I work at the intersection of revenue, market expansion and execution, helping B2B, SaaS and AdTech companies scale in complex, multi-market environments.

Most of my work has been focused on regions where growth is not linear, fragmented markets, different buying behaviors, long sales cycles and cross-border operations.

Across my career, I’ve built and led revenue teams, scaled underperforming regions and supported companies during key growth and transformation phases.

Otávio de M Tranchesi

🎤 Experienced marketer and industry public speaker  
🛍️ 10+ years experience in eCommerce marketing
📣 I post weekly eCommerce + retail industry insights 

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- Top Women in Media & AdTech (2025)
- Named #12 in the Top 100 Marketing Influencers by Technology for Marketing (2025)
- LinkedIn's Top Voice for Retail (2023)
- TechRound's Top 50 Women In Tech (2025)
- '40 Under 40', MobileAppDaily (2024)
- Top 25 eCom Voices, DarkMatterCommerce (2025)
- Selected as an Industry App Leader at Business of Apps (2024)
- Named in Performance Marketing World's 100 Powerlist, showcasing the 100 most influential people in the UK performance marketing sector (2024)
- Chairperson at Women of Silicon Roundabout (2023)
- Named as one of the 'Female Leaders Shaping the Tech Industry' (Edge Middle East, 2023)
- App Marketer of the Year finalist (App Promotion Summit, 2019)
- Mentor at InnovateHer and The Girls Network
- Volunteer at Age UK

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👋 Follow me for insights on eCommerce and retail

📩 Sign up to my newsletter The Commerce Brief for weekly industry news: www.thecommercebrief.com 


Note: All opinions are my own, and do not reflect the opinions of my employer

Sue Azari

This week's updates in eCommerce and retail 🛍️

📈 adidas reports 75% profit growth in FY2025 to €1.34bn, with record sales across most regions despite a slight dip in North America.

🏃 On posts +34.7% gross profit growth in FY2025 as well as announcing a multi-year running-focused partnership with KITH, blending performance innovation with lifestyle heritage.

👟 schuh sees profits fall more than -90% year-on-year to £1.49m.

📈  MANGO has reported that they achieved record revenue of €3.767 billion in fiscal 2025, up +13% over the previous year.

🤖 Santander and Mastercard complete Europe’s first live end-to-end payment executed by an AI agent, marking a milestone in autonomous, secure digital transactions.

🌍 Chalhoub Group has closed stores in Bahrain closed as regional air strikes disrupt tourism and luxury demand, impacting brands including Versace, Jimmy Choo and Sephora across the Middle East.

💊 Holland & Barrett delivers +11% sales growth to £981m, boosted by TikTok-driven wellness trends and weight-loss injections, though profitability remains under pressure from higher costs and investment.

📉 Abercrombie & Fitch Co. forecasts muted annual sales as it factors in new 15% US tariffs announced by Donald Trump following the Supreme Court’s rollback of earlier trade measures.

🏬 House of Fraser rebrands to Frasers under Frasers Group, signaling a continued pivot toward a more premium fashion and lifestyle positioning.

⚖️ Nike files opposition against SHEIN over its “COUREZ” trademark filing, citing potential conflict with Nike’s CORTEZ legacy in a case before the U.S. TTAB.

📺 Tesco reappoints EssenceMediacom as their new media partner, leveraging WPP Open capabilities as it rolls out its new slogan “Need Anything From Tesco?”.

💄 LOOKFANTASTIC opens a 3,000 sq ft concept store in Bristol’s Cabot Circus, expanding its omnichannel strategy with a curated in-store beauty experience.

📢 Criteo becomes the first adtech partner to integrate with OpenAI’s advertising pilot in ChatGPT Free and Go in the US, testing how retail demand can be driven within conversational AI.

🥐 Greggs reports an 18% drop in annual profit to £167m as weaker consumer sentiment and slower revenue growth weigh on performance.

🛠️ Wickes launches ‘Wickes Connected Retail Media’ in partnership with Epsilon, building a new retail media network powered by COREid identity data.

