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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

This Month Above the Fold w/ Patrick Miller - Amazon's "agents versus AWS" strategy, Walmart's AI and assortment bets, & Amazon's grocery pivot

2026/02/02

In this month’s episode, Emma and Patrick unpack what Andy Jassy’s AI comments really mean for where Amazon is betting on growth in his recent "The Information" interview, and how that could reshape the tools brands get for search, ads, and measurement. Next, they dig into Walmart’s latest AI moves with Gemini and the challenge of who owns shopper traffic, as well as highlight areas where Walmart is set up for growth. To close it out, they break down Amazon’s decision to shut down Go and Fresh stores and double down on Whole Foods and online grocery delivery, and what that means for your assortment, trade terms, and supply chain. You’ll walk away with a clearer view of where the big platforms are headed next, and what your brand should start changing now so you’re not playing catch‑up in 12–18 months.

Building for commerce growth now and in the future w/ Jason O'Toole of Hanesbrands

2026/01/19

In this episode, Emma and Jason O’Toole (Head of Connected Commerce at Hanesbrands) dive into the evolving world of commerce strategy. They cover everything from building commerce-focused organizational structures to the unique challenges of selling apparel online. You’ll hear how Hanesbrands approaches SKU complexity, 3P competition, and brand protection, plus how they’re building connected commerce teams to meet the demands of today’s omnichannel landscape. Jason also shares his perspective on the agency of the future, and why adaptability matters more than ever.

How to turn Flywheel Retail Insights’ digital trends for 2026 into an action plan

2026/01/13

Digital commerce is shifting fast, and ten big “trends to prepare for” can feel overwhelming. In this conversation, Emma and Hannah Donoghue (SVP, Commerce Intelligence at Flywheel) walk through Flywheel Retail Insights’ “Digital Trends to prepare for in 2026” report and translate it into concrete next steps. From agentic commerce and data clean rooms to value cycles, private label pressure, consolidation, and CTV, Hannah explains what changed, why it matters now, and how to build a focused 2026 plan instead of chasing every headline. Read the full "Digital Trends to prepare for in 2026" report here.

This Month Above the Fold w/ Patrick Miller - Black Friday/Cyber Monday, ChatGPT, the Warner Bros. deal, & 2025 highlights

2025/12/17

In this episode, Emma Irwinand Patrick Miller close out the year by unpacking Black Friday Cyber Monday fatigue and how Amazon's asynchronous basket building and robust supply chain stand out. They dig into ChatGPT and Google Gemini, analyzing what truly has time, signal, and points of distribution, and how retailer partnerships with LLMs will shape shopping. Lastly, they cover what the potential Netflix x Warner Brothers deal means for consumers and advertisers. As a bonus, Patrick also names his retailer of the year, the most overrated story, and the one thing advertisers should leave behind in 2025.

From powerless to proactive: How brands can own the AI search revolution w/ Mike O'Donnell

2025/12/09

In this episode, Emma sits down with Mike O’Donnell, SVP Innovation and Business Transformation at Flywheel, to break down the real impact of AI-powered search on consumer behavior and brand strategy. Mike shares why consumers are embracing generative tools like Amazon’s Rufus, how brands can adapt their content and measurement strategies for the new world of AI search, and what mass personalization means for the future of commerce. The conversation covers why consistent product data matters more than ever, how clean rooms and AI are unlocking audience-led advertising, and what Flywheel is building to help brands move from channel-based thinking to true return on consumer. Packed with practical insights, this episode is a must-listen for anyone looking to stay ahead in the evolving commerce landscape. Read the white paper, "From powerless to proactive: How brands can own the AI search revolution" here.

Behind the metrics: A framework for measuring advertising effectiveness with the Amazon Ads' Analytics & Insights team

2025/11/24

What’s the real impact of your advertising - and how do you know when you’ve reached the point of diminishing returns? In this episode, Emma sits down with Iñigo Gutierrez Fernandez, Analytics & Insights Associate Principal at Amazon Ads, for a behind-the-scenes look at the science powering smarter budget decisions. Iñigo unpacks Amazon’s holistic measurement framework, from pinpointing the “tipping point” for ad efficiency, to understanding both immediate and long-term campaign impact, and even tracking omnichannel results through the Amazon Shopper Panel. You’ll learn how to move beyond guesswork and use data to identify when your investment is working, which channels drive lasting value, and how to build a strategy that fits your brand’s goals.

Live from Amazon unBoxed 2025: What's New In Measurement, AI, and Reporting with Amazon Ads' Paula Despins

2025/11/20

Every brand wants to drive stronger results - and truly understand what’s behind them. In this episode, we’re live from unBoxed at the Partner Content Studio with Paula Despins, VP of Campaign Measurement, Planning, and AMC, for an inside look at Amazon’s latest launches that are transforming campaign development, optimization, and measurement. Amazon's new Ads Agent empowers advertisers to build smarter audiences and campaigns, and democratizes access to AMC insights that further help understand what's driving real growth for your business.

