eCommerce Evolution

Black Friday just got more interesting.While most brands were bracing for skyrocketing ad costs and fierce competition, something unexpected happened during BFCM 2025—and it's reshaping how smart brands should approach next year's holiday season.In this jam-packed episode, OMG Commerce CEO Brett Curry sits down with four of the agency's top strategists—spanning Google, YouTube, Amazon, and retention marketing—to dissect what actually worked (and what flopped) during one of the most surprising Black Friday weekends in recent memory.You'll also get the 2026 prep checklist, including why AI is about to eliminate every excuse you have for not planning year-round promos, how to break down channel silos that are costing you sales, and the exact timing strategies that separated winners from everyone else.Whether you crushed it this BFCM or are wondering where you went wrong, this episode gives you the data, insights, and tactical playbook to make next year your best yet.Featured experts:Bill Cover, Google & YouTube DirectorLuba, Amazon ABM StrategistBarry Bowman, Amazon Ads SpecialistNick Flint, Retention Marketing Director—Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today!—Chapters: (00:00) Intro(02:06) Meet the panel(05:52) Google/YouTube: weekend “plateau” + CPM/CPC drops and why it happened(08:50) Amazon: expanded event length, strong YoY, and the “off-Amazon” halo effect(12:28) SMS surpasses email + why brands still underuse it(13:47) What worked across all channels(19:33) Save Money and Connect Your Marketing Channels with Channable(20:35) Top-of-funnel and offer strategy(24:02) What didn’t work on Amazon: skipping promos, waiting too late, and thinking margin over LTV(27:42) Best brands vs. struggling brands(42:22) Playbook for next year(47:02) Channel strategy + 2026 planning(51:00) Final thoughts: AI’s impact on creative + planning(53:11) Fast Funding the Way You Need It with Wayflyer—Connect With Brett: LinkedIn: https://www.linkedin.com/in/thebrettcurry/ YouTube: https://www.youtube.com/@omgcommerce Website: https://www.omgcommerce.com/ Request a Free Strategy Session: https://www.omgcommerce.com/contact Relevant Links:Keranique: keranique.comSponsor Offer | Channable (Mention Ecommerce Evolution): https://www.channable.com/

This is a recording from AMZ Innovate 2025 in New York City. Brett Curry breaks down why YouTube is a fundamentally different growth channel than Meta, TikTok, or Amazon ads, and why most brands struggle when they treat it like “just another social platform.” He explains the four key ways people use YouTube (searching, streaming, scrolling, shopping), shares a proven creative formula to keep viewers from skipping, and walks through an Arctic case study showing measurable lift in branded search and Walmart sales. Finally, he covers why YouTube measurement often understates true performance and what to track instead (search lift, sales lift, geo holdouts, Amazon + DTC combined impact).—Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today!—Chapters: (00:12) Intro(01:11) YouTube is the missing piece for ecommerce growth(04:07) YouTube on CTV + why creative can’t be a direct Meta/TikTok copy(06:50) Examples of YouTube-powered brand growth (Dr. Squash, Native, BOOM)(10:20) Creative strategy: length, formats, and what actually converts(11:12) The 5-part YouTube creative formula (hook → CTA)(14:34) Creative examples breakdown (RTIC durability, Native UGC montage, OPO Pop)(15:51) Sponsor Offer: Loop Subscriptions (21:18) What metrics matter for creative feedback loops (view rate, watch time, clicks, CVR)(26:01) Why YouTube under-measures + incrementality findings (House Analytics)(28:36) The “trifecta of lift”: Amazon baseline + search lift + overall sales trend(30:41) Sponsor: Fermat (AI-native commerce platform)—Connect With Brett: LinkedIn: https://www.linkedin.com/in/thebrettcurry/ YouTube: https://www.youtube.com/@omgcommerce Website: https://www.omgcommerce.com/ Request a Free Strategy Session: https://www.omgcommerce.com/contact Relevant Links:Sponsor Offer | LOOP (Mention Ecommerce Evolution): https://www.loopwork.co/Sponsor Offer | Fermat (Mention Ecommerce Evolution): fermatcommerce.comPast guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzie, Joseph Wilkins, Cody Wittick, Miki Agrawal, Justin Brooke, Nish Samantray, Kurt Elster, John Parkes, Chris Mercer, Rabah Rahil, Bear Handlon, JC Hite, Frederick Vallaeys, Preston Rutherford, Anthony Mink, Bill D’Allessandro, Stephane Colleu, Jeff Oxford, Bryan Porter and more

