Ecommerce is one interconnected system, and unless someone understands how all the pieces affect each other, you will always have performance leaks, wasted ad spend, and missed revenue.

Alright — spoiler alert: SEO hasn’t died, but it’s definitely been through a glow-up (and maybe a midlife crisis). AI is rewriting parts of the playbook. Here’s how—and what you need to watch out for (and lean into).