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By Mike Black · September 18, 2025 · Curated by George's Blog
There’s no single “best” way to structure for #ecommerce. But the Agile Pod model is a structure I’m seeing more brands adopt. 👇
(CREDIT: The Digital Shelf Institute's new report “Reinventing for Omnichannel Success”)
In the Agile Pod model:
⚫ Cross-functional, decentralized teams are led by an #omnichannel leader with full budget and decision-making authority.
⚫ Each pod operates like its own business, supported by data and AI agents, and connected to other teams for expertise.
⚫ This setup unifies online and in-store activation, breaks down silos, and accelerates innovation and responsiveness.
Why I think it works:
1️⃣ It pulls ecommerce off its “island” and positions it as a true driver of category growth for both brand and retailer.
2️⃣ It aligns #brand marketing, #retailmedia, #digitalshelf, and #shopper plans into one integrated process, all working against brand growth objectives.
3️⃣ It forces KPIs to be viewed through an #omnichannel lens. A GM in this structure can ask: “Where should I spend my next best dollar—across ANY channel, physical or online?” and have the integrated data to answer it.
4️⃣ It embeds ecommerce expertise directly into the business without dismantling the #digital COE. Instead, the COE shifts into the role of pit crew—upskilling talent, integrating data, and scaling new channel approaches so the “drivers” can go faster.
If you love debating how brands should organize for omnichannel, you’ll want to read this excellent new report from Lauren Livak Gilbert and The Digital Shelf Institute.
👉 Based on 33 interviews with omnichannel leaders and a survey of 90+ brand executives, it will leave you with plenty to think about (and challenge).
Link to download below 👇