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

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

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

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

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

• 00:00 – Why Disconnected Systems Stall B2B Growth
• 06:45 – Robert Rand’s Path from Manufacturing to iPaaS
• 13:30 – What an Integration Platform Actually Does
• 20:15 – From Spaghetti Code to a Central Data Hub
• 27:00 – Real B2B Pain Points: ERP, Orders, and Manual Work
• 33:45 – The “Central Hub” Model and Scalable Data Flow
• 40:30 – Real-World Integration Success Stories
• 47:15 – Choosing the Right Partners and Defining Success
• 54:00 – Avoiding Integration Mistakes and Planning for the Future

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

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

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

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

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

Website: www.groovecommerce.com/
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/

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

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

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

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

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

00:00 – Why B2B payments are broken
06:10 – Joe Twer’s path into payments and global commerce
12:45 – Why payments are table stakes but rarely optimized
19:30 – What makes BlueSnap different from traditional gateways
26:05 – Failed transactions, routing, and approval rate optimization
32:50 – Supporting global payments, ACH, and recurring billing
39:20 – ERP and eCommerce platform integrations in B2B
45:40 – Reducing checkout friction and improving buyer experience
52:10 – Surcharging, digital transformation, and final advice

Groove Commerce – https://www.groovecommerce.com
BlueSnap – https://www.bluesnap.com
Stripe – https://stripe.com
NetSuite – https://www.netsuite.com
Microsoft Dynamics – https://dynamics.microsoft.com
SAP – https://www.sap.com
BigCommerce – https://www.bigcommerce.com
Shopify – https://www.shopify.com
Salesforce Commerce Cloud – https://www.salesforce.com/products/commerce-cloud
LinkedIn – https://www.linkedin.com
YouTube – https://www.youtube.com

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

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

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

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

Website: https://www.groovecommerce.com
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/

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

In this episode of eCommerce Masters, Justin Scott, CEO of Dopple, joins Ethan Giffin to reveal how 3D visualization is transforming B2B commerce.

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

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

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

Listen now to learn how showing more can help you sell more.

• 00:00 - Designing for Conversions: The Power of Visual Merchandising
• 02:00 - Justin’s Journey from Zillow to Dopple
• 05:00 - The Shift from 2D to 3D in B2B Commerce
• 08:00 - What Dopple Does and Who It’s For
• 12:00 - Real-World Example: Copper Hoods Configurator
• 16:00 - Designing for Conversion Through Visualization
• 22:00 - The Role of CAD and 3D Modeling in Buyer Experience
• 27:00 - Understanding Buyer Behavior and Analytics
• 30:00 - Partnerships, Implementation, and Collaboration
• 32:00 - Build vs. Buy: Scaling 3D Technology for B2B
• 36:00 - The Future of Digital Transformation in B2B Commerce
• 38:00 - What’s Next for Dopple and Groove Commerce
• 46:00 - Final Thoughts: Hiring for Digital Vision and Transformation

Dopple - https://www.dopple.io
Groove Commerce - https://www.groovecommerce.com
Zillow - https://www.zillow.com
Tumblr - https://www.tumblr.com
Copper Hoods - https://www.copperhoods.com
ShopTalk (Event) - https://shoptalk.com
Google Analytics 4 (GA4) - https://marketingplatform.google.com/about/analytics/
Shopware - https://www.shopware.com
BigCommerce - https://www.bigcommerce.com
Shopify - https://www.shopify.com
Salesforce - https://www.salesforce.com
HawkSearch - https://www.hawksearch.com

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

Now at Dopple, he’s focused on breaking the barrier between physical and digital worlds by making 3D content creation and distribution seamless across every channel.

