{"id":8795,"date":"2025-07-01T01:56:04","date_gmt":"2025-07-01T05:56:04","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/07\/01\/your-product-was-just-discovered-but-not-where-you-think\/"},"modified":"2025-07-03T13:34:53","modified_gmt":"2025-07-03T17:34:53","slug":"your-product-was-just-discovered-but-not-where-you-think","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/your-product-was-just-discovered-but-not-where-you-think\/8795\/","title":{"rendered":"Your Product Was Just Discovered. But Not Where You Think"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Ross McNab, CRO at Pacvue<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Maybe it was a TikTok video about \u201cAmazon kitchen hacks.\u201d Maybe it was someone asking ChatGPT for gift ideas for a plant-loving friend. Maybe it was a Reddit thread that led down a rabbit hole of recommendations. Wherever it was, it probably <em>wasn\u2019t<\/em> through a search bar.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Welcome to the era of discovery commerce, where shoppers scroll through TikTok the way they once browsed store aisles, and ask ChatGPT for product recommendations like they\u2019re talking to a friend.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">It&#8217;s a behavioral shift that\u2019s changing everything we knew about how people buy. And for brands, it\u2019s rewriting the playbook for retail media.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\">From Funnel to Feed: The Rise of Discovery Commerce<\/h2>\n<p class=\"wp-block-paragraph\">TikTok, Instagram Reels, YouTube Shorts \u2013 these are the places where modern product discovery happens. And often, that discovery isn\u2019t intentional. It happens in moments of entertainment, rather than in structured search sessions. So, brands are no longer competing only for keyword auctions or shelf space. Now they\u2019re vying for swipes, scroll stops, and double taps.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In 2024, TikTok was the <a href=\"https:\/\/nielseniq.com\/global\/en\/landing-page\/campaign-landing-page\/2024-tiktok-shop\/\">fastest-growing<\/a> online retailer, with roughly 70 million U.S. consumers purchasing something from TikTok shop over the past 12 months. Its \u201cFor You Page\u201d has become a personalized digital shelf, but instead of being organized by category, it\u2019s organized by relevance, emotion, and surprise. This curation transforms passive scrolling into an engaging, individualized shopping journey.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Now layer on Large Language Models (LLMs) like ChatGPT, Claude, or Amazon Rufus.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Where social feeds drive passive discovery, LLMs are unlocking <em>conversational<\/em> discovery. Instead of searching for \u201cbest noise-cancelling headphones,\u201d shoppers can layer in context with questions like \u201cwhat\u2019s a good pair of headphones for flying every week and blocking out engine noise?\u201d And over time, LLMs can refine and personalize responses based on follow-up queries, preferences, and more. The result is a back-and-forth that feels seamless and natural, which is why almost <a href=\"https:\/\/www.techmonitor.ai\/digital-economy\/ai-and-automation\/consumer-demand-gen-ai-retail-hits-71-capgemini-survey\">60%<\/a> of consumers now say they turn to AI instead of traditional search to get product recommendations.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Platforms are leaning in, too. Amazon\u2019s Rufus already processes <a href=\"https:\/\/www.businessinsider.com\/amazon-predicts-700-million-potential-gain-ai-assistant-rufus-2025-4#:~:text='Positive%20lift%20on%20downstream%20spending,reach%20%24849.8%20billion%20in%202027.\">14%<\/a> of total search volume on the site. Walmart Connect is exploring conversational ad formats. Klarna has rolled out AI shopping assistants.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">This rapid move from intent-based search to algorithmic, AI-driven discovery is flipping the traditional marketing funnel on its head.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">A TikTok video can collapse the entire shopping journey \u2013 awareness, interest, evaluation, and conversion \u2013 into a single moment where content consumption naturally leads to purchasing. Or a shopper might see a product in a TikTok video, ask ChatGPT about it, and then buy via Amazon.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Discovery commerce isn\u2019t linear; it\u2019s layered. And the old retail media playbook based on keywords and last-click attribution isn&#8217;t built for these new journeys.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\">Discovery Commerce is the New Default<\/h2>\n<p class=\"wp-block-paragraph\">Discovery commerce lives in the scroll. In the chat. In the moment where entertainment meets intent and a product finds its way into someone\u2019s life without them even realizing they were looking for it.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">These changes feel disruptive because they are. The strategies brands have relied on for years (keyword targeting, upper-funnel ads, traditional search optimization) are no longer enough. And adapting to AI tools and creator-led content will require flexing new muscles.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">But brands should be more excited than unsettled. For years, upper-funnel marketing has been notoriously hard to measure and easy to overspend on. Now discovery is becoming something you can engineer.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">To follow consumers into this new era of retail, brands need to start optimizing for relevance, not just visibility. That means:<\/p>\n\n\n\n\n<ul class=\"wp-block-list\">\r\n \t<li>Partnering with creators on content that entertains while it educates<\/li>\r\n \t<li>Optimizing metadata for natural language queries, not just SEO<\/li>\r\n \t<li>Building product pages to answer questions and show up in real conversations<\/li>\r\n \t<li>Rethinking attribution and measurement<\/li>\r\n<\/ul>\n<p class=\"wp-block-paragraph\">The integration of shopping into discovery-driven environments is making the path to purchase more intuitive, entertaining, and, ultimately, more effective. The brands that adapt first will be the leaders of the next decade in retail.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The integration of shopping into discovery-driven environments is making the path to purchase more intuitive, entertaining, and, ultimately, more effective.<\/p>\n","protected":false},"author":7,"featured_media":8796,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[16],"topics":[2],"class_list":["post-8795","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-retail","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Your Product Was Just Discovered. 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