The biggest integration problem in commerce — getting a selling channel to talk to a fulfillment system — just got a solution. Kelly Goetsch rallied 62 vendors, including every OMS in the Gartner Magic Quadrant, behind a single open standard. If you've ever paid for a custom integration, this episode is for you.

Guest Bio:
Kelly Goetsch founded the MACH Alliance and serves as President of Pipe17. He began his career on FootLocker's first ecommerce site and has spent 20 years building at the infrastructure layer of the commerce industry. He's the most connected person in the composable commerce ecosystem and one of the few people willing to call the AI bubble by its name.

What Listeners Will Learn:

• Why composability is a prerequisite to AI — and what the risks are for companies that skip it
• What the Order Network Exchange is and how it could remove $500K–$1M from a commerce replatform
• The "Clippy problem": why most enterprise AI is still stuck inside a single application and how MCP changes that
• Kelly's honest take on the AI valuation bubble and what the Gartner Hype Cycle tells us about what happens next
• Why the churn question is the one hidden inside every consumer AI valuation
• How to start a composable journey without a two-year project and a giant SI

Key Topics with Timestamps:
01:58 — How to start composable without a massive SI project
05:19 — Composability as a prerequisite to AI
07:07 — The Clippy problem and Model Context Protocol explained
10:12 — Which SaaS companies actually deserve the funding slowdown
12:38 — The churn question inside AI valuations
16:07 — The AI bubble — called directly
18:27 — The Order Network Exchange announcement: 62 vendors, one standard
23:00 — MCP vs. traditional APIs: why it changes everything
30:54 — "Demand the standard"

Links:
🔗 Kelly Goetsch on LinkedIn: https://www.linkedin.com/in/kellygoetsch/
🔗 Commerce Ops Foundation: commerceopsfoundation.org
📺 Full episode on Spotify: https://bit.ly/3PGs0es
🔗 MarTalks on Apple: https://apple.co/4wNap4X

Keywords: composable commerce, OMS, order management, MCP, model context protocol, MACH Alliance, B2B ecommerce, AI infrastructure, SaaS bubble, retail technology

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