JD Sass is the Co-founder and CEO of Axiom Return Solutions, a reverse logistics company that helps Amazon sellers and brands recover value from returns and improve post-purchase performance. He built the company after identifying inefficiencies in how returns are managed across marketplaces. JD leads a team that inspects, grades, and resells inventory while uncovering actionable data insights to reduce losses. He works with brands of all sizes to turn returns into revenue opportunities and improve decision-making across the supply chain.

Here’s a glimpse of what you’ll learn:

• [1:27] JD Sass introduces Axiom Return Solutions and how the business emerged organically from Amazon resale and prep operations
• [4:12] Why brands bake returns into the cost of goods and the hidden impact on profitability
• [5:56] How removal versus disposal fees changed on Amazon and what that means for sellers
• [7:49] JD explains reverse logistics: receiving, inspecting, grading, and reintegrating returned inventory
• [9:46] When brands choose disposal and how it affects product control, resale risks, and brand reputation
• [14:49] Determining when returns management becomes financially meaningful for a brand
• [20:19] Why JD emphasizes data — from fraud detection to product improvements and reducing returns

In this episode…

Returns are often treated as an unavoidable cost of doing business and are absorbed into margins without much scrutiny. Yet behind every return is a set of decisions, missed insights, and potential value left on the table. How can overlooked processes become a meaningful driver of profitability instead of a sunk cost?

As an expert in reverse logistics and returns management, JD Sass explains that brands can significantly improve profitability by rethinking how they handle returned inventory. Rather than defaulting to disposal, he highlights the importance of inspecting, grading, and reintegrating products back into sales channels whenever possible. Many items are actually new and recoverable, and leveraging return data can uncover product issues, reduce future return rates, and inform better operational decisions. JD also stresses the value of filing claims and maintaining visibility into inventory to prevent unnecessary losses.

In this episode of The Digital Deep Dive, Aaron Conant sits down with JD Sass, Co-founder and CEO of Axiom Return Solutions, to discuss how brands can turn returns into a profitability lever. JD breaks down why disposal costs more than brands realize, how to recover value from returned inventory, and what data reveals about return behavior. He also touches on claim recovery strategies and optimizing listings to reduce returns.

Resources mentioned in this episode:

• Aaron Conant on LinkedIn   
• BWG Connect  
• JD Sass on LinkedIn 
• Axiom Return Solutions 
• Amazon Seller Central

Quotable Moments:

• “We receive, inspect, grade, scan everything on inbound, reintegrate back to primary sales channels, resell on secondary channels.”
• “A customer return happens always before an item is ever purchased.”
• “Amazon can dispose or destroy, recycle, and resell your inventory.”
• “If you're removing that inventory and you're getting anything back on that and it didn't take you a lot of time, it's a win.”
• “There are opportunities for improvement across the supply chain or the lifecycle of the product.”

Action Steps:

1. Audit your current returns process: Most brands default to disposal without fully understanding the financial impact. Reviewing your workflow can uncover missed revenue and inefficiencies that directly affect profitability.
2. Implement a system to inspect and grade returned inventory: Many returned items are new or lightly used. Proper inspection allows you to recover value and reintegrate products back into primary sales channels.
3. Track and analyze return data consistently: Return data reveals patterns in product defects, listing issues, and customer behavior. Using this information helps reduce return rates and improve overall product performance.
4. File claims on damaged, missing, or fraudulent returns: A significant percentage of returns qualify for reimbursement but often go unclaimed. Capturing this value can meaningfully improve margins with relatively low effort.
5. Explore secondary channels for resale or liquidation: Not all returned inventory needs to be written off. Leveraging resale channels helps offset costs and turns what would be a loss into incremental revenue.

About BWG Connect...

BWG Connect provides executive strategy and networking sessions that help brands from any industry with their overall business planning and execution. We network and knowledge share together to better understand and adapt to the newest trends, strategies, and pain points shaping growth in the digital space. BWG Connect, in conjunction with BWG Strategy, has built an exclusive network of 125,000+ senior professionals and hosts over 2,000 virtual and in-person networking events on an annual basis.

In addition, we have had 1x1 conversations with over 5,000 brands and have a real-time pulse on what digital strategies are successful and why. This in-depth knowledge allows our team to operate on the cutting-edge and provide our clients with best-in-class guidance on how to win in the digital world. We have provided free consultations and strategy sessions for companies of all sizes, from start-ups to Fortune-100, to enable growth, resolve issues and make curated service provider introductions that can impact your digital footprint.

We have held to the philosophy of providing high-level insights and actionable knowledge with no sales pitches in order to provide to our network the ability to listen, learn and act to improve themselves as well as their organizations. Our ultimate goal is to be the resource out there to help digital executives find the research they need to excel in the modern marketplace.

If you are interested in getting involved with any of our current or past events, you can find them here. If you are looking for help & would like to set up some time to chat with our team, you can schedule a time or reach out directly to Aaron@bwgconnect.com or Tiffany@bwgconnect.com.

Powered by Rise25 Podcast Production Company

Wesley Wilson is the Head of the US and Canada for The Consumer Goods Forum (CGF), a CEO-led global organization advancing the future of retail and consumer goods. With a background in consumer goods investment and experience at Walmart and Mars, Wesley helps industry leaders collaborate on innovation, standards, intelligent commerce, adaptive value chains, and evolving consumer needs. He brings a global, multichannel perspective to conversations about data, AI, and the future of consumer goods. 

Justin Honaman is the Global Head of Worldwide Retail, Restaurants, and Consumer Goods Business Development at Amazon Web Services (AWS), a cloud platform helping companies build, scale, and modernize digital capabilities. Justin works with global retail and CPG leaders on supply chain, eCommerce, data, analytics, AI, digital engagement, and customer experience solutions. Recognized as the 2026 Top AI Thought-Leader by Rethink Retail, he brings practical insight into how brands can use generative and agentic AI while navigating data, governance, and talent challenges.

