ChannelAdvisor Founder Launches GEO for Merchants

Scot Wingo followed consumers' online shopping journeys while running ChannelAdvisor, the pioneering marketplace management platform he launched in 2001. He says consumers approach the process in three stages: researching the market, finding suitable products, and buying the right item.

The acronym — ReFiBuy — is the name of his latest company. It's a generative AI optimization platform for retailers and brands.

By any measure, Scot is an ecommerce pioneer. We first interviewed him in 2006, when he shared the new concept of selling products on marketplaces!

Last week, I asked him about ReFiBuy. The entire audio of our conversation is embedded below. The transcript is edited for length and clarity.