Commerce Untold

Adoram Leshem is the Chief Executive Officer of Nübrace, an orthopedic aids company he founded after years of knee pain from martial arts, hiking, and dirt biking left him searching for a brace that actually worked. When nothing on the market gave him real support, he spent seven years engineering his own solution.

The core problem Adoram uncovered is that traditional knee braces are passive. They stabilize and limit movement, but they do nothing to actively support the leg during everyday actions like standing up, sitting down, or climbing stairs.

In this conversation, Adoram b...

Jeremy Goldman is VP Editorial & Insights at RETHINK Retail, a community platform supporting retailers, brand leaders, logistics practitioners, and AI specialists. Before joining RETHINK Retail, he founded and sold the Firebrand Group, spent years as an analyst at eMarketer, and has been building e-commerce properties since 2000. He also runs a podcast called Future Proof.

This episode examines the gap between AI hype and business reality. Jeremy argues that agentic commerce attracts far more attention than the near-term use cases justify, and that the brands quietly gaining ground are the ones who never stopped running the fundamentals.

Deneke O'Reilly is the founder and principal of Reliq Strategy, bringing 20 years of customer data experience to retailers trying to build durable growth. He spent his career converting customer insights into incremental revenue, starting in email marketing and later managing large scale marketing operations across first, second, and third party data sources.

The core problem this episode tackles is simple to ask and brutally hard to answer: do you actually know who your customers are. Most retailers think they do until they ask their own marketing team and get silence back.

Deneke breaks down his...

Vira Sadlak is a Retention Marketing Strategist at Flowium, a retention-focused agency and Klaviyo Platinum Partner specializing in email, SMS, and lifecycle marketing for e-commerce brands. She works with DTC brands across categories to build the automated systems that turn one-time buyers into long-term customers.

Most brands pour their budget into acquisition and go quiet the moment a customer converts. That silence is expensive. This episode gets into exactly what brands are leaving on the table and how to fix it.

Eitan and Vira cover the nine foundational flows every brand should have in place...

Cem Atik is the co-founder and CMO of Harucon Ventures, a firm that acquires minority and majority equity stakes in e-commerce and SaaS businesses doing between one and ten million in annual revenue. Rather than operating as an agency or consultancy, Cem and his team get in with capital, take operational control of marketing and finance, and work to make the businesses they partner with structurally profitable.

Most e-commerce brands that come to Harucon Ventures have the same underlying problem: they are optimizing for the wrong things. Revenue looks healthy. ROAS looks acceptable. But unit economics are...

Kate Assaraf is the CEO and founder of dip sustainable, a plastic-free haircare brand she launched in 2021 that hit seven figures within 18 months without running a single paid ad. Before starting dip, she spent 20 years inside the beauty industry, long enough to see the deceptive marketing practices that eventually pushed her to build something completely different.

Most DTC beauty brands launch with paid social, influencer seeding, and a race to acquire customers fast. Kate did the opposite. She cold-called refill stores, traveled across the country to meet sustainable retailers face to face, and built distribution through brick-and-mortar...

Ilya Mikin is Vice President of Technology M&A at Corum Group, one of the leading technology M&A advisory firms globally. His background spans more than two decades across enterprise marketing at Intel and Unilever, executive and CEO roles at companies including iHerb, multiple founder exits across AdTech, MarTech, and FinTech, and now advising founders through acquisitions. He has been on every side of the M&A table, which makes his perspective unusually grounded.

This episode gets into what has fundamentally changed about how technology and e-commerce companies are built, valued, and sold. The old playbook...

In this episode of Commerce Untold, host Eitan Koter sits down with Carol Shih, founder of Qode Space, a boutique Shopify agency, and Doraemi, a cross-border consultancy helping international brands enter and grow in the US market.

Carol has a background that spans LVMH, Alibaba, and years of working with fashion and beauty brands across multiple continents. She brings a direct, no-nonsense perspective to what it actually takes to succeed in cross-border e-commerce.

They get into why so many international brands, including some doing billions in Asia, struggle the moment they try to enter the...

Eitan Koter sits down with Tarkan Salar, founder of Smart Concepts and the consultancy Can't Stop Me, who has spent 30 years working with brands like Louis Vuitton, Zara and Adidas and has shaped over 50 million units from factory floor to checkout.

Tarkan's take is pretty straightforward. Most D2C brands are bleeding money in the wrong places and blaming marketing for it. He breaks down why marketing is no longer the edge it used to be and what founders should be focusing on instead: product positioning, operational clarity and finding their blue ocean.

They get...

Host, Eitan Koter is joined by Leo Rodriguez, Vice President at River Plate Inc., a fulfillment company with over 33 years of experience helping brands ship smarter. River Plate works with everyone from beauty and toy brands to influencer-led lifestyle companies, so Leo has seen pretty much everything.

