At Converge Africa 2025, Flow hosted a panel of industry leaders from Woolworths, Coty, eComplete, and TrafficBrand to explore the rise of commerce media in South Africa. With insights on local strengths like brand-retailer collaboration, first-party data activation, and omnichannel engagement, the session highlighted how South African retailers can monetise digital audiences without needing full-scale media networks. The consensus: commerce media isn’t coming — it’s already here, reshaping retail through strategy, trust, and data-driven growth.