Why eCommerce Is a Mindset, Not a Toolset

Episode overview

How do you decide what actually matters when you’re running eCommerce?

In this episode, Jack Ananchenko talks to Lijana Norkaityte , Head of Marketing at SOUNDBOKS, about the decisions behind eCommerce performance - and why the most important things are not always the easiest to measure.

They discuss how to balance conversion with brand experience, how to communicate a physical product online, and how to make the right decisions when resources and time are limited.

Lijana also shares her experience building Objective Studies, and how being a founder changed the way she looks at priorities, investments, and business decisions.

The conversation covers:

• How to look beyond conversion when evaluating eCommerce performance
• Building a consistent brand experience across digital channels
• The challenge of selling a product that customers need to experience in real life
• Running global eCommerce with a lean team
• Where AI and automation can actually make a difference
• What changes when you have to make the business decisions yourself

A practical look at how to decide what deserves attention, what can wait, and what actually moves the business forward.