Future Commerce

Phillip Jackson, Brian Lange
  • 4.9 (83)
  • MARKETING
  • UPDATED DAILY

Future Commerce is the culture magazine for Commerce. Hosts Phillip Jackson and Brian Lange help brand and digital marketing leaders see around the next corner by exploring the intersection of Culture and Commerce. Trusted by the world's most recognizable brands to deliver the most insightful, entertaining, and informative weekly podcasts, Future Commerce is the leading new media brand for eCommerce merchants and retail operators. Each week, we explore the cultural implications of what it means to sell or buy products and how commerce and media impact the culture and the world around us, through unique insights and engaging interviews with a dash of futurism. Weekly essays, full transcripts, and quarterly market research reports are available at https://www.futurecommerce.com/plus

  1. How Brands Become Publishers In the Age of Distrust

    6D AGO

    How Brands Become Publishers In the Age of Distrust

    Andrew McLuhan (The McLuhan Institute) and Paulo Ferreira (co-founder, Baroes Brand Publishing) join us to dissect the seismic shift from persuasion to publication. As institutions crumble and audiences demand transparency, brands are discovering they don't need platforms—they need publishing strategies. From Brazil's brand publishing revolution to venture capital as the ultimate gamble, this conversation explores how commerce and culture collapse into a single, trust-driven narrative where every brand becomes its own campfire. Content Is Dethroned, Context Is KingKey Takeaways:Brands must shift from persuasive advertising to informational publishingBrand publishing empowers direct audience relationships, cutting out middlemenContext and transparency build trust, but objectivity is increasingly seen as a mythWell-informed consumers strengthen brands, while fear of knowledge signals weaknessStorytelling is the new sales department and remixability drives cultural powerKey Quotes:"A good brand doesn't fear a well-informed client. A good brand wants a well-informed client." — Paulo Ferreira [00:58:52] "With our new media, people have the freedom to find it themselves. Brands are becoming their own campfires, allowing people to crowd around and exchange stories." — Andrew McLuhan [00:10:11] "‘The medium is the message’ was telling radio people to calm down about TV. Being obsolete doesn't mean death, it means rebirth." — Andrew McLuhan [00:23:53] "Trust is built through transparency. The scroll is infinite now. The stakes have never been higher for laying our cards on the table." — Andrew McLuhan [01:00:22] Associated Links:Learn more about The McLuhan InstituteLearn more about Baroes Brand PublishingCheck out Future Commerce on YouTubeCheck out Future Commerce Plus for exclusive content and save on merch and printSubscribe to Insiders and The Senses to read more about what we are witnessing in the commerce worldListen to our other episodes of Future CommerceHave any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners! Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

    58 min
  2. [STEP BY STEP] The Spend Behind the Scale

    JAN 29 · BONUS

    [STEP BY STEP] The Spend Behind the Scale

    Theory meets tarmac. Sushmitha "Sushi" Radhakrishnan runs finance and operations at Birddogs, the men's apparel brand born from a Shark Tank moment that's now selling through Dick's Sporting Goods. She breaks down what cash flow actually looks like when summer—not holidays—is your Super Bowl, tariffs hit mid-growth, and every trend cycle could make or break a season. Key takeaways:Seasonal brands need capital access during revenue troughs, not just peaksMulti-channel operations demand different buying cycles—wholesale plans months ahead while DTC converts in hoursSpeed separates winners in apparel—trends change faster than traditional finance approval loopsSmall teams need executive-level spend control with rapid scalability for growth momentsKey Quotes:Sushi Radhakrishnan [00:14:49]: "Because we are a seasonal business, having access to credit cards like a Brex where we have charge cards—in those situations when we're in our cash flow troughs, having that extra flexibility is really critical to us. There's a six month period where we have to have really good months because that's what funds the business in the lower months." Sushi Radhakrishnan [00:20:28]: "This is my first foray into apparel and selling it online and trends change so quickly. A winning product—it's definitely a very dynamic environment to operate in." Sushi Radhakrishnan [00:18:12]: "We move really fast. Getting that feedback loop shortened is really important when we're managing cash. That's been refreshing with Brex—the support we're getting from a credit card provider. I don't have that same level of one on one service with American Express." Sushi Radhakrishnan [00:23:22]: "People buy apparel based on emotion, not just because they see it come across their Instagram reel. It's really important that we continue to appeal to our buyers in a way that's more than just selling the value prop of our product." Associated Links:Learn more about BrexLearn more about MelioCheck out Future Commerce on YouTubeCheck out Future Commerce Plus for exclusive content and save on merch and printSubscribe to Insiders and The Senses to read more about what we are witnessing in the commerce worldListen to our other episodes of Future CommerceHave any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners! Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

