This interview is with Eugene Mischenko, President at E-Commerce & Digital Marketing Association.

Eugene Mischenko, President, E-Commerce & Digital Marketing Association

Could you share a bit about your background in ecommerce and what led you to this exciting field?

E-commerce has been a defining aspect of my professional journey, shaped by over 20 years of experience in marketing, digital transformation, and omnichannel sales. I’ve had the privilege of working with globally recognized brands like METRO Cash & Carry, SANOFI, and L'Occitane en Provence, where I spearheaded innovative projects that delivered measurable impact. At METRO, for instance, I grew the e-commerce division’s turnover to $500 million annually, accounting for 15% of the company’s total sales, while simultaneously developing a robust e-commerce platform and mobile app.

My work at SANOFI involved creating a multichannel marketing ecosystem, enabling the company to adapt to the rapidly evolving digital landscape. At L'Occitane, I achieved a remarkable 60% year-over-year growth in e-commerce revenue, showcasing my ability to drive results in highly competitive markets.

In addition to my corporate roles, I am the Founder and President of the E-Commerce & Digital Marketing Association (ECDMA), which has grown to include over 500 members. Through the ECDMA, I’ve created platforms like the ECDMA Global Awards, celebrating excellence in digital marketing and e-commerce on an international scale. I also organized the Digital & Ecomm EVN Conference, attracting 300 participants and 10 speakers from multiple countries, further solidifying my commitment to fostering innovation and collaboration within the industry.

Recognition for my contributions has been humbling. I’ve been named a Global Game Changer 2024 by Passion Vista Journal, a Cynopsis Standouts Q1 2024 honoree, and received Platinum Awards from both the TITAN Business Awards and Noble Business Awards for my visionary leadership in e-commerce and digital marketing.

What led me to e-commerce was a combination of curiosity, a passion for innovation, and the realization of its transformative power for businesses and consumers alike. E-commerce is a space where strategy meets technology, and I’ve always been drawn to opportunities where I can bridge those two worlds. My journey has been about creating solutions that not only drive revenue but also enhance customer experiences and set new industry standards. This field continues to evolve, and I’m as excited about its future as I was when I first began.

What were some pivotal moments in your journey that helped you become the ecommerce expert you are today?

Some pivotal moments in my journey that shaped my expertise in e-commerce include early experiences that laid the groundwork for my career and more recent events that tested and refined my skills. My first venture into e-commerce was in the early 2000s when I built a B2B marketplace from scratch—one of the first in the country. This groundbreaking project taught me how to innovate in uncharted territory and provided invaluable insight into creating platforms that connect businesses in meaningful ways.

A transformative chapter followed in the early 2010s when I joined the largest sports retailer in the region. Initially brought on to lead digital advertising, I quickly assumed responsibility for launching and scaling the company’s e-commerce division. Starting with just 50 orders a day, I implemented strategies that grew the business to 1,500 daily orders. This period was a turning point, reshaping my understanding of e-commerce and refining my leadership style. I learned how to scale operations while ensuring a seamless customer experience, and it solidified my belief in data-driven, customer-centric strategies.

Perhaps the most defining period in my career came during the COVID-19 pandemic, which fundamentally changed the world—and especially e-commerce. At the time, I was leading the e-grocery division for a global retailer, managing a sector that faced unprecedented demand and pressure. The pandemic required flash decisions and rapid adaptations, from overhauling operational processes to meeting surging demand while ensuring safety and efficiency. It was a time of tremendous challenges and innovation, where every decision carried immediate consequences for both customers and the business. This period reinforced the importance of agility, clear communication, and the ability to lead under extreme uncertainty.

Each milestone has contributed to my understanding of e-commerce as more than just a transaction platform. It’s a dynamic ecosystem that requires constant adaptation, innovation, and a deep commitment to meeting customer needs. These experiences have shaped not only my career but also my perspective on the transformative power of e-commerce in the modern world.

Can you describe a time you faced a significant challenge in an ecommerce project, and what key lessons did you learn from that experience?

One of the most significant challenges I faced in an e-commerce project occurred during the COVID-19 pandemic when I was leading the e-grocery division of a major retailer. The sudden and unprecedented surge in demand for online grocery services brought massive operational and logistical challenges. Overnight, we had to scale our operations to meet demand levels that were previously unimaginable while simultaneously adapting to new safety protocols for customers and staff. The situation required immediate action. Existing operational workflows were no longer sufficient, so we had to redesign processes on-the-fly.

