Commerce Untold

Hosted by Eitan Koter

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211

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Jun 2026

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About the show

Commerce Untold goes beyond the headlines to uncover the real stories shaping eCommerce and retail today. Hosted by Eitan Koter, the show dives into every layer of modern commerce, from digital innovation and retail media to brand building, marketplaces, social commerce, live shopping, customer experience, and emerging technologies. Each episode features founders, CMOs, retail and e-commerce leaders, and operators sharing what actually drives growth behind the scenes. The wins, the missteps, the strategies, and the untold insights you won’t hear anywhere else. If you care about how products are built, marketed, sold, fulfilled and experienced in today’s rapidly evolving commerce landscape, this podcast is for you.

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June 11, 202629 min

211. Stop Optimizing for Revenue. Optimize for Profit ft. Cem Atik

Cem Atik is the co-founder and CMO of Harucon Ventures, a firm that acquires minority and majority equity stakes in e-commerce and SaaS businesses doing between one and ten million in annual revenue. Rather than operating as an agency or consultancy, Cem and his team get in with capital, take operational control of marketing and finance, and work to make the businesses they partner with structurally profitable.Most e-commerce brands that come to Harucon Ventures have the same underlying problem: they are optimizing for the wrong things. Revenue looks healthy. ROAS looks acceptable. But unit economics are broken, overhead is bloated, and the margin structure makes scaling impossible.In this conversation, Cem walks through exactly how his team diagnoses and fixes that. From cutting ad spend by 1.7 million euros in a single month to replacing a fulfillment provider that was silently overcharging a brand shipping 25,000 packages a day, the fixes are rarely glamorous but consistently high-impact. The conversation also covers his four-engine growth framework: acquisition, retention, conversion, and profit-first optimization, and why founders who lead with ROAS are measuring the wrong thing entirely.Cem also breaks down channel mix strategy, including why Pinterest and Bing Ads are consistently underused, why TikTok affiliate is one of the highest-leverage growth levers available right now, and why the real money in e-commerce is almost always made in retention, not acquisition.Founders who are scaling but not compounding, or growing revenue while watching margins compress, will find this episode unusually direct and useful.Website: https://www.vimmi.net Email us: info@vimmi.net Podcast website: https://vimmi.net/commerce-untold/ Eitan Koter's LinkedIn: https://www.linkedin.com/in/eitankoter/ YouTube: https://www.youtube.com/@VimmiVideoCommerce/featured Guest: Cem Atik, Co-Founder & CMO, Harucon Ventures Cem Atik's LinkedIn: https://www.linkedin.com/in/cem-atikHarucon-Ventures: https://harucon-ventures.com/Key Takeaways: • If a founder cannot state their customer acquisition cost in under 15 seconds, the business does not have a real financial foundation yet. • ROAS tells you how much revenue you generated per dollar spent. It tells you nothing about whether that dollar was profitable. Optimizing for profit on ad spend (POAS) gives you actual control. • Gross margin under 65% makes scaling structurally difficult in the US and UK markets. The margin problem cannot be fixed with better ads. • Agencies are typically three times cheaper than hiring in-house at early stages. Outsource acquisition first, learn from the partner, then bring it in-house once systems are proven. • TikTok affiliate is one of the most capital-efficient acquisition channels available: commission-based, creator-generated content, and scalable without a large internal team. • Pinterest is consistently overlooked despite an audience skewing 25 to 45 years old with average household incomes above $100K, and ROAS between four and six even at modest spend levels.Chapters:[00:00] Introduction: Cem Atik and the Harucon Ventures Model[01:27] The Founders Harucon Typically Partners With[03:45] The Post-Acquisition Audit: First 72 Hours[07:45] Cutting 1.7M Euros in Ad Spend: A Case Study[09:16] Why Gross Margin Under 65% Makes Scaling Nearly Impossible[13:51] The KPIs That Actually Matter: CAC, CLV, MER, EBITDA[18:35] The Four Engines: Acquisition, Retention, Conversion, Profit[24:00] Why ROAS Misleads and POAS Gives Real Control[25:41] Channel Mix: TikTok, Pinterest, Bing, and What Gets Overlooked

