Your eCommerce site is live—but why are orders still being printed, copied, or fixed by hand behind the scenes?

In this episode of eCommerce Masters, host Ethan Giffin sits down with Robert Rand, Chief Partnership Officer at iPaaS.com, to expose the real bottleneck holding B2B manufacturers and distributors back: disconnected systems. Robert explains how ERPs, CRMs, eCommerce platforms, and fulfillment tools often operate in silos, forcing teams to patch problems manually and slowing growth without anyone realizing it.

Robert breaks down why point-to-point integrations and custom “spaghetti code” fail at scale—and how a central data hub changes everything. He shares how iPaaS helps companies automatically move orders, inventory, pricing, customer data, and payments across systems while catching errors before customers feel them.

The conversation includes real-world examples like routing orders to the right warehouse, syncing offline sales with marketing tools, and preparing clean data for AI, analytics, and future system changes. Robert also offers practical advice on rolling out integrations in phases, avoiding costly shortcuts, and choosing partners who think beyond launch day.

If you’re a B2B manufacturer or distributor tired of workarounds and manual fixes, this episode shows how real scalability starts with connected data. Listen now to learn how to fix the systems behind the sale.

Robert Rand first became an authority in the tech community as the CTO of Rand Marketing, a full-service ecommerce and digital marketing agency that was acquired back in 2017. His passion for helping organizations grow and thrive across channels has continued to shape his career.

After 4+ years as the head of partnerships at JetRails, where he also hosted an influential industry podcast, he joined iPaaS.com as their Chief Partnership Officer - a platform that unifies data across complex software platforms.

Ethan Giffin is the Founder and CEO of Baltimore-based Groove Commerce, a premier eCommerce agency that helps mid-market brands design, build and grow their eCommerce sites.

Ethan is an industry expert in eCommerce, e-marketing, and the dynamic technologies behind them. For years, Ethan has lived and breathed conversion rates, search engine visibility, and web analytics.

When Ethan isn’t obsessing over SEO, conversion rates and eCommerce architecture at Groove Commerce, he can be found speaking as an industry authority, both nationally and internationally. In his free time, he enjoys cooking, traveling, DJing, and the pursuit of rare pocket squares.

Website: www.groovecommerce.com/

Why are B2B companies spending millions to modernize eCommerce—only to collect payments like it’s still 1999?

In this episode of eCommerce Masters, Ethan Giffin sits down with Joe Twer, VP of Global Sales at BlueSnap, to uncover one of the most overlooked blockers to B2B growth: how companies get paid. Joe explains why paper invoices, manual ACH workflows, and outdated gateways create silent friction that hurts cash flow, increases failed payments, and frustrates today’s buyers.

Joe shares how leading manufacturers and distributors are rethinking payments as part of the buying experience—not just a back-office task. He breaks down how payment orchestration helps businesses support cards, ACH, recurring billing, and invoice payments across regions while improving approval rates and lowering costs. Real-world examples show how customer portals, global surcharging, and smarter routing remove friction and accelerate collections.

The conversation also challenges the myth that “all payment gateways are the same,” explaining how the wrong choice can limit global growth before it even starts.

If you’re modernizing B2B commerce but still relying on manual billing and legacy payments, this episode will change how you think about revenue. Essential listening for leaders serious about growth.

00:00 – Why B2B payments are broken

Groove Commerce – https://www.groovecommerce.com

Joe Twer is a global payments leader with deep expertise in helping companies modernize their commerce infrastructure and scale internationally. As Vice President of Global Sales at BlueSnap, powered by Payroc, Joe works with manufacturing, technology, and B2B organizations to unify and optimize their global payment operations.

With a background spanning product consulting, solution sales, and program management, Joe brings a unique blend of technical insight and commercial strategy to every conversation. He is passionate about helping businesses consolidate systems, eliminate data silos, and turn payments into a growth driver—not just a back-office function.

Ethan Giffin is the founder and CEO of Baltimore-based Groove Commerce, a premier eCommerce agency that helps mid-market brands design, build, and grow their eCommerce sites.

An industry expert in eCommerce, digital marketing, and commerce technology, Ethan has spent years focused on conversion rates, search visibility, and web analytics. When he’s not optimizing eCommerce architecture at Groove Commerce, Ethan speaks nationally and internationally as an industry authority. In his free time, he enjoys cooking, traveling, DJing, and collecting rare pocket squares.

