Brand x eComm Insights by MikMak

Scaling Commerce Without Losing Local Relevance

hannah.zwick@mikmak.com (Hannah Zwick) — Fri, 20 Feb 2026 22:12:12 GMT

If you are a global brand leader, you have likely sat in a meeting where someone pulled up a roadmap slide labeled “Omnichannel 202x,” or presented a marketing deck promising a “seamless omnichannel experience.”

According to Marco Brucato, Head of eCommerce DTC Transformation at Beko Europe, this moment is a major red flag.

“I hate the word omnichannel,’” Brucatodeclared on LinkedIn. “Because if you need to label it, it means that you don’t have it. Omnichannel shouldn’t be a buzzword that you can use one day and the other one not. It should be just part of your corporate strategy.”

In conversation with hosts Rachel Tipographand Sarah Hofstetter on the BRAVE COMMERCE podcast, Brucato delivered a masterclass on what it actually takes to scale digital commerce across complex global markets while maintaining local relevance. He didn’t offer a three-step hack for better retail media tags. Instead, he challenged the very semantics we use to discuss commerce maturity.

Here is why Brucato believes “omnichannel” can be a dangerous word, and what leaders should do to embed it as an operating principle.

Why Winning Brands Enable Multi-Retailer Commerce Everywhere

johannatoiviainen@mikmak.com (Johanna Toiviainen) — Mon, 16 Feb 2026 08:55:48 GMT

Shoppers no longer follow straight paths to purchase. They might discover a product on social media, find it through paid search, validate it on a brand’s or retailer’s website, but buy wherever it is easiest in the moment.

If convenient checkout options based on shoppers’ retailer preferences are missing, brands lose sales opportunities. When purchase intent is captured in just one place or measurement is inconsistent, brands lose visibility, efficiency, and incremental growth.

This blog outlines why enabling multi-retailer commerce across both media and brand websites drives measurable results. Using industry benchmarks, MikMak data, and real-world case studies, we show how a unified, multi-touchpoint commerce strategy helps brands capture more demand, reduce friction, and make smarter marketing decisions.

How Real-Time Marketing Intelligence Transforms Media Measurement

lindseybanks@mikmak.com (Lindsey Banks) — Mon, 02 Feb 2026 21:06:25 GMT

In today’s fast-moving commerce landscape, marketers face a dual challenge: budgets must remain flexible to respond to shifting conditions, yet insights into what truly drives sales are often delayed, fragmented, or incomplete. Brands rely on outdated panels, siloed systems, and slow reports, leading to wasted spend, missed opportunities, and reactive decision-making.

Marketing measurement shouldn’t be a guessing game. It should be a real-time engine for growth.

AI in Commerce 2026: How Brands Are Actually Using AI Today

raquel.guzman@mikmak.com (Raquel Guzman) — Thu, 15 Jan 2026 19:31:00 GMT

Commerce leaders don’t need convincing that AI matters. They’re already seeing its impact in how consumers discover products, how platforms prioritize content, and how quickly teams are expected to respond.

The real challenge is focus. With decisions spread across teams, channels, and systems, value comes from applying AI in the right places, where it accelerates decisions, supports execution, and protects revenue.

The brands seeing results aren’t treating AI as an abstract capability. They’re using it intentionally, tying intelligence directly to how commerce actually works.

Across recent conversations on the BRAVE COMMERCE podcast, we’ve identified clear patterns in how leading brands are strategically using AI today, and the impact those choices are having on performance across the commerce ecosystem.

Read on to learn how your team can apply these patterns to connect intelligence directly to real-world commerce execution.

Future-Proof Your Martech Stack: The Centralized Commerce Layer

hannah.zwick@mikmak.com (Hannah Zwick) — Thu, 08 Jan 2026 17:13:21 GMT

If you're leading digital commerce, omnichannel marketing, or retail media for a global CPG brand, you're navigating a perfect storm of complexity. Your consumers expect seamless shopping experiences across countless touchpoints. Your finance team wants clean ROI measurement. And your marketing technology stack keeps expanding with yet another point solution for each new channel.

The result? Fragmented shopper journeys, operational headaches, and revenue left on the table.

