Discover practical strategies for B2B eCommerce success—customer adoption, AI, and digital growth—shared by Sarah Falcon in eCommerce Masters EP020. About This Episode 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.Sarah shares lessons from years of working with manufacturers and distributors navigating eCommerce adoption, emphasizing that successful digital transformation isn’t about launching a web store—it’s about meeting customers where they are and driving real change management within the organization.She offers actionable insights into training teams, aligning leadership, and avoiding common replatforming pitfalls that derail projects. Sarah also discusses the Association’s education programs, certifications, and upcoming B2B eCommerce World conference in Scottsdale, where practitioners and vendors collaborate to elevate B2B digital maturity.     About the B2B eCommerce Association 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. The Association provides resources, certification programs, and peer networking opportunities designed to help B2B professionals stay ahead of evolving digital trends and customer expectations. Through its events and learning initiatives, it empowers leaders to modernize their business models and drive measurable impact. Catch the Conversation If you’re a manufacturer or distributor struggling to move beyond outdated processes or low eCommerce adoption, this episode delivers practical advice and inspiration from one of the industry’s leading voices.Tune in now to learn how to modernize your B2B strategy, align your organization for digital success, and connect with a growing community shaping the future of eCommerce.   Chapters 00:00 - Live from Shoptoberfest with Sarah Falcon 03:00 - The Evolution of B2B eCommerce 06:50 - Inside the B2B eCommerce Association 10:10 - Practitioner Training and Global Events 13:20 - The Digital Divide in Manufacturing and Distribution 16:00 - Implementation Challenges and Industry Missteps 18:10 - Preparing for B2B Commerce World Scottsdale 20:10 - Building Community and Representation in B2B 23:00 - Activating eCommerce Platforms and Retention Strategies 33:30 - Celebration, Collaboration, and Closing Thoughts Resources Groove Commerce - https://www.groovecommerce.comB2BEA - https://www.b2bea.orgMagento - https://magento.comAmazon - https://www.amazon.comShopify - https://www.shopify.comEpicor - https://www.epicor.comSalesforce CRM - https://www.salesforce.com/products/crm/overviewSalesforce Commerce Cloud - https://www.salesforce.com/products/commerce-cloud/overviewChatGPT - https://chat.openai.com   About our Guest, Sarah Falcon 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.     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 indust

Discover how SiteVibes helps eCommerce brands boost retention and simplify tech stacks in this episode with Mike Matker.   About This Episode 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.   Chapters 00:00 - Kicking Off with Mike Matker from SiteVibes03:00 - The Path from Search to SiteVibes06:00 - Solving the Problem of Fragmented Tech Stacks09:00 - Building a Unified Platform with Out-of-the-Box Integration12:00 - Who SiteVibes is Built For (B2C and B2B)15:00 - How Brands Get Started with SiteVibes18:00 - Power of Customer Profiles and Segmentation21:00 - SiteVibes in Action: Events, Use Cases & Advanced Strategies24:00 - Event Strategy Shifts: From ShopTalk to Boutique28:00 - What’s Next for SiteVibes: B2B Edition & AI Innovations30:00 - Final Advice on Loyalty, Retention & Taking Action Resources Groove Commerce - https://www.groovecommerce.comSiteVibes - https://www.sitevibes.comBigCommerce - https://www.bigcommerce.comShopify - https://www.shopify.comSalesforce - https://www.salesforce.com Amazon - https://www.amazon.comApple Podcasts - https://podcasts.apple.comSpotify -  https://www.spotify.com LinkedIn -  https://www.linkedin.com Shoptalk (Retail Event) - https://shoptalk.com       About our Guest, Mike Matker 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. 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/LinkedIn: https://www.linkedin.com/company/groove-commerce/Facebook: https://www.facebook.com/iGotGrooveX: https://x.com/groovecommerceInstagram: https://www.instagram.com/groovecommerce/

Learn how to grow your brand with nano-influencers, product seeding, and smarter ad content. EP018 of eCommerce Masters. About This Episode 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.   Chapters 00:24 - Meet William Gasner from Stack Influence04:17 - Why Micro and Nano Influencers Work Best09:11 - Automating Influencer Campaigns at Scale14:03 - How Stack Influence Builds Creator Trust19:27 - Real Examples of Product Seeding Success24:45 - Using Influencer Content in Paid Ads29:58 - Choosing the Right Products for Influencer Marketing34:50 - Tracking ROI and Performance Metrics39:46 - The Future of Influencer Marketing Platforms44:32 - Final Advice for Brands Looking to Scale Resources Groove Commerce - https://www.groovecommerce.comStack Influence - https://www.stackinfluence.comShopify - https://www.shopify.comAmazon - https://www.amazon.comFacebook Ads - https://www.facebook.com/business/adsTikTok - https://www.tiktok.comMeta Ads - https://www.meta.com/business/adsInstagram - https://www.instagram.comGoogle Ads - https://ads.google.comLinkedIn  - https://www.linkedin.com/YouTube - https://www.youtube.com     About our Guest, William Gasner 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. Connect With William on LinkedIn 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 Ethan on LinkedIn Connect With Us: Website: www.groovecommerce.com/LinkedIn: https://www.linkedin.com/company/groove-commerce/Facebook: https://www.facebook.com/iGotGrooveX: https://x.com/groovecommerceInstagram: https://www.instagram.com/groovecommerce/

Discover how practical ERP solutions help manufacturers and B2B brands simplify operations and fuel growth with Colin Boothe from Esonus.

