Demystifying Contextual Commerce 

Discover how contextual commerce is reshaping the future of retail by embedding seamless, shoppable experiences directly into content, media and everyday consumer interactions.
This comprehensive research report explores the rise of contextual commerce as a key component of the connected commerce ecosystem—unlocking new paths to engagement, conversion and loyalty.
Demystifying Contextual Commerce
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What You'll Learn
Drawing from in-depth analysis and industry expertise, this paper reveals:
✓ How contextual commerce enables frictionless, personalized shopping across platforms
✓ The most impactful contextual commerce use cases
✓ Key challenges and actionable strategies for leveraging contextual commerce
 

 

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METHODOLOGY
The conclusions in this report are based on the results of a comprehensive primary research effort conducted by Winterberry Group between September 2024 and February 2025. This research included a series of thought leader interviews with senior executives from major companies across the advertising and marketing services ecosystem—including marketers, retailers, data providers, technology developers, media professionals, and others. Additionally, it incorporates responses from a survey of more than 214 enterprise and middle-market leaders from the US and UK with responsibility across both retailer-owned and non-retail channels, representing a diverse range of industries, organizational roles and marketing/advertising budgets.