Why do some ecommerce brands thrive while others disappear?

In this episode of the Influence Global Podcast, Gordon Glenister is joined by ecommerce expert, author and podcast host Chloë Thomas to explore what it really takes to build a successful brand in today's increasingly competitive digital landscape.

Drawing on more than two decades of experience in ecommerce and marketing, Chloë shares practical insights into customer acquisition, retention, community building, storytelling and why having the best product isn't always enough.

They discuss:

• Why great products don't always become successful brands
• The biggest mistakes new ecommerce businesses make
• Customer retention and creating memorable brand experiences
• Community, storytelling and long-term brand loyalty
• How creator-led brands are changing ecommerce
• The impact of AI on online retail
• Why simplicity matters when launching a new business
• Chloe's predictions for the future of ecommerce

Whether you're launching a new business, growing an established ecommerce brand or simply interested in the future of online retail, this episode offers practical advice and strategic insights from one of the industry's leading voices.

 * Chloe Thomas: linkedin.com/in/chloethomasecommerce [http://linkedin.com/in/chloethomasecommerce]

 * Gordon Glenister: linkedin.com/in/gordonmichaelglenister [http://linkedin.com/in/gordonmichaelglenister]  





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Why Great Products Don't Always Win | Chloë Thomas

Why do some creators generate millions of views but struggle to drive sales?



In this episode of the Influence Global Podcast, Gordon Glenister speaks with content creator Kenzo Mizumoto about the creator economy, influencer marketing, brand partnerships and the realities of building an audience online.



Kenzo shares why not every creator should be judged by conversions, how TikTok Shop has changed the path from discovery to purchase, and why brands often misunderstand the role different creators play within the marketing funnel.



They discuss:



• Why going viral doesn't always lead to sales

• Awareness vs conversion-focused creators

• The biggest mistakes brands make with influencer marketing

• How AI is changing content creation

• Why originality beats chasing trends

• The future of the creator economy



Kenzo also reflects on his own journey as a content creator, lessons learned from working with global brands, and why staying true to your creative voice matters more than ever.



Whether you're a creator, marketer, brand or agency, this episode offers valuable insights into the evolving world of influence and digital content.



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The Biggest Mistake Brands Make With Influencers | Kenzo Mizumoto

Some agencies are now creating fake AI experts.



Fake headshots. Fake names. Fake commentary.



In this episode of the Influence Global Podcast, Gordon Glenister speaks with James Roach from Honcho about how AI is reshaping SEO, digital PR, online trust and media visibility.



They discuss:

• Why AI may be helping SEO more than hurting it

• The rise of AI-generated content and “AI slop”

• How brands stay visible in AI-driven search

• Why digital PR is becoming more important again

• The future of trust, authority and online discovery



As search and media evolve faster than ever, brands are being forced to rethink how they build visibility and credibility online.



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AI Might Ignore Your Brand | The New Rules of SEO

What happens when AI starts spending money for us?



In this episode of the Influence Global Podcast, Gordon Glenister speaks with Grant from The Payment Shed about AI driven commerce, digital trust, Buy Now Pay Later culture, fraud, stablecoins and the rise of the cashless society.



Topics include:

• AI agents shopping on our behalf  

• The hidden risks of Buy Now Pay Later  

• Why fraud is evolving faster than ever  

• The future of digital payments and stablecoins  

• Whether cash is already becoming obsolete  

• How content and personal branding shape modern business



As technology reshapes commerce and consumer behaviour, the future of payments may look very different from what we know today.



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What Happens When AI Starts Spending Money?

