Selling on Giants: The eCommerce Marketplace Podcast
Selling on Giants: The eCommerce Marketplace Show is dedicated to empowering entrepreneurs and businesses with the insights, strategies, and best practices needed to succeed across major eCommerce platforms such as Amazon, Walmart, Shopify, and WooCommerce. Our podcast covers a broad spectrum of eCommerce topics, including product sourcing, inventory management, pricing, advertising, customer service, and fulfillment. We focus on the latest trends and developments within the industry, featuring interviews with experts, successful sellers, and thought leaders who offer valuable insights and actionable tips. Our mission is to be a comprehensive resource for anyone looking to build a successful online business on...
Fix Fragmented eCommerce Data: The SMART Framework with Tim Shea
Send us Fan Mail
Tim Shea, founder and CEO of Latticework Insights, explains how eCommerce brands can connect data from Amazon, Shopify, Meta, Google, and retail partners, and use his SMART framework to make more profitable decisions.
Most growing brands already have plenty of data. It sits in separate systems, so nobody gets a full picture of what drives growth.
In this episode of Selling on Giants, Mr. Will and Tim cover when spreadsheets stop working, how to evaluate performance across five areas (Speed, Margin, Attribution, Retention, and Tier), and why LTV and...
Walmart Lets AI Shop, Amazon Extends Black Friday & UPS Hikes Rates
Send us Fan Mail
Walmart is opening its marketplace to outside AI shopping agents, Amazon extended its Black Friday deal window, and UPS is raising shipping rates.
In this October 27, 2026 episode of Selling on Giants, Mr. Will breaks down Walmart's new AI shopping rules, overlapping holiday promotions, UPS rate increases, and Amazon's return-policy uncertainty.
Is Walmart allowing AI agents to shop for customers?
Yes. Walmart announced Agent Profiles and an Agent Gateway designed to let authorized AI assistants shop on behalf of customers...
Why Barcodes Look Like That (and What It Means for Your Data)
Send us Fan Mail
Why does a barcode look the way it does? Mr. Will started with that simple question and ended up with a story about entrepreneurship, industry standards, and the data that now runs modern retail.
The barcode began in 1948 as a checkout problem. Joe Woodland sketched the first version in the sand at Miami Beach, inspired by Morse code. He and Bernard Silver patented a circular bullseye design, sold it for $15,000, and waited decades for the technology to catch up. When the grocery industry finally chose a standard in 1973, the winner was...
Amazon Takes Control of Multipacks, Google Changes Checkout & Black Friday Starts Early
Send us Fan Mail
Amazon is creating multipack listings for sellers, Google is moving shopping into a universal cart, and TikTok's Black Friday starts weeks before Thanksgiving. The margin stakes are rising.
In the October 19, 2026 episode of Selling on Giants, Mr. Will breaks down the holiday demand outlook, Amazon's new automation and Q4 costs, Walmart's expanded shipping choices, TikTok's extended promotional calendar, and Google's push to own more of the buying journey. This episode focuses on operator decisions.
How strong is the 2026 holiday shopping season?
The National...
From Prompts to AI Agents: How eCommerce Teams Should Adopt AI | Edwin Choi
Send us Fan Mail
Using AI every day but still doing most of the work by hand? Edwin Choi, Founder & CEO of Jet Fuel Agency, explains how eCommerce teams move from basic prompting to AI agents that run, connect, and improve their own workflows.
Mr. Will and Edwin cover a three-level framework for building AI maturity, why teams should document their judgment calls before automating anything, and where agents deliver the most impact today, from competitor gap analysis to CRO testing.
KEY TAKEAWAYS
- AI adoption happens in three levels: communication...
Amazon's Q4 Deadline Crunch, Walmart's Store Play & AI's New Buy Box
Send us Fan Mail
Holiday shopping is starting earlier, Amazon's Q4 costs are rising, and Walmart is closing the gap on fulfillment. Meanwhile, AI shopping is creating a new battle for product visibility.
