Tony Trew, our new digital commerce consultant, brings decades of experience as an executive scaling ecommerce for leading brands such as Structube, CCM Hockey, Moose Knuckles, and Group Dynamite.
Tony's edge isn't just experience, it's range. Different industries, different business models, different stages of growth, and that breadth is exactly what makes his perspective so valuable.
To introduce Tony and share his perspective on where commerce is headed, we've released two videos.
Decades of ecommerce leadership, now at Datmos. In this introduction, Tony walks through his career path, from scaling Structube's ecommerce operations over more than ten years to advising brands like CCM Hockey, Moose Knuckles, and Group Dynamite on migration strategy and growth acceleration. Working across so many industries, business models, and stages of growth gave Tony a rare vantage point: he's seen the same ecommerce challenges play out differently depending on the business behind them. That range is what shapes the advisory work he now leads at Datmos, helping brands figure out where to invest, which problems are actually worth solving, and how to use new technologies, including AI, to grow. It's a short, direct introduction to who Tony is and the kind of guidance he offers Datmos clients.
In this video, Tony breaks down a real example from his time as an ecommerce executive that shows why user research is one of the highest-leverage investments a brand can make. His team was seeing significant checkout abandonment and couldn't explain it through standard analytics. Digging into user behavior revealed the real issue: shipping estimates changed unpredictably once large items, a sofa, a bed, a mattress, entered the cart, and customers didn't understand why. The fix wasn't a discount or a redesign; it was building a more conversational cart experience that explained shipping changes the way an in-store associate would reassure a customer in person. The result was a meaningful lift in conversion. Tony's takeaway: ecommerce platforms rarely surface this kind of reassurance by default, so brands have to design it in deliberately and user research is how you find out where it's missing.
Datmos transforms data into growth. We help leading commerce brands turn insight into action and complexity into clarity, combining strategy, design, and activation to create measurable impact. With advisors like Tony Trew bringing decades of hands-on ecommerce leadership to the table, Datmos partners with brands to solve the problems that actually move the needle: conversion, digital experience, and long-term commerce strategy.
Want to talk through your ecommerce goals with Tony?
