🔮 The culture magazine for eCommerce and retail futurists
Joined May 2016
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4 Dec 2025
LORE was forged, edited, debated, passed around, photographed, and built page by page. That’s why people love it. Here’s a peek behind the scenes, including the folks who helped bring our cultural field guide to life. Get 15% off with code CommerceIsCulture. Click through, and it’ll drop into your cart automatically with the discount applied: store.futurecommerce.com/app…
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Jun 12
NYC's 21 Mercer, the former home of NikeLab 21, is now the address for House of Merc, Nike's new experiential museum for its Mercurial boots. Part product display, part customization space, and part community programming stage, House of Merc illustrates how Nike is showing up for football fans differently during this year's World Cup. Get an exclusive tour from our very own @philwinkle.
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Jun 10
The aesthetic of "Backrooms" is unmistakable. The grimy yellow of those endless halls evokes unease and emotional tension reminiscent of the creepypasta's source material. Now, A24's most popular film is replicating the Barbie playbook, and brands like IKEA are using it as a marketing backdrop. We examine why (and how) brands like McDonald's, Burger King, and SEGA are joining the cultural conversation:
futurecommerce.com/posts/the…
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We're heading into the second half of the year, and we're eager to feature new voices and perspectives on some of the industry's most pressing issues. We're seeking contributors with expertise in topics such as culture-led marketing, commerce media, the creator economy, economic policy, the new mechanics of loyalty, and all things back-to-school and holiday planning. Think your experience and expertise will hit with our community of C-level execs, marketing leaders, and creative strategists? Share your pitch here: futurecommerce.typeform.com/…
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Nike has "ripped the script" for its 12-week World Cup campaign. Rather than prioritizing the glossy, social-media-curated perfection of modern sports, the global brand is embracing the chaos... and it's encouraging its community of athletes to do the same. But behind the compelling pitch is a deeper story about patriotism, cultural appreciation, and an innate love for sports. We got a live walk-through of the vision, the creative, and the products at Nike HQ in New York City. Get our initial analysis here:
futurecommerce.com/posts/nik…
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Some social experts say the era of the "unhinged brand" is over. But we believe this is just the beginning of brands behaving badly. This is cultural marketing for audiences who no longer trust corporate smoothness and want to let their freak flag fly. In our latest zine, STRATA, we unpack why it’s such a compelling aesthetic: store.futurecommerce.com/pro…
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Q1 results for @VictoriasSecret are in, and Hillary Super's vision for the brand is clearly actualized. Total revenue is up 15.3% YOY, with digital up 8.4%. International revenue has increased nearly 45%. And net income? That has increased a staggering 1,951%. The results are a culmination of a lot of cultural, positioning, and product work being done behind the scenes, and we got a peek behind the curtain a few weeks back. Here's our breakdown of Super's strategy: linkedin.com/pulse/how-hilla…
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The World Cup is 10 days away, which means brands can expect a surge in "emotional spending." New data suggests that, whether due to pride, celebration, or disappointment, moments in major sporting events can lead to scrolling and shopping.
We explored this intersection with Jon Coestake of @EYnews: futurecommerce.com/posts/ins…
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May 28
The Experience Economy just crossed $1 trillion. The brands that win aren't just slapping their logos on signage... they're designing spaces that complement the moment. A social platform (@Pinterest) embraced analog, a dating app (@Seeking) brought a mechanical bull, and a B2B fintech company (@Brex) fed founders and brand execs hot dogs with caviar. A new class of brands was on the festival grounds this year, but they all measured impact in a similar way: futurecommerce.com/posts/ins…
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May 27
.@Google builds products that shape the way billions of people search, shop, work, and live. And that is not a weight that Nick Fox, SVP of Knowledge & Information at Google, takes lightly. "We realize this technology shapes society. It shapes what people do, how people spend their time," he told @philwinkle. That responsibility is now baked into every product decision, including the latest round of announcements from Google I/O and Google Marketing Live. We have the full breakdown, straight from Nick, on the pod: podcasts.apple.com/us/podcas…
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May 26
The awkward phase isn't disappearing because teens are less weird. It's disappearing because online, the cost of being wrong is permanent. Everything is archived and shareable, which means teens are straying from the messy and formative years of self-discovery in favor of TikTok aesthetics. Teen media gave kids a room of their own, and we demolished it in favor of mass monetization. Alexa Phillips breaks it all down for Insiders: futurecommerce.com/posts/ins…
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May 25
10 years ago today we created this Twitter account in preparation for the launch of our forthcoming podcast.
