Growing Ecommerce – The Retail Growth Podcast

In this episode of Growing Ecommerce, Mike Ryan and Chris Scharmueller dive into the much-anticipated updates to the OpenAI ads platform and break down Google's staggering Q1 earnings report.While OpenAI has finally transitioned their ad platform from a primitive Excel spreadsheet to a proper User Interface, their highly publicized shift to a CPC model is raising major red flags. We break down the math behind their highly constrained $3 to $5 max CPC range, revealing how it mathematically equates to the exact same astronomical $60 effective CPM they originally launched with. We discuss why advertisers should demand more transparency and control before shifting their performance budgets to ChatGPT.We also unpack Google's unstoppable Q1 momentum. With a massive $110 billion in revenue and an 80% spike in earnings per share, Google is silencing the "death of Search" narrative. We explore their impressive 19% core Search growth, the staggering 63% surge in Google Cloud that is heavily outpacing AWS and Azure, and why Google's massive $180 billion CapEx guidance for 2026 solidifies their dominance in the AI arms race.Key Takeaways:• The OpenAI Ad Trap: Don't be fooled by OpenAI's new CPC bidding model. By forcing advertisers into a strict $3 to $5 CPC range, the platform is essentially maintaining its premium $60 effective CPM under a disguise. Advertisers should hold off on shifting performance budgets until real incrementality and transparency are proven.• Search is Still Thriving: Despite the ongoing narrative that AI will kill traditional search engines, Google's core Search product grew by 19% year-over-year. The search giant's core advertising flywheel remains the most reliable engine for ecommerce growth.• Google Cloud is Winning the AI War: Google Cloud (GCS) achieved a staggering 63% year-over-year growth, heavily outpacing Amazon AWS (28%) and Microsoft Azure (39%). Powered by deep Gemini integration and proprietary TPUs, Google's vertical integration puts them in a unique position to dominate the next decade.Resources & Links:• Access all our webinars, reports, and playbooks in our Knowledge Hub: https://smarter-ecommerce.com/en/knowledge-hub/ • How is your industry stacking up in the market? Find out with smec's Google Ads Benchmarks: https://smarter-ecommerce.com/en/smec-market-observer/About Smarter Ecommerce (smec):Smarter Ecommerce (smec) empowers e-commerce brands with AI-driven PPC automation that optimizes for profit and business outcomes while maintaining strategic control.The platform activates first-party data - profit margins, customer lifetime value, and key business metrics - to automate campaign optimization toward goals like profitability and efficient growth, while detailed campaign insights provide full transparency and enable PPC teams to focus on strategic oversight rather than manual execution.As a Google Premier Partner and three-time Microsoft Retail Partner of the Year, smec manages over €500 million in ad spend and drives €5B+ in annual e-commerce revenue for 350+ global retail clients including THG, Snipes, REWE, and Intersport.Make sure to follow smec - Smarter Ecommerce for more performance marketing insights:smec - Smarter Ecommerce: https://www.smarter-ecommerce.comLinkedIn: https://linkedin.com/company/smarter-ecommerce-gmbhNewsletter: https://smarter-ecommerce.com/en/newsletter/Instagram: https://www.instagram.com/smarterecommerce/

In this episode of Growing E-commerce, Mike Ryan and Chris Scharmueller dive into the end of an era: Dynamic Search Ads (DSA) are officially dying.While Google's new AI Max for Search currently sits at a tiny 1.5-2% adoption rate, the mandatory migration of all DSA campaigns by September will trigger an instant hockey-stick growth curve. We explain exactly what you need to expect from this sunset, how the auto-migration handles broad match and URL expansion by default, and why advertisers need to start testing AI Max immediately before the Q4 holiday crunch.We also unpack the diverging automation strategies of the tech giants and the catastrophic drop in Meta Advantage+ adoption. After peaking at 40%, its cost share has nosedived to a concerning 20%. We discuss why this downward trend calls Mark Zuckerberg's "fully automated" vision into question. Plus, we explore the latest Meta Pixel updates and why Meta wants a feed-less future while Google doubles down on structured data.Key Takeaways:The AI Max Hockey Stick: Do not be fooled by the current low adoption rate of AI Max for Search. Once the legacy DSA campaigns (which currently hold about 15% cost share) are auto-migrated in September, AI Max will become a dominant and highly relevant campaign type overnight.Meta's Automation Problem: Advantage+ adoption is on a multi-quarter decline, dropping to just 20% cost share. Without substantial product improvements, Meta will struggle to achieve the fully automated, hands-off advertising ecosystem it envisioned.The Feed vs. Feed-less Divide: Meta is attempting to offload feed management by using AI to scrape landing page data directly via the Meta Pixel. Conversely, Google relies heavily on detailed data feeds to ground its AI and maintain quality control.Resources & Links:Access all our webinars, reports, and playbooks in our Knowledge Hub: https://smarter-ecommerce.com/en/knowledge-hub/How is your industry stacking up in the market? Find out with smec's Google Ads Benchmarks:https://smarter-ecommerce.com/en/smec-market-observer/ About Smarter Ecommerce (smec):Smarter Ecommerce (smec) empowers e-commerce brands with AI-driven PPC automation that optimizes for profit and business outcomes while maintaining strategic control.The platform activates first-party data - profit margins, customer lifetime value, and key business metrics - to automate campaign optimization toward goals like profitability and efficient growth, while detailed campaign insights provide full transparency and enable PPC teams to focus on strategic oversight rather than manual execution.As a Google Premier Partner and three-time Microsoft Retail Partner of the Year, smec manages over €500 million in ad spend and drives €5B+ in annual e-commerce revenue for 350+ global retail clients including THG, Snipes, REWE, and Intersport.Make sure to follow smec - Smarter Ecommerce for more performance marketing insights:smec - Smarter Ecommerce: https://www.smarter-ecommerce.comLinkedIn: https://linkedin.com/company/smarter-ecommerce-gmbhNewsletter: https://smarter-ecommerce.com/en/newsletter/Instagram: https://www.instagram.com/smarterecommerce/

In this episode of Growing Ecommerce, Mike Ryan and Chris Scharmueller break down the latest shifts in the battle for AI dominance and the future of online shopping.We analyze the quiet death of OpenAI's Agentic Commerce Protocol (ACP). With major tech giants—including ACP co-founder Stripe, as well as Meta, Microsoft, and Amazon—joining Google's Universal Commerce Protocol (UCP) Tech Council, we explore what this consensus means for the future of e-commerce standards and why these companies chose to back Google's infrastructure over ChatGPT.We also look at where ChatGPT's outbound traffic is actually going. With 20% of its e-commerce referrals landing on Amazon—and roughly 30% of its overall referrals directing users right back to Google or YouTube—we question the long-term impact on user experience and whether OpenAI is just feeding the monopolies it is trying to disrupt.Plus, we cover Google's rollout of "AI mode" to Chrome users in the US, featuring a new side-by-side browsing experience, and discuss the looming threat of mass arbitration facing Google in the wake of its 2024 antitrust loss.Resources & Links:Access all our webinars, reports, and playbooks in our Knowledge Hub: https://smarter-ecommerce.com/en/knowledge-hub/How is your industry stacking up in the market? Find out with smec's Google Ads Benchmarks:https://smarter-ecommerce.com/en/smec-market-observer/ About Smarter Ecommerce (smec):Smarter Ecommerce (smec) empowers e-commerce brands with AI-driven PPC automation that optimizes for profit and business outcomes while maintaining strategic control.The platform activates first-party data - profit margins, customer lifetime value, and key business metrics - to automate campaign optimization toward goals like profitability and efficient growth, while detailed campaign insights provide full transparency and enable PPC teams to focus on strategic oversight rather than manual execution.As a Google Premier Partner and three-time Microsoft Retail Partner of the Year, smec manages over €500 million in ad spend and drives €5B+ in annual e-commerce revenue for 350+ global retail clients including THG, Snipes, REWE, and Intersport.Make sure to follow smec - Smarter Ecommerce for more performance marketing insights:smec - Smarter Ecommerce: https://www.smarter-ecommerce.comLinkedIn: https://linkedin.com/company/smarter-ecommerce-gmbhNewsletter: https://smarter-ecommerce.com/en/newsletter/Instagram: https://www.instagram.com/smarterecommerce/

