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Whether you're on your first venture into the ecommerce world or you've been navigating the digital marketplace since 'shopping cart' meant a trip to the grocery store, this is the podcast for you. Every episode our Host Emma Irwin and her revolving panel of industry experts dive into the latest strategies, tools and insights to drive performance across the largest ecommerce platforms with content spanning the entire commerce ecosystem. Ecommerce is a rapidly evolving industry, and the Commerce Collective Podcast from Flywheel (formerly known as Mastering Metail*) is here to provide the knowledge and resources needed to stay ahead of the curve. Subscribe now to elevate your eCommerce mastery, impress your peers, and have fun along the way. *Prior to October 23rd, 2023, The Commerce Collective Podcast was known as Mastering Metail, and all episodes prior to this date still reference the Mastering Metail title and the concept of winning in ecommerce requiring continued mastery of media + retail elements. Be sure to scroll down for full seasons covering Amazon, Walmart, Instacart, Target, & APAC!

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Check latest episodes from The Commerce Collective Podcast podcast

Amazon unBoxed 2026: How AI is changing the agency’s role in Amazon advertising

2026/10/05

As Amazon's Ads Agent takes on more campaign planning and activation, where can agencies make the biggest difference? Live at Amazon unBoxed, Emma Irwin talks with Sarah Iooss of Amazon Ads about how agencies can bring strategic perspective, creative thinking, and cultural insight to AI-assisted advertising. They also discuss Amazon Marketing Cloud as the connective tissue between actions and outcomes, and why brands should approach Black Friday and Cyber Monday as full-funnel opportunities.

This Month Above the Fold: Shein’s survival, the holiday season ahead, and TikTok’s payments play

2026/09/28

In this month’s episode, Emma and Danny Hoffman, VP, Commerce Strategy, unpack three stories shaping the next phase of commerce. Shein’s falling stock price raises questions about whether its ultra-low-cost business model is sustainable and whether American consumers are moving beyond ultra-cheap fast fashion. The holiday season is already taking shape, from Target’s Q2 momentum and Amazon’s October Prime Big Deal Days to Best Buy’s plans to create more engaging in-store experiences. Is there any risk in retailers pushing the holiday shopping season earlier and earlier? And TikTok may be exploring peer-to-peer payments through direct messages, raising a bigger question: is the platform building a new commerce layer, or aiming even bigger into financial services?

Winning the shelf means winning every shopping decision

2026/09/16

Winning the shelf used to mean securing placement in store. Then it meant winning the endless digital shelf. Today, the shelf is much broader: it can be a store aisle, a search result, a product page, a sponsored placement, a streaming ad, or an AI-generated recommendation. In this episode, Emma talks with Flywheel experts Michael Rogosa and Ythan Pratt about what it takes for brands to win across the physical, digital, and emerging AI shelf. They discuss why in-store and online strategies need to be connected, how physical shelf strategy is being reshaped by retail media, why digital shelf fundamentals still matter, and what changes when AI starts narrowing product discovery into a much smaller set of recommendations.

Creative fragmentation is breaking the consumer journey

2026/08/17

In the second episode of our Big Shift series, Emma sits down with Phil Camarota, Chief Creative Officer at Flywheel, to explore how fragmentation shows up in a brand’s creative experience. Phil explains why fragmentation is more than disconnected teams or KPIs. It can also break the brand story consumers experience across creators, retail media, ecommerce, stores, and the shelf. He breaks down why consistency does not mean repeating the same message everywhere, how physical and digital retail should play complementary roles, and why the store still matters as a place for reassurance, immersion, and relationship building. The conversation also covers creative commerce, AI’s impact on real-time commerce, what Total Commerce means in practice, and why brands should take a closer look at how their integrated agency teams are actually collaborating. This episode builds on ideas from The Big Shift: From managing to mastering fragmentation. Read the full whitepaper for the complete story.

