Checkin to Checkout

Checkin to Checkout

By Justin AronsteinBusinessMarketingCareersManagement
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Checkin to Checkout episodes

  • The B2B Revolution Is Here (It Just Doesn't Look Sexy) - Daniele Tedesco

    Daniele Tedesco is responsible for e-commerce at a company most people have never heard of but everyone has touched. Essity makes $15B in annual revenue selling everything from the napkins at Dunkin' Donuts to incontinence products to medical compression devices. A billion people interact with their products every single day.

    As Global E-Commerce Process Owner, Daniele and his team built a single commerce template on SAP Commerce Cloud that powers both B2B and B2C across 14 markets. On one end, they're shipping a single pair of compression socks directly to a patient. On the other, they're filling entire trucks with janitorial supplies. Same platform. Same instance. Wildly different customers.

    But the most honest moment in this conversation isn't about architecture. It's about what happened when some of their brands pushed back on the enterprise solution. Not because it was broken. Because it wasn't fast enough for teams that wanted to experiment. Daniele's biggest learning: you can't police adoption. You have to attract people to it.

    We also get into why B2B e-commerce is approaching a major inflection point, how distributor ownership is aging out and digital-native successors are demanding better ordering experiences, the difference between going headless and headful on the same commerce instance, why Essity started with B2C to learn lessons before tackling the B2B side where revenue is 100X larger, how AI fits into a manufacturer's world where brand trust and hallucination risk create real tension, why machine-readable data and GEO are the unsexy priorities that will matter most in the next 12 months, and how the "wedding cake" template model lets brands customize the top layer while sharing a common foundation underneath.

    If you're managing e-commerce across multiple brands, multiple markets, or both B2B and B2C on the same platform — and you've ever struggled to get internal teams to adopt the thing you built for them — this one's for you.

    Want any help Personalizing Every Customer Touchpoint? Check out https://Mobile1st.com

    Interested in talking to Justin or getting on the show, find him on LinkedIn: https://www.linkedin.com/in/justinaronstein/

    Key Topics:

    • Attraction over policing: why forcing platform adoption across brands creates more resistance than buy-in
    • Building a composable commerce template that scales across 14 markets for both B2B and B2C on SAP Commerce Cloud
    • The "wedding cake" architecture: shared base layer, business-type middle layer, and brand-specific customization on top
    • Headless vs. headful on the same commerce instance — and why different business units need different approaches
    • Why Essity's B2B revenue is 100X their B2C — and why they tackled B2C first anyway
    • The B2B e-commerce revolution: aging distributor owners, digital-native successors, and a growing digital maturity gap
    • PunchOut as a channel for small and mid-sized B2B customers who don't have an ERP or EDI capability
    • Why manufacturers approach AI differently — back office enablement first, customer-facing later, because hallucination risk meets decades of brand trust
    • Machine-readable data and GEO as the next SEO — the unsexy cleanup work that will separate winners from everyone else
    • How professional buyers already expect Amazon-level digital experiences at work and the gap is only growing
    • The Project Hail Mary connection: invisible infrastructure layers that executives never appreciate until they break
    • Why capability-focused conversations create neutral ground when internal teams get stuck debating tools

      • 33 min
    • Everything Is Downstream from Your ERP - Wayne Stratbucker

      Wayne Stratbucker has seen both sides of the omnichannel equation. He's helped brands sell on Amazon, Walmart, TikTok Shop, and Instagram. He's watched clients try to modernize their frontend while their ERP runs on a green screen. And he's had it with the LinkedIn vaporware parade of "I built a full e-commerce app in a day."

      Now, as Senior Ecommerce Strategist at Codel, Wayne works across the full stack of digital commerce — translating business goals into technical requirements, building omnichannel growth strategies, and pushing clients to fix what's broken before chasing what's shiny.

      But Wayne's hottest take isn't about channels or platforms.

