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

    E715 DEMYSTIFYING PROGRAMMATIC ADS, HOUSEHOLD TARGETING & FIRST-PURCHASE CAC | SKIP WILSON - DRAFT MEDIA PARTNERS | THE ECOMMERCE EDGE Podcast

    Episode Overview In this episode of THE ECOMMERCE EDGE Podcast, host Jason Greenwood sits down with Skip Wilson, CEO of Draft Media Partners - a premier advertising technology and execution platform. Skip shares his fascinating journey from a 16-year-old copywriter learning WordPress from a Barnes & Noble book to executive roles at Time Warner and Vice President of Digital Media at iHeartMedia, before founding Draft. Skip unpacks how Draft evolved from a SaaS ad forecasting tool into an all-in-one ad execution infrastructure providing programmatic media buying, cross-channel attribution, and household-level targeting with zero platform fees or retainers. Together, Jason and Skip tackle the truth behind the "cookiepocalypse", why cookie consent banners add needless friction, how to execute TikTok Shop and retail media strategies, and why Customer Acquisition Cost (CAC) profitability on the first order must be every eCommerce brand's north star metric. Guest Info & Links Guest: Skip Wilson, Founder & CEO of Draft Media Partners Website: https://draftmediapartners.com Timestamps [0:00:00] - Welcome Skip Wilson, CEO of Draft Media Partners & South Carolina weather banter[0:01:00] - From 16-year-old copywriter to iHeartMedia VP: Skip Wilson's origin story[0:02:00] - The pivot of Draft Media Partners: From SaaS forecasting tool to execution platform[0:03:30] - Building a 10-module all-in-one ad management, reporting, and attribution platform[0:05:30] - Demystifying programmatic advertising: Audience-first vs. website-first media buying[0:07:30] - Omnichannel household targeting across Connected TV, social, audio, and direct mail[0:09:00] - Unlocking retail media networks: Amazon, Walmart, and Target PPC without high minimums[0:11:00] - TikTok Shop strategies: Storytelling top-of-funnel vs. retargeting bottom-of-funnel[0:12:30] - Automated ad audits: Benchmarking campaign metrics against industry standards[0:14:30] - Solving attribution: Why household-level NAPE data beats last-click search bias[0:18:00] - The "cookiepocalypse" red herring: Browser-level tracking and consumer targeting realities[0:21:00] - Privacy fiction vs. friction: Cookie consent banners, SMS opt-ins, and user behavior[0:24:30] - Ideal Customer Profile (ICP): Empowering agency partners and brand marketing teams[0:25:30] - The zero-fee model: How Draft monetizes through spend volume without retainers[0:27:00] - Preparing for future ad fragmentation: ChatGPT, Disney, and Apple ad networks[0:29:30] - AI in ad ops: Reducing media plan and match-back turnaround times from 72 hours to instant[0:31:30] - The North Star metric: Why Customer Acquisition Cost (CAC) is the only metric that matters[0:32:30] - First-purchase profitability vs. the dangerous myth of the repeat purchase "be-back bus"[0:34:00] - Flipping the script: Jason Greenwood predicts the future of chat-driven eCommerce interfaces THE ECOMMERCE EDGE Podcast Home⁠ - https://www.greenwoodconsulting.net/podcast

  2. 3d ago

    E714:📦 HOW TO GIVE SALES TEAMS DIGITAL SUPER POWERS | JASON GUESTS ON 'A BROADcast FOR MANUFACTURERS' PODCAST | B2B COMMERCE CORNER #166

