Welcome to Voices in Commerce, a new blog series featuring interviews with experts and thought leaders who are shaping the future of digital commerce. Our mission is to bring you forward-thinking perspectives and actionable insights to help you stay ahead in an evolving industry. For our first installment, we’re speaking with Philip Jackson, Founder and CEO of Future Commerce, a media and events platform exploring how commerce influences society and culture. In this conversation, Philip shares his unique understanding of the evolution of commerce, the role of technology and what businesses must do to thrive in an era of rapid change.
Q: Where did the idea for Future Commerce come from?
A: In 2016, we noticed that while eCommerce was disruptive, there weren’t conversations about its broader cultural implications. At the time, I had a podcast focused solely on Magento, with a significant audience of 100,000 listeners. But I saw the writing on the wall — every technology platform has an expiration date. That realization led us to a new mission: Create a content platform that stays relevant by always discussing the future of commerce. If we focus on what’s coming, we stay ahead. We wanted to explore the intersection of commerce, culture and technology and remind those in the industry that they wield significant power — if you can shape what people buy in this world, you can change the future.
Q: Future Commerce started as a podcast. How has it evolved?
A: We started as a podcast, but by 2018, we launched a newsletter. In 2020, we built a digital community, and by 2021, as in-person events returned, we realized we could bring people together in new ways. That led to our first event, Visions, held at the Museum of Modern Art in New York City. We invited a mix of industry professionals and voices from outside the eCommerce world, and it sold out. Since then, we’ve expanded Future Commerce into a media platform that includes podcasts, editorial content, events and research. We’re constantly evolving to stay ahead of commerce trends.
Q: So, where does technology fit into Future Commerce today?
A: Technology is at the core of everything, but it’s no longer the primary conversation. Our audience consists of senior-level professionals — directors, SVPs and C-level executives — who drive commerce. They need insights beyond just tech solutions. While technology enables commerce, what matters is how companies use it to connect with customers. We focus on the human side of commerce: consumer behavior, cultural trends and how businesses can create meaningful experiences.
Q: Let’s talk about friction in commerce. Everyone talks about “frictionless experiences.” Is friction actually a bad thing?
A: The idea of removing friction has been overhyped. We’ve optimized eCommerce sites to the point where they all look the same. In our 2022 research study, we removed branding from major retailers’ sites — like Target and Crate & Barrel — and consumers couldn’t tell them apart. That’s because we’ve A/B-tested everything into uniformity. We’re so afraid of friction, however, friction can be good. It creates discovery, engagement and even emotional attachment.
The job of the short-form video creator is to introduce friction that makes you stop, right? Isn't that interesting? They want to make you stop the stream, so why do we want you to buy and get out?
CEO, Future Commerce
In that same 2022 study, we interviewed 200 B2B eCommerce operators, and a significant number of them told us that removing all friction in the payment process was detrimental to their business. So, buyer’s remorse is real. Remove all friction and people start to question whether they should've made the purchase in the first place, leading to higher return rates.
Q: Unified commerce is the newest ideal for brands — and it’s also about removing friction. Is this what consumers want?
A: The motive with unified commerce isn’t to push people out as fast as possible, it’s more of a customer-centric mentality. If I think I have a relationship with a brand, I expect them to know who I am, no matter where I am, whether I’m in-store, online, on the phone or in a chat window. I theoretically think they know everything about me — and we all know that that's actually really hard to pull off. A lot of the technology tools have left a lot to be desired. Being able to get rid of the silos to create a unified experience? It’s what consumers have expected all along.
Q: How do you see composable commerce fitting into the future of commerce?
A: I think composable commerce represents an important counterbalance to closed ecosystems. Today, many eCommerce platforms operate as walled gardens, making it hard for businesses to customize experiences or take their data elsewhere. Composable commerce provides full control, so a brand can do what’s best for its business and its customer experience. As a result, it’s bringing back individuality — countering the homogenization of online shopping.
