THE ECOMMERCE EDGE Podcast with Jason Greenwood

Links & DeetsGuest: Emma Jones, Founder of Amp'dWebsite: https://www.ampdaxo.com/en/Episode OverviewIn this episode of THE ECOMMERCE EDGE Podcast, host Jason Greenwood sits down with Emma Jones, Founder of AMPD and former Strategic Partnerships Lead for the UK Department for Business and Trade. With over 25 years of experience in digital marketing—ranging from launching one of Dubai's first digital agencies to navigating the transition from early 5-cent Google AdWords to modern SaaS platforms—Emma brings a wealth of hard-earned expertise to the table.Together, Jason and Emma break down the seismic shift from traditional Search Engine Optimization (SEO) to Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO). They explore why rigid 1-to-3 word Google search queries are giving way to context-rich, conversational AI prompts across platforms like ChatGPT, Claude, Perplexity, and Copilot. Emma details how AMPD's AI citation intelligence platform empowers challenger and enterprise brands alike to gain visibility across 10 chat LLMs in 18 languages, build authentic brand authority on channels like Reddit and Substack, and future-proof their eCommerce discovery strategies.Timestamps[0:00:00] - Welcome Emma Jones, Founder of AMPD & London B2B eCommerce World Event recap[0:01:45] - 25 years in digital: Launching Dubai's first digital agency and 8 years with the UK Department for Business and Trade[0:03:30] - The evolution of digital marketing: Transitioning from physical media to Google Analytics and 5-cent AdWords[0:08:00] - Early SEO battlegrounds: Black-hat tactics, OS Commerce, Flash sites, and the 2013 mobile-first shift[0:11:00] - Search engines vs. LLMs: Why the current AI discovery wars feel like the mid-1990s[0:12:30] - The death of 3-word searches: Conversational AI prompts vs. traditional Google keyword queries[0:15:00] - Leveling the playing field: How chat LLMs allow challenger brands to steal market share from incumbent giants[0:17:30] - Automatic commerce vs. conversational discovery: How modern AI shoppers evaluate and buy products[0:22:00] - Beyond LinkedIn: Building AI-indexed brand authority on Reddit, Substack, and podcasts[0:25:30] - Overcoming content fatigue: Why the "human in the loop" is essential for AI creative strategy[0:27:30] - What is AMPD? End-to-end AI citation intelligence across 10 chat LLMs in 18 languages[0:30:00] - The AMPT Framework: Analyze, Map, Produce, and Deploy AI brand citations[0:36:00] - Measuring AI ROI: Converting citation frequency into traffic, CAC benchmarks, and schema tools[0:39:30] - The future of AMPD: Live API integrations connecting product catalogs, PIMs, and DAMs directly to LLMs[0:43:00] - Secret anthropologist: Global travel, language skills, and understanding cross-border eCommerce behavior[0:47:00] - Flipping the script: Emma asks Jason about rescue dogs and leaving Southern California for NZ and MexicoTHE ECOMMERCE EDGE Podcast Home⁠ - https://www.greenwoodconsulting.net/podcast

Episode deets & links:📦 In this special episode of the Pod, Jason is one of 3 expert guests on this B2B eCommerce focused episode of the 'eCommerce Explored' Webinar series, hosted by Chloë Thomas📦 Chloë:Hosts the eCommerce MasterPlan and Keep Optimising PodcastsIs Editor-in-Chief at eCommerce TechHas been in eCommerce for nearly 20 years, including 10 years running a marketing agencyIs a LinkedIn Retail Top VoiceHas written 5 bestselling books about eCommerce marketing & success📦 This episode originally aired in 2025 but the lessons are still very applicable & relevant today!📦 Thanks for hosting us Chloë!In this webinar, the panel of B2B eCommerce experts are discussing what you need to do to make B2B eCommerce work for your brand.This session is for you if:You're a B2B business looking to grow your online salesYou're a DTC brand looking to grow wholesale sales to other retailersYou want to grow online sales to business customersTune in to find out:How to work out what you should be doing with B2B eCommerceThe functionality that's a must-haveTips on growing B2B salesThe Expert Panel includes: Alex Weston, SparkLayerKathleen Sullivan Garman, SullyGarman & AssociatesJason Greenwood, Greenwood Consulting

Links & DeetsGuest: Nicolette McIntyre, Co-Founder & CCO of Milked Media Inc.Website: https://www.milkedmedia.comLinkedIn: https://www.linkedin.com/in/nicolettemcintyreEpisode OverviewIn this episode of THE ECOMMERCE EDGE Podcast, host Jason Greenwood sits down with Nicolette McIntyre, Co-Founder & Chief Creative Officer of Milked Media Inc.Nicolette shares her inspiring journey from fashion designer and stylist to co-founding an award-winning digital creative agency specializing in fashion, beauty, jewelry, and lifestyle eCommerce brands.Nicolette breaks down why niching down transformed their business model, how to talk clients "off the ledge" during short-term ROAS fluctuations and why an over-reliance on a single marketing channel poses massive risk for growing retailers. They also explore practical AI integration - from using Claude for agency operations and bid strategy to Adobe Firefly for creative production - and why authentic brand storytelling and visible founder leadership are non-negotiable for scaling eCommerce brands today.Timestamps[0:00:00] - Welcome Nicolette McIntyre, Co-Founder & CCO of Milked Media Inc. & California climate banter[0:01:45] - From fashion designer and stylist to agency co-founder: Nicolette's origin story[0:03:00] - Niching down into eCommerce fashion, beauty, jewelry, and lifestyle brands[0:04:30] - Managing agency dynamics: Client retention, managing expectations, and preventing burnout[0:08:00] - Talking clients "off the ledge": Avoiding tunnel vision on daily ROAS fluctuations[0:10:30] - Single-channel reliance risk: Why retailers must diversify across paid ads, email, and organic[0:12:30] - Holistic growth strategy: Balancing wholesale, brick-and-mortar, and direct-to-consumer[0:14:30] - AI in agency operations: Leveraging Claude for bid strategies and agency workflows[0:17:30] - Human critical thinking vs. AI hallucinations: Why domain expertise still trumps AI bots[0:20:00] - Treating AI as a digital employee: Prompt engineering and continuous training[0:23:30] - Post-production efficiency: Using AI tools to accelerate creative output[0:25:30] - Harnessing AI in creative design: Adobe Firefly, generative fill, and authentic brand storytelling[0:27:30] - Fractional agency teams vs. in-house FTEs: Scaling brands to $300k–$1M+ monthly revenue[0:30:30] - Agency business metrics: Transitioning from "agency yacht" dreams to operational profitability[0:34:00] - Client acquisition channels: Balancing cold email, agency organic content, and referrals[0:38:00] - Founder visibility in 2026: Why brand leaders must be the visible face of their business[0:41:00] - Award-winning milestones: Winning the 2025 Meta Agency Award and aiming for Cannes Lions[0:44:30] - Magic wand moment: Raising design standards and making eCommerce visually compelling[0:47:30] - Flipping the script: Nicolette asks Jason about recording 700 podcast episodes and paying it forwardTHE ECOMMERCE EDGE Podcast Home⁠ - https://www.greenwoodconsulting.net/podcast

Episode OverviewIn this episode of THE ECOMMERCE EDGE Podcast, host Jason Greenwood sits down with Skip Wilson, CEO of Draft Media Partners - a premier advertising technology and execution platform. Skip shares his fascinating journey from a 16-year-old copywriter learning WordPress from a Barnes & Noble book to executive roles at Time Warner and Vice President of Digital Media at iHeartMedia, before founding Draft.Skip unpacks how Draft evolved from a SaaS ad forecasting tool into an all-in-one ad execution infrastructure providing programmatic media buying, cross-channel attribution, and household-level targeting with zero platform fees or retainers. Together, Jason and Skip tackle the truth behind the "cookiepocalypse", why cookie consent banners add needless friction, how to execute TikTok Shop and retail media strategies, and why Customer Acquisition Cost (CAC) profitability on the first order must be every eCommerce brand's north star metric.Guest Info & LinksGuest: Skip Wilson, Founder & CEO of Draft Media PartnersWebsite: https://draftmediapartners.comTimestamps[0:00:00] - Welcome Skip Wilson, CEO of Draft Media Partners & South Carolina weather banter[0:01:00] - From 16-year-old copywriter to iHeartMedia VP: Skip Wilson's origin story[0:02:00] - The pivot of Draft Media Partners: From SaaS forecasting tool to execution platform[0:03:30] - Building a 10-module all-in-one ad management, reporting, and attribution platform[0:05:30] - Demystifying programmatic advertising: Audience-first vs. website-first media buying[0:07:30] - Omnichannel household targeting across Connected TV, social, audio, and direct mail[0:09:00] - Unlocking retail media networks: Amazon, Walmart, and Target PPC without high minimums[0:11:00] - TikTok Shop strategies: Storytelling top-of-funnel vs. retargeting bottom-of-funnel[0:12:30] - Automated ad audits: Benchmarking campaign metrics against industry standards[0:14:30] - Solving attribution: Why household-level NAPE data beats last-click search bias[0:18:00] - The "cookiepocalypse" red herring: Browser-level tracking and consumer targeting realities[0:21:00] - Privacy fiction vs. friction: Cookie consent banners, SMS opt-ins, and user behavior[0:24:30] - Ideal Customer Profile (ICP): Empowering agency partners and brand marketing teams[0:25:30] - The zero-fee model: How Draft monetizes through spend volume without retainers[0:27:00] - Preparing for future ad fragmentation: ChatGPT, Disney, and Apple ad networks[0:29:30] - AI in ad ops: Reducing media plan and match-back turnaround times from 72 hours to instant[0:31:30] - The North Star metric: Why Customer Acquisition Cost (CAC) is the only metric that matters[0:32:30] - First-purchase profitability vs. the dangerous myth of the repeat purchase "be-back bus"[0:34:00] - Flipping the script: Jason Greenwood predicts the future of chat-driven eCommerce interfacesTHE ECOMMERCE EDGE Podcast Home⁠ - https://www.greenwoodconsulting.net/podcast