      It's that the e-commerce industry is lying to itself about what AI can actually do today. Vibe coded checkout flows that can't survive an hour of UAT. Apps that look great in a LinkedIn post and fall apart the moment real money touches them. Wayne's argument: if you work in e-commerce, you know what a shippable product looks like. Start acting like it.

      We also get into why your ERP is the single most important (and most ignored) piece of your digital transformation, the difference between first party and third party marketplace strategy, how AI is finally breaking down the data literacy barrier so non-technical stakeholders can actually use the insights they've been sitting on for years, and why personalization doesn't require a six-figure platform purchase — just Shopify Flow and some customer tags.

      If you're a Director of E-Commerce who's been told to "do personalization" but can't answer basic segmentation questions yet, or you're staring at a backend system from the Clinton administration and wondering where to start — this one's for you.

      Want any help Personalizing Every Customer Touchpoint? Check out https://Mobile1st.com

      Interested in talking to Justin or getting on the show, find him on Linkedin: https://www.linkedin.com/in/justinaronstein/

      Key Topics:

      • The difference between first party and third party marketplace strategy — and how margin pressure changes the calculus
      • Social selling versus social discovery: what it means to complete a purchase entirely on TikTok, Instagram, or Facebook without ever hitting your site
      • Wayne's hot take: vibe coded e-commerce apps are vaporware — and the industry needs to stop pretending otherwise
      • Why your ERP is the foundation everything else sits on, and why a green screen backend means you're already a decade behind
      • The "2025 Civic with a 1972 engine" problem: how legacy backend systems silently kill digital transformation efforts
      • How AI is democratizing data literacy — letting non-technical stakeholders ask questions of GA4 and data warehouses in plain language
      • Why companies have more data than ever but aren't using it, and how AI changes that dynamic
      • Personalization without a platform: using Shopify Flow, customer tags, and native tools to customize experiences by segment
      • The "billboardification" of e-commerce: why there are now 50 options where there used to be 15, and what that means for capturing attention
      • Channel-specific demographic targeting: why your TikTok audience and your Facebook audience might need completely different product experiences
      • Data compliance and accessibility as non-negotiable foundations — and the $15K–$25K claims that catch businesses off guard
      • Extreme Ownership applied to e-commerce leadership: why team failures are leadership failures, and how that mindset reduces churn
        • 37 min
      • E-commerce Replatforms: Setting Expectations, Cutting Scope, and Launching - Josh Johnston

        Josh Johnston has replatformed more than once. He's survived the executive pressure, the scope creep, the SI promises that don't hold, and the promotions engine that no out-of-the-box platform can actually handle. Now, as Senior Director of Online Experience at Trail Appliances — a 50-year-old appliance retailer operating across two branches in Western Canada — he's just completed what he calls the smoothest replatform of his career. Full composable rebuild. Twelve months. Under budget.

        But the replatform is just the backdrop.

        What Josh really came to talk about is the evolution of the e-commerce leadership role itself — why directors who stay in their lane are becoming obsolete, how to weaponize customer data in executive forums, and what it actually takes to get a CFO to fund something they don't understand yet.

        We also get into Trail's AI-powered live chat widget that drove a 4x conversion lift, Josh's vision for how LLMs will reconstruct personalized storefronts in the next 36 months, and why composable architecture isn't just a tech decision — it's how you stay ready for what's coming.

        If you're a Director of E-Commerce who's been asked to do more with less, report to people who don't understand your world, or justify investment in things that won't pay back for six months — this one's for you.

        Want any help Personalizing Every Customer Touchpoint?

