How to scale ecommerce in a crowded & ever-changing market, with Jacky Lambert of YourSurprise

In today’s ecommerce landscape, high performance isn’t just about scaling fast—it’s about scaling smart.

In a recent episode of Ecommerce Toolbox: Expert Perspectives, Noibu’s Kailin Noivo sat down with Jacky Lambert, Director of Ecommerce at YourSurprise, to unpack how his team navigates complexity across 27+ countries, balances rising acquisition costs, and leverages AI and structured testing to unlock sustainable growth.

For ecommerce leaders grappling with everything from channel fragmentation to operational bloat, this episode delivers actionable insights that go far beyond the typical industry chatter.

Ecommerce has changed—but the fundamentals haven't

Jacky has been in ecommerce for over a decade, and while the tech stack and channels have evolved, his north star remains unchanged:

“The market landscape keeps shifting—AI, TikTok, Google feeds—but the business model fundamentals are still the same: margins, spend, and performance.”
— Jacky Lambert, Director of Ecommerce at YourSurprise

Key insight: Ecommerce leaders must adapt to shifting digital channels without losing sight of the core drivers: profitability, efficiency, and scalability. Chasing every trend without a solid model underneath leads to wasted budget and operational chaos.

Structured testing drives smarter growth

When asked how YourSurprise pursues growth, Jacky didn’t point to splashy campaigns or high-risk bets. Instead, he emphasized structured experimentation across channels.

“My principle is always test small. If it works—great, scale up.”
— Jacky Lambert, Director of Ecommerce at YourSurprise

This mindset helps teams avoid gut-based decision-making and instead rely on data-driven growth strategies—especially when balancing marketing investment across 27 localized markets.

Why it matters: Structured testing leads to faster learning, leaner spending, and better conversion rate optimization (CRO).

Operational alignment is growth's secret weapon

One of the most underrated takeaways from the conversation? Jacky’s focus on cross-functional collaboration as a driver of ecommerce performance.

“If we push chocolate in Germany, it impacts production, buying, and inventory planning. So we plan campaigns with every department in mind.”
— Jacky Lambert, Director of Ecommerce at YourSurprise

This is where many ecommerce orgs fall short. Without alignment across marketing, supply chain, and product, campaigns that look good on paper fall apart in execution.

Pro tip: Growth is everyone’s job. Build feedback loops across departments to reduce friction and improve go-to-market performance.

Managing CAC with smarter targeting and automation

Acquisition costs continue to climb, and Jacky doesn’t shy away from the challenge. Instead of brute-forcing spend, his team leans into customer quality modeling, lifetime value (LTV) segmentation, and localized investment strategies.

“Growing revenue is easy—just spend more. But healthy growth means knowing your margins, adapting by country, and investing where LTV makes sense.”
— Jacky Lambert, Director of Ecommerce at YourSurprise

His team is also implementing marketing automation powered by CDPs to build personalized journeys that retain customers and boost LTV without draining the budget.

“If someone buys a Valentine’s gift, the next message should reflect that. AI and automation make that scale possible.”
— Jacky Lambert, Director of Ecommerce at YourSurprise

Noibu POV: Revenue-impacting errors in acquisition journeys or personalization flows can silently erode ROI. That’s why precision—and performance monitoring—matter more than ever.

Scaling internationally without losing brand consistency

YourSurprise operates across 27 countries, but Jacky is clear: brand consistency matters just as much as localization.

“The brand guide stays the same. What changes is the communication—local photography, local assortment preferences, and market-specific messaging.”
— Jacky Lambert, Director of Ecommerce at YourSurprise

For example, while chocolate performs well in Germany, other markets prefer different gift categories. Tailoring campaigns based on local demand signals without compromising global brand identity is key to scaling with integrity.

Using AI to automate and optimize the ecommerce back-end

While many brands apply AI to customer-facing experiences, Jacky sees big gains in internal operations.

“We use AI for process automation, translations, content workflows, and performance analysis. It helps teams work smarter, not just faster.”
— Jacky Lambert, Director of Ecommerce at YourSurprise

With an in-house AI specialist training staff and embedding AI across workflows, YourSurprise is becoming more agile—and more cost-efficient.

Key takeaways for ecommerce leaders

• Adapt to shifting channels—but stay grounded in your core business model
• Test small, scale smart—use experimentation to drive performance without risk
• Align teams around shared KPIs—break silos between marketing, product, and ops
• Use automation to deepen loyalty—CDPs and AI unlock more relevant journeys
• Localize for performance—tailor assortment and messaging to each market
• Treat AI as infrastructure—optimize internal processes to protect margins

Listen to the full episode

Jacky’s experience leading ecommerce growth across verticals and markets offers a roadmap for brands looking to level up in 2025.

• Apple Podcasts
• Spotify
• YouTube

Ready to future-proof your ecommerce site?

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Book a demo to see how we help brands like Yoursurprise detect, prioritize, and resolve critical issues before they affect your bottom line.