📦 In this special episode of the Pod, Jason guests on A BROADcast for Manufacturers Podcast with Hosts Lori Highby, Kris Harrington and Erin Courtenay📦 This episode originally aired in May 2025📦 Thanks for hosting me ladies!Episode OverviewIn this episode of A BROADcast for Manufacturers, hosts Lori Highby, Kris Harrington, and Erin Courtenay sit down with B2B eCommerce specialist Jason Greenwood, founder of Greenwood Consulting and host of THE ECOMMERCE EDGE Podcast. Jason shares actionable insights on driving digital transformation within traditional, family-owned manufacturing businesses. He explains how to overcome internal pushback from sales teams by giving them digital "superpowers" rather than trying to replace them with technology. The conversation dives deep into the changing demographic of B2B buyers—71% of whom are now millennials or Gen Z—and how multimodal and agentic AI are allowing manufacturers to meet buyers wherever they choose to transact. Jason also clarifies the critical differences between B2C "shopping" and B2B "procurement" efficiency, defining what a true B2B self-service portal looks like, and why fixing aging back-office technology and poor data structures is essential before launching a new eCommerce platform.Timestamps[0:00:00] - Pre-show cocktail banter: French 75s, Old Fashioneds, and the Monte Carlo cocktail recipe[0:03:34] - Welcome guest Jason Greenwood & celebrating 500 episodes of The eCommerce Edge Podcast[0:06:47] - Overcoming internal resistance to digital transformation in manufacturing[0:07:45] - The generational shift: Navigating the 71% millennial and Gen Z B2B buyer demographic[0:10:25] - Empowering sales reps: Providing digital "superpowers" rather than replacing human relationships[0:13:00] - Meeting buyers where they are: Multimodal AI and automated document parsing with Motivate[0:18:55] - The future of B2B procurement: Agentic AI and autonomous agent-to-agent transactions[0:21:46] - Unpacking true B2B self-service: Building digital service layers (DSLs) beyond basic checkout[0:28:02] - B2C vs. B2B buying experiences: Task-driven procurement efficiency vs. aspirational shopping[0:32:33] - 3-to-5 year digital strategy: Balancing internal business efficiency with external customer value[0:35:08] - Uncovering technical debt: Fixing back-office technology, structured product data, and stack architecture[0:37:34] - "I Just Learned That" segment: Life event buying triggers, cat allergies, and high-dose Vitamin C tips[0:40:33] - The "Doorway Effect" psychological phenomenon and cognitive event boundaries[0:42:24] - Mexican logistics quirks: Pathway addresses vs. street addresses and shipping recommendationsTHE ECOMMERCE EDGE Podcast Home⁠ - https://www.greenwoodconsulting.net/podcast

Guest: Jimmy Fursman, B2B eCommerce Consultant, Nomad & Former Senior Solutions Engineer at BigCommerceEpisode OverviewIn this episode of THE ECOMMERCE EDGE Podcast, host Jason Greenwood catches up with Jimmy Fursman - digital nomad, former agency executive, and former Senior Solutions Engineer at BigCommerce. Dialing in via Starlink from his sailboat in the San Juan Islands, Jimmy shares his unique career evolution from childhood coder and art school graduate to web developer and enterprise B2B eCommerce strategist.Together, they take a deep dive into the history of internet commerce, the real-world complexities of B2B digital transformation, and why out-of-the-box platforms often struggle with enterprise B2B requirements like CPQ, pricing rule waterfalls, and ERP integrations. Jimmy also reveals how he leverages modern AI agentic tools like Claude Code in his consulting practice, the dangers of AI-generated RFPs, and his candid perspective on data privacy and the blurring lines between eCommerce platforms and payment gateways.Timestamps[0:00:00] - Dialing in via Starlink from a sailboat in the San Juan Islands & the digital nomad lifestyle[0:04:00] - Planning a 3-week offshore sailing expedition down the Baja Coast to La Paz[0:08:00] - Tech origins: Coding on Apple IIc computers, C++, and pivoting to art school[0:11:00] - Bridging art and code: Transitioning into Web 2.0 layout design and front-end development[0:13:00] - The birth of eCommerce: Installing PayPal for non-profits and early WordPress shop plugins[0:14:00] - Internet nostalgia: Pre-internet memories, dial-up modems, early VoIP, and the Nokia WAP browser[0:25:00] - How asynchronous shopping and delivery apps like Instacart changed consumer behavior[0:31:00] - Agency acquisition history and transitioning to BigCommerce as a Solutions Engineer[0:34:00] - Dissecting BigCommerce’s Bundle B2B acquisition and underlying cloud infrastructure[0:38:00] - B2B pricing complexity: Fixing 15-day CPQ lead times with native pricing rule waterfalls[0:45:00] - Composable trends vs. "boring" profitable tech in the $20M–$200M mid-market space[0:50:00] - Practical AI applications in eCommerce: Using Claude Code, answer engines, and managing AI RFP cycles[0:56:00] - Why 26 years of human domain expertise and context still trump AI LLMs[1:06:00] - The "unholy alliance": Payment gateway monetization, consumer privacy, and data ownership[1:11:00] - Flipping the script: Favorite regional Mexican foods, street tacos, and coastal travel gemsTHE ECOMMERCE EDGE Podcast Home⁠ - https://www.greenwoodconsulting.net/podcast

Episode OverviewIn this high-impact episode of THE ECOMMERCE EDGE Podcast, host Jason Greenwood catches up with Neil Twa, Founder of Voltage Holdings and Caiman Data Systems (https://voltagedm.com). Moving past outdated "done-for-you" automation schemes and hype-filled AI promises, Neil breaks down how true domain expertise paired with a customized AI technology layer is revolutionizing modern brand portfolio management. Discover how Neil's team manages 30+ D2C brands doing $25M+ using just 3 human operators, how to build strict guardrails into AI models to eliminate multi-thousand-dollar hallucinations and why true enterprise value is created through predictive multi-channel strategy across Amazon, TikTok Shop, Walmart, and Shopify.FREE BOOK OFFERNeil has generously offered 10 free copies of his new book:"Almost-Automated Income with FBA: Build a Profitable Lifestyle-Driven Amazon Business. Exit for Millions. Even Without Any E-commerce Experience"to THE ECOMMERCE EDGE Listeners!To claim your free copy, go here: https://info.voltagedm.com/podcast-free-book and apply the code GWCVOLTAGE on that page and their system will handle the rest.Timestamps[0:00:00] - Introduction to Neil Twa and how his D2C acquisition and acceleration model evolved since 2024.[0:01:43] - Managing 30 brands with only 3 human operators using custom AI operating procedures and certified Amazon APIs.[0:03:26] - The origins of Caiman Data Systems and why domain expertise is non-negotiable for guarding against AI hallucinations.[0:06:48] - Experience as a Service (EaaS): Combining human strategic coaching with software, skills, and AI loops.[0:08:52] - Masking productivity with activity: Why unguided AI adoption fails and how end-to-end data integration drives real bottom-line gains.[0:11:42] - Applying the EOS framework to modern AI workflows to achieve predictive operational execution.[0:14:02] - Eliminating single-point SaaS tools and agencies by unifying Amazon, TikTok Shop, Walmart, and Shopify via Model Context Protocol (MCP).[0:18:29] - Launching 5 fully AI-operated D2C brands past $100k revenue and understanding the dual-structure pricing model.[0:20:41] - Tool stack consolidation: How brands cut $5k-$7k/month by replacing fragmented research and inventory management tools.[0:22:42] - Target ICP: Why early-stage and 8-figure brands benefit from structuring operational systems around exit-driven capitalization.[0:24:39] - Removing the owner (RTO) to maximize M&A multiples and why multi-channel expansion (Shopify, Amazon, TikTok, Walmart) is essential.[0:28:16] - Assessing current LLM capabilities, AGI timelines, agentic frameworks, and the power of loop engineering.[0:31:02] - Future roadmap for Caiman Data Systems and a sharp critique of predatory "done-for-you" Amazon automation claims.[0:33:55] - Free Book Offer: How to claim 1 of 10 free copies of 'Almost Automated Income with FBA'.[0:35:46] - Guest Question: Jason Greenwood shares predictions on local open-weight LLMs, escalating agentic token costs, and hardware shifts.THE ECOMMERCE EDGE Podcast Home⁠ - https://www.greenwoodconsulting.net/podcast

