eCom Pulse - Your Heartbeat to the World of E-commerce‪.‬ Eitan Koter

Matt Ezyk, Director of E-commerce at Pet Supermarket, discusses the challenges and trends in digital transformation and omnichannel retail. He emphasizes the importance of AI and personalization in enhancing the customer experience.
Matt also shares insights on managing multiple channels, optimizing inventory, and building relationships in the industry. As a former professional musician, he highlights the value of teamwork and not overdoing it in both music and e-commerce.
Additionally, we discussed the importance of understanding the backend technology and architecture of e-commerce platforms for non-technical professionals.
In order to ensure career growth and project success, Matt emphasizes the importance of establishing relationships, networking, being flexible, and learning constantly.
It is inspiring to see the wealth of knowledge Matt has accumulated as an e-commerce professional. Let's get started with this episode and learn from Matt about what is required to be an e-commerce leader.
Website: https://www.vimmi.net
Email us: info@vimmi.net
Podcast website: https://vimmi.net/ecom-pulse-podcast/
Talk to us on Social:
LinkedIn Vimmi: https://il.linkedin.com/company/vimmi
LinkedIn Eitan Koter: https://www.linkedin.com/in/eitankoter/
YouTube: https://www.youtube.com/@VimmiCommunications
Guest: Matt Ezyk, Director of E-commerce at Pet Supermarket
LinkedIn: https://www.linkedin.com/in/mezyk/
Pet Supermarket - https://www.petsupermarket.com/
Takeaways:
AI and personalization are key trends in digital transformation, enhancing the customer experience and driving customer loyalty.Managing multiple channels requires automated inventory systems and real-time visibility to optimize order fulfillment.Building relationships and networking are crucial for career growth and successful project delivery.Understanding the backend technology and architecture of e-commerce platforms is valuable for non-technical professionals.Teamwork and not overdoing it are important in both music and e-commerce, fostering collaboration and delivering successful outcomes.

https://www.youtube.com/watch?v=MDFUGHCfLXc
Our host Eitan Koter, discussed with Alex Nyezhnyk, the CEO of Profit Whales, an e-commerce growth agency, on product launches and the challenges involved in launching new products on Amazon.
Alex explains that the private label model is no longer effective due to increased Amazon commissions and expensive Amazon PPC. Instead, he recommends launching brands outside of Amazon and using platforms like TikTok and Instagram to drive traffic with influencer marketing.
Alex emphasizes the importance of researching and developing unique products and selling the idea rather than just the product features. He also mentions the need for a higher profit margin to cover advertising costs.
Another key insight is that driving traffic from outside platforms to Amazon can improve organic ranking and CPC costs.
We also discussed the role of influencers in driving traffic and the need to create authentic and engaging content. Alex highlights the significance of understanding customer preferences and adapting your product and branding accordingly. Additionally, he advises against relying solely on Amazon and suggests diversifying sales channels.
Website: https://www.vimmi.net
Email us: info@vimmi.net
Podcast website: https://vimmi.net/ecom-pulse-podcast/
Talk to us on Social:
LinkedIn Vimmi: https://il.linkedin.com/company/vimmi
LinkedIn Eitan Koter: https://www.linkedin.com/in/eitankoter/
YouTube: https://www.youtube.com/@VimmiCommunications
Guest: Alex Nyezhnyk, CEO of Profit Whales
LinkedIn: https://www.linkedin.com/in/nyezhnyk/
Profit Whales - https://profitwhales.com/
Takeaways:
The private label model is no longer effective on Amazon due to increased commissions and expensive PPC.Launching brands outside of Amazon and using existing platforms like TikTok and Instagram can be more successful.Innovative products or ideas and selling the idea rather than just the product is crucial.A higher profit margin is needed to cover advertising costs.Bringing traffic from outside platforms to Amazon can improve organic ranking and CPC costs. Prove your idea before investing in manufacturing and marketing.Utilize influencers to drive traffic and create authentic content.Understand customer preferences and adapt your product and branding accordingly.Diversify sales channels and don't rely solely on Amazon.
Chapters:
00:00 Introduction and Weather in Los Angeles
04:07 Transition to Google AdWords and Script Development
09:03 Selling the Idea, Not Just the Product
13:20 Changes in the E-commerce Landscape
26:03 Harnessing the Power of Influencers to Drive Traffic
33:23 Diversifying Sales Channels for Long-Term Success

