Do It for Yourself First with Jason Greenwood of The eCommerce Edge
Scott Ohsman of Always Off Brand and I spent September 15 at Shoptoberfest in Nashville recording our Slightly Off Commerce collaboration, and one of the guests at our table had recorded more episodes than the two of us put together. Jason Greenwood hosts The eCommerce Edge, a show past seven hundred episodes, and Scott opened with the question I wanted to ask, what does that many episodes teach a host?
“I’ve learned that you have to do it for yourself first and the audience second,” Jason says.
Jason does not run the show as a lead machine.
“I actually genuinely enjoy the topics I talk about on my podcast. I genuinely enjoy the guests I get on. And mostly I do it for an education of me first and my audience second,” he says.
Keep It Accessible
I asked what his listeners take from the show, and Jason answered with what they tell him when they walk up to him at events.
“Look, you don’t talk down to us. You don’t talk in a way that makes me feel like I’m dumb,” he says.
He blames the industry’s vocabulary for the problem he is working around.
“We’re a jargon driven industry, right? Like we use all sorts of acronyms and you know, B2B and D to C and enterprise architecture,” he says.
The Guest He Wants
Scott asked what kind of guest Jason goes after, and his answer is the distribution business in the middle of a handoff.
“So oftentimes I’ll have a third generation family-owned distribution company that’s doing $500 million a year, and now the grandson or the granddaughter of the founders have taken over the business and they’re going, what got us to here ain’t gonna get us to there,” he says.
He wants the people willing to talk about what failed along with what worked, because he sees digital leaders buying up digital laggards and those families know which side they want to be on.
“Those are the kind of people that come in with a little bit of humility, humility and hunger, those are the people that are super interesting,” he says.
Five Hundred Episodes Changes the Ask
I asked whether he struggles to book merchants over partners and vendors who want to come on for a commercial reason. He used to.
“Once I got to about 500 plus episodes, it became a lot easier because all of a sudden now you had a little bit of credibility. You could point at a catalog that was deep and broad,” he says.
The catalog is what turns a cold message into a yes. Jason reads paid industry newsletters, spots a name he has not heard of, and sends a direct message on LinkedIn or a WhatsApp note with a link to the show. He puts podfade at 98% of podcasts stopping before episode 20, and in his view a host who gets to the hundreds has put enough runs on the board that people take the invitation seriously.
The Two Episodes That Did Not Work
Out of more than seven hundred, Jason counts two recordings that failed. In the first, a founder and her business partner sat through a full recording with him and he still could not work out what their technology did, so he listened to the whole thing a second time to make sure the problem was not him. It was not, and he wrote to the founder and told her he could not release it.
The second guest dodged half his questions with one phrase.
“This is commercially sensitive information. That was how they got out of answering about 50% of my questions,” he says.
He released the second episode and regrets it, because nobody listening could learn anything from it. I told him I stop guests flat when a guest starts selling on my show.
A Love Letter to the Industry
The line from this conversation I keep coming back to is how Jason describes why he started.
“My podcast is a love letter back to the industry that’s given me a life that I could have only dreamt of,” he says.
He says more than half of his guests are telling their story in public for the first time, and he sees his job as putting them on a pedestal and giving them room to tell it.
Doubling Down on B2B
Scott asked what comes next for The eCommerce Edge, and the answer is more B2B, because the B2B episodes outdraw everything else on the show about two to one.
“There’s more than ever before, but it’s still a dearth compared to retail and omnichannel focused content,” he says.
He counts roughly 160 B2B episodes released, with a Wednesday B2B release, more shorts and clips during the week, and more time at ERP and B2B events on the way.
“There’s a lot of it that’s pretty surface level, and we’re going to get a lot deeper,” he says.
What Excites Me
Jason turned the last question around on Scott and me and asked what we enjoy most about podcasting. My answer goes back to one of my early episodes. I thought the show would be about platforms, so I asked a merchant who sold bulk candy on BigCommerce about his platform and what moving onto it was like. Then I asked him about bulk candy and he lit up. Merchants telling their own story, and the thing that gets them excited, is what I want more of on Talk Commerce, and it is the same reason Jason gives for doing his show for himself first.
Jason Greenwood hosts The eCommerce Edge and works with manufacturers and distributors on B2B digital commerce. This episode was recorded at Shoptoberfest 2026 in Nashville with Scott Ohsman of Always Off Brand. Find Jason on LinkedIn at linkedin.com/in/jason-greenwood-digital-expert.
The B2B Commerce Trends and Opportunities Report, written and researched by Content Cucumber and presented by Shopware, is free at contentcucumber.com. For more at-event interviews, visit talk-commerce.com/events.