Digital Shelf Insider

Amazon is no longer behaving like a traditional search engine. With Rufus, it’s becoming a shopping agent; one that remembers your preferences, interprets your intent, and decides which products deserve to be surfaced before you even scroll. That shift is quietly redefining how discoverability works for every brand on the platform.In this episode, our host Shreshta Joy sits down with Max Sinclair, Founder & CEO of Azoma, to break down what Rufus really is, how it thinks, and why its reasoning layer matters more than rankings.Max also shares key insights from “The New Rufus: Reason, Research and Remembrance,” by Azoma and co-authored with Andrew Bell, which you can read here: https://44462615.fs1.hubspotusercontent-na1.net/hubfs/44462615/The%20New%20Amazon%20Rufus%2c%20by%20Andrew%20Bell%20&%20Azoma.pdfWe get into:• Why Amazon is evolving from “best online store” to “best shopping agent”• How Rufus uses memory, life stages, and behavioural cues to personalise results• The five elements every PDP must include to fit Rufus’ reasoning path• Why keyword-stuffing SEO is losing power in a context-first ecosystem• How external authority sources and citations influence recommendations• What brands get wrong when building in-house GPT tools• What Rufus could look like in the next 6-12 months as Amazon merges agents, search, and adsIf you’re a CPG leader, brand manager, or anyone selling on Amazon, this episode offers a clear roadmap to staying visible, and chosen, in a world where AI agents, not search bars, decide who makes it to the shelf.

Quick commerce is reshaping how CPG brands think, create, test, and scale new ideas. From sachets designed for impulse moments to flavours inspired by regional cravings, platforms like Blinkit, Zepto, Swiggy, and more are turning into real-time innovation labs.In this episode, host Shreshta Joy sits down with Radhika Butala, Founder and CEO of The Better Collective, to unpack how brands are using quick commerce to experiment in the wild; testing formats, learning from live data, spotting emerging trends, and reaching hyper-local audiences without massive spend.We get into:• Why quick commerce is now the easiest way to test flavours, formats, bundles, and pack sizes• How sachets, single-serves, and refill packs drive trial and premiumisation• The rise of private labels and what national brands should watch out for• How regional tastes are shaping NPD, from grandma-inspired recipes to city-specific variants• Why omnichannel strategy remains non-negotiable, even in a 10-minute delivery world• The quick-commerce tactics brands should lean into in 2026 and the ones that are overhypedIf you're building a modern CPG brand, this episode gives you a front-row seat to how quick commerce is turning into the biggest innovation shift the industry has seen in years.

In this episode of the Digital Shelf Insider Podcast, host Shreshta Joy sits down with Martin Heubel, Strategy & Amazon Consultant at Consulterce, to break down what's really happening inside Amazon’s vendor negotiations and why so many 1P brands are feeling the pressure.Martin explains how automation, shrinking buyer support, and aggressive margin targets are changing the rules for vendors and what brands can actually do about it.In this episode, we cover:Why automated negotiation systems are becoming the new normHow tariffs and margin pressure are shaping vendor conversationsWhen to escalate and when to stand your groundHandling Buy Box suppression and paused POsWhat triggers CRaP flags and how to prevent themDistribution discipline, MAP enforcement, and avoiding internal channel conflictHybrid strategy: when it makes sense and when Amazon blocks itMartin also shares insights from a 200-brand vendor study across North America and Europe. Worth checking out if you're navigating Amazon right now:https://consulterce.com/amazon-vendor-negotiation-study/If you're a CPG leader, e-commerce strategist, or anyone managing Amazon as a 1P channel, this episode will help you understand what’s changing and how to protect your margins, listings, and long-term strategy.Follow Digital Shelf Insider for more real-world conversations on everything e-commerce.

