Honest Ecommerce

Aaron Schwartz is a DTC business builder, investor, and advisor to some of the most innovative commerce tech companies. With a sharp eye for scaling brands and solving complex operational challenges, Aaron has played a pivotal role in shaping the future of Ecommerce.

Before founding Orita, Aaron built a $1M+ watch brand on Shopify, co-founded Passport Shipping to simplify international logistics, and served as the president of Loop Returns, helping brands optimize their post-purchase experience. His hands-on experience across shipping, returns, and AI-driven customer insights makes him a trusted expert in the DTC space.

Today, as the founder of Orita, Aaron is on a mission to help brands unlock the power of their customer data. Orita uses AI to analyze millions of data points, enabling brands to make smarter, more profitable marketing and retention decisions. By focusing on machine learning-driven personalization, Aaron is helping DTC brands move beyond guesswork and into data-backed growth strategies.

With degrees from Columbia and UC Berkeley Haas, Aaron brings both academic rigor and real-world experience to the table. When he’s not revolutionizing the Ecommerce industry, he’s a dedicated father of two—and pretty funny when he’s not in business mode.

In This Conversation We Discuss: 

• [00:42] Intro
• [00:56] Building smarter customer insights with AI
• [02:48] Switching from brand to SaaS
• [05:18] Focusing on customers before scaling up
• [07:04] Solving data problems for brands
• [08:41] Using machine learning to predict customer behavior
• [11:04] Updating customer data daily for better marketing
• [14:18] Investing in AI-powered customer insights
• [16:33] Filtering out the wrong customers
• [17:12] Using AI to boost retention
• [18:34] Finding hidden revenue in your email list

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Grow sales from existing customers with AI optimization orita.ai/
• Follow Aaron Schwartz linkedin.com/in/aaroncharlesschwartz

If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Johnny Person is the Owner and Operator of Aug11 Co, a brand dedicated to creating high-quality, perfectly fitting snapback hats. With no prior experience in Ecommerce, Johnny took a hands-on approach—teaching himself everything from website development to paid ads and email marketing to build a brand that stands out in the crowded apparel space.

Before launching Aug11 Co, Johnny ran service-based businesses but always dreamed of creating a product-driven brand. After a transformative personal journey, he found inspiration in honoring a pivotal moment in his life, leading to the creation of Aug11 Co. His commitment to quality, authenticity, and relationship-driven growth has shaped a brand that resonates with customers beyond just the product.

Today, Aug11 Co is known for its "quality hats that fit perfectly—guaranteed" promise, ensuring every customer gets the perfect fit or their money back. By leveraging a mix of paid media, organic social, and direct outreach, Johnny has grown Aug11 Co into a brand built on community, trust, and craftsmanship.

In This Conversation We Discuss:

• 00:39] Intro
• [01:16] Pivoting from services to product-based business
• [06:35] Scaling sales faster than expected
• [07:58 Learning every part of the business first
• [10:31] Hiring the right team starts with you
• [11:52] Soft launching with a password-protected store
• [12:41] Scaling ad spend from $50 to $500/day
• [14:00] Episode Sponsors: StoreTester and Intelligems
• [17:12] Leveraging social media for customer acquisition
• [18:09] Testing Snapchat ads for new customers
• [19:32] Scaling customer reach with strategic gifting
• [20:33] Treating influencer outreach as an investment
• [22:23] Focusing on recognition over short-term profit
• [23:15] How a simple email boosted retention
• [25:38] Turning rock bottom into a brand mission

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Quality Hats That Fit Perfect, Guaranteed aug11.co/
• Follow Johnny Person linkedin.com/in/johnnyperson
• Book a demo today at intelligems.io/
• Done-for-you conversion rate optimization service storetester.com/

If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

In This Conversation We Discuss:

• [00:40] Intro
• [00:54] Jumping into Business Without Hesitation
• [01:51] Launching a Brand from a Simple Idea
• [05:26] Reinventing How Fragrances Are Sold
• [08:36] Turning a Vision into a Real Product
• [11:13] Episode Sponsors: StoreTester and Intelligems
• [14:26] Turning Free Samples into Sales
• [16:21] Using Starter Kits to Boost Conversions
• [19:58] Balancing a Startup and a Full-Time Job
• [22:03] Why Overcomplicating Business Holds You Back
• [24:44] Finding Success in What You Love

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Award-winning colognes and candles guyfox.com/
• Follow Liam Eriksson linkedin.com/in/liameriksson
• Book a demo today at intelligems.io/
• Done-for-you conversion rate optimization service storetester.com/

If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Tim Masek is the CMO of Storetasker, the largest platform to hire high-end Ecommerce talent. With a deep background in growth and Ecommerce enablement, Tim has played a pivotal role in connecting top-tier freelancers with Shopify merchants, helping brands scale with expert support.

Before joining Storetasker, Tim founded and sold 1-800-D2C, a go-to platform that helped Ecommerce operators discover the best software solutions. His expertise in building marketplaces and curating specialized talent has made him a sought-after voice in the future of hiring and the evolution of freelance networks in Ecommerce.