        Check out ⁠https://Mobile1st.com⁠

        Interested in talking to Justin or getting on the show, find him on Linkedin: ⁠https://www.linkedin.com/in/justinaronstein/⁠

        Key Topics:

        • Why the e-commerce director role is becoming a cross-functional leadership role — and what happens to directors who don't make that shift
        • How to "weaponize" customer data and bring insights to executive forums in a way that actually moves decisions
        • Building the CFO relationship before you need it — and why being proactive beats being reactive every time
        • The holy trinity of evidence: GA data + customer chat logs + session recordings, and how to use them together to get buy-in fast
        • Trail's composable rebuild: Commerce Tools, Builder IO, Algolia, NuxtVue — why they made the calls they did and what they'd do differently
        • How to manage a replatform without blowing your timeline, budget, or executive trust (including the "minefield" framework for contingency planning)
        • Trail's AI chat widget: 4x conversion lift, what it does, and why Josh believes humans aren't going anywhere in high-consideration purchases
        • The future of personalized e-commerce: how LLMs will reconstruct storefronts based on user history — and why your architecture today determines your readiness for that world
        • Managing a shared e-commerce function across two distinct business units with different pricing, promotions, and go-to-market strategies
        • Why appliance retail is where furniture was 10 years ago — and the opportunity that creates for brands willing to invest in elevated digital experiences
        • Onsite experimentation: where Trail is today, what Josh is skeptical about in CRO culture, and the hire he's making to do it right
          • 38 min
        • Why You? Why Now? The Question Every E-Commerce Brand Needs to Answer - Lauren Goodwin

          Most brands overinvest in tactics without understanding what truly sets them apart — and they pay the price. Lauren Goodwin, a seasoned e-commerce strategist, uncovers the hidden keys to differentiation that actually drive sales, especially in the saturated beauty and wellness markets. If your brand is struggling to stand out where it matters most, this episode is your blueprint for real impact.

          We break down how brands can shift from chasing fleeting growth hacks to developing authentic, compelling stories that resonate with consumers. Lauren shares concrete frameworks for identifying hero products, leading with purpose-driven messaging, and leveraging customer insights — all without throwing money at ads and hoping for results. She reveals how brands often waste resources on vanity metrics and how to use targeted surveys and simple AI tools to unlock real customer needs.

          You'll discover why friction isn’t always the enemy — and when it truly is. Lauren explains why many brands overlook core branding issues that sabotage their growth, and how a holistic marketing approach can change the game. From positioning through storytelling to optimizing data and analytics—her insights cut through industry noise to give you clarity. Whether you're launching a startup or steering a mature brand, her advice on balancing strategy, team structure, and leveraging fractional resources is indispensable.

          The stakes are high: If your brand remains invisible in the crowded marketplace, you risk falling behind or becoming irrelevant. Conversely, grasping these differentiation tactics opens doors to scalable growth, loyalty, and trust. This episode is perfect if you're tired of chasing the latest growth trend with little to show for it — and eager to build a brand that truly connects.

          Lauren Goodwin is an e-commerce director with experience managing brands worth over $50 million annually, known for her strategic agility and data-driven insights that turn brands into category leaders. Her expertise in turning small brands into differentiated leaders makes her insights invaluable for ambitious marketers.

          Tune in to transform your approach—and finally shift from tactics to meaningful growth. Don't miss out on the chance to reshape your brand’s story and stand out in a sea of sameness.

          Want any help Personalizing Every Customer Touchpoint?

          Check out ⁠⁠⁠⁠https://Mobile1st.com⁠

          Interested in talking to Justin or getting on the show, find him on Linkedin: ⁠⁠⁠⁠https://www.linkedin.com/in/justinaronstein/⁠

          Topics:

          1. Differentiation is now the primary driver of brand success, transcending barriers like ad spend or product quality.
          2. The real challenge in conversion isn’t friction but understanding consumer needs and aligning your brand message accordingly.
          3. Data analytics and customer insights are often underinvested, yet they hold the key to genuine differentiation.
          4. A-B testing reluctance stems from a fear of losing control and damaging brand consistency.
          5. As development cycles accelerate, e-commerce leaders must become more proactive in impact measurement or risk flying blind.
          6. The rise of fractional expertise reflects a shift toward lean, flexible teams and decision-making trust. In practice: Smaller brands can benefit from a fractional CMO or e-commerce strategist who challenges assumptions and guides growth without the overhead of full-time roles.
            7. 27 min
          7. Distrobution is Solved. Now What? - Dan Pearce

            Dan Pearce, CEO of Sovereign Naturals, has spent 30 years watching e-commerce evolve — and he's got a clear-eyed take on where most brands are getting left behind. In this episode, Dan breaks down why the distribution problem is solved, why demand capture is no longer enough, and what it actually takes to build a brand that creates demand from scratch. From TikTok affiliates to doctor interview series to rethinking what your DTC site is actually for, Dan lays out how he's rebuilding Sovereign Naturals' entire go-to-market approach — one snowball push at a time.

