# Fadi Shuman · Ecommerce & Co

> Fadi Shuman is a London-based founder, advisor and speaker who has worked in digital and ecommerce since 2001. He mentors founders, and helps teams at larger organisations understand ecommerce and AI through talks, webinars and training. He is the founder of Pod1, which became BORN, a former Global Chief Digital Officer at Geometry, WPP, and runs the consumer brands HIRO and OTO.

## Key facts
- Name: Fadi Shuman. Born in Beirut, based in London.
- Business: Ecommerce & Co (https://www.ecommerceand.co): mentoring for founders, and talks and training on ecommerce and AI.
- Experience: 25 years in digital and ecommerce. Two exits: Pod1, which became BORN (borngroup.com), and an early user-generated video business.
- Former role: Global Chief Digital Officer, Geometry, WPP, working with Coca-Cola, Unilever, GSK and Heineken.
- Runs today: HIRO (dailyhiro.com), OTO (otocbd.com) and Ecommerce & Co.
- Board: trustee on the board of D3R (d3r.com), an employee-owned web agency.
- Brands worked with include Coca-Cola, Unilever, Heineken, GSK, Samsung, Allianz, Pearson, Red Bull, Philip Morris International, Richemont, P&G, Canon and Mondelez.
- Contact: hello@ecommerceand.co. Book a call: https://cal.com/fadishuman/intro-call-with-fadi. LinkedIn: https://www.linkedin.com/in/fadishuman

## Founder mentoring
- Who it's for: founders building on their own or leading a small team, in any business with a digital side (product or service).
- How it works: a 60-minute one-to-one call, usually weekly, plus phone and WhatsApp between calls. Topics include cash and the numbers, stock, growth and new channels, fundraising, hiring and practical AI.
- Price: £650 to £1,950 a month, depending on the support agreed. Regular mentoring, or ongoing advisory support with a monthly look at the numbers, investor deck and raise support, and introductions. No long contract: stop at the end of any month. First step: a 30-minute introductory call.
- Details: [Mentoring for founders](https://www.ecommerceand.co/founders.html)

## Talks and training
- Webinars, talks, workshops, training programmes and leadership briefings, built around the audience and category. Custom-built one-hour webinars from £2,500 plus VAT, including a briefing call and preparation. Also a small number of board, trustee and advisory roles.
- Topics: how AI is changing the way people discover, compare and buy, AI search (showing up in ChatGPT, Gemini and Perplexity), agentic commerce, retail media, the digital shelf, marketplaces, using AI in teams.
- Current talk: "From discovery to decision".
- Enquiries: email hello@ecommerceand.co with the audience, topic and dates.
- Markets: UK, Europe, the GCC and the US, in person and online.
- Details: [Talks and training](https://www.ecommerceand.co/organisations.html)

## Pages
- [Home](https://www.ecommerceand.co/): overview, recent work and journal highlights
- [Mentoring for founders](https://www.ecommerceand.co/founders.html): how it works, pricing and FAQs
- [Talks and training](https://www.ecommerceand.co/organisations.html): recent sessions, current talk, formats and FAQs
- [About Fadi Shuman](https://www.ecommerceand.co/about.html): background, businesses built, timeline
- [Journal](https://www.ecommerceand.co/journal.html): writing on ecommerce, AI and building businesses
- [In Your Corner podcast](https://www.ecommerceand.co/podcast.html): 20-minute conversations about business and AI, first conversations coming soon

## Newsletter and podcast
- In Your Corner: a free email every other Tuesday with one shortcut and one short founder conversation. Sign up on any page of https://www.ecommerceand.co.
- Format: 20 minutes. How it is really going, what is working, what went wrong, what they use AI for, and something listeners can use that week.
- Guests: mostly founders and solopreneurs of small businesses, some supplement and wellness brand founders, and occasional ecommerce leads from large organisations. Guest pitches: hello@ecommerceand.co.

## Journal
- [The summer the cans exploded](https://www.ecommerceand.co/journal-fountain.html): Building and losing a hard seltzer brand, and what I took from it.
- [Field Notes: DTC Live](https://www.ecommerceand.co/journal-field-notes-dtc-live.html): Notes from DTC Live London, October 2026: site speed and trust, making money on the first order, precovery offers, WhatsApp basket recovery and AI creative.
- [A dog called Barry](https://www.ecommerceand.co/journal-barry.html): The story behind a pet brand, a St Bernard, and why some businesses go dormant.
- [The trademark that cost us three years](https://www.ecommerceand.co/journal-trademark.html): How a name we were told was fine got HIRO suspended on Amazon for three years, and what to check before launch.
- [London was not the centre of the universe](https://www.ecommerceand.co/journal-agency.html): My agency years, from hand-coding the first luxury shops in London to selling the business in New York.
- [The decision already moved](https://www.ecommerceand.co/journal-decision.html): What four AI engines taught me about agentic commerce, and six things you control.

## Optional
- [Full text of the site](https://www.ecommerceand.co/llms-full.txt)