PepsiCo: E-commerce is dead, long live immersive commerce

There is a spectrum when talking about the degrees of immersion that digital can provide, says PepsiCo’s European Director of Digital Product & Experience; she argues that ‘immersive’ can become an umbrella term for digitally-enabled commerce in any kind of connected retail setting.

E-commerce has become huge over the past few years, the metaverse promises to become huge in the next few years, but the terminology we’re using for such digital activity remains resolutely fixed in the last century, according to Mia Sorgi, Director of Digital Product & Experience for PepsiCo Europe.

That’s because there tends to be a binary 2D or 3D view of the internet and digital. “It’s really important we think of a spectrum when we talk about the degrees of immersion that digital can provide,” she explained to a Retail Week Live audience (May 2022).

“We have real reality,...

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