Generative AI has rewritten the rules of search. With platforms and models like ChatGPT, Perplexity, and Gemini competing to deliver synthesized answers, traditional SEO is no longer enough. Today, visibility is won and lost on the playing field of AI-powered search engines.

To understand this paradigm shift, I interviewed Jim Yu, CEO and Founder of BrightEdge, the content performance platform used by over 8,400 global brands. With a track record that includes leading teams at Salesforce and IBM, Jim explains how their platform helps companies navigate the new reality of GEO (Generative Engine Optimization) and why authority and trust are now more critical than ever

To transform organic search and content into a measurable, strategic advantage for enterprises

Throughout your professional journey, you’ve worked for major companies like IBM and Salesforce. What led you to create BrightEdge in 2007? How did the idea come about, and what challenges did you face while developing it?

Early in my career, I led product development at Mercator Software, which was later acquired by IBM. The platform I built went on to generate over $100 million in revenue and it taught me what it takes to design enterprise technology that truly scales.

When I joined Salesforce, I saw a different problem: companies were investing heavily in digital marketing, yet organic search — their main source of traffic — was a blind spot. Paid channels were trackable down to the dollar, but there was no way to connect SEO and content performance to real business outcomes.

That realization was the spark for BrightEdge. In 2007, we set out to change the game by building the first enterprise-grade SEO platform to give organizations the same level of visibility and accountability for organic search as other channels. Once we proved the impact SEO could deliver to the bottom line, leading brands quickly came on board. And that trust has fueled BrightEdge’s growth ever since.

BrightEdge is an all-in-one platform that has become essential for more than 20,000 digital marketing professionals from 8,400 brands worldwide. What are the keys to your success? What does your tool offer that others don’t?

BrightEdge was founded with a simple mission: to transform organic search and content into a measurable, strategic advantage for enterprises. As the industry has evolved, our vision has only grown in relevance, and what continues to differentiate us is the combination of scale, innovation, and measurable impact.

Eighteen years ago, we pioneered enterprise-grade SEO technology. A few years later, we began weaving AI into our platform, laying the groundwork for the innovations that followed. In 2015, we introduced DataMind, a deep learning engine that surfaced search trends, competitive threats, and market shifts in real time. In 2018, we accelerated this journey with an AI-First strategy, embedding AI natively across the platform and augmenting our capabilities with Generative AI.

Building on that foundation, we launched Copilot and Autopilot to help marketers move faster from insights to action and automate routine but critical tasks. In 2023, we extended this leadership into AI Search with the BrightEdge Generative Parser, which for the first time enabled marketers to detect patterns in these new experiences (beginning when Google was still calling them Search Generative Experiences). This gave marketers unmatched visibility into how engines like Google’s AI Overviews, ChatGPT, and Perplexity interpret and surface information.

Data Cube X delivers the most comprehensive generative research dataset for both traditional and AI Search, helping marketers track performance, monitor customer journeys, and spot trends over time. And with AI Catalyst, brands can see their full presence across AI search engines in one place, right down to how those engines frame a brand’s strengths and weaknesses, so strategies can be fine-tuned with confidence.

Equally important, all of this innovation is unified. Customers aren’t bouncing between disconnected tools or teams. By bringing everything together — from traditional SEO to AI search analytics and recommendations — we ensure insights turn into action that drives growth, efficiency, and stronger customer experiences.

That’s ultimately why so many of the world’s leading brands rely on BrightEdge: we don’t just help them keep up with search. We help them stay ahead of it.

You’ve developed AI-powered tools like Copilot and Autopilot. How do they help companies when addressing their SEO strategy?

When we introduced Copilot and Autopilot, the goal was simple: make SEO less complex and help marketers move from insight to action faster.

Copilot works like your expert advisor. It understands your unique situation then surfaces opportunities, flags issues, and delivers recommendations directly in the workflow, so teams know exactly what to act on. Autopilot takes it further by automating many of the routine but critical tasks, from technical fixes to optimizing content, so marketers can scale their efforts without adding headcount.

Together, these tools shift teams from chasing problems to driving performance. Instead of digging through data, marketers can focus on strategy, creativity, and growth, knowing that Copilot and Autopilot are handling the heavy lifting in the background.

The new reality of SEO determined by AI

Speaking of AI, this technology is revolutionizing the world of SEO. More and more people are turning to ChatGPT, Perplexity, or Gemini to search for information. How do you think generative AI is transforming user search habits? What implications does this have for traditional SEO strategies?

Generative AI is fundamentally reshaping search behavior. Instead of typing in keywords, then browsing links, then refining the search with more keywords and browsing links again, people now ask questions and expect immediate, synthesized answers, sometimes even next-step recommendations.

That’s a seismic shift for SEO. Ranking for keywords alone isn’t enough anymore. Now it’s about whether AI models understand, trust, and surface your brand in their responses. In other words, how is AI telling your story? Authority and credibility matter more than ever because AI engines are increasingly shaping the answers that drive decisions.

For marketers, this means expanding the playbook. Yes, you still need to optimize for Google, but you also need to understand how your brand is showing up across platforms like ChatGPT, Perplexity, and Gemini. At BrightEdge, that’s why we built AI Catalyst, to give marketers visibility into how they’re showing up in AI-driven environments and the tools to adapt.

The bottom line: SEO is no longer just about being “search-visible,” it’s also about being “AI-visible.” Brands that make that shift early will be the ones that win.

In response to this paradigm shift, Google didn’t fall behind and launched AI Overviews in May 2024 in the U.S. According to a recent study of yours, during the first year of AI Overviews, the CTR in Google search decreased by 30%, but impressions increased by 49%. Tell us about this new reality and how brands can adapt to avoid losing visibility.

The launch of Google AI Overviews changed the way people interact with search results. Our research shows that AI Search can handle most of the user’s research needs, without the need to click through to a site.

For brands, this means visibility can’t be measured by clicks alone anymore. You have to understand how your brand is showing up inside the AI-generated overview. This could mean whether you’re mentioned with or without a citation, how your brand is positioned against competitors, and even the sentiment of that mention.

The takeaway: SEO isn’t disappearing, but the definition of success is evolving. It’s no longer just about ranking on page one, it’s also about ensuring AI engines surface your brand in ways that drive measurable outcomes.

There has been much discussion about the effects of generative AI search engines on news websites and blogs. But how do they affect the eCommerce world? How can online stores turn this technology to their advantage?

We’re seeing a big shift in how people shop online. Instead of starting with a keyword on Google, consumers are asking AI Search Engines for specific product recommendations: “What’s the best moisturizer under $50 for someone with sensitive skin?” or “What are the best running shoes for a 30-year-old male looking to run his first marathon?” The traditional shopping journey is being shortcut by AI agents surfacing specific products and brands directly in the answer.

That creates both challenges and opportunities. On the one hand, shoppers may never reach a brand’s site if the AI provides enough information upfront. On the other, brands that optimize can gain visibility at the exact decision-making moment.

To win in this new landscape, retailers need to expand their approach. It’s no longer just about ranking on Google. Brands must ensure their product data, such as descriptions and reviews, is accessible and easy for AI systems to process. Real-time accuracy is critical, because AI often collects website information instantly in response to searches. If they can’t easily understand or surface your product, they’ll skip it.

Trust signals also matter more than ever. Reviews, ratings, and credible brand storytelling influence whether AI engines choose your product over a competitor’s. It’s harder to measure exactly where traffic comes from, but we know that presence in AI answers is already driving stronger brand recognition and more direct engagement.

What role does the concept of GEO (Generative Engine Optimization) play in this new era of content? How should content creation be rethought to be effective in AI-powered engines?

GEO starts with SEO. Traditional search still drives the majority of traffic, so a strong SEO foundation remains the bedrock for any content strategy. At the same time, large language models rely on traditional search indexes to discover websites, whether their own or from third parties. For example, ChatGPT draws from Bing, Claude from Brave, and Google AI Mode from Google.

From there, it becomes about optimizing for the nuances of AI engines, each of which ingests, interprets, and surfaces information differently. That means aligning content with the signals that matter most for discovery in AI contexts — things like authority, schema, entity alignment, and authenticity.

What we do is help marketers optimize once, rank everywhere with a data-driven approach that is focused on actions that drive business results.

In a context where content can be generated at scale by AI, how can brands maintain relevance, differentiation, and authority without falling into overproduction?

AI makes it easy to generate more content, but more isn’t always better. Flooding the web with generic content risks diluting your brand and eroding trust. The brands that stand out will be the ones that focus on quality, not quantity.

