Inside Commerce: Ecommerce Strategy, CX and Technology Podcast

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• EP353: The Power Of Agency-Brand Collaboration For Navigating Rapid Ecommerce Technology Changes, With Nudie Jeans & Aino 01.07.2026 41мин

  🔥 Navigating Ecommerce InnovationIn this episode, we explore the evolving landscape of ecommerce, technology and strategic partnerships through an insightful conversation with Melker Lindström, Technical Ecommerce Operations lead from Nudie Jeans and David Hellsing, founder of their agency partner Aino. We explore how brands and agencies can collaborate effectively in a rapidly changing digital environment, and a balanced view on the role of AI and agentic storefronts in shaping the future of retail ecommerce.************Key Topics:************1️⃣ Impact of emerging tech trends like AI on ecommerce strategy.2️⃣ How long-term agency-client relationships foster innovation and agility.3️⃣ The role of brand websites versus agentic storefronts.4️⃣ The importance of unbiased, prototyped tech assessments for future investments.5️⃣ Evolving roles of developers in an AI-enabled world.6️⃣ How strategic partnerships and aligned understanding boost project efficiency.7️⃣ The future of AI-powered customer interactions and brand messaging control.************Chapters:************[01:00] - Guest introductions: Melker from Nudie Jeans, David from Aino.[04:00] - Tech and customer trends influencing ecommerce strategies.[05:30] - Balancing trend awareness with strategic focus in tech adoption.[08:55] - Long-term brand website roles and agentic storefronts.[11:30] - Building strategic agency-brand partnerships.[14:20] - The evolution of agency roles from project-based to strategic partners.[17:15] - Expectations and future features of ecommerce platforms.[21:00] - Leveraging data and AI to enhance user experience and personalisation.[27:40] - Embedding AI tools into user journeys without disjointing the brand experience.[31:05] - Using AI internally for support.[37:25] - Approaching technology roadmaps—assessment, integration, and collaboration.
• EP352: Navigating The Future Of Search With Aleyda Solis - GEO, Discovery and AI Visibility 25.06.2026 22мин

  "You need to invest to try to establish your authority and your presence across the whole customer journey. What matters is the context that you can give around your products.”Tune in for expert advice from Aleyda Solis, an award-winning international SEO and AI search optimisation consultant, author and speaker.What you'll get from this podcast:Understand where GEO and AI search are actually heading.Learn how discovery is changing across channels, not just Google.Practical tactics for improving AI visibility and crawlability.Understand why product feeds and contextual data matter.Get a clearer view of measurement in a zero-click world.Episode summary:This episode explores how GEO is reshaping discovery as consumers move beyond traditional search engines and into fragmented AI-led journeys across platforms like ChatGPT, TikTok, YouTube, Reddit and marketplaces. Aleyda breaks down why this shift is more than hype: AI is changing not just where people search, but how they decide, compare and buy.The discussion covers the key differences between classic SEO and GEO, including the move from deterministic clicks to synthesised answers, recommendation layers and zero-click discovery. Aleyda also explains why GEO is becoming both a performance channel and a branding channel, and why measurement is now one of the biggest challenges in the space.The episode gets practical fast, with advice on technical foundations, crawlability, product feeds, contextual data, UGC, digital PR and why authority-building content like guides and FAQs matters more than ever. About our Pulse SeriesPulse is an ecommerce conference designed for ambitious high-growth retailers and brands looking for inspiration and innovation from some of the top speakers in ecommerce and digital marketing. It takes place over 2 days every year in London, UK, with its sister New York event in September.Our Pulse Special episodes feature the hottest content from the 2026 Pulse event, including panel discussions with leading brands and technology vendors.Exclusive to Inside Commerce, these discussions share interesting insights from respected industry practitioners.Visit ⁠insidecommerce.fm⁠ to access the full Pulse panel series.
• EP351: How To Handle Hype Moments In Ecommerce - The Hidden Complexity Of Fast Growth Brands with Fanatics Director of Ecommerce Chris Sheard 23.06.2026 46мин

