Inside Commerce: Ecommerce Strategy, CX and Technology Podcast

What you'll learn:The evolution of Salesforce Commerce Cloud and the drive to rediscover its competitive edge.How AI is enhancing user experience and agility.Strategic priorities and future directions for enterprise commerce.Summary:Salesforce Commerce Cloud has long been considered a heavyweight in the enterprise ecommerce space, but has lost many SME clients to platforms like Shopify with more compelling roadmaps. As it ramps up investment in the platform, we explore what type of business it is relevant to now, and why.In this episode, Rob Smith, SVP of Commerce at OSF Digital, pulls back the curtain on the platform’s evolution, and what it really takes to compete with newer, leaner solutions like Shopify and Centra.You’ll discover how Salesforce’s focus on multi-country, multi-language management keeps it in the upper right of Gartner’s Magic Quadrant = suitable for large, complex brands.Rob answers common challenges:What common refrains are still applicable?Has recent investment in AI, React-based architecture and agentic merchandising made it more agile and user-friendly, especially for fast-paced replatforming projects?What's the minimum GMV a retailer needs to make platform investment viable?We break down the real costs, implementation speed and much criticised admin experience, plus what’s coming next.We explore the strategic priorities Salesforce is doubling down on, from AI-enhanced search and recommendations to scalable infrastructure that’s built for trust and uptime. Rob shares candid insights into how the platform is balancing between enterprise needs and simplifying the admin experience without sacrificing power. Whether you’re considering a Salesforce project or just want to understand its future trajectory, this episode provides a nuanced, honest view of what to watch for.Hit play now to explore whether Salesforce Commerce Cloud can keep pace with your next big growth move, and how its latest innovations are tailored to enterprise commerce.Chapters:[01:00] Salesforce Commerce Cloud market segmentation, target business size & recent evolution.[05:45] Challenges related to admin complexity and platform usability.[07:00] Salesforce's maturity for multi-country, multi-language, multi-currency setups.[09:25] The new Salesforce reference application built on React and Tailwind.[10:40] AI-driven front-end development and automation in replatforming projects.[12:10] Suitability of Salesforce for different business sizes and use cases.[13:30] Speed to market and platform deployment times.[16:15] AI and agentic tools integration for marketing and content management.[17:30] Licensing fees and cost flexibility for enterprise clients.[19:45] Admin UI improvements and UX enhancements.[21:15] Strategic focus areas including search & recommendations.[26:20] Handling complex enterprise requirements versus mid-market needs.[27:45] Balancing feature richness with partner ecosystem and third-party integrations.[34:35] Salesforce's strategic direction towards integrated data, marketing and commerce tools.[39:00] Practical limitations and user experience gaps in current platforms like Shopify.[42:15] The shifting landscape of legacy enterprise platforms and Salesforce’s position.

"Brands don't know what they don't know. A consultant makes teams think about things in detail. It's an education piece."Francesca Raggio, Ecommerce Consultant, VervauntThis podcast features experts discussing the critical role of consultants in ecommerce website migrations. We share insights on project management, stakeholder engagement, technical discovery and how to avoid common pitfalls in replatforming projects.The episode pools the replatforming experience of James Gurd with senior consultants from Vervaunt, Shamoli Miah (Operations Director) and Francesca Raggio (Ecommerce Specialist).Having worked on a wide range of projects, they understand the real challenge isn’t about the tech; it’s the clarity, co-ordination and governance that enables multiple teams to function coherently together and handle the stresses that come with technology projects.Some of the biggest surprises come from content audits and data structure planning - things that many teams underestimate and leave until it’s too late. When you try to migrate thousands of products or reimagine your digital experience without proper planning, the results can be costly.Consultants are essential not just for technical expertise but for guiding teams through chaotic complexities: setting expectations, managing stakeholder alignment and ensuring you’re not flying blind. The value lies in thorough pre-discovery, continuous education, and the ability to challenge assumptions with honest, evidence-based insights.This isn’t about adding layers of bureaucracy; it’s about making the whole process smoother, more predictable and ultimately more successful.Tune in for an objective view of what the role of an external consultant should be, and how to know whether you need to add one to your project team. Chapters[00:35] Introduction to Ecommerce Consulting and Migrations[03:10] Understanding Replatforming Approaches[06:15] The Importance of Pre-Discovery in Projects[09:15] Common Challenges in Ecommerce Migrations[12:15] The Role of Governance in Project Management[15:10] Stakeholder Management and Accountability[17:40] Content and Data Migration Challenges[20:35] Planning for Successful Ecommerce Projects[30:35] Navigating Technical Discovery[40:00] Understanding User Acceptance Testing (UAT)[49:05] Consultant Skills for Ecommerce Success

"The brands we work with are making up to 5% of their revenue from resale. Our model is peer-to-peer, so customers are buying and selling from each other via the brand's own marketplace."Lydia Hartley, Co-Founder, Continue.About this podcast:Discover how Continue is helping brand-owned resale improve the way ecommerce businesses approach customer retention, loyalty and control over their secondary markets. This episode dives into the commercial opportunities, technology and strategies behind implementing resale seamlessly within your brand ecosystem.Key discussion points:The rapid growth and scale of resale platforms like Vinted, eBay and Depop, and why brands need to pay attention.How resale can drive up to 5% of revenue through repeat purchase and customer engagement.The power of resale for building emotional loyalty and community within brand ecosystems.Ways to integrate resale into loyalty programs, including exclusive marketplaces for VIP members.The importance of authenticating products and protecting consumers from counterfeit or poor quality items.Strategies for launching resale platforms quickly and effectively, with real examples.Addressing concerns about cannibalisation and margin erosion with credible data.The role of storytelling, digital marketing and community engagement in successful resale launches.Technical setup, including Shopify and Magento.Chapters:[00:35] Introduction to Marketplace Commerce and Resale[03:02] Understanding Resale Platform Benefits & Market Opportunity[08:55] Resale as a Retention Tool[14:42] Debunking Cannibalisation Myths[20:21] Integrating Resale into Loyalty Programs[26:12] Building Trust and Moderating Bad Actors[32:49] Challenges and Risks in Implementing Resale Strategies[35:05] Effective Launch Strategies for Resale Platforms[40:55] Customer Service and Brand Consistency[42:58] Shipping Mechanisms in Resale Platforms

"The amount of clothing going to landfill every year is astronomical. The stat that always hits hardest is 6 in 10 items of clothing made end up in landfill within a year. When you start to process that, it's pretty wild, it's eye-opening."FOLLOW US:LinkedIn: https://www.linkedin.com/company/inside-commerce/ ABOUT THIS EPISODE:How Batch London Rewrites Fashion with Sustainability and Retail InnovationJames ran a panel with today's guest, Sam Matanle, at a Voyage in November 2025. He was impressed by the business story and positive mission to  raise the standard of sustainability in the fashion industry, by reducing waste and overproduction, and knew Sam's story would resonate with our podcast audience.For this episode, you’ll hear how two Uni friends quit their corporate roles to launch something they’re passionate about, and how they turned a vision into a successful business.Sam is the co-founder of Batch London, and shares his perspective on how the brand is transforming the fashion industry through made-to-order apparel, innovative retail strategies and a strong focus on sustainability. Discover how their approach is influencing consumer habits, retail environments and brand loyalty.Key topics:The origin story behind BatchLDN and its mission to redefine fashion consumption.The benefits of made-to-order manufacturing in reducing waste and increasing quality.Strategies for creating versatile, multi-use clothing for smart casual wear.Opening a flagship store in Covent Garden and the impact on brand awareness and sales.The challenges and opportunities of retail expansion for smaller brands.Building a loyal community through memberships, events and innovative loyalty programsThe importance of in-store experience and staff training for physical retail successLeveraging digital tools, agencies and website audits to optimise online presence.The evolving landscape of consumer consciousness, legislation and environmental responsibility.

From Feedback to Strategy: Building a Loyalty Program for Today’s CustomerRicky Jennings, Head of Ecommerce at Represent, and Connor Jones, Ecommerce Strategist at Vervaunt, team up to share how Represent reshaped its customer loyalty strategy.Represent’s community-driven approach involved multiple surveys, WhatsApp groups and direct feedback channels. Using insights from existing members, including their frustrations with points-based system, the brand rebuilt its loyalty approach deliver an improved customer experience.Represent found that Members wanted experiences, limited-edition products and a platform that recognised their loyalty beyond simple discounts.Tune in to learn about the following:Reducing barriers to entry: a new tier system simplified onboarding, making it easier for members to progress and experience rewards sooner.Expanding reward types: exclusive products, art pieces and event access are core components - no longer just discounts, but meaningful assets.Fostering community engagement: incorporating features like in-store check-ins, community challenges and point sharing boosts member involvement both online and offline.Data-driven personalisation: collecting first-party data, such as product interests, enables tailored experiences that feel relevant and personalised.FAQ: Loyalty and Community in FashionQ: How does a loyalty program foster community? A: By incorporating social features such as forums, in-store events, point sharing and local groups, members feel recognised, connected, and part of an exclusive community.Q: What are the most effective features for increasing engagement?A: Missions, exclusive products, personalised experiences and recognition through physical assets like membership cards or event access drive high engagement.Q: Can loyalty programs be integrated between online and offline channels?A: Yes. Technologies like NFC, QR check-ins and geotargeted activities create connected omnichannel experiences that reinforce loyalty everywhere.Q: How important is direct customer feedback in redesigning a loyalty scheme?A: Extremely important. Listening to member insights guides valuable feature development and ensures the program aligns with customer desires.Q: What's the ultimate goal of a community-focused loyalty program?A: To build emotional connections, foster brand advocacy, and create a lifestyle around your brand, resulting in loyal, engaged customers.

