Commerce Untold

Deneke O'Reilly is the founder and principal of Reliq Strategy, bringing 20 years of customer data experience to retailers trying to build durable growth. He spent his career converting customer insights into incremental revenue, starting in email marketing and later managing large scale marketing operations across first, second, and third party data sources.The core problem this episode tackles is simple to ask and brutally hard to answer: do you actually know who your customers are. Most retailers think they do until they ask their own marketing team and get silence back.Deneke breaks down his framework of identification, activation, and attribution, three connected pillars that determine whether a business can scale profitably or stays stuck guessing which channels actually drive revenue. He explains why messy or duplicated customer data quietly destroys engagement, why omnichannel journeys make attribution harder than ever, and why capturing customer identity at the point of sale, online and offline, is the unlock most retailers are missing.Listeners walk away with a clear mental model for diagnosing their own data maturity, practical KPIs to track progress, and a reminder that no AI tool fixes a broken identification problem. It starts and ends with knowing who your customer really is.Website: https://www.vimmi.netEmail us: info@vimmi.netPodcast website: https://vimmi.net/commerce-untold/Eitan Koter's LinkedIn: https://www.linkedin.com/in/eitankoter/YouTube: https://www.youtube.com/@VimmiVideoCommerce/featuredGuest: Deneke O'Reilly, Founder & Principal, Reliq StrategyDeneke O'Reilly's LinkedIn: https://www.linkedin.com/in/denekeoreilly/Reliq Strategy: https://www.reliqstrategy.comKey Takeaways:• Most retailers cannot answer who their most profitable customers are or where they came from, and that gap is the clearest sign of a data problem.• Identification, activation, and attribution are not separate projects, they are one connected system, and all three trace back to knowing who the customer actually is.• Capturing customer identity at the point of sale is the weak link in most online-to-offline journeys, and capture rates of 10 to 30 percent are nowhere near good enough.• Customer data platforms are not interchangeable, some excel at identity resolution while others are stronger at activation, so the right setup often requires a two-partner approach.• AI can write content and personalize at scale, but it cannot fix bad identification, and the human edge still matters for understanding what a customer truly wants.• Real-time product data discipline, like syncing price changes the moment they happen, is what separates clean campaigns from ones that trigger customer complaints.Chapters:[00:12] Introduction and meet Deneke O'Reilly[00:52] What Reliq Strategy does and who it serves[01:43] Why attribution is harder than ever in complex customer journeys[02:53] Identification, activation, attribution: the three connected pillars[05:57] Why "do we know this" stops marketing teams cold[09:08] The rise and limits of customer data platforms[12:09] Durable growth vs. incremental growth, and building journeys around your best customers[17:04] Capturing identity at the point of sale for online-to-offline attribution[20:50] Why Deneke launched Reliq Strategy, and the KPIs that prove it's working[27:36] Crafting relevant content and the limits of AI in personalization

In this episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Talor Ofer, founder of Retail Empire, to talk about what it really takes for brands to get into brick and mortar retail in the US.Talor has spent more than 25 years working directly with retail buyers and helping brands move from online-only sales into physical stores. At Retail Empire, his team connects vendors with buyers across hundreds of retail chains, from specialty stores to major big-box retailers.In this conversation, Eitan and Talor talk through why retail still plays such a big role in 2026, even as more brands start online. Talor explains why many founders are closer to retail-ready than they think, and what usually holds them back.They cover how buyers make decisions today, why samples matter more than most brands realize, and what retailers look for beyond just a good product. Talor also breaks down pricing expectations, common mistakes that slow deals down, and how brands should think about wholesale, packaging, and supply chain before approaching buyers.If you’re running a DTC brand, selling on Amazon, or thinking about wholesale for the first time, this episode gives a clear look at how retail actually works, straight from someone who’s in those conversations every day.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: Talor Ofer, Founder at Retail EmpireTalor Ofer’s LinkedIn | Retail EmpireWatch the full Youtube video here:https://youtu.be/f6-nuwE5-NATakeaways:Retail is a crucial channel for brands, despite the rise of D2C.Brands must ensure they have a solid supply chain before entering retail.Packaging is key; it should communicate the product's value quickly.Retail buyers are looking for brands with a compelling story.Fast decision-making is becoming more common among retail buyers.Pricing strategies are evolving due to market competition and tariffs.Samples are essential for securing orders from retailers.Understanding the setup process with retailers is critical for success.Brands should be aware of market trends to stay relevant.Loyalty and honesty are foundational for long-term business relationships.Chapters:00:00 Introduction to Retail Empire and Talor Ofer01:06 Preparing Brands for Big Box Retail02:41 Timing for Retail Entry: When to Go Big05:22 Common Reasons for Retailer Rejections07:40 Understanding Buyer Decision-Making in 202609:42 The Retail Empire Process: Qualifying Opportunities12:55 The Importance of Samples in Retail14:51 Approaching Retailers: Big vs. Small16:43 Handling Initial Shipments and Training18:29 Marketing and Packaging Considerations19:32 Managing Inventory and Demand Spikes21:01 Sales Cycle: From Introduction to Orders22:26 Technology and Support Systems for Brands23:42 Trends and Innovations in Retail24:20 Exclusivity Terms in Retail Contracts25:40 Dealing with Unsold Inventory27:03 Core Values: Honesty, Transparency, and Loyalty28:14 Connecting with Retail Empire

