In this episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Megan Vasquez, Director of Creator Strategy and Strategic Marketing at Grin.

Megan shares what she has learned from working across beauty brands, agencies, and large e-commerce companies. Creator marketing is no longer a side project. It is expected to deliver results.

They cover how to forecast revenue from influencers, how to align campaign goals with the right creators, and why reducing friction in the buying process makes a big difference.

Megan also talks about TikTok Shop, affiliate strategy, and the importance of long term creator relationships.

If you want a clearer view of how creator marketing drives sales today, this episode is worth listening to.

Website: https://www.vimmi.net

Email us: [email protected]

Podcast website: https://vimmi.net/mastering-ecommerce-marketing/

Talk to us on Social:

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Guest: Megan Vasquez, Director of Creator Strategy & Strategic Marketing at GRIN

Megan Vasquez’s LinkedIn | GRIN

Watch the full Youtube video here:

https://youtu.be/4J9Dit-kIC4

Takeaways:

1. The creator economy is evolving and growing rapidly.
2. Data-driven marketing is essential for success in the creator space.
3. AI can help streamline processes and enhance creativity.
4. TikTok has revolutionized e-commerce and product discovery.
5. Brands must focus on building authentic relationships with creators.
6. Neglecting brand affinity can lead to poor performance in campaigns.
7. Long-term contracts with creators foster trust and better results.
8. Clicks and audience sentiment are crucial KPIs for campaigns.
9. User-generated content often outperforms traditional marketing.
10. Grin is focused on meeting market needs with innovative solutions.

Chapters:

00:00 Introduction to the Creator Economy

02:29 The Evolution of the Creator Economy

05:18 Data-Driven Marketing in the Creator Space

08:14 Balancing Self-Service and Hand-Holding in SaaS

11:08 The Role of AI in Marketing and Content Creation

13:49 The Impact of TikTok on Social Shopping

16:45 Common Mistakes in Creator Programs

19:49 Building Long-Term Relationships with Creators

22:47 Key Performance Indicators for Campaign Success

25:26 Future Plans for Grin and the Creator Economy

In this episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Daniela Bolzmann, Founder of Mindful Goods, to talk about what actually moves the needle on Amazon today.

Daniela works with brands around the world on Amazon creative, SEO, and conversion, and she spends her days testing what works and what does not. The conversation opens with how Daniela thinks about business, from abundance and gratitude to building systems that support long term growth.

From there, they get into the real work. Daniela breaks down the Amazon funnel in plain terms, starting with getting found through titles and bullets, then earning the click with main images, and finally converting shoppers once they land on the listing. She explains why so many brands still treat Amazon like Shopify, and how that mistake shows up in missed sales.

They also talk about testing, creative refresh cycles, and how competition reacts when something starts working. This episode feels like two operators comparing notes on how Amazon actually works right now.

Website: https://www.vimmi.net 

Email us: [email protected] 

Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ 

Talk to us on Social:

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Guest: Daniela Anavitarte Bolzmann, CEO & Founder at Mindful Goods

Daniela Anavitarte Bolzmann’s LinkedIn | Mindful Goods

Get The ULTIMATE Amazon Product Image Swipe File!

Watch the full Youtube video here:

https://youtu.be/cEwxxRle_Mo

Takeaways:

• Abundance is a mindset that opens doors.
• AI tools are essential for modern creative processes.
• Optimizing titles and bullets can significantly increase sales.
• Main images are crucial for attracting clicks on Amazon.
• Every image should address customer objections or questions.
• Amazon marketing requires a balance of conversion and traffic strategies.
• Continuous testing is key to finding winning variants.
• Understanding your ideal customer is vital for effective marketing.
• Visual storytelling enhances product appeal and conversion rates.
• Brands must adapt their strategies to remain competitive.

Chapters:

00:00 Introduction to Abundance and Flow

02:51 Navigating Changes in Amazon Marketing

05:31 Leveraging AI in Creative Processes

08:40 Building an Organic Amazon Strategy

11:14 Optimizing Product Listings for Conversion

16:06 The Importance of Visual Storytelling

19:02 Understanding Organic vs Paid Strategies

24:48 Identifying Your Ideal Customer

28:24 Resources and Closing Thoughts

On this episode of Mastering eCommerce Marketing, Eitan Koter welcomes David Feuerstein, Founder and CBO of CREATOR, a company rethinking how beauty brands are made.

David shares how CREATOR makes it possible for creators, influencers, and DTC brands to launch real beauty products without massive upfront inventory or long development cycles. What used to take months and large checks can now start with small runs that grow based on demand.

