Unboxing Ecommerce: Operations Behind Online Brands

James Marks and Jennifer Yates
  • 4.5 (6)
  • TECHNOLOGY
  • UPDATED BIWEEKLY

In each episode, we order a product from the same brand, meticulously analyzing both the front and back end of placing an order. We then reverse engineer the storage, logistics, and packaging details to evaluate every step of its journey right to our doorsteps. And if we return a package, we'll dive into that process as well.Welcome to Unboxing Ecommerce, the brainchild of two longtime friends and entrepreneurs, James Marks and Jennifer Yates. We met over 20 years ago while running our own brick-and-mortar businesses, and today, we're combining our expertise to dissect and understand the online shopping and shipping experience. Join us for a comprehensive, 360-degree view of ecommerce. Whether you're an industry professional, an ecomm enthusiast, or just curious about what happens behind the scenes, we've got you covered. Episodes drop every other Tuesday. Let's get to that box!

  1. Rhoback with Matt Hertz

    03/25/2025

    Rhoback with Matt Hertz

    James and Jennifer are joined by their final guest, Matt Hertz, Founder and CEO of Third Person, a digital marketplace helping ecommerce brands discover and connect with the right fulfillment partners. With 15 years of experience leading ecommerce operations at companies like Rent the Runway, Birchbox, and Shyp, Matt also runs a consultancy, Second Marathon, that has helped brands like Hexclad, Away, Birdies, and Milk Bar optimize their supply chains. He’s an active advisor and angel investor and lives in Nashville. Why Rhoback? Matt first noticed their apparel on Zoom calls—specifically, the logo of a dog featured prominently on shirts. Curious, he did some research and discovered the brand’s activewear, performance polos, and strong connection to dog lovers. As a self-described “dinkwad” (dual income, no kids, with a dog), Matt connected immediately with Rhoback’s mission and branding. Explore Rhoback: www.rhoback.com Research Included These Sources Rhoback: www.rhoback.com/pages/our-storyG&E Magazine: www.gandemagazine.com/a-quick-round-with-rhoback-activewearRocketReach: www.rocketreach.co/rhoback-profile_b4568f62fca05faaThe Darden Report: news.darden.virginia.edu/2017/02/12/rhoback-activewear-startupWashingtonian: www.washingtonian.com/2017/10/23/story-behind-rhodesian-ridgeback-dog-inspired-activewear-line-awesomeChange Climate: explore.changeclimate.org/brand/rhoback-incOther Sites Mentioned Shoe Dog (Nike Memoir): en.wikipedia.org/wiki/Shoe_DogChristopher Reeve: en.wikipedia.org/wiki/Christopher_ReeveAmerican Humane: www.americanhumane.orgReeve Foundation: www.christopherreeve.orgConnect with Matt Hertz LinkedIn: www.linkedin.com/in/hertz/Third Person: www.thirdperson.co_______________ Have a brand/shopping experience you want us to review? Send us a message at unboxingecomm@gmail.com Connect with James Marks: www.linkedin.com/in/jameslmarks www.withtrivial.com Connect with Jennifer Yates: www.linkedin.com/in/jenniferayates www.workwithroux.com _______________ Coverart imagined and designed by our friend, Melissa Dettloff www.melissadettloff.com

    45 min
  2. Brightland with Kevin Lawton

    03/11/2025

    Brightland with Kevin Lawton

    James and Jennifer are joined by Kevin Lawton, founder of The New Warehouse podcast and blog, which he launched in 2019 to bring awareness to the warehousing industry. With 13 years of experience in inventory control and operations management, Kevin has been involved in multiple new distribution center start-ups and is an adjunct professor at Rider University, teaching supply chain management. Why Brightland? Kevin discovered Brightland while touring a 3PL warehouse and was immediately drawn to its packaging design and branding. Seeing the products firsthand on the warehouse shelves sparked his interest in their visual appeal and packaging quality. This led him to explore the brand further, making it a natural choice for this episode’s unboxing. Explore Brightland: www.brightland.co Research Included These Sources Brightland: www.brightland.co/pages/about-brightland-olive-oilEntreprenista Podcast: www.entreprenista.com/podcast/redefining-the-food-industry-with-aishwarya-iyerNew York Post: www.nypost.com/2021/09/14/brightland-olive-oils-review-why-theyre-worth-the-hype/Bristol Farms: www.bristolfarms.com/founders/mtf-aishwarya-iyer-brightland-olive-oilFood & Wine: www.foodandwine.com/brightland-duo-olive-oil-review-8757043Crunchbase: www.crunchbase.com/organization/brightland-3dd6Curated Technology List Corso: www.corso.comOther Sites Mentioned: Zingerman’s: www.zingermansdeli.com/eventsConnect with Kevin Lawton Website: www.thenewwarehouse.comLinkedIn: www.linkedin.com/company/the-new-warehouse_______________ Have a brand/shopping experience you want us to review? Send us a message at unboxingecomm@gmail.com Connect with James Marks: www.linkedin.com/in/jameslmarks www.withtrivial.com Connect with Jennifer Yates: www.linkedin.com/in/jenniferayates www.workwithroux.com _______________ Coverart imagined and designed by our friend, Melissa Dettloff www.melissadettloff.com

