THE ECOMMERCE EDGE Podcast with Jason Greenwood

Jason Greenwood

Welcome to THE ECOMMERCE EDGE Podcast (formerly At the Coalface). - THE ECOMMERCE EDGE brings you the very best in eCommerce, Omnichannel and Retail tech & trends. We cover key topics such as eCommerce Mentorship, B2B eCommerce and eCommerce technology. - With 23+ years in the industry, Jason and his guests discuss topics in simple language anyone can understand and apply to level up their business.

  1. 1d ago

    E706 HOW AI IS SAVING MAIN STREET RETAIL (LIGHTSPEED & SHOPIFY HACKS) | BRYAN WEISBERG - MERCHWISE AI | THE ECOMMERCE EDGE Podcast

    📝 Episode Summary The independent retail sector is sitting on an untapped goldmine: local trust and deep institutional knowledge. But with manual data entry eating up margins and clunky omni-channel workflows causing tech fatigue, mom-and-pop shops are falling behind Amazon. In this episode, Jason Greenwood sits down with Bryan Weisberg, CEO of MerchWise AI, to unpack how AI is leveling the playing field. Bryan shares his 30+ year founder journey—from early software development in the '90s to running a 28-year-old personalized gift manufacturing empire. Discover how MerchWise acts as an AI-powered "middleware" to automate product descriptions, optimize physical shelf space, and pioneer "temporal commerce" to capture hyper-local customer gift budgets. 🔗 Connect with the Guest Bryan Weisberg on LinkedIn Website: merchwiseai.com ⏱️ Key Timestamps & Highlights 0:01:30 - A Tech & Apparel Pioneer: Bryan looks back at his early career at Island Graphics, developing CD-ROMs with Brøderbund, and building multi-merchant platforms at Styleclick years before Amazon. 0:03:30 - Re-defining Omni-Channel: Why selling on Amazon and Walmart isn't true omni-channel—and how dropshipping worked as an asset-light strategy in the early 2000s. 0:04:30 - Scratching the Itch: How opening a local brick-and-mortar store with his wife revealed a complete lack of operational technology for independent retailers. 0:07:30 - POS Integration First: Addressing why MerchWise prioritizes Point-of-Sale (POS) systems like Lightspeed, given that roughly 84% of US retail still happens offline. 0:11:00 - The ROPO Effect & Spark: The exact moment Bryan realized how consumers "Research Online, Purchase Offline" and why local store sites are often an afterthought. 0:13:30 - Introducing Moe (Merchandising Optimization Engine): How MerchWise automatically generates rich, high-ranking product copy tailored to the unique voice of a local merchant. 0:19:00 - "Scout" – The AI Shoulder Voice: Using a smartphone at trade shows to photograph items, ingest PO documents, and dynamically track real-time competitor pricing. 0:20:30 - Physical Space Optimization: How AI assists retailers in making unemotional, data-backed decisions on which slow-moving shelf inventory to displace. 0:25:00 - The Search Technology Convergence: Why treating an LLM like your girlfriend and Google Search like your mother highlights a massive behavioral shift. 0:28:30 - Defining "Temporal Commerce": Moving past generic lifecycle marketing into hyper-localized, time-predictive gifting engines that Amazon can't replicate. 0:31:30 - Missing Baseline Metrics: The shocking discovery that many brick-and-mortar store owners have no idea what their average customer annual spend actually is. 0:36:30 - Solving the Data Silo: Operating as a robust middleware layer to seamlessly sync rich information to both Lightspeed and Shopify simultaneously. 0:43:30 - MerchWise Producer Preview: Automatically mapping out social media scripts, unboxing concepts, and how-to ideas the exact second stock arrives at the store. 0:49:30 - The Anti-Amazon Strategy: Why independent merchants lose out by sacrificing 50% of their margins to Amazon's restrictive shipping rules. 0:52:30 - Offloading Excess Inventory: How AI can intelligently match and route stale Virginia retail stock to an Alabama store where it's still considered a hot commodity. 0:57:40 - Flipping the Script: Bryan takes the mic and asks Jason: *"Would you rather buy a software package that made you $50,000 or saved you $50,000?"

