Today, it’s about reimagining every connection between brand and buyer. Across two packed days at the Commerce stand, speakers, partners and retailers explored how intelligent technology is shaping the future of customer experience in the convenience economy.

If one theme ran through every session, it was this: frictionless commerce isn’t just about speed, it’s about trust. This year’s talks revealed a maturing industry focused on balancing efficiency with experience. Checkout innovation, marketplace strategy and loyalty models built on emotional value rather than discount show how brands are removing barriers and creating more seamless journeys.