A Strategic Look at Unified Commerce With Kelly Goetsch
The Digital Deep Dive With Aaron Conant
Release Date: 05/08/2025
Tariffs and Prices on Amazon With Scott Needham
The Digital Deep Dive With Aaron Conant
Scott Needham is the Founder and CEO of SmartScout, an Amazon FBA product research software. He is also the former CEO of BuyBoxer, which he built into a top 100 Amazon seller, managing over 120,000 products. Scott hosts the Smartest Amazon Seller podcast, which shares insights on navigating the Amazon marketplace. In this episode… As global tariffs shift and economic uncertainty looms, brands are under pressure to make informed pricing decisions and maintain margins. Many rely solely on internal data for scenario planning, making it difficult to benchmark against the broader market....
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LLM's, SEO, and the Future of Voice Commerce With Max Sinclair
The Digital Deep Dive With Aaron Conant
Max Sinclair is the Founder and CEO of Azoma (formerly Ecomtent), which generates AI-powered product content across eCommerce sites. Before founding Azoma, he spent six years at Amazon, where he launched Amazon Business in the UK, Amazon.sg in Singapore, and Amazon Grocery across the EU. Max is also the host of New Frontier: The AI for ecommerce podcast. In this episode… Traditional search engines are losing their dominance as consumers turn to AI-powered tools for product discovery. This shift challenges eCommerce brands to stay visible in a digital landscape driven by conversational...
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STV Ads and Your Digital Media Budget With Justin Ruiss
The Digital Deep Dive With Aaron Conant
Justin Ruiss is the SVP of the Media Sector at BWG Global, a knowledge-sharing network hosting in-person and virtual industry events. In his role, he hosts Q&A forums with executives from various sectors, including social media, advertising, connected TV, streaming, and gaming. Before joining BWG Global, Justin was the Investor Relations Activations Developer at Cision and an Equity Analyst at The Benchmark Company. In this episode… Retail media, CTV advertising, and AI-powered search are evolving faster than many brands can adapt. Marketers are grappling with fragmented content...
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A Strategic Look at Unified Commerce With Kelly Goetsch
The Digital Deep Dive With Aaron Conant
Kelly Goetsch is the Chief Operating Officer of Pipe17, which specializes in AI-powered composable order operations. Before joining Pipe17, he served as the Chief Strategy Officer at commercetools, where he played a pivotal role in scaling the company to over $100 million in annual recurring revenue. Kelly also co-founded MACH Alliance, a nonprofit industry organization advocating for Microservices, APIs, Cloud-native, and Headless (MACH) technologies. In this episode… Customers expect fast fulfillment and delivery across various selling channels, including social media and...
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Shopify’s Push Into B2B With Denis Dyli
The Digital Deep Dive With Aaron Conant
Denis Dyli is the Founder and Principal of Uncap, a Shopify B2B eCommerce agency. He has led the company to become a Shopify Premier Partner, delivering over 350 eCommerce projects and replatforming more than 100 Shopify Plus stores. With over 15 years of experience in eCommerce development and strategy, Denis helps B2B and B2C sellers optimize their eCommerce platforms. In this episode… For DTC brands expanding into B2B, legacy platforms can create significant friction. Outdated technology, slow feature deployment, and mounting maintenance costs often hinder growth, especially when...
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Bridging the Digital Organizational Gap With Danny Silverman
The Digital Deep Dive With Aaron Conant
Danny Silverman is the Founder and Digital Strategy and Growth Consultant at Silverstream Strategic Consulting. As a digital commerce executive, he 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… Recently, eCommerce teams have faced intense pressure from all sides, including organizational flattening, budget cuts, and mandatory AI...
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A CIO's Perspective on Navigating the Evolution of Technology With Jon Harding
The Digital Deep Dive With Aaron Conant
Jon Harding is the Senior Vice President and Global Chief Information Officer at Conair LLC, a multibillion-dollar consumer products company. In his role, he has driven major initiatives, including implementing a global SAP system and other eCommerce platforms. Before joining Conair, Jon held senior leadership IT roles at Kellogg Company, where he spearheaded enterprise system transformations across Europe and the US. In 2023, he was recognized as the New York CIO of the Year in the enterprise category. In this episode… Enterprise IT leaders are often expected to maintain flawless...
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Vendor Central's Accounting Shakeup With Hannah Blackburn
The Digital Deep Dive With Aaron Conant
Hannah Blackburn is the Co-founder and Director of The Hawkers Club, a company that helps vendors and sellers solve their most pressing challenges and navigate eCommerce marketplaces, including Amazon and Target. In her role, Hannah advises online sellers and vendors on how to directly position their brands and value offerings as Amazon partners to increase profitability and revenue. Before co-founding The Hawkers Club, she joined Amazon as a brand specialist with an initial focus on vendor excellence and marketing before transitioning to stock management and profitability. Since she’s...
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The Future of Onsite Search With Charlie Cole
The Digital Deep Dive With Aaron Conant
Charlie Cole is the President of XGEN AI, a composable AI platform for eCommerce. As a seasoned eCommerce executive, he has over two decades of experience leading digital transformations for global brands. Before XGEN AI, Charlie served as the CEO at Tribute Technology and FTD and held leadership positions at Samsonite and TUMI, where he drove significant digital growth. In this episode… Online commerce search has long frustrated both brands and consumers. Whether it's typing in a detailed query and getting zero results or sifting through hundreds of irrelevant products, traditional search...
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The Need for Content That Converts With Eric Sheinkop
The Digital Deep Dive With Aaron Conant
Eric Sheinkop is the CEO of The Desire Company, a platform that connects brands with industry experts to create high-quality, conversion-focused video content. With a background in entertainment marketing, Eric co-founded Music Dealers, a pioneering music licensing platform that partnered with global brands like Coca-Cola, McDonald’s, and Disney. He is also an author, speaker, and thought leader in content strategy, recognized in Billboard’s 30 Under 30 and Crain’s Tech 50 list. In this episode… In today’s fast-moving digital landscape, brands face the challenge of creating...
info_outlineKelly Goetsch is the Chief Operating Officer of Pipe17, which specializes in AI-powered composable order operations. Before joining Pipe17, he served as the Chief Strategy Officer at commercetools, where he played a pivotal role in scaling the company to over $100 million in annual recurring revenue. Kelly also co-founded MACH Alliance, a nonprofit industry organization advocating for Microservices, APIs, Cloud-native, and Headless (MACH) technologies.
In this episode…
Customers expect fast fulfillment and delivery across various selling channels, including social media and marketplaces. Traditional systems struggle to keep pace, leaving companies tangled in connectivity issues between their sales, inventory, and fulfillment networks. How can brands deliver seamless, cost-effective experiences while scaling across these fragmented digital touchpoints?
With experience in AI-driven order management, Kelly Goetsch advises brands to adopt a connectivity-first model. This requires integrating a flexible routing layer that connects selling channels, back-office systems, and fulfillment partners, enabling dynamic order flow based on cost, speed, and product needs. Kelly also recommends embracing emerging sales platforms like TikTok and leveraging AI tools to align with how customers discover products, noting that companies must modernize their operations or risk falling behind in today’s competitive landscape.
In today’s episode of The Digital Deep Dive, Aaron Conant speaks with Kelly Goetsch, COO of Pipe17, about reshaping order management for AI-driven shopping. Kelly explains how selling channels have evolved, marketing gaps in midsize brands, and how voice commerce has shaped emerging conversational shopping experiences.