Offcuts

On this episode, I’m talking with John Tan (CEO of Depict.ai [http://Depict.ai]) about why onsite search is broken, what it will take to fix it, and how Depict is reimagining discovery through AI. We unpack the difference between onsite search and traditional search, and explore why it’s time for ecommerce to move beyond the basic grid. John shares his vision for a more conversational, more emotionally resonant way to browse, what he calls “vibe searching”. Less keyword filtering. More: “I’m going to a wedding in Tuscany next month. What should I wear?” We also talk about how this kind of interaction could change how websites are built, how merchandising is done, and what consumers expect from brand experiences. And we look at the broader AI landscape. What’s real, what’s hype, and whether the house of cards can hold. If you’re working in ecommerce and thinking about the future of CX, conversion and what shoppers really want, this one’s for you. Depict.ai [http://Depict.ai] are on a mission to help shoppers discover the products they love - while giving merchandisers total creative control. Turn keyword searches into real conversations. Help customers explore and uncover more of your catalogue. Merchandisers stay in control of the story. Upgrade your storefront at Depict.ai [https://depict.ai/features/gpt-search] Checkout Factory here [https://www.factory-digital.com/]. Sign up to our newsletter here [https://yourbasketisempty.us14.list-manage.com/subscribe?u=c99607802029f86a8f8d53938&id=a46026601a].

On this episode, I’m revisiting the big shifts in commerce tech with Luke Hodgson. Who’s winning, who’s losing, and what’s changing under the surface. We break the conversation down into four key areas: platforms, frontend tools, back office systems, and AI. We look at why Shopify still has the momentum, why BigCommerce’s rebrand hasn’t made much impact, and why platforms like Centra are gaining ground with modern fashion brands. Luke also explains why Magento is fading, and why Salesforce Commerce Cloud rarely comes up in conversation anymore. We talk about why fragmented tool stacks are falling out of favour, and how consolidation is changing the frontend experience. And we dive into the back office, where the ERP landscape is overdue for disruption, but still proving hard to unseat. Luke shares a strong view on where AI will change everything and where it won’t. We end with predictions. Luke backs next-gen merchandising tools. I put my money on the Nordics. If you’re watching the commerce tech landscape and wondering where to place your bets, this one’s for you. Depict.ai [http://Depict.ai] are on a mission to help shoppers discover the products they love - while giving merchandisers total creative control. Turn keyword searches into real conversations. Help customers explore and uncover more of your catalogue. Merchandisers stay in control of the story. Upgrade your storefront at Depict.ai [https://depict.ai/features/gpt-search] Checkout Factory here [https://www.factory-digital.com/]. Sign up to our newsletter here [https://yourbasketisempty.us14.list-manage.com/subscribe?u=c99607802029f86a8f8d53938&id=a46026601a].

On this episode, I’m talking about what it takes to build a modern footwear brand in 2025. My guest is Douglas Holm, Head of Online at Myrqvist. We explore how Myrqvist balances premium product with accessible pricing, and why customer experience is the real driver of long-term growth. Douglas shares how the team thinks about loyalty, discovery, and CX. From replying to Reddit threads to designing better packaging, everything ladders up to a more thoughtful brand experience. And when it comes to community, it’s less about building a forum and more about showing up where the customer already is. We also talk about how Myrqvist is using AI behind the scenes and on the website. From translations and product copy to AI-powered search, Douglas explains how they’re enriching PDPs to be more discoverable by AI tools, not just humans. If you care about digital brand building, operational scale, or staying visible in the age of AI discovery, this one's for you. This episode is brough to you by depict.ai [http://depict.ai/]. Their mission is to help shoppers discover the products they love while giving merchandisers total creative control. So if you're still stuck in traditional keyword land, head to depict.ai [http://depict.ai/] and level up to natural conversational search. Sign up to our newsletter here [https://yourbasketisempty.us14.list-manage.com/subscribe?u=c99607802029f86a8f8d53938&id=a46026601a].

On this episode, I’m talking about what commercial leadership really looks like in 2025. What’s changing, what’s staying the same, and how smart operators are navigating uncertainty - with Kelsey Fahy, Commercial Director at The Fold. We get into the evolving role of commercial leaders, and why success now depends on cross-functional thinking, faster decision-making, and a deep understanding of the customer. Kelsey shares how The Fold balances agility with consistency, and how they stay laser-focused on their purpose while expanding across channels and markets. We also explore how AI is creeping into commercial conversations, not to replace people, but to unlock faster, smarter decisions. And we talk about why brands need to stop over-personalising the wrong moments, and start paying more attention to post-purchase. If you're a brand operator thinking about growth, CX, and where to invest next, this one’s for you. This episode is brought to you by Reveni. Reveni helps eCommerce brands turn refunds into retained revenue, by making instant exchanges the default, not the exception. Learn more at Reveni [https://www.reveni.com/?utm_source=offcuts&utm_medium=podcast&utm_campaign=offcuts_summer25]. Checkout Factory here [https://www.factory-digital.com/]. Sign up to our newsletter here [https://yourbasketisempty.us14.list-manage.com/subscribe?u=c99607802029f86a8f8d53938&id=a46026601a].

On this episode, I’m talking about the future of AI, the end of websites as we know them, and what’s actually changing behind the scenes in commerce, with Luke Hodgson, co-founder of Commerce Thinking and High Cohesion. We explore the idea of agentic shopping, how the consumer experience might shift from browsing websites to delegating tasks to AI, and what this means for platforms like Shopify and OpenAI. We also discuss the operational side of AI adoption, where brands are seeing real value today, what’s getting in the way, and why post-purchase and repetitive workflows might be the most fertile ground for automation. If you’re trying to separate AI signal from noise, or wondering what “practical AI” looks like inside a real consumer brand - this one’s for you. This episode is brought to you by Reveni. Reveni helps eCommerce brands turn refunds into retained revenue, by making instant exchanges the default, not the exception. Learn more at Reveni [https://www.reveni.com/?utm_source=offcuts&utm_medium=podcast&utm_campaign=offcuts_summer25]. Checkout Factory here [https://www.factory-digital.com/]. Sign up to our newsletter here [https://yourbasketisempty.us14.list-manage.com/subscribe?u=c99607802029f86a8f8d53938&id=a46026601a].