We are excited to announce the launch of the Ultra Commerce Podcast! In our very first episode, host Jamie Schouren sits down with David Crow, an industry veteran with nearly two decades of experience in ecommerce operations. Together they discuss the critical role of Order Management Systems (OMS) and Product Information Management (PIM) in shaping successful digital commerce strategies.

The conversation is both insightful and practical, showing how the right operational systems can empower businesses to deliver on promises, scale with confidence, and create a seamless customer experience. Episode 1, Mastering Ecommerce Operations: The Power of OMS and PIM, is now available on Apple Podcasts, Spotify, Youtube and directly on our episode page, where you can also find the full transcript.

The Role of OMS in Customer Experience

David made one point crystal clear: if you’re promising fast shipping, you must have the infrastructure to back it up. An OMS becomes essential once fulfillment gets complex: when multiple distribution centers, third-party logistics partners, or split shipments come into play.

Without accurate visibility into where inventory sits, businesses run the risk of offering delivery windows they can’t honor. As David put it, “Nothing turns shoppers away faster than promising same-day or next-day delivery and failing to deliver.” An OMS centralizes all orders, tracks status updates across every fulfillment partner, and ensures customers get accurate, real-time information.

PIM: More Than Product Data

While OMS handles the flow of orders, PIM ensures that product content is consistent and trustworthy across every sales channel. David explained how retailers without a PIM often end up with mismatched product descriptions, images, and pricing across marketplaces, leading to customer confusion and negative reviews.

A modern PIM not only centralizes content but also supports channel management, syndicating product data to platforms like Amazon, eBay, and social marketplaces. It can even pull reviews and feedback back into the system, giving brands a fuller view of how products are performing.

Jamie highlighted the importance of PIM in Europe, where localized content is critical. Language, regulations, and even product variations like power plugs differ between countries, making central management essential.

Real-World Consequences of Missing Systems

The episode didn’t shy away from war stories. David shared how one retailer selling through influencers oversold a viral product because their systems couldn’t update stock levels quickly enough. Customers were disappointed, influencers lost trust, and the brand reputation took a hit.

In another case, failing to integrate a third-party logistics partner led to hundreds of unfillable holiday orders, exposing how missing visibility can snowball into costly brand damage. In today’s social media landscape, these failures spread quickly and can undo years of trust-building overnight.

Looking Ahead: AI, OMS, and PIM

The conversation also touched on how AI is beginning to enhance these systems. For PIM, AI can enrich incomplete product data by pulling details from external sources, while still giving merchandising teams final approval. For OMS, AI can optimize fulfillment decisions; whether suggesting delivery options to customers or moving inventory closer to demand in real time.

One Piece of Advice

To close, David offered a simple but powerful recommendation for commerce managers: pause and ask whether your current systems are truly enabling growth. If your year-over-year numbers aren’t hitting targets (or if fulfillment failures are creeping in) it’s time to look at OMS and PIM as levers to regain control.

As David said “If you’re having challenges with growth or execution, reach out. We don’t need to be everything in your stack, but we can solve the pain points holding you back.”

I was speaking with a potential customer last week who showed us through their 11 different marketplaces, and they didn't have a PIM. What we talked about was, how do you keep all of your product data in sync? And the person just kind of laughed and said, Well, we don't. That's one of our big challenges. We literally had a different person who went and created this product on Amazon, and then created it on Walmart, and then created it on Target, and then also on Etsy and Facebook, etcetera, etcetera, etcetera. And it was a different person, so none of the product descriptions match.

• David Crow (Episode 1, 12:09)