Advertise on podcast: THE ECOMMERCE EDGE Podcast with Jason Greenwood

Deets & Links Guest: Bill McHenry, Founder & CEO at Widgeteer, Inc.Website: https://www.widgeteerinc.com Episode Overview In this episode of THE ECOMMERCE EDGE Podcast, host Jason Greenwood sits down with Bill McHenry, Founder and CEO at Widgeteer, Inc. Bill shares his 24-year journey from corporate America executive at Nestle, 3M, and Philips to creating a premier housewares design and manufacturing power. Bill breaks down the operational shift from importing European brands as a distributor to designing, manufacturing, and distributing Widgeteer's own product lines across Asia and North America. He shares how Widgeteer balances selling across 250 regional retail accounts without over-relying on any single buyer, navigating vendor requirements from Kohl's, and managing wholesale fulfillment via Shopify Plus and SPS Commerce EDI. Bill also discusses going cold turkey off Google Search, utilizing AI for product development, and why sales reps need AI agents to eliminate admin friction. Timestamps [0:00:00] - Welcome Bill McHenry and daylight savings banter[0:01:43] - Escaping corporate America: From Nestle, 3M, and Philips to founding Widgeteer[0:04:06] - The entrepreneur's burden: Accountability, sales roots, and product passion[0:06:12] - Pivoting from European brand distribution to custom product design and manufacturing[0:08:34] - De-risking retail distribution: Why no single client represents over 20% of revenue[0:11:39] - Shifting retail dynamics: Working through price increases and global tariff pressures[0:14:24] - Navigating media overload: TikTok Shop acceleration vs. Amazon market share[0:18:27] - Channel breakdown: Why B2B accounts drive 80% of revenue despite 80% D2C order volume[0:20:33] - Meeting marketplace demands: Drop shipping for Nordstrom, Kohl's, and Fair[0:21:24] - The reality of EDI fees: Managing SPS Commerce costs and document processing[0:23:01] - Unifying wholesale and D2C portals under Shopify Plus[0:25:21] - Practical AI use cases: Product descriptions, MSRP research, and influencer brand launches[0:27:59] - Going cold turkey on Google Search: Transitioning executive search workflows to AI[0:30:12] - IT infrastructure and 3PL warehousing: Rail-adjacent logistics in Joliet, Illinois[0:32:44] - Staying ahead of retail buyers: Anticipating trend curves beyond past sales data[0:37:26] - Superpowering sales reps: Eliminating admin tasks with AI agents to focus on relationship building[0:40:28] - Off the clock: Mowing fields and clearing land with a 47-horsepower Kubota tractor[0:43:34] - The history of Widgeteer: From the inventor of the Porta Potty to housewares innovation[0:44:46] - Flipping the script: Bill asks Jason about moving from California and New Zealand to Mexico THE ECOMMERCE EDGE Podcast Home⁠ - https://www.greenwoodconsulting.net/podcast

Deets & Links Guest: Ricardo López, Director of Client & Product Solutions at Virto CommerceWebsite: https://virtocommerce.com Episode Overview In this episode of THE ECOMMERCE EDGE Podcast, host Jason Greenwood sits down with Ricardo López, Director of Client & Product Solutions at Virto Commerce. Ricardo brings a unique perspective to the conversation, drawing on a decade of experience at Heineken where he led global B2B eCommerce initiatives across dozens of international markets before moving to the vendor side at Virto Commerce. Together, Jason and Ricardo explore the complexities of global B2B distribution, the spectrum of digital maturity across international markets, and why self-service eCommerce portals must deliver value far beyond basic shopping cart transactions. They also take a deep dive into the rise of agentic AI, Model Context Protocol (MCP) integrations, the shifting balance between PaaS and SaaS architectures, and how B2B platforms are preparing for conversational, intent-based search interfaces. Timestamps [0:00:00] - Welcome Ricardo López and Mexico travel/cuisine banter[0:02:47] - From B2C beer innovation to global B2B eCommerce at Heineken[0:06:28] - Transitioning from merchant to vendor: Why practitioner experience builds credibility[0:08:59] - Build vs. buy decisions in global B2B enterprises[0:12:36] - Digital maturity spectrum: Meeting B2B buyers where they are across EDI, Punch Out, and portals[0:15:42] - Self-service beyond the transaction: Invoices, credit accounts, and technical service requests[0:21:09] - The Virto Commerce perspective: Bridging client needs with product solutions[0:23:05] - PaaS vs. SaaS in the age of AI: How agentic workflows lower technical barriers[0:28:25] - Headless AI administration: Administering B2B software through conversational LLMs and MCP servers[0:34:06] - AI as a thought partner: Overcoming hallucinations and expanding B2B expectations[0:40:26] - Virto Commerce roadmap: Agentic AI infrastructure, intent-based search, and rapid prototyping[0:48:31] - Off the clock: Playing electric guitar and rock band nostalgia[0:50:27] - Flipping the script: Ricardo asks Jason for advice on starting a podcast and overcoming pod fade THE ECOMMERCE EDGE Podcast Home⁠ - https://www.greenwoodconsulting.net/podcast

