Ecomm Cowboy

AppLovin vs Meta heats up, TikTok launches Deal For You Days vs Prime Day, and Snap spins off its AI video team. Plus Jared Gutstadt and Maejor on Rebel Audio and healing-frequency music, Sam Nebel on the Goodwipes retail-first playbook, Bill Rom on BL101's $5M to ~$200M run, and Rachael Nelson on paying customers for word of mouth.

ON TODAY'S EPISODE OF ECOMM COWBOY

Jared Gutstadt (CEO, Rebel Audio) and Maejor (Maejor Frequency) — Jared, aka "Jingle Jared," just launched Rebel Audio ("the Canva of podcasting"), raising $3.8M oversubscribed in 30 days with Mark Burnett as advisor and Mike Majlak as Chief Creator in Residence. Maejor is the Grammy-nominated producer on Bieber's Purpose and creator of Maejor Frequency — Adweek 2022 Podcast of the Year on healing sound, born from his CML diagnosis. We dig into what each understood about sound the other didn't, the moat when Descript and Adobe ship the same AI features.

Sam Nebel (Co-Founder and CCO, Goodwipes) — "King of Wipes" who started Goodwipes in a Florida State frat house, now 15,000+ doors across Walmart, Target, Kroger, H-E-B, ShopRite, ~63% brick-and-mortar. Open about "awareness-first, perfect product second" and his "$500K" Walmart playbook ($100K end-cap + $400K awareness). We dig into when he went retail-first, what the $400K buys, and whether DTC-first dies for physical CPG.

Bill Rom (Co-Founder and CSO, BL101) — Co-founded Baseball Lifestyle 101 in 2016 with Josh Shapiro as an IG page. Under a million with no Facebook ads, then ~$5M to ~$200M from 2023 to 2025. Now 750 Dick's doors plus Scheels and Academy, three retail stores, weekly drops, 52% repeat rate on 40M monthly social views. We dig into what broke first when the business tripled, how Lululemon quality at half the price works without margins killing them.

Rachael Nelson (Founder and CEO, Brandy) — Built Brandy as a consumer affiliate app paying everyday people 15–70%+ of their friends' first order — no follower minimum, no content required — a counter-model to LTK, ShopMy, Aspire. We dig into what influencer marketing got wrong about word of mouth.

ALSO ON THE SHOW

- Nike's "Never slept. Always dreamed." spot

- Organic-looking ads are in

- Let AI inform you, not become you

- Taylor Holiday: The Canon

- Watch and react: Snap AR Glasses demo

- Watch and react: Google Vids

- Tecovas gives Freddy his Western boots

- Artificial womb

__________________________

Welcome to DTC's daily—what's now/next in ecommerce so founders, marketers, and operators can survive and thrive.

Weekly newsletter: https://newsletter.ecommcowboy.com/

Made possible by:

Richpanel - https://www.richpanel.com/?utm_source=Ecomm+Cowboy+Show&utm_medium=Show&utm_campaign=Ad+Read&utm_id=Ecomm+Cowboy

Postscript - https://postscript.io/?utm_source=Ecomm+Cowboy+Show&utm_medium=Show&utm_campaign=Ad+Read&utm_id=Ecomm+Cowboy

Seguno - https://www.seguno.com/?utm_source=Ecomm+Cowboy+Show&utm_medium=Show&utm_campaign=Ad+Read&utm_id=Ecomm+Cowboy

Intelligems - https://www.intelligems.io/?utm_source=Ecomm+Cowboy+Show&utm_medium=Show&utm_campaign=Ad+Read&utm_id=Ecomm+Cowboy

Axon by AppLovin - https://axon.ai/en/ecommcowboy

ROKT Aftersell - https://www.aftersell.com/offers?utm_source=Ecomm+Cowboy+Show&utm_medium=Show&utm_campaign=Ad+Read&utm_id=Ecomm+Cowboy

Proxima AI - https://www.proxima.ai/?utm_source=Ecomm+Cowboy+Show&utm_medium=Show&utm_campaign=Ad+Read&utm_id=Ecomm+Cowboy

Northbeam: http://northbeam.io/?utm_source=Ecomm+Cowboy+Show&utm_medium=Show&utm_campaign=Ad+Read&utm_id=Ecomm+Cowboy

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Midjourney is getting into medicine, Etsy is going after Prime Day with "Shop Other Jeffs," and Reindustrialize "Founder Edition" sweaters are out. Plus Brandon Kim on bootstrapping Brevite to eight figures, Bill D'Alessandro on walking away from the aggregator model, and Justin Anderson on bringing a DTC playbook into the trades.

