As marketplaces, social commerce and AI agents reshape discovery and purchase, the role of owned channels is being questioned. This high-energy debate pits two sides against each other, with audience voting deciding whether retailers should double down on owned experiences or rethink their channel strategy entirely.

• How to evaluate channel performance to strike the right balance between owned and third-party platforms
• How to differentiate owned experiences to build stronger customer relationships
• How to leverage marketplaces strategically to drive incremental growth without cannibalisation
• How to align channel strategy with long-term brand goals to support sustainable competitive advantage
• Will AI and the advent of shopping in LLMs prevent you from needing your own website?