Podcast
Commerce Untold
Hosted by Eitan Koter · EN
Commerce Untold goes beyond the headlines to uncover the real stories shaping eCommerce and retail today.
Hosted by Eitan Koter, founder and CEO of Expanio, the show focuses on one of the hardest problems in commerce: how brands and retail-tech companies break into and scale in the U.S. market. Each episode gets into what that actually takes, from channel strategy and marketplaces to retail media, brand building, social commerce, live shopping, customer experience, and the technologies changing how people buy.
You'll hear from founders, CMOs, retail and eCommerce leaders, and operators who have done it, sharing what really drives U.S. growth behind the scenes. The wins, the missteps, the expensive lessons, and the insights you won't hear anywhere else.
If you care about how products get built, marketed, sold, and scaled in the U.S. and beyond, this one's for you.
36episodes
Episodes
Newest firstAll episodes
174. Everything to Know About AI Video with John Gargiulo
Jul 8, 202500:31:11Tap to summarizeWelcome back! On today’s episode, host Eitan Koter sits down with John Gargiulo, the founder and CEO of Airpost. John’s company is shaking up the way e-commerce brands create video ads, using a mix of AI and real people to help businesses make a lot more content, much faster, and still keep it feeling genuine.Before starting Airpost, John built ReadySet into a major player for DTC video, helped launch global products at Airbnb, and was part of BlueStacks’ journey to over a billion downloads. He’s someone who knows both the hustle of startups and how bigger brands think about marketing.Eitan and John get real about what brands are facing right now. Everyone wants video content, but nobody wants to lose that “human touch.” John explains why Airpost blends AI with real actors and product footage, so the end result looks and feels authentic, not robotic.They talk about the real advances in AI video (like the tech that lets you make believable, audio-synced videos in minutes) and what’s still just hype. John shares why pure automation isn’t the answer, most brands actually get the best results when creative people and smart tech work together.You’ll hear why brands like DoorDash and Hims & Hers are rethinking how they make ads, and how anyone can keep up as these tools get better every week. John’s honest about what works, what doesn’t, and why you don’t have to be a tech whiz to make the most of it.If you’re looking to scale your marketing, curious about AI video, or just want to keep your brand’s content fresh and real, this conversation will give you some things to think about.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: John Gargiulo, Founder/CEO at AirpostJohn Gargiulo’s LinkedIn | AirpostWatch the full Youtube video here:https://youtu.be/Fyc7bvtwJ5sTakeaways:AI is revolutionizing video production for e-commerce brands.Gratitude and presence are essential values for success.Video content is a significant driver of internet traffic.The need for rapid video production has increased in marketing.AI can automate video creation but requires human oversight.Authenticity in advertising is crucial for consumer trust.The future of video production will blend AI and human creativity.Marketing strategies should focus on influential partnerships.Startups should prioritize long-term vision over short-term gains.The AI landscape is still in its infancy, offering vast opportunities.Chapters:00:00 Introduction to AI in Video Advertising05:04 The Genesis of Airpost and Its Mission08:31 The Evolution of AI Video Technology11:52 Airpost's Unique Business Model15:10 The Future of AI and Human Creativity22:17 Maintaining Authenticity in AI-Generated Content25:26 Marketing Strategies for AI Startups27:23 Lessons for Aspiring AI Entrepreneurs
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173. Secrets to Great Video Content with Justin Ware
Jul 1, 202500:32:03Tap to summarizeWelcome to Mastering eCommerce Marketing. Today, Eitan Koter sits down with Justin Ware, Co-Founder and Chief Revenue Officer at Camcorder AI.Justin’s no stranger to video. He started out as a journalist, won an Emmy, and went on to build and sell companies where video was always at the core. His latest venture, Camcorder AI, helps brands and creators make short-form video faster — while keeping it real.In this episode, Justin shares how AI can take care of the time-consuming parts of video production so marketers can focus on what really matters: telling a true, human story. He talks about why audiences still want to see real people in videos, not avatars or deepfakes, and how brands can build trust by showing their authentic side.You’ll hear them break down simple ways to bring video into your day-to-day marketing — even if you’re short on time or budget. They also get into why being open about your company’s wins and struggles can actually bring people closer to your brand.Whether you’re part of a small team trying to do more with less or at a larger company looking for smarter ways to scale video content, this conversation will give you ideas to take back to your work.Let’s get started. 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: Justin Ware, President and Co-Founder at Camcorder AIJustin Ware’s LinkedIn | Camcorder AIWatch the full Youtube video here:https://youtu.be/bcWQHKrlHHwTakeaways:Authenticity in storytelling is crucial for connecting with audiences.AI can enhance video content without compromising authenticity.Brands should focus on transparency to build loyalty.Video marketing strategies should open a window into daily operations.Aspect ratios matter; tailor content to the viewing platform.Overcoming time and resource objections is key to video adoption.Content strategy should evolve with the product lifecycle.Entrepreneurial agility is essential for startup success.Creative agencies benefit significantly from streamlined video production.Building public is an effective way to engage with audiences.Chapters:00:00 Introduction to Justin Ware and Camcorder AI02:51 The Importance of Authenticity in Video Content05:47 Strategies for Effective Video Marketing08:35 Building Public and Brand Loyalty through Video11:24 The Role of Aspect Ratios in Video Production14:23 Overcoming Objections to Video Marketing17:21 The Evolution of Video Content Strategy20:05 Justin's Startup Journey and Leadership Style23:03 The Journey of Camcorder AI25:54 Go-to-Market Strategy for Camcorder AI