When Beav Brodie was handed his wife's purple diaper bag to carry around town, he knew something had to change. As a tattooed, custom car-building dad, that bag just didn't fit. So he did what any problem-solver would do—he grabbed his sewing machine and made his own. That side project turned into Tactical Baby Gear, a thriving eCommerce brand that's become the go-to for dads who want gear that's as functional as it is badass. In this episode, Beav shares his journey from knowing absolutely nothing about eCommerce (including what a UPC code was) to building a product line that customers trust and keep coming back for. He also pulls back the curtain on navigating the chaos of 2025—from Meta auction issues to tariff headwinds—and why he's betting big on Amazon and YouTube as his growth channels for the year ahead.—Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today!—Chapters: (00:00) Opening & Introducing Beav Brodie(04:45) 2025 Headwinds, Tariffs & Personal Life Challenges(08:45) Becoming a Real Operator: Systems, SOPs & Founder Mindset Shifts(12:00) Origin Story: From Custom Cars to Tactical Baby Gear(17:00) Manufacturing Realities: COVID, Price Creep & Moving Abroad(24:38) Recover hidden Amazon revenue with Threecolts(25:33) Meta Constraints & The Founder Bottleneck in Content(29:30) UGC, Influencers & Why Authenticity Beats “Pretty” Content(36:25) Offers, Acquisition & The Realities of Low-Repeat Categories(42:10) Brand vs Discounts: Community, Trust & True LTV(47:00) Channel Expansion & Product Philosophy(50:19) PostPilot: Direct mail that prints money.—Connect With Brett: LinkedIn: https://www.linkedin.com/in/thebrettcurry/ YouTube: https://www.youtube.com/@omgcommerce Website: https://www.omgcommerce.com/ Request a Free Strategy Session: https://www.omgcommerce.com/contact Relevant Links:Tactical Baby Gear: https://tacticalbabygear.comSponsor Offer | Threecolts: http://threecolts.comSponsor Offer | PostPilot: http://postpilot.com/Past guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzie, Joseph Wilkins, Cody Wittick, Miki Agrawal, Justin Brooke, Nish Samantray, Kurt Elster, John Parkes, Chris Mercer, Rabah Rahil, Bear Handlon, JC Hite, Frederick Vallaeys, Preston Rutherford, Anthony Mink, Bill D’Allessandro, Stephane Colleu, Jeff Oxford, Bryan Porter and more

Think you've maxed out your paid advertising? Think again.In this episode, Miranda Pettinger (365 Holdings/Cuddle Clones) shares how she scaled AppLovin from zero to $80,000/day in just 7 days during Black Friday—and why it's now their highest-spending channel, even surpassing Meta.Miranda doesn't just share success metrics—she breaks down the exact strategy, creative approach, and measurement framework that made it possible. This is the blueprint for brands ready to diversify beyond Meta and Google.If you're spending serious money on Meta and hitting scale ceilings, AppLovin might be your most underrated growth opportunity. Miranda proved it's possible to find incremental customers, better ROAS, and massive scale—all while simplifying your account structure.—Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today!—Chapters: (00:00) Introducing Miranda and Cuddle Clones(07:54) The Journey from Zero to $80,000 a day.(13:27) Targeting, Media Buying and Creative on AppLovin(17:03) Understanding AppLovin(19:38) Analyzing Customer Behavior and Incrementality(22:59) Fermat: Optimize Shopper Experience with AI(23:53) Limitations on AppLovin and Final Thoughts(31:15) Crafting Compelling Ads(37:24) Analyzing Successful Ad Elements(42:17) Targeting and Audience Engagement(46:27) Brand Recall and Interactions(50:25) Utilizing AI for Ad Optimization(53:35) Creative Diversity and Longevity(58:41) Final Thoughts(01:03:08) Save Money and Connect Your Marketing Channels with Channable—Connect With Brett: LinkedIn: https://www.linkedin.com/in/thebrettcurry/ YouTube: https://www.youtube.com/@omgcommerce Website: https://www.omgcommerce.com/ Request a Free Strategy Session: https://www.omgcommerce.com/contact Relevant Links:Connect with Miranda on X: https://x.com/mirandpettingerCuddle Clones: https://cuddleclones.comAppLovin: https://www.applovin.com/Sponsor Offer | Fermat (Mention Ecommerce Evolution): fermatcommerce.comSponsor Offer | Channable (Mention Ecommerce Evolution): https://channable.com/Past guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzie, Joseph Wilkins, Cody Wittick, Miki Agrawal, Justin Brooke, Nish Samantray, Kurt Elster, John Parkes, Chris Mercer, Rabah Rahil, Bear Handlon, JC Hite, Frederick Vallaeys, Preston Rutherford, Anthony Mink, Bill D’Allessandro, Stephane Colleu, Jeff Oxford, Bryan Porter and more

