalty platforms provide, which creates incentives for merchants and brands to be more experimental.Regarding whether web3 is anything new

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00:51:56

[VISIONS] Episode 4: Our Sh*itty Robot Future

Future Commerce ·

2022/07/29

We live in a world that doesn’t work all the way. Is the amount of automation and machine learning and AI and even robotics that we're implementing in the world, displacing people's jobs and having a human impact?Show Notes“It's creating some dynamics where a much smaller number of people can drive outcomes with a much larger number of dollars. If we're not really effective at promoting financial literacy and asking some big questions about what's different looking 20 years ahead from what the last

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00:50:50

“Content Isn’t Community” (Feat. Kendall Dickieson)

Future Commerce ·

2022/07/29

Today, Philip and Brian welcome back Kendall Dickieson to chat about the creator economy, how TikTok is changing the way for brands, digital pruning, and how creation affects community. Tune in now! Balancing the Why The Creator economy has begun to shift the DTC space and change the landscape, but there is still proof in the pudding.“Platforms like TikTok have exposed the true analytics for the most part, but there's still things on the back end that we don't really know unless we ask the creator.”

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00:21:44

“The Uncorkening”

Future Commerce ·

2022/07/27

In this episode, we call into question some of the factors that have led to the decline of DTC and how pent-up frustration with products that cost more without delivering on their promise will soon be a vestige of a bygone era. Listen now! Revisiting DTC Groupthink and Brand Criticism“The Uncorkening” is a latent criticism that was stymied by the loudest voices in an ecosystem who didn’t feel that they had permission to speak up, has now been unleashedDTC models (particularly VC-backed IPO exits)

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00:59:47

"Zuckerberg's Figma Mockups" (PLUS: A Grow NY Recap)

Future Commerce ·

2022/07/25

Phillip and Brian sit down to chat about GROW NY, YouTube Shopping, Instagram Local, and all the things in between. Listen now!

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00:49:50

[Visions] Episode 3: Romanticism

Future Commerce ·

2022/07/22

Live from the Visions Summit in West Palm Beach, FL, the conversation in this episode is around what we call Brand Romanticism. We’ve seen such an amazing proliferation of brand. There's more choice than ever before. Some say that brands are our canvas and the products are these new pieces of art that are being brought to the world. Are brands artists and our products their canvas?Show NotesAre some brands fooling themselves thinking of their role as one of art when really their product is more

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01:00:38

[VISIONS] Episode 2: The Discourse

Future Commerce ·

2022/07/15

What makes people happy? Are brands capable of instilling happiness? In today's episode, we go live to the Visions Summit in West Palm Beach, Florida, to engage in a frank conversation about what motivates a consumer, and what power we truly have in fulfilling their needs and desires. Listen now.Show NotesAre we able to make customers happy? Is that our job? Brands may have given themselves a role in society that nobody asked them to fulfill.There’s a value system change taking place where more is

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00:48:15

Building a Web3 Company After the NFT Crash (Feat....

Future Commerce ·

2022/07/11

Joining the show today is Brandon Martinez, Founder of SNKRHUD. We discuss the dynamic of digital goods and NFTs during a downturn in the market, and how physical events and identities are becoming the norm in what was once thought to be an anonymous and online-only fandom. Listen now!The End of the Good Times“Hype alone isn’t enough to build an enduring brand or community.” There has to be a non-monetary reason that people are engaged in community — for sneakerheads this is the love of the culture

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00:33:25

[Visions] Episode 1: A Prologue

Future Commerce ·

2022/07/08

How did we get here? The story of how Visions the content property was born, and what the intent is behind it. Our goal is to broaden the conversation to art, philosophy, spirituality, and culture — and from those vantage-points, begin to understand their effects on Commerce.“Most eCom content focuses on the how or the what. We wanted to zero in on the ‘why’ a consumer thinks or behaves the way that they do.” — Phillip“We need a reason why… to give us the framework that we need to learn and to

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00:54:51

Recapping Shopify Editions (Feat. Gil Greenberg,...

Future Commerce ·

2022/07/01

Today founder of Checkout Promotions, Gil Greenberg, is joining the show. We recap Shopify Editions, the transformation of the Shop App, the overcrowding of the developer ecosystem, and how to thrive as an app developer in eCom. Listen now!Like Never Before“You're starting to see a lot of developers that actually want to run businesses for their apps and employing fundamentals to do so.”-Gil Greenberg“There’s a world where Shopify didn’t IPO 6 or 7 years ago, and my theory is that part of

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00:25:04

Decoded: How to Buy Software Well: The Digital...

