I had the incredible opportunity to attend the CommerceNext 2025 Growth Show β and not just for one day, but two full days immersed in innovation, insights, and intentional networking. A huge thank you to my VP and the company for supporting my development and giving me the space to absorb everything this show had to offer.
From the moment I stepped into the venue, the energy was electric. AI, personalization, omni-channel retail, and next-gen customer expectations were the recurring themes across the keynote stages, breakout rooms, and vendor booths.
What Set This Year Apart
This wasnβt just another industry event. CommerceNext 2025 felt like a preview of where the future of commerce is headed β and more importantly, what it requires from teams like mine today.
With a sharp focus on innovation layered with real operational advice, the show tackled everything from zero-click search behavior to Gen Zβs in-store nostalgia and the use of AI agents in decision-making.
Top 4 Takeaways as an E-Commerce Operations Manager
1. Optimize for the Agent, Not Just the Consumer
AI is now making purchasing decisions before the shopper does β particularly through zero-click search, voice interfaces, and agent-led flows. If your product content isn’t readable by AI systems like Googleβs or Bingβs crawlers, you risk becoming invisible.
“Agents are making the decisions β not just your customers.”
Weβre now witnessing the shift from B2C to A2A (Agent-to-Agent) interactions, where large language models (LLMs) are parsing product feeds, recommending options, and even transacting on behalf of users. This means brands must prioritize AI-ready content, structured data, and real-time syndication.
Companies like Feedonomics, Revelyst, and Perplexity are leaning into this evolution, helping brands ensure their product data can be accurately ingested, contextualized, and surfaced by LLMs across search, discovery, and conversational commerce. Now more than ever, operational teams must treat AI as a key audience β structuring product catalogs, metadata, and feed delivery not just for humans, but for machines that influence the buying journey before it even starts.
2. Personalization is an Operational Priority
Gone are the days when personalization lived solely within the marketing department. Today, itβs an end-to-end initiative β and a critical one. Tools like Lily AI and Insider, along with insights shared by Pattern Beauty, showed how personalization, when powered by rich product data and integrated across operations, drives both conversion and long-term loyalty.
Whether itβs enabling smarter product discovery through quizzes, enriching PDPs with customer-relevant attributes, or capturing and activating zero-party data, personalization now lives in the backend as much as the frontend.
For Operations teams, this means embedding personalization into workflows: aligning with product, tech, and content teams to ensure data quality, scalable tagging, and personalized experiences that feel intentional β not just decorative. Personalization is no longer a wishlist item β itβs infrastructure.
3. Gen Z Isnβt the Future β Theyβre the Now
Sessions on Gen Z and Alpha audiences made one thing clear: you canβt talk about the future of eComm without understanding whoβs shaping it now. Gen Z and Alpha shoppers are discovery-led β they might begin their journey on TikTok, Instagram, or even ChatGPT, but theyβll convert on platforms they trust. This generation isnβt waiting for brands to catch up β they expect instant access, cultural fluency, and connected experiences across every touchpoint.
Notable mentions from Gen Z panels, theyβre craving:
- In-store connection that mirrors digital convenience
- Direct mail with a personalized, tactile edge
- Authentic, short-form storytelling that resonates β not just performs
As E-Commerce Operations Managers, we need to stop treating Gen Z like a future segment and start building frictionless, cross-channel experiences that meet them where they already are β while syncing backend workflows to support this level of speed and personalization.
4. Donβt Just Pilot AI β Pilot With Purpose
Rather than dabbling in AI tools with no north star, the message was clear: treat AI like any other strategic initiative. Set goals, align cross-functionally, and scale only when tech, operations, and compliance are in sync. Sessions across the board emphasized powering intelligent product tagging, dynamic content, predictive merchandising, and feed optimization.
βReframe roles, donβt replace them.β
As Ops, that means not only testing tools like IndexNow or automated copywriting β but building out workflows that ensure AI enhances, not complicates, your ecosystem. By connecting backend structure with frontend experience, filling gaps & not just adding tools, and enhance speed without sacrificing control brands can become astronauts.
Branded Touchpoints That Went Beyond the Booth π
One of the most fun (and frankly genius) aspects of the show? The branded swag and interactive giveaways from vendors who truly understood how to merge experience with engagement.:
- Cordial β Their Bodega Pop-Up featuring live spray artist @Eyedao was a standout. Attendees had to return throughout the day to see the full piece come togetherβreminding us to trust the process. It reflected how layered, intentional storytelling can unfold into something truly memorable. They also brought in a calligrapher who personalized branded tote bags, AirPod cases, and coin pursesβall stylish, all functional, and all items we actually use daily. It was a thoughtful reminder that utility and personal touch go a long way in swag design.
- Attentive β Their Tote-ally Personalized station was both clever and considerate. Guests chose a tote, then returned later to pick it up embroidered with their custom design. This two-touchpoint experience left everyone with a branded item they felt connected to. Honestly, we might just be your extended marketing team this summerβmove over, Trader Joeβs mini totes.
- Brkfst.io β They leaned into unexpected creativity, turning bathroom mirrors and lounge areas into interactive moments. These organic UGC hotspots sparked conversation and encouraged passive yet playful engagement. The surprise prize envelopes added a layer of gamification that kept attendees moving and coming back for more.
- Insider β Their headshot booth was one of those activations that just made sense. Professional, personalized, and practicalβmuch like their omnichannel strategy. It gave attendees the perfect excuse to pause, refresh their LinkedIn photo, and walk away with a high-value takeaway. Big thanks for the headshot refresh! πΈ
These werenβt just cute giveawaysβthey were smart, strategic touchpoints designed to spark connection, create moments of delight, and leave attendees with swag theyβd actually use (and remember).
Final Thoughts
CommerceNext 2025 didnβt just deliver inspiration β it delivered implementation ideas. Iβm walking away with clarity on where the industry is headed, and how operations, data, and tech will need to align more closely than ever.
If youβve been on the fence about going, Iβll just say this: make the time. Itβs not just about the sessions β itβs about being in the room where the future is being shaped.
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