At the start of Q4, OMG Commerce founder Brett Curry hosts a special Last-Minute Levers masterclass to help brands maximize performance during the busiest shopping season of the year. Joined by Amazon strategist Luba Ilyasova, ad expert Jonathan Steffens, and Connor Crook, CEO of Diamondback Tools, the session dives into what’s changed on Amazon in 2025, how to build a profitable holiday strategy, and which final levers to pull before Black Friday / Cyber Monday hits.From international expansion and tariff navigation to using Amazon’s newest ad analytics, profit margin tracking, and creative promotion tactics, this masterclass offers a playbook for protecting margins, scaling smartly, and avoiding common Q4 pitfalls. Whether you’re planning coupons, bundles, or last-minute campaigns, these insights will help make this your strongest and most profitable holiday yet.—Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today!—Chapters: (00:00) Intro(04:32) Diamondback Tools & Amazon’s Role in Brand Growth(06:43) Strategic Fit – How Amazon Complements DTC and Wholesale(11:54) Key Shifts in 2025 – Tariffs, International Expansion & SKU Updates(16:07) Major Amazon Changes – Matching Product to Customer Intent(21:04) Sponsor Acknowledgements & Tool Shoutouts(22:14) Ad Trends and Competitive Landscape in 2025(25:26) Making Data Actionable – Customer Journey Analytics & Search Query Insights(32:40) Last-Minute Levers for Q4 Success(34:15) Testing New Main Images & Launching Video Ads(35:51) Building Gift Guides & Creative Holiday Angles(37:18) Integrating Email and SMS With Amazon Promotions(39:26) Diamondback’s Promotional Strategy for the Holidays(45:21) Virtual Bundles – Opportunities and Pitfalls(50:27) Balancing Aggression and Profitability in Holiday Ads(52:33) Post-Event Remarketing & Retention Tactics(56:35) Final Thoughts – Promotions That Actually Work(58:37) Closing Remarks – Building Profitable Brands This Holiday Season—Connect With Brett: LinkedIn: https://www.linkedin.com/in/thebrettcurry/ YouTube: https://www.youtube.com/@omgcommerce Website: https://www.omgcommerce.com/ Request a Free Strategy Session: https://www.omgcommerce.com/contact Relevant Links:Connor’s LinkedIn: https://www.linkedin.com/in/connor-crook-bb82b110/Diamondback Website: https://www.diamondback.com/Boom by Cindy Joseph (Amazon launch case): https://www.amazon.com/stores/BOOMbyCindyJoseph/page/8ACDB09A-AEB9-4CEE-9311-BC3DCA688D8DNative Deodorant: https://www.amazon.com/stores/Native/page/B87A8989-7690-424A-B775-553034F6E58ESponsor Offer | AZM Prep (Mention Ecommerce Evolution): https://amzprep.com/Sponsor Offer | KAPOQ (Mention Ecommerce Evolution): https://kapoq.com/Sponsor Offer | Seller Candy (Mention Ecommerce Evolution): https://sellercandy.com/Sponsor Offer | Threecolts (Mention Ecommerce Evolution):...

Are you spending more on ads but getting less in return? You're not alone. In this eye-opening conversation, Preston Rutherford, co-founder of Chubbies (which achieved a nine-figure exit and continues to see 8 years of consecutive growth), reveals why most modern brands are stuck in what he calls "the performance trap." Preston breaks down the crucial 95-5 rule—the reality that 95% of your audience isn't actively shopping at any given time—and explains why optimizing only for immediate conversions is slowly eroding your brand. He shares the hard-earned lessons from Chubbies' journey, including their midlife crisis moment when efficiency metrics looked great but the business fundamentals were deteriorating. This isn't about choosing between brand and performance—it's about finding the right balance to build sustainable, profitable growth. If you've ever wondered whether your marketing is building a moat or just buying clicks, this episode is essential listening.—Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today!—Chapters: (00:00) Intro(04:08) The Journey of Chubbies(08:49) Navigating Early Success and Marketing Performance(16:10) Identifying Brand Erosion and Its Consequences(22:00) 1000 Free Postcards with Post Pilot(22:58) The 95-5 Rule(28:53) Balancing Demand Capture and Generation(32:25) Testing and Incrementality in Marketing(52:30) Understanding The Brand’s Impact on Revenue (58:47) Insights from Data Analysis(1:04:18) Running Media Differently for Brand Building(1:09:37) Identifying ICP for Marathon Data(1:12:30) Fast Funding the Way You Need It with Wayflyer—Connect With Brett: LinkedIn: https://www.linkedin.com/in/thebrettcurry/ YouTube: https://www.youtube.com/@omgcommerce Website: https://www.omgcommerce.com/ Request a Free Strategy Session: https://www.omgcommerce.com/contact Relevant Links:Preston’s LinkedIn: https://www.linkedin.com/in/prestonrChubbies Website: https://www.chubbiesshorts.comSpecial Offer | PostPilot (Mention Ecommerce Evolution): https://postpilot.com/Special Offer | (Mention Ecommerce Evolution): https://wayflyer.com/Past guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzie, Joseph Wilkins, Cody Wittick, Miki Agrawal, Justin Brooke, Nish Samantray, Kurt Elster, John Parkes, Chris Mercer, Rabah Rahil, Bear Handlon, JC Hite, Frederick Vallaeys, Preston Rutherford, Anthony Mink, Bill D’Allessandro, Stephane Colleu, Jeff Oxford, Bryan Porter and more