That starts with expertise. AI-powered search engines increasingly prioritize trusted, credible sources. Brands that invest in original insights, thought leadership, and well-structured content will continue to surface more often than those chasing volume.

Second, differentiation comes from brand voice and perspective. AI can generate summaries, but it can’t replicate the authenticity of a brand’s story. That human layer matters more than ever.

Finally, staying relevant means being intentional. Brands should use AI to enhance productivity by automating routine tasks, but ultimately applying human creativity to ensure the final product adds real value. That balance prevents overproduction and keeps content impactful.

AI may change how content is produced, but the fundamentals of building authority and trust haven’t changed. If anything, they’ve become more important.

How is BrightEdge responding to all these changes? What innovations have you developed or what approach have you recently adopted to help your clients stay competitive in this new environment?

BrightEdge has always been ahead of shifts in search, and with AI, that commitment is stronger than ever. We’ve built tools to give marketers confidence and control in a search environment that’s evolving fast.

One of our most important innovations is AI Catalyst, the industry’s first solution that shows brands how they appear across generative platforms. It answers the question every marketer is asking right now: “How is my brand being seen in the AI ecosystem?”

We’ve also evolved from being a pure SEO platform into a full AI-driven content performance platform. That means combining traditional SEO signals with real-time AI insights, automating workflows, and surfacing recommendations so marketers can act fast. Tools like Copilot and Autopilot reduce the manual work and let teams focus on strategy and creativity.

Ultimately, our approach is simple: enable brands to optimize once and succeed everywhere. Whether that’s in Google, in an AI overview, or inside an autonomous agent’s recommendations. We see ourselves not just as a technology provider, but as a partner helping enterprises navigate the AI-first era of discovery.

A trip down memory lane and advice for the new SEO generation

Let’s take a trip down memory lane: what advice would you give to Jim Yu from 10 years ago?

If I could go back 10 years, I’d remind myself to always stay anchored in the fundamentals, even when the hype cycles around technology feel overwhelming. The biggest shifts, from mobile to AI, don’t erase the need for clarity on customer value, data-driven decisions, and building resilient teams.

I’d also tell myself to double down on experimentation sooner. We learned over time that testing new ideas quickly, at scale, is the best way to separate signal from noise.

And maybe most importantly: be patient, but bold. The landscape changes faster than you think, but impact takes longer than you want. The real advantage comes from balancing those two truths.

Finally, what would you say to an SEO professional just starting their career in such a turbulent time?

I’d actually call this one of the most exciting times to be starting a career in SEO. The fundamentals haven’t changed, but the canvas you get to work on is so much bigger now. AI-powered search, generative engines, and new discovery models reshape the field almost daily.

My advice: lean into the change, stay curious, and ground yourself in data. The people who thrive will be the ones who can adapt, experiment, and connect the dots between classic SEO discipline and the new rules of AI-driven discovery.

It’s not turbulence — it’s opportunity. And the skills you build now will put you at the center of how brands grow for the next decade.

The post Jim Yu (BrightEdge): “AI engines are increasingly shaping the answers that drive decisions” appeared first on Marketing4eCommerce English.

Digital commerce is currently experiencing one of the most transformative stages in its history. The rapid evolution of technologies and the growing demand for more integrated, flexible, and scalable solutions are forging a new path for businesses of all sizes. In this context, Commerce, the new brand that brings together BigCommerce, Feedonomics, and MakeSwift, emerges as an innovative response that promises to redefine the way brands operate and grow within the digital landscape.

To delve deeper into this change and to understand how artificial intelligence and the integration of solutions are reshaping eCommerce, we spoke with Gonzalo de Caralt, Channel Lead Iberia at Commerce. In this interview, he explains how this new proposal seeks to provide greater flexibility, personalization, and adaptability, enabling businesses to stay at the forefront in an environment of constant evolution.

What exactly is Commerce and what does it encompass?

Commerce is the new brand that serves as an umbrella for three leading solutions in their respective fields: BigCommerce, our eCommerce platform; Feedonomics, specialized in feed management and product catalog optimization; and MakeSwift, a powerful no-code visual editor.

In this way, we offer the market a unified proposal under a single brand, without losing the strength and recognition of each individual company.

Why did it make sense to launch a new brand above the existing ones?

Digital commerce is evolving at a tremendous speed. Today, brands need much more than just an online store: they require an integrated ecosystem that connects catalogs, marketplaces, web experiences, personalization, scalability and, increasingly, artificial intelligence.

With Commerce, we have not only unified the proposal under one umbrella, but we have also evolved our approach. We are committed to a shared vision where AI plays a leading role, helping to automate processes, optimize resources, and deliver more intelligent and personalized experiences. In short, Commerce represents a new, more unified stage, more connected and more future-oriented for commerce.

The brand claim is “business your way.” What does this mean?

It perfectly summarizes our purpose: to give every business the freedom to grow as it wishes. We do not believe in closed models or in tying clients to rigid technologies.

Our solutions are adaptable by design, intended for every company, from a startup to a large corporation, to build the commerce ecosystem that best suits its needs, with complete control over its store, its data, and its strategy.

How is digital commerce changing at this time?

Digital commerce is undergoing a profound transformation, driven by the convergence of several key factors. On the one hand, omnichannel is no longer optional, but a requirement: clients shop wherever they choose, whether on the web, in a marketplace, on social networks, or in immersive environments, and they expect a seamless and consistent experience across all those touchpoints.

At the same time, companies need solutions that scale with them, do not hinder their innovation, and allow them to quickly adapt to new environments.

And, above all, we are witnessing the emergence of artificial intelligence as a central element in this evolution. AI does not only automate processes and improve operational efficiency; it also opens the door to new forms of commercial interaction. We are speaking of commerce that is increasingly intelligent and guided by AI agents, capable of analyzing data, making decisions, and facilitating operations in real time, revolutionizing the relationship between brands and clients.

What role does AI play in the vision for Commerce?

A central role. We are investing to ensure that AI is present throughout the entire cycle: from the creation and optimization of catalogs to the personalization of the experience in the online store.

The goal is for AI to enhance the creativity, efficiency, and adaptability of brands, not to replace them. Furthermore, we believe that AI will mark the arrival of a new commerce model guided by agents, where different systems interact and negotiate amongst themselves to simplify clients’ lives and improve the purchasing experience.

How important will B2B be in this new scenario?

Immense. B2B commerce is undergoing a phase of accelerated transformation. Corporate buyers expect the same seamlessness that they experience as consumers: personalized catalogs, self-service options, multiple payment methods, real-time integrations…

With Commerce, we aim to help B2B companies redesign their purchasing experience and stand out in increasingly competitive markets. Here as well, AI will play a key role in optimizing complex processes and making them more agile.

How do you foresee the future of digital commerce in the medium term?

I see it as an ever more open, intelligent, and flexible commerce landscape. Businesses will not wish to depend on a single provider, but rather to combine the best elements at every stage.

Commerce is here to be that reference framework: a brand that integrates leading solutions and, at the same time, connects with the rest of the technological ecosystem. Ultimately, we believe the future of commerce will be intelligent, adaptable, and agent-driven, and Commerce is prepared to lead that transition.

What does this launch mean for the Iberian market?

For Spain and Portugal, it is excellent news. Our partners and clients will have a clearer and more unified message, with greater resources and more capacity for innovation.

It also allows us to instill confidence that we are not referring solely to an eCommerce platform, but rather to a comprehensive vision of the future of digital commerce, where proximity, experience, and a client-focused approach are pivotal.

If you would like to learn more about this new phase and discover how Commerce can help you build the commerce ecosystem your business needs, please visit the Commerce website.

The post Gonzalo de Caralt (Commerce): “We are taking eCommerce to a new stage, more cohesive and connected.” appeared first on Marketing4eCommerce English.

In recent years, the role of CRMs in marketing and sales strategies has changed radically. It’s no longer just about storing contacts or scheduling emails, but about building automated, personalized, and increasingly intelligent experiences. Tools that once were only used by large companies are now accessible to any SME, and the boundary between CRM, automation, and artificial intelligence is becoming increasingly blurred.

In this context, there are companies that do not just follow trends, but create them. This is the case of Clientify, a Spanish platform that has been ahead of the curve in key areas such as the integration of WhatsApp in commercial processes. We chatted with Francisco López, CEO of Clientify, to understand how they have managed to innovate in a market dominated by giants… and what we can learn from their experience.

