Talk Commerce

Ose Amiegheme leads email product at Intuit Mailchimp. Before Mailchimp he worked on Adobe Express and spent time at TikTok, and he describes himself as a product manager who is a creative at heart.

Brent and Ose talk about why email keeps outliving the predictions of its death, what Ose sees in Mailchimp's numbers when merchants invest in owned channels (he says those merchants get 10 to 20% more ROI), and how predictive models build segments around who is likely to buy and who responds to a discount. They get into how agents will weigh a brand's engagement with a shopper when they recommend products, why Ose sees AI as a floor raiser for small businesses with human judgment taking the work to the next level, the analytics agent and insights to action work at Mailchimp, and the connector that brings Mailchimp data into ChatGPT and Anthropic.

Links
Ose on LinkedIn https://www.linkedin.com/in/ose-amiegheme/
Intuit Mailchimp https://mailchimp.com

Isaac Morey sat down with Ben Riggle at Shoptalk Fall in Nashville. Ben is the managing director for Channable in North America, and Channable takes a retailer's product data and optimizes it for each surface the products go out on.

We cover the difference between agentic discovery and agentic checkout, why Ben thinks the word agentic may fade into search and discovery, why product data is the source agents and LLMs rely on, the 30 conversational attributes Google added, why rules fix more than AI does when AI is checking AI, Ben's definition of AI slop, the AI readiness tracker Channable launched, and his hot take on data control.

Channable is at channable.com.

Scott Ohsman of Always Off Brand and I recorded our Slightly Off Commerce collaboration at Shoptoberfest in Nashville, and Ethan Giffin waited about four hours for his turn at the table. He runs The B2B eCommerce Agency, formerly Groove Commerce, and the rebrand describes a change that happened to the business before it happened to the name.

We cover how the agency got pulled into manufacturing and distribution, the complicated situations behind his book Closing the Digital Revenue Gap, why the buyer entering the workforce now expects Amazon, Uber and Starbucks in a pocket, what he calls the five-legged stool of alignment between sales, marketing, IT, operations and finance, and why he likes Shopware for complex catalogs.

The B2B eCommerce Agency is at b2becommerceagency.com, and a free copy of Closing the Digital Revenue Gap is at b2becombook.com.

The B2B Commerce Trends and Opportunities Report, written and researched by Content Cucumber and presented by Shopware, is free at contentcucumber.com.

Scott Ohsman of Always Off Brand and I recorded our Slightly Off Commerce collaboration at Shoptoberfest in Nashville, and the Crimson Agility conversation ran longer than any other at the table. Jacy Davis is their director of sales. Adam Fabian handles the technical download, and by the end Scott had renamed him Example Adam, because he never makes a point without one.

We cover the three kinds of AI, why Adam says your new customer is not human, a hard drive that shows how out of date AI shopping data can be, why context data is becoming the job of marketing, and the one page test any merchant can run on their own product data.

Crimson Agility is at crimsonagility.com.

The B2B Commerce Trends and Opportunities Report, written and researched by Content Cucumber and presented by Shopware, is free at contentcucumber.com.

Scott Ohsman of Always Off Brand and I recorded our Slightly Off Commerce collaboration at Shoptoberfest in Nashville, and two of our guests came at the same business from opposite sides of the Atlantic. Timo Weltner co-founded NETFORMIC in Germany, where it has been a Shopware partner for years. Tom Sieger runs the United States side.

We cover why regulated industries have to solve complexity in the data model before the storefront, how a pricing engine built on a product information system found two ways a customer was losing money, and what a European engineering mindset changes in a sales conversation.

Guests: Tom Sieger, Partner, NETFORMIC USA, and Timo Weltner, CEO and Co-Founder, NETFORMIC GmbH.

The B2B Commerce Trends and Opportunities Report, written and researched by Content Cucumber and presented by Shopware, is free at contentcucumber.com.

A special episode, recorded live at Shoptoberfest in Nashville, Tennessee, and co-hosted with Scott Ohsman of Always Off Brand. Shoptoberfest is presented by Shopware.

Karthik Chidambaram is the founder and CEO of DCKAP, an ERP-first integration platform for distributors and manufacturers.

The conversation covers how DCKAP went from a well known Magento agency to a product company after a Prophet 21 integration for a distributor turned out harder than anyone expected, why Karthik built an ERP-first integration platform instead of a general iPaaS, what a manufacturer rep taught him about why the middle of the channel survives, the expansion into manufacturer ERPs with Global Shop Solutions, his Driven by DCKAP podcast, and running a fully remote team across the United States and twelve states in India.

Links
DCKAP https://www.dckap.com

Learn more about our at-event interviews at talk-commerce.com/events.

A special episode, recorded live at Shoptoberfest in Nashville, Tennessee, and co-hosted with Scott Ohsman of Always Off Brand. Shoptoberfest is presented by Shopware.

Sebastian Hamann is the co-founder and CEO of Shopware, the company he started with his brother Stefan in the village of Schöppingen, Germany, when the two were teenagers.

The conversation covers how the product got its name after an earlier name, Shop IT, fell flat, the decision to go open source in 2010 and watching the download numbers climb, how he and Stefan split the work between design and engineering, why the two skipped university, and the decision around 2021 and 2022 to take investment and build the US business. Sebastian also shares what did not carry over from the European playbook and why he is hungry to rethink commerce for agents and for humans.

Links
Shopware https://www.shopware.com

Learn more about our at-event interviews at talk-commerce.com/events.

Darin Lynch has run Irish Titan for twenty two years, and he does the thing almost nobody in this conversation does. He defines the term.

Agentic commerce, to Darin, is three strands, a Celtic knot: data enrichment, discovery and checkout. And he is blunt about how far along it is. It crawled out of the ocean, it is slithering around on the beach, and it does not have legs yet.

His evidence that the hard part is genuinely hard is the company with the most resources walking away from it. If OpenAI can jump into the deep end with checkout and then say never mind a few months later, that tells you something.

He also has a rule for where a merchant should experiment. Leave the points of trust alone, checkout above all, and go rogue everywhere else to build something that is recognizably yours. And he has a model he is still workshopping for how we got here, from a Neanderthal era of heavy monolithic builds, through an ecosystem era shaped by search, into the conversational era we are in now.

Brent Peterson and Scott Ohsman host.

In this episode

Irish Titan: irishtitan.com

Bobby Stephens leads the US retail and CPG practice at Deloitte Digital, and he came on right after his team published their 2026 B2C commerce research, Bridging the commerce divide, which surveyed 550 B2C commerce leaders and 1,000 consumers and found the two groups describing what sounds like two different businesses.

The gap is not in anything exotic. It sits in the table stakes, in finding a product, confirming it is in stock, checking out, getting an order update, and making a return. As Bobby puts it, merchants think they are doing a better job at checkout than customers think they are. The reason it persists is that customers benchmark a retailer against every experience they have, including the apps on their phone that exist for fun, rather than against the competitor down the street.

In this conversation: the attribution gap that opens up when nobody can tell a human visitor from an agent, what that does to anyone selling audiences through a retail media network, why only 10 to 12% of companies use agentic AI extensively in customer facing commerce, why he is cool on the segment of one, why retailers are further along than brands, why agentic buying lands in B2B before B2C, why the website is not going anywhere, and the proposition that has decided every shift since ecommerce started, which is save me time and save me money.

Guest: Bobby Stephens, Head of US Retail & CPG, Deloitte Digital (Principal, Deloitte Consulting LLP)

A special episode, recorded live at Shoptoberfest in Nashville, Tennessee, on September 15, 2026, and co-hosted with Scott Ohsman of Always Off Brand. Shoptoberfest is presented by Shopware.

Jason Greenwood hosts The eCommerce Edge, with more than seven hundred episodes recorded, and he brings more than 25 years in ecommerce to his work with manufacturers and distributors on the biggest challenges in B2B digital commerce.

The conversation covers why Jason does the show for himself first and the audience second, the guests he looks for, like the grandson or granddaughter now running a third generation distribution company who shows up with humility and hunger, how a deep catalog turned cold messages on LinkedIn and WhatsApp into yeses, and the two recordings where he still could not tell what the company did after an hour, one he never released and one he wishes he had held back.

What is next for The eCommerce Edge is more B2B, which Jason says draws about two to one over everything else on the show, with around 160 B2B episodes released, a Wednesday B2B release, more shorts and clips, and more time at ERP and B2B events.

Links
Jason on LinkedIn https://www.linkedin.com/in/jason-greenwood-digital-expert
The B2B Commerce Trends and Opportunities Report, written and researched by Content Cucumber, presented by Shopware, free at contentcucumber.com

Learn more about our at-event interviews at talk-commerce.com/events.