🫶 Follow me Sue Azari for weekly insights on eCom and retail innovation.
📩 Sign up to my newsletter The Commerce Brief for weekly industry news: www.thecommercebrief.com

eCommerce Industry Consultant @ AppsFlyer

This week's updates in eCommerce and retail 🛍️

🤖 OpenAI has scaled back plans to turn ChatGPT into a fully integrated shopping destination. Instead of processing purchases inside the chatbot, users will now be directed to third-party apps to complete transactions.

📊 Inditex reported sales up 3.2% to €39.9bn in FY2025. Net sales increased across all brands including Zara, Pull & Bear, Massimo Dutti, Bershka, Stradivarius and Oysho.

🏎️ SEPHORA announced a multi-year partnership with F1 Academy, becoming the official beauty retail partner of the series and sponsoring a Sephora-branded race car driven by Spanish driver Natàlia Granada.

💄 BEAUTY BAY has been sold to a French-owned investment group after the company lined up administrators last month, securing a last-minute rescue deal.

📈 Zalando reported group sales rising 17% year-on-year to €12.3bn in FY2025, supported by increased use of AI across its data and infrastructure platform.

🧠 John Lewis & Partners is investing in AI-powered shopping experiences that will allow its products to appear directly within platforms such as Google Gemini and ChatGPT later this year.

💻 SCAYLE Commerce Engine has signed a global partnership with Levi Strauss & Co. to become the ecommerce platform powering levi.com across the US, Canada and Europe.

📦 Allegro expects core earnings to rise 7–10% in 2026 in its key Polish market, with additional growth driven by its expanding international marketplaces.

⚽ Reebok is returning to football through a long-term partnership with footballer Dušan Vlahović as the brand looks to rebuild its presence in sports ahead of the 2026 World Cup.

📈 Frasers Group has increased its stake in PUMA Group to 5.77%, making it the second-largest shareholder in the company.

📉 PUMA Group reported revenue down more than -13% to €7.3bn in 2025 and has launched a restructuring programme including job cuts and licensing changes, targeting a return to growth and profitability by 2027.

🏃 ASICS has acquired marathon race-registration platforms as part of a strategy to deepen engagement with runners and strengthen demand for its performance footwear.

🏋️ Gymshark has entered the German retail market with permanent spaces inside retail partners in Mannheim and Stuttgart.

🛍️ Amazon is expanding its AI-powered Shop Direct experience by allowing third-party retailers to connect product catalogues via platforms including Feedonomics, Salsify and CEDCommerce, enabling brands to surface products even if they are not sold directly on Amazon’s marketplace.

⚖️ Amazon has won a court order blocking Perplexity AI from using its shopping site through an automated agent, citing security and advertising concerns.

💰 Factory-direct luxury retailer Quince has raised $500m in funding, valuing the company at $10.1bn.

🫶 Follow me Sue Azari for weekly insights on eCom and retail innovation.
📩 Sign up to my newsletter The Commerce Brief for weekly industry news: www.thecommercebrief.com

TikTok Shop could generate around $1 trillion in annual sales by 2030, potentially making it a top-three global retailer.

For retail executives leading digital transformation, it is a strong signal that social commerce is an important channel that is here to stay.

Platforms like TikTok give brands direct access to millions of engaged consumers, where content and commerce merge seamlessly. What is especially notable is the breadth of the platform:

▪️ Beauty remains the leading category, with brands such as MediCube, Tarte Cosmetics and Wavytalk among the top sellers.
▪️ Health and wellness, home goods and women’s apparel are growing rapidly.
▪️ The platform is also moving into luxury resale, with listings including Hermès, Chanel and Rolex, supported by AI-based authentication and livestream selling formats. TikTok Shop is not just about low-cost impulse buys, it is becoming a marketplace for high-value, aspirational products ✨

So, how to best leverage this growth? A few ideas:

▪️ Start small, learn fast. Pilot programmes on social commerce platforms give insights without overcommitting resources.
▪️ Think of content as your storefront. Short-form video is not just marketing, it is where customers discover and buy products. Format-first content works best, utilise UGC if you have creative bottlenecks.
▪️ Watch the market movers. John Lewis & Partners has recently launched on TikTok Shop, with products exclusive to that channel, showing that even established retailers are taking this seriously.

