INFORMAZIONI SU QUESTO EPISODIO
Shopify merchants set a record $14.6 billion over BFCM last year. But as discovery moves into AI and the season stretches longer, the store’s job is changing from closing a sale to starting a relationship.
Ellen Linardi, VP of Product at Shopify, is obsessed with fixing in-store workflows and dreams of a world where items left in a shopper’s online cart are ready when the customer arrives in-store. We unpack how in-person purchases are both the most personal and the most anonymous transactions in retail, how POS workflows free merchants to focus on curation, and why 2027 should be the year businesses uplevel experiential commerce.
When the Online Cart Follows You In-Store Key takeaways:- The customer relationship often starts online, and deepens in-store. Shopify is focusing on closing that gap.
- Retail-first merchants still need to be findable through AI search. That’s where awareness and discovery happen now, before consumers leave home.
- While the holidays are for new business acquisition, brands should treat every sale as a relationship moment: identified customers spend significantly more.
- Workflow is everything, and optimization differs from store to store. Customize POS to how each location actually sells.
- “A customer list is only as good as what you do with it afterward.” — Ellen Linardi
- “Buyers are not forgiving with wasted time. And time in store is not wasted time, [unless] you’re waiting.” — Ellen Linardi
- “I like to think of [small businesses] as people with consumer resources but enterprise problems.” — Ellen Linardi
- “An in-person transaction is the most anonymous transaction we have, and yet it is the most personal.” — Brian Lange
- Learn more about Shopify’s latest retail and POS updates at Shopify Editions
- Explore Shopify POS and Smart Grid
- Connect with Ellen Linardi on LinkedIn
- Future Commerce’s BFCM 2025: We Give Thanks for Couch Commerce
- Future Commerce’s OMNIMODAL research
- Future Commerce’s The Concierge Economy guide
- Future Commerce’s celebrity brands Signal Report with Merciv
- Get tickets to VISIONS Summit, February 10, 2027 at MoMA
- Memorable Over Measurable: Retail’s Lost Wonders (Ep. 482)
- Separating Real Signals from the Noise (Ep. 480)
- Member Brief: Return on Experience and the New KPIs of Store Design (Insiders)
- Field Notes: How Physical Retail’s Most Compelling Stores Activate the Senses (Insiders)
- The Good Friction Opportunity (Insiders)
- The Doorbusters Are Back (And So Are the 5 am Lines) (The Senses)
- Check out Future Commerce on YouTube
- Check out Future Commerce Plus for exclusive content and save on merch and print
- Subscribe to Insiders and The Senses to read more about what we are witnessing in the commerce world
- Listen to our other episodes of Future Commerce
Have 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!
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ALTRI EPISODI IN QUESTO PODCAST
Nikita Walia and Elliot Vredenburg of U.N.N.A.M.E.D. Studios took to the VISIONS stage at MoMA last year to enlighten a room of retail executives and brand marketers about the realities of worldbuilding. Their theory: a brand’s final form is decided by the public—and the strategist's job is to navi…
The in-house research team has hollowed out, and the LLMs picking up the slack are only delivering their best guesses. Merciv, the agentic brain behind Future Commerce’s Signal Reports, has set out to deliver auditable, defensible, and unified reporting solutions — and it’s redefining what brands a…
Phillip and Brian sit down with Carlos Gutierrez, former U.S. Secretary of Commerce and former chairman and CEO of Kellogg, ahead of the release of his memoir, Sheer Will. Carlos explains how the Commerce Department became one of the most powerful seats in Washington, why America should out-innovat…
Welcome to Future Commerce Rewind, where we revisit our deepest and most enduring conversations. This week, we're playing back our April 2025 conversation with Andrew McLuhan, grandson of Marshall McLuhan and director of The McLuhan Institute. Andrew joins Phillip and Brian to explain why his grand…
Taste can’t be manufactured, so brands are hiring the people who have it. Writer and gr8 collab founder Emma Apple Chozick returns to talk with Phillip about her creative process (sans content calendar), building ShopMy’s Signals Substack on proprietary data, and what the long-gone BEST Products sh…
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