Advertise on podcast: THE ECOMMERCE EDGE Podcast with Jason Greenwood

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

Links & Deets Guest: Tom Cochrane, Founder & CEO of Eleviam Website: https://eleviam.io Episode Overview In this episode of THE ECOMMERCE EDGE Podcast, host Jason Greenwood sits down with Tom Cochrane, Founder & CEO of Eleviam. Tom shares his unconventional journey from nuclear medicine tech to national sales manager scaling startups from six to eight figures, before investing nearly $5 million of his own capital across CPG products and founding Eleviam. Together, Jason and Tom dissect the powerful dual-engine flywheel combining TikTok Shop's top-of-funnel awareness with Amazon's conversion and trust layer. Tom details how 37% of TikTok conversions actually close on Amazon, how Eleviam leverages in-house AI tools to scrape reviews and optimize listings, and why brand content is becoming the ultimate competitive moat. They also explore the rise of agentic shopping, Model Context Protocol (MCP), local LLMs, and why domain expertise is required to catch AI hallucinations. Timestamps [0:00:00] - Welcome Tom Cochrane, Founder & CEO of Eleviam[0:00:45] - From nuclear medicine to 8-figure CPG sales: Tom's origin story[0:02:15] - Founding Eleviam: Investing $5M in CPG brands and scaling over 40 products[0:03:00] - In-house AI infrastructure: Automating data workflows and scraping listing reviews[0:05:15] - The Amazon and TikTok Shop flywheel: Combining mass awareness with trust layers[0:08:15] - Qualifying brand fit: Why Eleviam targets CPG brands doing $1M+ annual revenue[0:10:00] - Three costly brand mistakes: Catalog overwhelm, poor creator briefs, and misaligned metrics[0:13:30] - End-to-end execution: Managing Amazon logistics, contribution margins, and TikTok creators[0:18:00] - Future marketplace trends: Logistics moats, agentic shopping, and user trust[0:24:00] - The omni-channel imperative: Leveraging creator spark codes and halo traffic[0:28:00] - Headless AI administration: The rise of Model Context Protocol (MCP) in eCommerce[0:32:00] - Content as the ultimate moat: Why every brand must operate like a media company[0:36:00] - Domain expertise vs. AI hallucinations: Why human operators remain essential[0:39:30] - The future of eCommerce agencies: Local LLMs, self-hosted AI, and custom tech deployments[0:45:15] - Off the clock: Building an 18-foot mahogany jet boat from scratch[0:46:15] - Flipping the script: Tom asks Jason about his decade outlook and bullish view on humanity THE ECOMMERCE EDGE Podcast Home⁠

Links & Deets Guest: Georgi Petrov, Founder of Uxify Website: https://uxify.com Episode Overview In this episode of THE ECOMMERCE EDGE Podcast, host Jason Greenwood sits down with Georgi Petrov, Founder of Uxify. Georgi shares his legendary career trajectory as a serial tech founder behind foundational eCom solutions like SMSBump (acquired by Yotpo), NitroPack (acquired by WP Engine), and ConsentMo, before launching Uxify. Together, Jason and Georgi explore the dawn of the self-optimizing web. Georgi breaks down how Uxify utilizes autonomous operational AI agents to constantly monitor real user sessions, eliminate friction, fix layout shifts, and capture lost revenue. From automated fixes for the 14% of mobile users who misclick buttons to analyzing the last 10 seconds of abandoned sessions like a car crash dashcam, Georgi outlines a masterclass in next-generation conversion rate optimization. Timestamps [0:00:00] - Welcome Georgi Petrov, Founder of Uxify & Miami tech ecosystem [0:01:10] - Serial eCom tech founder: From OpenCart's top vendor to SMSBump, NitroPack, and ConsentMo [0:06:38] - What is Uxify? Defining AI agents for a self-optimizing web [0:09:07] - Operational AI vs customer-facing chat: How autonomous infrastructure agents optimize conversions [0:13:04] - Fixing the 14% mobile fat-finger problem: Automated misclick handling [0:15:00] - From simple chat to agentic loops: Reinforcement learning without updating underlying LLMs [0:18:33] - Safe real-time code fixes: How Uxify's overlay layer prevents site crashes [0:22:03] - Automated A/B testing: Moving beyond manual hypotheses and months of waiting [0:26:36] - The shift in buyer behavior: Search Engine Optimization vs. Conversational AI discovery [0:30:17] - Navigating buying intent: Inspiration browsing vs. 40% conversion rate AI traffic [0:33:05] - Investigating the exit car crash: Analyzing the last 10 seconds of user sessions [0:34:37] - Democratizing AI CRO: Self-service pricing and pay-for-performance models [0:36:35] - Uxify roadmap: Reality 2.0 RUM platform, Shopify native app, and bi-weekly agent drops [0:39:53] - Off the clock: Playing Padel and European house plans [0:41:37] - Flipping the script: Georgi asks Jason what excites and scares him about AI and the ant conundrum THE ECOMMERCE EDGE Podcast Home⁠ - https://www.greenwoodconsulting.net/podcast

