Carina Lamb
Senior analyst at eMarketer focused on commerce and social shopping trends, providing UK and global perspective on social commerce developments and retail infrastructure.
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Feb 11, 2026 • 23min
How Social Commerce Became a Real Retail Channel as AI Shapes How People Buy | Reimagining Retail
Minda Smiley, senior analyst on social commerce and AI-driven shopping behavior, and Carina Lamb, senior analyst tracking UK and global social shopping trends, discuss how social platforms became real retail channels. They talk about live shopping, TikTok Shop’s UK impact, creators turning into storefronts, AI-driven shopping tools, and where social commerce still faces trust and friction challenges.
