eCommerce Evolution

Think SEO is dead in the age of AI? Think again. While ChatGPT referral traffic surged 112% month-over-month across e-commerce sites, Google still commands 99% of search market share and processes 13.6 billion queries daily. Jeff Oxford, SEO expert and founder of 180 Marketing, reveals why smart brands are doubling down on search optimization—and how the strategies that work for Google are also positioning companies to dominate in AI search results. From his data analysis of 152 SEO campaigns showing consistent 75% traffic growth, to the "ranking factor leak" that exposed Google's true algorithm priorities, Jeff breaks down the exact 4-bucket framework that's still generating millions in revenue for e-commerce brands.

Key Topics & Lessons:

• The State of Search in 2025 - Why Google's 13.6 billion daily queries represent a 64% increase from 2024, how ChatGPT traffic grew 112% month-over-month (but still represents only 1-3% of total traffic), and why the "Google is dead" narrative is premature despite real AI disruption
• The 4-Bucket SEO Framework - Jeff's systematic approach covering Technical SEO (mostly handled by Shopify), Page Optimization (title tags, meta descriptions, headers), Content Strategy (200-300 words on category pages), and Link Building (the 0.3 correlation factor that still dominates rankings)
• What Really Moves the Needle - Data from 152 campaigns showing 20% growth at 3 months, 50% at 6 months, and 75% at 12 months, plus insights from Google's leaked ranking documents revealing click-through rate as a massive ranking factor
• The Great Blog Apocalypse of 2023 - Why standalone content sites lost 90% of their traffic while e-commerce stores with blogs thrived, how Google's "helpful content" update rewarded real businesses over affiliate spam, and Jeff's theory about Google My Business as a ranking signal
• AI SEO Optimization Strategy - How to reverse-engineer ChatGPT sources to identify link targets, why product roundups have a 0.45 correlation with AI citations (higher than traditional backlinks), and the overlap between traditional SEO and AI optimization
• The Future of Automated SEO - Jeff's experiment building a fully autonomous AI agency with zero human account managers, AI tools that can screenshot pages and generate optimized title tags, and how Gemini 2.5 Pro is changing the automation game

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Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today!

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Chapters: 

(00:00) The Relevance of SEO in the Age of AI

(12:38) The 4 Components of SEO

(16:19) What Is the Payoff for SEO?

(20:22) Breaking Down Technical SEO

(23:43) On-Page SEO and Meta Descriptions

(25:58) Content Optimization Strategies

(33:27) Link Building

(38:30) AI and SEO: The Future of Search

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Connect With Brett: 

• LinkedIn: https://www.linkedin.com/in/thebrettcurry/ 
• YouTube: https://www.youtube.com/@omgcommerce 
• Website: https://www.omgcommerce.com/ 

Relevant Links:

• Jeff’s LinkedIn: https://www.linkedin.com/in/jeff-oxford
• 180 Marketing: https://www.180marketing.com/

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Past guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzie, Joseph Wilkins, Cody Wittick, Miki Agrawal, Justin Brooke, Nish Samantray, Kurt Elster, John Parkes, Chris Mercer, Rabah Rahil, Bear Handlon, Trevor Crump, Frederick Vallaeys, Preston Rutherford, Anthony Mink, Bill D’Allessandro, Bryan Porter and more

I had fellow agency owner JC Hite join me on the pod to discuss some really important topics. Namely, is it possible to scale with stability - which for JC means scaling your business while prioritizing, family, faith and personal relationships.

Here’s a look at what we discussed: 

Key Takeaways

• The "Video of Awesomeness" Hiring Hack - JC's simple 15-minute interview addition that reveals more about candidates than traditional methods, including real examples of applicants who wrote songs about his company
• Overseas Talent Strategy Mistake Most Make - Why the "how cheap can I hire" mindset kills results, and JC's approach to paying international talent competitively to get world-class team members
• The 5 Love Languages for Workplace Retention - How applying Gary Chapman's principles in business dramatically improves team satisfaction and reduces turnover (especially crucial for the next generation workforce)
• Building a "Bench" Like Sports Teams - JC's systematic approach to always having pre-approved candidates ready, eliminating the panic of unexpected departures and empowering leaders to make tough decisions
• Mentorship Through Fear, Not Ego - How JC built relationships with icons like John Maxwell, Damon John, and Dr. Gary Chapman by being honest about his fears and willing to invest in proximity to wisdom

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Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today!