  "Scaling ecommerce fast means moving from heroics to systems — otherwise growth just exposes every weakness you’ve been carrying. Once you hit hyper-growth, the small process gaps stop being small. They become the things that break the business.”This episode explores the hidden challenges brands face turning high-pressure moments into commercial opportunity, while also building the operational discipline needed to scale.Our guest is Chris Sheard, Director or Ecommerce at sports brand Fanatics. Chris has an interesting background, having previously been Ecommerce Director for Castore and Head of Ecommerce at CurrentBody during its rapid growth from £5 million online revenue to £50 million plus.We cover three key growth topics:Key learnings from managing hype cycles around major sporting events like World CupsFrom £5m to £100m: what breaks when ecommerce scales & how do you handle this effectively?The ecommerce team nobody sees: how to build an operating rhythm that actually drives revenue.And of course, AI is mentioned 🙂Fanatics operates a vertical commerce model. By controlling everything from exclusive manufacturing to direct sales, they have transformed from a traditional sports retailer into a multifaceted digital sports empire.They use real-time supply chains to turn sudden sports moments, like championship wins, into merchandise within hours. This "hot market" strategy captures sales at peak emotional engagement and reduces excess inventory risk.We get into the reality of managing hype cycles around big fixtures, finals and player moments; they create huge spikes in demand but not all brands are ready to act fast. Chris explains that when the emotion disappears, the opportunity can vanish in seconds, so success depends on having the right stock, content, approvals and trading actions lined up in advance.Chris was previously Head of Ecommerce at CurrentBody when they went through rapid growth. We discuss the hidden complexity of fast growth, including what breaks as businesses move from £5m to £50m and beyond. Chris highlights why systems, data quality, guardrails and clear decision-making become essential as complexity rises. A major theme is the shift from hero-led growth to repeatable execution: at smaller stages, a few strong individuals can carry the business, but at scale the organisation needs robust processes, strong accountability and a clear operating rhythm.We also delve into managing and maintaining teams through that change by setting transparent KPIs, running focused trading meetings, keeping communication candid and creating a culture where people understand both the numbers and the wider commercial context.The episode also reflects on recruitment and cultural fit, stressing that the right people need to be adaptable, commercially minded and able to thrive in a fast-changing environment.In the obligatory nod to AI, we focus on AI as an enabler of better operations rather than a replacement for people, using it to remove repetitive tasks, improve analysis and help teams focus on higher-value work.
• EP350: Marketing Measurement In The Age of AI - What Shopify Brands Need To Know, With Grind Coffee & Omni 22.06.2026 21мин

  "Make sure customer touchpoints are cohesive and the data is clean. The average brand has 20+ apps and there's a lot of noise in that data. Removing that noise avoids wasted ad spend and drives more revenue."Episode summary:The major networks including Google & Meta are investing heavily in AI to automate campaign creative and targeting. As the capabilities accelerate, brands need to understand the role AI plays in marketing strategy.In this panel discussion, the CEO of Shopify datalayer specialist Littledata and marketing leaders from the brands using it, discuss the pre-requisites for using AI in marketing.The conversation covers:How to improve the quality of signal you're feeding the algorithms.What data matters most when enabling AI in marketing.Focusing on keeping data clean, reducing the noise from the apps and 3rd parties generating data points.Sensible adoption of AI in marketing, retaining a careful control on quality of execution.The panelists:Edward Upton, CEO at Littledata.Teddy Robinson, Chief of Staff at Grind Coffee.Dan Eales, Head of Growth at Omni.
• EP349: Are Agentic Storefronts The Future of Ecommerce? Manors Golf Co-Founder On Investing In Agentic & The Transformative Impact It Is Having On Customer Experience 16.06.2026 28мин

  Agentic storefronts attract divided opinions. From early adopters convinced they're an innovative way to service online customers who need a deeper level of assistance, akin to an in-store sales assistant, to cynics who see this as a distraction from fixing your main website.That's why we invited Jojo Regan, co-founder at Manors Golf, to join us and explain how & why they've launched an agentic storefront to complement the main website. As a self-confessed early adopter of technology, Jojo offers an interesting perspective on the role agentic storefronts can play within an ecommerce strategy.In Jojo's opinion, some brands are missing a huge opportunity by sticking to static, traditional ecommerce experiences. We explore how leveraging AI-driven, conversation-based storefronts can transform customer engagement and boost sales.His vision is for a golf apparel brand that lets customers chat, discover and personalise their shopping journey in real-time, without the limitations of static pages. Jojo explains how Manners Golf is pioneering this shift by integrating an agentic storefront powered by large language models (LLMs). He discusses the strategic thinking behind enhancing traditional online stores with dynamic, interactive experiences that mimic walking into a physical shop, where personalised recommendations and discovery happen naturally.Tune in for the following:The way early adoption of innovative tech like agentic storefronts keeps Manors ahead of the curve in ecommerce.The impact of conversational experiences on key metric, such as a 54% reduction in return rate.The future of AI-enabled shopping: personalisedand highly engaging environments that anticipate consumer expectations.Why early investment in these technologies positions brands as industry leaders in the coming AI-driven retail landscape.How Manors Golf employs a team with creative and technical expertise to produce viral content that drives a top-of-funnel strategy without heavy paid marketing.It's still very early days for agentic storefronts, so real-world case studies will help you build your understanding of what is possible, and what is relevant.
• EP348: From Cult Brand To Global Business - Axel Arigato CEO Albin Johansson On The Importance of Authenticity For Building A Brand 11.06.2026 22мин