For example, order-picking and packing systems were revamped to accommodate higher order volumes without sacrificing accuracy. Partnerships with delivery services were expanded rapidly to handle increased last-mile logistics. To ensure continuity, I implemented real-time monitoring systems to track bottlenecks and resolve issues as they arose. One of the most difficult aspects was managing customer expectations in such a volatile environment. Delivery delays and product substitutions became common due to supply chain disruptions, which led to an increase in customer inquiries and complaints.

To address this, we enhanced communication channels, providing proactive updates through email and SMS about order statuses and delays. Transparency was critical in maintaining customer trust during this challenging time. The experience taught me several key lessons. First, the importance of agility and rapid decision-making in crisis situations cannot be overstated. Plans that took weeks or months to implement pre-pandemic had to be executed in days or hours. Second, it reinforced the value of data-driven insights; real-time data allowed us to identify inefficiencies and make informed decisions quickly.

Finally, I learned that clear communication, both internally with teams and externally with customers, is vital to navigating challenges and maintaining trust. This experience was a profound reminder of the resilience required in e-commerce, especially during periods of extreme disruption. It solidified my belief that the ability to adapt, innovate, and stay customer-focused is what drives success in this industry.

Many businesses struggle with building brand loyalty online. From your experience, what is one effective strategy ecommerce brands can use to cultivate stronger customer loyalty?

Thank you for the question; it's an important one. Let’s start by defining what we mean by loyalty. Often, businesses mistake loyalty programs as true loyalty builders, but they are more accurately programs for continuous sales stimulation. These programs focus on providing additional benefits—discounts, rewards, or points—that tip the scales in favor of your brand. While effective in driving repeat purchases, they don’t necessarily build real loyalty.

True loyalty goes deeper. It’s when customers choose your brand over cheaper competitors or recommend you not because of promotions or incentives, but because they genuinely value your offering. Real loyalty stems from emotional connections and consistent, outstanding experiences. In e-commerce, building this type of loyalty requires a combination of excellence in processes and meaningful customer interactions.

For instance, excellent processes involve reliable, on-time deliveries, smooth returns, and user-friendly interfaces. These are the fundamentals of ensuring customer satisfaction. But the emotional connection comes from personalized experiences—online consultants who truly understand the customer and the product, delivery couriers who are consistently polite and punctual, and thoughtful packaging that makes the customer feel special. When I worked for L’Occitane en Provence, we had a deeply loyal customer base.

This loyalty was built not just on the quality of the products but on the experiences surrounding them. Our call center consultants were trained to provide expert advice, helping customers select products that perfectly matched their needs. The packaging was elegant and smelled delightful, creating a memorable unboxing experience. Behind these human touches were robust systems, such as a CRM that tracked customer preferences and allowed us to offer personalized recommendations, making every interaction feel bespoke.

This combination of emotional engagement and operational excellence is what cultivates real loyalty. It’s not about competing on price but about offering an experience that customers genuinely value and are willing to pay for. By focusing on the human touch, supported by strong processes and technology, e-commerce brands can transform transactional relationships into meaningful connections that foster enduring loyalty.

The world of ecommerce is constantly evolving. What do you think is the most impactful change in the ecommerce landscape that businesses need to adapt to right now?

The e-commerce landscape is undergoing significant shifts that businesses need to adapt to if they want to remain competitive. Three key changes stand out as particularly impactful. The first is the rise of Direct-to-Consumer (D2C) strategies. More and more brands are bypassing traditional retailers and building direct relationships with their customers. This shift allows brands to control their narratives, gather first-party data, and offer a more tailored experience.

However, it presents a challenge for intermediaries like retailers, who risk losing relevance if they don’t find innovative ways to add value to the supply chain. Retailers need to evolve into platforms that enhance customer experience, whether through exclusive partnerships, curated product selections, or unique services that brands can’t easily replicate. The second change is the growing importance of personalization, not just in marketing and content but in the products themselves. Customers now expect experiences and offerings that cater to their specific needs, preferences, and tastes. Advances in manufacturing and supply chain flexibility are making personalized products—such as custom-fit apparel or bespoke skincare solutions—more accessible.