In this episode, Brett sits down with Andrew Faris, CEO of AJF Growth and host of the Andrew Faris Podcast, to break down the critical elements of P&L design that separate ecomm brands that are dead on arrival vs. those who thrive. Andrew shares his hard-won insights from holding nearly every seat in the e-commerce ecosystem, including his experience running an aggregator "into the ground" and the valuable lessons learned along the way.

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Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today!

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Chapters: 

(00:00) Join Us in NYC at Our Exclusive YouTube Event!

(01:08) Introducing Andrew Faris & His eCommerce Journey

(07:06) The Current State of eCommerce

(13:16) The Influence of Moneyball by Michael Lewis in Marketing

(19:29) Understanding P&L in eCommerce Success

(23:34) Understanding Your Profit Goals & OMG Commerce’s Case

(29:35) How to Structure Your P&L as an eCommerce Brand

(34:48) Optimizing Operational Expenses

(34:56) CAC and Cost of Delivery

(39:33) Channel Strategy and Product Margin Fit

(42:51) Forecasting and Adjusting Business Strategy

(49:50) Resources & Closing Thoughts

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Connect With Brett: 

• LinkedIn: https://www.linkedin.com/in/thebrettcurry/ 
• YouTube: https://www.youtube.com/@omgcommerce 
• Website: https://www.omgcommerce.com/ 

Relevant Links:

• Andrew’s LinkedIn: https://www.linkedin.com/in/andrew-faris-980b84108
• AJF Growth: https://ajfgrowth.com/
• Andrew’s Podcast: https://open.spotify.com/show/7ssrhISeeGHgCLpzZgrxuJ
• Moneyball by Michael Lewis: https://www.amazon.com/Moneyball-Art-Winning-Unfair-Game/dp/0393324818

Our CEO Brett Curry sits with Jim Kennemer in this latest episode. Jim knows his stuff when it comes to tariffs, supply chain management and sourcing anything outside of China. Brett wanted to bring Jim on the pod to break down the opportunities and considerations of sourcing from Vietnam, Thailand, Indonesia, and Mexico, sharing real examples of how brands like Columbia Sportswear and Converse have legally engineered their products to slash tariff costs. From understanding country of origin rules to leveraging bonded warehouses for cash flow management, this conversation is packed with actionable insights for any brand looking to optimize their supply chain in today's volatile trade environment.

Key Takeaways

• The DDP trap that could destroy your business – Why "delivered duty paid" arrangements are legal but dangerous when suppliers falsify invoices (and why you're still liable even if it's their mistake)
• Tariff engineering strategies – How adding a simple pocket or felt liner can reclassify your products for lower tariff rates, plus when this optimization makes sense vs. when it backfires
• Vietnam vs. other manufacturing hubs – Where Vietnam excels (textiles, wood goods, furniture), what to expect for pricing and quality, and why MOQs are higher than China
• De minimis rules and bonded warehouses – How the $800 shipment exemption still works (except for China), and when custom bonded warehouses can turn a 30% tariff hit into manageable cash flow
• Country of origin compliance – The "substantial transformation" rule, why trans-shipment will get you caught with 50% more audits happening, and how to properly document manufacturing

Whether you're considering your first move away from China or optimizing an existing diversified supply chain, this episode provides the roadmap to do it right without the costly compliance mistakes that are tripping up other brands.

In this episode of the Ecommerce Evolution Podcast, host Brett Curry welcomes Mickey Winter (CEO) and Carrie Weidenbach (COO) of Aysnd, a digital agency specializing in purpose-driven ecommerce brands. As industry veterans with decades of combined experience, they share invaluable insights on maintaining brand mission during economic uncertainty, particularly amid recent tariff challenges. This conversation delivers practical strategies for navigating market pressures while staying true to your brand's core values and purpose.

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Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today!

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Chapters: 

(00:00) Introducing Carrie & Mickey

(02:22) Navigating Tariff Chaos and Supply Chain Diversification

(04:19) Defining Purpose-Driven Brands

(06:29) Pricing & Profitability in Uncertain Times

(12:25) Carrie & Mickey’s Background

(16:50) The Conscious Commerce Maturity Matrix & Level One, Awareness

(22:29) Level Two, Scaling

(27:06) Level Three, Optimizing

(32:38) Level Four, Leading

(36:15) Level Five, Pioneering

(39:38) Staying Mission-Driven in Uncertain Times

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Connect With Brett: 

• LinkedIn: https://www.linkedin.com/in/thebrettcurry/ 
• YouTube: https://www.youtube.com/@omgcommerce 
• Website: https://www.omgcommerce.com/ 

Relevant Links:

• AYSND: https://www.aysnd.com/
• Mickey’s LinkedIn: https://www.linkedin.com/in/mickeywinter
• Carrie’s LinkedIn: https://www.linkedin.com/in/carrie-weidenbach-a5272aa
• BOOM! Beauty: https://boombeauty.com/
• Patagonia: https://www.patagonia.com/home/
• AB InBev: https://www.ab-inbev.com/

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Past guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzie, Joseph Wilkins, Cody Wittick, Miki Agrawal, Justin Brooke, Nish Samantray, Kurt Elster, John Parkes, Chris Mercer, Rabah Rahil, Bear Handlon, Trevor Crump, Frederick Vallaeys, Preston Rutherford, Anthony Mink, Bill D’Allessandro, Bryan Porter and more

In this episode of the E-commerce Evolution Podcast, host Brett Curry sits down with with award-winning entrepreneur Leah Garcia (https://www.linkedin.com/in/leah-garcia-592988/), founder of Nulastin (https://nulastin.com/).

Leah has a remarkable journey building a beauty brand with shocking retention numbers—80% blended returning revenue and 65% subscription-based customers. From her bootstrapped beginnings (going from zero to $17.5M before hiring her first employee!) to developing bio-designed elastin products that deliver real results, Leah unpacks the strategies that have made her company a standout success even in uncertain economic times.

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Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today!

—

Chapters: 

(00:00) Introducing Leah Garcia 

(02:54) Nulastin’s Mission and Core Products

(07:19) How to Achieve High Retention Rates

(12:59) Removing Friction in the Shopping Experience

(19:33) Optimizing Subscription Models 

(25:50) Knowing Your Customers & Fostering Connections

(30:50) Improvements to Reduce Churn 

(37:08) Direct Response Marketing Insights

(41:42) Navigating Uncertainty in Business

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Connect With Brett: 

• LinkedIn: https://www.linkedin.com/in/thebrettcurry/ 
• YouTube: https://www.youtube.com/@omgcommerce 
• Website: https://www.omgcommerce.com/ 

Relevant Links:

• Nulastin: https://nulastin.com
• Leah’s LinkedIn: https://www.linkedin.com/leah-garcia-592988
• Leah’s Instagram: https://www.instagram.com/leahgarciatv/
• Heart & Soil Beef Organics: https://heartandsoil.co/

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Past guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzie, Joseph Wilkins, Cody Wittick, Miki Agrawal, Justin Brooke, Nish Samantray, Kurt Elster, John Parkes, Chris Mercer, Rabah Rahil, Bear Handlon, Trevor Crump, Frederick Vallaeys, Preston Rutherford, Anthony Mink, Bill D’Allessandro, Bryan Porter and more

In this insightful episode of the E-commerce Evolution Podcast, host Brett Curry sits down with Tom Leonard (https://www.linkedin.com/in/thomasbleonard), a fractional marketing leader who specializes in operationalizing Media Mix Modeling and incrementality testing. They dive deep into the often confusing world of marketing measurement. Tom and Brett will debunk myths about attribution and we reveal what truly drives customer acquisition. 

For ecommerce brands struggling to understand where their marketing dollars are actually working, this conversation offers practical insights on how to move beyond misleading platform metrics.

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Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today!

—

Chapters: 

(00:00) Introducing Tom & Marketing Measurement

(06:30) Understanding Multi-Touch Attribution (MTA)

(12:22) The Case for Incrementality Testing

(22:20) Exploring Media Mix Modeling (MMM)

(27:30) Navigating Budget Cuts and Marketing Spend

(32:17) Understanding Incrementality Vs. Attribution

(35:45) The Importance of Cost Per Incremental

(40:16) How to Get Started with MMM

(44:09) Final Thoughts

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Connect With Brett: 

• LinkedIn: https://www.linkedin.com/in/thebrettcurry/ 
• YouTube: https://www.youtube.com/@omgcommerce 
• Website: https://www.omgcommerce.com/ 

Relevant Links:

• Tom’s LinkedIn: https://www.linkedin.com/in/thomasbleonard

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Past guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzie, Joseph Wilkins, Cody Wittick, Miki Agrawal, Justin Brooke, Nish Samantray, Kurt Elster, John Parkes, Chris Mercer, Rabah Rahil, Bear Handlon, Trevor Crump, Frederick Vallaeys, Preston Rutherford, Anthony Mink, Bill D’Allessandro, Bryan Porter and more

In this insightful episode of the E-commerce Evolution Podcast, host Brett Curry sits down with Jhana Li (https://www.linkedin.com/in/jhana-li), founder of Spyglass Ops, to tackle one of the biggest challenges holding back growing businesses: operational constraints. While many entrepreneurs excel at product development and marketing, they often hit a ceiling when it comes to building operational systems and processes. Jhana shares her expertise as a transformational operations consultant who has helped hundreds of seven and eight-figure businesses scale by creating systems that allow founders to work on their business rather than in it.