ON TODAY'S EPISODE OF ECOMM COWBOY

Brandon Kim (Co-founder and Co-CEO, Brevite) — Brooklyn founder who started Brevite in college on Kickstarter with his two brothers. Fully bootstrapped, eight figures lifetime revenue, largest social following of any backpack brand, Forbes 30 Under 30. March 2026 Kickstarter relaunch of the Jumper Max — a $300 "looks-like-a-backpack-holds-$20K-in-gear" bag. We dig into the hardest thing about being in business with family, the content bet that drove the following.

Bill D'Alessandro (VP Corporate Development, FoodScience) — Pioneer of the aggregator model with Elements Brands (10 brands, 14 years) who in 2022 walked away from all of them except Natural Dog Company. FoodScience (Morgan Stanley Capital Partners) acquired the brand in April 2025. Now leads pet-consumables M&A and co-hosts Acquisitions Anonymous. We dig into the moment he knew the aggregator model wasn't the future, what everyone still chasing it doesn't get, the most common way a seller destroys their multiple.

Justin Anderson (Director of Ecommerce and Growth, REEKON Tools) — Spent a decade in pure DTC growth (HubSpot, Klaviyo, retention, segmentation) before walking into a bootstrapped Boston hardware startup giving the 200-year-old tape measure a "digital brain." REEKON shipped to 100,000+ users including SpaceX and Northrop Grumman; T1R Range Kickstarter hit 21,000% of goal. We dig into what he believed about growth that the trades proved wrong, how retention looks for a durable $300 tool, the DTC tactic that prints for supplements and faceplants on tradespeople, and whether the moat is the hardware or the software.

ALSO ON THE SHOW

- Reindustrialize "Founder Edition" sweaters

- Megan Markle x Clevr collab

- New Rolex boutique in the Swiss Alps

- Meta's AI-for-Work chief out after two months

- Bodega selling peptides

- Particl Awards segment

- Ad vs. Ad: divorce ad vs. Drake x Kevin Durant Nike

-Watch and react: Universal Ads agent-to-agent TV buying

-New Claude design

-Moment of zen: floating convenience store

__________________________

Welcome to DTC's daily—what's now/next in ecommerce so founders, marketers, and operators can survive and thrive.

Weekly newsletter: https://newsletter.ecommcowboy.com/

Made possible by:

Richpanel - https://www.richpanel.com/?utm_source=Ecomm+Cowboy+Show&utm_medium=Show&utm_campaign=Ad+Read&utm_id=Ecomm+Cowboy

Postscript - https://postscript.io/?utm_source=Ecomm+Cowboy+Show&utm_medium=Show&utm_campaign=Ad+Read&utm_id=Ecomm+Cowboy

Seguno - https://www.seguno.com/?utm_source=Ecomm+Cowboy+Show&utm_medium=Show&utm_campaign=Ad+Read&utm_id=Ecomm+Cowboy

Intelligems - https://www.intelligems.io/?utm_source=Ecomm+Cowboy+Show&utm_medium=Show&utm_campaign=Ad+Read&utm_id=Ecomm+Cowboy

Axon by AppLovin - https://axon.ai/en/ecommcowboy

ROKT Aftersell - https://www.aftersell.com/offers?utm_source=Ecomm+Cowboy+Show&utm_medium=Show&utm_campaign=Ad+Read&utm_id=Ecomm+Cowboy

Proxima AI - https://www.proxima.ai/?utm_source=Ecomm+Cowboy+Show&utm_medium=Show&utm_campaign=Ad+Read&utm_id=Ecomm+Cowboy

Northbeam: http://northbeam.io/?utm_source=Ecomm+Cowboy+Show&utm_medium=Show&utm_campaign=Ad+Read&utm_id=Ecomm+Cowboy

Universal Ads - https://www.universalads.com/?utm_source=Ecomm+Cowboy+Show&utm_medium=Show&utm_campaign=Ad+Read&utm_id=Ecomm+Cowboy

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https://podcasts.apple.com/us/podcast/ecomm-cowboy/id1761749693

Shopify Edition. Three Shopify product leads — Mani Fazeli (VP Product, Checkout and B2B), Kenny Cohen (Shop app), and Sachin Malhotra (Merchant Marketing) — unpacking the Spring '26 Editions launch, the Universal Commerce Protocol, agentic commerce inside ChatGPT and Copilot, and Campaign Autopilot. Plus Snap Specs landing.