Interview with Francisco López, CEO of Clientify

Tell us briefly what Clientify is for those who don’t know the tool

At Clientify, we help small businesses become large companies, and with that idea in mind, we have developed something that we like to call “a Swiss army knife,” all-in-one, with all the tools that from a communication, marketing, and sales perspective small and medium businesses need to optimize their processes. Basically, making it go further by covering the entire sales funnel: from lead generation to closing and later customer retention and loyalty.

Clientify was one of the first CRMs to integrate WhatsApp when no one was talking about it. What led you to bet on this channel so early?

We believe we were the first to do it. The decision came from constant feedback from our users, we talk to them all the time. We detected a significant disconnection between the channel many of them were already using to communicate with their clients —WhatsApp— and their management tools. WhatsApp did not allow team collaboration (multi-agent) nor did it store information in the CRM, leaving everything on the seller’s personal phone. That’s why we decided to integrate it, and we also complemented it with features like bots and scheduled messages. Now we’ve added new features and even we’re surprised by the results.

How did the market react when you launched this integration? Did you feel alone at that time or did you see it as a matter of time before others followed?

The market reacted brutally, the growth we’ve had thanks to interaction with WhatsApp has allowed us to be where we are today. Obviously, at first, working with the WhatsApp API (META) was very complicated both technologically and in terms of compliance afterwards, because not everyone was granted access to the API. So yes, we felt alone, but when it became easier technologically and access opened up, we saw how many others followed our path. Now, not everyone, very few of us are META Business Partners. This is something we’ve earned through hard work. 

How does this integration affect the day-to-day of the sales team? What real improvements have you detected in the processes?

Thanks to the WhatsApp integration, the sales teams are much more coordinated, as the information is no longer isolated on the salespeople’s phones. From management, there’s a more effective tracking and they get key metrics like response times. In marketing, we’ve observed open rates in WhatsApp campaigns over 80%, compared to the typical 20% of email. We could say we offer a ‘supercharged’ WhatsApp that improves processes and supervises the activity of the commercial team.

How would you define a well-planned sales funnel in Clientify? What mistakes are usually made when designing it?

One of the most common mistakes is not including WhatsApp in the sales process. There’s a tendency to overuse email, but we live in a world of immediacy. Customers look for quick answers, something that is difficult to achieve via email. WhatsApp allows for that instant interaction, and Clientify facilitates its integration into the funnel.

In a market with so many CRM solutions, what criteria do you think a company should follow when choosing the right tool?

Every CRM is focused on a specific niche. The key is to choose a tool that fits your type of business. For small and medium businesses, Clientify is a solid alternative due to its comprehensive and accessible approach. Also, it’s in Spanish, it delivers what it promises, and has no hidden charges like much of our competition.

You are now working on including new functionalities in Clientify. Can you tell us how this new functionality will work?

We are designing several automated agents that interact automatically via WhatsApp. One answers questions based on a knowledge base, another qualifies leads, another one works to reach goals (like closing sales), and we also have an agent that schedules meetings automatically using natural language. We’ve released some test bots for our clients and followers to try out real conversations, and the reactions have been incredible. The response time is incomparable to that of a human operator, and once the prompt is properly crafted and content is provided, it’s capable of having conversations that lead to a pre-configured goal autonomously.

What tasks will the automation in WhatsApp solve? Are we talking about automating messages, understanding context, making decisions…?

Yes, all of them. Automation will be able to automate messages, understand context, make decisions, sign documents digitally, and generate quotes. The possibilities are vast.

How has the development process of this functionality been? Did you create it 100% in-house?

Yes, the development has been entirely in-house, although supported by various technologies. We are agnostic about language models and use different LLMs depending on the performance they offer for each specific function.

What real use can SMEs make of automation in WhatsApp right now, without the need for large technical resources?

They can have a virtual assistant operational on their website in a matter of minutes, available 24/7, that responds with discretion, maintains a fluid conversation, and provides support. With Clientify, in just 15 minutes this bot can be up and running without large technical knowledge or programming. We design our products to be very easy to use.

What role does the feedback from your own users play in the development of the tool?

It’s essential. We’ve spent over a decade building the platform, and the new version we launched is the result of years of listening to our users and continuously improving.

What role do you think WhatsApp will play in marketing and sales strategies over the next three years?

It will play a central role. If a company doesn’t include WhatsApp in its marketing and sales strategy, it will be left behind. The arrival of the API for calls will expand the possibilities even more, allowing even phone communications directly from the CRM. That’s right, from the same CRM you’ll be able to use the WhatsApp call as another communication channel. WhatsApp is set to become the technology that brings together more communication services, and we will integrate all of them into the CRM to turn them into perfect sales tools.

If you had to give advice to a company that hasn’t integrated WhatsApp into its CRM yet, where should they start?

My advice is to start with Clientify. Our onboarding team prepares everything so that, on the same day, they can send and receive messages with their customers. It’s not just about using the channel, it’s about putting it to work with the company’s commercial intelligence. When a user sees and feels how it helps their teams and business, they have their WOW moment and become a customer.

What can you tell us about the new version of Clientify that you will launch in a month?

The new version is the result of 10 years of work and learning. It’s not just an update; it’s a complete transformation based on the accumulated knowledge of our users. We believe it will be a game-changer in the sector, and Clientify will consolidate as a reference tool in the CRM world. AI permeates the entire platform as support, agent, and facilitator, and there is a full suite of new products we are launching: Digital signature, AI-supported commercial proposals, meeting preparation, contact and company enrichment… We’ve already had an intense year developing this new version, and we keep surprising ourselves every day with the results.

What other technological trends are you closely watching from Clientify?

In addition to the internal and customer-facing application of artificial intelligence, and being a communication, marketing, and sales tool, we are closely following everything related to compliance, privacy, and security. Everything related to tracking and following everything that happens in the interaction of a user with our client’s systems. Until now, tracking a website is relatively simple with pixel tracking, but the WhatsApp environment is a different world. So, the ability to track a lead to a customer when they leave WhatsApp is challenging. We are making an effort in R&D and investing in developing technology to enable complete attribution, not just of the website as we did before, but full attribution.

The post Francisco López (Clientify): “If a company doesn’t include WhatsApp in its sales strategy, it will fall behind” appeared first on Marketing4eCommerce English.

Profitability has become the major challenge of modern eCommerce. What was once a sector driven by growth at all costs now faces a new reality: profitability is the true challenge. With increasing acquisition costs, the need to optimize margins, and ever-growing competition, brands must rethink their strategies to not only sell more but to do so sustainably. But how can this be achieved? Which key metrics truly matter? How can business balance growth with healthy profitability?

To answer these questions, we spoke with Thomas Gleeson, CFO and co-founder of StoreHero. With over two decades of experience in retail DTC (Direct-to-Consumer) and a crucial role as Merchant Success Manager at Shopify, Thomas has been at the forefront of the digital transformation of online commerce. Now, through StoreHero, he is helping brands enhance their financial strategy in an increasingly challenging landscape. In this interview, he shares his insights on how eCommerce can optimize profitability, avoid common mistakes, and prepare for the future of the sector.

Interview with Thomas Gleeson, CFO and Co-founder of StoreHero

For those who are not familiar with StoreHero, how would you describe its value proposition in a few words?

StoreHero is the AI Profit and Forecasting platform for eCommerce brands. At StoreHero we centralise eCommerce, marketing & finance operations to help brands focus on their profitability.

From your experience at Shopify to the founding of StoreHero, what lessons have most influenced your journey in the world of eCommerce?

At Shopify, I worked closely with brands between 5-150m of annual revenue, this was an incredible opportunity for me. Whilst this was great, there was always so much of the picture I was missing – costs, profits and so much more.

I perceived that lack of a combined system to holistically view your data as a blindspot and that is what we’ve built at StoreHero.

What motivated you to co-found StoreHero? How did the idea come about?

The StoreHero journey was almost 20 years in the making. I grew up in Ireland with a family DTC business. From a young age we learned about the pains of broken checkouts, learned about bounce rates and PPC!

Our family business was primarily built through SEO, but in 2014 I began to run some paid advertising for my parents business! My father is an accountant, was frustrated that I was now paying for sales the SEO used to bring us for free. I used to counter to him that the ROAS was really strong, but accountants don’t understand ROAS, and so he was really reluctant to give me more money to spend.

I began to build out all of these spreadsheets each week, combining the eCommerce, marketing and finances of our business to show him that I was generating more profit, not just sales for the business. It was only when I started doing this, I realised that he was right – ROAS was not the full picture.