  "I think it's very important to stand for something. If I die today or tomorrow, will I be missed? And if the answer is no, what am I doing here? I need to change what I'm doing. I want to be liked. And that's the same for us as a brand."Episode summaryOur Pulse Special series features the hottest content from the UK's leading ecommerce event, including panel discussions with respected brands and technology vendors.Exclusive to Inside Commerce, these discussions share interesting insights from respected industry practitioners.In this episode, Axel Arigato’s CEO & co-founder, Albin Johansson, shares the ambitious steps he took to transform a small Swedish label into a worldwide phenomenon, from launching the “drop of the week” strategy to opening stores in London, New York and Dubai.Most brands chase fleeting attention; Axel Arigato’s story proves that a sustained focus on authenticity, community and physical presence can turn a niche brand into a global icon.Discover how they built their brand on the principles of genuine connection and staying true to their roots, despite scaling in a noisy, distracted digital world.We break down the importance of “top of mind” thinking, the power of physical spaces in a digital era, and why authenticity beats superficial trends every time. You’ll learn how Axel Arigato navigated turning a risky brick-and-mortar expansion into a success, and why their deliberate, community-focused approach keeps them relevant, even after more than a decade of growth.If you’re wondering how to stand out without sacrificing your core values, this episode will inspire you to get back to basics. Albin's journey is proof that genuine, purposeful brand building can cut through the noise and create a lasting global footprint.Podcast HighlightsBuilding with Intent: Albin discusses the importance of authenticity and being genuine in brand building, emphasizing the need to own something unique in the market.From Digital to Physical: The transition from a 100% digital brand to opening physical stores, highlighting the importance of meeting customers in person and presenting the brand's universe.Lessons Learned: Albin reflects on the mistakes made during rapid scaling, emphasizing the need to return to the brand's core values and not accept mediocrity.Community and Authenticity: The focus on building and inspiring a community, and the challenges of maintaining authenticity in a crowded market.
• EP347: The Operational Strategies Driving Cross-Border Ecommerce Growth For Rat & Boa + Studio Nicholson 10.06.2026 20мин

  Our Pulse Special series features the hottest content from the UK's leading ecommerce event, including panel discussions with respected brands and technology vendors.Exclusive to Inside Commerce, these discussions share interesting insights from respected industry practitioners.In this panel, ecommerce leaders discuss the operational capabilities that are critical to global commerce success.Panelists:Alister Hewitt, Director of Technology & Operations at Rat & BoaSara Gomes, Ecommerce Manager at Studio NicholsonRoss Allsop, Global Brand Advisor, Swap Commerce.Key discussion points:Maintaining brand integrity as you expand globally.Managing growth in the US through turbulent times.Strategies to smooth operations for handling returns.How operational inputs can improve the front-end customer experience.Keeping brand control & authenticity across agentic journeys.View all Pulse panels.About PulsePulse is an ecommerce conference designed for ambitious high-growth retailers and brands looking for inspiration and innovation from some of the top speakers in ecommerce and digital marketing. It takes place over 2 days every year in London, UK, with its sister New York event in September.FOLLOW US:LinkedIn: https://www.linkedin.com/company/inside-commerce/ 
• EP346: Sportsshoes Doesn't Just Run Promotional Offers; They Make Every One Count with Senior Performance Marketing Manage Sian Wells 09.06.2026 17мин

  Our Pulse Special episodes feature the hottest content from the 2026 event, including panel discussions with leading brands and technology vendors.Exclusive to Inside Commerce, these discussions share interesting insights from respected industry practitioners.In this panel,  Dan Bond of Revlifter & Sian Wells, Senior Performance Marketing Manager at Sportsshoes, explain the challenges of using promotions strategically to drive positive results and minimise unnecessary margin erosion.Key discussion points:Understanding the damage promotions can have on brandsKnowing when a promotion should be used & whyUsing data to improve targetingPersonalisation in performance marketing - using promotions more effectivelyVisit insidecommerce.fm to access the full Pulse panel series.About PulsePulse is an ecommerce conference designed for ambitious high-growth retailers and brands looking for inspiration and innovation from some of the top speakers in ecommerce and digital marketing. It takes place over 2 days every year in London, UK, with its sister New York event in September.
• EP345: What Gymshark's Ex CEO Learned About The Economics Of Scale Going From £5m to £500m+ 05.06.2026 20мин

