Growing Ecommerce – The Retail Growth…

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Ecommerce Trends 2026: Google AI, Temu & CPC Forecast

Tuesday, December 23, 2025 • Duration 36:30

In the final episode of 2025, Chris and Mike trade their suits for matching Christmas pajamas to deliver a raw, honest review of the year in digital marketing. 🎄

They break down the biggest surprises of the year, from Google’s unexpected pivot toward transparency to the "Naughty List" players who frustrated the industry. Mike reveals details about his behind-the-scenes meeting with Temu, while Chris explains why Mark Zuckerberg is on his bad side this year.

Plus, we look ahead to 2026. Will CPCs finally slow down? What is "Gen 2 Commerce," and how will AI reshape the shopping experience next year?

In this episode, Mike and Chris cover:

The 2025 in Review: Highs, lows, and navigating information overload.
The Naughty & Nice List: Why Google’s PMax updates won us over, and why Meta’s ad strategy is failing agencies.
The Temu Report: Mike’s personal experience meeting with Temu reps.
2026 Predictions: Economic outlook, AI commerce features, and the future of media buying.

Ready to grow your Ecommerce business? Visit us at: https://smarter-ecommerce.com

About Smarter Ecommerce (smec):

Smarter Ecommerce (smec) empowers e-commerce brands with AI-driven PPC automation that optimizes for profit and business outcomes while maintaining strategic control.

The platform activates first-party data - profit margins, customer lifetime value, and key business metrics - to automate campaign optimization toward goals like profitability and efficient growth, while detailed campaign insights provide full transparency and enable PPC teams to focus on strategic oversight rather than manual execution.

As a Google Premier Partner and three-time Microsoft Retail Partner of the Year, smec manages over €500 million in ad spend and drives €5B+ in annual e-commerce revenue for 350+ global retail clients including THG, Snipes, REWE, and Intersport.

Make sure to follow smec - Smarter Ecommerce for more performance marketing insights:

smec - Smarter Ecommerce: https://www.smarter-ecommerce.com
LinkedIn: https://linkedin.com/company/smarter-ecommerce-gmbh
Newsletter: https://smarter-ecommerce.com/en/newsletter/
Instagram: https://www.instagram.com/smarterecommerce/

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Are Your Google Ads Lying to You? - Marginal ROAS Explained

Season 4 · Episode 20

Tuesday, December 16, 2025 • Duration 39:35

In this episode, Mike Ryan and Chris dive into the fundamental issue plaguing advanced performance advertisers: the lack of data integrity between ad platforms and a retailer’s backend systems. Why are sophisticated retailers taking optimization decisions on ad platform data when their final bottom-line evaluation comes from a different source? Mike calls this the "optimization gulf".

The hosts argue that this disconnect is a major tactical issue that is driving platforms like Google and Meta to pursue cross-channel solutions to regain trust.

Key discussion points include:

The Single Source of Truth (SSOT) Problem: Why using last-click attribution and optimizing within channel silos led to platforms taking 100% credit for the same purchases.
The iOS 14.5 Inflection Point: How Apple's anti-tracking policies broke Meta campaigns, leading to the rise of "magic pixels" (Triple Whale, Northbeam) to fix reporting.
Marginal ROAS vs. Average ROAS: Why optimizing only for average ROAS is a "massive flop" and why you need to understand the concept of marginal return to avoid spending beyond your optimal point.
Google's Contradiction: We break down Google's claim that its bidding system (PMax) finds the cheapest conversion across all networks, and the subsequent contradiction of why the performance of those individual channels often looks bad in segmented reports.

About Smarter Ecommerce (smec):

Smarter Ecommerce (smec) empowers e-commerce brands with AI-driven PPC automation that optimizes for profit and business outcomes while maintaining strategic control.

The platform activates first-party data - profit margins, customer lifetime value, and key business metrics - to automate campaign optimization toward goals like profitability and efficient growth, while detailed campaign insights provide full transparency and enable PPC teams to focus on strategic oversight rather than manual execution.

As a Google Premier Partner and three-time Microsoft Retail Partner of the Year, smec manages over €500 million in ad spend and drives €5B+ in annual e-commerce revenue for 350+ global retail clients including THG, Snipes, REWE, and Intersport.

Google AI’s Secret Plan: The BIGGEST THREAT to Your Retail Business Yet?

Season 4 · Episode 11

Tuesday, September 30, 2025 • Duration 30:38

Will Google's new AI strategy kill ecommerce as you know it? In this episode of Growing Ecommerce, Mike Ryan and Chris Scharmueller dissect the biggest news from DMEXCO 2025 in Cologne, Germany, and reveal their bold take on the future of paid search and online retail.

