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If you've been part of an ecommerce replatforming project, you already know the feeling. Six months of your life disappear. Your team can't think about anything else. And at the end of it, you're not even sure the new platform is meaningfully better than the one you left.
Steve Deller has watched this story play out for 25 years. As CEO of Virid (https://www.virid.com) — an ecommerce platform and agency that has been building and running enterprise retail sites since the late 1990s — he's seen what works, what fails, and why brands keep making the same mistakes when they replatform.
In this episode of Inside the Blurb, Steve breaks down unified commerce, explains why integration debt is the real enemy, and shares the questions every brand should be asking — but usually isn't — before they sign with a new platform vendor.
In this episode, we get into:
- What unified commerce actually means — and why it's different from headless and composable
- Why 60-70% of Virid's clients came from failed implementations on other platforms
- How Journeys (the shoe retailer) manages real-time inventory across hundreds of stores every 5 minutes
- The 6 questions every brand should ask before signing with a new ecommerce platform
- What to do before you even start shopping for a new platform
- How AI is reshaping ecommerce — and why Steve calls AI shopping "just another channel"
Whether you're evaluating platforms, knee-deep in a replatforming project, or trying to understand what unified commerce means in practice, this conversation will help.
TIMESTAMPS
00:00 — Introduction: Steve Deller and Virid's origin story
01:13 — From monolithic to headless to composable — the ecommerce evolution
01:33 — What unified commerce actually means
03:11 — Why ecommerce replatforming feels like a 6-month nightmare
03:49 — The data migration problem explained
05:35 — Virid vs. Shopify — knowing which fits your business
07:32 — Real-world example: Journeys and real-time omnichannel inventory
08:53 — Who is Virid's ideal client?
10:34 — The agency + platform model explained
12:21 — What the team looks like during a migration
13:50 — The "one check" model and why it works
15:18 — How AI is already integrated into Virid's platform
17:28 — The future of SaaS: will AI replace admin dashboards?
19:52 — The compute cost and data center conversation
21:14 — What post-launch partnership looks like (weekly calls, QBRs, annual visits)
23:22 — AI shopping: will consumers buy through Claude and ChatGPT?
26:27 — What triggers a brand to start looking for a new platform
30:00 — The 6 questions brands forget to ask platform vendors
33:31 — What to do before you start shopping for a new platform
35:27 — What's ahead for Virid in the next 12-18 months
37:17 — Final thoughts and wrap-up