Inflation may be cooling on paper, but consumers are still behaving like value hunters; trading down in some places, trading up in others, and using social proof more than ever to justify what they buy. In this episode of the Digital Shelf Insider Podcast, host Shreshta Joy is joined by Barry Thomas and Rachel Dalton from Kantar to unpack how US shoppers are resetting their expectations in 2025.They explain why private label and challenger brands are gaining traction, why wellness categories are proving inflation-proof, and how the restaurant slowdown is reshaping at-home consumption. The discussion also explores how loyalty ecosystems like Walmart+ and Amazon Prime are influencing purchase behavior, and why ratings, reviews, and creator content have become frontline insight systems for CPG marketers.You’ll also hear why AI will accelerate this reset, from agentic commerce shaping discovery to “metadata marketing,” where brand visibility is determined as much by structured information and UGC as by advertising.If you manage brand growth, retail insights, or marketplace performance, this episode offers a realistic view of how the new CPG shopper is forming preferences and what brands must do to stay relevant, trusted, and chosen.Barry and Rachel also co-host Retail Sound Bites, Kantar’s podcast, where they decode global retail shifts and shopper behavior. Listen here: https://retailiq.kantar.com/retail-sound-bitesOur latest eBook - Digital Shelf Optimization: The 2025 Playbook - breaks down the 7 proven strategies winning brands are using right now. Download for free now:https://metricscart.com/insights/ebook/digital-shelf-optimization-techniques-exclusive-e-book/?utm_source=ebook&utm_medium=youtube&utm_campaign=metricscart

AI is no longer just assisting search; it is becoming the place where product discovery begins. In this episode of the Digital Shelf Insider Podcast, host Shreshta Joy is joined by Prasanna Dhungel, Managing Partner at GrowByData, to uncover how LLMs like ChatGPT, Gemini, and Perplexity are changing the digital shelf.Prasanna explains how consumers are shifting from traditional Google search to conversational, AI-led discovery, and what this means for SEO, retail media, and marketplace visibility. He also breaks down why “total search” now spans Google, marketplaces, Reddit, and AI summaries, and why brands need to monitor their presence across all of them.You’ll hear how structured content, clean product feeds, and PDP quality directly influence what AI surfaces in responses, how retail media could evolve when AI answers appear first, and the reputation risks when social chatter enters AI summaries.If you manage brand visibility, marketplace performance, or e-commerce strategy, this conversation gives a clear playbook for staying present and competitive in the LLM-driven discovery era.Our latest eBook - Digital Shelf Optimization: The 2025 Playbook - breaks down the 7 proven strategies winning brands are using right now. Download for free now!

The way leaders make decisions can shape the success or failure of a brand team. In this episode of the Digital Shelf Insider Podcast, host Shreshta Joy is joined by Eric Staples, Director of Growth Strategy at Bluedog Design, to explore how leadership styles and decision-making frameworks influence team performance.Eric shares the Head, Heart, Gut framework, a practical tool for understanding how individuals and organizations process information and drive decisions. From breaking down growth barriers to fostering empathy across teams, he reveals how leaders can build cultures that thrive. You’ll also hear how different decision-making styles play out in real brand scenarios, why empathy is a leadership superpower, and how AI is making human judgment and collaboration more important than ever.Check out the Head, Heart, Gut Framework notes here: https://drive.google.com/drive/folders/1ahwYLrQSiNzi6FXJeBmYIcWiJOp23fHlIf you’re leading a brand team, managing e-commerce growth, or looking to sharpen your leadership approach, this conversation offers clear takeaways to help your team decide smarter and grow stronger. Don’t miss it!

The holiday season is almost here, are your strategies ready? In this episode of the Digital Shelf Insider Podcast, Shreshta Joy sits down with Morgan McAlenney, VP of Commerce Growth & Business Development, and McCord Chapman, VP of Commerce & Omni Planning at Public Label, to unpack what US brands can expect this holiday season.They explore how economic uncertainty, tariffs, and social platforms like TikTok are changing consumer behavior, which categories may thrive, and why value will matter more than price in 2025. Plus, hear their take on how AI is reshaping product discovery and what brands should be testing now to get ahead in 2026.If you manage e-commerce campaigns, holiday promotions, or omnichannel strategies, this episode is packed with insights to help you navigate Q4 and make the most of the season. Don’t miss it!

Diwali is around the corner, and are your campaigns ready? In this episode of the Digital Shelf Insider Podcast, Shreshta Joy chats with Bindu Sharma, Founder, and Hans Vivek, Co-Founder at World One Consulting, about how brands in India can grab festive shoppers’ attention and drive real sales.They dive into the proven strategies D2C brands can use to convert festive shoppers, why bundle deals and urgency triggers work like magic, and how quick commerce is changing the game. Plus, get insights on how consumer behavior shifts during the festive season so you can plan smarter, not just earlier.If you’re running a D2C brand or e-commerce strategy, this episode is packed with practical tips to make your Diwali campaigns convert. Don’t miss it!Bindu Sharma has joined us before in episode 17 of the Digital Shelf Insider, diving deep into fashion, Indie brands, the evolution of retail in India, and the rise of quick commerce.

