The Story of Colin Lewis

In this episode of Shopless, we sit down with retail media strategist, writer, speaker, and professional industry truth-teller Colin Lewis for a conversation that goes from Dublin garage bands and fruit jam deliveries to airlines, e-commerce, marketplaces, and the future of commerce media.

We talk about Colin’s early days driving around Ireland trying to get marmalade onto shelves, what airlines can teach retail media about attach rates and ancillary revenue, and why understanding the basics still matters even when the industry gets buried in buzzwords.

Colin also gets into career advice, pattern recognition, writing as a way to think, why people struggle with abstract ideas like “retail media,” and why defining the thing you’re talking about is half the battle.