eCommerce Evolution

Brett Curry

eCommerce Evolution is hosted by Brett Curry, CEO of OMG Commerce. Tune in for fresh interviews with the merchants, vendors, and experts shaping the eCommerce industry. We take an in-depth look at what's new and what's next in eCommerce.

Episodes

Mentioned books

Aug 21, 2025 • 48min

From Farm to Top 1% Shopify Store: How Fresh Chili Company Built a Multi-Million Brand Through Authentic Storytelling

When most brands struggle to break through the noise online, Chris Lang and Fresh Chili Company cracked the code by doing something radically different: they started with story, not sales. In this episode, discover how a small New Mexico chili company became a top 1% Shopify store with explosive 85% year-over-year growth, a 4.96% conversion rate, and 3.74% ROAS—all while building an engaged community that devours their content faster than NBA games get views.Chris reveals the exact strategies behind their meteoric rise, from leveraging organic social as a testing ground for paid ads to creating "addictive" content that turns customers into brand evangelists. This isn't another generic growth story—it's a masterclass in building authentic connections that drive real business results.—Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today!—Chapters: (00:00) Introduction to Fresh Chile Company(02:30) History of The Chili Capital of the World(07:03) Keys to Success: Storytelling & Community(11:20) Balancing Organic and Paid Strategies(16:57) Creative Content & Testing Philosophy(21:47) Building a Brand Story(24:22) Search Visibility(27:46) SEO Strategies & Content Plans(34:20) How Fresh Chile Builds Community—Connect With Brett: LinkedIn: https://www.linkedin.com/in/thebrettcurry/ YouTube: https://www.youtube.com/@omgcommerce Website: https://www.omgcommerce.com/ Relevant Links:Chris’ LinkedIn: https://www.linkedin.com/in/chrislangsocial/Fresh Chile Website: https://freshchileco.com/_Past guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzie, Joseph Wilkins, Cody Wittick, Miki Agrawal, Justin Brooke, Nish Samantray, Kurt Elster, John Parkes, Chris Mercer, Rabah Rahil, Bear Handlon, JC Hite, Frederick Vallaeys, Preston Rutherford, Anthony Mink, Bill D’Allessandro, Jeff Oxford, Bryan Porter and more

Jul 24, 2025 • 40min

Subscription-Only Success: How Spot & Tango Hit $100M with Great Margins and No Retail Distribution

Russell Breuer, founder of Spot & Tango, shares his inspiring journey from a New York studio apartment to a $100 million pet food company in just seven years. He dives into the innovative 'Unkibble' process, showcasing how it merges freshness with convenience. Russell emphasizes the power of vertical integration and a subscription-only model that drives customer loyalty. He also discusses the importance of performance marketing, ROI, and how AI plays a crucial role in their strategy. This conversation offers invaluable insights for D2C founders!

Jul 17, 2025 • 35min

Built to Sell: How Fluencer Fruit Cracked the Amazon Influencer Code and Got Acquired by Wayward

What happens when you build a company specifically to sell it—and then execute that plan? Liz Saunders went from running registration at Seller Summit to delivering the closing keynote, all while building Fluencer Fruit, the Chrome extension that helps Amazon Influencer creators optimize their content strategy. In this powerful episode, Liz reveals her entire exit playbook, from reading "Exit Preneur" before she even started building to keeping GAAP-compliant books from day one. But this isn't just an acquisition story—it's a masterclass in understanding the Amazon Influencer ecosystem, where creators earn 1-4% commissions and brands are discovering that video converts better than text, and UGC converts better than brand videos.—Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today!—Chapters: (00:00) Re-Introducing Liz Saunders (03:30) The Journey of Fluencer Fruit(07:20) Amazon Influencer Program Insights(10:09) Shifts in Influencer Marketing(13:35) Brand Strategies for Influencer Engagement(19:05) Multi-Channel Selling(21:31) Building and Selling Fluencer Fruit(28:03) Insights from the Sales Process(32:05) Future Endeavors—Connect With Brett: LinkedIn: https://www.linkedin.com/in/thebrettcurry/ YouTube: https://www.youtube.com/@omgcommerce Website: https://www.omgcommerce.com/ Relevant Links:Liz’s LinkedIn: https://www.linkedin.com/in/liz-saundersFluencer Fruit: https://fluencerfruit.com/_Past guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzie, Joseph Wilkins, Cody Wittick, Miki Agrawal, Justin Brooke, Nish Samantray, Kurt Elster, John Parkes, Chris Mercer, Rabah Rahil, Bear Handlon, JC Hite, Frederick Vallaeys, Preston Rutherford, Anthony Mink, Bill D’Allessandro, Jeff Oxford, Bryan Porter and more

