We recently hosted our latest customer forum, bringing together some of our most forward-thinking brand and retail partners for a day of open discussion, shared challenges, and a first look at StoryStream’s latest innovations.
From the shifting behaviour of socially-led shoppers to the growing role of AI in content strategy, the day was packed with insights – all anchored by a common goal: how to deliver more impactful, authentic, and measurable discovery-to-purchase experiences across every digital touchpoint.
This wrap-up brings together the key takeouts from the day, including new research, platform developments, and the open conversations that took place across strategy and user sessions.
QUICK HITS: FORUM TAKEAWAYS AT A GLANCE
- Gen Z are driving a fundamental shift in how people shop online, with 83% turning to video before buying
- UGC is now the most influential and trusted content format, particularly among younger shoppers
- Social-to-eCommerce journeys are underperforming, and fixing this drop-off is a top priority
- AI is now essential to scaling personalisation, content curation and performance measurement
- Cross-team collaboration and content visibility remain key challenges for many brands
StoryStream is focused on helping brands respond with new tools, smarter workflows and immersive experiences.
HOT TRENDS: SOCIAL IS WHERE SHOPPING STARTS
Insights from ‘The Discovery Shift: Social Is Where Shopping Starts’, research & trends shared by Charlotte Arnold, Head of Marketing, StoryStream
The shift is undeniable: shoppers now begin their product discovery journey on social platforms, not search engines. A staggering 66% of shoppers use social to find new products, rising to 83% among Gen Z.
eCommerce experiences need a social-first makeover. Traditional websites, often static and functional, fail to retain the attention of socially influenced shoppers. A massive 80% abandon their journey when redirected from social.
StoryStream’s Solution: We’re bridging this gap by integrating social-style content – UGC, video, and AI-driven discovery – directly into eCommerce experiences.
- Case in Point: +21% AOV and +73% dwell time for Sweaty Betty after adding social content to commerce pages
- Case in Point: +12% AOV and +70% session duration for Peacocks through community-led experiences
✅ Your action: Rethink how content shows up in your storefront, use UGC, video, and AI to match the expectations set by social.
PRODUCT SPOTLIGHT: SMARTER, SOCIAL-FIRST EXPERIENCES
Product updates shared by Tom Matthews, Senior Product Manager, StoryStream
To support this shift, StoryStream is continually evolving, and the forum was the perfect moment to showcase what’s new:
- Shoppable Video: We’re prioritising mobile-first video formats, autoplay, and direct product links, ensuring a seamless shopping experience.
- Content Briefs: Helping brands streamline UGC collection with branded upload areas, opt-ins, and customisable forms (you can see an example here!).
- Discover Dashboard: Providing a centralised hub for content publishing, surfacing performance insights, and simplifying rights management. Combined with our upgraded analytics stack (including GA4 integrations and tag-based tracking), this gives brands real clarity on what’s working, what’s converting, and where the opportunity lies.
✅ Quick Insight: these updates are designed to provide quick wins for your team – speed up UGC workflows, keep shoppers engaged post-social click, and make content decisions backed by easily accessible data.
LOOKING AHEAD: AI-DRIVEN PERSONALISATION AND BEYOND
Roadmap highlights from Joe Baskerville (CTO) and Alex Vaidya (CEO)
The second half of the day looked forward, exploring how AI will continue to shape the future of discovery-to-purchase journeys. Our AI platform, Aura, is evolving rapidly, now enabling smarter content tagging, automated publishing, and personalisation based on browsing behaviour, session intent or CRM data. Coming Soon: The Aura Tagging Assistant, featuring video and audio support, will further streamline content management.
Here’s a sneak peek into the rest:
- The team previewed our new TikTok integration, allowing full playback and product tagging within StoryStream experiences.
- A significant upgrade to product coverage reporting, helping brands identify and fill content gaps across their catalogue.
- Dynamic SEO enhancements, including auto-generated alt text and sitemap updates to increase visibility of shoppable content on search engines (learn more about how UGC and StoryStream helps with SEO here)
- Social Storefronts: We’re introducing AI-powered, campaign-ready shopping experiences that blend UGC, video, and product catalogs into seamless destinations.
✅ Your action: Pilot opportunities for Social Storefronts now open.
This isn’t about replacing your existing site, it’s about enabling softer landings, tailored hubs and new ways to turn attention into measurable action. Many customers at the forum expressed interest in using this format to support specific events, like seasonal campaigns or EV product pushes.
💬 KEY THEMES FROM THE ROOM
Strategy sessions focused on challenges like cross-department collaboration, data analysis, and long-term vision. These discussions highlighted the need for organisational change to support new technologies. User sessions, conversely, delved into the day-to-day realities of platform usage.
- The importance of cross-functional alignment: Brands are emphasising the need to break down internal silos and foster collaboration between social, CRM, and digital teams.
- Demand for real-time analytics: Teams are seeking real-time, actionable insights to inform their strategies and optimise performance. StoryStream’s shift toward self-serve dashboards and AI summaries was welcomed as a meaningful step forward.
- Employee-Generated Content (EGC) potential: Brands recognise the power of their employees as authentic content creators and are exploring ways to activate them at scale. When given the right briefs and tools, this content feels authentic, trusted, and drives results. Teams were especially excited about using Content Briefs and Social Storefronts to activate internal communities at scale.
Our user group session provided valuable feedback on how StoryStream is being used day-to-day, and where it could go next. Teams talked about more:
- Flexibility in managing content, from better photo reordering to multi-select tools and refined selection logic.
- AI capabilities, not just for tagging, but for localisation, personalisation, and content suggestions based on user behaviour or product gaps.
- Accessibility, with requests for subtitle support, audio controls, and clearer copyright handling.
IN SUMMARY: BUILDING WHAT COMES NEXT, TOGETHER
The customer forum was a clear reminder of the pace and promise of change in eCommerce. Shoppers are discovering differently, engaging differently, and expecting more. And for brands, the opportunity lies in creating experiences that don’t just grab attention, but guide action, in a way that feels relevant, inspiring, and measurable.
Everything we shared – from new product launches to AI-driven roadmap features – is being shaped by customer feedback and evolving needs. We’re committed to building the tools and experiences that help brands stay ahead!
We’d love to show you what’s possible. Get in touch.
