Mastering eCommerce Marketing

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: info@vimmi.net 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!Takeaways: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.span...

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: info@vimmi.net 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.

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: info@vimmi.net 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.span

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: info@vimmi.net 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.

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: info@vimmi.net 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...

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: info@vimmi.net 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...

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: info@vimmi.netPodcast 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: info@vimmi.net 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.

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: info@vimmi.net 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

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: info@vimmi.net 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.

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: info@vimmi.net 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...

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: info@vimmi.net 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.span...

In this episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Arthur Glinkin, Co-Founder of SNG Bookkeeping, to talk about something every online brand needs but few truly understand, getting your books right from day one.Arthur shares how he went from selling newspapers as a teen to building a bookkeeping firm focused entirely on eCommerce brands. He explains why messy books can cost you big when it comes to funding, exits, or tax season, and why tools like QuickBooks Online and TaxJar are non-negotiable for keeping things clean and compliant.They discuss common mistakes brands make, how to actually understand your profit and loss, and what to track if you want real clarity on cash flow. Arthur also covers how software can simplify complex sales tax rules across states and how eCommerce owners can use data to make smarter decisions.If you have ever wondered whether your numbers are telling the real story of your business, this episode is worth a listen.Website: https://www.vimmi.net Email us: info@vimmi.net Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube Guest: Arthur Glinkin, Founder at S & G BookkeepingArthur Glinkin’s LinkedIn | S & G BookkeepingWatch the full Youtube video here:https://youtu.be/m156avVLqQUTakeaways:Discipline is key in accounting and bookkeeping.E-commerce bookkeeping presents unique challenges.Sales tax compliance is crucial for e-commerce businesses.Understanding financial statements is essential for decision-making.Clean books are necessary for attracting investors.

On this episode of Mastering E-Commerce Marketing, host Eitan Koter sits down with Reuben Mattinson, the founder and CEO of RJM Tax Exemption, a company that has helped over 5,000 e-commerce businesses simplify their tax operations and focus on growth.Reuben started RJM six years ago after running into endless hurdles trying to sell products into the U.S. as a UK-based entrepreneur. What began as his own frustration with confusing tax rules turned into a business built to take that stress off other sellers.Today, RJM Tax Exemption is ranked number one in the U.S. for both tax preparation and company registry on Trustpilot, with nearly 500 five-star reviews, a testament to how many entrepreneurs he’s helped sleep better at night.In this conversation, Eitan and Reuben talk about what it really takes to stay compliant when selling into the U.S. They break down what “nexus” means, how sales tax actually works across different states, and the common mistakes that can hold up a business sale later on.They also discuss when to get serious about tax planning, the myths around platforms like Amazon and Shopify handling everything for you, and how international sellers can set up a strong foundation for long-term success.Beyond the numbers, Reuben shares how his company’s culture, rooted in faith, family, and genuine care, plays a big role in how they operate and why their clients keep coming back.It’s a calm, honest conversation that turns a complicated topic into something every founder can understand. If you’re building an online brand and want peace of mind about your U.S. taxes, this episode is a great place to start.Website: https://www.vimmi.net Email us: info@vimmi.net Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube Guest: Reuben Mattinson, CEO at RJM Tax ExemptionReuben Mattinson’s LinkedIn | RJM Tax ExemptionWatch the full Youtube video here:https://youtu.be/LXex-vF4qcEspan

Host Eitan Koter opens this episode with Rick DeLisi, author and longtime customer loyalty researcher at GLIA, an interaction platform for banks and credit unions. Rick has spent years studying how everyday conversations with customers shape whether they stay or leave.He starts simple. People want what they want, their way, right now. That idea runs through the whole talk. Rick explains how to meet that bar by pairing quick, automated help for routine questions with a warm handoff to a person when things get complex.They get clear on measurement. Many teams launch AI without proving it works. Rick shares how to track real outcomes, not just fewer calls. Think cost to serve, loyalty signals, and what contact center patterns can tell the rest of the business, including marketing and product.Expect a plain take on trust. Rick suggests it is less about creating big trust moments and more about avoiding the small missteps that chip away at it. He shows how a smooth online to human transition, where the agent already knows who the customer is and why they reached out, can change the whole tone of an interaction.Listeners also hear the one question that best predicts future loyalty after a service moment, how much effort did that take. It is direct, easy to ask, and tells leaders where friction actually lives.Finally, Rick separates customer facing AI from internal AI. He covers how frontline teams can use AI to summarize, surface themes, and answer leadership questions in minutes, using the data from every conversation.If you lead service, marketing, or product, this chat gives you a simple path. Reduce effort, route the right way, measure what matters, and use what customers already told you to guide the next move.Website: https://www.vimmi.net Email us: info@vimmi.net Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube Guest: Rick DeLisi, Author and Lead Research Analyst at GliaRick DeLisi’s LinkedIn | Glia

