The Rise of Commerce Entertainment: How TikTok and Retail Media Are Redefining the Buyer’s Journey

Summary: We will explore how discovery-led channels like TikTok Shop are reshaping the buyer's journey by turning everyday entertainment and influencer content into powerful commerce touchpoints. We'll share how this shift is changing brand strategy, with examples of how brands are creating successful discovery campaigns. We will share tips that brands can use to leverage discovery channels, measure these campaigns effectively, and empower social and retail media teams to collaborate. Attendees will walk away with practical advice that they can apply immediately. Key takeaways:

1. How content and commerce are merging and turning channels like TikTok Shop into key sales drivers
2. How brands are restructuring teams/strategies to adapt to discovery commerce
3. What brands can do now to optimize for discovery across channels