Resale is forcing brands to rethink product design, pricing, and customer acquisition from the ground up.

Ryan Rowe (Archive) and Alison Buchanan (Lululemon) join Brian and Alicia to unpack how lululemon’s Like New evolved from a sustainability pilot into a meaningful commercial channel. We unpack messy reverse logistics, the AI agents now quietly running warehouse decisions, and the organizational vision required to make circular commerce work across a vertically structured enterprise.

• Resale has shifted from a sustainability gesture to a commercial channel with P&L accountability.
• Branded resale wins where third-party marketplaces can't: data integrity, trust, and brand language.
• Like New must operate to tackle a fundamentally different eCommerce problem — one-of-one inventory breaks mainline systems.
• AI is moving from assisting warehouse operators to serving as autonomous agents that optimize pricing and routing.
• Circular commerce is an acquisition engine; roughly half of resale shoppers are new to the lululemon brand.

[02:41] "It's a very technical problem. It's a large-scale platform problem that touches virtually every piece of a brand's business." — Ryan Rowe

[06:12] "Commerce is, is obviously just a space that we are starting to realize is a strong commercial lever… Like New for our business is really sitting at this intersection of business and impact." — Alison Buchanan

[08:40] "Resale of lululemon was happening at scale already all around us. And it was either let it happen without us… or uphold our brand standards." — Alison Buchanan

[26:26] "A lot of customers are actually trying brands for the first time with a used item… because it's a way for them to test things like fit and material and quality at a much lower barrier to entry." — Ryan Rowe

• Archive
• Like New by Lululemon

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Dr. Mark Grether, SVP and General Manager of PayPal Ads, joins Phillip from PayPal's Manhattan offices to argue that the merchant storefront is migrating off owned websites and into LLMs. This may make the mechanics of customer experience and loyalty a bit murky, but Mark explains how PayPal's "transaction graph,” built on real purchases across 30 million merchants and 400 million consumers, acts as the deterministic identity layer that the post-cookie ad world has been missing.

We also cover the evolving world of commerce media, from zero-click commerce and CTV attribution to PayPal Ads’ newest product, Storefront Ads, which transforms the creative into the checkout.

• Consumers now start product discovery on LLMs, not search engines or merchant sites.
• PayPal's transaction graph spans 30M merchants and 400M consumers, representing real purchases, not just clicks.
• Deterministic payment identity beats cookies and probabilistic IDs for cross-channel attribution.
• Storefront Ads turn any ad into a one-click, pre-populated checkout.
• Creators run two businesses: generating consumer data, then monetizing it.
• [00:04:03] "We're not just seeing behavior, we're actually seeing the real transactions. We know what people are purchasing — not whether they search for something or browse for something. We actually see what they are buying." – Mark Grether
• [00:11:00] "The trick about our identity is it was built from a finance perspective, meaning I need to understand that you are you and not your twin brother. Our identity has to clear a much higher bar compared to probabilistic IDs or cookies." – Mark Grether
• [00:13:40] "The idea of Storefront Ads is that the creative itself becomes the shop. You're getting exposed to the sneakers, and with one click, you can actually make the purchase. We already know who you are, we know your bank account, we know your address — everything is pre-populated. From a consumer perspective, it becomes super easy to finish a transaction."

• PayPal’s Storefront Ads
• Learn more about PayPal Ads

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Snap Inc.'s Sid Malhotra makes the case that the platform most brands wrote off as "babies and teens" has quietly grown up. Now, commerce is migrating into these private, conversational spaces where nearly one billion users actually spend their time. We dig into why the traditional funnel no longer holds consumers’ nuanced behaviors, how creators and chat shape decisions long before the last click, and what AI Sponsored Snaps mean for brands willing to be the answer rather than just another link.

• Snapchat's earliest users grew up; nearly one in four Snapchatters is now aged 35+.
• Purchase decisions increasingly occur in private chat, not on public feeds or in search.
• "Last-click jail" hides where customers actually decide. It’s imperative that brands measure the full journey.
• AI Sponsored Snaps let brands run their own agents inside the chat feed. This is conversational commerce, in context.
• Authentic, creator-led, low-fi content beats polished commercials on the platform.

• [03:57] "We've come into the age where people are loving a few services and are hanging onto them and are creating their own personal community within those… And that brings me to the final question that Snapchat is trying to answer for businesses and brands worldwide: Where are your next first customers? Where are your next new customers?" — Sid Malhotra
• [16:27] "Last-click measurement systems are great at telling [you] where the purchase took place. But it doesn't tell you much more than that. It's kind of like trying to watch a movie by just watching the last scene…Sure, you know how the movie ended, but you have no idea what the main characters were doing, what the plot line was, and what got them here." — Sid Malhotra
• [19:55] "Working with influencers and community is closer to B2B commerce than B2C commerce…B2B has done a really good job of building real relationships, engaging with people where they're at, and finding the things that they care about in the process of selling to them." — Brian Lange

• Check out Future Commerce on YouTube
• Check out Future Commerce Plus for exclusive content and save on merch and print
• Subscribe to Insiders and The Senses to read more about what we are witnessing in the commerce world
• Listen to our other episodes of Future Commerce

Have any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!

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