This week, we posed ourselves a challenge:To summarise how key ecommerce customer & technology trends like agentic commerce and AI product discovery are going to reshape ecommerce strategy, team structures & the expectations ecommerce business have of employee capabilities and partner skills.This episode covers our main observations and insights:Treat product data as a growth channel.Have AI-native product + engineering leadership.Run continuous experimentation with agents.Properly integrate marketing + data + tech.Ecommerce is seeing a step change from:Humans browsing sites, clicking ads & buying products.To:Multi-agent systems influencing discovery, comparison and to a lesser extent checkout. More discovery will take place outside the traditional website, and agents & LLMs guide shoppers through decision paths before handover to commerce endpoints (with the website remaining the primary destination).👉 This creates three major shifts that we explore in more detail:Discovery evolves from SEO → SEO + AEO (Answer Engine Optimisation); visibility depends on machine-readable product data as well as content.AI agents become a new type of shopper, and ecom platforms need API capabilities to facilitate 2-way data and logic flows; agents can compare, filter and decide based on structured data + trust signals.Commerce becomes API-first + autonomous; some purchases happen inside AI ecosystems (chat, assistants, agents) & there’s a need for seamless handoff between AI agents & conventional commerce.Find out how this is already having an impact on team structures and skill needs.

"Shopify POS is a powerful foundation, but it’s not a turnkey solution for every retail scenario. The platform's maturity is a moving target, and understanding its ecosystem gaps is crucial for strategic planning and preventing costly misalignments."Joseph Brown, Operations Director, KubixAre you considering Shopify POS for your retail operations but unsure about its strengths and limitations? You're not alone.As one of the leading ecommerce platforms, Shopify has rapidly expanded into the retail point-of-sale space, but its product is still evolving. In this pod, we explore the realities of implementing Shopify POS backed by expert insights from Joe Brown, Operations Director at Kubix, who has direct experience implementing POS for different business models. Whether you're running a standalone store or extensive retail estate, this episode has practical advice, product limitations and decisions that can make or break your omnichannel strategy.The reality…Shopify POS has become more capable for retail, especially in multistore environments with enhanced permissions and faster workflows. However, it still has capability gaps that can surprise retailers, and requires careful planning, discovery and customisation. Key discussion points1. Deep discovery is criticalA recurring theme is the importance of thorough discovery when planning POS projects. Retailers should map existing workflows, identify edge cases (like made-to-order products, custom packing, or complex stock movements) and assess how Shopify’s platform supports or complicates these processes.Rushing into implementation without understanding detailed workflows can lead to costly rework or operational issues down the line. 2. Inventory management limitationsOne of Shopify's gaps is in inventory management for complex use cases. For example, handling stock exchanges between stores where products are unavailable locally remains problematic. Shopify currently supports split fulfillment orders but lacks native support for multi-quantity line items or real-time transfer workflows, which can frustrate larger or more nuanced operations.3. Hardware cost & compatibilityPOS selection is more than a software decision; hardware investment is foundational. Some issues arise when existing custom integrations, like bespoke receipt printers or scanner setups, are incompatible with new POS hardware or updates. Testing hardware thoroughly before rollout is essential, and technical teams need to validate network setups, peripherals and existing workflows.Practical tip: Shopify's recommended hardware kits may not suit every store. Custom hardware may be necessary, but it can add complexity and cost.4. Ecosystem maturity and functional gapsWhile Shopify's ecosystem is growing, certain functionality including multi-currency gift cards, B2B support or advanced inventory tracking, lag behind expectations. Retailers with complex order workflows may need to integrate third-party apps or custom solutions to fill these gaps.Chapters[00:45] Introduction to Shopify POS and Its Evolution[03:30] Market Positioning and Retail Challenges[06:40] Discovery Process in Retail POS Implementations[09:25] Hardware Considerations for Shopify POS[12:20] Custom Development Needs in Retail[15:10] Omnichannel Experience and Customer Journey[17:55] Integration Challenges with Legacy Systems[20:50] Inventory Management and Workflow Complexities[23:15] Future Improvements and Wish List for Shopify POS

“In just an hour, I built a UI to interrogate my data, and it handled most of the heavy lifting for a client project."Chris Marshall, Director & Co-founder, OnState.Optimising Ecommerce Data with AI: Real-World ApplicationsYes, we talk about AI a lot on the podcast. It's inevitable, AI is weaving its way into so many ecommerce processes and tasks.This episode is highly practical.We cover real-world examples of how AI tools are being used to speed-up product data tasks whilst reducing the need to rely on expensive licences for specialist tools.SummaryEcommerce businesses are increasingly turning to AI to enhance their data management processes. The pod explores how AI tools are being used to clean, enrich, and structure product data, providing real-world examples that highlight their practical applications.The Build vs. Buy Dilemma Is Being ReframedBusinesses often face the decision of whether to build custom solutions or purchase existing platforms. In the context of AI for product data, building allows for tailored solutions using tools like Google Sheets and AI models such as ChatGPT for tasks including data transformation and HTML cleaning. On the other hand, buying involves using specialized AI-enabled tools or outsourcing, which can save time but may incur higher costs.Practical AI Strategies Discussed:DIY data cleaning: AI models can automate data cleaning tasks, such as reformatting unstructured HTML and standardising attributes, saving significant manual effort.Automating data structure: AI can analyse complex datasets, infer attribute types, and suggest categorisation rules, streamlining the setup of dynamic product groups.Hybrid approaches: combining DIY methods with outsourcing can optimise resources, allowing businesses to handle unique projects efficiently.Tune in to hear how AI is transforming data migration and management by automating previously manual tasks, increasing speed and allowing for continuous learning. Chapters[00:30] The Build vs. Buy Debate in AI Data Management[03:20] AI in Data Migration: Practical Use Cases[06:15] Transforming Data with AI Tools[09:20] The Role of AI in Content Management[12:20] Engaging with Data Structures[15:00] Building Custom AI Tools for Specific Needs[17:45] Tactical Middleware: A New Approach[20:35] Speeding Up Data Transformation Processes[23:20] Validating AI Outputs and Managing Expectations[26:15] The Future of AI in Ecommerce Data Management

"It's not just about selling more; it's about selling smarter and more sustainably."Oscar Rundqvist, CEO, eComID.Summary:High return rates are a significant challenge in fashion ecommerce, leading to financial losses and environmental harm. This podcast explores how innovative technology like eComID is helping the industry by reducing returns, personalising customer experiences and promoting sustainability.The problem...Returns are costly; retailers face expenses from shipping, inspecting and repackaging returned items. Additionally, unsellable returns often end up in landfills, contributing to environmental damage. It's estimated that returns cost retailers between $21 to $46 per item, highlighting the need for effective strategies to minimise them.Change is neededRetailers need better metrics to understand customer behaviour.Traditional metrics like average order value (AOV) can be misleading. Instead, brands should focus on "kept order value," which reflects the revenue retained after returns. This shift in focus can lead to more accurate assessments of profitability and customer loyalty.Emerging solutions like eCom ID offer innovative ways to tackle return issues. By creating a digital shopping passport, eComID stores individual preferences related to size, style and fit. This enables precise pre-purchase guidance and personalised size recommendations, reducing the likelihood of returns.Data from post-purchase behaviour and return reason codes are invaluable for improving size accuracy and product fit. Brands like H&M have learned that systemic issues, such as inconsistent sizing, drive return rates. By incentivising detailed feedback, brands can refine their offerings and policies.Innovative brands are experimenting with personalised return fees based on shopper history. This approach encourages mindful purchasing and supports sustainability by reducing unnecessary returns.Reducing returns is not just about cutting costs; it's a step toward a more sustainable fashion industry. By utilising personalised, data-driven tools, brands can enhance customer experiences and build lasting loyalty.Chapters:[00:30] Introduction to Tech and Sustainability in Fashion[02:40] Understanding eCom ID and Its Solutions[07:10] Insights from H&M: The Returns Challenge[12:45] Data Accuracy in Returns Management[15:35] The Role of Size and Fit in E-commerce [20:20] Measuring Success: Average Kept Order Value[24:15] The Environmental Impact of Returns[29:50] Future of Ecommerce: Agentic Commerce and Virtual Try-Ons

Why did we think this was an interesting episode?Paul & James are regularly involved in ecommerce redesign projects, either in an advisory capacity or helping drive the design thinking.This episode explores the reasons why brands decide to invest in a redesign:Brand refresh or a full rebrand.Brand elevation of the online UX e.g. premium positioning.Improved user journeys to fix legacy constraints.Outcome focused e.g. fix navigation and browse journeys.It then teases out the justifications for redesign projects, sharing views on how design can and should be measured objectively.James & Paul also dissect the intangible goal of many design projects: to elevate the brand positioning, to create a premium look & feel.Goals like this need clear definition and framing to ensure the design outputs work towards a clear vision and execution. They also need tangible measurements of success, even if they're not conversion focused.The key take-away is that design has to be measured, and the metrics you use need to be agreed upfront. If there are no hard & fast commercial success metrics like conversion and AOV, then take a sensible approach to measuring customer impact, for example customer satisfaction & NPS.Chapters:[00:30] Introduction to Redesign Metrics[03:40] Understanding Brand Elevation[06:10] Balancing Design and Ecommerce[09:00] Defining a Premium Experience[12:30] Measuring Redesign Success[15:25] The Role of User Testing[18:15] Navigating Redesign Challenges[21:10] The Importance of KPIs[22:46] Final Thoughts on Redesigns

"No-code is getting a lot better, and there's a lot of tools. No-code tools will soon start to drive personalisation and dynamic content. That's going to take off pretty quickly."Navigating Ecommerce Technology Trends.In the latest episode of our podcast, James and Paul share their views on how emerging technologies are reshaping the industry. From AI-driven content generation to dynamic personalisation and integrated loyalty programs, this episode offers helpful insights for anyone working in ecommerce.What you'll get:How the latest ecommerce trends are impacting which technologies ecommerce teams are investing in.Practical advice for adapting your tech stack to leverage AI and personalisation for better customer experiences.The challenges and opportunities in delivering smarter CRM and loyalty strategies.Explanation of the vendors ecommerce teams are turning to to help improve their ability to execute.Chapters:[00:30] Emerging Ecommerce Trends and Tech Priorities[03:30] AI in Content Generation and Product Data Management[06:00] AI Governance and Data Compliance[08:50] Dynamic Content and Personalisation in Ecommerce[12:20] The Evolution of CRM and Loyalty Programs[25:00] Data Analytics and Marketing Tracking AccuracyUnderstanding these trends can help you make informed decisions on where to focus your budget and how to enhance your CX.We hope you find it useful.