Google just quietly won the agentic commerce war — and most ecommerce retailers haven't even noticed. In this episode of Growing Ecommerce, Mike Ryan and Chris break down the three UCP (Universal Commerce Protocol) updates Google just shipped, why OpenAI's ACP is already falling behind, and the structural advantages that make Google's lead almost impossible to catch.If you run Performance Max campaigns, sell on Google Shopping, or want to understand where ecommerce is headed in the AI era — this is the episode that connects the dots.Inside this episode:The 3 new UCP capabilities that just went live: cart building, catalog capability, and identity linking — and why "boring" updates matter more than hypeWhy OpenAI's ACP dropped to single-item checkout while Google moved aheadThe Walmart Sparky chatbot inside ChatGPT — the workaround that proves OpenAI's pipeline is brokenHow Google Pay and Google Wallet quietly lock retailers into a walled gardenGoogle's flywheel: how the shopping graph + audience graph + structured knowledge graph data create a moat LLMs can't replicateWhy this time is different from Buy on Google's 2018 failure — and what changed in Google's leverage over retailersWhy pipeline-based agents (UCP) will win over browser-based agents — and how this is really the logical endpoint of headless commerceThe only thing that could realistically stop Google: regulatorsTopics covered: UCP, Universal Commerce Protocol, agentic commerce, Performance Max, PMax, Google Shopping, AI mode, ChatGPT shopping, OpenAI ACP, agentic checkout, Google Pay, Google Wallet, headless commerce, Merchant Center, knowledge graph, shopping graph, Walmart Sparky, AI overviews, conversational attributes.About Smarter Ecommerce (smec):Smarter Ecommerce (smec) empowers e-commerce brands with AI-driven PPC automation that optimizes for profit and business outcomes while maintaining strategic control.The platform activates first-party data - profit margins, customer lifetime value, and key business metrics - to automate campaign optimization toward goals like profitability and efficient growth, while detailed campaign insights provide full transparency and enable PPC teams to focus on strategic oversight rather than manual execution.As a Google Premier Partner and three-time Microsoft Retail Partner of the Year, smec manages over €500 million in ad spend and drives €5B+ in annual e-commerce revenue for 350+ global retail clients including THG, Snipes, REWE, and Intersport.Make sure to follow smec - Smarter Ecommerce for more performance marketing insights:smec - Smarter Ecommerce: https://www.smarter-ecommerce.comLinkedIn: https://linkedin.com/company/smarter-ecommerce-gmbhNewsletter: https://smarter-ecommerce.com/en/newsletter/Instagram: https://www.instagram.com/smarterecommerce/

In this episode of Growing E-commerce, Mike Ryan and Chris Scharmueller unpack two massive stories highlighting the current realities—and potential delusions—of the tech and retail sectors.First, we discuss the quiet and staggering fall of Allbirds. Once a Silicon Valley staple and D2C darling valued at a massive $4 billion, the sustainable shoe company has reportedly sold for a fraction of that cost. We explore what their trajectory tells us about the overestimation of the D2C model and why the fundamentals of traditional retail still matter.Then, we dive back into the OpenAI ad platform. OpenAI recently released a bullish projection: they expect their ad business to cross $100 billion in revenue by 2030. We take a critical look at the current state of their ad interface—which currently resembles Google Ads from a decade ago—and discuss why hitting that revenue target will require an unprecedented, disruptive evolution of their product.Key Takeaways:The D2C Reality Check: Allbirds' massive devaluation highlights a broader trend: many D2C brands were valued as high-growth tech companies rather than traditional retailers. As market conditions shift, the core competencies of traditional retail—and the value of retail middlemen—are becoming apparent again.OpenAI's Steep Climb: While OpenAI projects a massive $100 billion ad business by 2030, their current platform is rudimentary. It operates on a flight-based approach with a fixed $60 CPM and relies on basic keyword matching, limiting its appeal primarily to large brand advertisers rather than the performance-focused mass market needed for that scale of growth.The Comparability Problem: OpenAI's ad platform will inevitably be compared to highly sophisticated, always-on ecosystems like Google Ads and Meta. To capture significant market share and reach their revenue goals, OpenAI must evolve beyond a basic UI and deliver a product that proves strong incrementality and Return on Ad Spend (ROAS).Resources & Links:Access all our webinars, reports, and playbooks in our Knowledge Hub: https://smarter-ecommerce.com/en/knowledge-hub/How is your industry stacking up in the market? Find out with smec's Google Ads Benchmarks:https://smarter-ecommerce.com/en/smec-market-observer/ About Smarter Ecommerce (smec):Smarter Ecommerce (smec) empowers e-commerce brands with AI-driven PPC automation that optimizes for profit and business outcomes while maintaining strategic control.The platform activates first-party data - profit margins, customer lifetime value, and key business metrics - to automate campaign optimization toward goals like profitability and efficient growth, while detailed campaign insights provide full transparency and enable PPC teams to focus on strategic oversight rather than manual execution.As a Google Premier Partner and three-time Microsoft Retail Partner of the Year, smec manages over €500 million in ad spend and drives €5B+ in annual e-commerce revenue for 350+ global retail clients including THG, Snipes, REWE, and Intersport.Make sure to follow smec - Smarter Ecommerce for more performance marketing insights:smec - Smarter Ecommerce: https://www.smarter-ecommerce.comLinkedIn: https://linkedin.com/company/smarter-ecommerce-gmbhNewsletter: https://smarter-ecommerce.com/en/newsletter/Instagram: https://www.instagram.com/smarterecommerce/

Is the “Zero-Click” shopping era finally here, and are European retailers ready for a three-way war between Amazon, Temu, and JD.com's Joybuy?In this episode of Growing Ecommerce, Mike Ryan and Chris Scharmueller unpack a huge week in e-commerce. First: Meta's new Stripe partnership for in-app checkout. With OpenAI and Google both struggling to make native checkout work, can Meta finally crack the “zero-click” model and keep shoppers fully inside its platform?Then comes the real clash of the titans. JD.com has launched Joybuy in Europe, going straight after Amazon and Temu. We share exclusive Google Ads data showing how aggressively Joybuy is already outranking incumbents. But unlike Temu, Joybuy isn't just burning cash for growth. It's building a sustainable base and investing in local logistics, making it a serious hybrid threat.Finally, Mike shares updated market penetration numbers for Amazon and Temu across Europe. The picture is clear: Amazon dominates wealthy Western European markets, while Temu has seized the Central and Eastern European markets Amazon largely ignored.

OpenAI is facing a projected $25 billion shortfall, and their attempt to monetize ecommerce is already falling apart.In this episode of Growing Ecommerce, Mike Ryan and Chris Scharmüller ask the billion-dollar question: Is the dream of "agentic commerce" already dead on arrival? While the media celebrates OpenAI's early $100 million in ad revenue, the math tells a much darker story. Their projected 2026 burn rate sits between $14 and $25 billion. To survive, they need a massive, highly profitable ad network—but their recent retail experiments are failing the test.We break down why ChatGPT quietly killed off its new "Shopping Research" feature (hint: consumers won't wait minutes for an AI to fetch product recommendations). We also reveal the shocking data from Walmart's early checkout test within ChatGPT, where in-app conversions were three times lower than standard website traffic.If ChatGPT wants to steal budget from Google Ads and Meta, they have to prove they can actually drive profitable sales. Right now, the data suggests users simply aren't ready to let an AI agent do their shopping.Key Takeaways & SEO Insights:The Revenue Reality: Generating $100M in two months is impressive, but with Capital Expenditures (CapEx) skyrocketing to compete with Google and Microsoft, OpenAI's projected losses are staggering. Advertising is their most obvious path to close that gap.Speed vs. Quality in E-commerce: OpenAI shut down its specialized post-trained shopping model because generating deep product analyses took too long. In retail, friction kills adoption.The Conversion Crisis: Early tests with major retailers like Walmart showed that instant checkouts within ChatGPT converted at a rate 3x lower than traditional website traffic. If they can't drive efficiency, advertisers won't shift their budgets.The Scraping Band-Aid: OpenAI's reliance on scraping Google Shopping data for product recommendations shows they are still heavily dependent on their biggest competitor to power their agentic commerce dreams.Resources & Links:Access all our webinars, reports, and playbooks in our Knowledge Hub: https://smarter-ecommerce.com/en/knowledge-hub/How is your industry stacking up in the market? Find out with smec's Google Ads Benchmarks:https://smarter-ecommerce.com/en/smec-market-observer/ About Smarter Ecommerce (smec):Smarter Ecommerce (smec) empowers e-commerce brands with AI-driven PPC automation that optimizes for profit and business outcomes while maintaining strategic control.The platform activates first-party data - profit margins, customer lifetime value, and key business metrics - to automate campaign optimization toward goals like profitability and efficient growth, while detailed campaign insights provide full transparency and enable PPC teams to focus on strategic oversight rather than manual execution.As a Google Premier Partner and three-time Microsoft Retail Partner of the Year, smec manages over €500 million in ad spend and drives €5B+ in annual e-commerce revenue for 350+ global retail clients including THG, Snipes, REWE, and Intersport.Make sure to follow smec - Smarter Ecommerce for more performance marketing insights:smec - Smarter Ecommerce: https://www.smarter-ecommerce.comLinkedIn: https://linkedin.com/company/smarter-ecommerce-gmbhNewsletter: https://smarter-ecommerce.com/en/newsletter/Instagram: https://www.instagram.com/smarterecommerce/

Ever wonder what the biggest e-commerce brands are discussing behind closed doors? We are opening up the vault.