    30 min
  3. [STEP BY STEP] Seizing the Seasonal Opportunity

    JAN 28 · BONUS

    [STEP BY STEP] Seizing the Seasonal Opportunity

    The old retail calendar is dead. Between TikTok virality, celebrity sightings, and ChatGPT-powered discovery, brands face a new reality: commerce runs on culture’s clock. Nicole Thomas (Brex) and Anand Mehta (Melio) break down how this shift from predictable peaks to perpetual possibility demands radical financial agility. Key takeaways:Retail shifted from twice-yearly peaks to monthly cultural spikes brands can't predictCash conversion cycle reveals hidden supplier payment leverage beyond inventory optimizationCredit card float extends working capital without compounding traditional loan debtLiquidity separates trend leaders from trend chasers regardless of business sizeKey Quotes:Nicole Thomas [00:06:27]: "Seasonality is kind of taking shape in the way that it's less of like these ebbs and flows maybe twice a year to maybe once a month. If your product goes viral or if a celebrity endorses something, your consumers are now expecting to get those products when they want it." Anand Mehta [00:22:17]: "Costco managed to have a very low, if not negative cash conversion cycle because their store is the warehouse. They've already sold and converted their inventory to cash before they even have to pay it out." Nicole Thomas [00:37:06]: "Commerce is definitely making a big shift to flattening out, but not flattening out enough to where you can actually predict those peaks and valleys. We're definitely shifting from a calendar economy to more of a cultural economy." Anand Mehta [00:32:14]: "This use case of extending cash flow isn't just for businesses who are struggling. If you're a brand that is very liquid, having that cash buffer allows you to be a brand that's jumping in on a trend in the early stages of the trend, not chasing a trend." In-Show Mentions:Learn more about BrexLearn more about MelioCheck out Future Commerce on YouTubeCheck out Future Commerce+ for exclusive content and save on merch and printSubscribe to Insiders and The Senses to read more about what we are witnessing in the commerce worldListen to our other episodes of Future CommerceHave any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners! Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

    41 min
  4. [STEP BY STEP] Optimizing the Product Promise

    JAN 27 · BONUS

    [STEP BY STEP] Optimizing the Product Promise

    Cash flow isn't just spreadsheets—it's survival. In an era of tariffs, currency swings, and supply chain whiplash, small businesses face a paradox: grow fast while everything shifts beneath you. Corinne Boonstra (Brex) and Aharon Naveen (Melio) unpack how payment independence becomes the ultimate competitive advantage. Key takeaways:Tariff volatility forces brands to message consumers directly about pricing pressuresSmall businesses gain agility advantage by switching suppliers faster than competitorsPayment independence decouples cash flow from vendor relationship power dynamicsTechnology stacks need finance-novice friendliness, not just CFO sophisticationKey Quotes:Corinne Boonstra [00:08:11]: "Brands are having to reach out to their consumer base to communicate with them why prices are increasing or using that as kind of a pivotal point of, say, buy these goods now while they're this price." Aharon Naveen [00:12:06]: "Switching vendors is complex. It comes with an operational overhead of different net terms, different currency conversions, different shipping time, different payment acceptance." Aharon Naveen [00:19:45]: "Giving the control back to small business, putting them in a position that they can overcome the relationship dynamic or the power dynamic of a new vendor—that is what technology brings to play." Corinne Boonstra [00:23:10]: "These tools need to be able to be leveraged by your CMO, your head of digital, your founder—whoever is ultimately making these decisions might not have an accounting background." Associated Links:Learn more about BrexLearn more about MelioCheck out Future Commerce on YouTubeCheck out Future Commerce+ for exclusive content and save on merch and printSubscribe to Insiders and The Senses to read more about what we are witnessing in the commerce worldListen to our other episodes of Future CommerceHave any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners! Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

