Inside Commerce: Ecommerce Strategy, CX and Technology Podcast

"Make sure customer touchpoints are cohesive and the data is clean. The average brand has 20+ apps and there's a lot of noise in that data. Removing that noise avoids wasted ad spend and drives more revenue."

Episode summary:

The major networks including Google & Meta are investing heavily in AI to automate campaign creative and targeting. As the capabilities accelerate, brands need to understand the role AI plays in marketing strategy.

In this panel discussion, the CEO of Shopify datalayer specialist Littledata and marketing leaders from the brands using it, discuss the pre-requisites for using AI in marketing.

The conversation covers:

1. How to improve the quality of signal you're feeding the algorithms.
2. What data matters most when enabling AI in marketing.
3. Focusing on keeping data clean, reducing the noise from the apps and 3rd parties generating data points.
4. Sensible adoption of AI in marketing, retaining a careful control on quality of execution.

The panelists:

• Edward Upton, CEO at Littledata.
• Teddy Robinson, Chief of Staff at Grind Coffee.
• Dan Eales, Head of Growth at Omni.

Agentic storefronts attract divided opinions. From early adopters convinced they're an innovative way to service online customers who need a deeper level of assistance, akin to an in-store sales assistant, to cynics who see this as a distraction from fixing your main website.

That's why we invited Jojo Regan, co-founder at Manors Golf, to join us and explain how & why they've launched an agentic storefront to complement the main website. As a self-confessed early adopter of technology, Jojo offers an interesting perspective on the role agentic storefronts can play within an ecommerce strategy.

In Jojo's opinion, some brands are missing a huge opportunity by sticking to static, traditional ecommerce experiences. We explore how leveraging AI-driven, conversation-based storefronts can transform customer engagement and boost sales.

His vision is for a golf apparel brand that lets customers chat, discover and personalise their shopping journey in real-time, without the limitations of static pages.

Jojo explains how Manners Golf is pioneering this shift by integrating an agentic storefront powered by large language models (LLMs). He discusses the strategic thinking behind enhancing traditional online stores with dynamic, interactive experiences that mimic walking into a physical shop, where personalised recommendations and discovery happen naturally.

Tune in for the following:

• The way early adoption of innovative tech like agentic storefronts keeps Manors ahead of the curve in ecommerce.
• The impact of conversational experiences on key metric, such as a 54% reduction in return rate.
• The future of AI-enabled shopping: personalisedand highly engaging environments that anticipate consumer expectations.
• Why early investment in these technologies positions brands as industry leaders in the coming AI-driven retail landscape.
• How Manors Golf employs a team with creative and technical expertise to produce viral content that drives a top-of-funnel strategy without heavy paid marketing.

It's still very early days for agentic storefronts, so real-world case studies will help you build your understanding of what is possible, and what is relevant.

"I think it's very important to stand for something. If I die today or tomorrow, will I be missed? And if the answer is no, what am I doing here? I need to change what I'm doing. I want to be liked. And that's the same for us as a brand."

Episode summary

Our Pulse Special series features the hottest content from the UK's leading ecommerce event, including panel discussions with respected brands and technology vendors.

Exclusive to Inside Commerce, these discussions share interesting insights from respected industry practitioners.

In this episode, Axel Arigato’s CEO & co-founder, Albin Johansson, shares the ambitious steps he took to transform a small Swedish label into a worldwide phenomenon, from launching the “drop of the week” strategy to opening stores in London, New York and Dubai.

Most brands chase fleeting attention; Axel Arigato’s story proves that a sustained focus on authenticity, community and physical presence can turn a niche brand into a global icon.

Discover how they built their brand on the principles of genuine connection and staying true to their roots, despite scaling in a noisy, distracted digital world.

We break down the importance of “top of mind” thinking, the power of physical spaces in a digital era, and why authenticity beats superficial trends every time. You’ll learn how Axel Arigato navigated turning a risky brick-and-mortar expansion into a success, and why their deliberate, community-focused approach keeps them relevant, even after more than a decade of growth.

If you’re wondering how to stand out without sacrificing your core values, this episode will inspire you to get back to basics. Albin's journey is proof that genuine, purposeful brand building can cut through the noise and create a lasting global footprint.

Podcast Highlights

1. Building with Intent: Albin discusses the importance of authenticity and being genuine in brand building, emphasizing the need to own something unique in the market.
2. From Digital to Physical: The transition from a 100% digital brand to opening physical stores, highlighting the importance of meeting customers in person and presenting the brand's universe.
3. Lessons Learned: Albin reflects on the mistakes made during rapid scaling, emphasizing the need to return to the brand's core values and not accept mediocrity.
4. Community and Authenticity: The focus on building and inspiring a community, and the challenges of maintaining authenticity in a crowded market.