Brands that invest in technologies and processes to deliver these personalized offerings will build stronger customer loyalty and stand out in crowded markets. The third—and perhaps most transformative—shift is the rapid growth of AI in e-commerce. Today, AI is already a powerful tool for automating content creation, enhancing customer service through chatbots, and optimizing logistics. However, the real disruption lies just ahead. AI is poised to become a new sales channel where customers will research, compare, and purchase products directly through AI-driven agents or platforms.

For example, instead of searching traditional websites, customers might ask their AI assistant to find the best product that matches their criteria and complete the purchase autonomously. This shift will require businesses to rethink how they present and distribute their offerings in an AI-first world. Adapting to these changes means businesses must prioritize agility and innovation. Building strong D2C strategies, embracing deep personalization, and preparing for AI-driven commerce are not just competitive advantages—they are becoming necessities in the evolving e-commerce landscape.

Personalization is a hot topic in ecommerce. Can you share an example of how you've successfully used personalization to enhance the customer experience and drive sales?

Personalization is undoubtedly a game-changer in e-commerce, but it’s essential to start with the basics and get them right before diving into complex solutions. I firmly believe that the simplest forms of personalization—those requiring 20% of the effort but delivering 80% of the results, as Pareto's principle suggests—should be the focus for many businesses.

A good example is in the fashion retail sector, where simply remembering a customer’s size and preferred styles can dramatically improve the shopping experience. It’s surprising how many retailers fail to implement this basic feature. Instead of overwhelming the customer with irrelevant items, tailoring recommendations to their size, gender, or previous purchases removes unnecessary friction and enhances the shopping journey. When I shop for clothes online, being shown items that don’t fit is not just frustrating—it’s a barrier to conversion.

Similarly, in the pet retail sector, personalization can be as simple as recognizing the type of pet a customer has. If I’ve previously purchased dog food, it makes no sense for me to be shown promotions for cat toys. Yet this happens frequently, which shows a lack of attention to basic customer data. Tailoring offers to the type of pet a customer owns is low-hanging fruit that significantly boosts engagement and relevance. Another straightforward but impactful example comes from the beauty industry. Sending timely reminders to reorder consumable products, such as a face cream likely to run out after a specific period, is a simple yet effective personalization strategy.

This proactive approach not only drives repeat sales but also enhances the customer experience by anticipating their needs. While deeper personalization through machine learning and advanced algorithms can be impressive, businesses must tread carefully. Overly intrusive personalization—such as hyper-detailed predictions that feel invasive—can put customers off and even damage trust. Balancing helpful personalization with respect for customer boundaries is key. Starting with simple, intuitive solutions is often the most effective way to build trust and loyalty while removing obstacles in the customer journey. These foundational efforts pave the way for deeper personalization once the basics are mastered.

With so many different sales and marketing channels available, how do you prioritize and determine the most effective ones for your ecommerce strategy?

Prioritizing sales and marketing channels for an e-commerce strategy always starts with understanding the target audience and ensuring the chosen channels align with the economics of the business model. Every channel must be evaluated on how well it connects with the customer base, delivers measurable results, and supports sustainable growth. For example, if the target audience consists of younger, tech-savvy consumers, platforms like TikTok or Instagram might take precedence due to their visual and interactive nature. On the other hand, if the audience is predominantly B2B decision-makers, LinkedIn becomes a more logical choice because of its professional context and lead-generation capabilities. Economics plays a critical role in prioritization.

Channels must be assessed for their cost-effectiveness, particularly in terms of customer acquisition cost (CAC) and lifetime value (LTV). A high-CAC channel can still be worthwhile if the LTV justifies the investment. For instance, while Google Ads might seem expensive initially, it can be highly effective for high-margin products or niche offerings with strong search intent. Testing and data also guide prioritization. Instead of committing to all channels at once, I focus on small-scale pilots to gauge performance.

For example, running a short paid campaign on two platforms simultaneously allows for a direct comparison of ROI and engagement rates. From there, resources can be allocated to the channels that deliver the best results. Another key consideration is scalability. Channels that are easy to scale without diluting ROI—such as marketplaces or affiliate networks—might take precedence over those that are effective but resource-intensive.

Additionally, understanding how channels complement each other is crucial. A well-coordinated mix of organic and paid strategies, or combining email marketing with social media retargeting, can amplify overall performance. Ultimately, prioritizing sales and marketing channels isn’t static. Regularly revisiting data, customer insights, and market trends ensures the strategy remains agile and optimized.