            Want any help Personalizing Every Customer Touchpoint?

            Check out ⁠⁠⁠https://Mobile1st.com⁠⁠⁠.

            Interested in talking to Justin or getting on the show, find him on Linkedin: ⁠⁠⁠https://www.linkedin.com/in/justinaronstein/⁠⁠⁠

            Key Insights:

            1. Distribution is solved. Amazon did it. The new game is demand creation — and the brands that understand that are the ones growing.
            2. Demand capture was a straightforward business. Remove friction, capture intent. That era is over.
            3. Channel agnosticism is the right mindset. Consumers buy where they want. Your job is to make them want it, not steer them.
            4. Trust over transactions. If your CRM is 80% promotional, you're training customers to wait for a discount — not build a relationship.
            5. Discounting has diminishing returns. Run a sale twice, then four times, and you've trained your customer not to buy at full price.
            6. Storytelling at scale is the new performance marketing. Blogs, employee stories, doctor interviews, trade show video — all of it builds demand before someone ever searches for you.
            7. Hire experts and then actually let them expert. Bringing in talent and then telling them exactly what to do defeats the purpose.
            8. Minimum viable momentum beats swinging for 10x. Ask if you're better today than yesterday. That's the metric that compounds.

              9. 44 min
            9. How to get actionable feedback from customers and your team - Doug Villella

              In this episode, Doug Filella, Director of Digital Commerce and Growth Enablement at APG, shares insights on building and scaling e-commerce operations within a smaller organization. Topics include operationalizing marketing, leveraging customer feedback, and future trends in e-commerce technology.

              Want any help Personalizing Every Customer Touchpoint? Check out ⁠⁠https://Mobile1st.com⁠⁠.

              Interested in talking to Justin or getting on the show, find him on Linkedin: ⁠⁠https://www.linkedin.com/in/justinaronstein/⁠⁠

              Insights:

              • Building scalable marketing operations
              • Operationalizing customer data and feedback
              • Future of AI and technology in e-commerce
                • 45 min
              • Building High Growth Architecture Without Breaking Trust - Chad Greiter

                In this insightful interview, Chad Greiter, Director of Digital Product at Simon, shares his expertise on e-commerce, AI, build vs. buy decisions, and leadership in digital product management. Discover practical strategies, industry trends, and future outlooks to elevate your e-commerce game.

                Want any help Personalizing Every Customer Touchpoint? Check out ⁠https://Mobile1st.com⁠.

                Interested in talking to Justin or getting on the show, find him on Linkedin: ⁠https://www.linkedin.com/in/justinaronstein/⁠

                Insights:

                • E-commerce team structure and hiring strategies
                • Impact of AI on build vs. buy decisions
                • Future of Web3 and blockchain in e-commerce
                • Balancing legal and privacy concerns in digital marketing
                • Leadership and technical expertise in digital product management
                  • 30 min
                • Why Every Brand Should Be Working With Amazon in Some Way - Giovanni Papini

                  The Future of Amazon E-commerce and Digital Strategy with Giovanni Papini

                  In this episode, we explore the evolving landscape of Amazon e-commerce, innovative strategies for brands, and the impact of AI on marketing. Giovanni Papini, an expert in Amazon marketplace dynamics from Milan, provides a sharp insights into how brands can strategically leverage Amazon and adapt to technological shifts.

                  Want any help Personalizing Every Customer Touchpoin? Check out ⁠https://Mobile1st.com⁠.