Jul 10, 2025 • 45min

SEO Isn't Dead: The 4-Bucket Framework Driving Profitable EComm Growth (+ AI Optimization Secrets)

Think SEO is dead in the age of AI? Think again. While ChatGPT referral traffic surged 112% month-over-month across e-commerce sites, Google still commands 99% of search market share and processes 13.6 billion queries daily. Jeff Oxford, SEO expert and founder of 180 Marketing, reveals why smart brands are doubling down on search optimization—and how the strategies that work for Google are also positioning companies to dominate in AI search results. From his data analysis of 152 SEO campaigns showing consistent 75% traffic growth, to the "ranking factor leak" that exposed Google's true algorithm priorities, Jeff breaks down the exact 4-bucket framework that's still generating millions in revenue for e-commerce brands.Key Topics & Lessons:The State of Search in 2025 - Why Google's 13.6 billion daily queries represent a 64% increase from 2024, how ChatGPT traffic grew 112% month-over-month (but still represents only 1-3% of total traffic), and why the "Google is dead" narrative is premature despite real AI disruptionThe 4-Bucket SEO Framework - Jeff's systematic approach covering Technical SEO (mostly handled by Shopify), Page Optimization (title tags, meta descriptions, headers), Content Strategy (200-300 words on category pages), and Link Building (the 0.3 correlation factor that still dominates rankings)What Really Moves the Needle - Data from 152 campaigns showing 20% growth at 3 months, 50% at 6 months, and 75% at 12 months, plus insights from Google's leaked ranking documents revealing click-through rate as a massive ranking factorThe Great Blog Apocalypse of 2023 - Why standalone content sites lost 90% of their traffic while e-commerce stores with blogs thrived, how Google's "helpful content" update rewarded real businesses over affiliate spam, and Jeff's theory about Google My Business as a ranking signalAI SEO Optimization Strategy - How to reverse-engineer ChatGPT sources to identify link targets, why product roundups have a 0.45 correlation with AI citations (higher than traditional backlinks), and the overlap between traditional SEO and AI optimizationThe Future of Automated SEO - Jeff's experiment building a fully autonomous AI agency with zero human account managers, AI tools that can screenshot pages and generate optimized title tags, and how Gemini 2.5 Pro is changing the automation game—Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today!—Chapters: (00:00) The Relevance of SEO in the Age of AI(12:38) The 4 Components of SEO(16:19) What Is the Payoff for SEO?(20:22) Breaking Down Technical SEO(23:43) On-Page SEO and Meta Descriptions(25:58) Content Optimization Strategies(33:27) Link Building(38:30) AI and SEO: The Future of Search—Connect With Brett: LinkedIn: https://www.linkedin.com/in/thebrettcurry/ YouTube: https://www.youtube.com/@omgcommerce Website: https://www.omgcommerce.com/ Relevant Links:Jeff’s LinkedIn: https://www.linkedin.com/in/jeff-oxford180 Marketing: https://www.180marketing.com/_Past guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzie, Joseph Wilkins, Cody Wittick, Miki Agrawal, Justin Brooke, Nish Samantray, Kurt Elster, John Parkes, Chris Mercer, Rabah Rahil, Bear Handlon, Trevor Crump, Frederick Vallaeys, Preston Rutherford, Anthony Mink, Bill D’Allessandro, Bryan Porter and more