Here’s a glimpse of what you’ll learn:

• [1:00] Wesley Wilson discusses The Consumer Goods Forum’s (CGF) work advancing retail and consumer goods innovation
• [2:21] Justin Honaman’s role at Amazon Web Services (AWS) and his connection to The CGF
• [3:36] Why clean, standardized data still creates roadblocks for agentic AI adoption
• [6:42] How enterprise teams balance AI experimentation with IT, security, and governance concerns
• [11:52] The talent gap in AI, machine learning, and data platforms across major CPG brands
• [14:49] Data as the new currency for personalization, customer acquisition, and future AI tools
• [23:01] Wesley talks about aligning agentic tools with a brand’s value proposition and customer experience
• [33:37] What Justin envisions next for AI, from accessible app-building to consulting support and new talent needs

In this episode…

AI has quickly moved from experimentation to expectation, but many organizations are still working through the foundations that make it useful. Clean data, strong governance, and the right talent are becoming just as important as the tools themselves. As agentic AI becomes more practical, how can companies move fast without losing control?

The answer lies in building flexible data systems, empowering teams, and choosing AI investments that align with real business value. Wesley Wilson brings expertise in retail and consumer goods strategy, while Justin Honaman adds a technology and cloud perspective on how brands are applying generative and agentic AI today. Wesley emphasizes the need for common standards, data control, and a clear customer value proposition, while Justin points to cloud adoption, talent development, and secure agent management as signs that companies are moving from curiosity to execution. Together, they suggest that success will come from balancing speed with structure, experimentation with governance, and innovation with practical use cases.

In this episode of The Digital Deep Dive, Aaron Conant chats with Wesley Wilson, Head of the US and Canada for The Consumer Goods Forum, and Justin Honaman, Global Head of Worldwide Retail, Restaurants, and Consumer Goods Business Development at Amazon Web Services. They focus on agentic AI and the data challenges shaping retail and consumer goods. Wesley and Justin discuss data readiness, AI governance, talent gaps, and touch on personalization, search, and what comes next for AI adoption.

Resources mentioned in this episode:

• Aaron Conant on LinkedIn   
• BWG Connect  
• Wesley Wilson on LinkedIn 
• The Consumer Goods Forum (CGF) 
• Justin Honaman on LinkedIn
• Amazon Web Services (AWS)
• “Amazon’s next-gen AI assistant for shopping is now even smarter, more capable, and more helpful” on Amazon News

Quotable Moments:

• “The tech is moving faster than most companies can keep up with.”
• “There is no such thing as a five-year plan anymore.”
• “Personalization is an excellent example of where AI has really ramped up.”
• “I think the democratization of the toolkit is the thing.”
• “Everyone knows it's all about who you know, and that's far more important to business.” 

Action Steps:

1. Audit and organize your data foundations: Clean, connected, and well-governed data is essential for making generative and agentic AI useful. Without reliable data, even the most advanced tools can produce inaccurate results or deliver limited business value.
2. Create clear AI governance standards: Establishing guardrails around security, access, and tool usage helps teams experiment without creating unnecessary risk. This also prevents fragmented adoption across departments and keeps AI initiatives aligned with business priorities.
3. Invest in AI talent and upskilling: Teams need both technical skills and the ability to ask better questions, test tools, and connect AI capabilities to business outcomes. Upskilling employees helps organizations move faster without relying entirely on outside consultants.
4. Focus AI investments on customer value: Instead of chasing every new tool, companies should identify where AI can improve personalization, search, supply chain, or in-store experiences. A clear value proposition helps teams choose the right use cases and avoid scattered experimentation.
5. Build flexible systems for what comes next: AI tools, models, and agentic capabilities are evolving quickly, so companies need platforms and processes that can adapt. Avoiding lock-in and maintaining control over data gives organizations more room to pivot as the technology changes.

About BWG Connect...

BWG Connect provides executive strategy and networking sessions that help brands from any industry with their overall business planning and execution. We network and knowledge share together to better understand and adapt to the newest trends, strategies, and pain points shaping growth in the digital space. BWG Connect, in conjunction with BWG Strategy, has built an exclusive network of 125,000+ senior professionals and hosts over 2,000 virtual and in-person networking events on an annual basis.

In addition, we have had 1x1 conversations with over 5,000 brands and have a real-time pulse on what digital strategies are successful and why. This in-depth knowledge allows our team to operate on the cutting-edge and provide our clients with best-in-class guidance on how to win in the digital world. We have provided free consultations and strategy sessions for companies of all sizes, from start-ups to Fortune-100, to enable growth, resolve issues and make curated service provider introductions that can impact your digital footprint.

We have held to the philosophy of providing high-level insights and actionable knowledge with no sales pitches in order to provide to our network the ability to listen, learn and act to improve themselves as well as their organizations. Our ultimate goal is to be the resource out there to help digital executives find the research they need to excel in the modern marketplace.

If you are interested in getting involved with any of our current or past events, you can find them here. If you are looking for help & would like to set up some time to chat with our team, you can schedule a time or reach out directly to Aaron@bwgconnect.com or Tiffany@bwgconnect.com.

Powered by Rise25 Podcast Production Company

Gautam Kanumuru is the Co-founder and CEO of Yogi, a product sentiment analysis platform that enables brands to gain deeper visibility into customer feedback and the voice of the customer. With a background in AI and natural language processing, he played a crucial role in developing Microsoft products, including Cortana and Xbox. Before co-founding Yogi, Gautam was the Vice President of Engineering at Clarke.ai and a Program Manager at Microsoft.

Here’s a glimpse of what you’ll learn:

• [01:26] Gautam Kanumuru introduces Yogi and its role as a voice of the consumer platform for brands
• [04:10] How Amazon reviews functioned historically, with aggregated ratings masking weaker SKUs
• [06:28] Gautam breaks down why brands use ASIN grouping to support launches and offset underperforming products
• [08:33] Amazon’s shift to variation-level reviews and the sudden drop in visible ratings and counts
• [12:45] What Amazon’s shift means for shopper behavior, with clearer product-specific insights driving better decisions
• [17:28] How more precise review data leads to stronger sentiment analysis and SKU-level insights within Yogi
• [20:49] Gautam highlights the growing importance of product quality as AI reshapes the marketplace

In this episode…

Shifts in how customer feedback is displayed can reshape the way people shop online. Even small changes in review visibility can influence trust, perception, and purchasing decisions. As platforms prioritize accuracy and transparency, brands are left adjusting in real time. So what happens when the rules around reviews suddenly change?