In this October 12, 2026 episode of Selling on Giants, Mr. Will breaks down what Prime Big Deal Days revealed about holiday demand, the Amazon deadlines sellers cannot afford to miss, Walmart's latest marketplace moves, and why AI product cards may become the next Buy Box.
Did Prime Big Deal Days actually increase holiday demand?
U...
The $47.5 Million Idea Hiding in a Bottle of White Paint
Send us Fan Mail
What if your product isn’t the problem?
What if your customers simply don’t see the problem the way you do?
In this episode of Selling on Giants, Mr. Will explores why some products struggle to sell even when the product itself is good—and why the answer may have less to do with traffic, advertising, or adding new SKUs than with seeing the customer’s problem from a different perspective.
The story starts with Bette Nesmith Graham, the entr...
Amazon Puts Ads on Autopilot, Adds Paid Review Requests & TikTok Takes Checkout
Send us Fan Mail
Amazon is turning advertising into an AI-powered operating system for the customer journey.
In this October 5th episode, Mr. Will covers Amazon’s biggest unBoxed announcements, paid review campaigns, TikTok checkout, Walmart seller intelligence, and Prime Big Deal Days priorities.
How is Amazon changing advertising?
Amazon Ads Agent brings sponsored ads, display, video, streaming TV, analytics, and audiences into one AI-led environment. Full Funnel Campaigns allocate one budget across formats, while DVA+ combines Sponsored Display, Sponsored TV, and programmatic capabilities.
Amazon is...
Why eCommerce Brands Stall Despite Higher Ad Spend | Krista Karpan
Send us Fan Mail
Spending more on Meta ads while revenue stays flat? Krista Karpan, Co-Founder & CEO of Milked Media, explains why eCommerce brands plateau and how to diagnose it using MER, year-over-year data, and creative testing.
Mr. Will and Krista cover how Milked Media drives growth for fashion, jewelry, beauty, and home brands across paid social, email, Google, and creative, plus the early decisions that turned a small agency into an award-winning performance marketing business.
KEY TAKEAWAYS
- Diagnose a plateau with year-over-year data. Month-over-month comparisons are distorted by seasonality.<...
Amazon Wants to Run Every Marketplace, AI Gets the Keys & Holiday Spending Hits $275B
Send us Fan Mail
Amazon is no longer trying to win only the sale. It wants to run the systems behind the entire commerce operation.
In this September 29th episode, Mr. Will examines Amazon’s expansion beyond its marketplace, AI agents acting inside Seller Central, record holiday spending forecasts, and TikTok Shop’s growth.
What is Amazon changing inside Seller Central?
Amazon’s multichannel tools connect eBay, Shopify, TikTok Shop, and Walmart accounts to manage listings, orders, profitability, and fulfillment. Amazon is also adding Prime delivery for websit...
WD-40 Was Built for Missiles. You’re Trying to Sell to Everyone.
Send us Fan Mail
Most ecommerce brands do not have a traffic problem. They have a clarity problem.
In this episode of Selling on Giants, Mr. Will breaks down why trying to sell to everyone weakens your Amazon positioning, confuses customers, and makes your product harder to convert.
The story starts with WD-40, a product that did not begin as a household brand or a broad consumer idea. It started with one specific job: preventing rust and corrosion on missile components. WD-40 stands for Water Displacement, 40th formula<...
Amazon Passkeys Are Becoming Mandatory: What Sellers Must Fix Before Q4
Send us Fan Mail
Could your team lose access to Seller Central during the busiest stretch of Q4?
Amazon’s rolling passkey requirement is ending the shared-login workaround many sellers, agencies, and contractors still rely on. Mr. Will explains how to audit account access, establish individual users, and protect your business before the change reaches your account.
What else is changing this week?
Amazon Prime Big Deal Days, Target Circle Deal Days, and Walmart’s October promotion are competing for the same customers, inventory, and advertising dollars. Retail spending remains strong, but...
How eCommerce Brands Expand Internationally Without Adding Complexity | Andy Hooper
Send us Fan Mail
International expansion can create new revenue opportunities—but it can also introduce tax, compliance, logistics, inventory, and operational complexity fast.
