Shai Eisenman

The BFCM List-Building Playbook for Fashion Ecommerce 40% of luxury purchases are influenced by digital experience. And during BFCM, that window between discovery and purchase gets even smaller. That’s why list growth before the sale matters more than any last-minute discount. We recently broke down what separates high-converting email opt-ins from the ones brands ignore, and it comes down to five essentials: 1️⃣ Lead with value No one wants another newsletter. They want access to new collections, early offers, and private events. 2️⃣ Make the CTA worth clicking Button copy like “Submit” or “Sign up” kills intent. Test action-based phrasing: “Get Early Access,” “Send My Code,” “Join the Waitlist.” 3️⃣ Ask at the right time Don’t interrupt visitors as soon as they land. Trigger pop-ups after 2 product views, or on exit intent from PDP or cart pages. 4️⃣ Keep it effortless One field is better than five. Email + optional name or collection preference is enough. 5️⃣ Test before traffic peaks Headlines, timing, button copy, all of it. What converts in October compounds into thousands of extra subscribers by November. Because every BFCM win starts with owned attention, and the simplest form on your site can make or break it.

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Someday agentic commerce will book my next vacation. But to start -- how about very active checkout? (go buy me X!) This morning I once again bought my favorite baby gift: stool from Damhorst Toys & Puzzles Inc. Website was built in the 90s. Each buy takes > 5minutes. Doesn't work on mobile. Computer use/ browser navigation etc. still fails. Highly recommend the latest @Cheeky Pints podcast where John Collison & Ben Thompson break down how agentic commerce will come to life: 1. Active Checkout ("Go buy me X") 2. Search beyond keywords ("I need a jacket for this event in this location") 3. Proactive, persistent profile ("Looks like you could use X based on Y") We are so close to actual end-to-end use cases - which will take agentic commerce from the theoretical to daily usefulness. Instead of pontificating on the most complex example possible (travel - a highly considered purchase with hard to define personal preferences) - let's focus on getting very concrete use cases working. What's your favorite (soon to be) live use case?

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In 2026, many portfolio brands are still carrying website decisions made years ago. What was easier at the time is now leading to slower execution, added complexity, and frustrated franchisees. You are missing out on one of the key benefits of multibrand franchisors today: economies of scale and shared resources for one of your core technologies. 2026 is the year to stop putting it off. Unify your brands and teams on a single foundation. Stop being held back. Focus on growth. #franchise #websites

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After helping several health & beauty brands launch on Amazon, here’s what we actually had to nail down before anyone even saw a listing: • Brand basics first: Get your Seller Central, Brand Registry, and trademark squared away right away; especially if you’re DTC-first. I’ve seen this take anywhere from days to months, so handling it in advance always helps with the launch timeline.    • Creative direction + best practices: The look, feel, product image order, A+ content, storefront layout… all need to be aligned. Pull inspiration from DTC, but layer in Amazon best practices + competitive research so everything is prepped together. This is a collaborative effort across teams, and honestly, this alignment alone can save months.    • FBA > FBM for most brands: Prime badge, Vine access, better data. Decide early who owns it. If Amazon is your first retail-like channel and you’ve only done in-house warehousing, there’s a steep learning curve for brands' supply chain teams. Starting with an experienced 3PL or having a supply chain expert on board makes the shipments smoother.    • Category quirks matter: In skincare, expiry dates must be clear on the outside of packaging. Hazmat or liquids require specific prep and pack rules. Teams need to know how to create shipments, case packs, or mixed units early on - and navigate Amazon’s internal inventory systems.    • Timeline sanity: All these layers take weeks to execute. Plan backwards from your target launch date and run it through a project management system regardless of launching yourself or working with an agency.     Boring? Maybe. But this is what separates a frantic midnight scramble from a calm, systemized launch. What’s one pre-launch step you wish you had known earlier? ---- Prima Mode helps health and brands launch on Amazon as an Amazon-Verified store partner, so if that’s been something top of mind, happy to chat!