June 5, 202631 min

210. Building Seven Figures Without Running a Single Ad ft. Kate Assaraf

Kate Assaraf is the CEO and founder of dip sustainable, a plastic-free haircare brand she launched in 2021 that hit seven figures within 18 months without running a single paid ad. Before starting dip, she spent 20 years inside the beauty industry, long enough to see the deceptive marketing practices that eventually pushed her to build something completely different.Most DTC beauty brands launch with paid social, influencer seeding, and a race to acquire customers fast. Kate did the opposite. She cold-called refill stores, traveled across the country to meet sustainable retailers face to face, and built distribution through brick-and-mortar before she ever thought about digital advertising. Today, dip is carried in all 50 states and has sold over 300,000 bars by word of mouth alone.The conversation covers why Kate chose physical retail over digital-first, how she thinks about authentic customer marketing in a category overrun by sponsored content and AI-generated testimonials, and why she built her own factory after her contract manufacturer went bankrupt. That last decision, vertically integrating manufacturing and fulfillment under one roof, turned out to be the most consequential call she made as a founder.Kate also takes on the sustainability conversation directly, pushing back on the moralizing that she believes drives people away from the movement rather than toward it. Her version of sustainability is inclusive, economics-driven, and grounded in saving customers money, not lecturing them. She explains why the dip conditioner bar, at $32 and lasting close to a year, is a stronger pitch than the environmental argument alone.Founders in CPG, beauty, and retail will come away with a rare perspective: what it actually looks like to build a consumer brand slowly, deliberately, and without the typical playbook.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: Kate Assaraf, CEO & Founder, dip sustainableKate Assaraf's LinkedIn: https://www.linkedin.com/in/kate-assaraf-b25a741a7dip sustainable: https://dipalready.comWatch the full Youtube video here:https://youtu.be/c9hCsejvcX8Key Takeaways:• Seven figures in 18 months, zero paid ads. If the product solves a real problem and you understand the customer from the inside, distribution follows• Real paying customers outperform influencers in haircare and skincare because results are too easy to fake• Moralizing drives people away from sustainability. Framing it as inclusive and economically smart converts more people than shame ever will• The $32 conditioner bar saves customers up to $500 a year. The environmental pitch is secondary to the financial one• Gifting product builds a hollow first wave. Real retention only comes from people who spent their own money• When her contract manufacturer went bankrupt, Kate built her own factory. It removed 3PL costs, protected the formula, and became the best decision she ever made• Returns largely end up in landfills. Local retail reduces return rates and creates accountability that e-commerce cannot replicateChapters:00:00 Seven figures, zero ads00:16 Introducing Kate Assaraf00:54 Values beyond work03:09 Why Kate left the beauty industry04:22 Dip's marketing: real customers only07:59 Fast beauty, sustainability, and unlearning consumerism14:24 Seven figures without a single ad15:36 How Dip launched: refill stores and road trips21:51 Giving back and reinvesting profits25:41 When the contract manufacturer went bankrupt27:51 Advice for founders29:54 Where to find Dip

