Learn how e-commerce sellers can scale beyond Amazon and into retail. In this episode, our guest shares insider steps to go retail-ready and build a brand that truly lasts.

What if the key to transforming your e-commerce brand into a retail powerhouse lies in understanding the nuances of today’s retail landscape? Join us for an insightful conversation with Yohan Jacob from Retail Bound as we challenge common misconceptions Amazon sellers hold about retail. Discover how the post-COVID-19 era has created opportunities for online brands to thrive in physical spaces, with retailers integrating enhanced online experiences and buy online, pick up in-store models. We'll uncover the strategies behind pricing consistency across platforms and how a strong online presence can serve as a stepping stone to retail success.

Ready to master the marathon that is retail success? We dive deep into the transition from crowdfunding to the big leagues of traditional retail, revealing the strategic planning needed for product packaging, pricing, and marketing in environments like Best Buy, Walmart, and Costco. Through Yohan's expert lens, learn about the importance of understanding margins, price points, and product derivatives, and how these factors can be leveraged to thrive amidst fierce competition. Hear real-world examples of how brands have navigated these challenges, ensuring their place on the shelves of major retailers.

But the path to retail success isn't just about getting onto the shelves; it's about staying there. We tackle the financial intricacies of working with large retailers, from managing extended payment terms to financing purchase orders. Yohan shares valuable insights into the unique world of platforms like QVC and HSN, where product demonstrations are key. Plus, discover practical advice on breaking into the market through smaller channels, honing your craft before taking on the giants. Whether you're an e-commerce seller ready to expand or an Amazon aficionado eager for new opportunities, this episode is packed with actionable strategies and expert advice to elevate your retail game.

In episode 468 of the AM/PM Podcast, Kevin and Yohan discuss:

This week, we dive into Amazon product video production, exploring how AI is reshaping e-commerce videos, boosting response rates, and keeping customers engaged.

Rob Wiltsey, founder of VideoFresh, takes us on an engaging journey from his high school days as a video enthusiast to leading a top-tier company that revolutionizes video production for e-commerce. He shares how VideoFresh ingeniously combines the artistry of video with the structured efficiency of lean manufacturing principles, a synergy that has transformed how Amazon sellers and e-commerce platforms utilize video content. Rob’s approach not only optimizes production efficiency but also offers cost-effective solutions that don't compromise on quality, an aspect that has positioned Video Fresh as a leader in the field.

As we explore the multifaceted e-commerce marketing funnel, Rob and I discuss how strategic video content plays a vital role at each stage. From creating emotional connections with top-of-funnel content to crafting tactical videos for deeper engagement, Rob emphasizes the diverse video types essential for different marketing objectives. We touch upon the significance of cost-effective strategies such as batching product shoots and choosing the right video format—whether for branding, direct responses, or educational purposes—to align with specific goals. Personal anecdotes enrich our conversation, illustrating how VideoFresh's creative strategies are applied in real-world scenarios.

The discussion also ventures into the future, examining the intersection of AI and video production. Rob shares insights on how AI is currently enhancing creativity and efficiency without replacing the invaluable human touch in video production. He describes the exciting potential of AI to revolutionize how brands test and create content, while cautioning against the risk of AI-produced work becoming lackluster if not strategically managed. By balancing the technological advancements of AI with human expertise, Rob paints a picture of a vibrant future for video content strategy, one that e-commerce sellers can leverage to stay ahead in this rapidly evolving digital landscape.

In episode 467 of the AM/PM Podcast, Kevin and Rob discuss:

In this episode, our guest discussed why retail still outpaces e-commerce 4X. Learn how Amazon-proven brands land on Costco, Target, & Walmart shelves with his insider playbook.

What if your online brand could conquer the retail world, just like it did on Amazon? Join us as we chat with Doug Harding, an expert in navigating the complex transition from online selling to retail dominance. Doug shares invaluable insights into why retail remains a powerhouse, accounting for about 80% of US sales, and how online successes can pave the way for tangible, store-shelf victories. From strategic placement in major retailers like Costco, Walmart, and Target to the essential role of branding and social media in capturing buyer attention, this episode is packed with actionable advice for Amazon sellers ready to make the leap.