Chris shares his on-the-ground insights from the conference, including his talk on a major stage in front of over 600 people. He and Mike dive deep into why Google Search is still an unstoppable "money printing machine" despite new competitors like ChatGPT and Perplexity.

They discuss staggering online search stats, like the 5.8 trillion search queries that happen globally each year, with over 90% of them going through Google.

But here's the twist: They explore how new AI products like AI Overviews (AIOs) are already creating "zero-click events", which could massively disrupt the classic e-commerce funnel.

Could Google's "buy on Google" feature make a comeback? And if it does, what does it mean for retailers who could become just a "warehouse for Google"?

This episode isn't just about what's happening; it's about what's coming. Don't miss this crucial conversation on how to adapt to the future of e-commerce.

About Smarter Ecommerce (smec):

Smarter Ecommerce (smec) empowers e-commerce brands with AI-driven PPC automation that optimizes for profit and business outcomes while maintaining strategic control.

The platform activates first-party data - profit margins, customer lifetime value, and key business metrics - to automate campaign optimization toward goals like profitability and efficient growth, while detailed campaign insights provide full transparency and enable PPC teams to focus on strategic oversight rather than manual execution.

As a Google Premier Partner and three-time Microsoft Retail Partner of the Year, smec manages over €500 million in ad spend and drives €5B+ in annual e-commerce revenue for 350+ global retail clients including THG, Snipes, REWE, and Intersport.

Google's A/I Max & The Temu Takeover: Navigating the E-commerce Future

Season 4 · Episode 10

Tuesday, September 23, 2025 • Duration 28:30

Welcome to Episode 10 of Growing ecommerce! Get ready to cut through the noise with your hosts Mike and Chris, as they tackle the real-world implications of three massive forces in the market.

First, they take on Google's newest AI-powered ad product, A/I Max. While Google promises performance, Mike and Chris reveal how it can lead to chaotic bidding on competitor terms and the low-quality Search Partner Network. The hosts also discuss why an "old school" strategy called search query sculpting is more relevant than ever to regain control and maximize your ad spend.

Then, the focus shifts to the critical, yet often overlooked, topic of conversion lag and latency. The hosts explain how this natural consumer behavior creates discrepancies between your ad platform data and your backend sales reports, and why it's a key metric for both marketing managers and business leaders.

Finally, they reveal the latest data on Temu’s staggering growth across Europe. With fresh numbers in hand, the hosts reveal which countries are feeling the most pressure from this new market giant and what this means for local retailers struggling to compete.

This episode is packed with the insights you need to navigate the ever-changing world of ecommerce. Tune in and get ready to level up your ad strategy.

About Smarter Ecommerce (smec):

Smarter Ecommerce (smec) empowers e-commerce brands with AI-driven PPC automation that optimizes for profit and business outcomes while maintaining strategic control.

The platform activates first-party data - profit margins, customer lifetime value, and key business metrics - to automate campaign optimization toward goals like profitability and efficient growth, while detailed campaign insights provide full transparency and enable PPC teams to focus on strategic oversight rather than manual execution.

As a Google Premier Partner and three-time Microsoft Retail Partner of the Year, smec manages over €500 million in ad spend and drives €5B+ in annual e-commerce revenue for 350+ global retail clients including THG, Snipes, REWE, and Intersport.

AI's Reality Check: Financial Bubble or Foundation for the Future?

Season 4 · Episode 9

Tuesday, September 16, 2025 • Duration 28:49

Welcome to Episode 9 of Growing Ecommerce! In a world buzzing with AI hype, we're cutting through the noise to ask the big question: Is this the next dot-com bubble, or a long-term, foundational shift for the future of business?

Join hosts Mike and Chris as they debate the financial health of the tech giants driving the AI revolution and challenge the notion that AI has delivered on its promised productivity gains. They'll also reveal some mind-blowing data on Google Shopping's mysterious lack of market shock when Amazon's ads disappeared, and expose the "hellscape" of Google Merchant Center account suspensions.

Tune in to get the full picture behind the headlines and learn what’s truly happening in the world of ecommerce.

About Smarter Ecommerce (smec):

Smarter Ecommerce (smec) empowers e-commerce brands with AI-driven PPC automation that optimizes for profit and business outcomes while maintaining strategic control.

The platform activates first-party data - profit margins, customer lifetime value, and key business metrics - to automate campaign optimization toward goals like profitability and efficient growth, while detailed campaign insights provide full transparency and enable PPC teams to focus on strategic oversight rather than manual execution.

As a Google Premier Partner and three-time Microsoft Retail Partner of the Year, smec manages over €500 million in ad spend and drives €5B+ in annual e-commerce revenue for 350+ global retail clients including THG, Snipes, REWE, and Intersport.

