January 2025 podcast recap: Key ecommerce insights on AI, data, and agility
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January's Ecommerce Toolbox podcast was a goldmine. We heard from leaders at brands like Unilever Prestige and Dell, and innovators like commercetools and Chief Digital Agency, and learned what’s actually driving ecommerce success in 2025.
- Alexis Kastafanas, Director of Ecommerce at Unilever Prestige
- Jenna Flateman Posner, Founder of Chief Digital Agency
- Andrew Burton, CEO of commercetoole
- Breanna Fowler, Director of Global Ecommerce Experience at Dell
A few key themes stuck out across our four first episodes of the year. Here’s what we learned:
AI-powered customer-centricity: Two guests in particular highlighted the growing importance of using AI to enhance the customer experience. Jenna Flateman Posner of Chief Digital Agency championed conversational AI for replicating the personalized service of in-store shopping, while Breanna Fowler of Dell discussed using AI for tailored recommendations and content. The takeaway? AI is becoming essential for delivering personalized experiences, but it needs to be done strategically and ethically.
The beauty of AI is it can be applied anywhere across the entire retail value chain, but the way we buy is so use case and payback-driven that these AI solutions have to be...kind of productized. It's about finding the right ones to hitch your wagon to.
— Jenna Flateman Posner, Chief Digital Agency
Data-driven decisions, human insights: Both Alexis Katsafanas of Unilever Prestige and Breanna Fowler emphasized the power of data in understanding customer behavior and making informed decisions. However, Katsafanas wisely cautioned against relying solely on historical data, reminding us that cultural trends and market shifts also play a crucial role. This underscores the need for a balanced approach, combining data-driven insights with human intuition and an understanding of the broader context.
You have to have a strong gut feeling and intention, and be staying on top of culture at the pulse of what's going on with your customers and their lives. In a way, you need to anticipate their needs before you even have data to tell you that it’s the correct thing to do.
— Alexis Katsafanas, Unilever Prestige
[At Dell], we try to be really close to what’s happening in the market, what’s happening culturally, what’s resonating; making sure that we allow ourselves the flexibility to tell the product story and reach our customers, but also have a scalable infrastructure.
— Breanna Fowler, Dell
Agility and flexibility in a changing landscape: The need for agility and adaptability was another recurring theme. Andrew Burton, CEO of commercetools, made a compelling case for composable commerce, highlighting its flexibility in responding to evolving customer demands and market trends. This theme resonated with other guests' emphasis on adapting to customer preferences and navigating the complexities of a global ecommerce presence.
Composability equals flexibility, equals open approach. People out there wrongly associate composability with [being] complex, but it gives you the flexibility to...customize and tailor [solutions] to your environment without having to be constrained by having a one-size-fits-all approach.
— Andrew Burton, commercetools
Actionable insights for ecommerce leaders: Beyond the overarching themes, guests on the Noibu podcast this month delivered valuable, actionable advice for other ecommerce leaders out there. Here’s what they emphasized:
- Experimentation and iteration: Alexis Katsafanas encouraged a culture of continuous improvement through testing and refining strategies.
- Quick wins: Jenna Flateman Posner highlighted the importance of demonstrating early success to gain buy-in for larger initiatives.
- Strategic roadmap alignment: Andrew Burton stressed the need for collaboration and alignment between technology providers and their customers.
- Starting small and scaling strategically: Andrew Burton also advocated for a phased approach to composable commerce, starting with specific use cases and gradually expanding.
- Balancing global and local needs: Breanna Fowler highlighted the challenge of maintaining brand consistency while catering to the nuances of different markets. This requires a deep understanding of local customer behavior and preferences.
Connecting the dots for success in 2025The key takeaway from January's Ecommerce Toolbox episodes is the importance of a holistic approach. Ecommerce leaders need to consider how AI, customer-centricity, agility, and global strategies all intersect to create a successful and sustainable online business. By connecting the dots and embracing a flexible, data-driven, and customer-obsessed mindset, brands can navigate the complexities of the modern ecommerce landscape and thrive in 2025 and beyond.
Want to delve deeper into these insights? Listen to the full Ecommerce Toolbox episodes from January 2025 and gain valuable knowledge from industry leaders.