Eitan and David talk through why beauty has lagged behind apparel when it comes to on-demand production, and what changes when manufacturing, storefronts, and sales data are finally connected. David explains how this approach helps brands avoid overstocking, missed sales, and cash tied up in warehouses.

They also cover how AI supports better forecasting, smoother production planning, and smarter marketing decisions, especially when campaigns take off faster than expected.

Along the way, David shares stories from working with creators and DTC brands that started with a few hundred units and scaled to tens of thousands, all without switching factories or rebuilding their supply chain.

If you’re thinking about launching a beauty brand, expanding an existing one, or just want to understand how creators are moving beyond affiliate links into real ownership, this episode sets the stage.

Website: https://www.vimmi.net 

Email us: [email protected] 

Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ 

Talk to us on Social:

Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube 

Guest: David Feuerstein, Founder & CBO at Cre8or

David Feuerstein’s LinkedIn | Cre8or

Watch the full Youtube video here:

https://youtu.be/3ButC4BxbGM

Takeaways:

• Launching beauty products is complex due to compliance, formulation, and manufacturing.
• Cre8or gives creators and brands access to on-demand beauty manufacturing.
• Inventory is one of the biggest risks for growing brands.
• Starting small and scaling with demand lowers financial pressure.
• Creators are moving beyond affiliate links to owning products.
• AI supports forecasting, production timing, and inventory planning.
• The future of beauty favors speed, flexibility, and lower risk.

Chapters:

00:00 Welcome and guest intro

01:16 Values that guide David’s work

03:47 What Cre8or does

05:06 Why beauty is harder than merch

06:25 Challenges creators face

09:02 Inventory and risk

13:32 Scaling without overstock

15:34 Manufacturing meets demand

21:00 AI and forecasting

24:39 The future of beauty brands

28:16 How to work with Cre8or

In this episode of Mastering eCommerce Marketing, Eitan Koter welcomes Jordan Gordon, Head of Email Retention and CRO at Pilot House Digital, and the host of the World’s Best Email Retention Podcast.

Jordan shares how he found his way into email early on, why he stayed focused on it, and how that focus turned into a long-term advantage. The conversation centers on one simple idea. Brands cannot scale efficiently if retention is treated as an afterthought.

They talk through what Jordan sees when auditing Shopify and Klaviyo accounts, how email revenue compares to paid media, and why the cheapest customer is often the one you already have. Jordan explains how email supports ads behind the scenes, improves return on spend, and creates room to grow without increasing costs.

On the CRO side, Jordan walks through how he looks at funnels, where most sites lose momentum, and why homepage and product page paths matter more than most teams expect. He also explains why simplifying choices and highlighting hero products often works better than complex redesigns.

They close with a look at the inbox today, why automation matters more than constant campaigns, and how brands can stay visible without wearing out their list.

Website: https://www.vimmi.net 

Email us: [email protected] 

Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ 

Talk to us on Social:

Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube 

Guest: Jordan Gordon, Head of Email, Retention and CRO at Pilothouse Digital

Jordan Gordon’s LinkedIn | Pilothouse Digital

Watch the full Youtube video here:

https://youtu.be/-GQliosqjjk

Takeaways:

• Scale, depth, and dedication are crucial in e-commerce.
• Email retention can significantly impact revenue.
• Your cheapest buyer is the buyer you already have.
• Email is a 50-year-old protocol that remains vital.
• Email marketing is the most prolific communication system.
• A tight campaign window and automation are essential for success.
• Focus on the landing pad for traffic to improve results.
• Retention tactics can prevent leaving money on the table.
• Understanding the connection between bottom-of-funnel and advertising success is key.
• Optimizing conversion rates requires understanding user funnels and choke points.

Chapters:

00:00 Introduction to E-commerce Retention Strategies

02:50 The Importance of Scale, Depth, and Dedication

05:18 Email Retention: The Bottom of the Funnel

08:22 Connecting Email and Advertising Success

11:08 The Riddle of Email as a Profit Center

13:46 Optimizing Conversion Rate Optimization (CRO) Strategies

16:28 Understanding User Funnels and Choke Points

19:17 Measuring Success in CRO

21:55 The Future of Email Marketing in 2026

24:40 The World's Best Email Retention Podcast

In this episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Jon Ostenson, Founder, CEO and Consultant at FranBridge Consulting, for a grounded conversation about franchising and how it actually works in the real world.

Jon has spent years on both sides of the table. He’s run a franchise system, invested as a franchisee, and now works closely with entrepreneurs and business owners who are deciding whether franchising makes sense for them.