Gordon Glenister sits down with Ben Woollams, CEO and Founder of TrueRights, to discuss the crisis in digital rights across the creator economy. In this episode, Ben reveals how brands are overpaying for content they never use, while creators are being underpaid for content that drives millions of impressions. From his journey at Influencer.com to founding TrueRights, Ben breaks down why 6 out of 10 campaigns breach creator rights and what needs to change. Topics covered: ∙ What usage rights actually mean for creators and brands ∙ The Unilever case study that sparked TrueRights ∙ How TikTok’s AI tool Symphony is changing the game ∙ The future of digital rights and AI licensing Guest: Ben Woollams CEO and Founder, TrueRights LinkedIn: https://www.linkedin.com/in/benjamin-woollams-06a5329b/ [https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqbEFvMnEyRXVDZnFrU05ySkVscjlWWlI5Y1NTZ3xBQ3Jtc0ttZHNpRFNReVliYVhCSDlVTy0wTWVReTRDU1hCZ3BsSVliR1JaNDkzZEFwLUFRWFNRZEZuY1dTZGh3b2dzVTVrX1lpN3lUWUtzZ2U0X05WSnR1X2h4Y3hfMHFxdnhTbWVQZnZoQWQwQ2M4SG9OdTVGTQ&q=https%3A%2F%2Fwww.linkedin.com%2Fin%2Fbenjamin-woollams-06a5329b&v=GvGjForRjJM] Website: truerights.com Host: Gordon Glenister Founder and Chairman, Influence Global Follow Influence Global: Instagram: @influenceglobal_ LinkedIn: https://www.linkedin.com/company/influenceglobal1/ [https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqbjNIdUR4dURLRUVsdHUxdVNJQUVPa3RIaG5OQXxBQ3Jtc0trdXZfZ0hBbWt0dVBjV091UXd6TzhJQVAteUEtd0hLNFRKeDJYN2JNQjB4R0RGcHR1S3hTVWhGbFdOVkRnYWpYRVdtNFZXSzlEWmR4NmtIdW1KcVRxYmpMak1Uc0N6UnV5MXVpMUVJbjZfWjB0N29JZw&q=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2Finfluenceglobal1%2F&v=GvGjForRjJM]

Follow Gordon:

Linkedin: https://www.linkedin.com/in/gordonmichaelglenister/



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300 Pieces Of Content, Only 10 Used, £1,000 For 19 Million Views | Ben Woollams

In this episode of Influence Global, Gordon speaks with Murphy Hopkins Hubbard, CEO and founder of Stamp, about one of the biggest challenges in the creator economy: trust, compliance and creator protection. Murphy shares her background in social impact, finance and enterprise, and explains how that experience led her to build Stamp — a certification and toolkit designed to help creators, brands and agencies navigate influencer marketing more responsibly. The conversation explores the pressures creators face when operating largely alone, from online abuse and cancellation risk to the lack of legal, PR and compliance support that traditional media professionals often have behind them. Murphy outlines how Stamp helps solve these issues through a three-part process: self-assessment, bite-sized education through “Stamp School”, and in-depth auditing of creators’ content and conduct. Rather than relying only on vanity metrics, Stamp aims to provide a more objective and nuanced view of whether a creator is brand-safe, compliant and aligned with the values they present online. Gordon and Murphy also discuss the growing risks in regulated sectors such as finance, health, gambling and nutrition, where unqualified creators can cause real harm by sharing misleading advice. They debate the balance between enforcement and support, agreeing that while rules matter, creators also need easier access to the right guidance and tools. The episode highlights why trust infrastructure will become increasingly important as the influencer marketing industry matures — and why compliance, accountability and authenticity must become part of the creator ecosystem by default. Connect here with Murphy https://www.linkedin.com/in/murphy-hopkins-hubbard-7248b413a/





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S9 Ep21: Building Trust In The Creator Economy - Compliance, Certification And Safer Influencer Marketing Ft. Murphy Hopkins-Hubbard

Gordon is joined by London-based duo Dr. Lydie and Dr. Hazal — doctors, founders and twenty-something entrepreneurs—who met in 2017 while applying to medical school. Coming from low socioeconomic, state-school backgrounds, they bonded over the inequalities in access to guidance and decided to document their journey to help others navigate both getting into medical school and sustaining the demanding five-year degree. They share how that honest, “show the full picture” approach built a loyal community and translated into a successful creator business, including brand partnerships with names like Dell, Post Office (a trip to Turkey) and Philips. The conversation explores the upsides and pressures of social media, with their reminder that “the grass is greener wherever you water it” and the importance of digital detoxes for mental health. Hazel and Lydia also discuss getting into property investing early through disciplined saving and relentless learning. Finally, they look ahead: growing their podcast into a network for ambitious women, expanding property portfolios, and experimenting unapologetically throughout their twenties.



