Published 11 April 2022

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Focused on next-gen brand/consumer connections, Shoptalk (Las Vegas, March 27-30) featured brands and platforms including YouTube, Uber and French beauty giant Sephora. Topics ranged from navigating the Latin American e-tail boom and livestreaming’s impending US digi-commerce takeover, to personalised beauty reviews that flex to consumers’ appearances, and video-enabled squad shopping. We distil the leading insights.

Livestreaming: Local, Proto-Metaverse & Employee-Owned

Retail’s Digital Third Spaces

Localised Delivery Strategies

Scaling Hyper-Personalisation

Livestreaming is set to revolutionise American e-commerce, generating up to 20% of online sales by 2026 (McKinsey, 2021). Speakers including YouTube championed its potential to humanise brands; to ready both brands and associates for metaverse-based customer connections; and to localise digi-commerce by streaming from neighbourhood hubs – capitalising on pandemic-increased local affinity (see Leaning into Local).

Summary

Livestreaming: Local, Proto-Metaverse & Employee-Owned	Livestreaming is set to revolutionise American e-commerce, generating up to 20% of online sales by 2026 (McKinsey, 2021). Speakers including YouTube championed its potential to humanise brands; to ready both brands and associates for metaverse-based customer connections; and to localise digi-commerce by streaming from neighbourhood hubs – capitalising on pandemic-increased local affinity (see Leaning into Local).
Retail’s Digital Third Spaces	Speakers outlined how forward-thinking brands are socialising e-commerce, creating proto-metaverse brand hubs and spearheading squad shopping. FabFitFun’s membership-based group-shopping expeditions spotlights the evolution of ‘multi-player e-commerce’, while PacSun’s entrepreneurial Roblox mini-game aims to build emotional resonance via in-game brand/consumer collaboration.
Localised Delivery Strategies	Leading on from the pandemic delivery boom (see Innovating the Last Mile), logistics giants Uber and Instacart explored how delivery services are embedding themselves in local communities, powering neighbourhood-centric e-commerce. Meanwhile, LATAM brands Mercado Libre and Liverpool majored on how to navigate the incoming Latin American e-commerce boom.
Scaling Hyper-Personalisation	Next-gen personalisation was a key topic at Shoptalk, with speakers including US personalised fashion e-commerce platform The Yes asserting that explicit personalisation should be made a marketing tenet. Meanwhile, French beauty powerhouse Sephora is further enshrining beauty’s review-centric culture by prioritising reviews from people who resemble the shopper.

Shoptalk 2022: Powering Next-Gen Connection

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