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:

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:

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:

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:

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:

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:

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:

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:

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.

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

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