eCommerce Masters

Discover how Justin Scott of Dopple and Ethan Giffin explore 3D visualization, UX, and strategies for designing eCommerce sites that convert.
About This Episode
What if your website could sell like your best salesperson—guiding buyers through every detail, option, and finish until they’re confident enough to click “buy”? In this episode of eCommerce Masters, Justin Scott, CEO of Dopple, joins Ethan Giffin to reveal how 3D visualization is transforming B2B commerce.
Justin shares how Dopple’s platform helps brands move beyond static 2D photos and into interactive, 3D product experiences that educate and convert. He explains how businesses can turn complex, customizable products into simple visual journeys—and why this shift is essential as modern B2B buyers expect speed, clarity, and control. With examples like Copper Hoods, where 3D configurators boosted engagement by 60% and conversions by 40%, Justin proves that visual storytelling isn’t just beautiful—it’s profitable.
Along the way, he and Ethan explore the future of AI-driven content, the power of agency collaboration, and the importance of hiring digital-native talent to lead transformation.
If you’re ready to rethink how customers see and shop your products, this episode will change the way you look at B2B eCommerce forever.Listen now to learn how showing more can help you sell more.
 
Chapters
00:00 - Designing for Conversions: The Power of Visual Merchandising
02:00 - Justin’s Journey from Zillow to Dopple
05:00 - The Shift from 2D to 3D in B2B Commerce
08:00 - What Dopple Does and Who It’s For
12:00 - Real-World Example: Copper Hoods Configurator
16:00 - Designing for Conversion Through Visualization
22:00 - The Role of CAD and 3D Modeling in Buyer Experience
27:00 - Understanding Buyer Behavior and Analytics
30:00 - Partnerships, Implementation, and Collaboration
32:00 - Build vs. Buy: Scaling 3D Technology for B2B
36:00 - The Future of Digital Transformation in B2B Commerce
38:00 - What’s Next for Dopple and Groove Commerce
46:00 - Final Thoughts: Hiring for Digital Vision and Transformation
 
Resources
Dopple - https://www.dopple.ioGroove Commerce - https://www.groovecommerce.comZillow - https://www.zillow.comTumblr - https://www.tumblr.comCopper Hoods - https://www.copperhoods.comShopTalk (Event) - https://shoptalk.comGoogle Analytics 4 (GA4) - https://marketingplatform.google.com/about/analytics/Shopware - https://www.shopware.comBigCommerce - https://www.bigcommerce.comShopify - https://www.shopify.comSalesforce - https://www.salesforce.comHawkSearch - https://www.hawksearch.com
 
About our Guest, Justin Scott
Justin Scott is the CEO and Co-Founder of Dopple, a company transforming ecommerce with immersive 3D and AR experiences. He’s spent his career at the center of digital innovation; from reshaping how people shop for homes at Zillow, to empowering creators at Tumblr, to building data-driven workflow tools at FiscalNote. Now at Dopple, he’s focused on breaking the barrier between physical and digital worlds by making 3D content creation and distribution seamless across every channel.
 
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 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/

Discover how Dwayne Doshier of Shopify is driving digital transformation in B2B eCommerce, bridging innovation with decades of industry expertise.About This Episode
What does real digital transformation look like for manufacturers and distributors today?
In this episode of eCommerce Masters, host Ethan Giffin sits down with Dwayne Doshier, Partner Growth Architect at Shopify, who shares over 25 years of lessons in eCommerce and B2B innovation. Dwayne explains how manufacturers can move from outdated systems to modern digital experiences that actually serve their customers better. He talks about why successful transformation isn’t just about technology—it’s about people, alignment, and defining what success really means.
From simplifying complex B2B buying journeys to using AI and data tools for smarter decisions, Dwayne outlines practical ways to speed up change without overwhelming your team. He also highlights the value of taking “pause moments” during transformation to rest, reflect, and reset strategy—ensuring sustainable progress instead of burnout.
If you lead or support digital growth in manufacturing, distribution, or B2B commerce, this episode is packed with real-world advice on building momentum, uniting teams, and staying ahead of the next industrial revolution.
Tune in to learn how to future-proof your business with smarter, faster, and more human digital transformation.
 