During this time I started a number of brands and spent 3.5 years working at Shopify. The motivation to work at Shopify for me was to be able to immerse myself in the Shopify ecosystem to learn from the best to then leave and establish my own DTC business. I worked as a Senior Merchant Success Manager, helping founders of some pretty big businesses with everything from Shopify roadmap, ecommerce & marketing strategy – honestly it was my dream role.

I began showing the spreadsheet I had built for my parents business to some of these founders, and it turns out the disconnect between marketing and finance was not confined to the kitchen table of our house.

I left Shopify to co-found StoreHero with Karl O’Brien in December of 2022 and it’s been a wild ride ever since!

In a sector as dynamic as eCommerce, what do you think defines a truly profitable business today?

Great Question! Honestly, it’s really a binary answer here. Do your unit economics support the business that you’re running? Ecommerce has morphed from a largely marketing based play, to a numbers game wrapped in a finance cloak – the best businesses understand this and it’s why they’re thriving.

The fascination and focus of ROAS has unfortunately bred some poor habits into the industry. Marketing is now the heaviest line of the entire P+L, yet many people in charge of these budgets can speak fluidly on attribution models but fail to understand the financial implications of the overarching business strategy – that will be the biggest shift coming for the industry.

Many eCommerce prioritize growth over profitability. Where do you think the balance between these two factors lies?

Cash! It really depends on the cashflow that your business is generating, if you’ve got a lot of funding, or deep pockets starting out – taking market share is going to be priority number one. In this instance, profitability plays second fiddle and is less important.

While these companies often get all the headlines, they represent less than 1% of the DTC market. Trying to emulate the strategies or business model that these businesses run can lead you astray if you’re trying to grow a profitable business.

What are the most common mistakes brands make when trying to improve their profitability?

A decent ecommerce business does anywhere from 8-15% net profit. It’s a relatively thin margin operation. However, the vast majority of DTC brands today are still laser focused on revenue and ROAS, neither of which take into account the cost of doing business.

If your primary goal is to build a profitable business, we need to understand how we make sure we’re tracking this daily, and it needs to be explicitly understood by your team . Lets say we’re going for a €100,000 this month in revenue, we’ve got 4 days to go until the end of the month but we’ve got 25% of the revenue to do. What happens? If everyone is solely responsible for hitting the revenue target, we could be in a position where we introduce sitewide discounts combined with heavily increased ad spend – you’ll hit your revenue milestone, but you may have lost a lot of margin and profitability.

In summary, having everyone aligned on goals other than revenue and ROAS is critical, if this is not part of your weekly meeting, it should be .

Profitability often lies in the details: are there metrics or KPIs you consider essential but that often go overlooked?

Absolutely! The most important metric we help brands understand in depth is the Contribution Margin.

The Contribution Margin represents the remaining profit after deducting marketing expenses, and it is what truly helps cover operational costs and generate profitability.

Unlike metrics like ROAS or revenue, this number cannot be manipulated by the attribution windows of advertising platforms, making it a more accurate metric to understand how changes in marketing spend affect real profitability, not just total revenue. We have explored this topic in-depth here.

Sure, the main number we want to help brands get a firm handle on is Contribution Margin.

Contribution Margin, is essentially your profit after your marketing spend, that contributes to covering your operating costs and making a profit.

This number cannot be gamed by attribution windows from various platforms and is a true view at understanding how increases or decreases in marketing spends affect your actual profit, not just your overall revenue.

We have explored this topic in-depth here.

In recent years, many brands have bet on the DTC model. What are its main advantages and challenges from a financial perspective?

Yes, going back to the DTC angles like Dollar Shave Club and more the main selling point of DTC was that we bypass the middleman that we typically see with physical retail to sell Direct To Consumer.

Whilst this is still true today, Meta/Google have essentially become the world’s biggest middleman! Today an average DTC business is spending anywhere from 15-40% of their revenue on marketing costs. This is enormous!

The financial advantages of this model were that you didn’t need a physical presence and you could sell to the world, in some respects ad platforms have become the world’s largest collector of online rent as millions of DTC brands seek to reach their customers in new markets.

With the rise in acquisition costs, what strategies can eCommerce adopt to improve their margin without relying so heavily on advertising?

Great question. The cost to acquire customers is only going north. For brands to survive and thrive in 2025 and beyond we need to think about the types of products we sell and how we sell them.

If the cost to acquire customers is going up, we need to make sure we’re thinking about the repeatability of customers for new product development. If you’re in a space like pet food, you can afford a really high customer acquisition cost if the customer comes back each month.

Secondly, we must truly understand our gross margin. Are we being too generous with discounting? Are we charging for shipping when we need to? Are we giving free returns when we shouldn’t be?

Brands should conduct and full and thorough study of their marginal costs, ie the costs that get applied each time an order is fulfilled and ask themselves where can they become more efficient. We’ve looked at over 400 stores on StoreHero, and 90% of brands are really leaving money on the table when it comes to not fully understanding these marginal costs. 

We talk a lot about acquiring customers, but how important is recurrence in the profitability of an eCommerce? Any recommendations to improve it?

Yep, with the cost to acquire customers going north, ensuring your retention is fully dialled in is really important. We could do 5 hours on this topic alone!!

First and foremost, a brilliant product is going to be the main lever to increase your retention – it sounds basic but it’s so true. When you’re thinking about new product development, try to think about products we can introduce that have a component of repeatability in them – this will make a massive difference.

Finally you’ve got some marketing pieces like ensuring your email marketing is fully dialled in and that you’re collecting enough feedback from your customers.

Do you see emerging trends that brands should closely follow in the coming years?

I think every DTC brand is in this position where they’re worried about how much they spend on advertising, and they also don’t trust the ad platforms to give them honest data.

If this is you, fix this fast – it will give you so much more confidence in your decision making.

AI tools are forcefully entering the management of online businesses. How do you think they will impact the optimization of profitability?

Sure, I think the main way we see this happening is going to be the reduction of operational expenses as a % of revenue. If brands are getting squeezed by rising CAC, the opportunity is a necessity to look for margin expansion in other areas of the P+L. AI represents a unique opportunity to provide this level of insight and efficiency.

Many brands are still using AI for menial tasks, but this will change profoundly over the coming years.

If you could give one piece of advice to a brand wanting to improve its profitability, what would it be?

What get’s tracked get’s measured!

First and foremost, understand your profitability in an ecommerce friendly dashboard like StoreHero. Ensure that your finance team or your accountant understand the basic principals of marketing (or hire a fractional CFO) and on the flipside your marketing agency is speaking to you about deeper metrics than simply looking at ROAS. They need to understand profitability, contribution margin and how their actions play into the overarching business strategy.

Looking to the future, how do you envision StoreHero in the next five years?

StoreHero will become the leading tool for DTC brands to grow profitably. We’ll do this by providing cutting edge insights and recommendations that are tailored to YOUR business and YOUR profit goals. Big things coming!

The post Thomas Gleeson (StoreHero): “eCommerce has transitioned from being a marketing game to a financial game” appeared first on Marketing4eCommerce English.

Enrique Aguilera (Barcelona, 1972) is the CO-Founder and CEO of Quarizmi Adtech. since 2014 they have been helping companies to maximize the potential of their Ads account. They use their own technology based on the cloud and their system are closely linked with Google Ads, which allows them to have an instant reaction to the constant changes.

They are a spanish company that now is focusing their business in SMEs in the United States.

The Interview

First things first…We have heard your company, a solution for optimizing Google Ads campaigns using artificial intelligence, Quarizmi, has already turned 10 years old. Congratulations! Do you remember how everything was at the beginning? How did this idea take shape in 2014, when no one was talking about AI except from sci-fi films?

Thank you! When we started Quarizmi in 2014, AI in advertising was almost unheard of. We saw an opportunity to automate and scale Google Ads campaigns beyond human capabilities by using AI to predict user intent, expand keyword coverage, and optimize bids dynamically. A decade later, AI-driven advertising is the norm, but we were ahead of the curve in proving its potential.

We all want the easiest and simplest way to save time and resources. The endless possibilities of Google Ads automation can be a very effective call effect. You are a clear advocate of doing it manually instead of using Google method, is that right? Why?

Not exactly—we believe in automation but advocate for better automation. Google’s built-in automation works within its ecosystem, often prioritizing Google’s interests, while Quarizmi’s AI optimizes campaigns with a more advanced, independent approach focused purely on maximizing advertiser performance and efficiency.

