👉 A large part of every ecommerce or digital shelf leaders role is around educa
By Lauren Livak Gilbert · May 19, 2026 · Curated by George's Blog
👉 A large part of every ecommerce or digital shelf leaders role is around education, and I heard it summed up perfectly recently as...
🔎 Digisplaining 🔎
Alison Castillo from Unilever came up with the term and I absolutely loved it! It perfectly captures a skill that is non-negotiable and often unspoken in ecommerce roles.
👉 It is the ability to translate complex digital concepts, ecommerce strategies, and technological shifts into language everyone can understand.
Why does it matter so much?
❇️ If the in-store team doesn't understand digital, how can both teams work together in an omnichannel way
❇️ If the finance team doesn't understand how digital is accounted for on the P&L how will they unlock more investment
❇️ If the legal and regulatory teams don't understand SEO and AEO how will they be able to approve the content
Too often the education gap is wide between cross functional teams and it creates more silos versus cross functional collabration.
That’s where digisplaining comes in. The best digital and commerce leaders today aren’t just strategists, they are:
🔹 Translators
🔹 Connectors
🔹 Alignment builders
Because when teams actually understand what’s happening…
👉 Decisions get faster
👉 Adoption increases
👉 Transformation sticks
What is your favorite 'digisplain' moment?