Greg Shuey opens the episode by framing AI search optimization as the next major evolution in how consumers discover and purchase products online. Guest Jake Bengtzen explains that AI search is a multi-dimensional process, distinct from keyword-based SEO, because it interprets human intent and context rather than ranking by phrases. He emphasizes that traditional SEO fundamentals like strong brand authority, relevant content, and technical structure still matter, but they now serve as a foundation for optimizing visibility in AI-driven platforms like ChatGPT, Gemini, and Perplexity.

Bengtzen highlights how AI is collapsing the distance between discovery and purchase, transforming search into an intelligent conversation where users reveal context and receive tailored recommendations. Instead of manually comparing products on websites, consumers are increasingly letting AI agents do the filtering, and they trust the results. For brands, this means that influence now depends on how well their content ecosystem, from FAQs and product pages to YouTube videos and user-generated discussions, aligns around a unified narrative that communicates authority and consistency.

The conversation ends with pragmatic advice for ecommerce marketers. Bengtzen recommends starting by tracking AI visibility, testing brand prompts in ChatGPT, updating schema markup, and expanding FAQs, quick wins that can yield immediate learning. He predicts that within 12–18 months, consumers will begin buying directly inside AI environments, and even managing returns through them. The key takeaway: marketers who embrace AI search early, think contextually, and continuously experiment will thrive in the next era of ecommerce.

Episode Links

Greg Shuey LinkedIn: https://www.linkedin.com/in/greg-shuey/

Jake Bengtzen LinkedIn: https://www.linkedin.com/in/jakebengtzen/

REDO: https://redo.com/

https://www.stryde.com/winning-the-ai-search-game/

As the holiday season approaches, eCommerce brands are facing a complex consumer landscape shaped by uncertainty and inflation. Jeremiah Prummer of KnoCommerce reveals that shoppers are feeling more cautious than in previous years, with lower overall economic sentiment driving them to prioritize deals and value over loyalty. His company’s 14 million monthly survey responses indicate that while spending intent typically rises in November, year-over-year growth may flatten, marking a more “survival-oriented” season for many brands.

Another major shift is happening in how shoppers discover products. With many brands pulling back on paid ad spend, Google and word-of-mouth have grown as discovery channels, while Meta and TikTok see modest declines. Emerging platforms like YouTube, Reddit, and even mobile gaming ads are rising in influence. Jeremiah emphasizes that this diversification requires marketers to pay closer attention to organic and referral-based discovery while strengthening owned channels, especially email and SMS, which offer reliable reach and strong ROI.

Ultimately, success this Black Friday hinges on preparation and adaptability. Jeremiah advises brands to separate “self-buying” from “gift-buying” offers, craft compelling bundles to increase average order value, and increase communication frequency to cut through the noise. Knowing when shoppers are most likely to buy, Thursday night through Friday morning and Monday evening, is key. Brands that plan smartly, communicate consistently, and stay close to their data can still thrive in an unpredictable market.

Episode Links

Greg Shuey LinkedIn: https://www.linkedin.com/in/greg-shuey/

Jeremiah Prummer LinkedIn: https://www.linkedin.com/in/jeremiahprummer/

KnoCommerce: https://knocommerce.com/

https://www.stryde.com/black-friday-by-the-data-insights-from-post-purchase-data/

Greg Shuey wraps up his four-part mini-series by introducing the Growth Flywheel, a structured, repeatable process designed to help eCommerce brands scale sustainably through customer-informed marketing. The flywheel begins with listening - gathering data from reviews, surveys, and social mentions - to truly understand customer needs and language. These insights fuel the build phase, where brands craft content that answers real questions, solves pain points, and aligns with how customers actually talk and search online.

Once the content is created, the amplify phase ensures it reaches the right audience. Greg explains how combining SEO, AI optimization, and owned channel distribution like email and SMS maximizes both visibility and engagement. He also highlights how short-form content testing on TikTok, YouTube Shorts, and Reddit can validate new ideas before investing in long-form assets. Repurposing content is key - turning one strong insight into multiple assets (blogs, emails, social posts, ads) multiplies impact without multiplying effort.

Finally, Greg emphasizes the learn phase as the engine that keeps the flywheel spinning. Using tools like Google Search Console, Peec.ai, and post-purchase surveys allows marketers to measure visibility, customer behavior, and brand presence across search and AI ecosystems. These learnings are then fed back into the next round of content creation, sharpening messaging and driving compounding results over time. The message is clear: when brands stop guessing and start compounding, they build a marketing system that grows smarter and stronger with every turn.

Episode Links

Greg Shuey LinkedIn: https://www.linkedin.com/in/greg-shuey/

https://www.stryde.com/creating-the-growth-flywheel/