Commerce Untold

Jeremy Goldman is VP Editorial & Insights at RETHINK Retail, a community platform supporting retailers, brand leaders, logistics practitioners, and AI specialists. Before joining RETHINK Retail, he founded and sold the Firebrand Group, spent years as an analyst at eMarketer, and has been building e-commerce properties since 2000. He also runs a podcast called Future Proof.This episode examines the gap between AI hype and business reality. Jeremy argues that agentic commerce attracts far more attention than the near-term use cases justify, and that the brands quietly gaining ground are the ones who never stopped running the fundamentals.The conversation covers where AI is delivering real results today, including enhanced product discovery for high-consideration SKUs, and what is actually shifting in search as LLMs reshape how buyers find products. Jeremy and Eitan work through why Google is more relevant than the current discourse suggests, what the rise of TikTok Shop signals about the pace of social commerce adoption, and why community building has become one of the most underrated growth levers available to brands right now.Listeners will leave with a clearer read on where the real ROI in AI sits in 2026, a sharper sense of which fundamentals are worth doubling down on, and a framework for knowing whether their company is commerce-optimized, marketing-optimized, or falling short on both.Website: https://www.vimmi.netEmail us: [email protected] website: https://vimmi.net/commerce-untold/Eitan Koter's LinkedIn: https://www.linkedin.com/in/eitankoter/YouTube: https://www.youtube.com/@VimmiVideoCommerce/featuredGuest: Jeremy Goldman, VP Editorial & Insights, RETHINK RetailJeremy Goldman's LinkedIn: https://www.linkedin.com/in/jeremygoldmanRETHINK Retail: https://rethink.industries/Key Takeaways:• Agentic commerce is real technology, but the claim that AI will handle all buying decisions within two years is not where the near-term reality lands• AI-driven product discovery is already delivering measurable results for large-catalog, high-consideration SKUs, and that is where brands should focus first• Most companies are either commerce-optimized or marketing-optimized, rarely both, and knowing which one you are determines where the gaps are• Community is the growth lever most brands are underinvesting in: a brand with a genuine community is structurally harder to displace than one relying solely on paid acquisition• When hype cycles hit, the companies that lean back into fundamentals, email, checkout friction, fulfillment speed, and conversion rate, take share from everyone else while they are distractedChapters:[00:12] Introduction and Inside RETHINK Retail[01:37] From E-Commerce Builder to Editorial Leader: Jeremy's Career Thread[05:44] Agentic Commerce: Real Technology, Outsized Claims[07:34] Where AI Is Delivering Real Results in Retail Today[10:28] Google Is Not Out: AI Search and the LLM Landscape[15:27] Commerce vs. Marketing: Knowing What Kind of Company You Are[18:49] Community Building as the Next Growth Unlock for Brands[21:26] TikTok Shop and Why Social Commerce Is Catching On[23:41] Why the Fundamentals Win When Everyone Else Chases Hype[28:36] Omnichannel Strategy: When and How to Add a New Channel[30:33] What Jeremy Is Focused on in the Second Half of 2026

Deneke O'Reilly is the founder and principal of Reliq Strategy, bringing 20 years of customer data experience to retailers trying to build durable growth. He spent his career converting customer insights into incremental revenue, starting in email marketing and later managing large scale marketing operations across first, second, and third party data sources.The core problem this episode tackles is simple to ask and brutally hard to answer: do you actually know who your customers are. Most retailers think they do until they ask their own marketing team and get silence back.Deneke breaks down his framework of identification, activation, and attribution, three connected pillars that determine whether a business can scale profitably or stays stuck guessing which channels actually drive revenue. He explains why messy or duplicated customer data quietly destroys engagement, why omnichannel journeys make attribution harder than ever, and why capturing customer identity at the point of sale, online and offline, is the unlock most retailers are missing.Listeners walk away with a clear mental model for diagnosing their own data maturity, practical KPIs to track progress, and a reminder that no AI tool fixes a broken identification problem. It starts and ends with knowing who your customer really is.Website: https://www.vimmi.netEmail us: [email protected] website: https://vimmi.net/commerce-untold/Eitan Koter's LinkedIn: https://www.linkedin.com/in/eitankoter/YouTube: https://www.youtube.com/@VimmiVideoCommerce/featuredGuest: Deneke O'Reilly, Founder & Principal, Reliq StrategyDeneke O'Reilly's LinkedIn: https://www.linkedin.com/in/denekeoreilly/Reliq Strategy: https://www.reliqstrategy.comKey Takeaways:• Most retailers cannot answer who their most profitable customers are or where they came from, and that gap is the clearest sign of a data problem.• Identification, activation, and attribution are not separate projects, they are one connected system, and all three trace back to knowing who the customer actually is.• Capturing customer identity at the point of sale is the weak link in most online-to-offline journeys, and capture rates of 10 to 30 percent are nowhere near good enough.• Customer data platforms are not interchangeable, some excel at identity resolution while others are stronger at activation, so the right setup often requires a two-partner approach.• AI can write content and personalize at scale, but it cannot fix bad identification, and the human edge still matters for understanding what a customer truly wants.• Real-time product data discipline, like syncing price changes the moment they happen, is what separates clean campaigns from ones that trigger customer complaints.Chapters:[00:12] Introduction and meet Deneke O'Reilly[00:52] What Reliq Strategy does and who it serves[01:43] Why attribution is harder than ever in complex customer journeys[02:53] Identification, activation, attribution: the three connected pillars[05:57] Why "do we know this" stops marketing teams cold[09:08] The rise and limits of customer data platforms[12:09] Durable growth vs. incremental growth, and building journeys around your best customers[17:04] Capturing identity at the point of sale for online-to-offline attribution[20:50] Why Deneke launched Reliq Strategy, and the KPIs that prove it's working[27:36] Crafting relevant content and the limits of AI in personalization

Vira Sadlak is a Retention Marketing Strategist at Flowium, a retention-focused agency and Klaviyo Platinum Partner specializing in email, SMS, and lifecycle marketing for e-commerce brands. She works with DTC brands across categories to build the automated systems that turn one-time buyers into long-term customers.Most brands pour their budget into acquisition and go quiet the moment a customer converts. That silence is expensive. This episode gets into exactly what brands are leaving on the table and how to fix it.Eitan and Vira cover the nine foundational flows every brand should have in place, why segmented lists often outperform full sends revenue-wise, and how to build customer journeys that branch based on behavior rather than treating every buyer the same. They also get into the mechanics of growing and identifying your subscriber list, including identity resolution tools and zero-party data collection through quizzes.The conversation goes deep on KPIs that actually matter (open rates are no longer one of them), when and how to layer in SMS, the deliverability mistakes that land you in spam, and where AI fits into retention strategy today. Listeners will walk away with a clear framework for building retention programs that generate consistent revenue without relying on one-off campaigns.Website: https://www.vimmi.netEmail us: [email protected] website: https://vimmi.net/commerce-untold/Eitan Koter's LinkedIn: https://www.linkedin.com/in/eitankoter/YouTube: https://www.youtube.com/@VimmiVideoCommerce/featuredGuest: Vira Sadlak, Retention Marketing Strategist, FlowiumVira Sadlak's LinkedIn: https://www.linkedin.com/in/virasadlak/Flowium: https://flowium.comKey Takeaways:• A significant share of second purchases happen within 24 to 48 hours of the first order, before the package even arrives. Not messaging customers in that window is one of the most common and costly retention mistakes.• Open rates are no longer a reliable performance signal. Click rates and conversion by segment tell you far more about whether your emails are actually working.• Sending the same message to your entire list hurts deliverability. Segmented sends consistently produce equal or better revenue while protecting your sender reputation.• Plain text emails outperform designed HTML templates on engagement and inbox placement because email providers do not flag them as promotional material.• Klaviyo and similar platforms function as data collection and analytics tools, not just communication channels. The segment-level insights they produce can inform your broader marketing strategy across every channel.• Identity resolution tools can identify anonymous website visitors and add them to your flows, but they require healthy deliverability and meaningful traffic volume (50,000 or more monthly visits) to be effective.Chapters:[01:20] About Vira Sadlak and Flowium[02:40] The Nine Foundational Retention Flows[07:27] Segmentation and Branching: Why 50 Journeys Is Not Too Many[10:04] What Retention Actually Means[11:05] Growing Your Subscriber List and Identity Resolution[14:11] How to Nurture Leads Who Have Not Purchased Yet[16:05] Why Email and SMS Still Drive 25-30% of Shopify Revenue[17:53] The KPIs That Actually Matter (Open Rates Are Not One of Them)[21:11] Email Cadence, Educational vs. Sales Content, and Preference Pages[24:25] When to Add SMS and How Often to Send[25:34] WhatsApp, Telegram, and RCS: Emerging Channels[27:36] Deliverability: How to Stay Out of Spam[29:26] How Flowium Serves Clients and Where AI Fits In

Cem Atik is the co-founder and CMO of Harucon Ventures, a firm that acquires minority and majority equity stakes in e-commerce and SaaS businesses doing between one and ten million in annual revenue. Rather than operating as an agency or consultancy, Cem and his team get in with capital, take operational control of marketing and finance, and work to make the businesses they partner with structurally profitable.Most e-commerce brands that come to Harucon Ventures have the same underlying problem: they are optimizing for the wrong things. Revenue looks healthy. ROAS looks acceptable. But unit economics are broken, overhead is bloated, and the margin structure makes scaling impossible.In this conversation, Cem walks through exactly how his team diagnoses and fixes that. From cutting ad spend by 1.7 million euros in a single month to replacing a fulfillment provider that was silently overcharging a brand shipping 25,000 packages a day, the fixes are rarely glamorous but consistently high-impact. The conversation also covers his four-engine growth framework: acquisition, retention, conversion, and profit-first optimization, and why founders who lead with ROAS are measuring the wrong thing entirely.Cem also breaks down channel mix strategy, including why Pinterest and Bing Ads are consistently underused, why TikTok affiliate is one of the highest-leverage growth levers available right now, and why the real money in e-commerce is almost always made in retention, not acquisition.Founders who are scaling but not compounding, or growing revenue while watching margins compress, will find this episode unusually direct and useful.Website: https://www.vimmi.netEmail us: [email protected] website: https://vimmi.net/commerce-untold/Eitan Koter's LinkedIn: https://www.linkedin.com/in/eitankoter/YouTube: https://www.youtube.com/@VimmiVideoCommerce/featuredGuest: Cem Atik, Co-Founder & CMO, Harucon VenturesCem Atik's LinkedIn: https://www.linkedin.com/in/cem-atikHarucon-Ventures: https://harucon-ventures.com/Key Takeaways:• If a founder cannot state their customer acquisition cost in under 15 seconds, the business does not have a real financial foundation yet.• ROAS tells you how much revenue you generated per dollar spent. It tells you nothing about whether that dollar was profitable. Optimizing for profit on ad spend (POAS) gives you actual control.• Gross margin under 65% makes scaling structurally difficult in the US and UK markets. The margin problem cannot be fixed with better ads.• Agencies are typically three times cheaper than hiring in-house at early stages. Outsource acquisition first, learn from the partner, then bring it in-house once systems are proven.• TikTok affiliate is one of the most capital-efficient acquisition channels available: commission-based, creator-generated content, and scalable without a large internal team.• Pinterest is consistently overlooked despite an audience skewing 25 to 45 years old with average household incomes above $100K, and ROAS between four and six even at modest spend levels.Chapters:[00:00] Introduction: Cem Atik and the Harucon Ventures Model[01:27] The Founders Harucon Typically Partners With[03:45] The Post-Acquisition Audit: First 72 Hours[07:45] Cutting 1.7M Euros in Ad Spend: A Case Study[09:16] Why Gross Margin Under 65% Makes Scaling Nearly Impossible[13:51] The KPIs That Actually Matter: CAC, CLV, MER, EBITDA[18:35] The Four Engines: Acquisition, Retention, Conversion, Profit[24:00] Why ROAS Misleads and POAS Gives Real Control[25:41] Channel Mix: TikTok, Pinterest, Bing, and What Gets Overlooked

Kate Assaraf is the CEO and founder of dip sustainable, a plastic-free haircare brand she launched in 2021 that hit seven figures within 18 months without running a single paid ad. Before starting dip, she spent 20 years inside the beauty industry, long enough to see the deceptive marketing practices that eventually pushed her to build something completely different.Most DTC beauty brands launch with paid social, influencer seeding, and a race to acquire customers fast. Kate did the opposite. She cold-called refill stores, traveled across the country to meet sustainable retailers face to face, and built distribution through brick-and-mortar before she ever thought about digital advertising. Today, dip is carried in all 50 states and has sold over 300,000 bars by word of mouth alone.The conversation covers why Kate chose physical retail over digital-first, how she thinks about authentic customer marketing in a category overrun by sponsored content and AI-generated testimonials, and why she built her own factory after her contract manufacturer went bankrupt. That last decision, vertically integrating manufacturing and fulfillment under one roof, turned out to be the most consequential call she made as a founder.Kate also takes on the sustainability conversation directly, pushing back on the moralizing that she believes drives people away from the movement rather than toward it. Her version of sustainability is inclusive, economics-driven, and grounded in saving customers money, not lecturing them. She explains why the dip conditioner bar, at $32 and lasting close to a year, is a stronger pitch than the environmental argument alone.Founders in CPG, beauty, and retail will come away with a rare perspective: what it actually looks like to build a consumer brand slowly, deliberately, and without the typical playbook.Website: https://www.vimmi.netEmail us: [email protected] website: https://vimmi.net/commerce-untold/Eitan Koter's LinkedIn: https://www.linkedin.com/in/eitankoter/YouTube: https://www.youtube.com/@VimmiVideoCommerce/featuredGuest: Kate Assaraf, CEO & Founder, dip sustainableKate Assaraf's LinkedIn: https://www.linkedin.com/in/kate-assaraf-b25a741a7dip sustainable: https://dipalready.comWatch the full Youtube video here:https://youtu.be/c9hCsejvcX8Key Takeaways:• Seven figures in 18 months, zero paid ads. If the product solves a real problem and you understand the customer from the inside, distribution follows• Real paying customers outperform influencers in haircare and skincare because results are too easy to fake• Moralizing drives people away from sustainability. Framing it as inclusive and economically smart converts more people than shame ever will• The $32 conditioner bar saves customers up to $500 a year. The environmental pitch is secondary to the financial one• Gifting product builds a hollow first wave. Real retention only comes from people who spent their own money• When her contract manufacturer went bankrupt, Kate built her own factory. It removed 3PL costs, protected the formula, and became the best decision she ever made• Returns largely end up in landfills. Local retail reduces return rates and creates accountability that e-commerce cannot replicateChapters:00:00 Seven figures, zero ads00:16 Introducing Kate Assaraf00:54 Values beyond work03:09 Why Kate left the beauty industry04:22 Dip's marketing: real customers only07:59 Fast beauty, sustainability, and unlearning consumerism14:24 Seven figures without a single ad15:36 How Dip launched: refill stores and road trips21:51 Giving back and reinvesting profits25:41 When the contract manufacturer went bankrupt27:51 Advice for founders29:54 Where to find Dip