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BREAKING: Amazon + Roku just lit up the largest authenticated CTV footprint in the U.S. Why you should care: 1️⃣ Roku’s inventory gap is gone. Amazon DSP now monetizes 81 M+ active accounts, turning Roku OS into a growth engine. 2️⃣ Amazon outgrows its own hardware. Instant access to ~80 % of U.S. CTV households super‑charges a $50 B ads business, finally giving YouTube real competition. 3️⃣ A new walled garden forms. Early pilots show 3× ROAS with ‑30 % ad frequency—pressure that independent DSPs like The Trade Desk feel today. Our Spine deep‑dive surfaces 3 board‑level questions every rival CEO needs answered before Q4 2025. Full analysis ➜ https://lnkd.in/g9JwjiCQ Does this alliance create a two‑horse race—or the endgame for open programmatic? #AdTech #CTV #StreamingWars #Roku #Amazon #DigitalAdvertising #Strategy

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Pulling DTC spend hurts Amazon and retail sales. Brands often talk about “DTC spend”, usually meaning paid media into Meta, Google, TikTok, etc. The goal is to drive traffic to the website. If the site underperforms, the logic becomes: DTC isn’t working, let’s cut spend. Not a great idea. Most digital ads don’t just drive DTC sales. They lift Amazon. They lift retail sell-through. You might not be measuring it, but that doesn’t mean it isn’t happening. I’ve seen this play out across several brands – cutting back on DTC spend led to declining Amazon and retail revenue, even though they look “disconnected” on paper. Meanwhile, Amazon ads mostly stay in their lane. I’ve seen brands in our portfolio reduce TACoS (Amazon ad spend as a percentage of Amazon revenue) with limited impact on sales – as long as strong off-Amazon campaigns are running elsewhere. The bigger point: don’t treat paid media as a DTC-only lever. It creates a rising tide across all channels. If you want to know what your spend is really doing, tools like MMM or geo-lift testing can help connect the dots. #MarketingMeasurement #DTC #RetailStrategy #MMM

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📣 Female Tech Founders in NYC — New Accelerator Alert! Scale Ready Studio is a new 12-week, revenue-focused growth program for women building tech startups in NYC, created by Women.NYC in partnership with Get Sh!t Done. This program is designed to help founders scale sustainably through: - Revenue and profit growth - Strong systems and operations - Weekly strategy labs - Hybrid coaching (1:1 + group) - Technical assistance - In-person Founder Days The program culminates in a Deal Day, where participants pitch to a curated group of investors. 🗓 Applications close January 12

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If your definition of “connected commerce” is still remembering your Amazon password, we need to talk. Retail media is exploding. Shoppable ads are everywhere. AI is re-wiring personalization. The IAB Connected Commerce Summit on September 9 is where the smartest people in the room will map out the future. This is where the industry stops guessing and starts shaping what comes next for retail, data, media, and the digital shelf. If you work anywhere near marketing, commerce, or advertising, and want to stay ahead of the curve or at least avoid being the person who hears about these shifts second-hand, this is the one room you want to be in. https://lnkd.in/e7p6a3xw

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If you blinked today, you missed 3 retailers become marketplaces, 2 marketplaces become payment networks, and 1 platform declare war on shampoo fraud. Here’s the DTC madness from just the last 24 hours: 👕 Boohooman launched “Brand Locker”, their shiny new third-party fashion marketplace. Yes, the same brand that used to sell clubwear for £8 now wants to be Farfetch. Platform dreams, polyester roots. 🛠️ B&Q now lets you pick up marketplace items in their actual stores. Not their items. Third-party seller stuff. How? Nobody knows. But somewhere, an IT team is crying into a stack of XML feeds. 💄 Walmart locked down its beauty marketplace Only verified brands allowed. Good luck if you were dropshipping “Dior” 💳 Appcharge dropped insights from €500M in DTC payments Apparently, people still panic-buy during loading screens. 🤖 IPG launched “Agentic Commerce” AI that helps retailers sell better across every channel. Basically ChatGPT with a KPI addiction. 🚨 Fraud is growing faster than revenue on marketplaces The only growth hack nobody asked for. The theme? Everyone wants to own the rails, not just ride them. Retailers are becoming platforms. Platforms are becoming fintech. And sellers? They’re just trying to survive without getting delisted, rate-limited, or accidentally shipped via carrier pigeon. #dtc #marketplaces #ecommerce #retailtech #platformstrategy #boohooman #bandq #walmart #payments #ai #sellersurvival #omnichannel #funnybusiness