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S9 Ep20: Doctor Creators Share Their Amazing Journey Ft. Dr. Lydie & Dr. Hazal

In this episode, host Gordon Glenister is joined by Sega Cheng, entrepreneur and founder of an AI-powered influencer marketing platform, for an in-depth discussion on how technology is transforming the creator economy. Sega shares her journey into influencer marketing and explains how the industry has evolved from ad-hoc creator partnerships into a data-driven discipline, particularly across Asian markets where scale and performance measurement are critical. A key theme of the conversation is the growing role of AI in influencer marketing. Sega explains how artificial intelligence can help brands identify the right creators, predict campaign performance, ensure brand safety, and move beyond superficial metrics such as follower counts. Instead, the focus is shifting towards engagement quality, audience relevance and long-term value. Gordon and Sega also explore the importance of authenticity and trust in creator relationships. They discuss why one-off campaigns are becoming less effective and how sustained partnerships between brands and creators can deliver stronger results and deeper community connections. Transparency, fair compensation and ethical use of data are highlighted as essential foundations for future growth.The episode concludes with a forward-looking view of the influencer marketing landscape, emphasising the need for smarter analytics, global best practices and a more sustainable, community-led approach as the creator economy continues to mature.



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S9 Ep19: Why Is Influencer Marketing So Big In Asia Ft. Sega Cheng

In this episode of the Influence Global Podcast, Gordon Glenister is joined by Charlie Hills, one of LinkedIn’s fastest-growing content creators. Charlie shares his journey from the intensity of a traditional nine-to-five role to taking the leap into full-time content creation, explaining the discipline, consistency and personal risk involved in making that transition. The conversation explores how Charlie built an audience of over 180,000 followers by focusing on authenticity, clear points of view and content that genuinely resonates, rather than chasing trends. He also discusses the growing role of AI in content creation and why human personality, quirks and lived experience will become even more valuable as synthetic content increases. Listeners will gain practical insights into personal branding, creator sustainability and why showing up as a real human is now a competitive advantage in the attention economy.  Follow Charlie on LinkedIn https://www.linkedin.com/in/charlie-hills



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S9 Ep18: How Influencer Creator Grew To An Audience Of Over 180k Ft. Charlie Hills

In this episode of the Influence Global Podcast, host Gordon Glenister speaks with pioneering talent manager and licensing specialist Jennifer Powell, Founder and CEO of Jennifer Powell Inc. Based in Los Angeles, Jennifer has been at the forefront of the creator economy since its infancy, having transitioned from a successful career in modelling agencies to becoming one of the first representatives of fashion bloggers. Jennifer shares how the earliest creators like Rumi Neely (Fashion Toast) unexpectedly drove product sell-outs in the late 2000s, and how she helped shift brands’ thinking—treating creators with the same commercial value as professional models. She explains how licensing has become one of the most powerful, scalable revenue streams for creators, often surpassing traditional brand deals, and why strategic management, legal support and long-term brand development are essential. From discovering creators via DMs, to negotiating global licensing deals, to guiding talent through product collaborations and multi-market launches, Jennifer gives a transparent look into what great talent management should look like—and the pitfalls creators must avoid. A standout case study includes her long-standing representation of Sincerely Jules, whose partnership with Billabong grew from simple Instagram posts to a multi-region fashion collection that reached Selfridges, Galleries Lafayette and major retailers across the US, Europe, Latin America and APAC. This is a must-listen for creators, agents, and brands wanting to understand licensing, product development, talent management best practice, and the real work behind building a creator into a global brand.



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S9 Ep17: Creator-led Brands Will Be The Legacy Brands Of The Future Ft. Jennifer Powell

Influence the Global podcast shines a spotlight on the influencer marketing industry. In these episodes you will hear from leading influencers, digital creators, influencer platforms, agencies, legal 

Influence Global Podcast - shining a spotlight on influencer marketing · Zencastr

Influence Global Podcast - shining a spotlight on influencer marketing

Influence the Global podcast shines a spotlight on the influencer marketing industry. In these episodes you will hear from leading influencers, digital creators, influencer platforms, agencies, legal experts and brands who will share life experiences, insights and strategies to help you. Hosted by Gordon Glenister, Global Head of Influencer Marketing at the Branded Content Marketing Association (BCMA) who launched a new division, BCMA Influence, to support the influencer marketing industry. So if you want to find out more, subscribe to listen. Produced by Neil Whiteside at Freedom:One