  Our Pulse Special episodes feature the hottest content from the 2026 event, including panel discussions with leading brands and technology vendors.Exclusive to Inside Commerce, these discussions share interesting insights from respected industry practitioners.In this panel, ex Gymshark CEO Steve Hewitt, now founder of Whanau Advisory, talks about the economics of scale. Steve joined Gymshark when it was at £5 million revenue, and oversaw its rapid growth to £500 million +, leading the business through investment and a £1 billion+ valuation. He talks about their four buckets for success:1. What's the brand's purpose?2. Who does it exist for?3. What is the brand's value set?4. What is the business model and how scalable is it?He explores the dynamics of investment and how investors evaluate the investment potential for ecommerce brands.It's an incredible opportunity to get expert advice from a seasoned ecommerce executive who understands the commercial dynamics of growth and investment.About PulsePulse is an ecommerce conference designed for ambitious high-growth retailers and brands looking for inspiration and innovation from some of the top speakers in ecommerce and digital marketing.It takes place over 2 days every year in London, UK, with it sister New York event in September.
• EP344: Building Your Content Creator Strategy by Two Globally-Recognised Creators at Hyper Studios 03.06.2026 23мин

  Our Pulse Special episodes feature the hottest content from the 2026 event, including panel discussions with leading brands and technology vendors.Exclusive to Inside Commerce, these discussions share interesting insights from respected industry practitioners.In this panel, Oren John and Clayton Chambers from Hyper Studios, explore what a creator strategy is and how ecommerce brands can embrace and benefit from the creator community.About PulsePulse is an ecommerce conference designed for ambitious high-growth retailers and brands looking for inspiration and innovation from some of the top speakers in ecommerce and digital marketing.It takes place over 2 days every year in London, UK, with it sister New York event in September.
• EP343: Fashion Strategy in 2026 - Brand, Performance & Scale with Percival + UN:IK Clothing 02.06.2026 19мин

  Our Pulse Special episodes feature the hottest content from the 2026 event, including panel discussions with leading brands and technology vendors.Exclusive to Inside Commerce, these discussions share interesting insights from respected industry practitioners.In this panel, Jake Messer, founder of bound and UN:IK Clothing, and Ian Mackey, Global Marketing Director at Percival, discuss how each business is thriving through brand and performance marketing, driving sustainable revenue growth.About PulsePulse is an ecommerce conference designed for ambitious high-growth retailers and brands looking for inspiration and innovation from some of the top speakers in ecommerce and digital marketing.
• EP342: The 70% Rule - How AI Workflow Automation Drives Massive Productivity & Quality Gains, With Tom&Co 19.05.2026 59мин

  Leveraging AI for Business Efficiency and Workflow AutomationExplore how AI is revolutionising operational workflows, replatforming and client collaboration in ecommerce.This episode delves into practical applications, strategic insights and real-world examples from industry experts on integrating AI into business processes to enhance productivity, quality and value.We discuss how even imperfect AI models can vastly increase operational efficiency through automation and scaling, but explain why human experts are needed to provide sensible guardrails and oversight.Here's what you'll get from this episode:The evolution of AI in agency workflows and internal operations at leading agency Tom & Co.Practical uses of agentic versus transactional AI, including long-term memory solutions.Automating data cleansing, prototyping and content generation with AI tools like Claude and ChatGPT.Building smarter workflows with AI-driven decision-making and human-in-the-loop governance.How AI can reduce grunt work in ecommerce, freeing teams for higher-value tasks.Examples of AI supporting client needs, from statement of work creation to inquiries and service desk automation.Strategic shift from code writing to system architecture and oversight skills.This episode showcases how pragmatic AI integration can transform operational efficiency, empower teams and deliver measurable business outcomes. Whether you're an agency, vendor or ecommerce business, these insights could help you harness AI for your next growth phase.Key topics & timings:[00:45] - Guest introductions and background.[02:45] - AI's impact on ecommerce development.[05:30] - Trends in AI adoption within agencies and project workflows.[07:10] - How AI is changing / replacing developer roles.[11:00] - Replatforming made easier with AI: speed, risk reduction and quality.[13:40] - Claude Design's capabilities and benefits.[17:13] - Examples of AI facilitating project management, code analysis and client reporting.[19:20] - Simplifying prompt engineering and accessibility for non-technical teams.[20:50] - AI in documentation, cross-referencing and long-term memory strategies.[26:45]- AI-generated designs, presentations and brand-compliant assets.[30:50] - Internal use of AI at Tom & Co: workflow automation for efficiency.[35:05] - Workflow automation for client briefs, code insights and statement of work creation.[39:05 ]- Human-in-the-loop governance and risk mitigation strategies.[45:10] - Managing AI context limitations: long-term memory and retrieval strategies.[51:50] - The broader opportunity of AI for operational and marketing efficiencies.
• EP341: Modernising Ecommerce Platforms Without Risking Revenue: Expert Strategies for a Seamless Transition 12.05.2026 45мин