SummaryBrian Hirt from CueCode shares how his platform leverages AI and data analytics to transform B2B sales and distribution. Discover how personalized recommendations, operational guidance, and AI-driven insights can revolutionize your sales strategy and customer engagement.LinksBrian HirtCueCode - https://www.cuecode.ioKey TopicsThe evolution of B2B sales and distributionHow AI and data analytics enable personalized recommendationsOperational guidance for sales reps through AI cuesIdentifying catalog gaps and cross-sell opportunitiesIntegrating AI into existing workflows and tech stacksIncentivizing sales reps with AI-driven promotionsBuilding scalable AI platforms without formal coding skillsThe importance of deterministic AI outputs in distributionAddressing the generational shift in sales and digital adoptionFuture opportunities and roadmap for AI in B2B salesTime Stamps00:00 Introduction to Brian Hirt and CueCode03:45 How digital commerce can enhance sales strategies08:21 Operationalizing sales strategies with AI cues12:00 Personalized experiences in e-commerce channels15:07 Retail vs. B2B personalization differences19:59 Using clustering algorithms for account classification22:22 Integrating guidance into existing workflows23:58 Incentivizing sales with AI-driven promotions25:54 Building a scalable AI platform without formal coding28:10 The future of AI in distribution and sales29:15 Upcoming features and roadmap for CueCode37:10 Using visualizations and contextual data in decision making44:24 The misconception of AI replacing domain expertise45:11 Brian's outside interests: outdoor ice rink hobby46:27 How to contact Brian and learn more about CueCode46:53 Brian's question to Jason about data and personalization48:20 The generational shift in B2B sales and AI adoption50:20 Overcoming resistance from experienced sales reps52:28 Proving AI value through low-risk pilots54:49 Final thoughts and future of AI in B2B salesTHE ECOMMERCE EDGE Podcast Home⁠

Episode SummaryIn this episode of THE ECOMMERCE EDGE Podcast, host Jason Greenwood sits down with Rachel Bromberg, Founder and Creative Director of Authenticity Projects, to discuss her journey from modeling and graduate studies at Temple University to building a movement in the fashion and media space.They dive deep into how Authenticity Projects was born out of Rachel's master's thesis, the realities of the modeling industry, and how she built a team to challenge traditional beauty standards through annual fashion shows and campaigns. Rachel shares why she recently took the leap to leave her 9-to-5 job in SEO, how she navigates digital community building without paying for traditional playbooks, and why showing the messy journey of entrepreneurship matters far more than presenting a polished end product.Guest Info📝 Guest: Rachel Bromberg📝 Role: Founder and Creative Director at Authenticity Projects📝 Website: https://authenticityprojects.mypixieset.com📝 Rachel's Personal Website: https://rachelbromberg.comKey Takeaways✅ From Thesis to Startup: How Rachel turned a graduate research paper on corsetry and women's figures into a 100+ attendee fashion show and a growing startup.✅ Redefining Beauty Standards: How Authenticity Projects serves as a platform where undiscovered creatives, models, and designers get featured without paying high entry fees.✅ Leaping Into Full-Time Entrepreneurship: Rachel's decision to leave her corporate SEO position after two years to focus entirely on modeling and growing Authenticity Projects.✅ Showing the Messy Journey: Why modern audiences reject hyper-polished perfection and connect deeply with raw, transparent storytelling on social media.✅ Building Community with Purpose: How Rachel manages a team of 20 volunteers united by a shared vision to shake up fashion media standards.Timestamps[0:00:00] Welcome Rachel Bromberg, Founder and Creative Director of Authenticity Projects, to the pod[0:01:00] Life in Philadelphia, summer weather, FIFA festivities, and moving to Miami[0:03:30] Connecting through mutual friend Dionne Ellison and Rachel's background in SEO[0:04:30] The origin story of Authenticity Projects: from a Temple University master's thesis to a full fashion show[0:06:30] Navigating the modeling industry, beauty standards, and discovering undiscovered icons[0:09:00] Authenticity in the age of saturated digital media and AI content[0:10:30] Scaling the vision: fashion shows, digital magazines, and nationwide authentic communities[0:12:30] Sourcing talent and aligning annual fashion show themes with cultural movements[0:15:30] Working with fashion designers and eliminating pay-to-play barriers for emerging creatives[0:19:00] Business monetization, digital strategy, and building subscription-based memberships[0:22:00] Leaving the corporate 9-to-5 to pursue creative entrepreneurship full-time[0:25:30] Balancing talent agency representation with building a brand from scratch[0:28:00] Content distribution strategies: YouTube live streams, photo shoot campaigns, and team building[0:31:00] Previewing the October fashion show, studio sponsors, and production logistics[0:33:00] What is broken in digital channels: showing the raw journey over fake perfection[0:36:00] Human creativity vs AI execution in building applications and media[0:38:00] Rachel flips the script: asking Jason about unique entrepreneurial traits, debt avoidance, and intentionality[0:41:00] The importance of human connection, free AI workshops, and growing on Substack

SHOW NOTESIn this episode of THE ECOMMERCE EDGE Podcast, host Jason Greenwood sits down with Lukas Tanasiuk, Co-Founder & CRO of Layers. Lukas shares his journey from eCommerce merchant to building an AI-native search and merchandising engine for Shopify brands. They dive deep into why traditional search platforms struggle with conversational discovery, how dynamic sort orders and geo-targeting drive massive conversion lifts, and why model-agnostic software architectures are winning the future of eCommerce tech.TIMESTAMPS[0:00:00] - World Cup Energy & Friendly Bets[0:02:00] - Lukas Tanasiuk’s Origin Story & Early eCommerce Days[0:03:30] - Scaling Evees & Finding Web Performance Bottlenecks[0:05:00] - Exposing Bad Actors & Meeting Co-Founder Jake Casto[0:06:00] - The Nosto Optimization Roadblock That Sparked Layers[0:08:00] - From Agency Hotfix to Venture-Backed SaaS Platform[0:10:00] - The 15-Year Evolution of Site Search & Merchandising[0:13:30] - Breaking Down the 4 Buckets of Search Technology[0:15:30] - Why Legacy Search Engines Suffer from Architectural Traps[0:21:00] - Fact-Checking Legacy AI Marketing Claims on Real Storefronts[0:24:00] - Semantic Vector Search & Multi-Language Support[0:25:00] - Short-Window & Geo-Based Sort Orders for Conversion Lifts[0:29:30] - The Shift from 2-Word Google Queries to LLM Conversations[0:34:00] - Removing Chatbot Friction directly in the Search Bar[0:38:30] - Model-Agnostic Infrastructure & BYOA (Bring Your Own Agent)[0:41:30] - The 12-Star Support Standard & Rapid Feature Delivery[0:45:30] - Anti-Enterprise Pricing Transparency Without Revenue Taxes[0:47:30] - B2B Search Complexity vs. Retail eCommerce Focus[0:52:00] - Maintaining Super Tight ICP Focus as a High-Growth Startup[0:54:30] - Overcoming Enterprise Vendor Inertia & Dogmatism[0:57:30] - The B2B Crossroads & The Coming Silver Tsunami[1:02:00] - Where to Connect with Lukas & LayersCONTACT & RESOURCESWebsite: https://www.uselayers.comEmail: [email protected]

