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In each episode, we order a product from the same brand, meticulously analyzing both the front and back end of placing an order. We then reverse engineer the storage, logistics, and packaging details to evaluate every step of its journey right to our doorsteps. And if we return a package, we'll dive into that process as well. Welcome to Unboxing Ecommerce, the brainchild of two longtime friends and entrepreneurs, James Marks and Jennifer Yates. We met over 20 years ago while running our own ...
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Momofuku Goods with Moni Kupczak Ainslie
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On this episode of Unboxing Ecommerce, James and Jennifer order from Momofuku Goods with special guest, Moni Kupczak Ainslie. Moni is the Founder of Koopslie a consultancy that optimizes Faire stores for brands in CPG, beauty, fashion, and gift. By using her 360 Faire Optimization method, Moni helps awesome brands show up in search, get the click a…
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On this episode of Unboxing Ecommerce, James and Jennifer take an unconventional approach by combining lunch and logistics. With no guest, they order from Taco Bell to explore how this fast-food giant exemplifies top-tier operations and ecommerce practices. From their smooth online ordering experience to insights on Taco Bell's unique branding and …
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On this episode of Unboxing Ecommerce, James and Jennifer order from Tracksmith with special guest, Blair Beckwith. Blair has been working in the commerce enablement space for more than a decade. He got his start building the Shopify App Store. Today, he leads growth at Mantle, a company that powers back office and growth tooling for commerce enabl…
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Magic Spoon with Maggie Barnett, Esq
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On this episode of Unboxing Ecommerce, James and Jennifer order from Magic Spoon with special guest, Maggie Barnett, Esq. Maggie is the COO of ShipHero, overseeing operational, legal, managerial, and administrative procedures. She also founded ShipHero Fulfillment (LVK) in 2019, growing it to over $80M in revenue. Why Magic Spoon? Maggie chose Magi…
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Hugimals World with Christina Vanacore
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On this episode of Unboxing Ecommerce, James and Jennifer order from Hugimals World with special guest, Christina Vanacore. Christina is a Certified Launch and Business Strategist, who provides launch strategy, identifies hidden opportunities for growth, and helps increase revenue and profits through strategic planning. She has covered everything f…
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On this episode of Unboxing Ecommerce, James and Jennifer order from Vida Bars with special guest, Luisa Salcedo. Luisa is a seasoned Fractional COO with over a decade of experience in Operations. She specializes in helping purpose-driven CEOs by implementing operational strategies that eliminate chaos, boost revenue, and empower leaders to innovat…
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On this episode of Unboxing Ecommerce, James and Jennifer order from Milk Makeup with special guest, Tyler DeLarm. Tyler, Head of Demand Generation at Undigital, is a seasoned business leader and marketing consultant with a reputation for guiding successful teams with optimistic kindness. His unique combination of expertise in brand positioning, or…
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Welcome to Season Two! On this episode of Unboxing Ecommerce, James and Jennifer order from Outlier NYC ("Outlier") with special guest, Nima Elyassi-Rad. Nima is a technology executive and investor. He currently serves as VP of GTM at Shippo. Previously, he founded a soccer brand, spent time as a VC and put in time as a hip hop radio DJ. Why Outlie…
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On this last episode of Season One, James and Jennifer order from Psycho Bunny with special guest, Aaron Schwartz. Aaron is the cofounder of Orita.ai and has previously served as President at Loop Returns. He also co-founded Passport Shipping and Modify Watches. Based in the Bay Area, Aaron grew up in Cleveland. We will be back for Season Two on Se…
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This week James and Jennifer order from Alter Eco with special guest, Ashley Zager. Ashley cut her teeth in CPG taking The New Primal from a part-time, online beef jerky company to managing 25 skus processed at 7 different co-manufacturers. Since then, at Siddhi Capital she has acted as the VP of Operations for over 45 companies in the past 6 years…
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This week James and Jennifer order from Anthropologie with special guest, Monique Benoit, a Senior Merchant leading BIPOC Brand Development at Ulta Beauty and fellow podcast host of Scaling Emerging Beauty Podcast. Monique has worked with emerging brands to bring them to market and has a drive to help brands scale, along with being an avid shopper.…
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This week James and Jennifer order from Skratch Labs with special guest, Amanda Hofman, the Co-Founder and CEO of Go To Market. Go To Market is a woman-owned branded merchandise business looking to revolutionize the way the world handles swag. Before Go To Market, Amanda was the Founder and CEO of Urban Girl Squad, the premier social networking gro…
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This week James and Jennifer order from Dieux with special guest, Mary Wiegand, the Founder and CEO of Boon, LLC. Mary brings over 16 years of demand planning experience across a multitude of retail product types and selling channels. She has created an innovative, non-traditional business model that delivers hands-on results to young and start-up …
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Bed Bath and Beyond with Michelle Hsiao
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This week James and Jennifer order from Bed, Bath, and Beyond with special guest, Michelle Hsiao, the CEO and Founder of Revenue Growth Advisors. Michelle brings a wealth of experience to the table, having previously led merchandising teams at prestigious companies like Boscov’s, Macy’s, and Gugu Guru. With her extensive background in ecommerce str…
