E-Commerce MythBusters:

Who’s joining the debate?

Alyona Grytsuk

Startup Mentor & CEO, Netpeak International

Cyril Kuznetsov

Head of Marketplace Promotion, Netpeak (ex-Amazon)

Ruslana Kumantsova

Account Executive, New Business Sales, Google

Greg Potts

Senior Director of Partnerships, Levanta

The Myths We’ll Tackle:

• "AI will sort out targeting: just turn it on." Every major platform is betting on this. The question worth asking before you do the same: optimize toward what, exactly?
• "The best product always wins" It's a comforting thought. It's also the reason countless great products are collecting dust, while inferior ones move units.
• "The revenue is growing = the marketing is working" Define "working." Does revenue going up while CAC climbs, margin shrinks, and retention flatlines count as working?
• "What got you to $3M will get you to $10M" Most founders believe this right up until the moment they don't. What changes, when, and why is what nobody puts in the post-mortem.
• "More budget fixes a broken system" Sometimes it does. Sometimes it amplifies the damage. Telling them apart requires looking at something most budget conversations skip.

What You’ll Walk Away With:

E-Commerce Founders & CMOs

A clear read on which assumptions are costing you margin, and a budget allocation framework built around your stage of growth (so that the next budget call feels more strategy, less educated guessing.

Performance & Marketing Teams

A campaign audit checklist that gives you a ground-level look at which channels are driving profit and which ones are just making the report look good.

Marketing Leads With Green Dashboards & Red Margins

A plain-language breakdown of where the numbers stop adding up between acquisition, conversion, and retention – and which reporting gaps are making that possible.

Netpeak Meetup: What’s That About?