In this episode of Selling on Giants, Will Haire sits down with Andy Hooper, co-founder of Expandly and an international eCommerce expansion specialist, to discuss what it really takes to enter new markets successfully.
Andy shares a practical framework for brands considering expansion into the UK, Europe, and other international markets, including why he typically looks for brands generating at least $5M in...
Amazon Cracks Down on Bundles, ChatGPT Gets Ads & Q4 Deadlines Hit
Send us Fan Mail
Amazon is tightening its bundle policy while critical Q4 inventory and import deadlines arrive. At the same time, Amazon Ads is expanding into ChatGPT as AI reshapes how shoppers discover products.
In this September fifteenth episode of Selling on Giants, Mr. Will breaks down the marketplace changes that require immediate attention and what they mean for brands responsible for profitability, inventory, and execution.
What is changing with Amazon product bundles?
Beginning January eleventh, twenty twenty-seven, most bundles sold under a single ASIN must...
Do Less Better: The Amazon Strategy Most Brands Avoid
Send us Fan Mail
Most Amazon brands do not need more traffic. They need fewer distractions.
In this episode of Selling on Giants, Mr. Will breaks down why many brands stall on Amazon not because they lack SKUs, campaigns, keywords, tools, or traffic, but because the account has become too bloated to scale efficiently.
The core idea is simple: everything you think you “have to do” on Amazon may actually be optional unless it helps the customer click, convert, buy, review, and keep the flywheel moving.
Using Elon Musk...
Amazon’s $20B Ad Fight, Good Good Golf Melts Down & Walmart’s Chicken Purse
Send us Fan Mail
Amazon’s ad auction is headed to court, Good Good Golf turned one bad advertisement into a distribution crisis, and Walmart made a purse out of rotisserie chicken packaging. Ecommerce had a week.
In this episode of Selling on Giants, Mr. Will breaks down the Federal Trade Commission’s challenge to Amazon’s advertising auctions, new insurance requirements for Amazon sellers, fourth quarter cost pressure, AI-powered product discovery, Sephora’s TikTok Shop strategy, and two completely different lessons in creating brand attention.
What is the FTC alleging...
Your Shopify Ads Aren’t as Profitable as You Think | Adam Callinan
Send us Fan Mail
How do you know if your Shopify ads are actually making money?
In this episode of Selling on Giants, Will Haire sits down with Adam Callinan, founder of Pentane, to break down the financial math behind profitable DTC growth.
The conversation centers on one critical concept: contribution profit.
Adam explains why metrics like ROAS, AOV, LTV, and revenue don't tell the whole story, and how DTC founders can use contribution profit to understand whether a campaign, promotion, or pricing change is actually creating value for the business.<...
Amazon Ads Under Fire, Shipping Hikes & TikTok Fuels Amazon Sales
Send us Fan Mail
Your Q4 promotion can look profitable today and lose money before the first holiday order reaches the customer.
In this September 1, 2026 episode of Selling on Giants, Will Haire, cofounder of BellaVix, breaks down the marketplace changes putting pressure on ecommerce margins, from holiday shipping surcharges and Canadian tariffs to Amazon’s advertising auction lawsuit and TikTok’s influence on Amazon sales.
The connection is bigger than any individual update. Brands cannot manage advertising, inventory, fulfillment, and promotions separately and expect the numbers to work together.
Why are holi...
The Grocery Store That Beat the Soviet Union and What Amazon Sellers Can Learn From It
Send us Fan Mail
Most sellers think competition is the problem. But what if too many options, too many SKUs, and too many competitors are actually the system working?
In this episode of Selling on Giants, Mr. Will breaks down why crowded marketplaces are not always a warning sign. In many cases, competition is proof that demand already exists, and the brands that know how to read that demand can turn a noisy category into a source of intelligence.
The episode starts with the famous story of Boris Yeltsin walking...
Ozempic Comes for Halloween, Walmart Booms & AI Shoppers Spend More
Send us Fan Mail
Ozempic is influencing the Halloween aisle while Walmart and AI reshape how consumers discover, buy, and receive products.
