Commerce Innovators

From the peaks of Breckenridge to the streets of Chicago, Harvey Bierman, CEO of Red Van and a pivotal force in the Salesforce Commerce Cloud ecosystem, shares his insights at the Connections 2025 event. He discusses Salesforce's ambitious plans to revolutionize B2C commerce with integrated customer experiences. The conversation goes into the evolution from Demandware to Salesforce, the importance of order management systems in cross-channel orchestration, and Red Van's strategic approach to building a specialized order management practice.

Harvey also highlights the enduring community spirit within the Demandware ecosystem and reflects on the technological advancements that have shaped modern commerce.

Show Highlights:

• Salesforce's plans to enhance the B2C customer experience by integrating front-end engagements with back-end order management.
• Highlights from the Connections 2025 event in Chicago and its significance for the B2C commerce strategy.
• The importance of community events and partnerships.
• The role of order management systems in cross-channel orchestration.
• Redvan's Audubon platform's role in integrating B2C and order management systems with marketing clouds.
• The evolution of technology in commerce and the emphasis on operational empathy and trust within the ecosystem.

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Supporting Resources:

• Harvey Bierman - LinkedIn: https://www.linkedin.com/in/hlbierman/ | Red Van: https://www.redvanworkshop.com/
• Learn more about Agentforce for Commerce: https://www.salesforce.com/commerce/ai/
• Join the Commerce Cloud Community Unofficial Slack: https://sforce.co/commercecrew

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Episode Credits

If you like this podcast and are thinking of creating your own, consider talking to my producer, Emerald City Productions. They helped me grow and produce the podcast you are listening to right now. Find out more at https://emeraldcitypro.com. Let them know I sent you.

Rishabh Jain, the co-founder and CEO of FERMÀT, shares his story from the realm of solid-state physics to spearheading innovation in commerce technology in this episode. The conversation goes into how FERMÀT's groundbreaking solutions harness the power of generative AI and large language models to revolutionize customer experiences by emphasizing behavioral data over mere identity data. With notable collaborations alongside industry giants, Rishabh uncovers the intricate art of personalization, the profound impact of AI-driven searches, and the ever-evolving landscape of consumer behavior.

He provides strategies on crafting personalized customer journeys and highlights the pivotal role of GEO search engines in transforming online shopping. The discussion also underscores the urgent need for brands to revamp content strategies for effective interactions with large language models, showcasing the potential of AI in reshaping the future of e-commerce.

Show Highlights:

• Exploration of how FERMÀT's Commerce Brain Data utilizes generative AI and LLMs to enhance customer experiences
• The shift from identity-focused data to a blend of identity and behavioral data for deeper consumer insights.
• Importance of personalization and context in consumer engagement.
• The evolving landscape of GEO searches and their impact on consumer behavior and site experiences.
• AI's role in transforming traditional recommendation engines and creating personalized site journeys.

Follow and Review:

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Supporting Resources:

• Rishabh Jain: LinkedIn - https://www.linkedin.com/in/rishabhmjain/ | FERMÀT - https://www.fermatcommerce.com/
• Learn more about Agentforce for Commerce: https://www.salesforce.com/commerce/ai/
• Join the Commerce Cloud Community Unofficial Slack: https://sforce.co/commercecrew

***

Episode Credits

If you like this podcast and are thinking of creating your own, consider talking to my producer, Emerald City Productions. They helped me grow and produce the podcast you are listening to right now. Find out more at https://emeraldcitypro.com. Let them know I sent you.

In the rapidly evolving landscape of digital commerce, staying ahead of technological advancements is important for businesses seeking to deliver seamless and efficient customer experiences. This discussion explores the future of commerce innovation, featuring expert perspectives from Kchitij Kumar (KK) of Tumi, Kieran Lane of Amplience, and Becky Simmons from CONA Services. They address topics such as the dismantling of technology silos, the role of composable architecture, and the power of AI and metadata.

KK offers a glimpse into Tumi's strategic use of AI-driven customer segmentation to foster loyalty through personalized experiences. The episode also covers the integration of human capital with technology, the rise of retail media for omnichannel experiences, and the role of emotional loyalty in consumer decision-making.

