by Dana Lee on 2nd Sep 2026 in Video Interviews

In this episode of A Coffee With... Naomi Boonin, VP commerce, UK at WPP Media, joins ExchangeWire's John Still over a cappuccino to chat all things commerce and commerce media.

Commerce has evolved beyond traditional retail media into an omnichannel, integrated domain spanning the full consumer journey, both online and in-store. Key trends include AI-driven discovery and purchase, industry standardisation and consolidation, and expansion into signal-based targeting and new segments like B2B.

The key challenge will be where commerce fits. The goal is to create a red thread that connects all activities, placing the consumer at the heart of a unified strategy that dissolves silos between brand and performance marketing.

The Evolution of Commerce

Commerce and commerce media are tightly interlinked. While commerce media is a subset within the broader commerce ecosystem, treating it solely as a media channel is limiting. The real evolution is allowing commerce media to expand into a cohesive framework that connects the full consumer journey, from brand awareness to conversion.

Commerce media grew up primarily on-site, yet in-store purchases – especially in FMCG and grocery – represent a large, under-leveraged opportunity. Success requires a unified strategy that integrates in-store and on-site initiatives rather than treating them as separate channels.

AI & The Consumer Journey

The consumer journey is now omnichannel and omnipresent. With constant mobile connectivity blurring online and offline shopping, the path to purchase is no longer linear. Brands must show up at every touchpoint across discovery, research, and purchase to remain visible and considered throughout the journey.

As AI tools like ChatGPT add shopping features, brands must also consider how LLMs will discover and recommend products, echoing early SEO dynamics. However, scepticism remains about handing purchase decisions to AI, creating an uneven pace of consumer adoption. Trust is a core barrier; many will use AI for research and recommendations but still complete purchases manually.

Future Direction for Commerce

Rapid proliferation of retail media networks led to fragmentation. The next phase of commerce will likely standardise metrics and practices to establish a level playing field, with consolidation enabling more effective audience targeting.

Commerce will also expand into new segments such as B2B, moving beyond straightforward consumer interactions towards varied buyer types. This requires leveraging broader audience signals from sources like banks and airlines, not just retailer-specific platforms.

Agentic CommerceAICommerce MediaConsumerRetail Media