In this episode of OFFBounds, host Paula Macaggi sits down with Celso Borges Shimabukuro, VP of E-commerce at PepsiCo Europe, during Shop Talk Europe in Barcelona. Celso delves into PepsiCo's mission to drive outrageous growth and develop differentiating capabilities in the e-commerce space. He explains how the company navigates the complexities of partnering with both traditional retail giants and digital natives while experimenting with direct-to-consumer strategies. Celso highlights the challenges and innovations in creating impulsive buying experiences online, leveraging retail media networks, and the importance of digital transformation. He also shares insights on the role of technology, data analytics, and AI in shaping the future of digital commerce for PepsiCo, emphasizing the need for continuous learning and adaptability in this rapidly evolving landscape. Follow us on 👇🏻  ➡️ Instagram: https://instagram.com/off_bounds  ➡️  LinkedIn: https://www.linkedin.com/company/offbounds   ➡️ TikTok: https://www.tiktok.com/@off-bounds