Jonathan Snow (Co-Founder and Chief Innovation Officer, Avenue Z), Johnny Hughes (CMO, Avenue Z), Nneka Etoniru (Director of Strategic Communications, Avenue Z), Madeleine Worrall, and Michelle Drawert (Senior Partner Manager, Shopify) unpack what’s shaping the commerce world.
Their key takeaway: showing up across every channel is essential. From TikTok Shop and YouTube Shopping to Amazon and your own eCommerce site, success now depends on meeting your customers wherever they shop. With social commerce exploding and new integrations making checkout seamless, brands that move quickly will stay ahead.
The group dives into how platforms like TikTok Shop, YouTube Shopping, and Pinterest (now partnered with Amazon) are helping brands convert directly in-feed. Michelle shares an example from jewelry brand Pura Vida, which saw a major revenue lift after shifting its abandoned cart strategy from email to Facebook Messenger. It’s proof that data-backed pivots can drive meaningful growth.
Nneka highlights the importance of refining analytics now so teams can move faster when it matters most. From campaign agility to creative testing, having real-time insight allows brands to make smarter decisions and maximize every opportunity.
The conversation also explores the future of influence and content strategy, where UGC, PR, and storytelling increasingly overlap. The team discusses how brands can maintain a consistent voice and values even when third-party creators are leading the conversation. From viral trends like the “demure” aesthetic on TikTok to the growing presence of celebrity-founded brands such as those by Rihanna, Beyoncé, and Tracee Ellis Ross, one theme stands out: authenticity is the new currency.
Whether you’re a skincare shopper, a Pinterest power user, or a Black Friday thrill-seeker, this episode shows that the future of commerce belongs to brands that stay visible, adaptable, and consistent in their message.
Let’s Build the Future of Commerce, Together
If you’re ready to:
- Succeed on TikTok Shop
- Build a magnetic brand strategy
- Or tell your story through influencer marketing
Avenue Z can help. Our team blends strategy and execution across content, commerce, and culture to build influence that converts.
We are the Agency for Influence
Discover new ways to drive revenue and build reputation for your brand.