Ilya Mikin is Vice President of Technology M&A at Corum Group, one of the leading technology M&A advisory firms globally. His background spans more than two decades across enterprise marketing at Intel and Unilever, executive and CEO roles at companies including iHerb, multiple founder exits across AdTech, MarTech, and FinTech, and now advising founders through acquisitions. He has been on every side of the M&A table, which makes his perspective unusually grounded.This episode gets into what has fundamentally changed about how technology and e-commerce companies are built, valued, and sold. The old playbook of raising VC money, growing at all costs, and gunning for IPO has largely collapsed. What replaced it is a market where M&A has become the primary liquidity event for founders, and where the rules for what makes a company attractive have shifted significantly.Eitan and Ilya dig into what acquirers actually look at today: why NRR, GRR, and low churn have become the cornerstones of valuation, why private equity now represents up to 40-50% of buyers in some sectors, and what it means to be an AI-native company versus an AI-enabled one. They also cover the mechanics of the M&A process itself — the four to eight week preparation phase, how Corum builds competitive tension among buyers, why the narrative around a business often matters more than the financials, and the internal deal killers that founders rarely talk about openly.Ilya also shares his take on where shoppable video sits in a world increasingly shaped by agentic AI, why he believes emotional product categories are protected from agent-driven purchasing, and what he is personally watching in the space. Founders who are building toward an exit, or who have never seriously thought about timing one, will find this conversation both practical and clarifying.Website: https://www.vimmi.netEmail us: [email protected] Untold: https://vimmi.net/commerce-untold/Eitan Koter's LinkedIn: https://www.linkedin.com/in/eitankoter/YouTube: https://www.youtube.com/@VimmiVideoCommerce/featuredGuest: Ilya Mikin, Vice President Technology M&A, Corum Group, Ltd.Ilya Mikin's LinkedIn: https://www.linkedin.com/in/ilyamikin/Corum Group, Ltd.: https://www.corumgroup.com/Watch the full Youtube video here:https://youtu.be/2lFD9JXIjIgKey Takeaways:VC investment in D2C e-commerce collapsed more than 90% from its 2021 peak, while M&A deals in that same sector grew 47% in 2025 — the exit path has fundamentally shiftedIPO is no longer the default liquidity event for most founders; M&A is now the primary outcome to plan aroundAcquirers today prioritize NRR, GRR, and low churn over raw growth rate — the stickiness and profitability of your customer base drives valuation more than top-line momentumPrivate equity now represents up to 40-50% of buyers in some sectors, and PE buyers lead with EBITDA, not vision — a minimum of $2-3M ARR and $500K EBITDA is roughly where serious interest startsBeing an AI-native company can increase your valuation by 20-30% or more; for true AI-native businesses, multiples can reach up to 20x EVFor AI companies, proprietary data sets matter more than the technology itself — the model is the moatMarket consolidation follows a cycle: the first quartile of a consolidation window has the most buyers, the most competition, and the highest multiples. Waiting too long means the music stopsThe narrative you build around your company matters more than your financials in the early stages of a buyer conversation — buyers need to feel fear of missing outRunning a competitive process with multiple interested buyers is the single most powerful lever a founder has in an M&A negotiation — inbound interest from one buyer puts the founder in a weak positionDeal fatigue and co-founder misalignment are the two most common internal reasons M&A deals collapse before closingAgentic AI will likely commoditize purchasing for basic, emotionally neutral products — but shoppable video remains essential for fashion, luxury, and any category where emotional decision-making drives the purchaseMore than 20% of WallID's customers now come through AI search channels like ChatGPT, Gemini, and Claude, with zero marketing spend — a real signal of how discovery is changingChapters:[00:00] Introduction and Guest Background[00:57] Ilya's Path from Intel and Unilever to E-Commerce and M&A[02:07] How the Approach to Building and Exiting Startups Has Changed[03:29] Why VC Investment Collapsed and M&A Deals Are Rising[04:40] What Acquirers Actually Look at Today: NRR, GRR, and Profitability[05:58] The Rise of Private Equity as a Buyer and What PE Wants[07:20] How AI-Native Companies Command a Valuation Premium[08:47] Where E-Commerce Multiples Stand Today[10:32] The Sell-Side Process: Preparation, Positioning, and Narrative[12:06] The Consolidation Window and Why Timing Your Exit Matters[13:38] How Corum Prepares Founders for Market[14:17] Technology Evaluation: AI vs. Non-AI Companies[17:00] Building the Story, Outreach, and Creating Competitive Tension[20:02] How Long a Typical M&A Process Takes[21:44] Deal Fatigue and Co-Founder Misalignment as Internal Deal Killers[23:28] Shoppable Video and Agentic Commerce: Where Emotion Still Wins[26:09] WallID: Solving Checkout Friction and Fraud at Scale[28:13] Managing Multiple Ventures and the Side-Hustle Mindset[29:44] What Ilya Is Watching in E-Commerce Right Now: Know Your Agent[31:04] How to Connect with Ilya and Corum Group

In this episode of Commerce Untold, host Eitan Koter sits down with Carol Shih, founder of Qode Space, a boutique Shopify agency, and Doraemi, a cross-border consultancy helping international brands enter and grow in the US market.Carol has a background that spans LVMH, Alibaba, and years of working with fashion and beauty brands across multiple continents. She brings a direct, no-nonsense perspective to what it actually takes to succeed in cross-border e-commerce.They get into why so many international brands, including some doing billions in Asia, struggle the moment they try to enter the US. Carol explains that the product is rarely the problem. It usually comes down to self-awareness: knowing your weaknesses before you start spending.The conversation covers what a proper Shopify audit looks like, why pouring money into traffic before your store is ready is one of the most common and expensive mistakes brands make, and how to think about brand positioning before touching paid ads or picking a sales channel.They also talk about the shift toward AI search and what brands need to do now to stay discoverable, why TikTok Shop has changed the beauty category faster than most brands expected, and how Gen Alpha is about to reshape shopping behavior in ways most businesses are not prepared for.Carol also shares how she leads her two businesses, why transparency and community sit at the core of her team culture, and why her ideal clients are usually brands that have already made the expensive mistakes.If you are thinking about cross-border e-commerce, expanding into the US market, or trying to get more out of your Shopify store, this episode is worth your full attention.Website: https://www.vimmi.netEmail us: [email protected] website: https://vimmi.net/commerce-untold/Eitan Koter's LinkedIn: https://www.linkedin.com/in/eitankoter/YouTube: https://www.youtube.com/@VimmiVideoCommerce/featuredGuest: Carol Shih, Founder, Qode Space and DoraemiCarol Shih's LinkedIn: https://www.linkedin.com/in/shihcarol/Qode Space: https://qodespace.com/Watch the full Youtube video here:https://youtu.be/ptO--lEfDegTakeaways:Self-awareness is the most overlooked step in cross-border e-commerce expansionDominating your home market does not mean you will succeed in the USA slow, buggy website with spelling errors destroys trust before a sale can happenAmazon drives volume but builds no brand loyalty or long-term competitive edgeShopify store performance must be audited before investing in paid trafficAI search (GEO) is the next layer brands need to prepare for alongside SEOTikTok Shop has already surpassed Sephora in beauty salesGen Alpha will reshape shopping behavior within the next four yearsGreat teams are built on transparency, community and psychological safetyThe best clients to work with are the ones who already understand where they failedChapters:[00:00] Introduction: Meet Carol Shih[01:05] From Taiwan to Australia to the US: The Third-Culture Founder[02:30] Biggest Mistakes Brands Make When Going Global[04:31] The Self-Awareness Problem: You Can't Fix What You Won't See[05:58] What Cross-Border Consulting Actually Looks Like in Practice[07:57] Founder-Led Content and Building Long-Term Authority[09:38] Lessons from Alibaba: Speed, Competition and Work Culture[12:26] The Shopify Audit Process: How to Build a High-Converting Store[14:36] AI in E-Commerce: What Is Real Right Now[16:40] AI Search, GEO and the Click-Less Future[18:04] Go-to-Market for International Brands: Amazon vs TikTok vs DTC[22:10] Beauty, Fashion and Lifestyle: Why Carol Keeps Landing Here[23:46] K-Beauty, Gen Z and the TikTokification of Shopping[25:18] Gen Alpha Will Change Everything: Here Is What to Watch[27:10] Leadership, Team Building and Running Two Companies[30:46] Leading With Transparency as a Founder and a Parent[32:01] Carol's Ideal Client: Brands That Have Already Failed[34:05] Where to Find Carol Shih

Eitan Koter sits down with Tarkan Salar, founder of Smart Concepts and the consultancy Can't Stop Me, who has spent 30 years working with brands like Louis Vuitton, Zara and Adidas and has shaped over 50 million units from factory floor to checkout. Tarkan's take is pretty straightforward. Most D2C brands are bleeding money in the wrong places and blaming marketing for it. He breaks down why marketing is no longer the edge it used to be and what founders should be focusing on instead: product positioning, operational clarity and finding their blue ocean.They get into the 80/20 bestseller engine, how to spot your hero products, why too many SKUs is quietly killing your margins, and how to pick the right suppliers before you even think about placing an order. Tarkan also shares how he builds a custom brand filter for each founder that helps every business decision become a lot cleaner and faster.Website: https://www.vimmi.net Email us: [email protected] Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube Guest: Tarkan Salar, Founder, Smart concepts GmbHTarkan Salar’s LinkedInTakeaways:Blue Ocean vs Red Ocean marketsProfitability and operational efficiencyProduct testing and hero productsStrategic filtering and brand positioningImpact of AI on marketing and logisticsChapters:00:00 Introduction to Tarkan Salar and Smart Concepts01:38 The Shift from Marketing to Operational Clarity06:02 Understanding Blue Ocean vs. Red Ocean Strategies09:14 The 80/20 Bestseller Engine Explained14:21 Transitioning from Red Ocean to Blue Ocean19:41 Product Innovation and Brand Voice24:08 Overview of Smart Concepts and Consulting Process

Host, Eitan Koter is joined by Leo Rodriguez, Vice President at River Plate Inc., a fulfillment company with over 33 years of experience helping brands ship smarter. River Plate works with everyone from beauty and toy brands to influencer-led lifestyle companies, so Leo has seen pretty much everything.In this episode, Leo talks about why your 3PL should feel like a partner, not just a vendor, how to spot when something is going wrong before it becomes a bigger problem, and what fast growing brands usually get wrong when they start scaling. He also gets into how bundling, returns, and data dashboards all connect back to keeping customers coming back.If your fulfillment partner feels more like a vendor than a partner, this episode will tell you exactly why that's costing you.Website: https://www.vimmi.netEmail us: [email protected] website: https://vimmi.net/mastering-ecommerce-marketing/Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTubeGuest: Leo Rodriguez, Vice President, River Plate, Inc.Leo Rodriguez’s LinkedIn | River Plate, Inc.Watch the full Youtube video here:https://youtu.be/U3NQCo3KvakTakeaways:Price is the worst reason to pick a 3PLGet your 3PL involved before you're ready to shipMulti-carrier shipping saves real money at scaleYour fulfillment data is a goldmine, start using itSlow returns processing loses you customersTrack speed, accuracy and chargebacks, everything else is noiseProactive beats reactive every single timeChapters:00:00 Introduction to River Plate and Logistics02:00 Choosing the Right 3PL: Common Mistakes06:25 Optimizing Shipping Costs and Customer Experience12:03 Creating High-Performing Fulfillment Operations14:37 Scaling Operations for Fast-Growing Brands17:41 The Role of 3PLs in Customer Retention20:09 Key Performance Indicators for Logistics22:12 Identifying Red Flags in 3PL Performance25:30 Future Trends in Logistics and E-commerce27:32 Target Customers for River Plate30:46 How to Connect with River Plate

In this episode of Commerce Untold, Eitan Koter sits down with Pamela Wagner, Founder and CEO of Ajala Digital, a Google Partner agency that has helped thousands of businesses grow through paid advertising.They get into a real conversation about what is actually working in ads today and what is not.Pamela explains why many brands struggle when they try to scale too fast. Small changes in budget can make a big difference, and constant adjustments can hurt performance more than help it.They also talk about why ads alone are not enough anymore. People need to see a brand multiple times before they trust it. That could be through content, reviews, or videos across different platformsThe conversation also covers the difference between Google and Meta, how each one fits into the customer journey, and why understanding that matters.They touch on attribution as well. Sometimes the simplest way to understand what works is not another tool, but asking customers directly or even turning a channel off to see what happens.It is a straightforward conversation that helps make sense of what to fix first before spending more.Website: https://www.vimmi.netEmail us: [email protected] website: https://vimmi.net/mastering-ecommerce-marketing/Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTubeGuest: Pamela Wagner, Founder/CEO at Ajala DigitalPamela Wagner’s LinkedIn | Ajala DigitalWatch the full Youtube video here:https://youtu.be/G5uqVPTLS7wTakeaways:Algorithm changes and AI impact on ad platformsStrategies for scaling paid campaigns effectivelyThe role of organic marketing in paid ad successChapters:00:00 Introduction to Agila Digital and Pamela Wagner01:21 The Evolution of Advertising Strategies03:28 Balancing Budget and Scaling in Advertising06:09 The Importance of Organic Growth07:44 Building Trust Through Multi-Platform Engagement09:29 Meta vs. Google: Understanding Platform Differences11:41 Navigating Policy Violations in Advertising15:18 Exploring New Advertising Channels18:49 The Role of YouTube in Marketing Strategies21:19 Attribution Challenges in Advertising23:52 Testing and Experimentation in Campaigns25:30 Pamela's Journey with Agila Digital28:04 Creative Strategies in Advertising29:06 Final Thoughts and Advice