What happens when a trial attorney who spent his days in courtrooms becomes the CEO of one of the fastest-growing premium tool belt companies online? Connor Crook's journey from practicing law to building Diamondback Tools into an 8-figure business is packed with unconventional strategies that any DTC brand owner can apply. In this episode, Connor reveals how he leveraged Instagram to become "trade-famous," built an Apple-like product ecosystem that keeps customers upgrading, and made the bold decision to slash his cost of goods by 70% while simultaneously improving quality - a move that transformed his entire business model.—Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today!—Chapters: (00:00) Intro(03:47) From Trial Attorney to Toolbelt CEO(06:45) Building Community and Becoming Insta-Famous(10:26) Promotional Strategies and Customer Engagement(14:45) Open Source Product Development(26:02) Save Money and Connect Your Marketing Channels with Channable(27:25) Creating a Product Ecosystem(32:23) Unlocking Repeat Business Through Product Upgrades(36:14) Reducing Costs and Improving Quality: The Vietnam Shift(46:54) Cash Flow and Profitability in E-Commerce(56:21) Transform Your Subscription Business with Loop—Connect With Brett: LinkedIn: https://www.linkedin.com/in/thebrettcurry/ YouTube: https://www.youtube.com/@omgcommerce Website: https://www.omgcommerce.com/ Request a Free Strategy Session: https://www.omgcommerce.com/contact Relevant Links:Connor’sLinkedIn: https://www.linkedin.com/in/connor-crook-bb82b110Diamondback Website: https://toolbelts.com/Special Offer | Channable (Mention Ecommerce Evolution): https://www.channable.com/Special Offer | Loop (Mention Ecommerce Evolution): https://www.loopwork.co/Past guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzie, Joseph Wilkins, Cody Wittick, Miki Agrawal, Justin Brooke, Nish Samantray, Kurt Elster, John Parkes, Chris Mercer, Rabah Rahil, Bear Handlon, JC Hite, Frederick Vallaeys, Preston Rutherford, Anthony Mink, Bill D’Allessandro, Stephane Colleu, Jeff Oxford, Bryan Porter and more

Amazon's 2025 Prime Day was a wake-up call for sellers - the four-day format killed urgency, lightning deals lost their punch, and profitability took a hit across the board. In this episode, Brandon Fuhrmann, a 12-year Amazon veteran and co-founder of the Innovate conference, breaks down what went wrong with Prime Day and what it means for your Q4 strategy. As a seven-figure seller in the brutal kitchenware category, Brandon shares the hard-won lessons from navigating Amazon's evolving landscape where fees are multiplying, Chinese sellers are getting smarter, and profit margins are under constant pressure.—Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today!—Chapters: (00:00) Intro(05:07) Insights from Prime Day 2025 and Changes in Dynamics(11:11) Ad Strategy & Lightning Deals(13:14) Preparing for Q4 & Prime Day 2026(19:01) Managing Fees & Profitability(22:37) Join Us at Grow NYC!(25:35) Maximizing Profitability Through Cost Management(30:52) Navigating the Competitive Landscape and AI Optimization(40:56) Amazon Innovate: A Seller-Centric Conference(47:42) Fermat: Optimize Shopper Experience with AI—Connect With Brett: LinkedIn: https://www.linkedin.com/in/thebrettcurry/ YouTube: https://www.youtube.com/@omgcommerce Website: https://www.omgcommerce.com/ Request a Free Strategy Session: https://www.omgcommerce.com/contact Relevant Links:Brandon’s LinkedIn: https://www.linkedin.com/in/brandonfuhrmannAmazon Innovate: https://amzsummits.com/events/innovate-2025/Grow NYC: Joingrow.comSpecial Offer | Fermat: fermatcommerce.comPast guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzie, Joseph Wilkins, Cody Wittick, Miki Agrawal, Justin Brooke, Nish Samantray, Kurt Elster, John Parkes, Chris Mercer, Rabah Rahil, Bear Handlon, JC Hite, Frederick Vallaeys, Preston Rutherford, Anthony Mink, Bill D’Allessandro, Stephane Colleu, Jeff Oxford, Bryan Porter and more

When most DTC brands think about scaling, they focus on optimizing Facebook ads or expanding to new digital channels. But Jared Mehr helped build something different at Pura Vida—a wholesale empire that became 25% of their business and played a crucial role in their $135 million exit to Vera Bradley. In this episode, Jared breaks down the counterintuitive truth about wholesale: it's often more profitable than your direct-to-consumer sales, provides incredible diversification, and creates marketing lift that benefits all your channels.Starting from cold calls and trade show hustle, Jared shares the exact playbook that took Pura Vida from selling friendship bracelets in a San Diego bedroom to building relationships with thousands of retailers nationwide. Whether you're tired of being at the mercy of Zuckerberg's algorithm changes or looking to build a more attractive business for potential acquirers, this episode reveals why wholesale might be your most overlooked growth opportunity.—Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today!—Chapters: (00:00) Intro(04:23) The Importance of Wholesale in Business(13:42) The Pura Vida Success Story(16:51) Practical Steps to Launching Wholesale(21:44) Wayflyer: Fast, Flexible Funding Designed for You(22:26) Making It Easy for Retailers to Say Yes(27:21) How to Identify Your Target Retailers(34:08) Common Mistakes in Wholesale Retail(37:51) The Role of Sales Reps(42:05) Understanding Retailer Terms(45:30) Pricing Strategies for Wholesale(51:15) Threecolts: Recover Hidden Revenue for Free—Connect With Brett: LinkedIn: https://www.linkedin.com/in/thebrettcurry/ YouTube: https://www.youtube.com/@omgcommerce Website: https://www.omgcommerce.com/ Request a Free Strategy Session: https://www.omgcommerce.com/contact Relevant Links:Pura Vida Bracelets: https://www.puravidabracelets.com/Jared’s LinkedIn: https://www.linkedin.com/in/jaredmehrSpecial Offer | Wayflyer: https://wayflyer.com/en/partners/omgcommerceSpecial Offer | Threecolts: https://www.threecolts.com/Past guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzie, Joseph Wilkins, Cody Wittick, Miki Agrawal, Justin Brooke, Nish Samantray, Kurt Elster, John Parkes, Chris Mercer, Rabah Rahil, Bear Handlon, JC Hite, Frederick Vallaeys, Preston Rutherford, Anthony Mink, Bill D’Allessandro, Stephane Colleu, Jeff Oxford, Bryan Porter and more