Show Highlights:

• Discussion on breaking down technology and process silos to enhance efficiency in commerce.
• The evolution of Salesforce Commerce Cloud and Amplience's role in composable architecture.
• Use of AI and metadata in asset management to save time and resources.
• Tumi's retail strategy evolution and AI-driven personalized customer experiences.
• Examination of B2B commerce strategies and e-commerce storefronts.

Follow and Review:

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Supporting Resources:

• Kchitij Kumar - LinkedIn: https://www.linkedin.com/in/kchitij/ | Tumi: https://www.tumi.com/
• Kieran Lane - LinkedIn: https://www.linkedin.com/in/kieranlane/ | Amplience: https://amplience.com/
• Becky Simmons - LinkedIn: https://www.linkedin.com/in/beckygranato/ | CONA: https://www.conaservices.com/
• Learn more about Agentforce for Commerce: https://www.salesforce.com/commerce/ai/
• Join the Commerce Cloud Community Unofficial Slack: https://sforce.co/commercecrew

***

Episode Credits

If you like this podcast and are thinking of creating your own, consider talking to my producer, Emerald City Productions. They helped me grow and produce the podcast you are listening to right now. Find out more at https://emeraldcitypro.com. Let them know I sent you.

Industry visionaries such as Jean Roth from Hugo Boss and Helen Martin from 64labs delve into the groundbreaking potential of AI, data unification, and composable commerce to revolutionize customer engagement and strategy. The discussion unveils Hugo Boss's pioneering use of AI-driven strategies to elevate customer experiences and slash acquisition costs through highly personalized marketing.

Moreover, revelations from 64labs and authorities like Lala Asif Ali Allana from Royal Cyber and Luis Sanchez from Rockwest Composites illuminate the effortless shift to composable architecture and the avant-garde role of AI agents in redefining shopping experiences. This captivating episode also explores Salesforce's cutting-edge features, underscoring innovation and efficiency in a sophisticated commerce landscape.

Show Highlights:

• The role of customer data platforms in real-time customization and boosting customer lifetime value.
• Challenges and solutions for transitioning to composable commerce architecture.
• The impact of AI agents on shopping experiences and engineering processes.
• Salesforce's newest features and their integration with composable commerce.
• The significance of agent technology in transforming customer journeys and enhancing customer engagement.

Follow and Review:

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Supporting Resources:

Jean Roth: https://www.hugoboss.com/us/home

Helen Martin on LinkedIn: https://www.linkedin.com/in/helen-martin-9b070642/ | 64labs: https://www.64labs.com/

Lala Asif Ali Allana on LinkedIn: https://www.linkedin.com/in/lalaasifallana/ | Royal Cyber: https://www.royalcyber.com/

Luis Sanchez on LinkedIn: https://www.linkedin.com/in/jluissanchez/ | Rock West Composites: https://www.rockwestcomposites.com/

Learn more about Agentforce for Commerce: https://www.salesforce.com/commerce/ai/

Join the Commerce Cloud Community Unofficial Slack: https://sforce.co/commercecrew

***

Episode Credits

If you like this podcast and are thinking of creating your own, consider talking to my producer, Emerald City Productions. They helped me grow and produce the podcast you are listening to right now. Find out more at https://emeraldcitypro.com. Let them know I sent you.

In this episode, we explore the role of AI in reshaping both B2C and B2B commerce. Joined by Neha Sampat, Tracie Pruden, Katie Youmans, Matt Ezyk, and Stephanie Melott, we examine the future of agentic commerce, including the impact of large language models like ChatGPT on traditional search engines and the rise of autonomous shopping. The discussion highlights the power of personalization in digital experiences, leveraging platforms like Salesforce and ContentStack to create hyper-personalized customer experiences.

We also look at the role of AI agents in improving customer service and sales in the B2B sector, alongside insights from Ecolab on data unification and monetization. The episode concludes with success stories of phased implementations in order management systems, emphasizing a gradual approach to achieving outcomes in commerce.