Together, they talk through what franchising really means beyond the headlines. Jon explains how franchise models are structured, why non food franchises are growing fast, and what people should consider before choosing between starting a business, buying one, or joining a franchise system.

They also cover common mistakes, like underestimating the work involved or moving too fast. Jon shares how territories are protected, how financing usually works, and what strong franchise operators tend to have in place to support their owners.

This episode is a clear, honest look at franchising for anyone thinking about business ownership, growth, or expansion without starting from scratch.

Website: https://www.vimmi.net 

Email us: [email protected] 

Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ 

Talk to us on Social:

Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube 

Guest: Jon Ostenson, Founder, CEO and Consultant at FranBridge Consulting

Jon Ostenson’s LinkedIn | FranBridge Consulting

Watch the full Youtube video here:

https://youtu.be/AVuocPOHg6Q

Takeaways:

• Franchising provides a support system for entrepreneurs.
• It's essential to evaluate the franchise model before investing.
• Common mistakes include underestimating the work involved in franchising.
• Timing is crucial; the right moment to start may never come.
• Franchising can be a viable expansion strategy for existing businesses.
• A strong leadership team is vital for franchise success.
• Understanding the investment and revenue structure is key.
• Franchisees need protection in their territories to succeed.
• Non-food franchises are gaining popularity and profitability.
• Building an asset through franchising offers long-term benefits.

Chapters:

00:00 Introduction to Franchising and Personal Insights

03:04 The Franchise Model Explained

05:47 Key Considerations for Entrepreneurs

08:35 Evaluating Franchise Opportunities

11:32 Mistakes to Avoid in Franchising

14:16 Franchising as a Growth Strategy

17:29 The Role of Support in Franchising

20:09 Protecting Franchisees and Territory Management

23:07 Investment and Revenue Structure in Franchising

25:58 Resources and Next Steps for Interested Entrepreneurs

28:45 Conclusion and Final Thoughts

In this episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Talor Ofer, founder of Retail Empire, to talk about what it really takes for brands to get into brick and mortar retail in the US.

Talor has spent more than 25 years working directly with retail buyers and helping brands move from online-only sales into physical stores. At Retail Empire, his team connects vendors with buyers across hundreds of retail chains, from specialty stores to major big-box retailers.

In this conversation, Eitan and Talor talk through why retail still plays such a big role in 2026, even as more brands start online. Talor explains why many founders are closer to retail-ready than they think, and what usually holds them back.

They cover how buyers make decisions today, why samples matter more than most brands realize, and what retailers look for beyond just a good product. Talor also breaks down pricing expectations, common mistakes that slow deals down, and how brands should think about wholesale, packaging, and supply chain before approaching buyers.

If you’re running a DTC brand, selling on Amazon, or thinking about wholesale for the first time, this episode gives a clear look at how retail actually works, straight from someone who’s in those conversations every day.

Website: https://www.vimmi.net

Email us: [email protected]

Podcast website: https://vimmi.net/mastering-ecommerce-marketing/

Talk to us on Social:

Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube

Guest: Talor Ofer, Founder at Retail Empire

Talor Ofer’s LinkedIn | Retail Empire

Watch the full Youtube video here:

https://youtu.be/f6-nuwE5-NA

Takeaways:

1. Retail is a crucial channel for brands, despite the rise of D2C.
2. Brands must ensure they have a solid supply chain before entering retail.
3. Packaging is key; it should communicate the product's value quickly.
4. Retail buyers are looking for brands with a compelling story.
5. Fast decision-making is becoming more common among retail buyers.
6. Pricing strategies are evolving due to market competition and tariffs.
7. Samples are essential for securing orders from retailers.
8. Understanding the setup process with retailers is critical for success.
9. Brands should be aware of market trends to stay relevant.
10. Loyalty and honesty are foundational for long-term business relationships.

Chapters:

00:00 Introduction to Retail Empire and Talor Ofer

01:06 Preparing Brands for Big Box Retail

02:41 Timing for Retail Entry: When to Go Big

05:22 Common Reasons for Retailer Rejections

07:40 Understanding Buyer Decision-Making in 2026

09:42 The Retail Empire Process: Qualifying Opportunities

12:55 The Importance of Samples in Retail

14:51 Approaching Retailers: Big vs. Small

16:43 Handling Initial Shipments and Training

18:29 Marketing and Packaging Considerations

19:32 Managing Inventory and Demand Spikes

21:01 Sales Cycle: From Introduction to Orders

22:26 Technology and Support Systems for Brands

23:42 Trends and Innovations in Retail

24:20 Exclusivity Terms in Retail Contracts

25:40 Dealing with Unsold Inventory

27:03 Core Values: Honesty, Transparency, and Loyalty

28:14 Connecting with Retail Empire

In this episode of Mastering eCommerce Marketing, Eitan Koter sits down with Avani Oswal, Head of Digital at Elizée and Founder at Catalyst.