You're probably using customer reviews on your website but are you using them effectively?Customer reviews are more than just feedback; they're a powerful tool for building trust and driving sales. In this episode, we delve into the current landscape for online customer reviews, exploring how retailers can leverage review data, avoid common pitfalls and utilise cutting-edge technology.What you'll get:Leverage review data -Discover how to transform customer feedback into actionable insights that can improve product offerings and enhance customer satisfaction. Avoid common mistakes - Understand the impact of fake reviews and learn strategies to combat them. We discuss the importance of monitoring review patterns and collaborating with vendors to ensure authenticity and trustworthiness.Embrace technology - Explore the role of AI in review management. From sentiment analysis to review segmentation, find out how technology can provide deeper insights and drive business improvements.Chapters:[00:30] The Importance of Customer Reviews[05:25] Navigating Fake Reviews and Trust Issues[12:20] Leveraging AI for Review Insights[18:20] The Rise of Video Reviews[23:45] Unboxing and User-Generated Content[27:00] Managing Negative Reviews Effectively[33:35] Choosing the Right Review Technology[38:25] The Trustpilot Debate

"AI is enabling us to deliver more sophisticated and seamless payment experiences, allowing consumers to shop in a more frictionless way. However, it also presents challenges, such as combating AI-powered fraud, which requires us to continuously innovate and adapt our solutions."Global Payment Trends & How Agentic AI Could Redefine Online Shopping and Payment Acceptance.In this episode, we cover emerging payment trends in ecommerce and the role of AI in enhancing payment security and preventing fraud. Understanding these trends is crucial for merchants aiming to optimise payment authorisation and secure transactions.Our guest is Ed Harries, VP Ecommerce Global SMB for market leader Worldpay. Ed brings a wealth of experience having being on the leadership team of leading ecommerce agency Visualsoft before joining Worldpay to lead their SMB solution.What you'll get from this podcast:Equip yourself with knowledge about emerging trends and technologies that will shape the future of ecommerce payments.Keep up with the latest developments in AI and payment security, ensuring your business remains competitive.Learn practical strategies to protect against fraud.Understand how to build trust with your customers, leading to increased loyalty and sales.Key discussion points:AI's Role in Fraud Prevention: how AI technologies are being leveraged to detect and prevent fraudulent activities, ensuring safer transactions for merchants and consumers.Enhancing Payment Authorisation: learn about the latest advancements that are improving payment authorisation processes, reducing declines and increasing approval rates.Consumer Trust and Security: how payment solutions are building consumer trust by providing secure and seamless buying experiences.Future Trends: insights into future trends in payment security, including the integration of AI with other technologies to create more robust security frameworks.Chapters:[00:30] Introduction to Ecommerce Payment Trends[04:15] Current Trends in the Payments Landscape[06:40] Regional Payment Patterns and Consumer Behaviour[08:30] The Role of AI and Agentic Commerce[11:55] Balancing Fraud Prevention and Acceptance Rates[18:15] The State of Open Banking in Retail[23:45] Marketplace Commerce and Payment Challenges[28:20] Worldpay's Technological Direction and Innovations

Summary:Bryan House, CEO of Elastic Path, shares his insights on the transformative role of AI in B2B ecommerce. Elastic Path is focused on B2B commerce, working with a wide range of B2B businesses across different verticals. Why listen:Get insights into the latest trends in B2B ecommerce and AI.Learn about the importance of structured product data and workflow automation.Understand how AI can enhance sales processes and customer relationships.Discover Elastic Path's innovative solutions for complex B2B scenarios.Hear predictions on the future of B2B commerce and AI's role in it.Discussion topics:Bryan explains how AI is reshaping the landscape, particularly through the shift from search-led buying to answer-led discovery. The podcast emphasises the importance of structured product data and workflow automation, which are crucial for enhancing efficiency and customer satisfaction.The discussion also highlights Elastic Path's innovative approach, focusing on their flexible Product Experience Manager that supports complex catalogue scenarios. This makes it well-suited for mid-market B2B companies dealing with intricate product configurations and pricing models. The conversation also explores the impact of AI on sales processes, suggesting that AI can serve as a superpower for sales teams by automating routine tasks and allowing them to focus on building meaningful customer relationships.The podcast closes by considering the future of B2B commerce, with Bryan predicting that AI will compress the sales funnel, making discovery, comparison and configuration processes faster and more efficient. AI has the potential to disrupt traditional marketplaces by shifting loyalty from channels to outcomes, offering a significant opportunity for B2B companies to lead in AI adoption.Bryan's extensive experience and leadership at Elastic Path provide a valuable perspective on navigating the evolving landscape of B2B ecommerce.

"We offer custom technologies and engineering services to extend platform capabilities and deliver tailored solutions that meet specific business needs."Summary:James Gurd and Bradlie Houldsworth, Strategy Director from Remarkable Commerce, discuss the intricacies of ecommerce development, focusing on the balance between mass market and targeted approaches. They explore the value of integrating niche capabilities into ecommerce roadmaps, emphasising the importance of custom features despite the potential costs and risks. Brad shares insights from his extensive experience in building custom solutions for Remarkable Commerce clients that extend the core capabilities of platforms, offering tangible business cases for such investments.The conversation covers several innovative use cases, including the integration of Shopify Pay components into non-Shopify storefronts, the implementation of embedded insurance on PDPs and the development of custom middleware solutions. The examples illustrate how businesses can enhance their offerings and improve customer experiences by adopting tailored solutions.Key discussion points:Mass Market vs. Targeted Approaches: We begin with a discussion on the benefits of building niche capabilities into ecommerce strategies, highlighting the potential for increased customer engagement and revenue opportunities.Custom Features and Business Value: Brad explains the importance of custom features in extending platform capabilities, providing examples of how these can add significant value to businesses.Innovative Use Cases: Showcasing the potential for innovation in ecommerce.What you'll learn:The benefits and challenges of integrating niche capabilities into ecommerce platforms.Building the business case for investing in custom features.Innovative use cases with real-world examples.Chapters:[00:30] Introductions[03:45] Understanding Custom Solutions in Ecommerce[11:15] Exploring Shopify Pay Integration[18:10] Challenges and Prerequisites for Implementation[26:00] Exploring Embedded Insurance[37:55] Building Custom Middleware Solutions[47:25] Dynamic Collection Creation in Ecommerce👌 Get our bi-weekly newsletter direct to your inbox: http://eepurl.com/gJFLtj

James Gurd and Rupert Cross explore the current landscape for B2B ecommerce, exploring trends that are reshaping the industry as we enter 2026. With Rupert's extensive experience as CEO of 5874 Commerce, the discussion offers a deep dive into the complexities and innovations influencing B2B commerce.Key discussion points:B2B vs. B2C expectations: The lines between B2B and B2C are blurring, with B2B buyers now expecting the same seamless online experiences as B2C consumers. Technological Advancements: The democratisation of AI and the rise of advanced search and personalisation tools are making commerce more accessible and efficient.Data integrity: Emphasising the importance of high-quality data, the conversation highlights how accurate data can streamline operations and enhance decision-making. Self-service and personalisation: The demand for digital self-service tools is growing, with businesses seeking to offer personalised experiences that cater to individual customer needs.Reasons to listen:Gain insights into the future of B2B ecommerce and the trends that will shape the industry in 2026. Learn from industry experts about the challenges and opportunities in adopting new technologies. Understand the critical role of data integrity in driving ecommerce success.Chapters:[02:15] Key Trends in B2B Commerce[05:15] The Role of Data and Technology in B2B[08:00] Personalisation in B2B User Experience[11:30] Demand Forecasting and Inventory Optimisation[13:50] Digital Self-Service in B2B[17:00] The Impact of AI on B2B Processes[19:40] The Evolution of B2B Platforms[22:25] Future Trends in B2B Technology[24:35] Closing Thoughts on Data IntegritySubscribe now: stay updated with the latest trends and insights by subscribing to our podcast series.

Exploring the Future: Ecommerce Predictions for 2026 As we get ready for another rollercoaster in 2026, ecommerce landscape is poised for continued transformation. In the last podcast of the year, James and Paul explore the trends and innovations that they think are set to define the industry. Sponsored by Shopify, this episode offers an interesting analysis of what the future holds for ecommerce businesses.Summary:2025 has been a whirlwind, and as we look ahead, the question on everyone's mind is: what will 2026 bring? James and Paul put their necks on the block, predicting the future & focusing on key areas such as the evolution of the point of purchase, the expanding role of SEO and agentic commerce, and the strategic use of technology.Key predictions:Point of Purchase Evolution: The traditional ecommerce website is still critical but where people buy is evolving. James predicts a shift towards instant checkouts and purchases made directly from ads, thanks to innovations from companies like PayPal and Stripe. This evolution is expected to increase the percentage of sales made outside traditional platforms.SEO and agentic optimisation: As AI continues to advance, the role of SEO is expanding. Paul highlights the need for businesses to adapt to new optimisation techniques that blend traditional SEO with agentic engine optimisation. This shift is expected to reignite the SEO industry, offering new opportunities for growth and innovation.Tactical middleware: The use of tactical middleware is set to become a game-changer for businesses. By leveraging third-party apps like Airtable and SuperBase, companies can solve specific challenges without the need for complex integrations. This approach simplifies development and reduces costs, making it an attractive option for many.Inside Commerce's predictions for 2026 paint a picture of an industry in flux, driven by technological advancements and changing consumer behaviours. As businesses prepare for 2026, staying informed and adaptable will be key to success.