Is the "clash of the titans" coming for your profit margins, and is Google about to take away your website traffic? In this episode of Growing E-commerce, Mike Ryan and Chris Sharma tackle two massive, existential shifts threatening the traditional online retail playbook.First, we dive into the aggressive European expansion of Chinese e-commerce giants. While JD.com (Joybuy) and SHEIN are making aggressive moves, Temu is completely taking over. We break down the official monthly active user data, revealing that Temu now commands a 40% overall market share in Europe – including a staggering 71.1% market share in Poland and 44% in Germany. Are European retailers simply becoming collateral damage in this war of attrition?Then, we unpack a recently granted Google patent that sounds like a sci-fi nightmare for marketers. The patent outlines a system where Google evaluates your landing page, and if it doesn't meet their qualitative standards, they will generate an AI replacement landing page within the ad ecosystem. We discuss what this means for the loss of your tracking data, zero-click purchases, and the ultimate "PMax-ification" of Google Ads.

Why did OpenAI quietly kill its shopping feature, and what does it mean for the future of Google Ads?

If you want to know how your peers are actually handling the grind, the Google Ads updates, and the "AI takeover," this episode is a must-watch. We recorded a special edition of Growing Ecommerce live from SMX Munich! Host Mike Ryan is joined by Wijnand Meijer (Co-founder & CEO at TrueClicks) and Frederick Vallaeys (CEO at Optmyzr) to dive deep into the freshly released Global State of PPC 2026 Report.This isn't just another PDF to gather dust in your downloads folder. Driven by the team at TrueClicks and supported by top industry partners, it's an unfiltered reality check for the entire paid search industry. With 1,300+ respondents spilling the tea across 60+ charts and 14,000 words, we unpack the hard insights on agency billing, Performance Max workarounds, and why AI isn't saving us as much time as the tech bros promised.The Complexity Struggle: 53% of practitioners say managing PPC is harder than it was two years ago.Agency Operations: Agencies managing over $1M/month are doing so with 20% fewer people. Yet, 1 in 5 agencies still charge by billable hours (with heavy geographical differences: only 4-12% in the US/AUS vs. 25% in Europe).The PMax Paradox: 48% complain about a lack of granular control, leading to workarounds like standard shopping hybrids (37%) and feed-only builds (17%). Despite this, 65% are satisfied with their PMax results.The AI Elephant in the Room: On average, professionals report saving only 5.2 hours a week using AI. Furthermore, 70% state that quality and accuracy (hallucinations) are their biggest AI hurdles.The Tool Stack: Surprisingly, 62% of respondents don't use paid third-party tools for analysis or optimization, relying entirely on native interfaces and spreadsheets.Resources & Links:Read the full, unfiltered report for free at: www.ppcsurvey.comA massive thank you to Wijnand Meijer and the TrueClicks team for driving this monumental effort.Shoutout to all the fellow partners for making this happen: DataFeedWatch by Cart.com, God Tier Ads, Hero Conf, Optmyzr, Producthero, SMX Advanced Europe, Swydo, TrueClicks, and Smarter E-commerce (smec).Learn more about Smarter E-commerce: smarter-ecommerce.comAbout Smarter Ecommerce (smec):Smarter Ecommerce (smec) empowers e-commerce brands with AI-driven PPC automation that optimizes for profit and business outcomes while maintaining strategic control.The platform activates first-party data - profit margins, customer lifetime value, and key business metrics - to automate campaign optimization toward goals like profitability and efficient growth, while detailed campaign insights provide full transparency and enable PPC teams to focus on strategic oversight rather than manual execution.As a Google Premier Partner and three-time Microsoft Retail Partner of the Year, smec manages over €500 million in ad spend and drives €5B+ in annual e-commerce revenue for 350+ global retail clients including THG, Snipes, REWE, and Intersport.Make sure to follow smec - Smarter Ecommerce for more performance marketing insights:smec - Smarter Ecommerce: https://www.smarter-ecommerce.comLinkedIn: https://linkedin.com/company/smarter-ecommerce-gmbhNewsletter: https://smarter-ecommerce.com/en/newsletter/Instagram: https://www.instagram.com/smarterecommerce/

In this episode of Growing E-commerce, Mike Ryan and Chris from Smarter Ecommerce (smec) tackle the massive news that DSA's time on Earth is limited. With DSA going the way of the dinosaurs, Google is pushing advertisers toward AI Max for Search. But is it actually a worthy replacement?To find out, Mike breaks down the findings from his brand-new 18-page report, The Ultimate Guide to AI Max. After analyzing 1 year of data across more than 600 Google Ads search campaigns, the numbers tell a nuanced story about incrementality versus efficiency.We cover exactly what AI Max is, how it overlaps with PMax and Broad Match, and the real cost of those "incremental" conversions. If you are a heavy DSA user, this is the exact data you need to start planning your migration strategy!

Is ROAS a flawed metric for Google Ads? According to acclaimed ecommerce experts Mike Ryan and Christian Scharmüller, using Return on Ad Spend (ROAS) as your primary "North Star" metric creates a dangerous "Revenue Trap." Because ROAS measures revenue rather than actual margin, it creates an "air gap" that ignores the law of diminishing returns, ultimately hurting the profitability of mature Google Ads campaigns.In this episode of Growing eCommerce, the hosts break down how to properly use ROAS as a bidding signal and explore the latest transparency updates to Google's Performance Max (PMax) campaigns.The Problem with ROAS as a Profit Proxy: Many advertisers use ROAS as a stand-in for profit. However, as campaigns scale, incremental returns flatten out. A 600% ROAS does not guarantee your next ad dollar will yield the same profit margin.ROAS is a Communication Vessel, Not Just a Goal: Setting a blanket ROAS target across multiple campaigns is a strategic mistake. ROAS is actually your primary bidding signal and pacing tool to steer Google's algorithms.Dynamic vs. Static Targeting: Advertisers should move away from adjusting ROAS based on "gut feeling" and adopt a scientific, data-driven approach based on specific campaign constraints.Resources & Expert LinksFREE smec Advanced Channel Report Script: https://smarter-ecommerce.com/en/google-ads-scripts/pmax-channel-insights/About Mike Ryan:Based in Austria and originally from Boston, Mike Ryan is the Head of Ecommerce Insights at Smarter Ecommerce (smec) with over ten years of experience in retail and PPC landscape. With a robust background spanning retail operations, product management, and digital ads, Mike leverages his multidisciplinary expertise to drive data-informed strategies that help online retailers optimize their performance in an increasingly competitive market.About Christian Scharmueller:As a seasoned veteran in the PPC and Ecommerce space, Christian Scharmüller serves as the CCO & Managing Director of Smarter Ecommerce. With over 12 years of experience at the forefront of ad tech, Christian is a sought-after speaker at major industry events, including SMX and OMR, where he shares insights on high-level e-commerce strategy and the future of retail media.About Smarter Ecommerce (smec) Smarter Ecommerce (smec) helps e-commerce brands scale profitably with AI-driven PPC automation—optimizing for business outcomes while keeping strategic control in the hands of marketers. The platform activates first-party data (e.g., margins, CLV, core business metrics) to automate campaign optimization toward profitability and efficient growth, with transparent insights that reduce manual work and free teams for strategic oversight. As a Google Premier Partner and three-time Microsoft Retail Partner of the Year, smec manages €500M+ in ad spend and drives €5B+ in annual e-commerce revenue for 350+ global retail clients, including THG, Snipes, REWE, and Intersport. Follow smec for performance marketing insights: Website: smarter-ecommerce.com LinkedIn: linkedin.com/company/smarter-ecommerce-gmbh Newsletter: smarter-ecommerce.com/en/newsletter/ Instagram: instagram.com/smarterecommerce