ON TODAY'S EPISODE OF ECOMM COWBOY

Mani Fazeli (VP of Product, Shopify) — Toronto product leader at Shopify since 2021, owning Checkout, Accounts, and B2B. Former SVP Product at Wave, co-founded Betterez and ContextLogic (Wish's parent). Owns what Shopify calls the best-converting checkout on the internet, built B2B on Shopify from the ground up into a $12T push, and is Shopify's go-to voice on agentic commerce. We dig into what "everywhere" actually means in Spring '26, what has to happen under the hood for products to show up inside ChatGPT/Copilot, how merchants see and act on AI-driven discovery.

Kenny Cohen (Director of Product for Shop, Shopify) — Owns the Shop app and is tied to the Universal Commerce Protocol (UCP), the open standard co-developed with Google for AI agents to transact with merchants. Hands-on builder who recently shipped a Claude Code plugin called "Groundwork." We dig into Shop beyond the purple checkout button, what changes when search becomes a conversation, the Posts pitch for brands cranking out content for IG and TikTok, and why connect Shop more deeply with retail now.

Sachin Malhotra (Director of Product for Merchant Marketing, Shopify) — Seattle-area product leader running Shopify's merchant marketing surface — Shopify Audiences, Email/Forms/Automations, and the Google/Meta/Microsoft ad integrations. Came from Partner Director at Microsoft Advertising owning Bing Ads — a rare ads-platform pedigree on the merchant side. We dig into the problem Campaign Autopilot was built to solve, what signals Shopify has that a typical ad platform doesn't, and how Shop Campaigns differs from traditional acquisition.

ALSO ON THE SHOW

- Snap Specs are here

- 112M subscription orders in Recharge's 2026 trend report

- Gary Vee becomes the fourth partner of Dad Gang

- How to lose $600M

- AI girlfriend

- Boston Stadium capacity 64,146

- Eight Sleep "House of Sleep" pop-up at YC Demo Day

- Camera-equipped Apple AirPods in 2027?

- AG1 Pro with 5g creatine

- The AI Agenda (Dez Bryant)

- Asian Rice Krispie

- Moment of zen: the kneeling chair

__________________________

Welcome to DTC's daily—what's now/next in ecommerce so founders, marketers, and operators can survive and thrive.

Weekly newsletter: https://newsletter.ecommcowboy.com/

Made possible by:

Richpanel - https://www.richpanel.com/?utm_source=Ecomm+Cowboy+Show&utm_medium=Show&utm_campaign=Ad+Read&utm_id=Ecomm+Cowboy

Postscript - https://postscript.io/?utm_source=Ecomm+Cowboy+Show&utm_medium=Show&utm_campaign=Ad+Read&utm_id=Ecomm+Cowboy

Seguno - https://www.seguno.com/?utm_source=Ecomm+Cowboy+Show&utm_medium=Show&utm_campaign=Ad+Read&utm_id=Ecomm+Cowboy

Intelligems - https://www.intelligems.io/?utm_source=Ecomm+Cowboy+Show&utm_medium=Show&utm_campaign=Ad+Read&utm_id=Ecomm+Cowboy

Axon by AppLovin - https://axon.ai/en/ecommcowboy

ROKT Aftersell - https://www.aftersell.com/offers?utm_source=Ecomm+Cowboy+Show&utm_medium=Show&utm_campaign=Ad+Read&utm_id=Ecomm+Cowboy

Proxima AI - https://www.proxima.ai/?utm_source=Ecomm+Cowboy+Show&utm_medium=Show&utm_campaign=Ad+Read&utm_id=Ecomm+Cowboy

Northbeam: http://northbeam.io/?utm_source=Ecomm+Cowboy+Show&utm_medium=Show&utm_campaign=Ad+Read&utm_id=Ecomm+Cowboy

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https://podcasts.apple.com/us/podcast/ecomm-cowboy/id1761749693

We unpack United Airlines' canned-DM apology, Dawn as most trusted brand a second year, and the "Sales Chad" theory of why smart companies lose in Washington.