When we look back in 25 years, my gut tells me that we probably won't be talking about composable as a word as much as we'll be talking about how communities are organized under the banner of interoperability. I think what's important isn't the thing we're doing right now, but how we organize as cohesive and interoperable ecosystems that can still work together in the future.
CEO, Future Commerce
Q: How do you view the changing consumer landscape? Are behaviors really changing, or is that just hype?
A: Consumers are evolving in ways we haven’t seen before. One major shift is what we call the “multiplayer effect” — consumers now act collectively to influence brands. We’ve seen brands get pressured into pulling ads or changing products because of social media backlash. Consumers can also manifest products into existence through AI-generated concepts, forcing brands to respond. Meanwhile, gaming platforms like Roblox and Fortnite are becoming significant commerce hubs. The way we shop is shifting towards more immersive, social and interactive experiences.
Q: You track brand activations in Roblox. Why is this important?
A: Roblox has 380 million monthly active users, and it’s not just Gen Alpha. Adults are there too. It’s community, it’s communication, it’s entertainment and, it’s also weirdly, a cultural outlet. We track these activations because we see platforms like Roblox as an opportunity of the future — believe that brands that invest in it are future-proofing themselves. However, if all you do is pay an agency, launch a game and send a press release, you've completely missed the point. If you’re driving people to a community, you have to be in the community and actively participate.
Clarks is a great example of a brand that sees investing in Roblox as a long-term strategy. The company is 200 years old. They’re not thinking in terms of quarters, they’re thinking that these kids will grow up and they're going to buy Clark's shoes for the next 50 years. That's the view brands need to take.
You can buy ads on the web through something like Meta to reach customers and hope they land on your website to buy or you can activate in an ecosystem where people already are and there’s a captive audience, which seems like the better choice to me. I think it’s obvious that in the next decade, we’ll see more virtual, spatial-type shopping experiences than we do today.
CEO, Future Commerce
Q: What about AI? What excites you in that space?
A: What excites me isn’t generative AI writing content — that’s mostly garbage. What excites me is AI agents that take action on behalf of consumers. OpenAI’s new operator feature, for example, allows users to tell an AI to go buy something, and it just does it. That level of automation is where AI will truly change commerce. We’re also seeing AI improve search and discovery, making it easier for consumers to find products without sifting through endless catalogs. AI is moving beyond just assisting — it’s becoming an active participant in commerce.
Q: How do you see the role of marketing evolving in response to all these changes?
A: I believe we’re entering the era of the Chief Attention Officer. Attention is becoming the most valuable currency, and businesses are fighting for finite amounts of it. With the rise of AI-driven agents making purchasing decisions, brands will have to shift their marketing strategies from targeting individuals to appealing to these agents. This means that traditional marketing roles will evolve, requiring a deeper understanding of psychology, behavioral science and AI-driven decision-making. The brands that succeed will be the ones that understand how to capture and sustain attention in an increasingly fragmented digital landscape.
Q: Final thoughts — what’s next for Future Commerce?
A: We’ll keep pushing the boundaries of commerce conversations. We want to keep questioning assumptions, exploring cultural shifts and helping brands navigate the future. Whether through research, editorial, events or podcasts, we’re here to shape the next era of commerce.
To learn more about the trends shaping the future of commerce. Download our white paper, Reimagining Retail in 2025: How brands are adapting, evolving and thriving in a changing world.
Phillip Jackson is a visionary leader, writer and entrepreneur at the intersection of commerce, culture, and technology. As the founder of Future Commerce, Phillip has pioneered a media brand that explores the deeper implications of eCommerce on society, weaving insights from philosophy, psychology, and sociology into compelling narratives for the commerce industry. His work transcends traditional business analysis, offering thought-provoking commentary through innovative content formats like journals, zines, events, and podcasts.
Anita J. Temple is the Corporate Journalist at commercetools. She was a fashion editor at Women’s Wear Daily (WWD) and W Magazine before launching a career as a freelance writer and creative producer. She has written content and worked on a wide range of marketing projects for companies including Dreamworks, Walmart, Coca-Cola, Verizon, and Adidas.