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.

Northfork, the global provider of shoppable recipe technology, announces its partnership with iCook, a health-first cooking and nutrition app designed to help people turn personalized dietary guidance into everyday meals.