In this conversation, host Eitan Koter is joined by Arooba Kamal, a full funnel growth operator with over 10 years of experience helping DTC brands build sustainable, profitable growth.Arooba has worked across Meta, Google, CRO, and lifecycle marketing. She’s supported brands in categories where the products are deeply personal - women’s wellness, sensory care, intimate wear, and apparel. Her approach is simple but powerful: start with customer insights, align ICPs, and connect creative, ads, and landing pages into one clear funnel.She talks about scaling Triumph by listening to customers directly, and how that informed everything from website design to ad strategy. She also shares her learnings from Stimara, where execution-first growth meant focusing less on slide decks and more on testing campaigns and creative angles in real time.Now, she’s applying that same approach to No Limits, a Shark Tank-backed adaptive apparel brand, and Buck & Buck, a company serving senior citizens. Both brands have strong missions, and Arooba is building the marketing foundations to support their next stage of growth.Throughout the episode, she highlights why emotion matters in performance marketing, why creative playbooks are often missing in early-stage brands, and how lean teams can punch above their weight by experimenting and learning quickly.Website: https://www.vimmi.net Email us: info@vimmi.net Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube Guest: Arooba Kamal, Lead, Digital Customer Growth, Business @ AT&TArooba Kamal’s LinkedIn | WebsiteWatch the full Youtube video here:https://youtu.be/crLDRMDTGL4Takeaways:Marketing is driven by measurable results.Understanding customer needs is crucial for growth.Building a user-friendly website can enhance brand...

On today’s episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Gregory Elfrink, Head of Marketing at Empire Flippers. If you’re not familiar, Empire Flippers is the largest curated marketplace for buying and selling online businesses, from content sites and SaaS companies to e-commerce stores and agencies.Greg’s story is anything but traditional. He started out as an oil rig worker in Alaska before teaching himself internet marketing. That path eventually led him to Empire Flippers, where he’s been since the early days, helping grow the company into a major player in the digital M&A world.In this conversation, Greg shares what he’s learned about marketing and storytelling, why empathy is at the heart of good copywriting, and how reading fiction can make you a better marketer.He also walks through the process of selling a business, what the vetting looks like, how valuations are set, and why timing matters more than people think. His advice on selling during growth instead of waiting until you’ve peaked is a perspective many entrepreneurs need to hear.Listeners will also get Greg’s take on the impact of AI on SEO, the types of businesses buyers are looking for today, and why control over customer data and marketing channels is becoming more important than ever.Website: https://www.vimmi.net Email us: info@vimmi.net Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube Guest: Gregory Elfrink, Director of Marketing at Empire FlippersGregory Elfrink’s LinkedIn | Empire FlippersWatch the full Youtube video here:https://youtu.be/OAO7AbV0C88Takeaways:Greg Elfrink's journey from oil rig worker to marketing head.The importance of storytelling in marketing and copywriting.Empathy is crucial for understanding customer needs.Utilizing data can enhance content marketing effectiveness.SEO has become a risky endeavor in the current landscape.Sellers often overvalue their businesses due to emotional equity.Buyers seek businesses with full control of marketing funnels.Double-sided marketplaces present unique marketing challenges.Understanding buyer demographics is key to successful transactions.Selling during growth phases can yield better valuations.Chapters:00:00 Introduction to Greg Elfrink and Empire Flippers02:46 The Journey from Oil Rig to Marketing05:43 The Power of Storytelling in Marketing08:31 Marketing Strategies and Data Utilization11:19 Understanding the Seller Onboarding Process14:10 Valuation Insights and Seller Expectations17:03 Navigating the M&A Landscape19:49 Common Mistakes Sellers Make22:37 Buyer Dynamics and Market Trends25:32 The Role of Brokers in M&A28:29 Marketing in a Double-Sided Marketplace31:15 Conclusion and Future Opportunities