ON TODAY'S EPISODE OF ECOMM COWBOY

Rafael Vivas (VP Global BD eCommerce, AppLovin) — Early AppLovin hire and former President of Lion Studios, now the face of the e-commerce ads push behind a huge chunk of AppLovin's market cap. Pitches 1.4B daily active users and ~80% of conversions in the first hour. Rebranded as Axon in late 2025 with a referral-only Ads Manager at $10M+ GMV. We dig into when he knew e-commerce would beat gaming, where Meta still beats Axon.

Mason Littlejohn (Founder, Meta Ads At Scale) — Newport Beach operator who's driven $320M+ in profitable spend and $1.6B+ attributed revenue over a decade in Meta. Teaches founders via 1:1 calls, group coaching, and Slack with a "scale 100%+ or we work free" guarantee. Contrarian against the "CBO cults" of 2026. We dig into the belief costing operators most, which of Advantage+/cost caps/consolidation earns its hype, and what separates winners from losers if Meta changes nothing.

Damon Didier (Founder and CEO, Win at Ecommerce) — Dallas Klaviyo Master Platinum partner running a DTC email/SMS CRM agency. 15 years in public and PE-backed companies before launching three years ago. Built "WINScoring," runs Google Cloud / BigQuery, hit 112.7% lift and ~$1M on Plain Jane. Ran a BFCM 2025 webinar with 169k brands. We dig into why operators refuse to believe email can be 55% of revenue.

Mike Lukas (Founder, Online Impact) — Founder-led paid media agency running Meta, TikTok, Snap, Pinterest, LinkedIn, X, Google, YouTube, plus "Converting Creative" and UGC creator sourcing. Pitch: "no one size fits all," from $0 to nine figures. We dig into what changes most between those extremes, which platform is most underrated, what makes a UGC creator convert versus just look good.

ALSO ON THE SHOW

- United Airlines canned-DM apology to Landon Donovan

- Dawn most trusted brand two years running

- "Sales Chad" theory of why smart companies lose in Washington

- Create is presenting sponsor of Joe Rogan

- EA launches its first ad platform

- Nox Metal Industry Supply raises $11M seed

- Watch and react: One Live Show at a Time

- Watch and react: 500 salad bowls an hour machine

- Father's Day OpenTable ad

- VanMan's 16oz body wash

- Long, Texas

- SpaceGoods new RTD

__________________________

Welcome to DTC's daily—what's now/next in ecommerce so founders, marketers, and operators can survive and thrive.

Weekly newsletter: https://newsletter.ecommcowboy.com/

Made possible by:

Richpanel - https://www.richpanel.com/?utm_source=Ecomm+Cowboy+Show&utm_medium=Show&utm_campaign=Ad+Read&utm_id=Ecomm+Cowboy

Postscript - https://postscript.io/?utm_source=Ecomm+Cowboy+Show&utm_medium=Show&utm_campaign=Ad+Read&utm_id=Ecomm+Cowboy

Seguno - https://www.seguno.com/?utm_source=Ecomm+Cowboy+Show&utm_medium=Show&utm_campaign=Ad+Read&utm_id=Ecomm+Cowboy

Intelligems - https://www.intelligems.io/?utm_source=Ecomm+Cowboy+Show&utm_medium=Show&utm_campaign=Ad+Read&utm_id=Ecomm+Cowboy

Axon by AppLovin - https://axon.ai/en/ecommcowboy

ROKT Aftersell - https://www.aftersell.com/offers?utm_source=Ecomm+Cowboy+Show&utm_medium=Show&utm_campaign=Ad+Read&utm_id=Ecomm+Cowboy

Proxima AI - https://www.proxima.ai/?utm_source=Ecomm+Cowboy+Show&utm_medium=Show&utm_campaign=Ad+Read&utm_id=Ecomm+Cowboy

Northbeam: http://northbeam.io/?utm_source=Ecomm+Cowboy+Show&utm_medium=Show&utm_campaign=Ad+Read&utm_id=Ecomm+Cowboy

Universal Ads - https://www.universalads.com/?utm_source=Ecomm+Cowboy+Show&utm_medium=Show&utm_campaign=Ad+Read&utm_id=Ecomm+Cowboy

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https://podcasts.apple.com/us/podcast/ecomm-cowboy/id1761749693

The US government suspended access to Fable 5 and Mythos, Meta is a mess again, and FOX just bought Roku in a $22B deal.