Website: https://www.groovecommerce.com

What if your website could sell like your best salesperson—guiding buyers through every detail, option, and finish until they’re confident enough to click “buy”?

Justin shares how Dopple’s platform helps brands move beyond static 2D photos and into interactive, 3D product experiences that educate and convert. He explains how businesses can turn complex, customizable products into simple visual journeys—and why this shift is essential as modern B2B buyers expect speed, clarity, and control. With examples like Copper Hoods, where 3D configurators boosted engagement by 60% and conversions by 40%, Justin proves that visual storytelling isn’t just beautiful—it’s profitable.

Along the way, he and Ethan explore the future of AI-driven content, the power of agency collaboration, and the importance of hiring digital-native talent to lead transformation.

If you’re ready to rethink how customers see and shop your products, this episode will change the way you look at B2B eCommerce forever.

Dopple - https://www.dopple.io

Justin Scott is the CEO and Co-Founder of Dopple, a company transforming ecommerce with immersive 3D and AR experiences. He’s spent his career at the center of digital innovation; from reshaping how people shop for homes at Zillow, to empowering creators at Tumblr, to building data-driven workflow tools at FiscalNote.

Ethan Giffin is the Founder and CEO of Baltimore-based Groove Commerce, a premier eCommerce agency that helps mid-market brands design, build and grow their eCommerce sites.

Ethan is an industry expert in eCommerce, e-marketing, and the dynamic technologies behind them. For years, Ethan has lived and breathed conversion rates, search engine visibility, and web analytics.

When Ethan isn’t obsessing over SEO, conversion rates and eCommerce architecture at Groove Commerce, he can be found speaking as an industry authority, both nationally and internationally. In his free time, he enjoys cooking, traveling, DJing, and the pursuit of rare pocket squares.

Website: www.groovecommerce.com/

What does real digital transformation look like for manufacturers and distributors today?

In this episode of eCommerce Masters, host Ethan Giffin sits down with Dwayne Doshier, Partner Growth Architect at Shopify, who shares over 25 years of lessons in eCommerce and B2B innovation. Dwayne explains how manufacturers can move from outdated systems to modern digital experiences that actually serve their customers better. He talks about why successful transformation isn’t just about technology—it’s about people, alignment, and defining what success really means.

From simplifying complex B2B buying journeys to using AI and data tools for smarter decisions, Dwayne outlines practical ways to speed up change without overwhelming your team. He also highlights the value of taking “pause moments” during transformation to rest, reflect, and reset strategy—ensuring sustainable progress instead of burnout.

If you lead or support digital growth in manufacturing, distribution, or B2B commerce, this episode is packed with real-world advice on building momentum, uniting teams, and staying ahead of the next industrial revolution.

Tune in to learn how to future-proof your business with smarter, faster, and more human digital transformation.

Chapters

Resources

Shopify - https://www.shopify.com/solutions/b2b/enterprise

Klaviyo - https://www.klaviyo.com

About our Guest, Dwayne Doshier

Dwayne Doshier is a seasoned B2B eCommerce strategist with a practitioner viewpoint for improving eCommerce success and operational maturity. With 25+ years of experience at premier consultancies and commerce agencies, Dwayne creates effective cases for change, delivers engaging and memorable workshops, provides empathetic coaching, and frequently speaks at client sales summits and eCommerce trade shows. He has served on multiple launches of first-in-market B2B capabilities and is passionate about helping B2B sellers achieve eCommerce success using meaningful value propositions, differentiated experiences, and the power of teams. He serves as a commercial lead of partner growth programs for Shopify.

About Our Host, Ethan Giffin

Ethan Giffin is the Founder and CEO of Baltimore-based Groove Commerce, a premier eCommerce agency that helps mid-market brands design, build and grow their eCommerce sites.

Ethan is an industry expert in eCommerce, e-marketing, and the dynamic technologies behind them. For years, Ethan has lived and breathed conversion rates, search engine visibility, and web analytics.

When Ethan isn’t obsessing over SEO, conversion rates and eCommerce architecture at Groove Commerce, he can be found speaking as an industry authority, both nationally and internationally. In his free time, he enjoys cooking, traveling, DJing, and the pursuit of rare pocket squares.

Connect With Us:

Website: www.groovecommerce.com/

Are manufacturers and distributors ready for the next wave of digital transformation?

