When Traffic Moves, Commerce Resets — Sharon Gee, Commerce

S3 E7 · Mar 8, 2026 · 51 min

Feeds, payments, identity and fulfillment: what actually resets when discovery shifts offsite.

Show notes

Traffic is moving faster than ever — across search, social, marketplaces, and now answer engines. And every time it moves, commerce reorganizes itself around new interfaces and protocols.

Tom and Scott talk with Sharon Gee (Commerce) about what actually changes as discovery shifts offsite. Instead of focusing on hype around “agentic commerce,” they break down the underlying mechanics — feeds, payments, identity, and fulfillment logic — and how the same infrastructure powers every channel.

“We work with 30% of the Internet Retailer 1000, and they all have the same question: how do I get the answer engine to say my name instead of my competitor’s name? It comes down to the data.”

What we cover

• Why answer engines are closer to channels than storefronts
• What resets when traffic moves
• Multi-brand retailer advantages in offsite environments
• The future of retargeting, SaaS, and identity