Eitan Koter is joined by Matt Raminick, Founder and CEO of Sunnyside, to talk about what’s really going on behind performance marketing numbers.They start with a simple idea, strong ROAS doesn’t always mean a healthy business. Matt explains how brands often rely too much on platform data without connecting it back to real revenue and costs.The conversation moves into what to focus on instead, like profitability at the order level, total marketing efficiency, and how to think about acquiring new customers the right way.They also cover a common mistake, pushing too hard for growth without checking if the spend actually makes sense. Matt shares how brands can reset and build a more stable approach.Towards the end, they talk about how much creative is needed today, how fast things move on Meta, and why keeping things simple with tools and data still works best.Website: https://www.vimmi.netEmail us: [email protected] website: https://vimmi.net/mastering-ecommerce-marketing/Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTubeGuest: Matt Raminick, Founder & CEO at SunnysideMatt Raminick’s LinkedIn | SunnysideWatch the full Youtube video here:https://youtu.be/wOb3OmkBm-cTakeaways:Performance marketing metrics that matterThe importance of diversification in marketing channelsBuilding sustainable and profitable brandsChapters:00:00 Introduction to Sunnyside and Its Unique Approach02:26 Understanding ROAS and Profitability Metrics05:15 The Importance of Customer Acquisition Costs07:49 Net Contribution Margins and Their Impact10:35 Transitioning from Brand to Agency13:33 Creative Strategies in Performance Marketing16:25 Balancing Growth and Profitability18:44 Diversification in Marketing Channels21:28 Tools and Technology for Performance Marketing24:15 Ideal Customer Profile for Sunnyside26:54 Creative Production and AI in Marketing28:35 Conclusion and Final Thoughts

There’s a point where more revenue doesn’t mean more profit. And that’s where things start to break.In this episode, Eitan Koter is joined by Adam Callinan, founder of Pentane, to talk about how ecommerce brands can actually make money, not just grow.Adam explains why many businesses look successful on the surface but struggle behind the scenes. He breaks down how to think about costs, margins, and the real drivers of profit in a way that’s easy to follow.The conversation also covers how founders should approach different stages of growth. What to focus on early, how to think about hiring, and why keeping things simple for as long as possible can make a big difference.They also touch on paid media, what founders often get wrong, and how to tell if it’s truly working.It’s a practical look at building a business that works long term, not just one that looks good from the outside.Website: https://www.vimmi.netEmail us: [email protected] website: https://vimmi.net/mastering-ecommerce-marketing/Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTubeGuest: Adam Callinan, Founder/CEO at PentaneAdam Callinan’s LinkedIn | PentaneWatch the full Youtube video here:https://youtu.be/hWTnZpio-_cTakeaways:Importance of contribution margin over revenueThe profit pyramid and financial structuringStages of business growth and cash flow managementThe role of AI and automation in operational efficiencyBuilding trust and onboarding clients in SaaS solutionsChapters:00:00 Introduction and Personal Values02:50 Balancing Curiosity and Leadership05:41 Understanding Revenue and Profitability08:31 The Profit Pyramid Explained11:29 Navigating Cash Flow Challenges14:18 The Importance of Staying Lean17:05 Paid Media Strategies for Founders19:58 Identifying Negative Trends in Business22:45 Efficiency and Technology in Operations25:44 Overview of Pentane and Its Offerings28:34 Building Trust and Customer Engagement30:25 Conclusion and Key Takeaways

Eitan Koter is joined by Iñigo Rivero, co-founder and managing director at House of Marketers, a global TikTok Marketing Agency.They talk about how the platform has shifted over time, from a place for visibility to something much closer to a sales channel. Iñigo explains why many brands still approach influencer marketing the wrong way, and what actually drives results.The discussion covers the role of authentic content, why engagement matters more than follower count, and how TikTok’s algorithm gives new brands a chance to get seen.They also break down how TikTok Shop is opening up new opportunities for both brands and creators, and how social commerce is becoming easier to track and scale.It’s a clear conversation on what brands should focus on if they want to make TikTok work for them.Website: https://www.vimmi.netEmail us: [email protected] website: https://vimmi.net/mastering-ecommerce-marketing/Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTubeGuest: Iñigo Rivero, Co-Founder & Managing Director at House of MarketersIñigo Rivero’s LinkedIn | House of MarketersWatch the full Youtube video here:https://youtu.be/V_DA-VWIt8MTakeaways:Resilience is crucial for personal and business growth.Growth often comes from mistakes and tough feedback.TikTok's authenticity sets it apart from other platforms.Social commerce is the future of TikTok.The algorithm prioritizes engaging content over follower count.Brands can expand internationally through TikTok Shop.Forecasting is essential for scaling a business effectively.Health and beauty products perform well on TikTok.Understanding local markets is key for international brands.Influencer marketing requires a balance of creativity and strategy.Chapters:00:00 Introduction to Influencer Marketing and Resilience02:44 The Evolution of TikTok and Its Unique Appeal05:15 The Rise of Social Commerce on TikTok08:01 Influencer Marketing Strategies and TikTok Shop10:33 The Importance of Authenticity and Engagement13:16 SEO and Discovery on TikTok15:56 House of Marketers: Agency Insights and Growth18:53 Navigating International Markets with TikTok21:38 Challenges in Influencer Marketing and Agency Growth24:17 Building a High-Performing Team in a Remote Environment27:00 Conclusion and Future of Influencer Marketing

Welcome to Commerce Untold.In this episode, host Eitan Koter sits down with Rebekah Kondrat, Founder of Recon Retail, a company that helps ecommerce and DTC brands launch and scale physical stores.Rebekah has worked with brands like Apple, Starbucks, Warby Parker, Outdoor Voices, and Joybird. Today, she partners with growing brands that are ready to expand beyond online sales and build retail the right way.Together, they unpack the idea that retail is dying. Rebekah explains that most purchases still happen in person and that brands cannot rely on a single channel anymore. Online only brands are opening stores, and store based brands must strengthen their ecommerce presence. The future is about making both work together.She shares when a DTC brand should consider opening its first store, why revenue around 10 million dollars can be a helpful benchmark, and why your first location should be close enough for leadership to stay connected to customers.They also discuss what separates profitable stores from the rest, how product selection should vary by region, and why operations can make or break the retail experience.If you are thinking about expanding from ecommerce into physical retail, this episode gives you a clear place to start.Website: https://www.vimmi.netEmail us: [email protected] website: https://vimmi.net/mastering-ecommerce-marketing/Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTubeGuest: Rebekah Kondrat, Founder and Managing Partner at rekon retailRebekah Kondrat’s LinkedIn | rekon retailWatch the full Youtube video here:https://youtu.be/e7-kvX3Qe4gTakeaways:Retail is still a significant part of the economy, despite the rise of e-commerce.Brands need to evolve and adapt to stay relevant in the retail space.A multi-channel approach is essential for modern brands.Recon Retail acts as an embedded partner to help brands open physical stores.Successful retail operations require a focus on customer experience and operational efficiency.The role of retail staff is evolving beyond traditional sales roles.AI can streamline retail operations and enhance customer interactions.Brands should consider their first store location carefully to maximize learning and engagement.Every store should be designed to be profitable, not just as a marketing tool.Understanding customer demographics and preferences is crucial for retail success.Chapters:00:00 The Resilience of Retail03:48 Evolving with the Industry09:47 Recon Retail's Unique Approach15:36 Building Successful Retail Operations21:55 The Future of Retail Staff25:25 Innovations in Retail Experience29:10 Identifying Ideal Customers

In this episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Megan Vasquez, Director of Creator Strategy and Strategic Marketing at Grin.Megan shares what she has learned from working across beauty brands, agencies, and large e-commerce companies. Creator marketing is no longer a side project. It is expected to deliver results.They cover how to forecast revenue from influencers, how to align campaign goals with the right creators, and why reducing friction in the buying process makes a big difference.Megan also talks about TikTok Shop, affiliate strategy, and the importance of long term creator relationships.If you want a clearer view of how creator marketing drives sales today, this episode is worth listening to.Website: https://www.vimmi.netEmail us: [email protected] website: https://vimmi.net/mastering-ecommerce-marketing/Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTubeGuest: Megan Vasquez, Director of Creator Strategy & Strategic Marketing at GRINMegan Vasquez’s LinkedIn | GRINWatch the full Youtube video here:https://youtu.be/4J9Dit-kIC4Takeaways:The creator economy is evolving and growing rapidly.Data-driven marketing is essential for success in the creator space.AI can help streamline processes and enhance creativity.TikTok has revolutionized e-commerce and product discovery.Brands must focus on building authentic relationships with creators.Neglecting brand affinity can lead to poor performance in campaigns.Long-term contracts with creators foster trust and better results.Clicks and audience sentiment are crucial KPIs for campaigns.User-generated content often outperforms traditional marketing.Grin is focused on meeting market needs with innovative solutions.Chapters:00:00 Introduction to the Creator Economy02:29 The Evolution of the Creator Economy05:18 Data-Driven Marketing in the Creator Space08:14 Balancing Self-Service and Hand-Holding in SaaS11:08 The Role of AI in Marketing and Content Creation13:49 The Impact of TikTok on Social Shopping16:45 Common Mistakes in Creator Programs19:49 Building Long-Term Relationships with Creators22:47 Key Performance Indicators for Campaign Success25:26 Future Plans for Grin and the Creator Economy

In this episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Daniela Bolzmann, Founder of Mindful Goods, to talk about what actually moves the needle on Amazon today.Daniela works with brands around the world on Amazon creative, SEO, and conversion, and she spends her days testing what works and what does not. The conversation opens with how Daniela thinks about business, from abundance and gratitude to building systems that support long term growth.From there, they get into the real work. Daniela breaks down the Amazon funnel in plain terms, starting with getting found through titles and bullets, then earning the click with main images, and finally converting shoppers once they land on the listing. She explains why so many brands still treat Amazon like Shopify, and how that mistake shows up in missed sales.They also talk about testing, creative refresh cycles, and how competition reacts when something starts working. This episode feels like two operators comparing notes on how Amazon actually works right now.Website: https://www.vimmi.net Email us: [email protected] Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube Guest: Daniela Anavitarte Bolzmann, CEO & Founder at Mindful GoodsDaniela Anavitarte Bolzmann’s LinkedIn | Mindful GoodsGet The ULTIMATE Amazon Product Image Swipe File!Watch the full Youtube video here:https://youtu.be/cEwxxRle_MoTakeaways:Abundance is a mindset that opens doors.AI tools are essential for modern creative processes.Optimizing titles and bullets can significantly increase sales.Main images are crucial for attracting clicks on Amazon.Every image should address customer objections or questions.Amazon marketing requires a balance of conversion and traffic strategies.Continuous testing is key to finding winning variants.Understanding your ideal customer is vital for effective marketing.Visual storytelling enhances product appeal and conversion rates.Brands must adapt their strategies to remain competitive.Chapters:00:00 Introduction to Abundance and Flow02:51 Navigating Changes in Amazon Marketing05:31 Leveraging AI in Creative Processes08:40 Building an Organic Amazon Strategy11:14 Optimizing Product Listings for Conversion16:06 The Importance of Visual Storytelling19:02 Understanding Organic vs Paid Strategies24:48 Identifying Your Ideal Customer28:24 Resources and Closing Thoughts

On this episode of Mastering eCommerce Marketing, Eitan Koter welcomes David Feuerstein, Founder and CBO of CREATOR, a company rethinking how beauty brands are made.David shares how CREATOR makes it possible for creators, influencers, and DTC brands to launch real beauty products without massive upfront inventory or long development cycles. What used to take months and large checks can now start with small runs that grow based on demand.Eitan and David talk through why beauty has lagged behind apparel when it comes to on-demand production, and what changes when manufacturing, storefronts, and sales data are finally connected. David explains how this approach helps brands avoid overstocking, missed sales, and cash tied up in warehouses.They also cover how AI supports better forecasting, smoother production planning, and smarter marketing decisions, especially when campaigns take off faster than expected.Along the way, David shares stories from working with creators and DTC brands that started with a few hundred units and scaled to tens of thousands, all without switching factories or rebuilding their supply chain.If you’re thinking about launching a beauty brand, expanding an existing one, or just want to understand how creators are moving beyond affiliate links into real ownership, this episode sets the stage.Website: https://www.vimmi.net Email us: [email protected] Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube Guest: David Feuerstein, Founder & CBO at Cre8orDavid Feuerstein’s LinkedIn | Cre8orWatch the full Youtube video here:https://youtu.be/3ButC4BxbGMTakeaways:Launching beauty products is complex due to compliance, formulation, and manufacturing.Cre8or gives creators and brands access to on-demand beauty manufacturing.Inventory is one of the biggest risks for growing brands.Starting small and scaling with demand lowers financial pressure.Creators are moving beyond affiliate links to owning products.AI supports forecasting, production timing, and inventory planning.The future of beauty favors speed, flexibility, and lower risk.Chapters:00:00 Welcome and guest intro01:16 Values that guide David’s work03:47 What Cre8or does05:06 Why beauty is harder than merch06:25 Challenges creators face09:02 Inventory and risk13:32 Scaling without overstock15:34 Manufacturing meets demand21:00 AI and forecasting24:39 The future of beauty brands28:16 How to work with Cre8or

In this episode of Mastering eCommerce Marketing, Eitan Koter welcomes Jordan Gordon, Head of Email Retention and CRO at Pilot House Digital, and the host of the World’s Best Email Retention Podcast.Jordan shares how he found his way into email early on, why he stayed focused on it, and how that focus turned into a long-term advantage. The conversation centers on one simple idea. Brands cannot scale efficiently if retention is treated as an afterthought.They talk through what Jordan sees when auditing Shopify and Klaviyo accounts, how email revenue compares to paid media, and why the cheapest customer is often the one you already have. Jordan explains how email supports ads behind the scenes, improves return on spend, and creates room to grow without increasing costs.On the CRO side, Jordan walks through how he looks at funnels, where most sites lose momentum, and why homepage and product page paths matter more than most teams expect. He also explains why simplifying choices and highlighting hero products often works better than complex redesigns.They close with a look at the inbox today, why automation matters more than constant campaigns, and how brands can stay visible without wearing out their list.Website: https://www.vimmi.net Email us: [email protected] Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube Guest: Jordan Gordon, Head of Email, Retention and CRO at Pilothouse DigitalJordan Gordon’s LinkedIn | Pilothouse DigitalWatch the full Youtube video here:https://youtu.be/-GQliosqjjkTakeaways:Scale, depth, and dedication are crucial in e-commerce.Email retention can significantly impact revenue.Your cheapest buyer is the buyer you already have.Email is a 50-year-old protocol that remains vital.Email marketing is the most prolific communication system.A tight campaign window and automation are essential for success.Focus on the landing pad for traffic to improve results.Retention tactics can prevent leaving money on the table.Understanding the connection between bottom-of-funnel and advertising success is key.Optimizing conversion rates requires understanding user funnels and choke points.Chapters:00:00 Introduction to E-commerce Retention Strategies02:50 The Importance of Scale, Depth, and Dedication05:18 Email Retention: The Bottom of the Funnel08:22 Connecting Email and Advertising Success11:08 The Riddle of Email as a Profit Center13:46 Optimizing Conversion Rate Optimization (CRO) Strategies16:28 Understanding User Funnels and Choke Points19:17 Measuring Success in CRO21:55 The Future of Email Marketing in 202624:40 The World's Best Email Retention Podcast

