The rapid integration of Artificial Intelligence (AI) into the e-commerce landscape presents both unprecedented opportunities and significant challenges for startups aiming to capture consumer attention. Kenny Trusnik, founder of the marketing agency Forest City Digital, emphasizes a strategic, data-centric approach to overcome the current "AI tumult" and ensure sustainable customer acquisition. In a recent conversation, Trusnik outlined his agency’s core principles and shared actionable tactics for e-commerce businesses looking to thrive in this evolving digital ecosystem.
Forest City Digital, based in Cleveland, Ohio, was established in 2020 by Trusnik, who brought with him a wealth of experience from corporate giants like Toyota and Sherwin-Williams. His transition to the startup world, where he helped content creators monetize their audiences through e-commerce, instilled in him a results-oriented mindset. This philosophy underpins Forest City Digital’s operational ethos: aligning marketing efforts directly with client objectives. "One thing I appreciated as a corporate employee was working toward real goals, regardless of the agencies involved," Trusnik stated. "I brought that approach to my agency: How do we tie marketing to what our clients are trying to accomplish?"
Core Marketing Channels and AI’s Emerging Role
Forest City Digital primarily focuses on three key marketing channels: search, social media, and customer retention. Within the search domain, their strategy encompasses both traditional organic search engine optimization (SEO) for platforms like Google and Bing, and a forward-looking focus on "AI visibility." This latter aspect is becoming increasingly critical as Large Language Models (LLMs) like ChatGPT, Claude, and Gemini are integrated into search and recommendation engines.
Trusnik reported significant traction for their clients in leveraging LLMs, with AI-driven channels contributing as much as 10% of online revenue for some. This success is directly linked to the agency’s meticulous backend work with product data. For platforms like Shopify’s Agentic Storefronts and for highly specialized product categories such as aftermarket automotive parts or technically specific items, the depth and accuracy of product metadata are paramount. "Focus on getting the product data as deep and clean as possible in a structured environment," Trusnik advised, highlighting this as a foundational step.
He further elaborated on the technical underpinnings of AI visibility. For e-commerce merchants, a crucial first step is ensuring that their site’s robots.txt file does not inadvertently block crawlers from major generative AI platforms. This simple configuration allows AI models to access and process product information, thereby increasing the likelihood of those products being recommended in AI-powered search results.
Social media efforts at Forest City Digital involve managing both influencer marketing programs and paid advertising campaigns. In the realm of retention, the agency utilizes robust email marketing platforms such as Klaviyo and Brevo to identify and address gaps within clients’ sales funnels, aiming to "plug holes" and maximize customer lifetime value. Beyond these core services, Forest City Digital also offers fractional e-commerce and marketing strategy consulting, providing expert guidance to businesses on a part-time basis.
Understanding Shopify’s Agentic Storefronts
A significant development Trusnik highlighted is Shopify’s introduction of Agentic Storefronts earlier this year. This innovative tool serves as a conduit, exposing a merchant’s product catalog to leading LLMs. The concept is analogous to syncing product feeds with Google Merchant Center or Meta Commerce, but with a broader AI application.
Agentic Storefronts ensures that product data is accessible and crawlable by these advanced AI models. All standard Shopify product fields, including categories, colors, sizes, specific features, and materials, become visible to LLM crawlers. The ultimate goal is for generative AI platforms to intelligently recommend a merchant’s products when consumers search for specific attributes or characteristics.
Trusnik underscored the importance of structured data, such as Schema.org markup, in this context. This semantic markup provides search engines and AI algorithms with a clear understanding of a website, its products, and their intended purpose, thereby enhancing discoverability and relevance.
A Strategic Blueprint for E-commerce Startups in 2026
When asked to envision the strategy for a hypothetical e-commerce startup launching in 2026, Trusnik reiterated his core principle with an added layer of tactical application. "I would focus on getting the product data as deep and clean as possible in a structured environment. On Shopify, I would opt into Agentic Storefronts," he stated. This foundational data hygiene is presented not just as good practice, but as a strategic imperative for AI-driven discovery.
Beyond data, Trusnik suggested actively seeking "links in prominent listicles or best-of articles." These curated content pieces serve as strong signals to LLMs, indicating product relevance and quality. For startups with limited resources, a dual focus on structured product data and acquiring placements in authoritative listicles represents a high-impact, cost-effective strategy.
For those with a larger budget, investing in paid advertising, specifically Meta ads, is recommended for building top-of-funnel awareness. Trusnik also emphasized the enduring value of original content – articles, videos, and social posts – that offers unique insights unavailable elsewhere. This contrasts with AI-generated content, which, by its nature, is often a rehashing of existing information.
Trusnik also invoked the concepts of "blue oceans" and "red oceans" in market strategy. A "blue ocean" strategy involves creating new market space, while a "red ocean" signifies intense competition. For an e-commerce product to succeed, it must either be novel and address an unmet need or offer a distinct advantage within an existing market.
Iterative Novelty and Market Differentiation
The discussion then shifted to the practical application of novelty in product development. Trusnik acknowledged that while truly groundbreaking innovation is rare, "iterative novelty" often resonates more with entrepreneurs. He provided the example of Grüns gummies, which entered a crowded market of gummy vitamins by differentiating themselves with an extensive ingredient list and positioning as a "superfood" rather than merely a vitamin supplement.
Trusnik drew a parallel with his agency’s work with hemp beverage companies. This sector has experienced significant growth as an alternative to alcoholic beverages. While the core product remains hemp-derived, the novelty lies in its repositioning as a social lubricant and a substitute for alcohol in various settings. This illustrates how a subtle shift in framing and application can unlock new market potential.
Connecting with Forest City Digital
For those interested in learning more about Forest City Digital’s approach or seeking expert advice on e-commerce marketing in the AI era, Trusnik provided clear avenues for connection. The agency’s official website is ForestCityDigital.com. He also encourages direct engagement via LinkedIn, where he is readily available to discuss e-commerce strategies. "Hit me on LinkedIn; I’m always happy to talk shop on anything ecommerce," he concluded.
The insights provided by Kenny Trusnik offer a compelling roadmap for e-commerce businesses navigating the complexities of AI. By prioritizing data integrity, strategic content, and a clear understanding of emerging AI capabilities, startups can position themselves for success in an increasingly intelligent digital marketplace. The emphasis on actionable steps, from optimizing product data for AI crawlers to leveraging structured content and strategic partnerships, underscores a pragmatic approach to achieving sustainable growth in the AI-driven e-commerce era.