In this episode, Leo talks about why your 3PL should feel like a partner, not just a vendor, how to spot when something is going wrong before it becomes a bigger problem, and what fast growing brands usually get wrong when they start scaling. He also gets into how bundling...

In this episode of Commerce Untold, Eitan Koter sits down with Pamela Wagner, Founder and CEO of Ajala Digital, a Google Partner agency that has helped thousands of businesses grow through paid advertising.

They get into a real conversation about what is actually working in ads today and what is not.

Pamela explains why many brands struggle when they try to scale too fast. Small changes in budget can make a big difference, and constant adjustments can hurt performance more than help it.

They also talk about why ads alone are not enough...

Eitan Koter is joined by Matt Raminick, Founder and CEO of Sunnyside, to talk about what’s really going on behind performance marketing numbers.

They start with a simple idea, strong ROAS doesn’t always mean a healthy business. Matt explains how brands often rely too much on platform data without connecting it back to real revenue and costs.

The conversation moves into what to focus on instead, like profitability at the order level, total marketing efficiency, and how to think about acquiring new customers the right way.

They also cover a common mist...

There’s a point where more revenue doesn’t mean more profit. And that’s where things start to break.

In this episode, Eitan Koter is joined by Adam Callinan, founder of Pentane, to talk about how ecommerce brands can actually make money, not just grow.

Adam explains why many businesses look successful on the surface but struggle behind the scenes. He breaks down how to think about costs, margins, and the real drivers of profit in a way that’s easy to follow.

The conversation also covers how founders should approach different stages o...

Eitan Koter is joined by Iñigo Rivero, co-founder and managing director at House of Marketers, a global TikTok Marketing Agency.

They talk about how the platform has shifted over time, from a place for visibility to something much closer to a sales channel. Iñigo explains why many brands still approach influencer marketing the wrong way, and what actually drives results.

The discussion covers the role of authentic content, why engagement matters more than follower count, and how TikTok’s algorithm gives new brands a chance to get seen.

They also break down...

Welcome to Commerce Untold.

In this episode, host Eitan Koter sits down with Rebekah Kondrat, Founder of Recon Retail, a company that helps ecommerce and DTC brands launch and scale physical stores.

Rebekah has worked with brands like Apple, Starbucks, Warby Parker, Outdoor Voices, and Joybird. Today, she partners with growing brands that are ready to expand beyond online sales and build retail the right way.

Together, they unpack the idea that retail is dying. Rebekah explains that most purchases still happen in person and that brands cannot rely on a single channel...

In this episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Megan Vasquez, Director of Creator Strategy and Strategic Marketing at Grin.

Megan shares what she has learned from working across beauty brands, agencies, and large e-commerce companies. Creator marketing is no longer a side project. It is expected to deliver results.

They cover how to forecast revenue from influencers, how to align campaign goals with the right creators, and why reducing friction in the buying process makes a big difference.

Megan also talks about TikTok Shop, affiliate strategy, and the...

In this episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Daniela Bolzmann, Founder of Mindful Goods, to talk about what actually moves the needle on Amazon today.

Daniela works with brands around the world on Amazon creative, SEO, and conversion, and she spends her days testing what works and what does not. The conversation opens with how Daniela thinks about business, from abundance and gratitude to building systems that support long term growth.

From there, they get into the real work. Daniela breaks down the Amazon funnel in plain terms, starting with...

On this episode of Mastering eCommerce Marketing, Eitan Koter welcomes David Feuerstein, Founder and CBO of CREATOR, a company rethinking how beauty brands are made.

David shares how CREATOR makes it possible for creators, influencers, and DTC brands to launch real beauty products without massive upfront inventory or long development cycles. What used to take months and large checks can now start with small runs that grow based on demand.

Eitan and David talk through why beauty has lagged behind apparel when it comes to on-demand production, and what changes when manufacturing, storefronts, and sales...

In this episode of Mastering eCommerce Marketing, Eitan Koter welcomes Jordan Gordon, Head of Email Retention and CRO at Pilot House Digital, and the host of the World’s Best Email Retention Podcast.

Jordan shares how he found his way into email early on, why he stayed focused on it, and how that focus turned into a long-term advantage. The conversation centers on one simple idea. Brands cannot scale efficiently if retention is treated as an afterthought.

They talk through what Jordan sees when auditing Shopify and Klaviyo accounts, ho...

In this episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Jon Ostenson, Founder, CEO and Consultant at FranBridge Consulting, for a grounded conversation about franchising and how it actually works in the real world.

Jon has spent years on both sides of the table. He’s run a franchise system, invested as a franchisee, and now works closely with entrepreneurs and business owners who are deciding whether franchising makes sense for them.