  Upgrading your ecommerce platform can be daunting, especially with the risk of disrupting sales. Experts James Gurd and Paul Rogers share strategies to modernise confidently without adversely impacting revenue.The podcast is based on a combined 40 years' replatforming experience. Discussion points include:Managing Technical DebtTechnical debt, like inefficient code and clunky integrations, can hinder platform upgrades. Addressing this debt is crucial for a smooth transition. We discuss conducting thorough audits, prioritising cleaning up bloated themes and implementing continuous code reviews to prevent new debt.Handling SEO risksSEO traffic drops are a major concern during platform changes but there's a clear process to follow to minimise risk: for example, benchmark current rankings, plan URL changes carefully and use 301 redirects. Post-migration, monitor organic traffic and keyword rankings closely to recover quickly.Building a business case for changeDespite economic pressures, replatforming can be justified through cost savings, efficiency gains and potential revenue uplift. Calculate reduced support costs, forecast growth conservatively and highlight support cost reductions to build a strong business case.Using prototyping to validate planned changesRapid prototyping allows you to test and refine concepts on your existing stack before full implementation, reducing costly rework. Focus on high-impact areas like checkout and navigation, and use low-code platforms to simulate user journeys.Modernising your ecommerce platform doesn't have to mean risking revenue. By addressing technical debt, safeguarding SEO, building solid business cases and using rapid prototyping, you can stay competitive without disrupting sales. Incremental improvements guided by expert advice are the safest route to a resilient, revenue-driving platform.Chapters:[00:30] - Introduction: Modernisation challenges and risk mitigation[02:00] - Approaches to reducing technical debt: legacy code, documentation and third-party integrations[05:00] - Common issues with front-end themes and how bloated themes impact performance[08:10] - Replatforming considerations: scope, costs and agency support[11:00] - Ensuring performance and accessibility standards in theme builds[13:00] - Practical steps for enhancing front-end performance without replatforming[17:40] - Justifying replatform ROI amid economic pressures[22:50] - Cost-effective opportunities in migration projects: feature scope and trade-offs[28:15] - Solution MVPs and phased launches for risk management[32:50] - Using existing site data for testing and benchmarking pre-launch changes[34:55] - Strategies to avoid SEO traffic drops during migration[40:20] - Increasing team agility through prototype-driven development and low-code solutions
• EP340: Mastering B2B Ecommerce - Meeting Buyer & Seller Demands with Industry Expert Jason Greenwood 05.05.2026 54мин

  Summary:70% of B2B buyers are now Millennials & Gen Z digital natives, according to Forrester. This changes the demands B2B sellers face; how B2B buyers source & buy products is evolving.In this episode, we explore the tech ecosystem for B2B commerce, how vendors are evolving to satisfy B2B buyer & seller demands, and the key features and processes that underpin successful B2B commerce.Our guest expert is Jason Greenwood, who runs Greenwood Consulting, one of the leading B2B consultancies & hosts the popular The Ecommerce Edge Podcast.Podcast discussion guide:Most companies overlook a game-changing secret in B2B ecommerce: just how urgently they need to modernise their tech, and what happens if they don’t. Jason reveals the critical shifts shaping the future of industrial, regulated and highly complex industries. We explore how AI, agentic commerce and the evolving digital expectations of millennial and Gen Z buyers are redefining B2B sales. You’ll discover:Why legacy tech stacks, tribal knowledge and outdated processes are holding companies backHow real-time, AI-powered automation is poised to revolutionise everything from compliance to customer experience.If you’re a B2B leader, vendor or agency grappling with modernising complex supply chains, understanding regulatory hurdles, or competing in a rapidly shifting market, this episode is your blueprint for staying ahead. Jason shares behind-the-scenes insights on the industries least served by current platforms and how tailored, compliant solutions will unlock billions in new revenue.We break down:How emerging AI and agentic protocols are making B2B interactions smarter, faster and more seamless than ever beforeThe critical role of compliance, regulation and industry-specific needs in platform selection and digital transformationWhy traditional sales teams resistant to digital are the biggest obstacle, and how to reframe incentives for successThe future of self-serve, conversational and multimodal commerce channels in highly regulated industriesPractical frameworks for identifying your tech gaps, setting realistic expectations and navigating an ever-evolving ecosystem of B2B platformsThis isn’t just a tech update; it's a call to action. The market is racing towards a future where compliance, complex products and personalised digital experiences will determine who leads.Jason is a renowned B2B consulting expert, with over 26 years of experience helping manufacturers, distributors and platform vendors unlock digital transformation. His insights could be the difference between falling behind and dominating the next wave of B2B growth.Chapters:[00:30] - Introduction to the episode and guest Jason Greenwood.[02:30] - The impact of AI on B2B buying behaviour.[06:00] - The speed of technological change and adaptation in B2B[09:40] - The importance of human skills versus AI capabilities.[13:20] - The critical role of relationships and trust in B2B commerce.[21:30] - Overcoming legacy sales processes and tribal knowledge issues.[26:00] - The influence of evolving buyer demographics and expectations.[31:15] - Platform evolution: Shopify, BigCommerce and B2B-specific systems.[36:40] - AI-driven agentic procurement.[41:10] - How to evaluate and choose the right B2B platform.[46:00] - Emerging technologies for complex, regulated B2B industries.[56:00] - Strategies for digital transformation in traditional B2B organisations.
• EP339: Rebuild & Unify Everything: Deconstructing Lupine’s Hybrid B2B/B2C Migration Strategy 30.04.2026 48мин