Since Google Ads has become more focused on using artificial intelligence to automate its campaigns, it has also been committed to “giving more control to the advertiser”. How has this change been received in the industry, and how should Google Ads be used now if you are just starting out?

Google’s push for AI-driven automation has been met with mixed reactions—while it simplifies campaign management, it also reduces transparency and control. For beginners, the key is to start with Google’s automation but layer in third-party tools or strategies, like Quarizmi, to ensure smarter optimization and better ROI.

In the case of Quarizmi, what sets you apart from other existing solutions? How does it work?

Quarizmi goes beyond Google’s automation by using proprietary AI to predict demand, expand keyword coverage, and optimize bids dynamically, ensuring better performance at scale. Unlike standard tools, our technology continuously discovers and tests new opportunities, maximizing conversions while maintaining full transparency and control for advertisers.

Internationalization is a big step to take. When was the moment you decided to jump into other countries? Why? Which was the “chosen one”, the first country you went in? Do you have any plans to expand to more countries?

We expanded internationally early on because digital advertising has no borders, and our AI-driven approach works across markets. The U.S. was our first major expansion due to its competitive landscape and high adoption of Google Ads. We continue to grow globally, always looking for markets where our technology can drive significant value for advertisers.

Although it is a Spanish company, Enrique, you are based in Boston. Was it a structural decision to boost U.S. business or just because it’s more fun to say you live in the state of Massachusetts? 😉

A bit of both! Moving to Boston was a strategic decision to be closer to the U.S. market, where demand for AI-driven ad solutions is high. Plus, being in a city with world-class innovation hubs like MIT and Harvard creates an inspiring environment for technology and entrepreneurship.

What are the differences between the Spanish and American market? What can Quarizmi offer to SME in the US? How much of your business volume is currently in this market?

The U.S. market is more competitive, with higher CPCs and a stronger adoption of AI-driven ad solutions, while Spain has a more conservative approach to automation. Quarizmi helps U.S. SMEs scale efficiently by automating keyword expansion and bid optimization, unlocking growth without requiring large in-house teams. Today, the U.S. represents a significant share of our business, as it’s one of the most advanced and high-potential markets for Google Ads.

What advice would you give to your 2005 self if you could travel back in time?

I’d tell myself to take more risks, move faster, and not be afraid of failure—every challenge is a learning opportunity. Also, I’d remind myself that the biggest innovations often start as ideas that seem too early or too ambitious.

This industry has evolved a lot in the last few years. In two or three years, we will be talking about topics that we can’t even imagine right now. What are your future plans for Quirizmi? What are the new trends that will mark the Google Ads environment this year? Because with Google… you never know.

At Quarizmi, we’re focused on pushing AI-driven automation even further, giving advertisers more control and transparency in an increasingly black-box environment. This year, we expect trends like AI-powered creative optimization, deeper audience insights, and Google’s continued push for automated campaign types like Performance Max to reshape the industry—so staying ahead means combining automation with smarter, data-driven strategies.

What headline about Quarizmi would you like to read in Marketing4eCommerce a year from now?

Google opens its Ads platform to external AI algorithms—Quarizmi leads the way in smarter, more profitable campaign optimization.

Quick quiz

In 2021, we interviewed you in our Spanish version. Has anything changed since then?

• What is the first social network you open in the morning? LinkedIn
• iOS or Android? iOS
• App or web? Web
• In which eCommerce and how long ago did you make your last online purchase? Apple
• And what was it? Earpods (not airpods)
• Last book read? The Myth of Normal, de Gabor Mate
• Recommend us a fiction series: Mad Men
• What website have you come across lately that has surprised you for the better? Superhuman – the best email ever, I would be very sad if someone told me I could not use it anymore.
• What’s your favorite thing to do that has nothing to do with digital? Walk, I walk at least 10K a day, every day.
• Let’s make a magic chain: Who do you think we should interview? Why? Ouali Benmeziane, a very dynamic professional in eCommerce world in USA and Latam.

The post Enrique Aguilera, CEO of Quarizmi: “The biggest innovations often start as ideas that seem too ambitious” appeared first on Marketing4eCommerce English.

Forocoches, the most read Spanish forum in the world has been around for more than 20 years. It was created in 2003 and since then it has not stopped growing. However, very soon it stopped being a “car forum” to become a place to go to when any of its users, the “shur”, had doubts or felt uneasy about any subject: love, cars, work, etc.

Today we talk with Álex Marín, the creator of this successful forum that for many years now has been invitation-only. Why? Because Forocoches is the place for trolling par excellence. Well because of that, and because it is much easier to control the number of users and content moderation.

Born on May 6, 1980, Alex lived the birth of the early days of the Internet and began to have a great passion for computers at a very young age. This led him to start online projects such as Forocoches (among others) and to start a Telecommunications Engineering degree at the University of Valladolid. This is how Electrick was born.

The interview

First of all, do you prefer to be called Alejandro or Alex? Why did you choose Electrik as your nickname?

You can call me Alex, that’s how I’m better known. About the nickname “Electrik”, it comes partly from my interest in electronics, a hobby I had since I was a child and that led me to dedicate myself to what I do now. I started using that name in the early days of the internet and in the end it became part of my digital identity.

We understand that from a very young age you were a fan of computer science and everything that had to do with computers. As a native of Palencia (Spain), I suppose that going to Valladolid (Spain) to study was a difficult decision and that the rivalry between both cities had nothing to do with you leaving your engineering career, right? What was it that made you make that decision? How did your family take it?

Exactly, my passion for computers started at a very young age. In fact, my parents even locked up the computer at home to limit my time in front of the screen, but I always found a way to keep learning and exploring. It was that passion that initially led me to enroll in Telecommunications Engineering at the University of Valladolid. However, I quickly discovered that the theoretical approach and pace of university education did not align with my self-taught, hands-on learning style.

About the rivalry between Palencia and Valladolid, I will tell you that it did not influence my decision. My choice to study in Valladolid was more for academic offer than for anything else. As for my decision to leave the university after only three months, at first it was difficult for my family to understand, because they understood that formal education was the way to go. However, once they saw that I could support myself financially and was successful with my online projects, including Forocoches, they began to see it as the right decision.

Forocoches was born in 2003 as a necessity: to solve doubts about automotive vehicles and share opinions about the automotive sector. How was this idea born? When did you realize that Forocoches was no longer a forum to talk only about cars?

Forocoches was born in 2003 in a quite simple and natural way. It all started a year before, when I bought a Renault Laguna and, looking for a place to share experiences and solve specific doubts about this model, I created a forum dedicated to it. I realized that not only I had questions; there were many people looking for a place to talk about their cars and share their automotive experiences. So I decided to broaden the spectrum and create a more general forum that would not only cover a particular model but everything related to vehicles and the automotive world.

Over time, Forocoches began to evolve into something much bigger than just a car forum. I realized that it had ceased to be an automotive-only forum when users began to use it to discuss a wide range of topics, not just related to cars. This included everything from life advice to discussions on technology, politics and much more.

“The community grew and diversified rapidly, and Forocoches became a microcosm of society, a place where people came to talk about anything, not just cars.”

Que os parece el diseño de las vias del AVE en España? https://t.co/8cEmpJpfEF pic.twitter.com/lRIgaz4rF4

— Foro Coches (@forocoches) May 3, 2024

Tell us about those early years in Forocoches. Is it true that there were doubts about your real existence? Were you part of the debates and trolls that were organized in the forum in those early years? Do you have a favorite one?

The first years of Forocoches were really intense and very interesting. Back then, the community was much smaller and closer, but you could already perceive the energy and potential that the forum had. It is true that there was a time when some users doubted my real existence. Many theories and speculations were generated about whether “Electrik” was a real person or just a character created to manage the forum. This, in part, was due to the fact that I preferred to keep a low profile and did not expose myself much in the media or in public events.

As for my participation in the debates and trolls, I have always been aware of what is going on in the forum, although my role has been more of an observer and moderator to ensure that everything stays within the bounds of respect and legality. Over the years, Forocoches has been the scene of numerous notable trolls and campaigns; some of them have been very creative and have captured attention both nationally and internationally.

An outstanding example of the influence of Forocoches in national events was the case of Rodolfo Chikilicuatre and his song “Baila el Chiki-chiki” in 2008. Although the original idea came from a comedy sketch on television, it was the Forocoches community that became actively involved in the promotion, voting and support of the candidacy, which in the end ended up reaching Eurovision in 2008. In 2010 it was repeated with the case of John Cobra, who was in the RTVE selection gala, causing one of the most surreal moments in the Spanish public television. This is just one of the examples of the strength of the forum.

