Shift Click

Hosted by Fahad Sheikh @ Codup

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Latest episode

Aug 2025

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EN-US

About the show

Shift Click is a podcast about eCommerce tech, innovation, the people who are driving it, and their combined influence. Every month, we feature entrepreneurs and industry experts and take a deep dive into their journeys and share their insights and perspectives on trending eCommerce topics. Shift Click aims to separate hype from reality, especially in the commerce industry and shine a practical light on new and emerging technology.Shift Click is brought to you by Codup - a Software Development Firm that specializes in simplifying complexities in eCommerce through pragmatic engineering.

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15 recent

August 25, 202539 min

The Sales Enablement Series: Why Storytelling Still Rules B2B Sales

What does sales enablement really mean in 2025? It’s a question many B2B leaders are asking as buyer expectations shift and digital tools take center stage.In this episode of Shift Click: The Sales Enablement Series, Codup CEO Asim Bawany, VP of Marketing John Davis, and Product Head Fahad Sheikh sit down for a candid conversation on the future of sales enablement in B2B commerce.They unpack how manufacturers and distributors can leverage intent data, integrated platforms, and smarter processes to reduce friction and strengthen every buyer interaction. The discussion also dives into mindset shifts, cultural adoption, and why storytelling still sits at the heart of building trust.For business leaders navigating digital transformation—or anyone rethinking how their teams sell—this episode offers practical guidance and forward-looking insights you can put into action.Takeaways:Sales enablement has evolved to include various functions beyond just sales teams.Understanding customer intent is crucial for effective sales conversations.Data-driven insights can significantly enhance the sales process.Technology should be viewed as an augmentation tool, not a replacement for salespeople.Personalization in marketing and sales leads to better customer engagement.Storytelling is a vital component of the sales process.Companies must overcome reluctance to adopt digital technologies.Legacy systems can hinder the implementation of effective sales strategies.Defining ROI for digital transformation is essential for leadership buy-in.Sales enablement requires a mindset shift across the organization.Timestamps00:00Understanding Sales Enablement03:12The Evolution of Sales Enablement05:53Data-Driven Conversations08:58Intent and Personalization11:40Technology as an Augmentation Tool14:56The Role of Storytelling in Sales17:39Navigating Digital Transformation20:39Overcoming Fear of Technology24:37Understanding Digital Transformation in Manufacturing27:03Overcoming Legacy Systems and Technology Gaps29:00The Importance of Vision in Technology Adoption31:31Sales Enablement: Beyond Technology34:59Aligning Sales, Marketing, and Technology for Success38:25Introduction to the Series38:53Exploring Deeper InsightsFollow Speakers: Fahad Sheikh - ⁠https://www.linkedin.com/in/fahadsheikhfadi/⁠Asim Bawany - ⁠https://www.linkedin.com/in/asimbawany/⁠John Davis - ⁠https://www.linkedin.com/in/johnsdavis/⁠Shift Click powered by Codup:Website - ⁠https://codup.co/⁠Youtube - ⁠https://www.youtube.com/@codup2947⁠

December 27, 20241 hr 5 min

2025 E-Commerce Evolution: What Last Year Taught Us

In today’s episode, we dive into the hottest news of 2024 with Shopifreaks Founder, Paul Drecksler. From the explosive feud between WordPress and WP Engine shaking up the digital landscape to Shopify’s bold moves reshaping e-commerce strategy. We unpack PayPal’s latest play to outpace Stripe and BigCommerce doubling down on B2B growth and, Temu’s entry into the U.S. market. From leadership debates to market predictions, this conversation unpacks the challenges and opportunities shaping the digital commerce landscape. Key Themes: WordPress vs WP Engine feud and market implications Shopify’s strategy to dominate the e-commerce space PayPal’s partnership with Shopify against Stripe BigCommerce’s B2B and mid-market focus Temu’s rise and its impact on Amazon Resources: Learn more about Codup: ⁠https://codup.co LinkedIn: ⁠https://www.linkedin.com/company/codup⁠ Connect with Fahad: ⁠https://www.linkedin.com/in/fahadsheikhfadi/ Connect with Asim: ⁠https://www.linkedin.com/in/asimbawany/ Connect with Paul: ⁠https://www.linkedin.com/in/paul-drecksler/⁠

July 1, 20241 hr 16 min

Building Trust and Success in B2B E-Commerce with Jason Greenwood of Greenwood Consulting

What happens when B2B buyers start their supplier searches on Amazon and Google? Join us as eCommerce expert Jason Greenwood uncovers the critical importance of digital presence for B2B suppliers and shares strategies to quickly build trust and overcome technological barriers. With Codup CEO Asim Bawany providing technical expertise, we lay out a roadmap for successful digital transformation in the B2B sector, emphasizing empathy and understanding customer needs.Discover the power of LinkedIn...