  "Building with native capabilities allows us to create an optimised experience. It reduces dependency on third-party apps, ensuring better performance and flexibility to adapt as business needs evolve. This approach empowers us to maintain control over the user experience and make dynamic changes without being constrained by external limitations." Michael Klim, Co-founder & CTO at Commerce-UI.ABOUT THIS EPISODE:What drives a business to replatform varies; from current platform constraints, to changing business operational needs and onerous running costs. Project complexity also varies, depending on the size of business, systems architecture, business processes and geographical spread. However, all projects share common challenges, including the need to unearth how a business really works and build a solution that delivers on functional and operational needs whilst being usable and fixing known issues, all within an acceptable cost model. To achieve this clarity is required, and businesses and their agency partners need to make compromises to deliver the project within agreed guardrails.This podcast explores how Commerce UI took a brief from Lupine's CEO to rebuild everything, unify everything & rebrand everything across a hybrid DTC and B2B business, and collaborated with the client to build a viable solution based on detailed analysis of the wider business needs for ecommerce.We focus on the process Commerce UI and Lupine went through to achieve project goals, not the platform they chose.What you can expect:Replatforming challenges: every project is unique, with different technology decisions and complexities. Common challenges include change management and making compromises for optimal outcomes.Discovery process: a thorough discovery process is crucial, involving understanding branding, digital UI/UX and operational improvements. This helps align the technical solution with the brand's vision.Front-end decision-making: choosing between headless and theme-based solutions depends on team composition, future plans and specific project needs. A theme was chosen for its B2B advantages and design flexibility.B2B Capabilities: Shopify is evolving in the B2B space, offering open APIs and tools like Shopify Flow for custom logic, though it doesn't yet match enterprise-grade solutions.UI/UX Considerations: balancing the needs of D2C and B2B users requires distinct approaches, as each group has different intents and requirements.Product Configuration: Using native tools like metaobjects allows for flexible and scalable product configurations, reducing dependency on third-party apps.Change management: successful projects require managing client-side change, as new systems alter team operations and expectations.Get inbox alerts when new episodes drop: https://insidecommerce.us11.list-manage.com/subscribe?u=ab993353c2b4b829879d3553d&id=07d636b707
• EP338: Salesforce Investment In Modernising Its Commerce Platform To Cut Costs & Accelerate Time to Market 21.04.2026 44мин