Make sure to follow smec - Smarter Ecommerce for more performance marketing insights:

smec - Smarter Ecommerce: https://www.smarter-ecommerce.com
LinkedIn: https://linkedin.com/company/smarter-ecommerce-gmbh
Newsletter: https://smarter-ecommerce.com/en/newsletter/Instagram:

Google vs. Amazon vs. TikTok vs. Meta: Welcome to the AI Ad Wars

Season 4 · Episode 8

Tuesday, September 9, 2025 • Duration 37:05

In this week’s show, Mike Ryan and Chris Scharmueller dive headfirst into the "PMAXification" of the advertising landscape, a term Mike coined to describe how platforms from Google to TikTok are rushing to automate your ad spend.

But just as we thought the black box was here to stay, Google is making a surprising U-turn, opening up more control and data for advertisers. We'll break down if the other platforms, like TikTok with its mandatory GMV Max campaigns and Meta with its "AI-first, no control" strategy, will follow suit.

Don't go anywhere because things get even spicier. Mike starts a "crusade" against Google's Search Partner Network, exposing why some of the "partnerships" are a little unsettling and what brands need to watch out for.

And finally, in a lightning round you won't want to miss, the hosts go head-to-head on the most important question in tech right now: is AI a bubble, yes or no? One of them is a believer, and the other is a skeptic, and it's not who you think.

About Smarter Ecommerce (smec):

Smarter Ecommerce (smec) empowers e-commerce brands with AI-driven PPC automation that optimizes for profit and business outcomes while maintaining strategic control.

The platform activates first-party data - profit margins, customer lifetime value, and key business metrics - to automate campaign optimization toward goals like profitability and efficient growth, while detailed campaign insights provide full transparency and enable PPC teams to focus on strategic oversight rather than manual execution.

As a Google Premier Partner and three-time Microsoft Retail Partner of the Year, smec manages over €500 million in ad spend and drives €5B+ in annual e-commerce revenue for 350+ global retail clients including THG, Snipes, REWE, and Intersport.

Make sure to follow smec - Smarter Ecommerce for more performance marketing insights:

smec - Smarter Ecommerce: https://www.smarter-ecommerce.comLinkedIn: Newsletter: Instagram:

Is AI Shattering Google’s Fortress? Plus: Inside Amazon’s Risky Ads Test

Season 4 · Episode 7

Tuesday, September 2, 2025 • Duration 40:01

Is AI a wolf in sheep’s clothing for Google's empire? Mike Ryan and Christian Scharmueller are back to spill the tea on the biggest players in ecommerce!

This week they're dissecting Google's "fortress" of a business and Meta's uncanny ability to sell us things we didn't even know we needed. Our hosts will also dive into the mysterious case of Amazon's Google Shopping Ads blackout and try to figure out if it was a secret negotiation tactic or just a costly mistake.

Plus: Chris and Mike are checking out how JD.com is making bold moves in Europe with unexpected partners like IKEA and Media Markt.

Grab a coffee and join the chaos! And if you don't want to miss our next unfiltered take on the industry, hit that subscribe button.

About Smarter Ecommerce (smec):

Smarter Ecommerce (smec) empowers e-commerce brands with AI-driven PPC automation that optimizes for profit and business outcomes while maintaining strategic control.

The platform activates first-party data - profit margins, customer lifetime value, and key business metrics - to automate campaign optimization toward goals like profitability and efficient growth, while detailed campaign insights provide full transparency and enable PPC teams to focus on strategic oversight rather than manual execution.

As a Google Premier Partner and three-time Microsoft Retail Partner of the Year, smec manages over €500 million in ad spend and drives €5B+ in annual e-commerce revenue for 350+ global retail clients including THG, Snipes, REWE, and Intersport.

Make sure to follow smec - Smarter Ecommerce for more performance marketing insights:

smec - Smarter Ecommerce: https://www.smarter-ecommerce.com
LinkedIn: https://linkedin.com/company/smarter-ecommerce-gmbhNewsletter: Instagram:

Google Marketing Live Recap: AI Overviews, PMax reporting, AI Max, and more

Season 4 · Episode 6

Thursday, June 5, 2025 • Duration 45:36

Google is positioning AI at the center of its advertising ecosystem with substantial changes to search, shopping, and campaign management. The new "PowerPack" approach combines Performance Max, Demand Gen, and AI Max for search campaigns, though questions remain about how these components will work together without cannibalizing each other.