    51 min
  3. Loop Earplugs with Hillary Hughes

    02/25/2025

    Loop Earplugs with Hillary Hughes

    This week James and Jennifer are joined by Hillary Hughes, Principal at Foster Garvey, a full-service law firm with 150 attorneys across six offices in the U.S. Hillary is a business, food & beverage, CPG, beauty & wellness, sports & entertainment, fashion & apparel, and technology attorney. She shares insights on legal considerations for consumer brands, including intellectual property, contracts, and the evolving landscape of ecommerce. Why Loop Earplugs? Hillary selected Loop Earplugs after a team brainstorming session, where a colleague suggested the brand for its innovative approach to noise protection. Initially unfamiliar with the product, she was intrigued by its stylish, functional design and the ability to modulate sound flow. The brand’s sleek aesthetic and growing popularity made it a compelling choice for review. Explore Loop Earplugs: www.loopearplugs.com Research Included These Sources Loop Earplugs: www.loopearplugs.com/pages/about-loopLoop Earplugs Founders Story: www.loopearplugs.com/blogs/blog/the-founders-storyCNBC Make It: www.cnbc.com/2023/10/10/loop-earplugs-how-childhood-friends-startup-brings-in-millions.htmlFast Company: www.fastcompany.com/91030352/loop-earplugs-most-innovative-companies-2024Curated Technology List Narvar: www.corp.narvar.comOther Sites Mentioned Loop Returns: www.loopreturns.comJeff Kaiden:  Summer Fridays with Jeff KaidenConnect with Hillary Hughes LinkedIn: www.linkedin.com/in/hillaryhhughes/Foster Garvey: www.foster.com/people-hillary-hughes_______________ Have a brand/shopping experience you want us to review? Send us a message at unboxingecomm@gmail.com Connect with James Marks: www.linkedin.com/in/jameslmarks www.withtrivial.com Connect with Jennifer Yates: www.linkedin.com/in/jenniferayates www.workwithroux.com _______________ Coverart imagined and designed by our friend, Melissa Dettloff www.melissadettloff.com

    49 min
  4. 1st Phorm with Derek Loftus

    02/11/2025

    1st Phorm with Derek Loftus

    This week James and Jennifer are joined by Derek Loftus, Co-Founder of PopCapacity, a platform focused on adding visibility and a modern procurement experience for brands when sourcing and connecting with warehousing partners for fulfillment and storage. With expertise in e-commerce fulfillment and customer experience, Derek shares insights on how brands evaluate and select their distribution partners based on location, capabilities, automation, and more. Why 1st Phorm? Derek chose 1st Phorm because it has been on his radar for a while, appearing in his social media feed and through fitness influencers he follows. A friend also recommended their products, highlighting their high quality. Additionally, as a logistics expert, Derek was curious about how a brand that self-fulfills would handle order processing, especially given their wide product selection. 1st Phorm: www.1stphorm.com Research Included These Sources 1st Phorm: www.1stphorm.com/pages/about-usAndy Frisella: www.andyfrisella.com1st Phorm Corporate Apparel: www.1stphormathletics.comAALCO Athletic Equipment: www.aalcomfg.com/products/featured-facilities/1st-phorm-hqFox2 Now: www.fox2now.com/news/missouri/who-is-andy-frisella-founder-of-1st-phormYahoo News: www.yahoo.com/news/andy-frisella-founder-1st-phorm-215438826.html?guccounter=1KSDK: www.ksdk.com/article/news/local/club-fitness-removes-1st-phorm-products-andy-frisella/63-59a3f120-6800-4d8e-9b69-c1227235ccb3OFS: www.ofs.com/explore/case-studies/1st-phorm-corporate-headquartersTracxn: www.tracxn.com/d/companies/1st-phorm/__kVl_2rcuoRqNsK7NES3q7OS5F4OlCLgQbdn8QO0Lhm8Curated Technology List Narvar: www.corp.narvar.comRebuy: www.rebuyengine.comOther Sites Mentioned Company Towns: www.en.wikipedia.org/wiki/Company_townMFCEO Podcast: www.andyfrisella.com/blogs/mfceo-project-podcastConnect with Derek Loftus LinkedIn: www.linkedin.com/in/derek-loftus/Website: www.popcapacity.com_______________ Have a brand/shopping experience you want us to review? Send us a message at unboxingecomm@gmail.com Connect with James Marks: www.linkedin.com/in/jameslmarks www.withtrivial.com Connect with Jennifer Yates: www.linkedin.com/in/jenniferayates www.workwithroux.com _______________ Coverart imagined and designed by our friend, Melissa Dettloff www.melissadettloff.com