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

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

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

Website: www.groovecommerce.com/
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/

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

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

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

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

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

Chapters
00:00 - Welcome and Introduction to Dwayne Doshier
02:15 - Dwayne’s Early Career and Entry into E-Commerce
09:40 - Mentorship, Leadership, and Lessons from Industry Giants
15:20 - Industry 4.0 and the Digital Transformation of Manufacturing
22:00 - Shopify’s Journey into the B2B Space
30:35 - The Difference Between B2B and B2C Commerce
38:50 - Leveraging Data, AI, and Partners like Klaviyo in B2B
46:25 - Overcoming Fatigue and Structuring Digital Transformation
55:10 - Shopify’s Strengths, Partnerships, and Platform Differentiation
1:03:40 - Building Internal Alignment and Defining What Success Looks Like

Resources

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

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

Klaviyo - https://www.klaviyo.com

About our Guest, Dwayne Doshier

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

About Our Host, Ethan Giffin

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

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

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

Connect With Us:

Website: www.groovecommerce.com/
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/

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.

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.

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.

• 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
  
  

Groove Commerce - https://www.groovecommerce.com
B2BEA - https://www.b2bea.org
Magento - https://magento.com
Amazon - https://www.amazon.com
Shopify - https://www.shopify.com
Epicor - https://www.epicor.com
Salesforce CRM - https://www.salesforce.com/products/crm/overview
Salesforce Commerce Cloud - https://www.salesforce.com/products/commerce-cloud/overview
ChatGPT - https://chat.openai.com

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

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

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

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

Website: www.groovecommerce.com/
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/

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

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

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

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

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

00:00 - Kicking Off with Mike Matker from SiteVibes
03:00 - The Path from Search to SiteVibes
06:00 - Solving the Problem of Fragmented Tech Stacks
09:00 - Building a Unified Platform with Out-of-the-Box Integration
12:00 - Who SiteVibes is Built For (B2C and B2B)
15:00 - How Brands Get Started with SiteVibes
18:00 - Power of Customer Profiles and Segmentation
21:00 - SiteVibes in Action: Events, Use Cases & Advanced Strategies
24:00 - Event Strategy Shifts: From ShopTalk to Boutique
28:00 - What’s Next for SiteVibes: B2B Edition & AI Innovations
30:00 - Final Advice on Loyalty, Retention & Taking Action

Groove Commerce - https://www.groovecommerce.com
SiteVibes - https://www.sitevibes.com
BigCommerce - https://www.bigcommerce.com
Shopify - https://www.shopify.com
Salesforce - https://www.salesforce.com
Amazon - https://www.amazon.com
Apple Podcasts - https://podcasts.apple.com
Spotify -  https://www.spotify.com
LinkedIn -  https://www.linkedin.com
Shoptalk (Retail Event) - https://shoptalk.com

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

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

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

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

Website: www.groovecommerce.com/
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/

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

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

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

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

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

00:24 - Meet William Gasner from Stack Influence
04:17 - Why Micro and Nano Influencers Work Best
09:11 - Automating Influencer Campaigns at Scale
14:03 - How Stack Influence Builds Creator Trust
19:27 - Real Examples of Product Seeding Success
24:45 - Using Influencer Content in Paid Ads
29:58 - Choosing the Right Products for Influencer Marketing
34:50 - Tracking ROI and Performance Metrics
39:46 - The Future of Influencer Marketing Platforms
44:32 - Final Advice for Brands Looking to Scale

Groove Commerce - https://www.groovecommerce.com
Stack Influence - https://www.stackinfluence.com
Shopify - https://www.shopify.com
Amazon - https://www.amazon.com
Facebook Ads - https://www.facebook.com/business/ads
TikTok - https://www.tiktok.com
Meta Ads - https://www.meta.com/business/ads
Instagram - https://www.instagram.com
LinkedIn  - https://www.linkedin.com/
YouTube - https://www.youtube.com

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

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

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

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

Website: www.groovecommerce.com/
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/

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

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

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

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

0:00 - Welcome & Star Wars Meets ERP
1:48 - Colin’s Background and Journey to NetSuite
7:06 - Ideal Customers: eCommerce, B2B, and Manufacturers
10:25 - Integration Tools & Choosing the Right Solution
15:05 - The Shift Toward Buyer Portals and Self-Service
22:08 - Expanding Sales Channels with ERP & Amazon
30:01 - Automating Procurement with APIs and AI
36:38 - Using AI to Fix Bad Catalogs Faster
44:06 - NetSuite Implementation: Process, Timeline & Mindset
53:32 - Final Growth Tips & Where to Connect with Colin

