On 17th September 2026, eCommerce Connect comes to London for a day of honest conversation, practical insight, and genuine connection for established brands navigating Amazon and TikTok Shop.
The theme is From Discovery to Conversion, and every session has been built around one of the most significant shifts happening in eCommerce right now: consumer buying behaviour is moving from search-led to discovery-led commerce, and the brands that understand how to navigate that shift are the ones building something sustainable.
Here is who will be in the room and what they will be covering.
The State of eCommerce 2026
Led by Carina McLeod, CEO and Founder, eCommerce Nurse and Vendor Society
The day opens with an interactive session led by Carina McLeod, who has been working in the Amazon and eCommerce space since 2004. Rather than presenting at the audience, this session brings the collective experience in the room to the surface, exploring what is exciting brands most right now, what is keeping them awake at night, and where the biggest opportunities lie across Amazon, TikTok Shop, and the wider eCommerce landscape.
Having worked on both sides of the fence as a Vendor Manager at Amazon and as an agency owner, Carina brings a perspective on eCommerce that very few people can match. This session sets the tone for the day by grounding everything that follows in the real commercial challenges brands are actually facing.
The Changing eCommerce Landscape
Led by Carina McLeod and Rob Murray, Amazon Client Services Lead, eCommerce Nurse
The second session explores how discovery-led commerce is reshaping consumer buying behaviour and what brands need to rethink for sustainable growth. Carina and Rob will cover how platforms like TikTok Shop, Amazon, and DTC channels are evolving within today's customer journey, why traditional channel strategies are becoming less effective, and what the rise of creator-led commerce means for how brands build visibility and drive demand.
Rob Murray brings over 15 years of experience in brand development across Amazon, D2C, and B2B platforms. His day-to-day work with Amazon Vendor accounts means the observations in this session are grounded in what is actually happening across accounts right now, not theoretical best practice.
Winning On and Off TikTok Shop
Led by Emma McCosham, TikTok Lead, and Joshua Ferguson, Ads and Affiliates Manager, eCommerce Nurse
The afternoon opens with a session on how brands are actually winning on TikTok Shop right now. Emma McCosham is a marketing leader specialising in TikTok Shop, social commerce, and digital growth, with a track record of helping brands navigate the evolving eCommerce landscape and unlock scalable growth. Joshua Ferguson works across paid media and creator-led strategies, using data, content, and creator partnerships to help brands drive revenue through TikTok Shop.
Together they will cover the full picture of what it takes to grow on and off TikTok Shop, from building a creator and affiliate strategy to paid amplification and understanding how TikTok activity connects to performance across your wider eCommerce channels. Over 80 percent of TikTok Shop revenue typically comes from affiliate content, and this session will show exactly how to build and manage an affiliate programme that actually delivers.
The TikTok to Amazon Halo Effect
Led by Paula Williams, Amazon Lead, and Théo Tomas-Brown, PPC Executive, eCommerce Nurse
The final session of the day tackles one of the most misunderstood dynamics in multi-channel eCommerce. When a customer discovers a product on TikTok and then purchases it on Amazon, that sale shows up in Amazon data with no credit given to TikTok. Brands that do not understand this connection pull back on TikTok investment because the direct revenue figures look underwhelming, not realising they have just switched off one of the things quietly driving their Amazon growth.
Paula Williams has spent 15 years in eCommerce and helped scale brands from their first year on Amazon to multi-million pound businesses. Théo Tomas-Brown grew a brand's products to number one in their category before joining eCommerce Nurse to bring strategic PPC expertise to brands around the globe. Together they will show how to capture TikTok-driven demand on Amazon, improve branded search visibility, and build a measurement framework that shows the full picture of what your cross-channel activity is actually delivering.
Panel Discussion: Who Owns the Customer in the Algorithm Era?
Facilitated by Carina McLeod, with panellists including a representative from Cruva
The day closes with an open panel discussion on one of the most pressing questions in eCommerce right now. As TikTok shapes discovery, Amazon captures high-intent demand, and algorithms increasingly control what customers see and when, the relationship between brands, platforms, and customers is shifting in ways that most businesses have not fully reckoned with yet.
Are brands building genuine customer relationships or are they increasingly dependent on platform algorithms to put their products in front of people? What happens when those algorithms change? Who really owns the customer in a world where discovery and purchase happen across multiple platforms?
Carina will be facilitating the discussion, joined by a panellist from event sponsor Cruva, the Official TikTok Shop Partner platform helping brands discover affiliates, automate outreach, and scale creator-driven revenue across the UK and beyond. Further panellist announcements to follow.
Expert Clinics
Following the main sessions, informal expert clinics give every attendee the opportunity to continue conversations in a more personal setting. Speakers and industry experts will host dedicated discussion areas around the room covering Amazon, TikTok Shop, creator strategy, content, and wider eCommerce growth. You choose where to spend your time based on what matters most to your business.
This is not a Q&A from the floor. It is a genuinely informal setting where you can ask the question you have been sitting on all day and get an honest, practical answer from someone who works in this space every day.
About eCommerce Connect
eCommerce Connect takes place on Thursday 17th September 2026 at Cavendish Venues, 1 America Square, London EC3N 2LB. Registration opens at 11am, with sessions running through to 3:30pm, followed by post-event drinks and networking until 4pm.
This is a more intimate event with limited places, designed to get the right people in the same room having the conversations that actually matter.
Book your place at eCommerce Connect
