On October 14, the Effidays 2025 event brought together over 220 customers and partners from the Effinity ecosystem at the Consulat Voltaire in Paris. A particularly atypical venue, as it is a former electrical substation dating back to the early 20th century, transformed into a third-living space that now bills itself as a “generator of new energies”.
For the record, one of the main functions of an electrical substation is to transform high-voltage electricity from the transmission grid into low-voltage, which can then be distributed to customers. And given the current “high voltage” of the digital commerce market, it’s also the role of Effidays (and Effinity) to transform it into information, meetings, exchanges, etc. that can lower the voltage, and above all be useful to our customers!
The new deal in digital commerce
The theme of this 5th edition of Effidays was new customer journeys, in the era of e-commerce developments, the rise of social commerce and the arrival of AI commerce. Three developments that are tending to shift the focus of digital commerce, historically linked to the e-commerce site.
This new situation is accompanied by three fragmentations that are reshuffling the cards:
- Audience fragmentation: more volatile, multi-platform.
- Fragmented consumption channels: websites, apps, social networks, live, comparison sites, retail media, etc.
- Attention fragmentation: micro-moments, infinite scrolling, creators, etc.
But, in the end, there won’t be more consumers… they’ll be distributed differently and will follow new, less linear, less predictable buying paths. In this context, for a brand to be present everywhere directly is impossible for a number of reasons (costs, agility, expertise). The race will certainly not be won alone.
When you have to be everywhere, it’s better to be several!
For 25 years, Effinity has been convinced that a diversified network of partners is necessary to exist in the digital world, and this is even truer now with these new uses. Brands now need to build an ecosystem based on three pillars: Trust, Relevance, Performance.
Each partner is an access point to a specific purchasing context. Each partner carries the brand’s voice and contributes to increasing its overall share of voice. It’s not just a question of extending reach, it’s also about building trust, demonstrating relevance, and creating performance in every micro-moment of attention.
Balancing today’s and tomorrow’s needs
In concrete terms, these developments raise a number of questions:
- How can you be ready for Black Friday and Christmas for your e-commerce business? Whether it’s through audience hubs like media or consumer communities, or influencers who are now taken into account in Google Discover.
- What are the rules of Social Commerce? Creators are the new attention-getters. Affiliates account for 80% of TikTok Shop sales in France.
- What are the challenges ahead for AI Commerce or agentic commerce? Buying co-pilots and agents who compare, recommend and buy. They need to rely on information. Here again, the role of partners will be fundamental.
In the medium term, volumes will no longer come from a single channel, but from the intelligent aggregation of micro-channels with the right partners. And for a brand, the challenge is to find the right distribution of its presence, without diluting its performance.
And Effidays was there to help them, by helping them discover the partners they’re missing! To this end, the day was organized into various highlights. Plenary sessions on structuring subjects, workshops led by partners and our experts, and networking moments where advertisers and partners could exchange ideas and initiate new collaborations.
4 plenary sessions to better understand the issues
Conversations with Maisons du Monde
An exchange between Victoire Clouët des Pesruches, Head of Performance Acquisition at Maisons du Monde, and Christophe Bosquet, President of Effinity, on the strategic direction given to their affiliation program. Their culture of experimentation and current POCs.
IA Commerce, is it already tomorrow?
Affiliation has an expanded role to play in the generative AI economy by strengthening brands’ share of voice. Thanks to Sébastien Barry, co-founder of Foxglove-Partner, and Thibaut Fitoussi, co-founder of Minddex.ai, for joining Effinity to discuss the complementary nature of SEO / GEO / Partnerships.
The benefits of Social Commerce with Tiktok Shop
The figures confirm an explosion (nearly 10% of e-commerce sales worldwide). Alexandre Giraudeau, Head of Strategic Accounts and Agency Partnerships at TikTok Shop, came on stage to share with us a wealth of information on how to succeed with TikTok Shop, 6 months after its launch in France.
Reddit: how to use it as a brand?
A plenary dedicated to Reddit, with Marion Goult, Sr Client Partner, France Italy Spain, who helped us understand the role of this platform not only as a performance channel, but also in influencing the responses of generative AI.
12 workshops to address concrete themes
Over the course of the day, 12 workshop sessions enabled everyone to hone their skills.
Bank cashback: the benefits of payment to recruit new customers
Partners: Paylead, Plebicom, Woolsocks Orangebuddies
Content Commerce: distribution doesn’t stop at media sites
Partners: Ouest-France, Le Parisien
Data, from collection to exploitation: attribution / MMM / dashboarding
Partners: Wizaly, Spyne, MediaROI
Brand to Brand & Retail Media: how does one e-tailer affiliate with another?
Partners :
Retention and re-engagement: technologies to better transform the audience that comes from your partners
Partners: Nunami, Perfmaker
Whatsapp Shopping: the WhatsApp conversation at the service of conversion, with the testimony of our customer Maison Berger
Partner: Wax
Programmatics: from data to distribution
Partners: Zeta, Avanci
Gifting: turning gifts into conversion engines
Partner: Influence4You
How can you be more effective and creative in Social Ads with UGC?
Animation by Effinity
Communities: how to create and animate them around your themes?
Partners: Buddy, Komu
Publishers: new features and functions on the Effinity platform
Animation by Effinity
Publishers: how can you take your affiliate monetization to the next level?
Partner: Affilizz
Live Shopping: the banana on the cake!
The day was enlivened by the first Live Shopping event for Kadalys, which Effinity accompanies on TikTok Shop. A pioneer in cosmetic bio-innovation with banana bio-actives, Kadalys develops the science of the banana tree for organic, committed and ethical cosmetics. Shirley Billot, the brand’s founder, and Charlotte Rosier, host of M6 Boutique, hosted a 1h30 Live broadcast on the Kadalys website and TikTok Shop, thanks to our partner Caast. With the exceptional presence of surprise guest Frédérique Bel, a fan of the brand! All the brands present got a behind-the-scenes look at Live Shopping, and for some of them, the idea of trying their hand at the exercise began to germinate!
This 5ᵉ edition of Effidays proved once again that the performance ecosystem is in full effervescence. Many thanks to our customers, partners and teams for their commitment and trust. Together, we continue to transform the “high voltage” of digital commerce into constructive energy, creating value and performance.