Billy Thompson & Randy Choi share Shark Tank insights, eCommerce growth strategies, and how Thompson Tee turned sweat-proof innovation into success. About This Episode 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. Chapters 00:00 - Introduction to Thompson Tee03:40 - From Idea to Product: Solving Sweaty Situations10:16 - Navigating Business Challenges & Shark Tank15:32 - Behind the Scenes of Shark Tank22:08 - Business Growth After Shark Tank24:09 - Biggest Challenges Facing eCommerce Brands Today31:28 - New Products & Innovation36:07 - Practical Advice for Growing Brands38:57 - Reality Check on Entrepreneurship and Influencers40:31 - Wrap-Up & Final Thoughts Resources 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 About our Guest, Billy Thompson 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. Connect With Billy on LinkedIn About our Guest, Randy Choi 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. Connect With Randy on LinkedIn 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 Ethan on LinkedIn Connect With Us: Website: www.groovecommerce.com/LinkedIn: https://www.linkedin.com/company/groove-commerce/Facebook: https://www.facebook.com/iGotGrooveX: https://x.com/groovecommerce

About This Episode 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. Chapters 00:00 - Introduction & Guest Welcome02:18 - Ari Khan’s Journey into AI & eCommerce07:01 - The Role of Site Search in Online Sales12:55 - How Conversational AI is Transforming Search18:07 - Optimizing Search for B2B & eCommerce Growth23:50 - The Importance of Clean Data & Merchandising29:46 - AI-Powered Search & Reducing Zero-Result Queries34:41 - Bridging Content & Commerce with Intelligent Search40:08 - The Future of AI in eCommerce & Site Search44:44 - Closing Thoughts & Where to Learn More Resources 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/ About our Guest, Ari Khan 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.After winning many of the Global-2000 as customers and growing annual revenues to more than $40 Million, FatWire was acquired by Oracle in 2011 for $160 Million. After leading that successful acquisition, Dr. Kahn became Chairman and CEO at the resort development company, Great Land Holdings. He led the company through the 2008 recession and grew it into one of the most successful businesses in the region. Kahn received his Ph.D. in Computer Science and Artificial Intelligence from the University of Chicago.   Connect With Ari on LinkedIn   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

About This Episode How can eCommerce brands turn more website visitors into customers? In this episode of eCommerce Masters, Erik Christiansen, CEO of Justuno, shares expert insights on winning with on-site marketing. Erik explains why most brands focus too much on getting traffic but not enough on converting it. He breaks down smart lead capture, segmentation, and personalization, showing how small changes—like using dynamic pop-ups and targeting return visitors—can drive big revenue gains. Erik also reveals how real-time visitor data can improve email collection, boost conversions, and stop abandoned carts before they happen. He shares the power of A/B testing, visitor segmentation, and automation, giving brands the same personalization edge as Amazon. Plus, he explains how Justuno helps merchants integrate with Shopify, BigCommerce, Klaviyo, and more for seamless customer engagement. If you're an eCommerce brand looking to boost sales, improve customer experience, and maximize every website visit, this episode is a must-listen. Tune in now and start winning with on-site marketing! Chapters:00:00 - Welcome & Introduction 02:13 - The Justuno Story: From eCommerce to Innovation 05:34 - Why On-Site Marketing is Overlooked 10:42 - How Justuno Works: Personalization & Integration 15:20 - The Power of Visitor Segmentation 20:07 - Winning with Conversion Rate Optimization 25:44 - Smart Email Capture & Data Enrichment 30:25 - Advanced Use Cases: A/B Testing & Multilingual Sites 35:53 - Leveraging Quizzes & Surveys for Engagement 44:36 - Final Advice & Call to Action Resources: Justuno - https://www.justuno.com Groove Commerce - https://www.groovecommerce.com Shopify - https://www.shopify.com BigCommerce - https://www.bigcommerce.com Klaviyo - https://www.klaviyo.com HubSpot - https://www.hubspot.com Attentive - https://www.attentive.com Iterable - https://www.iterable.com Black Crow AI - https://www.blackcrow.ai Triple Whale - https://www.triplewhale.com Emotive - https://www.emotive.io Salesforce - https://www.salesforce.com Figma - https://www.figma.com Webflow - https://www.webflow.com ClickUp - https://www.clickup.com Amazon - https://www.amazon.com About our Guest, Erik Christiansen Erik Christiansen is the Co-Founder & CEO of Justuno, the leading onsite conversion platform designed to help businesses boost sales, capture first-party data, and personalize customer experiences. With a deep understanding of eCommerce and digital marketing, Erik has spent years refining strategies that drive sustainable growth for brands of all sizes. Before launching Justuno, Erik built Sierrasnowboard.com from $0 to $24M in annual revenue, pioneering early eCommerce strategies focused on community engagement and conversion optimization. Today, over 133,000 brands use Justuno, experiencing an average 135% increase in revenue in their first year, contributing to over $10 billion in influenced sales. In this episode, Erik shares his insights on winning with on-site marketing, from real-time visitor segmentation to advanced lead capture and conversion strategies. If you're looking to transform your website traffic into loyal customers, Erik’s expertise offers actionable takeaways you won’t want to miss. Connect With Erik on LinkedIn 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. Con

