This post was created in partnership with SmartCommerce

Key takeaways 

• Shoppers expect to have a seamless shopping experience everywhere they shop
• The line between content and commerce is blurring for retailers 
• Retailers need to serve shoppers looking for convenience as well as those considering their purchases

Shopping habits have transformed. With just a few taps, consumers can buy what they see—whenever, wherever. Inspiration now drives instant action across every screen.

At an ADWEEK House Group Chat, co-hosted with SmartCommerce, marketing leaders discussed how brands can meet shoppers in the moment and close the gap between discovery and purchase.

Blending convenience and consideration 

Jennifer Silverberg, co-founder and CEO at SmartCommerce, set the tone for the chat, “The definition of what can be shoppable media has expanded. The distance between discovery and purchase can be a click.”

And of course, while convenience is key, the experience must feel effortless. “It should be one or two clicks,” said Lana Ivory, who leads product marketing at Meta’s Reality Lab. “A lot of companies are losing their customers with these difficult checkouts.”

The rise of social commerce platforms like TikTok, Instagram, and Pinterest reflects this demand for immediacy, as well. As Zoila Castro, co-founder of NOMAD Marketing Agency, noted, “For Gen Z, the comment section is the review. If a TikTok has millions of views and solid engagement, that’s often all they need to decide.”