📦 In this special episode of the Pod, Jason guests on The Inside Commerce Podcast with host James Gurd📦 This episode originally aired in early May 2026📦 Thanks for hosting me James!Why are most B2B brands struggling to keep up in 2026? In this episode of Inside Commerce, we deconstruct the massive tech shift currently reshaping the industry. We explore why legacy systems and outdated mindsets are causing even the biggest companies to fall behind.The landscape of B2B ecommerce has evolved faster than anyone predicted. With over 70% of buyers now being Millennials and Gen Z digital natives, traditional sales methods are no longer sufficient. If your brand isn’t adapting to AI-driven workflows, agentic procurement, and the modern digital expectations of today’s buyers, you are already losing ground to the competition.Key topics we cover in this episode:✅ The Demographics Shift: How to serve the new generation of digital native buyers.✅ Sales Reps Alignment: Turning your sales team into digital advocates through proper incentives.✅ Platform Selection: Why Shopify B2B might not fit complex industries and when to choose dedicated systems.✅ AI & Agentic Commerce: Moving beyond automation to intelligent, AI-driven procurement.✅ Compliance-First Future: The emerging shift for regulated industries like Medical, Defense, and Energy.Time Stamps:0:00 - Intro: Are your sales reps your best friend or worst enemy?2:30 - The B2B Tech Shift in 20267:21 - The 3 Core B2B Channels: EDI, Punchout, and Self-Service13:20 - Why brands are falling behind in digital transformation21:30 - Strategies to modernize legacy sales processes31:15 - Choosing the right platform: Shopify vs. Dedicated B2B Systems36:40 - AI and the rise of Agentic Procurement48:33 - The future of Compliance-First Commerce in regulated industries54:00 - Roadmap for B2B success in 2026🌐 Website: https://insidecommerce.fm

Episode SummaryIn this episode of THE ECOMMERCE EDGE Podcast, host Jason Greenwood sits down with Raphael Paulin-Daigle, Founder and CEO of SplitBase, to discuss the past, present, and future of conversion rate optimization, brand building, and customer feedback loops in eCommerce.They dive deep into the massive paradigm shift currently happening with AI and LLMs, comparing it to the rise of site search and mobile. Raphael breaks down why relying solely on AI for customer research is a trap, why human-centric copywriting and emotional connection win every time, and how 8- and 9-figure eCommerce brands scale by operationalizing empathy and truly listening to their customers.Guest InfoGuest: Raphael Paulin-DaigleRole: Founder and CEO at SplitBaseWebsite: https://splitbase.comKey TakeawaysAI and eCommerce Discovery: AI and LLMs are revolutionizing eCommerce discovery, acting as the new mobile. However, behind every search query or prompt, the buyer is still a human being with emotional drivers.The AI Persona Trap: AI can generate detailed customer personas, but they are only assumptions. High-growth eCommerce brands win by conducting real qualitative customer interviews and surveys to unearth unique insights.Benefits Over Features: Most eCommerce brands make the mistake of listing product specs rather than explaining how the product will transform the customer's life.Scaling Human Touch: In an era of automated emails and no-reply inboxes, brands that bring back genuine human interaction like 1-on-1 messaging, community involvement, or phone calls stand out and build long-term brand equity.Operationalizing Empathy: Empathy is a superpower in the age of AI. Technology should amplify customer feedback loops, not replace direct human understanding.Timestamps[0:00:00] - Welcome Raphael Paulin-Daigle, Founder & CEO of SplitBase, to the pod[0:01:00] - Raphael's origin story: from teenage magician to eCommerce CRO agency founder[0:03:00] - The evolution of eCommerce discovery: from category trees to site search, mobile, and AI[0:06:00] - Optimizing for LLMs vs humans: keeping the buyer's emotional drivers front and center[0:08:00] - LLMs as the new mobile: understanding pre-sold traffic and context shifts[0:09:00] - The power of design thinking: mapping out every customer touchpoint and emotion[0:12:00] - Why strong brand positioning matters more than ever in crowded eCommerce markets[0:15:00] - B2B vs D2C eCommerce: personal relationships, scaling the unscalable, and CRO[0:17:30] - Scaling human connection in D2C using direct 1-on-1 conversations and community[0:20:00] - Community-led growth: how brands co-create products with their core audience[0:21:30] - The trap of AI-generated customer personas vs actual qualitative human feedback[0:25:00] - The missing human touch: why eCommerce brands fail to call churned or loyal customers[0:28:30] - Why brands fear phone calls and rely too heavily on automated surveys[0:30:00] - Lean Startup principles: returning to raw customer feedback loops in eCommerce[0:32:00] - The pet peeve of eCommerce: no-reply emails and alienating buyers[0:36:30] - Stop selling features: why emotional copy and benefits drive true conversions[0:38:30] - The danger of AI copywriting: lost art of emotional storytelling and connection[0:41:00] - Authentic brand storytelling: lessons from Dr. Squatch's $100M+ growth[0:42:30] - Operationalizing empathy: the ultimate superpower for AI-era eCommerce brands[0:44:00] - Raphael flips the script: asking Jason about vulnerability and host authenticity[0:46:30] - How to connect with Raphael Paulin-Daigle and SplitBase

📝 Episode SummaryThe independent retail sector is sitting on an untapped goldmine: local trust and deep institutional knowledge. But with manual data entry eating up margins and clunky omni-channel workflows causing tech fatigue, mom-and-pop shops are falling behind Amazon.In this episode, Jason Greenwood sits down with Bryan Weisberg, CEO of MerchWise AI, to unpack how AI is leveling the playing field. Bryan shares his 30+ year founder journey—from early software development in the '90s to running a 28-year-old personalized gift manufacturing empire. Discover how MerchWise acts as an AI-powered "middleware" to automate product descriptions, optimize physical shelf space, and pioneer "temporal commerce" to capture hyper-local customer gift budgets.🔗 Connect with the GuestBryan Weisberg on LinkedIn Website: merchwiseai.com⏱️ Key Timestamps & Highlights0:01:30 - A Tech & Apparel Pioneer: Bryan looks back at his early career at Island Graphics, developing CD-ROMs with Brøderbund, and building multi-merchant platforms at Styleclick years before Amazon.0:03:30 - Re-defining Omni-Channel: Why selling on Amazon and Walmart isn't true omni-channel—and how dropshipping worked as an asset-light strategy in the early 2000s.0:04:30 - Scratching the Itch: How opening a local brick-and-mortar store with his wife revealed a complete lack of operational technology for independent retailers.0:07:30 - POS Integration First: Addressing why MerchWise prioritizes Point-of-Sale (POS) systems like Lightspeed, given that roughly 84% of US retail still happens offline.0:11:00 - The ROPO Effect & Spark: The exact moment Bryan realized how consumers "Research Online, Purchase Offline" and why local store sites are often an afterthought.0:13:30 - Introducing Moe (Merchandising Optimization Engine): How MerchWise automatically generates rich, high-ranking product copy tailored to the unique voice of a local merchant.0:19:00 - "Scout" – The AI Shoulder Voice: Using a smartphone at trade shows to photograph items, ingest PO documents, and dynamically track real-time competitor pricing.0:20:30 - Physical Space Optimization: How AI assists retailers in making unemotional, data-backed decisions on which slow-moving shelf inventory to displace.0:25:00 - The Search Technology Convergence: Why treating an LLM like your girlfriend and Google Search like your mother highlights a massive behavioral shift.0:28:30 - Defining "Temporal Commerce": Moving past generic lifecycle marketing into hyper-localized, time-predictive gifting engines that Amazon can't replicate.0:31:30 - Missing Baseline Metrics: The shocking discovery that many brick-and-mortar store owners have no idea what their average customer annual spend actually is.0:36:30 - Solving the Data Silo: Operating as a robust middleware layer to seamlessly sync rich information to both Lightspeed and Shopify simultaneously.0:43:30 - MerchWise Producer Preview: Automatically mapping out social media scripts, unboxing concepts, and how-to ideas the exact second stock arrives at the store.0:49:30 - The Anti-Amazon Strategy: Why independent merchants lose out by sacrificing 50% of their margins to Amazon's restrictive shipping rules.0:52:30 - Offloading Excess Inventory: How AI can intelligently match and route stale Virginia retail stock to an Alabama store where it's still considered a hot commodity.0:57:40 - Flipping the Script: Bryan takes the mic and asks Jason: *"Would you rather buy a software package that made you $50,000 or saved you $50,000?"

