{"podcast":{"title":"Commerce Untold","slug":"commerce-untold-6726169","podcast_index_feed_id":6726169,"rss_url":"https://feeds.captivate.fm/commerce-untold/","website_url":"https://www.expanio.com","image_url":"https://artwork.captivate.fm/4669e79e-3649-4c6c-af0a-70d8e280e7e6/CU-LI-DP.jpg","author":"Eitan Koter","episode_count":221,"summary":"Commerce Untold goes beyond the headlines to uncover the real stories shaping eCommerce and retail today. Hosted by Eitan Koter, founder and CEO of Expanio, the show focuses on one of the hardest problems in commerce: how brands and retail-tech companies break into and scale in the U.S. market. Each episode gets into what that actually takes, from channel strategy and marketplaces to retail media, brand building, social commerce, live shopping, customer experience, and the technologies changing how people buy. You'll hear from founders, CMOs, retail and eCommerce leaders, and operators who have done it, sharing what really drives U.S. growth behind the scenes. The wins, the missteps, the expensive lessons, and the insights you won't hear anywhere else. If you care about how products get built, marketed, sold, and scaled in the U.S. and beyond, this one's for you.","last_synced_at":"2026-09-04T02:19:36.560007+00:00","page_url":"https://stenobird.com/podcast/commerce-untold-6726169"},"episode":{"title":"221. Why TikTok Shoppers Still Buy on Amazon with Tom Cochrane","slug":"221-why-tiktok-shoppers-still-buy-on-amazon-with-tom-cochrane","published_at":"2026-09-03T13:30:00+00:00","page_url":"https://stenobird.com/podcast/commerce-untold-6726169/221-why-tiktok-shoppers-still-buy-on-amazon-with-tom-cochrane","show_page_url":"https://stenobird.com/podcast/commerce-untold-6726169","url":"https://expanio.com/test-v1/221-why-tiktok-shoppers-still-buy-on-amazon-with-tom-cochrane","audio_url":"https://episodes.captivate.fm/episode/95accc9f-b494-4f2c-beaa-f49483e39619.mp3","summary":"Tom Cochrane is founder of Eleviam, a brand accelerator running more than forty CPG brands across Amazon, Walmart, and TikTok Shop. Before building the agency, he put nearly five million dollars of his own capital into Amazon inventory to prove the model himself. This episode tackles a problem every CPG brand now faces: platforms are getting more expensive, more competitive, and harder to attribute, even as consumer attention keeps fragmenting. Tom and Eitan dig into the halo effect between TikTok Shop and Amazon, why a third of TikTok-driven purchases convert somewhere else entirely, and how Amazon's new AI shopping layer is changing what actually belongs in a listing. Listeners walk away with a clearer view of how to sequence platform investment as a brand matures, and why profitability discipline matters more than chasing growth at any cost. Website: https://expanio.com/ Podcast website: https://expanio.com/commerce-untold-podcast/ Eitan Koter's LinkedIn: https://www.linkedin.com/in/eitankoter/ YouTube: https://www.youtube.com/@CommerceUntold Guest: Tom Cochrane, Founder, Eleviam Tom Cochrane's LinkedIn: https://www.linkedin.com/in/thomasgcochrane/ Eleviam: https://eleviam.io/ Key Takeaways: • Ninety percent of US consumers still validate a purchase on Amazon even when they discovered the product somewhere else. • Thirty-seven percent of TikTok Shop transactions convert off of TikTok, most often on Amazon. • Creator partnerships should be judged on proven GMV track record, not follower count. • Amazon's AI shopping layer now reads full PDP and A+ content, so listings need to answer real buyer objections instead of just stuffing keywords. • Brands should launch omnichannel from day one, but stay narrow with a hero SKU before expanding the catalog. • Agencies scale by…","meta_description":"Tom Cochrane is founder of Eleviam, a brand accelerator running more than forty CPG brands across Amazon, Walmart, and TikTok Shop. Before building the ag…","key_points":[],"chapters":[],"topics":[],"duration_seconds":2234,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/commerce-untold-6726169/episodes/221-why-tiktok-shoppers-still-buy-on-amazon-with-tom-cochrane/transcription-requests","description":"Idempotently request low-priority transcript generation for this episode."},{"name":"read_markdown","method":"GET","url":"https://stenobird.com/podcast/commerce-untold-6726169/221-why-tiktok-shoppers-still-buy-on-amazon-with-tom-cochrane.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}