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Remember Hot or Not? Here's our ecom version and discussed: Retail, Organic Growth, Live Shopping and EBIDTA. This week on the ASOM Pod we share our replay live from SubSummit - where John Roman, Bryan MacDonald, Amer Grozdanic, and I discuss what's actually working (and what's not) in ecommerce right now 5 topics. 4 perspectives. Some brutal honesty. Here's the breakdown: RETAIL: Lukewarm (5/10) Everyone wants it. Not everyone should do it. The brands winning? They're being strategic about partnerships instead of spray-and-pray everywhere. COMMUNITY/ORGANIC: Blazing Hot (10/10) While everyone's crying about rising CACs, the brands investing in community aren't sweating. Social media isn't a product showcase - it's where humans connect through entertainment and emotion. LIVE SHOPPING: Getting Hotter! BattlBox is doing $4,300/hour on Whatnot. That's potentially an 8-figure channel in under a year. On a single platform. The behavior is shifting. People don't want to be sold to - they want to buy WITH someone. TOP LINE GROWTH: Ice Cold Nobody raised their hand for this one. Finally. "I don't care how much money you make. I care if you have a healthy business." - Bryan MacDonald The Big Takeaway: The brands thriving right now aren't the ones with the biggest ad budgets. They're the ones building communities, optimizing margins, and creating genuine connections with their customers. Stop chasing vanity metrics. Start building something sustainable. It's now streaming on all your favorite platforms today! Watch it in 4k with our 27.8k subscribers here: https://lnkd.in/gMeQFD5q

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How €100M+ brands build product pages that print money Most Ecom stores get this completely wrong... After creating 150+ high-converting pages for brands like SNOCKS (€90M+) and KoRo (€100M+), here's the exact framework: ✅ Step 1: Map your customer's "Hell Island" to "Heaven Island" journey  ✅ Step 2: Create a decision matrix (not what you think)  ✅ Step 3: Use behavioral design to guide every click Results:  - €13M+ added revenue, - 2.7%+ conversion rate Full framework in the carousel below 👇

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Agentic commerce might threaten the two-sided network effect of marketplaces, and Amazon is making a company-defining bet people aren't talking enough about. Traditional online marketplaces like Amazon provide sellers exposure to buyers and take a fee for the matchmaking. More products and brands attract more customers, and more customers attract more products and brands. Over time, this creates a flywheel of growth that tends toward winner-take-all consolidation. Amazon is, of course, one of the major winners of this dynamic. The emergence of agentic commerce, having an AI agent buy on your behalf, is a significant disruptor to this model. An AI agent can search across thousands of marketplaces and brand websites in seconds to find the best purchase based on price, delivery, and vendor ratings. In essence, it commoditizes the supply side of the network effect with built-in price arbitrage that whittles away profit margins. It also threatens the high-margin advertising revenue that marketplaces like Amazon depend on. If an AI agent is making the purchase decision, sponsored listings and product ads lose their audience. Amazon has decided not to let external agents make purchases on their website. Instead, they've built their own agent that can sell their products but also route through other marketplaces and brands if needed. Meanwhile, OpenAI, Google, and others are spinning up purchasing agents that can't interact with Amazon. The question is: is the demand side of Amazon, their massive customer base, big enough to compete with the emerging user bases of generative AI products? And does Amazon's advantage in fulfillment handicap the emerging agentic commerce landscape without their cooperation? Time will tell. (Credit to NfX for the visual).

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One of my key takeaways from Fospha's Peak 2025 Playbook: The majority of channels are undervalued by over 90% by Last Click. Before Peak, it undercredits the impressions that build demand. During BFCM, the pendulum swings the other way - platforms overclaim as each channel fights for credit. The outcome is the same: brands optimising on signals that are more wrong than they are right. FOOTASYLUM saw this first-hand. Before working with us, their Last Click and platform reports told two completely different stories - difficult to trust, and harder to act on. With Fospha, they had a daily read on CAC, CPP and ROAS across every channel. That clarity changed their Peak: 32% higher blended revenue YoY, with Meta and TikTok scaling well beyond ROAS targets once measured properly. A reminder that when measurement is wrong, investment follows.

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