THE ECOMMERCE EDGE Podcast with Jason Greenwood

Welcome to THE ECOMMERCE EDGE Podcast (formerly At the Coalface).-THE ECOMMERCE EDGE brings you the very best in eCommerce, Omnichannel and Retail tech & trends. We cover key topics such as eCommerce Mentorship, B2B eCommerce and eCommerce technology.-With 23+ years in the industry, Jason and his guests discuss topics in simple language anyone can understand and apply to level up their business.

THE ECOMMERCE EDGE Podcast with Jason Greenwood is a business podcast hosted by Jason Greenwood, with 714 episodes on record and a Required Pod Score of 92. PitchCentric scores this show on Booking Probability, Listen Score, and live audience signals refreshed every 24 hours.

Jason Greenwood hosts THE ECOMMERCE EDGE Podcast with Jason Greenwood, a business show with 714 episodes published.

Our AI reads these to draft pitches. Use them as grounding for a pitch that cites a real guest and a specific topic.

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  THE ECOMMERCE EDGE Podcast with Jason Greenwood

  E717: YOUR B2B ECOMMERCE IS INVISIBLE - UNGATE IT! | JASON GUESTS ON 'ECOMMERCE EXPLORED' | B2B COMMERCE CORNER #167

  Aug 19, 202654 min

  Episode deets & links: In this special episode of the Pod, Jason is one of 3 expert guests on this B2B eCommerce focused episode of the 'eCommerce Explored' Webinar series, hosted by Chloë Thomas Chloë: Hosts the eCommerce MasterPlan and Keep Optimising Podcasts Is Editor-in-Chief at eCommerce Tech Has been in eCommerce for nearly 20 years, including 10 years running a marketing agency Is a LinkedIn Retail Top Voice Has written 5 bestselling books about eCommerce marketing & success This episode originally aired in 2025 but the lessons are still very applicable & relevant today! Thanks for hosting us Chloë! In this webinar, the panel of B2B eCommerce experts are discussing what you need to do to make B2B eCommerce work for your brand. This session is for you if: You're a B2B business looking to grow your online sales You're a DTC brand looking to grow wholesale sales to other retailers You want to grow online sales to business customers Tune in to find out: How to work out what you should be doing with B2B eCommerce The functionality that's a must-have Tips on growing B2B sales The Expert Panel includes: Alex Weston, SparkLayer Kathleen Sullivan Garman, SullyGarman & Associates Jason Greenwood, Greenwood Consulting

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  THE ECOMMERCE EDGE Podcast with Jason Greenwood

  E716: THE DEATH OF THE FACELESS BRAND: WHY ECOMMERCE FOUNDERS MUST SHOW UP OR FAIL | MENTORING MOMENTS #199 W/GUEST MENTOR NICOLETTE MCINTYRE | THE ECOMMERCE EDGE Podcast

  Aug 17, 202653 min

  Links & Deets Guest: Nicolette McIntyre, Co-Founder & CCO of Milked Media Inc. Website: https://www.milkedmedia.com LinkedIn: https://www.linkedin.com/in/nicolettemcintyre Episode Overview In this episode of THE ECOMMERCE EDGE Podcast, host Jason Greenwood sits down with Nicolette McIntyre, Co-Founder & Chief Creative Officer of Milked Media Inc. Nicolette shares her inspiring journey from fashion designer and stylist to co-founding an award-winning digital creative agency specializing in fashion, beauty, jewelry, and lifestyle eCommerce brands. Nicolette breaks down why niching down transformed their business model, how to talk clients "off the ledge" during short-term ROAS fluctuations and why an over-reliance on a single marketing channel poses massive risk for growing retailers. They also explore practical AI integration - from using Claude for agency operations and bid strategy to Adobe Firefly for creative production - and why authentic brand storytelling and visible founder leadership are non-negotiable for scaling eCommerce brands today. Timestamps [0:00:00] - Welcome Nicolette McIntyre, Co-Founder & CCO of Milked Media Inc. & California climate banter [0:01:45] - From fashion designer and stylist to agency co-founder: Nicolette's origin story [0:03:00] - Niching down into eCommerce fashion, beauty, jewelry, and lifestyle brands [0:04:30] - Managing agency dynamics: Client retention, managing expectations, and preventing burnout [0:08:00] - Talking clients "off the ledge": Avoiding tunnel vision on daily ROAS fluctuations [0:10:30] - Single-channel reliance risk: Why retailers must diversify across paid ads, email, and organic [0:12:30] - Holistic growth strategy: Balancing wholesale, brick-and-mortar, and direct-to-consumer [0:14:30] - AI in agency operations: Leveraging Claude for bid strategies and agency workflows [0:17:30] - Human critical thinking vs. AI hallucinations: Why domain expertise still trumps AI bots [0:20:00] - Treating AI as a digital employee: Prompt engineering and continuous training [0:23:30] - Post-production efficiency: Using AI tools to accelerate creative output [0:25:30] - Harnessing AI in creative design: Adobe Firefly, generative fill, and authentic brand storytelling [0:27:30] - Fractional agency teams vs. in-house FTEs: Scaling brands to $300k–$1M+ monthly revenue [0:30:30] - Agency business metrics: Transitioning from "agency yacht" dreams to operational profitability [0:34:00] - Client acquisition channels: Balancing cold email, agency organic content, and referrals [0:38:00] - Founder visibility in 2026: Why brand leaders must be the visible face of their business [0:41:00] - Award-winning milestones: Winning the 2025 Meta Agency Award and aiming for Cannes Lions [0:44:30] - Magic wand moment: Raising design standards and making eCommerce visually compelling [0:47:30] - Flipping the script: Nicolette asks Jason about recording 700 podcast episodes and paying it forward THE ECOMMERCE EDGE Podcast Home⁠ - https://www.greenwoodconsulting.net/podcast