Passionate about the intersection of talent and technology, Tim continues to shape the way brands access expert freelancers, ensuring that Storetasker remains the trusted hub for Shopify’s growing ecosystem.

In This Conversation We Discuss: 

• [00:46] Intro
• [01:04] Connecting brands with top talent
• [02:33] Targeting specific pain points
• [04:36] Expanding services strategically
• [08:20] Finding the right DTC marketer
• [09:31] Matching talent by industry
• [10:19] Avoiding marketplace dilution
• [12:52] Building brand equity first
• [13:50] Balancing full-time and freelance
• [17:40] Running lean without full-time hires

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Connect With The Best Shopify Experts storetasker.com/
• Follow Tim Masek linkedin.com/in/timmasek
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If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Brandi Corbello is the founder and CEO of Melan, a sunscreen brand redefining sun care with a focus on comfort, fun, and giving back to melanoma and skin cancer research. As a melanoma survivor, Brandi’s journey inspired her to create a clean, effective sunscreen that makes sun protection effortless and enjoyable.

After facing her own battle with skin cancer, Brandi launched Melan with a mission to change the way people think about sunscreen. Under her leadership, Melan has combined high-performance formulas with transparency and purpose, ensuring that every product not only protects but also supports melanoma awareness and research. A passionate advocate for self-care, wellness, and community, Brandi continues to push the boundaries of the sun care industry, making sunscreen a daily essential for all.

In This Conversation We Discuss:

• [00:45] Intro
• [01:07] Advocating for better product standards
• [05:17] Investing in product education before launching
• [06:54] Researching before committing to a business
• [07:36] Defining brand identity before launch
• [09:00] Launching new products based on demand
• [10:28] Using trade shows for brand awareness
• [11:29] Episode Sponsors: StoreTester and Intelligems
• [14:41] Learning the complexities of retail barcodes
• [16:57] Testing the new brand with customers
• [19:11] Building community through live events

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Melan | Protect Your Rind melansuncare.com/
• Follow Brandi Corbello linkedin.com/in/brandicorbello
• Book a demo today at https://www.intelligems.io/
• Done-for-you conversion rate optimization service https://storetester.com/

If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Allison Herman is the owner and CEO of Dragonwing, an activewear brand designed specifically for teen and tween girls. With a background in competitive swimming and over two decades in children’s activewear, she combines her passion for athletics and fashion to create high-quality, confidence-boosting apparel.

After acquiring Dragonwing in 2022, Allison relaunched the brand in Denver, transforming it into a leading name in girls' activewear. Under her leadership, Dragonwing has redefined comfort and style, ensuring that every girl feels empowered—whether she's at the dance studio, on the field, or hanging out with friends. A seasoned expert in apparel manufacturing, sourcing, and merchandising, Allison continues to innovate, bringing functional and stylish activewear to the next generation.

In This Conversation We Discuss:

• [00:37] Intro
• [01:16] Updating legacy products for growth
• [02:15] Finding the perfect business fit
• [03:25] Designing activewear for all sizes
• [04:21] Growing through brand ambassadors
• [05:56] Diversifying product mix for growth
• [07:51] Expanding into retail partnerships
• [08:40] Leveraging social for brand awareness
• [09:48] Expanding brand reach through events
• [10:30] Networking for business growth
• [10:53] Episode sponsors: StoreTester and Intelligems
• [14:05] Learning from costly branding mistakes
• [15:55] Tailoring product mix for retailers
• [16:38] Finding the right people to support growth
• [17:42] Launching products beyond seasonal drops
• [19:37] Building a mission-driven brand

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Activewear and dancewear that's anything but ordinary dragonwing.com/
• Follow Allison Herman linkedin.com/company/dragonwing
• Book a demo today at intelligems.io/
• Done-for-you conversion rate optimization service storetester.com/

If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Nick Trueman is an expert in digital marketing, specializing in PPC and SEO strategies that drive real revenue. As the Director of PPC & SEO Consultancy at Spec Digital and Host of the Winning With Shopify Podcast, Nick has spent over 17 years helping brands scale through search and performance marketing.

Nick founded Spec Digital, a leading PPC & SEO consultancy, in 2011 and has since worked with over 1,500 brands across various industries. His expertise has even influenced changes in how major search engines operate. Before Spec, he launched and successfully sold TrueLine Marketing to the Collider Group in 2013.

With a deep understanding of Google & Bing advertising, website optimization, and revenue growth, Nick’s insights help businesses maximize their lead generation and ecommerce success. On Winning With Shopify, he shares actionable strategies, interviews top industry experts, and dives into the latest trends shaping digital commerce.

