Commerce Untold

There’s a point where more revenue doesn’t mean more profit. And that’s where things start to break.In this episode, Eitan Koter is joined by Adam Callinan, founder of Pentane, to talk about how ecommerce brands can actually make money, not just grow.Adam explains why many businesses look successful on the surface but struggle behind the scenes. He breaks down how to think about costs, margins, and the real drivers of profit in a way that’s easy to follow.The conversation also covers how founders should approach different stages of growth. What to focus on early, how to think about hiring, and why keeping things simple for as long as possible can make a big difference.They also touch on paid media, what founders often get wrong, and how to tell if it’s truly working.It’s a practical look at building a business that works long term, not just one that looks good from the outside.Website: https://www.vimmi.net Email us: [email protected] Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube Guest: Adam Callinan, Founder/CEO at PentaneAdam Callinan’s LinkedIn | PentaneWatch the full Youtube video here:https://youtu.be/hWTnZpio-_cTakeaways:Importance of contribution margin over revenueThe profit pyramid and financial structuringStages of business growth and cash flow managementThe role of AI and automation in operational efficiencyBuilding trust and onboarding clients in SaaS solutionsChapters:00:00 Introduction and Personal Values02:50 Balancing Curiosity and Leadership05:41 Understanding Revenue and Profitability08:31 The Profit Pyramid Explained11:29 Navigating Cash Flow Challenges14:18 The Importance of Staying Lean17:05 Paid Media Strategies for Founders19:58 Identifying Negative Trends in Business22:45 Efficiency and Technology in Operations25:44 Overview of Pentane and Its Offerings28:34 Building Trust and Customer Engagement30:25 Conclusion and Key Takeaways

Eitan Koter is joined by Íñigo Rivero, co-founder and managing director at House of Marketeers, a global TikTok Marketing Agency.They talk about how the platform has shifted over time, from a place for visibility to something much closer to a sales channel. Íñigo explains why many brands still approach influencer marketing the wrong way, and what actually drives results.The discussion covers the role of authentic content, why engagement matters more than follower count, and how TikTok’s algorithm gives new brands a chance to get seen.They also break down how TikTok Shop is opening up new opportunities for both brands and creators, and how social commerce is becoming easier to track and scale.It’s a clear conversation on what brands should focus on if they want to make TikTok work for them.Website: https://www.vimmi.net Email us: [email protected] Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube Guest: Íñigo Rivero, Co-Founder & Managing Director at House of MarketersÍñigo Rivero’s LinkedIn | House of MarketersWatch the full Youtube video here:https://youtu.be/V_DA-VWIt8MTakeaways:Resilience is crucial for personal and business growth.Growth often comes from mistakes and tough feedback.TikTok's authenticity sets it apart from other platforms.Social commerce is the future of TikTok.The algorithm prioritizes engaging content over follower count.Brands can expand internationally through TikTok Shop.Forecasting is essential for scaling a business effectively.Health and beauty products perform well on TikTok.Understanding local markets is key for international brands.Influencer marketing requires a balance of creativity and strategy.Chapters:00:00 Introduction to Influencer Marketing and Resilience02:44 The Evolution of TikTok and Its Unique Appeal05:15 The Rise of Social Commerce on TikTok08:01 Influencer Marketing Strategies and TikTok Shop10:33 The Importance of Authenticity and Engagement13:16 SEO and Discovery on TikTok15:56 House of Marketeers: Agency Insights and Growth18:53 Navigating International Markets with TikTok21:38 Challenges in Influencer Marketing and Agency Growth24:17 Building a High-Performing Team in a Remote Environment27:00 Conclusion and Future of Influencer Marketing

Welcome to Commerce Untold.In this episode, host Eitan Koter sits down with Rebekah Kondrat, Founder of Recon Retail, a company that helps ecommerce and DTC brands launch and scale physical stores.Rebekah has worked with brands like Apple, Starbucks, Warby Parker, Outdoor Voices, and Joybird. Today, she partners with growing brands that are ready to expand beyond online sales and build retail the right way.Together, they unpack the idea that retail is dying. Rebekah explains that most purchases still happen in person and that brands cannot rely on a single channel anymore. Online only brands are opening stores, and store based brands must strengthen their ecommerce presence. The future is about making both work together.She shares when a DTC brand should consider opening its first store, why revenue around 10 million dollars can be a helpful benchmark, and why your first location should be close enough for leadership to stay connected to customers.They also discuss what separates profitable stores from the rest, how product selection should vary by region, and why operations can make or break the retail experience.If you are thinking about expanding from ecommerce into physical retail, this episode gives you a clear place to start.Website: https://www.vimmi.net Email us: [email protected] Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube Guest: Rebekah Kondrat, Founder and Managing Partner at rekon retailRebekah Kondrat’s LinkedIn | rekon retailWatch the full Youtube video here:https://youtu.be/e7-kvX3Qe4gTakeaways:Retail is still a significant part of the economy, despite the rise of e-commerce.Brands need to evolve and adapt to stay relevant in the retail space.A multi-channel approach is essential for modern brands.Recon Retail acts as an embedded partner to help brands open physical stores.Successful retail operations require a focus on customer experience and operational efficiency.The role of retail staff is evolving beyond traditional sales roles.AI can streamline retail operations and enhance customer interactions.Brands should consider their first store location carefully to maximize learning and engagement.Every store should be designed to be profitable, not just as a marketing tool.Understanding customer demographics and preferences is crucial for retail success.Chapters:00:00 The Resilience of Retail03:48 Evolving with the Industry09:47 Recon Retail's Unique Approach15:36 Building Successful Retail Operations21:55 The Future of Retail Staff25:25 Innovations in Retail Experience29:10 Identifying Ideal Customers