The takeaway is clear. Social commerce is no longer optional and if you're not already it's time to think about strategically integrating it into your digital transformation.

Source: The Keyword

Consumers are changing the way they discover beauty products, and AI is at the centre of this shift. Large language models (LLMs) like ChatGPT, Google Gemini, and Microsoft Copilot are turning hours of online research into seconds 🤖💡

Beauty enthusiasts and influencers are now asking these platforms highly specific prompts to generate personalised skincare routines, complete with product recommendations and detailed usage instructions 🧴✨

The impact on consumer behaviour is striking. People are beginning to think of LLMs not just as tools, but as trusted advisors and expert guides 🧠. This hyper-personalised, on-demand discovery is reshaping the decision-making journey, creating a world where brand visibility depends on being cited by AI, not just ranking on Google.

Brands are taking notice. Shopify, which has partnered with ChatGPT, Gemini, and Copilot, has reported 15-fold growth in AI-driven searches 🚀, prompting companies to invest heavily in Generative Engine Optimisation (GEO). This includes:

📄 Expanding blog content to capture long-tail prompts 
 🏆 Pitching for inclusion in “best of” product lists 
🔬 Structuring ingredient lists and website content so AI can read and verify claims backed by clinical trials 
👀 Analysing prompt volume to understand exactly what consumers are asking, giving brands a direct window into demand 

Brands must start thinking like AI, asking: How can my content be interpreted and recommended by LLMs? How do I appear in the AI-generated routines and recommendations consumers are now trusting?

The brands seeing the biggest gains are those who combine authority, transparency, and AI-readiness. By ensuring that their content is structured, credible, and tailored for LLMs, these companies are effectively surfing the wave of AI-driven discovery 🌊

Source: The Business of Fashion

If you're running eCommerce apps in 2026, this one's for you 📊 

I recently published a comprehensive guide with AppsFlyer on eCommerce app growth strategies - it's a one-stop shop covering everything you need, including:

✅ Why app measurement is fundamentally different from web analytics 
✅ UA and re-engagement best practices (with the specific KPIs and in-app events you should be measuring) 
✅ The 7 critical challenges every eCommerce app faces 
✅ How AI can remove manual bottlenecks and automate optimization for app marketing 
✅ The role of Data Collaboration Platforms in commerce media

It also covers how the top performing eCommerce brands are using unified measurement to connect mobile, web, CTV, and retail media into one growth engine that allows them to answer questions such as:

• Which campaigns drive customers who actually come back and buy again? 
• What happens between the first install and the third purchase? 
• How do you measure retail media and app performance together?

It's written for eCommerce marketers, mobile growth teams, and leadership - basically anyone who needs to understand how modern commerce measurement and mobile marketing for shopping apps works. Link in comments 👇

John Lewis Partnership is planning to use ChatGPT and TikTok Shop as revenue channels.

Not exactly what we would have typically expected from a 160-year-old department store.

A recent article in The Times reported that John Lewis is exploring how platforms like ChatGPT and TikTok can help drive product discovery and sales as younger shoppers move away from traditional search.

It’s a sign that John Lewis is willing to transform - embracing new channels and rethinking how customers discover products.

You can already see this shift in action.

I recently saw this TikTok video from John Lewis promoting their Mother’s Day Beauty Box Edit. The product had already sold out online, but it was being offered as an exclusive via TikTok Shop.

It’s a small example, but an important one.

Retailers are starting to sell where customers actually discover products - not just where they’ve historically transacted.

For retail and eCommerce leaders, the takeaway is clear:

The future of commerce will rely on a diversified mix of channels - from eCommerce and marketplaces to social commerce and AI-driven discovery.

The brands that win will be the ones like John Lewis that show up wherever discovery happens.