Chapters00:00 - Welcome and Introduction to Dwayne Doshier02:15 - Dwayne’s Early Career and Entry into E-Commerce09:40 - Mentorship, Leadership, and Lessons from Industry Giants15:20 - Industry 4.0 and the Digital Transformation of Manufacturing22:00 - Shopify’s Journey into the B2B Space30:35 - The Difference Between B2B and B2C Commerce38:50 - Leveraging Data, AI, and Partners like Klaviyo in B2B46:25 - Overcoming Fatigue and Structuring Digital Transformation55:10 - Shopify’s Strengths, Partnerships, and Platform Differentiation1:03:40 - Building Internal Alignment and Defining What Success Looks Like
 
ResourcesGroove Commerce - https://www.groovecommerce.com Shopify - https://www.shopify.com/solutions/b2b/enterprise Klaviyo - https://www.klaviyo.com
 
About our Guest, Dwayne Doshier
Dwayne Doshier is a seasoned B2B eCommerce strategist with a practitioner viewpoint for improving eCommerce success and operational maturity. With 25+ years of experience at premier consultancies and commerce agencies, Dwayne creates effective cases for change, delivers engaging and memorable workshops, provides empathetic coaching, and frequently speaks at client sales summits and eCommerce trade shows. He has served on multiple launches of first-in-market B2B capabilities and is passionate about helping B2B sellers achieve eCommerce success using meaningful value propositions, differentiated experiences, and the power of teams. He serves as a commercial lead of partner growth programs for Shopify.
 
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 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/

Discover practical strategies for B2B eCommerce success—customer adoption, AI, and digital growth—shared by Sarah Falcon in eCommerce Masters EP020.
About This Episode
Are manufacturers and distributors ready for the next wave of digital transformation?
Recorded live at Shopterberfest in Brooklyn 
In this episode of eCommerce Masters, host Ethan Giffin sits down with Sarah Falcon, SVP of Global Marketing at the B2B eCommerce Association, to explore how B2B organizations can bridge the gap between traditional sales and digital customer experiences.Sarah shares lessons from years of working with manufacturers and distributors navigating eCommerce adoption, emphasizing that successful digital transformation isn’t about launching a web store—it’s about meeting customers where they are and driving real change management within the organization.She offers actionable insights into training teams, aligning leadership, and avoiding common replatforming pitfalls that derail projects. Sarah also discusses the Association’s education programs, certifications, and upcoming B2B eCommerce World conference in Scottsdale, where practitioners and vendors collaborate to elevate B2B digital maturity.
 
 
About the B2B eCommerce Association
The B2B eCommerce Association is a global community dedicated to advancing digital transformation for manufacturers, distributors, and their partners through education, collaboration, and industry events. The Association provides resources, certification programs, and peer networking opportunities designed to help B2B professionals stay ahead of evolving digital trends and customer expectations. Through its events and learning initiatives, it empowers leaders to modernize their business models and drive measurable impact.
Catch the Conversation
If you’re a manufacturer or distributor struggling to move beyond outdated processes or low eCommerce adoption, this episode delivers practical advice and inspiration from one of the industry’s leading voices.Tune in now to learn how to modernize your B2B strategy, align your organization for digital success, and connect with a growing community shaping the future of eCommerce.
 
Chapters
00:00 - Live from Shoptoberfest with Sarah Falcon
03:00 - The Evolution of B2B eCommerce
06:50 - Inside the B2B eCommerce Association
10:10 - Practitioner Training and Global Events
13:20 - The Digital Divide in Manufacturing and Distribution
16:00 - Implementation Challenges and Industry Missteps
18:10 - Preparing for B2B Commerce World Scottsdale
20:10 - Building Community and Representation in B2B
23:00 - Activating eCommerce Platforms and Retention Strategies
33:30 - Celebration, Collaboration, and Closing Thoughts
Resources
Groove Commerce - https://www.groovecommerce.comB2BEA - https://www.b2bea.orgMagento - https://magento.comAmazon - https://www.amazon.comShopify - https://www.shopify.comEpicor - https://www.epicor.comSalesforce CRM - https://www.salesforce.com/products/crm/overviewSalesforce Commerce Cloud - https://www.salesforce.com/products/commerce-cloud/overviewChatGPT - https://chat.openai.com
 
About our Guest, Sarah Falcon
Sarah Falcon is Partner and Senior Vice President of Global Marketing at the B2B eCommerce Association. A seasoned marketing professional and speaker with 20 years of experience in both B2B and B2C, she has a proven track record of transforming marketing operations to drive exponential revenue growth.
 
