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.

The conversation covers where AI is delivering real results today, including enhanced product discovery for high-consideration SKUs, and what is actually shifting in search as LLMs reshape how buyers find products. Jeremy and Eitan work through why Google is more relevant than the current discourse suggests, what the rise of TikTok Shop signals about the pace of social commerce adoption, and why community building has become one of the most underrated growth levers available to brands right now.

Listeners will leave with a clearer read on where the real ROI in AI sits in 2026, a sharper sense of which fundamentals are worth doubling down on, and a framework for knowing whether their company is commerce-optimized, marketing-optimized, or falling short on both.

Website: https://www.vimmi.net

Email us: info@vimmi.net

Podcast website: https://vimmi.net/commerce-untold/

Eitan Koter's LinkedIn: https://www.linkedin.com/in/eitankoter/

YouTube: https://www.youtube.com/@VimmiVideoCommerce/featured

Guest: Jeremy Goldman, VP Editorial & Insights, RETHINK Retail

Jeremy Goldman's LinkedIn: https://www.linkedin.com/in/jeremygoldman

RETHINK Retail: https://rethink.industries/

Key Takeaways:

• Agentic commerce is real technology, but the claim that AI will handle all buying decisions within two years is not where the near-term reality lands

• AI-driven product discovery is already delivering measurable results for large-catalog, high-consideration SKUs, and that is where brands should focus first

• Most companies are either commerce-optimized or marketing-optimized, rarely both, and knowing which one you are determines where the gaps are

• Community is the growth lever most brands are underinvesting in: a brand with a genuine community is structurally harder to displace than one relying solely on paid acquisition

• When hype cycles hit, the companies that lean back into fundamentals, email, checkout friction, fulfillment speed, and conversion rate, take share from everyone else while they are distracted

Chapters:

[00:12] Introduction and Inside RETHINK Retail

[01:37] From E-Commerce Builder to Editorial Leader: Jeremy's Career Thread

[05:44] Agentic Commerce: Real Technology, Outsized Claims

[07:34] Where AI Is Delivering Real Results in Retail Today

[10:28] Google Is Not Out: AI Search and the LLM Landscape

[15:27] Commerce vs. Marketing: Knowing What Kind of Company You Are

[18:49] Community Building as the Next Growth Unlock for Brands

[21:26] TikTok Shop and Why Social Commerce Is Catching On

[23:41] Why the Fundamentals Win When Everyone Else Chases Hype

[28:36] Omnichannel Strategy: When and How to Add a New Channel

[30:33] What Jeremy Is Focused on in the Second Half of 2026