In this episode of Growing eCommerce, Mike Ryan and Chris debunk three persistent myths that are still holding retailers back in 2026. While everyone is distracted by the hype of UCP and Agentic Commerce, many accounts are bleeding efficiency due to outdated structures like the "Heroes & Zombies" matrix and one-dimensional margin buckets.We break down why these old-school tactics create self-fulfilling prophecies of failure and share what sophisticated retailers are doing instead to balance volume, margin, and the new reality of AI-driven search.In this episode, we cover:The "Zero Click" Wake-Up Call: Why the shift to walled gardens means you need to fix your tactical basics now before the ecosystem changes forever.Myth #1: Heroes & Zombies: Why classifying low-volume products as "zombies" is a logical flaw that starves your potential growth engines. We explain the danger of using historical data to doom new products.Myth #2: Margin Buckets: Why segmenting campaigns by gross margin % (e.g., 0-5%, 5-10%) is dangerous. Mike shares data showing how this ignores conversion volume and pricing strategies, leading to "death by optimization."Myth #3: PMax vs. Standard Shopping: It's no longer an either/or decision. We discuss the rise of hybrid setups and why Standard Shopping is actually gaining cost share again.Key Takeaways:Don't rely on single-dimensional data: Grouping products solely by ROAS or Margin % ignores critical context like seasonality, price competitiveness, and absolute profit.Standard Shopping isn't dead: Even Google is now advocating for hybrid use cases, such as using Standard Shopping for query filtering or specific inventory control.+1The "Self-Fulfilling Prophecy": If you put a new product in a "zombie" campaign with low budget because it has no data, it will never get data. You need a multi-dimensional scoring strategy.About Mike RyanBased in Austria and originally from Boston, Mike Ryan is Head of Ecommerce Insights at Smarter Ecommerce (smec). With 10+ years in retail and PPC, and experience across retail operations, product management, and digital advertising, he helps online retailers turn data into strategies that improve performance in a highly competitive market.About Christian ScharmüllerChristian Scharmüller is CCO & Managing Director at Smarter Ecommerce and a long-time expert in PPC and e-commerce. With 12+ years in ad tech, he's a regular speaker at major industry events such as SMX and OMR, sharing insights on e-commerce strategy and the future of retail media.About Smarter Ecommerce (smec) Smarter Ecommerce (smec) helps e-commerce brands scale profitably with AI-driven PPC automation—optimizing for business outcomes while keeping strategic control in the hands of marketers. The platform activates first-party data (e.g., margins, CLV, core business metrics) to automate campaign optimization toward profitability and efficient growth, with transparent insights that reduce manual work and free teams for strategic oversight. As a Google Premier Partner and three-time Microsoft Retail Partner of the Year, smec manages €500M+ in ad spend and drives €5B+ in annual e-commerce revenue for 350+ global retail clients, including THG, Snipes, REWE, and Intersport. Follow smec for performance marketing insights: Website: smarter-ecommerce.com LinkedIn: linkedin.com/company/smarter-ecommerce-gmbh Newsletter: smarter-ecommerce.com/en/newsletter/ Instagram: instagram.com/smarterecommerce

UCP (Universal Context Protocol) is a new infrastructure layer aiming to standardize “agentic commerce.” It breaks ecommerce into modular capabilities (“Lego bricks”) so AI agents can negotiate tasks like product discovery, checkout, and payments across platforms.This has become an infrastructure war: Google is pushing UCP as an open-source standard versus OpenAI's ACP (Agentic Commerce Protocol) and Anthropic's MCP (Model Context Protocol). Big retailers such as Walmart and Zalando are already experimenting with UCP right now.In this episode of Growing Ecommerce, Mike Ryan and Christian Scharmüller unpack what “Agentic Commerce” means as AI shifts from generating text to taking actions in online shops—and what that implies for your data feed strategy.In this episode, we cover:• The Rise of UCP: how agents “negotiate” capabilities like discovery and checkout—similar to early standards wars (e.g., electricity).• Adoption Reality Check: will consumers let AI buy their sneakers? Mike forecasts ~10% of UCP-based transactions within 2 years; Chris estimates ~5%.• The Protocol War: how partnerships with giants (Walmart, Zalando) help Google try to win the standard.• New Merchant Responsibilities: to reduce hallucinations, Google plans 10–12 new feeds/attributes, pushing more structured-data work back to retailers.About the hosts:Mike Ryan (Austria; originally Boston) is Head of Ecommerce Insights at Smarter Ecommerce (smec), with 10+ years in retail and PPC.Christian Scharmüller is CCO & Managing Director at smec, a long-time PPC/ecommerce leader and frequent speaker (e.g., SMX, OMR).Smarter Ecommerce (smec) helps e-commerce brands optimize PPC with AI-driven automation focused on profit and business outcomes, leveraging first-party data like margins and LTV.Follow smec for more performance marketing insights:LinkedIn: https://linkedin.com/company/smarter-ecommerce-gmbhSubscribe for more actionable eCommerce insights!#eCommerce #GoogleAds #UCP #AgenticCommerce #AI #DigitalMarketing #RetailTrends #GoogleMerchantCentersmec is a Google Premier Partner and three-time Microsoft Retail Partner of the Year, managing €500M+ in ad spend and driving €5B+ in annual e-commerce revenue across 350+ global retail clients (incl. THG, Snipes, REWE, Intersport).More:Website: https://www.smarter-ecommerce.comNewsletter: https://smarter-ecommerce.com/en/newsletter/Instagram: https://www.instagram.com/smarterecommerce/Why it matters: if agents become the new storefront, whoever sets the protocol shapes access to customers, data standards, and product visibility—so feed quality and structured attributes really matter.About smec (Smarter Ecommerce): At smec - Smarter Ecommerce, we specialize in transforming business goals into optimized ad campaigns. With over 16 years of experience in Google & Microsoft Ads, our intelligent software and expert services help retailers achieve superior results. We're committed to giving you the tools and insights needed to stay ahead in the ever-evolving world of digital advertising. Make sure to follow smec - Smarter Ecommerce for more performance marketing insights: smec - Smarter Ecommerce: https://www.smarter-ecommerce.com LinkedIn: https://linkedin.com/company/smarter-ecommerce-gmbh Newsletter: https://smarter-ecommerce.com/en/newsletter/ Instagram: https://www.instagram.com/smarterecommerce/

In the final episode of 2025, Chris and Mike trade their suits for matching Christmas pajamas to deliver a raw, honest review of the year in digital marketing.

In this episode, Mike Ryan and Chris dive into the fundamental issue plaguing advanced performance advertisers: the lack of data integrity between ad platforms and a retailer's backend systems. Why are sophisticated retailers taking optimization decisions on ad platform data when their final bottom-line evaluation comes from a different source? Mike calls this the "optimization gulf".The hosts argue that this disconnect is a major tactical issue that is driving platforms like Google and Meta to pursue cross-channel solutions to regain trust.Key discussion points include:The Single Source of Truth (SSOT) Problem: Why using last-click attribution and optimizing within channel silos led to platforms taking 100% credit for the same purchases.The iOS 14.5 Inflection Point: How Apple's anti-tracking policies broke Meta campaigns, leading to the rise of "magic pixels" (Triple Whale, Northbeam) to fix reporting.Marginal ROAS vs. Average ROAS: Why optimizing only for average ROAS is a "massive flop" and why you need to understand the concept of marginal return to avoid spending beyond your optimal point.Google's Contradiction: We break down Google's claim that its bidding system (PMax) finds the cheapest conversion across all networks, and the subsequent contradiction of why the performance of those individual channels often looks bad in segmented reports.About smec (Smarter Ecommerce): At smec - Smarter Ecommerce, we specialize in transforming business goals into optimized ad campaigns. With over 16 years of experience in Google & Microsoft Ads, our intelligent software and expert services help retailers achieve superior results. We're committed to giving you the tools and insights needed to stay ahead in the ever-evolving world of digital advertising. Make sure to follow smec - Smarter Ecommerce for more performance marketing insights: smec - Smarter Ecommerce: https://www.smarter-ecommerce.com LinkedIn: https://linkedin.com/company/smarter-ecommerce-gmbh Newsletter: https://smarter-ecommerce.com/en/newsletter/ Instagram: https://www.instagram.com/smarterecommerce/

In this post-mortem episode, hosts Mike Ryan and Chris dive deep into the data behind the last peak season to reveal the true cost of Black Friday. They confirm what many performance marketers feared: the event is a "promotional bloodbath where margins are lost".The numbers are shocking: Google Ads spend was up over 31% year-over-year, but revenue only grew 15%, resulting in a massive 12% drop in Return on Ad Spend (ROAS). But the real trouble is profitability. Mike reveals an exclusive chart showing how the average gross profit margin dropped by 9 percentage points in the final week of November.What else is covered in this data-driven post-mortem:The Dilution of Demand: Why Black Friday search volume has been on a secular decline since peaking in 2018, and why the "doorbuster" concept is dead.The Hourly Opportunity: A never-before-seen hourly analysis that pinpoints the exact time when Cost Per Order (CPO) cools down and conversion rates peak, revealing the best time to run your budget.Competitor Strategy: A look at how Amazon is continuously ramping up spend, while the competition from Teemu drastically fell off on Black Friday itself.The Final Warning: Why the relentless increase in CPCs is the single biggest threat to the middle-of-the-pack online retailer.About smec (Smarter Ecommerce): At smec - Smarter Ecommerce, we specialize in transforming business goals into optimized ad campaigns. With over 16 years of experience in Google & Microsoft Ads, our intelligent software and expert services help retailers achieve superior results. We're committed to giving you the tools and insights needed to stay ahead in the ever-evolving world of digital advertising. Make sure to follow smec - Smarter Ecommerce for more performance marketing insights: smec - Smarter Ecommerce: https://www.smarter-ecommerce.com LinkedIn: https://linkedin.com/company/smarter-ecommerce-gmbh Newsletter: https://smarter-ecommerce.com/en/newsletter/ Instagram: https://www.instagram.com/smarterecommerce/