Is AI search the next big disruptor for e-commerce? In this episode of the Digital Shelf Insider Podcast, Marc Hubbard, E-Commerce Sales Leader with over 20 years in the CPG space, unpacks how AI, product discoverability, and retail media are rewriting the rules for brands.Marc explains why Amazon’s dominance continues, how retail media networks are evolving, and why brands are struggling with fragmented benchmarks and data overload. He also shares why true hyper-personalization remains a content challenge, how AI search will change product discovery, and why proving incrementality in retail media is more critical than ever.Whether you’re leading a CPG brand, managing retail media, or trying to navigate the search shift, this episode offers practical insights into where digital commerce is headed and how to stay competitive in 2025. Tune in to learn what it really takes to thrive on the digital shelf.

Welcome to a special MetricsCart insider episode of the Digital Shelf Insider podcast! We're doing things a little differently and taking you inside the world of MetricsCart with one of our own, Rohan Paul Philip, Lead, Product Strategy.Ever wonder what it takes for a brand to truly stand out online in a world of AI chatbots and endless data? Rohan breaks down how the game has completely changed. We're talking about moving beyond just collecting data to getting real, actionable insights that help you make smarter decisions.He shares some fascinating secrets, like why share of search is so underrated and why review monitoring is an absolute goldmine you might be ignoring. Plus, find out how we build our tech to handle everything from massive legacy brands with thousands of products to small, high-ticket luxury brands. And for all you brand managers and agencies out there, he even gives a sneak peek at the tools we're building to make your Mondays a whole lot easier.

Is TikTok Shop the next major force in e-commerce? In this episode of the Digital Shelf Insider Podcast, John Ghiorso, Co-Founder and CEO of VantaFive, breaks down how TikTok Shop is transforming from a Gen Z trend into a serious retail channel.John shares why US social commerce finally has a shot at scale, what makes TikTok Shop different from other platforms, and how brands, both legacy and challenger, can build real success without chasing virality. He also explains why creators (not influencers) are the key to sustainable growth, and why a one-size-fits-all strategy just won’t work.Whether you're launching your first TikTok Shop or trying to make sense of the hype, this episode is full of sharp insights and practical advice. Tune in to learn what it really takes to win on TikTok Shop in 2025.

How does a small skimboarding brand become the #1 seller in Amazon India's water sports category? In this episode of the Digital Shelf Insider Podcast, Francis Kurien, the founder of SkimB, shares his journey of building a niche brand from scratch. He talks about how he built the brand with authentic customer reviews and user-generated content to create a loyal community and drive growth, despite competing against larger players.Francis also reveals the challenges of scaling the skimboards in a niche market and how his brand broke through and is now expanding internationally. This conversation offers a behind-the-scenes look at how innovation, community-building, and strategic e-commerce practices helped SkimB rise to the top. Tune in to hear Francis’s inspiring story of turning a passion project into a global brand.

Welcome to another episode of the Digital Shelf Insider Podcast by MetricsCart. In this episode, host Shreshta speaks with Kaushik Boruah, Business Head of CPG and Hospitality at LatentView Analytics, about how top CPG brands are turning smarter data into a competitive edge in 2025.Kaushik dives deep into the most overlooked data blind spots in omnichannel execution, the shift from demographic to behavioral and contextual micro-segmentation, and the growing importance of consumer reviews in product innovation. He explains how legacy brands are learning from challenger brands and building personalized, insight-led customer experiences using underutilized enterprise data, AI, and real-time analytics.The episode also uncovers how brands are redefining shopper marketing, differentiating it from retail media, and using tech partnerships to connect the dots across global trends, product development, and repeat purchases.

Welcome to another episode of the Digital Shelf Insider Podcast by MetricsCart. In this episode, host Shreshta speaks with Anil Gandharve, co-founder of Genrise.ai, about how agentic AI is reshaping the future of e-commerce content creation and optimization.Anil breaks down what makes AI agents different from traditional assistants and shares how they’re helping brands go beyond basic automation to proactive, decision-capable systems. From managing marketplace style guides to aligning with brand tone and reducing hallucinations, Anil offers a clear picture of how agentic AI is solving real operational challenges for digital shelf teams.The episode also covers how AI agents integrate with existing PIM, CMS, DAM, and syndication systems, helping brands avoid scattered AI tools and build a unified content strategy.

