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Podcast summary:

In this podcast, Warren Cowan and James Gurd delve into the critical importance of understanding the context of data when making ecommerce decisions.

They explore how misinterpreting data can lead to compromised decisions, using real-world examples like Elton John's unexpected influence on a test for Matches Fashion.

The discussion highlights the necessity of scrutinising test results to ensure reliability and the dangers of relying solely on metrics like revenue per visitor, which can be easily skewed by outliers.

Warren also emphasises the need for businesses to focus on customer intent and context, rather than just catalogue-driven approaches to merchandising, to enhance user experience and drive better decision-making.

This episode is a must-listen for anyone looking to improve their data-driven strategies and understand the nuances of contextual data in ecommerce.

Key takeaways:

• Understanding data context is crucial for better decision-making.
• Mistakes in testing can lead to valuable learning opportunities.
• Testing results can be skewed by outliers and external factors.
• Customer intent should drive the design of ecommerce platforms.
• The goal of focusing on customer intent is to inspire and support customers in their shopping journey.

• Creating a seamless shopping experience requires understanding user journeys.
• Retailers must adapt to changing customer behaviours and preferences.

Chapters:

[05:20] Warren Cowan's Journey to Founder of FoundIt!

[10:13] Understanding Testing and Misreading Results

[15:10] Celebrity Influence on A/B Testing

[19:40] The Importance of User Intent in Ecommerce

[25:04] Utilising Intent Signals for Better Navigation

[30:33] Creating Engaging Shopping Experiences

[32:45] Capturing Behavioural Intent Signals

[41:55] The Importance of Structured Product Data

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Episode summary:

Imagine walking into a store, stepping onto a scanner, and instantly unlocking a personalised journey that follows you from the shop floor to your phone and beyond. That’s the reality Vivobarefoot is building with its MyVivo CRM project - a bold step toward a seamless, omnichannel customer experience.

The MyVivo experience begins in-store, where customers are invited to take a foot scan. This isn’t just a novelty; it’s the foundation for a tailored relationship. The scan captures unique data, helping staff recommend the perfect fit and style. But the magic doesn’t stop there.

Once the scan is complete, MyVivo connects the dots across every touchpoint. Customers receive personalised recommendations and content through email, the Vivobarefoot app, and even in future store visits. The system remembers preferences, past purchases, and even foot health insights, ensuring every interaction—online or offline—feels connected and relevant.

What sets MyVivo apart is the commitment to true omnichannel engagement. Whether a customer shops online, visits a store, or interacts via mobile, their experience is consistent and informed by their unique profile. This not only builds loyalty but also empowers customers to make better choices for their feet and the planet.

Vivobarefoot’s MyVivo project is more than a CRM upgrade - it’s a reimagining of what customer experience can be. By starting with a simple foot scan and extending that data across every channel, Vivobarefoot is setting a new standard for personalized, omnichannel retail.

Tune in to listen to Amy Fullerton, Global Head of CRM, discuss how Vivobarefoot built the vision for MyVivo and the process they followed to start implementing this transformative service.

Key takeaways:

• Understanding customer behaviour is crucial for effective CRM.

• Vivobarefoot aims to encourage a barefoot lifestyle through education and community engagement.
• Data integration and system alignment are key challenges in CRM.
• Customer insights are gathered through biometric and behavioral data.
• The importance of making data actionable for customer engagement.

• The project is structured around four strategic pillars: product, health, community, and rewards.
• Future developments will include on-demand health content and personalised recommendations.

Chapters:

[00:00] Laying the Foundations for a Connected Future

[02:41] Understanding My Vivo: Mission and Goals

[07:47] Strategic Pillars of Customer Loyalty

[11:34] Structuring the Transformative CRM Project

[14:19] Tech Challenges in CRM Implementation

[19:53] Gathering and Utilizing Customer Insights

[25:36] Making Data Actionable for Customer Experience

[35:35] Future Vision: On-Demand Health Content

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Episode summary:

In this conversation, James Gurd and Josh Duggan discuss the evolving landscape of ecommerce marketing, focusing on performance and brand marketing trends.