About This Episode Is your B2B eCommerce platform flexible enough to grow as your business does? In this episode of eCommerce Masters Ethan Giffin sits down with Vance Ryan, Senior Solutions Architect at Shopware, to discuss why flexibility is a base-level requirement for B2B eCommerce operations.  Many manufacturers and distributors struggle with systems that can’t meet the expectations of today’s B2B buyers. Vance shares how Shopware’s API-first approach enables businesses to customize their online stores, automate workflows, and create better buying experiences. What’s one thing that makes Shopware stand out for B2B? Digital Sales Rooms, which allow sales representatives to guide customers through personalized product selections, improving engagement and conversion rates. Vance also breaks down the importance of a solid ERP integration, explaining how merchants using shopware can streamline operations without being locked into a one-size-fits-all solution. Want to future-proof your B2B eCommerce strategy? Listen to this episode and discover how flexibility, automation, and deep integrations drive growth. Chapters: 0:00 - Introduction & Guest Background 1:51 - Vance’s Journey into eCommerce & ERP Experience 7:03 - Why B2B eCommerce Needs Flexibility 9:21 - Shopware’s API-First Approach & B2B Solutions 19:40 - ERP Integration & Managing Complex Pricing 26:15 - Automation & Workflow Tools for eCommerce 31:32 - Digital Sales Rooms: Transforming B2B Sales 40:16 - Custom Quoting & Sales Rep Enablement 42:48 - Shopware’s B2B Roadmap for 2025 44:10 - Final Thoughts & Advice for B2B Growth Resources: Shopware - https://www.shopware.com Groove Commerce - https://www.groovecommerce.com YouTube (Groove Commerce Channel) - https://www.youtube.com/c/GrooveCommerce Digital River - https://www.digitalriver.com Adobe - https://www.adobe.com Autodesk - https://www.autodesk.com VMware - https://www.vmware.com NetSuite - https://www.netsuite.com HubSpot - https://www.hubspot.com Zapier - https://www.zapier.com Salesforce - https://www.salesforce.com BigCommerce - https://www.bigcommerce.com Magento - https://business.adobe.com/products/magento/magento-commerce.html AWS (Amazon Web Services) - https://aws.amazon.com Google Cloud Platform (GCP) - https://cloud.google.com Microsoft Azure - https://azure.microsoft.com Epicor ERP - https://www.epicor.com Shopify - https://www.shopify.com Uline - https://www.uline.com Vertex (Tax Compliance Software) - https://www.vertexinc.com About our Guest, Vance Ryan Vance Ryan is a Senior Solutions Architect at Shopware with over a decade of experience in B2B eCommerce, ERP integrations, and API-first solutions. With a background in NetSuite and major enterprises like Adobe, he specializes in helping brands streamline operations and scale online. A people-first leader, Vance is passionate about innovation, problem-solving, and empowering teams. Connect with Vance on LinkedIn 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 Ethan on LinkedIn Connect With Us: Website: www.groovecommerce.com/ LinkedIn: https://www.linkedin.com/company/groove-commerce/ Facebook: https://www.facebook.com/iGotGroove X: https://x.com/groovecommerce Instagram: https://www.instagram.com/groovecommerce/

Meeting Rob Delory from Ahrefs In this episode of eCommerce Masters, Ethan Giffin sits down with Rob Delory, Enterprise SEO Advisor at Ahrefs, to explore how AI is transforming SEO strategies. Rob shares how tools like Ahrefs help businesses, from startups to global brands, optimize their websites and outperform competitors. He explains the importance of technical audits, competitor analysis, and crafting content that ranks well and converts visitors into customers. Rob dives into how AI is reshaping search engine results and why SEO is still crucial for driving traffic. He discusses how businesses can leverage insights from AI to improve keyword targeting, identify high-value opportunities, and gain a competitive edge. Practical advice, like creating engaging blog content and connecting it to product pages, offers actionable takeaways for boosting eCommerce performance. The episode also covers emerging trends, such as "always-on" audits and real-time updates to prevent costly site errors. Rob’s insights make this a must-listen for anyone looking to stay ahead in the world of eCommerce SEO. Chapters: Welcome to eCommerce Masters - 00:00 Rob’s Path to SEO Expertise - 04:10 Ahrefs: An All-in-One SEO Tool - 08:32 SEO’s Role in eCommerce Success - 13:48 The Power of AI in SEO - 18:50 Content Strategies That Work - 24:00 The Importance of Blogging in eCommerce - 29:00 Competitor Analysis and SEO Strategy - 34:1 Ahrefs’ New Features and Insights - 39:2 Final Tips for SEO and eCommerce Growth - 43:00 Resources: Ahrefs - https://ahrefs.com ChatGPT - https://openai.com/chatgpt Google Analytics (GA) - https://analytics.google.com Google Search Console - https://search.google.com/search-console BigCommerce - https://www.bigcommerce.com Shopify - https://www.shopify.com Klaviyo - https://www.klaviyo.com Perplexity AI - https://www.perplexity.ai Yep.com (Ahrefs Search Engine) - https://yep.com IndexNow - https://www.indexnow.org Cloudflare - https://www.cloudflare.com About our Guest, Rob Delory Rob Delory is the Enterprise SEO Advisor at Ahrefs, where he helps SaaS, SMBs, and eCommerce brands optimize their SEO strategies and drive growth. With over 15 years of experience in digital marketing and sales, Rob specializes in SEO strategy and audits, competitive analysis, and data-driven solutions to help businesses outperform competitors. Before joining Ahrefs, Rob worked with leading agencies, providing online strategies that encompassed eCommerce, social media, and paid advertising. He has advised thousands of businesses, combining technical expertise with a passion for fostering meaningful client relationships and delivering actionable insights. Connect with Rob on LinkedIn 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 Ethan on LinkedIn

