Meet Our Exhibitors: Georgia Leybourne, CMO, Linnworks
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What industry trends are you looking forward to seeing at this year’s eCommerce Expo and Technology for Marketing?
One of the things I enjoy most at eCommerce Expo is seeing which companies can rise above the noise. Right now, AI is the big talking point, but many businesses are jumping on the bandwagon without offering anything meaningful in that space. I like to see who is cutting through with real impact and value for retailers.
Retailers have an incredibly tough road with the economy, politics, declining high streets, and the constant evolution of eCommerce. There is already so much to navigate without unnecessary distractions. I see events like this as a sense check on who is genuinely helping retailers stay on track, and AI is definitely the biggest trend I am watching.
Another fascinating area is the intersection between retail and marketing, particularly the growth of retail media. Retailers are having to decide where to place their budgets: traditional media, marketplace media, or the emerging "marketplaces of marketplaces."
Every year, marketplaces are diversifying and expanding their portfolios, and I am curious to see where that is heading next!
What are the biggest challenges facing eCommerce retailers heading into Q4 and peak season?
I’d say fear of complacency is arguably the biggest challenge for retailers heading into peak season. When business gets busy or challenging, too many people bury their heads in the sand in the hope that things will resolve themselves. But if you keep doing the same things and expect different results, it is not going to happen.
Peak season is never too late to make a change and prepare for whatever is coming. I encourage retailers not to sit back and hope for the best. Whether it is tariff situations, tighter marketplace regulations, or unexpected disruptions, when the pressure is on, that is the time to act. It is about reviewing your people, processes, and technology so you are ready to respond.
What is most exciting to you about the eCommerce and digital marketing industry right now?
The opportunity. Growth in retail is exponential if you approach it with diversification in mind. At Linnworks, we believe in not putting all your eggs in one basket. Marketplaces in particular offer huge potential, and if you want access to more customers, that is the place to go.
A lot of retailers are nervous about going international because of cross-border trade, regulations, moving inventory, and staffing. But marketplaces can make it simple. For example, a UK retailer could partner with a marketplace like Walmart, which takes care of the operational side. Suddenly, you are in a region ten times the size of your domestic market, with the added advantage that US shoppers love British products.
Why is it important to bring the industry together at events like eCommerce Expo and Technology for Marketing?
I am a big believer in industry connections, networking, and partnerships. There is no better way to check the health of those relationships than meeting face-to-face at a trade show. The ad-hoc conversations, whether with competitors, media, prospects, agencies, or associations, are invaluable.
In today’s market, the best way to navigate change and expand your reach is to work together. Events like this create the space for that collaboration.
What’s the best piece of advice you would give to new people joining the industry?
It depends on your role. If you are coming in as a retailer, find someone you can trust and get advice early. Do not try to do everything on your own. There is a wealth of people who can help guide you, especially when you are trying to get something off the ground.
If you are joining from the supplier side, make sure you have your story straight. Know what you stand for, what you offer, and why it matters to your audience.
If you got the chance to reboot any ‘90s or 2000s brand for 2025 eCommerce, which one are you bringing back and how are you marketing it?
I was immediately going to bring back Woolworths but then I remembered Mr Motivator. He was a fixture on morning TV in the ‘80s and ‘90s - cheerful, energetic, positive. He was a brand in himself.
In a world that can feel quite dark, there is something refreshing about anything bright, colourful, and uplifting. That is what I would like to see more of in retail, a bit of that Woolworths and Mr Motivator energy.
Date: Day 1 - 24/9/25
Stage: Future of Digital Commerce Stage
Time: 15:00
Session title: From £10 to £10M in a decade with Marketplaces
Session synopsis: This session shares the story of an entrepreneur who embraced opportunity, tackled challenges and managed to thrive during a period of mass uncertainty for the retail world. He started on eBay, expanded to Amazon and embraced Walmart. He sold domestically and diversified to international. He never borrowed a penny. His journey is inspirational and shows us all how to take our business to the next level despite roadblocks encountered along the way.
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