Recorded live at Shopterberfest in Brooklyn 

In this episode of eCommerce Masters, host Ethan Giffin sits down with Sarah Falcon, SVP of Global Marketing at the B2B eCommerce Association, to explore how B2B organizations can bridge the gap between traditional sales and digital customer experiences.

The B2B eCommerce Association is a global community dedicated to advancing digital transformation for manufacturers, distributors, and their partners through education, collaboration, and industry events.

If you’re a manufacturer or distributor struggling to move beyond outdated processes or low eCommerce adoption, this episode delivers practical advice and inspiration from one of the industry’s leading voices.

Groove Commerce - https://www.groovecommerce.com

Sarah Falcon is Partner and Senior Vice President of Global Marketing at the B2B eCommerce Association. A seasoned marketing professional and speaker with 20 years of experience in both B2B and B2C, she has a proven track record of transforming marketing operations to drive exponential revenue growth.

Ethan Giffin is the Founder and CEO of Baltimore-based Groove Commerce, a premier eCommerce agency that helps mid-market brands design, build and grow their eCommerce sites.

Ethan is an industry expert in eCommerce, e-marketing, and the dynamic technologies behind them. For years, Ethan has lived and breathed conversion rates, search engine visibility, and web analytics.

When Ethan isn’t obsessing over SEO, conversion rates and eCommerce architecture at Groove Commerce, he can be found speaking as an industry authority, both nationally and internationally. In his free time, he enjoys cooking, traveling, DJing, and the pursuit of rare pocket squares.

Website: www.groovecommerce.com/

Are you tired of juggling too many eCommerce tools that don’t work well together?

In this episode of eCommerce Masters, host Ethan Giffin talks with Mike Matker, Co-Founder of SiteVibes, about how brands can simplify their tech stack and grow faster by focusing on customer retention and smarter data. Mike explains how SiteVibes combines email, reviews, loyalty, and more into one platform—making it easier for brands to use their customer data in powerful ways.

Mike shares real examples of how brands are using unified data to launch better loyalty programs, send smarter emails, and drive repeat purchases. He also explains why more B2B companies are starting to use tools once seen as “just for D2C,” like product reviews and personalized marketing.

If you’re a brand leader, marketer, or store owner looking to do more with less, this episode is packed with insights on saving money, improving customer experience, and using automation to grow your business.

Tune in to learn how to make your eCommerce tools work better together—and build stronger relationships with your customers.

00:00 - Kicking Off with Mike Matker from SiteVibes

Groove Commerce - https://www.groovecommerce.com

Mike Matker, Co-Founder of SiteVibes, brings over 12 years of ecommerce expertise to the table. His deep industry knowledge and innovative vision have been instrumental in developing solutions that enhance customer engagement and drive brand loyalty.

Ethan Giffin is the Founder and CEO of Baltimore-based Groove Commerce, a premier eCommerce agency that helps mid-market brands design, build and grow their eCommerce sites.

Ethan is an industry expert in eCommerce, e-marketing, and the dynamic technologies behind them. For years, Ethan has lived and breathed conversion rates, search engine visibility, and web analytics.

When Ethan isn’t obsessing over SEO, conversion rates and eCommerce architecture at Groove Commerce, he can be found speaking as an industry authority, both nationally and internationally. In his free time, he enjoys cooking, traveling, DJing, and the pursuit of rare pocket squares.

Website: www.groovecommerce.com/

Is influencer marketing really worth it for growing eCommerce brands? In this episode of eCommerce Masters, host Ethan Giffin talks with William Gasner, Co-Founder and CMO of Stack Influence, about how to make influencer marketing actually work—especially with micro and nano influencers.

William shares how smaller creators (with fewer than 10,000 followers) often drive better engagement and higher conversion rates than celebrities. He explains how Stack Influence helps brands connect with hundreds or even thousands of these creators, without wasting time or product. Instead of relying on follower count, William encourages brands to focus on strong, authentic content that real people actually care about.

He also breaks down product seeding, content syndication, and whitelisting, offering tips on how brands can stretch every dollar by using influencer content in ads. Plus, he shares real examples of what types of products and brands perform best with this strategy.

Whether you’re launching a new product or looking to cut ad costs, this episode is packed with smart, simple advice.

🎧 Listen now to learn how micro-influencers and automation can help your brand grow faster—without breaking the bank.