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Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today!

—

Chapters: 

(00:00) Introducing Jhana & SpyGlass Ops 

(04:21) Common Operational Problems Founders Face

(07:52) Developing a Strategic Vision to Break Through Bottlenecks

(14:39) Setting Yourself Apart From Competitors

(17:52) Vision Alignment With Your Team

(20:51) Hiring and Onboarding the Right People

(32:31) Structuring An Effective Hiring Process

(40:28) Coaching a High-Performing Team

(46:04) When To Let Underperformers Go

(50:43) Final Thoughts

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Connect With Brett: 

• LinkedIn: https://www.linkedin.com/in/thebrettcurry/ 
• YouTube: https://www.youtube.com/@omgcommerce 
• Website: https://www.omgcommerce.com/ 

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Past guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzie, Joseph Wilkins, Cody Wittick, Miki Agrawal, Justin Brooke, Nish Samantray, Kurt Elster, John Parkes, Chris Mercer, Rabah Rahil, Bear Handlon, Trevor Crump, Frederick Vallaeys, Preston Rutherford, Anthony Mink, Bill D’Allessandro, Bryan Porter and more

In this timely episode, Brett Curry (https://www.linkedin.com/in/thebrettcurry) sits down with Nick Flint (https://www.linkedin.com/in/dominic-flint-b46063b3/), Director of Email Marketing, to tackle the pressing challenge facing e-commerce brands today: how to maintain profitability amid rising tariffs. As import costs surge, they share actionable strategies for protecting your bottom line without sacrificing growth. Whether you’re considering price increases, optimizing marketing spend, or leveraging email to boost customer loyalty, this episode delivers practical solutions you can implement immediately.

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Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today!

—

Chapters: 

(00:00) Introduction

(01:28) Increasing Profitability in the Current Landscape

(04:30) Strategies for Princing and Bundling

(06:32) Effective Cost-Cutting Measures

(11:51) Maximizing Email Marketing Effectiveness

(15:06) Final Thoughts

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Connect With Brett: 

• LinkedIn: https://www.linkedin.com/in/thebrettcurry/ 
• YouTube: https://www.youtube.com/@omgcommerce 
• Website: https://www.omgcommerce.com/ 

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Past guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzie, Joseph Wilkins, Cody Wittick, Miki Agrawal, Justin Brooke, Nish Samantray, Kurt Elster, John Parkes, Chris Mercer, Rabah Rahil, Bear Handlon, Trevor Crump, Frederick Vallaeys, Preston Rutherford, Anthony Mink, Bill D’Allessandro, Bryan Porter and more

This is a recent recording from my appearance on Jordan West's podcast. There’s been a lot of buzz lately about the incrementally of YouTube after Haus Analytics revealed a groundbreaking report from 190 incrementally tests involving YouTube (link: https://www.haus.io/blog/do-youtube-ads-perform-lessons-from-190-incrementality-tests). 

On this episode I share eye-opening case studies demonstrating how YouTube drives significant incremental growth - even when traditional attribution models fail to capture it. If you've been skeptical about YouTube's effectiveness or struggled to measure its impact, this conversation reveals why it might be the missing piece in your marketing strategy and how to approach it correctly.

Key Takeaways:

-Beyond Last-Click Attribution: Discover why obsessing over ROAS metrics can be misleading, and how YouTube drives significant business impact that often isn't captured in traditional attribution models but shows up dramatically in incrementality testing.

-The Real-World Proof: Brett shares compelling case studies, including a brand that saw Amazon sales cut in half when YouTube ads were paused, and another that achieved a 12-25% lift in Walmart store sales through targeted YouTube campaigns.

-The Anatomy of High-Converting YouTube Ads: Learn the essential elements of effective YouTube ads, including how to craft the perfect hook in the first 5 seconds, the importance of standard and "over-the-top" product demonstrations, and why 45-90 second videos often outperform shorter cuts.

-Production Value Matters: Unlike TikTok, YouTube requires slightly higher production quality (though not Super Bowl commercial level) - Brett explains the right balance and why combining polished footage with authentic UGC can be particularly powerful.

-Testing & Measurement Strategies: Get practical advice on how to properly measure YouTube's impact through geo tests, holdouts, search lift studies, and why tracking your overall MER (Media Efficiency Ratio) might be the simplest yet most effective approach.