Meeting Gina Potenza from Klaviyo How can eCommerce brands harness the power of customer data to drive growth and build loyalty? In this episode, Gina Potenza, Klaviyo’s CDP (Customer Data Platform) and Data Solutions Manager, reveals how Klaviyo’s CDP empowers marketers to fin fresh insights and deliver hyper-personalized customer experiences. With over a decade in MarTech, Gina brings her expertise to explain how even small brands can leverage advanced data strategies without the complexities or costs of traditional enterprise tools. Gina shares practical applications of Klaviyo’s CDP, such as using RFM analysis to prioritize high-value customers, simplifying segmentation for smarter targeting, and optimizing product recommendations based on real purchasing behaviors. She emphasizes the importance of putting data into marketers’ hands, enabling them to grow faster without losing out on deep customer relationships. This engaging discussion explores the evolution of data-driven marketing and why having access to advanced analytics is one of the keys to scaling successfully. If you’re ready to transform your approach to using the data you already have about your customers, this episode is a must-listen! Chapters: Introduction and Setting the Stage - 0:00 Ethan introduces Gina Potenza and sets the focus on Klaviyo's Customer Data Platform (CDP) and its role in eCommerce. Gina’s Journey into MarTech - 1:46 Gina shares her professional background, her love for data-driven marketing, and how she landed her role at Klaviyo. Understanding Klaviyo’s CDP - 4:07 Gina explains the foundation of Klaviyo’s CDP, its evolution, and its impact on personalizing customer experiences. The Power of First-Party Data - 10:59 Discussion on how Klaviyo’s CDP simplifies the use of first-party data to streamline customer segmentation and marketing strategies. RFM Analysis and Customer Segmentation - 18:22 A deep dive into RFM analysis and how it helps prioritize and personalize communication for high-value customers. Real-World Use Cases for eCommerce Brands - 22:29 Gina provides examples of how businesses can use data insights to optimize product recommendations and loyalty programs. Solving Growth Challenges with Data - 25:35 Exploring how Klaviyo’s CDP addresses growth challenges by automating data processes and increasing efficiency for marketers. Catalog Insights and Next-Step Recommendations - 28:48 Insights into how catalog analysis drives smarter bundling and product upsell strategies. Future of Klaviyo’s CDP and Analytics - 32:03 Gina discusses upcoming advancements in Klaviyo’s CDP, including better identity resolution and custom data objects. Key Takeaways and Closing Remarks - 40:07 Ethan and Gina summarize the episode, emphasizing the importance of embracing data-driven marketing and future opportunities with Klaviyo. About our Guest, Gina Potenza Gina Potenza is the CDP and Data Solutions Manager at Klaviyo, where she helps enterprise clients optimize customer data strategies and drive growth. With an MBA from Duke University and over a decade in SaaS and digital marketing, Gina excels in relationship management, collaborative problem-solving, and crafting data-driven solutions for leading media and consumer brands. 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.