Live From Amazon unBoxed 2025: AI, Full Funnel, & Where Retail Media Is Headed w/ Mike Feldman

2025/11/17

Emma Irwin and Flywheel’s SVP of Commerce, Mike Feldman, are live from Nashville for a rapid-fire recap of Amazon unBoxed 2025. In just 20 minutes, Emma and Mike unpack the announcements shaping the future of retail media - from unified ad platforms and the latest in video innovation, to full funnel AI-powered campaigns and the evolving role of AMC. Hear candid takes on what’s truly new, which launches matter most, and why the human touch still sets agencies apart as automation accelerates.

Flywheel's Return on Consumer Dashboard: A breakthrough in consumer-centric measurement for brands

2025/11/06

ROAS has long been the standard in retail media, but it leaves brands with an incomplete picture of shopper value. In this episode, VP of Product Gabe Fishbein joins Emma to reveal our "Return on Consumer Dashboard," a new solution that puts the entire consumer journey in focus. Gabe explains how this dashboard goes beyond campaign-level metrics and helps brands understand shopper value at every stage, from first interaction to loyalty. Discover where consumers drop off, where your investments make the most impact, and how to turn insights into growth. If you're ready to move beyond guesswork and truly see what drives value for your brand, this conversation is for you. Listen in for how our Return on Consumer dashboard gives you a clear path to smarter decisions and stronger results.

This Month Above the Fold w/ Patrick Miller - Amazon Earnings, “Help Me Decide,” Walmart Buys a Mall, and the CPG Manufacturer of the Future

2025/11/03

Patrick Miller (Co-founder, Flywheel) and Emma jump into this month’s recap with insights on Amazon’s latest earnings and what they reveal about the company’s expanding grocery ambitions. They also explore Amazon’s new AI-powered “Help me decide” feature, discuss Walmart’s plans to transform a Pennsylvania mall into a mixed-use retail destination, and wrap up with a candid look at what it takes to succeed as a CPG manufacturer as industry pressures continue to mount.

Rethinking Shopper Media: Connecting Data, Strategy, and the Full Consumer Journey

2025/10/20

In this episode, Emma sits down with Chris Rueckert, SVP of Commerce at Flywheel, to explore how shopper media is evolving and why it matters more than ever. Chris shares details on Flywheel’s new Shopper Media offering, highlighting the importance of connecting data, strategy, and the in-store experience. Listen in to learn how we're helping brands bridge the gap between retail media and shopper marketing, and why a holistic, consumer-centric approach is key for driving sales. Interested in learning more about our Retail Insights AI assistant? Let's connect: https://www.flywheeldigital.com/contact-us

Putting Members First: How Value Guides Costco’s Retail Media Vision

2025/10/14

What happens when a retail giant puts member value at the center of its advertising strategy? In this episode, Emma sits down with Mark Williamson, Assistant Vice President of Retail Media at Costco Wholesale, to explore how Costco is building its retail media business without compromising on its core principle: delivering value to members. Mark shares insights from Costco’s journey, including the challenges and opportunities of unifying omnichannel data, the importance of identity fidelity, and why member trust outweighs short-term ad revenue. If you listened to the episode and want to learn more about Flywheel's Shopper Media offering, click here.

This Month Above the Fold w/ Patrick Miller - ChatGPT's New Commerce Capabilities, the Streaming Landscape, & News from Amazon Accelerate

2025/10/07

In this episode, Emma and Patrick dive into OpenAI’s new instant checkout feature with Etsy, discussing how AI-powered commerce is reshaping product discovery and the shopper journey. They additionally further unpack the recent streaming partnerships news and what it means for advertisers, and wrap up discussing new tools for sellers coming out of Amazon Accelerate.

Live from Amazon Accelerate 2025: AMC Accessibility w/ Alan Lewis of Amazon Ads

2025/10/02

Gabe Fishbein, Flywheel's VP of Product, sat down with Alan Lewis (Director of Product, AMC, Amazon Ads) at Amazon Accelerate 2025 to discuss AMC’s expanded accessibility, new user-friendly features, and how brands of all sizes can use AMC for actionable insights. Listen in to learn how the platform is evolving and walk away with creative use cases, and what’s next for AMC.

AI is reshaping the PDP - but which elements actually drive results? Featuring Russ Dieringer of Stratably

2025/09/24

Product detail pages (PDPs) are back in the spotlight, and for good reason. In this episode, Emma welcomes back Russ Dieringer, founder of Stratably, to dig into the state of the PDP in 2025, what brands are actually doing with their PDP content to win on Amazon, and how AI is changing the rules for content, search, and discovery. Register for Stratably's webinar, "From SEO to GEO: Mastering the New Rules of AI-Driven Commerce" with Flywheel's Mike O'Donnell here: https://register.gotowebinar.com/register/804566983527944792?source=fly

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!