Show Highlights:

• Exploration of agentic commerce and AI's impact on B2C and B2B markets.
• The decline of Google search traffic and rise of LLMs like ChatGPT.
• The future of autonomous shopping and the potential for 25% of B2C shopping to be automated by 2030.
• Salesforce's strategies for creating hyper-personalized digital experiences through composable content and data integration.
• The role of AI agents in enhancing B2B commerce, improving customer service, and automating sales tasks.
• Ecolab's focus on data unification and monetization to create seamless customer journeys and enhance experiences.

Follow and Review:

We'd love for you to follow us if you haven't yet. Click that purple '+' in the top right corner of your Apple Podcasts app. We'd love it even more if you could drop a review or 5-star rating over on Apple Podcasts. Simply select "Ratings and Reviews" and "Write a Review," then a quick line with your favorite part of the episode. It only takes a second, and it helps spread the word about the podcast.

Supporting Resources:

• Neha Sampat - LinkedIn: https://www.linkedin.com/in/nehasampat/ | Contentstack: https://www.contentstack.com/
• Tracie Pruden - LinkedIn: https://www.linkedin.com/in/tracie-pruden-008b066/ | Advanced Turf: https://www.advancedturf.com/
• Katie Youmans - LinkedIn: https://www.linkedin.com/in/katelynyoumans/ | Ecolab: https://www.ecolab.com/
• Matt Ezyk - LinkedIn: https://www.linkedin.com/in/mezyk/ | Hanna Andersson: https://www.hannaandersson.com/
• Stephanie Melott - LinkedIn: https://www.linkedin.com/in/stephanie-melott-776985138/ CITGO: https://www.citgo.com/operations/products/lubricants
• Learn more about Agentforce for Commerce: https://www.salesforce.com/commerce/ai/
• Join the Commerce Cloud Community Unofficial Slack: https://sforce.co/commercecrew

***

Episode Credits

If you like this podcast and are thinking of creating your own, consider talking to my producer, Emerald City Productions. They helped me grow and produce the podcast you are listening to right now. Find out more at https://emeraldcitypro.com. Let them know I sent you.

Explore the cutting-edge world of AI-driven product discovery in e-commerce with this episode's guest, Peter Curran, General Manager of Commerce at Coveo. This episode examines the evolving role of AI technologies, including retrieval-augmented generation, in enhancing the online shopping experience.

From tackling common challenges on platforms like Instagram to the importance of trust in AI adoption, Peter shares compelling examples that illustrate AI's impact on contextual relevance and user experience. Join us as we explore the future of shopping and the collaborative approach required to navigate the rapidly evolving landscape of agentic commerce.

Show Highlights:

• Overcoming e-commerce challenges using AI technologies like retrieval-augmented generation (RAG).
• The role of AI in improving contextual relevance and providing a seamless shopping experience.
• The importance of trust and agility in AI adoption within e-commerce platforms.
• The significance of comprehensive content and user-generated feedback in bridging product discovery and purchase decisions.
• Examination of how social media influences product discovery, but often does not complete the purchasing journey.

Follow and Review:

We'd love for you to follow us if you haven't yet. Click that purple '+' in the top right corner of your Apple Podcasts app. We'd love it even more if you could drop a review or 5-star rating over on Apple Podcasts. Simply select "Ratings and Reviews" and "Write a Review," then a quick line with your favorite part of the episode. It only takes a second, and it helps spread the word about the podcast.

Supporting Resources:

Peter Curran on LinkedIn: https://www.linkedin.com/in/petercurran/

Coveo: https://www.coveo.com/en

Learn more about Agentforce for Commerce: https://www.salesforce.com/commerce/ai/

Join the Commerce Cloud Community: https://sforce.co/commerce-crew

***

Episode Credits

If you like this podcast and are thinking of creating your own, consider talking to my producer, Emerald City Productions. They helped me grow and produce the podcast you are listening to right now. Find out more at https://emeraldcitypro.com. Let them know I sent you.

Discover how the future of digital commerce is being reshaped by trust and AI in this episode of the Commerce Innovators Podcast. Doriel Abrahams from Forter joins Caleb Ryan to discuss the evolution of Forter from a fraud prevention platform to a comprehensive trust platform. They explore how businesses can maximize customer lifetime value through trust-based environments and the emergence of autonomous commerce.

