E-commerce Expert James Connell of Carbon Balance: How to Balance Profitability and Sustainability

In this episode of The eCommerce Toolbox: Expert Perspectives, host Kailin Noivo is joined by James Connell, Co-Founder and Chief Marketing Officer at Carbon Balance & eCommerce Consultant. Together, they delve into how the 2002 Olympics kick-started the growth of Canadian brand Roots, the evolution of omni-channel over the past two decades, and how to balance eCommerce profitability with sustainability measures.

In this episode of The eCommerce Toolbox: Expert Perspectives, host Kailin Noivo is joined by James Connell, Co-Founder and Chief Marketing Officer at Carbon Balance & eCommerce Consultant to discuss:

How the 2002 Olympics started the growth of Roots
How being omnichannel has changed over the last two decades
Balancing profitability with sustainability measures
The ways integrating AI into eCommerce could benefit the environment

James Connell is a true visionary in the realm of digital commerce and customer experiences. With over two decades of strategic leadership, James has been at the forefront of omni-channel commerce, pioneering the growth of Roots, one of Canada’s most beloved lifestyle brands, from its nascent eCommerce stages to an impressive nine-figure revenue stream. Now, as the Co-Founder and Chief Marketing Officer at Carbon Balance, James is channelling his acumen into bridging the gap between business growth and sustainability, proving that environmental consciousness can go hand-in-hand with eCommerce profitability.

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