Gautam Kanumuru, an expert in consumer feedback and product analytics, explains that recent updates are pushing brands toward greater accountability at the individual product level. He notes that separating reviews by variation gives shoppers a clearer picture but also exposes underperforming SKUs that were previously hidden. Gautam emphasizes the importance of closely monitoring product-level sentiment and using that data to inform decisions across marketing, product development, and eCommerce strategies. Brands that actively listen and respond to customer feedback will be better positioned to adapt and grow.

In this episode of The Digital Deep Dive, Aaron Conant sits down with Gautam Kanumuru, Co-founder and CEO of Yogi, to discuss how Amazon’s evolving review system is reshaping consumer behavior and brand strategy. Gautam explores the shift to variation-level reviews, the impact on shopper trust, and the growing need for accurate data. He also touches on AI-driven shopping tools and the increasing importance of product quality in a more transparent marketplace.

Resources mentioned in this episode:

• Aaron Conant on LinkedIn
• BWG Connect
• Gautam Kanumuru on LinkedIn
• Yogi

Quotable Moments:

• “So what we do is we help brands like Chomps, Olly, plenty of other brands essentially get an understanding of what customers are saying across all their touchpoints.”
• “Now, if there is enough variation between each ASIN, they will change the review count and average rating accordingly.”
• “And so now this is what makes it seem like you wake up one day and you're like, oh, I lost 200 reviews when in reality you didn't.”
• “The more accurate that that tagging can be, it makes a huge difference for what you can deduce downstream.”
• “I think…just making great products and experiences is just going to become more and more important.”

Action Steps:

1. Audit product reviews at the SKU level: Separating feedback by variation helps uncover hidden issues that aggregated ratings can mask. This ensures teams make decisions based on accurate, product-specific insights rather than blended averages.
2. Prioritize product quality over review manipulation: As platforms increase transparency, weak products are more easily exposed. Focusing on delivering a strong customer experience builds long-term trust and sustainable growth.
3. Leverage customer feedback across all channels: Pulling insights from reviews, surveys, and support data provides a more complete view of the customer. This enables smarter decisions across marketing, product development, and eCommerce strategies.
4. Adjust launch strategies for new products: Without shared reviews, new SKUs may start with little to no social proof. Planning for this shift helps brands set realistic expectations and invest appropriately in early traction.
5. Embrace AI-driven insights and tools: As AI shopping experiences grow, clean and structured data becomes more valuable. Using these tools effectively can improve conversion rates and help brands stay competitive in evolving marketplaces.

About BWG Connect...

BWG Connect provides executive strategy and networking sessions that help brands from any industry with their overall business planning and execution. We network and knowledge share together to better understand and adapt to the newest trends, strategies, and pain points shaping growth in the digital space. BWG Connect, in conjunction with BWG Strategy, has built an exclusive network of 125,000+ senior professionals and hosts over 2,000 virtual and in-person networking events on an annual basis.

In addition, we have had 1x1 conversations with over 5,000 brands and have a real-time pulse on what digital strategies are successful and why. This in-depth knowledge allows our team to operate on the cutting-edge and provide our clients with best-in-class guidance on how to win in the digital world. We have provided free consultations and strategy sessions for companies of all sizes, from start-ups to Fortune-100, to enable growth, resolve issues and make curated service provider introductions that can impact your digital footprint.

We have held to the philosophy of providing high-level insights and actionable knowledge with no sales pitches in order to provide to our network the ability to listen, learn and act to improve themselves as well as their organizations. Our ultimate goal is to be the resource out there to help digital executives find the research they need to excel in the modern marketplace.

If you are interested in getting involved with any of our current or past events, you can find them here. If you are looking for help & would like to set up some time to chat with our team, you can schedule a time or reach out directly to Aaron@bwgconnect.com or Tiffany@bwgconnect.com.

Powered by Rise25 Podcast Production Company

Here’s a glimpse of what you’ll learn:

• [1:33] Aaron Conant’s perspective on the rapid shifts redefining eCommerce and digital marketing 
• [6:05] How conversational AI and answer engines are reshaping search behavior
• [8:50] Why brands must rethink visibility as AI becomes the first point of discovery
• [12:40] What content looks like in an LLM-driven ecosystem beyond traditional web pages
• [15:54] How personalization is moving toward fully customized, real-time user experiences
• [20:58] Why Aaron says staying caught up is no longer realistic in tech-driven roles
• [26:49] Aaron’s framework for winning: continuous testing, learning, and R&D investment

In this episode…

Digital commerce is evolving at a pace that makes it difficult for even experienced professionals to keep up. New tools promise efficiency, but they often introduce more complexity and uncertainty. As expectations rise and technology shifts, businesses are being pushed to rethink how they operate, market, and grow. So how can companies adapt when the rules seem to change faster than they can respond?

Aaron Conant explains that the current environment is defined by rapid transformation, where AI, changing search behavior, and increasing demands on marketers are reshaping the landscape. As a digital commerce expert with deep experience advising brands, he highlights the importance of understanding emerging trends like conversational search and answer engines, while also emphasizing foundational elements such as clean data and strong content. Aaron suggests that companies focus on continuous testing, invest in learning, and avoid waiting for clarity before taking action. The key is building systems that allow for adaptability rather than chasing perfection.

In this episode of The Digital Deep Dive, Chad Franzen of Rise25 talks with Aaron Conant, Co-founder and Chief Digital Strategist at BWG Connect, about how AI is reshaping eCommerce and digital marketing strategy. Aaron shares insights on the rise of AEO and GEO, the growing role of personalization, and the challenges of AI adoption. He also explores content evolution, data readiness, and why constant testing and learning are critical for staying competitive.

