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

On this episode of Mastering eCommerce Marketing, Eitan Koter welcomes David Feuerstein, Founder and CBO of CREATOR, a company rethinking how beauty brands are made.David shares how CREATOR makes it possible for creators, influencers, and DTC brands to launch real beauty products without massive upfront inventory or long development cycles. What used to take months and large checks can now start with small runs that grow based on demand.Eitan and David talk through why beauty has lagged behind apparel when it comes to on-demand production, and what changes when manufacturing, storefronts, and sales data are finally connected. David explains how this approach helps brands avoid overstocking, missed sales, and cash tied up in warehouses.They also cover how AI supports better forecasting, smoother production planning, and smarter marketing decisions, especially when campaigns take off faster than expected.Along the way, David shares stories from working with creators and DTC brands that started with a few hundred units and scaled to tens of thousands, all without switching factories or rebuilding their supply chain.If you’re thinking about launching a beauty brand, expanding an existing one, or just want to understand how creators are moving beyond affiliate links into real ownership, this episode sets the stage.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: David Feuerstein, Founder & CBO at Cre8orDavid Feuerstein’s LinkedIn | Cre8orWatch the full Youtube video here:https://youtu.be/3ButC4BxbGMTakeaways:Launching beauty products is complex due to compliance, formulation, and manufacturing.Cre8or gives creators and brands access to on-demand beauty manufacturing.Inventory is one of the biggest risks for growing brands.Starting small and scaling with demand lowers financial pressure.Creators are moving beyond affiliate links to owning products.AI supports forecasting, production timing, and inventory planning.The future of beauty favors speed, flexibility, and lower risk.Chapters:00:00 Welcome and guest intro01:16 Values that guide David’s work03:47 What Cre8or does05:06 Why beauty is harder than merch06:25 Challenges creators face09:02 Inventory and risk13:32 Scaling without overstock15:34 Manufacturing meets demand21:00 AI and forecasting24:39 The future of beauty brands28:16 How to work with Cre8or

In this episode of Mastering eCommerce Marketing, Eitan Koter welcomes Jordan Gordon, Head of Email Retention and CRO at Pilot House Digital, and the host of the World’s Best Email Retention Podcast.Jordan shares how he found his way into email early on, why he stayed focused on it, and how that focus turned into a long-term advantage. The conversation centers on one simple idea. Brands cannot scale efficiently if retention is treated as an afterthought.They talk through what Jordan sees when auditing Shopify and Klaviyo accounts, how email revenue compares to paid media, and why the cheapest customer is often the one you already have. Jordan explains how email supports ads behind the scenes, improves return on spend, and creates room to grow without increasing costs.On the CRO side, Jordan walks through how he looks at funnels, where most sites lose momentum, and why homepage and product page paths matter more than most teams expect. He also explains why simplifying choices and highlighting hero products often works better than complex redesigns.They close with a look at the inbox today, why automation matters more than constant campaigns, and how brands can stay visible without wearing out their list.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: Jordan Gordon, Head of Email, Retention and CRO at Pilothouse DigitalJordan Gordon’s LinkedIn | Pilothouse DigitalWatch the full Youtube video here:https://youtu.be/-GQliosqjjkTakeaways:Scale, depth, and dedication are crucial in e-commerce.Email retention can significantly impact revenue.Your cheapest buyer is the buyer you already have.Email is a 50-year-old protocol that remains vital.Email marketing is the most prolific communication system.A tight campaign window and automation are essential for success.Focus on the landing pad for traffic to improve results.Retention tactics can prevent leaving money on the table.Understanding the connection between bottom-of-funnel and advertising success is key.Optimizing conversion rates requires understanding user funnels and choke points.Chapters:00:00 Introduction to E-commerce Retention Strategies02:50 The Importance of Scale, Depth, and Dedication05:18 Email Retention: The Bottom of the Funnel08:22 Connecting Email and Advertising Success11:08 The Riddle of Email as a Profit Center13:46 Optimizing Conversion Rate Optimization (CRO) Strategies16:28 Understanding User Funnels and Choke Points19:17 Measuring Success in CRO21:55 The Future of Email Marketing in 202624:40 The World's Best Email Retention Podcast

