Claim OwnershipThe Commerce Collective Podcast
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Whether you're on your first venture into the ecommerce world or you've been navigating the digital marketplace since 'shopping cart' meant a trip to the grocery store, this is the podcast for you. Every episode our Host Emma Irwin and her revolving panel of industry experts dive into the latest strategies, tools and insights to drive performance across the largest ecommerce platforms with content spanning the entire commerce ecosystem. Ecommerce is a rapidly evolving industry, and the Commerce Collective Podcast from Flywheel (formerly known as Mastering Metail*) is here to provide the knowledge and resources needed to stay ahead of the curve. Subscribe now to elevate your eCommerce mastery, impress your peers, and have fun along the way.
*Prior to October 23rd, 2023, The Commerce Collective Podcast was known as Mastering Metail, and all episodes prior to this date still reference the Mastering Metail title and the concept of winning in ecommerce requiring continued mastery of media + retail elements. Be sure to scroll down for full seasons covering Amazon, Walmart, Instacart, Target, & APAC!
*Prior to October 23rd, 2023, The Commerce Collective Podcast was known as Mastering Metail, and all episodes prior to this date still reference the Mastering Metail title and the concept of winning in ecommerce requiring continued mastery of media + retail elements. Be sure to scroll down for full seasons covering Amazon, Walmart, Instacart, Target, & APAC!
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In this episode, Emma sits down with Chris Rueckert, SVP of Commerce at Flywheel, to explore how shopper media is evolving and why it matters more than ever. Chris shares details on Flywheel’s new Shopper Media offering, highlighting the importance of connecting data, strategy, and the in-store experience.Listen in to learn how we're helping brands bridge the gap between retail media and shopper marketing, and why a holistic, consumer-centric approach is key for driving sales. Interested in learning more about our Retail Insights AI assistant? Let's connect: https://www.flywheeldigital.com/contact-us
What happens when a retail giant puts member value at the center of its advertising strategy? In this episode, Emma sits down with Mark Williamson, Assistant Vice President of Retail Media at Costco Wholesale, to explore how Costco is building its retail media business without compromising on its core principle: delivering value to members. Mark shares insights from Costco’s journey, including the challenges and opportunities of unifying omnichannel data, the importance of identity fidelity, and why member trust outweighs short-term ad revenue. If you listened to the episode and want to learn more about Flywheel's Shopper Media offering, click here.
In this episode, Emma and Patrick dive into OpenAI’s new instant checkout feature with Etsy, discussing how AI-powered commerce is reshaping product discovery and the shopper journey. They additionally further unpack the recent streaming partnerships news and what it means for advertisers, and wrap up discussing new tools for sellers coming out of Amazon Accelerate.
Gabe Fishbein, Flywheel's VP of Product, sat down with Alan Lewis (Director of Product, AMC, Amazon Ads) at Amazon Accelerate 2025 to discuss AMC’s expanded accessibility, new user-friendly features, and how brands of all sizes can use AMC for actionable insights. Listen in to learn how the platform is evolving and walk away with creative use cases, and what’s next for AMC.
Product detail pages (PDPs) are back in the spotlight, and for good reason. In this episode, Emma welcomes back Russ Dieringer, founder of Stratably, to dig into the state of the PDP in 2025, what brands are actually doing with their PDP content to win on Amazon, and how AI is changing the rules for content, search, and discovery. Register for Stratably's webinar, "From SEO to GEO: Mastering the New Rules of AI-Driven Commerce" with Flywheel's Mike O'Donnell here: https://register.gotowebinar.com/register/804566983527944792?source=fly
What does the modern omnichannel organization really need to succeed? Emma sits down with Lauren Livak Gilbert, executive director of the Digital Shelf Institute, to unpack the findings from DSI’s “Reinventing for Omnichannel Success” report. Lauren shares why old org structures fall short, the urgent capabilities brands must build, and how cross-functional collaboration and mindset shifts are key to driving change. Read the report here.
In this episode, Emma and Patrick break down Walmart ending its exclusive partnership with The Trade Desk and explore what that means for DSPs and advertisers. Next, they tackle the end of the de minimis tax exemption, unpacking the impact for global marketplaces, sellers, and small businesses. Finally, they debate whether agentic AI is truly the future of commerce or just the latest tech mirage.
What is AWS, and why should retailers, brands, and marketers care? In this candid conversation, Amazon’s Justin Honaman joins the show to demystify Amazon Web Services and its growing role in commerce. From cloud infrastructure and clean rooms to AI-powered analytics and real-world case studies, Justin explains how AWS is transforming legacy tech stacks, powering business agility, and unlocking innovation for companies of all sizes.
