Browsing: Shift

This is an excerpt from our Modern Retail+ Research report The 2026 guide to holiday marketing strategies, including A-Frame Brands, Mastercard and Ritual, which examined which commerce channels are dominating marketers’ holiday strategies. The report is based on a survey of 90 brand and retailer professionals, as well as individual interviews with marketing executives.

CRM

Agentic commerce could move the start of the shopping journey from retailers and search engines to AI assistants. Joko’s Nicolas Salat-Baroux explains how that could shift power to consumers, and why retailers’ product data may decide who gets chosen.