In this episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Jon Ostenson, Founder, CEO and Consultant at FranBridge Consulting, for a grounded conversation about franchising and how it actually works in the real world.Jon has spent years on both sides of the table. He’s run a franchise system, invested as a franchisee, and now works closely with entrepreneurs and business owners who are deciding whether franchising makes sense for them.Together, they talk through what franchising really means beyond the headlines. Jon explains how franchise models are structured, why non food franchises are growing fast, and what people should consider before choosing between starting a business, buying one, or joining a franchise system.They also cover common mistakes, like underestimating the work involved or moving too fast. Jon shares how territories are protected, how financing usually works, and what strong franchise operators tend to have in place to support their owners.This episode is a clear, honest look at franchising for anyone thinking about business ownership, growth, or expansion without starting from scratch.Website: https://www.vimmi.net Email us: [email protected] Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube Guest: Jon Ostenson, Founder, CEO and Consultant at FranBridge ConsultingJon Ostenson’s LinkedIn | FranBridge ConsultingWatch the full Youtube video here:https://youtu.be/AVuocPOHg6QTakeaways:Franchising provides a support system for entrepreneurs.It's essential to evaluate the franchise model before investing.Common mistakes include underestimating the work involved in franchising.Timing is crucial; the right moment to start may never come.Franchising can be a viable expansion strategy for existing businesses.A strong leadership team is vital for franchise success.Understanding the investment and revenue structure is key.Franchisees need protection in their territories to succeed.Non-food franchises are gaining popularity and profitability.Building an asset through franchising offers long-term benefits.Chapters:00:00 Introduction to Franchising and Personal Insights03:04 The Franchise Model Explained05:47 Key Considerations for Entrepreneurs08:35 Evaluating Franchise Opportunities11:32 Mistakes to Avoid in Franchising14:16 Franchising as a Growth Strategy17:29 The Role of Support in Franchising20:09 Protecting Franchisees and Territory Management23:07 Investment and Revenue Structure in Franchising25:58 Resources and Next Steps for Interested Entrepreneurs28:45 Conclusion and Final Thoughts

In this episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Talor Ofer, founder of Retail Empire, to talk about what it really takes for brands to get into brick and mortar retail in the US.Talor has spent more than 25 years working directly with retail buyers and helping brands move from online-only sales into physical stores. At Retail Empire, his team connects vendors with buyers across hundreds of retail chains, from specialty stores to major big-box retailers.In this conversation, Eitan and Talor talk through why retail still plays such a big role in 2026, even as more brands start online. Talor explains why many founders are closer to retail-ready than they think, and what usually holds them back.They cover how buyers make decisions today, why samples matter more than most brands realize, and what retailers look for beyond just a good product. Talor also breaks down pricing expectations, common mistakes that slow deals down, and how brands should think about wholesale, packaging, and supply chain before approaching buyers.If you’re running a DTC brand, selling on Amazon, or thinking about wholesale for the first time, this episode gives a clear look at how retail actually works, straight from someone who’s in those conversations every day.Website: https://www.vimmi.net Email us: [email protected] Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube Guest: Talor Ofer, Founder at Retail EmpireTalor Ofer’s LinkedIn | Retail EmpireWatch the full Youtube video here:https://youtu.be/f6-nuwE5-NATakeaways:Retail is a crucial channel for brands, despite the rise of D2C.Brands must ensure they have a solid supply chain before entering retail.Packaging is key; it should communicate the product's value quickly.Retail buyers are looking for brands with a compelling story.Fast decision-making is becoming more common among retail buyers.Pricing strategies are evolving due to market competition and tariffs.Samples are essential for securing orders from retailers.Understanding the setup process with retailers is critical for success.Brands should be aware of market trends to stay relevant.Loyalty and honesty are foundational for long-term business relationships.Chapters:00:00 Introduction to Retail Empire and Talor Ofer01:06 Preparing Brands for Big Box Retail02:41 Timing for Retail Entry: When to Go Big05:22 Common Reasons for Retailer Rejections07:40 Understanding Buyer Decision-Making in 202609:42 The Retail Empire Process: Qualifying Opportunities12:55 The Importance of Samples in Retail14:51 Approaching Retailers: Big vs. Small16:43 Handling Initial Shipments and Training18:29 Marketing and Packaging Considerations19:32 Managing Inventory and Demand Spikes21:01 Sales Cycle: From Introduction to Orders22:26 Technology and Support Systems for Brands23:42 Trends and Innovations in Retail24:20 Exclusivity Terms in Retail Contracts25:40 Dealing with Unsold Inventory27:03 Core Values: Honesty, Transparency, and Loyalty28:14 Connecting with Retail Empire

In this episode of Mastering eCommerce Marketing, Eitan Koter sits down with Avani Oswal, Head of Digital at Elizée and Founder at Catalyst.Avani works closely with retail brands, eCommerce teams, and tech startups, helping them make sense of where technology actually fits into their day to day work. She brings a grounded point of view shaped by real experience, not trends for the sake of trends.They talk about how teams can test new tools without overcommitting, why measuring results matters more than adding more software, and how personalization is finally becoming something brands can deliver in meaningful ways. Avani also shares why clean product data is now just as important as design when it comes to being discovered.The conversation touches on how shopping behavior is shifting, how people want answers faster, and what brands need to do to show up when customers are searching differently. Later on, Avani explains why she started Catalyst and how retail leaders are learning from each other in smaller, more honest settings.It’s a clear, thoughtful conversation about what to focus on and how to move forward without making things harder than they need to be.Website: https://www.vimmi.net Email us: [email protected] Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube Guest: Avani Oswal, Head of Digital at Elizée | Founder at CatalystAvani Oswal’s LinkedIn | Elizée | CatalystWatch the full Youtube video here:https://youtu.be/XmgZXrFuehQTakeaways:Curiosity drives learning and innovation in retail.Testing AI solutions is crucial for understanding their impact.Personalization is evolving towards one-to-one experiences.Clean data is essential for effective discoverability.Customer expectations are rising, demanding better experiences.Building relationships is key to success in business.AI can significantly improve inventory management.The retail landscape is rapidly changing, requiring agility.Consolidation of tools in e-commerce is on the horizon.Community building fosters knowledge sharing and collaboration.Chapters:00:00 Introduction to Avni Oswal and Her Values02:54 The Impact of AI on E-commerce and Retail05:27 Testing and Measuring AI Solutions08:25 Personalization in E-commerce11:19 The Shift from Search to Answer Engines14:07 Data Management and AI Integration16:55 Catalyst Community and Its Purpose19:57 Emerging Trends in Retail and AI22:36 Advising AI Startups and Building Relationships

In this episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Jason Greenwood, founder of Greenwood Consulting and host of the eCommerce Edge podcast.Jason has spent over 25 years working across eCommerce, with a sharp focus on B2B. The conversation centers on why B2B commerce has followed a very different path than DTC, and why many manufacturers and distributors are only now taking digital seriously.They talk about how COVID accelerated change, why marketplaces are one of the fastest-growing B2B channels, and what modern B2B buyers actually expect from suppliers today. Jason also explains why traditional KPIs like AOV and conversion rate don’t tell the full story in B2B, and what metrics matter more.The episode also covers change management, sales team resistance, and how technology should support people instead of replacing them. Toward the end, Jason shares his take on when DTC brands should start thinking about wholesale and distribution, and what happens when they wait too long.Website: https://www.vimmi.netEmail us: [email protected] website: https://vimmi.net/mastering-ecommerce-marketing/Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTubeGuest: Jason Greenwood, Founder & Lead Consultant at Greenwood ConsultingJason Greenwood’s LinkedIn | Greenwood ConsultingWatch the full Youtube video here:https://youtu.be/luahzCh6-fATakeaways:• B2B e-commerce is significantly behind B2C but is catching up rapidly.• The COVID-19 pandemic accelerated the need for digital transformation in B2B.• Sales teams often resist digital changes due to traditional practices.• Change management is crucial for successful digital adoption in B2B.• B2B relationships are long-term and require a human touch.• Digital channels are essential for B2B growth and efficiency.• AI can enhance B2B operations but should not replace human interaction.• D2C brands should consider B2B as a growth channel once stable.• Understanding KPIs in B2B is different from B2C due to higher AOVs.• Technology plays a vital role in the future of B2B e-commerce.Chapters:00:00 Introduction and Background01:00 Understanding B2B E-commerce08:58 Digital Channels in B2B13:48 Change Management in B2B Transformation17:49 Key Performance Indicators in B2B22:13 Technology Building Blocks for B2B25:21 D2C Brands and B2B Opportunities31:18 Personal Values and Closing Thoughts

In this episode of Mastering eCommerce Marketing, host Eitan Koter chats with Lars Hauwert, founder of Howard Consulting and former owner of Nancy Home Store, a home goods brand he built and scaled across Europe.Lars shares his journey from running his own store to helping brands improve their funnels end to end. He explains why product quality and clear offers still come first, even with better ads, tools, and AI. They talk about common conversion blockers, the role of trust on a website, and why making it easy for customers to reach you still matters.The conversation also covers paid media, testing budgets, creative formats, and how founders should think about growth timelines. Lars is honest about mistakes he made, especially around retention, and why ignoring past customers is one of the biggest missed opportunities in eCommerce.They wrap up with thoughts on AI, content creation, and how brands can grow faster by staying focused on fundamentals.A straightforward conversation for anyone running or scaling an online store.Website: https://www.vimmi.net Email us: [email protected] Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube Guest: Lars Hauwert, Founder & CEO at Hauwert ConsultingLars Hauwert’s LinkedIn | Hauwert ConsultingWatch the full Youtube video here:https://youtu.be/fZsUt1D9FZkTakeaways:Care about your family and friends.Strive for excellence in everything you do.Dedication to the process is key.Having a solid product is crucial for success.Focus on optimizing your website for conversions.Utilize AI for marketing and efficiency.Invest in both traffic acquisition and customer retention.A unique product assortment enhances brand value.Allocate 80-90% of your budget to ads.Building a successful e-commerce business takes time.Chapters:00:00 Introduction to E-commerce Success02:49 Core Values and Personal Philosophy05:21 Challenges in E-commerce08:24 Product Management and Sourcing11:09 Conversion Optimization Strategies14:00 Traffic Acquisition Techniques16:54 The Importance of Patience in E-commerce19:47 Omnichannel Strategies for Success20:53 Product Assortment for Longevity22:49 The Role of AI in E-commerce25:55 Advice for E-commerce Growth28:59 Marketing Budget Allocation30:17 Creating Engaging Content

In this episode of Mastering eCommerce Marketing, Eitan Koter welcomes Rob te Braake, founder of Insight Matters, to talk about how eCommerce brands should really think about finance.Rob works with founders as a fractional CFO, helping them set up accounting and reporting in a way that supports real decision-making. He’s also been an operator himself, which shows up throughout the conversation. He understands the pressure of choosing between ads, inventory, payroll, and growth, because he’s lived it.Together, they talk about why revenue alone doesn’t tell the full story, how cash flow problems often start with inventory and financing costs, and why many brands rely on numbers that aren’t built for management decisions. Rob explains what founders should look for in their P&L, how forecasting improves over time, and why trying to automate thinking with AI can miss the mark.They also cover exit planning, what makes a business attractive to buyers, and why trust in the numbers matters more than anything else.This episode is a grounded conversation for founders who want clarity, fewer surprises, and a better handle on how money actually moves through their business.Website: https://www.vimmi.net Email us: [email protected] Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube Guest: Rob te Braake, Founder at Insight MattersRob te Braake’s LinkedIn | Insight MattersIs your financial setup holding back your eCommerce Growth? Find out here: http://financeinsightmatters.com/masteringecommercemarketingWatch the full Youtube video here:https://youtu.be/FYkZAU5lzXkTakeaways:Freedom is a core driver for entrepreneurship.Values are essential for meaningful work.Management accounting is crucial for e-commerce success.Financial data should be used for decision-making, not just compliance.Sales forecasting is key to optimizing cash flow.Clean financial records build trust with potential buyers.Understanding the cost of financing is vital for profitability.E-commerce businesses need to prepare for exits well in advance.Data-driven insights can steer companies toward success.Founders must engage actively in financial management.Chapters:00:00 Introduction to Strategic Financing and Management Accounting01:50 Rob's Journey and Entrepreneurial Spirit03:45 The Importance of Management Accounting05:27 Understanding Management vs. Tax Accounting07:33 The Three Tiers of Financial Management09:02 Prioritizing Data for Business Decisions10:27 The Financial Hierarchy of Needs12:01 Preparing for an Exit: Key Considerations13:39 The Importance of Clean Financial Records16:50 Profitability vs. Cash Flow Management18:41 The Operator's Advantage in Finance19:57 Revenue vs. Profitability: The Ongoing Debate21:08 Case Study: Turning Around a Struggling E-commerce Business22:53 Immediate Financial Recommendations for Founders23:58 Facilitating Financial Management for Founders25:32 Engagement Models and Initial Steps

