Meet Our Exhibitors: Jon Buss, Yotpo, GM for EMEA and APAC
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What industry trends are you looking forward to seeing at this year’s eCommerce Expo and Technology for Marketing?
I’m excited to see how AI is moving from hype into practical, revenue-driving use cases. It’s been amazing to watch how quickly some brands are embracing it, while others are still hesitant. The real question is how each business makes it work for them without losing what makes them unique.
On the other hand, loyalty may feel less bleeding edge, but it’s no less important. It’s really evolving beyond simple points or discounts. The best brands are using loyalty to reward real engagement, promote experiences and build lasting relationships.
What are the biggest challenges facing eCommerce retailers heading into Q4 and peak season?
The real challenge is extending that “peak season” energy so it’s actually dynamic and exciting for consumers for the entire period. People no longer shop in one big burst - they expect deals, relevance, and service consistently from October through January.
Brands need to balance short-term promotions with long-term loyalty plays. AI can be a real advantage here, helping brands personalize offers and optimize campaigns so peak feels less like a sprint and more like a sustained marathon.
Those who crack this balance will stand out.
What is most exciting to you about the eCommerce and digital marketing industry right now?
For me, the most exciting piece is how quickly some brands are experimenting with AI. Whether it’s hyper-personalized customer journeys, smarter retention strategies, or faster content production, the boundaries of what’s possible are constantly expanding.
It’s rare to get to see the playbook is being rewritten in real time and that’s both inspiring and exciting.
Why is it important to bring the industry together at events like eCommerce Expo and Technology for Marketing?
Working in a digital-first industry, it’s just rare to get everybody in the same place at the same time. Nothing replaces that face-to-face connection whether it’s an old friend or someone you’re meeting for the first time - events like Expo are an opportunity to build or create real connections.
What’s the best piece of advice you would give to new people joining the industry?
Stay curious and stay close to the customer. The tools, trends, and tactics will keep changing (faster than you expect) but if you keep asking “what does the shopper actually want?” you’ll always find your north star.
If you got the chance to reboot any ‘90s or 2000s brand for 2025 eCommerce, which one are you bringing back and how are you marketing it?
I’m bringing back Blockbuster - not as a bricks-and-mortar DVD rental, but as a digital-first streaming brand built on community and nostalgia, but for 2025.
Think online watch parties to binge old series of Friends, limited-edition merch for super-fans, and AI-curated “movie nights” tailored to families and households.
It’s a modern spin on a classic Friday night ritual, blending retro love with today’s digital experiences.
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