Creators Meet Commerce: How They Guide Customers From Inspiration to Checkout | Behind the Numbers Special Edition

Behind the Numbers: an EMARKETER Podcast · with Cory Weaver, Alexis Call · March 10, 2026 · 30 min

Summary

This episode provides an in-depth look at how creators are driving ecommerce sales, moving consumers from inspiration to checkout. It covers innovative strategies like shoppable video, retail media integrations, and creator storefronts, offering actionable insights for ecommerce operators to understand and implement effective creator commerce initiatives. Learn how to measure success and structure your organization for always-on creator programs.

Key takeaways

• Implement shoppable video and creator storefronts to reduce friction in the customer journey from discovery to purchase.
• Leverage retail media integrations to amplify creator content and product discoverability.
• Establish clear KPIs and attribution models specific to creator commerce to accurately measure ROI.
• Develop agile organizational structures that foster collaboration between marketing, merchandising, and sales teams for effective creator commerce management.

Themes

Topics covered

Episode description

In this special edition episode recorded at the EMARKETER Creator Trends 2026 Virtual Summit, you will learn how shoppable video, retail media integrations, storefronts, and affiliate programs are reshaping the journey, and the metrics and org models needed to make always-on creator commerce truly work. Minda Smiley, Senior Analyst at EMARKETER hosts a panel with Cory Weaver, Head of Influence at Gap, Inc. and Alexis Call, Director of Digital Merchandising and Site Experience at Stanley 1913. Listen everywhere you find podcasts and watch on YouTube and Spotify. Subscribe to EMARKETER's newsletters. Go to https://www.emarketer.com/newsletters Follow us on Instagram at: https://www.instagram.com/emarketer/ For sponsorship opportunities, contact us: advertising@emarketer.com For more information, visit: https://www.emarketer.com/advertise/ Have questions or just want to say hi? Drop us a line at podcast@emarketer.com For a transcript of this episode, click here: https://www.emarketer.com/content/podcast-creators-meet-commerce-how-they-guide-customers-inspiration-checkout-behind-numbers-special-edition © 2026 EMARKETER

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Frequently asked about this episode

What does this episode say about brand & content?

Implement shoppable video and creator storefronts to reduce friction in the customer journey from discovery to purchase.

What does this episode say about influencer & creator?

Leverage retail media integrations to amplify creator content and product discoverability.

What does this episode say about conversion & cro?

Establish clear KPIs and attribution models specific to creator commerce to accurately measure ROI.

What does this episode say about analytics & attribution?

Develop agile organizational structures that foster collaboration between marketing, merchandising, and sales teams for effective creator commerce management.

Listen

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