    55 min
  5. Tuckernuck with Kate Klemmer Terry

    01/28/2025

    Tuckernuck with Kate Klemmer Terry

    This Week on Unboxing Ecommerce James and Jennifer are joined by Kate Klemmer Terry, Chief Commercial Officer at Outerspace, a 3PL company redefining fulfillment for mid-to-high-end brands. With extensive experience in retail, logistics, and brand strategy, Kate shares her insights into the dynamic world of ecommerce, including emerging challenges and opportunities for brands navigating supply chain complexities. Why Tuckernuck? Kate selected Tuckernuck for its unique position as a multi-brand retailer catering to mid-to-high-end customers. Known for its curated apparel, home goods, and athleisure, Tuckernuck exemplifies a commitment to storytelling and elevated customer experiences. Explore Tuckernuck: www.tnuck.com Research Included These Sources: Tuckernuck: www.tnuck.com/pages/about-usModern Luxury DC: www.dc.capitolfile.com/tuckernuck-founders-interview-pickleball-athleisure-georgetownCBInsights: www.cbinsights.com/company/tuckernuckWashingtonian: www.washingtonian.com/2024/08/15/how-a-dc-label-became-a-capitol-hill-staplePR Newswire: www.prnewswire.com/news-releases/apparel-company-tuckernuck-joins-whiplash-fulfillment-network-301514922.htmlCurated Technology List: Vela: www.vela.ecoNosto: www.nosto.comElevar: www.getelevar.comOther Sites Mentioned: Nice Laundry: www.nicelaundry.comThe StartOps guide to Ecommerce Returns Cost Mitigation: www.startops.network/media/the-startops-guide-to-ecommerce-returns-cost-mitigationConnect with Kate: LinkedIn: www.linkedin.com/in/kate-klemmer-terry-1a81609/Outerspace: www.outerspace.com_______________ Have a brand/shopping experience you want us to review? Send us a message at unboxingecomm@gmail.com Connect with James Marks: www.linkedin.com/in/jameslmarks www.withtrivial.com Connect with Jennifer Yates: www.linkedin.com/in/jenniferayates www.workwithroux.com _______________ Coverart imagined and designed by our friend, Melissa Dettloff www.melissadettloff.com

    55 min
  6. Ghia with Robyn Young

    01/14/2025

    Ghia with Robyn Young

    This week on Unboxing Ecommerce, James and Jennifer are joined by Robyn Young, an entrepreneur, brand strategist, and founder of Young & Co, an indie creative partner for startups to scaleups. With a career spanning 18 years, Robyn combines strategic thinking with creative magic to build ‘sticky,’ memorable brand ecosystems. Why Ghia? Robyn chose Ghia for its strong visual identity, captivating storytelling, and its role in promoting the non-alcoholic lifestyle movement. As a pioneer in the category, Ghia’s approach combines artistry, functionality, and a commitment to creating a lifestyle brand. Explore Ghia: www.drinkghia.com Research included these sources Ghia: www.drinkghia.comFood Republic: www.foodrepublic.com/1361139/ghia-shark-tank-nowShark Tank Appearance: www.youtube.com/watch?v=R1b7kNAqwOEForbes: www.forbes.com/sites/jeanettehurt/2024/01/19/ghia-continues-its-dramatic-growth-in-the-non-alcoholic-marketPitchbook: www.pitchbook.com/profiles/company/399237-13Growjo: www.growjo.com/company/GHIA#revenue-financialsCurated Technology List Rise.ai: www.rise.aiRecharge: www.getrecharge.com Other Sites Mentioned Liquid Death: www.liquiddeath.comRecess: www.takearecess.comAnthropologie Volcano Candle: www.anthropologie.comConnect with Robyn: www.thisisyoung.cowww.linkedin.com/in/robyn-youngBrand FUps* Podcast: www.thisisyoung.co/podcastWaitlist for Robyn’s Book: www.thisisyoung.co/book-waitlist_______________ Have a brand/shopping experience you want us to review? Send us a message at unboxingecomm@gmail.com Connect with James Marks: www.linkedin.com/in/jameslmarks www.withtrivial.com Connect with Jennifer Yates: www.linkedin.com/in/jenniferayates www.workwithroux.com _______________ Coverart imagined and designed by our friend, Melissa Dettloff www.melissadettloff.com

    1 hr
  7. A Year of "Get To That Box"

    12/31/2024

    A Year of "Get To That Box"