Groove Commerce - https://www.groovecommerce.com
Esonus - https://www.esonus.com/
NetSuite - https://www.netsuite.com/
Oracle - https://www.oracle.com/
Amazon  - https://www.amazon.com/
MuleSoft - https://www.mulesoft.com/
Shopify - https://www.shopify.com/
HawkSearch - https://www.hawksearch.com/
Fathom  - https://fathom.video/
ChatGPT - https://chat.openai.com/
LinkedIn  - https://www.linkedin.com/
YouTube - https://www.youtube.com

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

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

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

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

Website: www.groovecommerce.com/
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/

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

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

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

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

00:00 - Introduction to Thompson Tee
03:40 - From Idea to Product: Solving Sweaty Situations
10:16 - Navigating Business Challenges & Shark Tank
15:32 - Behind the Scenes of Shark Tank
22:08 - Business Growth After Shark Tank
24:09 - Biggest Challenges Facing eCommerce Brands Today
31:28 - New Products & Innovation
36:07 - Practical Advice for Growing Brands
38:57 - Reality Check on Entrepreneurship and Influencers
40:31 - Wrap-Up & Final Thoughts

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

Thompson Tee - https://thompsontee.com

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

Shopify - https://www.shopify.com

Amazon - https://www.amazon.com

ChatGPT - https://chat.openai.com

QVC - https://www.qvc.com

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

Target - https://www.target.com

YouTube - https://www.youtube.com

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

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

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

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

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

Website: www.groovecommerce.com/
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/

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

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

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

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

00:00 - Introduction & Guest Welcome
02:18 - Ari Khan’s Journey into AI & eCommerce
07:01 - The Role of Site Search in Online Sales
12:55 - How Conversational AI is Transforming Search
18:07 - Optimizing Search for B2B & eCommerce Growth
23:50 - The Importance of Clean Data & Merchandising
29:46 - AI-Powered Search & Reducing Zero-Result Queries
34:41 - Bridging Content & Commerce with Intelligent Search
40:08 - The Future of AI in eCommerce & Site Search
44:44 - Closing Thoughts & Where to Learn More

Hawksearch - https://www.hawksearch.com

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

BigCommerce - https://www.bigcommerce.com

Shopify - https://www.shopify.com

Optimizely - https://www.optimizely.com

Salesforce - https://www.salesforce.com

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

Shopware - https://www.shopware.com

Zapier - https://www.zapier.com

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

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

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

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

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

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

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

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

Connect With Ethan on LinkedIn

Website: www.groovecommerce.com/
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/

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!

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

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

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

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

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

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

Connect With Ethan on LinkedIn

Website: www.groovecommerce.com/

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/

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.

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

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

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

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

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

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

Connect With Ethan on LinkedIn

Website: www.groovecommerce.com/

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/

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.

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

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

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

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

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!

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.

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.

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.

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.com
Feedonomics - https://www.feedonomics.com
Klaviyo - https://www.klaviyo.com
HubSpot Marketing Hub - https://www.hubspot.com/products/marketing
Google Shopping - https://www.google.com/shopping
Amazon 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

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.

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

Revenue Roll - https://revenueroll.com
Shopify - https://www.shopify.com
Klaviyo - https://www.klaviyo.com
BigCommerce - https://www.bigcommerce.com
WooCommerce - https://woocommerce.com
WordPress - https://wordpress.org
Listrak - https://www.listrak.com
Attentive - https://www.attentive.com
Rebuy - https://www.rebuyengine.com
IntelliGems - https://www.intelligems.io
Google - https://www.google.com
Yahoo - https://www.yahoo.com
Snowflake - https://www.snowflake.com
Experian - https://www.experian.com
TransUnion - https://www.transunion.com

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

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

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 - 01:13
What is Shopware? - 03:25
Ideal Merchant Profile - 06:19
The Pendulum of Hosting Models - 08:53
Vendor Lock-in and Costs - 13:22
Outsourcing Innovation - 27:15
The Digital Sales Room - 30:22
Future of eCommerce - 38:21

