Shopify Panel with Caley Adams

Commerce That Converts Panel, hosted by Shopify. In December 2024, Caley took the stage in SoHo, New York for a Shopify-hosted panel exploring the future of brand-led e-commerce. The event, titled Commerce That Converts, brought together senior leaders across retail, marketing, and digital strategy to examine what it truly takes to build commerce experiences that drive both connection and conversion. Set against a playful Halloween backdrop, Caley arrived dressed as Carrie, just before the blood, a subtle nod to the evening’s mix of levity and sharp insight.

The conversation was moderated by Caroline Dau, President and COO of Verbal+Visual, and featured a thoughtful lineup of industry leaders. Caley was joined by Ian Rosenberger, CEO of Day Owl and a pioneer in circular commerce and ethical growth models, as well as Angela Gruska, a seasoned marketing and e-commerce executive with more than two decades of experience shaping luxury and lifestyle brands through storytelling-driven digital innovation.Throughout the discussion, the panel dug into how e-commerce has evolved from a transactional channel into a primary brand touchpoint. The conversation emphasized that in an increasingly crowded digital landscape, performance alone is no longer enough. The brands that win are those that lead with clarity, differentiation, and intention, using commerce as an extension of brand rather than a departure from it.Caley’s contributions centered on the importance of brand-led commerce, the tension between optimization and storytelling, and the role of design and strategy in creating experiences that feel both emotionally resonant and commercially effective. Read below for a summary of key topics that were discussed.

1. The Evolution of ecommerce: Past, Present, and Future

Rising Costs and Intensifying Competition

ecommerce has undergone profound changes over the past decade. Once, brands like Allbirds could thrive on inexpensive social media advertising, with outsized reach on Facebook and other channels that hadn’t yet become expensive and fiercely competitive. Today, that early advantage has vanished. Platforms like Shopify have lowered the barrier to entry, leading to market saturation. Successful brands must now find ways to stand out in a crowded, increasingly expensive landscape.

Technological Advancements and Mobile-First Shopping

The iPhone in 2007 and the subsequent DTC boom revolutionized online retail, as consumers embraced social media discovery and mobile-first shopping. The COVID-19 pandemic further accelerated digital adoption, converting even the most resistant shoppers.

Complex Multi-Touch Customer Journeys

The average path-to-purchase now involves about six touchpoints, making it vital for brands to maintain a meaningful presence and consistent messaging across channels. No single channel guarantees conversion; it’s the holistic brand experience that eventually drives the sale.

2. The Bedrock of Success: Brand Identity and Storytelling

Defining Purpose and Values

A memorable brand begins with a clear understanding of its purpose and values. Customers gravitate toward brands with authentic missions. Success lies in telling a story that resonates emotionally, connecting with consumers on a deeper level than product specs alone.

Consistency and Resonance Over Time

It’s tempting to constantly change messaging, but Caley advises sticking with core principles. What may seem repetitive internally remains fresh for new customers encountering the brand for the first time. Ian suggested embracing uniqueness—even “weirdness”—to cut through the noise. Authenticity and a singular vision matter more than content overly influenced by stakeholder consensus.

3. Using Data Without Diluting Brand

Strategic Hypothesis-Driven Testing

Data can illuminate customer behavior, but it can also mislead if not handled carefully. Test hypotheses rooted in brand objectives rather than gathering data aimlessly. A disciplined approach ensures that insights reinforce the brand rather than pulling it off course.

Understanding Channel Interplay

It’s important to understand how each channel contributes to the customer journey. A social media branding campaign may not deliver immediate sales, but it could drive conversions through email or another lower-funnel channel. By viewing metrics holistically, brands avoid the pitfalls of “last-click” thinking and appreciate the value of top-of-funnel brand-building efforts.

4. Creating Consistency Across Multiple Channels

Adapting to Intent While Maintaining Core Identity

Consistent branding does not mean identical messaging. Top-of-funnel approaches may be broader and more inspirational, while middle-funnel tactics like email should provide detailed information to guide informed purchases. All communications must ladder up to the overarching brand strategy—even as they adapt to the customer’s stage in the journey.

Internal Alignment is Key

Internal teams must share the same understanding of brand identity. Brand manifestos and brand books help keep everyone aligned. The more unified the internal team, the more seamless and authentic the external messaging.

5. Balancing Storytelling and Conversion

Emotional Engagement Fuels Sales

In a marketplace teeming with look-alike products, brands need emotional resonance to stand out. Ian likens the process to dating: move too fast with self-promotion and you alienate the customer. Instead, frame the brand story in a way that enhances the customer’s own narrative. Focus on their needs and how your offering improves their lives, and they’ll eventually repay you with loyalty and advocacy.

6. Embracing AI and Emerging Technologies

Opportunities and Personalization at Scale

Angela points out that AI can reduce the cost of content production and unlock new levels of personalization. AI-powered product recommendations can help shoppers navigate overwhelming product catalogs, making the user experience more tailored and efficient.

Challenges and Limits of Current AI

AI still has overwhelming shortcomings in producing visually arresting or emotionally compelling creative work. Much like a new employee, generative AI needs training and careful oversight. Brands must also adapt to new AI-driven search tools, learning how to influence large language models by focusing on customer sentiment and authentic engagement in online forums.

7. The Power of Non-Scalable, High-Touch Experiences

Turning Complaints into Opportunities

Great ecommerce brands know how to transform dissatisfied customers into loyal fans. Ian advocates for reaching out personally to unhappy buyers not only resolves immediate issues but can create evangelists for the brand.

Listening to Critics for Growth

Listen carefully to the harshest critics. Their frank feedback can spark meaningful improvements, strengthen product offerings, and build trust.

Sometimes the best brand differentiators are labor-intensive gestures that don’t easily scale. Caley references same-day delivery services for parents who run out of diapers—a unique, value-driven service that forges strong customer bonds.