Cross-Merchant Data: The Next Frontier in Commerce
By Doug Toomay ·
Written by Doug Toomay | Originally published on Bernstein-Rein
Cross-merchant purchase data is creating a new layer of visibility across the commerce journey. While retailers typically see customers within their own ecosystems, payment and BNPL platforms like PayPal, Klarna, Affirm and Afterpay can see activity across merchants, categories and transactions.
In this article, I explore how that horizontal view could reshape performance marketing, attribution and retail media, and why brands should begin thinking about payments platforms as more than checkout tools.
The full article was originally published on b-r.com.
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