  What you'll learn:The evolution of Salesforce Commerce Cloud and the drive to rediscover its competitive edge.How AI is enhancing user experience and agility.Strategic priorities and future directions for enterprise commerce.Summary:Salesforce Commerce Cloud has long been considered a heavyweight in the enterprise ecommerce space, but has lost many SME clients to platforms like Shopify with more compelling roadmaps. As it ramps up investment in the platform, we explore what type of business it is relevant to now, and why.In this episode, Rob Smith, SVP of Commerce at OSF Digital, pulls back the curtain on the platform’s evolution, and what it really takes to compete with newer, leaner solutions like Shopify and Centra.You’ll discover how Salesforce’s focus on multi-country, multi-language management keeps it in the upper right of Gartner’s Magic Quadrant = suitable for large, complex brands.Rob answers common challenges:What common refrains are still applicable?Has recent investment in AI, React-based architecture and agentic merchandising made it more agile and user-friendly, especially for fast-paced replatforming projects?What's the minimum GMV a retailer needs to make platform investment viable?We break down the real costs, implementation speed and much criticised admin experience, plus what’s coming next.We explore the strategic priorities Salesforce is doubling down on, from AI-enhanced search and recommendations to scalable infrastructure that’s built for trust and uptime. Rob shares candid insights into how the platform is balancing between enterprise needs and simplifying the admin experience without sacrificing power. Whether you’re considering a Salesforce project or just want to understand its future trajectory, this episode provides a nuanced, honest view of what to watch for.Hit play now to explore whether Salesforce Commerce Cloud can keep pace with your next big growth move, and how its latest innovations are tailored to enterprise commerce.Chapters:[01:00] Salesforce Commerce Cloud market segmentation, target business size & recent evolution.[05:45] Challenges related to admin complexity and platform usability.[07:00] Salesforce's maturity for multi-country, multi-language, multi-currency setups.[09:25] The new Salesforce reference application built on React and Tailwind.[10:40] AI-driven front-end development and automation in replatforming projects.[12:10] Suitability of Salesforce for different business sizes and use cases.[13:30] Speed to market and platform deployment times.[16:15] AI and agentic tools integration for marketing and content management.[17:30] Licensing fees and cost flexibility for enterprise clients.[19:45] Admin UI improvements and UX enhancements.[21:15] Strategic focus areas including search & recommendations.[26:20] Handling complex enterprise requirements versus mid-market needs.[27:45] Balancing feature richness with partner ecosystem and third-party integrations.[34:35] Salesforce's strategic direction towards integrated data, marketing and commerce tools.[39:00] Practical limitations and user experience gaps in current platforms like Shopify.[42:15] The shifting landscape of legacy enterprise platforms and Salesforce’s position.
• EP337:What Role Should An Ecommerce Consultant Play in Website Migrations & How Do You Ensure They Add Value? 14.04.2026 1ч 4мин

  "Brands don't know what they don't know. A consultant makes teams think about things in detail. It's an education piece."Francesca Raggio, Ecommerce Consultant, VervauntThis podcast features experts discussing the critical role of consultants in ecommerce website migrations. We share insights on project management, stakeholder engagement, technical discovery and how to avoid common pitfalls in replatforming projects.The episode pools the replatforming experience of James Gurd with senior consultants from Vervaunt, Shamoli Miah (Operations Director) and Francesca Raggio (Ecommerce Specialist).Having worked on a wide range of projects, they understand the real challenge isn’t about the tech; it’s the clarity, co-ordination and governance that enables multiple teams to function coherently together and handle the stresses that come with technology projects.Some of the biggest surprises come from content audits and data structure planning - things that many teams underestimate and leave until it’s too late. When you try to migrate thousands of products or reimagine your digital experience without proper planning, the results can be costly.Consultants are essential not just for technical expertise but for guiding teams through chaotic complexities: setting expectations, managing stakeholder alignment and ensuring you’re not flying blind. The value lies in thorough pre-discovery, continuous education, and the ability to challenge assumptions with honest, evidence-based insights.This isn’t about adding layers of bureaucracy; it’s about making the whole process smoother, more predictable and ultimately more successful.Tune in for an objective view of what the role of an external consultant should be, and how to know whether you need to add one to your project team. Chapters[00:35] Introduction to Ecommerce Consulting and Migrations[03:10] Understanding Replatforming Approaches[06:15] The Importance of Pre-Discovery in Projects[09:15] Common Challenges in Ecommerce Migrations[12:15] The Role of Governance in Project Management[15:10] Stakeholder Management and Accountability[17:40] Content and Data Migration Challenges[20:35] Planning for Successful Ecommerce Projects[30:35] Navigating Technical Discovery[40:00] Understanding User Acceptance Testing (UAT)[49:05] Consultant Skills for Ecommerce Success
• EP336: Resale as a Strategic Tool for Brands - Unlocking Revenue, Loyalty and Control, with Continue Co-founder Lydia Hartley 09.04.2026 50мин