May 27, 202632 min

209. The M&A Window You Can’t Afford to Miss ft. Ilya Mikin

Ilya Mikin is Vice President of Technology M&A at Corum Group, one of the leading technology M&A advisory firms globally. His background spans more than two decades across enterprise marketing at Intel and Unilever, executive and CEO roles at companies including iHerb, multiple founder exits across AdTech, MarTech, and FinTech, and now advising founders through acquisitions. He has been on every side of the M&A table, which makes his perspective unusually grounded.This episode gets into what has fundamentally changed about how technology and e-commerce companies are built, valued, and sold. The old playbook of raising VC money, growing at all costs, and gunning for IPO has largely collapsed. What replaced it is a market where M&A has become the primary liquidity event for founders, and where the rules for what makes a company attractive have shifted significantly.Eitan and Ilya dig into what acquirers actually look at today: why NRR, GRR, and low churn have become the cornerstones of valuation, why private equity now represents up to 40-50% of buyers in some sectors, and what it means to be an AI-native company versus an AI-enabled one. They also cover the mechanics of the M&A process itself — the four to eight week preparation phase, how Corum builds competitive tension among buyers, why the narrative around a business often matters more than the financials, and the internal deal killers that founders rarely talk about openly.Ilya also shares his take on where shoppable video sits in a world increasingly shaped by agentic AI, why he believes emotional product categories are protected from agent-driven purchasing, and what he is personally watching in the space. Founders who are building toward an exit, or who have never seriously thought about timing one, will find this conversation both practical and clarifying.Website: https://www.vimmi.netEmail us: info@vimmi.netCommerce Untold: https://vimmi.net/commerce-untold/Eitan Koter's LinkedIn: https://www.linkedin.com/in/eitankoter/YouTube: https://www.youtube.com/@VimmiVideoCommerce/featuredGuest: Ilya Mikin, Vice President Technology M&A, Corum Group, Ltd.Ilya Mikin's LinkedIn: https://www.linkedin.com/in/ilyamikin/Corum Group, Ltd.: https://www.corumgroup.com/Watch the full Youtube video here:https://youtu.be/2lFD9JXIjIgKey Takeaways:VC investment in D2C e-commerce collapsed more than 90% from its 2021 peak, while M&A deals in that same sector grew 47% in 2025 — the exit path has fundamentally shiftedIPO is no longer the default liquidity event for most founders; M&A is now the primary outcome to plan aroundAcquirers today prioritize NRR, GRR, and low churn over raw growth rate — the stickiness and profitability of your customer base drives valuation more than top-line momentumPrivate equity now represents up to 40-50% of buyers in some sectors, and PE buyers lead with EBITDA, not vision — a minimum of $2-3M ARR and $500K EBITDA is roughly where serious interest startsBeing an AI-native company can increase your valuation by 20-30% or more; for true AI-native businesses, multiples can reach up to 20x EVFor AI companies, proprietary data sets matter more than the technology itself — the model is the moatMarket consolidation follows a cycle: the first quartile of a consolidation window has the most buyers, the most competition, and the highest multiples. Waiting too long means the music stopsThe narrative you build around your company matters more than your financials in the early stages of a buyer conversation — buyers need to feel fear of missing outRunning a competitive process with multiple interested buyers is the single most powerful lever a founder has in an M&A negotiation — inbound interest from one buyer puts the founder in a weak positionDeal fatigue and co-founder misalignment are the two most common internal reasons M&A deals collapse before closingAgentic AI will likely commoditize purchasing for basic, emotionally neutral products — but shoppable video remains essential for fashion, luxury, and any category where emotional decision-making drives the purchaseMore than 20% of WallID's customers now come through AI search channels like ChatGPT, Gemini, and Claude, with zero marketing spend — a real signal of how discovery is changingChapters:[00:00] Introduction and Guest Background[00:57] Ilya's Path from Intel and Unilever to E-Commerce and M&A[02:07] How the Approach to Building and Exiting Startups Has Changed[03:29] Why VC Investment Collapsed and M&A Deals Are Rising[04:40] What Acquirers Actually Look at Today: NRR, GRR, and Profitability[05:58] The Rise of Private Equity as a Buyer and What PE Wants[07:20] How AI-Native Companies Command a Valuation Premium[08:47] Where E-Commerce Multiples Stand Today[10:32] The Sell-Side Process: Preparation, Positioning, and Narrative[12:06] The Consolidation Window and Why Timing Your Exit Matters[13:38] How Corum Prepares Founders for Market[14:17] Technology Evaluation: AI vs. Non-AI Companies[17:00] Building the Story, Outreach, and Creating Competitive Tension[20:02] How Long a Typical M&A Process Takes[21:44] Deal Fatigue and Co-Founder Misalignment as Internal Deal Killers[23:28] Shoppable Video and Agentic Commerce: Where Emotion Still Wins[26:09] WallID: Solving Checkout Friction and Fraud at Scale[28:13] Managing Multiple Ventures and the Side-Hustle Mindset[29:44] What Ilya Is Watching in E-Commerce Right Now: Know Your Agent[31:04] How to Connect with Ilya and Corum Group