Resources mentioned in this episode:

• Aaron Conant on LinkedIn   
• BWG Connect  
• Chad Franzen on LinkedIn 
• Rise25 

Quotable Moments:

• “You’re being asked to do more than you’ve ever done before with newer tools.”
• “People search completely different now, and it’s more conversational.”
• “Most brands that I’m interacting with are at what I would call like an efficiency AI stage.”
• “Everybody that goes to a website can get a personalized experience on almost every page.”
• “It’s changing faster than we can keep up with it.”

Action Steps:

1. Invest in understanding AI-driven search behavior: As conversational search replaces traditional keyword searches, brands must adapt how they appear in results. This ensures visibility in emerging channels where consumers are making decisions.
2. Prioritize clean and structured data: AI systems rely on high-quality data to generate accurate outputs and recommendations. Without it, even the best tools will fail to deliver meaningful results.
3. Build a culture of continuous testing and learning: Rapid experimentation allows teams to stay ahead in this constantly evolving landscape. It also helps uncover what works before competitors catch up.
4. Rethink content for both humans and machines: Content must now serve dual purposes — engaging users and feeding AI systems the right information. This improves discoverability and enhances overall performance across platforms.
5. Explore personalization at a deeper level: Leveraging AI to create tailored user experiences can significantly improve engagement and conversion. It positions brands to meet rising customer expectations for relevance and convenience.

About BWG Connect...

BWG Connect provides executive strategy and networking sessions that help brands from any industry with their overall business planning and execution. We network and knowledge share together to better understand and adapt to the newest trends, strategies, and pain points shaping growth in the digital space. BWG Connect, in conjunction with BWG Strategy, has built an exclusive network of 125,000+ senior professionals and hosts over 2,000 virtual and in-person networking events on an annual basis.

In addition, we have had 1x1 conversations with over 5,000 brands and have a real-time pulse on what digital strategies are successful and why. This in-depth knowledge allows our team to operate on the cutting-edge and provide our clients with best-in-class guidance on how to win in the digital world. We have provided free consultations and strategy sessions for companies of all sizes, from start-ups to Fortune-100, to enable growth, resolve issues and make curated service provider introductions that can impact your digital footprint.

We have held to the philosophy of providing high-level insights and actionable knowledge with no sales pitches in order to provide to our network the ability to listen, learn and act to improve themselves as well as their organizations. Our ultimate goal is to be the resource out there to help digital executives find the research they need to excel in the modern marketplace.

If you are interested in getting involved with any of our current or past events, you can find them here. If you are looking for help & would like to set up some time to chat with our team, you can schedule a time or reach out directly to Aaron@bwgconnect.com or Tiffany@bwgconnect.com.

Powered by Rise25 Podcast Production Company

 

Here’s a glimpse of what you’ll learn:

• [01:20] Jessyca Dewey explains The Y Collective’s role as a social-first agency for CPG brands
• [04:51] How retail buyers and investors evaluate brands based on their social media presence
• [06:33] Jessyca explains why follower growth is an outdated metric in today’s algorithm-driven platforms
• [07:45] The growing emphasis on shares, saves, and sends as clearer signals of audience intent and content impact
• [11:21] Breaking down the difference between organic and paid social — and what each should accomplish
• [14:56] Common disconnects between social media audiences and actual target consumers or distribution regions
• [24:51] Why Jessyca stresses aligning social KPIs with business goals while adapting to constantly evolving platform metrics

In this episode…

Most brands still measure social media success using metrics that are easy to track but not always meaningful. Follower counts, impressions, and ROAS often dominate reports, regardless of whether they reflect real business impact. So how should brands rethink their KPIs to align with actual growth?

As a social-first digital marketing expert working closely with CPG and retail-driven brands, Jessyca Dewey explains that the key is shifting away from vanity metrics toward signals of real engagement and intent. She highlights shares, saves, and watch time as stronger indicators of whether content is resonating and building brand recall, especially in retail environments where attribution is limited. Jessyca also stresses the importance of aligning social KPIs with business realities — like distribution geography and target audience — so efforts actually support sales outcomes. In her view, effective measurement is less about immediate conversion and more about building familiarity that influences purchase decisions over time.

In this episode of The Digital Deep Dive, Aaron Conant talks with Jessyca Dewey, Founder of The Y Collective, to discuss getting social media KPIs right. Jessyca covers why follower growth is outdated, how engagement signals like saves and shares drive impact, and how to align social strategy with retail goals. She also shares insights on organic versus paid social and evolving platform metrics.

Resources mentioned in this episode:

• Aaron Conant on LinkedIn   
• BWG Connect  
• Jessyca Dewey on LinkedIn 
• The Y Collective 

Quotable Moments:

• “The reach and the followers are no longer connected in a way that they used to be.”
• “We recommend that our brands focus on shares, saves, and sends because those are mechanisms.”
• “If the goal is brand awareness, which then eventually, not quickly, drives retail velocity.”
• “We firmly sit in the belief that social media, specifically organic social media, is not a sales channel.”
• “Start with what your business objectives are, and then look to translate those into what your social metrics may be.”

Action Steps:

1. Shift focus from follower growth to engagement signals: Prioritizing metrics like shares, saves, and watch time helps identify content that truly resonates with your audience. These signals indicate intent and memorability, which are more likely to influence purchasing behavior over time.
2. Align social media KPIs with business objectives: Ensuring your metrics reflect your actual goals — like regional distribution or target demographics — drives more meaningful outcomes. This alignment prevents wasted effort on audiences or activities that don’t impact revenue.
3. Differentiate between organic and paid social strategies: Treating these channels as distinct allows for clearer measurement and more effective execution. Organic builds brand affinity, while paid drives conversions and keeps audiences moving through the funnel.
4. Prioritize content that captures attention quickly: Focusing on the first few seconds of content increases the likelihood of higher watch time and algorithmic distribution. Strong hooks improve visibility and ensure your content reaches the right audience more frequently.
5. Reevaluate and adapt your metrics regularly: Social platforms evolve rapidly, and so should your KPIs. Staying current with new data points — like watch time — helps maintain relevance and optimize performance over time.

About BWG Connect...