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172. How to Make Better Brand Videos with Dani Dufresne
Jun 24, 202500:30:07Tap to summarizeMost brands are creating too much content and saying nothing.In this episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Dani Dufresne, an Emmy Award-winning Executive Producer and founder of The Auxiliary Co., to talk about what actually works when it comes to video and content strategy.Dani has spent over 20 years producing for film, TV, digital, and experiential projects. She’s worked with major brands like Nike, Apple, Google, YouTube, and Sephora. Her company helps brands and agencies bring big ideas to life without the red tape of traditional production models.Instead of bloated teams and outdated processes, Dani focuses on lean, high-impact production. The goal is to build content that connects, not just content that fills a feed.She and Eitan talk about the shift away from quantity and toward meaningful storytelling. They explore why audiences are getting overwhelmed, how brands can stop adding to the noise, and why planning for video should start with a clear strategy, not just a creative brief.You’ll also hear why bringing media and creative teams together early makes a huge difference, how to get more from your budget, and why it's okay to focus on fewer platforms if it means showing up with purpose.If you're tired of chasing trends and want to build content that actually supports your brand, this episode is for you.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: Dani Dufresne, Founder / Executive Producer at The AuxiliaryDani Dufresne’s LinkedIn | The AuxiliaryWatch the full Youtube video here:https://youtu.be/btgl_2Ao7aUTakeaways:Video is essential in today's marketing landscape.Storytelling is crucial for brand connection.Brands should focus on building community.A clear media budget is vital for effective marketing.Quality content is more important than cheap content.Smaller agencies are gaining traction in the market.Brands need to understand their identity and audience.Creatives seek variety in their work.The market is shifting towards quality over quantity.Agencies must adapt to the changing needs of brands.Chapters:00:00 Introduction to Dani Dufresne and The Auxiliary02:37 The Importance of Video in Marketing05:26 Storytelling and Brand Connection08:23 Best Practices in Content Planning11:20 The Role of Strategy in Video Production13:59 Building Community and Engagement17:15 Differentiation in a Competitive Market19:53 Services Offered by The Auxiliary22:44 Common Mistakes in Video Marketing25:43 The Evolution of the Market28:19 Future of Agencies and Conclusion
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171. The Secret to Amazon Product Ranking with Pasha Knish
Jun 19, 202500:31:58Tap to summarizeIn this episode of Mastering E-commerce Marketing, host Eitan Koter sits down with Pasha Knish, the founder and CEO of AMZ Optimized, a full-service agency helping brands grow on Amazon through custom strategies, standout content, and data-driven advertising.Pasha’s been selling on Amazon for over 13 years. He started out as a seller himself, launching and exiting multiple seven-figure brands. Today, he leads a team that manages over eight figures in annual client revenue. He knows what it’s like to build something from scratch and how to scale it smart.This conversation covers what it really takes to succeed on Amazon right now. Pasha talks about the shift from simple white-label products to full-on branding, and why having a differentiated offer is no longer optional.He explains how most sellers miss the mark by not fully optimizing their listings, especially on mobile and how important it is to get the backend data right. It’s not just about having good content, it’s about sending the right signals to the algorithm.You’ll also hear Pasha’s take on tools like DSP, how to use off-Amazon traffic to boost rankings, and why brands need to think beyond Amazon if they want to build something sustainable.Whether you’re launching your first product or managing a growing catalog, Pasha’s approach is all about getting clear on what works, cutting out the noise, and staying focused on what matters.If you’re looking to grow your brand on Amazon and do it in a way that’s smart, flexible, and built to last, this episode is worth a listen.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: Pasha Knish, Founder & CEO at AMZ OptimizedPasha Knish’s LinkedIn | AMZ OptimizedWatch the full Youtube video here:https://youtu.be/7dL3xbyRWNUTakeaways:Persistence is key to being successful in business.Flexibility is essential to adapt to changes in the market.Wisdom is the application of knowledge at the right time.Understanding product market fit is crucial before launching on Amazon.Brands need to focus on true product differentiation to succeed.Optimizing both front-end and back-end listings is vital for visibility.Utilizing a full funnel marketing strategy can enhance customer acquisition.Common mistakes include not filling out all listing fields and neglecting A+ content.Brand storytelling is important for connecting with customers.Multi-channel selling can reinforce brand presence and stability.Chapters:00:00 Introduction to E-commerce Success03:38 Pasha's Journey from Seller to Agency CEO07:08 Services Offered by AMZ Optimized11:47 Current Trends and Challenges on Amazon16:02 Optimizing Listings and Marketing Strategies20:21 Common Mistakes in Amazon Listing Optimization23:45 The Importance of Brand Storytelling27:15 Multi-Channel Growth Strategies29:25 Advice for New Amazon Sellers