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James, Jennifer, and their guest Cody Berenson (Siddhi Capital) order Cometeer Coffee and are captured by its specialness. Why Cometeer Coffee? A Food/Beverage Operator thought this disruptive product delivered in an unconventional way would present an interesting exploration into supply chain, packaging, and logistics. Research included these sour…
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James, Jennifer, and their guest Jeff Kaiden (Capacity, LLC) order Summer Fridays' hero product and then some. Research included these sources: Summer Fridays: https://summerfridays.com/pages/about Today Show: https://www.today.com/video/how-summer-fridays-founders-went-from-online-to-in-stores-162786373733 Pitchbook: https://pitchbook.com/profiles…
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James and Jennifer wrap their heads around Temu. Why Temu? We wanted to understand how this Chinese app came out of nowhwere and its influence on American shoppers. Research included these sources: Temu: https://www.temu.com/about-temu.html Time: https://time.com/6243738/temu-app-complaints/ ZDNet: https://www.zdnet.com/article/is-temu-legit-what-t…
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James and Jennifer order from Rooted and admire the iterations. Why Rooted? Perishable items add complexity to shipping that would be fun to explore. Research included these sources: Rooted: https://heyrooted.com/pages/our-story Rooted’s Instagram: https://www.instagram.com/p/CCqzCQsD_oN/ Air.inc: https://air.inc/blog/on-brand-no-11 The Pitch podca…
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James and Jennifer order from Warby Parker and feel trusted. Why Warby Parker? Counterpoint to Sunglass Hut (Oakley, Ray-Bans, LensCrafters, Pearle Vision) dominance. Research included these sources: Warby Parker: https://www.warbyparker.com/history The Business Model Analyst: https://businessmodelanalyst.com/warby-parker-business-model/ Knowledge …
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The Future of Reverse Logistics
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James and Jennifer go off-format to discuss Returns with a panel of experts at Manifest Las Vegas. Special guests Jeff Wolpov (SVP, Ryder Ecommerce), Jonathan Poma (CEO, Loop), and Kyle Bertin (CEO, Two Boxes). Recorded, edited, and mastered by Matt and Alex, Podcaster Studios, Las Vegas _______________ Have a brand/shopping experience you want us …
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Bloomingdale's / Macy's with Maia Benson
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James and Jennifer order from Bloomingdale's and guest Maia Benson (ex-Shopify) gets free shipping from Bangalore, India. Why Bloomingdale's / Macy's? Our first guest ever Maia Benson talks about nostalgia, experiencing something “special”, and the desire to tap a certain use case in her online shopping. Research included these sources: Bloomingdal…
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James and Jennifer order from Urban Outfitters and James falls apart. Why Urban Outfitters? They are a sophisticated family of demographic-oriented businesses. Research included these sources: URBN: https://www.urbn.com/home Wikipedia: https://en.wikipedia.org/wiki/Urban_Outfitters Financial Times: https://markets.ft.com/data/equities/tearsheet/pro…
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Community and connection come up more than once as James and Jennifer consider Powell's e-tail backend like an archaeological dig into the past. Once they get their packages, they go absolutely bananas over the branded packing slip, supporting their theory that Powell's might just care more about the physical, tangible, in-person connection to thei…
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James and Jennifer order from netflix.shop. Jennifer is not impressed with the shopping experience, surprising James, who didn't have the same visceral reaction. They talk about localization and get a bit emotional as they embrace the moniker MLP. In the end, they are kind of delighted with the tech stack and the story it told. Research included th…
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James and Jennifer order from Bombas and receive their first-ever package without a packing slip. They get emo over workers in ecomm, about dry, healthy feet, and about their orders generating goodness in multiples. There's a lot of love and heart-feels in this episode. Research included these sources: Bombas website: https://shop.bombas.com/pages/…
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James and Jennifer talk about a recent dog-sitting adventure and a Mattress Factory mystery before they order socks from Stance. They get into Stance's ties to skateboarding, Rihanna, and artists then go deep into their packages' journeys, pixels, QR codes, and bare-bones packing slips. They haven't gotten over their disappointment with the Fenty l…
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James and Jennifer order refillable lipstick (and mascara for Jennifer) from Fenty Beauty to analyze the shopping experience, then reverse engineer the storage, logistics, and packaging details to understand their order's journey. Research on Fenty Beauty included these sources: https://en.wikipedia.org/wiki/Fenty_Beauty https://440industries.com/f…
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James and Jennifer order a base-layer garment from Patagonia to analyze the shopping experience, then reverse engineer the storage, logistics, and packaging details to understand their garments' journey. Research on Patagonia included these sources: https://en.wikipedia.org/wiki/Patagonia,_Inc. https://brandminds.com/patagonia-the-story-behind-the-…
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Unboxing Ecommerce is coming soon to your favorite podcast places. Episodes drop every other Tuesday starting November 7th. James and Jennifer order products from brands to analyze the shopping experience, then reverse engineer the storage, logistics, and packaging details to understand their order's journey. _______________ Have a brand/shopping e…
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