May 20, 202633 min

208. Why Most Brands Fail at Cross-Border E-Commerce ft. Carol Shih

In this episode of Commerce Untold, host Eitan Koter sits down with Carol Shih, founder of Qode Space, a boutique Shopify agency, and Doraemi, a cross-border consultancy helping international brands enter and grow in the US market.Carol has a background that spans LVMH, Alibaba, and years of working with fashion and beauty brands across multiple continents. She brings a direct, no-nonsense perspective to what it actually takes to succeed in cross-border e-commerce.They get into why so many international brands, including some doing billions in Asia, struggle the moment they try to enter the US. Carol explains that the product is rarely the problem. It usually comes down to self-awareness: knowing your weaknesses before you start spending.The conversation covers what a proper Shopify audit looks like, why pouring money into traffic before your store is ready is one of the most common and expensive mistakes brands make, and how to think about brand positioning before touching paid ads or picking a sales channel.They also talk about the shift toward AI search and what brands need to do now to stay discoverable, why TikTok Shop has changed the beauty category faster than most brands expected, and how Gen Alpha is about to reshape shopping behavior in ways most businesses are not prepared for.Carol also shares how she leads her two businesses, why transparency and community sit at the core of her team culture, and why her ideal clients are usually brands that have already made the expensive mistakes.If you are thinking about cross-border e-commerce, expanding into the US market, or trying to get more out of your Shopify store, this episode is worth your full attention.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: Carol Shih, Founder, Qode Space and DoraemiCarol Shih's LinkedIn: https://www.linkedin.com/in/shihcarol/Qode Space: https://qodespace.com/Watch the full Youtube video here:https://youtu.be/ptO--lEfDegTakeaways:Self-awareness is the most overlooked step in cross-border e-commerce expansionDominating your home market does not mean you will succeed in the USA slow, buggy website with spelling errors destroys trust before a sale can happenAmazon drives volume but builds no brand loyalty or long-term competitive edgeShopify store performance must be audited before investing in paid trafficAI search (GEO) is the next layer brands need to prepare for alongside SEOTikTok Shop has already surpassed Sephora in beauty salesGen Alpha will reshape shopping behavior within the next four yearsGreat teams are built on transparency, community and psychological safetyThe best clients to work with are the ones who already understand where they failedChapters:[00:00] Introduction: Meet Carol Shih[01:05] From Taiwan to Australia to the US: The Third-Culture Founder[02:30] Biggest Mistakes Brands Make When Going Global[04:31] The Self-Awareness Problem: You Can't Fix What You Won't See[05:58] What Cross-Border Consulting Actually Looks Like in Practice[07:57] Founder-Led Content and Building Long-Term Authority[09:38] Lessons from Alibaba: Speed, Competition and Work Culture[12:26] The Shopify Audit Process: How to Build a High-Converting Store[14:36] AI in E-Commerce: What Is Real Right Now[16:40] AI Search, GEO and the Click-Less Future[18:04] Go-to-Market for International Brands: Amazon vs TikTok vs DTC[22:10] Beauty, Fashion and Lifestyle: Why Carol Keeps Landing Here[23:46] K-Beauty, Gen Z and the TikTokification of Shopping[25:18] Gen Alpha Will Change Everything: Here Is What to Watch[27:10] Leadership, Team Building and Running Two Companies[30:46] Leading With Transparency as a Founder and a Parent[32:01] Carol's Ideal Client: Brands That Have Already Failed[34:05] Where to Find Carol Shih

May 13, 202628 min

207. The 80/20 Rule That Saves Your Business ft. Tarkan Salar

Eitan Koter sits down with Tarkan Salar, founder of Smart Concepts and the consultancy Can't Stop Me, who has spent 30 years working with brands like Louis Vuitton, Zara and Adidas and has shaped over 50 million units from factory floor to checkout.Tarkan's take is pretty straightforward. Most D2C brands are bleeding money in the wrong places and blaming marketing for it. He breaks down why marketing is no longer the edge it used to be and what founders should be focusing on instead: product positioning, operational clarity and finding their blue ocean.They get into the 80/20 bestseller engine, how to spot your hero products, why too many SKUs is quietly killing your margins, and how to pick the right suppliers before you even think about placing an order. Tarkan also shares how he builds a custom brand filter for each founder that helps every business decision become a lot cleaner and faster.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: Tarkan Salar, Founder, Smart concepts GmbHTarkan Salar’s LinkedInTakeaways:Blue Ocean vs Red Ocean marketsProfitability and operational efficiencyProduct testing and hero productsStrategic filtering and brand positioningImpact of AI on marketing and logisticsChapters:00:00 Introduction to Tarkan Salar and Smart Concepts01:38 The Shift from Marketing to Operational Clarity06:02 Understanding Blue Ocean vs. Red Ocean Strategies09:14 The 80/20 Bestseller Engine Explained14:21 Transitioning from Red Ocean to Blue Ocean19:41 Product Innovation and Brand Voice24:08 Overview of Smart Concepts and Consulting Process

