THE ECOMMERCE EDGE Podcast with Jason Greenwood

Jason Greenwood

THE ECOMMERCE EDGE Podcast, with 25+ year eComm veteran & host Jason Greenwood, brings you the very best in B2B eCommerce thought leadership, tech & trends. 🚨 AS OF LATE SEPTEMBER 2026 - WE NOW FOCUS EXCLUSIVELY ON B2B ECOMMERCE GUESTS & TOPICS AND RELEASE ONE EPISODE PER WEEK! Due to the popularity of our B2B episodes, we now exclusively feature B2B eCommerce/Digital Commerce leaders from Manufacturers, Distributors & Wholesalers and experts from B2B eCommerce service providers: Consultants, Agencies, Platform Vendors & Investors.

  1. 1d ago

    🛠️ How to Make B2B eCommerce Actually Work: Darin Lynch on Business First, Online Second | E733

    Deets & Links Guest: Darin Lynch, Founder & CEO at Irish TitanWebsite: https://www.irishtitan.com Episode Overview In this episode of THE ECOMMERCE EDGE Podcast, host Jason Greenwood sits down with Darin Lynch, Founder and CEO of Irish Titan. Darin reflects on his journey as an eCommerce veteran whose first online project dates back to 1997, transitioning from an Iowa farm boy with a passion for computer science to founding one of the nation's premier eCommerce agencies. Together, Jason and Darin break down why B2B eCommerce is exploding beyond traditional D2C retail models, how to navigate complex supply chain dynamics, and why "Business First, Online Second" remains Irish Titan's guiding philosophy. Darin shares candid insights on why honesty beats perfection when managing client relationships, how placing business analysts directly into client organizations builds deep trust and how AI is creating a state of "fight, flight, or freeze" for enterprise business leaders. Timestamps [0:00:00] - Welcome Darin Lynch & Shoptoberfest recap[0:02:00] - Grizzled veterans: The evolution of eCommerce since 1997[0:03:30] - Managing speed bumps: Why honesty and candor build long-term client trust[0:07:00] - The origin of Irish Titan: From an Iowa farm to launching OfficeMax's first online store in 1998[0:11:00] - Transitioning from D2C retail to high-complexity B2B eCommerce[0:13:30] - Escaping the coloring book: Why Shopify standardization leaves room for B2B complexity[0:17:35] - Navigating B2B tech stacks: PIMs, CRMs, and complex ERP integrations[0:21:40] - Uncovering gold in discovery: Helping multigenerational B2B leaders see around corners[0:23:35] - Planting specialists inside the client: How Granger and Wilson's Leather built trust[0:25:40] - Project managers vs product managers: Shifting from IT-led to business-led eCommerce[0:29:15] - Why B2B eCommerce growth metrics are constantly misforecasted[0:31:30] - The Digital Services Layer: Measuring value beyond website shopping cart checkout[0:34:30] - Business First, Online Second: Meeting Simon Sinek and defining Irish Titan's Why[0:38:50] - Customer adoption planning: Cohort segmentation and the Elivet case study[0:45:40] - Superpowering sales reps: Eliminating admin waste to let reps build buyer trust[0:49:30] - Beyond the SKU: How distributors increase margins with design-build and field services[0:56:54] - Off the clock: Conquering backyard squirrels and amateur bird identification[1:01:05] - Flipping the script: Darin asks Jason how AI is changing B2B consulting advice THE ECOMMERCE EDGE Podcast Home⁠ - https://www.greenwoodconsulting.net/podcast

  2. Sep 30

    💰 How to Turn Product Data Chaos Into a Revenue Engine: Chantal Schweizer on Taxonomy, AI & B2B eCommerce | E732