Amazon enforcement has reached unprecedented levels in 2024. Even 8 and 9-figure sellers are getting suspended, and Amazon's "two strikes and you're out" policy means there's virtually no room for error. If you sell on Amazon, this episode could save your business.Amazon's tolerance for any form of manipulation is at an all-time low. The cost of non-compliance isn't just a warning anymore - it's permanent removal from the platform. Even if you think you're playing by the rules, the rules have changed, and they're being enforced by AI that doesn't give second chances.We sit down with Chris McCabe, former Amazon employee with 5.5 years inside the company and 11+ years helping sellers navigate suspensions and enforcement. Known for direct, no-nonsense advice that saves businesses from permanent bans.—Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today!—Chapters: (00:00) Intro(01:40) Overview of Amazon Enforcement and Review Manipulation(06:12) Reporting Abuse: Best Practices(11:42) Identifying and Avoiding Review Manipulation Tactics(23:11) Grow Subscription Revenue with Loop Subscriptions(24:16) Common Mistakes to Avoid and Additional Considerations(30:44) Understanding AI Takedowns(33:39) Improper ASIN Mergers(36:04) Amazon Policy: No Gray Areas(38:50) Navigating Appeals Effectively(45:22) Drive More Revenue with Post Pilot—Connect With Brett: LinkedIn: https://www.linkedin.com/in/thebrettcurry/ YouTube: https://www.youtube.com/@omgcommerce Website: https://www.omgcommerce.com/ Request a Free Strategy Session: https://www.omgcommerce.com/contact Relevant Links:Chris’ LinkedIn: https://www.linkedin.com/in/chris-mccabe-2646555Ecommercechris: https://www.ecommercechris.com/Amazon’s Anti Manipulation Policy: https://www.amazon.com/gp/help/customer/display.html?nodeId=G8CXDFT9GLRRSV3GLOOP: http://loopwork.co/PostPilot: https://postpilot.com/Past guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzie, Joseph Wilkins, Cody Wittick, Miki Agrawal, Justin Brooke, Nish Samantray, Kurt Elster, John Parkes, Chris Mercer, Rabah Rahil, Bear Handlon, JC Hite, Frederick Vallaeys, Preston Rutherford, Anthony Mink, Bill D’Allessandro, Stephane Colleu, Jeff Oxford, Bryan Porter and more

If you're selling on Amazon, you're playing defense every single day. Or you should be. Negative reviews can tank your rankings overnight, and dozens of hidden listing issues are quietly sabotaging your sales while you sleep. In this eye-opening episode, Danan Coleman, CEO and founder of Ecom Triage and host of the Ecom Growth Show, reveals the underground world of Amazon review manipulation and the critical monitoring strategies that separate thriving brands from those that struggle. From detecting fraudulent review patterns to catching orphaned ASINs before they cost you thousands, Danan shares the insider knowledge that most sellers never learn until it's too late.—Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today!—Chapters: (00:00) Introducting Danan Coleman(03:40) Understanding the Impact of Negative Reviews(08:07) Amazon Guidelines and Best Practices for Review Removal(14:09) Identifying Defamatory Reviews(19:20) Time Decay to Reviews(24:47) Navigating Amazon’s Review System(30:56) Monitoring Product Visibility and Critical Issues(40:43) Tools for Managing Amazon Listings(42:26) Exploring Catalog Defender—Connect With Brett: LinkedIn: https://www.linkedin.com/in/thebrettcurry/ YouTube: https://www.youtube.com/@omgcommerce Website: https://www.omgcommerce.com/ Relevant Links:Danan’sLinkedIn: https://www.linkedin.com/in/danancolemaneCom Triage: https://ecomtriage.com/Past guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzie, Joseph Wilkins, Cody Wittick, Miki Agrawal, Justin Brooke, Nish Samantray, Kurt Elster, John Parkes, Chris Mercer, Rabah Rahil, Bear Handlon, JC Hite, Frederick Vallaeys, Preston Rutherford, Anthony Mink, Bill D’Allessandro, Stephane Colleu, Jeff Oxford, Bryan Porter and more

