Digital Shelf Institute’s Lauren Livak Gilbert joins us in the future: By 2030, successful commerce professionals will function as orchestrators rather than specialists. This transformation requires organizations to shift from hierarchical pyramid structures to more dynamic, amoeba-like models that can pivot rapidly to solve problems and capitalize on opportunities.
P.S. Listen to part two of this conversation on Unpacking the Digital Shelf. Catch Digital Shelf Institute’s report, Reinventing the Organization for Omnichannel Success.
“It Depends.” (And “Culture Means Everything”)
Key takeaways:
- Stop asking where ecommerce sits - The right question is how to fundamentally change how organizations work to match how consumers actually shop across all channels
- Commerce leaders must become orchestrators - Future success requires professionals who can coordinate across sales, marketing, supply chain, and customer experience rather than operating in functional silos
- AI enables strategic thinking - By automating remedial tasks like content creation and competitive analysis, AI frees up human talent for higher-value strategic work and cross-functional collaboration
- Chief Growth Officers represent true omnichannel leadership - Unlike Chief Digital Officers (which were transitional roles), CGOs who own the entire consumer journey represent the permanent future of commerce organization
- Joint business planning must integrate all functions - Brands showing up as one unified company to retail partners will become essential for maintaining competitive advantage and accessing new opportunities
- [00:16:39] "We shouldn't be asking, ‘where does ecommerce sit?’ We should be asking, ‘how are we fundamentally changing how we work to match the way that the consumer shops?’" -- Lauren
- [00:12:01] "Instead of being a digital marketer and like a traditional marketer, you're just a marketer who understands digital in store and every single other channel, including social commerce that you're seeing your consumer shop at." -- Lauren
- [00:23:47] "The true definition of omnichannel is having a leader who is accountable for the entire consumer journey. That's what a Chief Growth Officer is." -- Lauren
- [00:42:46] "Because commerce is culture." -- Lauren
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