    Deets & Links Guest: Chantal Schweizer, Sr Director of Enterprise Data at TricorBraun Website: https://www.tricorbraun.com Episode Overview In this episode of THE ECOMMERCE EDGE Podcast, host Jason Greenwood sits down with Chantal Schweizer, Sr Director of Enterprise Data at TricorBraun. With over 20 years of experience shaping product data strategies at Grainger, Schneider Electric, and leading consulting firms, Chantal brings unmatched expertise to the table. Together, Jason and Chantal break down why clean product data and robust taxonomies are the fundamental building blocks for digital commerce success. They explore the dangers of relying solely on ERP taxonomies, how to map data across complex B2B supply chains, and how AI is changing item enrichment and deduplication. Chantal also shares her actionable framework for auditing enterprise data maturity, getting CEO buy-in, and preventing tribal knowledge loss as senior industry experts retire. Timestamps [0:00:00] - Welcome Chantal Schweizer, Sr Director of Enterprise Data at TricorBraun[0:02:23] - From art degree to Grainger: Chantal's 20-year journey into product data[0:05:28] - Is product data a cost center or a strategic asset?[0:08:06] - The core mistake: Why ERP taxonomies fail in modern PIM implementations[0:12:34] - Downstream use cases: Mapping product data across sales, eCom, and prepared foods[0:15:24] - Why data governance must be a continuous, living business process[0:18:13] - No AI without IA: Why CEO Kevin Murai brought Chantal to TricorBraun[0:21:41] - Fighting the silver tsunami: Capturing 30-year tribal knowledge into schemas[0:24:16] - The hardest data to digitize: Capturing product substitution and compatibility rules[0:28:04] - Future of data governance: RAG pipelines, vector databases, and automated taxonomy[0:32:10] - The 90-day data audit: Assessing people, processes, and technology[0:36:09] - The changing talent pipeline: AI's impact on junior data analyst roles[0:40:39] - Preventing oversights: Why marketing must be involved early in PIM projects[0:44:16] - Solving the exploded SKU problem: Managing configurable items in PIM vs ERP[0:50:05] - Overcoming internal politics and building a two-year data roadmap[0:54:35] - Off the clock: Phonology, outdoor adventures, and international travel[0:00:00] - Flipping the script: Chantal asks Jason about his favorite complex PIM project THE ECOMMERCE EDGE Podcast Home⁠ - https://www.greenwoodconsulting.net/podcast

  3. Sep 23

    🛑 How to Protect Your Brand, Stop Unauthorized Resellers & Prevent Counterfeiting with Megan Harmon @ ThornCrest | E731

    Deets & Links Guest: Megan Harmon, Managing Partner at ThornCrestWebsite: https://www.thorncrest.com Episode Overview In this episode of THE ECOMMERCE EDGE Podcast, host Jason Greenwood sits down with Megan Harmon, Managing Partner at ThornCrest. Megan shares her insights as an enterprise brand protection specialist helping high-growth manufacturers, distributors, and omnichannel brands safeguard their intellectual property, product packaging, and sales channels. Together, Jason and Megan break down the complex world of modern brand enforcement. They explore how unauthorized Amazon resellers create dynamic pricing wars that erode retail margins, the difference between illegal counterfeits and legal dupes, and how stolen pallets end up on major marketplaces. Megan also outlines why brand protection should be viewed as a strategic growth lever, how to turn rogue sellers into legitimate distribution partners, and how market intelligence prevents costly Prime Day pricing disasters. Timestamps [0:00:00] - Welcome Megan Harmon, Managing Partner at ThornCrest[0:01:49] - What is ThornCrest? Brand protection and IP enforcement for enterprise manufacturers[0:03:40] - Expanding threat vectors: TikTok Shop knockoffs, trade dress, and fake packaging[0:05:00] - The real cost of unauthorized resellers: Dynamic price matching and margin degradation[0:06:50] - Takedown operations: Phishing sites, fake social ads, and consortium networks[0:08:29] - Protecting full-spectrum IP: Patents, trademarks, copyrights, and channel control[0:09:40] - The ideal ThornCrest client: Enterprise brands doing 20 million to 1 billion dollars[0:10:28] - Root causes of counterfeiting: Factory leaks, stolen tooling, and border seizures[0:15:07] - Legal dupes vs counterfeits: How knockoffs bypass brand patents legally[0:20:01] - Conducting a brand protection audit: Phishing scans, Amazon seller checks, and pricing audits[0:23:31] - Whack-a-mole distribution leaks: Why restrictive sales policies backfire[0:26:30] - Quality control, consumer safety, and parallel imports in global trade[0:34:30] - Turning rogue sellers into growth partners: A CPG case study[0:37:29] - Why enterprise brands outsource protection: Market intelligence and rapid response[0:41:23] - The $250,000 Prime Day mistake: Why real-time scraping prevents margin disasters[0:42:45] - Off the clock: International travel and eating lunch alone[0:45:12] - Flipping the script: Megan asks Jason what keeps him young and motivated in tech THE ECOMMERCE EDGE Podcast Home⁠ - https://www.greenwoodconsulting.net/podcast

