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...