In this episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Victoria Vaughan, Founder of B612, an award-winning PR agency based in New York that works closely with tech companies and founders.Their conversation focuses on how PR really works today, especially in a world filled with AI-generated content and nonstop noise. Victoria shares how strong brand stories are built, why founder-led PR matters more than ever, and how human connection still plays a major role in media coverage.They talk about how founders can find real gaps in their market, why research comes before messaging, and how PR has expanded far beyond traditional press to include podcasts, newsletters, and independent journalists. Victoria also explains how AI can support research and monitoring, without replacing real relationships or thoughtful outreach.Eitan and Victoria also cover what goes into a successful product launch, how early founders should think about timelines, and why earned media continues to build trust long after a campaign ends.This episode is a grounded conversation about storytelling, credibility, and how brands can stand out by being real, clear, and intentional.Website: https://www.vimmi.net Email us: [email protected] Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube Guest: Victoria Vaughan, Founder at B612Victoria Vaughan’s LinkedIn | B612Watch the full Youtube video here:https://youtu.be/Q0aN9Mlj0mYTakeaways:Authenticity resonates more than curated success stories.People relate better to real-life struggles than to perfection.Mistakes are a crucial part of the journey to success.Sharing vulnerabilities can enhance audience connection.Trust is built through honesty and openness.Social media often presents a skewed view of success.Real stories can inspire and motivate others.Embracing failure is essential for growth.Transparency in storytelling fosters community.The narrative of success is often incomplete without failures.Chapters:00:00 Introduction to Victoria Vaughan and B61202:00 Why PR still matters in an AI world05:30 How brands find real market gaps09:30 Choosing the right PR channels13:00 Building relationships with journalists17:00 Founder-led PR and personal branding21:30 Preparing for a product launch25:30 Media coverage vs paid marketing30:30 The story behind B612

In this episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Ricky Ho, CEO and co-founder of SourceReady, a platform that helps brands find real and reliable manufacturers without the usual guesswork.Ricky talks through how the sourcing world actually works, why so many great factories stay hidden, and why smaller brands often struggle to reach them. He breaks down common mistakes founders make when choosing suppliers and explains why chasing the lowest price can create more problems than it solves.They also discuss how customs data shows who really makes products for major brands, why so many Amazon sellers are searching for alternatives outside China, and how automation can handle the late-night supplier conversations that normally drain an entire week.Listeners will hear simple ways to think about product quality, transparency, and the steps that matter most when building a supply chain from scratch. Ricky also shares how SourceReady helps small brands and global retailers cut through noise and find suppliers that actually fit their needs.Website: https://www.vimmi.net Email us: [email protected] Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube Guest: Ricky Ho, Co-Founder & CEO at SourceReadyRicky Ho’s LinkedIn | SourceReadyWatch the full Youtube video here:https://youtu.be/2dvMtjR6i5ETakeaways:Ricky emphasizes the role of optimism in the face of AI advancements.Transparency in the supply chain is becoming increasingly crucial.The textile industry is lagging in technological innovation.Many top suppliers are not visible on traditional platforms.SourceReady aims to empower smaller brands in sourcing.AI can significantly streamline the supplier discovery process.Emerging markets like Vietnam are becoming key manufacturing hubs.Cost should not be the sole focus when sourcing products.Differentiation through quality and sustainability is vital for brands.Ricky encourages learning from advanced industries to innovate in legacy sectors.Chapters:00:00 Introduction to Ricky Ho and SourceReady02:44 The Importance of Optimism, Productivity, and Transparency05:51 Ricky's Background and the Family Business08:35 Challenges in the Sourcing and Supplier Industry11:18 The Role of AI in Sourcing and Supplier Discovery14:28 Emerging Manufacturing Regions and Trends17:03 Platform Features and User Experience19:41 Advice for Entrepreneurs in Legacy Industries22:36 Current Status and Future Plans for SourceReady

In this episode of Mastering eCommerce Marketing, Eitan Koter sits down with Andrew Maff, founder and CEO of BlueTuskr. Andrew has worked inside ecommerce brands and now leads a team that supports them across ads, SEO, Amazon strategy, and more.Eitan and Andrew talk about why relying on one sales channel, especially Amazon, can put a brand at risk. Andrew explains how to diversify in small steps, how to test demand before building a full website, and how to use SEO to bring in traffic that Amazon rewards.They also get into rising ad costs, how real shoppers move across platforms, and why a top down view of performance makes more sense than chasing ROAS in each channel.Andrew closes with advice for Q4 and beyond. He shares how to keep new customers engaged in the new year without pushing constant discounts.A simple and clear conversation about building a more stable ecommerce business.Website: https://www.vimmi.net Email us: [email protected] Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube Guest: Andrew Maff, Founder at BlueTuskrAndrew Maff’s LinkedIn | BlueTuskrWatch the full Youtube video here:https://youtu.be/j0eAcX4lsi4Takeaways:Diversification is essential for e-commerce brands.Brands should not rely solely on Amazon for sales.Understanding your customer acquisition channels is crucial.SEO can significantly enhance DTC and Amazon performance.Bootstrapping your DTC strategy can save costs.Providing value to customers is key for retention.Video marketing is effective for engaging younger audiences.Evaluate the return on investment for new marketing channels.Measuring overall marketing performance is vital for success.Q4 is a great time to collect data and new customers.Chapters:00:00 Introduction to Omnichannel Strategies02:48 The Importance of Diversification in E-commerce05:32 Understanding BlueTuskr's Unique Agency Model08:32 Connecting Amazon and DTC for Unified Strategy11:17 Generating Traffic Outside of Amazon14:22 Bootstrapping Your DTC Strategy17:20 Measuring Marketing Performance Across Channels20:19 Customer Retention Beyond Q423:08 The Role of Video Marketing in E-commerce25:45 Final Thoughts and Closing Remarks

In this episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Arthur Glinkin, Co-Founder of SNG Bookkeeping, to talk about something every online brand needs but few truly understand, getting your books right from day one.Arthur shares how he went from selling newspapers as a teen to building a bookkeeping firm focused entirely on eCommerce brands. He explains why messy books can cost you big when it comes to funding, exits, or tax season, and why tools like QuickBooks Online and TaxJar are non-negotiable for keeping things clean and compliant.They discuss common mistakes brands make, how to actually understand your profit and loss, and what to track if you want real clarity on cash flow. Arthur also covers how software can simplify complex sales tax rules across states and how eCommerce owners can use data to make smarter decisions.If you have ever wondered whether your numbers are telling the real story of your business, this episode is worth a listen.Website: https://www.vimmi.net Email us: [email protected] Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube Guest: Arthur Glinkin, Founder at S & G BookkeepingArthur Glinkin’s LinkedIn | S & G BookkeepingWatch the full Youtube video here:https://youtu.be/m156avVLqQUTakeaways:Discipline is key in accounting and bookkeeping.E-commerce bookkeeping presents unique challenges.Sales tax compliance is crucial for e-commerce businesses.Understanding financial statements is essential for decision-making.Clean books are necessary for attracting investors.Data-driven advisory helps in optimizing expenses.QuickBooks Online is a recommended accounting software.Emerging tools are shaping the future of e-commerce accounting.A good tech stack simplifies financial management.Client engagement is about providing value and support.Chapters:00:00 Introduction to E-commerce Bookkeeping02:06 The Importance of Discipline in Accounting04:02 Common Bookkeeping Mistakes in E-commerce08:39 Understanding Financial Statements12:47 The Role of Bookkeeping in Scaling and Exits15:16 Data-Driven Advisory for Financial Decisions17:15 Recommended Financial Tech Stack21:20 Emerging Trends in Accounting Technology22:54 SNG Bookkeeping's Ideal Client Engagement24:36 Onboarding Process for New Clients26:36 Conclusion and Resources

On this episode of Mastering E-Commerce Marketing, host Eitan Koter sits down with Reuben Mattinson, the founder and CEO of RJM Tax Exemption, a company that has helped over 5,000 e-commerce businesses simplify their tax operations and focus on growth.Reuben started RJM six years ago after running into endless hurdles trying to sell products into the U.S. as a UK-based entrepreneur. What began as his own frustration with confusing tax rules turned into a business built to take that stress off other sellers.Today, RJM Tax Exemption is ranked number one in the U.S. for both tax preparation and company registry on Trustpilot, with nearly 500 five-star reviews, a testament to how many entrepreneurs he’s helped sleep better at night.In this conversation, Eitan and Reuben talk about what it really takes to stay compliant when selling into the U.S. They break down what “nexus” means, how sales tax actually works across different states, and the common mistakes that can hold up a business sale later on.They also discuss when to get serious about tax planning, the myths around platforms like Amazon and Shopify handling everything for you, and how international sellers can set up a strong foundation for long-term success.Beyond the numbers, Reuben shares how his company’s culture, rooted in faith, family, and genuine care, plays a big role in how they operate and why their clients keep coming back.It’s a calm, honest conversation that turns a complicated topic into something every founder can understand. If you’re building an online brand and want peace of mind about your U.S. taxes, this episode is a great place to start.Website: https://www.vimmi.net Email us: [email protected] Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube Guest: Reuben Mattinson, CEO at RJM Tax ExemptionReuben Mattinson’s LinkedIn | RJM Tax ExemptionWatch the full Youtube video here:https://youtu.be/LXex-vF4qcETakeaways:Ruben started RJM Tax Exemption to help e-commerce entrepreneurs with tax complexities.Faith, family, and love are core values that guide Ruben's business philosophy.E-commerce tax is a niche that requires specialized knowledge.Simplifying tax processes is crucial for client peace of mind.Determination and perseverance are key traits for entrepreneurs.RJM Tax Exemption offers a comprehensive tax solution for e-commerce businesses.Understanding nexus is essential for tax compliance.Many e-commerce leaders make mistakes regarding sales tax obligations.Proactive tax planning can save businesses from future headaches.Building trust with clients leads to loyalty and positive reviews.Chapters:00:00 Introduction to E-commerce Tax Solutions02:23 Ruben's Journey and Founding RJM Tax Exemption06:03 Understanding E-commerce Tax Complexity08:34 Common Sales Tax Mistakes in E-commerce10:54 Explaining Nexus and Its Implications14:24 Sales Tax Registration and Compliance17:17 Myths About Tax Collection on Marketplaces19:26 Launching a Foreign E-commerce Brand in the US21:02 Navigating Tariffs and Market Changes23:10 Building Client Trust and Loyalty25:07 Client Success Story and Lessons Learned27:14 Conclusion and Final Thoughts

Host Eitan Koter opens this episode with Rick DeLisi, author and longtime customer loyalty researcher at GLIA, an interaction platform for banks and credit unions. Rick has spent years studying how everyday conversations with customers shape whether they stay or leave.He starts simple. People want what they want, their way, right now. That idea runs through the whole talk. Rick explains how to meet that bar by pairing quick, automated help for routine questions with a warm handoff to a person when things get complex.They get clear on measurement. Many teams launch AI without proving it works. Rick shares how to track real outcomes, not just fewer calls. Think cost to serve, loyalty signals, and what contact center patterns can tell the rest of the business, including marketing and product.Expect a plain take on trust. Rick suggests it is less about creating big trust moments and more about avoiding the small missteps that chip away at it. He shows how a smooth online to human transition, where the agent already knows who the customer is and why they reached out, can change the whole tone of an interaction.Listeners also hear the one question that best predicts future loyalty after a service moment, how much effort did that take. It is direct, easy to ask, and tells leaders where friction actually lives.Finally, Rick separates customer facing AI from internal AI. He covers how frontline teams can use AI to summarize, surface themes, and answer leadership questions in minutes, using the data from every conversation.If you lead service, marketing, or product, this chat gives you a simple path. Reduce effort, route the right way, measure what matters, and use what customers already told you to guide the next move.Website: https://www.vimmi.net Email us: [email protected] Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube Guest: Rick DeLisi, Author and Lead Research Analyst at GliaRick DeLisi’s LinkedIn | GliaWatch the full Youtube video here:https://youtu.be/bciZm1mzNZkTakeaways:Loyalty, interactions, and psychology are crucial for business success.AI is being utilized in various forms across organizations.Many companies struggle to measure the ROI of AI in customer service.Understanding customer psychology is key to improving interactions.Creating trust is essential in customer service interactions.Customer loyalty is about preventing disloyalty, not just boosting loyalty.Effortless experiences lead to higher customer loyalty.Digital interactions should be seamless and integrated with human support.AI can provide valuable insights for improving customer experiences.Focusing on positive customer experiences can drive better outcomes.Chapters:00:00 Introduction to Customer Loyalty and Psychology01:57 The Role of AI in Customer Interactions04:28 Measuring ROI in Customer Service06:44 The Psychology of Customer Expectations09:47 Creating Trust in Customer Interactions12:05 Understanding Customer Loyalty vs. Customer Service20:36 The Effortless Experience and Customer Loyalty23:49 Transforming Digital Customer Experiences26:38 Leveraging AI for Internal Insights29:24 Focusing on Positive Customer Experiences

In this conversation, host Eitan Koter is joined by Arooba Kamal, a full funnel growth operator with over 10 years of experience helping DTC brands build sustainable, profitable growth.Arooba has worked across Meta, Google, CRO, and lifecycle marketing. She’s supported brands in categories where the products are deeply personal - women’s wellness, sensory care, intimate wear, and apparel. Her approach is simple but powerful: start with customer insights, align ICPs, and connect creative, ads, and landing pages into one clear funnel.She talks about scaling Triumph by listening to customers directly, and how that informed everything from website design to ad strategy. She also shares her learnings from Stimara, where execution-first growth meant focusing less on slide decks and more on testing campaigns and creative angles in real time.Now, she’s applying that same approach to No Limits, a Shark Tank-backed adaptive apparel brand, and Buck & Buck, a company serving senior citizens. Both brands have strong missions, and Arooba is building the marketing foundations to support their next stage of growth.Throughout the episode, she highlights why emotion matters in performance marketing, why creative playbooks are often missing in early-stage brands, and how lean teams can punch above their weight by experimenting and learning quickly.Website: https://www.vimmi.net Email us: [email protected] Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube Guest: Arooba Kamal, Lead, Digital Customer Growth, Business @ AT&TArooba Kamal’s LinkedIn | WebsiteWatch the full Youtube video here:https://youtu.be/crLDRMDTGL4Takeaways:Marketing is driven by measurable results.Understanding customer needs is crucial for growth.Building a user-friendly website can enhance brand presence.Adapting to changes in digital marketing is essential.Customer personas guide effective marketing strategies.Execution is key in implementing marketing strategies.Aligning creatives with customer insights improves conversion rates.Balancing emotional appeal and performance is vital in marketing.Effective leadership fosters a culture of learning and experimentation.Practical insights from customer feedback can drive marketing success.Chapters:00:00 Introduction to Arooba Kamal and Her Journey02:13 Building Triumph: From Scratch to Success04:59 Adapting to a Changing Digital Landscape07:35 Understanding Customer Personas and Channels10:26 Execution-First Growth Strategy at Istimara13:05 Navigating Meta Ads and AI Innovations15:46 Aligning Creatives with Customer Insights18:16 Balancing Emotions and Performance in Marketing20:58 Prioritizing Goals with a Lean Team23:49 Lessons for Early-Stage Brands26:35 Mission-Driven Brands: The Case of No Limits29:20 Conclusion and Final Thoughts

