Product Feed Management for eCommerce Success with Feedonomics - EP 007

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.