In Episode 52 of the Luca Ecommerce Leader Series, Eric Bidinger sits down with Cornelis Olsen, Founder & Head of Business at coi Agency, to tackle one of the biggest misconceptions in ecommerce:

Do you really need more traffic—or are you losing customers you already have?

Most businesses assume growth comes from attracting more visitors.

Cornelis believes growth usually comes from making it easier for existing visitors to say "yes."

After helping hundreds of Shopify brands optimise millions in online revenue, Cornelis has seen the same pattern repeat itself. The stores that perform best aren't necessarily the ones with the biggest advertising budgets or the most beautiful websites. They're the ones that remove friction, reduce uncertainty, and make buying feel effortless.

Eric and Cornelis explore why customer experience has become the true competitive advantage in ecommerce, how seemingly small improvements to navigation, product pages, checkout, and trust signals can dramatically improve conversion, and why simplifying the buying journey consistently outperforms chasing the latest marketing trend.

The conversation also examines how AI is changing ecommerce. From accelerating Shopify development and reporting to improving testing and optimisation, AI is helping businesses move faster than ever before. But Cornelis argues that technology alone isn't enough. The brands that win will be those that best understand customer behaviour and continuously improve the experience around it.

You'll learn:

• Why conversion matters more than traffic
• How to identify and remove friction from the buying journey
• Building ecommerce experiences that customers trust
• The biggest mistakes brands make with Shopify stores
• Practical ways AI is improving ecommerce operations
• Why customer behaviour matters more than website design
• Creating higher-converting product pages and checkout experiences
• Lessons from optimising hundreds of online stores

The Luca Ecommerce Leader Series features conversations with founders and operators building the future of commerce. Each episode explores how AI, technology, and better decision-making help businesses create exceptional customer experiences, improve performance, and build sustainable growth.

Connect with Cornelis Olsen

LinkedIn: https://www.linkedin.com/in/cornelis-olsen-a2623a137/

Learn more about coi Agency

https://coiagency.co

Connect with Luca

YouTube: https://www.youtube.com/@Ask_Luca

LinkedIn: https://www.linkedin.com/company/asklucaai/

Website: https://ask-luca.com/

Instagram: https://www.instagram.com/askluca/

Facebook: https://www.facebook.com/askluca1

In Episode 51 of the Luca Ecommerce Leader Series, Bryan Kinghorn sits down with Cyprien Barthez, CMO of Wasted Paris, to explore one of the biggest challenges facing every growing business:

How do you scale without becoming just another brand?

Growth creates opportunities.

It also creates pressure to fit in, optimise everything, and chase whatever seems to be working today.

But what if the very thing that drives growth is staying true to who you are?

From organising music events and building creative communities across Europe to leading marketing at one of France's best-known independent streetwear brands, Cyprien has spent his career proving that culture is built through consistency, not campaigns. At Wasted Paris, marketing isn't simply about selling clothes—it's about supporting skateboarding, collaborating with artists, and creating a brand people genuinely want to belong to.

Bryan and Cyprien discuss why authenticity remains one of the strongest competitive advantages in modern commerce, how independent brands can compete with global retailers without compromising their identity, and why long-term community will always outperform short-term trends.

The conversation also explores where AI genuinely creates value inside a creative business. From analysing Shopify data and improving customer support to preparing for AI-powered search, Cyprien explains why AI should strengthen operations while leaving creativity, storytelling, and brand direction firmly in human hands.

You'll learn:

• Why authenticity is a stronger competitive advantage than following trends
• Growing a brand without losing its identity
• Building communities that create lasting customer loyalty
• Balancing creative vision with commercial performance
• Practical ways AI improves ecommerce operations
• Preparing your business for AI-powered product discovery
• Why margin, brand equity, and long-term trust matter more than vanity metrics
• Lessons from building one of Europe's leading independent streetwear brands

The Luca Ecommerce Leader Series features conversations with founders and operators building the future of commerce. Each episode explores how AI, technology, and better decision-making help businesses build stronger brands, create meaningful customer relationships, and grow without losing what makes them unique.