ON TODAY'S EPISODE OF ECOMM COWBOY

Arthur Falcone (Founder and CEO, Tandem Growth) — 3x founder, 1x exit with 20 years alongside Shopify brands.

Karolina Janicka (Ecommerce Consultant, London) — Independent UK consultant who's worked with Shopify merchants "since its inception." Resume runs through Tom & Co., Astound Digital, Shopify Platinum Partner Superco, and VML Enterprise Solutions. Yotpo "Amazing Women in eCommerce" Rising Star 2023. Specializes in storefront UX and replatforming off Magento onto Shopify Plus. We dig into the biggest thing about Shopify that's changed and the biggest that hasn't, the most common legacy architecture quietly holding brands back, when "composable" is right versus expensive complexity, and what the EU operator sees that the US-centric Shopify world misses.

Paolo Vidali (Founder and CEO, Hidden Gears) — Distributed Shopify Plus dev, PPC, and SEO agency founded in 2012, HQ Honolulu with a NY office. Nearly two decades of technical audits, headless and re-platform work, Klaviyo and ERP cleanup. Public thesis: "technical debt equals business debt," summer is your technical BFCM prep season. We dig into the most expensive technical mess he's ever found, how to get a founder who only thinks in ROAS to care about their codebase, the line between a useful AI fix and a future disaster, and what to declutter in Q2/Q3.

ALSO ON THE SHOW

- NewBloom.Shop toxic fashion detector

- LVMH and 200+ athletes invest in Rhoback

- The next big DTC role: "Context Therapist"

- Tobi Lütke on Shopify's playbook

- Levi's Stadium for the World Cup

- Watch and react: autonomous robot in the field

- Watch and react: classic Nike

- Natty lands in 22 New Seasons Market stores

- ZYN's glass lounge at the festival

- Germany vs. Curacao on FOX

- Moment of zen: Google Flight Simulator

__________________________

Welcome to DTC's daily—what's now/next in ecommerce so founders, marketers, and operators can survive and thrive.

Weekly newsletter: https://newsletter.ecommcowboy.com/

Made possible by:

Richpanel - https://www.richpanel.com/?utm_source=Ecomm+Cowboy+Show&utm_medium=Show&utm_campaign=Ad+Read&utm_id=Ecomm+Cowboy

Postscript - https://postscript.io/?utm_source=Ecomm+Cowboy+Show&utm_medium=Show&utm_campaign=Ad+Read&utm_id=Ecomm+Cowboy

Seguno - https://www.seguno.com/?utm_source=Ecomm+Cowboy+Show&utm_medium=Show&utm_campaign=Ad+Read&utm_id=Ecomm+Cowboy

Intelligems - https://www.intelligems.io/?utm_source=Ecomm+Cowboy+Show&utm_medium=Show&utm_campaign=Ad+Read&utm_id=Ecomm+Cowboy

Axon by AppLovin - https://axon.ai/en/ecommcowboy

ROKT Aftersell - https://www.aftersell.com/offers?utm_source=Ecomm+Cowboy+Show&utm_medium=Show&utm_campaign=Ad+Read&utm_id=Ecomm+Cowboy

Proxima AI - https://www.proxima.ai/?utm_source=Ecomm+Cowboy+Show&utm_medium=Show&utm_campaign=Ad+Read&utm_id=Ecomm+Cowboy

Northbeam: http://northbeam.io/?utm_source=Ecomm+Cowboy+Show&utm_medium=Show&utm_campaign=Ad+Read&utm_id=Ecomm+Cowboy

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https://podcasts.apple.com/us/podcast/ecomm-cowboy/id1761749693

Meta is down and a SpaceX engineer spun up a "Claude Code Ad Spinner" lighting up the operator class. Plus four guest interviews — Jared Gutstadt and Mike Majlak from Rebel Audio, David Baker and his new Stealth Startup, Daniel James from Flight Performance, and Koby Conrad from Sunflower.

ON TODAY'S EPISODE OF ECOMM COWBOY

Jared Gutstadt and Mike Majlak (Rebel Audio) — Jared is the Emmy-nominated founder of Jingle Punks (sold to Anthem/ole in 2015) and Audio Up, now CEO of Rebel Audio — the Nashville "Canva for podcasting" out of stealth in March 2026 with $3.8M raised and Mark Burnett as first advisor. Mike "Big Mike" Majlak co-hosts Impaulsive with Logan Paul, co-founded Happy Dad ($100M revenue) with the Nelk Boys, and joined Rebel in May 2026 as Chief Creator in Residence. We get into why Mike picked Rebel over another physical-product play, what Burnett is telling them about format the AI-tool crowd is missing.

