Erasing friction to enable purchases

The traditional linear shopping journey has collapsed. Commerce now happens everywhere, and consumers are navigating this omnimodal reality with unprecedented fluidity.

Phillip Jackson and Lindsay Trinkle sit down with Melissa Minkow, Global Director of Retail Strategy and Insights at CI&T, to unpack findings from her Retail Tech Reality Check research. Together, they dissect how different platforms serve distinct purposes in the buyer's journey, why "omnichannel" is more relevant than ever, and what happens when everything becomes shoppable but commerce itself becomes invisible.

In this episode, we explore how the expanded digital ecosystem is fundamentally reprogramming how consumers engage with content, community, and commerce. With 74% of US consumers now using AI tools in their path to purchase, brands can no longer control the narrative—instead, they must embed themselves intentionally into customer-led conversations across multiple contexts.

Commerce Is Invisible; Context Isn’t

Key takeaways:

• Each social platform serves a distinct purpose: Facebook for purchasing, YouTube for discovery, Reddit for research. Context matters more than channel ubiquity.
• The invisible transaction wins: TikTok succeeds because it's entertainment-first. The less commerce feels like commerce, the more consumers buy.
• Attribution is broken: Traditional linear models can't capture circular, contextual journeys. Focus on conversion, repeat purchase, and brand awareness—the only metrics you can trust.
• Search remains unsolved: Basic functionality like filtering furniture by dimensions is still missing. Data quality and search methodology are foundational competitive advantages.
• Micro-influencers drive outsized impact: 45 passionate referrals matter more than 45,000 followers. The persona of the referrer (picky, experimental, passionate) outweighs reach.
• AI will reshape holiday 2025: Gifting anxiety makes AI particularly valuable. Consumers use it to avoid looking stupid and navigate uncertain return processes.

In-Show Mentions:

• Melissa Minkow - Global Director of Retail Strategy and Insights, CI&T
• CI&T Retail Tech Reality Check Research
• New Modes Research

Associated Links:

• Check out Future Commerce on YouTube
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• 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

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