In this August 25th episode of Selling on Giants, Mr. Will breaks down why Hershey is expanding beyond traditional candy as GLP-1 medications reshape consumer snacking, how Walmart is building a complete marketplace flywheel, and why AI-referred shoppers are becoming some of the most valuable visitors in eCommerce.
Why is Hershey expanding beyond traditional Halloween candy?
Hershey is adding popcorn, cheese puffs, pretzels, and other...
Marketing vs. Finance: The eCommerce Growth Problem
Send us Fan Mail
In this episode of Selling on Giants, Will Haire sits down with Gavin Trippe of P1 Commerce to reveal one of the biggest problems facing growing eCommerce brands: the disconnect between marketing and finance.Â
When CMOs and CFOs operate from different playbooks, brands can end up scaling the wrong channels, misreading attribution, and wasting marketing dollars without understanding what is actually driving incremental growth.
Gavin shares how brands can build a measurement system that connects marketing performance to real financial outcomes—and why omnichannel growth across Amazon, DTC, retail, and...
TikTok Shop Passes Target Online & Taylor Swift Shows How Fast Culture Becomes Commerce
Send us Fan Mail
This week on Selling on Giants, the biggest eCommerce story starts somewhere unexpected: Taylor Swift.
Bridal brands are already preparing products around the expected look of Swift’s wedding dress before most consumers have even seen it. That is a perfect example of how modern demand gets created. Culture creates attention, social media amplifies it, AI helps shoppers narrow their choices, and marketplaces compete to capture the transaction.
At the same time, TikTok Shop is proving that social commerce is becoming much more than impulse buying.
...
Amazon Ads Move Into Creator Content & TikTok Shop Is Becoming a $50B Marketplace
Send us Fan Mail
This week’s Selling on Giants News and Updates focuses on the systems underneath eCommerce growth as brands move deeper into Q4 planning.
Amazon is changing how seller financing interacts with marketplace rights, Sponsored Products are expanding into creator content, Item Highlights are officially live, and AI-generated people now carry new disclosure requirements. Walmart is pushing further into connected TV and seller search intelligence, while TikTok Shop continues evolving from a social-commerce experiment into a real marketplace.
At the same time, tariff changes and refund uncertainty are ma...
Amazon 3D Models Explained: Will They Become a Requirement for Sellers? | Ganesh Singh
Send us Fan Mail
Amazon is investing heavily in interactive 3D product models, and this shift could change how brands compete on the marketplace.
In this episode of Selling on Giants, Will Haire sits down with Ganesh Singh, Co-Founder and COO of 3Dimages.ai, to discuss why Amazon is prioritizing 3D content, which products benefit the most, and whether creating 3D assets is actually worth the investment.
You'll learn how 3D models help customers better understand products, improve conversion rates, reduce uncertainty before purchase, and create reusable assets for Amazon Ads, Brand Stores...
The Founder Bottleneck: Why Scaling Starts With Discipline
Send us Fan Mail
Most ecommerce brands do not lose because Amazon gets harder. They lose because the operator behind the business becomes the bottleneck.
In this episode of Selling on Giants, Mr. Will breaks down the founder discipline required to scale on Amazon, Walmart, Target, and other marketplaces without letting ego, overcommitment, or emotional decision-making take over the business.
Using Napoleon’s idea that the most permanent victories are the ones we win over ourselves, this episode looks at what really holds marketplace brands back. It is not always competition. It...
Amazon’s Ad Tax, Seller Financing & Walmart Ad Controls
Send us Fan Mail
Amazon’s marketplace keeps growing, but advertising is growing even faster.
This week on Selling on Giants, Will Haire breaks down what Amazon’s latest earnings reveal about the rising cost of visibility and how agentic shopping is changing product discovery.
You’ll also learn:
Why Amazon’s August 24 Business Solutions Agreement update deserves immediate reviewWhat the Nike and Lululemon lawsuits mean for strikethrough and reference pricingHow Walmart Connect’s new negative keywords can reduce wasted ad spendHow Walmart Virtual Packs create multipacks without separate physical inventoryW...The Jevons Paradox: Why Amazon Keeps Getting Harder Even When the Tools Get Better
Send us Fan Mail
Why better tools do not make Amazon easier
Amazon has become more efficient for sellers. Products can launch faster, listings can be optimized faster, ads can be automated, and content can be generated almost instantly. But when everyone gets access to those same efficiencies, the baseline moves.