We unpack the challenges of retail distribution and explore the sophisticated logistics behind ensuring your product stands out in stores. Doug explains how refining packaging and leveraging distribution partners can smooth the path from online clicks to retail checkout aisles. Discover the financial strategies that can support this shift, including creative financing options like private equity and factoring, which have helped brands like Bertello pizza ovens expand from a Shark Tank pitch to a household name in major retail chains.

For those contemplating retail expansion, we highlight the potential for impressive sales growth and the unique considerations of wholesale cost structures. Our discussion covers the nuances of retail pricing and profit margins, emphasizing the importance of maintaining brand integrity while negotiating store placements. As we explore the opportunities and strategies for retail growth, you'll gain fresh perspectives on why retail is far from dead and how it can be a robust avenue for your business's future success. Tune in for a wealth of wisdom on harnessing retail opportunities and nurturing sustainable business growth.

In episode 466 of the AM/PM Podcast, Kevin and Doug discuss:

Unmask the secrets of a $50M costume empire. From million-dollar days to seasonal surges, discover what Halloween sellers can teach every Amazon entrepreneur.

Fraser Smeaton, the mastermind behind a $50 million costume empire, joins us to unveil the fascinating world of seasonal business success. With Halloween just around the corner, Fraser spills the beans on capturing 15% of annual revenue in just four days leading up to the spooky celebration. We explore the cultural evolution of Halloween, from its roots with Scottish and Irish immigrants to its booming presence across the U.S., Canada, the UK, and Europe. Fraser also shares how confectionery companies have sweetened Halloween's appeal in the UK over the past 15 years, and offers a nostalgic look at traditional celebrations like guising in Scotland.

The journey from a bedroom startup to a global costume phenomenon is nothing short of inspiring. Fraser recounts how writing the website URL on Morphsuits turned customers into living billboards, and how harnessing early Facebook advertising created waves in the e-commerce ocean. As the business scaled rapidly, they navigated the storm of market saturation and competition, pivoting towards direct-to-consumer sales on Amazon. Fraser emphasizes the significance of e-commerce tools like Helium 10 and the wisdom gained from networking events, which transformed their operation from $15 million to a $50 million powerhouse. 

Talking about the operational side, we uncover the complexities of managing a seasonal costume business. From intricate retail partnerships with giants like Spirit Halloween and Target to the art of balancing high-end and budget-friendly offerings, Fraser reveals the strategic intricacies of thousands of SKUs. He sheds light on the international demand for costumes, highlighting the year-round efforts involved in product design and inventory management. As tariffs fluctuate and international expansion beckons, Fraser's insights provide a roadmap for navigating economic challenges while maintaining a festive spirit in the vibrant world of costume sales.

In episode 465 of the AM/PM Podcast, Kevin and Fraser discuss:

Discover why TikTok Shop and social commerce must be a core in your e-commerce strategy. Actionable tactics on affiliates, creators, and scaling beyond Amazon.

Step into the vibrant world of TikTok Shop and social commerce with our distinguished guest, Stephanie Tramicheck. With an impressive track record that includes pioneering one of France's first fashion and craft blogs, and helping establish Etsy and Pinterest in Europe. She shares her journey into the social commerce sphere, offering valuable insights on the explosive potential within TikTok's ecosystem. Discover how brands and creators can harness data and analytics to excel, as she discusses her work with a Korean conglomerate and her agency.

Influencer marketing takes center stage as we explore the nuanced strategies that resonate on TikTok. Stephanie introduces an influencer masterfully blending product promotion with genuine lifestyle content. This approach not only strengthens trust but also enhances product interest organically. We navigate the evolving relationship between brands and influencers, emphasizing the importance of aligning values and tapping into audiences on a personal level. This shift from traditional advertising underlines the need for a modern mindset in today's dynamic digital landscape.

Our conversation expands to cover the innovative terrain of affiliate marketing and live shopping on TikTok. Stephanie sheds light on the power of compelling, shoppable content that drives impulse buying, supported by insightful data analysis. As we contrast the cultural nuances of live shopping between the US and China, the call for engaging, story-driven experiences becomes clear. With discussions on spark ads, creator collaborations, and TikTok's significant economic influence, we paint a picture of social commerce as a transformative force poised to surpass traditional e-commerce. Tune in to gain a treasure trove of insights and strategies for thriving in the ever-evolving world of TikTok.

