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The Agile Brand with Greg Kihlström

#802: eTail’s Lena Moriarty on e-commerce in the year ahead

Today, we’re going to talk about the seismic shifts happening in e-commerce, fresh off the floor of NRF 2026, and what it all means for the year ahead. We’ll explore the real-world impact of AI on the customer experience, the rise of agentic commerce, and how marketing leaders can prepare for a future that’s arriving faster than anyone expected. To help me discuss this topic, I’d like to welcome back Lena Moriarty, Head of Marketing at eTail.


From the creators of The Agile Brand with Greg Kihlström® podcast, and the internationally best-selling The Agile Brand Guide® series of books on marketing technology topics, we're here to give marketers information and insights to make better decisions.


Martechipedia™ Wiki

The marketing wiki with everything you need to know:

Bayes’ Theorem

Bayes’ Theorem is a fundamental theorem in probability theory that describes how to update…

Word of Mouth Marketing (WOMM)

Word of Mouth Marketing (WOMM) is a form of marketing that relies on the…

Media Elasticity

Media elasticity refers to the percentage change in a marketing outcome (such as sales,…

Delivery Duty Paid (DDP)

Delivery Duty Paid (DDP) is an international shipping agreement where the seller assumes full…

_Center of Experience

A Center of Excellence that is built around promoting brand experience, or the combination…

Sales Enablement (SE)

Sales Enablement (SE) is the strategic process of equipping sales teams with the tools,…

_The Evolution of Brands

Over time brands and branding has evolved through 5 important stages.

Profit & Loss (P&L)

Profit & Loss (P&L) is a financial summary of revenues, costs, and expenses over…

First Contact Resolution (FCR)

First Contact Resolution (FCR) is a service metric that measures the percentage of customer…

The Agile Brand: Creating Authentic Relationships Between Companies and Consumers (2018)

The Agile Brand is a follow up to 2016’s The Agile Web, which explored…

5 Brand as Facilitator (Evolution of Brands)

The brand, which was primarily thought of in the past as the “maker” of…

Authorized Push Payment (APP) Fraud

Authorized Push Payment (APP) fraud occurs when fraudsters deceive individuals or businesses into sending…


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