The Future of E-Commerce: Gen Z, AI, and the Rise of Unified Retail with James Brooke

The FODcast

The latest episode of The FODcast is here, and this time we’re joined by James Brooke, CEO of MAPP Digital, and a true industry veteran with over 31 years of experience in digital commerce.
Having witnessed the sector’s transformation first-hand, James shares his insights into where digital commerce is headed next, what businesses must do to stay ahead, plus a deeper dive into:

• Gen Z who are rewriting the rules of online shopping, meaning traditional strategies no longer cut it. Social media is now the first stop on their buying journey, and brands that fail to bridge the gap between platforms and e-commerce sites risk being left behind.
• What makes this generation tick, why authenticity and social proof are now non-negotiable, and how brands can craft seamless, engaging experiences that keep customers coming back.
• The inevitable rise of AI-driven personalisation - from boosting customer engagement to building trust in an era of growing data privacy concerns.
• The shift towards ‘unified retail’ as digital and physical retail continue to merge, where every touchpoint is connected for a frictionless shopping experience.

🎙️ This isn’t just a conversation about where e-commerce stands today—it’s an essential look at the trends set to shape its future. Don’t miss it.
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Chapters

1. Introduction to the Future of Digital Commerce (00:00:00)

2. Meet Tim Roedel and James Brooke (00:00:30)

3. Tim's Transition to MAPP CEO (00:01:08)

4. The Importance of Customer Experience in Retail (00:02:05)

5. The Evolution of Customer Experience (00:06:16)

6. The Attention Economy and Consumer Engagement (00:06:44)

7. The Power of Social Media in Product Discovery (00:11:03)

8. Understanding Product vs. Service Dynamics (00:13:19)

9. Gen Z and Millennial Expectations (00:15:11)

10. Data and Privacy Challenges in Retail (00:18:49)

11. Overcoming Data Privacy and Compliance Issues (00:21:13)

12. The Role of AI in Enhancing Customer Interactions (00:25:16)

13. Future Trends and Predictions in Digital Commerce (00:36:50)

14. Practical Advice for Retailers to Engage Gen Z (00:44:52)

15. Conclusion and Final Thoughts (00:52:05)