For those of you who don’t know me, two important things:

1. I’m the co-founder and CEO of Yotpo. For over a decade, I’ve had the privilege of working with some of the best brands in the world. I’ve had a front-row seat to how they invented DTC, navigated COVID, survived rising CAC, battled tariffs, and kept reinventing themselves.
2. I never thought I’d write a newsletter.

So…why now?

Because something big is happening. And I think we’re only at the beginning.

I spend most of my time thinking, building, and talking about AI. There are people who are way more technical than I am when it comes to the mechanics. But here’s where I believe I can bring something useful:

From where I sit, working with thousands of brands and helping them connect with consumers, I can see the shift happening in our data sets. Brands are no longer just trying to rank on Google. They’re facing a new world where ChatGPT, Gemini, Perplexity, Claude, and others are becoming the first stop for consumers exploring products, making decisions, and looking for recommendations.

That changes everything. The way your brand shows up in these models could become just as important as SEO or paid media once was.

I didn’t start this newsletter because I have all the answers.

I started it because I have a front-row view into the questions brands are asking and the experiments we’re running across the ecosystem.

Here’s my promise: I’ll share what we’re learning. The mistakes, the breakthroughs, and the patterns we’re spotting. And hopefully, we’ll figure this out together.

Some areas I’m working on right now

GEO is the new SEO
Geographic, demographic, and behavioral signals are shaping how LLMs personalize results. What used to work in SEO won’t cut it anymore.

The rise of “zero-click commerce”
At I/O, Google rolled out “agentic checkout,” a flow that lets you complete a purchase directly from the search results page. No product page. No cart. Just “yes” and it’s done. Google killed the checkout. 

Structured data is king again
Clean product data, reviews, UGC, and social proof give brands an edge when LLMs decide what to surface.

Brand voice in the age of AI
When LLMs summarize, they flatten nuance. How do you keep your brand’s identity when it’s reduced to two lines?

Marketplaces vs. open web vs. LLM ecosystems
How will Amazon, Shopify, Google, and Meta adapt? Where will consumer attention go?

Performance marketing’s next chapter
If ads don’t matter inside these AI interfaces, what’s the new growth playbook?

To be honest, I don’t know yet how valuable this newsletter will be. That’s for you to decide.

But I do know this: if you’re an ecommerce founder or marketing exec and you’re not paying attention to this shift, someone else will take the share you’re leaving behind.

I also know you don’t have time to wander through another black box. That’s why I’m here—to help pull signal out of the noise.

If this is helpful, let me know. If you want me to dig into specific questions or trends, reply and tell me.

Until next time,
Tomer

P.S. Practical tip until we chat next:
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