Commerce is more connected than ever for consumers, but more fragmented than ever for the brands trying to reach them. In the first episode of our Big Shift series, Emma sits down with Mike Feldman, SVP of Commerce at Flywheel, to unpack one of the central themes from Flywheel’s latest whitepaper: fragmentation. Fragmentation is not just operationally frustrating, it is costing brands real growth.

Mike breaks down how brands got here, why disconnected teams and KPIs create waste, where frequency management exposes the cost of fragmentation, and how better commerce data, clean rooms, and aligned planning can help brands move from managing complexity to mastering it.

This episode covers some of the key ideas from The Big Shift: From managing to mastering fragmentation. Read the full whitepaper for the complete story, and stay tuned for next month’s episode with Phil Camarota covering the impact of fragmentation on your brand's creative efforts, and the importance of a Total Commerce approach.