The ecommerce playbook is rewriting itself.
What worked in 2024 won't cut it now. AI isn't just a feature anymore-it's reshaping how customers discover products, how brands earn trust, and how businesses actually grow.
In this Coffee with Ecommerce, Matt Wis and Damian Lewandowicz dig into three shifts that matter: AI systems that understand your customers better than focus groups, personalization as the starting point (not a bonus), and why transparency and personal branding separate the winners from the noise.
Let's break it down.
Damian opens with a Stanford study that stops you mid-scroll.
Researchers built AI agents to simulate 1,052 real individuals - and hit 85% accuracy replicating their personalities, preferences, and decisions.
"This is a huge thing because imagine if you could access the voice of your customer at any moment," Damian says. "You could run qualitative research, test new products, or validate ideas - all without recruiting real participants."
For ecommerce, that means faster answers. Cheaper tests. Better product-market fit before you spend a dollar on ads.
No waiting for focus groups. No guessing what messaging lands. AI agents let you test concepts, flows, and positioning in real time.
But here's the catch: garbage in, garbage out.
If your customer data is thin or messy, the agents won't help. The brands that win will be the ones who understand their customers first, then use AI to scale that understanding.
Remember when “recommended for you” felt cutting-edge?
Today, it’s simply expected.
Matt and Damian agree: personalization has become the baseline, not a competitive advantage on its own. Customers expect brands to understand them- but not to take control away from them.
"We’re moving beyond basic segmentation," Matt explains. "But that doesn’t mean forcing hyper-personalized decisions. It means understanding intent, behavior, and context - and responding in a relevant way."
Damian references Ogilvy’s research, which highlights a crucial shift: customer-centricity now comes from insight, not automation alone.
The brands that will win in 2026:
Personalization, as discussed, isn’t about predicting every move a customer will make.
It’s about using data and AI to support better decisions, while still leaving room for choice, trust, and human connection.
Which brings us to trust.
Matt's been thinking about this a lot lately.
"I have a rule that I will not purchase any product from a new store unless they have a brand story," he says. "I want to find the founder. I want to read their story. I want to make sure this is a real website and not some dropshipping scam."
He's not alone.
Shoppers are getting smarter. Apps now fact-check products, verify authenticity, and expose brands hiding behind generic marketing.
So what's the solution?
Build your personal brand. Be transparent. Show up consistently.
Matt points to a shift he's watching:
"Ecommerce founders are now promoting themselves - not their products - on LinkedIn. They're building audiences of 50,000, 100,000 followers who will buy from them for as long as they're active."
The new playbook:
Once you have that audience? You can do live shopping, interview customers, test ideas, and create content that actually drives engagement.
"Personal branding and transparency-this is my focus for 2026 and the decades to come," Matt says.
While Matt emphasizes transparency, Damian brings it back to basics.
"Your business model, your strategy, your goals are so much more important than your tactics or your tools," he says. "Especially today, where new AI tools are coming at you from out of nowhere, daily."
It's easy to get distracted. But the brands that thrive stay disciplined.
Damian's recommendation? Think in small steps, not big projects.
"Instead of having one big strategy meeting once a quarter, do simpler growth calls every week or every two weeks. Focus on essentials: analytics, customer data, long-term goals."
This approach has three benefits:
"Build momentum with small steps," Damian says. "Those baby steps will accumulate into great results."
So what should ecommerce founders prioritize this year?
From Matt: Personal branding and transparency. Build trust. Show up. Create real connections.
From Damian: Business foundations and disciplined growth. Stay focused on what matters. Make small, consistent improvements.
And above all? Don't chase every shiny new tool.
Use AI where it makes sense. Personalize experiences. Be transparent. But never lose sight of your strategy, your customers, and your long-term goals.
Because that's what separates the brands that scale from the ones that fade away.