They explore how consumer search behavior is changing due to AI and chatbots, the importance of content in marketing strategies, and the need for brands to optimise for profitability.

The discussion also covers measurement techniques, the challenges of expanding into international markets, and the role of AI in enhancing paid media strategies.

Key takeaways:

• The ecommerce landscape is rapidly changing due to AI and chatbots.
• Consumer search behaviour is shifting, with a predicted drop in search engine volumes as AI agents increase
• Brands must adapt their marketing strategies to focus on upper funnel tactics.
• Content quality and relevance are crucial for engaging consumers today.
• Understanding profitability is essential for effective ad spend management.
• Incrementality testing helps brands measure the true impact of their marketing efforts.
• International markets present significant growth opportunities for ecommerce brands.
• Social proof can enhance the effectiveness of marketing campaigns in new markets.
• AI is increasingly being used to automate and optimise marketing processes.
• Brands need to be strategic in their approach to paid media and content creation.

Chapters:

[00:40] Introduction to E-commerce Marketing Trends

[07:20] The Evolution of Consumer Search Behaviour

[13:15] Paid Media Strategies and Consumer Behaviour

[17:40] The Importance of Content in Marketing

[23:35] Optimising for Profitability in Ad Spend

[29:35] Measurement and Incrementality Testing

[37:45] Expanding into International Markets

[43:30] The Role of AI in Paid Media

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Episode summary:

In this conversation, James Gurd, Sam Hurley and Paul Rogers discuss the evolving landscape of SEO in the context of AI engines and LLMs.

They explore how AI search is impacting traffic trends, the importance of brand visibility, and the need for SEO strategies to adapt to these changes.

The discussion highlights the significance of content structure, the enduring principles of SEO, and the future direction of search in an AI-driven world.

Key takeaways:

• AI search is not a myth; it's growing and impacting SEO.
• Traffic from AI agents is increasing but still represents a small percentage.
• Brand visibility is becoming more important than direct traffic.
• SEO strategies need to adapt to the rise of AI-driven search.
• Content structure and relevance are crucial for appearing in AI overviews.
• The principles of SEO remain the same despite changes in technology.
• Understanding how brands are perceived online is essential.
• Longer, more specific search queries are on the rise.
• AI overviews may change how brands approach content strategy.
• The future of SEO will involve more focus on brand discovery.

00:35 The Rise of AI in SEO

03:00 Understanding Traffic Trends from AI Agents

06:45 Brand Visibility vs. Direct Traffic

11:40 The Accuracy of Data in AI Search

17:15 The Importance of AI Overviews

22:20 SEO Principles in the Age of AI

31:30 Practical Advice for Adapting to AI Search

Follow us on LinkedIn & subscribe to our bi-weekly ecommerce newsletter:https://www.linkedin.com/company/inside-commerce/Podcast summary:This conversation explores the future of Content Management Systems (CMS) in ecommerce, focusing on the evolution of page builders, the impact of headless CMS, and the integration of Gen AI in content generation.The discussion highlights the varying needs of businesses based on their size and type, the constraints of native page builders, and the importance of structured data and business agility. A case study on Jamie Oliver's migration to a headless CMS illustrates the practical benefits and challenges of such transitions. The conversation concludes with insights on the evolving role of Product Information Management (PIM) systems and future trends in the CMS landscape.Key takeaways

1. The future of CMS in e-commerce is evolving rapidly.2. Not all brands prioritize content in the same way.3. The role of a CMS varies significantly by business type.4. Native page builders have inherent constraints.5. Headless CMS offers flexibility and scalability.6. Gen AI is transforming content management processes.7. Business agility is essential for adapting to changes.8. PIM systems are evolving beyond just product data management.9. Structured data is crucial for leveraging AI effectively.10. Empowering clients through technology enhances their capabilities.Chapters:[00:00] The Future of CMS in Ecommerce[01:44] Understanding the Role of CMS by Business Type[07:11] Constraints of Native Page Builders[12:35] Evolution of CMS Platforms and Headless Solutions[15:40] Impact of Gen AI on Content Management[21:05] Navigating Ecosystem Choices[24:15] The Speed of Change in Technology[25:52] CMS Evolution and the Role of PIM[29:18] Headless CMS: When and Why?[32:48] Empowering Clients Through Technology[38:05] Future Trends in CMS and Ecommerce

