Podcasts have officially overtaken radio in consumer preference. Podcast marketing marks a cultural and commercial turning point in how brands can connect with buyers. Podcasts aren’t just media anymore; they have grown to become marketplaces.

What used to be niche is now mainstream, with podcasts attracting audiences that are loyal, engaged, and more willing to spend. These aren’t just passive listeners, though; they’re active buyers. As podcasting has evolved beyond audio into visual formats, interactive experiences, and even live events, retail brands have a fresh opportunity to meet consumers across a whole new kind of funnel.

From Attention to Action

Podcasts are intimate. One of the most powerful things about them is how personal they feel. Listeners spend 30, 45, even 60+ minutes with a host that they trust—and when that host recommends something, whether it’s a show, brand, or product, it doesn’t feel like an ad. It feels like advice from a friend. That authenticity is unmatched in traditional advertising, and it’s translating into real results for brands that are paying attention.

What’s changing now is the format.

Video podcast consumption on Spotify has grown 88% this year. Gen Z is especially tuned in. 21% of their podcast time is video. Podcasts have grown beyond just listening during your commute; they’re about watching, reacting, and even shopping right in the moment.

Enter the Shoppable Podcast

Shoppable podcast integrations allow listeners to click straight from a podcast to the product page, grab a discount code, or shop directly through the connect platform.

Think: a beauty brand collaborating on a “get ready with me” video episode, or a homeware brand featured in an interior design podcast—with links to every product tappable on-screen.

The podcast becomes the store.

And because the experience feels so natural, seamless even, that it doesn’t interrupt. It feels native to the listener and natural for the host. It’s not interruption-based advertising—it’s contextual, trust-based selling.

Beyond the Stream: A 360° Brand Experience

The most successful podcasts are no longer just audio files—they’re ecosystems.

• 37% of Gen Z podcast listeners have attended a live podcast event. That’s more than a fandom—it’s a community.
• Clips from podcast episodes are going viral on TikTok, Instagram, and YouTube Shorts, spreading across platforms and pulling in new listeners.
• Hosts are becoming influencers in their own right, with a reach that rivals traditional creators.

For brands, this opens up opportunities. One investment could lead to multiple touchpoints: a host-read endorsement, social content, events, and real conversions.

What This Means for Retail and eCommerce

Podcast marketing is a performance channel with the potential to drive sales, loyalty, and long-term community. Here’s where to start:

• Sponsor niche podcasts where the host has serious trust with their audience, especially if they’re experimenting with video.
• Test out shoppable integrations that create real-time paths from interest to purchase.
• Co-create content with hosts that feels organic, fits their voice, and delivers your brand’s message.
• Show up in real life with events, merch, or even pop-ups that build on podcast momentum.

We’re watching podcasts evolve from content into commerce. For brands that move early, they have a chance to build lasting, omnichannel connections in a way that very few platforms allow.