On today’s episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Gregory Elfrink, Head of Marketing at Empire Flippers. If you’re not familiar, Empire Flippers is the largest curated marketplace for buying and selling online businesses, from content sites and SaaS companies to e-commerce stores and agencies.Greg’s story is anything but traditional. He started out as an oil rig worker in Alaska before teaching himself internet marketing. That path eventually led him to Empire Flippers, where he’s been since the early days, helping grow the company into a major player in the digital M&A world.In this conversation, Greg shares what he’s learned about marketing and storytelling, why empathy is at the heart of good copywriting, and how reading fiction can make you a better marketer.He also walks through the process of selling a business, what the vetting looks like, how valuations are set, and why timing matters more than people think. His advice on selling during growth instead of waiting until you’ve peaked is a perspective many entrepreneurs need to hear.Listeners will also get Greg’s take on the impact of AI on SEO, the types of businesses buyers are looking for today, and why control over customer data and marketing channels is becoming more important than ever.Website: https://www.vimmi.net Email us: [email protected] Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube Guest: Gregory Elfrink, Director of Marketing at Empire FlippersGregory Elfrink’s LinkedIn | Empire FlippersWatch the full Youtube video here:https://youtu.be/OAO7AbV0C88Takeaways:Greg Elfrink's journey from oil rig worker to marketing head.The importance of storytelling in marketing and copywriting.Empathy is crucial for understanding customer needs.Utilizing data can enhance content marketing effectiveness.SEO has become a risky endeavor in the current landscape.Sellers often overvalue their businesses due to emotional equity.Buyers seek businesses with full control of marketing funnels.Double-sided marketplaces present unique marketing challenges.Understanding buyer demographics is key to successful transactions.Selling during growth phases can yield better valuations.Chapters:00:00 Introduction to Greg Elfrink and Empire Flippers02:46 The Journey from Oil Rig to Marketing05:43 The Power of Storytelling in Marketing08:31 Marketing Strategies and Data Utilization11:19 Understanding the Seller Onboarding Process14:10 Valuation Insights and Seller Expectations17:03 Navigating the M&A Landscape19:49 Common Mistakes Sellers Make22:37 Buyer Dynamics and Market Trends25:32 The Role of Brokers in M&A28:29 Marketing in a Double-Sided Marketplace31:15 Conclusion and Future Opportunities

On this episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Francesco Alfano, a Toronto-based digital marketing leader with over 12 years of experience. He has worked with some of Canada’s most recognized brands, including Rogers & Shaw Communications and Campbell’s Soup Company.Francesco has built his career around turning business goals into clear marketing strategies, and he brings a mix of passion, engagement, and curiosity to the way he leads. He believes those qualities are not just personal values, but the foundation of how teams grow, learn, and perform at their best.In this conversation, Eitan and Francesco talk about what it takes to connect company strategy to day-to-day work. Francesco shares why giving context matters, how culture is built on respect and trust, and why leaders should step back at times and let their teams take the spotlight.They also explore the role of personal branding. For Francesco, it is not about maintaining an image, but about integrity, about what people say when you are not in the room. That approach has shaped his career moves and the way he builds relationships.The discussion also touches on how to approach measurement, the challenges of juggling multiple tools, and the limits of attribution. Francesco explains why long-form content and real engagement will always matter, even in a world chasing shorter attention spans.If you are in marketing, whether you are just starting out or leading a team, this episode offers a grounded perspective on balancing business goals with people, culture, and career growth.Website: https://www.vimmi.net Email us: [email protected] Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube Guest: Francesco Alfano, Digital Marketing DirectorFrancesco Alfano’s LinkedInWatch the full Youtube video here:https://youtu.be/dFv6hxj0qp8Takeaways:Passion is essential in everything you do.Understanding business goals is crucial for team alignment.A positive team culture enhances performance and engagement.Over-communication helps in high-pressure environments.Personal branding reflects your integrity and transparency.Staying updated with industry changes is vital for marketers.Integration of marketing tools is a significant challenge.Justifying investments in digital strategy requires clear business cases.Self-care is essential for maintaining productivity and creativity.Taking breaks can lead to innovative ideas and solutions.Chapters:00:00 Introduction to Francesco Alfano02:53 Passion, Engagement, and Interest in Marketing05:37 Aligning Company Strategy with Team Goals08:26 Building a Positive Team Culture11:03 Understanding Leadership and Company Priorities13:42 The Importance of Personal Branding16:21 Navigating the Evolving Marketing Landscape19:21 Evaluating Marketing Tools and Performance22:00 Budgeting and Justifying Marketing Investments24:26 Prioritizing Well-Being in Marketing27:25 Conclusion and How to Connect with Francesco

In this episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Chelsea Burns, better known as The Marketing Psychologist™. Chelsea has more than 17 years in marketing, holds a master’s in applied psychology from USC, and works with conscious companies to help them grow without losing sight of their values. She is also the creator of the BELONG™ Framework, a model built to help brands earn trust, create alignment, and build real connections with their audiences.Chelsea explains why integrity and authenticity are more than just nice-sounding words. For her, they are the foundation of healthy brand relationships. She shares how growing up with values like keeping your word shaped her career and why she believes authenticity means showing up fully, even when it is messy.One of the big takeaways in this conversation is the idea that marketing does not have to be manipulative. Chelsea talks about where persuasion crosses the line into manipulation and how companies can practice ethical influence that respects customer choice.We also get into the psychology of decision-making. Chelsea highlights that 95 percent of buying decisions happen in the subconscious, and she shares tools companies can use to better understand those deeper motivators. From empathy to active listening, she explains how brands can connect with the “higher version” of their customers, not just their surface-level wants.Finally, Chelsea walks us through the BELONG™ Framework and why belonging is as critical to people as food and water. For her, branding is a relationship, and when it is rooted in truth, it naturally builds confidence and trust.If you want to understand how psychology and marketing come together to create brands people truly feel connected to, this episode is for you.Website: https://www.vimmi.net Email us: [email protected] Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube Guest: Chelsea Burns, CEO + Marketing Psychologist at The Marketing PsychologistChelsea Burns’s LinkedIn | The Marketing PsychologistWatch the full Youtube video here:https://youtu.be/Ub3AjinlYSgTakeaways:Belonging is a fundamental human need, akin to food and water.Integrity in marketing is a key differentiator for success.Authenticity involves being secure in one's identity, both personally and as a brand.Non-manipulative marketing respects consumer agency and choice.Empathy is essential for understanding consumer needs and motivations.The Belong Framework helps brands build trust and connection with their audience.Ethical marketing practices lead to long-term consumer trust and loyalty.Good intentions in marketing do not always align with consumer perceptions.Building trust takes time and cannot be rushed for quick results.Effective marketing requires ongoing dialogue with consumers to understand their evolving needs.Chapters:00:00 Introduction to Ethical Marketing and Belonging02:41 The Importance of Integrity and Authenticity05:33 Non-Manipulative Marketing Explained08:37 Understanding Consumer Psychology11:21 The Belong Framework: Building Trust and Connection14:24 Navigating Brand Identity and Consumer Relationships17:16 Empathy in Marketing: Overcoming Ego20:01 The Role of Psychological Principles in Marketing22:50 Ethical Practices in Marketing25:38 Transforming Pain Points into Solutions28:33 When to Seek Help in Marketing Strategy31:29 Conclusion and Final Thoughts

In this episode, Eitan Koter welcomes Jake Levin, founder and CEO of Inflection Growth, a company that helps fast-scaling e-commerce brands reach their next big milestone. Jake was the first marketing hire at goPuff, co-founded GettaCar, and now works with brands through a hands-on, embedded marketing team model.They talk about how the e-commerce world has shifted. It’s no longer just about chasing big revenue at any cost. Today it’s about balancing growth with margins and making sure ad spend delivers a solid return. Jake explains why he says “attribution is an art and a science” and why tracking exactly what drives sales isn’t always possible. Instead, marketers need to look at the whole picture and make smarter decisions.Jake shares how his team picks the right channels by asking “Where are your customers? Which channel gives you the most effective impressions for your money?” He believes in scaling one channel well before adding new ones that can open up audiences and lift performance across the board.They also talk about the kind of people Jake hires. He looks for marketers who understand both numbers and creativity. And he shares lessons from his time at goPuff and GettaCar, from the value of showing up in communities to realizing that smooth growth doesn’t always prepare you for the bumps ahead.Website: https://www.vimmi.net Email us: [email protected] Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube Guest: Jake Levin, Founder and CEO at Inflection GrowthJake Levin’s LinkedIn | Inflection GrowthTakeaways:Progression is key in business and life.Certainty leads to more successful outcomes.Balance is essential to avoid burnout.The e-commerce landscape has shifted towards fundamentals.Data attribution is complex and often inconsistent.Understanding customer locations is crucial for targeting.Focus on high-intent channels for better results.Brand marketing becomes important after reaching certain revenue milestones.Building cross-trained marketing teams enhances effectiveness.Physical presence and community engagement drive growth.Chapters:00:00 Introduction to E-commerce Growth02:53 The Evolution of E-commerce Marketing05:35 Data and Attribution Challenges08:31 Channel Strategy and Customer Focus11:16 Balancing Brand and Performance Marketing14:14 Building Effective Marketing Teams17:01 Lessons from GoPuff and Get a Car19:38 The Embedded Marketing Model22:31 Services Offered by Inflection Growth

In this episode, Eitan Koter sits down with Dan Chorlton, CEO and co-founder of Goa Marketing. Goa Marketing is a SaaS platform that helps enterprise advertisers get more from their Google Ads budgets. Dan and his team have managed and optimized over a billion pounds in paid search, partnering with brands like MoneySupermarket to improve returns and reduce wasted spend.They start with the story behind Goa, including why the name stands for Governance, Opportunity, and Accountability. Dan explains how these three pillars guide their approach to managing campaigns at scale, from keeping track of errors to spotting new opportunities and showing leadership clear results.Eitan asks about the biggest gaps in Google Ads today, and Dan shares how automation and the right processes can make a major difference. They talk about where money often leaks out of campaigns, why testing matters, and how to set up experiments that lead to real improvements.They also discuss Google’s latest ad formats, the impact of Performance Max, and how to balance automation with control. Dan offers his perspective on why ad copy testing still matters, the importance of a strong value proposition, and how small changes can have a large impact.If you run Google Ads, whether you are spending millions a year or just getting started, you will hear clear ideas for making your budget work harder and your results stronger.Website: https://www.vimmi.net Email us: [email protected] Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube Guest: Dan Chorlton, CEO (interim) & Founding Director at GOA MarketingDan Chorlton’s LinkedIn | GOA MarketingWatch the full Youtube video here:https://youtu.be/1iapOR5IAXITakeaways:Adaptability is crucial in the ever-changing digital marketing landscape.Testing and analyzing results rigorously is essential for success.Maximizing advertising spend efficiency can lead to significant cost savings.Understanding consumer needs is key to effective marketing strategies.AI is transforming the way digital marketing is approached.Brand safety must be prioritized in automated advertising processes.Companies often overlook the importance of customer feedback in their campaigns.Effective ad copy and creative elements are vital for attracting consumers.It's important to focus on relevant keywords and exact match for lead generation.Continuous learning and adaptation are necessary to stay competitive in digital marketing.Chapters:00:00 Introduction to Dan Charlton and Goa Marketing02:53 The Importance of Adaptability in Digital Marketing05:41 Identifying Gaps in Google Ads08:49 Maximizing Spend Efficiency in Advertising11:26 Common Mistakes in Google Ads Campaigns14:20 The Role of AI in Digital Marketing17:12 Automation and Brand Safety in Advertising19:45 Navigating Changes in Google Ads22:42 Understanding Client Needs and Niche Markets25:34 Tips for Companies Starting with Google Ads28:36 Conclusion and Final Thoughts

In this episode of Mastering eCommerce Marketing, host Eitan Koter talks with Matt Putra, a Fractional CFO and founder of Eightx.Matt helps eCommerce and CPG businesses making between $5 and $100 million scale profitably and sustainably. His main focus is helping companies simplify finances and manage their cash flow clearly.Matt explains the critical difference between profit and cash flow, noting why having money in the bank is often more important than simply showing profits on paper.He highlights common mistakes businesses make, especially holding onto too much inventory. Matt points out how excess inventory quietly drains cash, limiting opportunities for growth.Matt also shares easy-to-follow advice on cash flow forecasting, emphasizing the value of regular financial check-ins. He believes staying financially healthy comes down to asking simple questions consistently, paying attention to key numbers, and adjusting quickly.Eitan and Matt discuss the importance of operational efficiency. Matt stresses that in today’s market, being great at the basics is essential. He suggests businesses start experimenting with top-of-funnel marketing activities to reduce customer acquisition costs, even if results aren't instantly measurable.Throughout the conversation, Matt offers practical tips that any business owner can immediately implement. His approach makes finances straightforward and manageable, even if numbers aren't your strongest suit.This episode is perfect for founders who want a clear understanding of their company's financial health without complicated jargon or stress.Website: https://www.vimmi.net Email us: [email protected] Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube Guest: Matt Putra, Fractional CFO at EightxMatt Putra’s LinkedIn | EightxWatch the full Youtube video here:https://youtu.be/4k03m3Mg0gMTakeaways:Cash flow is crucial for business survival, not just profit.Understanding the difference between cash flow and profit is essential.E-commerce and CPG companies face unique cash flow challenges.Effective cash flow forecasting involves understanding budget drivers.A fractional CFO can provide invaluable support for growing businesses.Common financial mistakes include poor bookkeeping and over-inventorying.Operational excellence is key in a tightening financial environment.Top-of-funnel marketing can significantly impact customer acquisition costs.Regularly reviewing financials can uncover opportunities for improvement.Don't be emotionally attached to underperforming products.Chapters:00:00 Introduction to Financial Clarity03:30 Understanding Cash Flow vs. Profit06:02 Cash Flow Challenges in E-commerce and CPG08:47 Best Practices for Cash Flow Forecasting11:56 The Role of a Fractional CFO13:22 Common Financial Mistakes in Business15:10 The Dangers of Over-Inventorying17:59 Preparing for Growth Amidst Chaos21:48 Navigating Financial Crises25:36 When to Hire a Fractional CFO27:53 Final Thoughts on Marketing and Growth