In this episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Jon Ostenson, Founder, CEO and Consultant at FranBridge Consulting, for a grounded conversation about franchising and how it actually works in the real world.Jon has spent years on both sides of the table. He’s run a franchise system, invested as a franchisee, and now works closely with entrepreneurs and business owners who are deciding whether franchising makes sense for them.Together, they talk through what franchising really means beyond the headlines. Jon explains how franchise models are structured, why non food franchises are growing fast, and what people should consider before choosing between starting a business, buying one, or joining a franchise system.They also cover common mistakes, like underestimating the work involved or moving too fast. Jon shares how territories are protected, how financing usually works, and what strong franchise operators tend to have in place to support their owners.This episode is a clear, honest look at franchising for anyone thinking about business ownership, growth, or expansion without starting from scratch.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: Jon Ostenson, Founder, CEO and Consultant at FranBridge ConsultingJon Ostenson’s LinkedIn | FranBridge ConsultingWatch the full Youtube video here:https://youtu.be/AVuocPOHg6QTakeaways:Franchising provides a support system for entrepreneurs.It's essential to evaluate the franchise model before investing.Common mistakes include underestimating the work involved in franchising.Timing is crucial; the right moment to start may never come.Franchising can be a viable expansion strategy for existing businesses.A strong leadership team is vital for franchise success.Understanding the investment and revenue structure is key.Franchisees need protection in their territories to succeed.Non-food franchises are gaining popularity and profitability.Building an asset through franchising offers long-term benefits.Chapters:00:00 Introduction to Franchising and Personal Insights03:04 The Franchise Model Explained05:47 Key Considerations for Entrepreneurs08:35 Evaluating Franchise Opportunities11:32 Mistakes to Avoid in Franchising14:16 Franchising as a Growth Strategy17:29 The Role of Support in Franchising20:09 Protecting Franchisees and Territory Management23:07 Investment and Revenue Structure in Franchising25:58 Resources and Next Steps for Interested Entrepreneurs28:45 Conclusion and Final Thoughts

In this episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Talor Ofer, founder of Retail Empire, to talk about what it really takes for brands to get into brick and mortar retail in the US.Talor has spent more than 25 years working directly with retail buyers and helping brands move from online-only sales into physical stores. At Retail Empire, his team connects vendors with buyers across hundreds of retail chains, from specialty stores to major big-box retailers.In this conversation, Eitan and Talor talk through why retail still plays such a big role in 2026, even as more brands start online. Talor explains why many founders are closer to retail-ready than they think, and what usually holds them back.They cover how buyers make decisions today, why samples matter more than most brands realize, and what retailers look for beyond just a good product. Talor also breaks down pricing expectations, common mistakes that slow deals down, and how brands should think about wholesale, packaging, and supply chain before approaching buyers.If you’re running a DTC brand, selling on Amazon, or thinking about wholesale for the first time, this episode gives a clear look at how retail actually works, straight from someone who’s in those conversations every day.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: Talor Ofer, Founder at Retail EmpireTalor Ofer’s LinkedIn | Retail EmpireWatch the full Youtube video here:https://youtu.be/f6-nuwE5-NATakeaways:Retail is a crucial channel for brands, despite the rise of D2C.Brands must ensure they have a solid supply chain before entering retail.Packaging is key; it should communicate the product's value quickly.Retail buyers are looking for brands with a compelling story.Fast decision-making is becoming more common among retail buyers.Pricing strategies are evolving due to market competition and tariffs.Samples are essential for securing orders from retailers.Understanding the setup process with retailers is critical for success.Brands should be aware of market trends to stay relevant.Loyalty and honesty are foundational for long-term business relationships.Chapters:00:00 Introduction to Retail Empire and Talor Ofer01:06 Preparing Brands for Big Box Retail02:41 Timing for Retail Entry: When to Go Big05:22 Common Reasons for Retailer Rejections07:40 Understanding Buyer Decision-Making in 202609:42 The Retail Empire Process: Qualifying Opportunities12:55 The Importance of Samples in Retail14:51 Approaching Retailers: Big vs. Small16:43 Handling Initial Shipments and Training18:29 Marketing and Packaging Considerations19:32 Managing Inventory and Demand Spikes21:01 Sales Cycle: From Introduction to Orders22:26 Technology and Support Systems for Brands23:42 Trends and Innovations in Retail24:20 Exclusivity Terms in Retail Contracts25:40 Dealing with Unsold Inventory27:03 Core Values: Honesty, Transparency, and Loyalty28:14 Connecting with Retail Empire