Resources:

Shopware - https://www.shopware.com
Digital River - https://www.digitalriver.com
Shopify - https://www.shopify.com
Commerce Tools - https://commercetools.com
Basecamp - https://basecamp.com
Disney Plus - https://www.disneyplus.com
Netflix - https://www.netflix.com
Trunk Club - https://www.trunkclub.com
Instagram - https://www.instagram.com
TikTok - https://www.tiktok.com
Facebook - https://www.facebook.com
Azure (Microsoft Azure) - https://azure.microsoft.com
AWS (Amazon Web Services) - https://aws.amazon.com
ShopPay Wallet - https://shop.app/pay
CRM (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

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.

"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."

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

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)

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.

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.

Kurani emphasizes the challenges of hardware development, describing a "hardware hierarchy" from industrial design to software. He advises other founders that "perfection is the enemy of progress," encouraging them to launch products even when they are ready. The conversation highlights Sutro's innovative approach to a common problem and Kurani's strategic thinking in product development and market positioning.

Key insights include:

- Sutro's device floats in pools, measuring pH, chlorine, bromine, and alkalinity, sending data to a smartphone app.

- The product simplifies pool maintenance, eliminating manual testing and guesswork. - Kurani's background in pool maintenance and venture capital in India inspired the product. - The company pivoted from targeting the Indian water market to wealthy pool owners for better margins.

- Sutro uses a direct-to-consumer model via Shopify, with plans to expand into retail and OEM partnerships.

Quotes From The Show:

"We basically set out to figure out how can we build a diagnostic sensor that has the accuracy of those really expensive sensors, but has the kind of idiot factor to be able to get information to the user so they can actually act upon it."

"I put my pool boy shorts back on and flipped the entire model around. And we said, 'Why don't we sell to wealthy pool owners, sell it at a margin, at a higher margin, and use that money to basically redeploy into the product so we can then go into these more altruistic markets later?'"

"A ton of blood, sweat and tears. I mean, it's like it's absolutely, you know, they don't say hardware is hard for kind of no reason."

"Once you get the bottom three correct, I can push up updates, you know, daily if I feel like it. Probably not the smartest thing, but you can change code with a much less risk than anywhere up and down that that kind of has a lot of problems."

"Everything from literally cleaning bathrooms, making sure that the office was vacuumed because we had investors coming all the way to kind of filing the patents, right? And working with our patent attorneys and filing corporate documents."

"I'd say perfection is the enemy of progress. Just hit the, just hit the publish button when you feel like you're embarrassed because if you don't, then you're going to be a little too late."

Chapters:

00:00 Introduction and Welcome
00:47 Product Overview and Target Market
05:47 Ravi's Background and Inspiration
08:55 Pricing and Subscription Model
11:10 Sales Channels and Marketing Strategy
18:34 Challenges in Hardware Development
32:25 Advice for Entrepreneurs

Resources:

Sutro - https://mysutro.com

Shopify - https://www.shopify.com

Klaviyo - https://www.klaviyo.com

ReCharge - https://rechargepayments.com

Amazon (FBA) - https://sell.amazon.com/fulfillment-by-amazon

Walmart Marketplace - https://marketplace.walmart.com

eBay - https://www.ebay.com

Home Depot - https://www.homedepot.com

Lowe's - https://www.lowes.com

Best Buy - https://www.bestbuy.com

Google (for advertising) - https://ads.google.com

Facebook (for advertising) - https://www.facebook.com/business

TikTok (for advertising) - https://www.tiktok.com/business

Home Assistant - https://www.home-assistant.io

Alexa - https://developer.amazon.com/alexa

Google Home - https://developers.home.google.com

iOS - https://www.apple.com/ios

Android - https://www.android.com

FCC (Federal Communications Commission) - https://www.fcc.gov

About Ravi Kurani:

Ravi Kurani has dedicated his career to water safety. From his early days as a pool boy for his father's pool and spa business to the founder of Sutro, Ravi has always wondered why everyone can’t have clean water. This feeling solidified when he was in India with First Light Ventures Fund and Village Capital. He holds a BS in Mechanical Engineering from UC Riverside, MBA in International Finance from Middlebury College, and a Certificate from Stanford University in Renewable Energy Systems. He believes that being an entrepreneur is an honor he must earn daily since it gives him the ability to solve problems that not only makes money but help society.

