The line between commerce, technology, and media has blurred – powered by platforms that connect first-party data, marketplaces that operate like full advertising ecosystems, and industries such as travel and fashion building their own media networks.
As a result, the Women in Retail Media Collective has rebranded as Women in Commerce Media (WCM), reflecting both the evolution of the industry and the broader ecosystem in which women are leading and shaping commerce-driven media. What began as a network focused solely on retail media now reflects a much wider reality: commerce happens everywhere. From marketplaces and travel platforms to fintech companies and fashion brands, organizations are increasingly becoming media owners in their own right. As the industry expands, so does the opportunity for professionals to lead, learn, and grow.
Women in Commerce Media is powered by a global network of chapter leads—our Collective Connectors—who shape local communities, guide programming, and ensure the voices of women across regions are represented. Drawn from a broad range of territories, including the Americas, France, the UK, Singapore and the US, this network will bring professionals together from all corners of the commerce ecosystem.
The network operates along three, key principles. To connect, holding gatherings to share ideas; to grow by delivering content through the WCM Journal; and to lead by collaborating with tradeshows and major industry events.
Co-founder Emma Helsloot emphasizes the strategic shift driving the rebrand: “Commerce media is no longer a niche discipline, it’s becoming the connective tissue of modern business.” Fellow co-founder, Ana Laura Zain, adds: “This rebrand is about alignment with reality, commerce now touches every aspect of media. WCM provides the framework for professionals across industries to stay connected, informed, and positioned for what’s next.”