Since you need an invitation to join, there have been many people asking for invitations all the time, even to the point of trying to buy them on eBay and other platforms. Now we have seen that in your social networks you use to provide invitations from time to time. Why did you make that decision? How many users do you currently have registered in Forocoches? What has been its evolution?

The decision to require an invitation to join Forocoches was made to maintain the quality of the community and to ensure that new users would bring value to the forum. Initially, Forocoches was open to anyone, but as the popularity of the forum grew, so did the challenges related to moderation and content quality. Implementing an invitation system helped control growth and ensure that new members understood the culture and rules of the forum before actively participating.

The practice of offering invitations on our social media and other platforms became a way to interact with the broader community and maintain interest in the forum. This also allows existing users to play a role in growing the community by inviting people they believe will be positive contributors. At times, invitations have even been sold by users themselves, on platforms such as eBay due to high demand, which shows the value people place on being part of Forocoches.

In terms of the number of users, Forocoches has grown significantly since its inception.

“The exact number of registered users is currently around 900,000, although our filtering and deletion of unused accounts is continuous, in order to maintain a forum with real and active users.”

The community has evolved from a small group of car enthusiasts to a vast network where multiple topics are discussed, from technology and science to culture and sports. The evolution has been remarkable, and Forocoches has established itself as the largest Spanish-speaking forum on the internet, maintaining an active and engaged community over the years.

We are talking about the most widely read Spanish-language forum in the world. How many people are part of the Forocoches team? How is revenue generated?

Although it is the largest and most read Spanish forum in the world, it is maintained with a relatively small team. We have Edu as my right hand, Pilar as moderation and support manager, on whom a team of about 10 people depend, Joan responsible for the development team and Jorge, Community Manager. We have always remained efficient and frugal, since we have no investors and do not want to require funding, so the growth has always been organic and sustainable.

We continue to keep our feet on the ground, so one of the keys of Forocoches to make this moderation efficient is a reporting system, where users themselves can report inappropriate content, which allows for efficient management of the forum with less staff. In addition, the moderators themselves “monitor” the forum in case there are behaviors that are not reported by users, but this is isolated and rare, as there are always at least a few reports for any problem. This is essential to maintain an agile and efficient management.

In terms of revenue, Forocoches generates its income in three ways: programmatic, affiliation and native advertising. The first is programmatic, which are the banners we see on any website, accessible through the most common ad exchanges, such as Google. The platform is very attractive to advertisers because of its huge traffic and audience. The second is affiliation, for which we are relevant partners of the largest affiliate programs in Spain. The third and last one is native advertising, i.e. the formats integrated in the forum such as sponsored threads or the header/header, which help to reach and interact directly with our users.

There is a perception that Forocoches is a hostile place for women and minority groups such as LGTBI. How do you control this type of comments? Do you use any automated moderation tool? Do you think it is a safe space for women and other minority groups? And if not, what could be done to make it so?

There are several misconceptions in this sometimes generalized perception. The first thing is that Forocoches is a totally gay friendly community, in fact we even have threads for LGTBI adults. Our support team is in charge of verifying that the community is open and respectful, but at the same time this must be taken into consideration within what is the forum: joker, troll, foul, etc.. There is no one who is free: neither the rich, nor the ugly, nor the handsome, nor the bald, nor myself. There is trolling for everyone, but not only in the forum: virtualization and anonymity generates this kind of foul comments either on Twitter/X or in the comments section of any media that does not require identity verification and publication of the same.

That said, as far as women are concerned, on the one hand we have many more women forum members than people think, as internal statistics show. On the other hand, there are users who can be sexist, yes, but it is something that also happens in Spanish society: we can not pretend to exemplify a forum that, by its volume, is a very representative sample of society, while this is sexist. I’ll give you an example with one of the best known series: The Simpsons. In an episode, Maude Flanders, Ned’s wife, makes a suggestion at a town hall meeting and Homer sends her to “Scrub”. Does this mean that The Simpsons is a sexist series? No, far from it, it simply shows how much of a jerk Homer is. We, as a community with almost a million users, also have this kind of behavior sometimes.

That said, jokes and humor are allowed on the forum with everything, you have to understand many contexts, jargons, vocabulary, etc.

“It is necessary to understand the forum and the users.”

While browsing the public forums, we have found that several forum members have mentioned some of our articles in their conversations about SEO, marketing and digital commerce. What do you think about this sector? In your book “The Engine of Success” you share some key insights from your experience, what have you learned at the business level as a director of Forocoches?

Over the years, I have learned that these areas are essential not only to attract traffic and users, but also to build a strong brand and maintain an active and engaged community.

From my experience at the helm of Forocoches, some of the most important learnings at a business level have been:

• Importance of SEO and quality content: For a website to grow and stay relevant in a competitive market, it is crucial to invest in SEO and generate content that really brings value to users. This helps improve search engine rankings and attracts organic traffic, which is essential for long-term sustainability.
• Adaptability and innovation: The digital world is changing at a dizzying pace. Learning to adapt quickly to new technologies, market trends and consumer preferences is key. At Forocoches, we are always looking for ways to innovate and improve the user experience, from improving our moderation tools to exploring new forms of community interaction.
• Listening to the community: One of the keys to the success of Forocoches has been actively listening to our community. Users often have excellent ideas on how to improve the site and address issues. Facilitating an open and transparent dialogue has helped foster a sense of ownership and loyalty, which is crucial for any online community.
• Respectful monetization: Finding a balance between monetizing a website and maintaining user satisfaction can be challenging. It is critical to develop monetization strategies that do not disrupt the user experience or compromise the integrity of the site. At Forocoches, we have achieved this through non-intrusive advertising and strategic partnerships.
• Crisis and online reputation management: Managing online reputation and potential crises requires careful planning and rapid response. Over the years, we have learned the importance of communicating transparently and effectively with our users, especially during times of controversy or change.

Social networks have evolved a lot in recent years. More and more users are using them every day. Reddit was created just a couple of years later than Forocoches and is currently growing in popularity among the Spanish public, with the difference that you don’t need invitations to join, it is much more accessible. With the difference that you don’t need invitations to enter, it is much more accessible. Would you consider it a competitor? And if not, why not?

There is a certain causality between Reddit’s popularity in certain countries and Google’s purchase of its content to train its AI. It is not lost on anyone that this is yet another use of the search monopoly that Mountain View has, so if they have bought something new, they will want to “show” it to the public.

However, I do not consider Reddit to be a direct competitor to Forocoches, primarily for several strategic and cultural reasons..

1. Cultural and community differences: Although both platforms are forums, each has a unique culture and community focus. Forocoches has a very strong identity with Spanish culture and focuses more on interests that particularly resonate with Spanish-speaking audiences. Reddit, on the other hand, has a global user base and is very diverse in terms of topics and discussions, which can dilute the focus on interests specific to the Spanish community.
2. Access model: The exclusivity of Forocoches through the invitation system creates a sense of community and belonging that is different from Reddit, where anyone with internet access can participate. This model helps maintain a quality and consistency of discussion within Forocoches, which is appreciated by many of its members.
3. Personalization and moderation: Forocoches has a moderation system that is adaptive and particularly tailored to the norms and sensitivities of its specific community. Reddit also has moderation, but it is more decentralized and varies greatly from subreddit to subreddit, being much more aggressive than Forocoches’, to put it mildly.
4. User loyalty: Forocoches users tend to show a high degree of loyalty to the platform, in part due to the invitation system and strong sense of community. This has allowed Forocoches to maintain an active and engaged user base despite the existence of alternatives. Let’s remember that we come from competing with numerous forums in Spain that, for one reason or another, have ceased to exist such as Meristation, or also competing with other options such as Facebook Groups or Telegram. Therefore, we are used to it and we believe that there is room for everyone, so we are not worried.
5. Niche market: Forocoches has positioned itself effectively in a specific niche, focusing on particular interests of Spanish users and offering a space for them to express themselves in a way that other more global platforms cannot exactly replicate.

For these reasons, while Reddit is undoubtedly a huge platform, its value proposition is different from that of Forocoches. Rather than seeing Reddit as a competitor, I see it more as a complement within the online forum ecosystem where different platforms cater to different user needs and preferences.

Traveling through time

What advice would you give to your 2003 self if you could travel back in time?