Deets & Links Guest: Glebs Vrevsky, Executive Board Member at ScandiwebWebsite: https://scandiweb.com Episode Overview In this episode of THE ECOMMERCE EDGE Podcast, host Jason Greenwood sits down with Glebs Vrevsky, former CEO & current Executive Board Member at Scandiweb. Glebs reflects on his 14-year journey with Scandiweb, scaling the agency from its Latvia roots to over 500 digital specialists serving enterprise B2B manufacturers, distributors & omnichannel retailers. Together, Jason and Glebs explore why B2B eCommerce failure is rarely a technology problem but rather an issue of customer adoption, organizational alignment and incomplete product data. Glebs shares how European digital product passport mandates are forcing data transparency, how Scandiweb automates admin tasks with AI without losing human relationship trust and why agencies must establish strict quality filters to prevent AI slop. They also discuss vibe coding Magento stores, the rise of agentic procurement and how B2B leaders can centralize operational data to prepare for the future! Timestamps [0:00:00] - Welcome Glebs Vrevsky and the Georgia vineyard story[0:01:25] - The scale of Scandiweb: 500+ employees and 14 years of enterprise eCommerce[0:02:46] - Why B2B digital success fails on adoption and demand, not technology[0:05:44] - The gated catalog trap: Why hiding product data kills digital customer acquisition[0:06:19] - European digital product passport mandates and AI-ready data structures[0:10:28] - The 80% silver tsunami: Digitizing tribal knowledge before senior reps retire[0:13:31] - Eliminating rep admin friction: Automating PDF quote reconciliations with AI[0:17:31] - Why B2B requires specialized platforms over generic retail stacks[0:21:58] - Portal adoption vs meeting buyers where they are on WhatsApp, Slack, and Teams[0:24:52] - Pushing digital adoption: Forcing self-service models for sub-$100k accounts[0:28:09] - Building custom opera layers: Filling back-office gaps between ERP, CRM, and PIM[0:32:06] - Data as the new oil: Why small enterprises can now leverage low-cost data lakes[0:36:03] - Is agentic procurement becoming EDI 2.0?[0:39:26] - AI inside Scandiweb: Building Ari to vibe-code Magento Adobe Commerce stores[0:45:10] - Build vs buy: How AI shifts the math on custom B2B app development[0:47:35] - Stopping AI slop: Establishing internal human quality filters for AI outputs[0:49:37] - Scandiweb roadmap: Opera layers, B2B operational deep dives, and hospitality culture[0:52:48] - Off the clock: Playing Padel and European house plans[0:55:12] - Flipping the script: Glebs asks Jason how B2B leaders will find new customers in 2028 THE ECOMMERCE EDGE Podcast Home⁠ - https://www.greenwoodconsulting.net/podcast

Deets & Links In this special episode of the Pod, Jason Co-Hosts the KIBO Live webinar: Why Your B2B Commerce Strategy Is Failing (And What to Fix First) which originally aired on September 24th, 2026Co-Host: Eric Rosado, Chief Product Officer (CPO) at Kibo CommerceWebsite: https://kibocommerce.com Episode Overview In this special recorded webinar episode of THE ECOMMERCE EDGE Podcast, host Jason Greenwood is joined by Eric Rosado, Chief Product Officer at Kibo Commerce. Together, they break down the critical digital maturity gap between B2B leaders and laggards across manufacturing and distribution. Eric and Jason explore why standalone, composable Order Management Systems (OMS) outperform traditional ERPs when handling complex B2B fulfillment scenarios like split orders, staged job-site deliveries, and auto-replenishment. They also examine how to eliminate sales rep admin friction and why agentic procurement across WhatsApp, Slack, Teams, and LLMs is rapidly becoming EDI 2.0. Timestamps [0:00:00] - Welcome Eric Rosado, CPO at Kibo Commerce, and setting the webinar agenda[0:04:13] - State of B2B digital maturity: Leaders vs laggards and M&A consolidation[0:05:28] - Adding value beyond the SKU: Vendor managed inventory (VMI) and field services[0:07:28] - The Kibo platform architecture: Composable, API-first order orchestration[0:11:51] - Complex B2B order orchestration: Multi-channel orders, punch out, and EDI[0:15:42] - B2B fulfillment realities: Staggered deliveries, split shipments, and will-call pickups[0:18:15] - Why standalone OMS outperforms ERP order management for complex fulfillment[0:24:10] - Rebalancing and reallocating inventory automatically during supply chain disruptions[0:27:27] - Managing multi-site, multi-warehouse, and back-order confirmation logic[0:34:04] - Identifying B2B sales friction: Eliminating manual sales rep admin tasks[0:39:37] - Process re-engineering: How a steel manufacturer cut order touchpoints from 24 to 2[0:46:09] - Turning comms channels into headless commerce: Intercepting RFQs over WhatsApp and Teams[0:50:50] - Operator agents vs buyer agents: How Kibo AI accelerates internal workflows[0:53:17] - Model Context Protocol (MCP) and agentic administration across enterprise software[0:57:02] - Predictions for the future: Why agentic procurement is becoming EDI 2.0[1:00:36] - Closing remarks and practical AI implementation for B2B enterprises THE ECOMMERCE EDGE Podcast Home⁠ - https://www.greenwoodconsulting.net/podcast