Together, they talk through what franchising really means beyond the headlines. Jon explains how franchise models are structured, why non fo...

In this episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Talor Ofer, founder of Retail Empire, to talk about what it really takes for brands to get into brick and mortar retail in the US.

Talor has spent more than 25 years working directly with retail buyers and helping brands move from online-only sales into physical stores. At Retail Empire, his team connects vendors with buyers across hundreds of retail chains, from specialty stores to major big-box retailers.

In this conversation, Eitan and Talor talk through why retail still plays such a big...

In this episode of Mastering eCommerce Marketing, Eitan Koter sits down with Avani Oswal, Head of Digital at Elizée and Founder at Catalyst.

Avani works closely with retail brands, eCommerce teams, and tech startups, helping them make sense of where technology actually fits into their day to day work. She brings a grounded point of view shaped by real experience, not trends for the sake of trends.

They talk about how teams can test new tools without overcommitting, why measuring results matters more than adding more software, and how personalization is finally becoming something b...

In this episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Jason Greenwood, founder of Greenwood Consulting and host of the eCommerce Edge podcast.

Jason has spent over 25 years working across eCommerce, with a sharp focus on B2B. The conversation centers on why B2B commerce has followed a very different path than DTC, and why many manufacturers and distributors are only now taking digital seriously.

They talk about how COVID accelerated change, why marketplaces are one of the fastest-growing B2B channels, and what modern B2B buyers actually expect from...

In this episode of Mastering eCommerce Marketing, host Eitan Koter chats with Lars Hauwert, founder of Howard Consulting and former owner of Nancy Home Store, a home goods brand he built and scaled across Europe.

Lars shares his journey from running his own store to helping brands improve their funnels end to end. He explains why product quality and clear offers still come first, even with better ads, tools, and AI. They talk about common conversion blockers, the role of trust on a website, and why making it easy for customers to reach you still matters.

In this episode of Mastering eCommerce Marketing, Eitan Koter welcomes Rob te Braake, founder of Insight Matters, to talk about how eCommerce brands should really think about finance.

Rob works with founders as a fractional CFO, helping them set up accounting and reporting in a way that supports real decision-making. He’s also been an operator himself, which shows up throughout the conversation. He understands the pressure of choosing between ads, inventory, payroll, and growth, because he’s lived it.

Together, they talk about why revenue alone doesn’t tell the full story, how cash flow p...

In this episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Victoria Vaughan, Founder of B612, an award-winning PR agency based in New York that works closely with tech companies and founders.

Their conversation focuses on how PR really works today, especially in a world filled with AI-generated content and nonstop noise. Victoria shares how strong brand stories are built, why founder-led PR matters more than ever, and how human connection still plays a major role in media coverage.

They talk about how founders can find real gaps in their market, why research...

In this episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Ricky Ho, CEO and co-founder of SourceReady, a platform that helps brands find real and reliable manufacturers without the usual guesswork.

Ricky talks through how the sourcing world actually works, why so many great factories stay hidden, and why smaller brands often struggle to reach them. He breaks down common mistakes founders make when choosing suppliers and explains why chasing the lowest price can create more problems than it solves.

They also discuss how customs data shows who really makes products for...

In this episode of Mastering eCommerce Marketing, Eitan Koter sits down with Andrew Maff, founder and CEO of BlueTuskr. Andrew has worked inside ecommerce brands and now leads a team that supports them across ads, SEO, Amazon strategy, and more.

Eitan and Andrew talk about why relying on one sales channel, especially Amazon, can put a brand at risk. Andrew explains how to diversify in small steps, how to test demand before building a full website, and how to use SEO to bring in traffic that Amazon rewards.

They also get into rising ad costs...

In this episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Arthur Glinkin, Co-Founder of SNG Bookkeeping, to talk about something every online brand needs but few truly understand, getting your books right from day one.

Arthur shares how he went from selling newspapers as a teen to building a bookkeeping firm focused entirely on eCommerce brands. He explains why messy books can cost you big when it comes to funding, exits, or tax season, and why tools like QuickBooks Online and TaxJar are non-negotiable for keeping things clean and compliant.

They discuss...

On this episode of Mastering E-Commerce Marketing, host Eitan Koter sits down with Reuben Mattinson, the founder and CEO of RJM Tax Exemption, a company that has helped over 5,000 e-commerce businesses simplify their tax operations and focus on growth.

Reuben started RJM six years ago after running into endless hurdles trying to sell products into the U.S. as a UK-based entrepreneur. What began as his own frustration with confusing tax rules turned into a business built to take that stress off other sellers.

Today, RJM Tax Exemption is ranked number one in the U...