Future Commerce ·

2022/06/28

Keeping up with the Jonses isn’t just for your neighbors next door, it’s everywhere in eCommerce businesses. Companies buy software based on what they see others in their industry purchasing. Formal RFP processes create a lengthy and expensive buying process, so eCommerce companies are more open today than ever before to the idea of composable commerce. In Episode 5 of Decoded, Phillip & Boris discuss how to purchase digital software well and some key considerations in decision making. Listen

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00:42:45

“What Creators Owe To Their Audience” (Feat. Neil...

Future Commerce ·

2022/06/24

TikTok creator Neil Shankar joins the show today to chat about the algorithm, how brands are playing the game, power stances in commerce, and our recent Visions 2022 report. Listen now!Playing the GameNeil Shankar is a TikTok content creator, producing content on what's new with consumer brands“Getting the algorithm to like you is sometimes about playing the game of TikTok, for instance, speaking the language of TikTok and engaging with TikTok creators. You don't need to be like dancing in front of

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00:35:29

Economists Fight Club (The Great Reshuffle)

Future Commerce ·

2022/06/17

The $100 PumpkinBrian believes that no matter if there's an economic downturn, people will always make room for food and beverage in their budget, “People don't want to come down on food and bev, they'll forgo other things.”Smaller stores like Erewhon might not face challenges in the downturn due to the loyalty of those going after food and bev, but Whole Foods which is not up-market, might take a hit with downturn challenges“The businesses that go all-in on investing in the right things right now

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00:27:22

Decoded: The Vertical Limit: Commodity vs Complexity

Future Commerce ·

2022/06/15

High Complexity, Low CommodityOnline experiences have become more commoditized over time; low and no-code platforms have displaced the need for a “developer,” and instead require feature configurations and tweaksSoftware development thrives where experiences have high complexity. High complexity often means that there are no de facto “standards” or best practices that need to be employed. This requires developers to build, test, refine, and iterate. This is the best-case scenario for a developer in

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00:40:14

“Retail Media is a Direct Channel to the Shopper”...

Future Commerce ·

2022/06/10

What if everyone is sick of drinking champagne? Retail media is a direct channel to the shopper. It’s an attractive audience for brands to reach shoppers, and it's becoming really profitable Brands are currently using two methods to allocate retail media, which makes it very limited, and its harder to get ahead of trends when using one of the two modelsKiri’s proposal for the two methods is to get back to the basics of the marketing funnel, “the idea is to identify your objective, and then which

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00:50:08

Successful Leadership Requires Passion AND Discipline...

Future Commerce ·

2022/06/03

You’re Either Alive or DeadJeremy Cai is the founder of Italic, a leading marketplace that offers the highest quality products at the lowest prices by connecting consumers straight to top manufacturers.People are continuing to buy more online than ever before, and Jeremy thinks it will only continue to grow. With the heightened demand for Amazon, brands will continue to seek out online consumers “If you look at a brand and take away the fluff, they’re taking the same exact product or assortment they

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00:33:07

Decoded - Social Commerce: Authentic Context for a...

Future Commerce ·

2022/05/31

Adapting to Customer BehaviorsWe used to only have one marketplace: Amazon. But social media is becoming a marketplace on its own.The good news: for developers, as we standardize API’s and as more companies go headless, social media commerce platforms won’t feel like something completely new, just another property for brands.The bad news: for product, sales and marketing teams, this shift will be much more of a change as they learn new rules, regulations and customer contexts.It seems as though

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00:48:38

Facing the Counterfactuals (How to Navigate the eCom...

Future Commerce ·

2022/05/27

A Boom to the Creator Economy?Counterfactuals give us a what-if thinking. It’s thinking through scenarios that haven’t happened, but what if they did? They help us analyze our past performance“Counterfactual analysis makes up a lot of like our cause-effect thinking when we're thinking about how to apply a situation in a new context because nothing is ever the same and the pace of change is happening faster and faster.” -BrianThe concern that many have right now is where do customer place their

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01:10:01

The Mild Mild West (A Recap of RICE 2022)

Future Commerce ·

2022/05/20

As Promiscuous as a GibbonBrian 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

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00:47:36

“Ecom Now Means Electronic Commodity” (The...

Future Commerce ·

2022/05/13

The in-Direct to Consumer eraWebsites are homogenous and lacking inspiration. If you remove the navigation bar, most websites are indistinguishableShopify’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.” —

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