Deets & Links Guest: Darin Lynch, Founder & CEO at Irish TitanWebsite: https://www.irishtitan.com Episode Overview In this episode of THE ECOMMERCE EDGE Podcast, host Jason Greenwood sits down with Darin Lynch, Founder and CEO of Irish Titan. Darin reflects on his journey as an eCommerce veteran whose first online project dates back to 1997, transitioning from an Iowa farm boy with a passion for computer science to founding one of the nation's premier eCommerce agencies. Together, Jason and Darin break down why B2B eCommerce is exploding beyond traditional D2C retail models, how to navigate complex supply chain dynamics, and why "Business First, Online Second" remains Irish Titan's guiding philosophy. Darin shares candid insights on why honesty beats perfection when managing client relationships, how placing business analysts directly into client organizations builds deep trust and how AI is creating a state of "fight, flight, or freeze" for enterprise business leaders. Timestamps [0:00:00] - Welcome Darin Lynch & Shoptoberfest recap[0:02:00] - Grizzled veterans: The evolution of eCommerce since 1997[0:03:30] - Managing speed bumps: Why honesty and candor build long-term client trust[0:07:00] - The origin of Irish Titan: From an Iowa farm to launching OfficeMax's first online store in 1998[0:11:00] - Transitioning from D2C retail to high-complexity B2B eCommerce[0:13:30] - Escaping the coloring book: Why Shopify standardization leaves room for B2B complexity[0:17:35] - Navigating B2B tech stacks: PIMs, CRMs, and complex ERP integrations[0:21:40] - Uncovering gold in discovery: Helping multigenerational B2B leaders see around corners[0:23:35] - Planting specialists inside the client: How Granger and Wilson's Leather built trust[0:25:40] - Project managers vs product managers: Shifting from IT-led to business-led eCommerce[0:29:15] - Why B2B eCommerce growth metrics are constantly misforecasted[0:31:30] - The Digital Services Layer: Measuring value beyond website shopping cart checkout[0:34:30] - Business First, Online Second: Meeting Simon Sinek and defining Irish Titan's Why[0:38:50] - Customer adoption planning: Cohort segmentation and the Elivet case study[0:45:40] - Superpowering sales reps: Eliminating admin waste to let reps build buyer trust[0:49:30] - Beyond the SKU: How distributors increase margins with design-build and field services[0:56:54] - Off the clock: Conquering backyard squirrels and amateur bird identification[1:01:05] - Flipping the script: Darin asks Jason how AI is changing B2B consulting advice THE ECOMMERCE EDGE Podcast Home⁠ - https://www.greenwoodconsulting.net/podcast

Deets & Links Guest: Chantal Schweizer, Sr Director of Enterprise Data at TricorBraun Website: https://www.tricorbraun.com Episode Overview In this episode of THE ECOMMERCE EDGE Podcast, host Jason Greenwood sits down with Chantal Schweizer, Sr Director of Enterprise Data at TricorBraun. With over 20 years of experience shaping product data strategies at Grainger, Schneider Electric, and leading consulting firms, Chantal brings unmatched expertise to the table. Together, Jason and Chantal break down why clean product data and robust taxonomies are the fundamental building blocks for digital commerce success. They explore the dangers of relying solely on ERP taxonomies, how to map data across complex B2B supply chains, and how AI is changing item enrichment and deduplication. Chantal also shares her actionable framework for auditing enterprise data maturity, getting CEO buy-in, and preventing tribal knowledge loss as senior industry experts retire. Timestamps [0:00:00] - Welcome Chantal Schweizer, Sr Director of Enterprise Data at TricorBraun[0:02:23] - From art degree to Grainger: Chantal's 20-year journey into product data[0:05:28] - Is product data a cost center or a strategic asset?[0:08:06] - The core mistake: Why ERP taxonomies fail in modern PIM implementations[0:12:34] - Downstream use cases: Mapping product data across sales, eCom, and prepared foods[0:15:24] - Why data governance must be a continuous, living business process[0:18:13] - No AI without IA: Why CEO Kevin Murai brought Chantal to TricorBraun[0:21:41] - Fighting the silver tsunami: Capturing 30-year tribal knowledge into schemas[0:24:16] - The hardest data to digitize: Capturing product substitution and compatibility rules[0:28:04] - Future of data governance: RAG pipelines, vector databases, and automated taxonomy[0:32:10] - The 90-day data audit: Assessing people, processes, and technology[0:36:09] - The changing talent pipeline: AI's impact on junior data analyst roles[0:40:39] - Preventing oversights: Why marketing must be involved early in PIM projects[0:44:16] - Solving the exploded SKU problem: Managing configurable items in PIM vs ERP[0:50:05] - Overcoming internal politics and building a two-year data roadmap[0:54:35] - Off the clock: Phonology, outdoor adventures, and international travel[0:00:00] - Flipping the script: Chantal asks Jason about his favorite complex PIM project THE ECOMMERCE EDGE Podcast Home⁠ - https://www.greenwoodconsulting.net/podcast

