Mastering eCommerce Marketing
Eitan Koter
Recent Episodes
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 major brands, why so many Amazon sellers are searching for alternatives outside China, and how automation can handle the late-night supplier conversations that normally drain an entire week.
Listeners will hear simple ways to think about product quality, transparency, and the steps that matter most when building a supply chain from scratch. Ricky also shares how SourceReady helps small brands and global retailers cut through noise and find suppliers that actually fit their needs.
Website: https://www.vimmi.net
Email us: [email protected]
Podcast website: https://vimmi.net/mastering-ecommerce-marketing/
Talk to us on Social:
Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube
Guest: Ricky Ho, Co-Founder & CEO at SourceReady
Ricky Ho’s LinkedIn | SourceReady
Takeaways:
- Ricky emphasizes the role of optimism in the face of AI advancements.
- Transparency in the supply chain is becoming increasingly crucial.
- The textile industry is lagging in technological innovation.
- Many top suppliers are not visible on traditional platforms.
- SourceReady aims to empower smaller brands in sourcing.
- AI can significantly streamline the supplier discovery process.
- Emerging markets like Vietnam are becoming key manufacturing hubs.
- Cost should not be the sole focus when sourcing products.
- Differentiation through quality and sustainability is vital for brands.
- Ricky encourages learning from advanced industries to innovate in legacy sectors.
Chapters:
00:00 Introduction to Ricky Ho and SourceReady
02:44 The Importance of Optimism, Productivity, and Transparency
05:51 Ricky's Background and the Family Business
08:35 Challenges in the Sourcing and Supplier Industry
11:18 The Role of AI in Sourcing and Supplier Discovery
14:28 Emerging Manufacturing Regions and Trends
17:03 Platform Features and User Experience
19:41 Advice for Entrepreneurs in Legacy Industries
22:36 Current Status and Future Plans for SourceReady
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, how real shoppers move across platforms, and why a top down view of performance makes more sense than chasing ROAS in each channel.
Andrew closes with advice for Q4 and beyond. He shares how to keep new customers engaged in the new year without pushing constant discounts.
A simple and clear conversation about building a more stable ecommerce business.
Website: https://www.vimmi.net
Email us: [email protected]
Podcast website: https://vimmi.net/mastering-ecommerce-marketing/
Talk to us on Social:
Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube
Guest: Andrew Maff, Founder at BlueTuskr
Andrew Maff’s LinkedIn | BlueTuskr
Watch the full Youtube video here:
https://youtu.be/j0eAcX4lsi4
Takeaways:
- Diversification is essential for e-commerce brands.
- Brands should not rely solely on Amazon for sales.
- Understanding your customer acquisition channels is crucial.
- SEO can significantly enhance DTC and Amazon performance.
- Bootstrapping your DTC strategy can save costs.
- Providing value to customers is key for retention.
- Video marketing is effective for engaging younger audiences.
- Evaluate the return on investment for new marketing channels.
- Measuring overall marketing performance is vital for success.
- Q4 is a great time to collect data and new customers.
Chapters:
00:00 Introduction to Omnichannel Strategies
02:48 The Importance of Diversification in E-commerce
05:32 Understanding BlueTuskr's Unique Agency Model
08:32 Connecting Amazon and DTC for Unified Strategy
11:17 Generating Traffic Outside of Amazon
14:22 Bootstrapping Your DTC Strategy
17:20 Measuring Marketing Performance Across Channels
20:19 Customer Retention Beyond Q4
23:08 The Role of Video Marketing in E-commerce
25:45 Final Thoughts and Closing Remarks
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 common mistakes brands make, how to actually understand your profit and loss, and what to track if you want real clarity on cash flow. Arthur also covers how software can simplify complex sales tax rules across states and how eCommerce owners can use data to make smarter decisions.
If you have ever wondered whether your numbers are telling the real story of your business, this episode is worth a listen.
Website: https://www.vimmi.net
Email us: [email protected]
Podcast website: https://vimmi.net/mastering-ecommerce-marketing/
Talk to us on Social:
Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube
Guest: Arthur Glinkin, Founder at S & G Bookkeeping
Arthur Glinkin’s LinkedIn | S & G Bookkeeping
Watch the full Youtube video here:
https://youtu.be/m156avVLqQU
Takeaways:
- Discipline is key in accounting and bookkeeping.
- E-commerce bookkeeping presents unique challenges.
- Sales tax compliance is crucial for e-commerce businesses.
- Understanding financial statements is essential for decision-making.
- Clean books are necessary for attracting investors.
- Data-driven advisory helps in optimizing expenses.
- QuickBooks Online is a recommended accounting software.
- Emerging tools are shaping the future of e-commerce accounting.
- A good tech stack simplifies financial management.
- Client engagement is about providing value and support.
