Two e-commerce operators go head-to-head on what actually matters in 2026: where AI helps vs. hurts, why Amazon still wins as the core revenue kingdom, and what brands should hire first depending on whether they prioritize scale or stability. The debate also tackles the biggest money-wasters (spoiler: skipping testing and over-investing in brand too early), underrated growth tactics that feel “old school” but still hit, which paid channels deserve heavier budgets (including a contrarian case for Reddit), and the biggest friction points in today’s customer journey: choice overload vs. price-value mismatch. It wraps with a practical take on AI’s best use: amplifying creative and upgrading imagery/video without replacing strategy or market data.
Key Takeaways
- Avoid using AI as your SEO brain. Don’t copy-paste listing titles/bullets without validating with market data and keyword tools.
- Compliance can’t be “guessed.” AI can lag behind policy updates and invent rules high risk if listings get suppressed.
- Amazon remains the core channel. It’s still the “launchpad” platform for most brands, especially outside flashy demo-friendly categories.
- First hire depends on your personality (and risk tolerance):
- Growth-first = someone whose job is to scale demand fast.
- Ops-first = someone who builds systems so scale doesn’t break you.
- Biggest money waste: not testing launches (and over-building “brand” before product/market fit is real).
- Underrated growth tactics: outbound-style direct outreach and strategic offline placement both work when used with intent.
- Paid media picks aren’t one-size-fits-all: Meta can scale volume, but channel fit varies by customer and product; Reddit can be high-intent if targeting is tight.
- Top customer friction points: too many options (choice overload) and price/value mismatch when the page doesn’t justify the premium.
- Best AI use in 2026: creative and imagery acceleration generate variants, improve assets, and test faster (AI amplifies execution; it doesn’t replace strategy).