Deets & Links Guest: Megan Harmon, Managing Partner at ThornCrestWebsite: https://www.thorncrest.com Episode Overview In this episode of THE ECOMMERCE EDGE Podcast, host Jason Greenwood sits down with Megan Harmon, Managing Partner at ThornCrest. Megan shares her insights as an enterprise brand protection specialist helping high-growth manufacturers, distributors, and omnichannel brands safeguard their intellectual property, product packaging, and sales channels. Together, Jason and Megan break down the complex world of modern brand enforcement. They explore how unauthorized Amazon resellers create dynamic pricing wars that erode retail margins, the difference between illegal counterfeits and legal dupes, and how stolen pallets end up on major marketplaces. Megan also outlines why brand protection should be viewed as a strategic growth lever, how to turn rogue sellers into legitimate distribution partners, and how market intelligence prevents costly Prime Day pricing disasters. Timestamps [0:00:00] - Welcome Megan Harmon, Managing Partner at ThornCrest[0:01:49] - What is ThornCrest? Brand protection and IP enforcement for enterprise manufacturers[0:03:40] - Expanding threat vectors: TikTok Shop knockoffs, trade dress, and fake packaging[0:05:00] - The real cost of unauthorized resellers: Dynamic price matching and margin degradation[0:06:50] - Takedown operations: Phishing sites, fake social ads, and consortium networks[0:08:29] - Protecting full-spectrum IP: Patents, trademarks, copyrights, and channel control[0:09:40] - The ideal ThornCrest client: Enterprise brands doing 20 million to 1 billion dollars[0:10:28] - Root causes of counterfeiting: Factory leaks, stolen tooling, and border seizures[0:15:07] - Legal dupes vs counterfeits: How knockoffs bypass brand patents legally[0:20:01] - Conducting a brand protection audit: Phishing scans, Amazon seller checks, and pricing audits[0:23:31] - Whack-a-mole distribution leaks: Why restrictive sales policies backfire[0:26:30] - Quality control, consumer safety, and parallel imports in global trade[0:34:30] - Turning rogue sellers into growth partners: A CPG case study[0:37:29] - Why enterprise brands outsource protection: Market intelligence and rapid response[0:41:23] - The $250,000 Prime Day mistake: Why real-time scraping prevents margin disasters[0:42:45] - Off the clock: International travel and eating lunch alone[0:45:12] - Flipping the script: Megan asks Jason what keeps him young and motivated in tech THE ECOMMERCE EDGE Podcast Home⁠ - https://www.greenwoodconsulting.net/podcast

Deets & Links Guest: Alvin Valley, Founder & Creative Director for Alvin Valley AtelierWebsite: https://alvinvalley.com Episode Overview In this episode of THE ECOMMERCE EDGE Podcast, host Jason Greenwood sits down with fashion icon Alvin Valley, Founder & Creative Director for Alvin Valley Atelier. Dubbed the King of Pants by the New York Times, Alvin shares his remarkable 30-year journey in fashion design, starting from an atelier in Coconut Grove, Miami, to building an international luxury lifestyle brand. Alvin breaks down the genius of lifecycle marketing, explaining how he originally targeted private school high schoolers at age 21 to grow alongside them as their lifetime purchasing power scaled to $2,500 average order values! He shares how he adapted to early eCommerce after reacquiring his brand in 2012, why luxury fashion requires a hybrid online and boutique approach, and why featuring real clients on social media drives far higher conversion rates than $30,000 professional model shoots. Timestamps [0:00:00] - Welcome Alvin Valley, Founder & Creative Director for Alvin Valley Atelier[0:01:30] - Architecture to haute couture: Alvin's origin story and learning pattern-making[0:02:39] - The Coconut Grove strategy: How Alvin targeted high schoolers to build 30-year client loyalty[0:04:39] - Expanding to New York, global wholesale distribution, and becoming the King of Pants[0:06:28] - Reacquiring the brand in 2012: Transitioning Alvin Valley to early eCommerce[0:08:29] - The changing definition of luxury: From physical stores to time, convenience, and home delivery[0:10:27] - Staying humble in high fashion: Listening to customer feedback and asking for help[0:12:31] - Evolving from $500 to $2,500 average order value across online and boutique channels[0:15:29] - Category expansion: Designing custom shoes and handbags to complement the core pant line[0:18:49] - Selective wholesale strategy: Partnering with top-tier retailers to drive cross-channel traffic[0:21:32] - Personal brand vs introversion: Why modern fashion founders must be visible[0:24:00] - Bespoke luxury customization: Delivering custom leathers and colors in 30 days[0:26:44] - The true cost of luxury eCommerce: Photo shoots, customer acquisition, and multi-channel conversion[0:29:04] - Why real client social content outperforms $30,000 model photo shoots[0:32:21] - Finding business inspiration outside fashion and learning from storytelling podcasts[0:38:22] - Sales etiquette: Helping clients look better without being pushy[0:40:27] - Off the clock: Travel schedule, swimming pools, and lip-syncing videos[0:43:52] - Flipping the script: Alvin asks Jason about living in Puebla, Mexico and escaping COVID lockdowns THE ECOMMERCE EDGE Podcast Home⁠ - https://www.greenwoodconsulting.net/podcast