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Podcast Summary:

Stay connected with the leading ecommerce platforms. In this episode, we interview leaders and visionaries from Shopify, BigCommerce, Centra, Commerce Layer, Remarkable Commerce, Scayle Commerce Engine and Shopline for a fireside chat on what’s happening in the second half of 2025.

The conversation covers global market trends, vendor-specific strategies, product roadmaps, and the impact of AI on ecommerce. Each vendor shares their focus areas, challenges, and innovations aimed at enhancing customer experience and optimising performance across various sales channels.

The conversation delves into the evolving landscape of ecommerce, highlighting innovations in POS systems, the impact of AI on shopping experiences, and the importance of modular and composable commerce solutions. The speakers discuss current trends shaping their GTM strategies, including the rise of marketplaces, operational challenges, and the need for localised approaches in global commerce. They also explore product roadmaps and the significance of customer experience in driving engagement and conversion.

Key takeaways:

1. AI is becoming a crucial tool for platforms to enhance operational efficiency.

2. Merchants are increasingly looking for solutions that simplify their operations.

3. The future of e-commerce will heavily rely on technology that adapts to changing consumer behaviours.

4. POS systems are evolving to capture more customer data.

5. Retailers are increasingly looking for flexibility in their tech stack.

6. Customer experience is a key focus for ecommerce platforms.

7. Global commerce requires localised strategies for success.

8. The importance of a unified user experience in ecommerce is growing.

Chapters:

[02:00] Centra

[15:30] Shopline

[28:45] BigCommerce

[44:30] Shopify

[1:00:45] Remarkable Commerce

[1:16:45] Commerce Layer

[1:35:00] Scayle Commerce Engine

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Summary:

In this ecommerce podcast, independent consultant James Gurd speaks with Henrik Hovfman-Kraft, founder of DEMA, about the challenges and strategies in ecommerce marketing.They discuss the importance of balancing short-term sales pressures with long-term growth strategies, the role of marketing mix modelling (MMM) in understanding marketing effectiveness, and the significance of incrementality testing in measuring true impact. Henrik shares insights from his entrepreneurial journey and how DEMA provides data-driven solutions for brands to optimise their marketing efforts and avoid leaving money on the table.

Key takeaways:

1. DEMA was founded to address the lack of data-driven decision-making in ecommerce.

2. Marketing mix modeling (MMM) helps brands understand the effectiveness of their marketing spend.

3. Incrementality testing is crucial for measuring the true impact of marketing efforts.

4. Brands often leave money on the table by not optimizing their marketing strategies based on data.

5. Data silos hinder effective decision-making in e-commerce.

6.. Understanding contribution margin is essential for sustainable growth.

7. Brands need to connect online and offline data for a comprehensive view.

8. The ad stock effect is important for measuring the long-term impact of marketing spend.

9. Brands should always experiment and test their marketing strategies.

Chapters:

[00:30] Navigating the E-commerce Landscape

[07:30] The Importance of Data in Marketing

[14:20] Understanding Marketing Mix Modelling (MMM

)[20:00] Balancing Short-term and Long-term Strategies

[26:37] Incrementality Testing in Marketing

[45:30] Identifying Missed Opportunities in Sales

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Summary:

In this ecommerce podcast, James & Paul drill into how to build out a loyalty strategy, with examples of brands executing this well. This episode is useful if you have a loyalty program and want to improve it, or are in the process of building out a loyalty strategy.

The main focus is on positioning loyalty strategy correctly, because loyalty is about more than a program. A loyalty strategy is focuses on customer engagement & customer experience, because loyalty is earned through consistently great customer experience.