    28 min
  5. Why 70% Unsubscribe: Solving Marketing's Personalization Paradox

    JAN 23

    Why 70% Unsubscribe: Solving Marketing's Personalization Paradox

    CEO of Optimove, Pini Yakuel, returns to explore the roots of positionless thinking and how AI pushes us to visionary methods over specialization. We explore how breaking departmental siloes unlocks 88% faster campaign cycles, and why a refreshed mindset will be your strongest tool in 2026. Key takeaways:Positionless marketing drove 88% campaign efficiency gains in 2025AI accelerates range; humans provide judgment and validation70% of consumers unsubscribed from 3+ brands in 3 monthsMindset change precedes technology adoption in successful AI integrationKey Quotes:[00:09:20] "The biggest compliment you get is something called ‘rosh gadol’...It means, I want your head to think about more things than it's currently thinking.” – Pini Yakuel [00:21:26] "Consumption and making decisions are the work. If you can't make decisions for yourself, you can't work with AI." – Brian Lange [00:28:44] "We have access to knowledge on every field...we have the best personal tutor in our pockets available 24 over seven." – Pini Yakuel [00:38:10] "It's very, very difficult to scale personalization. That's the bottom line. It's almost impossible to scale it." – Pini Yakuel In-Show Mentions:Optimove Connect (March 2026)Optimove + Forrester Study: Closing the Gap Between Promise and PerformanceOptimove Marketing Fatigue ReportAssociated Links:Check out Future Commerce on YouTubeCheck out Future Commerce Plus for exclusive content and save on merch and printSubscribe to Insiders and The Senses to read more about what we are witnessing in the commerce worldListen to our other episodes of Future CommerceHave any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners! Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

    39 min
  6. *TEASER* David vs. the Raccoons

    JAN 21 · BONUS

    *TEASER* David vs. the Raccoons

    Get ad-free episodes and bonus content, including the full recording of this podcast, by joining Future Commerce+ at futurecommerce.com/plus 🆕 Access to our newest analysis feature for members, Field Notes, our retail space analysis briefing. Featuring brands like Swatch, Printemps, and Skims.Access to our new Word of Mouth Index with Fairing, a brand new member benefitSave 15% on Future Commerce print journals and merchExclusive invites to physical events, dinners, and priority invites to industry events (SXSW, Art Basel, VISIONS)Ad-free episodes and bonus content! Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