Chapters:
00:00 Introduction to E-commerce Bookkeeping
02:06 The Importance of Discipline in Accounting
04:02 Common Bookkeeping Mistakes in E-commerce
08:39 Understanding Financial Statements
12:47 The Role of Bookkeeping in Scaling and Exits
15:16 Data-Driven Advisory for Financial Decisions
17:15 Recommended Financial Tech Stack
21:20 Emerging Trends in Accounting Technology
22:54 SNG Bookkeeping's Ideal Client Engagement
24:36 Onboarding Process for New Clients
26:36 Conclusion and Resources
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.S. for both tax preparation and company registry on Trustpilot, with nearly 500 five-star reviews, a testament to how many entrepreneurs he’s helped sleep better at night.
In this conversation, Eitan and Reuben talk about what it really takes to stay compliant when selling into the U.S. They break down what “nexus” means, how sales tax actually works across different states, and the common mistakes that can hold up a business sale later on.
They also discuss when to get serious about tax planning, the myths around platforms like Amazon and Shopify handling everything for you, and how international sellers can set up a strong foundation for long-term success.
Beyond the numbers, Reuben shares how his company’s culture, rooted in faith, family, and genuine care, plays a big role in how they operate and why their clients keep coming back.
It’s a calm, honest conversation that turns a complicated topic into something every founder can understand. If you’re building an online brand and want peace of mind about your U.S. taxes, this episode is a great place to start.
Website: https://www.vimmi.net
Email us: [email protected]
Podcast website: https://vimmi.net/mastering-ecommerce-marketing/
Talk to us on Social:
Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube
Guest: Reuben Mattinson, CEO at RJM Tax Exemption
Reuben Mattinson’s LinkedIn | RJM Tax Exemption
Watch the full Youtube video here:
https://youtu.be/LXex-vF4qcE
Takeaways:
- Ruben started RJM Tax Exemption to help e-commerce entrepreneurs with tax complexities.
- Faith, family, and love are core values that guide Ruben's business philosophy.
- E-commerce tax is a niche that requires specialized knowledge.
- Simplifying tax processes is crucial for client peace of mind.
- Determination and perseverance are key traits for entrepreneurs.
- RJM Tax Exemption offers a comprehensive tax solution for e-commerce businesses.
- Understanding nexus is essential for tax compliance.
- Many e-commerce leaders make mistakes regarding sales tax obligations.
- Proactive tax planning can save businesses from future headaches.
- Building trust with clients leads to loyalty and positive reviews.
Chapters:
00:00 Introduction to E-commerce Tax Solutions
02:23 Ruben's Journey and Founding RJM Tax Exemption
06:03 Understanding E-commerce Tax Complexity
08:34 Common Sales Tax Mistakes in E-commerce
10:54 Explaining Nexus and Its Implications
14:24 Sales Tax Registration and Compliance
17:17 Myths About Tax Collection on Marketplaces
19:26 Launching a Foreign E-commerce Brand in the US
21:02 Navigating Tariffs and Market Changes
23:10 Building Client Trust and Loyalty
25:07 Client Success Story and Lessons Learned
27:14 Conclusion and Final Thoughts
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 without proving it works. Rick shares how to track real outcomes, not just fewer calls. Think cost to serve, loyalty signals, and what contact center patterns can tell the rest of the business, including marketing and product.
Expect a plain take on trust. Rick suggests it is less about creating big trust moments and more about avoiding the small missteps that chip away at it. He shows how a smooth online to human transition, where the agent already knows who the customer is and why they reached out, can change the whole tone of an interaction.
Listeners also hear the one question that best predicts future loyalty after a service moment, how much effort did that take. It is direct, easy to ask, and tells leaders where friction actually lives.
Finally, Rick separates customer facing AI from internal AI. He covers how frontline teams can use AI to summarize, surface themes, and answer leadership questions in minutes, using the data from every conversation.
If you lead service, marketing, or product, this chat gives you a simple path. Reduce effort, route the right way, measure what matters, and use what customers already told you to guide the next move.
Website: https://www.vimmi.net
Email us: [email protected]
Podcast website: https://vimmi.net/mastering-ecommerce-marketing/
Talk to us on Social:
Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube
Guest: Rick DeLisi, Author and Lead Research Analyst at Glia
Watch the full Youtube video here:
https://youtu.be/bciZm1mzNZk
Takeaways:
- Loyalty, interactions, and psychology are crucial for business success.
- AI is being utilized in various forms across organizations.
- Many companies struggle to measure the ROI of AI in customer service.
- Understanding customer psychology is key to improving interactions.
- Creating trust is essential in customer service interactions.
- Customer loyalty is about preventing disloyalty, not just boosting loyalty.
- Effortless experiences lead to higher customer loyalty.
- Digital interactions should be seamless and integrated with human support.
- AI can provide valuable insights for improving customer experiences.
- Focusing on positive customer experiences can drive better outcomes.
Chapters:
00:00 Introduction to Customer Loyalty and Psychology
01:57 The Role of AI in Customer Interactions
04:28 Measuring ROI in Customer Service
06:44 The Psychology of Customer Expectations
09:47 Creating Trust in Customer Interactions
12:05 Understanding Customer Loyalty vs. Customer Service
20:36 The Effortless Experience and Customer Loyalty
23:49 Transforming Digital Customer Experiences
26:38 Leveraging AI for Internal Insights
29:24 Focusing on Positive Customer Experiences