• AI Overviews and AI Mode represent massive shifts in search, with Google generating answers directly and using "query fanning" to search multiple queries behind the scenes
• Ads will be integrated directly into AI Overviews and AI Mode conversations, changing how users interact with advertising
• "Agentic" shopping experiences allow Google's AI to make purchases without users visiting websites, potentially transforming e-commerce
• Smart Bidding Exploration allows Google to miss ROAS targets by 10-30% to explore new queries, though the benefit to advertisers remains unclear
• New channel-level performance reporting for PMAX provides visibility into which channels and ad types drive results
• Enhanced New Customer Acquisition features offer more granular exclusion options for existing and warm traffic
• Asset Studio and Product Studio provide new creative tools for building and managing assets
• Commerce Media Suite introduces retail media network capabilities, allowing retailers to make first-party audiences available
• Three new AI Experts (Ads, Analytics, and Marketing Advisor) aim to provide conversational assistance for campaign management

Visit smarter-ecommerce.com to access resources like our State of PMax report, our brand versus non-brand PMax script, and our new PMax script to help understand channel performance reports.

About Smarter Ecommerce (smec):

Smarter Ecommerce (smec) empowers e-commerce brands with AI-driven PPC automation that optimizes for profit and business outcomes while maintaining strategic control.

The platform activates first-party data - profit margins, customer lifetime value, and key business metrics - to automate campaign optimization toward goals like profitability and efficient growth, while detailed campaign insights provide full transparency and enable PPC teams to focus on strategic oversight rather than manual execution.

Big exits & bold bets: Temu stops ads in US while OpenAI enters ecommerce. Plus, debating the marketwide pivot to profit.

Season 4 · Episode 5

Thursday, May 8, 2025 • Duration 35:17

We broke the news: Temu hit the brakes – hard. In this episode, Mike and Chris dig into

Why Temu suddenly killed all ads in the US, and what happened next
Signs that Temu's ad spend shifted to Europe
OpenAI’s move into ecommerce, joining Amazon, Perplexity, and Microsoft in the AI shopping race
Does Google’s silence might signal hesitation or confidence?
A debate: how profit vs growth is now the defining tension in retail strategy

This one’s all about who’s advancing, who’s retreating, and who’s holding the line in a market full of shakeups.

About Smarter Ecommerce (smec):

Smarter Ecommerce (smec) empowers e-commerce brands with AI-driven PPC automation that optimizes for profit and business outcomes while maintaining strategic control.

The platform activates first-party data - profit margins, customer lifetime value, and key business metrics - to automate campaign optimization toward goals like profitability and efficient growth, while detailed campaign insights provide full transparency and enable PPC teams to focus on strategic oversight rather than manual execution.

As a Google Premier Partner and three-time Microsoft Retail Partner of the Year, smec manages over €500 million in ad spend and drives €5B+ in annual e-commerce revenue for 350+ global retail clients including THG, Snipes, REWE, and Intersport.

Make sure to follow smec - Smarter Ecommerce for more performance marketing insights:

smec - Smarter Ecommerce: https://www.smarter-ecommerce.com
LinkedIn: https://linkedin.com/company/smarter-ecommerce-gmbh
Newsletter: https://smarter-ecommerce.com/en/newsletter/
Instagram: https://www.instagram.com/smarterecommerce/

Will AI Break Google Search? Plus: Tariff Shocks & the Rise of Zero-Click

Season 4 · Episode 4

Thursday, May 1, 2025 • Duration 44:01

Google’s turning into an answer engine—so why does it feel like the internet’s disappearing beneath it?

In this episode of Growing Ecommerce, Mike and Chris tackle the search shake-up and what it means for everyone from advertisers to publishers:

• AI Overviews (AIO) could kill clicks — We break down how Google’s zero-click model is reshaping the internet and threatening entire business models.

• Can Google hold its ground in the AI era? Or are leaner, AI-native rivals closing in?

• What is “Vibe Marketing” and why are creative teams obsessed with it? We explore the rise of aesthetic-driven strategy in ad workflows.

• Tariffs are back—and they’re shifting ecommerce strategies fast. Why they might force brands to focus on profitability instead of just revenue growth.

• 2025 is not just about riding the AI wave. It’s about surviving the cracks forming underneath.

Whether you're a marketer, brand strategist, or just trying to stay sane in the age of AI illusions and platform power plays, this episode is your no-BS guide to what’s really happening.

🎧 Subscribe for more deep dives into the future of digital marketing, AI, and platform ethics.
💬 Drop your thoughts: Is zero-click search good or bad for the web?

#AIinMarketing #GoogleSearch #EcommerceStrategy #DigitalAdvertising #MarketingPodcast #GoogleAds

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About smec (Smarter Ecommerce):

At smec - Smarter Ecommerce, we specialize in transforming business goals into optimized ad campaigns. With over 16 years of experience in Google & Microsoft Ads, our intelligent software and expert services help retailers achieve superior results.

We're committed to giving you the tools and insights needed to stay ahead in the ever-evolving world of digital advertising.

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Growing Ecommerce – The Retail Growth Podcast – Details, episodes & analysis

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