  2. 3d ago

    E705:📦 B2B ECOMMERCE MISTAKES TO AVOID | JASON GUESTS ON THE MASTERING ECOMMERCE MARKETING PODCAST | B2B COMMERCE CORNER #163

    📦 In this special episode of the Pod, Jason guests on The Mastering eCommerce Marketing Podcast with host Eitan Koter 📦 This episode originally aired in early 2026 📦 Thanks for hosting me Eitan! Episode Summary Eitan & Jason 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. Takeaways B2B eCommerce 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. Timestamps 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

  3. 5d ago

    E704:🎓 CRO MASTERY REVEALED: DATA-DRIVEN ECOMMERCE WINS, AI FUTURE & POST-PURCHASE SECRETS | MENTORING MOMENTS #195 W/GUEST MENTORS DAVID SCHOMER & JAMES BACKENSTOSE | THE ECOMMERCE EDGE Podcast

    Show Notes In this episode, David Schomer (CEO) and James Backenstose from Build Grow Scale (BGS) share how they help brands achieve massive conversion lifts using 10+ years of proven split-test data across half a billion dollars in client revenue. Discover why feelings lose to data, how post-purchase surveys drive huge wins, the shift to AI-powered shopping experiences, and why personalization and rich product data will separate winners from losers in the agentic AI era. Whether you're struggling with conversion rates or preparing for conversational commerce, this episode delivers actionable CRO strategies that work. Guests • David Schomer • James Backenstose • Build Grow Scale – buildgrowscale.com Timestamps [0:00:00] - Welcome David Schomer & James Backenstose from Build Grow Scale [0:01:00] - Their journeys into eCommerce and CRO [0:03:00] - What makes BGS different from typical CRO agencies [0:05:00] - Data-driven decisions, internal database of proven tests & network effects [0:07:00] - Post-purchase surveys that deliver massive wins [0:09:00] - Optimizing for multiple traffic sources and customer cohorts [0:11:00] - Enterprise SEO, AEO, dynamic landing pages & AI tools [0:14:00] - The rapid rise of AI and faster testing [0:16:00] - Shift from 3-word searches to conversational AI queries [0:19:00] - Structured data, FAQs & preparing for LLMs [0:22:00] - Why treating product data as an asset creates a moat [0:24:00] - Mining customer service data for better FAQs and experiences [0:27:00] - Why eCommerce is still only ~20% of retail and where it's headed [0:30:00] - Generational shifts and the bright future of eCommerce [0:33:00] - The coming revolution in eCommerce interfaces and conversational shopping [0:38:00] - Personalization, context windows & AI shopping concierges [0:45:00] - Pressure on merchants to adopt AI or get left behind [0:48:00] - What’s next for BGS and staying AI-first [0:53:00] - Fairy dust: Fixing junk products, AI slop & trust in eCommerce [0:57:00] - Advice for B2B eCommerce and agentic procurement [0:59:00] - Rapid fire: Rewind 10 years & final thoughts [1:00:00] - How to connect with David, James & Build Grow Scale

  4. Jul 17

    E703 SCALING ECOMMERCE OPERATIONS FROM GROCERY CHAOS TO GLOBAL DOMINATION | MARAT BOLATOV - NATIVE COMMERCE | THE ECOMMERCE EDGE Podcast

    Show Notes In this episode of THE ECOMMERCE EDGE, Jason Greenwood sits down with Marat Bolatov, co-founder of Native Commerce. Marat shares his wild journey from musician to eCommerce veteran (Rocket Internet, Zalando, Lazada, AliExpress), building a $150M quick commerce startup, and now creating Native Commerce - a powerful operations platform tackling the hardest parts of scaling eCommerce. They dive deep into why grocery is the ultimate test for retail tech, the massive gaps in order routing & inventory, why most stacks fail at scale, and how AI is transforming everything from warehouse picking to building entire eCommerce businesses. A must-listen for founders, operators, and anyone serious about scaling beyond Shopify-level chaos. Guest: Marat BolatovPlatform: Native Commerce - https://thenativecommerce.com Timestamps [0:00:00] - Welcome Marat Bolatov & London weather chat [0:01:30] - Marat's origin story: musician to Rocket Internet eCommerce empire [0:03:45] - Building Jiffy Grocery to $150M valuation and quick commerce realities [0:06:30] - Why grocery is the hardest (and best) vertical to master in eCommerce [0:11:45] - Fashion vs grocery complexity and multi-industry lessons [0:14:30] - Why early eCommerce favored high-margin categories like fashion [0:17:30] - Order management, routing, and ship-from-store challenges [0:20:45] - The deadly cost of stockouts and poor inventory visibility [0:23:00] - Why most Shopify + NetSuite + WMS stacks become Frankenstein monsters [0:26:30] - Native Commerce: Not just software — full operational execution [0:31:15] - Small operational tweaks that deliver massive impact [0:34:30] - Making complex systems simple enough for non-technical teams [0:39:00] - AI & MCP revolution in eCommerce operations and administration [0:43:45] - How clients are already building custom dashboards with AI [0:48:00] - Vision for an AI eCommerce Studio — business in a box [0:52:45] - Uberization of eCommerce and removing operational barriers [0:54:30] - One thing Marat would change: eliminate cross-border taxes [0:55:30] - Death of old-school green screen ERPs [0:56:00] - Marat's question for Jason: What does peak eCommerce operations look like? [0:57:45] - Jason on billion-dollar companies still running on spreadsheets [1:01:30] - Closing thoughts and how to connect with Marat