Connect with Cyprien Barthez

LinkedIn: https://www.linkedin.com/in/cyprien-barthez-digital-marketing/

Learn more about Wasted Paris

https://wasted.fr

Connect with Luca

YouTube: https://www.youtube.com/@Ask_Luca

LinkedIn: https://www.linkedin.com/company/asklucaai/

Website: https://ask-luca.com/

Instagram: https://www.instagram.com/askluca/

Facebook: https://www.facebook.com/askluca1

In Episode 50 of the Luca Ecommerce Leader Series, Bryan Kinghorn sits down with Luiza Libardi, Senior Marketing Manager at John Fluevog Shoes, to explore a question every founder should ask:

Why do some brands become part of people's identity while others are quickly forgotten?

People don't build communities around products.

They build communities around shared values, stories, and experiences.

For more than a decade, Luiza has helped shape one of the world's most distinctive footwear brands—a company that has turned customers into collaborators, advocates, and lifelong fans. From creative events and artist partnerships to stories of customers finding lifelong friendships and even meeting their partners through the brand, John Fluevog Shoes demonstrates what's possible when a business gives people something bigger than a transaction.

Bryan and Luiza discuss why creativity remains one of the strongest competitive advantages in retail, how storytelling transforms ecommerce into an experience, and why authentic communities are almost impossible for competitors to replicate.

The conversation also explores where AI fits into modern brand building. From improving accessibility and analysing customer data to streamlining marketing workflows, Luiza explains why AI should amplify creativity—not replace it. As online discovery continues to evolve, the brands that stand out will be those with genuine stories, consistent experiences, and customers who proudly become part of the brand itself.

You'll learn:

• Why community creates stronger brands than marketing alone
• Building customer loyalty through authentic storytelling
• Turning ecommerce into an experience people remember
• Bringing the best parts of in-store retail online
• Why accessibility improves every customer experience
• How AI supports marketers without replacing creativity
• Building consistent digital experiences that earn trust
• Lessons from growing one of retail's most distinctive communities

The Luca Ecommerce Leader Series features conversations with founders and operators building the future of commerce. Each episode explores how AI, technology, and better decision-making help businesses create unforgettable customer experiences, build lasting relationships, and grow with purpose.

Connect with Luiza Libardi

LinkedIn: https://www.linkedin.com/in/luizalibardi/

Learn more about John Fluevog Shoes

https://www.fluevog.com

Connect with Luca

YouTube: https://www.youtube.com/@Ask_Luca

LinkedIn: https://www.linkedin.com/company/asklucaai/

Website: https://ask-luca.com/

Instagram: https://www.instagram.com/askluca/

Facebook: https://www.facebook.com/askluca1

In Episode 49 of the Luca Ecommerce Leader Series, Bryan Kinghorn sits down with René Spijker, Owner of Spijker & Co, to explore a question that frustrates founders everywhere:

Why do so many businesses spend more on marketing without growing?

More traffic.

More advertising.

More content.

Yet somehow, the results stay the same.

After more than 35 years helping businesses build brands and grow across Europe, René believes the problem usually isn't marketing.

It's strategy.

Bryan and René discuss why so many companies launch websites, campaigns, and SEO initiatives before clearly defining who they're trying to reach, what makes them different, and why customers should choose them. They explore why the highest-performing businesses aren't necessarily the ones with the biggest marketing budgets—but the ones with the clearest message.

The conversation also examines where AI fits into modern marketing. From analysing customer data and improving content creation to supporting strategic decisions, René explains why AI is an incredibly powerful tool—but only when it's built on genuine customer understanding and strong business context.

You'll learn:

• Why strategy should always come before marketing
• The difference between attracting visitors and attracting customers
• Why conversion matters more than traffic
• Building websites that communicate value instead of features
• Defining a clear customer proposition that drives growth
• Using AI to strengthen marketing without losing strategic thinking
• Why context is the key to getting better results from AI
• Measuring success through business outcomes instead of vanity metrics

The Luca Ecommerce Leader Series features conversations with founders and operators building the future of commerce. Each episode explores how AI, technology, and better decision-making help businesses sharpen their strategy, improve customer experiences, and build sustainable growth.