  "The brands we work with are making up to 5% of their revenue from resale. Our model is peer-to-peer, so customers are buying and selling from each other via the brand's own marketplace."Lydia Hartley, Co-Founder, Continue.About this podcast:Discover how Continue is helping brand-owned resale improve the way ecommerce businesses approach customer retention, loyalty and control over their secondary markets. This episode dives into the commercial opportunities, technology and strategies behind implementing resale seamlessly within your brand ecosystem.Key discussion points:The rapid growth and scale of resale platforms like Vinted, eBay and Depop, and why brands need to pay attention.How resale can drive up to 5% of revenue through repeat purchase and customer engagement.The power of resale for building emotional loyalty and community within brand ecosystems.Ways to integrate resale into loyalty programs, including exclusive marketplaces for VIP members.The importance of authenticating products and protecting consumers from counterfeit or poor quality items.Strategies for launching resale platforms quickly and effectively, with real examples.Addressing concerns about cannibalisation and margin erosion with credible data.The role of storytelling, digital marketing and community engagement in successful resale launches.Technical setup, including Shopify and Magento.Chapters:[00:35] Introduction to Marketplace Commerce and Resale[03:02] Understanding Resale Platform Benefits & Market Opportunity[08:55] Resale as a Retention Tool[14:42] Debunking Cannibalisation Myths[20:21] Integrating Resale into Loyalty Programs[26:12] Building Trust and Moderating Bad Actors[32:49] Challenges and Risks in Implementing Resale Strategies[35:05] Effective Launch Strategies for Resale Platforms[40:55] Customer Service and Brand Consistency[42:58] Shipping Mechanisms in Resale Platforms
• EP335: BatchLDN Founder Story & How Physical Retail Is The Foundation For Ecommerce Growth, With Co-Founder Sam Matanle 04.04.2026 52мин

  "The amount of clothing going to landfill every year is astronomical. The stat that always hits hardest is 6 in 10 items of clothing made end up in landfill within a year. When you start to process that, it's pretty wild, it's eye-opening."FOLLOW US:LinkedIn: https://www.linkedin.com/company/inside-commerce/ ABOUT THIS EPISODE:How Batch London Rewrites Fashion with Sustainability and Retail InnovationJames ran a panel with today's guest, Sam Matanle, at a Voyage in November 2025. He was impressed by the business story and positive mission to  raise the standard of sustainability in the fashion industry, by reducing waste and overproduction, and knew Sam's story would resonate with our podcast audience.For this episode, you’ll hear how two Uni friends quit their corporate roles to launch something they’re passionate about, and how they turned a vision into a successful business.Sam is the co-founder of Batch London, and shares his perspective on how the brand is transforming the fashion industry through made-to-order apparel, innovative retail strategies and a strong focus on sustainability. Discover how their approach is influencing consumer habits, retail environments and brand loyalty.Key topics:The origin story behind BatchLDN and its mission to redefine fashion consumption.The benefits of made-to-order manufacturing in reducing waste and increasing quality.Strategies for creating versatile, multi-use clothing for smart casual wear.Opening a flagship store in Covent Garden and the impact on brand awareness and sales.The challenges and opportunities of retail expansion for smaller brands.Building a loyal community through memberships, events and innovative loyalty programsThe importance of in-store experience and staff training for physical retail successLeveraging digital tools, agencies and website audits to optimise online presence.The evolving landscape of consumer consciousness, legislation and environmental responsibility.
• EP334: How Represent Is Building Community Loyalty Through Data-Driven Strategy & Customer Insights 29.03.2026 51мин

  From Feedback to Strategy: Building a Loyalty Program for Today’s CustomerRicky Jennings, Head of Ecommerce at Represent, and Connor Jones, Ecommerce Strategist at Vervaunt, team up to share how Represent reshaped its customer loyalty strategy.Represent’s community-driven approach involved multiple surveys, WhatsApp groups and direct feedback channels. Using insights from existing members, including their frustrations with points-based system, the brand rebuilt its loyalty approach deliver an improved customer experience.Represent found that Members wanted experiences, limited-edition products and a platform that recognised their loyalty beyond simple discounts.Tune in to learn about the following:Reducing barriers to entry: a new tier system simplified onboarding, making it easier for members to progress and experience rewards sooner.Expanding reward types: exclusive products, art pieces and event access are core components - no longer just discounts, but meaningful assets.Fostering community engagement: incorporating features like in-store check-ins, community challenges and point sharing boosts member involvement both online and offline.Data-driven personalisation: collecting first-party data, such as product interests, enables tailored experiences that feel relevant and personalised.FAQ: Loyalty and Community in FashionQ: How does a loyalty program foster community? A: By incorporating social features such as forums, in-store events, point sharing and local groups, members feel recognised, connected, and part of an exclusive community.Q: What are the most effective features for increasing engagement?A: Missions, exclusive products, personalised experiences and recognition through physical assets like membership cards or event access drive high engagement.Q: Can loyalty programs be integrated between online and offline channels?A: Yes. Technologies like NFC, QR check-ins and geotargeted activities create connected omnichannel experiences that reinforce loyalty everywhere.Q: How important is direct customer feedback in redesigning a loyalty scheme?A: Extremely important. Listening to member insights guides valuable feature development and ensures the program aligns with customer desires.Q: What's the ultimate goal of a community-focused loyalty program?A: To build emotional connections, foster brand advocacy, and create a lifestyle around your brand, resulting in loyal, engaged customers.