Mastering eCommerce Marketing
Mastering eCommerce Marketing

Mastering eCommerce Marketing

Eitan Koter

Overview
Episodes

Details

Mastering E-commerce Marketing podcast covers the latest trends in eCommerce marketing, social commerce, and video commerce. We explore strategies for boosting online sales, creating engaging content, and using social networks like TikTok effectively. Each episode highlights how leading e-commerce brands stay ahead with insights into influencer marketing, differentiation strategies, UGC, earned & owned media, and new technologies.

Recent Episodes

142. Secrets Big Brands Don’t Want You to Know with Maxwell DesMarais
FEB 21, 2025
142. Secrets Big Brands Don’t Want You to Know with Maxwell DesMarais

On this episode of Mastering Ecommerce Marketing, Eitan Koter sits down with Maxwell DesMarais, the digital marketing and paid media expert behind Vital Design. Maxwell knows exactly what makes eCommerce brands successful online, and today, he’s sharing some of his best strategies.

He breaks down the three things every online store needs to convert more customers, how social proof and video help build trust, and the surprising test that skyrocketed a client’s conversion rates. He also talks about the latest shifts in SEO and paid media, including how Google AI is changing search traffic and what brands can do to stay ahead.

Max also runs My Outdoor Base Camp, a site he built from the ground up, where he experiments with different marketing tactics. He shares what’s working, what’s not, and how brands can apply the same principles to grow their business.

If you want practical strategies for improving your website, paid ads, and SEO, this is an episode you won’t want to miss. Let’s get started!

Our podcast has been ranked #37 in Feedspot's 100 Best E-Commerce Podcasts:  https://podcast.feedspot.com/ecommerce_podcasts/ 

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: Maxwell DesMarais, Director of Strategy at Vital Design

Maxwell DesMarais’s LinkedIn: https://www.linkedin.com/in/maxwell-desmarais 

Vital Design: https://vitaldesign.com/ 

My Outdoor Basecamp: https://myoutdoorbasecamp.com/ 

Watch the full Youtube video here:

https://youtu.be/-kGtMtsaOmk



Takeaways:

  • Having a chat or phone call option boosts trust and conversions.
  • Social validation through reviews significantly impacts conversion rates.
  • Video content is essential for product pages to enhance engagement.
  • Gamification can effectively increase conversion rates.
  • SEO remains vital despite the rise of AI-generated content.
  • Understanding customer pain points is crucial for effective content.
  • Paid media requires time to optimize for ROI.
  • Omnichannel strategies enhance customer journeys and conversions.
  • Data-driven decision-making is essential for e-commerce success.
  • Continuous testing and adaptation are key in digital marketing.


Chapters:

00:00 E-commerce Essentials for Conversion Optimization

05:06 Surprising Insights and Tactics for E-commerce Success

10:50 The Future of SEO and Content Strategy

16:42 Crafting Compelling Content and Understanding Customer Pain Points

19:18 Maximizing ROI with Paid Media Strategies

21:51 Creating Seamless Omnichannel Strategies

26:21 Data-Driven Decision Making in E-commerce

29:07 Personal Journey and Insights from a Digital Marketing Expert

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30 MIN
141. How to Partner with Pro Athletes with Ishveen Jolly
FEB 14, 2025
141. How to Partner with Pro Athletes with Ishveen Jolly

Welcome back to Mastering E-Commerce Marketing with your host, Eitan Koter. Today’s episode is all about sports sponsorships, data-driven marketing, and how brands can connect with athletes in a smarter way. Ishveen Jolly, founder and CEO of OpenSponsorship, joins us to break it all down.

Ishveen has built OpenSponsorship into the largest marketplace for brands looking to partner with athletes for digital campaigns. With over 17,000 athletes on the platform and deals with brands like Walmart, Footlocker, ESPN, and FanDuel, she knows what works—and what doesn’t—when it comes to athlete marketing.

In this conversation, she shares how she got into the industry, why she saw a gap in sponsorship deals, and what brands often get wrong about working with athletes. She also talks about shifting from a self-service model to a more hands-on approach, the rise of female sports, and how AI and data are changing the game. If you’ve ever wondered how brands—big and small—can use athlete partnerships to boost their marketing, this episode has plenty of takeaways.

