Category: Marketing How-To

At CommerceNext, we focus on the trends shaping the future of modern retail, bringing together the most innovative minds in digital marketing and ecommerce to explore the strategies driving growth.  One standout development is the rapid rise of the secondary-market (resale) segment, a powerful new growth channel fueled by community engagement and omnichannel and digital innovation. We’ll examine how three platforms, eBay, The RealReal and Depop, are embracing key trends and deploying marketing and commerce innovations to stay ahead. eBay: Focusing on Community/Relationships As secondary retail marketplaces mature, community-building has emerged as one of the most powerful drivers of loyalty, trust and long-term growth—transforming

With customer acquisition costs at unprecedented highs, the real battleground for growth now lies beyond the checkout. Post-purchase presents an exciting opportunity: transform first-time buyers into loyal advocates by marrying smart tech, streamlined returns and memorable experiences that stick. Let’s examine the trends shaping post-purchase success and highlight leading retailers setting the standard today. Take these insights to the next level by applying for CommerceNext’s Post-Purchase Forum, October 15th in NYC.   Trends & Best Practices Shaping Post-Purchase  AI-Powered Personalization & Communication From tailored product recommendations to virtual shopping assistants, AI is transforming how brands engage with customers after a purchase. The 2024

CommerceNext gathers insights from top retail leaders like Sephora on how to stand out in a competitive landscape: personalization, inclusivity and seamless omnichannel experiences are must-haves. We break down Sephora’s marketing strategy below.  Sephora Empowers Customers With Educational and Inspiring Digital Content At the core of Sephora’s marketing strategy is a mission to empower individuals through inclusive, innovative and high-quality beauty experiences. Every brand experience reflects this, starting with their tailored social media content: tutorials on YouTube, trending content on TikTok, polished visuals on Instagram and conversations with customers on X (Twitter).  Across industries, 80% of users prefer watching a video, while only

How Retail Brands Can Win on TikTok Shop In 2025 alone, U.S. sales on TikTok Shop jumped by 120% year-over-year, and over 83% of shoppers say they’ve discovered a new brand via the platform. TikTok Shop has elevated the platform beyond just a place for awareness or inspiration. Consumers can now discover, evaluate and buy products without ever leaving the app. This experience effectively collapses the traditional marketing funnel, blending content, consideration and conversion into a single scroll. With millions tuning in to TikTok Shop daily, it now represents the future of “discovery commerce,” merging the appeal of influencers with instant buying capabilities.

Breaking Down the E.L.F. Cosmetics Target Market In response to Gen Z’s need for heightened brand values and interactive marketing and campaigns,  e.l.f. (Eyes. Lips. Face.) has created a brand that delivers bold authenticity, inclusive messaging and engaging digital experiences that foster community and drive cultural relevance. In doing so, the brand has cemented itself as the  #1 Favorite Gen Z Beauty Brand and earned a CommerceNexty award in the process. From $1 Makeup to a Gen Z Favorite Founded in 2004 by Joseph Shamah and Scott Vincent Borba, e.l.f. Cosmetics disrupted the beauty industry by introducing high-quality products at just $1, quickly