What you'll get from the podcast:Gain insights into the latest ecommerce trends and how they affect business strategies.Understand the impact of AI on product discovery and customer engagement.Learn about the strategic shifts in customer loyalty programs.Discover the role of data intelligence in driving business success.Explore the growing influence of social commerce platforms like TikTok.It has been another busy year in ecommerce, the year when AI became mainstream and sped into town on a wave of hype. Our State of Industry podcast offers a strategic review of the ecommerce landscape during the past year, focusing on key trends and developments. The episode delves into the impact of tariffs on cross-border trade and the genuinely transformative effect AI is having on the industry, highlighting how these factors have shaped business strategies and market dynamics. We discuss the challenges and opportunities presented by AI, particularly in product discovery, and the significant increase in AI-driven traffic to retail websites. We also explore the evolving nature of customer loyalty programs, emphasising the shift from traditional points-based systems to more strategic, value-driven approaches that foster deeper customer relationships.The podcast further examines the role of data intelligence in enhancing business decision-making, with a focus on the growing sophistication of data analysis tools and the importance of integrating AI capabilities. Social commerce is also covered, noting the rise of platforms like TikTok as key players in the ecommerce space, rivaling established giants like Meta.Key chapters:[00:00:30] Introduction and Overview[00:03:30] Impact of Tariffs and AI[00:10:00] Customer Loyalty Evolution[00:16:00] Data Intelligence in E-commerce[00:22:00] Rise of Social Commerce

*** the sound balance is a bit off on this episode and we couldn't resolve it in editing - apologies!Shopify's bi-annual Editions launch is a key industry event that generates a lot of buzz.Learn about the latest developments from Shopify's winter editions with Ben Homer, Senior Solutions Engineer at Shopify. The discussion centers around the transformative impact of AI and agentic commerce on the platform, highlighting Shopify's commitment to enhancing both user and developer experiences. Why listen:Get insights into Shopify's strategic directionUnderstand the potential of AI in commerceLearning about new tools that democratise business capabilities.Key discussion points:Shopify's AI integration: explore how Shopify is leveraging AI to enhance platform capabilities, including the rollout of agentic commerce tools like Sidekick.Catalogs API Access: learn about the new access for developers to Shopify's catalogs API, enabling innovative tooling and expanded commerce capabilities.Pulse and SimGym: discover how these tools are democratising data-driven insights and testing, making advanced capabilities accessible to businesses of all sizes.Future of Shopify Flow: understand the potential of Shopify Flow in automating complex tasks and enhancing operational efficiency. Tinker and A/B Testing: get a glimpse into upcoming tools designed to simplify content creation and enhance hardware connectivity for Shopify users.

Stay connected with the leading ecommerce platforms. In this episode, we interview leaders and visionaries from Shopify, BigCommerce, Centra, Commerce Layer, Remarkable Commerce and SCAYLE Commerce Engine for a fireside chat on what’s happened in Q2 2025.Every 6 months, we catch-up with the leadership teams of leading ecommerce vendors so you can hear directly from them about their strategic and product focus.For this episode, we tackle three key strategic questions:How have the vendors seen the platform market evolve in 2025, and what tech trends are they focused on?Strategic direction of travel - what's shaping their current business strategy & why?Product roadmap - key releases from Q2 2025, what they mean for retailers.Timings:[01:50] Remarkable Commerce[23:45] Centra[41:00] BigCommerce[1:02:35] Commerce Layer[1:17:10] Shopify[1:36:00] Scayle Commerce Engine

This podcasts explores the evolution of performance marketing in 2025 with Josh Duggan, co-founder of award-winning agency Vervaunt. With over 14 years of experience, Josh shares his expertise on how digital marketing optimisation has changed, focusing on measurement and the impact of new technologies.Key reasons to listen:Expert insights: gain valuable knowledge from Josh, who has worked with globally recognised brands like Doc Martens and Mulberry. Latest trends: understand the current trends in performance marketing, including the shift towards profitability and the importance of data-driven decisions.\Technology advice: learn about Northbeam's new deal with Google, providing 30-day impression data, a game-changer for marketers.Key discussion points:The evolution of Black Friday from a weekend event to a month-long shopping period. The importance of measurement tools like Triple Whale and Northbeam in understanding customer journeys and optimising ad spend. The role of geo-based testing in enhancing brand awareness and measuring incremental ROI. Strategies for leveraging customer lifetime value (LTV) to drive profitability. The significance of aligning KPIs across teams to ensure cohesive marketing strategies.Josh emphasises the need for brands to focus on tangible profitability and to use 3rd party tools effectively. For example, with the introduction of Northbeam's 30-day impression data, marketers can now gain deeper insights into customer interactions, paving the way for more informed decision-making.Tune is for your roadmap to navigating the complexities of digital marketing. Chapters:[00:30] Introduction to Performance Marketing Trends[03:15] Black Friday Insights and Retail Trends[06:05] Shifts in Consumer Behaviour and Discount Strategies[09:50] The Importance of Measurement in Marketing[12:30] Evolution of Measurement Tools and Technologies[15:25] Understanding Customer Lifetime Value (LTV) and CAC[18:35] Geo-Based Testing and Incrementality[21:10] The Role of Third-Party Tools in Measurement[24:20] The Future of Measurement in Performance Marketing

Here's why you should listen to this podcast...25% of adults worldwide are affected by disability, whether temporary or ongoing, and they control around $8 trillion in disposable income. When you're not focusing on accessibility, you're leaving money on the table as an ecommerce brand.Chapters:[00:30] Introduction to Web Accessibility[06:00] Understanding the Economic Impact[13:00] Legal Implications and Compliance[21:15] Practical Steps for Accessibility[29:45] Tools and Resources for Testing[36:00] Future of Accessibility in Digital CommerceInvestment in accessibility can deliver an ROIBuilding accessible websites is not just a moral & legal obligation but a strategic business move. In this podcast, we explore the criticality of web accessibility, revealing how it can significantly boost your ROI. Join us and web accessibility expert Bet Hannon, CEO of AccessiCart, to learn about the tangible benefits of making your website accessible to all users, and how this inclusivity translates into better user experience and increased conversions.What you'll learn:The impact of web accessibility on business success. Practical steps to enhance your website's accessibility and the potential financial gains from doing so. Actionable insights and real-world examples that demonstrate the power of inclusive design.Key discussion points:The broad impact of web accessibility on user experience and ROI. The evolving landscape of accessibility legislation in the US and EU. Real-life examples of businesses that have benefited from accessible design. he role of automated and manual testing in identifying accessibility issues. Legal implications and the cost of non-compliance with accessibility standards. How to calculate the ROI of accessibility improvements.The importance of accountability and ownership in implementing accessibility. Tools and resources for starting your accessibility journey. & auditing websites.👌 Join 2,000+ digital professionals - subscribe to our newsletter here: http://eepurl.com/gJFLtj

Decoding Shopify's Strategic Shift: What It Means for MerchantsIn Gartner's recent Magic Quadrant, Shopify has gained significantly in Execution and Vision. Whilst analyst reports shouldn't be seen as definitive, what's interesting is charting Shopify's fast ascent from challenger to leader.In this podcast, James & Paul look at the key strategic developments in 2025 that have fuelled this shift, and explore what they reveal about Shopify's direction of travel, as well as the implications for ecommerce teams.As Shopify continues to solidify its position as a market leader, understanding its strategic direction is crucial for businesses looking to leverage the platform effectively, as well as deciding if it's the right platform to bet on.What you'll get from the pod:Insightful analysis: get a deeper understanding of Shopify's strategic moves and how they impact the ecommerce landscape. Expert opinion: hear from industry experts as they dissect Shopify's latest initiatives. Actionable takeaways: discover practical insights that can help you leverage Shopify's capabilities.Key discussion points:AI and automation: Shopify's focus on AI capabilities aims to enhance automation and self-service, offering merchants new ways to streamline operations and improve customer experiences. Atlas AI store builder: empowers merchants to build stores with minimal developer support, expanding accessibility and innovation in store creation. Data strategy: Shopify's first-party data strategy is set to benefit advertising and customer insights, providing merchants with valuable data to drive decision-making. Payment focus: The integration with Lovable highlights Shopify's commitment to securing payment processes and enhancing brand awareness. Get James & Paul's informed perspective on how Shopify's strategic direction impacts your business.Key chapters:[00:30]- Introduction to Shopify's Strategy[03:30]- AI and Automation in Shopify[10:00]- Atlas AI Store Builder[16:00]- Shopify's Data Strategy[22:00]- Why Invest In Lovable?[28:00]- Omnichannel Experience

Navigating the Tech Landscape: A Guide for Growing Ecommerce BusinessesChoosing the right technology can make or break your business as it scales. This episode delves into the critical decisions ecommerce leaders face when selecting tech solutions that align with their growth strategies. Our guest, Lauren Muir, was the Head of Ecommerce at Oh Polly as it grew to £130m+ in online sales. She's seen first hand the challenges in selecting the right tech to enable growth, and has practical advice based on experience of solving these problems.Understanding how to leverage technology effectively is key to staying competitive and meeting customer demands.Why listen?Insights from two industry experts on the latest tech trends. Learn how to evaluate technology options that fit your business needs. Discover strategies to future-proof your eCommerce operations.Key Discussion Points:Understanding the tech needs of a growing business: explore how technology requirements evolve as an ecommerce business matures and the importance of aligning tech choices with business goals. Evaluating tech solutions: criteria for selecting the right technology, including scalability, integration capabilities and cost-effectiveness.The role of data: how data-driven decision making can enhance customer experience and drive growth.Balancing innovation & stability: the challenges of adopting new technologies while maintaining operational stability. Future proofing your tech stack: tips on building a flexible tech infrastructure that can adapt to future challenges.Tune in to help your ecommerce business make the right technology choices and plan for sustainable growth.Chapters:[00:30] Introductions & Lauren's Ecommerce Journey[06:30] How Brand Maturity Impacts Tech Decisions[09:30] The Pros & Cons of App Stacks[19:00] Evaluating Technology Solutions[28:00] Considerations forAnalytics and Customer Experience[37:00] Balancing Innovation, Performance and Stability[46:00] Future-Proofing Tech Stacks[56:00] ConclusionsSubscribe to get the latest trends and insights in ecommerce direct to your inbox: ⁠⁠http://eepurl.com/gJFLtj⁠