  5. Jul 15

    E702:📦FROM EVANGELIZING TO EXECUTING | JASON GUESTS ON THE B2B ECOMMERCE SHOW | B2B COMMERCE CORNER #162

    📦 In this special episode of the Pod, Jason guests on The B2B eCommerce Show Hosted by Justin King - YouTube Show Playlist 📦 This episode originally aired in early 2026 📦 Thanks for hosting me Justin! Episode Summary In this episode of the B2B eCommerce Show, Justin King sits down with Jason Greenwood, Founder of Greenwood Consulting, to discuss how B2B companies can drive real digital ROI without forcing customers to change how they buy. With over 25 years of experience in eCommerce, Jason shares practical insights on why adoption matters more than platforms, how conversational AI enables commerce through existing communication channels, and why execution, not evangelism is the next phase of B2B digital transformation. Key topics include: How to achieve B2B digital ROI without changing buyer behavior Using AI to enable commerce through email, messaging, and existing workflows Shifting from digital evangelism to execution and prioritization Why asking better questions leads to better transformation outcomes What B2B leaders should focus on as digital commerce matures This episode offers clear, actionable guidance for manufacturers and distributors looking to reduce friction, improve adoption, and make smarter digital investments.

  6. Jul 13

    E701:🎓FROM INSECT EYES TO NORDSTROM - THE VULIWEAR STORY | MENTORING MOMENTS #194 W/GUEST MENTOR DIONNE ELLISON | THE ECOMMERCE EDGE Podcast

    Guest: Dionne Ellison, Founder of Vuliwear - https://vuliwear.comLinkedIn: Dionne Ellison Episode Overview In this episode of THE ECOMMERCE EDGE Podcast, we sit down with Dionne Ellison, the visionary founder of Vuliwear. Dionne shares her incredible journey from discovering the hidden beauty of macro insect photography to launching an elevated eyewear brand that gives back. We dive deep into the unglamorous realities of entrepreneurship, the strategic shift from D2C to wholesale, and why functionality and eye health are just as important as high fashion. If you're building an eCommerce brand, navigating retail partnerships like Nordstrom, or trying to understand the true cost of customer acquisition, this episode is packed with actionable insights. Timestamps [0:00:00] - Introduction to Dionne Ellison and the unglamorous reality of entrepreneurship[0:03:00] - The fascinating genesis of Vuliwear: Insect eyes and macro photography[0:09:00] - Pitching the boss and raising $60k in startup capital[0:11:00] - Launching on National Sunglasses Day and landing a feature with rapper Future[0:14:00] - The critical importance of eye health and daily UV protection[0:15:00] - Partnering with United to Beat Malaria: Look good, feel good, save lives[0:17:00] - Navigating D2C vs. Wholesale and landing on Nordstrom's marketplace[0:20:00] - The hidden costs of D2C and the true value of retail distribution partners[0:25:00] - Positioning Vuliwear as "elevated" eyewear rather than just luxury[0:31:00] - Untapped markets: Designing functional fashion and crossbody bags for men[0:36:00] - Shifting the consumer mindset to invest in high-quality, long-lasting products[0:42:00] - Future plans: Expanding wholesale reach and building a lifestyle brand[0:46:00] - The trap of social media vanity metrics for eCommerce founders[0:50:00] - Flipping the script: What makes a truly memorable podcast guest

  7. Jul 10

    E700:🎙️STOP BLEEDING MARGIN: THE TRILLION-DOLLAR FALSE POSITIVE PROBLEM | NICOLE JASS - SIGNIFYD | THE ECOMMERCE EDGE Podcast