The most forward-thinking brands aren't just adding more tools—they're fundamentally rethinking their approach. They're building what we call the future-proof martech stack, anchored by a strategic centralized commerce layer. This isn't just another buzzword; it's the essential architecture that transforms scattered commerce initiatives into a cohesive growth engine.

Unify Your Global Commerce: A Guide for Brand Leaders

hannah.zwick@mikmak.com (Hannah Zwick) — Mon, 22 Dec 2025 22:51:43 GMT

It’s 8:00 AM, and you’re sipping your coffee, looking at the dashboard for your brand’s latest global launch. The creative was brilliant. The media plan was meticulous. The early buzz was palpable.

But now, the data is telling a fractured story:

In France, your hero video is driving clicks… to a retailer with the product out of stock.

In Brazil, the local team’s “shop now” button looks nothing like the master brand asset.

In Japan, you can’t tell if the premium retail partner or the website is driving more sales.

The campaign is live, but control is already gone. The brand experience is inconsistent, media efficiency is leaking, and the true ROI is disappearing into a maze of regional reports.

This isn’t a gap in strategy or creativity. It’s a gap in infrastructure. In the final mile where brand engagement converts to sales, fragmented tools create a fragmented brand.

The modern mandate is nearly impossible: execute globally relevant campaigns with local precision, at the speed of digital, all while holding the brand line. Doing this with a patchwork of regional solutions, custom-built one-offs, and disconnected spreadsheets isn’t just difficult; it’s a direct threat to your growth and brand equity.

But what if you could control, localize, and measure your entire shoppable content ecosystem from one central command center?

The future belongs to brands that unify. Here’s your blueprint.

MikMak Commerce vs TikTok Shop for CPG Brands

tony@mikmak.com (Tony Sloan) — Fri, 19 Dec 2025 21:23:16 GMT

TikTok has become one of the most important commerce discovery channels for CPG brands. Shoppers are no longer just watching content for inspiration. They are actively looking for products and deciding where to buy them in real time.

How Brand Teams Launch Custom Commerce Experiences

hannah.zwick@mikmak.com (Hannah Zwick) — Wed, 17 Dec 2025 17:29:07 GMT

As a brand leader, you’ve felt the friction. Your campaign creative is locked and loaded. You envision a custom, on-brand ‘where to buy’ journey for your new hero product, but you’re stuck with a difficult choice.

Do you settle for the generic templates your platform provides, launching quickly but sacrificing the unique brand experience you imagined? Or do you file the developer ticket, committing to a multi-week queue and watching your campaign moment slip away?

This is the old trade-off: creative control or launch speed. You’re forced to accept shopping experiences that don’t match your vision, slow you down, or both.

What if you didn’t have to choose? What if you could design a completely custom shopping experience that aligns perfectly with your brand guidelines and launch it without filing a single IT ticket? That’s the transformative power of MikMak's approach to headless commerce.

Why Pinterest Is the Ultimate Shoppable Media Platform for Omnichannel Brands

raquel.guzman@mikmak.com (Raquel Guzman) — Fri, 12 Dec 2025 18:46:28 GMT

Pinterest isn’t just where ideas start, it’s where shoppers make decisions. Consumers now use Pinterest as a visual search engine, arriving with plans, projects, and purchase intent already in motion. For brands selling across retailers and their own sites, this usage creates a high-impact moment to influence discovery and guide shoppers directly to where they prefer to buy.

Leading brands are using Pinterest to drive high-intent commerce: optimizing for search-driven behavior, making every touchpoint instantly shoppable, and connecting media to measurable omnichannel outcomes. Read on to learn how to ensure your products show up prominently, showcase availability in real time, and convert when inspiration turns into action.

10 Essential Moves Consumer Electronic Brands Need to Win in Commerce Media

marni@mikmak.com (Marni Edelhart) — Wed, 10 Dec 2025 18:13:32 GMT

The consumer electronics (CE) market is no longer a slow-moving, product-first industry. Insights from guests on the BRAVE COMMERCE podcast reveal that success today hinges on a unified, agile approach that transforms every touchpoint into a commerce opportunity. CE brands must fully embrace eCommerce enablement to drive brand profitability and satisfy modern consumer preferences.

Here are the ten most critical best practices for CE brands to achieve eCommerce enablement that drives sustained growth.