In this episode, Mike Ryan and Christian Scharmueller dismantle a massive technical flaw in Performance Max: the "Clicked vs. Bought" discrepancy.In a keywordless world, product targeting is your main lever. But Mike reveals that Google places its bids based on the product a user clicks, while being completely blind to the product they actually buy. This means Google is often bidding on the wrong item, unaware that your user cross-shopped into a lower-margin alternative or a different brand entirely. The result? You might be hitting your ROAS targets on paper, but your actual profit is bleeding out.The duo reveals the only technical fix for this—Conversions with Cart Data—and debates the ultimate trust exercise: is it finally time to share your Cost of Goods Sold (CoGS) with Google to bid on true profit?About smec (Smarter Ecommerce): At smec - Smarter Ecommerce, we specialize in transforming business goals into optimized ad campaigns. With over 16 years of experience in Google & Microsoft Ads, our intelligent software and expert services help retailers achieve superior results. We're committed to giving you the tools and insights needed to stay ahead in the ever-evolving world of digital advertising. Make sure to follow smec - Smarter Ecommerce for more performance marketing insights: smec - Smarter Ecommerce: https://www.smarter-ecommerce.com LinkedIn: https://linkedin.com/company/smarter-ecommerce-gmbh Newsletter: https://smarter-ecommerce.com/en/newsletter/ Instagram: https://www.instagram.com/smarterecommerce/

Is Google's new AI Max for Search the future, or is it a hidden trap?In this episode of Growing E-commerce, Mike Ryan and Chris dive into brand-new, independent test data on AI Max for Search and discuss the strategic role of Demand Gen and the future of Dynamic Search Ads (DSA).The analysis of over 250 e-commerce campaigns reveals significant concerns:AI Max delivers an average 35% lower Return on Ad Spend (ROAS) and a higher Cost Per Conversion (CPA) compared to traditional broad match campaigns in retail.The conversions AI Max drives are often at a lower Average Order Value (AOV), raising questions about incrementality versus cannibalization.Mike predicts that Dynamic Search Ads (DSA) is on its way to being fully sunset/upgraded to AI Max by early 2026. The shift signals Google's move to consolidate broad automation into AI Max and the visual discovery into Demand Gen. The hosts also warn that many advertisers are creating unnecessary data fragmentation and overlap by running AI Max, DSA, and PMAX concurrently.The key discussion focuses on the Demand Gen Strategy: Demand Gen is best used as a visual discovery engine to compete with Paid Social/Meta and is heavily driven by video ads across YouTube and Shorts. Learn how to use it strategically as a mid-funnel tool to feed Performance Max (PMAX).What to do now: AI Max is here to stay. Mike and Chris offer advice on how to use AI Max's built-in controls (like negative keywords) to make the feature work smarter for your business.About smec (Smarter Ecommerce): At smec - Smarter Ecommerce, we specialize in transforming business goals into optimized ad campaigns. With over 16 years of experience in Google & Microsoft Ads, our intelligent software and expert services help retailers achieve superior results. We're committed to giving you the tools and insights needed to stay ahead in the ever-evolving world of digital advertising. Make sure to follow smec - Smarter Ecommerce for more performance marketing insights: smec - Smarter Ecommerce: https://www.smarter-ecommerce.com LinkedIn: https://linkedin.com/company/smarter-ecommerce-gmbh Newsletter: https://smarter-ecommerce.com/en/newsletter/ Instagram: https://www.instagram.com/smarterecommerce/

Q3 earnings are in, and the consolidation is real. Hosts Mike Ryan and Chris dive into the gravity-defying numbers, confirming that Google's core ad revenue is up a strong 12.6% year-over-year (YoY), and their massive Cloud backlog sits at $155 billion USD. Chris states that Google is not the "bee-headed chicken" but remains the dominant "American eagle". The focus then shifts to Amazon, which has truly become a services business (Cloud and Ads), with its retail component no longer the core driver of its wealth.But the big story isn't the growth—it's the crisis. Mike and Chris reveal a dangerous surge in ad costs: CPCs in PMAX and Shopping are up an alarming 30% year-to-date (since week one of the year), with Shopping CPCs specifically soaring by 36% YoY. Chris warns that this kind of inflation is a "real threat" to Google's business model because it is "forcing especially small and middle businesses out" of the auction. They discuss whether a competitor like OpenAI could challenge Google by offering "massively discounted CPCs" to eat into market share. Finally, Mike introduces the free smec Market Observer tool that helps online retailers benchmark their CPCs and check competition levels from giants like Amazon and Temu.About smec (Smarter Ecommerce): At smec - Smarter Ecommerce, we specialize in transforming business goals into optimized ad campaigns. With over 16 years of experience in Google & Microsoft Ads, our intelligent software and expert services help retailers achieve superior results. We're committed to giving you the tools and insights needed to stay ahead in the ever-evolving world of digital advertising. Make sure to follow smec - Smarter Ecommerce for more performance marketing insights: smec - Smarter Ecommerce: https://www.smarter-ecommerce.com LinkedIn: https://linkedin.com/company/smarter-ecommerce-gmbh Newsletter: https://smarter-ecommerce.com/en/newsletter/ Instagram: https://www.instagram.com/smarterecommerce/

This episode tackles the most urgent issues retail clients are facing right now: exploding costs and profound market uncertainty.Hosts Mike Ryan and Chris dive into the alarming trend of increasing CPCs (Cost Per Click), which are soaring at rates of up to 30% in key categories. Chris calls these increases a "fucking pain in the ass" and a potential "business destroyer," especially for businesses with paper-thin margins. They debate whether Google is responsible or if it's purely a market-level crisis, and why Google must find a solution to prevent mid-sized players from running out of money.The second major theme is the AI search disruption. The hosts discuss the pervasive uncertainty among retailers—from small shops to enterprise clients—about the future of search behavior and the need for a stronger Data Density strategy. They reveal the huge structural change that the average search query in AI mode is 2.5x longer than in standard search. Finally, they discuss the evolving role of the PPC manager, emphasizing the need for system thinking and an openness to human-machine collaboration to thrive.About smec (Smarter Ecommerce): At smec - Smarter Ecommerce, we specialize in transforming business goals into optimized ad campaigns. With over 16 years of experience in Google & Microsoft Ads, our intelligent software and expert services help retailers achieve superior results. We're committed to giving you the tools and insights needed to stay ahead in the ever-evolving world of digital advertising. Make sure to follow smec - Smarter Ecommerce for more performance marketing insights: smec - Smarter Ecommerce: https://www.smarter-ecommerce.com LinkedIn: https://linkedin.com/company/smarter-ecommerce-gmbh Newsletter: https://smarter-ecommerce.com/en/newsletter/ Instagram: https://www.instagram.com/smarterecommerce/

It's here! Ads are officially landing inside your AI search results, and Google's not asking for permission. In this episode, Mike Ryan and Chris break down the massive global rollout of AI Overviews (AIO) and AI Mode (AIM). They reveal the experimental phase where ads will soon appear inside the AI content itself, and expose the most critical issue: advertisers currently have neither an opt-in nor an opt-out for these new properties. This means your existing ad budget is being automatically pushed into this new environment—a fundamental shift in search since the smartphone.But the real disruption isn't just Google—it's OpenAI. They've launched an aggressive e-commerce shopping assistant model, complete with in-chat checkout and integrated with giants like Walmart and Target.Our hosts explain why this completely changes the game, essentially turning the AI into a marketplace. They discuss the only way retailers can survive this new reality: providing maximum information density (feeds, structured data, landing pages) to be visible to the AI, even as you are forced to compete in its new commission-based ecosystem.About smec (Smarter Ecommerce): At smec - Smarter Ecommerce, we specialize in transforming business goals into optimized ad campaigns. With over 16 years of experience in Google & Microsoft Ads, our intelligent software and expert services help retailers achieve superior results. We're committed to giving you the tools and insights needed to stay ahead in the ever-evolving world of digital advertising. Make sure to follow smec - Smarter Ecommerce for more performance marketing insights: smec - Smarter Ecommerce: https://www.smarter-ecommerce.com LinkedIn: https://linkedin.com/company/smarter-ecommerce-gmbh Newsletter: https://smarter-ecommerce.com/en/newsletter/ Instagram: https://www.instagram.com/smarterecommerce/

