In celebration of International Women’s Day (IWD), we’re thrilled to feature our valued partner, Lisa Alexander from Smart Solutions. With a keen eye on the rapid evolution of eCommerce, from AI-driven personalization to headless commerce and seamless omnichannel experiences, Lisa is redefining how brands engage with their customers. In this exclusive profile, she reveals how her diverse team drives innovation and keeps their clients agile, scalable, and ahead of the curve. Join us as Lisa shares her unique insights on technology, leadership, and the future of eCommerce in a digital-first world.

What captivates you about the eCommerce landscape today, and how does that energy shape your daily vision?

eCommerce is moving fast. AI-driven personalization, headless commerce, seamless omnichannel experience - you name it. What really excites me is how technology keeps reshaping the way brands engage and sell. At Smart Solutions, we’re not just keeping up but pushing to stay ahead. Our goal is to make sure our clients are always ready for what’s next with strategies that keep them agile, scalable, and ahead of the game.

Working with a global team of fantastic people, including many amazing women, how does this diversity fuel innovation and shape your leadership?

One of the best things about Smart Solutions is our diverse team, it drives our creativity and innovation. Bringing together people with different backgrounds, experiences, and perspectives leads to smarter solutions and fresh ideas. I’ve seen it firsthand,our best ideas come from open, honest conversations where everyone has a voice. Our goal is to create an environment where people feel valued and heard. When everyone knows their input matters, that’s when the real magic happens and innovation takes off.

When challenges arise, how do you keep your team agile and focused on innovation?

eCommerce is constantly evolving, and challenges come with the territory. When they do, we encourage the team to focus on solutions instead of getting stuck on the problem. We stay clear on our goals, keep communication open, and most importantly, ask ourselves, “How can we turn this into an opportunity?” and “What can we learn from this?” By building a culture of learning and growth, we give our team the confidence to tackle challenges head-on and find creative solutions.

How do you see Smart Solutions evolving over the next few years, and what bold ideas are you excited to bring to life?

We’re all about helping merchants scale smarter—not just by chasing the latest tech trends but by using them more effectively. Over the next few years, I see Smart Solutions strengthening our partnerships with eCommerce platforms, expanding our AI and automation capabilities, and deepening our strategic advisory services. I’m especially excited about shaking up how brands approach SEO and digital marketing. With search algorithms evolving fast and customer behaviors constantly shifting, we’re focused on keeping our clients at the forefront - leveraging AI-driven insights and smart content strategies to boost visibility and conversions. It’s not just about competing, it’s about leading.

Can you share a recent moment at Smart Solutions that made you rethink what’s possible in our industry?

A great example was when we decided to add SEO to our services. For a long time, we were known primarily as a development agency, but we kept hearing the same thing from our clients - they didn’t just need great eCommerce sites; they needed a strategy to drive traffic and conversions. Instead of sticking to what we’d always done, we listened. We saw an opportunity to expand in a way that truly helped our clients succeed, without sacrificing quality. That shift reinforced something important: we don’t have to stay in just one lane. As long as we focus on delivering real value, we can evolve with our clients’ needs and keep pushing the boundaries of what’s possible in eCommerce.

How do you believe emerging technologies will reshape e-commerce in the near future?

AI and automation will keep changing the game, especially in the rapidly growing B2B eCommerce space. As more businesses go digital, they’re streamlining operations and adapting to evolving buyer expectations. Today’s B2B buyers expect the same smooth, self-service experience they get in B2C, which is pushing companies to invest in more advanced eCommerce solutions. The rise of B2B marketplaces, automation, and ERP-integrated platforms is driving this shift, making operations more efficient and scalable. But it’s not just about adopting new tech—it’s about using it to enhance the customer experience. With global B2B eCommerce sales projected to hit around $20 trillion, this digital transformation isn’t just a trend—it’s the future of how businesses buy and sell.

How do you foster an inclusive, innovative culture that drives both immediate impact and long-term growth?

It all comes down to people. Hiring great talent is just the start—you have to empower them, give them the right tools, and create an environment where they can grow. At Smart Solutions, we’ve built a culture that thrives on collaboration, where new ideas are always welcome, and even failures are seen as learning opportunities. We keep a strong feedback loop, celebrating every win—big or small—because that’s what keeps the team motivated and engaged. When people feel supported and inspired, innovation follows, and that’s what drives long-term success.

If a new business were entering e-commerce today, what one piece of advice would you give them to stand out?

Focus on your customer experience from day one. In a crowded eCommerce space, the brands that stand out are the ones that make shopping effortless, personalized, and memorable. Invest in (and keep investing in) a solid website, fast loading times, and an intuitive checkout. If you make it easy for customers to find what they need and enjoy the experience, they’ll keep coming back, and that’s how you build a brand that lasts.

What do you think is key when serving businesses in the eCommerce space?

Know your customers inside and out, be a real partner, do what’s right, be fair, and work together to make business better for both your client and yourself. These are such simple concepts that far too many in our space overlook or simply ignore.