    📦 In this special episode of the Pod, Jason guests on A BROADcast for Manufacturers Podcast with Hosts Lori Highby, Kris Harrington and Erin Courtenay 📦 This episode originally aired in May 2025 📦 Thanks for hosting me ladies! Episode Overview In this episode of A BROADcast for Manufacturers, hosts Lori Highby, Kris Harrington, and Erin Courtenay sit down with B2B eCommerce specialist Jason Greenwood, founder of Greenwood Consulting and host of THE ECOMMERCE EDGE Podcast. Jason shares actionable insights on driving digital transformation within traditional, family-owned manufacturing businesses. He explains how to overcome internal pushback from sales teams by giving them digital "superpowers" rather than trying to replace them with technology. The conversation dives deep into the changing demographic of B2B buyers—71% of whom are now millennials or Gen Z—and how multimodal and agentic AI are allowing manufacturers to meet buyers wherever they choose to transact. Jason also clarifies the critical differences between B2C "shopping" and B2B "procurement" efficiency, defining what a true B2B self-service portal looks like, and why fixing aging back-office technology and poor data structures is essential before launching a new eCommerce platform. Timestamps [0:00:00] - Pre-show cocktail banter: French 75s, Old Fashioneds, and the Monte Carlo cocktail recipe[0:03:34] - Welcome guest Jason Greenwood & celebrating 500 episodes of The eCommerce Edge Podcast[0:06:47] - Overcoming internal resistance to digital transformation in manufacturing[0:07:45] - The generational shift: Navigating the 71% millennial and Gen Z B2B buyer demographic[0:10:25] - Empowering sales reps: Providing digital "superpowers" rather than replacing human relationships[0:13:00] - Meeting buyers where they are: Multimodal AI and automated document parsing with Motivate[0:18:55] - The future of B2B procurement: Agentic AI and autonomous agent-to-agent transactions[0:21:46] - Unpacking true B2B self-service: Building digital service layers (DSLs) beyond basic checkout[0:28:02] - B2C vs. B2B buying experiences: Task-driven procurement efficiency vs. aspirational shopping[0:32:33] - 3-to-5 year digital strategy: Balancing internal business efficiency with external customer value[0:35:08] - Uncovering technical debt: Fixing back-office technology, structured product data, and stack architecture[0:37:34] - "I Just Learned That" segment: Life event buying triggers, cat allergies, and high-dose Vitamin C tips[0:40:33] - The "Doorway Effect" psychological phenomenon and cognitive event boundaries[0:42:24] - Mexican logistics quirks: Pathway addresses vs. street addresses and shipping recommendations THE ECOMMERCE EDGE Podcast Home⁠ - https://www.greenwoodconsulting.net/podcast

  3. 4d ago

    E713:🎓 ECOMMERCE: PAST, PRESENT & FUTURE - THE BRUTAL TRUTH | MENTORING MOMENTS #198 W/GUEST MENTOR JIMMY FURSMAN | THE ECOMMERCE EDGE Podcast

    Guest: Jimmy Fursman, B2B eCommerce Consultant, Nomad & Former Senior Solutions Engineer at BigCommerce Episode Overview In this episode of THE ECOMMERCE EDGE Podcast, host Jason Greenwood catches up with Jimmy Fursman - digital nomad, former agency executive, and former Senior Solutions Engineer at BigCommerce. Dialing in via Starlink from his sailboat in the San Juan Islands, Jimmy shares his unique career evolution from childhood coder and art school graduate to web developer and enterprise B2B eCommerce strategist. Together, they take a deep dive into the history of internet commerce, the real-world complexities of B2B digital transformation, and why out-of-the-box platforms often struggle with enterprise B2B requirements like CPQ, pricing rule waterfalls, and ERP integrations. Jimmy also reveals how he leverages modern AI agentic tools like Claude Code in his consulting practice, the dangers of AI-generated RFPs, and his candid perspective on data privacy and the blurring lines between eCommerce platforms and payment gateways. Timestamps [0:00:00] - Dialing in via Starlink from a sailboat in the San Juan Islands & the digital nomad lifestyle[0:04:00] - Planning a 3-week offshore sailing expedition down the Baja Coast to La Paz[0:08:00] - Tech origins: Coding on Apple IIc computers, C++, and pivoting to art school[0:11:00] - Bridging art and code: Transitioning into Web 2.0 layout design and front-end development[0:13:00] - The birth of eCommerce: Installing PayPal for non-profits and early WordPress shop plugins[0:14:00] - Internet nostalgia: Pre-internet memories, dial-up modems, early VoIP, and the Nokia WAP browser[0:25:00] - How asynchronous shopping and delivery apps like Instacart changed consumer behavior[0:31:00] - Agency acquisition history and transitioning to BigCommerce as a Solutions Engineer[0:34:00] - Dissecting BigCommerce’s Bundle B2B acquisition and underlying cloud infrastructure[0:38:00] - B2B pricing complexity: Fixing 15-day CPQ lead times with native pricing rule waterfalls[0:45:00] - Composable trends vs. "boring" profitable tech in the $20M–$200M mid-market space[0:50:00] - Practical AI applications in eCommerce: Using Claude Code, answer engines, and managing AI RFP cycles[0:56:00] - Why 26 years of human domain expertise and context still trump AI LLMs[1:06:00] - The "unholy alliance": Payment gateway monetization, consumer privacy, and data ownership[1:11:00] - Flipping the script: Favorite regional Mexican foods, street tacos, and coastal travel gems THE ECOMMERCE EDGE Podcast Home⁠ - https://www.greenwoodconsulting.net/podcast