In this episode of Mastering eCommerce Marketing, Eitan Koter sits down with Avani Oswal, Head of Digital at Elizée and Founder at Catalyst.Avani works closely with retail brands, eCommerce teams, and tech startups, helping them make sense of where technology actually fits into their day to day work. She brings a grounded point of view shaped by real experience, not trends for the sake of trends.They talk about how teams can test new tools without overcommitting, why measuring results matters more than adding more software, and how personalization is finally becoming something brands can deliver in meaningful ways. Avani also shares why clean product data is now just as important as design when it comes to being discovered.The conversation touches on how shopping behavior is shifting, how people want answers faster, and what brands need to do to show up when customers are searching differently. Later on, Avani explains why she started Catalyst and how retail leaders are learning from each other in smaller, more honest settings.It’s a clear, thoughtful conversation about what to focus on and how to move forward without making things harder than they need to be.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: Avani Oswal, Head of Digital at Elizée | Founder at CatalystAvani Oswal’s LinkedIn | Elizée | CatalystWatch the full Youtube video here:https://youtu.be/XmgZXrFuehQTakeaways:Curiosity drives learning and innovation in retail.Testing AI solutions is crucial for understanding their impact.Personalization is evolving towards one-to-one experiences.Clean data is essential for effective discoverability.Customer expectations are rising, demanding better experiences.Building relationships is key to success in business.AI can significantly improve inventory management.The retail landscape is rapidly changing, requiring agility.Consolidation of tools in e-commerce is on the horizon.Community building fosters knowledge sharing and collaboration.Chapters:00:00 Introduction to Avni Oswal and Her Values02:54 The Impact of AI on E-commerce and Retail05:27 Testing and Measuring AI Solutions08:25 Personalization in E-commerce11:19 The Shift from Search to Answer Engines14:07 Data Management and AI Integration16:55 Catalyst Community and Its Purpose19:57 Emerging Trends in Retail and AI22:36 Advising AI Startups and Building Relationships

In this episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Jason Greenwood, founder of Greenwood Consulting and host of the eCommerce Edge podcast.Jason has spent over 25 years working across eCommerce, with a sharp focus on B2B. The conversation centers on why B2B commerce has followed a very different path than DTC, and why many manufacturers and distributors are only now taking digital seriously.They talk about how COVID accelerated change, why marketplaces are one of the fastest-growing B2B channels, and what modern B2B buyers actually expect from suppliers today. Jason also explains why traditional KPIs like AOV and conversion rate don’t tell the full story in B2B, and what metrics matter more.The episode also covers change management, sales team resistance, and how technology should support people instead of replacing them. Toward the end, Jason shares his take on when DTC brands should start thinking about wholesale and distribution, and what happens when they wait too long.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: Jason Greenwood, Founder & Lead Consultant at Greenwood ConsultingJason Greenwood’s LinkedIn | Greenwood ConsultingWatch the full Youtube video here:https://youtu.be/luahzCh6-fATakeaways:• B2B e-commerce is significantly behind B2C but is catching up rapidly.• The COVID-19 pandemic accelerated the need for digital transformation in B2B.• Sales teams often resist digital changes due to traditional practices.• Change management is crucial for successful digital adoption in B2B.• B2B relationships are long-term and require a human touch.• Digital channels are essential for B2B growth and efficiency.• AI can enhance B2B operations but should not replace human interaction.• D2C brands should consider B2B as a growth channel once stable.• Understanding KPIs in B2B is different from B2C due to higher AOVs.• Technology plays a vital role in the future of B2B e-commerce.Chapters:00:00 Introduction and Background01:00 Understanding B2B E-commerce08:58 Digital Channels in B2B13:48 Change Management in B2B Transformation17:49 Key Performance Indicators in B2B22:13 Technology Building Blocks for B2B25:21 D2C Brands and B2B Opportunities31:18 Personal Values and Closing Thoughts

In this episode of Mastering eCommerce Marketing, host Eitan Koter chats with Lars Hauwert, founder of Howard Consulting and former owner of Nancy Home Store, a home goods brand he built and scaled across Europe.Lars shares his journey from running his own store to helping brands improve their funnels end to end. He explains why product quality and clear offers still come first, even with better ads, tools, and AI. They talk about common conversion blockers, the role of trust on a website, and why making it easy for customers to reach you still matters.The conversation also covers paid media, testing budgets, creative formats, and how founders should think about growth timelines. Lars is honest about mistakes he made, especially around retention, and why ignoring past customers is one of the biggest missed opportunities in eCommerce.They wrap up with thoughts on AI, content creation, and how brands can grow faster by staying focused on fundamentals.A straightforward conversation for anyone running or scaling an online store.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: Lars Hauwert, Founder & CEO at Hauwert ConsultingLars Hauwert’s LinkedIn | Hauwert ConsultingWatch the full Youtube video here:https://youtu.be/fZsUt1D9FZkTakeaways:Care about your family and friends.Strive for excellence in everything you do.Dedication to the process is key.Having a solid product is crucial for success.Focus on optimizing your website for conversions.Utilize AI for marketing and efficiency.Invest in both traffic acquisition and customer retention.A unique product assortment enhances brand value.Allocate 80-90% of your budget to ads.Building a successful e-commerce business takes time.Chapters:00:00 Introduction to E-commerce Success02:49 Core Values and Personal Philosophy05:21 Challenges in E-commerce08:24 Product Management and Sourcing11:09 Conversion Optimization Strategies14:00 Traffic Acquisition Techniques16:54 The Importance of Patience in E-commerce19:47 Omnichannel Strategies for Success20:53 Product Assortment for Longevity22:49 The Role of AI in E-commerce25:55 Advice for E-commerce Growth28:59 Marketing Budget Allocation30:17 Creating Engaging Content