Avani works closely with retail brands, eCommerce teams, and tech startups, helping them make sense of where technology actually fits into their day to day work. She brings a grounded point of view shaped by real experience, not trends for the sake of trends.

They talk about how teams can test new tools without overcommitting, why measuring results matters more than adding more software, and how personalization is finally becoming something brands can deliver in meaningful ways. Avani also shares why clean product data is now just as important as design when it comes to being discovered.

The conversation touches on how shopping behavior is shifting, how people want answers faster, and what brands need to do to show up when customers are searching differently. Later on, Avani explains why she started Catalyst and how retail leaders are learning from each other in smaller, more honest settings.

It’s a clear, thoughtful conversation about what to focus on and how to move forward without making things harder than they need to be.

Website: https://www.vimmi.net 

Email us: [email protected] 

Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ 

Talk to us on Social:

Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube 

Guest: Avani Oswal, Head of Digital at Elizée | Founder at Catalyst

Avani Oswal’s LinkedIn | Elizée | Catalyst

Watch the full Youtube video here:

https://youtu.be/XmgZXrFuehQ

Takeaways:

• Curiosity drives learning and innovation in retail.
• Testing AI solutions is crucial for understanding their impact.
• Personalization is evolving towards one-to-one experiences.
• Clean data is essential for effective discoverability.
• Customer expectations are rising, demanding better experiences.
• Building relationships is key to success in business.
• AI can significantly improve inventory management.
• The retail landscape is rapidly changing, requiring agility.
• Consolidation of tools in e-commerce is on the horizon.
• Community building fosters knowledge sharing and collaboration.

Chapters:

00:00 Introduction to Avni Oswal and Her Values

02:54 The Impact of AI on E-commerce and Retail

05:27 Testing and Measuring AI Solutions

08:25 Personalization in E-commerce

11:19 The Shift from Search to Answer Engines

14:07 Data Management and AI Integration

16:55 Catalyst Community and Its Purpose

19:57 Emerging Trends in Retail and AI

22:36 Advising AI Startups and Building Relationships

In this episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Jason Greenwood, founder of Greenwood Consulting and host of the eCommerce Edge podcast.

Jason has spent over 25 years working across eCommerce, with a sharp focus on B2B. The conversation centers on why B2B commerce has followed a very different path than DTC, and why many manufacturers and distributors are only now taking digital seriously.

They talk about how COVID accelerated change, why marketplaces are one of the fastest-growing B2B channels, and what modern B2B buyers actually expect from suppliers today. Jason also explains why traditional KPIs like AOV and conversion rate don’t tell the full story in B2B, and what metrics matter more.

The episode also covers change management, sales team resistance, and how technology should support people instead of replacing them. Toward the end, Jason shares his take on when DTC brands should start thinking about wholesale and distribution, and what happens when they wait too long.

Website: https://www.vimmi.net

Email us: [email protected]

Podcast website: https://vimmi.net/mastering-ecommerce-marketing/

Talk to us on Social:

Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube

Guest: Jason Greenwood, Founder & Lead Consultant at Greenwood Consulting

Jason Greenwood’s LinkedIn | Greenwood Consulting

Watch the full Youtube video here:

https://youtu.be/luahzCh6-fA

Takeaways:

• B2B e-commerce is significantly behind B2C but is catching up rapidly.

• The COVID-19 pandemic accelerated the need for digital transformation in B2B.

• Sales teams often resist digital changes due to traditional practices.

• Change management is crucial for successful digital adoption in B2B.

• B2B relationships are long-term and require a human touch.

• Digital channels are essential for B2B growth and efficiency.

• AI can enhance B2B operations but should not replace human interaction.

• D2C brands should consider B2B as a growth channel once stable.

• Understanding KPIs in B2B is different from B2C due to higher AOVs.

• Technology plays a vital role in the future of B2B e-commerce.

Chapters:

00:00 Introduction and Background

01:00 Understanding B2B E-commerce

08:58 Digital Channels in B2B

13:48 Change Management in B2B Transformation

17:49 Key Performance Indicators in B2B

22:13 Technology Building Blocks for B2B

25:21 D2C Brands and B2B Opportunities

31:18 Personal Values and Closing Thoughts

In this episode of Mastering eCommerce Marketing, host Eitan Koter chats with Lars Hauwert, founder of Howard Consulting and former owner of Nancy Home Store, a home goods brand he built and scaled across Europe.

