About The Modern Commerce Field Guide
Modern commerce is getting harder to separate into neat boxes.
Retail media is moving up the funnel. AI is changing how people discover products. Creators are becoming commerce partners. Marketplaces are becoming media environments. Identity, data and measurement are connecting behavior across platforms.
The systems are becoming more connected whether the organizations managing them were built that way or not.
The Modern Commerce Field Guide is my attempt to make sense of what happens next.
Every week, I publish a Field Note inspired by something I encounter in the work: a client question, a recurring friction point, a new capability, an unexpected result, a conversation that sticks with me or two things that suddenly seem more connected than they did before.
Then I try to figure out what it means.
Some weeks that means retail media. Others AI, creators, marketplaces, measurement, media, operating models, leadership or whatever new thing inevitably appears five minutes after I publish.
The subjects will change.
The source material should stay the same: The work.
My goal isn’t to recap every industry announcement or confidently predict the future. It’s to stay close enough to what’s happening now to recognize the signals that may be pointing toward what comes next.
Or, put differently:
The future is often hiding inside today’s friction.
About me
I’m Mike Feldman, a commerce and media executive currently serving as SVP, Commerce at Flywheel / Omnicom.
I’ve spent my career working across brands, agencies, retailers, platforms and the rapidly evolving worlds of commerce and retail media.
I tend to be most interested in the intersections: where commerce makes media smarter, where technology changes an operating model, where consumer behavior changes marketing, or where two seemingly separate signals suddenly reveal something larger.
A lot of my work is synthesis.
See something. Get curious. Connect it to something else. Figure out what it might mean.
The Modern Commerce Field Guide is where I work through those connections in public.
New Field Notes publish weekly.
Views are my own. Examples may be generalized to protect confidential client and partner information.