In this episode of Mastering eCommerce Marketing, Eitan Koter welcomes Rob te Braake, founder of Insight Matters, to talk about how eCommerce brands should really think about finance.Rob works with founders as a fractional CFO, helping them set up accounting and reporting in a way that supports real decision-making. He’s also been an operator himself, which shows up throughout the conversation. He understands the pressure of choosing between ads, inventory, payroll, and growth, because he’s lived it.Together, they talk about why revenue alone doesn’t tell the full story, how cash flow problems often start with inventory and financing costs, and why many brands rely on numbers that aren’t built for management decisions. Rob explains what founders should look for in their P&L, how forecasting improves over time, and why trying to automate thinking with AI can miss the mark.They also cover exit planning, what makes a business attractive to buyers, and why trust in the numbers matters more than anything else.This episode is a grounded conversation for founders who want clarity, fewer surprises, and a better handle on how money actually moves through their business.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: Rob te Braake, Founder at Insight MattersRob te Braake’s LinkedIn | Insight MattersIs your financial setup holding back your eCommerce Growth? Find out here: http://financeinsightmatters.com/masteringecommercemarketingWatch the full Youtube video here:https://youtu.be/FYkZAU5lzXkTakeaways:Freedom is a core driver for entrepreneurship.Values are essential for meaningful work.Management accounting is crucial for e-commerce success.Financial data should be used for decision-making, not just compliance.Sales forecasting is key to optimizing cash flow.Clean financial records build trust with potential buyers.Understanding the cost of financing is vital for profitability.E-commerce businesses need to prepare for exits well in advance.Data-driven insights can steer companies toward success.Founders must engage actively in financial management.Chapters:00:00 Introduction to Strategic Financing and Management Accounting01:50 Rob's Journey and Entrepreneurial Spirit03:45 The Importance of Management Accounting05:27 Understanding Management vs. Tax Accounting07:33 The Three Tiers of Financial Management09:02 Prioritizing Data for Business Decisions10:27 The Financial Hierarchy of Needs12:01 Preparing for an Exit: Key Considerations13:39 The Importance of Clean Financial Records16:50 Profitability vs. Cash Flow Management18:41 The Operator's Advantage in Finance19:57 Revenue vs. Profitability: The Ongoing Debate21:08 Case Study: Turning Around a Struggling E-commerce Business22:53 Immediate Financial Recommendations for Founders23:58 Facilitating Financial Management for Founders25:32 Engagement Models and Initial Steps

In this episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Victoria Vaughan, Founder of B612, an award-winning PR agency based in New York that works closely with tech companies and founders.Their conversation focuses on how PR really works today, especially in a world filled with AI-generated content and nonstop noise. Victoria shares how strong brand stories are built, why founder-led PR matters more than ever, and how human connection still plays a major role in media coverage.They talk about how founders can find real gaps in their market, why research comes before messaging, and how PR has expanded far beyond traditional press to include podcasts, newsletters, and independent journalists. Victoria also explains how AI can support research and monitoring, without replacing real relationships or thoughtful outreach.Eitan and Victoria also cover what goes into a successful product launch, how early founders should think about timelines, and why earned media continues to build trust long after a campaign ends.This episode is a grounded conversation about storytelling, credibility, and how brands can stand out by being real, clear, and intentional.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: Victoria Vaughan, Founder at B612Victoria Vaughan’s LinkedIn | B612Watch the full Youtube video here:https://youtu.be/Q0aN9Mlj0mYTakeaways:Authenticity resonates more than curated success stories.People relate better to real-life struggles than to perfection.Mistakes are a crucial part of the journey to success.Sharing vulnerabilities can enhance audience connection.Trust is built through honesty and openness.Social media often presents a skewed view of success.Real stories can inspire and motivate others.Embracing failure is essential for growth.Transparency in storytelling fosters community.The narrative of success is often incomplete without failures.Chapters:00:00 Introduction to Victoria Vaughan and B61202:00 Why PR still matters in an AI world05:30 How brands find real market gaps09:30 Choosing the right PR channels13:00 Building relationships with journalists17:00 Founder-led PR and personal branding21:30 Preparing for a product launch25:30 Media coverage vs paid marketing30:30 The story behind B612

