From Shelf to Screen: How CPG Brands Are Using Shopify to Strengthen Consumer Relationships
Jun 3, 2025 1:30 PM - 2:30 PM EDT
Shopify is a leading global eCommerce platform that empowers businesses of all sizes to create, customize, and manage online stores. Its comprehensive suite includes storefront design, payment processing, inventory management, and analytics tools, enabling seamless omnichannel selling across digital and physical channels. With robust APIs and a thriving app ecosystem, Shopify supports rapid growth and innovation for brands worldwide.
Barrel is a New York-based digital agency specializing in creating omnichannel commerce experiences for consumer packaged goods (CPG) brands. Established in 2006, the agency collaborates with clients to design, build, and optimize eCommerce platforms, with a strong emphasis on Shopify Plus development, email and SMS marketing, loyalty programs, and conversion rate optimization.
Senior Digital Strategist at BWG Connect
Tiffany Serbus-Gustaveson is a Digital Strategist at BWG Connect, a network and knowledge sharing group of thousands of brands who collectively grow their digital knowledge base and collaborate on partner selection. With over 13 years of experience in the digital space, she has built a strong reputation for driving growth, innovation, and customer engagement across a variety of online platforms. She is passionate about keeping up with the latest industry trends and emerging technologies by speaking with hundreds of brands a year thru the BWG Network.
CEO & Partner at Barrel
Lucas is the CEO and a Partner at Barrel, where he leads strategy, creative, and client partnerships for top DTC and CPG brands. With over a decade of experience in the Shopify ecosystem, Lucas is passionate about helping brands craft digital experiences that seamlessly balance storytelling, design, and performance. He writes regularly about leadership, creativity, and growth on his personal blog.
VP Digital Operations at McCormick
Andres Amezquita is the VP of Digital Operations at McCormick, where he leads the company’s global digital strategy, e-commerce, and digital innovation. With extensive experience in consumer goods, marketing, and technology, Andres focuses on driving growth through digital transformation, data-driven decision-making, and building connected consumer experiences.
Senior Lead Solutions Engineer at Shopify
Alex Beeson is a Senior Lead Solutions Engineer at Shopify, where he partners with enterprise merchants to architect scalable, innovative commerce solutions. With deep expertise in B2B commerce, EDI modernization, and operational strategy, Alex helps brands navigate complex digital transformations and unlock new growth opportunities. He is passionate about empowering businesses to deliver exceptional customer experiences through technology.
Senior Digital Strategist at BWG Connect
Tiffany Serbus-Gustaveson is a Digital Strategist at BWG Connect, a network and knowledge sharing group of thousands of brands who collectively grow their digital knowledge base and collaborate on partner selection. With over 13 years of experience in the digital space, she has built a strong reputation for driving growth, innovation, and customer engagement across a variety of online platforms. She is passionate about keeping up with the latest industry trends and emerging technologies by speaking with hundreds of brands a year thru the BWG Network.
CEO & Partner at Barrel
Lucas is the CEO and a Partner at Barrel, where he leads strategy, creative, and client partnerships for top DTC and CPG brands. With over a decade of experience in the Shopify ecosystem, Lucas is passionate about helping brands craft digital experiences that seamlessly balance storytelling, design, and performance. He writes regularly about leadership, creativity, and growth on his personal blog.
VP Digital Operations at McCormick
Andres Amezquita is the VP of Digital Operations at McCormick, where he leads the company’s global digital strategy, e-commerce, and digital innovation. With extensive experience in consumer goods, marketing, and technology, Andres focuses on driving growth through digital transformation, data-driven decision-making, and building connected consumer experiences.
Senior Lead Solutions Engineer at Shopify
Alex Beeson is a Senior Lead Solutions Engineer at Shopify, where he partners with enterprise merchants to architect scalable, innovative commerce solutions. With deep expertise in B2B commerce, EDI modernization, and operational strategy, Alex helps brands navigate complex digital transformations and unlock new growth opportunities. He is passionate about empowering businesses to deliver exceptional customer experiences through technology.