  4. Sep 21

    🚨 The 'King of Pants' Says Your Customers Sell Better Than Models do - Alvin Valley on Luxury eCommerce | E730

    Deets & Links Guest: Alvin Valley, Founder & Creative Director for Alvin Valley AtelierWebsite: https://alvinvalley.com Episode Overview In this episode of THE ECOMMERCE EDGE Podcast, host Jason Greenwood sits down with fashion icon Alvin Valley, Founder & Creative Director for Alvin Valley Atelier. Dubbed the King of Pants by the New York Times, Alvin shares his remarkable 30-year journey in fashion design, starting from an atelier in Coconut Grove, Miami, to building an international luxury lifestyle brand. Alvin breaks down the genius of lifecycle marketing, explaining how he originally targeted private school high schoolers at age 21 to grow alongside them as their lifetime purchasing power scaled to $2,500 average order values! He shares how he adapted to early eCommerce after reacquiring his brand in 2012, why luxury fashion requires a hybrid online and boutique approach, and why featuring real clients on social media drives far higher conversion rates than $30,000 professional model shoots. Timestamps [0:00:00] - Welcome Alvin Valley, Founder & Creative Director for Alvin Valley Atelier[0:01:30] - Architecture to haute couture: Alvin's origin story and learning pattern-making[0:02:39] - The Coconut Grove strategy: How Alvin targeted high schoolers to build 30-year client loyalty[0:04:39] - Expanding to New York, global wholesale distribution, and becoming the King of Pants[0:06:28] - Reacquiring the brand in 2012: Transitioning Alvin Valley to early eCommerce[0:08:29] - The changing definition of luxury: From physical stores to time, convenience, and home delivery[0:10:27] - Staying humble in high fashion: Listening to customer feedback and asking for help[0:12:31] - Evolving from $500 to $2,500 average order value across online and boutique channels[0:15:29] - Category expansion: Designing custom shoes and handbags to complement the core pant line[0:18:49] - Selective wholesale strategy: Partnering with top-tier retailers to drive cross-channel traffic[0:21:32] - Personal brand vs introversion: Why modern fashion founders must be visible[0:24:00] - Bespoke luxury customization: Delivering custom leathers and colors in 30 days[0:26:44] - The true cost of luxury eCommerce: Photo shoots, customer acquisition, and multi-channel conversion[0:29:04] - Why real client social content outperforms $30,000 model photo shoots[0:32:21] - Finding business inspiration outside fashion and learning from storytelling podcasts[0:38:22] - Sales etiquette: Helping clients look better without being pushy[0:40:27] - Off the clock: Travel schedule, swimming pools, and lip-syncing videos[0:43:52] - Flipping the script: Alvin asks Jason about living in Puebla, Mexico and escaping COVID lockdowns THE ECOMMERCE EDGE Podcast Home⁠ - https://www.greenwoodconsulting.net/podcast

  5. Sep 16

    🏗️ How to Modernize 125 Years of B2B Distribution with AI, Product Ownership & Ungated eCommerce with Stephan Fulop @ DSG Supply | E729

