『eCommerce Podcast』のカバーアート

eCommerce Podcast

eCommerce Podcast

著者： Matt Edmundson
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If you’re looking for great tips and insights into how to run your online store, look no further than the Ecommerce Podcast: a show dedicated to helping you deliver eCommerce WOW. New episodes are released every Thursday, and each episode features interviews with some of the biggest names in the eCommerce world. Whether you’re just starting out in eCommerce or you’re a seasoned veteran, you’re sure to learn something new from each episode. So what are you waiting for? Subscribe to the Ecommerce Podcast today!Aurion Digital マネジメント マネジメント・リーダーシップ マーケティング マーケティング・セールス リーダーシップ 経済学
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  • How to Get AI to Recommend Your Brand Instead of Your Competitors

    How to Get AI to Recommend Your Brand Instead of Your Competitors
    2026/09/23
    When someone asks ChatGPT for the best hiking boots, it names brands 97% of the time. Is yours one of them? That question sits at the heart of this episode, the second time the eCommerce Podcast has hosted two guests at once.Matt Edmundson talks with Dave McAnally and Alan Osetek, two search veterans with almost 30 years each in the game, about how AI search is reshaping ecommerce ahead of Q4. They dig into "funnel compression", why your own website may not be where AI gets its answers, and the surprising story of a YouTuber with roughly 6,000 subscribers who ended up answering more questions about Adidas than Adidas itself. There is a practical checklist too, from FAQ blocks and schema markup on product pages, to video and Reddit, to the niche third-party sites AI keeps citing. They also cover how to measure it all with GA4's new "AI Assistant" channel, the early days of OpenAI's ad program, and why AI overviews on ecommerce searches are jumping from around 9% to 25% this year.Here is where to jump in:[07:28] The biggest mistake ecommerce brands are making right now[10:11] Why your website isn't where AI finds its answers[17:54] The two-part checklist for product and category pages[25:45] The Adidas story and the 6,000-subscriber YouTuber[32:35] Measuring AI search and getting ready for Q4[47:10] Owning the niche and defending your turfWhy AI Is Compressing the Sales Funnel[07:28] Dave McAnally's core point is that AI collapses the old research-then-shortlist journey into a single prompt. Instead of browsing ten links, a shopper asks one question and gets a handful of brands back. If you are not on that shortlist, you are not in the conversation."97% of the time, if you ask a question like that, ChatGPT is going to give you brands. So you're going from that real high level, just kind of exploring, learning about a product to a shortlist. And if you're not on that list..." — Dave McAnallyMatt tested it live on Perplexity during the recording, asking for the best men's hiking boots for rainy days. It came back with two options, the Salomon X Ultra 5 GTX and the Lowa Renegade Evo GTX, along with a detailed reason for each. As Dave put it, that is a very different experience from a page of blue links, and it means brands are being recommended far earlier in the journey than they used to be.Why Your Website Isn't Where AI Gets Its Answers[10:11] Oddly, the answer often does not come from your own site at all. When Matt clicked through Perplexity's cited sources, they were third-party review and media sites, one packed with verdict scores, pros and cons, comparison tables, cut-open boot photos and even waveform charts. AI loves that kind of structured, corroborated data."YouTube is the 2nd biggest source for Gemini. Right now for where it gets answers." — Dave McAnallyDave shared the standout example. This spring, when people asked about Adidas's return policy, the most-cited source was not any Adidas property. It was a YouTube channel run by a woman with around 6,000 subscribers, plus a Reddit thread."None of their own properties were even part of that answer." — Dave McAnallyDave also flagged a shift in how the models behave. Compared with last summer, ChatGPT names fewer brands per answer, but cites roughly three times as many sources to get there. That means your product story needs to line up with what third parties are saying, and it means PR now includes building relationships with small bloggers and niche channels, not just the big review titles.A Simple Checklist for Product and Category Pages[17:54] Asked for the obvious things any brand can do straight away, Dave named two that move the needle.Add proper FAQ blocks to product and category pages that mirror Google's "People also ask" questions. AI is not just answering the question you asked, it is anticipating the next few, so give it those answers directly.Use schema markup, including FAQ schema. It helps AI agents understand what your content actually is, from price to product attributes."They're not answering the one question you ask. They're anticipating the next 4 or 5 that you might ask." — Dave McAnallyOn schema specifically, Dave noted a useful quirk. Google has said it no longer reads FAQ schema, but ChatGPT still does, and OpenAI's crawlers are all over sites right now. His broader advice is to write product descriptions around real use cases and pain points rather than marketing fluff, because that is what the AI grabs onto."Google did say they don't read it anymore, but ChatGPT still does." — Dave McAnallyAlan Osetek added a strategic layer. Before spending anything, do an honest assessment of the opportunity. Work out what share of your ecommerce sales comes from AI search today, what it could be in 6 to 12 months, and what it costs you to do nothing. He drew the parallel with the early days of search and TikTok, when smaller players who went in early beat much bigger rivals.How to Measure It and Get Ready for Q4[32:35] The...
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    51 分
  • She Deleted 19,000 Email Subscribers And Turned Deliverability Around