Meeting Lance Owide from BigCommerce Is B2B eCommerce the new frontier for growth? In this episode of eCommerce Masters, Lance Owide, GM of B2B at BigCommerce, joins host Ethan Giffin to discuss the explosive transformation of B2B commerce. From his unconventional start in banking and private equity to leading BigCommerce’s B2B strategy, Lance offers a unique perspective on what’s driving this evolution. Expect to learn why B2B eCommerce is growing twice as fast as B2C, how BigCommerce is democratizing enterprise-level tools for manufacturers and distributors, and the surprising impact of automation on operational efficiency. Discover how a mom-and-pop bookstore leveraged online sales to land a $1M order and why adopting a B2C mindset is key to B2B success. Ethan and Lance dive into critical strategies for scaling online, including personalizing customer experiences, integrating seamless workflows, and overcoming industry hurdles like channel conflict. Their candid, insightful discussion balances actionable advice with humor, offering valuable takeaways for businesses at any stage of their eCommerce journey. Whether you’re looking to modernize operations, enhance profitability, or learn from real-world success stories, this episode delivers practical lessons and bold predictions for the future of B2B. Chapters: Introduction and Guest Background - 00:04 Path to E-commerce - 00:16 B2B Commerce Overview and Market Insights - 05:14 BigCommerce B2B Features and Capabilities - 09:48 Ideal Merchant Profiles and Use Cases - 12:03 Challenges and Opportunities in B2B - 18:26 Advanced Strategies for Established B2B Stores - 22:13 Enhancing Buyer Experiences and Addressing Channel Conflicts - 25:19 Future Roadmap for BigCommerce B2B - 31:25 Key Tips for 2025 Growth and Closing Remarks - 45:42 Resources: BigCommerce - https://www.bigcommerce.comFeedonomics - https://www.feedonomics.comKlaviyo - https://www.klaviyo.comHubSpot Marketing Hub - https://www.hubspot.com/products/marketingGoogle Shopping - https://www.google.com/shoppingAmazon Prime - https://www.amazon.com/prime About our Guest, Lance Owide Lance Owide, General Manager B2B. Lance leads B2B at BigCommerce and is responsible for developing and executing the strategy to enable BigCommerce merchants to create the world's best B2B buying experiences. Prior to joining BigCommerce, Lance was at UBS Investment Bank and Apollo Private Equity. Connect with Lance on LinkedIn 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 Ethan on LinkedIn

Meeting Michael Diesu from Revenue Roll In Episode 009 of eCommerce Masters, host Ethan Giffin (CEO of Groove Commerce), welcomes Michael Diesu from Revenue Roll to discuss cutting-edge retargeting strategies and data-driven marketing insights. Michael shares the journey from his roots in consulting at Accenture to co-founding Revenue Roll, a platform revolutionizing how businesses approach retargeting by using advanced identity resolution and personalization. The conversation dives into how Revenue Roll helps brands identify high-value visitors, enhance email deliverability, and increase ROI by integrating seamlessly with tools like Shopify, Klaviyo, and other platforms. Michael explains their innovative approach to creating dynamic personas from vast data sources, enabling brands to tailor retargeting efforts and avoid being labeled as spam. Michael’s emphasis on balancing aggression and precision in email list management advocates for removing unengaged users to improve metrics and boost revenue. Ethan adds valuable perspectives from Groove Commerce’s work, reinforcing the importance of strategic segmentation and customer engagement in eCommerce email marketing. The episode concludes with actionable advice for merchants: prioritize first-order profitability and leverage personalization to create exceptional customer experiences. Packed with insights and strategies, this episode is a must-listen for eCommerce professionals aiming to refine their retargeting strategies with identity resolution. Chapters: Introduction and Background - 00:34 What is Revenue Roll? - 2:00 Target Audience and Requirements - 3:12 How the Technology Works - 4:3 Email Deliverability Challenges - 9:00 Integration and Implementation - 11:17 Future Applications of Revenue Roll - 22:30 Final Advice for Growth - 25:25 Resources: Revenue Roll - https://revenueroll.comShopify - https://www.shopify.comKlaviyo - https://www.klaviyo.comBigCommerce - https://www.bigcommerce.comWooCommerce - https://woocommerce.comWordPress - https://wordpress.orgListrak - https://www.listrak.comAttentive - https://www.attentive.comRebuy - https://www.rebuyengine.comIntelliGems - https://www.intelligems.ioGoogle - https://www.google.comYahoo - https://www.yahoo.comSnowflake - https://www.snowflake.comExperian - https://www.experian.comTransUnion - https://www.transunion.com About our Guest, Michael Diesu Michael Diesu is the co-founder of Revenue Roll, an innovative platform that helps eCommerce brands optimize their retargeting strategies through advanced identity resolution and data-driven personalization.  With a background in M&A and growth strategy consulting at Accenture, Michael transitioned to the tech and eCommerce space after identifying a significant market gap in customer retargeting and personalization. Revenue Roll empowers businesses to maximize the value of every site visitor by seamlessly integrating with platforms like Shopify, Klaviyo, and BigCommerce, offering solutions that improve email deliverability and enhance ROI.  Passionate about data and its transformative potential, Michael focuses on helping brands deliver tailored customer experiences while navigating the complex world of digital marketing. Connect with Michael on LinkedIn 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 Ethan on LinkedIn

