Jeff Wender is Chief Revenue Officer at Minty. He opened with a term worth stealing: money maxing, which he describes as what shoppers have always done when costs are high and every dollar has to stretch further.

The number underneath his pitch is the one merchants already know and mostly ignore. Roughly 5% of people who land on an ecommerce site buy something. The other 95% are in discovery, moving between sites and comparing, and the brand has no idea who they are. Minty works that 95%, using a permissioned database of over 450 million connected devices to identify those shoppers and put an incentive in front of them.

On AI, Jeff refused to give an opinion and gave data instead. Minty's national holiday shopper survey found 78% of people expect to use AI in some form this holiday season, mostly for discovery rather than purchase. Their answer is Minty Promote, which syndicates a brand's products and incentives across the major LLMs so the brand is in the conversation when the recommendation gets made.

Also covered: the Shopify app and where the instrumentation sits, the Minty Ads retail media layer, and why full funnel matters more than any single tactic.

Chapters

(00:05) Introductions at eTail Boston
(00:14) Money maxing, and what it actually means
(01:12) The 5% who buy and the 95% who do not
(02:55) What Minty is hearing on the exhibit floor
(04:19) The 78% AI holiday number, and Minty Promote
(06:05) Minty App, Minty Ads, and what is next

Recorded live at eTail Boston 2026.