This controversial episode is tackling the messy side of shopping! Hosts Mike Ryan and Christian Scharmueller dive straight into the news that Zalando is tightening its return policy, issuing warnings and even year-long bans for shoppers with "disproportionately high return volumes". With fashion return rates soaring (sometimes 30-70%!), they break down why retailers are finally getting serious about profitability and why relying solely on order value is a massive, costly mistake for your advertising campaigns.But don't panic! We offer the smart, proactive solution: leveraging off-channel first-party data. Mike and Chris explain how you can integrate return rate data into your campaigns using tools like Conversions with Cart Data and even Google's Product Return Rate Predictor. Plus: Mike and Chris take a look at how Google is leading the pack with virtual try-on technology to stop returns before they even happen. Finally, the boys tackle the all-important Black Friday strategy, discussing the dilution of the sales event and Google's new "triple peak week" thesis: Surging Sunday, Black Friday, and Cyber Sunday.Links mentioned in this episode:https://smarter-ecommerce.com/en/smec-market-observer/https://cloud.google.com/vertex-ai/generative-ai/docs/model-reference/virtual-try-on-apihttps://github.com/google-marketing-solutions/product-return-predictorAbout smec (Smarter Ecommerce): At smec - Smarter Ecommerce, we specialize in transforming business goals into optimized ad campaigns. With over 16 years of experience in Google & Microsoft Ads, our intelligent software and expert services help retailers achieve superior results. We're committed to giving you the tools and insights needed to stay ahead in the ever-evolving world of digital advertising. Make sure to follow smec - Smarter Ecommerce for more performance marketing insights: smec - Smarter Ecommerce: https://www.smarter-ecommerce.com LinkedIn: https://linkedin.com/company/smarter-ecommerce-gmbh Newsletter: https://smarter-ecommerce.com/en/newsletter/ Instagram: https://www.instagram.com/smarterecommerce/

In this solo episode, host Mike Ryan tackles the opaqueness of the digital advertising industry. He then reveals a previously confidential email from two senior Google executives. This internal communication confirms that Google's “PMAXification” phase is over. While their old approach was to push Performance Max as the end-all solution, their new strategy is a broader, more complex one centered around a “holy trinity” of campaigns called the PowerPack.Mike breaks down the roles of the three campaign types in the PowerPack—Performance Max (conversions), Demand Gen (consideration), and AI Max for Search (expansion). He then provides a critical look at how these technologies work together in reality, exposing the redundancies and potential for self-competition that could make a “hygienic, well-organized” account harder to manage than ever before. This is a must-watch for anyone who wants to look behind Google's curtain and understand where your ad spend is really going.About smec (Smarter Ecommerce): At smec - Smarter Ecommerce, we specialize in transforming business goals into optimized ad campaigns. With over 16 years of experience in Google & Microsoft Ads, our intelligent software and expert services help retailers achieve superior results. We're committed to giving you the tools and insights needed to stay ahead in the ever-evolving world of digital advertising. Make sure to follow smec - Smarter Ecommerce for more performance marketing insights: smec - Smarter Ecommerce: https://www.smarter-ecommerce.com LinkedIn: https://linkedin.com/company/smarter-ecommerce-gmbh Newsletter: https://smarter-ecommerce.com/en/newsletter/ Instagram: https://www.instagram.com/smarterecommerce/

Will Google's new AI strategy kill ecommerce as you know it? In this episode of Growing Ecommerce, Mike Ryan and Chris Scharmueller dissect the biggest news from DMEXCO 2025 in Cologne, Germany, and reveal their bold take on the future of paid search and online retail.Chris shares his on-the-ground insights from the conference, including his talk on a major stage in front of over 600 people. He and Mike dive deep into why Google Search is still an unstoppable "money printing machine" despite new competitors like ChatGPT and Perplexity. They discuss staggering online search stats, like the 5.8 trillion search queries that happen globally each year, with over 90% of them going through Google.But here's the twist: They explore how new AI products like AI Overviews (AIOs) are already creating "zero-click events", which could massively disrupt the classic e-commerce funnel. Could Google's "buy on Google" feature make a comeback? And if it does, what does it mean for retailers who could become just a "warehouse for Google"?This episode isn't just about what's happening; it's about what's coming. Don't miss this crucial conversation on how to adapt to the future of e-commerce.About smec (Smarter Ecommerce): At smec - Smarter Ecommerce, we specialize in transforming business goals into optimized ad campaigns. With over 16 years of experience in Google & Microsoft Ads, our intelligent software and expert services help retailers achieve superior results. We're committed to giving you the tools and insights needed to stay ahead in the ever-evolving world of digital advertising. Make sure to follow smec - Smarter Ecommerce for more performance marketing insights: smec - Smarter Ecommerce: https://www.smarter-ecommerce.com LinkedIn: https://linkedin.com/company/smarter-ecommerce-gmbh Newsletter: https://smarter-ecommerce.com/en/newsletter/ Instagram: https://www.instagram.com/smarterecommerce/

Welcome to Episode 10 of Growing ecommerce! Get ready to cut through the noise with your hosts Mike and Chris, as they tackle the real-world implications of three massive forces in the market.First, they take on Google's newest AI-powered ad product, A/I Max. While Google promises performance, Mike and Chris reveal how it can lead to chaotic bidding on competitor terms and the low-quality Search Partner Network. The hosts also discuss why an "old school" strategy called search query sculpting is more relevant than ever to regain control and maximize your ad spend.Then, the focus shifts to the critical, yet often overlooked, topic of conversion lag and latency. The hosts explain how this natural consumer behavior creates discrepancies between your ad platform data and your backend sales reports, and why it's a key metric for both marketing managers and business leaders.Finally, they reveal the latest data on Temu's staggering growth across Europe. With fresh numbers in hand, the hosts reveal which countries are feeling the most pressure from this new market giant and what this means for local retailers struggling to compete.This episode is packed with the insights you need to navigate the ever-changing world of ecommerce. Tune in and get ready to level up your ad strategy.About smec (Smarter Ecommerce): At smec - Smarter Ecommerce, we specialize in transforming business goals into optimized ad campaigns. With over 16 years of experience in Google & Microsoft Ads, our intelligent software and expert services help retailers achieve superior results. We're committed to giving you the tools and insights needed to stay ahead in the ever-evolving world of digital advertising. Make sure to follow smec - Smarter Ecommerce for more performance marketing insights: smec - Smarter Ecommerce: https://www.smarter-ecommerce.com LinkedIn: https://linkedin.com/company/smarter-ecommerce-gmbh Newsletter: https://smarter-ecommerce.com/en/newsletter/ Instagram: https://www.instagram.com/smarterecommerce/

Welcome to Episode 9 of Growing Ecommerce! In a world buzzing with AI hype, we're cutting through the noise to ask the big question: Is this the next dot-com bubble, or a long-term, foundational shift for the future of business?Join hosts Mike and Chris as they debate the financial health of the tech giants driving the AI revolution and challenge the notion that AI has delivered on its promised productivity gains. They'll also reveal some mind-blowing data on Google Shopping's mysterious lack of market shock when Amazon's ads disappeared, and expose the "hellscape" of Google Merchant Center account suspensions.Tune in to get the full picture behind the headlines and learn what's truly happening in the world of ecommerce.About smec (Smarter Ecommerce): At smec - Smarter Ecommerce, we specialize in transforming business goals into optimized ad campaigns. With over 16 years of experience in Google & Microsoft Ads, our intelligent software and expert services help retailers achieve superior results. We're committed to giving you the tools and insights needed to stay ahead in the ever-evolving world of digital advertising. Make sure to follow smec - Smarter Ecommerce for more performance marketing insights: smec - Smarter Ecommerce: https://www.smarter-ecommerce.com LinkedIn: https://linkedin.com/company/smarter-ecommerce-gmbh Newsletter: https://smarter-ecommerce.com/en/newsletter/ Instagram: https://www.instagram.com/smarterecommerce/

In this week's show, Mike Ryan and Chris Scharmueller dive headfirst into the "PMAXification" of the advertising landscape, a term Mike coined to describe how platforms from Google to TikTok are rushing to automate your ad spend. But just as we thought the black box was here to stay, Google is making a surprising U-turn, opening up more control and data for advertisers. We'll break down if the other platforms, like TikTok with its mandatory GMV Max campaigns and Meta with its "AI-first, no control" strategy, will follow suit.Don't go anywhere because things get even spicier. Mike starts a "crusade" against Google's Search Partner Network, exposing why some of the "partnerships" are a little unsettling and what brands need to watch out for. And finally, in a lightning round you won't want to miss, the hosts go head-to-head on the most important question in tech right now: is AI a bubble, yes or no? One of them is a believer, and the other is a skeptic, and it's not who you think.About smec (Smarter Ecommerce): At smec - Smarter Ecommerce, we specialize in transforming business goals into optimized ad campaigns. With over 16 years of experience in Google & Microsoft Ads, our intelligent software and expert services help retailers achieve superior results. We're committed to giving you the tools and insights needed to stay ahead in the ever-evolving world of digital advertising. Make sure to follow smec - Smarter Ecommerce for more performance marketing insights: smec - Smarter Ecommerce: https://www.smarter-ecommerce.com LinkedIn: https://linkedin.com/company/smarter-ecommerce-gmbh Newsletter: https://smarter-ecommerce.com/en/newsletter/ Instagram: https://www.instagram.com/smarterecommerce/