If I could travel back in time and give advice to my 2003 self, at the beginning of the Forocoches adventure, I would say the following:

1. Have patience and perseverance: Beginnings are always complicated, and not everything will work perfectly from the start. There will be mistakes and failures, but they are essential to learn and grow. Patience and perseverance are crucial. Don’t be discouraged by initial setbacks; every challenge is an opportunity to improve.
2. Actively listen to your community: The key to the success of Forocoches lies in its community. Make sure you build a space where they feel heard and valued. Foster an environment of open communication and use their feedback to guide the development and improvement of the forum.
3. Invest in technology and security from the beginning: As the platform grows, you will face more complex technical and security challenges. Investing in good technology and robust security measures from the beginning will save you a lot of trouble in the future.
4. Clearly define moderation rules and policies: Establishing clear and consistent standards of behavior and moderation is critical to maintaining the quality and culture of the forum. As the community grows, good moderation becomes even more crucial to preserve the environment you want to foster.
5. Maintain a work-life balance: Running Forocoches will be a significant part of your life, but it should not be the only part. Make sure you maintain a healthy balance between work and your personal life. Taking time to relax and unwind will help you keep a fresh perspective and avoid burnout.
6. Be prepared for change and adaptation: The digital world is evolving at a dizzying pace. Keep an open and flexible mindset, and be prepared to adapt to new technologies and changes in user behavior. This will allow you to keep Forocoches relevant and growing.
7. Trust your vision: Finally, trust your original vision. There will be many voices and opinions along the way, some helpful and some not so helpful. Listen, but also trust your instincts and the vision you have for Forocoches. You are capable of making this project a success.

This advice would not only be useful for my younger self, but also for any entrepreneur who is just starting their journey in the digital world or any other field.

This sector has evolved a lot in recent years. In two or three years, we will be talking about topics that we can’t even imagine right now. What are your future plans for Forocoches? What are the new trends that will mark the Internet and social networks in 2025/26?

En cuanto a los planes de Forocoches, te diría estos cuatro puntos:

• Improved technology and interface: Continue to invest in improving the platform technologically to ensure it is fast, secure and accessible, adapting it to new trends such as artificial intelligence and machine learning to improve personalization and moderation.
• Expansion of topics and services: Expanding the forum sections to cover more areas of interest, possibly exploring new markets or demographic segments, and incorporating tools that allow for richer, multimedia interaction.
• Fostering community and participation: Implement new forms of interaction that strengthen the community, such as online events, competitions, and collaborations with influencers and brands within the sectors of interest to users.
• Sustainability and monetization: continue to focus on monetization methods that respect the user experience, such as sponsorships and direct collaborations with brands, while maintaining the integrity of the forum and its editorial independence.

And as for internet and social networks, I would go with:

• Artificial intelligence and automation: AI will continue to be a major influence, especially in content personalization, automated moderation and in creating new forms of social interaction that are more relevant to users’ individual interests. But, yes, we want to continue to be a community of people for people, because we believe that’s where our value is going to be. The media will probably use AI very soon, if not already, because their cost structure is so large that they need to generate content quickly and cheaply. We, however, are betting on the opposite: having a reduced structure, we will be exploring how to improve moderation with AI, but we want the user to know that if they are in Forocoches, they will talk person to person and, in the case of putting an AI in the future, they will be perfectly labeled as such.
• Augmented and virtual reality: These technologies will continue to mature, offering new ways to interact online. Social networks could begin to integrate these technologies to offer immersive experiences.
• Privacy and security: With increased regulation such as GDPR or the Digital Markets Act, as well as growing concerns about privacy, I expect there will be a stronger focus on protecting user data and providing transparency on how this data is used.

What headline about Forocoches would you like to read in Marketing4eCommerce a year from now?

Very good question, I don’t know what to answer. On the one hand, maybe a new interview would be good, to see how we have evolved, what we have changed technically (there will be new features this year) or how the AI is progressing with respect to the forum. But on the other hand, maybe if you don’t need it, it means that everything is going well and we haven’t messed up, so I don’t know what to keep.

The post Álex Marín (founder of Forocoches): “I do not consider Reddit to be a direct competitor to Forocoches”. appeared first on Marketing4eCommerce English.

In the era of immediacy and in the midst of the environmental crisis, there are two things that consumers are constantly looking for: rapidity and sustainability. That is why it is common to see more and more brands trying to bet on these two trends that are setting trends today. Today, Julian Erhard, CEO of PackEx, one of the leading package delivery companies in sustainability, explains the importance of being socially and environmentally responsible in a world that seems to be less and less so.

PackEx is focused on changing the packaging industry and the folding carton market in particular. To do so, they have created their own machines, such as a high-power laser that acts as a substitute for classic punching tools, thus reducing their impact on the environment. In addition to betting on process automation, all in order to be able to produce short runs quickly and flexibly. Since 2019, they have been producing their folding cartons at their production plant in Worms (Germany) thus becoming one of the company’s flagship products. It is one of the top 10 for the Ecommerce Germany Award in the “Best logistics solution” category.

We will learn from Julian Erhard the keys to achieve your business goal without leaving the environment behind.

Hello Julian, you have been working in this company for 6 years now, 4 of them as the CEO, what got you interested in the world of packaging and logistics?

I originally started out in the printing industry – so wasn’t a big leap to the related packaging industry. What I like about packaging is its versatility and multifunctionality: first of all, packaging has to be functional, i.e. provide structural support and protection during transportation. However, it also has an aesthetic function – it has to match the product, appeal to potential buyers and express quality. Packaging is therefore a very complex and dynamic product.

Bearing in mind your knowledge, which 3 learning points would you choose based on your professional experience? What is the biggest challenge you have overcome until now?

I have a hands-on mentality – often you simply have to dare to try things out and make adjustments if necessary. You can plan projects to death. However, what has worked for me personally is a healthy mix of curiosity and modesty. 

My biggest challenge so far was and is definitely the foundation of PackEx. Due to the gratifyingly rapid and continuous growth, new tasks are constantly arising: For example, I have to forge new processes and continuously develop the organizational structure while simultaneously keeping an eye on the corporate culture and our values.

As the CEO, what is your role in PackEx? What a normal working day is like?

As CEO, I see myself in a form of coaching role for my employees. There really is no such thing as a normal working day for me: sometimes I am with customers, sometimes with suppliers, other times there is a trade fair or an internal workshop. Even when I am at the company, there are days at my desk with meetings and phone calls and days that I spend in production. Everything is very dynamic and varied.

We have seen that in PackEx you offer a great range of packagings for different product types and sectors: pharmaceutical, cosmetics, food, CBD…Which is the sector who demands more PackEx services?

It is impossible to say with certainty – every industry has its own peculiarities and specific requirements. While there are high documentation requirements in pharmaceuticals, every other industry has its own individual criteria. Cosmetics and food, for example, place more value on high-quality printing.

Is there any sector that you are yet not working with that  is having a prosperous evolution to consider it as an option in the future? If the answer is yes, which one and why?

Not really – we cover a really broad range and have customers across a wide variety of industries.

How are your clients? Why do you think they choose your company?

In general, we can divide our customers into three groups: 

• One group longs for flexibility and a simple and straightforward ordering process – which is very unusual in the industry. They have a need for small batch packaging production, but have repeatedly experienced that only large runs are economically viable. With us, our customers can produce runs of just one piece without significantly increasing costs. Thanks to our virtual warehouse, we enable quick re-orders that are delivered to the customer within 72 hours. In addition, these customers can calculate prices and place orders without assistance in our portal, without any waiting times for cost estimates. As our customers often have a low order volume, they are always a D customer for their standard supplier and are not prioritized. At PackEx, we specialize in precisely these needs and are happy to offer individual advice, even for short runs. 
• The other group of customers values sustainable packaging without greenwashing. We put great emphasis on reducing CO2 emissions in both production and parcel shipping and have the figures to prove it. 
• The third group values us as a one-stop shop. Instead of working with several suppliers, we provide high-quality standardized folding boxes, labels and shipping boxes  from a single source. This makes the everyday working life easier. 

Of course, there are also customers for whom several of these factors are important and who therefore choose us.

When you start a selling process with a new customer, how is the procedure to be followed and what has to be taken into account?

We always try to take the perspective of our customers and potential customers and offer solutions to their problems. This also includes easy access and a simple ordering process.

Most customers come to our website, get information there and then playfully click through our portal to configure their desired product. If everything fits, they order with one click and are independent right from the start. If any questions arise, our Customer Success team takes over and guides the customer through the ordering process. By the second order, most customers are already acting independently. They can easily configure new orders or re-order via our portal.