Deets & Links Guest: Stephan Fulop, Chief Product & Technology Officer at DSG SupplyWebsite: https://www.dsgsupply.com Episode Overview In this episode of THE ECOMMERCE EDGE Podcast, host Jason Greenwood sits down with Stephan Fulop, Chief Product & Technology Officer at DSG Supply. Stephan shares insights from leading technology and product strategy for a 125-year-old, 100 percent employee-owned wholesale distributor operating across 62 locations in the Midwest. Together, Jason and Stephan explore how B2B distributors can modernize their digital operations without sacrificing human relationships. They discuss meeting the expectations of Gen Z and millennial trade buyers, transitioning from gated catalogs to window-shopping experiences, automating non-value-add administrative tasks with AI, and why viewing digital tools as living products rather than temporary IT projects is critical for long-term survival in wholesale distribution. Timestamps [0:00:00] - Welcome Stephan Fulop and the 125-year history of DSG Supply[0:02:12] - Serving the trades: Plumbing, HVAC, and electrical contractor needs[0:03:00] - eCommerce as customer choice: Omnichannel options in B2B distribution[0:04:37] - Navigating changing buyer demographics: The shift to Gen Z and millennial trade buyers[0:06:01] - Communication channels in B2B: Sales reps, email, and texting expectations[0:07:15] - Augmenting human workflows: Using AI to automate non-value-add order entry[0:09:26] - Gated vs ungated digital catalogs: Bringing product assortment in front of the paywall[0:12:15] - Managing complex B2B quotes and custom job site pricing with vendors[0:14:00] - Staged job site logistics: Delivering project shipments across multi-month phases[0:15:28] - Adding value beyond the SKU: Wire cuts, pump shop assemblies, and contractor services[0:18:50] - The reality of agentic procurement: EDI 2.0, order trust, and human context[0:22:50] - Rejecting white labels: Strengthening manufacturer partnerships and custom engineering[0:24:39] - Conversational AI and LLM site search: The future of B2B digital storefronts[0:27:14] - Operationalizing real-time customer feedback directly on branch floors and search bars[0:32:10] - Build vs buy in B2B tech: Data ownership, PIM evolution, and internal MCP servers[0:36:56] - Why wholesale distributors need a CPTO: Treating digital experiences as living products[0:44:14] - Culture and employee ownership: Empowering frontline staff to give customers a voice[0:46:19] - Off the clock: Running, deer hunting, and disconnecting from screens[0:47:32] - Flipping the script: Stephan asks Jason about M&A consolidation and digital laggards vs leaders THE ECOMMERCE EDGE Podcast Home⁠ - https://www.greenwoodconsulting.net/podcast