Jul 3, 2025 • 39min

Scale with Stability by Hiring World-Class Talent & Operating with Mentors

I had fellow agency owner JC Hite join me on the pod to discuss some really important topics. Namely, is it possible to scale with stability - which for JC means scaling your business while prioritizing, family, faith and personal relationships.Here’s a look at what we discussed: Key TakeawaysThe "Video of Awesomeness" Hiring Hack - JC's simple 15-minute interview addition that reveals more about candidates than traditional methods, including real examples of applicants who wrote songs about his companyOverseas Talent Strategy Mistake Most Make - Why the "how cheap can I hire" mindset kills results, and JC's approach to paying international talent competitively to get world-class team membersThe 5 Love Languages for Workplace Retention - How applying Gary Chapman's principles in business dramatically improves team satisfaction and reduces turnover (especially crucial for the next generation workforce)Building a "Bench" Like Sports Teams - JC's systematic approach to always having pre-approved candidates ready, eliminating the panic of unexpected departures and empowering leaders to make tough decisionsMentorship Through Fear, Not Ego - How JC built relationships with icons like John Maxwell, Damon John, and Dr. Gary Chapman by being honest about his fears and willing to invest in proximity to wisdom—Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today!

Jun 26, 2025 • 53min

From Hope to Reality: P&L Design That Drive E-commerce Profitability

In this episode, Brett sits down with Andrew Faris, CEO of AJF Growth and host of the Andrew Faris Podcast, to break down the critical elements of P&L design that separate ecomm brands that are dead on arrival vs. those who thrive. Andrew shares his hard-won insights from holding nearly every seat in the e-commerce ecosystem, including his experience running an aggregator "into the ground" and the valuable lessons learned along the way.—Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today!—Chapters: (00:00) Join Us in NYC at Our Exclusive YouTube Event!(01:08) Introducing Andrew Faris & His eCommerce Journey(07:06) The Current State of eCommerce(13:16) The Influence of Moneyball by Michael Lewis in Marketing(19:29) Understanding P&L in eCommerce Success(23:34) Understanding Your Profit Goals & OMG Commerce’s Case(29:35) How to Structure Your P&L as an eCommerce Brand(34:48) Optimizing Operational Expenses(34:56) CAC and Cost of Delivery(39:33) Channel Strategy and Product Margin Fit(42:51) Forecasting and Adjusting Business Strategy(49:50) Resources & Closing Thoughts—Connect With Brett: LinkedIn: https://www.linkedin.com/in/thebrettcurry/ YouTube: https://www.youtube.com/@omgcommerce Website: https://www.omgcommerce.com/ Relevant Links:Andrew’s LinkedIn: https://www.linkedin.com/in/andrew-faris-980b84108AJF Growth: https://ajfgrowth.com/Andrew’s Podcast: https://open.spotify.com/show/7ssrhISeeGHgCLpzZgrxuJMoneyball by Michael Lewis: https://www.amazon.com/Moneyball-Art-Winning-Unfair-Game/dp/0393324818

Jun 19, 2025 • 39min

Beyond China: Smart Supply Chain Diversification & Optimization Without the Pitfalls

Our CEO Brett Curry sits with Jim Kennemer in this latest episode. Jim knows his stuff when it comes to tariffs, supply chain management and sourcing anything outside of China. Brett wanted to bring Jim on the pod to break down the opportunities and considerations of sourcing from Vietnam, Thailand, Indonesia, and Mexico, sharing real examples of how brands like Columbia Sportswear and Converse have legally engineered their products to slash tariff costs. From understanding country of origin rules to leveraging bonded warehouses for cash flow management, this conversation is packed with actionable insights for any brand looking to optimize their supply chain in today's volatile trade environment.Key TakeawaysThe DDP trap that could destroy your business – Why "delivered duty paid" arrangements are legal but dangerous when suppliers falsify invoices (and why you're still liable even if it's their mistake)Tariff engineering strategies – How adding a simple pocket or felt liner can reclassify your products for lower tariff rates, plus when this optimization makes sense vs. when it backfiresVietnam vs. other manufacturing hubs – Where Vietnam excels (textiles, wood goods, furniture), what to expect for pricing and quality, and why MOQs are higher than ChinaDe minimis rules and bonded warehouses – How the $800 shipment exemption still works (except for China), and when custom bonded warehouses can turn a 30% tariff hit into manageable cash flowCountry of origin compliance – The "substantial transformation" rule, why trans-shipment will get you caught with 50% more audits happening, and how to properly document manufacturingWhether you're considering your first move away from China or optimizing an existing diversified supply chain, this episode provides the roadmap to do it right without the costly compliance mistakes that are tripping up other brands.

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