"Every dad on our street had that one friend who had turned an old refrigerator into a kegerator; he was definitely the coolest dad around."
- Tom McManus, 03:26

"We've shifted from being a primarily B2C company to focusing more on B2B transactions, which require a different approach and a longer sales cycle."
- Tom McManus, 08:26

"I can walk into any bar and spot our products immediately. I once challenged someone by saying, 'Yeah, that's our foot rail. Tell me I'm wrong.'"
- Tom McManus, 11:09

"Our growth strategy involved expanding through multiple channels, but we found that just led to trading dollars without real profit."
- Tom McManus, 13:03

"The eCommerce landscape is a race to the bottom when you're just competing on price and presence."
- Tom McManus, 13:26

"Getting hooked on revenue heroin is dangerous for your business—it's addictive and hard to quit, just like the real thing."
- Tom McManus, 13:34

00:17 - Chapter 1: Introduction to Tom McManus and KegWorks
05:00 - Chapter 2: Doubling Down on Architectural Metal
11:37 - Chapter 3: The Downside of Omnichannel Growth
17:50 - Chapter 4: Deep product Knowledge Is Your Best Tool
23:54 - Chapter 5: Building an eComm Dream Team
30:31 - Chapter 6: KegWorks’ eCommerce Tech Stack
45:08 - Chapter 7: Tom’s #1 Mistake

KegWorks.com - https://www.kegworks.com/
Rakuten - https://www.rakuten.com/
Magento - https://magento.com/
BigCommerce - https://www.bigcommerce.com/
HubSpot - https://www.hubspot.com/
Borderfree - Previously available at https://www.borderfree.com/ but now part of Pitney Bowes.
Digital River - https://www.digitalriver.com/
Pitney Bowes - https://www.pitneybowes.com/
Celigo - https://www.celigo.com/
SearchSpring - https://searchspring.com/
Feedonomics - https://www.feedonomics.com/

Tom McManus is the CEO of KegWorks, a leading provider in the architectural metal and draft beer equipment industry. Since 2005, Tom has steered the company through numerous growth phases, earning it recognition as one of the fastest-growing companies in Western New York and one of the best places to work. Under his leadership, KegWorks has faced and overcome significant challenges, including navigating the uncertainties of the pandemic, which only strengthened the company's resilience and innovative capabilities.

Tom's approach to leadership is characterized by a commitment to vision-setting, strategic planning, and execution. With a candid acknowledgment of the trials of business leadership, including admitting to past mistakes and learning from them, Tom brings a depth of understanding and empathy to his role. 

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

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.

"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, 11:41

It'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

00:00 - Chapter 1: Origins of Gun Dog Supply
3:32 - Chapter 2: Authentic Content Creation
05:32 - Chapter 3: The Dynamics of a Family Business
11:07 - Chapter 4: Stepping Into the Online World
33:38 - Chapter 5: Evolution of E-commerce Strategy
51:40 - Chapter 6: Growth and Physical Expansion
57:09 - Chapter 7: Looking Toward the Future

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.com
VioWeb (pre-Y Combinator) - https://www.ycombinator.com
NetObjects Fusion - http://netobjects.com
MailChimp - https://mailchimp.com
Klaviyo - https://www.klaviyo.com
Shopify - https://www.shopify.com
BigCommerce - https://www.bigcommerce.com
StoneEdge - http://www.stoneedge.com
SpyFu - https://www.spyfu.com
PubCon - https://www.pubcon.com

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 experience, he has honed his expertise in online retail, leveraging platforms like Yahoo Stores to drive growth and innovation. Rob's contributions to the industry are encapsulated in his influential book, "Starting a Yahoo Store for Dummies," which has guided countless entrepreneurs through the intricacies of online selling. His insights and experiences continue to inspire and educate those looking to navigate the ever-evolving landscape of online retail.