Our podcast has been ranked #37 in Feedspot's 100 Best E-Commerce Podcasts:  https://podcast.feedspot.com/ecommerce_podcasts/ 

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: Ishveen Jolly, Founder & CEO at OpenSponsorship

Ishveen Jolly’s LinkedIn: https://www.linkedin.com/in/ishveenjolly/ 

OpenSponsorship: https://opensponsorship.com/ 

Watch the full Youtube video here:

https://youtu.be/DXdXcsSafh0?si=_XUgVdz3drOoJg8d


Takeaways:

  • OpenSponsorship connects brands with over 12,000 athletes.
  • Sponsorship deals can be affordable for non-top athletes.
  • Athletes engage in sponsorship for various reasons, including passion and financial security.
  • Building a two-sided marketplace requires careful strategy and iteration.
  • Funding and investment strategies are crucial for startup growth.
  • Data and AI play a significant role in optimizing sponsorship deals.
  • Smaller brands can leverage agility to compete with larger companies.
  • Expanding services beyond athletes can open new market opportunities.
  • Content creation remains a challenge for athlete partnerships.
  • Investing in brand storytelling is essential for long-term success.


Chapters:

00:00 Introduction to Sports Sponsorships and Technology

01:05 The Aha Moment Behind OpenSponsorship

02:22 Misconceptions in Athlete Sponsorships

04:23 Building the OpenSponsorship Marketplace

08:30 Funding and Financial Strategies

10:50 Growth Challenges and Strategies for 2025

12:55 The Role of Data and AI in Sponsorships

15:03 Competing with Larger Brands

16:41 Expanding Beyond Athletes

19:16 Content Creation Challenges

20:31 International Market Strategies

22:22 Lessons Learned from Starting OpenSponsorship

23:21 Emerging Trends in Sports Sponsorship

24:05 Marketing Strategies and SEO

27:21 Final Thoughts on Brand Investment

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29 MIN
140. The Untold Story of National Underwear Day with Michael Kleinmann
FEB 7, 2025
140. The Untold Story of National Underwear Day with Michael Kleinmann

Welcome to another episode of Mastering E-Commerce Marketing with your host, Eitan Koter. Today, we’re talking with Michael Kleinmann, the Founder & CEO of Underwear Expert—a company that’s turned men’s underwear into a subscription experience. But Michael isn’t just selling underwear; he’s built businesses from scratch, created a national event (literally), and figured out what works (and what doesn’t) in e-commerce.

In this conversation, he shares how he started in the industry by accident, why customer acquisition is harder than ever, and how content marketing helped him build a massive audience before even selling a product. He also opens up about the real challenges of running a subscription business, from keeping customers engaged to avoiding the common pitfalls that cause cancellations.

Michael also shares his thoughts on agencies (spoiler: he’s not a fan), why marketing attribution is a mess, and how brands can stand out when anyone can launch a business overnight. If you're running an online store or thinking about subscriptions, this episode will give you plenty to think about.

Our podcast has been ranked #37 in Feedspot's 100 Best E-Commerce Podcasts:  https://podcast.feedspot.com/ecommerce_podcasts/ 

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: Michael Kleinmann, Founder & CEO at Underwear Expert

Michael Kleinmann’s LinkedIn: https://www.linkedin.com/in/michaelkleinmann/ 

Underwear Expert: www.underwearexpert.com 

Watch the full Youtube video here:

https://youtu.be/0C0cJ8FPQq8


Takeaways:

  • Michael Kleinmann entered the underwear industry by accident.
  • Fresh Pair was one of the first companies to sell underwear directly to consumers online.
  • National Underwear Day was created to boost SEO and brand visibility.
  • Innovative marketing strategies can significantly enhance brand recognition.
  • The subscription model offers unique challenges and opportunities in e-commerce.
  • Niche marketing is essential for standing out in a competitive landscape.
  • Content creation fosters community and brand loyalty.
  • Technology plays a crucial role in operational efficiency and customer experience.
  • Customer acquisition costs are rising and require a holistic marketing approach.
  • Retention strategies are vital for subscription-based businesses.


Chapters:

00:00 Introduction to E-commerce and Underwear Expertise

02:59 The Journey of Fresh Pair: From Startup to Success

05:53 Innovative Marketing: National Underwear Day and PR Strategies

09:10 Transitioning to Subscription Models: The Underwear Expert

12:00 Niche Marketing: Targeting the Gay Community

14:57 Content Creation and Community Building

17:55 The Subscription Experience: Personalization and Curation

21:04 Tech Innovations: Middleware and Operational Efficiency

24:02 Customer Acquisition Challenges in E-commerce

26:59 Retention Strategies and Managing Churn

30:00 Future Trends in E-commerce and Subscription Models

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34 MIN
139. How to Take Control of Your Social Media with Melanie Boylan
JAN 31, 2025
139. How to Take Control of Your Social Media with Melanie Boylan

Welcome to another episode of Mastering eCommerce Marketing with your host, Eitan Koter. Today’s guest is Melanie Boylan, the co-founder and director of Stomp Social Media Training. Melanie has been helping business owners take control of their social media for over a decade, with a focus on empowering them to manage their platforms effectively without relying entirely on agencies.

