Mastering eCommerce Marketing

195. Retail vs DTC What Brands Miss with Talor Ofer

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 role in 2026, even as more brands start online. Talor explains why many founders are closer to retail-ready than they think, and what usually holds them back.They cover how buyers make decisions today, why samples matter more than most brands realize, and what retailers look for beyond just a good product. Talor also breaks down pricing expectations, common mistakes that slow deals down, and how brands should think about wholesale, packaging, and supply chain before approaching buyers.If you’re running a DTC brand, selling on Amazon, or thinking about wholesale for the first time, this episode gives a clear look at how retail actually works, straight from someone who’s in those conversations every day.Website: https://www.vimmi.net Email us: info@vimmi.net Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube Guest: Talor Ofer, Founder at Retail EmpireTalor Ofer’s LinkedIn | Retail EmpireTakeaways:Retail is a crucial channel for brands, despite the rise of D2C.Brands must ensure they have a solid supply chain before entering retail.Packaging is key; it should communicate the product's value quickly.Retail buyers are looking for brands with a compelling story.Fast decision-making is becoming more common among retail buyers.Pricing strategies are evolving due to market competition and tariffs.Samples are essential for securing orders from retailers.Understanding the setup process with retailers is critical for success.Brands should be aware of market trends to stay relevant.Loyalty and honesty are foundational for long-term business relationships.Chapters:00:00 Introduction to Retail Empire and Talor Ofer01:06 Preparing Brands for Big Box Retail02:41 Timing for Retail Entry: When to Go Big05:22 Common Reasons for Retailer Rejections07:40 Understanding Buyer Decision-Making in 202609:42 The Retail Empire Process: Qualifying Opportunities12:55 The Importance of Samples in Retail14:51 Approaching Retailers: Big vs. Small16:43 Handling Initial Shipments and Training18:29 Marketing and Packaging Considerations19:32 Managing Inventory and Demand Spikes21:01 Sales Cycle: From Introduction to Orders22:26 Technology and Support Systems for Brands23:42 Trends and Innovations in Retail24:20 Exclusivity Terms in Retail Contracts25:40 Dealing with Unsold Inventory27:03 Core Values: Honesty, Transparency, and Loyalty28:14 Connecting with Retail Empire

194. Future of Retail and AI Trends with Avani Oswal

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 brands can deliver in meaningful ways. Avani also shares why clean product data is now just as important as design when it comes to being discovered.The conversation touches on how shopping behavior is shifting, how people want answers faster, and what brands need to do to show up when customers are searching differently. Later on, Avani explains why she started Catalyst and how retail leaders are learning from each other in smaller, more honest settings.It’s a clear, thoughtful conversation about what to focus on and how to move forward without making things harder than they need to be.Website: https://www.vimmi.net Email us: info@vimmi.net Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube Guest: Avani Oswal, Head of Digital at Elizée | Founder at CatalystAvani Oswal’s LinkedIn | Elizée | CatalystWatch the full Youtube video here:https://youtu.be/XmgZXrFuehQTakeaways:Curiosity drives learning and innovation in retail.Testing AI solutions is crucial for understanding their impact.Personalization is evolving towards one-to-one experiences.Clean data is essential for effective discoverability.Customer expectations are rising, demanding better experiences.Building relationships is key to success in business.AI can significantly improve inventory management.The retail landscape is rapidly changing, requiring agility.Consolidation of tools in e-commerce is on the horizon.Community building fosters knowledge sharing and collaboration.Chapters:00:00 Introduction to Avni Oswal and Her Values02:54 The Impact of AI on E-commerce and Retail05:27 Testing and Measuring AI Solutions08:25 Personalization in E-commerce11:19 The Shift from Search to Answer Engines14:07 Data Management and AI Integration16:55 Catalyst Community and Its Purpose19:57 Emerging Trends in Retail and AI22:36 Advising AI Startups and Building Relationships