This episode underscores the importance of understanding user legitimacy and behavior to minimize friction and enhance customer experience while tackling the challenges posed by technological advancements.

Show Highlights:

• Exploration of trust as the foundational currency in digital commerce and its impact on consumer loyalty.
• The role of AI in enhancing consumer interactions and transaction efficiency.
• The challenges and benefits of distinguishing between beneficial AI agents and harmful bots.
• The future potential of autonomous commerce and its implications for consumer behavior and merchant strategies.
• Importance of understanding user legitimacy to reduce false declines and improve customer experiences.
• How technological advancements are reshaping the e-commerce landscape and trust dynamics.

Follow and Review:

We'd love for you to follow us if you haven't yet. Click that purple '+' in the top right corner of your Apple Podcasts app. We'd love it even more if you could drop a review or 5-star rating over on Apple Podcasts. Simply select "Ratings and Reviews" and "Write a Review," then a quick line with your favorite part of the episode. It only takes a second, and it helps spread the word about the podcast.

Supporting Resources:

• Doriel Abrahams on LinkedIn: https://www.linkedin.com/in/doriel-abrahams/
• Forter: https://www.forter.com/partners/salesforce/
• Read the article that sparked this conversation: https://www.linkedin.com/pulse/ai-agents-ecommerce-opportunity-fraud-prevention-l0yuc
• 2024 Forter Trust Premium Report: https://explore.forter.com/2024-trust-premium-report/p/1?utm_source=partner&utm_medium=salesforce&utm_campaign=trust_premiumreport_Q424&utm_term=&utm_content=sftpr24
• Connect with Forter at Connections 2025: https://hello.forter.com/salesforce-connections-2025?utm_source=partner&utm_medium=salesforce&utm_campaign=FY25Q2_Salesforce_Connections&utm_term=partnermarketing
• Attend Forter and Salesforce's Celebrity Chef Dinner at Connections 2025: https://hello.forter.com/salesforce-connections-dinner?utm_source=partner&utm_medium=salesforce&utm_campaign=FY25Q2_Salesforce_Connections_Chef_Dinner&utm_term=commerceinnovators

***

Episode Credits

If you like this podcast and are thinking of creating your own, consider talking to my producer, Emerald City Productions. They helped me grow and produce the podcast you are listening to right now. Find out more at https://emeraldcitypro.com. Let them know I sent you.

Discover the journey of Interface as they revolutionize the home furnishings industry by integrating AI and data-driven strategies. In this episode, James Pope, global head of digital marketing and analytics at Interface, shares how the company leverages Salesforce products like MuleSoft, Marketing Cloud, and Sales Cloud to both B2C and B2B customer experiences.

Learn the pivotal role of data governance and AI in their strategic initiatives, and how Interface's approach to blending traditional and digital methods boosts commercial productivity while fostering trust and compliance with global data privacy standards. Join us to explore the future of home furnishings in the digital age.

Show Highlights:

• Interface's innovative use of the B2C brand, Flor, to optimize B2B operations and enhance customer experiences
• Integration of Salesforce products for seamless, personalized customer journeys in B2B and B2C contexts
• Emphasis on data governance, AI integration, and global data privacy compliance as critical components of Interface's strategy
• Use of Salesforce Commerce Cloud as a central hub for dynamic order management and AI-driven recommendations
• The role of AI agents in improving customer service and commercial productivity at Interface

Follow and Review:

We'd love for you to follow us if you haven't yet. Click that purple '+' in the top right corner of your Apple Podcasts app. We'd love it even more if you could drop a review or 5-star rating over on Apple Podcasts. Simply select "Ratings and Reviews" and "Write a Review," then a quick line with your favorite part of the episode. It only takes a second, and it helps spread the word about the podcast.

Supporting Resources:

James Pope on LinkedIn: https://www.linkedin.com/in/jamespope/

Interface: https://www.interface.com/US/en-US.html

Learn more about Agentforce for Commerce: https://www.salesforce.com/commerce/ai/

Join the Commerce Cloud Community: https://sforce.co/commerce-crew

Attend Connections 2025: https://www.salesforce.com/connections/

***

Episode Credits

If you like this podcast and are thinking of creating your own, consider talking to my producer, Emerald City Productions. They helped me grow and produce the podcast you are listening to right now. Find out more at https://emeraldcitypro.com. Let them know I sent you.