In this episode, Melanie shares how she accidentally started her business back in 2013 and grew it into what it is today. She talks about why it’s so important for business owners to understand their social media, even if they’re outsourcing it, and how that can make a real difference in building authentic connections with customers.

You’ll also hear Melanie’s thoughts on the most common mistakes businesses make, like being inconsistent and failing to plan ahead. She breaks down practical tips to avoid burnout, strategies for staying organized, and why it’s critical to post content that speaks to your audience first—before trying to sell them something.

If you’ve ever wondered how to balance social media with everything else on your plate, or you’re curious about the right way to approach your online presence, this episode is for you.

Our podcast has been ranked #38 in Feedspot's 100 Best E-Commerce Podcasts:  https://podcast.feedspot.com/ecommerce_podcasts/ 

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: Melanie Boylan, Founder / Director at STOMP Social Media Training

Melanie Boylan’s LinkedIn: https://www.linkedin.com/in/melanieboylan/ 

STOMP Social Media Training: https://www.stomp.ie/ 

Watch the full Youtube video here:

https://youtu.be/hCTgqDrY-ic?si=T7hSMmDv2GEOWrvz


Takeaways:

  • Stomp Social Media Training empowers business owners to manage their own social media.
  • Self-management in social media leads to authenticity and faster responses.
  • Burnout is a significant challenge for business owners in social media management.
  • Planning ahead is crucial for maintaining a balanced work-life schedule.
  • Inconsistency in posting is a common mistake among business owners.
  • Understanding company goals is essential for effective social media strategies.
  • Multiple revenue streams are important for business sustainability.
  • Effective advertising requires a multi-channel approach.
  • Social media marketing is not effective in isolation; it needs to be part of a broader strategy.
  • Having a mentor or coach can significantly enhance marketing efforts.


Chapters:

00:00 Introduction to Stomp Social Media Training

03:00 The Importance of Self-Management in Social Media

05:56 Tailored Training for Diverse Businesses

08:54 Challenges in Social Media Management

12:02 Understanding Company Goals and Strategies

14:56 Revenue Streams and Marketing Funnels

17:59 Effective Advertising Strategies

21:09 Common Mistakes in Social Media Management

24:04 Trends in Social Media Marketing

29:58 The Role of Coaches and Mentors in Marketing

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33 MIN
138. How to Build Smarter Online Stores with Ben Marks
JAN 24, 2025
138. How to Build Smarter Online Stores with Ben Marks

Welcome to another episode of Mastering E-Commerce Marketing with your host, Eitan Koter. Today, Eitan sits down with Ben Marks, the Director of Global Market Development at Shopware. Ben has over 20 years of experience in the e-commerce world, starting from his early days as a developer and moving through roles that have taken him across 50 countries.

In this episode, Ben shares what makes Shopware a standout choice for businesses looking for flexibility and control. He explains the concept of headless commerce in simple terms and why it’s a game-changer for merchants trying to stay agile in a competitive market.

They also talk about how merchants can prepare for 2025 by focusing on smart investments in data and AI. Ben emphasizes the importance of asking the right questions before adopting new technology and shares advice on building a community around your brand.

If you’ve ever wondered how to make better decisions for your e-commerce business or wanted to hear straight talk from someone who’s been in the trenches, this is an episode you don’t want to miss.

Our podcast has been ranked #40 in Feedspot's 100 Best E-Commerce Podcasts:  https://podcast.feedspot.com/ecommerce_podcasts/ 

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: Ben Marks, Director Global Market Development at Shopware

Ben Marks’ LinkedIn: https://www.linkedin.com/in/bhmarks/ 

Shopware: https://www.shopware.com/de/ 

Watch the full Youtube video here:

https://youtu.be/hpi__zU2wUg


Takeaways:

  • E-commerce is constantly evolving with new challenges and opportunities.
  • Shopware focuses on agency partnerships as key customers.
  • Headless architecture provides flexibility for diverse customer experiences.
  • Merchants should prioritize their actual business needs over architectural trends.
  • Financial concerns are paramount for merchants considering replatforming.
  • AI is becoming essential for personalization and data management.
  • Authenticity and community engagement are crucial for brand success.
  • The interaction within a community fosters innovation and collaboration.
  • Data collection and analysis will drive future e-commerce strategies.
  • Merchants need a clear AI strategy to stay competitive.


Chapters:

00:00 Introduction to E-Commerce and Ben Marks

02:55 Shopware's Unique Position in the Market

05:58 Understanding Headless Architecture in E-Commerce

08:56 The Role of Trusted Advisors in E-Commerce

11:47 Navigating Challenges in E-Commerce Today

15:02 The Impact of AI on E-Commerce

20:57 Building Community and Authenticity in E-Commerce

27:00 Looking Ahead: Tips for E-Commerce Leaders in 2025

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32 MIN