                  Interested in talking to Justin or getting on the show, find him on Linkedin: ⁠https://www.linkedin.com/in/justinaronstein/⁠

                  Main insights include:

                  • The importance of balancing operational know-how with strategic vision on Amazon, especially regarding choosing between 1P, 3P, or hybrid models.
                  • How data-driven ecosystems and long-term vision are crucial for brands to succeed in Amazon’s complex environment.
                  • The cultural and regulatory differences between European and American markets, especially concerning health and consumer brands.
                  • The critical role of content and reviews in shaping brand reputation and consumer trust on Amazon.
                  • The potential of AI and LLMs to transform customer engagement, advertising, and product discovery, with an emphasis on bringing meaning and differentiation to digital marketing strategies.
                  • Practical steps for brands entering Amazon, from leveraging infrastructure without immediate sales to phased experimentation and brand extension.

                    • Final takeaway: Success in Amazon today demands strategic clarity, mastery of data ecosystems, and agility in adopting AI-powered marketing tools. Brands that bring authentic meaning and differentiate effectively will thrive in this evolving digital landscape.

                    38 min
                  • Why Differentiation is all that Matters Right Now - Andrew Horwat

                    In this conversation, Andrew Horwat shares valuable insights into the world of e-commerce, emphasizing the importance of collaboration, testing, and understanding consumer needs. He discusses the structure of his team, the significance of resonance over reach in marketing, and the challenges of navigating brand guidelines. Andrew also reflects on learning from failures, the critical role of differentiation in a competitive market, and the future opportunities in e-commerce. He concludes with personal reading recommendations that inspire his work.

                    Want any help improving Revenue Per Visitor? Check out https://Mobile1st.com.

                    Interested in talking to Justin or getting on the show, find him on Linkedin: https://www.linkedin.com/in/justinaronstein/

                    Takeaways

                    • Andrew oversees a lean team managing digital content for retail partners.
                    • Collaboration across divisions is crucial for generating new ideas.
                    • Testing and experimentation help validate gut feelings in marketing.
                    • Resonance over reach is a key marketing principle.
                    • Understanding consumer insights is essential for effective marketing.
                    • Learning from failures is a vital part of growth.
                    • Differentiation is more important than ever in e-commerce.
                    • The unfiltered voice of the consumer is invaluable for insights.
                    • Brand guidelines can be tested but should not be broken.
                    • Reading and continuous learning are important for personal and professional development.

                      • 42 min
                    • How to Use Segmentation to Grow Revenue - Anna Christensen

                      In this conversation, Anna, the Director of E-commerce for Buff City Soap, shares her insights on leading a small e-commerce team, the importance of storytelling in digital marketing, and the challenges of integrating online and offline retail experiences. She discusses the role of AI in enhancing customer engagement and retention strategies, emphasizing the need for personalization in e-commerce. Anna reflects on her journey, the lessons learned from failures, and the evolving landscape of e-commerce.

                      Want any help improving Revenue Per Visitor? Check out https://Mobile1st.com.

                      Interested in talking to Justin or getting on the show, find him on Linkedin: https://www.linkedin.com/in/justinaronstein/

                      Takeaways

                      • E-commerce leaders often wear multiple hats.
                      • Building a small team can lead to agility and innovation.
                      • Storytelling is crucial for engaging customers online.
                      • Creating a unique digital experience requires understanding customer needs.
                      • Testing and learning are essential for e-commerce success.
                      • Navigating challenges between e-commerce and retail requires collaboration.
                      • AI can enhance personalization and efficiency in e-commerce.
                      • Retention strategies should focus on hyper-segmentation and triggers.
                      • Personalization is key to winning back customers.
                      • Continuous learning and adaptation are vital in the e-commerce landscape.
                        • 33 min

                      About Checkin to Checkout

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                      We tell the stories of e-commerce leaders and let them explain how they got where they are, and where they think e-commerce is going in the next 12 months. In every episode, we uncover something that…