 
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 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/

Discover how SiteVibes helps eCommerce brands boost retention and simplify tech stacks in this episode with Mike Matker.
 
About This Episode
Are you tired of juggling too many eCommerce tools that don’t work well together?
In this episode of eCommerce Masters, host Ethan Giffin talks with Mike Matker, Co-Founder of SiteVibes, about how brands can simplify their tech stack and grow faster by focusing on customer retention and smarter data. Mike explains how SiteVibes combines email, reviews, loyalty, and more into one platform—making it easier for brands to use their customer data in powerful ways.
Mike shares real examples of how brands are using unified data to launch better loyalty programs, send smarter emails, and drive repeat purchases. He also explains why more B2B companies are starting to use tools once seen as “just for D2C,” like product reviews and personalized marketing.
If you’re a brand leader, marketer, or store owner looking to do more with less, this episode is packed with insights on saving money, improving customer experience, and using automation to grow your business.
Tune in to learn how to make your eCommerce tools work better together—and build stronger relationships with your customers.
 
Chapters
00:00 - Kicking Off with Mike Matker from SiteVibes03:00 - The Path from Search to SiteVibes06:00 - Solving the Problem of Fragmented Tech Stacks09:00 - Building a Unified Platform with Out-of-the-Box Integration12:00 - Who SiteVibes is Built For (B2C and B2B)15:00 - How Brands Get Started with SiteVibes18:00 - Power of Customer Profiles and Segmentation21:00 - SiteVibes in Action: Events, Use Cases & Advanced Strategies24:00 - Event Strategy Shifts: From ShopTalk to Boutique28:00 - What’s Next for SiteVibes: B2B Edition & AI Innovations30:00 - Final Advice on Loyalty, Retention & Taking Action
Resources
Groove Commerce - https://www.groovecommerce.comSiteVibes - https://www.sitevibes.comBigCommerce - https://www.bigcommerce.comShopify - https://www.shopify.comSalesforce - https://www.salesforce.com Amazon - https://www.amazon.comApple Podcasts - https://podcasts.apple.comSpotify -  https://www.spotify.com LinkedIn -  https://www.linkedin.com Shoptalk (Retail Event) - https://shoptalk.com
 
 
 
About our Guest, Mike Matker
Mike Matker, Co-Founder of SiteVibes, brings over 12 years of ecommerce expertise to the table. His deep industry knowledge and innovative vision have been instrumental in developing solutions that enhance customer engagement and drive brand loyalty.
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 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/

Learn how to grow your brand with nano-influencers, product seeding, and smarter ad content. EP018 of eCommerce Masters.
About This Episode
Is influencer marketing really worth it for growing eCommerce brands? In this episode of eCommerce Masters, host Ethan Giffin talks with William Gasner, Co-Founder and CMO of Stack Influence, about how to make influencer marketing actually work—especially with micro and nano influencers.
William shares how smaller creators (with fewer than 10,000 followers) often drive better engagement and higher conversion rates than celebrities. He explains how Stack Influence helps brands connect with hundreds or even thousands of these creators, without wasting time or product. Instead of relying on follower count, William encourages brands to focus on strong, authentic content that real people actually care about.
He also breaks down product seeding, content syndication, and whitelisting, offering tips on how brands can stretch every dollar by using influencer content in ads. Plus, he shares real examples of what types of products and brands perform best with this strategy.
Whether you’re launching a new product or looking to cut ad costs, this episode is packed with smart, simple advice.
🎧 Listen now to learn how micro-influencers and automation can help your brand grow faster—without breaking the bank.
 