Who knew where this would all lead?
Thank you for 10 incredible years 🙌
Commerce is Culture™
#MyXAnniversary
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May 21
The brands that win will be the brands that "win the brainstorm." @philwinkle broke it all down while sitting in the room with @Google for Google I/O and GML.
May 20
At Google Marketing Live today, one stat stuck out, and how I'm thinking about search behavior:
Something that Google calls "Brainstorming Searches" is growing 30% faster than AI Mode searches overall.
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Future Commerce retweeted
This is a great read on the loss of teen media by @futurecommerce
futurecommerce.com/posts/ins…
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Future Commerce retweeted
May 19
Google just announced Universal Cart at I/O.
The vision: agentic shopping powered by Wallet, with one universal cart spanning your omnimodal shopping behavior across the web. From YouTube content, to Search, to Gemini.
If this sounds familiar, it should. Amazon's Buy for Me does the same thing: an agentic AI feature that checks out on websites for you.
The big difference: Amazon doesn't power almost every consumer touchpoint across search, discovery, learning, and the creator economy. Google does.
Buy for Me lives inside Amazon, whereas Universal Cart lives inside the internet.
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May 18
Uncommon Creative Studio placed a rigged claw machine in the center of Manhattan to show how scarcity can be created and manipulated to convey luxury and value. With a @Hermes_Paris Birkin bag as the unattainable prize, players were taken on an emotional rollercoaster that conveyed the insatiable nature of hustle culture. It was a powerful story we've seen told through Labubus and, most recently, the @AudemarsPiguet x @Swatch launch. We unravel how these brands are retooling exclusivity in our latest zine, STRATA: store.futurecommerce.com/pro…
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May 14
What’s the perfect combination of retail, wholesale, and DTC if brands want to grow in the future? @brianjlange will be unpacking this topic with two brands (@BollAndBranch and Bero) that are perfecting their playbook at The Lead Summit next week in NYC. We’ll be sitting front row…will you be there too?
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May 13
The @Swatch x @AudemarsPiguet collaboration became a cultural phenomenon before it even launched. AI renders, fake leaks, and Reddit theories fanned the flames. But this "Multiplayer Brand" moment highlights the all-too-common disconnect between digital fantasy and physical product. Check out our full analysis with @michaelmiraflor: podcasts.apple.com/us/podcas…
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May 12
What does it take to create an in-store experience that actually sticks? One that grabs consumers by the collar and lingers in their memory for years? That is the essence of "Return on Experience." It's a way to measure how sensory, service, and emotional design work in tandem. Learn more about the framework: futurecommerce.com/posts/mem…
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May 11
The Met Gala didn’t collapse because of commerce. It collapsed because the algorithm turned everyone into a critic. The event used to be a way for fashion insiders to peacock in front of their peers. Now, they perform for feeds. If culture only exists where the algorithm can see it, can anyone afford not to participate?
See our full analysis on one of the year's most discussed (and debated) cultural events: futurecommerce.com/posts/ins…
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Are humans just the "meat in the middle" of bot-to-bot commerce experiences? Or do we provide meaningful friction that makes commerce what it is? @philwinkle and @brianjlange unpack the intricacies with @mattmaher14 of M7 Innovations, including the great productivity myth secretly hurting teams. Listen now: podcasts.apple.com/us/podcas…
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