Podcast Summary
In the latest episode of the Digital Shelf Insider Podcast, host Shreshta sits down with Lauren Livak Gilbert, the Executive Director at Digital Shelf Institute. From her journey at Johnson & Johnson to leading e-commerce strategy at Salsify and now fostering community-driven insights at DSI, Lauren shares practical strategies for brands looking to scale their digital commerce efforts.
She highlights the importance of cross-functional collaboration, the impact of AI assistants like Amazon Rufus, and how brands can optimize product detail pages (PDPs) for better traffic and conversions.
The episode dives into the challenges and opportunities of digital shelf management in 2025 and beyond. Lauren emphasizes the need for brands to build internal systems for data integration, optimize content strategies for new AI-driven search experiences, and adapt to shifting consumer behaviors.
Key themes
The Evolution of Digital Shelf Strategies
Lauren discusses how e-commerce has transformed over the last decade and how brands must rethink their digital shelf approach. She stresses the need for data-driven decision-making, content compliance, and real-time optimization to keep up with retailer requirements and consumer expectations.
AI’s Impact on E-Commerce and Search
With AI assistants like Amazon Rufus reshaping how consumers search and shop, brands must rethink their content strategies. Lauren highlights the rise of mission-based shopping, where consumers search by intent rather than specific products, requiring brands to optimize content beyond traditional keyword strategies.
Breaking Internal Silos for Digital Success
Many brands struggle with team alignment, where sales, marketing, and e-commerce teams operate in isolation. Lauren shares actionable insights on creating shared goals and incentives to improve cross-functional collaboration and drive unified commerce strategies.
The Importance of Consumer Sentiment & UGC
Lauren highlights how ratings, reviews, and user-generated content (UGC) play a critical role in brand trust and conversions. She explains why brands must actively monitor and respond to customer feedback and leverage insights from platforms like Reddit and customer service interactions.
Key Highlights
- 60% of brands struggle to achieve a single source of truth for e-commerce data – Brands must invest in data integration strategies and leverage AI-driven insights.
- Amazon’s AI-driven search (Rufus) is changing the game – Brands must optimize their product content for three key audiences: consumers, algorithms, and AI assistants.
- Cross-functional alignment is key – Sales, marketing, and supply chain teams must work together with shared KPIs and goals to ensure seamless digital execution.
- Consumer behavior is evolving toward mission-based shopping – Rather than searching for individual products, shoppers now look for bundled recommendations based on their needs (e.g., “What do I need for a beach vacation?”).
- Retail media strategies must be integrated – Brands can no longer separate retail media, e-commerce, and in-store marketing; they must create cohesive, omnichannel experiences.
- Brands must actively track ratings, reviews, and UGC – Consumer sentiment provides direct insights into product performance, gaps in messaging, and opportunities for improvement.
Takeaways
Here are some actionable takeaways from our conversation with Lauren that brands and online sellers can implement.
A key takeaway is the shift from static product listings to dynamic, AI-optimized content strategies that cater not only to consumers but also to search algorithms and AI assistants. Lauren also sheds light on the importance of cross-functional collaboration in e-commerce, explaining why sales, marketing, and supply chain teams must align to ensure seamless execution across online and offline channels.
Invest in AI-ready content
Optimize product pages not just for search algorithms but also for AI-powered recommendations.
Break down internal silos
Align sales, marketing, and e-commerce teams with shared incentives to create a unified commerce strategy.
Monitor consumer sentiment
Make use of reviews, UGC, and community discussions (like Reddit) to refine product messaging and positioning.
Think beyond traditional keywords
AI-powered search is shifting consumer behavior toward conversational, mission-based queries.
Integrate retail media with broader e-commerce strategies
Treat retail media as part of the digital shelf strategy, not a separate advertising channel.
Prioritize data governance
Brands must build strong data infrastructure to adapt to constant retail platform changes.
Conclusion
Lauren Livak Gilbert’s insights provide a roadmap for brands navigating the complexities of digital shelf optimization in 2025. With AI transforming consumer search behavior, retail media becoming a core driver of visibility, and data integration remaining a top challenge, brands must take a holistic approach to digital commerce.
The future of e-commerce demands seamless cross-team collaboration, AI-driven content strategies, and proactive consumer engagement. By adopting these best practices, brands can stay competitive, improve conversions, and build lasting customer relationships.
Disclaimer: The content shared in the Digital Shelf Insider Podcast by MetricsCart is for general informational and discussion purposes only. The insights, opinions, and perspectives expressed by hosts and guests are their own and do not constitute professional advice, recommendations, or endorsements by MetricsCart or any affiliated entity.