In episode 464 of the AM/PM Podcast, Kevin and Stephanie discuss:

This FBA pioneer seller reveals how to win on Amazon: profit-first math, margins, real differentiation, smarter China sourcing, and IP + NNN protection. Plus, wild origin stories!

What if understanding financial fundamentals could transform your Amazon selling journey from mediocrity to profitability? Join us as we uncover the entrepreneurial insights of Steven Selikoff, a trailblazer in Amazon's original FBA program, who began his journey selling homemade firecrackers and transitioned to a successful career in the wholesale market. Steven's diverse experiences, from fashion photography in New York City and Italy to his no-nonsense business approach, provide invaluable lessons for anyone striving to succeed in the competitive world of online selling.

Steven sheds light on the often-overlooked aspects of e-commerce, emphasizing the importance of prioritizing profitable sourcing over merely chasing top-line sales. Many sellers find themselves entangled in the allure of impressive gross merchandise volume, only to realize profitability has slipped through the cracks. Through compelling anecdotes and real-life examples, Steven highlights how understanding your financial numbers and strategic sourcing can drastically shift the trajectory of your business, moving beyond superficial metrics to achieve sustainable success.

As we explore the significance of product differentiation, Steven shares his expertise on crafting unique market strategies. From premium dog treats to pillowcases for pet owners, he illustrates how catering to unmet customer needs can set you apart from the competition. Learn about securing your market advantage through effective strategies, including NNN agreements, intellectual property protection, and rigorous factory inspections. This episode promises a treasure trove of actionable advice for those ready to rethink their approach to online entrepreneurship and gain a competitive edge.

In episode 463 of the AM/PM Podcast, Kevin and Steven discuss:

Many Amazon sellers from China excel at supply chain and operations, but struggle with branding and Western culture. This episode uncovers the hidden gap and how bridging East and West can change the game.

Join us as we welcome Feng Xiaoxiao, a distinguished leader in the Chinese e-commerce community and a driving force behind 4,000 Amazon sellers in Shenzhen. Known as Professor Xiaoxiao, Feng shares her compelling journey from Shenzhen to New York, where she is currently pursuing a master's in integrated marketing at NYU. Feng provides insightful perspectives on the hurdles Chinese Amazon sellers face, such as high advertising costs and cultural misunderstandings, which impede their efforts to establish robust brands in the U.S. market. Her dedication to bridging these cultural gaps offers a unique lens into the e-commerce challenges faced by both Chinese and American sellers.

Listen in as we explore the complexities of intellectual property (IP) awareness among Chinese sellers, heightened by Amazon's strict IP policies. Through education and adaptation, many are now prioritizing innovation and registering patents, although IP infringement remains a significant issue. We discuss the contrasting strengths of American and Chinese sellers, where Americans shine in innovation and branding, and Chinese sellers excel in product enhancement and cost reduction. This episode also touches on the misconceptions Americans may have about modern China and the potential for cross-cultural learning to enhance e-commerce strategies on platforms like Amazon.

In a fascinating conversation about cross-cultural marketing, we dive into the intersection of Chinese and American e-commerce sellers, emphasizing the necessity of mutual learning. Feng shares success stories and highlights the importance of cultural understanding and aesthetic alignment in improving brand appeal. We also discuss strategies for targeting specific U.S. audiences, using tools like Facebook data to find unique market positions. As we wrap up, the discussion turns to the opportunities for collaboration between Chinese and American sellers, aiming to foster fair competition and mutual growth in the competitive landscape of global e-commerce.

In episode 462 of the AM/PM Podcast, Kevin and Xiaoxiao discuss:

Counterfeits, hijackers & knockoffs are killing brands. In this episode, learn proven legal tactics and e-commerce strategies to protect your IP, defend your sales, and secure your Amazon business.

Imagine a world where your brand’s value is constantly under threat from unauthorized sellers and counterfeiters. In an era where e-commerce is a competitive battleground, protecting your brand has never been more crucial. Join us as Daren Garcia from Vorys, an international law firm, shares his expertise on the delicate interplay between brand protection and intellectual property strategies in the digital marketplace. Learn what can brands can do to maintain their market presence and integrity.

Navigating the legal maze of e-commerce is no small feat. We explore how giants like Amazon and eBay position themselves as mere facilitators, avoiding accountability for third-party seller actions such as counterfeiting. The episode dives into the nuanced legal concepts like the "first sale doctrine" and how these impact both the brand and the marketplace. Through Daren’s insights, discover the rigorous process of securing trademarks and combating infringement, particularly in challenging terrains like China, while understanding the pivotal role of cease and desist letters in safeguarding your brand.