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  THE ECOMMERCE EDGE Podcast with Jason Greenwood

  E715 DEMYSTIFYING PROGRAMMATIC ADS, HOUSEHOLD TARGETING & FIRST-PURCHASE CAC | SKIP WILSON - DRAFT MEDIA PARTNERS | THE ECOMMERCE EDGE Podcast

  Aug 14, 202639 min

  Episode Overview In this episode of THE ECOMMERCE EDGE Podcast, host Jason Greenwood sits down with Skip Wilson, CEO of Draft Media Partners - a premier advertising technology and execution platform. Skip shares his fascinating journey from a 16-year-old copywriter learning WordPress from a Barnes & Noble book to executive roles at Time Warner and Vice President of Digital Media at iHeartMedia, before founding Draft. Skip unpacks how Draft evolved from a SaaS ad forecasting tool into an all-in-one ad execution infrastructure providing programmatic media buying, cross-channel attribution, and household-level targeting with zero platform fees or retainers. Together, Jason and Skip tackle the truth behind the "cookiepocalypse", why cookie consent banners add needless friction, how to execute TikTok Shop and retail media strategies, and why Customer Acquisition Cost (CAC) profitability on the first order must be every eCommerce brand's north star metric. Guest Info & Links Guest: Skip Wilson , Founder & CEO of Draft Media Partners Website: https://draftmediapartners.com Timestamps [0:00:00] - Welcome Skip Wilson, CEO of Draft Media Partners & South Carolina weather banter [0:01:00] - From 16-year-old copywriter to iHeartMedia VP: Skip Wilson's origin story [0:02:00] - The pivot of Draft Media Partners: From SaaS forecasting tool to execution platform [0:03:30] - Building a 10-module all-in-one ad management, reporting, and attribution platform [0:05:30] - Demystifying programmatic advertising: Audience-first vs. website-first media buying [0:07:30] - Omnichannel household targeting across Connected TV, social, audio, and direct mail [0:09:00] - Unlocking retail media networks: Amazon, Walmart, and Target PPC without high minimums [0:11:00] - TikTok Shop strategies: Storytelling top-of-funnel vs. retargeting bottom-of-funnel [0:12:30] - Automated ad audits: Benchmarking campaign metrics against industry standards [0:14:30] - Solving attribution: Why household-level NAPE data beats last-click search bias [0:18:00] - The "cookiepocalypse" red herring: Browser-level tracking and consumer targeting realities [0:21:00] - Privacy fiction vs. friction: Cookie consent banners, SMS opt-ins, and user behavior [0:24:30] - Ideal Customer Profile (ICP): Empowering agency partners and brand marketing teams [0:25:30] - The zero-fee model: How Draft monetizes through spend volume without retainers [0:27:00] - Preparing for future ad fragmentation: ChatGPT, Disney, and Apple ad networks [0:29:30] - AI in ad ops: Reducing media plan and match-back turnaround times from 72 hours to instant [0:31:30] - The North Star metric: Why Customer Acquisition Cost (CAC) is the only metric that matters [0:32:30] - First-purchase profitability vs. the dangerous myth of the repeat purchase "be-back bus" [0:34:00] - Flipping the script: Jason Greenwood predicts the future of chat-driven eCommerce interfaces THE ECOMMERCE EDGE Podcast Home⁠ - https://www.greenwoodconsulting.net/podcast

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  THE ECOMMERCE EDGE Podcast with Jason Greenwood

  E714: HOW TO GIVE SALES TEAMS DIGITAL SUPER POWERS | JASON GUESTS ON 'A BROADcast FOR MANUFACTURERS' PODCAST | B2B COMMERCE CORNER #166