00:24 - Meet William Gasner from Stack Influence

Groove Commerce - https://www.groovecommerce.com

William Gasner is the co-founder and Chief Marketing Officer of Stack Influence, he’s a 6X founder, a 7-Figure eCommerce seller, and has been featured in leading publications like Forbes, Business Insider, and Wired for his thoughts on the influencer and eCommerce industries.

Ethan Giffin is the Founder and CEO of Baltimore-based Groove Commerce, a premier eCommerce agency that helps mid-market brands design, build and grow their eCommerce sites.

Ethan is an industry expert in eCommerce, e-marketing, and the dynamic technologies behind them. For years, Ethan has lived and breathed conversion rates, search engine visibility, and web analytics.

When Ethan isn’t obsessing over SEO, conversion rates and eCommerce architecture at Groove Commerce, he can be found speaking as an industry authority, both nationally and internationally. In his free time, he enjoys cooking, traveling, DJing, and the pursuit of rare pocket squares.

Website: www.groovecommerce.com/

Are your business systems holding you back from growing faster? On this episode of eCommerce Masters, Ethan Giffin talks with Colin Boothe, Managing Partner at Esonus, about how manufacturers, distributors, and eCommerce brands can use NetSuite to simplify operations and boost sales.

Colin shares real-world advice on how to clean up messy product catalogs, connect eCommerce platforms to NetSuite, and build better buyer portals for B2B customers. He explains why many businesses fail to get value from ERP tools—and how to avoid those mistakes by focusing on data, adoption, and keeping things simple.

You’ll hear why manufacturers should start thinking more like eCommerce brands, how AI can speed up tedious product work, and what it takes to set up NetSuite in 6 to 9 months without overcomplicating the process.

If you want to improve your tech stack, get your teams aligned, and make buying easier for your customers, this episode is packed with helpful tips and lessons. Listen now to learn how to turn complex operations into smooth, scalable systems that fuel growth.

0:00 - Welcome & Star Wars Meets ERP

Groove Commerce - https://www.groovecommerce.com

Colin Boothe is a seasoned ERP consultant with over 8 years of experience helping businesses streamline operations, primarily working with NetSuite. With an academic background in manufacturing engineering, Colin’s journey into ERP began on the product development side, building integrated solutions before ever logging into NetSuite itself. Outside of work, he’s a Sci-Fi enthusiast, avid Magic: The Gathering player, and admits to spending far too much time and money on golf.

Ethan Giffin is the Founder and CEO of Baltimore-based Groove Commerce, a premier eCommerce agency that helps mid-market brands design, build and grow their eCommerce sites.

Ethan is an industry expert in eCommerce, e-marketing, and the dynamic technologies behind them. For years, Ethan has lived and breathed conversion rates, search engine visibility, and web analytics.

When Ethan isn’t obsessing over SEO, conversion rates and eCommerce architecture at Groove Commerce, he can be found speaking as an industry authority, both nationally and internationally. In his free time, he enjoys cooking, traveling, DJing, and the pursuit of rare pocket squares.

Website: www.groovecommerce.com/

Do embarrassing sweat stains ruin your day or limit your confidence at work and social events? 

In this episode of eCommerce Masters, Billy and Randy from Thompson Tee share their journey creating an innovative undershirt that prevents underarm sweat. They reveal how they identified a widespread, often hidden issue, and used their own experiences to develop a patented technology that keeps customers dry and confident.

Billy and Randy offer practical insights into how they successfully scaled Thompson Tee, from appearing on Shark Tank—and how they leveraged that opportunity without giving away equity—to overcoming today's major eCommerce hurdles like rising ad costs and inflation. You'll learn why managing cash flow and tightly monitoring analytics are critical to surviving challenging times, along with the importance of product innovation to stay competitive.  

Ready to discover how solving a personal pain point can lead to eCommerce success? Listen now and learn actionable strategies from Billy and Randy to grow your brand in today's competitive online market.

00:00 - Introduction to Thompson Tee

Groove Commerce - https://www.groovecommerce.com

Thompson Tee - https://thompsontee.com

Shark Tank - https://abc.com/shows/shark-tank

Shopify - https://www.shopify.com

Amazon - https://www.amazon.com

ChatGPT - https://chat.openai.com

QVC - https://www.qvc.com

William Morris Agency (WME) - https://www.wmeagency.com

Target - https://www.target.com

YouTube - https://www.youtube.com

Billy Thompson is the co-founder and co-inventor of Thompson Tee, a patented undershirt that blocks underarm sweat. Billy primarily leads the sales, marketing, customer service, and product development. Prior to Thompson Tee, Billy was a top-producing awarded sales professional in diversified environments, most recently private jets. Billy graduated with a BSBA in Marketing.