BWG Connect provides executive strategy and networking sessions that help brands from any industry with their overall business planning and execution. We network and knowledge share together to better understand and adapt to the newest trends, strategies, and pain points shaping growth in the digital space. BWG Connect, in conjunction with BWG Strategy, has built an exclusive network of 125,000+ senior professionals and hosts over 2,000 virtual and in-person networking events on an annual basis.

In addition, we have had 1x1 conversations with over 5,000 brands and have a real-time pulse on what digital strategies are successful and why. This in-depth knowledge allows our team to operate on the cutting-edge and provide our clients with best-in-class guidance on how to win in the digital world. We have provided free consultations and strategy sessions for companies of all sizes, from start-ups to Fortune-100, to enable growth, resolve issues and make curated service provider introductions that can impact your digital footprint.

We have held to the philosophy of providing high-level insights and actionable knowledge with no sales pitches in order to provide to our network the ability to listen, learn and act to improve themselves as well as their organizations. Our ultimate goal is to be the resource out there to help digital executives find the research they need to excel in the modern marketplace.

If you are interested in getting involved with any of our current or past events, you can find them here. If you are looking for help & would like to set up some time to chat with our team, you can schedule a time or reach out directly to Aaron@bwgconnect.com or Tiffany@bwgconnect.com.

Powered by Rise25 Podcast Production Company

Here’s a glimpse of what you’ll learn:

• [1:41] Dan Brownsher shares his background and the evolution of Channel Key
• [3:12] The role of consumer trust and eCommerce adoption in omnichannel growth
• [7:01] How brands should approach omnichannel strategically
• [12:08] How Channel Key helps brands identify and prioritize commerce channels
• [17:10] What the Consumer Electronics Show revealed about agentic commerce and the future of digital transactions
• [19:18] How brand websites, trust, and AI agents fuel future buyer journeys
• [28:22] Dan’s top priorities for 2026: channel expansion, LLM indexing, and agentic commerce

In this episode…

As digital commerce scales across marketplaces and AI-driven experiences, brands aren’t deciding if they should sell online — they’re deciding which channels to prioritize, which products belong on each, and how to operate at scale. From Amazon and Walmart to TikTok Shop and emerging agent-led buying journeys, the number of viable paths to purchase is expanding fast. How can brands pursue growth without wasting margin, media spend, or internal resources?

According to national eCommerce thought leader Dan Brownsher, this shift is driven by consumer trust in digital commerce and expanding shopping habits across marketplaces. He advises brands to evaluate channels based on SKU-level profitability, fulfillment constraints, and measurable incrementality rather than solely omnichannel expansion. Dan also recommends narrowing assortment by channel, actively shifting media spend to where returns are provable, and using AI to accelerate analysis and execution — not replace judgment.

In this episode of The Digital Deep Dive, Aaron Conant chats with Dan Brownsher, Founder, Executive Chairman, and CSO at Channel Key, about the future of omnichannel commerce. Dan discusses why consumers are driving marketplace expansion, how brands should manage assortment and media across channels, and what agentic commerce and AI-powered discovery mean for search, trust, and buying behavior.

Resources mentioned in this episode:

• Aaron Conant on LinkedIn
• BWG Connect
• Dan Brownsher: Biography | LinkedIn
• Channel Key

Quotable Moments:

• “Ultimately, what that boils down to my brand is trust. People trust that they consume products on the internet.”
• “You don’t need to be on every channel. There’s still specific channels that work for brands.”
• “It’s not just a syndicate and push everything. That ain’t the way. That is not the way.”
• “Brands are built off of trust with the consumer, and is the trust layer going to be with the agents?”
• “It takes a long time to earn credibility and trust, but you can lose it really quickly.”

Action Steps:

1. Audit channel profitability at the SKU level: Understanding margin, fulfillment costs, and media efficiency by product prevents unprofitable omnichannel expansion. This ensures growth decisions are driven by economics, not assumptions or pressure to be everywhere.
2. Limit channel expansion to where customers already shop: Prioritizing marketplaces based on real customer behavior reduces wasted operational effort. This keeps teams focused on channels that can efficiently scale revenue.
3. Actively reallocate media spend across marketplaces: Shifting budgets based on incrementality and performance maximizes return on ad spend. It also prevents overspending on channels that no longer deliver profitable growth.
4. Use AI to increase speed, not replace strategy: Leveraging AI for analysis, forecasting, and content production improves efficiency while preserving human judgment. This allows teams to manage complexity without sacrificing strategic control.
5. Prepare for agent-driven product discovery now: Optimizing data, content, and indexing for LLMs positions brands for emerging buying behaviors. Early preparation reduces risk as search, trust, and transactions evolve beyond traditional marketplaces.

About BWG Connect...

BWG Connect provides executive strategy and networking sessions that help brands from any industry with their overall business planning and execution. We network and knowledge share together to better understand and adapt to the newest trends, strategies, and pain points shaping growth in the digital space. BWG Connect, in conjunction with BWG Strategy, has built an exclusive network of 125,000+ senior professionals and hosts over 2,000 virtual and in-person networking events on an annual basis.

In addition, we have had 1x1 conversations with over 5,000 brands and have a real-time pulse on what digital strategies are successful and why. This in-depth knowledge allows our team to operate on the cutting-edge and provide our clients with best-in-class guidance on how to win in the digital world. We have provided free consultations and strategy sessions for companies of all sizes, from start-ups to Fortune-100, to enable growth, resolve issues and make curated service provider introductions that can impact your digital footprint.

We have held to the philosophy of providing high-level insights and actionable knowledge with no sales pitches in order to provide to our network the ability to listen, learn and act to improve themselves as well as their organizations. Our ultimate goal is to be the resource out there to help digital executives find the research they need to excel in the modern marketplace.

If you are interested in getting involved with any of our current or past events, you can find them here. If you are looking for help & would like to set up some time to chat with our team, you can schedule a time or reach out directly to Aaron@bwgconnect.com or Tiffany@bwgconnect.com.