Connect with René Spijker

LinkedIn: https://www.linkedin.com/in/rene-spijker-marketing-branding-webdesign/

Learn more about Spijker & Co

https://spijkerenco.nl

Connect with Luca

YouTube: https://www.youtube.com/@Ask_Luca

LinkedIn: https://www.linkedin.com/company/asklucaai/

Website: https://ask-luca.com/

Instagram: https://www.instagram.com/askluca/

Facebook: https://www.facebook.com/askluca1

In Episode 48 of the Luca Ecommerce Leader Series, Bryan Kinghorn sits down with Eric Sheinkop, CEO & Co-Founder of The Desire Company, to explore one of the biggest questions in modern commerce:

Why do customers hesitate right before they buy?

Most businesses think they need more traffic.

Eric believes they need something else entirely.

They need to help customers feel confident enough to make a decision.

After building a successful business connecting musicians with global brands, Eric turned his attention to ecommerce after becoming frustrated by conflicting reviews, influencer overload, and product pages that answered almost none of the questions shoppers actually had. The Desire Company was created to bring trusted experts into the buying journey, helping customers make informed decisions instead of simply encouraging them to click "Buy Now."

Bryan and Eric discuss why trust has become the most valuable currency in ecommerce, how AI is changing the way customers discover products, and why the brands that educate rather than advertise will have a significant advantage as conversational AI reshapes online shopping.

The conversation also explores how AI is helping businesses become more customer-centric—from auditing product pages and improving sales conversations to matching subject matter experts with brands and preparing for a future where AI assistants increasingly influence purchasing decisions.

You'll learn:

• Why customer confidence matters more than website traffic
• How education increases conversion and reduces hesitation
• Why expert guidance outperforms traditional marketing
• How AI is reshaping product discovery and buying behaviour
• What makes product content ready for AI-powered commerce
• Practical ways AI is improving sales and customer research
• Why challenger brands can outperform larger competitors
• Preparing your business for the next generation of ecommerce

The Luca Ecommerce Leader Series features conversations with founders and operators building the future of commerce. Each episode explores how AI, technology, and better decision-making help businesses build trust, improve customer experiences, and create sustainable growth.

Connect with Eric Sheinkop

LinkedIn: https://www.linkedin.com/in/ericsheinkop/

Learn more about The Desire Company

https://thedesirecompany.com

Connect with Luca

YouTube: https://www.youtube.com/@Ask_Luca

LinkedIn: https://www.linkedin.com/company/asklucaai/

Website: https://ask-luca.com/

Instagram: https://www.instagram.com/askluca/

Facebook: https://www.facebook.com/askluca1

In Episode 47 of the Luca Ecommerce Leader Series, Bryan Kinghorn sits down with Tyler Cadwell, Founder of Everything Etched, to explore one of the biggest challenges facing growing businesses:

How do you scale without losing the personal touch?

As businesses grow, customer experiences often become more standardised.

Tyler believes AI can change that.

What started as a personalised gift for his mother has grown into a thriving engraving business where every order tells a different story. From wedding gifts and family heirlooms to milestone celebrations, Everything Etched has built its reputation on creating deeply personal experiences at scale.

Bryan and Tyler discuss why traditional software struggles with highly customised businesses, how AI is helping automate repetitive operational work, and why removing administrative friction gives teams more time to focus on the moments customers actually remember.

The conversation also explores how founders can move beyond using AI as a writing tool and begin treating it as an operating partner. Tyler shares practical lessons from building AI agents that improve customer service, streamline workflows, generate designs, and surface business insights that help small teams perform like much larger organisations.

You'll learn:

• Why AI should strengthen—not replace—the customer experience
• Scaling personalised businesses without sacrificing quality
• Building AI agents that improve day-to-day operations
• Automating repetitive work while keeping customer relationships human
• Why operational data is the foundation of effective AI
• Practical ways founders can use AI as an operating partner
• Building systems before scaling the business
• Lessons from growing a highly customised e-commerce company

The Luca Ecommerce Leader Series features conversations with founders and operators building the future of commerce. Each episode explores how AI, technology, and better decision-making help businesses create exceptional customer experiences, improve operations, and build sustainable growth.