Welcome to another insightful episode of the Digital Shelf Insider Podcast by MetricsCart. In this episode, host Shreshta speaks with Elizabeth Jain, Digital Marketing Team Lead at Eurow & O'Reilly Corporation, as they dive into the trends shaping the cleaning supplies category and the digital strategies that are driving growth.From B2B e-commerce to D2C strategies, Elizabeth shares her expertise on marketing cleaning supplies across platforms like Amazon and Walmart, with a special focus on leveraging reviews, short-form video content, and micro-influencers to boost visibility. The conversation also explores how businesses in this niche are adapting to consumer preferences, seasonal trends, and the increasing demand for sustainability in cleaning products.This episode is packed with practical insights for marketers in the B2B and D2C spaces, especially those involved in the cleaning supplies sector. 

Welcome to the twenty-fourth episode of the Digital Shelf Insider Podcast by MetricsCart. This time, host Shreshta speaks with Shauna Pannone, Pre-Sales Solutions Director at ChannelEngine, to unpack how brands can win in the evolving world of online marketplaces and why smarter strategies are critical in 2025.From marketplace dominance to the power of reviews, Shauna shares sharp, data-backed insights from ChannelEngine’s latest shopper behavior study to break down what’s working across Amazon, Walmart, and global platforms. She also sheds light on cross-border commerce, listing optimization, price sensitivity, and how AI and social commerce are reshaping digital shelves.📥 Download the Shopper Behavior in Online Marketplaces Report by ChannelEngine: https://eu1.hubs.ly/H0jWH8D0This episode is a must-listen for brand managers, e-commerce leaders, and retail teams looking to grow smarter, not just faster, on the world’s biggest marketplaces.

Welcome to another insightful episode of the Digital Shelf Insider Podcast by MetricsCart. This time, host Shreshta speaks with Yashita Shah, Founding Partner at Online Dukaan, to decode the rapid growth of quick commerce in India, from Blinkit to Zepto, and what it means for brands, retailers, and consumers.From groceries to gold coin deliveries on Akshaya Tritiya, this episode explores how quick commerce is rapidly gaining a foothold, how consumer behavior is shifting, how platforms are adapting, and why profitability is no longer optional. Yashita shares real-world insights on product packaging, SKU rationalization, tier-2 city penetration, and how traditional retailers are reacting to this 10-minute delivery wave.This episode is a must-listen for D2C founders, e-commerce strategists, FMCG brand teams, and anyone trying to stay competitive in India’s evolving online retail market.

Welcome to another insightful episode of the Digital Shelf Insider Podcast by MetricsCart. This time, host Shreshta sits down with Shama Hyder, Founder & CEO of Zen Media, global keynote speaker, and a pioneer in digital marketing, to unpack unfiltered truths about marketing, branding, AI, and consumer behavior in 2025.In a world where every brand is shouting online, Shama explains why attention doesn’t equal relevance and why most brands still confuse marketing with advertising. You’ll hear how AI is moving us into an agentic future, why virality is overrated, and how creators are shaping the new rules of digital commerce.This episode is for modern marketers, brand managers, and legacy brands looking to stay relevant in a hyper-saturated, algorithm-driven, AI-powered world.

Welcome to another value-packed episode of the Digital Shelf Insider Podcast by MetricsCart. In this episode, host Shreshta welcomes back François Maingret, Ecommerce Department Manager at Cleanis, for a no-fluff conversation on how brands can actually win when launching products on Amazon in 2025.François brings firsthand operational insights and hard-earned lessons from managing e-commerce for a global brand. This episode is a must-hear for brands navigating Amazon's tougher landscape, saturated categories, higher fees, rising ad costs, and the flood of overseas sellers.You’ll hear candid advice on the right kinds of products to launch, why margins matter more than growth hacks, and how to protect your brand from counterfeiters and unauthorized resellers.

Welcome to the twentieth episode the Digital Shelf Insider Podcast. In this thought-provoking episode, host Shreshta is joined by Vasundhara Jain, a brand strategist, e-commerce consultant, and growth advisor who’s worked with some of the most celebrated D2C startups in India. Her portfolio includes brands featured on Shark Tank India such as FAE Beauty, Hero Beauty, Sacred Grove, and many others in the lifestyle, health, and wellness categories.This isn’t just another conversation about e-commerce. It’s a masterclass in how new-age Indian D2C brands can build long-lasting equity, scale smart with limited resources, and leverage storytelling to stand out in a crowded market.Vasundhara unpacks how legacy FMCG giants differ from modern D2C players, the critical role of founder-market fit, and the often-overlooked power of customer conversations and authentic feedback loops. She also touches upon growing trends in beauty and health, the impact of nano-influencers, and the secrets behind high-converting product pages.