Meeting Jason Nyhus from ShopwareIn this episode of eCommerce Masters, host Ethan Giffin welcomes Jason Nyhus, GM of Shopware North America, for an engaging conversation about the eCommerce landscape. Jason shares his 25-year journey in the industry, highlighting the lessons he’s learned and the unique value Shopware brings to merchants. Learn about Shopware's positioning as a flexible alternative for mid-market merchants with complex needs—offering a customizable platform without the vendor lock-ins and rev-share structures of competitors. Jason emphasizes how Shopware's open-source approach allows merchants to "bring their own cloud" and reduce operational costs while gaining full control over their eCommerce ecosystem. The conversation explores trends like the pendulum shift in hosting models, the growing resistance to rev-share models, and the nuanced needs of regulated industries. Jason also highlights the innovative "digital sales room," a tool designed to empower sales reps by merging relationship-building with eCommerce efficiency. The episode concludes with practical growth advice: embrace global markets through merchant-of-record providers and focus on creating curated, personalized shopping experiences. Jason predicts the future of commerce will blend entertainment and curation, fostering deeper connections with customers.   Chapters: Introduction and Jason's Path to eCommerce - 01:13What is Shopware? - 03:25Ideal Merchant Profile - 06:19The Pendulum of Hosting Models - 08:53Vendor Lock-in and Costs - 13:22Outsourcing Innovation - 27:15The Digital Sales Room - 30:22Future of eCommerce - 38:21 Resources: Shopware - https://www.shopware.comDigital River - https://www.digitalriver.comShopify - https://www.shopify.comCommerce Tools - https://commercetools.comBasecamp - https://basecamp.comDisney Plus - https://www.disneyplus.comNetflix - https://www.netflix.comTrunk Club - https://www.trunkclub.comInstagram - https://www.instagram.comTikTok - https://www.tiktok.comFacebook - https://www.facebook.comAzure (Microsoft Azure) - https://azure.microsoft.comAWS (Amazon Web Services) - https://aws.amazon.comShopPay Wallet - https://shop.app/payCRM (Customer Relationship Management) - https://www.hubspot.com (example)ERP (Enterprise Resource Planning) - https://www.sap.com/products/erp.html (example)CPQ (Configure, Price, Quote) - https://www.salesforce.com/products/cpq/overview/ (example)PIM (Product Information Management) - https://www.akeneo.com (example)OpenAI - https://www.openai.com   About our Guest, Jason Nyhus A local of the twin cities, serves as President of Shopware, a market leading open source commerce platform with over 50,000 clients, and enables retail brands to quickly scale their businesses and easily sell across every channel. He was previously SVP of sales, marketing and partnerships at Digital River. He is a highly accomplished sales, marketing and partnership leader with over 20 years of experience in industry.  His global expertise spans various product/service types, including SaaS, eCommerce, Cloud, and B2B, as well as several customer verticals, such as enterprise software, publishing, and consumer electronics. Connect with Jason on LinkedIn 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 Ethan on LinkedIn

Meeting Matt Dornfeld from Feedonomics.com In this engaging episode, Matt Dornfeld, Senior Director of Global Partnerships at Feedonomics, joins host Ethan Giffin to explore the intricacies of omni-channel eCommerce, data management, and evolving marketing strategies. Dornfeld shares his journey from Scubana to BigCommerce, where he helped drive the acquisition of Feedonomics, ultimately overseeing global partnerships. Central to the conversation is the power of effective data management and structured cataloging, which Matt explains can dramatically improve brand visibility and ad performance. He emphasizes Feedonomics’ role in enabling brands to streamline their product data for marketplaces like Google, Amazon, and TikTok Shop, while highlighting custom labels as a tactical way to target specific channels and optimize profitability. The episode underscores the importance of local inventory visibility and influencer-led strategies, especially with platforms like TikTok’s creator marketplace, which allows brands to tap into niche audiences. Through candid stories and strategic insights, Dornfeld and Giffin reveal the potential of data-driven decisions, AI, and omni-channel approaches to elevate eCommerce success, providing listeners with actionable advice on navigating a rapidly changing digital landscape. Quotes From The Show "I was part of the M&A team that helped bring Feedonomics under the BigCommerce umbrella, and it's been a crazy journey these last few years." "Imagine, you’re advertising on Google and want to drive foot traffic to your storefront—our instant commerce strategy connects digital ads with in-person experiences." "Feedonomics isn’t just a platform; it’s a full-service solution, with teams actively managing and optimizing data so clients can reach the right channels at the right times." "When you have structured, high-quality data for marketplaces like Google or Amazon, you’re rewarded with lower ad costs and higher returns." "The beauty of TikTok Shop is that you can set up an affiliate network overnight, scaling sales through influencers who have religiously dedicated audiences." "With the right data structure, you’re not just advertising products—you’re curating targeted experiences that meet consumers where they are, in-store or online." Chapters Getting Started: Matt Dornfeld’s Journey in eCommerce - 00:39  Scaling Up: Feedonomics and BigCommerce - 02:03  Data Management for eCommerce Success - 02:39 Connecting Online Ads to In-Store Experiences - 16:23 Custom Labels and Targeted Campaigns - 19:16 The Power of Influencers and TikTok Shop - 29:40 Omni-Channel Consulting and Strategic Growth - 32:09 Resources BigCommerce - https://www.bigcommerce.com Feedonomics - https://feedonomics.com Google Merchant Center - https://www.google.com/retail/solutions/merchant-center/ Amazon - https://www.amazon.com Walmart - https://www.walmart.com TikTok Shop - https://www.tiktok.com/business/en/tiktok-shop Target Plus - https://www.target.com (Target Plus is a part of Target’s marketplace) Macy’s - https://www.macys.com YouTube Shopping - https://www.youtube.com (YouTube Shopping features are within YouTube's main platform) About our Guest, Matt Dornfeld Matt is responsible for leading Global Partnerships at Feedonomics. His team negotiates, structures, and launches programs with the world’s leading commerce partners, including Amazon, Google, Meta, Microsoft, TikTok, and more. A big believer in “north star” thinking, Matt has significant experience building scalable programs that create win-win-win outcomes for clients, partners, and Feedonomics. 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, sea

Discover how Ravi Kurani revolutionized pool maintenance with Sutro, an innovative robotic water diagnostics device. Learn about his eCommerce journey and insights.