Brand protection is an ongoing battle, demanding strategic resource management and proactive measures. From securing injunctions to leveraging AI for trademark protection, we unravel the complexities of modern brand defense strategies. Hear stories of entrepreneurs turning adversity into opportunity by innovating within legal confines, and glean valuable lessons on the importance of securing a robust legal framework before enforcing restrictions globally. Whether you're facing the challenges of counterfeits or unauthorized sales, this episode offers actionable insights and expert guidance on how to effectively safeguard your intellectual property in the digital age.

In episode 461 of the AM/PM Podcast, Kevin and Daren discuss:

From living in a school bus to running a TikTok Shop agency, today’s guest shares affiliate secrets, viral content tips, and social commerce strategies to grow your brand online.

Tommy Lynch, the creative force behind Cult Content, joins us to share his extraordinary journey from crafting furniture at just 15 to becoming a social commerce marketing maestro. As we explore the vibrant landscape of TikTok Shop and e-commerce, Tommy reveals the blend of patience and tenacity required to overcome the hurdles of slow sales and costly shipping. His tale is a testament to resilience, navigating through early Amazon-like tactics to gain traction and establish his niche in the e-commerce space.

Embark on Tommy's adventurous transition from almost being banned from school premises to embracing a nomadic lifestyle, living out of a bus while traversing 35 states. The story turns from his initial sales roles to an unexpected career in content creation and freelancing. By harnessing the power of networking, Tommy's path led him to collaborate with brands, beginning with a hard seltzer company and eventually finding his footing in LA. His narrative underscores the profound impact of building genuine connections while highlighting the adaptability needed to thrive in both creative and entrepreneurial pursuits.

Dive into the strategic world of digital marketing as Tommy shares insights on leveraging TikTok's potential to drive e-commerce success. From working with major brands like Infinity Hoop to the birth of his own agency, Cult Content, he uncovers the secrets behind crafting viral-worthy content and the importance of a strong hook. Explore the unpredictable dynamics of the TikTok shop environment, the strategic use of affiliates, and how creating a community can lead to transformative growth. Whether you're an aspiring content creator or an established marketer, there's something for everyone in Tommy's compelling story.

In episode 460 of the AM/PM Podcast, Kevin and Tommy discuss:

In this episode, we will discuss e-commerce growth, branding, AI, and customer loyalty strategies. We will also share tips from our guests’ 15+ year journey selling on Amazon and building a sustainable business.

Join us on this captivating journey with Cara Sayer, a seasoned entrepreneur thriving in the online marketplace since 2009. Listen in as Cara shares her inspiring evolution from an Amazon seller to a brand owner, emphasizing the importance of brand identity in standing out amidst the crowded e-commerce space. Cara's story began with a simple yet innovative idea, a blackout blind and shade for strollers inspired by her desire to help her daughter sleep better on the go. Her narrative is a testament to a problem-solving mindset and determination to bring innovative products to market, even during the early days of social media.

As we continue the conversation, Cara provides insights into the challenges and successes she faced transitioning from a traditional retail model to a direct-to-consumer approach on Amazon. We discuss the necessity of taking control by eliminating resellers, navigating Amazon's category system, and adapting to market demands. Cara shares the strategic moves she made, such as transitioning from Vendor Central to Seller Central to manage better pricing and inventory, and the importance of maintaining a flexible team of freelancers to accommodate the seasonal nature of the business. Her story highlights the balance between scalability and maintaining operational efficiency, offering valuable lessons for aspiring entrepreneurs.

Throughout our discussion, we explore the evolving e-commerce landscape and the importance of branding over mere product selling. Cara's passion-driven approach is evident as she shares how she balances business growth with quality of life, emphasizing customer interaction and flexible work hours. We touch on the transformative potential of AI in retail and the shifting consumer habits across different generations and platforms. The conversation concludes with a focus on maintaining a presence outside of Amazon, the potential impact of competitors like TikTok entering the e-commerce space, and the necessity of understanding marketing fundamentals. This episode is a treasure trove of insights for anyone looking to succeed in the dynamic world of e-commerce.

In episode 459 of the AM/PM Podcast, Kevin and Cara discuss: