Talk Commerce

Jeff Wender is Chief Revenue Officer at Minty. He opened with a term worth stealing: money maxing, which he describes as what shoppers have always done when costs are high and every dollar has to stretch further.

The number underneath his pitch is the one merchants already know and mostly ignore. Roughly 5% of people who land on an ecommerce site buy something. The other 95% are in discovery, moving between sites and comparing, and the brand has no idea who they are. Minty works that 95%, using a permissioned database of over 450 million connected devices to identify those shoppers and put an incentive in front of them.

On AI, Jeff refused to give an opinion and gave data instead. Minty's national holiday shopper survey found 78% of people expect to use AI in some form this holiday season, mostly for discovery rather than purchase. Their answer is Minty Promote, which syndicates a brand's products and incentives across the major LLMs so the brand is in the conversation when the recommendation gets made.

Also covered: the Shopify app and where the instrumentation sits, the Minty Ads retail media layer, and why full funnel matters more than any single tactic.

Chapters

(00:05) Introductions at eTail Boston

Recorded live at eTail Boston 2026.

Sidd Motwani, co-founder and CEO of Malachyte, on real-time personalization that starts before the first click. Malachyte builds a user vector, a numerical representation of each shopper's intent and preference, with no third-party cookies, no purchase history, and no sign-in required. Sidd and his co-founder built the user vector platform at Spotify, where it powers most of the application across music, podcasts, and audiobooks.

In this conversation:

Chapters

00:00
eTail Boston and the data and AI track

01:19
What Malachyte does

02:04
The Spotify user vector story

02:52
Free pilot and the roadmap

05:02
Agentic commerce and proactivity

Sidd Motwani: LinkedIn

Recorded live at eTail Boston, August 10 through 12, 2026. To learn more about our at-event interviews, go to talk-commerce.com/events

Jeff Otto, CMO of Riskified, shares insights on how AI and machine learning are transforming e-commerce fraud prevention, enhancing customer experience, and protecting merchant profitability. Discover the latest innovations in identity verification, fraud detection, and the future of agentic commerce.

key topics

• AI and machine learning in fraud detection
• Identity graph technology and cross-merchant fraud prevention
• Balancing fraud prevention with customer experience
• Emerging threats like deepfake and fake customer calls

Chapters

00:00
Introduction to Riskified and Jeff Otto

02:01
The Evolution of Fraud Prevention in E-commerce

05:31
The Role of AI and Machine Learning in Fraud Detection

09:32
Challenges in Customer Service and Fraud Prevention

13:24
The Future of Agentic Commerce and AI Integration

17:15
Metrics and the Cost of Fraud for Merchants

20:54
Conclusion and Future Directions for Riskified

Catherine Hayden, Chief Marketing Officer of Kate Farms, on why health nutrition is not a niche category.

Six in ten Americans live with a chronic health condition. Catherine explains what that means for how Kate Farms markets, and what changes as the brand expands into 6,800 doors across Walmart and CVS.

In this conversation:

Chapters

00:00
Introduction and What Is New at Kate Farms

01:03
The Here for the Champions Campaign

01:54
Fireside Chat Preview

02:36
How Kate Farms Uses AI

04:15
Building Awareness and Closing Thoughts

Catherine Hayden: LinkedIn

Recorded live at eTail Boston, August 10 through 12, 2026. To learn more about our at-event interviews, go to talk-commerce.com/events

Cem Atik, co-founder of Harucon-Ventures, shares insights on turning marketing into a profit control system, leveraging data and AI in e-commerce, and the importance of human creativity alongside AI. Discover practical strategies for data-driven decision making, optimizing unit economics, and the future of AI in marketing.

key topics

• Turning marketing into a profit control system
• Leveraging data and AI in e-commerce
• Importance of unit economics in marketing
• Future trends of AI in marketing

takeaways

• Tracking full control of unit economics is crucial for profitable marketing.
• AI is a powerful tool but requires human oversight and interpretation.
• Emotional messaging significantly improves ad performance.
• Benchmarking costs helps identify inefficiencies and optimize margins.
• AI should be used as a partner, not a replacement for human creativity.

Chapters

00:00
Introduction to Sam Atec and Harucon-Ventures

02:24
Transforming Marketing into a Profit Control System

09:00
The Role of AI in Marketing

11:42
Understanding Click-Through Rates and Emotional Marketing

19:38
Future Trends and the Importance of Human Creativity

Danny Kirk, founder of ReddiReach, shares insights on how Reddit and AI search optimization can boost brand visibility and influence search engine rankings. Discover practical strategies for leveraging Reddit data, understanding AI filtering, and preparing your brand for the future of AI-driven search and commerce. https://www.linkedin.com/in/danielpkirk/

key topics

• Reddit as a data source for AI and search
• Strategies for brand engagement on Reddit
• Impact of AI filtering and content quality
• Future trends in AI search and e-commerce
• Practical steps for SEO and brand visibility

Chapters

00:00
Introduction to Danny Kirk and ReddiReach

01:53
The Power of Reddit in AI Search Optimization

09:25
Strategies for Brands on Reddit

13:56
Navigating Local SEO and E-commerce Challenges

18:24
Future Trends in AI and E-commerce

Joe Anderson, CEO of Connex eCommerce, shares insights on automating complex workflows in e-commerce, integrating legacy systems, and leveraging AI for smarter operations. Discover how tailored automation solutions can streamline your business processes and stay ahead in a rapidly evolving market.

Key topics

• Complex workflows in eCommerce
• Legacy system integration challenges
• AI and automation in eCommerce
• Customizable data syncing and rules

Chapters

00:00
Introduction to Connex eCommerce

01:56
The Journey of Automation in eCommerce

04:03
Challenges in Workflow Automation

07:17
Specialization vs Generalization in Integration

09:54
Client Profiles and Complex Workflows

10:50
The Role of AI in eCommerce Automation

12:00
Complex B2B Solutions and Client Needs

12:53
Future Trends in eCommerce and AI

Matt Putra, managing partner at 8X, shares insights on leveraging AI in e-commerce, the importance of organizational frameworks like EOS, and strategic financial management for growth and exit readiness.

AI's impact on marketing and product development

• Using EOS to organize and prepare for exit
• Financial hygiene and data organization for acquisition
• Strategic use of AI in ad creation and testing
• Scaling and managing growth in consumer goods

Chapters

00:00
Introduction and Guest Introduction

03:44
AI in Product Prototyping and Marketing Acceleration

07:10
Challenges and Limitations of AI in Content Creation

08:49
Role of 8X as Fractional CFOs and Data Management

11:11
Upstream Metrics and Data Organization for Growth

13:28
Using EOS for Business Operations and Exit Preparation

15:35
Case Study: Two Large Exits and Preparation Strategies

17:55
EOS and Strategic Frameworks for Large-Scale Growth

20:06
Financial Habits for Scaling to 8X and Beyond

21:49
Monitoring and Optimizing Conversion Funnels

23:25
The Future of AI in CFO and Financial Roles

26:03
Governance and Security in AI-Driven Financial Processes

28:45
Automation, Testing, and Human Oversight in AI Systems

32:44
Lessons from Metal Recycling and Business Resilience

36:36
Killing Underperforming SKUs and Product Management

39:22
Retail Strategies and Entry Points for Brands

41:50
Trends in Global Trade and Market Expansion

44:21
The Role of Research Content and AI

45:02
Soccer in Vancouver and Local Sports Culture

46:09
Contact and Closing Remarks

Amy Crowther, President of Incubeta Americas, shares insights on marketing evolution, AI's role in content creation, and strategies for brands to stay relevant in a rapidly changing digital landscape.

Key topics

• Marketing evolution and AI's impact
• Importance of brand consistency in AI content
• Strategies for connecting data across channels
• Understanding AI's limitations and opportunities
• Organizational change management in marketing

Chapters

00:00
Introduction to Amy Crowther and Incubeta

02:42
The Role of AI in Marketing

05:34
Navigating AI Content and Brand Identity

08:01
The Importance of Strategy in AI Marketing

10:53
Understanding Consumer Behavior and AI

13:41
The Future of Zero Click Commerce

16:19
Adapting to New Metrics in Marketing

19:11
The Role of Agencies in AI Integration

21:48
Looking Ahead: Trends and Opportunities in Marketing

24:21
Closing Thoughts and Contact Information

Brent Peterson interviews Jason Nyhus, General Manager at Shopware, about the latest trends in B2B commerce, platform flexibility, and the future of digital experiences. They explore the challenges and opportunities in regulated industries, the importance of adaptable platforms, and innovative features like live shopping.

 Key  topics

B2B market growth and trends
Platform flexibility and customization
Regulated industry challenges and compliance
Impact of private equity on technology choices
Future of digital customer experiences
Role of AI and agentic systems in commerce
Integration and extension of e-commerce platforms
Risks of platform lock-in and cobbling apps
The evolution of B2C and B2B convergence

Chapters

00:00 Introduction to B2B E-Commerce Dynamics
01:47 Insights from the B2B Report
05:27 Navigating Private Equity Expectations
07:19 Understanding Regulated Industries
12:02 The Complexity of B2B Commerce
16:23 The Future of B2B Experiences
20:50 Shopware Innovations and Future Directions

 Resources

Get the Shopware B2B Report here: https://contentcucumber.com/b2b-report

Shopware Official Website - https://www.shopware.com
Content Cucumber - B2B Report - https://contentcucumber.com
Shopware Intelligence - https://www.shopware.com/en/shopware-intelligence/
Shopware Payments - https://www.shopware.com/en/shopware-payments/
Vibe Coding - https://vibecoding.com

Guest links

LinkedIn - https://www.linkedin.com/in/jasonnyhus
Twitter - https://twitter.com/jasonnyhus