📦 In this special episode of the Pod, Jason guests on The Mastering eCommerce Marketing Podcast with host Eitan Koter📦 This episode originally aired in early 2026📦 Thanks for hosting me Eitan!Episode SummaryEitan & Jason 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.TakeawaysB2B eCommerce 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.Timestamps00:00 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

Show NotesIn this episode, David Schomer (CEO) and James Backenstose from Build Grow Scale (BGS) share how they help brands achieve massive conversion lifts using 10+ years of proven split-test data across half a billion dollars in client revenue.Discover why feelings lose to data, how post-purchase surveys drive huge wins, the shift to AI-powered shopping experiences, and why personalization and rich product data will separate winners from losers in the agentic AI era.Whether you're struggling with conversion rates or preparing for conversational commerce, this episode delivers actionable CRO strategies that work.Guests• David Schomer• James Backenstose• Build Grow Scale – buildgrowscale.comTimestamps[0:00:00] - Welcome David Schomer & James Backenstose from Build Grow Scale[0:01:00] - Their journeys into eCommerce and CRO[0:03:00] - What makes BGS different from typical CRO agencies[0:05:00] - Data-driven decisions, internal database of proven tests & network effects[0:07:00] - Post-purchase surveys that deliver massive wins[0:09:00] - Optimizing for multiple traffic sources and customer cohorts[0:11:00] - Enterprise SEO, AEO, dynamic landing pages & AI tools[0:14:00] - The rapid rise of AI and faster testing[0:16:00] - Shift from 3-word searches to conversational AI queries[0:19:00] - Structured data, FAQs & preparing for LLMs[0:22:00] - Why treating product data as an asset creates a moat[0:24:00] - Mining customer service data for better FAQs and experiences[0:27:00] - Why eCommerce is still only ~20% of retail and where it's headed[0:30:00] - Generational shifts and the bright future of eCommerce[0:33:00] - The coming revolution in eCommerce interfaces and conversational shopping[0:38:00] - Personalization, context windows & AI shopping concierges[0:45:00] - Pressure on merchants to adopt AI or get left behind[0:48:00] - What’s next for BGS and staying AI-first[0:53:00] - Fairy dust: Fixing junk products, AI slop & trust in eCommerce[0:57:00] - Advice for B2B eCommerce and agentic procurement[0:59:00] - Rapid fire: Rewind 10 years & final thoughts[1:00:00] - How to connect with David, James & Build Grow Scale

Show NotesIn this episode of THE ECOMMERCE EDGE, Jason Greenwood sits down with Marat Bolatov, co-founder of Native Commerce. Marat shares his wild journey from musician to eCommerce veteran (Rocket Internet, Zalando, Lazada, AliExpress), building a $150M quick commerce startup, and now creating Native Commerce - a powerful operations platform tackling the hardest parts of scaling eCommerce.They dive deep into why grocery is the ultimate test for retail tech, the massive gaps in order routing & inventory, why most stacks fail at scale, and how AI is transforming everything from warehouse picking to building entire eCommerce businesses.A must-listen for founders, operators, and anyone serious about scaling beyond Shopify-level chaos.Guest: Marat BolatovPlatform: Native Commerce - https://thenativecommerce.comTimestamps[0:00:00] - Welcome Marat Bolatov & London weather chat[0:01:30] - Marat's origin story: musician to Rocket Internet eCommerce empire[0:03:45] - Building Jiffy Grocery to $150M valuation and quick commerce realities[0:06:30] - Why grocery is the hardest (and best) vertical to master in eCommerce[0:11:45] - Fashion vs grocery complexity and multi-industry lessons[0:14:30] - Why early eCommerce favored high-margin categories like fashion[0:17:30] - Order management, routing, and ship-from-store challenges[0:20:45] - The deadly cost of stockouts and poor inventory visibility[0:23:00] - Why most Shopify + NetSuite + WMS stacks become Frankenstein monsters[0:26:30] - Native Commerce: Not just software — full operational execution[0:31:15] - Small operational tweaks that deliver massive impact[0:34:30] - Making complex systems simple enough for non-technical teams[0:39:00] - AI & MCP revolution in eCommerce operations and administration[0:43:45] - How clients are already building custom dashboards with AI[0:48:00] - Vision for an AI eCommerce Studio — business in a box[0:52:45] - Uberization of eCommerce and removing operational barriers[0:54:30] - One thing Marat would change: eliminate cross-border taxes[0:55:30] - Death of old-school green screen ERPs[0:56:00] - Marat's question for Jason: What does peak eCommerce operations look like?[0:57:45] - Jason on billion-dollar companies still running on spreadsheets[1:01:30] - Closing thoughts and how to connect with Marat

📦 In this special episode of the Pod, Jason guests on The B2B eCommerce Show Hosted by Justin King - YouTube Show Playlist📦 This episode originally aired in early 2026📦 Thanks for hosting me Justin!Episode SummaryIn this episode of the B2B eCommerce Show, Justin King sits down with Jason Greenwood, Founder of Greenwood Consulting, to discuss how B2B companies can drive real digital ROI without forcing customers to change how they buy.With over 25 years of experience in eCommerce, Jason shares practical insights on why adoption matters more than platforms, how conversational AI enables commerce through existing communication channels, and why execution, not evangelism is the next phase of B2B digital transformation.Key topics include: How to achieve B2B digital ROI without changing buyer behavior Using AI to enable commerce through email, messaging, and existing workflows Shifting from digital evangelism to execution and prioritization Why asking better questions leads to better transformation outcomes What B2B leaders should focus on as digital commerce maturesThis episode offers clear, actionable guidance for manufacturers and distributors looking to reduce friction, improve adoption, and make smarter digital investments.

Guest: Dionne Ellison, Founder of Vuliwear - https://vuliwear.comLinkedIn: Dionne EllisonEpisode OverviewIn this episode of THE ECOMMERCE EDGE Podcast, we sit down with Dionne Ellison, the visionary founder of Vuliwear. Dionne shares her incredible journey from discovering the hidden beauty of macro insect photography to launching an elevated eyewear brand that gives back. We dive deep into the unglamorous realities of entrepreneurship, the strategic shift from D2C to wholesale, and why functionality and eye health are just as important as high fashion. If you're building an eCommerce brand, navigating retail partnerships like Nordstrom, or trying to understand the true cost of customer acquisition, this episode is packed with actionable insights.Timestamps[0:00:00] - Introduction to Dionne Ellison and the unglamorous reality of entrepreneurship[0:03:00] - The fascinating genesis of Vuliwear: Insect eyes and macro photography[0:09:00] - Pitching the boss and raising $60k in startup capital[0:11:00] - Launching on National Sunglasses Day and landing a feature with rapper Future[0:14:00] - The critical importance of eye health and daily UV protection[0:15:00] - Partnering with United to Beat Malaria: Look good, feel good, save lives[0:17:00] - Navigating D2C vs. Wholesale and landing on Nordstrom's marketplace[0:20:00] - The hidden costs of D2C and the true value of retail distribution partners[0:25:00] - Positioning Vuliwear as "elevated" eyewear rather than just luxury[0:31:00] - Untapped markets: Designing functional fashion and crossbody bags for men[0:36:00] - Shifting the consumer mindset to invest in high-quality, long-lasting products[0:42:00] - Future plans: Expanding wholesale reach and building a lifestyle brand[0:46:00] - The trap of social media vanity metrics for eCommerce founders[0:50:00] - Flipping the script: What makes a truly memorable podcast guest

📝 Show Notes & SummaryIn this episode of THE ECOMMERCE EDGE Podcast, host Jason Greenwood sits down with Nicole Jass, SVP of Enterprise Strategy at Signifyd. They dive deep into the unseen revenue-killer in eCommerce: false positives. While most merchants obsess over blocking the <1% of actual fraudulent transactions, they accidentally block high-value, legitimate shoppers due to outdated legacy security heuristics. Nicole shares her journey from ad tech to fraud prevention, breaks down the anatomy of a payment transaction, and explains how Signifyd’s pre-authentication layer shifts liability away from merchants while unlocking trapped revenue. They also discuss why the "Global West" lags behind the East in frictionless payments, the upcoming era of agentic commerce (AI bots buying things for humans), and why building a foundational digital muscle is essential before trying to implement AI. ⏱️ Episode Timestamps00:00 - IntroductionJason introduces Nicole Jass, SVP of Enterprise Strategy at Signifyd01:00 - From Ad Tech to Fraud FightingNicole shares her journey from Worldpay and ad tech to discovering a passion for identity data and conversion growth03:00 - The Myth of the 1% Fraud RateWhy less than 1% of transactions are actually bad - and how merchants accidentally alienate the other 99%06:00 - The Digital Nomad NightmareJason vents about false positives in international travel booking and why standard banking rules fail complex modern shoppers09:50 - Missing out on the World CupNicole shares a personal horror story of having her Amex and Chase cards declined at 3:00 AM for a World Cup ticket13:30 - Global West vs. Global East PaymentsA comparison of why Asian digital payment structures (QR codes, facial ID) are decades ahead of Western legacy infrastructure17:00 - The Anatomy of a Declined PaymentBreaking down post-auth vs. pre-auth fraud layers and how "dirty merchants" ruin their authority rates with banks23:00 - The Friction vs. Conversions SpectrumHow to balance security checkpoints without driving customers straight to your competitors' sites31:00 - Building the "Amazon Trust Network"How Signifyd uses a massive consortium network to instantly recognize a trusted buyer even on a brand-new website39:30 - Agentic Commerce & The 18-Month OutlookPreparing payment structures for AI agents buying on behalf of consumers and interrogating data via natural language41:30 - Fraud Rules in the B2B E-commerce WorldThe challenges and scaling opportunities for fraud management in the rapid evolution of digital B2B trade44:30 - Script Flipped: Jason’s E-commerce "Fairy Dust"Jason challenges traditional B2B companies to stop skipping foundational eCommerce steps in a rush to adopt AI🔗 Connect with the GuestNicole Jass on LinkedInSignifyd Website: https://www.signifyd.comTHE ECOMMERCE EDGE Podcast Home⁠ - https://www.greenwoodconsulting.net/podcast

