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In this episode of Marketing in the Madness, we sit down with George Sullivan, founder of The Sole Supplier, to unpack the rapidly changing landscape of eCommerce and the role of social commerce, AI, and human-first marketing in shaping the next decade of online retail.

Together, we explore:

 ✅ Why traditional transactional websites are becoming obsolete

George argues that websites relying purely on transactions will become irrelevant within the next 5–10 years. Instead, successful platforms will blend content, social interaction, and community, creating niche spaces that tap into culture and inspire shoppers!

 ✅ How social and community-driven platforms are transforming shopping habits

As AI-generated content proliferates, people will crave authentic, human-driven experiences more than ever. Brands that lean into human-centred storytelling will build trust and connection in an increasingly automated world.

 ✅ Why brands need to double down on authentic, human-centred content to stand out in an AI-driven world

The way people search for products is changing dramatically - consumers now look on Instagram, TikTok, or even ChatGPT instead of Google. This means brands must rethink their SEO strategies, creating unique content optimised not just for traditional search engines but also for AI tools and social platforms.

Join us as we discuss why micro-communities, human experiences, and AI-enhanced strategies will define the winners in the future of retail!

Connect with George:

https://www.linkedin.com/in/george-sullivan-96397765/

Katie Street:

https://www.linkedin.com/in/katiestreet/

https://www.instagram.com/streetmate/



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