The growth of digital has meant there is a closer connection between marketing and sales. Almost any piece of digital marketing can now include an imbedded call to action, making any digital content also a point of sale. Some brands are changing sales and marketing structures to unify and refocus innovation and shopping experiences – but is this level of change necessary and what is the best approach? As social platforms introduce more integrated purchasing processes the opportunities to use these as marketplaces are growing. Social-driven retail sales and referral traffic are also rising at a faster pace than any other online channel. In these sessions we will investigate how brands can adapt their ecommerce strategies to benefit from an ever evolving digital and social landscape.