On this episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Francesco Alfano, a Toronto-based digital marketing leader with over 12 years of experience. He has worked with some of Canada’s most recognized brands, including Rogers & Shaw Communications and Campbell’s Soup Company.Francesco has built his career around turning business goals into clear marketing strategies, and he brings a mix of passion, engagement, and curiosity to the way he leads. He believes those qualities are not just personal values, but the foundation of how teams grow, learn, and perform at their best.In this conversation, Eitan and Francesco talk about what it takes to connect company strategy to day-to-day work. Francesco shares why giving context matters, how culture is built on respect and trust, and why leaders should step back at times and let their teams take the spotlight.They also explore the role of personal branding. For Francesco, it is not about maintaining an image, but about integrity, about what people say when you are not in the room. That approach has shaped his career moves and the way he builds relationships.The discussion also touches on how to approach measurement, the challenges of juggling multiple tools, and the limits of attribution. Francesco explains why long-form content and real engagement will always matter, even in a world chasing shorter attention spans.If you are in marketing, whether you are just starting out or leading a team, this episode offers a grounded perspective on balancing business goals with people, culture, and career growth.Website: https://www.vimmi.net Email us: info@vimmi.net Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube Guest: Francesco Alfano, Digital Marketing DirectorFrancesco Alfano’s LinkedInWatch the full Youtube video here:https://youtu.be/dFv6hxj0qp8Takeaways:Passion is essential in everything you...

In this episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Chelsea Burns, better known as The Marketing Psychologist™. Chelsea has more than 17 years in marketing, holds a master’s in applied psychology from USC, and works with conscious companies to help them grow without losing sight of their values. She is also the creator of the BELONG™ Framework, a model built to help brands earn trust, create alignment, and build real connections with their audiences.Chelsea explains why integrity and authenticity are more than just nice-sounding words. For her, they are the foundation of healthy brand relationships. She shares how growing up with values like keeping your word shaped her career and why she believes authenticity means showing up fully, even when it is messy.One of the big takeaways in this conversation is the idea that marketing does not have to be manipulative. Chelsea talks about where persuasion crosses the line into manipulation and how companies can practice ethical influence that respects customer choice.We also get into the psychology of decision-making. Chelsea highlights that 95 percent of buying decisions happen in the subconscious, and she shares tools companies can use to better understand those deeper motivators. From empathy to active listening, she explains how brands can connect with the “higher version” of their customers, not just their surface-level wants.Finally, Chelsea walks us through the BELONG™ Framework and why belonging is as critical to people as food and water. For her, branding is a relationship, and when it is rooted in truth, it naturally builds confidence and trust.If you want to understand how psychology and marketing come together to create brands people truly feel connected to, this episode is for you.Website: https://www.vimmi.net Email us: info@vimmi.net Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube Guest: Chelsea Burns, CEO + Marketing Psychologist at The Marketing PsychologistChelsea Burns’s...

In this episode, Eitan Koter welcomes Jake Levin, founder and CEO of Inflection Growth, a company that helps fast-scaling e-commerce brands reach their next big milestone. Jake was the first marketing hire at goPuff, co-founded GettaCar, and now works with brands through a hands-on, embedded marketing team model.They talk about how the e-commerce world has shifted. It’s no longer just about chasing big revenue at any cost. Today it’s about balancing growth with margins and making sure ad spend delivers a solid return. Jake explains why he says “attribution is an art and a science” and why tracking exactly what drives sales isn’t always possible. Instead, marketers need to look at the whole picture and make smarter decisions.Jake shares how his team picks the right channels by asking “Where are your customers? Which channel gives you the most effective impressions for your money?” He believes in scaling one channel well before adding new ones that can open up audiences and lift performance across the board.They also talk about the kind of people Jake hires. He looks for marketers who understand both numbers and creativity. And he shares lessons from his time at goPuff and GettaCar, from the value of showing up in communities to realizing that smooth growth doesn’t always prepare you for the bumps ahead.Website: https://www.vimmi.net Email us: info@vimmi.net Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube Guest: Jake Levin, Founder and CEO at Inflection GrowthJake Levin’s LinkedIn | Inflection GrowthTakeaways:Progression is key in business and life.Certainty leads to more successful outcomes.Balance is essential to avoid burnout.The e-commerce landscape has shifted towards fundamentals.Data attribution is complex and often inconsistent.span...