The Next Marketplace Battleground: AI, Profitable Growth & Winning in 2027 (John LeBaron, Chief Revenue Officer at Pattern)

As online marketplaces mature, where do you see the next major battleground for brands—customer acquisition, profitability, loyalty, data, or something else entirely?With Walmart, TikTok Shop, Temu, and other platforms gaining attention, how should brands determine which marketplaces deserve investment and when does expanding to more platforms actually become a distraction?As AI increasingly influences how consumers discover and purchase products, how will that change marketplace strategy? What should brands be doing now to ensure their products remain visible in an AI-driven shopping environment?Marketplace growth can look impressive at the top line while becoming increasingly expensive underneath. What should executives be looking at to determine whether their marketplace business is actually creating profitable, incremental growth?Looking toward 2027, what is one marketplace capability or investment you believe CPG leaders are underestimating today—and what should they start doing differently now to prepare? a title from these questions