Dark Matter Commerce Presents: The Top 25 eCommerce Voices 2025
27 January 2025Dark Matter Commerce is proud to present the Top 25 eCommerce Voices for 2025.
This annual list recognises the trailblazers shaping the future of digital commerce. Whether through pioneering strategies, cutting-edge content, or their ability to predict and influence the next big trends, these individuals have left a lasting mark on eCommerce.
Each honouree will receive a unique trophy to mark their achievement, a symbol of their ability to see beyond the horizon and lead the way in the ever-evolving eCommerce landscape.
Deann Evans
Follow on LinkedInManaging Director, EMEA, Shopify
As the Managing Director for EMEA at Shopify, Deann Evans is at the forefront of digital retail innovation. With a career spanning over two decades at industry giants like eBay, Mettr, and Sizmek, she has earned a reputation as a thought leader in eCommerce strategy.
A sought-after speaker at global events such as eCommerce Expo and WIRED Smarter, Deann’s insights have been featured in Retail Week and other leading publications. She has shared expert perspectives on emerging trends as a speaker, providing her insights to the GDI Gottlieb Duttweiler Institute in Zurich, the UK Government Roadshow for Department of Business & Trade, and as a guest on the What’s Next podcast.
Dean McElwee
Follow on LinkedInDirector, Digital Transformation, Stanley Black & Decker
With extensive experience in eCommerce and omni-channel retail, Dean McElwee has made a name for himself as a commerce strategist and author. His book eCommerce for CEOs serves as a guide for business leaders navigating digital transformation. Dean’s ability to translate complex industry trends into practical strategies has made him a valued speaker and consultant, driving innovation across global brands. With a keen understanding and utilisation of digital technology, Dean has led to significant transformations in companies across various industries, from digital marketing to cloud computing.
Sue Azari
Follow on LinkedInConsultant, AppsFlyer
New entrant for 2025
Sue Azari is a well-regarded expert in mobile marketing and eCommerce, offering over a decade of experience in optimising app and retail strategies. Named LinkedIn’s Top Voice for Retail 2023 and a MobileAppDaily 40 Under 40 honouree, Sue regularly shares high-value insights into performance marketing, app engagement, and digital transformation. A dedicated mentor and advocate for diversity in tech, she continues to be a pivotal figure in the eCommerce and mobile ecosystem.
Chris Lever
Follow on LinkedInHead of Technical SEO, Bring Digital
New entrant for 2025
A technical SEO pioneer, Chris Lever has been shaping the online world since publishing his first Geocities site in 2001. As Head of Technical SEO at Bring Digital, he combines experimental thinking with data-driven strategies to help brands optimise their digital presence.
Chris is a sought-after speaker, appearing regularly on webinars with leading SEO tech brands like Sitebulb and will take to the stage as a speaker at BrightonSEO in April 2025. A co-founder of the TechSEO North community, Chris is dedicated to fostering knowledge-sharing within the SEO community, making him a highly influential voice in the search and ecommerce landscape.
Jason Greenwood
Follow on LinkedInFounder & Lead Consultant, Greenwood Consulting
Few people have shaped the B2B eCommerce space like Jason Greenwood. With over 20 years of industry experience, Jason helps mid-to-large-scale wholesale and DTC brands navigate digital transformation through his consultancy, Greenwood Consulting.
As host of THE ECOMMERCE EDGE podcast, he has produced over 300 episodes offering expert insights on everything from omni-channel strategies to digital operations. Known for his engaging and straight-talking approach, Jason is a regular speaker at top conferences, sharing his unique take on eCommerce’s biggest challenges and opportunities.
James Gurd
Follow on LinkedIneCommerce Replatforming Consultant, Digital Juggler
Vinny O'Brien
Follow on LinkedIneCommerce Consultant, Vinny & Co
Vinny O’Brien is a respected eCommerce strategist with over 15 years of experience in digital retail, consultancy, and marketing.
As the founder of Vinny & Co, he has advised brands across fashion, automotive, and home goods, helping them refine their online presence and operations. His eCommerce – Worth Knowing newsletter has become a go-to resource for thousands of professionals, offering sharp industry analysis and actionable insights. Vinny’s deep understanding of eCommerce technology, combined with his passion for knowledge-sharing, makes him one to watch in 2025.
Veronika Sonsev
Follow on LinkedInCo-founder. CommerceNext
New entrant for 2025
Veronika Sonsev is a driving force behind CommerceNext, a community and conference series that connects leading marketers in retail and DTC brands. With a background in startup entrepreneurship and corporate consulting, she brings a unique perspective on the evolving challenges facing retailers today. Her work advocating for women in business and her contributions to Forbes cement her status as a thought leader in digital commerce.
