The Commerce Collective Podcast

Hosted by Flywheel Digital

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Episodes

158

Latest episode

Aug 2026

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About the show

Whether you're on your first venture into the commerce world or you've been navigating the digital marketplace since 'shopping cart' meant a trip to the grocery store, this is the podcast for you. Every episode our Host Emma Irwin and her revolving panel of industry experts dive into the latest strategies, tools and insights to drive performance across the largest commerce platforms with content spanning the entire commerce ecosystem. Commerce is a rapidly evolving industry, and Flywheel's Commerce Collective podcast is here to provide the knowledge and resources needed to stay ahead of the curve. Subscribe now to elevate your commerce mastery, impress your peers, and have fun along the way.

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60 recent

August 17, 202615 min

Creative fragmentation is breaking the consumer journey

In the second episode of our Big Shift series, Emma sits down with Phil Camarota, Chief Creative Officer at Flywheel, to explore how fragmentation shows up in a brand’s creative experience. Phil explains why fragmentation is more than disconnected teams or KPIs. It can also break the brand story consumers experience across creators, retail media, ecommerce, stores, and the shelf. He breaks down why consistency does not mean repeating the same message everywhere, how physical and digital retail should play complementary roles, and why the store still matters as a place for reassurance, immersion, and relationship building. The conversation also covers creative commerce, AI’s impact on real-time commerce, what Total Commerce means in practice, and why brands should take a closer look at how their integrated agency teams are actually collaborating. This episode builds on ideas from The Big Shift: From managing to mastering fragmentation . Read the full whitepaper for the complete story.

August 3, 202626 min

This Month Above the Fold - Kroger and Uber’s power plays, TikTok’s AI problem and Carrefour’s health bet

In this month’s episode, Emma and Danny Hoffman, Senior Director of Global Retail Strategy, unpack three developments reshaping the consumer relationship. Kroger’s planned acquisition of Giant Eagle and Uber’s offer for Delivery Hero show how retailers and platforms are expanding across stores, loyalty, pharmacy, delivery, data and local commerce. TikTok Shop’s growing use of AI-assisted affiliate content raises questions about scale, creator control and consumer trust. They also explore Carrefour Belgium’s balanced nutrition strategy and what a retailer-led health push means for broader Europe. Emma and Danny discuss what it reveals about the relationship between retailers, government and brands, what it would take for a similar model to take hold in the U.S., and how brands can build affordable wellness and broader value into their portfolios as consumer expectations evolve.

July 22, 202619 min

Fragmented commerce is costing brands more than they think

Commerce is more connected than ever for consumers, but more fragmented than ever for the brands trying to reach them. In the first episode of our Big Shift series, Emma sits down with Mike Feldman, SVP of Commerce at Flywheel, to unpack one of the central themes from Flywheel’s latest whitepaper: fragmentation. Fragmentation is not just operationally frustrating, it is costing brands real growth. Mike breaks down how brands got here, why disconnected teams and KPIs create waste, where frequency management exposes the cost of fragmentation, and how better commerce data, clean rooms, and aligned planning can help brands move from managing complexity to mastering it. This episode covers some of the key ideas from The Big Shift: From managing to mastering fragmentation . Read the full whitepaper for the complete story, and stay tuned for next month’s episode with Phil Camarota covering the impact of fragmentation on your brand's creative efforts, and the importance of a Total Commerce approach.

July 6, 202635 min

This Month Above the Fold - Amazon takes the top Fortune 500 spot, Amazon's push for cleaner PDPs and the AI-ready shelf, & Walmart's full funnel bet

In this month’s episode, Emma and Danny Hoffman, Senior Director of Global Retail Strategy at Flywheel, break down three commerce shifts brands should be watching: what Amazon overtaking Walmart on the Fortune 500 signals about its push to become the everything company, how Amazon’s latest content updates are pushing brands toward cleaner, more AI-friendly PDPs and shopping experiences, and why Walmart’s Google, VIZIO, and Vibe.co moves point to a bigger full-funnel bet on connecting media, stores, data, and commerce outcomes. Learn more about Flywheel's new GEO Optimization service here.

June 29, 202623 min

What if measurement isn't broken, just incomplete? Featuring Jon Gibs of Walmart Connect

Jon Gibs, Group Director, Media Insights and Measurement, Walmart Connect joins the show to explore how full-funnel measurement is evolving from attribution to creative effectiveness, and what it takes to turn fragmented signals into a clearer picture of business impact. With a unique vantage point across the ecosystem, Walmart Connect helps marketers tie first-party shopping behavior with exposure across in-store, ecommerce, and VIZIO’s CTV ecosystem, and move beyond isolated metrics to understand how awareness, consideration, and conversion work together.

June 8, 202631 min

This Month Above the Fold - Alexa for Shopping, Prime Day in June, and the store's role in retail's data shifts

In this month’s episode, Emma and Danny Hoffman, Senior Director of Global Retail Strategy, break down three commerce shifts brands should be watching: How Amazon’s rebrand of Rufus to Alexa for Shopping is embedding conversational commerce directly into the shopping journey Why Prime Day moving to June changes the retail calendar How store remodels are turning physical retail into a more connected data and consumer experience. Watch or listen now to hear what these changes mean for brands trying to stay ahead of the next wave of commerce.

June 1, 202619 min

How to plan for the next 5 years of retail disruption

Disruption is a familiar force in retail, yet many brands still struggle to plan ahead. In this conversation, Emma and Doug Koontz, Senior Director of retail Insights, unpack Flywheel Retail Insights’ annual Future Retail Disruption report and what it means for brands planning for 2026 and beyond. From value-seeking behavior, affordable wellness, and private label pressure to AI’s role in making conversational commerce the norm and retail media’s evolution into a full-funnel commerce engine, Doug explains the forces reshaping retail and how brands can prepare for what comes next without losing sight of the fundamentals. Download the report here.

May 18, 202628 min

How Clorox is building toward 1:1, personalized marketing in a multi-retailer world

Today’s shoppers bounce between retailers, channels, and missions, but they still expect brands to understand what they need. In this episode, Emma sits down with Tiffany Tan, Head of eComm Growth Accelerator at Clorox, to talk about how Clorox is striving toward 1:1, personalized marketing, the data and clean room foundations behind it, and how AI can help scale personalization in a real, practical way. You’ll hear how Clorox thinks about high‑value shoppers, what it takes to move from broad targeting to more tailored experiences, and how Tiffany is planning for a future where creative, audiences, and measurement all work together to serve real people, not segments on a slide. As mentioned in the episode, you can listen to "How brands can own the AI search revolution" here.

May 4, 202625 min

This Month Above the Fold - who pays for faster fulfillment, California's case against Amazon, and Amazon's brand-agnostic Sponsored Prompts

In this month’s episode, Emma and Danny Hoffman, Senior Director of Global Retail Strategy, break down three commerce topics brands should have on their radar right now. Listen in for insights on who is absorbing the cost of ever-faster fulfillment, what California’s case against Amazon could mean for brands and consumers, and why Amazon’s move to brand-agnostic Sponsored Prompts signals a bigger shift in how shoppers search and how brands show up in AI-assisted discovery.

April 20, 202628 min

Turning partnerships into cultural moments that sell

Partnership marketing has shifted from a nice-to-have to a real growth lever for brands looking to cut through the noise. In this episode, Keke Strayhan, Head of Partnerships at Flywheel, breaks down what makes a partnership actually work, why authenticity and strategy matter more than hype, and how brands of all sizes can use partnerships to reach new audiences, build cultural relevance, and drive sales.