Why Employee-Generated Content Is Transforming Online Shopping

2025-10-07

Forget glossy influencer campaigns, the real power in e-commerce right now? Your own people. In this mini episode of Marketing in the Madness, we uncover how Marks & Spencer, of all brands, quietly became the new Zara, by handing the camera to their employees. Our guest breaks down:- How employee-generated content (EGC) is flipping social commerce on its head- Why shoppers trust real staff more than influencers- The secret behind 2x higher order values and 3x more site visits from live shopping- Why ...

Forget glossy influencer campaigns, the real power in e-commerce right now?

Your own people.

In this mini episode of Marketing in the Madness, we uncover how Marks & Spencer, of all brands, quietly became the new Zara, by handing the camera to their employees.

Our guest breaks down:
- How employee-generated content (EGC) is flipping social commerce on its head
- Why shoppers trust real staff more than influencers
- The secret behind 2x higher order values and 3x more site visits from live shopping
- Why authenticity beats polish - and how that’s changing the future of e-commerce

From live shopping to shoppable stories and social proofing, this convo dives into what happens when brands let their people become the stars.

If you care about e-commerce, social commerce, or brand authenticity, this one’s a must-watch

LiSA
https://www.hello-lisa.com/

Sophie Freres
https://www.linkedin.com/in/sophie-fr%C3%A8res-n%C3%A9e-spethmann-3316548/

Katie Street
https://www.linkedin.com/in/katiestreet/
https://www.instagram.com/streetmate/

Marketing in the Madness

https://www.instagram.com/marketinginthemadness/
https://www.linkedin.com/company/marketing-in-the-madness-podcast

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