Chloë Thomas
Follow on LinkedInEditor & Podcast Host
A recognised LinkedIn Top Retail Voice, Chloë Thomas is a powerhouse in eCommerce marketing. As the host of the award-winning eCommerce MasterPlan podcast and Keep Optimising, she provides a platform for industry leaders to share their expertise. Now also leading eCommerce Tech, Chloë continues to be a driving force in shaping marketing best practices. Her bestselling books and highly sought-after speaking engagements make her a true influencer in the digital retail space.
Zsuzsa Kecsmar
Follow on LinkedInCo-founder, Chief Strategy Officer, Antavo
Zsuzsa Kecsmar is a leading voice in customer loyalty and personalisation. As co-founder and Chief Strategy Officer of Antavo, she has helped shape loyalty programs for major brands like KFC, BMW, and Kathmandu. Her expertise has earned her recognition from Forbes, Gartner, and Forrester, solidifying her reputation as an industry trailblazer. Beyond her strategic leadership, Zsuzsa regularly shares thought-provoking content on eCommerce trends and customer retention, making her an essential voice in the space.
David Mannheim
Follow on LinkedInFounder, Made With Intent
New entrant for 2025
David Mannheim is a leading expert on personalisation in eCommerce. He helps brands enhance customer experience through intent-driven strategies. As the founder of Made With Intent and author of The Person in Personalisation, he has been instrumental in guiding brands toward data-driven decision-making.
David will continue to impact the industry in 2025 when he’ll be launching the inaugural Intent in a Tent conference in Manchester. With a reputation for thought leadership and innovation, David continues to push boundaries in personalisation and customer experience.
Jim Herbert
Follow on LinkedInManaging Director, Patchworks
Jim Herbert is a digital transformation veteran who leads Patchworks as it continues to redefine eCommerce integration. With over 25 years in technology, Jim has contributed to over 100 successful eCommerce implementations across retail, fintech, and gaming. A frequent panellist, podcast guest and host of the annual Patchworks Connect event, he shares deep insights on automation, scalability, and data-driven commerce strategies. His expertise ensures he remains a pivotal figure in the industry.
Linda Bustos
Follow on LinkedInFounder. Ecomm Ideas
New entrant for 2025
Linda Bustos has been a passionate advocate for all things eCommerce since 2007. As the publisher of EcomIdeas.com, she continues to share cutting-edge insights and actionable strategies with the eCommerce community. A former author of the acclaimed Get Elastic Ecommerce Blog and Ecommerce Illustrated, Linda is renowned for her sharp observations and forward-thinking commentary on industry trends.
As the co-founder of Edgacent Ecommerce Advisors, Linda has helped businesses navigate the rapidly evolving digital landscape, combining deep expertise with a knack for uncovering opportunities. A self-described “eCommerce trend hunter,” she scours the digital world for the latest innovations, sharing her discoveries daily with her LinkedIn followers.
Joe Glover
Follow on LinkedInCo-founder, Marketing Meetup
New entrant for 2025
Joe Glover is the heart behind The Marketing Meetup, a global community fostering collaboration and education in marketing. With a focus on inclusivity and kindness, Joe has built a network of 50,000+ marketers who engage in insightful events and content. Through webinars, newsletters, and a supportive network, The Marketing Meetup has significantly contributed to the growth and development of eCommerce in the UK, providing valuable insights and connections for professionals in the field.
Joe’s expertise and passion for marketing education have made him a sought-after speaker and guest at major industry events. He has shared insights at the Festival of Marketing, The Next Web, Digital DNA, SocialDay, and Startup Summit, as well as appearing as a guest on Everyone Hates Marketers Podcast and Marketing News Canada.
Pete Robertshaw
Follow on LinkedInHead of eCommerce Consultancy, Space 48
With over 20 years in eCommerce, Pete Robertshaw is a well-established industry expert. As Head of Commerce Consulting at Space 48, he leverages his extensive retail, commerce, and IT knowledge to help customers develop their digital and operational eCommerce strategies.
A familiar face at industry events, Pete co-hosts the popular Space Bar eCommerce podcast and founded Commerce Fusion, an annual conference dedicated to all things eCommerce. His extensive experience and vast partnership network make him a go-to resource for eCommerce professionals.
Andy Mulcahy
Follow on LinkedInStrategy & Insight Director, IMRG
New entrant for 2025
With 15 years at IMRG, Andy Mulcahy is a leading voice at the UK’s leading eCommerce association and a trusted authority on online retail trends, market performance, and consumer behaviour.
Andy’s deep expertise in data analysis and strategic insights makes him a go-to source for understanding the ever-changing eCommerce landscape. His weekly IMRG Data Show has become a go-to resource for eCommerce leaders to access the latest trading data in their industry, regularly attracting upwards of 250 attendees from the UK’s biggest retail brands.