This Month Above the Fold - Kroger and Uber’s power plays, TikTok’s AI problem and Carrefour’s health bet

2026/08/03

In this month’s episode, Emma and Danny Hoffman, Senior Director of Global Retail Strategy, unpack three developments reshaping the consumer relationship. Kroger’s planned acquisition of Giant Eagle and Uber’s offer for Delivery Hero show how retailers and platforms are expanding across stores, loyalty, pharmacy, delivery, data and local commerce. TikTok Shop’s growing use of AI-assisted affiliate content raises questions about scale, creator control and consumer trust. They also explore Carrefour Belgium’s balanced nutrition strategy and what a retailer-led health push means for broader Europe. Emma and Danny discuss what it reveals about the relationship between retailers, government and brands, what it would take for a similar model to take hold in the U.S., and how brands can build affordable wellness and broader value into their portfolios as consumer expectations evolve.

Fragmented commerce is costing brands more than they think

2026/07/22

Commerce is more connected than ever for consumers, but more fragmented than ever for the brands trying to reach them. In the first episode of our Big Shift series, Emma sits down with Mike Feldman, SVP of Commerce at Flywheel, to unpack one of the central themes from Flywheel’s latest whitepaper: fragmentation. Fragmentation is not just operationally frustrating, it is costing brands real growth. Mike breaks down how brands got here, why disconnected teams and KPIs create waste, where frequency management exposes the cost of fragmentation, and how better commerce data, clean rooms, and aligned planning can help brands move from managing complexity to mastering it. This episode covers some of the key ideas from The Big Shift: From managing to mastering fragmentation. Read the full whitepaper for the complete story, and stay tuned for next month’s episode with Phil Camarota covering the impact of fragmentation on your brand's creative efforts, and the importance of a Total Commerce approach.

This Month Above the Fold - Amazon takes the top Fortune 500 spot, Amazon's push for cleaner PDPs and the AI-ready shelf, & Walmart's full funnel bet

2026/07/06

In this month’s episode, Emma and Danny Hoffman, Senior Director of Global Retail Strategy at Flywheel, break down three commerce shifts brands should be watching: what Amazon overtaking Walmart on the Fortune 500 signals about its push to become the everything company, how Amazon’s latest content updates are pushing brands toward cleaner, more AI-friendly PDPs and shopping experiences, and why Walmart’s Google, VIZIO, and Vibe.co moves point to a bigger full-funnel bet on connecting media, stores, data, and commerce outcomes. Learn more about Flywheel's new GEO Optimization service here.

What if measurement isn't broken, just incomplete? Featuring Jon Gibs of Walmart Connect

2026/06/29

Jon Gibs, Group Director, Media Insights and Measurement, Walmart Connect joins the show to explore how full-funnel measurement is evolving from attribution to creative effectiveness, and what it takes to turn fragmented signals into a clearer picture of business impact. With a unique vantage point across the ecosystem, Walmart Connect helps marketers tie first-party shopping behavior with exposure across in-store, ecommerce, and VIZIO’s CTV ecosystem, and move beyond isolated metrics to understand how awareness, consideration, and conversion work together.

This Month Above the Fold - Alexa for Shopping, Prime Day in June, and the store's role in retail's data shifts

2026/06/08

In this month’s episode, Emma and Danny Hoffman, Senior Director of Global Retail Strategy, break down three commerce shifts brands should be watching: How Amazon’s rebrand of Rufus to Alexa for Shopping is embedding conversational commerce directly into the shopping journeyWhy Prime Day moving to June changes the retail calendarHow store remodels are turning physical retail into a more connected data and consumer experience. Watch or listen now to hear what these changes mean for brands trying to stay ahead of the next wave of commerce.

How to plan for the next 5 years of retail disruption

2026/06/01

Disruption is a familiar force in retail, yet many brands still struggle to plan ahead. In this conversation, Emma and Doug Koontz, Senior Director of retail Insights, unpack Flywheel Retail Insights’ annual Future Retail Disruption report and what it means for brands planning for 2026 and beyond. From value-seeking behavior, affordable wellness, and private label pressure to AI’s role in making conversational commerce the norm and retail media’s evolution into a full-funnel commerce engine, Doug explains the forces reshaping retail and how brands can prepare for what comes next without losing sight of the fundamentals. Download the report here.