Is AI a wolf in sheep's clothing for Google's empire? Mike Ryan and Christian Scharmueller are back to spill the tea on the biggest players in ecommerce! This week they're dissecting Google's "fortress" of a business and Meta's uncanny ability to sell us things we didn't even know we needed. Our hosts will also dive into the mysterious case of Amazon's Google Shopping Ads blackout and try to figure out if it was a secret negotiation tactic or just a costly mistake. Plus: Chris and Mike are checking out how JD.com is making bold moves in Europe with unexpected partners like IKEA and Media Markt. Grab a coffee and join the chaos! And if you don't want to miss our next unfiltered take on the industry, hit that subscribe button.About smec (Smarter Ecommerce): At smec - Smarter Ecommerce, we specialize in transforming business goals into optimized ad campaigns. With over 16 years of experience in Google & Microsoft Ads, our intelligent software and expert services help retailers achieve superior results. We're committed to giving you the tools and insights needed to stay ahead in the ever-evolving world of digital advertising. Make sure to follow smec - Smarter Ecommerce for more performance marketing insights: smec - Smarter Ecommerce: https://www.smarter-ecommerce.com LinkedIn: https://linkedin.com/company/smarter-ecommerce-gmbh Newsletter: https://smarter-ecommerce.com/en/newsletter/ Instagram: https://www.instagram.com/smarterecommerce/

Google is positioning AI at the center of its advertising ecosystem with substantial changes to search, shopping, and campaign management. The new "PowerPack" approach combines Performance Max, Demand Gen, and AI Max for search campaigns, though questions remain about how these components will work together without cannibalizing each other.• AI Overviews and AI Mode represent massive shifts in search, with Google generating answers directly and using "query fanning" to search multiple queries behind the scenes• Ads will be integrated directly into AI Overviews and AI Mode conversations, changing how users interact with advertising• "Agentic" shopping experiences allow Google's AI to make purchases without users visiting websites, potentially transforming e-commerce• Smart Bidding Exploration allows Google to miss ROAS targets by 10-30% to explore new queries, though the benefit to advertisers remains unclear• New channel-level performance reporting for PMAX provides visibility into which channels and ad types drive results• Enhanced New Customer Acquisition features offer more granular exclusion options for existing and warm traffic• Asset Studio and Product Studio provide new creative tools for building and managing assets• Commerce Media Suite introduces retail media network capabilities, allowing retailers to make first-party audiences available• Three new AI Experts (Ads, Analytics, and Marketing Advisor) aim to provide conversational assistance for campaign managementVisit smarter-ecommerce.com to access resources like our State of PMax report, our brand versus non-brand PMax script, and our new PMax script to help understand channel performance reports.

We broke the news: Temu hit the brakes – hard. In this episode, Mike and Chris dig intoWhy Temu suddenly killed all ads in the US, and what happened nextSigns that Temu's ad spend shifted to EuropeOpenAI's move into ecommerce, joining Amazon, Perplexity, and Microsoft in the AI shopping raceDoes Google's silence might signal hesitation or confidence?A debate: how profit vs growth is now the defining tension in retail strategyThis one's all about who's advancing, who's retreating, and who's holding the line in a market full of shakeups.

Google's turning into an answer engine—so why does it feel like the internet's disappearing beneath it? In this episode of Growing Ecommerce, Mike and Chris tackle the search shake-up and what it means for everyone from advertisers to publishers:• AI Overviews (AIO) could kill clicks — We break down how Google's zero-click model is reshaping the internet and threatening entire business models.• Can Google hold its ground in the AI era? Or are leaner, AI-native rivals closing in?• What is “Vibe Marketing” and why are creative teams obsessed with it? We explore the rise of aesthetic-driven strategy in ad workflows.• Tariffs are back—and they're shifting ecommerce strategies fast. Why they might force brands to focus on profitability instead of just revenue growth.• 2025 is not just about riding the AI wave. It's about surviving the cracks forming underneath.Whether you're a marketer, brand strategist, or just trying to stay sane in the age of AI illusions and platform power plays, this episode is your no-BS guide to what's really happening.

Who's real anymore? In this episode of Growing Ecommerce, Mike and Chris break down the chaos unfolding across the digital advertising world:• Instagram is testing AI-generated user profiles — Are we entering a world of fake influencers, and what does it mean for ad targeting?• Zuckerberg pulls back on content moderation — We dive into the actual data behind Meta's shift in strategy.• Google's ads are showing up next to harmful content — A CSAM scandal rocks Google's Display Network. How many brands were impacted?• TikTok Shop expands to Europe — Could this reshape the e-commerce landscape or is it just another platform grab?Whether you're a marketer, brand strategist, or just trying to stay sane in the age of AI illusions and platform power plays, this episode is your no-BS guide to what's really happening.

Digital ads in 2025 are anything but boring. In this episode, Mike and Chris unpack:Mark Zuckerberg's eyebrow-raising claim that ads aren't important (despite 98% of Meta's revenue coming from ads)Amazon's move to sell its ad tech to other retailers—friend or Trojan horse?Plus details from our comprehensive new PMax research:How Google's Performance Max is finally shedding its “black box” label, with fresh data from 500+ accountsWhy your PMax campaigns need 30–60 conversions a month, no matter what Google saysWhy campaign segmentation should follow business logic, not default categoriesGrab the State of PMax 2025 report—free on the blog or as a downloadable PDF:https://shorturl.at/ali5A

Big changes on Growing Ecommerce! Chris Scharmueller joins Mike Ryan for a fresh, unscripted take on the latest in online retail. In this episode:Amazon vs. Temu: What Amazon's “Haul” launch says about their playbook and profit risksPerplexity AI: Can it challenge Google by fusing search and shopping?Nike's DTC misstep: When cutting out retail partners backfiresMarketing strategy: Are you spending where influence occurs?All that and more, plus a hot take or two. Hit play.

Discover the forces reshaping the ecommerce landscape leading into 2025 as host Mike Ryan guides us through a labyrinth of game-changing developments and strategic maneuvers. From the Department of Justice's legal challenges against Google to the emerging battleground between Amazon and Temu, Mike gives insight into how these seismic shifts might just redefine what we know about monopolies, market dynamics, and consumer engagement. Could the verdicts against Google have unintended consequences? How are AI shopping assistants poised to shake the platforms? What is going on with Temu and Amazon's I-hate-you-so-much-that-I'm-going-to-copy-you-exactly strategies?Prepare for a year-end review like no other, as Mike tracks the tectonic movements of e-commerce titans and advertisers. Witness Pinterest's alliance with Google as it seeks to unlock new monetization avenues, and get a glimpse into Meta's latest updates aimed at refining attribution and take over account structures. With AppLovin's unexpected rise in digital advertising and Microsoft's steady pursuit of relevance, this episode brims with expert analysis and provocative questions about what lies ahead. Whether it's the AI evolution or the competitive dynamics between industry giants, Mike Ryan unpacks the strategies and potential pitfalls in this ever-evolving landscape.

Can a new low-price, slow-shipping strategy from Amazon truly rival Temu's direct-from-China model? On this episode of Growing ecommerce, host Mike Ryan dissects some of the biggest headlines from Q2 including Amazon's attempt to fight back against Temu, and Netflix's advertising woes, which led to another VP dismissal just one day after earnings were reported. He also discusses how Pinterest's ad deal with Google is shaping up, changes to Meta's remarketing mix, first reactions to Prime Day, and more.Tune in for an episode packed with insights and strategies that are shaping the future of the industry.

(Recorded live at IRX Birmingham)Rob Davis is Acquisition Marketing Director at THG Beauty, a division which is responsible for £1.2B of THG's total revenues, and which includes brands such as LOOKFANTASTIC, Cult Beauty, and Dermstore. Rob tells how growth in the Beauty ecomm sector is shaping up, and which tech and consumer trends he's watching now. Plus, we get Rob's take on economic trends including the resilience of the luxury market and mythbusting the Lipstick Effect. Lastly we get Rob's take on Google's automation and new AI features. It's a great conversation that might just change the way you view Health & Beauty.

Join Mike Ryan for a discussion of his highlights from GML 2024. Was the event overshadowed by Google I/O? Do advertisers need to worry about the biggest shake-up ever to Google's SERP? He answers these questions and unpacks the news around core ecommerce feature announcements like profit bidding, interactive Shopping ads, and improvements to asset and video reporting in Performance Max campaigns. All in all it was a good GML for paid teams, but a worrying one for organic teams and publishers. Mike explains it all in this episode.