Most customers do not stay in one channel.

In mature omnichannel businesses, mobile apps influence 35–55% of total revenue 📲 

They move between app, web and in-store, with the app often sitting at the centre of that journey.

Which makes measurement critical. Because you need to connect the dots and understand:

▪️ Store visits inspired by app browsing
▪️App purchases that happen after web research
▪️Lifetime value lift from app engagement

There is another reason measurement matters so much right now:

Your AI strategy is only as good as your data 🤖 

And for most retailers, the richest, most consented first-party data lives in the app: authenticated identity, behavioural signals and real-time intent.

That is why leading brands are starting to treat their apps not just as a channel, but as infrastructure for omnichannel growth in an AI world.

At AppsFlyer, we have just released a special pre-release guide on how brands are doing this, including benchmarks, measurement frameworks and the real ROI formula for apps.

If you work in retail or eCommerce, it's worth a read.

Link here 👉  https://lnkd.in/ewaw4-Ev

AppsFlyer Omnichannel Guide

Here's what frustrates me about how some retailers handle product catalogs 📚 

It might surprise some people to know that catalogs still remain a valuable customer touchpoint in retail. Think back to the good old days of the IKEA and Argos catalogs - they're not gone, they've just gone digital. They're used for curated brand storytelling for seasonal launches, quick-reference tools for in-store sales teams, and browseable experiences for customers in-store. 

The problem is that I see most retailers delivering these digital catalogs in an outdated way.

They spend weeks creating beautiful catalog content. They invest in photography, copywriting, design. Then they export it as a static PDF because it's easy, universal, and "everyone can open it" - and send it out with... nothing. No visibility into who's viewing it, what products resonate, whether anyone even opened it.

Pandora France is a perfect example of a company that figured this out. They were managing 130 retail locations with 300-page printed catalogs. Store staff were wasting valuable selling time flipping through pages to find products among 1,500+ variations. Every collection update meant manual changes six times a year.

They decided to convert these to digital flipbooks, using Flipsnack. Now store staff find products 3x faster using barcode-enabled catalogs, customers browse independently via QR codes, and the team is able to see real engagement data. For instance during Valentine's Day alone they saw 2,750 QR scans, with 2.5 minutes average browsing time per customer.

That's the shift I'm seeing work in retail/eCommerce - treating digital catalogs as a dynamic, measurable sales tool instead of a static document you send out and hope for the best.

🔗  I'll leave a link to the full Pandora case study in the comments below 👇

The last peak shopping season revealed a hard truth for many eCommerce marketing teams (and yes, I'm talking about peak already 👀 ):

High engagement from marketing campaigns doesn’t always lead to revenue.

Clicks, installs, and in-app activity can look strong on paper.

But they don't always lead to transacting customers. 

The challenge is that most marketing signals when building audience criteria come from digital behaviour alone. And behaviour doesn’t always equal buying intent.

So, what if you could optimise toward acquiring new users who actually spend based on their transaction-based purchase data?

That’s the idea behind Signal Hub, a new privacy-safe signal marketplace inside AppsFlyer.

Signal Hub enables brands to enrich their first-party data with anonymized, transaction-based purchase signals - verified through real-world purchase activity - without moving or exposing raw data.

If you're thinking about ways to level up your eCommerce marketing strategy this year, there's a clear advantage in incorporating real purchase intent into the audiences you're building and optimising.

If you’re interested in how this works, the AppsFlyer team put together a deeper look here:

Open article: Smarter signals that drove real holiday season results | AppsFlyer by appsflyer.com

Smarter signals that drove real holiday season results | AppsFlyer

Is anyone else noticing a disconnect in how some of the bigger eCommerce brands handle customer feedback? 🤔

Most eCom businesses I speak with have impressive setups - post-purchase surveys, quarterly NPS, tagged support tickets, review monitoring across channels.

But the actionable changes based on that feedback? Usually slow to happen. And the data backs this up - only 1-in-3 CX leaders believes their Voice of Customer programme (how brands collect and act on customer feedback) is effective at shaping business outcomes, with 70% saying it delivers no real impact.

