Commerce Untold 157. Social Commerce Secrets Revealed with Mike Feldman
What do Walmart, Amazon, TikTok, and your favorite YouTuber have in common? They're all players in the growing world of retail media. Today’s guest, Mike Feldman from VaynerMedia, knows exactly how to make them work for your brand.
In this episode of Mastering eCommerce Marketing, host Eitan Koter chats with Mike, who leads global retail media at Vayner. Mike’s done it all, from building media teams at Dentsu to running shopper marketing at Georgia-Pacific, and he brings real perspective on what’s working (and what’s not) in today’s fast-changing commerce space.
They talk about why ROAS can be a trap, how most brands are spending big on sponsored search without real impact, and why creators and affiliates are the ones to watch right now. Mike shares why live shopping isn’t just a trend, and how retailers can use social content to drive real results, without overthinking it.
If you’ve been hesitant to jump into video, creator-led campaigns, or live selling, this conversation will make you think twice. It’s full of simple, actionable ideas and no-BS takes on where retail media is headed next.
Also… yes, Mike journals every day. And once you hear him talk about strategy and connection, that fun fact will make total sense.
Hit play and get ready for a fresh look at how retail, social, and content are coming together in 2025.
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Guest: Mike Feldman, SVP, Global Head of Retail Media at VaynerMedia
Watch the full Youtube video here:
https://youtu.be/yW-iHSr6QUc
Takeaways:
- Connection, creativity, and charisma are essential for success.
- Retail media is thriving despite economic challenges.
- Success in retail media is defined by revenue and margin growth.
- Data plays a crucial role in targeting and measurement.
- Social commerce is a significant opportunity for brands.
- Creator affiliates can drive sales and engagement effectively.
- Retail media strategies must be integrated across teams.
- Live shopping creates emotional connections with consumers.
- Retail media is a mature market, accounting for 30% of digital spend.
- Future trends include a focus on platform mastery and content to commerce.
Chapters:
00:00 Introduction to Retail Media and Personal Mantras
04:18 Current State of Retail Media
06:03 Defining Success in Retail Media
09:43 Challenges in Offline Retail Media
11:22 The Role of Data in Retail Media
13:28 The Rise of Social Commerce
16:22 Creator Affiliates and Content to Commerce
20:19 Integrating Retail Media Strategies
22:26 VaynerMedia's Approach and Services
25:12 Future Trends in E-Commerce and Retail Media
27:13 Category-Specific Insights in Retail Media
29:41 The Importance of Live Shopping