May 6, 202454 min

Powering B2B eCommerce Success and Overcoming Challenges with Mark Brohan, President at Digital Commerce 360

In this episode, we talked into the intricate world of B2B eCommerce with Asim Bawany and Mark Brohan, uncovering a spectrum of insights and strategies essential for navigating this rapidly evolving world. From the fundamental shift in consumer grading within B2B e-commerce to the nuanced intricacies of marketing and trade shows across the US and UK, we explore the pulse of the industry with seasoned expertise.Joined by an industry expert Mark Brohan, we dissect the latest trends shaping B2B ...

February 15, 202444 min

Agile Strategies in B2B eCommerce with Lori McDonald, CEO of Brilliance Business Solutions

In this episode of our B2B e-commerce series, we're featuring Lori McDonald, a visionary who bridges the awe-inspiring realm of digital commerce. Lori's journey from the control rooms of NASA's Space Shuttle Program to the forefront of B2B e-commerce innovation exemplifies a remarkable blend of adaptability, curiosity, and expertise.With a foundation in computer electrical engineering from Purdue and hands-on experience as a flight controller at the NASA Johnson Space Center, Lori brings a un...

November 29, 20231 hr 1 min

Personalization in B2B eCommerce and How AI can Help with Jason Hein from Bloomreach

In this 10th episode of Shift Click, and the first episode of our B2B series, Maaz dives into an insightful discussion with Jason Hein, a passionate B2B Ecommerce Evangelist and the Principal B2B Visionary at Bloomreach. As they navigate through a series of engaging discussions, they shed light on how businesses are transforming through digital strategies, particularly focusing on product data management and the impact of personalization and segmentation in B2B commerce. The conversation take...

November 9, 202354 min

Exclusive Q&A Session about ECommerce SEO with Louis Smith

This episode is packed with expert insights from Louis Smith, who’s a prominent figure in the world of Ecommerce SEO. Louis answered a series of audience-sourced inquiries throughout the episode and offered his valuable perspectives on various topics: The influence of AI chatbots on how consumers search. The combined effects of SEO and AI on search behaviors. The interplay between SEO and discerning user search intentions. The role of content quality and AI in engaging use...

October 24, 202350 min

Building a Successful Food Brand and Taking it into 6000+ Supermarket Shelves in the UK with Jake and Nayns

In this episode, we're venturing outside our typical tech world to dive into a mouthwatering tale of innovation. While there might be an element of "food technology" involved—after all, creating a delicious supermarket-shelf pastry is an art—our focus today is not on the tech side. Instead, we explore how a deep-rooted family passion for food transformed into a retail brand that has unexpectedly swept the top supermarkets of the United Kingdom.Join us as Maaz unravel the inspiring journey of ...

September 18, 202346 min

Recommerce Market Outlook and Opportunities for Brands and Startups with Niall Murphy, CEO of EVRYTHING

Why Recommerce is the Future Friendly Ecommerce? Join us in this episode as Maaz engages in an absorbing conversation with Niall Murphy, the tech-savvy CEO of EVRYTHNG, who also moonlights as a trailblazing entrepreneur. Throughout the podcast, Niall delves into the burgeoning trend of recommerce, sustainable shopping practices for today's consumers, and his predictions for the recommerce market's trajectory in 2024. Additionally, Niall provides insights into how Levi's, the iconic denim bran...

August 23, 202345 min

Building Customer Communities for eCommerce Conversions with Mark Yeramian, CEO of Moast

In this episode, Maaz connects with Mark Yeramian, the CEO of Moast, as they talk about how communities are the life blood of the digital world. They navigate the depths of community-building, shedding light on the substantial impact it can have on what Mark describes as ‘last mile conversions.’Enabling human interaction in e-commerce sounds like the missing piece of the puzzle in making online shopping feel more “real.” Mark talks through strategies to gather first-hand feedback on products,...

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