Don’t Underestimate Wix Commerce

Plus: Beyond Vanity Metrics: Building Measurement Systems That Actually Drive Growth

Author

Brent Peterson
October 30, 2025

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The Talk Commerce Podcast Newsletter

Who have we been talking to lately? Focusing on conversations about eCommerce, AI, Entrepreneurship, and Marketing.

This Week's Featured Article: Don’t Underestimate Wix Commerce

By Brent W Peterson

I keep underestimating Wix Commerce. And I'm probably not alone.

Every six months when I talk with their VP of Product, I'm struck by the velocity of innovation they're shipping. Last week's conversation was no different.

What caught my attention:

• AI-powered store creation that gets you 80% there, then hands off to drag-and-drop editing for pixel-perfect control
• Built-in marketing agents that create and execute campaigns autonomously
• One-click professional product photography from phone snapshots
• AI visibility dashboards showing how you rank in ChatGPT, Gemini, and Perplexity
• Natural language store management that handles setup without dashboard navigation

Why it matters:

Most platforms are adding AI features to existing architectures. Wix appears to be rebuilding around AI-first assumptions. Whether you're using Wix or not, that architectural difference is worth understanding.

The question isn't which platform is best. The question is whether you're evaluating platforms based on where commerce was or where it's heading.

What's your experience with Wix Commerce? Have you tested their AI capabilities?

Our Latest Episode:

Beyond Vanity Metrics: Building Measurement Systems That Actually Drive Growth with Mallory Wilberding

FusePoint's Mallory Wilberding exposes the dangerous gap between what marketers think they're measuring and what actually drives business growth.

Drawing from her experience at Meta during the iOS 14.5 transition, she reveals why traditional ROAS metrics create a false sense of success while missing real P&L impact.

Mallory breaks down the critical difference between platform attribution and incremental measurement, explaining why brands need sophisticated approaches like media mix modeling and incrementality testing. She shares practical insights on moving beyond vanity metrics to measurement systems that actually inform budget allocation decisions.

The conversation covers common measurement mistakes, the importance of full-funnel thinking, and why always-on testing culture separates winning brands from the competition.

Bonus Episode:

Live from Ecom Forum: Sharon Gee Is Transforming Ecommerce with AI and Agentic Commerce

The game just changed. Sharon Gee, SVP of Product at Commerce, explains how AI agents are now shopping alongside humans—and your website isn't ready for it.

Consumers ask answer engines complex questions like "I need a dress for a wedding in Italy, this color, delivered tomorrow." These aren't simple searches anymore. They're conversations requiring structured, contextual data.

Sharon introduces five levels of product data—from basic specs to unstructured content in reviews and PDFs. Most merchants stop at level two. Winners mine all five.

B2B commerce has an unfair advantage: mountains of technical documentation AI can learn from. Imagine sales assistants handling three-quarters of the cycle overnight while your reps focus on high-touch human interactions.

Coming up on Content in Commerce - The Map Analogy: How Structured Data Guides Search Engines

🗺️ Think of your website as a map—but who's reading it?

Humans see your beautifully designed content. But search engines and AI systems? They need a completely different kind of map to navigate.

Here's the analogy:

When you read a map, you see landmarks, routes, and symbols that help you navigate. The map converts messy geography into something readable.

Structured data does the same thing—but for machines.

It translates your human-friendly content into a machine-readable "map" that helps search engines and AI systems interpret, index, and surface your content accurately.

Next episode, we're exploring:

  • How to create this "machine map" for your website

  • Why structured data is the bridge between human language and algorithm understanding

  • How rich snippets and knowledge panels are just the beginning

  • Quality implementation over content quantity: What actually moves the needle

📅 Next Episode: November 6th

Ready to map out your content strategy for the age of AI?

🎙️ Content in Commerce - Where humans and machines meetWas this email forwarded to you?

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