How Clorox is building toward 1:1, personalized marketing in a multi-retailer world

2026/05/18

Today’s shoppers bounce between retailers, channels, and missions, but they still expect brands to understand what they need. In this episode, Emma sits down with Tiffany Tan, Head of eComm Growth Accelerator at Clorox, to talk about how Clorox is striving toward 1:1, personalized marketing, the data and clean room foundations behind it, and how AI can help scale personalization in a real, practical way. You’ll hear how Clorox thinks about high‑value shoppers, what it takes to move from broad targeting to more tailored experiences, and how Tiffany is planning for a future where creative, audiences, and measurement all work together to serve real people, not segments on a slide. As mentioned in the episode, you can listen to "How brands can own the AI search revolution" here.

This Month Above the Fold - who pays for faster fulfillment, California's case against Amazon, and Amazon's brand-agnostic Sponsored Prompts

2026/05/04

In this month’s episode, Emma and Danny Hoffman, Senior Director of Global Retail Strategy, break down three commerce topics brands should have on their radar right now. Listen in for insights on who is absorbing the cost of ever-faster fulfillment, what California’s case against Amazon could mean for brands and consumers, and why Amazon’s move to brand-agnostic Sponsored Prompts signals a bigger shift in how shoppers search and how brands show up in AI-assisted discovery.

Turning partnerships into cultural moments that sell

2026/04/20

Partnership marketing has shifted from a nice-to-have to a real growth lever for brands looking to cut through the noise. In this episode, Keke Strayhan, Head of Partnerships at Flywheel, breaks down what makes a partnership actually work, why authenticity and strategy matter more than hype, and how brands of all sizes can use partnerships to reach new audiences, build cultural relevance, and drive sales.

This Month Above the Fold - Joybuy launches in Europe, the changing upper funnel landscape, and where retail media spend will go in an AI search-driven future

2026/04/06

In this month's episode, Emma and Danny Hoffman (Senior Director, Global Retail Strategy) break down three commerce topics brands should have on their radar right now: what Joybuy’s launch in Europe could mean for competition and for brands, why more advertising dollars may keep moving toward retailer DSPs instead of other media environments, and how AI is starting to change the way shoppers discover products and how brands show up.

The ultimate playbook for scaling creator-driven sales on TikTok Shop

2026/03/16

What does it actually take to grow on TikTok Shop? In this episode, Deren Baker, CEO of Flywheel Ventures, explains why brands need to treat TikTok Shop as a creator-led sales channel, not just another social platform or traditional marketplace. He breaks down how to match the right products, creators, and content to the way people shop in-feed, and why that shift is critical for turning views into real, profitable growth. To go deeper, download TikTok Shop Unlocked: The ultimate brand playbook for turning views into profitable growth.

Podcast reviews

Read The Commerce Collective Podcast podcast reviews

5 out of 5

192 reviews

★★★★★

brianpaul781 2023/04/13

Best host!

Podcast host Emma Irwin is hilarious and does a great job of distilling information!

★★★★★

LeeAa1 2023/04/12

Fantastic information

This os fantastic information for anyone on the e-commerce space.

★★★★★

ScottBenedict1 2023/04/12

What an awesome resource!

What the team at Ascential has put together with this series is an incredibly valuable resource for brands that want to improve their performance in t...

★★★★★

Finckel 2023/04/11

Incredible stuff!

Truly inspirational

★★★★★

Nazwrestling11 2023/04/11

Love it!

If you’re in the digital media / retail world, you won’t want to miss out on this! The information discussed in this podcast is very well organized ...

★★★★★

MT5389 2023/04/11

Love it!

Emma Irwin does an awesome job breaking down fairly complex ideas into easily digestible information. Easy listening, great content and I always walk ...

★★★★★

maximus258 2023/04/11

I love this podcast!

I learn something new with every episode, and find myself and bringing new ideas to my own business. Emma is such a good host and she has some of the ...

★★★★★

ThaTruth07 2023/04/11

Excellent

Best podcast for mastering ecommerce

★★★★★

Shards333 2023/04/11

Great Jacket

Great podcast

★★★★★

anast.vern 2023/04/11

Great podcast

Very interesting!