In this episode of Commerce Beyond Borders, hosts Chris Baker (Vancouver, Canada) and Renee Hartmann (Sintra, Portugal) sit down with Swagat Choudhury, Global Digital Commerce Director of the Perfect Store at Mars. With a background that includes years of global digital leadership at Diageo, Swagat brings a deep perspective on the evolution of e-commerce and how Mars is embracing the future. They unpack what it really means to create a "perfect store" online — from building frictionless customer journeys to leveraging AI and data for personalization, global content strategies, and omnichannel excellence. Topics discussed include: What "Perfect Store" means in a digital context Balancing global consistency with local relevance across markets The rise of social commerce, on-demand delivery, and conversational shopping How written content, reviews, and voice search are transforming product discovery Why Mars prioritizes customer-first thinking in every innovation initiative Practical advice for brands navigating the AI transformation “Be very clear on your outcome, and find the best path to it. Sometimes the answer might not be AI — but increasingly, it is.” — Swagat Choudhury, Mars Whether you're a global brand builder or a startup navigating commerce at speed, this episode will help you rethink the way you engage consumers in a fast-evolving digital landscape.