Deets & Links Guest: Gina Cecala, Chief Operating Officer at The Snooki Shop Inc. Website: https://thesnookishop.com Episode Overview In this episode of THE ECOMMERCE EDGE Podcast, host Jason Greenwood sits down with Gina Cecala, Chief Operating Officer at The Snooki Shop Inc. Gina shares her extraordinary career journey from makeup artist and college dropout to sales associate, store manager, and ultimately COO leading the operational expansion of Nicole "Snooki" Polizzi's retail empire. Together, Jason and Gina break down the evolution of The Snooki Shop from a 2010 online pure play brand to an aggressive omnichannel boutique retailer. Gina details how she earned founder trust, migrated the business to Shopify, eliminated third-party warehousing to fulfill orders directly from physical boutique floors, and leveraged intentional product scarcity (FOMO) to drive high-margin sell-through. They also explore non-traditional career paths in digital eCommerce, retail expansion into destination cities like Nashville, and why authentic founder-led merchandising beats corporate cookie-cutter playbooks every time. Timestamps [0:00:00] - Welcome Gina Cecala, COO at The Snooki Shop Inc.[0:00:48] - From Sephora beauty advisor and college dropout to boutique COO[0:02:40] - The origins of The Snooki Shop: From 2010 online pure play to 2018 brick-and-mortar boutique[0:05:45] - Nicole "Snooki" Polizzi's vision: Building long-term wealth beyond reality TV fame[0:07:52] - Merging online and offline retail: Bridging digital eCommerce with physical stores[0:11:39] - Non-traditional career paths in digital eCommerce and hiring for passion over degrees[0:16:12] - Earning founder trust: Proactive problem solving and selfless leadership[0:21:36] - Cultivating empathy and work ethic: Lessons from blue-collar upbringings[0:27:15] - Scaling hurdles: Transitioning to Shopify, bringing fulfillment in-house, and creating FOMO[0:33:00] - Authentic merchandising: Why Nicole still handpicks every boutique item[0:35:27] - Retail location strategy: Expanding into Nashville and matching brand vibes[0:38:35] - Future growth levers: Expanding store footprints and broader brand partnerships[0:40:33] - Advice for non-traditional eCommerce leaders: Trusting your gut and networking without fear[0:42:45] - Off the clock: Volunteering as a town cheerleading coach[0:45:56] - Flipping the script: Gina asks Jason why he launched THE ECOMMERCE EDGE Podcast[0:49:43] - Social media realities: Driving organic engagement on Instagram and Facebook THE ECOMMERCE EDGE Podcast Home⁠ - https://www.greenwoodconsulting.net/podcast

Deets & Links Guest: Adiraj (Adi) Gupta, Founder at SenddWebsite: https://www.sendd.store Episode Overview In this episode of THE ECOMMERCE EDGE Podcast, host Jason Greenwood sits down with Adiraj (Adi) Gupta, Founder at Sendd (Send). Dialing in from Wellington, New Zealand, Adi shares his journey from building a US tax engine software to founding an AI-native eCommerce store builder and marketplace platform designed to disrupt traditional SaaS subscription fees. Adi details how Sendd eliminates monthly SaaS app stacking and expensive platform fees by offering a flat 1 percent fee model with zero subscriptions. Together, Jason and Adi explore Sendd's native Model Context Protocol (MCP) integration within Claude, built-in enterprise shipping partnerships, flat-rate bank payouts, and an upcoming App Store that revenue-shares directly with developers instead of charging merchants. They also discuss expanding into digital products, native event ticketing, curated creator marketplaces, and why traditional homepage PLP and PDP website layouts are living on borrowed time. Timestamps [0:00:00] - Welcome Adiraj Gupta and Wellington weather banter[0:02:46] - From building US tax software to spotting the Greed as a Service gap in eCommerce[0:06:40] - Why Sendd was created: Disrupting Etsy, Shopify, and overpriced app subscriptions[0:10:29] - The V1 launch: Building a 30-second store builder and attracting 260 merchants instantly[0:13:28] - Disruptive business model: Zero subscription fees, $50 one-time domain access, and a flat 1 percent fee[0:18:59] - Native MCP integration: Administering SendStores through Claude, Rocky AI, and AI agents[0:20:30] - Bundled logistics and payments: Enterprise-grade shipping and flat-rate bank payouts out of the box[0:24:46] - Accidental use cases: How high schools and event organizers run pop-ups on Sendd[0:29:46] - Why charging high SaaS subscriptions in 2026 is a dying business model[0:33:27] - Reimagining the App Store: Sharing 30 percent of Sendd's fee with developers instead of charging merchants[0:37:42] - Moving beyond physical goods: Native ticketing, digital downloads, rentals, and services[0:40:20] - Zero-dollar marketing strategy: How 13 percent monthly customer referrals power Sendd's organic growth[0:47:30] - Product roadmap: Lovable-style AI site builders, custom email marketing, and international shipping[0:53:10] - Send Markets: Empowering creators and cities to launch instant curated marketplaces[0:55:05] - Future B2B vision: Intelligent order routing across global manufacturers and 3PL networks[1:00:54] - Off the clock: Board game design, sim racing, and building founder communities in Wellington[1:04:17] - Flipping the script: Jason predicts headless B2B commerce and the death of traditional website layouts[1:09:01] - Adi reveals a secret: On-demand AI-generated marketplaces tailored to instant prompt queries THE ECOMMERCE EDGE Podcast Home⁠ - https://www.greenwoodconsulting.net/podcast

