eCommerce Masters

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/

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