    Let’s get to the box—and this time, it’s a big one! Jennifer and James are celebrating an entire year of Unboxing Ecommerce, and this special episode is all about reflecting on the 28 episodes so far. From humble beginnings as a one-episode experiment to reaching listeners across 37 countries, this podcast has grown into something far beyond what they imagined. With laughter, gratitude, and a touch of nostalgia, Jennifer and James unpack the stories, surprises, and lessons that have shaped their first year. Whether you’ve been with them since episode one or you’re tuning in for the first time, this episode is a celebration you won’t want to miss. What’s Inside A look back at their first year of podcasting: the challenges, surprises, and wins.Memorable moments that shaped the show and its community.A heartfelt message to listeners and their vision for show in the future.Join the Conversation Jennifer and James would love to hear from you! Share your favorite moments, questions, or ideas for future episodes at unboxingecomm@gmail.com. This podcast is a team effort, and every listener is part of it. Mentioned in the episode: Taryn Sowa Podcast Productions:  www.tarynsowa.com_______________ Have a brand/shopping experience you want us to review? Send us a message at unboxingecomm@gmail.com Connect with James Marks: www.linkedin.com/in/jameslmarks www.withtrivial.com Connect with Jennifer Yates: www.linkedin.com/in/jenniferayates www.workwithroux.com _______________ Coverart imagined and designed by our friend, Melissa Dettloff www.melissadettloff.com

    31 min
  8. Momofuku Goods with Moni Kupczak Ainslie

    12/17/2024

    Momofuku Goods with Moni Kupczak Ainslie

    On this episode of Unboxing Ecommerce, James and Jennifer order from Momofuku Goods with special guest, Moni Kupczak Ainslie. Moni is the Founder of Koopslie a consultancy that optimizes Faire stores for brands in CPG, beauty, fashion, and gift. By using her 360 Faire Optimization method, Moni helps awesome brands show up in search, get the click and convert to more sales. Why Momofuku? Moni chose Momofuku Goods for their delicious products, strong branding, and her admiration for founder David Chang. As a Faire specialist, she also wanted to analyze a brand listed on the platform, making Momofuku a perfect fit. Momofuku Goods: www.momofuku.com Research included these sources Momofuku: www.momofuku.com/our-company/teamPitchbook: www.pitchbook.com/profiles/company/99225-01#overviewFast Company: www.fastcompany.com/90945101/momofuku-ceo-marguerite-zabar-mariscal-100-million-food-companyThe Lo Times: www.thelotimes.com/p/momofuku-ko-closed-david-chang-review-restaurantBon Apetit: www.bonappetit.com/story/david-chang-momofuku-ko-closing-explainedThe Guardian: www.theguardian.com/food/2024/apr/04/chili-crunch-trademark-momofuku-david-changCup Noodles Museum: www.cupnoodles-museum.jp/en/osaka_ikeda/about/Forbes: www.forbes.com/sites/meimeifox/2023/03/01/how-ceo-marguerite-mariscal-slayed-by-pivoting-momofuku-from-restaurants-to-consumer-goods/Other Sites mentioned Chili Crunch Trademark Discussion:  https://www.theringer.com/podcasts/the-dave-chang-show/2024/04/12/discussing-momofuku-chili-crunch-with-marguerite-mariscalThe Dave Chang Show: https://www.theringer.com/podcasts/the-dave-chang-showThe Recipe Club Podcast:  https://www.theringer.com/podcasts/recipe-clubEat a Peach by David Chang: www.literatibookstore.com/book/9781524759230Major Domo Media: www.majordomo.comConnect with Moni: www.koopslie _______________ Have a brand/shopping experience you want us to review? Send us a message at unboxingecomm@gmail.com Connect with James Marks: www.linkedin.com/in/jameslmarks www.withtrivial.com Connect with Jennifer Yates: www.linkedin.com/in/jenniferayates www.workwithroux.com _______________ Coverart imagined and designed by our friend, Melissa Dettloff www.melissadettloff.com

    1 hr
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4.5
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About

In each episode, we order a product from the same brand, meticulously analyzing both the front and back end of placing an order. We then reverse engineer the storage, logistics, and packaging details to evaluate every step of its journey right to our doorsteps. And if we return a package, we'll dive into that process as well.Welcome to Unboxing Ecommerce, the brainchild of two longtime friends and entrepreneurs, James Marks and Jennifer Yates. We met over 20 years ago while running our own brick-and-mortar businesses, and today, we're combining our expertise to dissect and understand the online shopping and shipping experience. Join us for a comprehensive, 360-degree view of ecommerce. Whether you're an industry professional, an ecomm enthusiast, or just curious about what happens behind the scenes, we've got you covered. Episodes drop every other Tuesday. Let's get to that box!

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