Deets & Links Guest: Justin King, Chief AI Officer at the B2B eCommerce Association & Global Director at B2B eCommerce World Websites: https://b2bea.org & https://b2becommerceworld.org FREE ticket code (Manufacturers & Distributors only) for B2B eCommerce World Americas (November 2–3, 2026): GREENWOODVIP Get tickets here: https://b2becommerceworld.org/americas/tickets Episode Overview In this episode of THE ECOMMERCE EDGE Podcast, host Jason Greenwood sits down with B2B eCommerce pioneer Justin King, Chief AI Officer at the B2B eCommerce Association and Global Director at B2B eCommerce World. Justin reflects on his 20-year journey in manufacturing and distribution digital commerce, from launching one of the very first B2B eCommerce blogs in 2007 to shaping global practitioner communities today. Together, Jason and Justin dive into what makes B2B eCommerce a unique, tight-knit sub-niche of broader IT, and why building long-term industry relationships requires radical authenticity and zero bridge-burning. Justin shares behind-the-scenes insights into building the B2B eCommerce Association, why 1-to-1 hand-to-hand combat outreach beats generic automation for event adoption, and how removing job titles from event badges transformed networking. They also explore how B2B digital leaders can get executive alignment on AI, elevate team members through industry awards, and help vendors get massive ROI by embedding themselves into practitioner conversations. Timestamps [0:00:00] - Welcome Justin King & 20 years of B2B eCommerce history[0:01:11] - The origin of B2B eCommerce blogging: Starting eCommerceandB2B.com in 2007[0:03:20] - Why B2B eCommerce is an extreme sub-niche of broader IT[0:04:58] - Long-term relationship building: Why you can never burn bridges in B2B[0:06:53] - The origin, vision, and mission of the B2B eCommerce Association[0:09:40] - Elevating practitioners over personalities in industry communities[0:12:30] - The power of practitioner roundtables and authentic vulnerability[0:15:31] - Hand-to-hand combat: Why building B2B events requires personal 1-to-1 outreach[0:20:55] - Uncovering quiet B2B digital leaders beyond standard LinkedIn connections[0:24:46] - Why B2B digital leaders come from operations and branch sales[0:28:00] - What to expect at B2B eCommerce World in Indianapolis[0:31:18] - CEO alignment and AI road trips: Real practitioner keynotes over sales pitches[0:33:40] - The badge experiment: Removing titles to encourage genuine networking[0:41:21] - Celebrating excellence: Elevating B2B leaders and teams through industry awards[0:50:07] - How sponsors and vendors can maximize event ROI by embedding in sessions THE ECOMMERCE EDGE Podcast Home⁠ - https://www.greenwoodconsulting.net/podcast

Deets & Links Guest: Brandon Pipkin, Growth Advisor at Autobahn ConsultantsWebsite: https://autobahnconsultants.com Episode Overview In this episode of THE ECOMMERCE EDGE Podcast, host Jason Greenwood sits down with Brandon Pipkin, Growth Advisor at Autobahn Consultants. Brandon shares his moving personal journey from growing up in poverty to interviewing 21 self-made millionaires and advising scaling mid-market companies doing 20 million dollars plus in annual revenue. Together, Jason and Brandon break down the true mechanics of enterprise business growth. They explore why companies fail to scale due to the Founder Bottleneck, why cookie-cutter operating systems like EOS hit a ceiling, and why the biggest drag on growth is firing C-players too late rather than bad hiring. They also unpack Charlie Green's Trust Equation in an AI world, how to hire for core values using the "Broken Nose Committed" framework, and how leadership must evolve to coach and retain Gen Z and millennial talent. Timestamps [0:00:00] - Welcome Brandon Pipkin and Denver background[0:01:09] - Overcoming adversity: Childhood poverty and the realization that success takes hard grind[0:05:00] - Interviewing 21 millionaires and writing "21 Questions for 21 Millionaires"[0:06:00] - The origin of Autobahn Consultants: Jonathan Slayne and scaling 20 million dollar plus businesses[0:08:50] - The E-Myth trap: Why 75% of solo consulting time is spent filling the pipeline[0:12:30] - The Trust Equation: Why AI commoditizes hard skills and elevates human intimacy[0:15:00] - The Founder Bottleneck: Outgrowing cookie-cutter operating systems like EOS[0:16:50] - Hiring vs Firing: Why scaling businesses fail by keeping C-players and prima donnas too long[0:21:40] - The "Klappitbut" mindset and brutal honesty in executive consulting[0:26:50] - Greiner's growth curve: Why the leadership that got you here won't get you there[0:32:00] - Identifying "sled dogs" and hiring for core values fit like "Broken Nose Committed"[0:35:40] - Navigating the 3-year tenure reality: Career pathing, job hopping, and sales team retention[0:46:25] - "It's Your Ship": Managing whole humans, Gen Z expectations, and significance over security[0:50:25] - The sales coaching delusion: Bridging the gap between sales managers and reps[0:52:40] - Flipping the script: Brandon asks Jason about legacy, financial freedom, and empathy through global travel THE ECOMMERCE EDGE Podcast Home⁠ - https://www.greenwoodconsulting.net/podcast