May 6, 202631 min

206. Why Your 3PL Is Killing Your Business ft. Leo Rodriguez

Host, Eitan Koter is joined by Leo Rodriguez, Vice President at River Plate Inc., a fulfillment company with over 33 years of experience helping brands ship smarter. River Plate works with everyone from beauty and toy brands to influencer-led lifestyle companies, so Leo has seen pretty much everything. In this episode, Leo talks about why your 3PL should feel like a partner, not just a vendor, how to spot when something is going wrong before it becomes a bigger problem, and what fast growing brands usually get wrong when they start scaling. He also gets into how bundling, returns, and data dashboards all connect back to keeping customers coming back.If your fulfillment partner feels more like a vendor than a partner, this episode will tell you exactly why that's costing you.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: Leo Rodriguez, Vice President, River Plate, Inc.Leo Rodriguez’s LinkedIn | River Plate, Inc.Watch the full Youtube video here:https://youtu.be/U3NQCo3KvakTakeaways:Price is the worst reason to pick a 3PLGet your 3PL involved before you're ready to shipMulti-carrier shipping saves real money at scaleYour fulfillment data is a goldmine, start using itSlow returns processing loses you customersTrack speed, accuracy and chargebacks, everything else is noiseProactive beats reactive every single timeChapters:00:00 Introduction to River Plate and Logistics02:00 Choosing the Right 3PL: Common Mistakes06:25 Optimizing Shipping Costs and Customer Experience12:03 Creating High-Performing Fulfillment Operations14:37 Scaling Operations for Fast-Growing Brands17:41 The Role of 3PLs in Customer Retention20:09 Key Performance Indicators for Logistics22:12 Identifying Red Flags in 3PL Performance25:30 Future Trends in Logistics and E-commerce27:32 Target Customers for River Plate30:46 How to Connect with River Plate

April 29, 202628 min

205. Your Ads Are Failing And Here’s Why ft. Pamela Wagner

In this episode of Commerce Untold, Eitan Koter sits down with Pamela Wagner, Founder and CEO of Ajala Digital, a Google Partner agency that has helped thousands of businesses grow through paid advertising.They get into a real conversation about what is actually working in ads today and what is not.Pamela explains why many brands struggle when they try to scale too fast. Small changes in budget can make a big difference, and constant adjustments can hurt performance more than help it.They also talk about why ads alone are not enough anymore. People need to see a brand multiple times before they trust it. That could be through content, reviews, or videos across different platformsThe conversation also covers the difference between Google and Meta, how each one fits into the customer journey, and why understanding that matters.They touch on attribution as well. Sometimes the simplest way to understand what works is not another tool, but asking customers directly or even turning a channel off to see what happens.It is a straightforward conversation that helps make sense of what to fix first before spending more.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: Pamela Wagner, Founder/CEO at Ajala DigitalPamela Wagner’s LinkedIn | Ajala DigitalWatch the full Youtube video here:https://youtu.be/G5uqVPTLS7wTakeaways:Algorithm changes and AI impact on ad platformsStrategies for scaling paid campaigns effectivelyThe role of organic marketing in paid ad successChapters:00:00 Introduction to Agila Digital and Pamela Wagner01:21 The Evolution of Advertising Strategies03:28 Balancing Budget and Scaling in Advertising06:09 The Importance of Organic Growth07:44 Building Trust Through Multi-Platform Engagement09:29 Meta vs. Google: Understanding Platform Differences11:41 Navigating Policy Violations in Advertising15:18 Exploring New Advertising Channels18:49 The Role of YouTube in Marketing Strategies21:19 Attribution Challenges in Advertising23:52 Testing and Experimentation in Campaigns25:30 Pamela's Journey with Agila Digital28:04 Creative Strategies in Advertising29:06 Final Thoughts and Advice

April 17, 202630 min

204. Smarter Ads That Profit ft. Matt Raminick

Eitan Koter is joined by Matt Raminick, Founder and CEO of Sunnyside, to talk about what’s really going on behind performance marketing numbers.They start with a simple idea, strong ROAS doesn’t always mean a healthy business. Matt explains how brands often rely too much on platform data without connecting it back to real revenue and costs.The conversation moves into what to focus on instead, like profitability at the order level, total marketing efficiency, and how to think about acquiring new customers the right way.They also cover a common mistake, pushing too hard for growth without checking if the spend actually makes sense. Matt shares how brands can reset and build a more stable approach.Towards the end, they talk about how much creative is needed today, how fast things move on Meta, and why keeping things simple with tools and data still works best.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: Matt Raminick, Founder & CEO at SunnysideMatt Raminick’s LinkedIn | SunnysideWatch the full Youtube video here:https://youtu.be/wOb3OmkBm-cTakeaways:Performance marketing metrics that matterThe importance of diversification in marketing channelsBuilding sustainable and profitable brandsChapters:00:00 Introduction to Sunnyside and Its Unique Approach02:26 Understanding ROAS and Profitability Metrics05:15 The Importance of Customer Acquisition Costs07:49 Net Contribution Margins and Their Impact10:35 Transitioning from Brand to Agency13:33 Creative Strategies in Performance Marketing16:25 Balancing Growth and Profitability18:44 Diversification in Marketing Channels21:28 Tools and Technology for Performance Marketing24:15 Ideal Customer Profile for Sunnyside26:54 Creative Production and AI in Marketing28:35 Conclusion and Final Thoughts