    Deets & Links Guest: Stephan Fulop, Chief Product & Technology Officer at DSG SupplyWebsite: https://www.dsgsupply.com Episode Overview In this episode of THE ECOMMERCE EDGE Podcast, host Jason Greenwood sits down with Stephan Fulop, Chief Product & Technology Officer at DSG Supply. Stephan shares insights from leading technology and product strategy for a 125-year-old, 100 percent employee-owned wholesale distributor operating across 62 locations in the Midwest. Together, Jason and Stephan explore how B2B distributors can modernize their digital operations without sacrificing human relationships. They discuss meeting the expectations of Gen Z and millennial trade buyers, transitioning from gated catalogs to window-shopping experiences, automating non-value-add administrative tasks with AI, and why viewing digital tools as living products rather than temporary IT projects is critical for long-term survival in wholesale distribution. Timestamps [0:00:00] - Welcome Stephan Fulop and the 125-year history of DSG Supply[0:02:12] - Serving the trades: Plumbing, HVAC, and electrical contractor needs[0:03:00] - eCommerce as customer choice: Omnichannel options in B2B distribution[0:04:37] - Navigating changing buyer demographics: The shift to Gen Z and millennial trade buyers[0:06:01] - Communication channels in B2B: Sales reps, email, and texting expectations[0:07:15] - Augmenting human workflows: Using AI to automate non-value-add order entry[0:09:26] - Gated vs ungated digital catalogs: Bringing product assortment in front of the paywall[0:12:15] - Managing complex B2B quotes and custom job site pricing with vendors[0:14:00] - Staged job site logistics: Delivering project shipments across multi-month phases[0:15:28] - Adding value beyond the SKU: Wire cuts, pump shop assemblies, and contractor services[0:18:50] - The reality of agentic procurement: EDI 2.0, order trust, and human context[0:22:50] - Rejecting white labels: Strengthening manufacturer partnerships and custom engineering[0:24:39] - Conversational AI and LLM site search: The future of B2B digital storefronts[0:27:14] - Operationalizing real-time customer feedback directly on branch floors and search bars[0:32:10] - Build vs buy in B2B tech: Data ownership, PIM evolution, and internal MCP servers[0:36:56] - Why wholesale distributors need a CPTO: Treating digital experiences as living products[0:44:14] - Culture and employee ownership: Empowering frontline staff to give customers a voice[0:46:19] - Off the clock: Running, deer hunting, and disconnecting from screens[0:47:32] - Flipping the script: Stephan asks Jason about M&A consolidation and digital laggards vs leaders THE ECOMMERCE EDGE Podcast Home⁠ - https://www.greenwoodconsulting.net/podcast

  6. Sep 14

    🩰 From Jersey Shore to COO: Scaling a Celebrity Brand to Omnichannel Dominance with Gina Cecala @ Snooki Shop | E728