Connect with Tyler Cadwell

LinkedIn: https://www.linkedin.com/in/tyler-cadwell-2996b21a/

Learn more about Everything Etched

https://everythingetched.com

Connect with Luca

YouTube: https://www.youtube.com/@Ask_Luca

LinkedIn: https://www.linkedin.com/company/asklucaai/

Website: https://ask-luca.com/

Instagram: https://www.instagram.com/askluca/

Facebook: https://www.facebook.com/askluca1

In Episode 46 of the Luca Ecommerce Leader Series, Bryan Kinghorn sits down with Chris Lucas, Founder & CEO of Second Sense, to explore one of the biggest questions facing every business today:

What will matter when everyone has access to the same AI?

If AI becomes available to everyone, where does competitive advantage come from?

Chris believes the answer isn't better software.

It's better data.

After studying AI at Stanford, building recommendation systems at Instagram, and completing his MBA at Harvard, Chris founded Second Sense to solve one of luxury resale's biggest challenges: turning fragmented, inconsistent product information into structured data that both people—and AI—can actually understand.

Bryan and Chris discuss why proprietary data is becoming more valuable than user interfaces, how AI is changing the way customers discover products, and why businesses that deeply understand their own information will be better positioned for the next generation of commerce.

The conversation also explores the realities of building an AI startup—from launching an MVP that crashed after going viral to raising venture capital and navigating one of the fastest-moving industries in technology. Chris shares why founders should understand every workflow before automating it and why continually reassessing new AI capabilities has become a critical leadership habit.

You'll learn:

• Why data—not AI—is becoming the real competitive advantage
• How structured information creates better customer experiences
• Building an AI startup from MVP to venture-backed business
• Why founders should understand processes before automating them
• The future of AI-powered shopping and product discovery
• How proprietary data creates lasting business value
• Lessons from building machine learning products at Instagram
• Leadership habits for navigating rapid technological change

The Luca Ecommerce Leader Series features conversations with founders and operators building the future of commerce. Each episode explores how AI, technology, and better decision-making help businesses uncover new opportunities, solve meaningful problems, and build sustainable competitive advantage.

Connect with Chris Lucas

LinkedIn: https://www.linkedin.com/in/chrisflucas/

Learn more about Second Sense

https://secondsense.co

Connect with Luca

YouTube: https://www.youtube.com/@Ask_Luca

LinkedIn: https://www.linkedin.com/company/asklucaai/

Website: https://ask-luca.com/

Instagram: https://www.instagram.com/askluca/

Facebook: https://www.facebook.com/askluca1

In Episode 45 of the Luca Ecommerce Leader Series, Bryan Kinghorn sits down with Timothy Porth, President & Co-Founder of Fiix Body, to explore one of the hardest challenges in business:

How do you earn trust when your customers have already tried everything?

When people are living with pain, they're not looking for another product.

They're looking for a solution they can finally believe in.

After struggling with chronic tennis elbow himself, Tim set out to create a better way for people to recover from home. What began as a personal frustration has grown into a healthcare business helping thousands of people regain mobility through expert guidance, innovative products, and personalised support.

Bryan and Tim discuss why trust matters more than marketing in healthcare, how listening to customers has shaped both the product and the business, and why combining education with genuine human conversations creates better outcomes than automation alone.

The conversation also explores how AI is helping founders make better decisions. From analysing marketing performance and identifying customer pain points to improving reporting and creating educational content, Tim shares how AI is helping his team spend less time analysing data and more time helping people recover.

You'll learn:

• Why trust is the foundation of healthcare businesses
• Building products around real customer problems
• The importance of education and human expertise
• Listening to customer conversations to improve products
• Practical ways AI is improving marketing and business operations
• Using AI to uncover customer insights at scale
• Measuring sustainable growth through better decision-making
• Lessons from building a healthcare business that customers recommend

The Luca Ecommerce Leader Series features conversations with founders and operators building the future of commerce. Each episode explores how AI, technology, and better decision-making help businesses solve meaningful problems, earn lasting customer trust, and build sustainable growth.

Connect with Timothy Porth

LinkedIn: https://www.linkedin.com/in/timporth

Learn more about Fiix Body

https://fiixbody.com

Connect with Luca

YouTube: https://www.youtube.com/@Ask_Luca

LinkedIn: https://www.linkedin.com/company/asklucaai/

Website: https://ask-luca.com/

Instagram: https://www.instagram.com/askluca/

Facebook: https://www.facebook.com/askluca1