193. B2B Ecommerce Mistakes to Avoid with Jason Greenwood

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 suppliers today. Jason also explains why traditional KPIs like AOV and conversion rate don’t tell the full story in B2B, and what metrics matter more.The episode also covers change management, sales team resistance, and how technology should support people instead of replacing them. Toward the end, Jason shares his take on when DTC brands should start thinking about wholesale and distribution, and what happens when they wait too long.Website: https://www.vimmi.netEmail us: info@vimmi.netPodcast website: https://vimmi.net/mastering-ecommerce-marketing/Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTubeGuest: Jason Greenwood, Founder & Lead Consultant at Greenwood ConsultingJason Greenwood’s LinkedIn | Greenwood ConsultingWatch the full Youtube video here:https://youtu.be/luahzCh6-fATakeaways:• B2B e-commerce is significantly behind B2C but is catching up rapidly.• The COVID-19 pandemic accelerated the need for digital transformation in B2B.• Sales teams often resist digital changes due to traditional practices.• Change management is crucial for successful digital adoption in B2B.• B2B relationships are long-term and require a human touch.• Digital channels are essential for B2B growth and efficiency.• AI can enhance B2B operations but should not replace human interaction.• D2C brands should consider B2B as a growth channel once stable.• Understanding KPIs in B2B is different from B2C due to higher AOVs.• Technology plays a vital role in the future of B2B e-commerce.Chapters:00:00 Introduction and Background01:00 Understanding B2B E-commerce08:58 Digital Channels in B2B13:48 Change Management in B2B Transformation17:49 Key Performance Indicators in B2B22:13 Technology Building Blocks for B2B25:21 D2C Brands and B2B Opportunities31:18 Personal Values and Closing Thoughts

192. How to Build a Profitable Ecommerce Store with Lars Hauwert

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.The conversation also covers paid media, testing budgets, creative formats, and how founders should think about growth timelines. Lars is honest about mistakes he made, especially around retention, and why ignoring past customers is one of the biggest missed opportunities in eCommerce.They wrap up with thoughts on AI, content creation, and how brands can grow faster by staying focused on fundamentals.A straightforward conversation for anyone running or scaling an online store.Website: https://www.vimmi.net Email us: info@vimmi.net Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube Guest: Lars Hauwert, Founder & CEO at Hauwert ConsultingLars Hauwert’s LinkedIn | Hauwert ConsultingWatch the full Youtube video here:https://youtu.be/fZsUt1D9FZkTakeaways:Care about your family and friends.Strive for excellence in everything you do.Dedication to the process is key.Having a solid product is crucial for success.Focus on optimizing your website for conversions.Utilize AI for marketing and efficiency.Invest in both traffic acquisition and customer retention.A unique product assortment enhances brand value.Allocate 80-90% of your budget to ads.Building a successful e-commerce business takes time.Chapters:00:00 Introduction to E-commerce Success02:49 Core Values and Personal Philosophy05:21 Challenges in E-commerce08:24 Product Management and Sourcing11:09 Conversion Optimization Strategies14:00 Traffic Acquisition Techniques16:54 The Importance of Patience in E-commerce19:47 Omnichannel Strategies for Success20:53 Product Assortment for Longevity22:49 The Role of AI in E-commerce25:55 Advice for E-commerce Growth28:59 Marketing Budget Allocation30:17 Creating Engaging Content

191. Cash Flow Mistakes Killing Ecom Brands with Rob te Braake

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 problems often start with inventory and financing costs, and why many brands rely on numbers that aren’t built for management decisions. Rob explains what founders should look for in their P&L, how forecasting improves over time, and why trying to automate thinking with AI can miss the mark.They also cover exit planning, what makes a business attractive to buyers, and why trust in the numbers matters more than anything else.This episode is a grounded conversation for founders who want clarity, fewer surprises, and a better handle on how money actually moves through their business.Website: https://www.vimmi.net Email us: info@vimmi.net Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube Guest: Rob te Braake, Founder at Insight MattersRob te Braake’s LinkedIn | Insight MattersIs your financial setup holding back your eCommerce Growth? Find out here: http://financeinsightmatters.com/masteringecommercemarketingWatch the full Youtube video here:https://youtu.be/FYkZAU5lzXkTakeaways:Freedom is a core driver for entrepreneurship.Values are essential for meaningful work.Management accounting is crucial for e-commerce success.Financial data should be used for decision-making, not just compliance.Sales forecasting is key to optimizing cash flow.Clean financial records build trust with potential buyers.Understanding the cost of financing is vital for profitability.E-commerce businesses need to prepare for exits well in advance.Data-driven insights can steer companies toward success.Founders must engage actively in financial management.Chapters:00:00 Introduction to Strategic Financing and Management Accounting01:50 Rob's Journey and Entrepreneurial Spirit03:45 The Importance of Management Accounting05:27 Understanding Management vs. Tax Accounting07:33 The Three Tiers of Financial Management09:02 Prioritizing Data for Business Decisions10:27 The Financial Hierarchy of Needs12:01 Preparing for an Exit: Key Considerations13:39 The Importance of Clean Financial Records16:50 Profitability vs. Cash Flow Management18:41 The Operator's Advantage in Finance19:57 Revenue vs. Profitability: The Ongoing Debate21:08 Case Study: Turning Around a Struggling E-commerce Business22:53 Immediate Financial Recommendations for Founders23:58 Facilitating Financial Management for Founders25:32 Engagement Models and Initial Steps