In this podcast, discover the inspiring ecommerce growth story of Puresport, a brand that has carved a niche in the sports nutrition industry by championing authenticity and community. Founded by professional rugby players Grayson Hart and Adam Ash, and under the expert guidance of CEO Daniel Temm. Puresport was born from a quest to find natural alternatives to painkillers, leading to the development of drug-test-safe CBD products for athletes. The podcast explores the brand's evolution, highlighting how it has expanded its product range to include energy gels and other sports nutrition products.What you get from the podcast:Understand Puresport's core philosophy, which stands firmly against the quick-fix mentality prevalent in the sports industry. CEO Daniel Temm shares his personal journey from professional rugby to leading a brand that prioritises long-term health solutions over short-term fixes. Discover the importance of authenticity in building a community, through initiatives like running clubs and product testing.The episode touches on the challenges and strategies involved in scaling a community-driven brand while maintaining its core values. Puresport's commitment to authenticity is not just a marketing strategy but a foundational element that resonates deeply with its audience. Subscribe to get the latest trends and insights in ecommerce direct to your inbox: ⁠http://eepurl.com/gJFLtjChapters:[00:30] Introduction to Puresport and Its Founders[03:20] The Journey from Painkillers to CBD Alternatives[06:20] Building a Brand with Authenticity[09:30] Defining a Category-Defining Brand[12:30] The Importance of Community in Business[15:25] Influencer Relationships and Brand Credibility[25:55] The Foundation of Health: Supplements and Lifestyle[28:45] Building a Community-Driven Brand[32:15] Lessons from Product Launches[35:25] Leadership and Consistency in Startups[39:00] Navigating Subscription Models[44:35] Engaging Subscribers: Education and Retention

In the latest episode of our podcast, we cover the operational backbone of ecommerce businesses with industry thought leader Aran Kapila, CEO of leading integration platform HighCohesion. As ecommerce continues to grow, and tech stacks diversify, the importance of robust operations is more critical than ever. Aran shares invaluable insights on how businesses can streamline their operations to support growth and efficiency.Why ecommerce teams should listen:Scalability insights: learn how to prepare your operations for scaling, whether you're a fast-growing startup or an established brand. Efficiency tips: discover strategies to maintain quality and efficiency in back-office processes during rapid growth.Expert advice: learn from Aran and James' experience with large-scale integrations and operational transformations across various ecommerce platforms.Future-proofing: understand the importance of proactive planning and documentation to future-proof your business operations.Key discussion points:Operational transformation: the critical role of operational planning and minimising risk based on business size and tech maturity. Integration challenges: the importance of maintaining seamless tech stack integrations to avoid operational bottlenecks.Documentation and process flows: the need for thorough documentation to ensure smooth transitions and scalability.Project management: the necessity of having dedicated project management resources to oversee complex transformations.Chapters:[00:30] Introduction and Episode Overview[02:30] Importance of Operational Planning[08:30] Integration Challenges and Solutions[16:00] Role of Documentation in Scalability[21:00] Project Management in TransformationsThis episode is useful for teams looking to enhance their operational capabilities and drive sustainable growth. Tune in to gain actionable insights and strategies from industry experts.Subscribe to get the latest trends and insights in ecommerce direct to your inbox: http://eepurl.com/gJFLtj

Subscribe for alerts: http://eepurl.com/gJFLtjPodcast summary:Join us for an insightful episode, where we delve into the intricacies of Paul Smith's innovative loyalty program. Discover how this premium brand navigated the challenges of creating a unique customer experience that aligns with its heritage and values. We're joined by Paul Smith's Head of Digital, Hannah Bennett, and the owner of their strategic agency partner, Limesharp.Whether you're a brand strategist, marketer, or simply curious about loyalty programs, this episode offers valuable insights and practical takeaways.Benefits of listening:Gain a deeper understanding of the strategic thinking behind loyalty programs.Learn from industry experts about the challenges and successes in implementing a premium loyalty experience.Discover how Paul Smith integrates creativity and customer engagement into their loyalty strategy.Key Discussion Points:The evolution of Paul Smith's loyalty program and its strategic goals.Challenges faced in aligning different stakeholders and departments.The role of gamification and creative concepts in enhancing customer engagement.Insights into the integration of online and offline customer experiences.Tech stack decisions.Future plans and innovations for expanding the loyalty program.Tune in to explore these topics and more, and see how Paul Smith is setting new standards in customer loyalty.

Get inbox alerts when new episodes drop: http://eepurl.com/gJFLtjPodcast summary:James & Paul delve into the transformative world of replatforming projects, exploring modern strategies that redefine success in the current digital landscape. We share real-world insights and experiences, offering listeners a informative guide to navigating the complexities of replatforming with confidence.What's in it for you:This episode is a must-listen for anyone involved in digital transformation or considering a replatforming project.Get valuable insights into the latest best practices that can help you achieve a seamless and effective replatforming experience. Tune in to discover how to leverage modern approaches to maximise project success.Key Discussion Points:The importance of aligning replatforming projects with business goalsModern tools and technologies that streamline the replatforming process. Real-world case studies showcasing successful replatforming strategies. Common pitfalls and how to avoid them for a smoother transition. The role of cross-functional teams in driving replatforming success.Chapters:[00:30] The State of Replatforming Projects[06:30] Market Changes and Technology Evolution[12:30] Understanding Cost Model & ROI Nuances[18:20] The Discovery Phase: Best Practices[24:15] Evolving Ecosystems and Integration Strategies[29:45] The Role of AI in Project Management

Summary:James & Paul delve into the evolving landscape of agentic commerce, with agency leaders Chris Marshall of Onstate and Liam Quinn of Visualsoft.The podcast focuses on the recent integration of OpenAI's technology with Shopify. The discussion highlights the potential impact of AI-driven commerce on ecommerce brands, emphasising the need to sift through the hype to understand the practical implications. Key points include the exploration of AI's role in enhancing the shopping experience, the challenges of trust and adoption, and the potential for AI to transform product discovery and purchasing processes.Learn about the strategic considerations for brands in adopting AI technologies, such as the importance of maintaining structured product data and the potential for AI to complement existing sales channels. The conversation also touches on the competitive dynamics between tech giants like Google and OpenAI, and the evolving role of platforms like TikTok in product discovery. The episode concludes with a call for brands to focus on foundational elements like data quality and user experience to effectively leverage AI in commerce.Key discussion points:There is a lot of hype around AI, but practical applications are still emerging.Trust in AI technologies is crucial for consumer adoption.The checkout experience is complex and needs to be optimised.Product discovery through AI can change consumer behaviour.Brands must maintain a strong presence to foster loyalty.Structured data is essential for AI to function effectively in ecommerce.AI can enhance convenience but may not replace traditional shopping experiences.Businesses should focus on solid data foundations before adopting new technologies.Chapters:[00:35] Introduction to Agentic Commerce and AI Checkout[03:30] Understanding the Hype: AI's Role in Ecommerce[06:05] The Practical Implications of AI in Shopping[09:30] Trust Issues in Agentic Commerce[12:00] Adoption Challenges and Consumer Behaviour[15:10] Commercial Opportunities and Limitations[27:40] The Challenge of Customer Experience in AI[30:45] Navigating Payment and Fulfilment Challenges[36:25] The Importance of Data Structure [38:30] Practical Steps for Brands in the AI Era[42:15] Security Concerns and Best Practices in AI

Unlocking the Secrets of Shopify Conversion Rate Optimisation: A Must-Watch PodcastIn the latest episode, we dive deep into the world of Conversion Rate Optimisation (CRO) with industry experts Anya Geimanson, Co-founder of Visually, and Nick Phipps, CRO lead from Vervaunt. This podcast is a treasure trove of insights for anyone looking to enhance their ecommerce strategy.Why You Should Tune In:Expert Insights: Gain practical, real-world insights as Anya & Nick share their extensive experience in the field. Actionable Strategies: Learn about the importance of segmentation, personalisation, and testing in driving successful CRO initiatives. Real-World Examples:Discover how leading brands have achieved significant conversion rate improvements through strategic testing and personalisation.Key Discussion Points:The challenges and opportunities of conducting meaningful A/B testing on platforms like Shopify. The role of AI in enhancing personalisation and optimising digital experiences. Strategies for measuring the true impact of CRO efforts beyond just conversion rates.Whether you're a seasoned ecommerce professional or just starting out, this episode offers valuable takeaways to help you optimise your online store and drive growth. Don't miss out on this opportunity to learn from the best in the business. Subscribe now and elevate your CRO game!

Podcast summary:It's hard to keep customers happy, and coming back for more. Businesses are constantly seeking innovative ways to enhance customer experience and drive growth. In our latest podcast, we delve into a transformative approach with insights from Martin Newman, one of the world’s leading authorities on customer centricity.Martin challenges the traditional mindset of viewing investment in people as a cost line. Instead, he advocates for a paradigm shift where people are seen as profit centers. This perspective focuses employee on shared outcomes, enhancing customer experience and driving tangible business growth. By investing in their teams, ecommerce brands can unlock the potential of their workforce, leading to improved customer interactions and increased profitability.Throughout the episode, Martin shares actionable insights and real-world examples of how businesses can implement this mindset shift. He emphasises the importance of empowering employees, fostering a culture of innovation, and aligning business strategies with customer needs. By doing so, ecommerce brands can create a competitive edge and build lasting relationships with their customers.Join us as we explore this groundbreaking approach to customer experience and discover how viewing people as profit centres can revolutionise your ecommerce business. Tune in to gain valuable insights from an industry thought leader, and learn how to transform your customer experience strategy for success.Key discussion points:1. Customer experience has evolved to be more customer-centric.2. Many businesses still operate in silos, hindering customer experience.3. Measuring customer experience should focus on long-term value, not just productivity.4. Company culture is crucial for employee engagement and customer satisfaction.5. Engaging employees in cultural change leads to better outcomes.6. Successful brands create emotional connections with their customers.7. Technology should be used strategically to enhance customer experience.8. AI can improve efficiency and personalisation in customer interactions.9. Customer lifetime value should be prioritised over short-term gains.10. A mindset shift is needed to view customer experience as a profit centre.Chapters:[00:45] Introduction to Martin Newman and His Expertise[04:40] The Evolution of Customer Experience[10:50] Measuring Customer Experience Effectively[16:25] The Importance of Culture in Business[22:25] Driving Change and Transformation in Organisations[27:15] The Importance of Employee Engagement[29:30] Building Brand Loyalty Through Purpose[34:55] The Role of AI in Customer Experience[48:40] Transforming CX from Cost Center to Profit CenterSubscribe to our LinkedIn newsletter: https://www.linkedin.com/newsletters/inside-commerce-7126171854813188096/

