Europe Discovers Buc-ee's | StockX Launches Live Shopping | 2026 Seguno Discount Report

World Cup tourists just found Buc-ee's and the timeline is feasting, Stars + Honey is doing $50M in year three, and StockX is launching real-time live shopping. Plus two guest interviews on attribution + organic social, and the public-market DTC rollup that nearly died and engineered an 8x turnaround.ON TODAY'S EPISODE OF ECOMM COWBOYMatthew Kobach (VP of Marketing, Northbeam) — Spent the last decade reverse-engineering organic social on X, where @mkobach became a fixture of "make branded content suck less" tweeting. Built NYSE's social, then VP of Marketing at Fast, CMO of Northbeam, VP of Marketing at Slice, and now back at Northbeam — where focus has shifted from MTA-only attribution toward MMM, deterministic view-through, and platform partnerships with Meta and TikTok. We dig into whether deterministic view-through has made paid-first testing cheaper than organic, how he reconciles his "you can only channel existing desire" worldview with selling an attribution platform.Ghassan Halazon (Founder and CEO, Emerge Commerce) — Wall Street at Citi to a Canadian Groupon competitor he scaled from zero to $30M, then founded Emerge as a "next-generation portfolio company." Took it public on the TSX Venture Exchange in 2020, peaked at a $150-175M market cap, then nearly died under $32M of debt as pandemic darlings collapsed. Has since shed non-core brands, paid debt down to ~$4.5M, and refocused on two verticals (grocery via TruLocal, golf via Underpar/Tee2Green) with ~$40M in GMV — stock up roughly 8x from the lows. We get into the repeatable part of the Tee2Green deal vs. the part that was just the founder wanting to move to Florida.ALSO ON THE SHOW- Stars + Honey: $50M in year 3, $24M from VMG- Nike is building a "Universe of Football"- StockX is launching real-time live shopping- Pizza Hut is cashing in on nostalgia- Seguno drops the 2026 Shopify Unique Discount Benchmark- Population collapse, meet your $7.93 punchline- Anthropic Jacket V1 has landed- Lavazza brings espresso tablets to the US- Watch and react: $20M bet on AI customer mind-reading- Watch and react: Chief World Cup WatcherBuzzBallz- McDonald's McFlurry x Monster Energy?- Inside the World Cup ad land grab- Reese's C4 Whey Protein- Moment of zen: gorilla kicked out by his partner__________________________Welcome to DTC's daily—what's now/next in ecommerce so founders, marketers, and operators can survive and thrive.Weekly newsletter: https://newsletter.ecommcowboy.com/Made possible by:Richpanel - https://www.richpanel.com/?utm_source=Ecomm+Cowboy+Show&utm_medium=Show&utm_campaign=Ad+Read&utm_id=Ecomm+CowboyPostscript - https://postscript.io/?utm_source=Ecomm+Cowboy+Show&utm_medium=Show&utm_campaign=Ad+Read&utm_id=Ecomm+CowboySeguno - https://www.seguno.com/?utm_source=Ecomm+Cowboy+Show&utm_medium=Show&utm_campaign=Ad+Read&utm_id=Ecomm+CowboyIntelligems - https://www.intelligems.io/?utm_source=Ecomm+Cowboy+Show&utm_medium=Show&utm_campaign=Ad+Read&utm_id=Ecomm+CowboyAxon by AppLovin - https://axon.ai/en/ecommcowboyROKT Aftersell - https://www.aftersell.com/offers?utm_source=Ecomm+Cowboy+Show&utm_medium=Show&utm_campaign=Ad+Read&utm_id=Ecomm+CowboyProxima AI - https://www.proxima.ai/?utm_source=Ecomm+Cowboy+Show&utm_medium=Show&utm_campaign=Ad+Read&utm_id=Ecomm+CowboyNorthbeam: http://northbeam.io/?utm_source=Ecomm+Cowboy+Show&utm_medium=Show&utm_campaign=Ad+Read&utm_id=Ecomm+CowboyUniversal Ads - https://www.universalads.com/?utm_source=Ecomm+Cowboy+Show&utm_medium=Show&utm_campaign=Ad+Read&utm_id=Ecomm+CowboyFollow Ecomm Cowboy:https://x.com/ecommcowboyhttps://www.linkedin.com/company/ecommcowboyhttps://www.instagram.com/ecommcowboy/https://www.tiktok.com/@ecommcowboyhttps://open.spotify.com/show/0q1Pp0rW8j6cehXToNTeJchttps://podcasts.apple.com/us/podcast/ecomm-cowboy/id1761749693