This podcast will help you understand the fundamental mechanics of building customer loyalty, exploring levers to encourage customers to feel more positive about your brand and giving them a reason to shop directly with you. Loyalty starts when people first visit and come get used to your brand, not just when they're buying or in a repeat purchase cycle.

Tune in to understand the evolution of loyalty strategies, the importance of customer experience, leveraging customer insights and data, and the necessity of financial modeling to justify investments in loyalty programs. You'll get practical examples to help you enhance your loyalty offering and better understand customer value.

Key takeaways:

• Loyalty is earned through great customer experience.
• A loyalty strategy is more than just a program.
• Understanding customer engagement mechanics is crucial.
• Loyalty should be viewed as a broader customer strategy.
• Rewarding positive customer behaviour is essential.
• Customer insights are vital for effective loyalty programs.
• Setting clear goals is necessary for loyalty success.
• Measuring success should include customer experience metrics.
• Incentivising data collection enhances customer understanding.
• Financial modelling is critical for justifying loyalty investments.

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Summary:

In this podcast, the discussion revolves around the impact of AI on ecommerce teams, particularly focusing on the relationship between technology agencies and their clients.

The conversation highlights Seth's experiment of building a website using AI tools without any developer assistance, revealing both the potential and challenges of AI in development.

The discussion emphasises the importance of understanding AI's capabilities, the ongoing need for developers, and the efficiency gains that AI can bring to agencies. It also covers the future of AI in ecommerce platforms and the necessity of collaboration between AI and human expertise.

During this conversation, James, Seth & Jim explore the evolving role of AI in ecommerce, emphasising the importance of efficiency, risk management, and the need for prompt engineering strategies.

They explore how AI can enhance decision-making, streamline operations, and drive innovation while also addressing the complexities and risks associated with integrating AI tools into business processes.

Key takeaways:

• Understanding AI's capabilities is crucial for marketers.
• Building complex applications with AI requires technical knowledge.
• AI can expose security vulnerabilities if not used carefully.
• The role of developers remains critical despite AI advancements.
• AI can speed up design thinking and ideation processes.
• AI can speed up coding but requires human oversight.
• Agencies are leveraging AI for efficiency gains.

• The future of ecommerce may rely on AI-driven interfaces.
• Collaboration between AI and human developers is essential.

• Prompt engineering is essential for maximising AI productivity.

• Agencies must evolve to become educators in AI usage.

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Episode summary:

In this episode of the Inside Commerce podcast, Paul Rogers speaks with Matt Parkinson from Gene about the evolution of Magento and Adobe.

They explore the dangers of platform tribalism, and discuss the current state of the platform ecosystem, the challenges and opportunities facing businesses in the ecommerce space. They cover the aggressive competition among platforms, the flexibility of Magento, and the implications of Adobe's SaaS strategy.

Additionally, they explore the role of Hyva in revitalising the Magento community and enhancing innovation. Paul and Matt Parkinson also discuss the evolving landscape of ecommerce, focusing on Adobe and Shopify.

Key takeaways:

• The platform ecosystem has become aggressive and tribal, with strong opinions on various platforms.

• Magento aims to serve a wide range of businesses, from small startups to large enterprises.
• Adobe's SaaS strategy addresses known issues with Magento, such as total cost of ownership.
• The app builder offers a low-code solution for integrating third-party technologies.
• Adobe Commerce Optimizer provides a pathway to full SaaS for existing Magento users.
• Hyva front-end has revitalised the Magento community and enhanced innovation.

• Community advocacy plays a crucial role in product development.
• The future of Adobe and Magento is leaning towards enterprise and B2B markets.
• Shopify's ease of use contrasts with the complexity of B2B solutions.
• Bluefinch aims to streamline the patching and upgrading process for merchants.
• ShopThru seeks to revolutionize ecommerce by embedding checkout experiences.

• The future of ecommerce will likely involve more AI and agentic commerce.