  4. Aug 7

    E712 THE AI ECOMMERCE TAKEOVER: HOW TO BUILD, SCALE AND SELL YOUR BRAND FASTER | NEIL TWA - CAIMAN DATA SYSTEMS | THE ECOMMERCE EDGE Podcast

    Episode Overview In this high-impact episode of THE ECOMMERCE EDGE Podcast, host Jason Greenwood catches up with Neil Twa, Founder of Voltage Holdings and Caiman Data Systems (https://voltagedm.com). Moving past outdated "done-for-you" automation schemes and hype-filled AI promises, Neil breaks down how true domain expertise paired with a customized AI technology layer is revolutionizing modern brand portfolio management. Discover how Neil's team manages 30+ D2C brands doing $25M+ using just 3 human operators, how to build strict guardrails into AI models to eliminate multi-thousand-dollar hallucinations and why true enterprise value is created through predictive multi-channel strategy across Amazon, TikTok Shop, Walmart, and Shopify. FREE BOOK OFFER Neil has generously offered 10 free copies of his new book: "Almost-Automated Income with FBA: Build a Profitable Lifestyle-Driven Amazon Business. Exit for Millions. Even Without Any E-commerce Experience" to THE ECOMMERCE EDGE Listeners! To claim your free copy, go here: https://info.voltagedm.com/podcast-free-book and apply the code GWCVOLTAGE on that page and their system will handle the rest. Timestamps [0:00:00] - Introduction to Neil Twa and how his D2C acquisition and acceleration model evolved since 2024. [0:01:43] - Managing 30 brands with only 3 human operators using custom AI operating procedures and certified Amazon APIs. [0:03:26] - The origins of Caiman Data Systems and why domain expertise is non-negotiable for guarding against AI hallucinations. [0:06:48] - Experience as a Service (EaaS): Combining human strategic coaching with software, skills, and AI loops. [0:08:52] - Masking productivity with activity: Why unguided AI adoption fails and how end-to-end data integration drives real bottom-line gains. [0:11:42] - Applying the EOS framework to modern AI workflows to achieve predictive operational execution. [0:14:02] - Eliminating single-point SaaS tools and agencies by unifying Amazon, TikTok Shop, Walmart, and Shopify via Model Context Protocol (MCP). [0:18:29] - Launching 5 fully AI-operated D2C brands past $100k revenue and understanding the dual-structure pricing model. [0:20:41] - Tool stack consolidation: How brands cut $5k-$7k/month by replacing fragmented research and inventory management tools. [0:22:42] - Target ICP: Why early-stage and 8-figure brands benefit from structuring operational systems around exit-driven capitalization. [0:24:39] - Removing the owner (RTO) to maximize M&A multiples and why multi-channel expansion (Shopify, Amazon, TikTok, Walmart) is essential. [0:28:16] - Assessing current LLM capabilities, AGI timelines, agentic frameworks, and the power of loop engineering. [0:31:02] - Future roadmap for Caiman Data Systems and a sharp critique of predatory "done-for-you" Amazon automation claims. [0:33:55] - Free Book Offer: How to claim 1 of 10 free copies of 'Almost Automated Income with FBA'. [0:35:46] - Guest Question: Jason Greenwood shares predictions on local open-weight LLMs, escalating agentic token costs, and hardware shifts. THE ECOMMERCE EDGE Podcast Home⁠ - https://www.greenwoodconsulting.net/podcast