    Deets & Links Guest: Gina Cecala, Chief Operating Officer at The Snooki Shop Inc. Website: https://thesnookishop.com Episode Overview In this episode of THE ECOMMERCE EDGE Podcast, host Jason Greenwood sits down with Gina Cecala, Chief Operating Officer at The Snooki Shop Inc. Gina shares her extraordinary career journey from makeup artist and college dropout to sales associate, store manager, and ultimately COO leading the operational expansion of Nicole "Snooki" Polizzi's retail empire. Together, Jason and Gina break down the evolution of The Snooki Shop from a 2010 online pure play brand to an aggressive omnichannel boutique retailer. Gina details how she earned founder trust, migrated the business to Shopify, eliminated third-party warehousing to fulfill orders directly from physical boutique floors, and leveraged intentional product scarcity (FOMO) to drive high-margin sell-through. They also explore non-traditional career paths in digital eCommerce, retail expansion into destination cities like Nashville, and why authentic founder-led merchandising beats corporate cookie-cutter playbooks every time. Timestamps [0:00:00] - Welcome Gina Cecala, COO at The Snooki Shop Inc.[0:00:48] - From Sephora beauty advisor and college dropout to boutique COO[0:02:40] - The origins of The Snooki Shop: From 2010 online pure play to 2018 brick-and-mortar boutique[0:05:45] - Nicole "Snooki" Polizzi's vision: Building long-term wealth beyond reality TV fame[0:07:52] - Merging online and offline retail: Bridging digital eCommerce with physical stores[0:11:39] - Non-traditional career paths in digital eCommerce and hiring for passion over degrees[0:16:12] - Earning founder trust: Proactive problem solving and selfless leadership[0:21:36] - Cultivating empathy and work ethic: Lessons from blue-collar upbringings[0:27:15] - Scaling hurdles: Transitioning to Shopify, bringing fulfillment in-house, and creating FOMO[0:33:00] - Authentic merchandising: Why Nicole still handpicks every boutique item[0:35:27] - Retail location strategy: Expanding into Nashville and matching brand vibes[0:38:35] - Future growth levers: Expanding store footprints and broader brand partnerships[0:40:33] - Advice for non-traditional eCommerce leaders: Trusting your gut and networking without fear[0:42:45] - Off the clock: Volunteering as a town cheerleading coach[0:45:56] - Flipping the script: Gina asks Jason why he launched THE ECOMMERCE EDGE Podcast[0:49:43] - Social media realities: Driving organic engagement on Instagram and Facebook THE ECOMMERCE EDGE Podcast Home⁠ - https://www.greenwoodconsulting.net/podcast

  7. Sep 11

    👋 Goodbye Shopify? How to Build an AI-Native eCommerce Store in 30 Seconds with Adiraj Gupta | E727

    Deets & Links Guest: Adiraj (Adi) Gupta, Founder at SenddWebsite: https://www.sendd.store Episode Overview In this episode of THE ECOMMERCE EDGE Podcast, host Jason Greenwood sits down with Adiraj (Adi) Gupta, Founder at Sendd (Send). Dialing in from Wellington, New Zealand, Adi shares his journey from building a US tax engine software to founding an AI-native eCommerce store builder and marketplace platform designed to disrupt traditional SaaS subscription fees. Adi details how Sendd eliminates monthly SaaS app stacking and expensive platform fees by offering a flat 1 percent fee model with zero subscriptions. Together, Jason and Adi explore Sendd's native Model Context Protocol (MCP) integration within Claude, built-in enterprise shipping partnerships, flat-rate bank payouts, and an upcoming App Store that revenue-shares directly with developers instead of charging merchants. They also discuss expanding into digital products, native event ticketing, curated creator marketplaces, and why traditional homepage PLP and PDP website layouts are living on borrowed time. Timestamps [0:00:00] - Welcome Adiraj Gupta and Wellington weather banter[0:02:46] - From building US tax software to spotting the Greed as a Service gap in eCommerce[0:06:40] - Why Sendd was created: Disrupting Etsy, Shopify, and overpriced app subscriptions[0:10:29] - The V1 launch: Building a 30-second store builder and attracting 260 merchants instantly[0:13:28] - Disruptive business model: Zero subscription fees, $50 one-time domain access, and a flat 1 percent fee[0:18:59] - Native MCP integration: Administering SendStores through Claude, Rocky AI, and AI agents[0:20:30] - Bundled logistics and payments: Enterprise-grade shipping and flat-rate bank payouts out of the box[0:24:46] - Accidental use cases: How high schools and event organizers run pop-ups on Sendd[0:29:46] - Why charging high SaaS subscriptions in 2026 is a dying business model[0:33:27] - Reimagining the App Store: Sharing 30 percent of Sendd's fee with developers instead of charging merchants[0:37:42] - Moving beyond physical goods: Native ticketing, digital downloads, rentals, and services[0:40:20] - Zero-dollar marketing strategy: How 13 percent monthly customer referrals power Sendd's organic growth[0:47:30] - Product roadmap: Lovable-style AI site builders, custom email marketing, and international shipping[0:53:10] - Send Markets: Empowering creators and cities to launch instant curated marketplaces[0:55:05] - Future B2B vision: Intelligent order routing across global manufacturers and 3PL networks[1:00:54] - Off the clock: Board game design, sim racing, and building founder communities in Wellington[1:04:17] - Flipping the script: Jason predicts headless B2B commerce and the death of traditional website layouts[1:09:01] - Adi reveals a secret: On-demand AI-generated marketplaces tailored to instant prompt queries THE ECOMMERCE EDGE Podcast Home⁠ - https://www.greenwoodconsulting.net/podcast

