Observed Signal · Sep 30, 2026 · Market Signal · Source: Mirakl · Impact: 2/5
Siia Cosmetics Expands Across Four Retail Marketplaces With Mirakl Connect
Siia Cosmetics expands across four retail marketplaces with Mirakl Connect, as reported by RetailBoss.
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Connected Companies & Entities
1 Entity mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Payback Launches 'Payback Produkte' Marketplace, Expanding Platform Strategy
Payback, the German loyalty program, has launched 'Payback Produkte', a new marketplace within its app, currently in beta. It allows users to search, buy, and pay for products directly in the app while earning points. The marketplace offers several thousand articles across electronics, home, fashion, and sports. It operates on a model where selected partners and other merchants sell their goods, avoiding Payback holding inventory, with technology from Mirakl. This move strengthens the app as a central platform for shopping, saving, and loyalty. Payback has over 35 million active customers and 18 million active app users, with partner revenue exceeding 46 billion euros last year. The company plans to onboard more merchants and promote the service through its own channels, building on its existing 700+ partners.
CMO Role Undergoing Fundamental Transformation Due to AI and Pressure
The Drum's new documentary series 'The Great Marketing Makeover' examines how the Chief Marketing Officer role is evolving rapidly due to AI, shifting consumer behavior, and pressure to show commercial impact. Marketing leaders from Salesforce, Tony's Chocolonely, Samsung, and others discuss the expanding responsibilities of CMOs, who must now balance brand building with data, technology, and ROI proof. Agency leaders from WPP, S4 Capital, and Area23 note that agencies are moving away from hourly billing toward fixed-fee models as AI automates production tasks. The series highlights a fundamental shift in marketing leadership, requiring CMOs to be analytical and data-driven while preserving creativity.
Discovery Collapses Funnel; Machines Decide Purchases
The Drum has released the first episode of its three-part documentary series All Media Is Commerce Media — The New Shop Window — which examines how product discovery is changing as social platforms, conversational search and AI assistants shorten the path from discovery to purchase. Industry leaders from TikTok, Google, Albertsons, Philips, Circana, Kroger Precision Marketing and Mirakl feature in the film, sharing data and viewpoints: TikTok searches are up 40% year-on-year, social discovery is driving a large share of purchases, and search queries are lengthening in the AI era. The episode argues marketers must optimise for both humans and machines — improving metadata, product information and formats that allow algorithms and AI agents to surface and transact on behalf of shoppers.
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