David Baker (CRO, Beekman 1802) — Goat-milk skincare built on "kindness" sold through DTC, Ulta, and HSN/QVC. Drove 74% YoY BFCM email revenue growth, grew SMS list 1% to 50% with a best-in-class stack, and built "Zoe," an AI staffer sourcing brand-fit creators while the team sleeps.

Daniel James (Founder and CEO, Flight Performance) — Runs the US arm of Steven Bartlett's Flight Story marketing group. Started at MySpace in 2004, ran programmatic for Toyota, Adidas, Disney, founded Mint Performance in 2019.

Koby Conrad (Founder and CEO, Sunflower) — YC Fall 2025-backed sobriety app built around an AI "sponsor" named Sam. Scaled Rupa Health lab sales from $5M to $75M+ as the first growth hire. Sunflower grew 200 to 100,000+ MAU in six months, hit $1M ARR in 10 months, raised $6.5M at $60M post-money. We dig into the growth loop behind that climb, the line between an AI that supports recovery and one that maximizes engagement, and what he learned at Rupa that turned out wrong for sobriety.

ALSO ON THE SHOW

- Disney built a floor that lets you walk forever

- YouTube DMs are back after six years

- Dyson engineered the humble hair tie

- Watch and react: Elon's SpaceX IPO speech

- Watch and react: Mexico's geese are ready for the World Cup

- AI thirst traps have come for Facebook Marketplace

- Zuckerberg rebrand: final form

- World Cup vs. Super Bowl viewers

- Moment of zen: Teenage Mutant Pizzeria

__________________________

Welcome to DTC's daily—what's now/next in ecommerce so founders, marketers, and operators can survive and thrive.

Weekly newsletter: https://newsletter.ecommcowboy.com/

Made possible by:

Richpanel - https://www.richpanel.com/?utm_source=Ecomm+Cowboy+Show&utm_medium=Show&utm_campaign=Ad+Read&utm_id=Ecomm+Cowboy

Postscript - https://postscript.io/?utm_source=Ecomm+Cowboy+Show&utm_medium=Show&utm_campaign=Ad+Read&utm_id=Ecomm+Cowboy

Seguno - https://www.seguno.com/?utm_source=Ecomm+Cowboy+Show&utm_medium=Show&utm_campaign=Ad+Read&utm_id=Ecomm+Cowboy

Intelligems - https://www.intelligems.io/?utm_source=Ecomm+Cowboy+Show&utm_medium=Show&utm_campaign=Ad+Read&utm_id=Ecomm+Cowboy

Axon by AppLovin - https://axon.ai/en/ecommcowboy

ROKT Aftersell - https://www.aftersell.com/offers?utm_source=Ecomm+Cowboy+Show&utm_medium=Show&utm_campaign=Ad+Read&utm_id=Ecomm+Cowboy

Proxima AI - https://www.proxima.ai/?utm_source=Ecomm+Cowboy+Show&utm_medium=Show&utm_campaign=Ad+Read&utm_id=Ecomm+Cowboy

Northbeam: http://northbeam.io/?utm_source=Ecomm+Cowboy+Show&utm_medium=Show&utm_campaign=Ad+Read&utm_id=Ecomm+Cowboy

Universal Ads - https://www.universalads.com/?utm_source=Ecomm+Cowboy+Show&utm_medium=Show&utm_campaign=Ad+Read&utm_id=Ecomm+Cowboy

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World Cup tourists just found Buc-ee's and the timeline is feasting, Stars + Honey is doing $50M in year three, and StockX is launching real-time live shopping. Plus two guest interviews on attribution + organic social, and the public-market DTC rollup that nearly died and engineered an 8x turnaround.

ON TODAY'S EPISODE OF ECOMM COWBOY

Matthew Kobach (VP of Marketing, Northbeam) — Spent the last decade reverse-engineering organic social on X, where @mkobach became a fixture of "make branded content suck less" tweeting. Built NYSE's social, then VP of Marketing at Fast, CMO of Northbeam, VP of Marketing at Slice, and now back at Northbeam — where focus has shifted from MTA-only attribution toward MMM, deterministic view-through, and platform partnerships with Meta and TikTok. We dig into whether deterministic view-through has made paid-first testing cheaper than organic, how he reconciles his "you can only channel existing desire" worldview with selling an attribution platform.