TikTok Shop right now is bigger than Amazon or Shopify was from launch. That is what TikTok Shop is right now." Bold statement? Maybe. But Jordan West, founder and CEO of Social Commerce Club, has the data to back it up. With CPMs dropping 26% last year while ad spend increases, and creators with under 10K followers generating $250K in monthly sales, we're witnessing the early stages of what could be the biggest disruption in e-commerce since Amazon itself. In this explosive episode, Jordan breaks down his exact three-phase playbook for scaling from zero to $100K per month on TikTok Shop, reveals why big brands like Estée Lauder are struggling to adapt, and shares the underground strategies that are creating millionaire creators overnight.—Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today!—Chapters: (00:00) Introducting Jordan West(05:18) The Exponential Growth of TikTok Shops(10:48) Understanding the TikTok Shops Ecosystem(14:12) The Power of Social Search(16:16) Understanding Social Commerce(19:34) Misconceptions about TikTok Shops(24:33) The 80/20 Rule for Viral Content(26:16) Best Practices(31:36) Making It From Zero to Viral(33:20) The Tiktok Shop Playbook: Phase One(38:18) The Tiktok Shop Playbook: Phase Two(42:44) The Tiktok Shop Playbook: Phase Three(46:21) Exploring YouTube’s Potential in Social Commerce—Connect With Brett: LinkedIn: https://www.linkedin.com/in/thebrettcurry/ YouTube: https://www.youtube.com/@omgcommerce Website: https://www.omgcommerce.com/ Relevant Links:Jordan’s LinkedIn: https://ca.linkedin.com/in/jordan-west-marketerPast guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzie, Joseph Wilkins, Cody Wittick, Miki Agrawal, Justin Brooke, Nish Samantray, Kurt Elster, John Parkes, Chris Mercer, Rabah Rahil, Bear Handlon, JC Hite, Frederick Vallaeys, Preston Rutherford, Anthony Mink, Bill D’Allessandro, Stephane Colleu, Jeff Oxford, Bryan Porter and more

What does it take to build a skincare brand that not only survives but thrives for over two decades in one of the most competitive markets? In this powerful episode, Stefan Kalu, CEO and owner of Dr. Brandt Skincare, shares the remarkable journey of how a dermatologist's vision became a $100M+ beauty empire that pioneered the "doctor skincare" category. From surviving the tragic loss of their founder to navigating COVID-19 and a complete brand revamp, Stefan reveals the strategies, mindset, and bold decisions that kept Dr. Brandt at the forefront of innovation while staying true to their core mission: "Take the doctor home with you."—Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today!—Chapters: (00:00) Introduction to Dr. Brandt Skincare(03:27) The Unique Aspect of Dr. Brandt Products(07:10) Notes on Product Positioning (09:31) Balancing Clinical Authority and Accesibility(12:21) Longevity and Staying Relevant in the Skincare Market(16:16) Strategies for Customer Retention and Loyalty Programs(21:21) Innovative Research and Development Practices(26:55) Attracting Customers & Storytelling in Marketing(30:59) Stephane’s Journey to CEO(36:14) Mental Health Advocacy and The Dr. Brandt Foundation—Connect With Brett: LinkedIn: https://www.linkedin.com/in/thebrettcurry/ YouTube: https://www.youtube.com/@omgcommerce Website: https://www.omgcommerce.com/ Relevant Links:Stephane’s Instagram: https://www.instagram.com/stephanecolleu/Dr Brandt’s Website: https://www.drbrandtskincare.com/Past guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzie, Joseph Wilkins, Cody Wittick, Miki Agrawal, Justin Brooke, Nish Samantray, Kurt Elster, John Parkes, Chris Mercer, Rabah Rahil, Bear Handlon, JC Hite, Frederick Vallaeys, Preston Rutherford, Anthony Mink, Bill D’Allessandro, Stephane Colleu, Jeff Oxford, Bryan Porter and more

When most brands struggle to break through the noise online, Chris Lang and Fresh Chili Company cracked the code by doing something radically different: they started with story, not sales. In this episode, discover how a small New Mexico chili company became a top 1% Shopify store with explosive 85% year-over-year growth, a 4.96% conversion rate, and 3.74% ROAS—all while building an engaged community that devours their content faster than NBA games get views.Chris reveals the exact strategies behind their meteoric rise, from leveraging organic social as a testing ground for paid ads to creating "addictive" content that turns customers into brand evangelists. This isn't another generic growth story—it's a masterclass in building authentic connections that drive real business results.—Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today!—Chapters: (00:00) Introduction to Fresh Chile Company(02:30) History of The Chili Capital of the World(07:03) Keys to Success: Storytelling & Community(11:20) Balancing Organic and Paid Strategies(16:57) Creative Content & Testing Philosophy(21:47) Building a Brand Story(24:22) Search Visibility(27:46) SEO Strategies & Content Plans(34:20) How Fresh Chile Builds Community—Connect With Brett: LinkedIn: https://www.linkedin.com/in/thebrettcurry/ YouTube: https://www.youtube.com/@omgcommerce Website: https://www.omgcommerce.com/ Relevant Links:Chris’ LinkedIn: https://www.linkedin.com/in/chrislangsocial/Fresh Chile Website: https://freshchileco.com/_Past guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzie, Joseph Wilkins, Cody Wittick, Miki Agrawal, Justin Brooke, Nish Samantray, Kurt Elster, John Parkes, Chris Mercer, Rabah Rahil, Bear Handlon, JC Hite, Frederick Vallaeys, Preston Rutherford, Anthony Mink, Bill D’Allessandro, Jeff Oxford, Bryan Porter and more