In This Conversation We Discuss: 

• [00:09] Intro
• [01:29] Scaling from local to global brands
• [04:27] Turning an unexpected role into success
• [05:10] Building a business beyond a podcast
• [06:12] Making decisions with outdated data
• [08:40] Navigating post-COVID economic realities
• [12:13] Optimizing margins through smart supply chains
• [16:29] Maximizing ROI without increasing ad spend
• [19:11] Creating collections that actually convert
• [22:49] Investing in tools but never using them
• [25:40] Knowing your strengths in business growth
• [26:57] Testing before launching new features
• [29:40] Analyzing conversion rates vs. order value
• [32:02] Standing out beyond basic discounts
• [34:03] Forecasting demand with creative strategies

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Digital Marketing Agency in Surrey spec.digital/
• It's Time To Win, With Our Shopify Podcast wwspodcast.com/
• Follow Nick Trueman uk.linkedin.com/in/ntrueman

If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Heather Florio is the second-generation owner and CEO of Desert Harvest, a company pioneering sustainable solutions in pelvic and sexual health. Recognized by Authority Magazine as one of the Top 50 Women in Wellness and featured in Forbes as a top woman in business, Heather has spent over 30 years driving innovation in the industry.

Under her leadership, Desert Harvest has transformed pelvic healthcare, funding medical research, launching science-backed products, and advocating for those suffering in silence. As a pelvic health specialist and "Sexpert," Heather shares her expertise globally, speaking on panels and at conferences to raise awareness about chronic pelvic health issues.

In This Conversation We Discuss:

• [00:14] Intro
• [01:09] Developing products that align with brand mission
• [01:30] Identifying market gaps through personal experience
• [03:26] Building a business where people find their niche
• [04:53] Following Ecommerce industry shifts to stay ahead
• [06:45] Partnering with nonprofits for awareness 
• [08:57] Evolving a brand’s online presence over decades
• [10:35] Selling online before Ecommerce platforms existed
• [12:00] Struggling with early web design tools 
• [13:59] Navigating regulatory changes in Ecommerce
• [15:28] Episode sponsors: StoreTester and Intelligems 
• [18:40] Using AI for customer acquisition & targeting
• [20:18] Optimizing for AI-driven recommendations
• [21:10] Adapting to AI-driven consumer research
• [25:41] Building consumer trust through education
• [27:01] Creating a brand connection that lasts

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Scientifically studied, all-natural supplements and skincare desertharvest.com/
• Follow Heather Florio linkedin.com/in/heather-florio-468822a4
• Book a demo today at intelligems.io/
• Done-for-you conversion rate optimization service storetester.com/

If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Haley Weidenbaum is the Co-Founder and CEO of Everhem, a custom window treatment brand simplifying the design process. After a decade as an interior designer in Los Angeles, Haley noticed a recurring pain point: window treatments were costly, inconsistent, and error-prone.

In 2018, she and her husband Adam self-funded Everhem to offer an easy online solution for consumers and interior designers. Today, Everhem is a multi-million-dollar business with a less than 1% mistake rate, serving top designers and A-list clients like Amber Valetta, Bryce Dallas Howard, and Nacho + Blanca Figueras.

Everhem has thrived beyond the pandemic boom, blending trend insights with exceptional craftsmanship, with every order still hand-sewn in Los Angeles. Haley’s expertise in design and entrepreneurship offers invaluable lessons for building customer-first businesses.

In This Conversation We Discuss:

• [00:46] Intro
• [01:05] Understanding niche product offerings
• [01:37] Recognizing customer pain points
• [04:48] Building a brand from scratch
• [05:35] Hiring for sustainable growth
• [07:04] Turning ideas into execution
• [07:51] Creating a seamless user experience
• [10:38] Partnering with designers and influencers
• [14:03] Episode sponsors: StoreTester and Intelligems
• [17:13] Finding product-market fit organically
• [18:52] Standing out with craftsmanship
• [21:56] Balancing trade and consumer needs
• [23:28] Launching products from feedback
• [25:15] Streamlining the customer journey

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Where warmth meets sophistication. everhem.com/    
• Follow Haley Weidenbaum linkedin.com/in/haley-weidenbaum-85974b12   
• Book a demo today at intelligems.io/   
• Done-for-you conversion rate optimization service storetester.com/

If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Leo Martinez, Program Director for eTail Palm Springs, London, and Toronto, curates one of eCommerce’s most influential events. He drives high-impact content, recruits top industry leaders, and ensures eTail delivers actionable insights for today’s fast-changing retail landscape.

For 26+ years, eTail has been more than a conference, it’s a community where executives from DTC startups to Fortune 500 brands connect, share strategies, and drive real growth. Under Leo’s leadership, eTail continues to evolve, covering AI-driven personalization, omnichannel innovation, and next-gen customer experiences.

Leo’s expertise in networking, trend-spotting, and facilitating valuable discussions keeps eTail a must-attend event for retail leaders looking to stay ahead.

In This Conversation We Discuss: 

• [00:41] Intro
• [02:00] Identifying trends to guide industry conversations
• [03:19] Featuring insights from e-commerce and marketing leaders
• [04:15] Highlighting professional development and industry trends
• [06:17] Connecting digital marketing pros with industry insights
• [08:08] Identifying sessions and networking goals
• [00:39] Scheduling downtime to avoid burnout at events
• [11:06] Evolving with the industry through challenges and change

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Changing the Face of Retail Since 1999 etailwest.wbresearch.com/
• Follow Leo Martinez linkedin.com/in/leucepe-alexander-m-1a712a14/

 If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!