📦 In this special episode of the Pod, Jason guests on The Clicks to Customers Podcast Hosted by John Horn - CEO of StubGroup - https://stubgroup.com📦 This episode originally aired in July of 2025 - https://www.youtube.com/watch?v=9F82WBkuZ7A📦 Thanks for hosting us John!Episode SummaryIn this episode of the Clicks to Customers podcast, host John Horn sits down with Jason Greenwood, founder of Greenwood Consulting and a 25-year eCommerce veteran.Jason shares why he decided to quadruple-down on the massive "blue ocean" space of B2B eCommerce.They dive deep into the unique friction points traditional manufacturers and distributors face, how to turn resistant sales teams into big game hunters, and why not every business model can—or should—be automated.Key TakeawaysThe B2B Blue Ocean: Unlike retail (B2C), where 98% of brands are online, 40% to 60% of B2B manufacturers and distributors still lack meaningful digital commerce channels.Overcoming Internal Friction: Transitioning an analog family business to digital often faces severe pushback from sales teams who fear commission loss or job displacement.Sales Rep Superpowers: Digital tools shouldn't replace field reps; they should eliminate low-value admin tasks (which consume 20% to 60% of their day) and give them data intelligence to hunt "whale" accounts.The Scalability Rule: If your business model is 100% bespoke with zero repeatable components, it cannot be scaled or effectively serviced via traditional end-to-end e-commerce.Timestamps[00:00:00] – Welcome back to Clicks to Customers & meeting Jason Greenwood[00:01:11] – Jason’s 25-year journey: From selling memory cards in New Zealand to consulting in Mexico[00:02:58] – Why Jason pivoted to specialize entirely in the nascent B2B e-commerce space[00:06:55] – Grafting digital DNA onto traditional, second- and third-generation family businesses[00:08:48] – Market pressures: How the buy-side is forcing sellers to adopt punch-out, EDI, and digital portals[00:11:55] – What separates high performers: Visionary leadership vs. "convince me" mindsets[00:14:40] – Aligning incentives: Becoming channel-agnostic so sales reps don't revolt[00:18:55] – How to pitch digital transformation directly to resistant field sales teams[00:21:40] – Giving sales reps "superpowers" through rich behavioral data and unlockable accounts[00:24:40] – Expanding revenue with existing accounts: Quick quoting and application-level merchandising[00:30:55] – When e-commerce fails: A real-world example of a bespoke business that couldn't be automated[00:36:30] – Who Greenwood Consulting serves: The ideal B2B merchant profile and the expansion into platform/vendor spaces

In this episode, host Jason Greenwood catches up with longtime industry friend, eCommerce veteran, and retail consultant Laura Doonin. Back together after more than 15 years together in the same eCommerce orbit, Jason and Laura dive deep into the cultural shifts between global markets, the realities of navigating the mid-market retail crunch, and how operational AI is changing the playbook for modern brands.The Mid-Market Crunch: Brands with sub-100 store footprints are struggling the most to adapt to social commerce and strategic experimentation. Operational AI is the Real Unlock: While front-end tools get the hype, the true ROI for brands right now is in back-of-house operational AI—streamlining trade packs, marketing, and supply chain logistics. The Wholesale Revival: D2C brands that avoid wholesale to "own the customer" face sky-high acquisition costs; strategic wholesale and global distribution partners are critical to de-risking retail businesses. Centralized Decision-Making: Mid-market retail needs to shed decentralized, fragmented decision-making structures to stay agile and accountable. [00:00:00] – The 15-Year eCommerce OrbitJason and Laura reflect on their history together, spanning back to 2011 across eBay, Magento, PayPal, and agency life in Australia. [00:05:40] – Inclusivity in eCommerce vs. Traditional ITA look at how the eCommerce sector operates as an ecumenical, welcoming space for diverse backgrounds compared to legacy tech. [00:10:40] – Global Mindsets: North America vs. ANZ vs. EuropeContrasting the risk-averse nature of European and ANZ markets with the rapid "fail fast, trial fast" energy of American retail. [00:12:40] – Navigating the Mid-Market Retail StruggleLaura explains why 50M to 200M revenue brands are feeling the pinch and why they need "last-mile strategy" and execution from agencies rather than high-level consulting. [00:20:00] – Entering the Gateway of Operational AIWhy the most powerful corporate use case for AI right now isn't front-end customer experiences, but audit-driven, back-of-house operational restructuring. [00:32:00] – The Shadow IT & AI Security RiskThe dangers of fragmented AI usage across employee private accounts and the urgent need for corporate compliance frameworks. [00:34:30] – AI Productivity Unlocks for Solo ConsultantsJason shares how tools like Manus and automated gap analysis give solo operators the capabilities of junior analyst teams. [00:40:30] – The D2C Reluctance to Embrace Strategic WholesaleAn analysis of why pure-play D2C models break post-COVID and why wholesale net margins often match retail margins due to rising CAC, logistics, and retail rents. [00:48:00] – The Reality of Expanding into ChinaA sobering breakdown of consumer expectations in the Chinese market, including staggering 75% return rates and completely different business models. [00:50:45] – Centralized vs. Decentralized Brand LeadershipWhy modern brands get stuck in quicksand when decision-making passes through too many hands, and the need to streamline accountability. [01:02:40] – Bridging the Gap in Independent ConsultingLaura outlines her vision for building a boutique management consultancy that delivers end-to-end execution strategies without the bloat of the "Big Four". [01:08:20] – Guest Question: Jason's Geographic & Professional ShiftLaura turns the mic on Jason to ask how moving away from the ANZ market and reducing his personal overhead gave him the ultimate freedom to speak bluntly to global clients.THE ECOMMERCE EDGE Podcast Home⁠

Cracking the Code on Dynamic Pricing with Nabeel Siddiqui, Founder & CEO of PricePerfect - https://priceperfect.aiEpisode SummaryWhy is pricing the most powerful yet underutilized lever in eCommerce?In this episode, we sit down with Nabeel Siddiqui, founder of PricePerfect to explore how data science and reinforcement learning are revolutionizing pricing strategies for small-to-medium businesses (SMBs). Nabeel shares his journey from a hedge fund quant developer to a strategy consultant, and ultimately, an AI pioneer. We break down the four traditional stages of "pricing puberty," discuss why basic competitor matching might be killing your margins, and dive into the massive greenfield opportunities waiting in the B2B eCommerce space. The Power of 1%: A McKinsey study shows that just a 1% improvement in pricing can drive an average 11% boost in overall profits. Moving Beyond "Pricing Puberty": Most companies transition through cost-plus, competitor matching, value-based pricing, and A/B testing before realizing they need automated AI tooling to handle real-world market dynamics. Reinforcement Learning is the Game Changer: True dynamic pricing requires "intelligent perturbation"—small, automated price adjustments up and down outside of standard holiday cycles to gather rich data signal. B2B vs. B2C Realities: While retail pricing focuses heavily on Key Value Items (KVIs) and conversion rates, B2B pricing is infinitely more complex, highly opaque, and ultimately driven at the individual customer/buyer level. Nabeel outlines his unconventional path into the eCommerce world, starting as a quantitative developer in a hedge fund before pivoting to management consulting and big data implementations after the 2008 subprime crisis. A look at how dynamic pricing evolved from simple competitor scraping and shipping math to Amazon's sophisticated one-to-one individual SKU and user-level optimization models. Nabeel breaks down the common techniques merchants outgrow:Cost-plus pricing (ignores customer and market context). Competitor matching (treats your brand as a pure commodity). Value-based pricing (theoretically sound, but value shifts constantly). A/B testing (fails to account for time-based market movements in smaller sample sizes). Why Moksha AI couples its "Smart Pricing" tool, Price Perfect, with hand-held services like quarterly pricing workshops rather than just operating as a standard hands-off SaaS platform. The origin story of Moksha AI's free Shopify app, Bill or Bleed, which calculates exactly how much inflation or tariff-driven cost increases a merchant should pass to the customer vs. absorb internally. An in-depth look at why B2B pricing models can't rely on retail tactics like Known Value Items (KVIs) due to custom customer-level price lists, fewer data points, and highly opaque market behaviors. Nabeel maps out the strategic future for Moksha AI, including deeper bilateral integrations with inventory platforms for markdown management, and tracking alternate data on emerging platforms like TikTok Shop. Nabeel asks Jason why he chose to focus entirely on B2B consultancy. Jason breaks down why the ERP-driven, highly heterogeneous, and massively underserved nature of B2B tech stacks makes it the ultimate blue ocean for digital transformation. Website: PricePerfect.aiNabeel Siddiqui on LinkedIn: Connect with Nabeel (Drop him a message to talk all things pricing strategy!) Key Takeaways, Timestamps & Chapter Markers[00:00] – From Quant Dev to eCommerce Innovator[00:04] – The Evolution of Dynamic Pricing[00:06] – The Four Stages of "Pricing Puberty"[00:10] – How Moksha AI and PricePerfect Differ[00:14] – Bill or Bleed: Protecting Profit When Input Costs Rise[00:19] – The Distinct Textbooks of Retail vs. B2B Pricing[00:25] – Upstream, Downstream, and Omnichannel Horizons[00:35] – Flipping the Script: The Allure of B2B Complexity⁠THE ECOMMERCE EDGE Podcast Home⁠

