Janine Hummel and Daniel Zemitzsch on the “Let’s talk Marketplace” podcast

Connected Commerce - Buzzword or Growth Lever?

Connected Commerce: buzzword or growth lever? In the latest episode of the "Let’s talk Marketplace" podcast, host Ingrid Lommer speaks with our colleagues Janine Hummel and Daniel Zemitzsch about why many brands still think in channels, even though customers have long been buying through journeys.

The three discuss why budgets and KPIs are still often managed in a channel-driven way, even though the customer journey now naturally jumps between TikTok, Amazon, D2C shops, and increasingly AI agents. One thing becomes clear: as long as the last touchpoint is credited with most of the impact, teams will inevitably optimize against each other. Not out of bad intent, but because the system is designed that way.

They also tackle the key question of who takes responsibility for the overall interplay, rather than just a single channel, and how to make budget and prioritization decisions when data is never complete in reality. An episode about Connected Commerce not as a tool debate, but as an organizational and leadership topic.