Russell Breuer, founder of Spot & Tango, shares the remarkable journey of building a $100+ million pet food company from a New York studio apartment in just seven years. What makes this story even more impressive? They've remained profitable while operating as a subscription-only, direct-to-consumer brand in the competitive pet food space. Russell reveals the strategic decisions that set them apart—from their innovative "Unkibble" fresh-dry process to building their own 70,000 square foot manufacturing facility in Pennsylvania. This conversation is packed with actionable insights on vertical integration, subscription model optimization, and performance marketing excellence.This episode is essential listening for any D2C founder looking to build sustainable, profitable growth while maintaining premium positioning in their market.—Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today!—Chapters: (00:00) Introducing Spot & Tango: The Value Proposition of Fresh Pet Food(06:15) The Importance of Vertical Integration(11:56) Subscription-Only Model: A Strategic Choice(15:52) Key Lessons for Increasing Conversion Rates(19:03) The Role of Education in Customer Engagement & Relationships(23:09) Understanding Return on Invested Capital(28:58) Growth Levers & Marketing Strategies(32:29) The Role of AI in Performance Marketing(35:05) What’s Next for Spot & Tango—Connect With Brett: LinkedIn: https://www.linkedin.com/in/thebrettcurry/ YouTube: https://www.youtube.com/@omgcommerce Website: https://www.omgcommerce.com/ Relevant Links:Russell’s LinkedIn: https://www.linkedin.com/in/russell-breuer-0b3b57Spot & Tango Website: https://spotandtango.com/_Past guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzie, Joseph Wilkins, Cody Wittick, Miki Agrawal, Justin Brooke, Nish Samantray, Kurt Elster, John Parkes, Chris Mercer, Rabah Rahil, Bear Handlon, JC Hite, Frederick Vallaeys, Preston Rutherford, Anthony Mink, Bill D’Allessandro, Jeff Oxford, Bryan Porter and more

What happens when you build a company specifically to sell it—and then execute that plan? Liz Saunders went from running registration at Seller Summit to delivering the closing keynote, all while building Fluencer Fruit, the Chrome extension that helps Amazon Influencer creators optimize their content strategy. In this powerful episode, Liz reveals her entire exit playbook, from reading "Exit Preneur" before she even started building to keeping GAAP-compliant books from day one. But this isn't just an acquisition story—it's a masterclass in understanding the Amazon Influencer ecosystem, where creators earn 1-4% commissions and brands are discovering that video converts better than text, and UGC converts better than brand videos.—Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today!—Chapters: (00:00) Re-Introducing Liz Saunders (03:30) The Journey of Fluencer Fruit(07:20) Amazon Influencer Program Insights(10:09) Shifts in Influencer Marketing(13:35) Brand Strategies for Influencer Engagement(19:05) Multi-Channel Selling(21:31) Building and Selling Fluencer Fruit(28:03) Insights from the Sales Process(32:05) Future Endeavors—Connect With Brett: LinkedIn: https://www.linkedin.com/in/thebrettcurry/ YouTube: https://www.youtube.com/@omgcommerce Website: https://www.omgcommerce.com/ Relevant Links:Liz’s LinkedIn: https://www.linkedin.com/in/liz-saundersFluencer Fruit: https://fluencerfruit.com/_Past guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzie, Joseph Wilkins, Cody Wittick, Miki Agrawal, Justin Brooke, Nish Samantray, Kurt Elster, John Parkes, Chris Mercer, Rabah Rahil, Bear Handlon, JC Hite, Frederick Vallaeys, Preston Rutherford, Anthony Mink, Bill D’Allessandro, Jeff Oxford, Bryan Porter and more

Think SEO is dead in the age of AI? Think again. While ChatGPT referral traffic surged 112% month-over-month across e-commerce sites, Google still commands 99% of search market share and processes 13.6 billion queries daily. Jeff Oxford, SEO expert and founder of 180 Marketing, reveals why smart brands are doubling down on search optimization—and how the strategies that work for Google are also positioning companies to dominate in AI search results. From his data analysis of 152 SEO campaigns showing consistent 75% traffic growth, to the "ranking factor leak" that exposed Google's true algorithm priorities, Jeff breaks down the exact 4-bucket framework that's still generating millions in revenue for e-commerce brands.Key Topics & Lessons:The State of Search in 2025 - Why Google's 13.6 billion daily queries represent a 64% increase from 2024, how ChatGPT traffic grew 112% month-over-month (but still represents only 1-3% of total traffic), and why the "Google is dead" narrative is premature despite real AI disruptionThe 4-Bucket SEO Framework - Jeff's systematic approach covering Technical SEO (mostly handled by Shopify), Page Optimization (title tags, meta descriptions, headers), Content Strategy (200-300 words on category pages), and Link Building (the 0.3 correlation factor that still dominates rankings)What Really Moves the Needle - Data from 152 campaigns showing 20% growth at 3 months, 50% at 6 months, and 75% at 12 months, plus insights from Google's leaked ranking documents revealing click-through rate as a massive ranking factorThe Great Blog Apocalypse of 2023 - Why standalone content sites lost 90% of their traffic while e-commerce stores with blogs thrived, how Google's "helpful content" update rewarded real businesses over affiliate spam, and Jeff's theory about Google My Business as a ranking signalAI SEO Optimization Strategy - How to reverse-engineer ChatGPT sources to identify link targets, why product roundups have a 0.45 correlation with AI citations (higher than traditional backlinks), and the overlap between traditional SEO and AI optimizationThe Future of Automated SEO - Jeff's experiment building a fully autonomous AI agency with zero human account managers, AI tools that can screenshot pages and generate optimized title tags, and how Gemini 2.5 Pro is changing the automation game—Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today!—Chapters: (00:00) The Relevance of SEO in the Age of AI(12:38) The 4 Components of SEO(16:19) What Is the Payoff for SEO?(20:22) Breaking Down Technical SEO(23:43) On-Page SEO and Meta Descriptions(25:58) Content Optimization Strategies(33:27) Link Building(38:30) AI and SEO: The Future of Search—Connect With Brett: LinkedIn: https://www.linkedin.com/in/thebrettcurry/ YouTube: https://www.youtube.com/@omgcommerce Website: https://www.omgcommerce.com/ Relevant Links:Jeff’s LinkedIn: https://www.linkedin.com/in/jeff-oxford180 Marketing: https://www.180marketing.com/_Past guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer,...