How Jevons Paradox applies to eCommerce
Jevons Paradox originally explained why more efficient coal usage led to more coal consumption, not less. The same principle applies to Amazon. Better tools bring in more sellers, more listings...
eCommerce News Update: New Tariffs, Amazon Seller Rights, TikTok Shop Plus, and AI Shopping
Send us Fan Mail
This week’s Selling on Giants News and Updates examines how new tariffs, marketplace regulation, artificial intelligence, fulfillment costs, and platform loyalty programs are reshaping eCommerce heading into Q4.
The expected tariff relief did not arrive. Amazon and Walmart sellers are facing new landed-cost calculations, Congress is proposing stronger protections for suspended marketplace sellers, TikTok is testing its own Prime-style membership, and AI assistants are moving closer to selecting products and completing transactions.
For marketplace operators, the platforms are becoming more powerful, but they are also facing gr...
Drone Delivery Is Here: How Drones Will Transform Last-Mile E-Commerce | Beth Flippo, CEO of DEXA
Send us Fan Mail
Drone delivery isn't science fiction anymore—it's already changing the way products move from businesses to customers.
In this episode of Selling on Giants, Will sits down with Beth Flippo, CEO of DEXA, one of only a handful of FAA-certified drone delivery operators in the United States. Beth shares how autonomous drones are reshaping last-mile logistics, reducing delivery times to as little as 11 minutes, and giving local retailers a powerful new way to compete with e-commerce giants.
Together they discuss:
-How drone delivery actually works today
-W...
eCommerce News Update: Amazon AI Shopping, TikTok Shop, Tariffs, and Stripe’s $53B PayPal Bid
Send us Fan Mail
This week’s Selling on Giants News and Updates examines how Amazon, TikTok, Google, DoorDash, Instacart, and the payment industry are competing to control more of the customer journey.
The biggest shift in eCommerce is no longer happening only on the traditional search results page. Product discovery is moving into AI conversations, social content, delivery apps, retail media networks, and connected checkout experiences.
At the same time, tariffs, marketplace compliance, global logistics, and payment consolidation are changing the economics behind every transaction.
In this ep...
Founder Burnout Isn’t a Workload Problem. It’s a Leisure Deficit.
Send us Fan Mail
This episode of Selling on Giants takes on founder burnout from a different angle.
Most people treat burnout like a workload problem. Too many meetings, too many emails, too many fires, and too many people needing something at the exact same time. The usual advice is to hire more people, delegate better, take a vacation, or finally get a hobby that does not involve checking Slack between sets at the gym.
But that diagnosis misses the deeper issue.
Founder burnout is not always caused by working...
eCommerce News Update: Amazon Buy Box Changes, Walmart AI Shopping, and Q4 Prep
Send us Fan Mail
This week’s Selling on Giants News and Updates focuses on what marketplace operators should do now that Prime Day is behind us and Q4 planning is already underway.
Amazon is opening holiday deal submissions, changing how sellers compete for the Featured Offer, expanding Seller Central passkeys, adding B2B pallet delivery, and pushing Amazon DSP deeper into full-funnel media. Walmart is doubling down on value, AI shopping, and marketplace maturity, while broader retail updates continue pointing toward one theme:
The second half of the year wi...
Amazon Listing Optimization in the AI Era | Working Session with Jon Tilley of ZonGuru
Send us Fan Mail
For years, brands focused on keyword density, search volume, and traditional SEO tactics. But Amazon's product discovery engine is evolving, and AI is changing how listings are understood, ranked, and recommended.
In this episode of Selling on Giants, Will Haire sits down with Jon Tilley of ZonGuru for a live working session exploring the future of Amazon listing optimization. Instead of another theory-heavy discussion, they demonstrate how AI is reshaping product listings and why many brands are still optimizing for an Amazon algorithm that no longer exists.