  8. Sep 9

    👷‍♂️ How to Build a B2B eCommerce Community One Person at a Time: Justin King on AI, Events & Real Industry Trust | E726

    Deets & Links Guest: Justin King, Chief AI Officer at the B2B eCommerce Association & Global Director at B2B eCommerce World Websites: https://b2bea.org & https://b2becommerceworld.org FREE ticket code (Manufacturers & Distributors only) for B2B eCommerce World Americas (November 2–3, 2026): GREENWOODVIP Get tickets here: https://b2becommerceworld.org/americas/tickets Episode Overview In this episode of THE ECOMMERCE EDGE Podcast, host Jason Greenwood sits down with B2B eCommerce pioneer Justin King, Chief AI Officer at the B2B eCommerce Association and Global Director at B2B eCommerce World. Justin reflects on his 20-year journey in manufacturing and distribution digital commerce, from launching one of the very first B2B eCommerce blogs in 2007 to shaping global practitioner communities today. Together, Jason and Justin dive into what makes B2B eCommerce a unique, tight-knit sub-niche of broader IT, and why building long-term industry relationships requires radical authenticity and zero bridge-burning. Justin shares behind-the-scenes insights into building the B2B eCommerce Association, why 1-to-1 hand-to-hand combat outreach beats generic automation for event adoption, and how removing job titles from event badges transformed networking. They also explore how B2B digital leaders can get executive alignment on AI, elevate team members through industry awards, and help vendors get massive ROI by embedding themselves into practitioner conversations. Timestamps [0:00:00] - Welcome Justin King & 20 years of B2B eCommerce history[0:01:11] - The origin of B2B eCommerce blogging: Starting eCommerceandB2B.com in 2007[0:03:20] - Why B2B eCommerce is an extreme sub-niche of broader IT[0:04:58] - Long-term relationship building: Why you can never burn bridges in B2B[0:06:53] - The origin, vision, and mission of the B2B eCommerce Association[0:09:40] - Elevating practitioners over personalities in industry communities[0:12:30] - The power of practitioner roundtables and authentic vulnerability[0:15:31] - Hand-to-hand combat: Why building B2B events requires personal 1-to-1 outreach[0:20:55] - Uncovering quiet B2B digital leaders beyond standard LinkedIn connections[0:24:46] - Why B2B digital leaders come from operations and branch sales[0:28:00] - What to expect at B2B eCommerce World in Indianapolis[0:31:18] - CEO alignment and AI road trips: Real practitioner keynotes over sales pitches[0:33:40] - The badge experiment: Removing titles to encourage genuine networking[0:41:21] - Celebrating excellence: Elevating B2B leaders and teams through industry awards[0:50:07] - How sponsors and vendors can maximize event ROI by embedding in sessions THE ECOMMERCE EDGE Podcast Home⁠ - https://www.greenwoodconsulting.net/podcast

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THE ECOMMERCE EDGE Podcast, with 25+ year eComm veteran & host Jason Greenwood, brings you the very best in B2B eCommerce thought leadership, tech & trends. 🚨 AS OF LATE SEPTEMBER 2026 - WE NOW FOCUS EXCLUSIVELY ON B2B ECOMMERCE GUESTS & TOPICS AND RELEASE ONE EPISODE PER WEEK! Due to the popularity of our B2B episodes, we now exclusively feature B2B eCommerce/Digital Commerce leaders from Manufacturers, Distributors & Wholesalers and experts from B2B eCommerce service providers: Consultants, Agencies, Platform Vendors & Investors.

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