Explore the vibrant journey of KegWorks CEO, Tom McManus, as he shares insights on business growth, innovation, and leadership.

Meeting Rob Snell of GunDogSupply.com In this episode of the eCommerce Masters Podcast, host Ethan Giffin sits down with a pioneering figure in the world of eCommerce, Rob Snell, co-owner of Gun Dog Supply. With nearly three decades of experience, Rob, alongside his brother Steve, has transformed a passion for outdoor sporting into a thriving online business. Their journey has built a community that leverages the power of the internet to connect with like-minded individuals worldwide. Rob shares insightful strategies that have contributed to the success of Gun Dog Supply, emphasizing the importance of customer service, product knowledge, and creating value beyond transactions. His pivotal moment came from the transition to online sales in 1998, marking a significant turning point for the business. The discussion also dives into Rob's contribution to the eCommerce industry through his book, "Starting a Yahoo Store for Dummies," which has equipped a generation of entrepreneurs with the tools to succeed online. The conversation between Ethan and Rob is filled with personal anecdotes that highlight the evolution of eCommerce and the lessons learned along the way. This episode is a must-listen for anyone interested in the dynamics of building an online business, the challenges and triumphs encountered, and the evergreen advice from a seasoned expert. Quotes From The Show "My parents started, it was a micro-business side hustle, is what we call it today. I mean, it wasn't really anything. And then the writing was on the wall with his job, and he's like, man, I gotta go full time." - Rob Snell, 06:47"I built her a website. And so I went and got like NetObjects Fusion and I took all the photos of dogs and stuff that we had and made like a little five-page brochureware site." - Rob Snell, 11:41It's not my dream working at Gundog Supply. 21-year-old Rob Snell is crying right now. You're going back in time and you're telling him, it's like, hey, not only are you gonna be working at Gundog Supply, you're gonna be running it." - Rob Snell, 21:34"You need to maximize the opportunities that come to you. As a shrew living in the time of the dinosaurs, you don't get a ton of opportunities. And when you do, you need to be all in." - Rob Snell, 31:34"We're at that, at some point, if it shrinks much more, it's not viable, it doesn't have enough resources to support it. We'll have to move, and I'll have to figure out a way to do Steve's picks on BigCommerce or Shopify." - Rob Snell, 40:22"Every single client I went to would have one or two things that they did way better than us, and I would just kind of cherry-pick all those little bitty things and kind of stick it onto my stack of stuff that we do."- Rob Snell, 56:39 Chapters 00:00 - Chapter 1: Origins of Gun Dog Supply3:32 - Chapter 2: Authentic Content Creation05:32 - Chapter 3: The Dynamics of a Family Business11:07 - Chapter 4: Stepping Into the Online World33:38 - Chapter 5: Evolution of E-commerce Strategy51:40 - Chapter 6: Growth and Physical Expansion57:09 - Chapter 7: Looking Toward the Future Resources eBook: Klaviyo vs Mailchimp: Best Email Marketing Platform for eCommerce - https://www.groovecommerce.com/klaviyo-vs-mailchimp/Yahoo Store (Now known as Aabaco Small Business from Yahoo!) - https://smallbusiness.yahoo.comVioWeb (pre-Y Combinator) - https://www.ycombinator.comNetObjects Fusion - http://netobjects.comMailChimp - https://mailchimp.comKlaviyo - https://www.klaviyo.comShopify - https://www.shopify.comBigCommerce - https://www.bigcommerce.comStoneEdge - http://www.stoneedge.comSpyFu - https://www.spyfu.comPubCon - https://www.pubcon.com About our Guest, Rob Snell Rob Snell is a pioneering entrepreneur and author with a deep-rooted passion for eCommerce and digital marketing. As the co-founder of Gun Dog Supply, a leading online retailer for hunting dog supplies, Rob has transformed a family-run business into an eCommerce success story. With nearly three decades of