    📝 Show Notes & Summary In this episode of THE ECOMMERCE EDGE Podcast, host Jason Greenwood sits down with Nicole Jass, SVP of Enterprise Strategy at Signifyd. They dive deep into the unseen revenue-killer in eCommerce: false positives. While most merchants obsess over blocking the 1% of actual fraudulent transactions, they accidentally block high-value, legitimate shoppers due to outdated legacy security heuristics. Nicole shares her journey from ad tech to fraud prevention, breaks down the anatomy of a payment transaction, and explains how Signifyd’s pre-authentication layer shifts liability away from merchants while unlocking trapped revenue. They also discuss why the "Global West" lags behind the East in frictionless payments, the upcoming era of agentic commerce (AI bots buying things for humans), and why building a foundational digital muscle is essential before trying to implement AI. ⏱️ Episode Timestamps 00:00 - Introduction Jason introduces Nicole Jass, SVP of Enterprise Strategy at Signifyd 01:00 - From Ad Tech to Fraud Fighting Nicole shares her journey from Worldpay and ad tech to discovering a passion for identity data and conversion growth 03:00 - The Myth of the 1% Fraud Rate Why less than 1% of transactions are actually bad - and how merchants accidentally alienate the other 99% 06:00 - The Digital Nomad Nightmare Jason vents about false positives in international travel booking and why standard banking rules fail complex modern shoppers 09:50 - Missing out on the World Cup Nicole shares a personal horror story of having her Amex and Chase cards declined at 3:00 AM for a World Cup ticket 13:30 - Global West vs. Global East Payments A comparison of why Asian digital payment structures (QR codes, facial ID) are decades ahead of Western legacy infrastructure 17:00 - The Anatomy of a Declined Payment Breaking down post-auth vs. pre-auth fraud layers and how "dirty merchants" ruin their authority rates with banks 23:00 - The Friction vs. Conversions Spectrum How to balance security checkpoints without driving customers straight to your competitors' sites 31:00 - Building the "Amazon Trust Network" How Signifyd uses a massive consortium network to instantly recognize a trusted buyer even on a brand-new website 39:30 - Agentic Commerce & The 18-Month Outlook Preparing payment structures for AI agents buying on behalf of consumers and interrogating data via natural language 41:30 - Fraud Rules in the B2B E-commerce World The challenges and scaling opportunities for fraud management in the rapid evolution of digital B2B trade 44:30 - Script Flipped: Jason’s E-commerce "Fairy Dust" Jason challenges traditional B2B companies to stop skipping foundational eCommerce steps in a rush to adopt AI 🔗 Connect with the Guest Nicole Jass on LinkedIn Signifyd Website: https://www.signifyd.com THE ECOMMERCE EDGE Podcast Home⁠ - https://www.greenwoodconsulting.net/podcast

  8. Jul 8

    E699:📦HOW B2B BRANDS CAN WIN WITH ECOMMERCE | JASON GUESTS ON THE CLICKS TO CUSTOMERS PODCAST | B2B COMMERCE CORNER #161

    📦 In this special episode of the Pod, Jason guests on The Clicks to Customers Podcast Hosted by John Horn - CEO of StubGroup - https://stubgroup.com 📦 This episode originally aired in July of 2025 - https://www.youtube.com/watch?v=9F82WBkuZ7A 📦 Thanks for hosting us John! Episode Summary In this episode of the Clicks to Customers podcast, host John Horn sits down with Jason Greenwood, founder of Greenwood Consulting and a 25-year eCommerce veteran. Jason shares why he decided to quadruple-down on the massive "blue ocean" space of B2B eCommerce. They dive deep into the unique friction points traditional manufacturers and distributors face, how to turn resistant sales teams into big game hunters, and why not every business model can—or should—be automated. Key Takeaways The B2B Blue Ocean: Unlike retail (B2C), where 98% of brands are online, 40% to 60% of B2B manufacturers and distributors still lack meaningful digital commerce channels. Overcoming Internal Friction: Transitioning an analog family business to digital often faces severe pushback from sales teams who fear commission loss or job displacement. Sales Rep Superpowers: Digital tools shouldn't replace field reps; they should eliminate low-value admin tasks (which consume 20% to 60% of their day) and give them data intelligence to hunt "whale" accounts. The Scalability Rule: If your business model is 100% bespoke with zero repeatable components, it cannot be scaled or effectively serviced via traditional end-to-end e-commerce. Timestamps [00:00:00] – Welcome back to Clicks to Customers & meeting Jason Greenwood [00:01:11] – Jason’s 25-year journey: From selling memory cards in New Zealand to consulting in Mexico [00:02:58] – Why Jason pivoted to specialize entirely in the nascent B2B e-commerce space [00:06:55] – Grafting digital DNA onto traditional, second- and third-generation family businesses [00:08:48] – Market pressures: How the buy-side is forcing sellers to adopt punch-out, EDI, and digital portals [00:11:55] – What separates high performers: Visionary leadership vs. "convince me" mindsets [00:14:40] – Aligning incentives: Becoming channel-agnostic so sales reps don't revolt [00:18:55] – How to pitch digital transformation directly to resistant field sales teams [00:21:40] – Giving sales reps "superpowers" through rich behavioral data and unlockable accounts [00:24:40] – Expanding revenue with existing accounts: Quick quoting and application-level merchandising [00:30:55] – When e-commerce fails: A real-world example of a bespoke business that couldn't be automated [00:36:30] – Who Greenwood Consulting serves: The ideal B2B merchant profile and the expansion into platform/vendor spaces

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Welcome to THE ECOMMERCE EDGE Podcast (formerly At the Coalface). - THE ECOMMERCE EDGE brings you the very best in eCommerce, Omnichannel and Retail tech & trends. We cover key topics such as eCommerce Mentorship, B2B eCommerce and eCommerce technology. - With 23+ years in the industry, Jason and his guests discuss topics in simple language anyone can understand and apply to level up their business.

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