Firework

Here's the big question: Is that a measurement problem or a priorities problem?

When a shopper finds a product on TikTok and buys on your site, you get the transaction. Not the watch time, the consideration set, or what they almost bought instead. When conversion drops, the answer might be upstream of your site.

TikTok gave brands reach they couldn't build organically. It also trained ecommerce teams to optimize for metrics they don't own. 🧵

Mattel does the same with Creations Revealed. New products go on sale in real time, mid-show. The formula: live video + superfans + a limited drop. Live shopping is already happening. Where do you see it going?

While that deal plays out, toy and collectibles brands are already doing it. LEGO runs themed live shopping events tied to drops. Star Wars Day, F1 launches, set reveals. Fans tune in, products sell out.

GameStop just bid $56B for eBay. One of the reasons? Live commerce. 🧵

Your website runs 24/7. But shoppers leave without an answer. The question they had when they landed is the same one they left with. A Digital Showroom that knows every product, answers every question, and never clocks out is not a feature. It is a different conversion strategy.

Shoppers don't read their way to a purchase. They watch their way there. Video answers what product descriptions never could: scale, texture, fit, real-world context. Every frame, buyable. #VideoCommerce #Ecommerce #Firework

@ParthaSundaram Second, a PDP presents information. The agent responds to intent. Same data, completely different delivery. The shopper does not spend the time to read 47 attributes, they'll just leave the PDP. They want to ask one question and get the answer that is relevant to them instantly.

@ParthaSundaram First, the agent pulls from a richer data set than what lives on the PDP. Brands feed it extended specs, use-case context, fit detail, materials, and more. Putting all of that on a product page would be unreadable.

A static PDP can't do 3 things an AI shopping agent can. Answer specific questions the shopper arrived with. Connect use-case context. Capture the relationship on a surface the brand controls. AI is sending you your highest-intent shoppers. Most sites aren't built to receive them

The average ChatGPT query is 23 words. Average Google search is 5. The shopper from AI has a specific question a PDP with bullet points cannot answer. Conversion gap between AI-assisted and unassisted sessions: 12.3% vs 3.1%. Your site needs to be rebuilt for a different shopper.

5/ The new question isn't "how do we get shoppers to our page?" It's "when an AI agent is answering for the shopper, what does our content actually tell it?" Is your PDP ready?

3/ An agent doesn't scroll your carousel. It parses structured attributes, verified reviews, and Q&A in milliseconds. No structured data = invisible in the consideration set.

AI agents can't read your PDP. That's the conversion gap nobody is talking about. Thread 🧵

4/ The emerging standard is the Triple-A framework: — Accessible: machine-readable, typed attributes — Authentic: verified reviews, attributable Q&A — Abundant: fresh, syndicated, updated Miss any one. Agent skips you.

The PDP isn’t just a product page; it’s the new storefront. 🗓️ Oct 9 | 2PM ET 🔗 firework.com/event?utm_sour… #RetailMedia #VideoCommerce

👥 UGC Meets AI: Find It. Curate It. Scale It. Your customers are already your most powerful storytellers. With Firework, you don’t have to create all the content: they already have.

Learn more about how Firework can make your website and content work harder for you! bit.ly/42s29Lg