...
Post-Prime Day News: Amazon Security, AI Shopping, Walmart Updates, and the Profitability Test
Send us Fan Mail
This week’s Selling on Giants News and Updates moves beyond the Prime Day revenue headlines and focuses on what marketplace operators should do next.
Prime Day generated record online spending, but smaller baskets and value-focused purchasing made profitability more important than top-line growth. Consumers continued spending, but they concentrated more heavily on lower-priced essentials, beauty, supplements, grocery, and products they could easily justify buying.
For Amazon and Walmart sellers, the real question is not whether sales increased.
It is whether the event left the bu...
Bruce Lee’s Amazon PPC Lesson: Stop Swinging at Keywords That Don’t Land
Send us Fan Mail
This episode of Selling on Giants takes a different look at Amazon PPC, keyword stuffing, and why most ad accounts do not need more campaigns, more keywords, or more daily adjustments.
They need subtraction.
Using Bruce Lee’s philosophy from Tao of Jeet Kune Do, Mr. Will breaks down why high-performing Amazon ad accounts are not built by adding endless layers. They are built by removing what does not work, focusing on what actually lands, and simplifying the system so the signal becomes clear.
Bruce Lee’s idea...
Post-Prime Day News Update: Smaller Baskets, AI Shopping Traffic, and Walmart’s Retail Media Push
Send us Fan Mail
This week’s Selling on Giants News and Updates breaks down what happened after Prime Day and what it tells us about the second half of eCommerce in 2026.
Prime Day beat expectations, but the headline sales number does not tell the whole story. U.S. online spending grew strongly, but average order value declined, household spend softened, and shoppers leaned heavily into lower-ticket products, essentials, grocery, household items, supplements, and consumables.
The consumer is still spending.
They are just spending more intentionally.
In...
From Farmers Market to National Retail: 30 Years of Growth for Left Coast Naturals
Send us Fan Mail
In this episode of Selling on Giants, we sit down with Ian Walker, President and Co-Founder of Hippie Snacks and Left Coast Naturals, to unpack what it really takes to build a successful retail brand.
From humble beginnings selling at a farmer's market nearly 30 years ago, Ian has grown the business into a leading manufacturer, brand owner, and distributor supporting more than 40 natural food brands across North America. Along the way, he's learned firsthand why retail success requires far more than simply landing shelf space.
Ian shares practical advice...
Prime Week News Update: Amazon Prime Day, Walmart Deals, and Target Circle Deal Days
Send us Fan Mail
This week’s Selling on Giants News and Updates breaks down the biggest retail promotional window of the summer.
Amazon Prime Day is the center of gravity, but it is no longer the only event competing for shopper attention. Walmart Deals, Target Circle Deal Days, Best Buy Tech Fest, TikTok Shop promotions, DTC websites, email offers, Google Shopping, and retail media campaigns are all fighting for the same customer during the same week.
The customer is not thinking about retailer calendars.
They are thinking:
...
Why Some eCommerce Founders Get Lucky and Others Stay Stuck
Send us Fan Mail
This episode of Selling on Giants breaks down why some eCommerce founders always seem to catch a break while others stay stuck, even when they are operating in the same market, using the same tools, and facing the same competitors.
The easy explanation is luck.
But after working across enough Amazon, Walmart, Target, and broader marketplace accounts, the pattern looks different. Some brands are not luckier. They interpret signals differently, move faster, stay engaged longer, and treat setbacks as feedback instead of failure.
In this episode...
Last-Minute eCommerce Prep Before Amazon Prime Day, Walmart Deals, and Target Circle Week
Send us Fan Mail
This week’s Selling on Giants is focused on one thing: last-minute preparation before the biggest promotional window of the summer.
Amazon Prime Day runs June twenty third through June twenty sixth. Target Circle Deal Days runs during the same window. Walmart Deals starts one day earlier, on June twenty second, and runs through June twenty eighth.
That means consumers are not thinking about this as one Amazon event. They are thinking, everything is on sale.
They wi...