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170. How to Track Marketing That Works with Joshua Lauer
Jun 17, 202500:31:17Tap to summarizeIn this episode, Eitan Koter chats with Joshua Lauer, founder of Lauer Creations Inc., about one of the most common marketing pain points today: making sense of your data.Joshua has worked with over 100 companies, including multimillion dollar brands, to clean up their Google Analytics (GA4), streamline reporting, and help teams actually use their data to make better decisions. In just two years, he’s generated over $500K by doing exactly that.If your tracking setup feels off, your reports are confusing, or you’re unsure which numbers to trust, this episode is worth a listen.Joshua explains what usually goes wrong with GA4, how to approach data without getting overwhelmed, and what really matters when it comes to tracking performance for eCommerce and B2B sites.You’ll also hear about how to create dashboards that are clear and easy to use, which metrics are worth paying attention to, and how to connect the dots between marketing performance and business results.This conversation makes analytics feel less like a chore and more like a tool that supports real growth.Whether you’re leading a team, managing a store, or just trying to stop flying blind with your marketing efforts, this episode will help you get a clearer picture of what’s working and what’s not.Let’s get started.Website: https://www.vimmi.netEmail 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: Joshua Lauer, Chief Executive Officer at Lauer CreationsJoshua Lauer’s LinkedInWatch the full Youtube video here:https://youtu.be/oAId54B9T50Takeaways:Truth, accuracy, and growth are essential in marketing intelligence.Data chaos leads to confusion and ineffective decision-making.Intentionality in data goals is crucial for success.Automating reporting can save time and improve efficiency.Effective dashboards should track meaningful metrics relevant to business goals.Data should be used as a feedback loop for continuous improvement.GA4 has evolved significantly since its initial launch, addressing many user concerns.Implementation failures often stem from the variability in GA4 setups.Marketing intelligence solutions provide clarity and direction for businesses.Understanding the unique needs of each business is key to effective data analysis.Chapters:00:00 Introduction to Marketing Intelligence03:09 The Importance of Truth, Accuracy, and Growth05:48 Common Data Mistakes and Best Practices09:06 Data Collection and Automation Techniques12:08 Creating Effective Reporting Dashboards15:01 Continuous Improvement Through Data Analysis18:07 Navigating GA4: Challenges and Solutions20:53 The Evolution of GA4 and Its Features24:07 Understanding Implementation Failures26:53 Lauer Creations: Services and Target Audience
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148. Inside the World of Digital Games with Mona Kinal
Apr 1, 2025Tap to summarizeThis week, Eitan Koter sits down with Mona Kinal, Chief Marketing Officer at G2A.com. With two decades of experience leading global marketing teams—including roles at Viacom and Discovery—Mona now leads strategy at G2A, a platform trusted by over 30 million users worldwide.They talk about how the gaming space is influencing the way people shop online, what it takes to scale a digital marketplace across 100+ countries, and why Gen Z expects more than just ads—they want experiences. Mona also shares how G2A uses AI to protect buyers, shape marketing campaigns, and better understand what users want.It’s a conversation full of sharp takes on personalization, community-building, and how to stay competitive in a fast-changing industry.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: https://www.linkedin.com/in/eitankoter/ Vimmi LinkedIn: https://il.linkedin.com/company/vimmi YouTube: https://www.youtube.com/@VimmiCommunications Guest: Mona Kinal, CMO (Executive Team Member) at G2A.COMMona Kinal’s LinkedInWatch the full Youtube video here:https://youtu.be/J6blGvJo1qgTakeaways:G2A is the world's largest marketplace for digital entertainment.The company aims to democratize digital entertainment for all users.AI plays a crucial role in enhancing security and user experience.Understanding user behavior is key to adapting marketing strategies.E-sports and influencer partnerships are vital for community engagement.A strong brand strategy is essential for market positioning.Leadership in marketing requires a balance of global and local perspectives.Personalization in marketing will continue to be a significant trend.Creativity and boldness are necessary for effective marketing campaigns.The gaming industry is rapidly evolving with new technologies and trends.Chapters:00:00 Introduction to G2A and Gaming Industry02:30 G2A's Growth and Market Positioning05:31 Adapting to Industry Changes and User Behavior10:37 Marketing Strategies in the Gaming Sector14:13 The Role of E-sports and Influencer Partnerships19:08 Leadership Style and Team Management31:31 Future Trends in Gaming and Marketing34:41 Lessons and Tips for Marketing Leaders
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