Our Pulse Special series features the hottest content from the UK's leading ecommerce event, including panel discussions with respected brands and technology vendors.

Exclusive to Inside Commerce, these discussions share interesting insights from respected industry practitioners.

In this panel, ecommerce leaders discuss the operational capabilities that are critical to global commerce success.

Panelists:

1. Alister Hewitt, Director of Technology & Operations at Rat & Boa
2. Sara Gomes, Ecommerce Manager at Studio Nicholson
3. Ross Allsop, Global Brand Advisor, Swap Commerce.

Key discussion points:

• Maintaining brand integrity as you expand globally.
• Managing growth in the US through turbulent times.
• Strategies to smooth operations for handling returns.
• How operational inputs can improve the front-end customer experience.
• Keeping brand control & authenticity across agentic journeys.

View all Pulse panels.

About Pulse

Pulse is an ecommerce conference designed for ambitious high-growth retailers and brands looking for inspiration and innovation from some of the top speakers in ecommerce and digital marketing. It takes place over 2 days every year in London, UK, with its sister New York event in September.

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Our Pulse Special episodes feature the hottest content from the 2026 event, including panel discussions with leading brands and technology vendors.

Exclusive to Inside Commerce, these discussions share interesting insights from respected industry practitioners.

In this panel,  Dan Bond of Revlifter & Sian Wells, Senior Performance Marketing Manager at Sportsshoes, explain the challenges of using promotions strategically to drive positive results and minimise unnecessary margin erosion.

Key discussion points:

• Understanding the damage promotions can have on brands
• Knowing when a promotion should be used & why
• Using data to improve targeting
• Personalisation in performance marketing - using promotions more effectively

Visit insidecommerce.fm to access the full Pulse panel series.

About Pulse

Pulse is an ecommerce conference designed for ambitious high-growth retailers and brands looking for inspiration and innovation from some of the top speakers in ecommerce and digital marketing. It takes place over 2 days every year in London, UK, with its sister New York event in September.

Our Pulse Special episodes feature the hottest content from the 2026 event, including panel discussions with leading brands and technology vendors.Exclusive to Inside Commerce, these discussions share interesting insights from respected industry practitioners.In this panel, ex Gymshark CEO Steve Hewitt, now founder of Whanau Advisory, talks about the economics of scale. Steve joined Gymshark when it was at £5 million revenue, and oversaw its rapid growth to £500 million +, leading the business through investment and a £1 billion+ valuation. He talks about their four buckets for success:1. What's the brand's purpose?2. Who does it exist for?3. What is the brand's value set?4. What is the business model and how scalable is it?He explores the dynamics of investment and how investors evaluate the investment potential for ecommerce brands.It's an incredible opportunity to get expert advice from a seasoned ecommerce executive who understands the commercial dynamics of growth and investment.About PulsePulse is an ecommerce conference designed for ambitious high-growth retailers and brands looking for inspiration and innovation from some of the top speakers in ecommerce and digital marketing.It takes place over 2 days every year in London, UK, with it sister New York event in September.

Our Pulse Special episodes feature the hottest content from the 2026 event, including panel discussions with leading brands and technology vendors.Exclusive to Inside Commerce, these discussions share interesting insights from respected industry practitioners.In this panel, Oren John and Clayton Chambers from Hyper Studios, explore what a creator strategy is and how ecommerce brands can embrace and benefit from the creator community.About PulsePulse is an ecommerce conference designed for ambitious high-growth retailers and brands looking for inspiration and innovation from some of the top speakers in ecommerce and digital marketing.It takes place over 2 days every year in London, UK, with it sister New York event in September.

Our Pulse Special episodes feature the hottest content from the 2026 event, including panel discussions with leading brands and technology vendors.

Exclusive to Inside Commerce, these discussions share interesting insights from respected industry practitioners.

In this panel, Jake Messer, founder of bound and UN:IK Clothing, and Ian Mackey, Global Marketing Director at Percival, discuss how each business is thriving through brand and performance marketing, driving sustainable revenue growth.

About Pulse

Pulse is an ecommerce conference designed for ambitious high-growth retailers and brands looking for inspiration and innovation from some of the top speakers in ecommerce and digital marketing.

Leveraging AI for Business Efficiency and Workflow Automation

Explore how AI is revolutionising operational workflows, replatforming and client collaboration in ecommerce.

This episode delves into practical applications, strategic insights and real-world examples from industry experts on integrating AI into business processes to enhance productivity, quality and value.

We discuss how even imperfect AI models can vastly increase operational efficiency through automation and scaling, but explain why human experts are needed to provide sensible guardrails and oversight.

Here's what you'll get from this episode:

• The evolution of AI in agency workflows and internal operations at leading agency Tom & Co.
• Practical uses of agentic versus transactional AI, including long-term memory solutions.
• Automating data cleansing, prototyping and content generation with AI tools like Claude and ChatGPT.
• Building smarter workflows with AI-driven decision-making and human-in-the-loop governance.
• How AI can reduce grunt work in ecommerce, freeing teams for higher-value tasks.
• Examples of AI supporting client needs, from statement of work creation to inquiries and service desk automation.
• Strategic shift from code writing to system architecture and oversight skills.

This episode showcases how pragmatic AI integration can transform operational efficiency, empower teams and deliver measurable business outcomes. Whether you're an agency, vendor or ecommerce business, these insights could help you harness AI for your next growth phase.

Key topics & timings:

[00:45] - Guest introductions and background.[02:45] - AI's impact on ecommerce development.
[05:30] - Trends in AI adoption within agencies and project workflows.
[07:10] - How AI is changing / replacing developer roles.
[11:00] - Replatforming made easier with AI: speed, risk reduction and quality.
[13:40] - Claude Design's capabilities and benefits.
[17:13] - Examples of AI facilitating project management, code analysis and client reporting.
[19:20] - Simplifying prompt engineering and accessibility for non-technical teams.
[20:50] - AI in documentation, cross-referencing and long-term memory strategies.
[26:45]- AI-generated designs, presentations and brand-compliant assets.
[30:50] - Internal use of AI at Tom & Co: workflow automation for efficiency.
[35:05] - Workflow automation for client briefs, code insights and statement of work creation.
[39:05 ]- Human-in-the-loop governance and risk mitigation strategies.
[45:10] - Managing AI context limitations: long-term memory and retrieval strategies.
[51:50] - The broader opportunity of AI for operational and marketing efficiencies.

Upgrading your ecommerce platform can be daunting, especially with the risk of disrupting sales. Experts James Gurd and Paul Rogers share strategies to modernise confidently without adversely impacting revenue.

The podcast is based on a combined 40 years' replatforming experience. Discussion points include:

Managing Technical Debt

Technical debt, like inefficient code and clunky integrations, can hinder platform upgrades. Addressing this debt is crucial for a smooth transition.

We discuss conducting thorough audits, prioritising cleaning up bloated themes and implementing continuous code reviews to prevent new debt.

Handling SEO risks

SEO traffic drops are a major concern during platform changes but there's a clear process to follow to minimise risk: for example, benchmark current rankings, plan URL changes carefully and use 301 redirects.

Post-migration, monitor organic traffic and keyword rankings closely to recover quickly.

Building a business case for change

Despite economic pressures, replatforming can be justified through cost savings, efficiency gains and potential revenue uplift.

Calculate reduced support costs, forecast growth conservatively and highlight support cost reductions to build a strong business case.

Using prototyping to validate planned changes

Rapid prototyping allows you to test and refine concepts on your existing stack before full implementation, reducing costly rework. Focus on high-impact areas like checkout and navigation, and use low-code platforms to simulate user journeys.

Modernising your ecommerce platform doesn't have to mean risking revenue. By addressing technical debt, safeguarding SEO, building solid business cases and using rapid prototyping, you can stay competitive without disrupting sales. Incremental improvements guided by expert advice are the safest route to a resilient, revenue-driving platform.

Chapters:

[00:30] - Introduction: Modernisation challenges and risk mitigation

[02:00] - Approaches to reducing technical debt: legacy code, documentation and third-party integrations

[05:00] - Common issues with front-end themes and how bloated themes impact performance

[08:10] - Replatforming considerations: scope, costs and agency support

[11:00] - Ensuring performance and accessibility standards in theme builds

[13:00] - Practical steps for enhancing front-end performance without replatforming

[17:40] - Justifying replatform ROI amid economic pressures

[22:50] - Cost-effective opportunities in migration projects: feature scope and trade-offs

[28:15] - Solution MVPs and phased launches for risk management

[32:50] - Using existing site data for testing and benchmarking pre-launch changes

[34:55] - Strategies to avoid SEO traffic drops during migration

[40:20] - Increasing team agility through prototype-driven development and low-code solutions