Here’s a glimpse of what you’ll learn:

• [1:22] Max Sinclair introduces Azoma’s mission in AI-driven brand recommendations
• [3:19] What is agentic commerce?
• [5:00] How AI health agents are changing consumer trust, personalization, and buying behavior
• [9:27] Steps brands should take to prepare for AI recommendations and agent-driven shopping
• [18:01] The importance of hands-on experimentation for AI learning
• [24:41] A future-looking view on world AI models and their potential impact on commerce and media

In this episode…

AI is no longer just influencing how people search; it’s starting to decide what they buy. As intelligent agents take on more decision-making, brands are facing a future where visibility depends less on ads and more on recommendations. How should businesses prepare for an environment where AI chooses on behalf of the consumer?

Max Sinclair notes that agentic commerce is already emerging, driven by AI systems that can analyze multiple data points and make personalized decisions for users. As an expert in AI-driven commerce and digital optimization, he emphasizes that brands must optimize for how AI understands, evaluates, and recommends products, not just how humans search. Max advises moving fast, aligning content across channels, and empowering teams to experiment rather than wait for certainty. The brands that act decisively now can leverage AI-driven recommendations effectively.

In this episode of The Digital Deep Dive, Aaron Conant chats with Max Sinclair, Founder and CEO of Azoma, about the rise of agentic commerce and its implications for brands. Max shares how AI agents influence purchasing decisions, what companies must do to stay visible in AI search, and why fast organizational adoption will define the winners in 2026.

Resources mentioned in this episode:

• Aaron Conant on LinkedIn
• BWG Connect  
• Max Sinclair on LinkedIn 
• Azoma 

Quotable Moments:

• “It's not truly agentic because it's not taking multiple independent steps.”
• “This adoption moves quicker than anyone thinks is even possible.”
• “What better way to learn than just to jump into it?”
• “Either you…want to be part of it, or you don't.”
• “I think we will move in 2026 beyond LM and the large language model.”

Action Steps:

1. Establish an AI readiness task force: Creating a cross-functional team with executive backing enables faster decision-making and experimentation as AI-driven commerce evolves. This prevents bottlenecks and ensures your brand adapts at the speed of AI adoption.
2. Optimize content for AI recommendations, not just search engines: AI agents evaluate context, credibility, and narrative consistency across channels. Aligning messaging across product listings, websites, and PR increases the likelihood of being recommended by AI systems.
3. Empower teams to experiment and learn by doing: Hands-on testing with AI tools builds real understanding faster than training alone. This approach helps teams stay current as AI capabilities and consumer behaviors shift rapidly.
4. Secure senior leadership buy-in early: Agentic commerce impacts revenue, marketing, and operations, making it a C-level priority. Leadership support ensures resources, authority, and urgency are aligned with the scale of the change.
5. Act before certainty arrives: Waiting for perfect clarity risks falling behind competitors already adapting. Early action allows brands to learn, iterate, and defend visibility before AI-driven buying behaviors become the default.

About BWG Connect...

BWG Connect provides executive strategy and networking sessions that help brands from any industry with their overall business planning and execution. We network and knowledge share together to better understand and adapt to the newest trends, strategies, and pain points shaping growth in the digital space. BWG Connect, in conjunction with BWG Strategy, has built an exclusive network of 125,000+ senior professionals and hosts over 2,000 virtual and in-person networking events on an annual basis.

In addition, we have had 1x1 conversations with over 5,000 brands and have a real-time pulse on what digital strategies are successful and why. This in-depth knowledge allows our team to operate on the cutting-edge and provide our clients with best-in-class guidance on how to win in the digital world. We have provided free consultations and strategy sessions for companies of all sizes, from start-ups to Fortune-100, to enable growth, resolve issues and make curated service provider introductions that can impact your digital footprint.

We have held to the philosophy of providing high-level insights and actionable knowledge with no sales pitches in order to provide to our network the ability to listen, learn and act to improve themselves as well as their organizations. Our ultimate goal is to be the resource out there to help digital executives find the research they need to excel in the modern marketplace.

If you are interested in getting involved with any of our current or past events, you can find them here. If you are looking for help & would like to set up some time to chat with our team, you can schedule a time or reach out directly to Aaron@bwgconnect.com or Tiffany@bwgconnect.com.

Here’s a glimpse of what you’ll learn:

• [2:11] Chris Perry breaks down the hype versus reality of AI 
• [6:00] How AI will eliminate, reshape, or hybridize roles rather than boost productivity
• [10:43] Step zero for AI adoption: experimenting with tools to build comfort and intuition
• [20:03] Navigating organizational restrictions, security concerns, and uncertainty around AI usage
• [26:10] The emerging workforce categories created by AI, including displaced, reskilled, fractional, and AI-native roles
• [33:49] How continuous learning, community conversations, and humility sustain relevance in AI-driven environments

In this episode…

AI has sparked excitement, fear, and confusion across the digital and commerce landscape. Leaders are pushing adoption, teams are unsure of how to respond, and individuals are left wondering what it implies for their careers. How can professionals prepare for an AI-driven future without being left behind?

Commerce and digital transformation leader Chris Perry notes that professionals can manage AI’s impact by taking ownership of their learning. He urges professionals to start by experimenting with AI tools, then applying them to eliminate tedious tasks and elevate strategic thinking. By asking intentional questions, understanding the tools required for the work, and reshaping your role, AI can enhance, rather than replace, your value. 

In this episode of The Digital Deep Dive, Aaron Conant talks with Chris Perry, Co-founder and Chief Learning Officer at firstmovr, about how AI is reshaping work and careers. Chris discusses the hype of AI, practical first steps for adoption, and how professionals can reskill to stay indispensable.

Resources mentioned in this episode:

• Aaron Conant on LinkedIn
• BWG Connect
• Chris Perry: LinkedIn | Email
• firstmovr: Website | Email
• Oskar Kaszubski: LinkedIn | Email
• What Color Is Your Parachute?: Your Guide to a Lifetime of Meaningful Work and Career Success by Richard N. Bolles 
• Good to Great: Why Some Companies Make the Leap...And Others Don't by Jim Collins

Quotable Moments:

• “There is a lot of hype around AI, but also less positive forecasting for what that means for work.”
• “AI plus human equals Super Mario. Mario plus mushroom equals fire Mario.”
• “One plus one can equal three. It’s not to totally remove all jobs.”
• “Don’t then go, ‘oh, the tool stinks.’ No, you stink because you don’t know how to use it.”
• “Be so good they can’t ignore you. Be indispensable because you’ve figured out how to add immense value.”