Summary:Design is critical to ecommerce success. However, design discussions can be fraught with emotion and subjective views. And design execution is influenced by the brand, customer demographic, product range and price point.In this podcast, James Gurd and Paul Rogers delve into the nuances of good ecommerce web design. They explore the subjective and objective elements that define effective design, emphasising the importance of aligning design with brand goals and customer needs. Good design isn't a one-size-fits-all concept but should be tailored to the specific traffic and audience of a site. The podcast highlights the need for a balance between usability and brand presentation, suggesting that design should cater to both high-intent and low-intent audiences.The discussion also touches on the role of art direction in creating a brand's identity and the importance of functional coherence in design.James & Paul reference several websites, including OKA, Sanqvist, Civilist Berlin, On Running, JW Anderson and Oh Polly, as examples of innovative design that successfully integrate creative elements with functional usability. The importance of a structured design discovery process and the need for clear design documentation to ensure consistency and adaptability is emphasised.Throughout the episode, James & Paul flag the evolving nature of ecommerce design, advocating for a strategic approach that considers both aesthetic appeal and practical functionality. Key discussion points:Good design varies by brand.Understanding user intent is critical for design success.Balancing creativity with functionality is key in ecommerce.Art direction is crucial for brand identity.The design discovery process involves managing stakeholder opinions.Functional coherence is essential for user experience.Testing design changes is vital for measuring impact.Design documentation should be fluid and accessible.Chapters:[00:30] Defining Good Web Design[06:40] The Design Discovery Process[13:30] The Role of Art Direction[20:05] Interaction Design and Functional Coherence[24:40] Measuring Investment Impact in Ecommerce[28:00] Balancing Risk and Innovation in Design[29:50] Functional Coherence in Ecommerce Design[36:25] Creating Friction: A Double-Edged Sword[37:50] The Importance of Testing and Iteration[42:50] Design Documentation for Consistency

Episode summary:Selecting the right technology stack and managing roadmaps are crucial for success. Our latest podcast episode dives into these topics with insights from a seasoned head of ecommerce, Edward Scott-Finnigan.Choosing the Right Tech Stack: The discussion highlights the importance of aligning technology choices with business goals. A flexible and scalable tech stack can ensure seamless customer experiences. Edward & James emphasise the need for flexibility in integration capabilities, allowing different systems to work harmoniously.Managing Roadmaps: Effective roadmap management is about prioritising initiatives that drive growth. The conversation explores strategies for balancing short-term wins with long-term vision. Edwards shares tips on stakeholder engagement, ensuring that everyone is aligned and invested in the roadmap's success.Tune in to gain valuable insights and practical advice on navigating the complexities of ecommerce technology and roadmap management. Whether you're a seasoned professional or just starting, this episode offers something for everyone.Subscribe now to stay updated with the latest trends and strategies in ecommerce: https://www.linkedin.com/newsletters/inside-commerce-7126171854813188096/Key takeaways:Edward's transition from agency to client-side offers unique perspectives.Understanding the 'why' behind projects is crucial for success.Ecommerce faces challenges with technology confusion and shiny object syndrome.AI should be seen as a supportive tool, not a replacement.Real-world experiences provide valuable insights into technology adoption.Modernising legacy systems requires a nuanced approach.Networking and real-world discussions are key to navigating the tech landscape.Chapters[03:20] Edward's Ecommerce Journey & Experience[06:20] Agency vs. Client-Side Perspectives[09:00] Understanding the Why Behind Projects[12:20] Current Challenges in Ecommerce Technology[15:20] Navigating Confusion in Ecommerce Solutions[18:00] The Importance of Real-World Insights[21:00] Shifting Pain in Ecommerce Operations[26:30] Navigating Modernisation in Ecommerce[31:30] The Role of AI in Ecommerce Operations[37:40] Strategising for the Future of Ecommerce[41:50] Unifying Technology for Enhanced Student Engagement

Get expert advice on the latest ecommerce shipping trends and how brands need to plan ahead to ensure a consistent quality of customer service.Shipping remains a critical challenge. With fluctuating tariffs, evolving customer expectations, and geopolitical tensions, ecommerce teams face mounting pressure to deliver consistent, high-quality service. The complexity of global supply chains, coupled with regional variations in shipping regulations, further complicates the process.To build resilience, ecommerce teams must diversify their carrier networks. By leveraging regional carriers, businesses can mitigate risks associated with reliance on a single provider. Additionally, transparency in shipping costs and delivery times is crucial. Providing customers with clear expectations helps maintain trust and satisfaction.Investing in technology that integrates seamlessly with existing systems can streamline operations and enhance flexibility. By adopting a proactive approach to inventory management and exploring alternative shipping routes, ecommerce teams can better navigate disruptions and ensure a seamless customer experience.Ultimately, resilience in shipping strategies is key to thriving in the ever-changing global market.Key discussion points:Fluctuating Tariffs and Geopolitical Tensions: impact on shipping costs and regulations.Evolving Customer Expectations: demand for faster, transparent delivery options.Complex Global Supply Chains: challenges with regional shipping regulations and logistics.Diversifying Carrier Networks: mitigating risks by using regional carriers.Transparency in Shipping Costs and Delivery Times: building customer trust and satisfaction.Technology Integration: streamlining operations and enhancing flexibility.Proactive Inventory Management: preparing for disruptions and ensuring availability.Exploring Alternative Shipping Routes: adapting to changes and maintaining service quality.Chapters:[00:30 - 03:30] Introduction to Shipping Challenges[03:00 - 09:00] Impact of Tariffs and Regulations[09:00 - 12:00] Customer Expectations and Market Trends[12:00 - 18:00] Diversifying Carrier Networks[18:00 - 22:00] Importance of Transparency[22:00 - 30:00] Leveraging Technology for Flexibility[30:00 - 36:30] Proactive Inventory Management[36:30 - 45:00] Exploring Alternative Routes[45:00 - 50:00] Conclusion and Future Outlook

Philip Kingsley had been on an interesting ecommerce journey, having to rapidly digitise its consultation service following COVID and subsequently making subscriptions the cornerstone of its growth strategy. This episode dives into the brand's journey, led by Lauren Duncan, Head of Ecommerce, who shares insights on how they have transformed their business model.The Subscription Model: Philip Kingsley has embraced a subscription model that goes beyond mere convenience. By offering discreet delivery and personalised treatment plans, they cater to the unique needs of their customers, particularly those dealing with hair loss. This approach not only provides a seamless customer experience but also fosters long-term loyalty.Digital Transformation: The brand's digital transformation was accelerated by the pandemic, leading to the development of virtual consultations and a robust web app. These innovations have allowed Philip Kingsley to reach a broader audience and offer tailored solutions.Customer-Centric Approach: Lauren emphasises the importance of understanding customer needs and preferences. By leveraging data and customer feedback, Philip Kingsley continuously refines its offerings, ensuring that the subscription service remains relevant and valuable to its users.Philip Kingsley's success in ecommerce is a testament to the power of subscriptions in building lasting customer relationships. By focusing on personalisation and convenience, they have set a new standard in the beauty industry. Subscribe the the Inside Commerce newsletter to stay updated on our latest episodes: https://www.linkedin.com/newsletters/inside-commerce-7126171854813188096/

Get ecommerce updates & insights:Join 1,900+ ecommerce professional, subscribe to our newsletter on LinkedIn today:https://www.linkedin.com/newsletters/inside-commerce-7126171854813188096/About this podcast:In this episode, James Gurd and Paul Rogers discuss the current state of the ecommerce industry, focusing on key trends including:Strategic partnerships for last mile deliveryPayment innovationsStructured product data & AI agentsThe impact of AI in Customer ServiceThe evolution of search and product discoveryThey explore how businesses are adapting to changes in consumer behaviour, the importance of structured data for agentic search, and the implications of AI on job markets. The conversation highlights the need for ecommerce brands to embrace new technologies and strategies to remain competitive, whilst avoiding the inevitable industry hype.Key takeaways:Strategic partnerships with delivery companies are becoming essential.Delivery innovations are key to improving customer experience.Payment methods are evolving, with new trends emerging regularly.Buy now, pay later has become a mainstream payment option.Personalisation in shopping is still evolving and not fully realised.Structured data is crucial for AI and customer service efficiency.AI is being overhyped, but it can enhance operational efficiency.Ecommerce brands must adapt to survive in a competitive landscape.AI will change job roles, not just replace them.Chapters:[00:40] Industry Trends and Client Concerns[03:00] Strategic Partnerships in Delivery[12:52] Payment Innovations and Trends[26:40] The Future of AI in E-commerce[35:47] AI Hype and Job Market Implications

Join our LinkedIn newsletter:https://www.linkedin.com/newsletters/inside-commerce-7126171854813188096/ Podcast summary:In this podcast, Warren Cowan and James Gurd delve into the critical importance of understanding the context of data when making ecommerce decisions. They explore how misinterpreting data can lead to compromised decisions, using real-world examples like Elton John's unexpected influence on a test for Matches Fashion. The discussion highlights the necessity of scrutinising test results to ensure reliability and the dangers of relying solely on metrics like revenue per visitor, which can be easily skewed by outliers. Warren also emphasises the need for businesses to focus on customer intent and context, rather than just catalogue-driven approaches to merchandising, to enhance user experience and drive better decision-making. This episode is a must-listen for anyone looking to improve their data-driven strategies and understand the nuances of contextual data in ecommerce.Key takeaways:Understanding data context is crucial for better decision-making.Mistakes in testing can lead to valuable learning opportunities.Testing results can be skewed by outliers and external factors.Customer intent should drive the design of ecommerce platforms.The goal of focusing on customer intent is to inspire and support customers in their shopping journey.Creating a seamless shopping experience requires understanding user journeys.Retailers must adapt to changing customer behaviours and preferences.Chapters:[05:20] Warren Cowan's Journey to Founder of FoundIt![10:13] Understanding Testing and Misreading Results[15:10] Celebrity Influence on A/B Testing[19:40] The Importance of User Intent in Ecommerce[25:04] Utilising Intent Signals for Better Navigation[30:33] Creating Engaging Shopping Experiences[32:45] Capturing Behavioural Intent Signals[41:55] The Importance of Structured Product Data

