The e-commerce world is always changing. As 2026 approaches, independent agencies need fresh strategies to help their clients succeed. For this reason, Fintan Gillespie, a leader at Snap Inc., provides a clear roadmap. He highlights key areas where agencies can deliver real value, ranging from better reporting methods to using exciting tech like augmented reality (AR). In this post, we break down five essential tips to help your e-commerce clients win in the year ahead.
Takeaways 🚀
✅Shift focus to business value.
✅Personalize communication for stronger connections.
✅Build creative libraries with UGC.
✅Leverage first-party data effectively.
✅Embrace AR for immersive experiences.
1. Ditch Vanity Metrics, Show Real Value
First, your clients want to see how your work affects their bottom line. Reporting on individual channel performance simply isn’t enough anymore. Therefore, agencies must connect their marketing efforts directly to business growth.
How to Show Your Worth:
- Create Unified Reports: Instead of reporting channel by channel, show your clients the full picture of how your media plan drives their business forward.
- Make it Simple: Provide reports that are easy to understand. Moreover, your clients should be able to share these with non-marketers, like their CFO, to prove your value.
- Focus on Business Goals: Use the rest of this quarter to update your reporting models. Additionally, talk to partners about measurement tools that help you track what matters most to your clients’ success.
By making these changes, you prove you are a strategic partner, not just a service provider.
2. Master the Power of Direct Communication
Next, remember that today’s consumers want to connect with brands on a personal level. They expect one-on-one interactions that feel relevant to them. Consequently, this creates a huge opportunity for agencies to build stronger customer relationships for their clients.
Tapping into Chat:
For instance, a recent Snapchat study found that 86% of social media users in the U.S. welcome messages from brands. This finding shows that chat is now a key space for meaningful engagement. As a result, agencies can use tools like Snapchat’s Sponsored Snaps to help clients start these conversations and build loyalty.
3. Build a Strong Creator-Led Content Library
Furthermore, personalization is no longer a luxury; it has become a basic expectation. Consumers want a custom journey from the moment they discover a product to the moment they purchase it. To do this well, you need a large and diverse library of creative assets.
Why You Need More Creative:
- Fuel the Algorithm: A robust creative library gives advertising algorithms more options to pull from. This allows them to create a personalized ad journey for each user.
- Leverage Creators and UGC: By using creators and user-generated content (UGC), you can build up your content library more quickly. It also provides authentic, platform-native ads that truly resonate with audiences.
- Plan Ahead: Identify creators who speak directly to your client’s target audience. In addition, build UGC into your media plans from the start to ensure a steady flow of fresh content.
4. Become an Expert in First-Party Data
In addition, helping clients use their own customer data is now one of the most valuable services an agency can offer. With privacy rules changing, first-party data is more important than ever.
Building a Data Strategy:
- Encourage Opt-Ins: Develop strategies that give users a reason to share their data. Offering personalized content, exclusive deals, or loyalty rewards in exchange for information is an effective approach.
- Build Trust: This strategy not only builds a foundation of trust with customers but also ensures you have a sustainable way to run smart, effective campaigns without relying on intrusive tracking methods.
- Think Big Picture: Furthermore, this work goes well beyond the channels you manage. Strive to understand every customer touchpoint—from the website to in-person events—so you can add comprehensive value.
5. Use AR to Create Immersive Experiences
Finally, in a crowded market, e-commerce brands need to find ways to stand out. Here, augmented reality (AR) offers a powerful advantage. It closes the gap between shopping online and experiencing a product in person.
Bringing Products to Life:
- Virtual Try-Ons: AR lets customers “try on” products like makeup or glasses from home. This interactive experience builds confidence and, consequently, can reduce returns.
- Interactive Showrooms: Agencies can create virtual showrooms that let customers explore products in a 3D space. As a result, buyers can make more informed decisions.
- Drive Real Results: For example, beauty brand Rituals used an AR Lens on Snapchat to launch a new collection, resulting in over 25 million impressions. This shows that AR can deliver both brand awareness and performance.
Your Next Steps
To sum up, the agencies that thrive in 2026 will be nimble, smart, and true partners to their clients. By embracing these five strategies, you can move beyond basic services and deliver a powerful competitive advantage. Focus on demonstrating value, personalizing communications, diversifying creative, mastering data, and using new technology. This is how you will help your e-commerce clients not just survive, but succeed.