Lars shares his journey from running his own store to helping brands improve their funnels end to end. He explains why product quality and clear offers still come first, even with better ads, tools, and AI. They talk about common conversion blockers, the role of trust on a website, and why making it easy for customers to reach you still matters.

The conversation also covers paid media, testing budgets, creative formats, and how founders should think about growth timelines. Lars is honest about mistakes he made, especially around retention, and why ignoring past customers is one of the biggest missed opportunities in eCommerce.

They wrap up with thoughts on AI, content creation, and how brands can grow faster by staying focused on fundamentals.

A straightforward conversation for anyone running or scaling an online store.

Website: https://www.vimmi.net 

Email us: [email protected] 

Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ 

Talk to us on Social:

Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube 

Guest: Lars Hauwert, Founder & CEO at Hauwert Consulting

Lars Hauwert’s LinkedIn | Hauwert Consulting

Watch the full Youtube video here:

https://youtu.be/fZsUt1D9FZk

Takeaways:

• Care about your family and friends.
• Strive for excellence in everything you do.
• Dedication to the process is key.
• Having a solid product is crucial for success.
• Focus on optimizing your website for conversions.
• Utilize AI for marketing and efficiency.
• Invest in both traffic acquisition and customer retention.
• A unique product assortment enhances brand value.
• Allocate 80-90% of your budget to ads.
• Building a successful e-commerce business takes time.

Chapters:

00:00 Introduction to E-commerce Success

02:49 Core Values and Personal Philosophy

05:21 Challenges in E-commerce

08:24 Product Management and Sourcing

11:09 Conversion Optimization Strategies

14:00 Traffic Acquisition Techniques

16:54 The Importance of Patience in E-commerce

19:47 Omnichannel Strategies for Success

20:53 Product Assortment for Longevity

22:49 The Role of AI in E-commerce

25:55 Advice for E-commerce Growth

28:59 Marketing Budget Allocation

30:17 Creating Engaging Content

In this episode of Mastering eCommerce Marketing, Eitan Koter welcomes Rob te Braake, founder of Insight Matters, to talk about how eCommerce brands should really think about finance.

Rob works with founders as a fractional CFO, helping them set up accounting and reporting in a way that supports real decision-making. He’s also been an operator himself, which shows up throughout the conversation. He understands the pressure of choosing between ads, inventory, payroll, and growth, because he’s lived it.

Together, they talk about why revenue alone doesn’t tell the full story, how cash flow problems often start with inventory and financing costs, and why many brands rely on numbers that aren’t built for management decisions. Rob explains what founders should look for in their P&L, how forecasting improves over time, and why trying to automate thinking with AI can miss the mark.

They also cover exit planning, what makes a business attractive to buyers, and why trust in the numbers matters more than anything else.

This episode is a grounded conversation for founders who want clarity, fewer surprises, and a better handle on how money actually moves through their business.

Website: https://www.vimmi.net 

Email us: [email protected] 

Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ 

Talk to us on Social:

Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube 

Guest: Rob te Braake, Founder at Insight Matters

Rob te Braake’s LinkedIn | Insight Matters

Is your financial setup holding back your eCommerce Growth? Find out here: http://financeinsightmatters.com/masteringecommercemarketing

Watch the full Youtube video here:

https://youtu.be/FYkZAU5lzXk

Takeaways:

• Freedom is a core driver for entrepreneurship.
• Values are essential for meaningful work.
• Management accounting is crucial for e-commerce success.
• Financial data should be used for decision-making, not just compliance.
• Sales forecasting is key to optimizing cash flow.
• Clean financial records build trust with potential buyers.
• Understanding the cost of financing is vital for profitability.
• E-commerce businesses need to prepare for exits well in advance.
• Data-driven insights can steer companies toward success.
• Founders must engage actively in financial management.

Chapters:

00:00 Introduction to Strategic Financing and Management Accounting

01:50 Rob's Journey and Entrepreneurial Spirit

03:45 The Importance of Management Accounting

05:27 Understanding Management vs. Tax Accounting

07:33 The Three Tiers of Financial Management

09:02 Prioritizing Data for Business Decisions

10:27 The Financial Hierarchy of Needs

12:01 Preparing for an Exit: Key Considerations

13:39 The Importance of Clean Financial Records

16:50 Profitability vs. Cash Flow Management

18:41 The Operator's Advantage in Finance

19:57 Revenue vs. Profitability: The Ongoing Debate

21:08 Case Study: Turning Around a Struggling E-commerce Business

22:53 Immediate Financial Recommendations for Founders

23:58 Facilitating Financial Management for Founders

25:32 Engagement Models and Initial Steps