    She Deleted 19,000 Email Subscribers And Turned Deliverability Around
    2026/09/16
    Email isn't dead. It's just being treated like a newsletter, and that's why so many of them get ignored. Laryssa Wirstiuk runs a boutique email and SMS agency and joins Matt Edmundson to explain what actually works in Klaviyo right now.SummaryLaryssa Wirstiuk, founder of the Klaviyo-focused retention agency Joy Joya and host of the Marketing with Laryssa podcast, sits down with Matt to talk about the channel everyone underrates. Her core point is simple. Email is the owned list, the CRM, the lifecycle, the one place where people have actually opted in and want to hear from you. The two biggest mistakes brands make are not valuing it enough, and being so afraid of annoying people that they never send.The conversation moves through the fears founders bring to email and why the numbers rarely justify them. Unsubscribe rates are almost never as high as owners imagine, and disengaged contacts harm deliverability, so letting them go is a gift, not a loss. Laryssa shares a client whose inherited list of around 20,000 was cut to roughly 1,500 genuinely engaged people to escape the spam folder and recover revenue. She and Matt dig into segmentation thresholds, list cleanup, the transactional emails most brands ignore, why simple content beats elaborate design, how to handle dark mode, and which metrics still tell the truth in a world of Apple Mail Privacy Protection and Gmail's AI summaries.Email Is the One Channel People Actually Opted IntoLaryssa's definition cuts through the jargon. Unlike social ads, SEO or paid traffic, where people are effectively being shouted at, email and SMS reach people who have expressed interest and asked to hear from you. That changes the job entirely. The relationship is already there. The work is keeping it going. And because you own that list outright, unlike a rented social audience, the data and the relationship are yours to keep."Behind it all, it's just the owned list, the CRM, the lifecycle of it that I don't think is ever going to go away." - Laryssa WirstiukThe word "email" is what makes it feel unsexy, she says, but the mechanics underneath are as valuable as ever. The two mindset barriers she meets most often are brands that only half believe in it, and brands that believe in it but are terrified of bothering people.Why the Unsubscribe Is Nothing to Fear (It Protects Your Deliverability)The fear of hitting send comes from a real place. It is easy to judge our customers by our own inbox habits and assume everyone will unsubscribe. Laryssa watches the actual numbers, and the reality is calmer than the anxiety."Most of the people on that list, they want to be there. And you know what, if they don't want to be, that's a good thing because they're just holding you down." - Laryssa WirstiukDisengaged contacts who never open or click send a signal to inbox providers, Gmail chief among them, that your mail has no value. That is how good senders drift into spam folders, and it is slow to recover from. The distinction between spam and value is about intent. Spam is a concerted effort to exploit or harass. Value is styling tips, gift ideas, education, new arrivals, a full picture of what you offer. Frequency is managed with segmentation, not silence.Clean the List, Even When It HurtsList cleanup is the scary phrase most of us resist, and it is one of the most important things we can do. Email addresses go stale, people stop checking inboxes, and dead weight drags down deliverability for everyone still engaged. The mechanic is a sunset flow as a last-chance effort, then suppress or archive."We cut it down, I want to say, to like 1,500 from 20,000. We basically started over and turned it around, got it out of spam, started getting revenue conversion rates back up." - Laryssa WirstiukOn segmentation, her rough thresholds are practical. It starts to matter once a brand is sending two to three times a week and the list is somewhere north of 10,000 to 15,000. Below that, a weekly send to the whole list is usually fine, minding the disengaged. Segment by engagement windows, 90, 180 and 365 days, blending email engagement, site activity, purchase activity and how new someone is to the list.Simple Content, Sensible Design, Honest MetricsA recurring theme is that plainer wins. One idea, one desired action, and get the reader moving. Matt shares a rule from one of his own sites where no block of text ran longer than three lines, which lifted conversion, and the same discipline holds in email. Long-form only earns its place as a rare one-off, like a founder's annual update, and even then it has to stay customer-focused.Two often-overlooked wins came up. Transactional emails, the order confirmation and shipping notification, are among the most-read messages a brand sends, yet most ship raw Shopify defaults or leave the shipping note to the courier. Branding them is a real opportunity. And Matt's own brands found their highest-grossing revenue emails are the ones announcing a new podcast ...
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    53 分
  • Two Years, 100 Newsletters, and Not a Single Sale Yet