April 10, 202630 min

203. Why Paid Ads Are Breaking Your Business ft. Adam Callinan

There’s a point where more revenue doesn’t mean more profit. And that’s where things start to break.In this episode, Eitan Koter is joined by Adam Callinan, founder of Pentane, to talk about how ecommerce brands can actually make money, not just grow.Adam explains why many businesses look successful on the surface but struggle behind the scenes. He breaks down how to think about costs, margins, and the real drivers of profit in a way that’s easy to follow.The conversation also covers how founders should approach different stages of growth. What to focus on early, how to think about hiring, and why keeping things simple for as long as possible can make a big difference.They also touch on paid media, what founders often get wrong, and how to tell if it’s truly working.It’s a practical look at building a business that works long term, not just one that looks good from the outside.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: Adam Callinan, Founder/CEO at PentaneAdam Callinan’s LinkedIn | PentaneWatch the full Youtube video here:https://youtu.be/hWTnZpio-_cTakeaways:Importance of contribution margin over revenueThe profit pyramid and financial structuringStages of business growth and cash flow managementThe role of AI and automation in operational efficiencyBuilding trust and onboarding clients in SaaS solutionsChapters:00:00 Introduction and Personal Values02:50 Balancing Curiosity and Leadership05:41 Understanding Revenue and Profitability08:31 The Profit Pyramid Explained11:29 Navigating Cash Flow Challenges14:18 The Importance of Staying Lean17:05 Paid Media Strategies for Founders19:58 Identifying Negative Trends in Business22:45 Efficiency and Technology in Operations25:44 Overview of Pentane and Its Offerings28:34 Building Trust and Customer Engagement30:25 Conclusion and Key Takeaways

April 3, 202629 min

202. Why TikTok Beats Instagram for Sales ft. Iñigo Rivero

Eitan Koter is joined by Iñigo Rivero, co-founder and managing director at House of Marketers, a global TikTok Marketing Agency.They talk about how the platform has shifted over time, from a place for visibility to something much closer to a sales channel. Iñigo explains why many brands still approach influencer marketing the wrong way, and what actually drives results.The discussion covers the role of authentic content, why engagement matters more than follower count, and how TikTok’s algorithm gives new brands a chance to get seen.They also break down how TikTok Shop is opening up new opportunities for both brands and creators, and how social commerce is becoming easier to track and scale.It’s a clear conversation on what brands should focus on if they want to make TikTok work for them.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: Iñigo Rivero, Co-Founder & Managing Director at House of MarketersIñigo Rivero’s LinkedIn | House of MarketersWatch the full Youtube video here:https://youtu.be/V_DA-VWIt8MTakeaways:Resilience is crucial for personal and business growth.Growth often comes from mistakes and tough feedback.TikTok's authenticity sets it apart from other platforms.Social commerce is the future of TikTok.The algorithm prioritizes engaging content over follower count.Brands can expand internationally through TikTok Shop.Forecasting is essential for scaling a business effectively.Health and beauty products perform well on TikTok.Understanding local markets is key for international brands.Influencer marketing requires a balance of creativity and strategy.Chapters:00:00 Introduction to Influencer Marketing and Resilience02:44 The Evolution of TikTok and Its Unique Appeal05:15 The Rise of Social Commerce on TikTok08:01 Influencer Marketing Strategies and TikTok Shop10:33 The Importance of Authenticity and Engagement13:16 SEO and Discovery on TikTok15:56 House of Marketers: Agency Insights and Growth18:53 Navigating International Markets with TikTok21:38 Challenges in Influencer Marketing and Agency Growth24:17 Building a High-Performing Team in a Remote Environment27:00 Conclusion and Future of Influencer Marketing

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