In this episode, Patrick & Emma cover high-level Prime Day observations, what Amazon and The New York Times really get out of their new AI deal, and what Amazon pulling out of Google PLAs means for Amazon, Google, and brands.
In this episode, Emma and Danny Hoffman (Head of Global Amazon Strategy, Flywheel) dig into the power of Amazon Marketing Cloud (AMC) for brands looking to unlock a deeper understanding of their business. Discover how AMC helps you measure long-term value (LTV), new-to-brand (NTB) acquisition, and the true point of market entry (POME). Hear real-world examples of how these metrics can shape smarter strategies, build brand loyalty, and drive sustainable growth.
Flywheel's annual whitepaper, The Big Shift, is back! In this episode, Patrick and Emma (co-authors of the paper) explore how forward-thinking brands are leveraging SKU+CID data to maximize their return on consumer across each retailer, every campaign, and the entire portfolio. Listen in to discover why the future belongs to brands that verticalize ROI, treat CIDs like annuities, and use real behavioral signals to fuel long-term growth. Download the full paper here: https://www.flywheeldigital.com/guides/the-big-shift-redefining-roi-with-return-on-consumer
Flywheel Retail Insight's "Future Retail Disruption" report is live, and Hannah Donoghue (SVP, Consulting) and Emma are here to break it all down. They cover what’s driving change across the industry, exploring the biggest forces shaping retail, the assumptions you should make about the future, and the capabilities brands need to build or enhance to stay ahead. Hear how this year’s trends compare to past editions, and get practical insights to help your organization win in a rapidly evolving landscape.Subscribe to Retail Insights here.
In this episode Patrick and Emma start by covering how Flywheel's recently launched CLTV Dashboard helps brands turn insights from AMC's 5 years of purchase data into impact. Next, they touch on the key themes from LUMA's State of Digital 2025 report as well as Ben Evans' annual predictions presentation, "AI Eats the World."Register for the "Future Retail Disruption" webinar presented by the Flywheel Retail Insights team here: https://register.gotowebinar.com/register/7664520082946280029
Megan Harbold, VP Marketing Strategy at Ampd joins the show to reveal why connecting Google and Meta ads directly to retailer shelves is the smarter way to drive sales, optimize media, and finally move beyond clicks, impressions, and the limitations of chasing first-party data.
In this month's episode, Patrick and Emma cover how recent tariffs are affecting retail inventory and consumer behavior, plus the impact of Gen AI on product discovery and search. We're seeing retailers pull forward inventory and consumers showing surprising resilience, while AI is reshaping traditional purchase funnels - though as Patrick notes, successful brand building remains "same as it ever was."
The Commerce Collective podcast traveled to the land down under for this episode to cover all of the need-to-knows of Australian commerce. Mo HeidariFar, Managing Director of Flywheel ANZ joins the show to talk through what makes Australian shoppers and the Australian economy unique, who the major retail media players are, and how Australia has acted as the testing ground for extended deal events for major retailers like Amazon.
In this episode, Patrick and Emma start with diving into the impact of AMC Audiences for Sponsored Ads and what Flywheel has built to maximize precision and efficiency with this extended capability. Next, they cover a recent article on JBPs that's all about RMN efficacy and how brands and retailers need to solve issues in order for JBPs to reach their potential. Last up, how to make sure advertiser's dollars are reaching human eyes vs. bots through closed-loop, deterministic measurement.
In this episode Keith Legro, VP of Key Accounts at Fender covers what it takes to be successful online while selling musical instruments - a category where the feel and sound of the products is often critical. Tune in for lessons on who is shopping for instruments online vs. in-store and how Fender works to reach consumers at every stage of the purchasing journey.
In this episode Patrick and Emma first cover what a zero-click shopping world driven by generative AI and LLMs means for shoppers, advertisers, and retailers. This is followed by a discussion on what consumers in 2025 want out of ecommerce deliveries (hint: it's not always speed) and then quick coverage of the impending tariffs.
In this episode Jamie Williams, Retail Media Lead at Glanbia walks through two specific AMC analyses conducted in partnership with the Flywheel team. We start with using AMC to help answer questions around how top items in the portfolio drive NTB, profitability, and loyalty and conclude with talking through a tentpole analysis done to dig into how the brand performs across different tentpole events in order to evaluate future investments. From the objective to the analysis to the results and following actions to drive growth, this episode has it all.
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