The Digital Deep Dive With Aaron Conant

Corey Apirian is the CEO of Davinci Micro Fulfillment, a full-service logistics company that uses technology and partners with brands and retailers to help market, sell, fulfill, and ship their products. As an accomplished supply chain and operations leader, Corey has over 15 years of senior management experience. With more than 20 years of experience in the eCommerce fulfillment industry, Corey has been drop shipping for every major retailer since 2004 and has launched over 50 different subcategories through individual online and brick-and-mortar channels. In this episode… Fulfillment has become a competitive advantage in eCommerce. With TikTok accelerating demand, Amazon tightening constraints, and customer expectations shifting toward faster delivery, brands are being forced to rethink how products reach buyers. How can you build a fulfillment strategy that keeps pace without destroying margins? According to omnichannel fulfillment authority Corey Apirian, brands should start leveraging fulfillment as a growth lever rather than a back-end cost center. This involves placing inventory closer to customers, matching delivery speed to buying behavior, and using data to align marketing and operations. Corey maintains that faster delivery doesn't always mean higher costs and that intentional assortments, bundling, and carrier selection can improve conversion and profitability. Fulfillment works best when it's designed as a coordinated system rather than a standalone function. In this episode of The Digital Deep Dive, Aaron Conant talks with Corey Apirian, CEO of Davinci Micro Fulfillment, about how fulfillment strategy is reshaping eCommerce growth. Corey shares why inventory proximity drives conversion, how Amazon and TikTok are changing delivery expectations, and what brands must prioritize in 2026 to stay competitive across channels.

Danny Silverman is the Executive Vice President of Digital Commerce at Market Performance Group, a leading end-to-end strategy and services omnichannel commerce agency. He is also the Founder and Digital Strategy and Growth Consultant at Silverstream Strategic Consulting. As a digital commerce executive, Danny has over two decades of experience in eCommerce, marketing, and general management consulting. Throughout his career, Danny has scaled a digital commerce agency 10x in three years, led marketing efforts for a global SaaS platform, and navigated Amazon's landscape since 2006. In this episode… Brands are overwhelmed by rapid shifts in AI, search behavior, and digital commerce expectations. With executives demanding clarity while teams face mounting complexity, how can companies cut through the noise and refocus on what drives growth? Seasoned digital commerce expert Danny Silverman says that brands should return to eCommerce fundamentals: traffic and conversions. He urges them to streamline assortments, double down on high-quality contextual content, and use AI tools as enhancers — rather than replacements — for human judgment. This helps leaders translate emerging trends into practical actions that strengthen performance instead of complicating it. In this episode of The Digital Deep Dive, Aaron Conant sits down with Danny Silverman, Executive Vice President of Digital Commerce at Market Performance Group, to discuss navigating AI-driven commerce. Danny explores contextual content's rise, the need to focus on profitable hero items, and how shifting 1P and 3P dynamics impact brand strategy.

Todd VanderStelt is the Co-founder of MixShift, a firm that helps Amazon agencies, aggregators, and brands scale operations and reporting for their Amazon accounts. He is also the Managing Partner at Dash Applications, which delivers software to improve operations and sales for retailers and brands, and the Founder of TidalBore Group, a management consulting firm specializing in retail. Previously, Todd held leadership roles at Amazon, where he built forecasting tools and operational systems. Sam Hager is the Co-founder and CEO of MixShift. He began his career in the Amazon space, managing multimillion-dollar business books across advertising and agency services. Before MixShift, Sam was the Marketplace Strategist and Amazon Advertising Manager at Booyah Advertising. In this episode… Forecasting in the Amazon ecosystem is one of the most frustrating challenges for brands and agencies. With so many shifting variables — from ad spend to competition to inventory fluctuations — how can companies predict sales and plan budgets without wasting resources or missing opportunities? Amazon forecasting and automation veteran Todd VanderStelt and eCommerce strategist Sam Hager have developed a forecasting method for Amazon brands. They emphasize simplifying forecasting through a top-down model that uses a few key data inputs — ad spend, seasonality, and organic growth — to generate highly accurate predictions. Sam and Todd advise building forecasting tools that align teams around data, tie budgets directly to performance, and factor in real-world contexts, like promotions or unexpected press coverage, to make informed decisions. In this episode of The Digital Deep Dive, Aaron Conant talks with Todd VanderStelt and Sam Hager, Co-founders of MixShift, about building accurate and actionable Amazon forecasting models. Together, they explain why top-down forecasting outperforms traditional methods, how linking ad spend to revenue improves planning, and the future innovations transforming eCommerce analytics.

Spencer Millerberg is the Founding Partner of DetailPage, which helps brands optimize traffic and gain Amazon market share. He founded OneClickRetail, the original provider of Amazon market share data that was sold to Ascential. As an eCommerce and data analytics expert, Spencer has helped over 650 brands improve sales, margins, and search positions on eCommerce sites. In this episode… In today's digital marketplace, visibility is everything. With AI tools like ChatGPT shaping how shoppers discover products, brands are facing a new kind of competition — one where search optimization meets machine learning. How can companies ensure their products are recommended when customers ask AI what to buy? According to eCommerce and data analytics expert Spencer Millerberg, the key lies in mastering both traditional and generative optimization. He urges brands to speak the customer's language, not their internal catalog terms, and to keep content fresh to trigger algorithmic boosts. By understanding how AI prioritizes retailer and brand content, and by revisiting SEO regularly, brands can secure lasting visibility and growth. In this episode of The Digital Deep Dive, Aaron Conant welcomes Spencer Millerberg, Founding Partner of DetailPage, back to the show to discuss AI-driven discoverability. Spencer explains why retailer content dominates AI recommendations, how quarterly content updates improve search ranking, and why optimizing neglected B SKUs drives major growth.

Joshua (Josh) Fulmer is the Executive Creative Director of Lunge Marketing, a full-service eCommerce agency specializing in Amazon, Walmart, TikTok Shop, and Google Ads services. With over 18 years of design and brand strategy experience, he leads creative teams in developing engaging, inclusive visual narratives. Before joining Lunge, Josh served in the US Marine Corps, worked in the craft beer industry, and built a design consulting practice. In this episode… Content creation has become more essential and complex than ever. AI tools promise faster, cheaper results, but at what cost to brand trust and authenticity? How can brands balance speed and creativity while maintaining a consistent voice across every channel? According to content strategist Josh Fulmer, the key lies in using AI as an enhancer, not a replacement. He recommends developing clear content strategies grounded in audience research and user personas to ensure every asset serves a purpose. Brands should focus their budgets on creators and platforms that truly align with their target market, while maintaining consistent tone and messaging across formats. The goal is thoughtful integration, where technology supports creativity without diluting brand integrity. Welcome back to The Digital Deep Dive as Aaron Conant talks with Joshua (Josh) Fulmer, Executive Creative Director of Lunge Marketing, about AI's impact on content creation. Josh discusses how brands can maintain consistency amid disruption, build smarter strategies through audience targeting, and balance automation with authentic storytelling.