Host Eitan Koter opens this episode with Rick DeLisi, author and longtime customer loyalty researcher at GLIA, an interaction platform for banks and credit unions. Rick has spent years studying how everyday conversations with customers shape whether they stay or leave.

He starts simple. People want what they want, their way, right now. That idea runs through the whole talk. Rick explains how to meet that bar by pairing quick, automated help for routine questions with a warm handoff to a person when things get complex.

They get clear on measurement. Many teams launch AI...

In this conversation, host Eitan Koter is joined by Arooba Kamal, a full funnel growth operator with over 10 years of experience helping DTC brands build sustainable, profitable growth.

Arooba has worked across Meta, Google, CRO, and lifecycle marketing. She’s supported brands in categories where the products are deeply personal - women’s wellness, sensory care, intimate wear, and apparel. Her approach is simple but powerful: start with customer insights, align ICPs, and connect creative, ads, and landing pages into one clear funnel.

She talks about scaling Triumph by listening to customers directly, and how that...

On today’s episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Gregory Elfrink, Head of Marketing at Empire Flippers. If you’re not familiar, Empire Flippers is the largest curated marketplace for buying and selling online businesses, from content sites and SaaS companies to e-commerce stores and agencies.

Greg’s story is anything but traditional. He started out as an oil rig worker in Alaska before teaching himself internet marketing. That path eventually led him to Empire Flippers, where he’s been since the early days, helping grow the company into a major player in the d...

On this episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Francesco Alfano, a Toronto-based digital marketing leader with over 12 years of experience. He has worked with some of Canada’s most recognized brands, including Rogers & Shaw Communications and Campbell’s Soup Company.

Francesco has built his career around turning business goals into clear marketing strategies, and he brings a mix of passion, engagement, and curiosity to the way he leads. He believes those qualities are not just personal values, but the foundation of how teams grow, learn, and perform at their best.

In t...

In this episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Chelsea Burns, better known as The Marketing Psychologist™. Chelsea has more than 17 years in marketing, holds a master’s in applied psychology from USC, and works with conscious companies to help them grow without losing sight of their values. She is also the creator of the BELONG™ Framework, a model built to help brands earn trust, create alignment, and build real connections with their audiences.

Chelsea explains why integrity and authenticity are more than just nice-sounding words. For her, they are the foundation of health...

In this episode, Eitan Koter welcomes Jake Levin, founder and CEO of Inflection Growth, a company that helps fast-scaling e-commerce brands reach their next big milestone. Jake was the first marketing hire at goPuff, co-founded GettaCar, and now works with brands through a hands-on, embedded marketing team model.

They talk about how the e-commerce world has shifted. It’s no longer just about chasing big revenue at any cost. Today it’s about balancing growth with margins and making sure ad spend delivers a solid return. Jake explains why he says “attribution is an art and a scienc...

In this episode, Eitan Koter sits down with Dan Chorlton, CEO and co-founder of Goa Marketing. Goa Marketing is a SaaS platform that helps enterprise advertisers get more from their Google Ads budgets. Dan and his team have managed and optimized over a billion pounds in paid search, partnering with brands like MoneySupermarket to improve returns and reduce wasted spend.

They start with the story behind Goa, including why the name stands for Governance, Opportunity, and Accountability. Dan explains how these three pillars guide their approach to managing campaigns at scale, from keeping track of errors to...

In this episode of Mastering eCommerce Marketing, host Eitan Koter talks with Matt Putra, a Fractional CFO and founder of Eightx.

Matt helps eCommerce and CPG businesses making between $5 and $100 million scale profitably and sustainably. His main focus is helping companies simplify finances and manage their cash flow clearly.

Matt explains the critical difference between profit and cash flow, noting why having money in the bank is often more important than simply showing profits on paper.

He highlights common mistakes businesses make, especially holding onto too much inventory. Matt points out how excess...

Today, Eitan Koter is joined by Rich Kahn, CEO of Anura.io, and a veteran in the digital marketing world. With over 31 years of experience and multiple multimillion-dollar companies under his belt, Rich has spent the last two decades focused on solving one major problem: ad fraud.

He’s also been named an Ernst & Young Entrepreneur of the Year for Technology, which speaks to the level of trust companies place in his work.

In this episode, Rich and Eitan talk about a challenge most marketers face without even realizing it. Whether you're running paid media, us...

On this episode, host Eitan Koter welcomes Wilson Zehr, CEO of Zairmail.

Wilson has over 25 years in tech, innovation, and business strategy. He has helped launch eight tech startups and raised more than $60 million in venture capital.

He has also spent years teaching marketing and entrepreneurship at the university level.

Now, Wilson leads Zairmail. The company makes sending direct mail as simple as sending an email.

In today's world, where inboxes are crowded and digital ads get ignored, Wilson believes direct mail is making a real comeback.

Brands, startups...