Ghassan Halazon (Founder and CEO, Emerge Commerce) — Wall Street at Citi to a Canadian Groupon competitor he scaled from zero to $30M, then founded Emerge as a "next-generation portfolio company." Took it public on the TSX Venture Exchange in 2020, peaked at a $150-175M market cap, then nearly died under $32M of debt as pandemic darlings collapsed. Has since shed non-core brands, paid debt down to ~$4.5M, and refocused on two verticals (grocery via TruLocal, golf via Underpar/Tee2Green) with ~$40M in GMV — stock up roughly 8x from the lows. We get into the repeatable part of the Tee2Green deal vs. the part that was just the founder wanting to move to Florida.

ALSO ON THE SHOW

- Stars + Honey: $50M in year 3, $24M from VMG

- Nike is building a "Universe of Football"

- StockX is launching real-time live shopping

- Pizza Hut is cashing in on nostalgia

- Seguno drops the 2026 Shopify Unique Discount Benchmark

- Population collapse, meet your $7.93 punchline

- Anthropic Jacket V1 has landed

- Lavazza brings espresso tablets to the US

- Watch and react: $20M bet on AI customer mind-reading

- Watch and react: Chief World Cup WatcherBuzzBallz

- McDonald's McFlurry x Monster Energy?

- Inside the World Cup ad land grab

- Reese's C4 Whey Protein

- Moment of zen: gorilla kicked out by his partner

__________________________

Welcome to DTC's daily—what's now/next in ecommerce so founders, marketers, and operators can survive and thrive.

Weekly newsletter: https://newsletter.ecommcowboy.com/

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https://podcasts.apple.com/us/podcast/ecomm-cowboy/id1761749693

Apple just dropped its new Siri AI, AG1 Pro launched a reformulation adding creatine HMB, and Walmart is stepping to DoorDash with restaurant delivery. Plus three guest interviews on modular racket-sport bags, Shopify event enrichment for the AppLovin AXON era, and the virtual-summit playbook for Amazon sellers.

ON TODAY'S EPISODE OF ECOMM COWBOY

Jack Oswald (Founder, Cancha) — Former UK-based ITF Futures tennis player who built Cancha into a global modular sports-bag brand for tennis, padel, pickleball, and travel. Incorporated 2020, splits time between London and Virginia, personally handles all customer service, and donates 1% of gross sales via 1% for the Planet. We dig into why no player-founded brand has displaced Babolat and Wilson yet.

Isaac Reyna (Founder, Metaply / M Agency) — Orlando-based Shopify data platform that launched October 23, 2025. Enriches Shopify event data with server-side tracking and custom conversion events sent through Meta CAPI, Google, and AppLovin AXON. Sister M Agency manages AXON campaigns "seeded with your Shopify purchase history." Case studies show 72% ROAS lift / 44% CPA drop on a Metaply install, and $595K attributed revenue at 3.71x Triple Whale ROAS. We get into the seed-before-spend mechanic, how to defend AXON's attribution against the "claims credit for everything" critique.

Kevin Sanderson (Marketing and Partnerships, My Amazon Guy / Founder, LGN Marketing) — Sold his Maximizing Ecommerce summit company to Steven Pope's My Amazon Guy in 2023. Now drives MAG's growth through email, webinars, and affiliate, while running the Email Profit Summit out of LGN. Six-figure Amazon seller who's helped 6, 7, and 8-figure sellers expand internationally.

ALSO ON THE SHOW

- Gruns: how to become Chad (emerging brands)

- Bot traffic surpasses human traffic

- AI scams a plenty

- Barebells Candy

- Claude Mythos launches today

- Watch and react: SpaceX AI satellite production in Austin

- Watch and react: macOS name reveal

- Crumbl x Dove

- OpenAI files confidentially for IPO

- Spacegoods is hiring a Creative Strategist

- Moment of zen: new marriage hack unlocked

_____________________________________

Welcome to DTC's daily — what's now and next in ecommerce so founders, marketers, and operators can survive and thrive.

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Sean Frank says ads eat everything, Bieber announced he's going hardware with Skylrk, and Meta shed $115B in a single day. Plus four guest interviews on premium menswear, hybrid performance beverages, ad-industry media, and the mental-performance brand chasing 4,000 retail doors.