Of course, we also talk to new customers at trade fairs or because of recommendations. Our Customer Success team then tries to identify the pain points and shows which solutions we offer.

You are a company that is committed to sustainability and environmentally friendly materials. Why? Do you usually work with customers who share your vision as a company? How important is that?

Sustainability is part of PackEx’s DNA: the entire business idea was born out of the need to develop a sustainable way to produce packaging. Without greenwashing – instead through innovation and a pioneering spirit. We are convinced that innovation is committed to sustainability in order to create a world worth living in for future generations. 

All customers are price-sensitive and – let’s not kid ourselves – price and delivery time always take priority. However, many of our customers share our attitude towards sustainability and are happy that they don’t have to choose between sustainability and cost-effectiveness. In the end, sustainability is always a plus and is often the deciding factor in choosing PackEx.

What materials and packaging are the most chosen? In your personal opinion, why do you think they are the most wanted by the customers? How do you see the evolution of the sector in terms of materials and packaging?

The discussion about materials and sustainability often only scratches the surface – plastic is generally labeled as an environmentally harmful material, but the plastics industry does a good job when it comes to recycling. It’s usually not that simple when it comes to sustainability. The issue of “plastic or no plastic” does not concern us because we mainly work with cardboard – both for folding boxesand corrugated cardboard for shipping boxes. 

Customers are usually interested in certificates – but you also have to look very closely to find out what certificates make sense and which enable greenwashing. All types of paper used at PackEx are FSC certified, which means more trees are planted than cut down.

The big topic of this year is AI: every week there are news related to its applications. Do you use it in your business? If yes, how have you integrated AI into your business, and how do you assess its potential? If not, are you planning to do it?

So far, we have not used AI operationally, but we are looking closely at where it could be useful for PackEx. I see the greatest potential in production planning and data analysis.

Which advice would you give to yourself from 10 years ago if you could go back in time?

I would advise my younger self: Stay yourself – and don’t forget about yourself. You can only perform well if you have a balance and keep yourself healthy with sport, for example.

This sector has evolved so much in these last ten years. In two or three years time, your company will probably offer services you cannot imagine now. What are your plans for the future? What are the new trends that will shape the packaging and eCommerce sector in 2025/26?

We can already see that the packaging sector in eCommerce is becoming more aware of sustainability. So far, the focus has been on avoiding materials such as plastic, but if we really want sustainable solutions, we need to take a much closer look. It is not enough to deal with the obvious issues. 

I am convinced that the topic of sustainable packaging and logistics will become increasingly important to consumers. Legal regulations are also increasingly moving in the right direction and presenting the industry with new challenges: Sustainable solutions that have to be implemented without significantly increasing costs require innovation. 

For PackEx, I hope that we continue to grow sustainably and maintain our core values. To do this, we have to remain agile and curious, keep an eye on the market and respond to trends.

What headline about PackEx would you like to read in Marketing4eCommerce in a year?

PackEx: Future packaging for a future world

Image: PackEx

The post Julian Erhard (PackEx): “Innovation is committed to sustainability to create a world worth living in” appeared first on Marketing4eCommerce English.

The State of the Word 2023, WordPress’ annual event, was held for the first time outside the United States, crossing the pond to Palacio Neptuno in Madrid, Spain. There, Matt Mullenweg, founder of the platform, reviewed the evolution of the platform over the years, as well as revealed the challenges and plans for the future.

Before the talk, we had the opportunity to speak with Mullenweg, who told us a bit more about WordPress, and gave us his perspective on the world and generative AI.

20 years ago the first version of WordPress was born. We are talking about a time before Facebook and YouTube, when mobile connectivity was scarce and eCommerce almost non-existent. How do you remember that time? What was Matt Mullenweg like then?

I was only 19 years old. I used to play jazz on my saxophone and spent much of my day playing music. I was making money playing saxophone and building websites for people, who were often other musicians. The cool thing was that I could see how the software was used, how people interacted with it-especially non-technical people-and it became real time.

At that time there was no social networking and people interacted primarily through blogs. WordPress became a space that people felt like they owned and not just a generic profile page.

Also, these were the early days of open source for consumers, and it is key that WordPress started out that way, because that means it belongs to everyone.

What do you think has been the most important moment in the evolution of WordPress and how have you experienced it from the inside?

Something very important in our early days was that because we were very small and we developed really good importers for other systems – like Movable Type, which was very big – that forced us to make sure that we could match all the functionality that they offered. So when those competitors made mistakes, people could switch to WordPress easily.

On the other hand, one point that has been crucial to our growth is the continuous change we have maintained over the last 20 years. This has been key, because the only thing constant, especially in technology, is change. I am sure that the things we consider important today will be very different 10 years from now.

You are a very relevant person within the open source and open source field. How do you see the current state of this movement? What do you think are the biggest challenges for the long-term sustainability and survival of open source?

As technology increasingly influences our daily lives, it is very important that we have rights and freedoms attached to that technology. But as we adopt proprietary technology we become less free, because we have no control over what is happening; we are at the mercy of that company and its license, which could arbitrarily change at any time.

In open source it is not about the rights of the developer, it’s about the rights of the user. So when we adopt open source, we become more free. We often trade freedom for convenience and use platforms that are less free because it is more convenient. Even I do it, because I have an iPhone, which is very cool, but to install an app you have to go through Apple’s app store and its approval process.

Since the mobile era was born, pretty much since the launch of the first iPhones, we have traded a lot of freedom for convenience, and now, 15 or 16 years later, we’re realizing that we want freedom back and so there is a push, often led by the European Union, to force these platforms to open up.

What is your vision for the medium-term future of WordPress?

We’re at a very exciting and changing point. Right now, we have Project Gutenberg, where we are taking a lot of the basic ways that WordPress has worked for the last 10 years and changing them. In this regard, what is coming are collaborative features, where two users will be able to edit the same post or page at the same time, and seeing each other’s changes.

“Two users will be able to edit the same post or page at the same time”

WooCommerce is a reference platform to get started in eCommerce. What are your plans in this field? What do you think are the threats compared to the big CMS for eCommerce that exists right now?

Our plan is for WooCommerce to do for eCommerce what WordPress did for content management. The world wants an open source solution in eCommerce, and if we can create a great product, it will be our chance to power 50% or 60% of all the online stores in the world.

Regarding the CMS, we are working mainly with everything digital, where you can cover everything just in software. But a lot of the commerce is physical, and you have to take care of the offline issues, like shipping, taxes, refunds, returns, invoicing, credit card processing, and this makes it really complex and not standalone.

In addition to this, today eCommerce is a very fragmented ecosystem and some parts are always going to be proprietary, such as payment networks, and this makes it much more complex.

I hope that eCommerce will lend itself to an open source approach.

How do you see the state of the evolution of generative AI and how is AI integrated into your plans for WordPress?

For me, this is the most exciting time to be working on WordPress, because it is like the field is wide open. There are so many opportunities with generative AI, and I am very excited that they are making so many capabilities and tools available to everyone. It’s a very democratizing technology.

What I love about generative AI is that it is still us driving. Humans are at the center, but we have this new tool that allows us to produce so much more than before.

I would like to introduce generative AI into as many parts of WordPress as I can. Currently, people can use AI to upload images to the platform, edit their posts, fact check, get headline ideas, and so on. And this is precisely one of the reasons why WordPress is well-suited for the AI revolution, because you still need a place to put everything you create.

We are always looking for ways to make WordPress more accessible, and I am curious if it would be possible for it to have a conversational interface, where you can tell it “I want my site to be blue and have clouds in the background” and the AI can not only do it, but show you how it does it and learn along with it.

In 2020, you published your vision on how to approach remote work with a five-level pyramid. How has remote work evolved since then? What are the main sticking points for its full implementation?

In most of the world today, we have all the conditions necessary to work remotely, such as good internet and good audio and visual devices, to get many of the benefits of being in the same room.

While I think these tools will continue to evolve and I am curious to see what happens with the metaverse or other technologies that allow us to be together, even without physically being in the same place, I have begun to appreciate much more how important it is to meet in person.

I think the virtual and physical worlds are complementary. Before we were very focused on face-to-face, which was not good. Then Covid came along and forced us to be completely remote and it was terrible. Now I feel that there is a balance between face-to-face and working remotely, which will allow us to have much more fulfilling lives and value the time we spend together even more.

The post Matt Mullenweg (WordPress): “As we adopt proprietary technology, we become less free”. appeared first on Marketing4eCommerce English.