In this episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Jason Greenwood, founder of Greenwood Consulting and host of the eCommerce Edge podcast.Jason has spent over 25 years working across eCommerce, with a sharp focus on B2B. The conversation centers on why B2B commerce has followed a very different path than DTC, and why many manufacturers and distributors are only now taking digital seriously.They talk about how COVID accelerated change, why marketplaces are one of the fastest-growing B2B channels, and what modern B2B buyers actually expect from suppliers today. Jason also explains why traditional KPIs like AOV and conversion rate don’t tell the full story in B2B, and what metrics matter more.The episode also covers change management, sales team resistance, and how technology should support people instead of replacing them. Toward the end, Jason shares his take on when DTC brands should start thinking about wholesale and distribution, and what happens when they wait too long.Website: https://www.vimmi.netEmail us: info@vimmi.netPodcast website: https://vimmi.net/mastering-ecommerce-marketing/Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTubeGuest: Jason Greenwood, Founder & Lead Consultant at Greenwood ConsultingJason Greenwood’s LinkedIn | Greenwood ConsultingWatch the full Youtube video here:https://youtu.be/luahzCh6-fATakeaways:• B2B e-commerce is significantly behind B2C but is catching up rapidly.• The COVID-19 pandemic accelerated the need for digital transformation in B2B.• Sales teams often resist digital changes due to traditional practices.• Change management is crucial for successful digital adoption in B2B.• B2B relationships are long-term and require a human touch.• Digital channels are essential for B2B growth and efficiency.• AI can enhance B2B operations but should not replace human interaction.• D2C brands should consider B2B as a growth channel once stable.• Understanding KPIs in B2B is different from B2C due to higher AOVs.• Technology plays a vital role in the future of B2B e-commerce.Chapters:00:00 Introduction and Background01:00 Understanding B2B E-commerce08:58 Digital Channels in B2B13:48 Change Management in B2B Transformation17:49 Key Performance Indicators in B2B22:13 Technology Building Blocks for B2B25:21 D2C Brands and B2B Opportunities31:18 Personal Values and Closing Thoughts

In this episode of Mastering eCommerce Marketing, Eitan Koter welcomes Rob te Braake, founder of Insight Matters, to talk about how eCommerce brands should really think about finance.Rob works with founders as a fractional CFO, helping them set up accounting and reporting in a way that supports real decision-making. He’s also been an operator himself, which shows up throughout the conversation. He understands the pressure of choosing between ads, inventory, payroll, and growth, because he’s lived it.Together, they talk about why revenue alone doesn’t tell the full story, how cash flow problems often start with inventory and financing costs, and why many brands rely on numbers that aren’t built for management decisions. Rob explains what founders should look for in their P&L, how forecasting improves over time, and why trying to automate thinking with AI can miss the mark.They also cover exit planning, what makes a business attractive to buyers, and why trust in the numbers matters more than anything else.This episode is a grounded conversation for founders who want clarity, fewer surprises, and a better handle on how money actually moves through their business.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: Rob te Braake, Founder at Insight MattersRob te Braake’s LinkedIn | Insight MattersIs your financial setup holding back your eCommerce Growth? Find out here: http://financeinsightmatters.com/masteringecommercemarketingWatch the full Youtube video here:https://youtu.be/FYkZAU5lzXkTakeaways:Freedom is a core driver for entrepreneurship.Values are essential for meaningful work.Management accounting is crucial for e-commerce success.Financial data should be used for decision-making, not just compliance.Sales forecasting is key to optimizing cash flow.Clean financial records build trust with potential buyers.Understanding the cost of financing is vital for profitability.E-commerce businesses need to prepare for exits well in advance.Data-driven insights can steer companies toward success.Founders must engage actively in financial management.Chapters:00:00 Introduction to Strategic Financing and Management Accounting01:50 Rob's Journey and Entrepreneurial Spirit03:45 The Importance of Management Accounting05:27 Understanding Management vs. Tax Accounting07:33 The Three Tiers of Financial Management09:02 Prioritizing Data for Business Decisions10:27 The Financial Hierarchy of Needs12:01 Preparing for an Exit: Key Considerations13:39 The Importance of Clean Financial Records16:50 Profitability vs. Cash Flow Management18:41 The Operator's Advantage in Finance19:57 Revenue vs. Profitability: The Ongoing Debate21:08 Case Study: Turning Around a Struggling E-commerce Business22:53 Immediate Financial Recommendations for Founders23:58 Facilitating Financial Management for Founders25:32 Engagement Models and Initial Steps

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: info@vimmi.net 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 SourceReadyRicky Ho’s LinkedIn | SourceReadyWatch the full Youtube video here:https://youtu.be/2dvMtjR6i5ETakeaways: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 SourceReady02:44 The Importance of Optimism, Productivity, and Transparency05:51 Ricky's Background and the Family Business08:35 Challenges in the Sourcing and Supplier Industry11:18 The Role of AI in Sourcing and Supplier Discovery14:28 Emerging Manufacturing Regions and Trends17:03 Platform Features and User Experience19:41 Advice for Entrepreneurs in Legacy Industries22:36 Current Status and Future Plans for SourceReady