# S4E7: Ethan Giffin

Page: https://stenobird.com/podcast/commerce-famous-podcast-6397620/s4e7-ethan-giffin
Text version: https://stenobird.com/podcast/commerce-famous-podcast-6397620/s4e7-ethan-giffin.md
Podcast: [Commerce Famous Podcast](https://stenobird.com/podcast/commerce-famous-podcast-6397620)
Published: 2026-05-27T15:54:50+00:00
Episode link: https://www.shopware.com/en/commerce-famous-podcast/
Audio file: https://cdn.simplecast.com/media/audio/transcoded/c44308f1-df57-40a6-bdfc-dd90f899c26c/2a5b46a1-42a4-4753-b7a9-fcfeaf6b184d/episodes/audio/group/227b7f0d-e18b-4487-99f2-8df0388ef637/group-item/fa19ccf2-0ba8-4175-9313-7f5a5c144921/128_default_tc.mp3?aid=rss_feed&feed=PiWpo27i
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JSON: https://stenobird.com/v1/public/podcasts/commerce-famous-podcast-6397620/episodes/s4e7-ethan-giffin
Duration seconds: 2000

## Resource

Most manufacturing and distribution companies are sitting on outdated systems—unknowingly risking their future with the subtle drift of neglected technology. Ethan Giffin, renowned for demystifying complex e-commerce challenges, reveals how unseen manual processes and misaligned teams quietly erode revenue and trust. If you're a mid-market leader feeling the weight of aging tech or struggling to unify your teams around digital transformation, this episode could change your perspective. Ethan sits down with host Jason Nyhus to discuss how organizations often mistake technology as the core problem when, in reality, it's often a human and strategic disconnect. The five-legged stool of digital revenue—sales, marketing, operations, IT, and finance—and why alignment here is critical; how manual processes like handwritten orders or scribbled notes create risks worse than any algorithms; and why top-down engagement and change management are the secret sauce to successful digital transformation. Through real stories—including a skydiving client dependency that could have been catastrophic—Ethan illustrates common pitfalls and practical solutions for de-risking your approach. He shares his new book "Closing the Digital Revenue Gap" and his focus for The B2B eCommerce Agency. Tune in to hear a great conversation!

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## Transcript

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