Rick Watson
Follow on LinkedInCEO and Founder, RMW Commerce
Rick Watson is a leading expert in direct-to-consumer eCommerce strategies. As the founder of RMW Commerce Consulting, he advises investors and management teams on scaling their online businesses.
A widely respected voice in the industry, Rick shares sharp, unbiased insights through The Watson Weekly podcast and his What’s Next newsletter. He is a sought-after speaker at major events like NRF Shop.org and ECommerce Europe, and his expertise has been featured in top media outlets, including Bloomberg. His forward-thinking approach continues to shape the future of eCommerce.
Graham Wilson
Follow on LinkedInDirector of Digital and Omni Channel, Bensons for Beds
New entrant for 2025
With a track record of driving digital transformation, Graham Wilson has led major eCommerce initiatives at Bensons for Beds, achieving double-digit revenue growth. His expertise in omni-channel strategy, platform innovation, and customer experience has made him a renowned industry speaker and thought leader who will be moderating panels at the upcoming Intent in a Tent event. Graham regularly shares insights on LinkedIn, shaping discussions on the evolving retail landscape.
Julia Paulsen
Follow on LinkedInDirector of eCommerce Nordics, Elkjøp Nordic AS (part of Currys plc)
New entrant for 2025
Julia Paulsen is a recognised leader in digital transformation and eCommerce innovation. As Director of eCommerce Nordics at Elkjøp, she applies her expertise in data-driven decision-making, omnichannel strategy, and agile transformation. Her leadership experience spans top brands such as Zalando Nordics, Aprila Bank, and DNB. A MACH Alliance Ambassador and advocate for women in leadership, Julia is known for her insightful approach to customer experience and digital commerce growth.
Charley Brennand
Follow on LinkedInFounder, The PPC Academy
New entrant for 2025
Charley Brennand is a leading paid media consultant and the founder of The PPC Academy, a community-driven platform for PPC professionals. With a track record of managing high-performing campaigns for brands like JD Sports, O2, and Domino’s Pizza, she is highly regarded for her expertise in paid media strategy, shopping feed optimisation, and SA360 management.
Charley is also a passionate speaker on soft skills in technical fields and an advocate for maternal mental health in the workplace. This year, she’s launching the inaugural Performance MCR event, which aims to become the UK’s number-one eCommerce conference for performance marketers.
Jamie Hancox
Follow on LinkedInManaging Director, BuyingTime
New entrant for 2025
Jamie Hancox has been a driving force in eCommerce since its inception. As Managing Director of BuyingTime, he plays a crucial role in shaping industry trends, organising influential events, and engaging with the MACH Alliance. He also runs a retailer WhatsApp group where eCommerce professionals discuss key challenges and innovations, making him a well-connected and highly respected figure in the space.
Paul Rogers
Follow on LinkedInManaging Director, Vervaunt
Paul Rogers is a prominent figure in eCommerce consultancy and paid media. As Managing Director of Vervaunt, he helps ambitious retail brands expand their online presence through cutting-edge strategies. He co-hosts the Re:platform podcast, where he shares insights on digital transformation and re-platforming.
Additionally, Paul spearheaded the groundbreaking Pulse Summit alongside his team – an eCommerce conference designed to inspire innovation in forward-thinking retailers. His expertise in the sector continues to make Paul a well-respected voice in the ecommerce community.
Chris Long
Follow on LinkedInVP Marketing, Go Fish Digital
New entrant for 2025
Chris Long is a technical SEO and digital marketing expert known for his deep knowledge of Google’s algorithm and search optimisation. As VP of Marketing at Go Fish Digital, he has helped brands enhance their organic visibility through structured data, website architecture, and advanced search strategies. His insights are frequently shared at major industry events such as SMX East and State of Search, and he is a regular contributor to publications like Moz and Search Engine Land.
Clare Adams
Follow on LinkedInChief Growth Officer, Start With Data
New entrant for 2025
Clare Adams is a key advocate for product information management (PIM) and eCommerce strategy. As Chief Growth Officer at Start With Data, she and her team provide invaluable insights into the importance of making the right technology and process decisions for businesses. Clare is a strong voice in the eCommerce community, consistently sharing expert guidance on LinkedIn and as a guest on podcasts like the Space Bar.
Al Keck
Follow on LinkedInFounder, Inifinity Nation
Winner of the Public Vote
Al Keck is a seasoned eCommerce consultant and director with a history of helping businesses scale successfully. As the founder of Infinity Nation, he has led strategic growth initiatives for brands generating between £2m and £15m in revenue. He also founded The Ecommerce Collective, a free quarterly event series where senior marketers and business leaders collaborate.
Al’s ability to identify and capitalise on growth opportunities has earned praise from industry leaders at companies like Rapha, Truffle Shuffle, and Cass Art for his insightful, results-driven approach. A member of Insider Media’s 42 Under 42, Al is committed to delivering exceptional results and fostering innovation in the digital space.