"At some point, the industry stopped arguing about whether content drives commerce and started living in the reality where the two are indistinguishable. "Content, commerce and technology are really coming forward in a special way and recognition that there aren't disparate separate systems any longer," says Cara Pratt, president of global retail and media at Circana. "There really is one connected, cohesive, intelligent ecosystem that is fueling discovery, fueling conversion and purchase.""
"Speaking with The Drum at CES 2026, Pratt explained that the most important shift happening right now isn't a new channel, format or device; rather, it's the collapse of the walls that once kept media, retail and technology neatly separated. In other words: the funnel has evolved from a line into a live system. From shoppable TV and creator-led social commerce to immersive experiences across screens, Circana is seeing how entertainment has become a serious commercial accelerant,"
"The data backs it up. Circana estimates that TikTok Shop alone is already influencing around 1% of total US retail and 3% of e-commerce, with outsized impact in categories like beauty and personal care. It's a signal of where commerce is heading. But this convergence comes with consequences for how brands show up. Consumers now expect content to move seamlessly across small screens, large screens - often both at the same time - and still feel relevant."
Content and commerce have merged into a single, connected ecosystem where media, retail and technology operate as one intelligent system that fuels discovery, conversion and purchase. The collapse of boundaries has transformed the linear funnel into a live system, enabling shoppable TV, creator-led social commerce and immersive cross-screen experiences. Entertainment — including sports, creators and live events — is accelerating commerce by blending discovery, decision and purchase. Data shows platforms like TikTok Shop affecting meaningful shares of retail and e-commerce, while consumers expect content to be accessible, adaptable and relevant across both small and large screens simultaneously, requiring brands to rethink presence.
Read at The Drum
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