Links & Deets Guest: Sawyer Frank, SVP of Sales at RepSpark Website: https://www.repspark.com Episode Overview In this episode of THE ECOMMERCE EDGE Podcast, host Jason Greenwood sits down with Sawyer Frank, SVP of Sales at RepSpark and a renowned B2B eCommerce authority. Sawyer details his career trajectory from collegiate athlete and safety glove territory manager to leading sales at Elastic Suite, OroCommerce, and now RepSpark. Together, Jason and Sawyer dismantle the complexities of modern B2B wholesale distribution across apparel, footwear, and golf. They explore the shift from COVID-driven panic adoption to strategic digital infrastructure, why vertical specialization beats generic platforms and how RepSpark's strategic alignment with the PGA of America powers a 14,000 dollar average lift per member-guest golf tournament. They also discuss RepSpark's 22 million dollar private equity backing, headless conversational AI across Slack and Teams, and why embedded supply chain infrastructure is redefining the B2B buyer-seller relationship. Timestamps [0:00:00] - Welcome Sawyer Frank, SVP of Sales at RepSpark and B2B eCommerce authority[0:01:10] - From collegiate athlete to industrial safety glove rep: Sawyer's origin story[0:03:15] - Entering B2B tech: Scaling Elastic Suite, OroCommerce, and transitioning to RepSpark[0:05:38] - The silver tsunami and COVID-19: Catalyst moments forcing digital shift in B2B[0:08:56] - Decoding RepSpark: Solving wholesale procurement for apparel, footwear, and accessories[0:11:25] - Dominating golf wholesale: Strategic alignment with PGA of America and B2B2C tournament models[0:14:42] - Independent pro shops vs. big box retail: Why the big B wins in EDI[0:18:50] - High-end white-glove customization: Embroidery, embellishments, and unified buyer portals[0:22:20] - Vertical specialization vs. generic platforms: Faster time-to-value without heavy customization[0:28:50] - The future of RepSpark: 22 million dollar PE backing, M&A strategy, and network effects[0:33:00] - Becoming embedded infrastructure: How B2B2C models (PCNA, Granger) protect market share[0:38:35] - Conversational AI and headless B2B: Conducting commerce over WhatsApp, Slack, and Teams[0:44:50] - Beyond the screen: Two kids under two, car collecting, and swapping Alfa Romeo transmissions[0:46:37] - Flipping the script: Sawyer asks Jason about getting locked in a karaoke security room THE ECOMMERCE EDGE Podcast Home⁠ - https://www.greenwoodconsulting.net/podcast

Links & Deets Guest: Phil Rees, Founder of SHIPMAXWebsite: https://www.shipmaxinternational.com Episode Overview In this episode of THE ECOMMERCE EDGE Podcast, host Jason Greenwood is joined by Phil Rees, Founder of SHIPMAX and MD UK & Ireland of Gothia Digital Solutions. Phil pulls back the curtain on the opaque world of third-party logistics, exposing why traditional 3PL directories are failing brands and how ShipMax is disrupting the space with a fully vetted, zero-commission matchmaking service. Phil also details how Gothias's OCR and AI technologies are eradicating decades-old paper trails in customs clearance. From surviving the unpredictable waves of day-rate consulting to deploying autonomous AI agents, second brains, and digital avatars to scale his business, Phil shares a masterclass in modernizing supply chain operations. If you want to know how to navigate the complex world of eCommerce fulfillment or leverage AI for massive productivity gains, this is a must-listen. Timestamps [0:00:00] - Welcome Phil Rees and the confession of a terrible podcast guest[0:01:45] - The quest for a company car: Phil's accidental entry into postal logistics[0:04:30] - Killing paper trails: How Goteo uses AI and OCR to automate customs clearance[0:10:00] - Beyond freight forwarding: The true scope of ShipMax consulting and logistics[0:16:00] - The Trump effect: How trade tariffs birthed ShipMax's global 3PL matchmaking network[0:18:00] - The dark side of 3PL directories: Why zero due diligence is hurting eCommerce brands[0:24:00] - A zero-commission model: How ShipMax aligns operational, commercial, and cultural fit[0:33:00] - Escaping the day-rate trap: Scaling a consulting business into a recurring revenue marketplace[0:39:00] - Categorizing 3PLs: From local heroes to enterprise giants and frozen freight gaps[0:47:00] - AI productivity hacks: Using Claude, Eleven Labs, and scraping agents for lead generation[0:55:00] - The magic wand: Solving the devastating environmental impact of global eCommerce waste[0:58:30] - Flipping the script: Jason reveals the selfish truth behind recording 700 podcast episodes THE ECOMMERCE EDGE Podcast Home⁠

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