Future Commerce

IET London, Savoy Place, London, WC2R 0BL (Directions)

Future Commerce

Modernising the Content Layer

Our exclusive 'Future Commerce - Modernising the Content Layer' event explored the opportunities for brands and retailers to truly enhance their digital properties through a more agile, compelling and efficient approach to the content they deliver across the many channels and devices now used by consumers as they shop.

Now that the commerce platforms are robust, online strategies in place and digital transformation underway – the content layer is the last key battleground for brands who seek to both sell and differentiate in an environment that rewards a combination of a “safe“ customer journey, but demands that brands remain ever-more unique. The demand now is for content that is social, shoppable, authentic and fresh – content that “pops“ and yet complies with the digital formats that consumers are trained to use.

This breakfast seminar attacked this huge and critical subject with gusto – using industry leaders‘ views as the springboard for a wide-ranging and interactive discussion to take the audience out of the humdrum and into a debate that most business's will be having soon (if not already).

The sub-topics covered at this event included:

  • The new content formats that breathe life into your brand and inspire purchases
  • The abstraction of the content layer from your core systems – and how that might offer a more efficient model
  • The working practices needed to win the content battle across every appropriate channel open to you

Those in attendance were:

  • Directors of Brand, eCommerce, Digital, Customer Experience (CX) & User Experience (UX)
  • Heads of eCommerce, CX, UX, Mobile, Digital and Brand
  • CTO’s, CMO’s, CDO’s and COO’s
  • Founders, CEO's & Owners
  • Senior Brand, CX, UX and eCommerce Managers
  • Optimisation, Operations and Digital Marketing leaders


Gavin Williams

Gavin Williams

Director of Product Development, Store of the Future, Farfetch

Gavin is currently Director of Product Development, Store of the Future, for Farfetch - the luxury multichannel retailer - where he is charged with helping to develop technology for the future and connecting the physical retail world to the internet in order to create great consumer experiences as well as new revenue streams.

As an experienced eCommerce and multichannel practitioner specialising in luxury retail he has previously worked with Harvey Nichols, Liberty, Penhaligon's, Bowers & Wilkins (B&W), McArthurGlen and The Wine Society. Most recently he was Associate Director at consultancy firm The eNova Partnership working on various private equity investments. He also acts as a startup mentor for MassChallenge UK.

James Wehner

James Wehner

Director of Digital Experience, McDonald's Global Digital

James is a dynamic global digital experience and product strategist with over 15 years’ experience as an eCommerce/omni-channel practitioner. Having worked with brands such as Next Group PLC and more recently McDonalds, James is experienced in creating seamless, frictionless experiences across all markets, products, channels and touch-points, creating fluid and meaningful interactions and driving brand advocacy.

With expertise in omni-channel digital strategy, user centric design and experience (UX), emerging technologies and change management, James has, for a number of years, also been bridging the gap between the physical and digital with in-store customer facing digital products. He brings with him a wealth of knowledge to our event and will discuss some of the challenges and opportunities he has faced throughout his career.

Adi-Buer Puplampu

Adi-Buer Puplampu

Interim Chief Technology Officer (CTO), Vivienne Westwood

Adi-Buer, is currently Interim Chief Technology Officer (CTO) and Programme Director for Vivienne Westwood. He has a successful background in luxury retail, eCommerce, B2B and FMCG having previously worked with world-class brands including Jimmy Choo, O2 and Bacardi Martini.

At Vivienne Westwood, the brief was to create 'Immersive content that the consumer can get lost in, with the option to shop as a subtle side note to the less than subtle message’. Adi has been charged with redeveloping the presentation layer and successfully relaunching the iconic Vivienne Westwood site, with the key focus being on bridging the gap between diverse content and iconic product whilst maintaining a global awareness.




CyberSource is a payment management company and provides a complete portfolio of services that simplify and automate payment operations. Customers use our CyberSource and Authorize.Net brand solutions to process online payments, streamline fraud management, and simplify payment security. Born during the dawn of eCommerce in 1994, CyberSource was one of the pioneers in online payment and fraud management services for medium and large-sized merchants. In 2007, they acquired the leading U.S. small business payment services provider, Authorize.Net, thus expanding our market footprint to cover businesses ranging from the smallest sole proprietorships to the largest global brands. In 2010 CyberSource was acquired by, and operates as a wholly-owned subsidiary of Visa Inc. Today, over 400,000 businesses worldwide use CyberSource solutions. The company is headquartered in Foster City, California, with offices throughout Asia, Europe, Latin America, the Middle East and Africa, and the United States.

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Tacit Knowledge

Tacit Knowledge, a Newgistics company, is the digital commerce consultancy that delivers Silicon Valley innovation to retailers around the world. Since 2002, Tacit engineers have worked with nearly every enterprise-class retail technology on the market, implementing packaged applications, building custom software and providing application support, web development, integration and content management for global multichannel retailers. Its flagship product, ncommerce, combines technology from the most trusted and innovative companies in retail technology to deliver a stable, modern, affordable and infinitely scalable platform that’s easy to deploy and manage so retailers can focus their energy on the art of retail. When combined with Newgistics’ fulfillment, parcel delivery and returns management solutions, ncommerce offer a truly end-to-end commerce solution, from device to doorstep.

Tacit Knowledge is headquartered in San Francisco with offices in London, New York, Sydney, Mexico and Moldova.

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Q: Is there a fee for attending the Commerce Futures event?

A: Attending the event is free of charge. However, because we take great care in how we curate the audience, the event is invitation only and you must register in advance to attend. If you have not received an invitation but would like to attend, please register via the website and your place will be confirmed subject to approval.

Q: Can I bring a colleague?

A: Additional places will be subject to availability. Please ask your colleague to register via the website.

Q: Who else will be there?

A: Senior professionals in eCommerce, entrepreneurial brand owners, marketing leaders including directors and leaders of digital marketing, brand, social, strategy, CX, UX online and content.

Q: What is the address of the venue?

A: IET London, Savoy Place, London, WC2R 0BL

Q: Is there a dress code for this event?

A: There is no formal dress code. Please come dressed in comfortable attire e.g. business casual. 

Q: Who is Commerce Futures?

A: Commerce Futures is an independent online community for retail leaders and Commerce professionals. We provide a round up of the latest news and information relating to the key challenges in Commerce today, as well as insights into future trends and technologies that are shaping the online retail landscape. And because we believe it's important to learn from our peers, the regular Commerce Futures event series brings in expert speakers from leading brands to share case studies and industry know-how. 

Since 2012, thousands of professionals have attended our events and engaged with our content. We survey them regularly to understand what problems they are wrestling with now and tailor content to help them solve those concerns.