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In today’s fast-moving retail game, the brands winning hearts and market share aren’t just selling products - they’re mastering discoverability, data, and digital experience.

In this episode of Marketing in the Madness, our host Katie Street sits down with Elizabeth Azide, Senior Director of Marketing for EMEA at BigCommerce, the global eCommerce platform powering over 60,000+ digital storefronts. They explore what it takes to build modern, high-performing retail experiences that convert across both digital and physical channels.

Elizabeth doesn’t just talk trends, she lives them! From AI-powered product discovery to curated composability, this episode's a masterclass in what it REALLY takes to build retail experiences that convert in 2025 (and way beyond).

Whether you're scaling a Shopify challenger brand or steering the wheel for a high-street giant, this episode is your go-to-market wake-up call.

1. Elizabeth reveals how BigCommerce is pioneering a “curated composability” approach – empowering brands to mix and match tech solutions tailored to their unique needs while remaining agile and scalable.

2. Modern consumers – especially Gen Z – are discovering products before they even land on your site, through platforms like TikTok, Instagram, and even ChatGPT. If your products aren’t findable across these channels, you’re basically invisible.

3. From AI-driven personalisation to smarter product metadata, Elizabeth urges brands to stop guessing and start leveraging their data to improve conversion and customer experience.

4. This generation wants brands that are authentic, ethical, convenient, and individualistic. From flexible delivery to social impact filters, aligning your tech and content strategy with Gen Z’s core values is no longer optional – it’s make or break.

Elizabeth Azide:

https://www.linkedin.com/in/elizabethazide/

Katie Street:
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https://www.instagram.com/streetmate/
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