Subscribe to the Inside Commerce newsletter:https://www.linkedin.com/newsletters/inside-commerce-7126171854813188096/Episode summary:Imagine walking into a store, stepping onto a scanner, and instantly unlocking a personalised journey that follows you from the shop floor to your phone and beyond. That’s the reality Vivobarefoot is building with its MyVivo CRM project - a bold step toward a seamless, omnichannel customer experience.The MyVivo experience begins in-store, where customers are invited to take a foot scan. This isn’t just a novelty; it’s the foundation for a tailored relationship. The scan captures unique data, helping staff recommend the perfect fit and style. But the magic doesn’t stop there.Once the scan is complete, MyVivo connects the dots across every touchpoint. Customers receive personalised recommendations and content through email, the Vivobarefoot app, and even in future store visits. The system remembers preferences, past purchases, and even foot health insights, ensuring every interaction—online or offline—feels connected and relevant.What sets MyVivo apart is the commitment to true omnichannel engagement. Whether a customer shops online, visits a store, or interacts via mobile, their experience is consistent and informed by their unique profile. This not only builds loyalty but also empowers customers to make better choices for their feet and the planet.Vivobarefoot’s MyVivo project is more than a CRM upgrade - it’s a reimagining of what customer experience can be. By starting with a simple foot scan and extending that data across every channel, Vivobarefoot is setting a new standard for personalized, omnichannel retail.Tune in to listen to Amy Fullerton, Global Head of CRM, discuss how Vivobarefoot built the vision for MyVivo and the process they followed to start implementing this transformative service.Key takeaways:Understanding customer behaviour is crucial for effective CRM.Vivobarefoot aims to encourage a barefoot lifestyle through education and community engagement.Data integration and system alignment are key challenges in CRM.Customer insights are gathered through biometric and behavioral data.The importance of making data actionable for customer engagement.The project is structured around four strategic pillars: product, health, community, and rewards.Future developments will include on-demand health content and personalised recommendations.Chapters:[00:00] Laying the Foundations for a Connected Future[02:41] Understanding My Vivo: Mission and Goals[07:47] Strategic Pillars of Customer Loyalty[11:34] Structuring the Transformative CRM Project[14:19] Tech Challenges in CRM Implementation[19:53] Gathering and Utilizing Customer Insights[25:36] Making Data Actionable for Customer Experience[35:35] Future Vision: On-Demand Health Content

Follow us on LinkedIn:Subscribe to the bi-weekly newsletter packed with ecommerce news, advice and useful resources.https://www.linkedin.com/newsletters/inside-commerce-7126171854813188096/ Episode summary:In this conversation, James Gurd and Josh Duggan discuss the evolving landscape of ecommerce marketing, focusing on performance and brand marketing trends. They explore how consumer search behavior is changing due to AI and chatbots, the importance of content in marketing strategies, and the need for brands to optimise for profitability. The discussion also covers measurement techniques, the challenges of expanding into international markets, and the role of AI in enhancing paid media strategies.Key takeaways:The ecommerce landscape is rapidly changing due to AI and chatbots.Consumer search behaviour is shifting, with a predicted drop in search engine volumes as AI agents increaseBrands must adapt their marketing strategies to focus on upper funnel tactics.Content quality and relevance are crucial for engaging consumers today.Understanding profitability is essential for effective ad spend management.Incrementality testing helps brands measure the true impact of their marketing efforts.International markets present significant growth opportunities for ecommerce brands.Social proof can enhance the effectiveness of marketing campaigns in new markets.AI is increasingly being used to automate and optimise marketing processes.Brands need to be strategic in their approach to paid media and content creation.Chapters:[00:40] Introduction to E-commerce Marketing Trends[07:20] The Evolution of Consumer Search Behaviour[13:15] Paid Media Strategies and Consumer Behaviour[17:40] The Importance of Content in Marketing[23:35] Optimising for Profitability in Ad Spend[29:35] Measurement and Incrementality Testing[37:45] Expanding into International Markets[43:30] The Role of AI in Paid Media

Follow us on LinkedIn:Subscribe to our bi-weekly ecommerce newsletter:https://www.linkedin.com/company/inside-commerce/Episode summary:In this conversation, James Gurd, Sam Hurley and Paul Rogers discuss the evolving landscape of SEO in the context of AI engines and LLMs. They explore how AI search is impacting traffic trends, the importance of brand visibility, and the need for SEO strategies to adapt to these changes. The discussion highlights the significance of content structure, the enduring principles of SEO, and the future direction of search in an AI-driven world.Key takeaways:AI search is not a myth; it's growing and impacting SEO.Traffic from AI agents is increasing but still represents a small percentage.Brand visibility is becoming more important than direct traffic.SEO strategies need to adapt to the rise of AI-driven search.Content structure and relevance are crucial for appearing in AI overviews.The principles of SEO remain the same despite changes in technology.Understanding how brands are perceived online is essential.Longer, more specific search queries are on the rise.AI overviews may change how brands approach content strategy.The future of SEO will involve more focus on brand discovery.00:35 The Rise of AI in SEO03:00 Understanding Traffic Trends from AI Agents06:45 Brand Visibility vs. Direct Traffic11:40 The Accuracy of Data in AI Search17:15 The Importance of AI Overviews22:20 SEO Principles in the Age of AI31:30 Practical Advice for Adapting to AI Search

Follow us on LinkedIn & subscribe to our bi-weekly ecommerce newsletter:https://www.linkedin.com/company/inside-commerce/Podcast summary:This conversation explores the future of Content Management Systems (CMS) in ecommerce, focusing on the evolution of page builders, the impact of headless CMS, and the integration of Gen AI in content generation.The discussion highlights the varying needs of businesses based on their size and type, the constraints of native page builders, and the importance of structured data and business agility. A case study on Jamie Oliver's migration to a headless CMS illustrates the practical benefits and challenges of such transitions. The conversation concludes with insights on the evolving role of Product Information Management (PIM) systems and future trends in the CMS landscape.Key takeaways1. The future of CMS in e-commerce is evolving rapidly.2. Not all brands prioritize content in the same way.3. The role of a CMS varies significantly by business type.4. Native page builders have inherent constraints.5. Headless CMS offers flexibility and scalability.6. Gen AI is transforming content management processes.7. Business agility is essential for adapting to changes.8. PIM systems are evolving beyond just product data management.9. Structured data is crucial for leveraging AI effectively.10. Empowering clients through technology enhances their capabilities.Chapters:[00:00] The Future of CMS in Ecommerce[01:44] Understanding the Role of CMS by Business Type[07:11] Constraints of Native Page Builders[12:35] Evolution of CMS Platforms and Headless Solutions[15:40] Impact of Gen AI on Content Management[21:05] Navigating Ecosystem Choices[24:15] The Speed of Change in Technology[25:52] CMS Evolution and the Role of PIM[29:18] Headless CMS: When and Why?[32:48] Empowering Clients Through Technology[38:05] Future Trends in CMS and Ecommerce

Follow us on LinkedIn:https://www.linkedin.com/company/inside-commerce/Podcast Summary:Stay connected with the leading ecommerce platforms. In this episode, we interview leaders and visionaries from Shopify, BigCommerce, Centra, Commerce Layer, Remarkable Commerce, Scayle Commerce Engine and Shopline for a fireside chat on what’s happening in the second half of 2025.The conversation covers global market trends, vendor-specific strategies, product roadmaps, and the impact of AI on ecommerce. Each vendor shares their focus areas, challenges, and innovations aimed at enhancing customer experience and optimising performance across various sales channels. The conversation delves into the evolving landscape of ecommerce, highlighting innovations in POS systems, the impact of AI on shopping experiences, and the importance of modular and composable commerce solutions. The speakers discuss current trends shaping their GTM strategies, including the rise of marketplaces, operational challenges, and the need for localised approaches in global commerce. They also explore product roadmaps and the significance of customer experience in driving engagement and conversion.Key takeaways:1. AI is becoming a crucial tool for platforms to enhance operational efficiency.2. Merchants are increasingly looking for solutions that simplify their operations.3. The future of e-commerce will heavily rely on technology that adapts to changing consumer behaviours. 4. POS systems are evolving to capture more customer data.5. Retailers are increasingly looking for flexibility in their tech stack.6. Customer experience is a key focus for ecommerce platforms.7. Global commerce requires localised strategies for success.8. The importance of a unified user experience in ecommerce is growing.Chapters:[02:00] Centra[15:30] Shopline[28:45] BigCommerce[44:30] Shopify[1:00:45] Remarkable Commerce[1:16:45] Commerce Layer[1:35:00] Scayle Commerce Engine

Follow us on LinkedIn:https://www.linkedin.com/company/inside-commerce/Summary:In this ecommerce podcast, independent consultant James Gurd speaks with Henrik Hovfman-Kraft, founder of DEMA, about the challenges and strategies in ecommerce marketing.They discuss the importance of balancing short-term sales pressures with long-term growth strategies, the role of marketing mix modelling (MMM) in understanding marketing effectiveness, and the significance of incrementality testing in measuring true impact. Henrik shares insights from his entrepreneurial journey and how DEMA provides data-driven solutions for brands to optimise their marketing efforts and avoid leaving money on the table.Key takeaways:1. DEMA was founded to address the lack of data-driven decision-making in ecommerce.2. Marketing mix modeling (MMM) helps brands understand the effectiveness of their marketing spend.3. Incrementality testing is crucial for measuring the true impact of marketing efforts.4. Brands often leave money on the table by not optimizing their marketing strategies based on data.5. Data silos hinder effective decision-making in e-commerce.6.. Understanding contribution margin is essential for sustainable growth.7. Brands need to connect online and offline data for a comprehensive view.8. The ad stock effect is important for measuring the long-term impact of marketing spend.9. Brands should always experiment and test their marketing strategies.Chapters:[00:30] Navigating the E-commerce Landscape[07:30] The Importance of Data in Marketing[14:20] Understanding Marketing Mix Modelling (MMM)[20:00] Balancing Short-term and Long-term Strategies[26:37] Incrementality Testing in Marketing[45:30] Identifying Missed Opportunities in Sales

