Retail media is now a $100 billion industry. Collin Colburn, VP of Commerce and Retail Media at the IAB, says we’ve entered commerce media's "day two" –  the era where operational integration, interoperable measurement, and the arrival of the agentic shelf matter more than launching another network.

We unpack why brands started calling retail media a tax, why Collin says we should blow attribution up, and whether an ad-supported agent can stay trustworthy.

It's a birthday After Dark! On this episode, Phillip and Brian work through the current state of consumer trust (it's not looking good). PLUS: Everyone's a critic! The reviews of The Odyssey are in, and Brian thinks Tarantino would have done it better. Air Bud's also making a triumphant(?) return, rocking, some Air Jordans, appropriately.

This episode is exclusive to Future Commerce Plus members. Subscribe to listen at www.futurecommerce.com/plus

Boll & Branch spent 12 years doing the unfashionable thing: perfecting the product first and figuring out distribution second. Chief Commercial Officer Katia Unlu joins Phillip and Brian on today’s episode to discuss Boll & Branch’s store expansion strategy, an AI-generated damage claim that went viral, and the case for stimulation over substitution.

Maveron partner Natalie Dillon joins Brian and Alicia to challenge the consumer-collapse narrative: sentiment sits at post-9/11 lows while spending breaks records. Natalie sheds light on truths of today’s consumer, who is skeptical but continually shopping amid a cultural undertow where AI adoption stays surprisingly shallow, Gen Z turns skeptical, and analog living re-emerges as status. PLUS: Are cults the new future of commerce?

Ben Dietz convenes Casey Lewis (After School), Daisy Alioto (Dirt), and Erica Chen (Media Futures Group, WPP) on the collapse of the wall between editorial and commerce. Publishers are shipping perfume, brands are hiring writers, and the relationship forming in your inbox isn’t human-to-human anymore.

The funnel most marketers grew up on – see the ad, click, browse, add to cart, buy – did not gradually erode. It came apart almost overnight, as shoppers got comfortable discovering, deciding, and buying inside social feeds and LLMs, often in a single moment.

You are a VIP customer, and the bot still asks for your email. Klaviyo's Kelly Thacker on why "service is the new storefront" is finally more than a slogan.

Particle scaled from one million to ten million sends a month in weeks, not years, and doubled revenue. Here's the system behind it.

Social is where discovery happens now, but it is rented land. You can build an audience of hundreds of thousands and still not own the relationship, because the algorithm decides who sees you and the landlord keeps raising the rent. Recorded live at K:LDN 2026 in London, this conversation is about turning borrowed reach into something a brand actually owns. It pairs the person building the tooling with the person living the problem every day.

Jake Cohen, VP of Insights at Klaviyo, and Tim Martin-Harvey, Head of eCommerce at The Bottle Club, sit down with Phillip Jackson at K:LDN to discuss why memory is the new durable advantage. Tim shares how The Bottle Club collected checkout context to better understand unique customer needs and bheavioral nuances to create more impactful campaigns. And Jake unpacks how other brands can apply the same discipline, interpreting engagement (not total spend) as a loyalty measure.