Today, Eitan Koter is joined by Rich Kahn, CEO of Anura.io, and a veteran in the digital marketing world. With over 31 years of experience and multiple multimillion-dollar companies under his belt, Rich has spent the last two decades focused on solving one major problem: ad fraud.He’s also been named an Ernst & Young Entrepreneur of the Year for Technology, which speaks to the level of trust companies place in his work.In this episode, Rich and Eitan talk about a challenge most marketers face without even realizing it. Whether you're running paid media, using affiliates, or investing in programmatic ads, a portion of your traffic is likely fake. Rich says the average is around 20 to 25 percent, and it can be much higher depending on the channel.He explains how bad traffic gets through, what to look for, and why things like CAPTCHA don’t offer much protection anymore. You’ll hear about the tactics fraudsters use to get paid, including human click farms and bots that mimic real users. More importantly, Rich shares what brands can do about it.He walks through how Anura helps companies figure out where fraud is coming from, how much damage it's causing, and how to stop paying for traffic that doesn’t convert. It’s not about big teams or complex systems. In most cases, it starts with a simple tag on your site and a clear plan of action.If your team is putting budget into digital ads and wondering why results aren’t lining up, this episode will help you understand where that money might be going.Website: https://www.vimmi.net Email us: [email protected] Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube Guest: Rich Kahn, CEO and Co-Founder at Anura.ioRich Kahn’s LinkedIn | Anura.ioWatch the full Youtube video here:https://youtu.be/jtylO3eGgE0Takeaways:Passion is essential in business.Diligence is key to understanding your market.Loyalty to customers and staff is crucial.Ad fraud costs the industry over $140 billion annually.Fraud can reach up to 50% in certain marketing channels.Identifying fraud requires dedicated resources and technology.AI and machine learning are vital in fraud detection.Brands must continuously monitor for fraud to protect their investments.The majority of fraud comes from organized crime.Effective fraud prevention can significantly improve ROI.Chapters:00:00 Introduction to Rich Khan and His Expertise03:16 Understanding Ad Fraud and Its Impact08:21 The Mechanics of Fraud in Digital Marketing13:34 Identifying Red Flags of Fraud17:03 Innovations in Fraud Detection Technology21:43 Steps to Combat Ad Fraud27:21 Target Audience and Client Engagement30:21 Conclusion and Resources for Learning

On this episode, host Eitan Koter welcomes Wilson Zehr, CEO of Zairmail.Wilson has over 25 years in tech, innovation, and business strategy. He has helped launch eight tech startups and raised more than $60 million in venture capital.He has also spent years teaching marketing and entrepreneurship at the university level.Now, Wilson leads Zairmail. The company makes sending direct mail as simple as sending an email.In today's world, where inboxes are crowded and digital ads get ignored, Wilson believes direct mail is making a real comeback.Brands, startups, and political campaigns are turning to mail to reach people in ways that digital channels cannot.Wilson explains how direct mail cuts through the noise, reaches every home and business, and offers precise audience targeting.He shares how automation and data make it easy for brands to get the right message to the right people at the right time.Eitan and Wilson talk about how timing, good lists, and a strong offer are key to any campaign's success.Wilson brings real examples of what works and what to watch out for.His advice is practical, not just theory. He believes marketing should be about what gets results, not just chasing the latest trend.Whether you are a marketer, founder, or just curious, you will pick up clear ideas you can use right away.Tune in to learn why direct mail is back in the spotlight and how it could help your business stand out.Website: https://www.vimmi.net Email us: [email protected] Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube Guest: Wilson Zehr, Founder & CEO at ZairmailWilson Zehr’s LinkedIn | ZairmailWatch the full Youtube video here:https://youtu.be/R4nMhe6Nzo4Takeaways:Direct mail is experiencing a resurgence due to digital fatigue.It reaches every household and business six days a week.Direct mail is proactive and can engage customers at the right time.ROI is a key driver for direct mail campaigns.Understanding the customer journey is essential for effective marketing.Sales and marketing are critical for startup success.Data-driven marketing enhances targeting and effectiveness.AI should be viewed as a tool to enhance marketing efforts.Entrepreneurs need support and resources to succeed.Zairmail offers innovative solutions for direct mail automation.Chapters:00:00 Introduction to Wilson Zare and Zairmail02:41 The Comeback of Direct Mail in a Digital World05:25 Advantages of Direct Mail Over Digital Marketing07:57 Integrating Direct Mail into Omnichannel Strategies10:40 Case Study: School Bond Initiative in Oregon15:38 The Importance of Targeted Messaging18:19 Sales and Marketing in Startups21:00 The Role of Data in Direct Mail Campaigns23:34 AI in Marketing and Direct Mail28:43 Conclusion and Resources

Welcome back to Mastering eCommerce Marketing with your host, Eitan Koter.Today’s guest is Will Haire, co-founder of BellaVix, a marketplace marketing agency focused on helping brands grow on Amazon and Walmart.Will’s background is full of hands-on experience. He’s helped first-time sellers launch from scratch, and worked with big names like Instant Pot and Wilton to build serious Amazon sales.BellaVix is a Verified Amazon Advertising Partner and part of the Amazon Service Provider Network. That gives Will and his team a close-up view of what actually works for brands of all sizes.In this episode, Will talks about why a boutique, hands-on approach matters, and how being a real partner helps brands succeed.He shares some common mistakes brands make on Amazon, like worrying it will steal sales from their website or ignoring the risk of bad product listings hurting their reputation.Will also breaks down why it’s better to focus on mastering one platform instead of trying to be everywhere at once.Thinking about launching on Amazon? Will shares where to start, how to protect your brand with trademarks and Brand Registry, and which tools are actually worth using for optimization.He also opens up about what drives him: family, faith, and a passion for helping others figure out the Amazon puzzle.Will’s honest about the ups and downs of running an agency, how hard it can be to find the right team, and why he still loves being involved in the day-to-day strategy.Whether you’re just starting out or looking to take your marketplace business to the next level, you’ll find a lot of practical tips and real talk in this episode.Website: https://www.vimmi.net Email us: [email protected] Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube Guest: Will Haire, CEO & CoFounder at BellaVixWill Haire’s LinkedIn | BellaVixWatch the full Youtube video here:https://youtu.be/GqHIpUeKJI4Takeaways:Family is a core value for Will, influencing his business decisions.Spirituality helps Will navigate the highs and lows of entrepreneurship.Will's journey into e-commerce began with Google ads and SEO.Many brands misunderstand the role of Amazon in their sales strategy.Proper pricing is crucial for success on Amazon.Smaller brands can adapt quickly compared to larger corporations.Walmart presents unique opportunities for brands looking to expand.Effective communication and organization are key to agency success.Ongoing optimization tools are essential for maintaining competitive advantage.The e-commerce landscape is rapidly evolving with new technologies.Chapters:00:00 Introduction to Will Haire and Bellavix02:48 The Importance of Family and Spirituality in Business05:43 Will's Journey into Amazon and E-commerce08:49 Misconceptions About Selling on Amazon11:35 Fundamentals for Starting on Amazon14:32 Tools for Ongoing Optimization17:01 Managing Promotions and Pricing Strategies19:58 Working with Big Brands vs. Smaller Brands22:43 Walmart vs. Amazon: Opportunities and Challenges25:39 Surprises in Running Bellavix28:29 Future Opportunities in E-commerce

Welcome back! On today’s episode, host Eitan Koter sits down with John Gargiulo, the founder and CEO of Airpost. John’s company is shaking up the way e-commerce brands create video ads, using a mix of AI and real people to help businesses make a lot more content, much faster, and still keep it feeling genuine.Before starting Airpost, John built ReadySet into a major player for DTC video, helped launch global products at Airbnb, and was part of BlueStacks’ journey to over a billion downloads. He’s someone who knows both the hustle of startups and how bigger brands think about marketing.Eitan and John get real about what brands are facing right now. Everyone wants video content, but nobody wants to lose that “human touch.” John explains why Airpost blends AI with real actors and product footage, so the end result looks and feels authentic, not robotic.They talk about the real advances in AI video (like the tech that lets you make believable, audio-synced videos in minutes) and what’s still just hype. John shares why pure automation isn’t the answer, most brands actually get the best results when creative people and smart tech work together.You’ll hear why brands like DoorDash and Hims & Hers are rethinking how they make ads, and how anyone can keep up as these tools get better every week. John’s honest about what works, what doesn’t, and why you don’t have to be a tech whiz to make the most of it.If you’re looking to scale your marketing, curious about AI video, or just want to keep your brand’s content fresh and real, this conversation will give you some things to think about.Website: https://www.vimmi.net Email us: [email protected] Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube Guest: John Gargiulo, Founder/CEO at AirpostJohn Gargiulo’s LinkedIn | AirpostWatch the full Youtube video here:https://youtu.be/Fyc7bvtwJ5sTakeaways:AI is revolutionizing video production for e-commerce brands.Gratitude and presence are essential values for success.Video content is a significant driver of internet traffic.The need for rapid video production has increased in marketing.AI can automate video creation but requires human oversight.Authenticity in advertising is crucial for consumer trust.The future of video production will blend AI and human creativity.Marketing strategies should focus on influential partnerships.Startups should prioritize long-term vision over short-term gains.The AI landscape is still in its infancy, offering vast opportunities.Chapters:00:00 Introduction to AI in Video Advertising05:04 The Genesis of Airpost and Its Mission08:31 The Evolution of AI Video Technology11:52 Airpost's Unique Business Model15:10 The Future of AI and Human Creativity22:17 Maintaining Authenticity in AI-Generated Content25:26 Marketing Strategies for AI Startups27:23 Lessons for Aspiring AI Entrepreneurs

Welcome to Mastering eCommerce Marketing. Today, Eitan Koter sits down with Justin Ware, Co-Founder and Chief Revenue Officer at Camcorder AI.Justin’s no stranger to video. He started out as a journalist, won an Emmy, and went on to build and sell companies where video was always at the core. His latest venture, Camcorder AI, helps brands and creators make short-form video faster — while keeping it real.In this episode, Justin shares how AI can take care of the time-consuming parts of video production so marketers can focus on what really matters: telling a true, human story. He talks about why audiences still want to see real people in videos, not avatars or deepfakes, and how brands can build trust by showing their authentic side.You’ll hear them break down simple ways to bring video into your day-to-day marketing — even if you’re short on time or budget. They also get into why being open about your company’s wins and struggles can actually bring people closer to your brand.Whether you’re part of a small team trying to do more with less or at a larger company looking for smarter ways to scale video content, this conversation will give you ideas to take back to your work.Let’s get started.Website: https://www.vimmi.net Email us: [email protected] Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube Guest: Justin Ware, President and Co-Founder at Camcorder AIJustin Ware’s LinkedIn | Camcorder AIWatch the full Youtube video here:https://youtu.be/bcWQHKrlHHwTakeaways:Authenticity in storytelling is crucial for connecting with audiences.AI can enhance video content without compromising authenticity.Brands should focus on transparency to build loyalty.Video marketing strategies should open a window into daily operations.Aspect ratios matter; tailor content to the viewing platform.Overcoming time and resource objections is key to video adoption.Content strategy should evolve with the product lifecycle.Entrepreneurial agility is essential for startup success.Creative agencies benefit significantly from streamlined video production.Building public is an effective way to engage with audiences.Chapters:00:00 Introduction to Justin Ware and Camcorder AI02:51 The Importance of Authenticity in Video Content05:47 Strategies for Effective Video Marketing08:35 Building Public and Brand Loyalty through Video11:24 The Role of Aspect Ratios in Video Production14:23 Overcoming Objections to Video Marketing17:21 The Evolution of Video Content Strategy20:05 Justin's Startup Journey and Leadership Style23:03 The Journey of Camcorder AI25:54 Go-to-Market Strategy for Camcorder AI

Most brands are creating too much content and saying nothing.In this episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Dani Dufresne, an Emmy Award-winning Executive Producer and founder of The Auxiliary Co., to talk about what actually works when it comes to video and content strategy.Dani has spent over 20 years producing for film, TV, digital, and experiential projects. She’s worked with major brands like Nike, Apple, Google, YouTube, and Sephora. Her company helps brands and agencies bring big ideas to life without the red tape of traditional production models.Instead of bloated teams and outdated processes, Dani focuses on lean, high-impact production. The goal is to build content that connects, not just content that fills a feed.She and Eitan talk about the shift away from quantity and toward meaningful storytelling. They explore why audiences are getting overwhelmed, how brands can stop adding to the noise, and why planning for video should start with a clear strategy, not just a creative brief.You’ll also hear why bringing media and creative teams together early makes a huge difference, how to get more from your budget, and why it's okay to focus on fewer platforms if it means showing up with purpose.If you're tired of chasing trends and want to build content that actually supports your brand, this episode is for you.Website: https://www.vimmi.net Email us: [email protected] Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube Guest: Dani Dufresne, Founder / Executive Producer at The AuxiliaryDani Dufresne’s LinkedIn | The AuxiliaryWatch the full Youtube video here:https://youtu.be/btgl_2Ao7aUTakeaways:Video is essential in today's marketing landscape.Storytelling is crucial for brand connection.Brands should focus on building community.A clear media budget is vital for effective marketing.Quality content is more important than cheap content.Smaller agencies are gaining traction in the market.Brands need to understand their identity and audience.Creatives seek variety in their work.The market is shifting towards quality over quantity.Agencies must adapt to the changing needs of brands.Chapters:00:00 Introduction to Dani Dufresne and The Auxiliary02:37 The Importance of Video in Marketing05:26 Storytelling and Brand Connection08:23 Best Practices in Content Planning11:20 The Role of Strategy in Video Production13:59 Building Community and Engagement17:15 Differentiation in a Competitive Market19:53 Services Offered by The Auxiliary22:44 Common Mistakes in Video Marketing25:43 The Evolution of the Market28:19 Future of Agencies and Conclusion

