Consumer buying pattern in 2025: Discovery, consideration, and purchase stages are merging
The Brand World Summit 2025, also known as BWS 2025, took place on July 19, 2025, and was a significant event in the digital marketing industry. Hosted by Neha Markanda, head of industry for e-commerce at Google India, the summit focused on the impact of AI tools, short-form video, and Generation Z’s shopping habits on the ecommerce landscape.
During her keynote speech, Markanda emphasised the collapsing traditional consumer funnel, as discovery and purchase now occur simultaneously across multiple digital platforms. She highlighted the importance of AI in automating and optimising product listings for better accuracy and discoverability, urging marketers to leverage AI for relevance, measurement, and creativity to stay competitive.
Markanda also discussed the impact of short-form video and viral content, using the example of cricketer Vaibhav Suryavanshi’s overnight rise to fame through thousands of pieces of content generating over a billion views. This, she explained, underscores the importance of dynamic, eye-catching content that can capture the attention of Gen Z and other consumers who are constantly streaming, searching, and scrolling, often simultaneously across platforms.
The Brand World Summit 2025 was covered by our website, which offers industry-related content and has an app for smartphones. Subscribing to our Newsletter provides the latest insights and analysis. The app offers real-time updates and allows users to save their favourite articles. The website community, consisting of over 2 million industry professionals, is a vibrant hub of discussion and learning.
The Brand World Summit 2025 was organised by BE Staff. The Prohibited Content Policy applies to comments on the articles, ensuring a respectful and inclusive environment for all participants. The event marked a significant milestone in the understanding and adaptation of digital marketing strategies in the ever-evolving consumer landscape.
- The keynote speaker at the Brand World Summit 2025, Neha Markanda, stressed the importance of digital marketing strategies, specifically leveraging AI, for staying competitive in the ecommerce industry.
- The impact of short-form video and viral content in digital marketing was discussed by Markanda, using the example of cricketer Vaibhav Suryavanshi's sudden fame through multiple digital platforms.
- The Brand World Summit 2025 was covered by a media platform that offers industry-related content, including analysis, real-time updates, and a vibrant community of over 2 million industry professionals.