Chapters
00:24 - Meet William Gasner from Stack Influence04:17 - Why Micro and Nano Influencers Work Best09:11 - Automating Influencer Campaigns at Scale14:03 - How Stack Influence Builds Creator Trust19:27 - Real Examples of Product Seeding Success24:45 - Using Influencer Content in Paid Ads29:58 - Choosing the Right Products for Influencer Marketing34:50 - Tracking ROI and Performance Metrics39:46 - The Future of Influencer Marketing Platforms44:32 - Final Advice for Brands Looking to Scale
Resources
Groove Commerce - https://www.groovecommerce.comStack Influence - https://www.stackinfluence.comShopify - https://www.shopify.comAmazon - https://www.amazon.comFacebook Ads - https://www.facebook.com/business/adsTikTok - https://www.tiktok.comMeta Ads - https://www.meta.com/business/adsInstagram - https://www.instagram.comGoogle Ads - https://ads.google.comLinkedIn  - https://www.linkedin.com/YouTube - https://www.youtube.com
 
 
About our Guest, William Gasner
William Gasner is the co-founder and Chief Marketing Officer of Stack Influence, he’s a 6X founder, a 7-Figure eCommerce seller, and has been featured in leading publications like Forbes, Business Insider, and Wired for his thoughts on the influencer and eCommerce industries.
Connect With William 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/

Discover how practical ERP solutions help manufacturers and B2B brands simplify operations and fuel growth with Colin Boothe from Esonus.
About This Episode
Are your business systems holding you back from growing faster? On this episode of eCommerce Masters, Ethan Giffin talks with Colin Boothe, Managing Partner at Esonus, about how manufacturers, distributors, and eCommerce brands can use NetSuite to simplify operations and boost sales.
Colin shares real-world advice on how to clean up messy product catalogs, connect eCommerce platforms to NetSuite, and build better buyer portals for B2B customers. He explains why many businesses fail to get value from ERP tools—and how to avoid those mistakes by focusing on data, adoption, and keeping things simple.
You’ll hear why manufacturers should start thinking more like eCommerce brands, how AI can speed up tedious product work, and what it takes to set up NetSuite in 6 to 9 months without overcomplicating the process.
If you want to improve your tech stack, get your teams aligned, and make buying easier for your customers, this episode is packed with helpful tips and lessons. Listen now to learn how to turn complex operations into smooth, scalable systems that fuel growth.
Chapters
0:00 - Welcome & Star Wars Meets ERP1:48 - Colin’s Background and Journey to NetSuite7:06 - Ideal Customers: eCommerce, B2B, and Manufacturers10:25 - Integration Tools & Choosing the Right Solution15:05 - The Shift Toward Buyer Portals and Self-Service22:08 - Expanding Sales Channels with ERP & Amazon30:01 - Automating Procurement with APIs and AI36:38 - Using AI to Fix Bad Catalogs Faster44:06 - NetSuite Implementation: Process, Timeline & Mindset53:32 - Final Growth Tips & Where to Connect with Colin
Resources
Groove Commerce - https://www.groovecommerce.comEsonus - https://www.esonus.com/NetSuite - https://www.netsuite.com/ Oracle - https://www.oracle.com/ Amazon  - https://www.amazon.com/ MuleSoft - https://www.mulesoft.com/ Shopify - https://www.shopify.com/ HawkSearch - https://www.hawksearch.com/ Fathom  - https://fathom.video/ ChatGPT - https://chat.openai.com/ LinkedIn  - https://www.linkedin.com/YouTube - https://www.youtube.com
About our Guest, Colin Boothe
Colin Boothe is a seasoned ERP consultant with over 8 years of experience helping businesses streamline operations, primarily working with NetSuite. With an academic background in manufacturing engineering, Colin’s journey into ERP began on the product development side, building integrated solutions before ever logging into NetSuite itself. Outside of work, he’s a Sci-Fi enthusiast, avid Magic: The Gathering player, and admits to spending far too much time and money on golf.
Connect With Colin 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/

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/