By focusing on channels that align with audience behavior and business economics, e-commerce strategies can deliver both short-term wins and long-term growth.

Sustainability is becoming increasingly important for consumers. How can ecommerce businesses integrate sustainable practices into their operations and appeal to environmentally conscious shoppers?

Sustainability is no longer just a nice-to-have; it’s becoming a core expectation from consumers, especially in e-commerce. Integrating sustainable practices not only reduces environmental impact but also strengthens brand loyalty among environmentally-conscious shoppers. To appeal to this audience, businesses must embed sustainability into their operations and create opportunities for customers to participate in eco-friendly choices. One effective way to integrate sustainability is through innovative packaging solutions.

For example, offering customers the option to choose reduced packaging or recyclable materials shows a commitment to minimizing waste. An idea I particularly like is turning delivery boxes into something useful after their primary purpose is fulfilled. Some companies include printed instructions on the inside of their packaging, showing how to turn the box into a DIY cat house or bird feeder. This not only reduces waste but also adds an engaging, creative touch to the customer experience, making the unboxing process memorable and aligned with sustainable values.

Another impactful practice is optimizing logistics to reduce the carbon footprint of deliveries. This can include consolidating shipments, using eco-friendly delivery options, or partnering with carbon-offset programs. Highlighting these efforts transparently on the company website or during the checkout process helps customers understand the brand’s commitment to sustainability. An increasingly popular trend in e-commerce sustainability is re-commerce—the resale or refurbishment of products to extend their lifecycle.

Brands like Patagonia and IKEA have implemented successful re-commerce programs, allowing customers to trade in used items for refurbishment, resale, or recycling. For example, offering a buy-back program where customers can return used goods for store credit not only reduces waste but also reinforces a circular economy model.

This approach aligns with the values of eco-conscious consumers who prefer reducing and reusing over discarding. E-commerce businesses can also expand their efforts by curating eco-friendly product lines or partnering with sustainable brands. Highlighting products made from recycled, biodegradable, or ethically-sourced materials resonates with shoppers seeking to make responsible purchasing decisions.

What advice would you give to aspiring ecommerce entrepreneurs or professionals just starting out in this industry?

My advice to aspiring e-commerce entrepreneurs or professionals just starting out is simple but essential: test, test, and test again. E-commerce is an industry driven by constant innovation and experimentation, so the willingness to test different approaches is key to finding what works. Whether it's A/B testing website layouts, trying new marketing strategies, or exploring different product lines, testing provides the insights needed to optimize and grow. Equally important is keeping a close eye on what others in the industry are doing. Competitor analysis and observing market leaders can reveal strategies and tactics that can be adapted to your business. Learning from the successes and mistakes of others accelerates your growth and helps you avoid common pitfalls.

Collaboration is another critical factor. E-commerce thrives on shared knowledge and partnerships. For this reason, we launched the E-Commerce & Digital Marketing Association (ECDMA)—a platform designed to foster collaboration among industry professionals. ECDMA provides opportunities to connect with like-minded entrepreneurs, share best practices, and gain access to resources and events that help refine your strategies. E-commerce is a dynamic field that rewards curiosity, adaptability, and a collaborative mindset. By embracing experimentation, staying informed, and building a network of peers, new entrants can lay a strong foundation for success in this ever-evolving industry.

Thanks for sharing your knowledge and expertise. Is there anything else you'd like to add?

Thank you for the opportunity to share my insights. If there's one parting thought I'd like to leave, it's the importance of adaptability and collaboration in the ever-evolving world of e-commerce and digital marketing. Success in this industry is not just about staying ahead of trends—it's about being willing to innovate, take calculated risks, and constantly learn from others.

This mindset is why I'm so passionate about initiatives like the E-Commerce & Digital Marketing Association (ECDMA) and platforms like the ECDMA Global Awards. They're not just about celebrating success but also about creating spaces for professionals to connect, share knowledge, and push the boundaries of what's possible in our field.

For anyone navigating the challenges of e-commerce, I'd say: embrace experimentation, don't be afraid to test new ideas, and leverage the collective expertise of the community. The future of this industry is bright, and those who combine innovation with collaboration will be the ones to lead it forward. Thank you again for this conversation—it's been a pleasure to reflect on my experiences and share ideas.