Follow us on LinkedIn:https://www.linkedin.com/company/inside-commerceSummary:In this ecommerce podcast, James & Paul drill into how to build out a loyalty strategy, with examples of brands executing this well. This episode is useful if you have a loyalty program and want to improve it, or are in the process of building out a loyalty strategy.The main focus is on positioning loyalty strategy correctly, because loyalty is about more than a program. A loyalty strategy is focuses on customer engagement & customer experience, because loyalty is earned through consistently great customer experience. This podcast will help you understand the fundamental mechanics of building customer loyalty, exploring levers to encourage customers to feel more positive about your brand and giving them a reason to shop directly with you. Loyalty starts when people first visit and come get used to your brand, not just when they're buying or in a repeat purchase cycle. Tune in to understand the evolution of loyalty strategies, the importance of customer experience, leveraging customer insights and data, and the necessity of financial modeling to justify investments in loyalty programs. You'll get practical examples to help you enhance your loyalty offering and better understand customer value.Key takeaways:Loyalty is earned through great customer experience.A loyalty strategy is more than just a program.Understanding customer engagement mechanics is crucial.Loyalty should be viewed as a broader customer strategy.Rewarding positive customer behaviour is essential.Customer insights are vital for effective loyalty programs.Setting clear goals is necessary for loyalty success.Measuring success should include customer experience metrics.Incentivising data collection enhances customer understanding.Financial modelling is critical for justifying loyalty investments.

Join us on LinkedIn:https://www.linkedin.com/company/inside-commerceSummary:In this podcast, the discussion revolves around the impact of AI on ecommerce teams, particularly focusing on the relationship between technology agencies and their clients. The conversation highlights Seth's experiment of building a website using AI tools without any developer assistance, revealing both the potential and challenges of AI in development. The discussion emphasises the importance of understanding AI's capabilities, the ongoing need for developers, and the efficiency gains that AI can bring to agencies. It also covers the future of AI in ecommerce platforms and the necessity of collaboration between AI and human expertise. During this conversation, James, Seth & Jim explore the evolving role of AI in ecommerce, emphasising the importance of efficiency, risk management, and the need for prompt engineering strategies. They explore how AI can enhance decision-making, streamline operations, and drive innovation while also addressing the complexities and risks associated with integrating AI tools into business processes. Key takeaways:Understanding AI's capabilities is crucial for marketers.Building complex applications with AI requires technical knowledge.AI can expose security vulnerabilities if not used carefully.The role of developers remains critical despite AI advancements.AI can speed up design thinking and ideation processes.AI can speed up coding but requires human oversight.Agencies are leveraging AI for efficiency gains.The future of ecommerce may rely on AI-driven interfaces.Collaboration between AI and human developers is essential. Prompt engineering is essential for maximising AI productivity.Agencies must evolve to become educators in AI usage.

Follow us on LinkedIn:https://www.linkedin.com/company/inside-commerce/Episode summary:In this episode of the Inside Commerce podcast, Paul Rogers speaks with Matt Parkinson from Gene about the evolution of Magento and Adobe.They explore the dangers of platform tribalism, and discuss the current state of the platform ecosystem, the challenges and opportunities facing businesses in the ecommerce space. They cover the aggressive competition among platforms, the flexibility of Magento, and the implications of Adobe's SaaS strategy. Additionally, they explore the role of Hyva in revitalising the Magento community and enhancing innovation. Paul and Matt Parkinson also discuss the evolving landscape of ecommerce, focusing on Adobe and Shopify.Key takeaways:The platform ecosystem has become aggressive and tribal, with strong opinions on various platforms.Magento aims to serve a wide range of businesses, from small startups to large enterprises.Adobe's SaaS strategy addresses known issues with Magento, such as total cost of ownership.The app builder offers a low-code solution for integrating third-party technologies.Adobe Commerce Optimizer provides a pathway to full SaaS for existing Magento users.Hyva front-end has revitalised the Magento community and enhanced innovation.Community advocacy plays a crucial role in product development.The future of Adobe and Magento is leaning towards enterprise and B2B markets.Shopify's ease of use contrasts with the complexity of B2B solutions.Bluefinch aims to streamline the patching and upgrading process for merchants.ShopThru seeks to revolutionize ecommerce by embedding checkout experiences.The future of ecommerce will likely involve more AI and agentic commerce.

Follow us on LinkedIn:https://www.linkedin.com/company/inside-commerce/Summary:In this episode ecommerce podcast, Paul Rogers speaks with ThruDark founder Louis Tinsley , who shares his unique journey from special forces to ecommerce entrepreneurship. Louis discusses the challenges and successes of building a brand in the outdoor industry, the importance of leveraging relationships, and the strategic decisions that have shaped ThruDark's growth. He emphasises the significance of team dynamics, investment, and the lessons learned along the way, while also looking ahead to future goals and international expansion.Key takeaways:Louis spent years in the Royal Marines and special forces.The idea for ThruDark stemmed from a passion for outdoor equipment and product design.Initial challenges included navigating the transition from military life to entrepreneurship.Social media played a crucial role in building brand awareness and reaching audiences.Leveraging relationships with high-profile individuals helped ThruDark gain traction.Hiring key individuals was essential for scaling the business effectively.Investment from the Clark Group accelerated ThruDark's growth and provided valuable guidance.Bringing in a CEO was a strategic move to professionalise the business.International expansion is a focus, with a growing presence in the US and Canada.Reflecting on achievements is important for maintaining motivation and setting future goals.

In this ecommerce podcast, Tash Grossman, founder and CEO of Slip, discusses the transformation of shopping receipts into valuable engagement tools for retailers. She shares her journey from management consulting to founding Slip, emphasising the importance of learning from mistakes and the challenges of integrating technology in retail. Tash highlights the significance of digital receipts in enhancing customer experience, loyalty programs, and the potential for subscription services. The conversation also touches on overcoming barriers in retail technology and the future of retail media.Key takeaways:1. Digital receipts can enhance post-purchase engagement.2. Retailers should prioritise the value of receipts.3. Customer acquisition costs are rising, making retention crucial.4. Opt-in rates can be significantly increased with self-service data entry.5. Loyalty programs can be enriched through personalised digital receipts.6. Subscriptions via digital receipts present a new revenue opportunity for retailers.7. Retail media can be monetised through digital receipts.8. Integration with existing systems can be quick and efficient.

Inside Commerce is the first podcast to talk you through what the latest Shopify release means for ecommerce stores. James discusses the relevance of key new features and upgrades with Ben Homer, Senior Solutions Engineer, pulling apart the benefits and implications for merchants.Shopify Editions always attracts lots of attention. Following an embargo in the partner community of the pre-release information, there's a frenzy of LinkedIn posts sharing the key features updates. Our podcast goes deeper, sifting through the 100+ updates to focus on the strategic pillars that are most relevant, and what the feature improvements mean for ecommerce teams.We focus on four key strategic areas:The new Horizon theme suiteArchitectural development in Markets for International commercePOS (Point Of Sale)Sidekick AI AssistantJames Gurd and Ben Homer focus on the strategic implications of new features and discuss what Shopify's 'declarative commerce' positioning means in terms of product focus.The new Horizon theming is covered, exploring how flexibility for content management is the main focus, enabling business user to do more before they need development resource. This includes AI block generation, block copying and block nesting. For Markets, James & Ben discuss how the latest improvements aim to empower merchants, streamline internationalisation, and simplify multi-store management, ultimately enhancing the ecommerce experience. Ben explains the reasoning behind new enhancements in Shopify's offering, focusing on B2B capabilities, point of sale systems, and the integration of generative AI to improve business efficiency. The dialogue emphasises the importance of localisation in markets, the user experience in retail environments, and the potential of AI tools like Sidekick to streamline operations and data management. Additionally, the conversation touches on the next generation of

Follow us on LinkedIn: https://www.linkedin.com/company/inside-commerceSummary:Why do brands invest in the upper funnel?In this podcast, digital marketing strategist Geeta Randev discusses the evolving landscape of digital marketing, emphasising the importance of investing in upper funnel marketing to build brand awareness and customer loyalty. She highlights the need for managing expectations regarding the time it takes to see results from upper funnel investments and the significance of understanding the entire consumer journey, which begins before a customer even visits a website. Geeta also addresses the challenges of creating cohesive consumer experiences across multiple touchpoints, and the art of storytelling in marketing, advocating for a more integrated approach to engaging consumers. The podcast explores the intricacies of digital marketing, focusing on the importance of landing pages, user journeys, and the role of AI in enhancing marketing strategies. Geeta and James discuss how brands can better engage consumers through thoughtful content strategies and the necessity of nurturing leads through the sales funnel. The conversation also highlights the challenges and opportunities presented by AI in marketing, emphasising the need for brands to adopt a strategic approach to its implementation. Finally, Geeta addresses common pitfalls in marketing strategies, urging brands to be authentic and transparent in their messaging.Key takeaways:Investing in upper funnel marketing is a long term commitmentManaging ROI expectations is challengingThe consumer journey starts before they hit your website.You need to own the entire consumer journey from start to finish.Storytelling should be interwoven across the site for better engagement.Reconsider the formatting of landing pages to enhance user engagement.Nurturing consumers through the funnel requires tailored content and strategies.AI can significantly enhance marketing efforts but requires careful implementation.Consumers are increasingly savvy and can see through inauthentic marketing.