    5 min
  7. Our NRF 2026 Recap

    JAN 16

    Our NRF 2026 Recap

    Fresh from the Javits Center, Phillip, Brian, and Alicia unpack NRF 2026's dominant themes, from AI's omnipresence to its curiously low adoption among the very professionals championing it. The conversation moves beyond technology theater to explore what truly drives commerce: cultural connection, intentional brand heritage, and multiplayer engagement that treats customers as collaborators rather than data points. 2026 Brought Us An AI Wake-Up CallKey Takeaways:AI saturation at NRF contrasts sharply with minimal executive adoptionSuccessful AI integration preserves brand heritage rather than replacing itMultiplayer brand engagement becomes reality through tools like Taco Bell's Fan StyleplatformAnalog intimacy resurfaces as consumers fight against  digital fatigue"Who here has used AI to search for a product that you would like to buy? Not a single hand went up. Three out of 300 people had used ChatGPT to search for anything." — Phillip"The point isn't the technology. The point is building a memorable experience that connects people to people." — Brian (referencing Taco Bell's Dane Matthews)"How do you take a brand that is as beloved and known for being a merchant and design-led company and use technology in a way to just add to it and not try to over modernize it?" — Alicia (on Ralph Lauren's approach)"Maybe people are just figuring out where they want their time and how they want to spend their time... getting back to our roots through things like mahjong, board games, and very simplified intimate spaces." — AliciaIn-Show Mentions:Future Commerce Holiday AI Report, produced in partnership with CimulateMore details from NRF 2026Our official recap of Phillip’s conversation with Dane MathewsShop Future Commerce's Multiplayer Brand bookAssociated Links:Check out Future Commerce on YouTubeCheck out Future Commerce Plus for exclusive content and save on merch and printSubscribe to Insiders and The Senses to read more about what we are witnessing in the commerce worldListen to our other episodes of Future CommerceHave any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners! Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

    40 min
  8. Break Out of Spreadsheet Speed: Agility Strategies to Win the Algorithm

    JAN 9

    Break Out of Spreadsheet Speed: Agility Strategies to Win the Algorithm

    The future of commerce hinges on agility, but most brands remain stuck at spreadsheet speed. Louis Camassa, Director of Product Management at Rithum, breaks down findings from the 2026 Commerce Readiness Index and reveals why data quality, inventory latency, and algorithmic visibility matter more than channel expansion. We’re uncovering the infrastructure bottlenecks threatening AI's potential, and what it actually takes for brands to compete when algorithms decide what gets discovered. Your 2026 Resolution: Get UnstuckKey takeaways:63% of commerce teams face data quality issues affecting business decisionsInventory latency remains a competitive differentiator in agentic commerce experiencesZero-click phenomenon reducing referral traffic by 9% across e-commerce channelsAI compute costs compressed 10x in one year, matching traditional searchEnergy infrastructure, not algorithms, poses the greatest bottleneck to AI advancementKey Quotes:[00:02:04] Lou Camassa: "Most companies, whether you're a retailer or brand, you're moving at spreadsheet speed. That's just not the way of the future."[00:10:55] Lou Camassa: "We don't want to take from the past and just push it into the future. When we go into a chat experience, we don't want to drop somebody onto a homepage with a banner and categories. Let's think about this differently."[00:18:58] Lou Camassa: "We're seeing drops of about 9% across e-commerce in general on referral sources from Google because data is just being propagated in the AI overviews."[00:24:04] Lou Camassa: "Inventory latency is going to be a big game changer. It helps us get faster shipping and creates a competitive factor, specifically in LLM search, where everything else is commoditized."Associated Links:Check out Rithum’s 2026 Commerce Readiness IndexLearn more about Rithum’s offerings.Check out Future Commerce on YouTubeCheck out Future Commerce Plus for exclusive content and save on merch and printSubscribe to Insiders and The Senses to read more about what we are witnessing in the commerce worldListen to our other episodes of Future CommerceHave any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners! Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

    36 min
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4.9
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About

Future Commerce is the culture magazine for Commerce. Hosts Phillip Jackson and Brian Lange help brand and digital marketing leaders see around the next corner by exploring the intersection of Culture and Commerce. Trusted by the world's most recognizable brands to deliver the most insightful, entertaining, and informative weekly podcasts, Future Commerce is the leading new media brand for eCommerce merchants and retail operators. Each week, we explore the cultural implications of what it means to sell or buy products and how commerce and media impact the culture and the world around us, through unique insights and engaging interviews with a dash of futurism. Weekly essays, full transcripts, and quarterly market research reports are available at https://www.futurecommerce.com/plus

Information

  • Creator
    Phillip Jackson, Brian Lange
  • Years Active
    2016 - 2026
  • Episodes
    600
  • Rating
    Clean
  • Copyright
    ©2025 Future Commerce
  • Show Website
    Future Commerce

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