In this episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Ricky Ho, CEO and co-founder of SourceReady, a platform that helps brands find real and reliable manufacturers without the usual guesswork.Ricky talks through how the sourcing world actually works, why so many great factories stay hidden, and why smaller brands often struggle to reach them. He breaks down common mistakes founders make when choosing suppliers and explains why chasing the lowest price can create more problems than it solves.They also discuss how customs data shows who really makes products for major brands, why so many Amazon sellers are searching for alternatives outside China, and how automation can handle the late-night supplier conversations that normally drain an entire week.Listeners will hear simple ways to think about product quality, transparency, and the steps that matter most when building a supply chain from scratch. Ricky also shares how SourceReady helps small brands and global retailers cut through noise and find suppliers that actually fit their needs.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: Ricky Ho, Co-Founder & CEO at SourceReadyRicky Ho’s LinkedIn | SourceReadyWatch the full Youtube video here:https://youtu.be/2dvMtjR6i5ETakeaways:Ricky emphasizes the role of optimism in the face of AI advancements.Transparency in the supply chain is becoming increasingly crucial.The textile industry is lagging in technological innovation.Many top suppliers are not visible on traditional platforms.SourceReady aims to empower smaller brands in sourcing.AI can significantly streamline the supplier discovery process.Emerging markets like Vietnam are becoming key manufacturing hubs.Cost should not be the sole focus when sourcing products.Differentiation through quality and sustainability is vital for brands.Ricky encourages learning from advanced industries to innovate in legacy sectors.Chapters:00:00 Introduction to Ricky Ho and SourceReady02:44 The Importance of Optimism, Productivity, and Transparency05:51 Ricky's Background and the Family Business08:35 Challenges in the Sourcing and Supplier Industry11:18 The Role of AI in Sourcing and Supplier Discovery14:28 Emerging Manufacturing Regions and Trends17:03 Platform Features and User Experience19:41 Advice for Entrepreneurs in Legacy Industries22:36 Current Status and Future Plans for SourceReady

In this episode of Mastering eCommerce Marketing, Eitan Koter sits down with Andrew Maff, founder and CEO of BlueTuskr. Andrew has worked inside ecommerce brands and now leads a team that supports them across ads, SEO, Amazon strategy, and more.Eitan and Andrew talk about why relying on one sales channel, especially Amazon, can put a brand at risk. Andrew explains how to diversify in small steps, how to test demand before building a full website, and how to use SEO to bring in traffic that Amazon rewards.They also get into rising ad costs, how real shoppers move across platforms, and why a top down view of performance makes more sense than chasing ROAS in each channel.Andrew closes with advice for Q4 and beyond. He shares how to keep new customers engaged in the new year without pushing constant discounts.A simple and clear conversation about building a more stable ecommerce business.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: Andrew Maff, Founder at BlueTuskrAndrew Maff’s LinkedIn | BlueTuskrWatch the full Youtube video here:https://youtu.be/j0eAcX4lsi4Takeaways:Diversification is essential for e-commerce brands.Brands should not rely solely on Amazon for sales.Understanding your customer acquisition channels is crucial.SEO can significantly enhance DTC and Amazon performance.Bootstrapping your DTC strategy can save costs.Providing value to customers is key for retention.Video marketing is effective for engaging younger audiences.Evaluate the return on investment for new marketing channels.Measuring overall marketing performance is vital for success.Q4 is a great time to collect data and new customers.Chapters:00:00 Introduction to Omnichannel Strategies02:48 The Importance of Diversification in E-commerce05:32 Understanding BlueTuskr's Unique Agency Model08:32 Connecting Amazon and DTC for Unified Strategy11:17 Generating Traffic Outside of Amazon14:22 Bootstrapping Your DTC Strategy17:20 Measuring Marketing Performance Across Channels20:19 Customer Retention Beyond Q423:08 The Role of Video Marketing in E-commerce25:45 Final Thoughts and Closing Remarks