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

"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

00:00 - Chapter 1: Introduction and eCommerce Insights
04:53 - Chapter 2: Guest Introduction and Background
10:35 - Chapter 3: Strategies for Success in eCommerce
16:03 - Chapter 4: Overcoming Challenges in eCommerce
21:21 - Chapter 5: Innovations in eCommerce Technology

Cordova Outdoors Website: https://cordovaoutdoors.com/
Cordova Outdoors Instagram: @CordovaOutdoors
BigCommerce: https://www.bigcommerce.com/
Klaviyo: https://www.klaviyo.com/

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

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

The conversation delves into the challenges and triumphs of integrating technology and sustainability, which are just pieces of Cutter & Buck's commitment to environmental responsibility. The episode not only showcases Cutter & Buck's innovative approaches to eCommerce and Omni Channel sales but also offers listeners valuable lessons in resilience, adaptation, and strategic growth in eCommerce.

"We develop products that we believe will appeal and apply to all channel end users and consumers."
- Dave Santiago, 00:05:04

"Our go-to-market strategy is, everything we do is about creating great products and solutions for the end user and consumer."
- Dave Santiago, 00:04:47

"We have a very consumer-centric view and end-user view, which is interchangeable to us."
- Dave Santiago, 00:04:18

"The overall revenue US for Cutter & Buck is about 150 million this year... approaching 200 to 250 million in 2024."
- Dave Santiago, 00:03:40

"It's a really cool role to play because it's never dull. And it's all about engaging consumers."
- Dave Santiago, 00:05:38

"We found great efficiency, enhanced profitability, better user experience by making that digital commitment."
- Dave Santiago, 00:21:07

00:00 - Introduction to eCommerce Mastery
04:08 - The Journey Begins: Trailblazers' Stories
08:17 - Strategies for Success in eCommerce
12:26 - Overcoming Challenges in the Digital Marketplace
16:35 - Innovation and Evolution in eCommerce
20:44 - Building a Brand: Insights from the Masters
24:53 - Future Trends in eCommerce: What's Next?

Cutter & Buck Website: https://cutterbuck.com/
Cutter & Buck Instagram: https://www.instagram.com/cutterandbuck/ 
Dave on LinkedIn: https://www.linkedin.com/in/alexandravonparis/
BigCommerce: https://www.bigcommerce.com/
Klaviyo: https://www.klaviyo.com/

Dave is a VP of Sales at Cutter & Buck, a premium apparel brand that offers products for golf, sports, and lifestyle consumers. He has over 20 years of experience in the Consumer Packaged Goods, Softlines, and Digital Online sectors, where he has consistently delivered revenue growth, profitability, and customer satisfaction.

He leads the Omni Channel Sales Division, which aims to make the brand's products universally available to consumers at every imaginable point of engagement, from retail stores and online marketplaces to corporate and promotional distributors. He is responsible for developing and executing the overarching strategies and OKRs that ensure scalable and sustainable long-term growth, leveraging his expertise in digital marketing, e-commerce operations, product launch, and cross-channel sales team management. He is also a skilled negotiator and communicator who has closed multi-million dollar deals with Fortune companies and built high-performance teams. Dave is driven by creativity, leadership, and challenge, and thrives on expanding the company's reach and impact.

Connect on LinkedIn: https://www.linkedin.com/in/davesantiago/

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 on LinkedIn: https://www.linkedin.com/in/ethangiffin/

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. ​

"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

00:05 - Introductions
01:35 - Ali's start as an "accidental entrepreneur" 
05:35 - Route One's COVID-19 challenges
09:35 - The famed Maryland flag Sequined Jacket
17:14 - Getting her first licensing agreement
24:47 - What's next for Ali?

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/alivonparis
Ali on LinkedIn: https://www.linkedin.com/in/alexandravonparis/
Ship Station: https://www.shipstation.com/
Klaviyo: https://www.klaviyo.com/
Shopify: https://www.shopify.com/

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/

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 on LinkedIn: https://www.linkedin.com/in/ethangiffin/