  5. Aug 5

    E711:📦 B2B SALES PERSONALIZATION AT SCALE | BRIAN HIRT - CUECODE | B2B COMMERCE CORNER #165 | THE ECOMMERCE EDGE Podcast

    Summary Brian Hirt from CueCode shares how his platform leverages AI and data analytics to transform B2B sales and distribution. Discover how personalized recommendations, operational guidance, and AI-driven insights can revolutionize your sales strategy and customer engagement. Links Brian HirtCueCode - https://www.cuecode.io Key Topics The evolution of B2B sales and distributionHow AI and data analytics enable personalized recommendationsOperational guidance for sales reps through AI cuesIdentifying catalog gaps and cross-sell opportunitiesIntegrating AI into existing workflows and tech stacksIncentivizing sales reps with AI-driven promotionsBuilding scalable AI platforms without formal coding skillsThe importance of deterministic AI outputs in distributionAddressing the generational shift in sales and digital adoptionFuture opportunities and roadmap for AI in B2B sales Time Stamps 00:00 Introduction to Brian Hirt and CueCode03:45 How digital commerce can enhance sales strategies08:21 Operationalizing sales strategies with AI cues12:00 Personalized experiences in e-commerce channels15:07 Retail vs. B2B personalization differences19:59 Using clustering algorithms for account classification22:22 Integrating guidance into existing workflows23:58 Incentivizing sales with AI-driven promotions25:54 Building a scalable AI platform without formal coding28:10 The future of AI in distribution and sales29:15 Upcoming features and roadmap for CueCode37:10 Using visualizations and contextual data in decision making44:24 The misconception of AI replacing domain expertise45:11 Brian's outside interests: outdoor ice rink hobby46:27 How to contact Brian and learn more about CueCode46:53 Brian's question to Jason about data and personalization48:20 The generational shift in B2B sales and AI adoption50:20 Overcoming resistance from experienced sales reps52:28 Proving AI value through low-risk pilots54:49 Final thoughts and future of AI in B2B sales THE ECOMMERCE EDGE Podcast Home⁠

  6. Aug 3

    E710:🎓 BUILDING A BUSINESS - EVEN WHEN IT GETS MESSY! | MENTORING MOMENTS #197 W/GUEST MENTOR RACHEL BROMBERG | THE ECOMMERCE EDGE Podcast

    Episode Summary In this episode of THE ECOMMERCE EDGE Podcast, host Jason Greenwood sits down with Rachel Bromberg, Founder and Creative Director of Authenticity Projects, to discuss her journey from modeling and graduate studies at Temple University to building a movement in the fashion and media space. They dive deep into how Authenticity Projects was born out of Rachel's master's thesis, the realities of the modeling industry, and how she built a team to challenge traditional beauty standards through annual fashion shows and campaigns. Rachel shares why she recently took the leap to leave her 9-to-5 job in SEO, how she navigates digital community building without paying for traditional playbooks, and why showing the messy journey of entrepreneurship matters far more than presenting a polished end product. Guest Info 📝 Guest: Rachel Bromberg 📝 Role: Founder and Creative Director at Authenticity Projects 📝 Website: https://authenticityprojects.mypixieset.com 📝 Rachel's Personal Website: https://rachelbromberg.com Key Takeaways ✅ From Thesis to Startup: How Rachel turned a graduate research paper on corsetry and women's figures into a 100+ attendee fashion show and a growing startup. ✅ Redefining Beauty Standards: How Authenticity Projects serves as a platform where undiscovered creatives, models, and designers get featured without paying high entry fees. ✅ Leaping Into Full-Time Entrepreneurship: Rachel's decision to leave her corporate SEO position after two years to focus entirely on modeling and growing Authenticity Projects. ✅ Showing the Messy Journey: Why modern audiences reject hyper-polished perfection and connect deeply with raw, transparent storytelling on social media. ✅ Building Community with Purpose: How Rachel manages a team of 20 volunteers united by a shared vision to shake up fashion media standards. Timestamps [0:00:00] Welcome Rachel Bromberg, Founder and Creative Director of Authenticity Projects, to the pod [0:01:00] Life in Philadelphia, summer weather, FIFA festivities, and moving to Miami [0:03:30] Connecting through mutual friend Dionne Ellison and Rachel's background in SEO [0:04:30] The origin story of Authenticity Projects: from a Temple University master's thesis to a full fashion show [0:06:30] Navigating the modeling industry, beauty standards, and discovering undiscovered icons [0:09:00] Authenticity in the age of saturated digital media and AI content [0:10:30] Scaling the vision: fashion shows, digital magazines, and nationwide authentic communities [0:12:30] Sourcing talent and aligning annual fashion show themes with cultural movements [0:15:30] Working with fashion designers and eliminating pay-to-play barriers for emerging creatives [0:19:00] Business monetization, digital strategy, and building subscription-based memberships [0:22:00] Leaving the corporate 9-to-5 to pursue creative entrepreneurship full-time [0:25:30] Balancing talent agency representation with building a brand from scratch [0:28:00] Content distribution strategies: YouTube live streams, photo shoot campaigns, and team building [0:31:00] Previewing the October fashion show, studio sponsors, and production logistics [0:33:00] What is broken in digital channels: showing the raw journey over fake perfection [0:36:00] Human creativity vs AI execution in building applications and media [0:38:00] Rachel flips the script: asking Jason about unique entrepreneurial traits, debt avoidance, and intentionality [0:41:00] The importance of human connection, free AI workshops, and growing on Substack