I had fellow agency owner JC Hite join me on the pod to discuss some really important topics. Namely, is it possible to scale with stability - which for JC means scaling your business while prioritizing, family, faith and personal relationships.Here’s a look at what we discussed: Key TakeawaysThe "Video of Awesomeness" Hiring Hack - JC's simple 15-minute interview addition that reveals more about candidates than traditional methods, including real examples of applicants who wrote songs about his companyOverseas Talent Strategy Mistake Most Make - Why the "how cheap can I hire" mindset kills results, and JC's approach to paying international talent competitively to get world-class team membersThe 5 Love Languages for Workplace Retention - How applying Gary Chapman's principles in business dramatically improves team satisfaction and reduces turnover (especially crucial for the next generation workforce)Building a "Bench" Like Sports Teams - JC's systematic approach to always having pre-approved candidates ready, eliminating the panic of unexpected departures and empowering leaders to make tough decisionsMentorship Through Fear, Not Ego - How JC built relationships with icons like John Maxwell, Damon John, and Dr. Gary Chapman by being honest about his fears and willing to invest in proximity to wisdom—Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today!

In this episode, Brett sits down with Andrew Faris, CEO of AJF Growth and host of the Andrew Faris Podcast, to break down the critical elements of P&L design that separate ecomm brands that are dead on arrival vs. those who thrive. Andrew shares his hard-won insights from holding nearly every seat in the e-commerce ecosystem, including his experience running an aggregator "into the ground" and the valuable lessons learned along the way.—Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today!—Chapters: (00:00) Join Us in NYC at Our Exclusive YouTube Event!(01:08) Introducing Andrew Faris & His eCommerce Journey(07:06) The Current State of eCommerce(13:16) The Influence of Moneyball by Michael Lewis in Marketing(19:29) Understanding P&L in eCommerce Success(23:34) Understanding Your Profit Goals & OMG Commerce’s Case(29:35) How to Structure Your P&L as an eCommerce Brand(34:48) Optimizing Operational Expenses(34:56) CAC and Cost of Delivery(39:33) Channel Strategy and Product Margin Fit(42:51) Forecasting and Adjusting Business Strategy(49:50) Resources & Closing Thoughts—Connect With Brett: LinkedIn: https://www.linkedin.com/in/thebrettcurry/ YouTube: https://www.youtube.com/@omgcommerce Website: https://www.omgcommerce.com/ Relevant Links:Andrew’s LinkedIn: https://www.linkedin.com/in/andrew-faris-980b84108AJF Growth: https://ajfgrowth.com/Andrew’s Podcast: https://open.spotify.com/show/7ssrhISeeGHgCLpzZgrxuJMoneyball by Michael Lewis: https://www.amazon.com/Moneyball-Art-Winning-Unfair-Game/dp/0393324818

Our CEO Brett Curry sits with Jim Kennemer in this latest episode. Jim knows his stuff when it comes to tariffs, supply chain management and sourcing anything outside of China. Brett wanted to bring Jim on the pod to break down the opportunities and considerations of sourcing from Vietnam, Thailand, Indonesia, and Mexico, sharing real examples of how brands like Columbia Sportswear and Converse have legally engineered their products to slash tariff costs. From understanding country of origin rules to leveraging bonded warehouses for cash flow management, this conversation is packed with actionable insights for any brand looking to optimize their supply chain in today's volatile trade environment.Key TakeawaysThe DDP trap that could destroy your business – Why "delivered duty paid" arrangements are legal but dangerous when suppliers falsify invoices (and why you're still liable even if it's their mistake)Tariff engineering strategies – How adding a simple pocket or felt liner can reclassify your products for lower tariff rates, plus when this optimization makes sense vs. when it backfiresVietnam vs. other manufacturing hubs – Where Vietnam excels (textiles, wood goods, furniture), what to expect for pricing and quality, and why MOQs are higher than ChinaDe minimis rules and bonded warehouses – How the $800 shipment exemption still works (except for China), and when custom bonded warehouses can turn a 30% tariff hit into manageable cash flowCountry of origin compliance – The "substantial transformation" rule, why trans-shipment will get you caught with 50% more audits happening, and how to properly document manufacturingWhether you're considering your first move away from China or optimizing an existing diversified supply chain, this episode provides the roadmap to do it right without the costly compliance mistakes that are tripping up other brands.