Randy Choi is the co-founder and co-inventor of Thompson Tee, a patented undershirt that blocks underarm sweat. Randy primarily leads the operations, global supply chain, and finance. Randy has over 30 years of successful entrepreneurial experience in diversified backgrounds including the dot-com era and the apparel industry with large projects for brands such as Lucky Brand Jeans, No Fear, and Guess Jeans. Randy graduated with a BSBA in International Business and Marketing.

Ethan Giffin is the Founder and CEO of Baltimore-based Groove Commerce, a premier eCommerce agency that helps mid-market brands design, build and grow their eCommerce sites.

Ethan is an industry expert in eCommerce, e-marketing, and the dynamic technologies behind them. For years, Ethan has lived and breathed conversion rates, search engine visibility, and web analytics.

When Ethan isn’t obsessing over SEO, conversion rates and eCommerce architecture at Groove Commerce, he can be found speaking as an industry authority, both nationally and internationally. In his free time, he enjoys cooking, traveling, DJing, and the pursuit of rare pocket squares.

Website: www.groovecommerce.com/

Is your eCommerce site search matching the products you sell with what your potential customers are searching for? Or are you leaving visitors frustrated with 0-result search result pages for terms adjacent to what you sell?

In the 15th episode of eCommerce Masters, Host Ethan Giffin (virtually) sits down with Ari Khan, CEO of Hawksearch, about how Conversational AI is changing the way people shop online. Ari shares how smart search tools like Hawksearch can increase conversions and improve the customer experience, ultimately boosting revenue.

Ari explains why site search should be viewed as your online salesperson, guiding customers to the the products that most closely match their search intent with AI-powered recommendations, real-time suggestions, and natural language understanding. With over 70% of online purchases starting with a search, putting the most relevant products in front of potential customers has become eCommerce table stakes. Ari highlights the importance of clean product data, smart merchandising, and accurately measuring results so that merchants can further optimize search performance.

Ari reveals Hawksearch’s latest innovations, like Conversational Search, which engages shoppers with clarifying questions and dynamic recommendations—just like a real salesperson would. This AI-driven approach helps businesses reduce zero-result searches, increase average order value, and keep customers engaged on-site (where margins are their highest).

Want to learn how better on-site search can drive more sales? Listen now to hear Ari and Ethan’s insights and strategies to improve your customer’s eCommerce search experience.

00:00 - Introduction & Guest Welcome

Hawksearch - https://www.hawksearch.com

Ridgeline Digital - https://www.ridgelinedigital.com

BigCommerce - https://www.bigcommerce.com

Shopify - https://www.shopify.com

Optimizely - https://www.optimizely.com

Salesforce - https://www.salesforce.com

Magento (Adobe Commerce) - https://business.adobe.com/products/magento/magento-commerce.html

Shopware - https://www.shopware.com

Zapier - https://www.zapier.com

HP (Hewlett-Packard) - https://www.hp.com

Bridge Line Digital - https://www.bridgeline.com

AgentForce (Salesforce AI) - https://www.salesforce.com/products/einstein-ai/

Prior to joining Bridgeline, Dr. Kahn was the co-founder of FatWire, a leading content management and digital engagement company. As the General Manager and Chief Technology Officer of FatWire, Dr. Kahn built the company to a global corporation with offices in 13 countries and top industry analyst ratings.

Connect With Ari on LinkedIn

Ethan Giffin is the Founder and CEO of Baltimore-based Groove Commerce, a premier eCommerce agency that helps mid-market brands design, build and grow their eCommerce sites.

Ethan is an industry expert in eCommerce, e-marketing, and the dynamic technologies behind them. For years, Ethan has lived and breathed conversion rates, search engine visibility, and web analytics.

When Ethan isn’t obsessing over SEO, conversion rates and eCommerce architecture at Groove Commerce, he can be found speaking as an industry authority, both nationally and internationally. In his free time, he enjoys cooking, traveling, DJing, and the pursuit of rare pocket squares.

Connect With Ethan on LinkedIn

Website: www.groovecommerce.com/