In this episode of Mastering E-commerce Marketing, host Eitan Koter sits down with Pasha Knish, the founder and CEO of AMZ Optimized, a full-service agency helping brands grow on Amazon through custom strategies, standout content, and data-driven advertising.Pasha’s been selling on Amazon for over 13 years. He started out as a seller himself, launching and exiting multiple seven-figure brands. Today, he leads a team that manages over eight figures in annual client revenue. He knows what it’s like to build something from scratch and how to scale it smart.This conversation covers what it really takes to succeed on Amazon right now. Pasha talks about the shift from simple white-label products to full-on branding, and why having a differentiated offer is no longer optional.He explains how most sellers miss the mark by not fully optimizing their listings, especially on mobile and how important it is to get the backend data right. It’s not just about having good content, it’s about sending the right signals to the algorithm.You’ll also hear Pasha’s take on tools like DSP, how to use off-Amazon traffic to boost rankings, and why brands need to think beyond Amazon if they want to build something sustainable.Whether you’re launching your first product or managing a growing catalog, Pasha’s approach is all about getting clear on what works, cutting out the noise, and staying focused on what matters.If you’re looking to grow your brand on Amazon and do it in a way that’s smart, flexible, and built to last, this episode is worth a listen.Website: https://www.vimmi.net Email us: [email protected] Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube Guest: Pasha Knish, Founder & CEO at AMZ OptimizedPasha Knish’s LinkedIn | AMZ OptimizedWatch the full Youtube video here:https://youtu.be/7dL3xbyRWNUTakeaways:Persistence is key to being successful in business.Flexibility is essential to adapt to changes in the market.Wisdom is the application of knowledge at the right time.Understanding product market fit is crucial before launching on Amazon.Brands need to focus on true product differentiation to succeed.Optimizing both front-end and back-end listings is vital for visibility.Utilizing a full funnel marketing strategy can enhance customer acquisition.Common mistakes include not filling out all listing fields and neglecting A+ content.Brand storytelling is important for connecting with customers.Multi-channel selling can reinforce brand presence and stability.Chapters:00:00 Introduction to E-commerce Success03:38 Pasha's Journey from Seller to Agency CEO07:08 Services Offered by AMZ Optimized11:47 Current Trends and Challenges on Amazon16:02 Optimizing Listings and Marketing Strategies20:21 Common Mistakes in Amazon Listing Optimization23:45 The Importance of Brand Storytelling27:15 Multi-Channel Growth Strategies29:25 Advice for New Amazon Sellers

In this episode, Eitan Koter chats with Joshua Lauer, founder of Lauer Creations Inc., about one of the most common marketing pain points today: making sense of your data.Joshua has worked with over 100 companies, including multimillion dollar brands, to clean up their Google Analytics (GA4), streamline reporting, and help teams actually use their data to make better decisions. In just two years, he’s generated over $500K by doing exactly that.If your tracking setup feels off, your reports are confusing, or you’re unsure which numbers to trust, this episode is worth a listen.Joshua explains what usually goes wrong with GA4, how to approach data without getting overwhelmed, and what really matters when it comes to tracking performance for eCommerce and B2B sites.You’ll also hear about how to create dashboards that are clear and easy to use, which metrics are worth paying attention to, and how to connect the dots between marketing performance and business results.This conversation makes analytics feel less like a chore and more like a tool that supports real growth.Whether you’re leading a team, managing a store, or just trying to stop flying blind with your marketing efforts, this episode will help you get a clearer picture of what’s working and what’s not.Let’s get started.Website: https://www.vimmi.netEmail us: [email protected] Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube Guest: Joshua Lauer, Chief Executive Officer at Lauer CreationsJoshua Lauer’s LinkedInWatch the full Youtube video here:https://youtu.be/oAId54B9T50Takeaways:Truth, accuracy, and growth are essential in marketing intelligence.Data chaos leads to confusion and ineffective decision-making.Intentionality in data goals is crucial for success.Automating reporting can save time and improve efficiency.Effective dashboards should track meaningful metrics relevant to business goals.Data should be used as a feedback loop for continuous improvement.GA4 has evolved significantly since its initial launch, addressing many user concerns.Implementation failures often stem from the variability in GA4 setups.Marketing intelligence solutions provide clarity and direction for businesses.Understanding the unique needs of each business is key to effective data analysis.Chapters:00:00 Introduction to Marketing Intelligence03:09 The Importance of Truth, Accuracy, and Growth05:48 Common Data Mistakes and Best Practices09:06 Data Collection and Automation Techniques12:08 Creating Effective Reporting Dashboards15:01 Continuous Improvement Through Data Analysis18:07 Navigating GA4: Challenges and Solutions20:53 The Evolution of GA4 and Its Features24:07 Understanding Implementation Failures26:53 Lauer Creations: Services and Target Audience

Host Eitan Koter welcomes Matthew Stafford, the driving force behind Build Grow Scale. Matthew has spent decades helping e-commerce businesses not just grow, but thrive.He points out that increasing traffic isn't always the solution; improving conversion is. Matthew shares insights into optimizing your website by understanding customer behavior and simplifying the user experience.The discussion includes starting with one effective marketing channel, the role of AI in business, and the value of honest customer feedback.Whether you're starting out or aiming to scale, Matthew's approach provides clear, actionable steps to enhance your e-commerce strategy.Website: https://www.vimmi.net Email us: [email protected] Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube Guest: Matthew Stafford, Co-Founder, CMO at Stack InfluenceMatthew Stafford’s LinkedIn | Stack InfluenceWatch the full Youtube video here:https://youtu.be/9g03tJznIp4Takeaways:Radical authenticity fosters deeper connections in business.E-commerce profitability hinges on conversion rates.Data-driven decisions lead to better optimization outcomes.Simplicity in design enhances user experience and sales.Email marketing is crucial for customer retention.Understanding customer sentiment is key to optimization.AI tools can enhance efficiency and conversion rates.Nurturing customer relationships is essential for long-term success.Market research helps identify the right channels for marketing.Agencies must adapt to the evolving landscape of AI tools.Chapters:00:00 Introduction to E-commerce Optimization03:03 The Importance of Authenticity in Business06:01 Understanding E-commerce Profitability09:00 Data-Driven Decision Making12:07 Profit First Strategies for E-commerce14:55 Simplicity in E-commerce18:02 Building Customer Relationships21:02 Market Research and Customer Insights23:56 The Role of AI in E-commerce26:59 Future Trends in E-commerce29:54 Conclusion and Final Thoughts

On today’s episode, Eitan Koter sits down with Dave Behar, founder and CEO of ION.Dave has spent years building brands, launching companies, and helping others grow. He was part of the original Hotmail team, helped take it to millions of users, and worked with big names like Adidas, Powerbar, and the Pac-12. Now at ION, he’s helping companies get their content out through hyper-local and digital distribution.In this conversation, Dave explains why having a strong brand is still at the core of growth, even with all the new tech tools. It’s not just about getting attention but about building trust and giving customers a reason to stick around.They talk about how short-form content can turn quick attention into real action, why it’s smart to give your customers choices instead of just one offer, and how founders should build room to adjust as they go.Dave also shares stories from the early Hotmail days, how sports partnerships helped grow their user base, and why having fun in business matters more than people think.If you’re a founder, marketer, or anyone building something right now, this one’s for you. You’ll walk away with simple ideas you can actually apply.Let’s get into it.Website: https://www.vimmi.net Email us: [email protected] Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube Guest: Dave Behar, Founder, CEO & Chief Executive Athlete at ION NetworkDave Behar’s LinkedIn | ION NetworkWatch the full Youtube video here:https://youtu.be/BnbQucQI2_sTakeaways:Collaboration is key to achieving business success.The concept of 'chief executive athletes' emphasizes a winning mindset.Digital tools are leveling the marketing playing field.Short-form content is more effective for conversions.Influencer marketing can significantly boost brand loyalty.The Hotmail experience taught valuable lessons in brand building.Understanding your audience is crucial for product success.Versioning and pivoting are essential in product development.Building a strong brand identity is vital for sustainability.Having fun in the process is important for long-term success.Chapters:00:00 Introduction to Dave Behar and His Philosophy03:05 The Concept of Chief Executive Athletes05:58 Brand Activation and Marketing Evolution09:04 ION Network and Distribution Strategies11:56 Media Properties and Conversion Strategies14:48 Influencer Marketing and Brand Loyalty17:58 The Hotmail Experience and Lessons Learned20:58 Advice for Founders and Entrepreneurs

Welcome back to Mastering eCommerce Marketing with your host, Eitan Koter.Today’s guest is Satej Sirur. He’s the co-founder and CEO of Rocketium, a company helping brands simplify the messy world of creative production using AI and automation.We get into the real problems teams face when creating content at scale. Think hundreds of ad versions, across different platforms, with different formats, languages, and rules. Satej explains how Rocketium helps companies handle all of that, from building the creative itself, to approvals, compliance checks, and even pulling data to see what’s actually working.One big topic here is how brands often misunderstand AI. Satej breaks down why AI isn’t just about generating content with a simple prompt. There’s a full creative workflow behind the scenes, and plenty of room for mistakes if you don’t approach it the right way.Eitan and Satej also talk about leadership, especially in tech. Satej shares how his approach shifted from top-down decisions to giving his team the freedom and context they need to innovate on their own.If you’re leading a marketing team, working with creative production, or trying to figure out how to actually use AI without getting lost in the buzz, this episode’s for you.Let’s get into it.Website: https://www.vimmi.net Email us: [email protected] Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube Guest: Satej Sirur, Founder and CEO at RocketiumSatej Sirur’s LinkedIn | RocketiumWatch the full Youtube video here:https://youtu.be/8OOZ7kky5JcTakeaways:Mindfulness enhances our understanding of our actions and feelings.Evolution is a natural process that leads to personal growth.Happiness is achievable in today's world despite its challenges.Big goals should not overshadow the importance of the present.Roketium evolved from a game platform to a creative production tool.Understanding customer needs is crucial for product development.AI can automate many aspects of creative production.Analytics should inform creative decisions and campaign strategies.Leadership should empower teams rather than impose top-down directives.Focusing on real pain points leads to meaningful solutions.Chapters:00:00 Introduction to Satej Sivu and Roketium03:08 Mindfulness, Evolution, and Happiness06:09 The Birth of Roketium: From Games to Creative Production09:00 Understanding Customer Needs and Challenges11:51 Growth Strategy: Targeting Enterprises15:03 The Role of AI in Creative Production18:13 Analytics and Insights: Deconstructing Campaigns20:59 Navigating Marketing Complexity Across Platforms23:52 Leadership and Innovation Without Burnout27:11 Advice for Founders: Focus on Real Pain Points28:59 Conclusion and Future Outlook

Today, Eitan Koter sits down with William Gasner, CMO and co-founder of Stack Influence.William is a 6X founder, a 7-figure eCommerce seller, and has been featured in Forbes, Business Insider, and Wired.In this episode, they talk about what is really working in influencer marketing today.William explains why brands are moving away from big celebrity influencers and seeing better results with micro-creators who actually want the product.They get into product seeding, how it works, and why it creates more genuine content that performs better. William also shares how Stack Influence built a system that protects brands from losing inventory while still scaling influencer campaigns.You will hear how influencer traffic can help brands rank higher on Amazon, why external traffic matters, and how brands can set up campaigns that actually convert.Plus, William shares a few common mistakes brands make when they start out and how to avoid them.Whether you are already working with influencers or just curious how it works, this conversation breaks it down in a way that is easy to understand.Website: https://www.vimmi.net Email us: [email protected] Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube Guest: William Gasner, Co-Founder, CMO at Stack InfluenceWilliam Gasner’s LinkedIn | Stack InfluenceWatch the full Youtube video here:https://youtu.be/8ah5JNMFnYQTakeaways:Influencer marketing is evolving towards an omnichannel strategy.Authenticity is crucial for effective influencer marketing.Building a two-sided marketplace presents unique challenges.Smaller creators often yield higher conversion rates than larger influencers.Product seeding fosters genuine promotion and engagement.Brands must have a strong online presence before launching campaigns.Understanding target audiences is key to successful influencer collaborations.E-commerce marketplaces require strategic visibility to succeed.Influencer campaigns can drive significant traffic to Amazon listings.The future of influencer marketing lies in genuine relationships and trust.Chapters:00:00 The Power of Influencer Marketing07:04 Building a Two-Sided Marketplace09:31 The Evolution of Influencer Marketing14:51 The Shift to Micro-Influencers17:52 Innovative Product Seeding Strategies18:03 Streamlined Campaign Launch Process23:31 Common Mistakes in Influencer Campaigns26:10 Omnichannel Strategies for E-commerce30:10 Finding 1Stack Influence and Final Thoughts

In this episode, host Eitan Koter sits down with Dylan Lam, founder of Omirank, a digital agency helping Amazon and e-commerce brands boost their online sales.Dylan shares how his team quickly identifies products that have real potential, even before they're officially launched. He breaks down simple ways to test product interest through Amazon and social media ads.He also explains why quiz funnels can significantly increase conversions, sharing a real example of how one brand scaled from six to seven figures using quizzes.Dylan points out common mistakes sellers often make on Amazon, like neglecting branding and not moving fast enough. He emphasizes why building a recognizable brand, instead of just selling generic items, makes a huge difference in long-term success.Lastly, Dylan highlights the advantages of TikTok ads over Amazon Live and discusses how AI is becoming an essential tool for optimizing e-commerce operations.Website: https://www.vimmi.net Email us: [email protected] Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube Guest: Dylan Lam, Founder at OmirankDylan Lam’s LinkedIn | OmirankWatch the full Youtube video here:https://youtu.be/hzRi80mrfnwTakeaways:Curiosity drives continuous learning in e-commerce.Focus is essential to avoid distractions in marketing.TikTok is a powerful platform for driving traffic.Data-driven decisions are crucial for success.Engagement tests help validate product ideas before launch.Speed to market is a key factor for brand success.Brands must build a customer journey for retention.Quiz funnels can significantly enhance customer acquisition.AI is transforming the e-commerce landscape.Optimizing the entire system is vital for e-commerce success.Chapters:00:00 Introduction to Digital Dylan and Omirank02:00 The Importance of Curiosity, Focus, and Drive03:29 Marketing Strategies in E-commerce06:09 Identifying Winning Products for Launch09:00 Engagement Strategies Before Launch11:23 High-Performance Amazon Launch Strategies14:54 The Role of Branding in E-commerce18:50 Quiz Funnel Strategy for Customer Acquisition22:30 Data Optimization in E-commerce25:40 The Future of E-commerce and AI29:58 Conclusion and Contact Information