https://www.youtube.com/watch?v=CLwVTBkeW9Y
Welcome to today’s episode where we explore the collectibles industry, with a special focus on the rare coin market. Our guest, Kate Ovodova, Head of eCommerce @ Bullion Shark, which is a prominent player in the collectible coin industry. Kate brings her experience and passion for the market, offering a unique perspective on the marketing and sales of rare coins, ranging from ancient artifacts to contemporary treasures.
In this episode, Kate shares intriguing insights into the nuances of the collectible coin market, including the discovery and acquisition of rare coins, the intricate research involved, and the captivating stories each coin carries. We'll explore the challenges and strategies of marketing such unique items in a digital age, focusing on customer engagement, retention, and the impact of social media platforms like TikTok and Instagram on reaching new audiences.
You'll gain insight into the innovative strategies Bullion Shark employs to engage and expand their customer base through social media and digital marketing, and how they balance the demands of new customer acquisition with customer retention. This discussion will unveil the behind-the-scenes operations of the collectibles market, the passion of its collectors, and the sophisticated tactics used to captivate and educate potential buyers.
Join us for a journey through time and commerce, exploring how ancient coins find their place in modern collections.
Website: https://www.vimmi.net
Email us: info@vimmi.net
Podcast website: https://vimmi.net/ecom-pulse-podcast/
Talk to us on Social:
LinkedIn Vimmi: https://il.linkedin.com/company/vimmi
LinkedIn Eitan Koter: https://www.linkedin.com/in/eitankoter/
YouTube: https://www.youtube.com/@VimmiCommunications
Guest: Kate Ovodova, Head of eCommerce @ Bullion Shark
LinkedIn: https://www.linkedin.com/in/ekaterina-ovodova/
Bullion Shark - https://bullionexchanges.com/
Takeaways:
The collectible industry, specifically dealing with rare coins, offers a fascinating blend of history, storytelling, and unique items.Research plays a crucial role in finding and valuing rare coins, with each coin having its own story and characteristics.Managing inventory and meeting customer demands in the collectible industry can be challenging, requiring constant readiness and a diverse range of coins.Building trust with customers is essential, and social media and email marketing are effective tools for engaging with and educating the audience.While AI can be a valuable tool in e-commerce, it should be used cautiously, with human oversight to ensure authenticity and quality.
Chapters:
00:00 Introduction and Overview of the Collectible Industry
04:48 Managing Inventory and Meeting Customer Demands
10:22 The Role of AI in E-commerce

UniCargo is a logistics company that focuses on providing freight forwarding and logistics services to e-commerce businesses. They specialize in serving online entrepreneurs who have unique logistics needs but are often overlooked by traditional freight forwarding companies. UniCargo offers services such as import of record, warehousing, last mile distribution, and reverse logistics.

They have developed an inventory management system that provides transparency and unified data for their clients' stock levels. They also use technology and analytics to help e-commerce brands improve their transit times, reduce costs, and optimize their packaging.

In this conversation, Refael Elbaz, the founder and President of Unicargo, discusses the importance of optimizing packaging and logistics in e-commerce businesses. He emphasizes the need to reduce packaging size and weight to save on shipping costs. Refael also highlights the benefits of consolidating shipments and using ocean freight for cost-effective transportation. He advises businesses to prioritize compliance and understand the regulations and requirements of new markets before expanding internationally.

Refael also shares valuable insights on the importance of building the right team and knowing one's limits in order to scale a business successfully.

Website: www.vimmi.net

Email us: info@vimmi.net

Podcast website: vimmi.net/ecom-pulse-podcast

Talk to us on Social:

LinkedIn Vimmi: il.linkedin.com/company/vimmi

LinkedIn Eitan Koter: linkedin.com/in/eitankoter

YouTube: @VimmiCommunications

Guest: Refael Elbaz, founder and President of Unicargo

LinkedIn: linkedin.com/in/refael-elbaz

Unicargo - unicargo.com

https://www.youtube.com/watch?v=7f_WhsgYGJY

Takeaways:

UniCargo focuses on providing logistics services to e-commerce businesses with unique needs.
They offer services such as import of record, warehousing, last mile distribution, and reverse logistics.
UniCargo has developed an inventory management system that provides transparency and unified data for their clients' stock levels.
They use technology and analytics to help e-commerce brands improve transit times, reduce costs, and optimize packaging. Optimizing packaging size and weight can significantly reduce shipping costs for e-commerce businesses.
Consolidating shipments and using ocean freight can lead to immediate cost savings.
Prioritize compliance and understand the regulations and requirements of new markets before expanding internationally.
Building the right team is crucial for scaling a business successfully.


Chapters:

00:00 Introduction to UniCargo and their Focus on E-commerce

03:30 Import of Record and Warehousing for E-commerce

14:09 UniCargo's Inventory Management System

24:19 Optimizing Packaging and Logistics

31:19 Compliance and Regulations in International Expansion

36:08 Building the Right Team for Business Growth

https://youtu.be/XmUDEkSm8Vk
Nikki Lindgren, founder and managing partner at Pennock, a paid media agency, discusses her background and the inspiration behind starting her agency. Nikki shares insights on the evolving landscape of paid media, including the impact of AI and machine learning. We've discussed the importance of a balanced approach between earned and owned media, and the need for a strong inbound strategy to boost ROAS.
Nikki also provides recommendations for new brands starting out in 2024, including leveraging Amazon and Google Ads, as well as utilizing TikTok and Meta for brand awareness. She highlights the significance of creator-led content and the importance of education and third-party credibility in marketing campaigns.
We've explored various aspects of digital marketing, including budget allocation, A/B testing, the impact of cookie deprecation, marketing efficiency ratios, attribution, and the future of the industry. She emphasizes the importance of middle-of-funnel placements like Amazon and Google for brands starting out, and the need to balance top-of-funnel and bottom-of-funnel campaigns. She shares her criteria for working with brands and offers career advice for those interested in the industry.
Website: https://www.vimmi.net
Email us: info@vimmi.net
Podcast website: https://vimmi.net/ecom-pulse-podcast/
Talk to us on Social:
LinkedIn Vimmi: https://il.linkedin.com/company/vimmi
LinkedIn Eitan Koter: https://www.linkedin.com/in/eitankoter/
YouTube: https://www.youtube.com/@VimmiCommunications
Guest: Nikki Lindgren, founder and managing partner at Pennock
LinkedIn: https://www.linkedin.com/in/nikkilindgren/
Pennock - https://www.pennock.co/
Takeaways:
Paid media agencies should have a seamless integration with in-house teams to better serve brands.A balanced approach between paid and owned media is crucial for brand success.New brands should consider leveraging Amazon and Google Ads for high return on ad spend.TikTok and Meta are effective platforms for brand awareness, and integrating shops on these platforms can lead to higher conversions.Creator-led content that focuses on education and third-party credibility is key to successful marketing campaigns. For brands starting out, it's important to focus on middle-of-funnel placements like Amazon and Google, while gradually moving up the funnel to reach a wider audience.Cookie deprecation is having a significant impact on the industry, and marketers are adapting by focusing on marketing efficiency ratios (MER) as a key metric.Attribution is challenging, but understanding lag time and touch points can help inform marketing strategies.AI is being tested in marketing, but current solutions are not yet impressive enough to replace manual efforts.
Chapters:
00:00 Introduction and Background
03:48 The Evolution of Paid Media and the Role of AI
06:45 Balancing Paid and Owned Media for Brand Success
09:23 Leveraging Amazon and Google Ads for High ROI
14:20 TikTok and Meta: Platforms for Brand Awareness
22:23 Optimizing Budget Allocation and A/B Testing
25:04 Navigating the Impact of Cookie Deprecation
27:47 The Importance of Marketing Efficiency Ratios
29:36 Understanding Attribution and Funnel Positions
35:02 The Future

https://youtu.be/w8s5K9WdO4E
Welcome to today’s episode of our podcast where we dive into the fascinating world of children's costumes with none other than James Sposto, the Director of E-commerce at TEETOT. TEETOT, a brand with a 35-year legacy, specializes in high-quality dress-up costumes that go beyond Halloween, focusing on everyday imagination and play for kids.
In this episode, James will walk us through his strategic role in transforming TEETOT’s online presence. From overhauling their e-commerce platform to transitioning from WooCommerce to Shopify, James's initiatives have resulted in a significant boost in sales, amplifying the company’s digital footprint. He'll discuss the impact of SEO, the integration of AI in content management, and his approach to direct consumer marketing that effectively targets parents—the main buyers of their products.
James also highlights how TEETOT’s costumes are designed to inspire creativity and educational play among children aged three to eight, emphasizing the importance of quality and durability in kids’ costumes. As we explore the intricacies of e-commerce and digital marketing through James’s expert lens, listeners will gain valuable insights into leveraging online platforms for business growth. So, tune in and get ready to learn how innovation and strategic marketing are key to keeping the magic of childhood imagination alive at TEETOT.
Website: https://www.vimmi.net
Email us: info@vimmi.net
Podcast website: https://vimmi.net/ecom-pulse-podcast/
Talk to us on Social:
LinkedIn Vimmi: https://il.linkedin.com/company/vimmi
LinkedIn Eitan Koter: https://www.linkedin.com/in/eitankoter/
YouTube: https://www.youtube.com/@VimmiCommunications
Guest: James Sposto, the Director of E-commerce at TEETOT.
LinkedIn: https://www.linkedin.com/in/sposto/
TEETOT - https://teetot.com/
Takeaways:
TEETOT specializes in high-quality children's costumes for imagination play and role-playing.James Sposto successfully scaled the online sales of TEETOT by optimizing SEO and incorporating AI into content development.The marketing strategies focus on targeting parents as the buyers of the costumes, with an emphasis on quality and differentiation.Reviews and Google ads have had a significant impact on the brand's performance. Building SEO and opening multiple sales channels are valuable strategies for e-commerce businesses.Amazon sales may not always be the most profitable, and it's important to explore other platforms like Walmart.Influencer marketing on TikTok can be a potential avenue for growth.Being adaptable and staying up-to-date with trends is crucial in the e-commerce industry.
Chapters:
00:00 Introduction and Beautiful Southern California
01:37 James' Role at TEETOT and the Focus on Imagination Play
06:34 Scaling Online Sales and Marketing Strategies
11:05 The Impact of Reviews and Google Ads
13:27 Targeting Parents as Buyers
15:18 High-Quality Costumes at an Affordable Price
20:32 TikTok and Brand Promotion
21:01 Building SEO and Opening Multiple Sales Channels
22:00 Shifting Focus from Amazon to Other Platforms
27:12 Exploring Influencer Marketing on TikTok
34:09 The Importance of Adaptability in E-commerce