Action Steps:

1. Start using AI tools in low-risk, personal ways: Experimenting with AI outside of work builds comfort and confidence without fear of making mistakes. This hands-on familiarity makes it easier to apply AI effectively in professional settings later.
2. Learn how to ask better questions with AI: Strong prompts lead to better outputs, making AI far more useful for real work. Developing this skill helps you move beyond surface-level results and unlock meaningful productivity gains.
3. Identify and automate your most tedious tasks: Removing repetitive, low-value work frees up time for strategic thinking and higher-impact contributions. This shift makes your role more valuable and harder to replace.
4. Clarify which AI tools are approved at your organization. Understanding which tools you’re allowed to use reduces hesitation and inaction. Clear boundaries empower experimentation while minimizing risk.
5. Proactively evolve your role with AI in mind: Adapt your responsibilities before change is imposed, putting you in control of your career path. This approach helps ensure AI enhances your impact rather than diminishing it.

About BWG Connect...

BWG Connect provides executive strategy and networking sessions that help brands from any industry with their overall business planning and execution. We network and knowledge share together to better understand and adapt to the newest trends, strategies, and pain points shaping growth in the digital space. BWG Connect, in conjunction with BWG Strategy, has built an exclusive network of 125,000+ senior professionals and hosts over 2,000 virtual and in-person networking events on an annual basis.

In addition, we have had 1x1 conversations with over 5,000 brands and have a real-time pulse on what digital strategies are successful and why. This in-depth knowledge allows our team to operate on the cutting-edge and provide our clients with best-in-class guidance on how to win in the digital world. We have provided free consultations and strategy sessions for companies of all sizes, from start-ups to Fortune-100, to enable growth, resolve issues and make curated service provider introductions that can impact your digital footprint.

We have held to the philosophy of providing high-level insights and actionable knowledge with no sales pitches in order to provide to our network the ability to listen, learn and act to improve themselves as well as their organizations. Our ultimate goal is to be the resource out there to help digital executives find the research they need to excel in the modern marketplace.

If you are interested in getting involved with any of our current or past events, you can find them here. If you are looking for help & would like to set up some time to chat with our team, you can schedule a time or reach out directly to Aaron@bwgconnect.com or Tiffany@bwgconnect.com.

Here’s a glimpse of what you’ll learn:

• [1:43] Davinci Micro Fulfillment’s approach to placing inventory closer to customers through a distributed network
• [5:11] Fulfillment as a growth lever amid TikTok commerce, tariffs, and Amazon capacity limits
• [9:35] How fulfillment strategy impacts profitability, customer experience, data visibility, and marketing performance
• [13:10] Corey Apirian debunks the myth that faster delivery costs more and explains how proximity improves margins
• [18:59] How Amazon’s evolving fulfillment model favors precision, smaller facilities, and faster delivery windows
• [22:59] The importance of multi-marketplace visibility, real-time inventory control, and fast delivery

In this episode…

Fulfillment has become a competitive advantage in eCommerce. With TikTok accelerating demand, Amazon tightening constraints, and customer expectations shifting toward faster delivery, brands are being forced to rethink how products reach buyers. How can you build a fulfillment strategy that keeps pace without destroying margins?

According to omnichannel fulfillment authority Corey Apirian, brands should start leveraging fulfillment as a growth lever rather than a back-end cost center. This involves placing inventory closer to customers, matching delivery speed to buying behavior, and using data to align marketing and operations. Corey maintains that faster delivery doesn’t always mean higher costs and that intentional assortments, bundling, and carrier selection can improve conversion and profitability. Fulfillment works best when it’s designed as a coordinated system rather than a standalone function.

In this episode of The Digital Deep Dive, Aaron Conant talks with Corey Apirian, CEO of Davinci Micro Fulfillment, about how fulfillment strategy is reshaping eCommerce growth. Corey shares why inventory proximity drives conversion, how Amazon and TikTok are changing delivery expectations, and what brands must prioritize in 2026 to stay competitive across channels.

Resources mentioned in this episode:

• Aaron Conant on LinkedIn
• BWG Connect
• Corey Apirian on LinkedIn
• Davinci Micro Fulfillment 
• “Fulfilling Orders and Customer Demands With Corey Apirian” on The Digital Deep Dive
• “Increasing Conversion Through Optimized Delivery With Corey Apirian” on The Digital Deep Dive
• “Amazon Inventory and PO Update With Corey Apirian” on The Digital Deep Dive
• “The Current State of Amazon Fulfillment” with Corey Apirian on The Digital Deep Dive

Quotable Moments:

• “You don’t have to, like, pick one of three. You can have speed and precision and cost and quality.”
• “The whole key is to move inventory closer to the end customer, which is what everyone's trying to do right now.”
• “You have to fish where the fish are, right? So you can’t just sell the same item everywhere.”
• “It’s an orchestration of good planning and good technology and good systems and process and people.”
• “If you don’t have your inventory closer to that final destination, it’s hard to take advantage of that.”

Action Steps:

1. Place inventory closer to your customers: Shortening the distance between products and buyers improves delivery speed and reduces shipping costs. This directly boosts conversion rates while protecting margins as delivery expectations rise.
2. Design fulfillment strategies by channel, not by convenience: Different marketplaces demand different assortments, service levels, and delivery speeds. Aligning fulfillment with how customers actually buy on each platform increases relevance and profitability.
3. Use fulfillment data to inform marketing decisions: Delivery speed, availability, and inventory placement influence ad performance and conversion more than many brands realize. When operations and marketing work together, spend becomes more efficient and scalable.
4. Build density through intentional assortment and bundling: Higher order values and repeatable product mixes create the volume needed for better carrier rates. This density lowers per-unit fulfillment costs and unlocks faster delivery options.
5. Treat fulfillment as a strategic capability, not a back-end function: Planning, technology, people, and carriers must operate as a coordinated system. Brands that orchestrate fulfillment well gain flexibility, resilience, and a long-term competitive advantage.

