Over the past year, we’ve spent a lot of time working with performance teams across our client base, and there’s been a consistent theme in what they’re being asked to do and where the gaps still exist.
Performance teams today aren’t just launching campaigns. They’re managing paid social, email, QR, and out-of-home simultaneously.
At the same time, they’re trying to route shoppers to the right retailer in the right market and surface the right product at the right moment. They’re also being asked to prove what media actually drove a purchase, not just what generated a click.
That requires more than a link. It requires a connected system that carries intent from the campaign all the way through to conversion.
That’s what we built Shoppable to solve. And with Shoppable Next Generation, we’re taking that a step further.
The gap isn’t a strategy problem. It’s an infrastructure problem.
What’s New and Why It Matters
Campaigns shouldn’t require translation between strategy and execution.
With Shoppable Next Generation, three purpose-built templates map directly to the objectives performance marketers already use every day:
Buy Now for conversion
Bundle for basket building
Catalog for discover
The goal here is simple. There’s no new mental model to learn and no disconnect between campaign intent and the experience a shopper lands in. The workflow reflects how teams already think and operate.
Just as importantly, speed changes how teams work. What used to take multiple handoffs and extended build cycles can now go from brief to live in minutes. That shift alone is changing how quickly teams can launch, test, and iterate.
Every path to purchase, covered
Shoppers don’t think in channels, and your experience shouldn’t either.
Shoppable Next Generation brings multiple paths to purchase together in a single experience:
Online retailer options
Local availability
Same-day delivery through partners like Instacart and DoorDash
When a product is unavailable, alternative options from your brand are surfaced automatically so the shopper stays in the journey instead of dropping off.
At the same time, auto-localization adapts language, product content, and market context at the foundation level. That allows a single campaign to scale across markets without the overhead of managing separate versions.
The result is straightforward: more ways for shoppers to buy and fewer reasons for them to leave.
Retail outcomes you can actually see
Performance doesn’t stop at the click, and measurement shouldn’t either.
Wayvia’s retailer collective, the largest globally, provides confirmed post-click purchase data so you can see what your campaigns actually sold, not just what they appeared to drive.
Not inferred. Not estimated. Confirmed.
That distinction matters. It’s the difference between measuring activity and understanding outcomes, and it’s what allows teams to make better decisions about where to invest next.
A signal loop that gets smarter over time
Every purchase should make the next campaign better.
Wayvia’s confirmed retail data creates a closed-loop signal across channels, allowing targeting and optimization to improve over time.
In early implementations, teams are already seeing the impact of that feedback loop, with more efficient media spend and measurable improvements in performance as campaigns learn from real purchase data, not just clicks.
As that signal compounds, campaigns become more efficient, audiences become more precise, and performance becomes more predictable.
In some cases, that signal can also be activated directly within media platforms. Integrations like Meta Conversions API extend this by feeding confirmed purchase data back into platform optimization so campaigns can optimize based on real outcomes, not just engagement signals.
This isn’t just about reporting. It’s about building momentum into how your media works.
The Result
What this ultimately creates is a more connected system:
One system linking campaign to conversion
One experience guiding shoppers from discovery to purchase
One clear view of what your media is actually driving
Shoppable Next Generation reflects how performance teams operate today and where commerce is going next.
We’re excited about what this unlocks for the teams doing the work every day, and we’ll keep pushing this forward.
Shoppable Next Generation is available now.