Brands must unify media, retail, and trade with AI-driven Total Commerce to master complex consumer journeys.

Flywheel's new report, The Big Shift, highlights how AI, social commerce, and retail media are fragmenting consumer shopping paths, with 80% of buyers now following non-linear journeys. The report urges brands to adopt a Total Commerce approach that integrates discovery, retail activation, media, and trade planning into one system focused on overall business outcomes. Examples like Danone's campaign show how connected strategies across digital and physical channels drive significant sales and engagement. This shift is critical as social platforms and AI reshape how consumers discover and buy products, making unified brand experiences essential for competitive advantage.