About BWG Connect...

BWG Connect provides executive strategy and networking sessions that help brands from any industry with their overall business planning and execution. We network and knowledge share together to better understand and adapt to the newest trends, strategies, and pain points shaping growth in the digital space. BWG Connect, in conjunction with BWG Strategy, has built an exclusive network of 125,000+ senior professionals and hosts over 2,000 virtual and in-person networking events on an annual basis.

In addition, we have had 1x1 conversations with over 5,000 brands and have a real-time pulse on what digital strategies are successful and why. This in-depth knowledge allows our team to operate on the cutting-edge and provide our clients with best-in-class guidance on how to win in the digital world. We have provided free consultations and strategy sessions for companies of all sizes, from start-ups to Fortune-100, to enable growth, resolve issues and make curated service provider introductions that can impact your digital footprint.

We have held to the philosophy of providing high-level insights and actionable knowledge with no sales pitches in order to provide to our network the ability to listen, learn and act to improve themselves as well as their organizations. Our ultimate goal is to be the resource out there to help digital executives find the research they need to excel in the modern marketplace.

If you are interested in getting involved with any of our current or past events, you can find them here. If you are looking for help & would like to set up some time to chat with our team, you can schedule a time or reach out directly to Aaron@bwgconnect.com or Tiffany@bwgconnect.com.

Here’s a glimpse of what you’ll learn:

• [1:13] Danny Silverman explains his role at Market Performance Group and the fundamentals of eCommerce
• [3:55] Using traffic-and-conversion principles to explain AI, automation, and digital priorities to executive teams
• [7:55] The shift from keyword-based optimization to contextual content across PDPs and digital assets
• [10:35] Limitations of current AI tools and the importance of human oversight
• [12:47] How AI-driven search behaviors on ChatGPT, Google, and Amazon Rufus are reshaping shopper discovery
• [18:45] The impact of tariffs and guaranteed margin demands on 1P relationships and the shift to 3P
• [23:46] Inventory challenges during peak season and the rise of micro-fulfillment and SFP alternatives
• [28:47] Danny’s optimism for omnichannel integration and the influence of TikTok on eCommerce performance

In this episode…

Brands are overwhelmed by rapid shifts in AI, search behavior, and digital commerce expectations. With executives demanding clarity while teams face mounting complexity, how can companies cut through the noise and refocus on what drives growth?

Seasoned digital commerce expert Danny Silverman says that brands should return to eCommerce fundamentals: traffic and conversions. He urges them to streamline assortments, double down on high-quality contextual content, and use AI tools as enhancers — rather than replacements — for human judgment. This helps leaders translate emerging trends into practical actions that strengthen performance instead of complicating it.

In this episode of The Digital Deep Dive, Aaron Conant sits down with Danny Silverman, Executive Vice President of Digital Commerce at Market Performance Group, to discuss navigating AI-driven commerce. Danny explores contextual content’s rise, the need to focus on profitable hero items, and how shifting 1P and 3P dynamics impact brand strategy.

Resources mentioned in this episode:

• Aaron Conant on LinkedIn   
• BWG Connect  
• Danny Silverman: LinkedIn | Email 
• Market Performance Group 
• Silverstream Strategic Consulting 
• Corey Apirian on LinkedIn
• Davinci Micro Fulfillment

Quotable Moments:

• “The tools are awesome, the productivity tools are fantastic, but you have to have that human in the loop.”
• “If your content was in the keyword stuffing game, I think you were already behind the times.”
• “It comes back to the depth of content, I think, in categories where there's a lot of ASINS.”
• “There's a really increased importance on looking carefully at your assortment.”
• “That human in the loop is so critical to making sure that it's staying on task.”

Action Steps:

1. Refocus on your hero products: Concentrating spend and effort on top-performing SKUs strengthens profitability and improves algorithmic visibility. This focus ensures your resources have the greatest impact rather than being diluted across underperforming items.
2. Upgrade PDPs with contextual content: Shoppers now search in natural language, so pages must answer real questions rather than stuff keywords. This shift improves discovery across AI-driven search tools and strengthens conversion.
3. Use AI tools with human oversight: Automation accelerates workflows, but models drift and misunderstand brand nuances without guidance. Keeping a human in the loop maintains accuracy, protects brand voice, and prevents costly errors.
4. Align pricing strategy across sales channels: Amazon’s algorithms can suppress or match prices, affecting both 1P and 3P sellers. Managing omnichannel pricing prevents margin erosion and protects the buy box.
5. Plan inventory and fulfillment proactively: FBA constraints tighten during peak seasons, risking stockouts or blocked shipments. Strengthening backup fulfillment options ensures continuity, maintains Prime eligibility, and protects holiday revenue.

About BWG Connect...

BWG Connect provides executive strategy and networking sessions that help brands from any industry with their overall business planning and execution. We network and knowledge share together to better understand and adapt to the newest trends, strategies, and pain points shaping growth in the digital space. BWG Connect, in conjunction with BWG Strategy, has built an exclusive network of 125,000+ senior professionals and hosts over 2,000 virtual and in-person networking events on an annual basis.

In addition, we have had 1x1 conversations with over 5,000 brands and have a real-time pulse on what digital strategies are successful and why. This in-depth knowledge allows our team to operate on the cutting-edge and provide our clients with best-in-class guidance on how to win in the digital world. We have provided free consultations and strategy sessions for companies of all sizes, from start-ups to Fortune-100, to enable growth, resolve issues and make curated service provider introductions that can impact your digital footprint.

We have held to the philosophy of providing high-level insights and actionable knowledge with no sales pitches in order to provide to our network the ability to listen, learn and act to improve themselves as well as their organizations. Our ultimate goal is to be the resource out there to help digital executives find the research they need to excel in the modern marketplace.

If you are interested in getting involved with any of our current or past events, you can find them here. If you are looking for help & would like to set up some time to chat with our team, you can schedule a time or reach out directly to Aaron@bwgconnect.com or Tiffany@bwgconnect.com.