Deets & Links Guest: Jeffrey Lin, Founder of ABConvertWebsite: https://www.abconvert.io Episode Overview In this episode of THE ECOMMERCE EDGE Podcast, host Jason Greenwood sits down with Jeffrey Lin, Founder of ABConvert. Jeffrey shares his inspiring journey from a fresh graduate in Taipei experimenting with drop shipping to creating Shopify's leading A/B testing platform for price optimization, shipping rates, checkout experiences, and URL redirects. Together, Jason and Jeffrey explore the art and science of conversion rate optimization (CRO) for eCommerce merchants. Jeffrey breaks down how to overcome hypothesis fatigue, how to avoid common testing traps like p-hacking and emotional early stops, and how AI agents, Model Context Protocol (MCP), and clean data schemas are turning A/B testing into an automated, hands-off infrastructure. If you want to learn how to squeeze more profit out of your existing store traffic without overcomplicating your tech stack, this episode is packed with actionable insights. Timestamps [0:00:00] - Welcome Jeffrey Lin, Founder of ABConvert & late-night Taipei banter[0:02:10] - From grad school freshman to SaaS founder: The origin story of ABConvert[0:04:30] - Inspired by "Confessions of the Pricing Man": Building a Shopify price testing prototype[0:07:16] - The core challenge of website testing: How to build actionable hypotheses[0:10:48] - Studying Ron Kohavi and developing an operator's sense for CRO analytics[0:14:44] - Bootstrapping data benchmarks, heatmaps, and building an internal idea bank[0:19:15] - The future of hands-off A/B testing: Predictive analytics and automated experiment generation[0:22:49] - Becoming invisible infrastructure: Connecting ABConvert with Claude, Sidekit, and MCP[0:26:23] - Overcoming p-hacking: How autonomous AI prevents emotional and irrational testing stops[0:30:55] - The evolution of SaaS: Transitioning from cluttered dashboards to clean data schemas[0:33:56] - The product roadmap: Operator X autonomous agents, Shopify Sidekit, and Slack workflows[0:36:43] - Off the clock: Culinary A/B testing and replicating restaurant dishes in a Taiwanese kitchen[0:38:52] - Flipping the script: Jeffrey asks Jason about personalized, prompt-driven AI podcasts THE ECOMMERCE EDGE Podcast Home⁠ - https://www.greenwoodconsulting.net/podcast

Deets & Links Guest: Brittany Gibbs, Senior Manager Digital Merchandising for White Cap Website: https://about.whitecap.com Episode Overview In this episode of THE ECOMMERCE EDGE Podcast, host Jason Greenwood sits down with Brittany Gibbs, Senior Manager Digital Merchandising for White Cap. Brittany shares her fascinating career evolution across high-velocity merchandising, from distribution cheese snob to Home Depot, NAPA Auto Parts, and now White Cap—a building materials behemoth spanning 500 branches, 11,000 employees, and 200,000 professional customers. Together, Jason and Brittany unpack the massive structural shift facing B2B distribution: navigating a buyer demographic where over 70% are millennials or Gen Z, facing an impending silver tsunami of sales rep retirements, and replacing manual order entry with agentic AI spec sheet parsing. They discuss White Cap's semi-gated digital catalog strategy, why B2B needs its own Dominos Pizza Tracker for job-site deliveries, how vendor managed inventory creates unbreakable customer stickiness, and why AI will redefine junior talent pipelines across the eCommerce industry. Timestamps [0:00:00] - Welcome Brittany Gibbs and Georgia shoulder season weather[0:01:23] - From cheese snob to Home Depot: Brittany's career trajectory[0:02:26] - Integrating Blinds.com and launching digital paint walls during COVID[0:03:51] - Transitioning NAPA Auto Parts from B2C to a dedicated B2B Pro team[0:05:00] - The scale of White Cap: 500 branches, 11k employees, and 200k pro customers[0:07:00] - The B2B perfect storm: COVID, Gen Z buyers, and the 80% silver tsunami rep retirement[0:09:36] - Digitizing construction: AI spec sheet reading, SSO logins, and automated procurement[0:11:42] - Wholesale margin realities: Saving half a point and selling complete job solutions[0:13:50] - Personalization in B2B: Custom price lists, account-level entitlements, and security[0:17:13] - Gated vs ungated catalogs: Why White Cap adopted a semi-gated SEO approach[0:21:45] - Headless B2B commerce: Intercepting RFQs over WhatsApp, Slack, and Teams[0:25:24] - Operationalizing feedback: Why reliance on account managers blinds B2B suppliers[0:30:01] - The Domino's Pizza Tracker effect: Managing complex multi-DC job site deliveries[0:33:47] - Creating extreme stickiness: VMI, brand advocates, and OSHA safety service setups[0:36:34] - The McMaster-Carr blueprint: How CAD file integration locks in contractor loyalty[0:40:05] - Practical AI in action: Spotting failed search trends and identifying $100k opportunities[0:44:28] - Chat-first interfaces vs taxonomy: The future of B2B site search and navigation[0:47:48] - Off the clock: Softball team mom and running a custom charcuterie cart business[0:50:25] - Flipping the script: Brittany asks Jason what keeps him up at night about AI and junior talent pipelines THE ECOMMERCE EDGE Podcast Home⁠ - https://www.greenwoodconsulting.net/podcast