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How Tech-Savvy Retail Brands Are Using AI and Composable Commerce to Win Gen Z with Elizabeth Azide
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In today’s retail landscape, the brands that win aren’t just selling products, they’re mastering discoverability, data, and digital experience. From personalised product recommendations to seamless cross-channel journeys and Gen Z-ready content strategies, retail tech is no longer a nice-to-have, it’s the backbone of brand growth!
In this episode of Marketing in the Madness, our host Katie Street sits down with Elizabeth Azide, Senior Director of Marketing for EMEA at BigCommerce, the global eCommerce platform powering over 60,000+ digital storefronts. They explore what it takes to build modern, high-performing retail experiences that convert across both digital and physical channels.
Elizabeth doesn’t just talk trends, she lives them! From composable commerce to AI-powered product discovery and the psychology of the Gen Z shopper, this conversation will leave you rethinking your go-to-market strategy from the ground up.
Whether you're a retail CMO, a growth-obsessed founder, or a tech leader scaling digital experiences, this episode will be your actionable playbook for the rest of 2025 and beyond.
1. Elizabeth reveals how BigCommerce is pioneering a “curated composability” approach – empowering brands to mix and match tech solutions tailored to their unique needs while remaining agile and scalable.
2. Modern consumers – especially Gen Z – are discovering products before they even land on your site, through platforms like TikTok, Instagram, and even ChatGPT. If your products aren’t findable across these channels, you’re basically invisible.
3. From AI-driven personalisation to smarter product metadata, Elizabeth urges brands to stop guessing and start leveraging their data to improve conversion and customer experience.
4. This generation wants brands that are authentic, ethical, convenient, and individualistic. From flexible delivery to social impact filters, aligning your tech and content strategy with Gen Z’s core values is no longer optional – it’s make or break.
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