This is where agentic AI is starting to change things - and not just for chatbots 🤖 

32% of CX leaders now say that agentic monitoring is one of their biggest revenue drivers. They are using AI agents that continuously monitor every customer signal and flag issues the moment they emerge, not weeks later when someone gets around to checking a dashboard.

One example from a recent piece of research stood out to me: a travel brand discovered 4,000 failed checkout sessions per week (that was £600K in weekly revenue risk) through behavioural pattern recognition. Traditional VoC would have caught it months later through NPS erosion.

VoC is moving from asking customers what they think to listening to what they actually do. From lagging sentiment to predictive signals. From reporting functions to always-on intelligence. Ultimately it's a win-win as it's helping businesses to grow their revenue, or to reduce revenue loss risks, as well as providing a better customer experience.

For eCommerce brands, this matters most at scale - when you have thousands of feedback points coming in daily, manual monitoring isn't just slow, it's impossible.

Chattermill put together a breakdown of how AI is reshaping what VoC means in practice, with examples from subscription, travel and eCommerce brands. 

Worth a read if retention and CX are on your radar this year 👉  https://bit.ly/4bAbXY8

Are you seeing this shift in how your team handles customer feedback - or is VoC still mainly a reporting exercise?

Open article: How AI Is Changing What 'Voice of Customer' Actually Means by bit.ly

How AI Is Changing What 'Voice of Customer' Actually Means

I was quoted in Forbes recently on JD Sports Fashion launching AI-powered shopping in the US - and honestly, this shift is happening faster than I expected 🚀

JD Sports Fashion customers can now use AI agents to search for and purchase products. But here's what caught my attention: this isn't a pilot or an experiment anymore. This is serious investment.

What we're seeing is a signal that AI-driven shopping has moved from experimentation to core strategy. Retailers wouldn't be leaning in this hard if the consumer behaviour wasn't there.

The numbers back this up:

• Walmart recently said that one-third of its referral traffic now comes from ChatGPT
• Roughly 50% of Walmart's app users have used Sparky (their AI assistant)

That kind of momentum makes it impossible for brands to sit on the sidelines.

For eCommerce teams, the question isn't "should we invest in AI shopping?" anymore. It's "how do we measure it, optimize it, and integrate it into our existing customer journey?"

Because AI isn't replacing traditional channels - it's becoming another touchpoint that needs to be measured, attributed, and connected to the rest of your stack.

Shoutout to my colleagues Alexander Yip for also being featured, and thanks to Brett Pinto for making this coverage happen!

Article below 👇 

https://lnkd.in/eZhpU4Pq

Open article: What JD Sports’ AI Play Means For Retailers by forbes.com

What JD Sports’ AI Play Means For Retailers

Here's what I learned analysing Namshi.com's app strategy 📱

Namshi.com has really nailed localised commerce. But there's an interesting retention blind spot worth exploring.

What they're doing well:

✅ Regional payment partners like Tabby | تابي and Tamara integrated into checkout - making transactions feel familiar and trustworthy
✅ Urgency tactics (countdown timers, low-stock alerts) that motivate without manipulating
✅ Screenshot-based referrals that feel authentic rather than forced

The missed opportunity:

No out-of-stock notifications. When customers browse sold-out items, they're showing high intent. Capturing their details for back-in-stock alerts could turn those moments into future conversions.

This matters because re-engagement campaigns typically convert 3-5x higher than acquisition campaigns. Fashion retailers with inventory turnover should be treating out-of-stock moments as retention goldmines, not dead ends.

The bigger takeaway: localized UX is powerful, but it needs measurement to maximize long-term value. Understanding which regional features drive repeat purchases and lifetime value is what turns market knowledge into sustainable growth.

Full breakdown with more examples in my latest AppsFlyer article below 👇

Open article: Namshi's app: Localized commerce done right with room to grow | AppsFlyer by appsflyer.com

Namshi's app: Localized commerce done right with room to grow | AppsFlyer

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