eCommerce Masters

Billy Thompson & Randy Choi share Shark Tank insights, eCommerce growth strategies, and how Thompson Tee turned sweat-proof innovation into success.
About This Episode
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.
Chapters
00:00 - Introduction to Thompson Tee03:40 - From Idea to Product: Solving Sweaty Situations10:16 - Navigating Business Challenges & Shark Tank15:32 - Behind the Scenes of Shark Tank22:08 - Business Growth After Shark Tank24:09 - Biggest Challenges Facing eCommerce Brands Today31:28 - New Products & Innovation36:07 - Practical Advice for Growing Brands38:57 - Reality Check on Entrepreneurship and Influencers40:31 - Wrap-Up & Final Thoughts
Resources
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
About our Guest, Billy Thompson
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.
Connect With Billy on LinkedIn
About our Guest, Randy Choi
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.
Connect With Randy 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
Connect With Us:
Website: www.groovecommerce.com/LinkedIn: https://www.linkedin.com/company/groove-commerce/Facebook: https://www.facebook.com/iGotGrooveX: https://x.com/groovecommerceInstagram: https://www.instagram.com/groovecommerce/

About This Episode
Is your eCommerce site search matching the products you sell with what your potential customers are searching for? Or are you leaving visitors frustrated with 0-result search result pages for terms adjacent to what you sell?
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.
Chapters
00:00 - Introduction & Guest Welcome02:18 - Ari Khan’s Journey into AI & eCommerce07:01 - The Role of Site Search in Online Sales12:55 - How Conversational AI is Transforming Search18:07 - Optimizing Search for B2B & eCommerce Growth23:50 - The Importance of Clean Data & Merchandising29:46 - AI-Powered Search & Reducing Zero-Result Queries34:41 - Bridging Content & Commerce with Intelligent Search40:08 - The Future of AI in eCommerce & Site Search44:44 - Closing Thoughts & Where to Learn More
Resources
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/
About our Guest, Ari Khan
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
 
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
Connect With Us:
Website: www.groovecommerce.com/LinkedIn: https://www.linkedin.com/company/groove-commerce/Facebook: https://www.facebook.com/iGotGrooveX: https://x.com/groovecommerceInstagram: https://www.instagram.com/groovecommerce/

About This Episode
How can eCommerce brands turn more website visitors into customers?
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!
Chapters:00:00 - Welcome & Introduction
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
Resources:
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
About our Guest, Erik Christiansen
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
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
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/

About This Episode
Is your B2B eCommerce platform flexible enough to grow as your business does?
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.
Chapters:
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
Resources:
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
About our Guest, Vance Ryan
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
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
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/

Meeting Rob Delory from Ahrefs
In this episode of eCommerce Masters, Ethan Giffin sits down with Rob Delory, Enterprise SEO Advisor at Ahrefs, to explore how AI is transforming SEO strategies. Rob shares how tools like Ahrefs help businesses, from startups to global brands, optimize their websites and outperform competitors. He explains the importance of technical audits, competitor analysis, and crafting content that ranks well and converts visitors into customers.
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.
Chapters:
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
Resources:
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
About our Guest, Rob Delory
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
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

Meeting Gina Potenza from Klaviyo
How can eCommerce brands harness the power of customer data to drive growth and build loyalty?
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!
Chapters:
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.
About our Guest, Gina Potenza
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.
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.

Meeting Lance Owide from BigCommerce
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.comFeedonomics - https://www.feedonomics.comKlaviyo - https://www.klaviyo.comHubSpot Marketing Hub - https://www.hubspot.com/products/marketingGoogle Shopping - https://www.google.com/shoppingAmazon 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

Meeting Michael Diesu from Revenue Roll
In Episode 009 of eCommerce Masters, host Ethan Giffin (CEO of Groove Commerce), welcomes Michael Diesu from Revenue Roll to discuss cutting-edge retargeting strategies and data-driven marketing insights. Michael shares the journey from his roots in consulting at Accenture to co-founding Revenue Roll, a platform revolutionizing how businesses approach retargeting by using advanced identity resolution and personalization.
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.
Chapters:
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
Resources:
Revenue Roll - https://revenueroll.comShopify - https://www.shopify.comKlaviyo - https://www.klaviyo.comBigCommerce - https://www.bigcommerce.comWooCommerce - https://woocommerce.comWordPress - https://wordpress.orgListrak - https://www.listrak.comAttentive - https://www.attentive.comRebuy - https://www.rebuyengine.comIntelliGems - https://www.intelligems.ioGoogle - https://www.google.comYahoo - https://www.yahoo.comSnowflake - https://www.snowflake.comExperian - https://www.experian.comTransUnion - https://www.transunion.com
About our Guest, Michael Diesu
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
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

Meeting Jason Nyhus from ShopwareIn this episode of eCommerce Masters, host Ethan Giffin welcomes Jason Nyhus, GM of Shopware North America, for an engaging conversation about the eCommerce landscape. Jason shares his 25-year journey in the industry, highlighting the lessons he’s learned and the unique value Shopware brings to merchants.
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 - 01:13What is Shopware? - 03:25Ideal Merchant Profile - 06:19The Pendulum of Hosting Models - 08:53Vendor Lock-in and Costs - 13:22Outsourcing Innovation - 27:15The Digital Sales Room - 30:22Future of eCommerce - 38:21
Resources:
Shopware - https://www.shopware.comDigital River - https://www.digitalriver.comShopify - https://www.shopify.comCommerce Tools - https://commercetools.comBasecamp - https://basecamp.comDisney Plus - https://www.disneyplus.comNetflix - https://www.netflix.comTrunk Club - https://www.trunkclub.comInstagram - https://www.instagram.comTikTok - https://www.tiktok.comFacebook - https://www.facebook.comAzure (Microsoft Azure) - https://azure.microsoft.comAWS (Amazon Web Services) - https://aws.amazon.comShopPay Wallet - https://shop.app/payCRM (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

Meeting Matt Dornfeld from Feedonomics.com
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.
Quotes From The Show
"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."
Chapters
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
Resources
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)
About our Guest, Matt Dornfeld
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.
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.