Learn about the future of marketing from Daniel Smulevich of Jellyfish, as he guides us through the MarTech revolution in a landscape brimming with change. This episode isn't about chasing shiny new tech; it's about strategic problem-solving and making tech work for your marketing needs.We dissect the tech FOMO that grips the industry, using platforms like Roblox as cautionary tales, and emphasize the importance of thoughtful tech adoption. Daniel describes the imperative for realignment of data and analytics roles, which need to shift from mere tech support to strategic business advisors. We also discuss choosing between creating your own technology or investing in off-the-shelf solutions. either way, you must ensure that your decisions are informed by deep industry knowledge and the right balance of manual and automated processes.This episode is a must-listen for any marketer looking to stay ahead in a dynamic, data-driven world.

Temu's advertising has been at the center of countless headlines in recent months. However, journalists don't know advertising well enough and don't have the data necessary to tell the full story. Mike has monitoring Temu for months – and mega-advertisers like Amazon, Wish, and eBay for years. He ties together all of his research on Temu so far into a single story exploring their dramatic rise, and their performance impact on other advertisers. This episode isn't Wall Street analysts or regular consumers, it's for ecommerce advertisers and operators, and it's a story that no one else can tell.Please note there is a lot of data in this episode and you might want to watch the video feed for the best experience.

Mike shares updates about two trending areas to watch this year. First is the rise of marketing mix modelling. He digs into Google's new Meridian model, including a refresher on Marketing Mix Modelling, a reminder of Meta's competing offer (Robyn), and Meridian's USPs. Then he shares a big change in the marketing activity of fan favorite Temu. We'll leave you in suspense on that one – listen to find out!Discussed in this episode:A recording of Mike's webinar, "What's IN and what's OUT in 2024 ecommerce?"https://www.youtube.com/watch?v=8HF27Tjm4po 

Get a heap of ecommerce & marketplace insights from Vinnie O'Brien, whose expertise from eBay to DTC brands sets the stage for a riveting discussion. Together with host Mike Ryan, he tackles the contrasting marketplace ecosystems across the US and EU, dissecting how these differences influence business tactics, and debates whether retail media networks are now indispensable in today's digital economy. For up-and-coming brands, Vinnie gives his seasoned perspective on navigating Amazon's platform and the discipline required to succeed. He also addresses the contentious emergence of marketplace software providers like Miracle. This episode is a must-listen for anyone in the e-commerce space looking to refine their strategy and understand the broader industry landscape.We delve into the pivotal role operational excellence plays in the infancy of a brand, the cost of negative customer experiences on repeat business, and the strategic decisions that new brands face in an increasingly competitive digital arena. Whether you're a retailer, a brand owner, or an e-commerce enthusiast, these stories reveal the crucial elements of scaling and sustaining a profitable online presence.

Unravel the complexities of the ecommerce universe as we sit down with Stefan Wenzel, veteran leader from eBay Germany, Otto Netherlands, and McLaren Automotive. This episode holds a wealth of insights, from understanding Otto's metamorphosis into a leading marketplace to examining the undercurrents that differentiate established goliaths like Amazon and eBay from emerging powerhouses Temu and SHEIN. Stefan's seasoned perspective guides us through the convoluted terrain of marketplace dynamics, acquisition strategies, and customer experience nuances that only a true expert can decode.The swift ascent of SHEIN and Temu in western markets is dissected, revealing how these juggernauts are attempting to overcome the classic chicken-and-egg marketplace conundrum through futuristic logistical and manufacturing strategies. Oh, and ads. Lots of ads.

Join us as we navigate the choppy waters of ecommerce remarketing with Phillip Ivellio-Vellin, exploring the ramifications of the impending Digital Markets Act (DMA) and Google Consent Mode's implementation deadline of March 6, 2024. This episode promises to equip you with the knowledge and strategies to t thrive in an environment where privacy regulations and tech giants' policies collide.  From the implications of user consent to the future of cookie tracking, our deep dive into the evolving digital landscape is a must-listen for every marketer and ecommerce professional seeking to maintain a competitive edge.Phillip offers his expert insights on the delicate balance between data compliance and business performance, shedding light on the industry's pivot towards prioritizing user privacy without sacrificing remarketing efficacy. Hang on as we dissect the future of ad campaigns and present an outlook on how these seismic shifts are poised to change digital advertising strategies.  Google's guidance on consent management requirements in the EEA and UK:https://support.google.com/google-ads/answer/14505993

Are you ready to uncover the future of Google Ads? Brace yourself as we navigate the rapidly evolving landscape of Google's advertising platform, with a specific focus on the rising dominance of Performance Max (PMax), Demand Gen campaigns, and YouTube shorts. Mike dissects how PMax is transitioning from a mere extension of Smart Shopping campaigns to a possible replacement for all campaign types, and grapples with the changing nature of this technology.He dives into the prospect that PMax could replace keyword search campaigns, an idea that Google is at least flirting with, as evidenced by a recent survey. Mike further attempts to disentangle the relationship between PMax and Demand Gen campaigns, and predicts a sharp rise in YouTube Shorts ads throughout 2024. This future could be a mixed bag for different kinds of advertisers, presenting both challenges and benefits. So gear up and join us on this enlightening exploration as we decode what future holds for Google Ads!

Unveiling the hidden world of Pay-Per-Click (PPC) advertising and software development is none other than one of the founders of True Clicks, Wijnand Meijer. Meijer joins us to guide us down his unique path into PPC and software development - a journey sparked by a simple idea to bridge a gap in the market. This lightbulb moment led to the genesis of the PPC Survey, a community-led initiative that aims to share invaluable, up-to-the-minute data within the PPC industry. Since its May 2022 inception, this project has garnered an overwhelmingly positive response.Fasten your seatbelts as we navigate the most recent findings from the PPC Survey, revealing the inner workings and sentiments within the industry. We bring to you the reality of job satisfaction in the PPC realm, where seeing the fruits of their labor is the highlight for as many as 62% of industry professionals. Don't miss our discussion on the financial angles of PPC management, where we uncover that managing a single account leads to higher spend levels for in-house teams. We also shed light on the top pain points for PPC agencies, with the crown taken by unrealistic client expectations. And let's not forget the future - we're talking scripts and AI in PPC!Our deep dive doesn't stop there. We take you through the projections from the PPC Survey of 2024, laying bare key trends and forecasts. This data-heavy chat covers the rising trust in Microsoft compared to other platforms, such as Google, Twitter, and Amazon, and the average number of scripts running in each account. From the projected spend for major campaign types to satisfaction levels with Google Ads features, we've got it all. Whether you're a seasoned PPC professional, or taking your first steps in the industry, this episode is packed with priceless insights into the current and future state of PPC. You don't want to miss it!

Wondering about the hidden potential of product segmentation in ecommerce? Join as we peel back the layers on this fascinating topic. We'll discuss the tension between efficiency and scale, and explore how product segmentation can help you navigate these opposing forces. Discover the relevance of the 1970s BCG Matrix in today's ecommerce world, learn about the role of algorithms in solving the fascinating "multi-armed bandit" problem, and get insights into Google's Shopping Graph and Audience Graph.We'll dissect the intricacies of the modified BCG matrix ("heroes and zombies"), weighing its pros and cons. Get ready to see how a multi-dimensional approach, which considers a balance of performance data and off-channel data like margin, can offer potential benefits. We'll debate the limitations of two-dimensional models and the potential of AI in understanding multi-dimensional spaces. As we reach the end of our journey, we'll reflect on the challenging economic climate and its impact on marketing effectiveness. Let's challenge traditional best practices and consider the vast possibilities of product segmentation together. This episode promises to change the way you look at product segmentation!

Are you ready to peel back the curtain on Google's shadowy world of search auctions? Prepare for a shocking journey that will explore the murky details of Google's alleged auction manipulation, as revealed in the Department of Justice antitrust investigation. This is an absolute must-listen for anyone in the e-commerce space, as we navigate the mechanics of their reserve price increases, the mysterious RGSP system, and the controversial practice of 'squashing.' We'll dissect how these manipulations effectively push up the average Cost Per Click (CPC) and what this means for advertisers.We're going to get up close and personal with the RGSP - Randomized, Generalized Second Price auction - system that Google uses to decide auction winners and runners up. It's a system that, on the surface, seems advantageous for consumers and advertisers alike. But as we dig deeper, we'll expose potential side effects and its anti-competitive implications. Through this episode, you'll gain a greater understanding of the 'squashing' system, its role in Google's revenue growth, and why these tactics might just paint a picture of greed. We'll explore the conflicts of interest and trust issues that arise when the auctioneer also plays bidder. This episode is all about the why, the how, and the what now – you won't want to miss it!