📦 Sanya is the Co-Founder & Director of Innovation & Client Success at illuminise - https://www.illuminise.com📦 illuminise is an eCommerce strategic and development partner for manufacturers, distributors and trade brands, helping turn complex, disconnected systems into high-performing, revenue-driving platforms📦 illuminise stabilises complex Magento and Adobe Commerce platforms, integrates ERP and operational systems properly and gives supplier teams the confidence to scale faster with less risk📦 In this episode, Jason & Sanya discuss:- B2B Buyers Are Now Millennials. Is Your eCommerce Experience Still Living in 1995?- The Hidden Risk Killing B2B Businesses: Tribal Knowledge, Legacy Sales Reps & the Digital Gap- From Transactional to Relational: How to Build a B2B eCommerce Experience Buyers Actually Love- Your Customers Shouldn't Have to Change Their Behaviour to Buy From You- 17 Years in the Dark: How illuminise Finally Showed Up📦 THE ECOMMERCE EDGE Podcast Home - https://www.greenwoodconsulting.net/podcastEnjoy!

🎓 Danny is the Founder of Reddireach - https://www.reddireach.com🎓 Reddireach gets your brand mentioned on Reddit so ChatGPT, Perplexity, and Google AI recommend you to customers🎓 Danny was gracious enough to be our guest mentor for this episode of Mentoring Moments - thank you!---🎓 Welcome to 'Mentoring Moments', a sub-series of the Podcast where we regularly feature 'Guest Mentors' to talk about their own areas of expertise🎓 THE ECOMMERCE EDGE Podcast Home - https://www.greenwoodconsulting.net/podcastEnjoy!

💡 Simon is the CEO of Syndigo - https://syndigo.com💡 Syndigo is a leader in PXM, MDM, and PIM, providing AI-native data management product experiences for brands, retailers, and their customers💡 With an extensive integrated network of content distribution, Syndigo is the single solution for the journey to data confidence and success💡 Whether an enterprise needs to establish a “single source of data truth” within the organization or distribute it to an external network for more efficient commerce, Syndigo is the partner to make it happen💡 Syndigo and its end to end product data management solutions help turn moments of friction into the confidence to buy💡 In this episode Jason & Simon discuss what's next in the product data management world, particularly with AI now driving real business value for brands💡 THE ECOMMERCE EDGE Podcast Home - https://www.greenwoodconsulting.net/podcastEnjoy!

📦 In this special episode of the Pod, Jason guests on a Smart Solutions Webinar📦 This webinar originally aired in November of 2025📦 Thanks for hosting us Smart Solutions!Enjoy!

🎓 Oana is the Founder of BrndOS - https://brndos.io🎓 BrndOS is the Brand IP Operating System and it turns heritage, trademarks, brand codes, and archive assets into a system leadership can read, use, and act on🎓 Oana was gracious enough to be our guest mentor for this episode of Mentoring Moments - thank you!---🎓 Welcome to 'Mentoring Moments', a sub-series of the Podcast🎓 We regularly feature 'Guest Mentors' to talk about their own areas of expertiseEnjoy!

💡 Angelo https://www.linkedin.com/in/angelo-coletta is the Founder & CEO of Zakeke - https://www.zakeke.com💡 Zakeke innovates how customers experience your products while simplifying operations at scale💡 Zakeke is a powerful AI platform for D2C brands and manufacturers that connects 3D, customization and virtual try-on experiences with automated workflows and streamlined operations💡 Zakeke works with all eCommerce platforms💡 In this episode Jason & Angelo discuss how visual commerce is a true differentiator for brands that embrace itEnjoy!

📦 In this special episode of the Pod, Jason guests on a B2B focused Growave Webinar - https://www.growave.io/events📦 This webinar originally aired in April of 2025 and featured Jason, Derek Booth from Justuno, Simon Blake from Velstar and was hosted by Joe Fox from Growave📦 Thanks for hosting us Growave!Enjoy!

🎓 Michael is the Founder of Michael Kleinmann Strategic Consulting - https://www.mkinc.com🎓 Michael Kleinmann Strategic Consulting partners with ambitious D2C and subscription brands on Shopify - where operational depth, strategic clarity and sustainable scale matter more than hype🎓 Michael was gracious enough to be our guest mentor for this episode of Mentoring Moments - thank you!---🎓 Welcome to 'Mentoring Moments', a sub-series of the Podcast🎓 Mentoring Moments is composed of clips taken from ⁠Jason's eCommerce Q&A's - ⁠⁠⁠⁠⁠https://www.greenwoodconsulting.net/ecommerce-q-and-a-with-jason-greenwood⁠⁠⁠⁠⁠🎓 We also regularly feature 'Guest Mentors' to talk about their own areas of expertiseEnjoy!

💡 Charlie is the CEO of Apiworx - https://apiworx.com 💡 Apiworx delivers commerce operations that just run💡 Apiworx runs the integrations that connect your storefronts, marketplaces, EDI partners, and ERP - monitored by a named team, fixed before you notice💡 Apiworx IS managed automation for eCommerce brands💡 In this episode Jason & Charlie discuss how mission critical enterprise integration is in eCommerce businesses and we explore if/how these can be replaced by AI or notEnjoy!

📦 Peter is the Chief Product Officer (CPO) at Coveo - https://www.coveo.com📦 Coveo is an eCommerce AI-Search & Conversational Discovery platform built for enterprise ROI📦 Coveo turns every shopper’s intent into conversions, and every customer question into clarity📦 Coveo is AI-Search that turns your data into relevant, profitable generative experiences📦 In this episode, Jason & Peter discuss the changing expectations of AI product & information discovery and how merchants must adapt to stay relevant todayEnjoy!

🎓 Cem is the Co-Founder & CMO of Harucon Ventures - https://harucon-ventures.com🎓 Harucon Ventures is a growth partner for ambitious eCommerce brands that want predictable profitability, not just more clicks🎓 Cem was gracious enough to be our guest mentor for this episode of Mentoring Moments - thank you!---🎓 Welcome to 'Mentoring Moments', a sub-series of the Podcast🎓 Mentoring Moments is composed of clips taken from ⁠Jason's eCommerce Q&A's - ⁠⁠⁠⁠⁠https://www.greenwoodconsulting.net/ecommerce-q-and-a-with-jason-greenwood⁠⁠⁠⁠⁠🎓 We also regularly feature 'Guest Mentors' to talk about their own areas of expertiseEnjoy!

💡 Andy is the CEO of Expandly - https://expandly.com💡 Expandly means global eCommerce expansion made easy💡 Expandly helps merchants scale into new markets faster, safer, and more profitably; with everything managed in one expert-led platform💡 Expandly handles: Country Tax and VAT expertise, Product / label compliance, EPR & Responsible Person service, Multi-language online marketplace listings, Fulfillment and logistics across international warehouses, Centralised order processing and sales reporting, Real-time stock visibility and control, Cost-effective global shipping and customs and more💡 With just one click, unlock new territories, let Expandly handle the boring bits, and start benefitting from sales overseas💡 In this episode Jason & Andy discuss the complexities of cross-border eCommerce and how Expandly was purpose built to enable it with easeEnjoy!

📦 Shawn is the Founder & CEO of Matterhaul - https://www.matterhaul.com📦 Matterhaul is the workflow layer your ERP was never built to be📦 Matterhaul puts AI at the HEART of B2B operations📦 Matterhaul connects your existing systems and deploys AI across quoting, order entry, and procurement - LIVE in under a week📦 Matterhaul is the one place to run the work: Describe rules in plain English & Matterhaul drafts concrete steps you can review and publish. When those rules fire, work lands in one queue. Your team handles it with AI prep, or an agent runs the full task.📦 In this episode, Jason & Shawn discuss how purpose built AI agents can now automate almost all sales, operational & financial tasks inside a B2B operationEnjoy!