  7. Jul 31

    E709 AI VECTOR SEARCH, DYNAMIC MERCHANDISING & SHOPIFY GROWTH | LUKAS TANASIUK - LAYERS | THE ECOMMERCE EDGE Podcast

    SHOW NOTES In this episode of THE ECOMMERCE EDGE Podcast, host Jason Greenwood sits down with Lukas Tanasiuk, Co-Founder & CRO of Layers. Lukas shares his journey from eCommerce merchant to building an AI-native search and merchandising engine for Shopify brands. They dive deep into why traditional search platforms struggle with conversational discovery, how dynamic sort orders and geo-targeting drive massive conversion lifts, and why model-agnostic software architectures are winning the future of eCommerce tech. TIMESTAMPS [0:00:00] - World Cup Energy & Friendly Bets [0:02:00] - Lukas Tanasiuk’s Origin Story & Early eCommerce Days [0:03:30] - Scaling Evees & Finding Web Performance Bottlenecks [0:05:00] - Exposing Bad Actors & Meeting Co-Founder Jake Casto [0:06:00] - The Nosto Optimization Roadblock That Sparked Layers [0:08:00] - From Agency Hotfix to Venture-Backed SaaS Platform [0:10:00] - The 15-Year Evolution of Site Search & Merchandising [0:13:30] - Breaking Down the 4 Buckets of Search Technology [0:15:30] - Why Legacy Search Engines Suffer from Architectural Traps [0:21:00] - Fact-Checking Legacy AI Marketing Claims on Real Storefronts [0:24:00] - Semantic Vector Search & Multi-Language Support [0:25:00] - Short-Window & Geo-Based Sort Orders for Conversion Lifts [0:29:30] - The Shift from 2-Word Google Queries to LLM Conversations [0:34:00] - Removing Chatbot Friction directly in the Search Bar [0:38:30] - Model-Agnostic Infrastructure & BYOA (Bring Your Own Agent) [0:41:30] - The 12-Star Support Standard & Rapid Feature Delivery [0:45:30] - Anti-Enterprise Pricing Transparency Without Revenue Taxes [0:47:30] - B2B Search Complexity vs. Retail eCommerce Focus [0:52:00] - Maintaining Super Tight ICP Focus as a High-Growth Startup [0:54:30] - Overcoming Enterprise Vendor Inertia & Dogmatism [0:57:30] - The B2B Crossroads & The Coming Silver Tsunami [1:02:00] - Where to Connect with Lukas & Layers CONTACT & RESOURCES Website: https://www.uselayers.com Email: lukas@uselayers.com LinkedIn

  8. Jul 30

    E708:📦 THE B2B TECH SHIFT: WHY MOST B2B BRANDS ARE FALLING BEHIND IN 2026 | JASON GUESTS ON THE INSIDE COMMERCE PODCAST | B2B COMMERCE CORNER #164

    📦 In this special episode of the Pod, Jason guests on The Inside Commerce Podcast with host James Gurd 📦 This episode originally aired in early May 2026 📦 Thanks for hosting me James! Why are most B2B brands struggling to keep up in 2026? In this episode of Inside Commerce, we deconstruct the massive tech shift currently reshaping the industry. We explore why legacy systems and outdated mindsets are causing even the biggest companies to fall behind. The landscape of B2B ecommerce has evolved faster than anyone predicted. With over 70% of buyers now being Millennials and Gen Z digital natives, traditional sales methods are no longer sufficient. If your brand isn’t adapting to AI-driven workflows, agentic procurement, and the modern digital expectations of today’s buyers, you are already losing ground to the competition. Key topics we cover in this episode: ✅ The Demographics Shift: How to serve the new generation of digital native buyers. ✅ Sales Reps Alignment: Turning your sales team into digital advocates through proper incentives. ✅ Platform Selection: Why Shopify B2B might not fit complex industries and when to choose dedicated systems. ✅ AI & Agentic Commerce: Moving beyond automation to intelligent, AI-driven procurement. ✅ Compliance-First Future: The emerging shift for regulated industries like Medical, Defense, and Energy. Time Stamps: 0:00 - Intro: Are your sales reps your best friend or worst enemy? 2:30 - The B2B Tech Shift in 2026 7:21 - The 3 Core B2B Channels: EDI, Punchout, and Self-Service 13:20 - Why brands are falling behind in digital transformation 21:30 - Strategies to modernize legacy sales processes 31:15 - Choosing the right platform: Shopify vs. Dedicated B2B Systems 36:40 - AI and the rise of Agentic Procurement 48:33 - The future of Compliance-First Commerce in regulated industries 54:00 - Roadmap for B2B success in 2026 🌐 Website: https://insidecommerce.fm

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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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