In this episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Megan Vasquez, Director of Creator Strategy and Strategic Marketing at Grin.Megan shares what she has learned from working across beauty brands, agencies, and large e-commerce companies. Creator marketing is no longer a side project. It is expected to deliver results.They cover how to forecast revenue from influencers, how to align campaign goals with the right creators, and why reducing friction in the buying process makes a big difference.Megan also talks about TikTok Shop, affiliate strategy, and the importance of long term creator relationships.If you want a clearer view of how creator marketing drives sales today, this episode is worth listening to.Website: https://www.vimmi.netEmail us: [email protected] website: https://vimmi.net/mastering-ecommerce-marketing/Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTubeGuest: Megan Vasquez, Director of Creator Strategy & Strategic Marketing at GRINMegan Vasquez’s LinkedIn | GRINWatch the full Youtube video here:https://youtu.be/4J9Dit-kIC4Takeaways:The creator economy is evolving and growing rapidly.Data-driven marketing is essential for success in the creator space.AI can help streamline processes and enhance creativity.TikTok has revolutionized e-commerce and product discovery.Brands must focus on building authentic relationships with creators.Neglecting brand affinity can lead to poor performance in campaigns.Long-term contracts with creators foster trust and better results.Clicks and audience sentiment are crucial KPIs for campaigns.User-generated content often outperforms traditional marketing.Grin is focused on meeting market needs with innovative solutions.Chapters:00:00 Introduction to the Creator Economy02:29 The Evolution of the Creator Economy05:18 Data-Driven Marketing in the Creator Space08:14 Balancing Self-Service and Hand-Holding in SaaS11:08 The Role of AI in Marketing and Content Creation13:49 The Impact of TikTok on Social Shopping16:45 Common Mistakes in Creator Programs19:49 Building Long-Term Relationships with Creators22:47 Key Performance Indicators for Campaign Success25:26 Future Plans for Grin and the Creator Economy

In this episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Daniela Bolzmann, Founder of Mindful Goods, to talk about what actually moves the needle on Amazon today.Daniela works with brands around the world on Amazon creative, SEO, and conversion, and she spends her days testing what works and what does not. The conversation opens with how Daniela thinks about business, from abundance and gratitude to building systems that support long term growth.From there, they get into the real work. Daniela breaks down the Amazon funnel in plain terms, starting with getting found through titles and bullets, then earning the click with main images, and finally converting shoppers once they land on the listing. She explains why so many brands still treat Amazon like Shopify, and how that mistake shows up in missed sales.They also talk about testing, creative refresh cycles, and how competition reacts when something starts working. This episode feels like two operators comparing notes on how Amazon actually works right now.Website: https://www.vimmi.net Email us: [email protected] Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube Guest: Daniela Anavitarte Bolzmann, CEO & Founder at Mindful GoodsDaniela Anavitarte Bolzmann’s LinkedIn | Mindful GoodsGet The ULTIMATE Amazon Product Image Swipe File!Watch the full Youtube video here:https://youtu.be/cEwxxRle_MoTakeaways:Abundance is a mindset that opens doors.AI tools are essential for modern creative processes.Optimizing titles and bullets can significantly increase sales.Main images are crucial for attracting clicks on Amazon.Every image should address customer objections or questions.Amazon marketing requires a balance of conversion and traffic strategies.Continuous testing is key to finding winning variants.Understanding your ideal customer is vital for effective marketing.Visual storytelling enhances product appeal and conversion rates.Brands must adapt their strategies to remain competitive.Chapters:00:00 Introduction to Abundance and Flow02:51 Navigating Changes in Amazon Marketing05:31 Leveraging AI in Creative Processes08:40 Building an Organic Amazon Strategy11:14 Optimizing Product Listings for Conversion16:06 The Importance of Visual Storytelling19:02 Understanding Organic vs Paid Strategies24:48 Identifying Your Ideal Customer28:24 Resources and Closing Thoughts