  Aug 12, 202646 min

  In this special episode of the Pod, Jason guests on A BROADcast for Manufacturers Podcast with Hosts Lori Highby, Kris Harrington and Erin Courtenay This episode originally aired in May 2025 Thanks for hosting me ladies! Episode Overview In this episode of A BROADcast for Manufacturers, hosts Lori Highby, Kris Harrington, and Erin Courtenay sit down with B2B eCommerce specialist Jason Greenwood, founder of Greenwood Consulting and host of THE ECOMMERCE EDGE Podcast. Jason shares actionable insights on driving digital transformation within traditional, family-owned manufacturing businesses. He explains how to overcome internal pushback from sales teams by giving them digital "superpowers" rather than trying to replace them with technology. The conversation dives deep into the changing demographic of B2B buyers—71% of whom are now millennials or Gen Z—and how multimodal and agentic AI are allowing manufacturers to meet buyers wherever they choose to transact. Jason also clarifies the critical differences between B2C "shopping" and B2B "procurement" efficiency, defining what a true B2B self-service portal looks like, and why fixing aging back-office technology and poor data structures is essential before launching a new eCommerce platform. Timestamps [0:00:00] - Pre-show cocktail banter: French 75s, Old Fashioneds, and the Monte Carlo cocktail recipe [0:03:34] - Welcome guest Jason Greenwood & celebrating 500 episodes of The eCommerce Edge Podcast [0:06:47] - Overcoming internal resistance to digital transformation in manufacturing [0:07:45] - The generational shift: Navigating the 71% millennial and Gen Z B2B buyer demographic [0:10:25] - Empowering sales reps: Providing digital "superpowers" rather than replacing human relationships [0:13:00] - Meeting buyers where they are: Multimodal AI and automated document parsing with Motivate [0:18:55] - The future of B2B procurement: Agentic AI and autonomous agent-to-agent transactions [0:21:46] - Unpacking true B2B self-service: Building digital service layers (DSLs) beyond basic checkout [0:28:02] - B2C vs. B2B buying experiences: Task-driven procurement efficiency vs. aspirational shopping [0:32:33] - 3-to-5 year digital strategy: Balancing internal business efficiency with external customer value [0:35:08] - Uncovering technical debt: Fixing back-office technology, structured product data, and stack architecture [0:37:34] - "I Just Learned That" segment: Life event buying triggers, cat allergies, and high-dose Vitamin C tips [0:40:33] - The "Doorway Effect" psychological phenomenon and cognitive event boundaries [0:42:24] - Mexican logistics quirks: Pathway addresses vs. street addresses and shipping recommendations THE ECOMMERCE EDGE Podcast Home⁠ - https://www.greenwoodconsulting.net/podcast

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  THE ECOMMERCE EDGE Podcast with Jason Greenwood

  E713: ECOMMERCE: PAST, PRESENT & FUTURE - THE BRUTAL TRUTH | MENTORING MOMENTS #198 W/GUEST MENTOR JIMMY FURSMAN | THE ECOMMERCE EDGE Podcast

  Aug 10, 20261h 21m

  Guest: Jimmy Fursman , B2B eCommerce Consultant, Nomad & Former Senior Solutions Engineer at BigCommerce Episode Overview In this episode of THE ECOMMERCE EDGE Podcast, host Jason Greenwood catches up with Jimmy Fursman - digital nomad, former agency executive, and former Senior Solutions Engineer at BigCommerce. Dialing in via Starlink from his sailboat in the San Juan Islands, Jimmy shares his unique career evolution from childhood coder and art school graduate to web developer and enterprise B2B eCommerce strategist. Together, they take a deep dive into the history of internet commerce, the real-world complexities of B2B digital transformation, and why out-of-the-box platforms often struggle with enterprise B2B requirements like CPQ, pricing rule waterfalls, and ERP integrations. Jimmy also reveals how he leverages modern AI agentic tools like Claude Code in his consulting practice, the dangers of AI-generated RFPs, and his candid perspective on data privacy and the blurring lines between eCommerce platforms and payment gateways. Timestamps [0:00:00] - Dialing in via Starlink from a sailboat in the San Juan Islands & the digital nomad lifestyle [0:04:00] - Planning a 3-week offshore sailing expedition down the Baja Coast to La Paz [0:08:00] - Tech origins: Coding on Apple IIc computers, C++, and pivoting to art school [0:11:00] - Bridging art and code: Transitioning into Web 2.0 layout design and front-end development [0:13:00] - The birth of eCommerce: Installing PayPal for non-profits and early WordPress shop plugins [0:14:00] - Internet nostalgia: Pre-internet memories, dial-up modems, early VoIP, and the Nokia WAP browser [0:25:00] - How asynchronous shopping and delivery apps like Instacart changed consumer behavior [0:31:00] - Agency acquisition history and transitioning to BigCommerce as a Solutions Engineer [0:34:00] - Dissecting BigCommerce’s Bundle B2B acquisition and underlying cloud infrastructure [0:38:00] - B2B pricing complexity: Fixing 15-day CPQ lead times with native pricing rule waterfalls [0:45:00] - Composable trends vs. "boring" profitable tech in the $20M–$200M mid-market space [0:50:00] - Practical AI applications in eCommerce: Using Claude Code, answer engines, and managing AI RFP cycles [0:56:00] - Why 26 years of human domain expertise and context still trump AI LLMs [1:06:00] - The "unholy alliance": Payment gateway monetization, consumer privacy, and data ownership [1:11:00] - Flipping the script: Favorite regional Mexican foods, street tacos, and coastal travel gems THE ECOMMERCE EDGE Podcast Home⁠ - https://www.greenwoodconsulting.net/podcast

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