ON TODAY'S EPISODE OF ECOMM COWBOY

Steven Borrelli (Founder and CEO, Cuts) — Founder of the LA-based premium fitted tees and basics brand. We get into the post that lit up the timeline ("Fire CFO, 3x marketing") and what's on his mind running a category-defining DTC business right now.

Jack Westerkamp (Co-Founder, Breaking and Entering Media) — Co-founded the NYC ad-industry media company with Geno Schellenberger during the pandemic. Raised $50K friends-and-family and built it into a podcast at ~150K listeners with daily content and The Vault Substack. We get into how much of the $50K was gone by month six, what putting his name on a creator podcast cost him, the biggest revenue day in BAE history, and what TBPN has that they don't.

William Hicks (Co-Founder and CEO, Magic Mind) — Scaled the Venice-based "mental performance elixir" from DTC-only to ~1,000 retail doors with 24,000 monthly subscribers after 67 investor rejections. Targets 4,000 doors by end of 2025 fueled by a late-2024 round led by Rocana. Runs $1M/month in digital ad spend driving 60M brand impressions, plus a 25-agent offshore influencer team closing 100+ deals a month. We dig into where they landed vs. the 4,000-door target, the advisor whose pitch flip turned the 67th no into a yes, velocities per door at Sprouts and Central Market, defending $1M/month against a $6M total category, and whether the Magic Spoon flywheel comp holds up.

ALSO ON THE SHOW

- Eli Lilly's obesity drug now cuts sleep apnea 60%

- Half of restaurants' orders come from just 7% of guests

- The longest line witnessed in NYC

- US fertility rate hits 1.57 children per woman in 2025

- Lock your fun apps until you get home

- Watch and react: Life with Claude

- Watch and react: What is X in 2026?

- She ate the profit margin and ran

- The bait-and-switch of the day

- Moment of zen: SpaceX welder's $10K stock became nearly $1M

_____________________________________

Welcome to DTC's daily — what's now and next in ecommerce so founders, marketers, and operators can survive and thrive.

Weekly newsletter:⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

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Shopify just dropped "type a prompt, get a whole store" at Build with AI, Netflix and FIFA partnered on a new game ahead of the 2026 World Cup, and IM8 added Comfrt founder Hudson Leogrande to the board. Plus two guest interviews on operate-to-own SMB acquisitions and the future of conversational SMS.

ON TODAY'S EPISODE OF ECOMM COWBOY

Will Fry (Founder and CEO, American Operator) — Holding company that acquires small businesses from retiring owners and partners with high-agency operators who incrementally buy their way to majority ownership. Penn/Wharton grad and former business broker who personally sold $100M+ in Main Street businesses. Helped transition nearly 100 small businesses worth $300M+, and publicly stated the ambition to go public so everyday Americans — not Wall Street — fund the acquisitions. We get into the realistic IPO timeline and reconciling it with retail-investor panic risk, the line where American Operator avoids behaving like the PE firm it positions against, the AI-as-hedge vs. AI-as-upside tension, the succession step Shopify and DTC founders blow off most often.

Mike Manheimer (Chief Customer Officer, Postscript) — The SMS marketing platform for Shopify brands that has driven $3B+ in attributed revenue. Joined Postscript as CMO in 2021 and became CCO in late 2024 — an unusual reorg that puts marketing and customer success under one leader. Postscript's main voice on the "specialization vs. consolidation" debate in martech. We dig into why he stands by SMS being "the only fundamentally two-way channel from the get-go," how Postscript wins the conversational-commerce fight if ChatGPT or a Shopify agent eats the long tail, what separates the brand seeing a 5% lift from Shopper from the brand seeing 15%.

ALSO ON THE SHOW

- Hot jobs

- IM8 appoints Comfrt founder Hudson Leogrande to the board- Ad vs. Ad

- Cash App Wand

- Fire CFO, 3x marketing

- Shopify's new AI Admin: insight or dopamine?

- The exact creator playbook

- Watch and react: Google Omni

- Watch and react: Jocko Fuel Raspberry Gelato Protein Shake

- Less hobbies, more phone usage

- The paycheck that used to be enough

- Devin now comes with a $10M guarantee

- Moment of zen: functional cups

_____________________________________

Welcome to DTC's daily — what's now and next in ecommerce so founders, marketers, and operators can survive and thrive.

Weekly newsletter:⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

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