🎓 Julie is the Co-Founder & Senior Director of Public Relations of Mabel's Labels - https://mabelslabels.com🎓 Mabel's Labels is an 8 figure pure play online children's label manufacturer & DTC retailer based in Ontario Canada🎓 Mabel's Labels was acquired by Avery/CCL in 2016 for approximately $12 million🎓 Julie was gracious enough to be our guest mentor for this episode of Mentoring Moments - thank you!---🎓 Welcome to 'Mentoring Moments', a sub-series of the Podcast🎓 Mentoring Moments is composed of clips taken from ⁠Jason's eCommerce Q&A's - ⁠⁠⁠⁠⁠https://www.greenwoodconsulting.net/ecommerce-q-and-a-with-jason-greenwood⁠⁠⁠⁠⁠🎓 We also regularly feature 'Guest Mentors' to talk about their own areas of expertiseEnjoy!

💡 Marshall is the Founder and CEO of IoniaPay - https://www.ioniapay.com💡 IoniaPay is the future of payment processing💡 IoniaPay helps merchants to get paid faster, with lower costs and eliminate risk💡 IoniaPay delivers new payment infrastructure that moves money in real time, eliminates fraud risk and gives businesses full control over how payments are processed💡 In this episode Jason & Marshall discuss how and why legacy payments infrastructure is broken and how IoniaPay is building solutions to fix itEnjoy!

📦 In this special episode of the Pod, Jason guests on the Varato Podcast with host Matt Harris📦 This episode originally aired in February 2025 - https://www.youtube.com/watch?v=nVBiKS9KsQY📦 Thanks for hosting me Matt!Enjoy!

🎓 Todd is the Executive Creative Director/Founder of Pinwheel Content, Inc. - https://www.pinwheelagency.com🎓 Pinwheel is a creative agency that works with marketing leaders to establish the foundation, build a system, set a strategy, develop a plan, and methodically execute to deliver the numbers needed to brighten the CEO’s day🎓 Todd was gracious enough to be our guest mentor for this episode of Mentoring Moments - thank you!---🎓 Welcome to 'Mentoring Moments', a sub-series of the Podcast🎓 Mentoring Moments is composed of clips taken from ⁠Jason's eCommerce Q&A's - ⁠⁠⁠⁠⁠https://www.greenwoodconsulting.net/ecommerce-q-and-a-with-jason-greenwood⁠⁠⁠⁠⁠🎓 We also regularly feature 'Guest Mentors' to talk about their own areas of expertiseEnjoy!

💡 Jayashree is the Co-Founder of atronous.ai - https://atronous.ai💡 atronous.ai generates verified, channel-ready product data from any source💡 The result is structured product intelligence that powers enterprise systems, search, recommendations, and AI enabled commerce💡 atronous.ai extracts from any source, generates missing attributes with AI, and delivers verified, marketplace-ready product data to your PIM and downstream systems in minutes💡 atronous.ai is an AI-native platform powering product data for human shoppers and agentic AI agents💡 In this episode Jason & Jayashree discuss the challenge of product data enrichment at scale and how brands can leverage AI powered tools to helpEnjoy!

📦 In this special episode of the Pod, Jason guests on the Pulse Podcast by Intuji with host Julian Wallis - https://www.youtube.com/@pulsebyintuji/videos📦 This episode originally aired in February 2025 - https://www.youtube.com/watch?v=dtfkDQkN-HI📦 Thanks for hosting me Julian!Enjoy!

🎓 In this special episode of the Pod, Jason guests on the Connex Podcast with Joseph Anderson - https://www.youtube.com/@connexecommerce/videos🎓 This episode originally aired in Match 2026 - https://www.youtube.com/watch?v=QA40-rvibLs🎓 Thanks for hosting me Joseph!Enjoy!

💡 Rod is the CMO of Minty - https://www.minty.com💡 Minty is an AI powered digital shopping companion💡 Minty helps shoppers save money, discover deals, and shop smarter all across the internet💡 Minty is not just another browser extension - Minty helps shoppers discover new brands and save at the most popular stores💡 For brands, Minty connects affiliates, agencies, and technology partners with high-intent shoppers, helping brands drive incremental revenue and conversions through a performance-based platform💡 In this episode Jason & Rod discuss how savvy digital shoppers have evolved and what brands can do about it to aid in discovery and stickinessEnjoy!

🎓 John is the Founder of UVP Solutions - https://www.uvpsolutions.com🎓 UVP Solutions equips businesses to define what makes them unique, align marketing and sales, and build growth-enabled organizations that endure🎓 John was gracious enough to be our guest mentor for this episode of Mentoring Moments - thank you!---🎓 Welcome to 'Mentoring Moments', a sub-series of the Podcast🎓 Mentoring Moments is composed of clips taken from ⁠Jason's eCommerce Q&A's - ⁠⁠⁠⁠⁠https://www.greenwoodconsulting.net/ecommerce-q-and-a-with-jason-greenwood⁠⁠⁠⁠⁠🎓 We also regularly feature 'Guest Mentors' to talk about their own areas of expertiseEnjoy!

💡 Trevor is the CEO of i-Genie - https://i-genie.ai💡 i-Genie provides Augmented Intelligence For Brand Equity, Market Research, Trend Spotting, Product Innovation and Consumer Insights, without Surveys Or Focus Groups💡 Over 70% of marketing budgets have shifted to digital, i-Genie shifts your consumer insights data engine to be digital first💡 In a time-pressured world, i-Genie goes where consumers are already talking and acting to unearth deep insights but passively instead of subjecting consumers through long surveys or focus groups💡 In this episode Jason & Trevor discuss how consumer surveys often miss nuanced consumer insights Enjoy!

📦 Kerry is the President & COO of Bluemeteor - https://bluemeteor.com📦 Bluemeteor is the All-in-One AI-Powered Platform for Product Content Excellence📦 Bluemeteor is an AI first PIM, DAM & MDM solution📦 Bluemeteor is a unified platform for acquiring, creating, optimizing, and distributing product content, including digital assets, for a single source of product content📦 Bluemeteor has a special focus on PIM capabilities specifically designed for for manufacturers & distributors📦 In this episode, Jason & Kerry discuss the unique PIM needs of B2B suppliers and how they solve for those with BluemeteorEnjoy!

🎓 Brook is the CEO & Managing Partner of Mason Interactive - https://masoninteractive.com🎓 Mason Interactive is a Performance Marketing agency with offices in New York City, and Charlotte, North Carolina🎓 Brook was gracious enough to be our guest mentor for this episode of Mentoring Moments - thank you!---🎓 Welcome to 'Mentoring Moments', a sub-series of the Podcast🎓 Mentoring Moments is composed of clips taken from ⁠Jason's eCommerce Q&A's - ⁠⁠⁠⁠⁠https://www.greenwoodconsulting.net/ecommerce-q-and-a-with-jason-greenwood⁠⁠⁠⁠⁠🎓 We also regularly feature 'Guest Mentors' to talk about their own areas of expertiseEnjoy!

💡 Omar is the CEO of Logicbroker - https://logicbroker.com💡 Logicbroker is The Agentic Commerce Orchestration Engine💡 Logicbroker helps brands to connect once to sell everywhere that matters: traditional channels like Amazon and Best Buy, plus through emerging AI agents like ChatGPT and Perplexity💡 Logicbroker is the single pane of glass for your entire commerce ecosystem💡 Logicbroker help brands monitor and manage their entire commerce operation, from supplier performance to order fulfillment, through one unified platform with real-time visibility across every partner, transaction, and exception which ultimately transforms complexity into control💡 In this episode Jason & Omar discuss the challenge of channel sprawl and complexity and what brands should do about it to remain nimble, flexible and efficient in the processEnjoy!

📦 Alex is the Founder & CEO of Continuum AI - https://gocontinuum.ai📦 Continuum is an AI first SaaS platform that provides AI Agents for B2B Returns & Warranty Processing📦 Continuum was designed for Distributors & Manufacturers, because humans should be focused on high-value activities.📦 Continuum solves for the most complex & costly transactions for distributors and manufacturers and the most painful for customers📦 Continuum believes that managing claims and returns is manual work and it replaces all that manual work with smart AI agents that can handle the complex workflows associated with B2B returns management📦 In this episode, Jason & Alex discuss how Continuum came to be and why they decided to focus on B2B returns, instead of the generally simpler B2C/DTC returns processEnjoy!

🎓 Natasha is the Founder & CEO of CEO of Select Auto Parts & Sales Inc. - https://selectautopartsmilwaukee.com🎓 She is also an AI Consultant & Speaker and founder of Alitura Group, an AI consultancy - https://alituragroup.com🎓 Natasha was gracious enough to be our guest mentor for this episode of Mentoring Moments - thank you!---🎓 Welcome to 'Mentoring Moments', a sub-series of the Podcast🎓 Mentoring Moments is composed of clips taken from ⁠Jason's eCommerce Q&A's - ⁠⁠⁠⁠⁠https://www.greenwoodconsulting.net/ecommerce-q-and-a-with-jason-greenwood⁠⁠⁠⁠⁠🎓 We also regularly feature 'Guest Mentors' to talk about their own areas of expertiseEnjoy!