‘As boundaries collapse, retailers and brands face a challenge’
By 
Steve Ricketts2026-06-10T05:30:00
The rise of social commerce, livestream shopping and creator-led retail experiences signals something bigger than the launch of a few new formats or platforms. It reflects a broader shift towards cultural commerce, believes Publicis’ Steve Ricketts
Shopping journeys used to feel relatively predictable. Consumers might see an advert, visit a store, browse online, compare prices and eventually make a purchase. Media, entertainment and commerce largely existed in separate lanes.
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