AI is changing how consumers discover, evaluate and buy products. While conferences are full of predictions about Agentic Commerce, few are explaining what it actually means for food brands and retailers, or what they should do about it today. This article explores how AI-powered shopping will reshape brand choice and the practical steps organisations can take today to remain recommendable, discoverable and shoppable in an agent-driven future.

Amazon isn’t just adding ads to TV. They’re turning TV into a clickable, measurable, shoppable surface.

For years, commerce has been built around one core idea: the shelf. First physical. Then digital. Then optimized through retail media. But now, that concept is starting to break down: again.

This week we attended Digital FMCG 2026 in London, where digital and eCommerce leaders from some of Europe’s biggest FMCG brands came together to share how the industry is evolving. Over two days, speakers and panels explored how brands are adapting to new consumer behaviours, emerging platforms, and the growing complexity of digital commerce.

Northfork is proud to announce the appointment of Stuart Renshaw as Commercial Director.

TikTok has quickly become one of the most powerful platforms for product discovery.