Unlock the potential of veterinary e-commerce with information from Jennifer Macdonald, Director of E-Commerce at Blue Rabbit. In this episode, Jenny discusses how Blue Rabbit is revolutionizing pet healthcare by providing veterinarians with white-label e-commerce storefronts, allowing them to focus on excellent care while improving the pet owner experience.

Learn about the role of Salesforce and AI in optimizing customer journeys and boosting satisfaction, and discover the importance of a seamless shopping experience in building trust. If you're in the veterinary field or a pet enthusiast, this episode offers a glimpse into the future of pet care commerce.

Show Highlights:

• Blue Rabbit's innovative white-label e-commerce solutions for veterinarians.
• Role of Salesforce and data analytics in enhancing the veterinary e-commerce experience.
• Challenges and strategies in catering to both veterinarians and pet owners.
• Integration of AI and advanced technology to improve customer service and streamline operations.
• Importance of trust and seamless experience in the pet care industry.

Follow and Review:

We'd love for you to follow us if you haven't yet. Click that purple '+' in the top right corner of your Apple Podcasts app. We'd love it even more if you could drop a review or 5-star rating over on Apple Podcasts. Simply select "Ratings and Reviews" and "Write a Review," then a quick line with your favorite part of the episode. It only takes a second, and it helps spread the word about the podcast.

Supporting Resources:

Jennifer Macdonald on LinkedIn: https://www.linkedin.com/in/jenniferlmacdonald/

Blue Rabbit Veterinary: https://bluerabbit.vet/

Learn more about Agentforce for Commerce: https://www.salesforce.com/commerce/ai/

Join the Commerce Cloud Community: https://sforce.co/commerce-crew

Attend Connections 2025: https://www.salesforce.com/connections/

***

Episode Credits

If you like this podcast and are thinking of creating your own, consider talking to my producer, Emerald City Productions. They helped me grow and produce the podcast you are listening to right now. Find out more at https://emeraldcitypro.com. Let them know I sent you.

In a world where artificial intelligence is rapidly redefining the boundaries of commerce, the latest episode features Holden Bale, the Global Chief Strategy Officer at Merkle, as he explains the effects of AI in both digital and B2B sectors. Holden shares information on how generative AI and large language models are reshaping consumer expectations and market dynamics.

The episode explores the democratization of AI tools, the importance of aligning business and technology strategies, and the challenges businesses face in implementing customer-centric and omnichannel approaches. Throughout the discussion, Holden emphasizes the need for businesses to creatively apply AI technologies to drive growth and innovation in the evolving digital commerce landscape.

Show Highlights:

• Role of AI in agentic and B2B commerce.
• AI's impact on consumer expectations and omnichannel experiences.
• Discussion on democratizing AI tools in digital commerce.
• Importance of aligning business and technology strategies for successful AI-driven business transformation.
• Exploration of the plateau in e-commerce growth and the necessity of customer centricity, omnichannel strategies, and digital transformation in mature markets.
• Challenges and opportunities in integrating AI with human expertise to drive business innovation and efficiency.

Follow and Review:

We'd love for you to follow us if you haven't yet. Click that purple '+' in the top right corner of your Apple Podcasts app. We'd love it even more if you could drop a review or 5-star rating over on Apple Podcasts. Simply select "Ratings and Reviews" and "Write a Review," then a quick line with your favorite part of the episode. It only takes a second, and it helps spread the word about the podcast.

Supporting Resources:

Holden Bale: https://www.linkedin.com/in/holdenbale/

Merkle: https://www.merkle.com/

Learn more about Agentforce for Commerce: https://www.salesforce.com/commerce/ai/

Join the Commerce Cloud Community: https://sforce.co/commerce-crew

***

Episode Credits

If you like this podcast and are thinking of creating your own, consider talking to my producer, Emerald City Productions. They helped me grow and produce the podcast you are listening to right now. Find out more at https://emeraldcitypro.com. Let them know I sent you.