Meeting Gentry Jensen of Cordova Outdoors In this episode of the eCommerce Masters Podcast, host Ethan Giffin engages with Gentry Jensen, founder of Cordova Outdoors, delving into Jensen's remarkable journey from a Navy SEAL to an innovative entrepreneur. The discussion unveils the strategic evolution of Cordova Outdoors, highlighting its commitment to producing durable, environmentally friendly coolers, a testament to Jensen's dedication to quality and sustainability.Jensen shares pivotal insights into the brand's transition towards Omni Channel sales, emphasizing the importance of resonating with a broad consumer base, from outdoor enthusiasts to environmentally conscious shoppers. The conversation shines a light on the challenges and successes encountered in scaling the business, particularly through direct-to-consumer (D2C) strategies that leverage unique product customization and American craftsmanship to stand out in a competitive market.A standout moment in the podcast is when Jensen reflects on the significant growth and learning experiences faced by the company, illustrating the strategic shifts necessary for sustainable expansion. The episode not only explores the intricacies of adapting to the evolving e-commerce landscape but also offers listeners invaluable lessons in overcoming challenges, pursuing growth responsibly, and the crucial role of innovation in achieving long-term success in eCommerce. Quotes From The Show "We're a manufacturer primarily of protomold ice chests...and we have a facility just outside of Boise, Idaho's Treasure Valley where we make them from start to finish."-Gentry Jensen"The company was started by Scott Campbell, who is a captain of one of the boats that was profiled on Deadliest Catch. And the company takes its name from the small port town of Cordova, Alaska."-Gentry Jensen"We do take pride in the fact that we manufacture the coolers from start to finish right here in Idaho."-Gentry Jensen"We're definitely leaning into [direct to consumer sales]. There were some issues when we came into the business...We rebuilt the website completely."-Gentry Jensen"I really do not want to put junk out into the marketplace...I want people to feel like if they're spending money to buy something that we consume resources to manufacture, it's going to perform well and it's going to last for them."-Gentry Jensen"One tip for somebody looking to scale their consumer brand...figure out what is unique about your brand why you...and ideally no other product on the market should have those same three unique identifiers."-Gentry Jensen Chapters 00:00 - Chapter 1: Introduction and eCommerce Insights04:53 - Chapter 2: Guest Introduction and Background10:35 - Chapter 3: Strategies for Success in eCommerce16:03 - Chapter 4: Overcoming Challenges in eCommerce21:21 - Chapter 5: Innovations in eCommerce Technology Resources Cordova Outdoors Website: https://cordovaoutdoors.com/Cordova Outdoors Instagram: @CordovaOutdoorsBigCommerce: https://www.bigcommerce.com/Klaviyo: https://www.klaviyo.com/ About our Guest, Gentry Jensen Tested leader proven capable of delivering profitable growth as a business executive and mission accomplishment with risk management as a Navy SEAL officer. Extensive executive-level experience and repeated success managing all aspects of organizations in various industries. Connect With Gentry on LinkedIn 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.

Join Dave Santiago on the eCommerce Masters Podcast as we explore eCommerce operations, custom apparel insights, and Cutter & Buck’s journey.

Ethan Giffin talks with Ali von Paris of Route 1 Apparel about transforming a viral college project into a thriving Maryland pride brand. Launching with a single t-shirt tribute to a closed bar, Route 1 Apparel has grown into a diverse product line embodying state pride, from university gear to Maryland flag designs and innovative items like the Old Bay Travel Tin. They touch on the pivotal COVID-19 response, where Ali's quick pivot to producing face masks resulted in a tenfold business growth and significant community support, marking a memorable moment when the governor publicly endorsed their masks. Ali shares insights into the eCommerce tech stack critical to her success, highlighting the synergy between Shopify, Klaviyo, and ShipStation in streamlining operations and enhancing customer engagement. This conversation sheds light on the challenges of entrepreneurship, the importance of community, and the strategic decisions that drive eCommerce growth. ​ Quotes From The Show "I started the business when I was 19 by accident... I was paying my way through school and working at the Thirsty Turtle... it was forced to shut down and I was pretty devastated." -Ali von Paris, 00:01:37"I launched [the design] on my Facebook page and it went viral... initially it was just a t-shirt design, but I very quickly realized I was making a business out of it." -Ali von Paris, 00:02:10"A few weeks before it was mandated federally to wear face masks, I started seeing an influx and people buying bandanas, surgical caps. Fanny packs... And I was stuck thinking I didn't want to sell water during a fire." -Ali von Paris, 00:07:03"The governor wore a mask on a national press conference and name-dropped us... It was the first time in history our Shopify website actually crashed." -Ali von Paris, 00:08:13"My first licensing deal... was with my alma mater University of Maryland... I was making off-brand collegiate clothing... and Joe [the licensing director] reached out to me very kindly and said, 'Hey, I love the designs you're doing, let's get you a license legally.'" -Ali von Paris, 00:17:48 Chapters 00:05 - Introductions01:35 - Ali's start as an "accidental entrepreneur" 05:35 - Route One's COVID-19 challenges09:35 - The famed Maryland flag Sequined Jacket17:14 - Getting her first licensing agreement24:47 - What's next for Ali? Resources eCommerce Masters: https://www.groovecommerce.com/ecommerce-blog/how-ali-von-paris-of-route-one-apparel-rode-maryland-pride-to-ecommerce-success-ep-001/Groove Commerce: https://www.groovecommerce.com/Route One Website: https://www.routeoneapparel.com/Route One On Instagram: https://www.instagram.com/routeoneapparel/ Ali on Instagram: https://www.instagram.com/alivonparisAli on LinkedIn: https://www.linkedin.com/in/alexandravonparis/Ship Station: https://www.shipstation.com/Klaviyo: https://www.klaviyo.com/Shopify: https://www.shopify.com/ Connect With Ali von Paris: Ali von Paris is the owner and founder of Route One Apparel, originally created in 2010 from within her dorm room while still an undergraduate student at the University of Maryland. Beyond her business, she serves on many boards, volunteers her time at speaking events, and in her spare time, loves to travel & spend time with her family and fur babies. Connect on LinkedIn: https://www.linkedin.com/in/alexandravonparis/ Connect With 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, trav