The consumer is BOSS. That was one of the first lessons I learned as a new hire
By Chelsey Alexander · October 1, 2026 · Curated by George's Blog
The consumer is BOSS.
That was one of the first lessons I learned as a new hire at Procter & Gamble: the consumer should be at the center of everything we do.
Today at Shoptalk Fall, I moderated a discussion on "Brand Strategies for Leveraging Marketplaces," one of my favorite topics. I was joined by three heavy-hitting women leaders in this space: Corinne Baker (RG Barry Brands), Natalie Lockhart (Sally Beauty), and Sharon M. Leite (The Vitamin Shoppe).
Here's what stood out: as much as we talked about marketplace capabilities, we talked even MORE about the consumer. No matter what you sell or where you sell it, the consumer is the real BOSS.
I've said before that marketplaces are where many brands feel furthest behind. Today, these panelists shared real, tangible recommendations for how brands can move forward on marketplaces, wherever they're starting from.
My key takeaways:
1. The consumer is BOSS. Worth repeating 🙂 Shoppers decide where they buy, and more and more, that's on marketplaces. Your brand needs to show up wherever consumers are considering a purchase.
2. Absence does not make the heart grow fonder. If consumers are shopping on marketplaces, your brand needs a plan to be there. With or without one, your brand is likely already showing up. Better that you control how it looks than leave it to a rogue 3P seller.
3. The funnel has collapsed. On marketplaces, awareness, interest, desire, and action can happen within 15 seconds. The brands that win attract consumers where they're ready to buy, convert that demand quickly, and build relationships that compound long after the first sale.
The panelists and I closed the session with a challenge for the audience, and I'm passing it on to you:
What is the ONE thing you will do in the next 30 days to move your marketplace strategy forward?
Drop it in the comments 👇
#ShoptalkFall2026 #Marketplaces #Ecommerce #RetailMedia #OpenGateConsulting