In this episode of Commerce Beyond Borders, Renee Hartmann and Chris Baker sit down with Michael Zakkour—founder of Five New Digital and Managing Director at The Sell Side Group—to unpack the biggest transformations shaping global commerce.

From platform commerce and immersive video strategies, to the rise of creator-driven retail and the collapse of traditional loyalty, Michael offers a sharp, forward-looking view of what’s next in retail, marketing, and digital strategy.

• Why retail is no longer a place—it’s everywhere

• The rise of platform commerce: Netflix, Roblox, TikTok, and beyond

• The two “margin monsters” brands face today: CAC & logistics

• What Western brands can (and can’t) copy from the Chinese retail playbook

• Why trust is the new loyalty, and how creators are reshaping retail influence

• The shift from paid media to organic UGC and influencer marketing

• Michael’s Venn diagram: attention economy, creator economy, automation economy

• What it means to build a video commerce strategy, not just livestreams

• Advice for the next generation of retail professionals (and what his teenage son taught him about the funnel)