    Two Years, 100 Newsletters, and Not a Single Sale Yet
    2026/09/09
    Two Years, 100 Newsletters, and Not a Single Sale YetGabriel Lindh has written 100 weekly newsletters and taken 20-odd pre-orders for a pair of swim shorts he still hasn't sold.SummaryGabriel Lindh is the co-founder of Nordic Dudes, a Swedish brand making anti-chafing swim shorts for "guys, or Vikings, with bigger legs". The idea was born on a painful 40-minute beach walk in Australia, sat dormant for a couple of years, then came back to life when Gabriel and his brother decided to build it together.What follows is a rare, honest look at the pre-launch grind. Before a name or a product existed, they asked around 60 to 70 people whether they would actually pay, and 20 to 30 pre-ordered up front. Two years later, after three or four manufacturers and endless sample iterations, they have just placed their first production run of 200 pairs, and they still haven't sold a thing to the public.The through-line is patience. Gabriel has published The Weekly Pillage newsletter every week for around 100 weeks, building an audience while the product was still in development. Matt and Gabriel dig into demand validation, the "theory of eights", and why the unboxing matters as much as the shorts.In this episode:[05:51] The origin story: a chafing beach walk in Australia[09:56] Why the build took four times longer than planned[14:09] Validating demand before spending a penny[21:53] Building an audience before the product exists[37:13] The unboxing as a point of differenceBuild the Audience Before the Product[21:53] Most founders wait until they have something to sell before they start talking. Gabriel did the opposite. The nordicdudes.com landing page collects newsletter sign-ups, and The Weekly Pillage has gone out every week for roughly 100 weeks, sharing the messy reality of building the business as it happens.The goal is trust. By the time the shorts launch, the audience already knows who Nordic Dudes are, so the product lands with people who are warmed up rather than starting cold."We haven't missed an email in, I think, 100 weeks at this point, which is pretty crazy."Gabriel LindhGabriel is candid that social media has lagged behind, something Matt gently pushes him on: with a humour-led brand and samples in hand, Instagram is an open goal. The lesson is less about the channel and more about the principle. Start building the audience long before you have anything to sell them.Validate Demand Before You Spend a Penny[14:09] Before committing money to manufacturing, Gabriel and his brother built a list of 60 to 70 people they thought might want the product, drawn from friends, friends of friends, and his brother's ice-hockey team. They reached out one by one and asked a simple question: would you actually buy this?Most said no. But 20 to 30 said yes and paid up front through Swish, a Swedish payment app. There was no promised delivery date and the money was fully refundable, yet the cash in hand gave them the confidence to commit."We should test something to just make sure that we're not spending all this money and time on something that nobody wants in the end."Gabriel LindhThey never set a formal minimum. Instead they worked to a rough sense that two orders would not be enough, but twenty or thirty would. Real money from real people, even a small amount, is a far stronger signal than a survey or a like.It Takes Longer and Costs More Than You Think[09:56] Gabriel and his brother expected the build to take four to six months. It has taken more than two years, with no real e-commerce background between them beyond a bit of dropshipping that earned around $400. Their first sample, ordered off a text message with no tech pack, was unusable. They eventually paid a Fiverr designer for a proper tech pack and worked through three or four manufacturers, iterating on every sample."It's the most difficult thing I've ever done."Gabriel LindhMatt's "theory of eights" gives the mindset a name: aim to consistently hit an 8 out of 10 rather than exhausting yourself chasing a 10 you will rarely reach. Launch at an 8, then improve with real customer feedback. Gabriel's own advice echoes it."Take it one step at a time... what's the most important thing that I can do right now to get a little bit closer to where I want to go?"Gabriel LindhThe Unboxing Is Part of the Product[37:13] Nordic Dudes will ship in a reusable cotton bag printed with the logo, an idea that came from Gabriel's mum. A bag beats a box on several counts: it is cheaper, it takes less space, it won't get crushed in transit, and customers can reuse it for their swim shorts, towel and water at the beach. The fabric bag being a surprise is deliberate, a small moment of delight when the parcel is opened.Matt's own beauty company made the same bet. Swapping plain padded envelopes for a gift-style box, with tissue paper and popcorn as packaging material, cost less than 10 pence per parcel, yet it changed everything. Customers stopped using social media to complain and ...
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    52 分
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