February 2025 podcast in review: Tech strategy, omnichannel & AI

February’s Ecommerce Toolbox lineup was packed with insights for ecommerce leaders. This month, we sat down with a mix of industry pros, opening up about what it really takes to grow in 2025’s fast-changing market. In these episodes, we explored how they’re using tech, data, and smart channel strategies to stay ahead.

• Alexandria Sims, VP of Technology at Sleep Country
• David Cost, Chief Digital Officer at Rainbow Shops
• Lena Moriarty, Head of Marketing at eTail 
• Ron Ijack, CTO at Knix
• Anna Westerholm, Chief Experience Officer at Artifact Uprising‍
• Sienne Veit, Founder of Invisible Stuff

TL;DR: Key takeaways

• Tech strategy over hype: Leaders warned against “shiny object syndrome” and emphasized aligning technology investments with business objectives. Smart companies are adopting flexible, composable commerce approaches rather than chasing trends.
• Omnichannel innovation & store reinvention: Physical retail remains a key driver of success, with ship-to-store programs, social commerce, and seamless online-offline experiences fueling growth. Customer experience is now just as important as conversion.
• AI in practice, not just theory: Brands are moving beyond AI buzzwords to real applications in personalization, fraud prevention, inventory optimization, and customer experience. However, AI success hinges on clean, integrated data.
• Breaking down silos for digital growth: Organizations that align IT, marketing, and operations are seeing stronger results from digital transformation efforts. Cross-team collaboration is crucial for making tech investments count.‍
• Retention & CX as competitive advantages: With acquisition costs rising, brands are prioritizing loyalty, frictionless experiences, and personalized customer journeys to maximize customer lifetime value.

Tech innovation grounded in strategy (not shiny objects)

One recurring lesson was the importance of aligning technology investments with business goals rather than chasing every new trend.

“If you don’t define your direction first, you’ll just be chasing shiny objects. Businesses need to sit down and ask: What do we actually need to achieve? Then find the technology that fits that solution.”
— Alexandria Sims, VP of Technology at Sleep Country

Ron Ijack of Knix similarly emphasized that technology should be an enabler of strategy, not the centerpiece.

"We don't sell software. We sell products. The technology should support selling more, not become a distraction."
— Ron Ijack, CTO at Knix

This pragmatic approach mirrors an industry-wide shift toward more modular, flexible tech stacks. In fact, roughly 80% of retail businesses have adopted or plan to adopt a composable commerce approach to maintain agility. The takeaway? Focus on technologies that solve real customer or operational problems and build a flexible foundation that can adapt as trends evolve.

Omnichannel excellence and the power of physical retail

A dominant theme was how omnichannel innovation is driving customer satisfaction – and how physical stores play a pivotal role even in today’s digital-first era.

David Cost of Rainbow Shops shared a striking example from the pandemic:

"When we shut down our 1,000 stores, we expected more online growth. But what we learned is that brick-and-mortar is still critical. The brands that win understand how to blend online and offline into one experience."
— David Cost, CDO of Rainbow Shops

This aligns with broader trends:

• 71% of shoppers still consider the physical store central to their shopping experience
• 49% of shoppers choose in-store pickup specifically to avoid shipping fees

Beyond stores, the episodes highlighted the importance of meeting customers wherever they are.

"The funnel isn't dead, it's just constantly being reshapred by algorithms. Brands need to be adaptable and meet customers where they shop, whether that's TikTok, YouTube Shorts, or traditional ecommerce."
— Lena Moriarty, Head of Marketing at eTail

The consensus: ecommerce executives should treat channels not as silos but as parts of one holistic customer experience. Convenience and coherence across channels lead to higher loyalty and lifetime value.

AI and data-driven personalization in practice

AI and personalization were front and center in February’s conversations – but with a focus on practical application over hype.

Anna Westerholm of Artifact Uprising stressed that AI must be backed by clean, unified data:

"You can't personalize a customer's experience if your data is a mess. AI is only as good as the foundation it's built on."
— Lena Moriarty, Head of Marketing at eTail

For example:

• Sleep Country is leveraging AI for site accessibility, fraud prevention, and security.
• Dell (featured in a previous episode) uses AI to personalize content and recommendations.
• Knix relies on a central data warehouse to integrate business intelligence across departments.
• Sienne Veit highlighted how AI-driven commerce is shifting both frontend shopping experiences and backend operations like inventory management and campaign planning.

“Consumers will shop wherever they’re given the opportunity. We should stop thinking in silos and focus on optimizing for all digital touchpoints.”
— Sienne Veit, Founder & CPO of Invisible Stuff

A recurring message? Data quality and integration are the linchpins of AI success. Personalization is only as effective as the customer data fueling it, and siloed or poor-quality data can derail even the smartest AI initiative.

"Bad AI is worse than no AI at all. It's better to start small and prove value than roll out something that damages customer trust."
— Ron Ijack, CTO at Knix

Final thoughts

From tech infrastructure to customer touchpoints, the threads running through February’s podcast episodes all tie back to one idea: a holistic, customer-centric approach is key to sustainable ecommerce growth. Whether it’s adopting new AI tools, rethinking the role of physical stores, or choosing which KPIs to chase, top ecommerce leaders are evaluating decisions through multiple lenses:

✔ Does this make us more agile?
✔ Does this enhance the customer experience?
✔ Does this unify our brand across channels?

By connecting these dots – strategy-driven tech, seamless omnichannel experiences, and intelligent use of data and AI – brands can navigate 2025’s challenges and opportunities with confidence.

Listen to the full episodes

• Alexandria Sims on "Navigating digital transformation for business growth" (Sleep Country)
• David Cost on "Driving business success through omnichannel innovation" (Rainbow Shops)
• Lena Moriarty on "Navigating AI and personalization at eTail" (eTail)
• Ron Ijack on "Technology, retail evolution & navigating the SaaS landscape" (Knix)
• Anna Westerholm on "Tech strategy in personalized commerce" (Artifact Uprising)
• Sienne Veit on “AI & mobile-first design are disrupting retail” (Invisible Stuff)

Tune in to hear their stories and strategies in detail – and arm yourself with the knowledge to elevate your own ecommerce operations. Happy listening!