
Retailers are navigating a complex economic environment marked by inflationary pressures, tighter consumer spending, and increasing scrutiny on marketing return on investment. As the macroeconomic outlook remains uncertain, businesses are being forced to reconsider their strategies and change the way they think about growth.
In this new environment, marketers’ focus is shifting from acquiring more customers to extracting more value from existing ones. This mindset is driving renewed interest in efficiency, optimization and revenue opportunities that don’t require additional spending. Checkout is one of the most overlooked — and most promising — of these opportunities.
Once seen as a final step in the customer journey, checkout is quickly emerging as a strategic revenue channel, powered by first-party data and real-time relevance.
Why First-Party Data Matters More Than Ever
In today’s privacy-first world, reliance on third-party data is no longer sustainable. The retailers poised to succeed in this climate are those who understand how to unlock the power of their own first-party data, gathered directly from their customers through on-site behavior, purchases and engagement.
This data is not only more reliable and privacy-compliant; it’s also more relevant. And nowhere is it more actionable than at checkout, where retailers know exactly who the customer is, what they’re buying and what they’ve shown interest in. That creates an ideal opportunity to deliver relevant experiences that drive incremental revenue without any additional media investment.
Monetizing the Moment: Checkout as a Strategic Asset
Traditionally, checkout has been engineered for speed and simplicity. While ease of use is still essential, embedding intelligent offers can enhance rather than interrupt the experience.
Whether it’s suggesting a complementary product, highlighting a limited-time upgrade or featuring a relevant third-party promotion, these tailored moments at checkout can lift average order value, deepen customer engagement and generate new income streams.
These outcomes are especially valuable in times of economic constraint. In tough markets, that kind of upside can be a game-changer.
AI at the Core: Real-Time, Scalable Relevance
What enables this level of performance is machine learning. Today’s AI-powered platforms can assess hundreds of contextual signals — including cart size, geography, time of day and device type — to serve up the most relevant content in real time.
This isn't guesswork. It's scalable, data-backed decision-making that improves with each interaction. Unlike static promotions or rule-based upsells, AI-driven optimization adapts to each shopper’s needs and environment, creating a heightened sense of value that improves the overall experience.
Driving Loyalty in Leaner Times
Better customer retention is another benefit. When customers receive pertinent and helpful experiences at checkout, they’re more likely to feel connected to the brand. In a competitive market, where market share is critical, loyalty is worth its weight in gold.
Retailers that treat checkout not simply as a transaction but as a high-impact engagement touchpoint can turn one-time buyers into repeat customers, even when discretionary spending is down.
The Path Forward
Economic downturns challenge companies to rethink what’s working. For retailers, that means scrutinizing every part of the funnel and finding new ways to grow revenue without overspending.
The good news is that the potential is already built into your own infrastructure. By activating first-party data, adding relevance in the checkout experience and treating every conversion as a relationship opportunity, retailers can build resilience and unlock new profitability — even in the most uncertain market cycles.
In the end, growth in today’s economy isn’t just about more traffic. It’s about smarter monetization of the traffic you already have.
Craig Galvin is chief revenue officer of Rokt, a leader in e-commerce, enabling companies to unlock value by making each transaction relevant at the moment that matters most — when customers are buying.

As Chief Revenue Officer, Craig Galvin leads the strategy and execution for Rokt’s business development and strategic partnerships. Craig has made significant contributions to the digital industry as a pioneer, co-founding the white agency (now whiteGREY) and transforming it into one of Australia’s largest independent digital agencies. With an impressive client portfolio including Telstra, Commonwealth Bank of Australia, Coca-Cola South Pacific, and more, Craig steered the agency through successful acquisition by STW (now WPP).Craig’s talents extend into building businesses in emerging markets, as he led iflix’ SEA short form content division as Global Director, where he shifted focus to original local content. Upon his arrival in NYC, prior to joining Rokt, Craig became Chief of Staff for non-profit juggernaut Global Citizen where he played a pivotal role in expanding the organization’s presence in Canada and India through strategic partnerships with Usher, ColdPlay, JayZ, and Hugh Jackman among others.