Under the Influence: Creators, Community, and the New Age of Social Commerce with Lance Eerhard

In this episode of Commerce Media Matters, we’re joined by the brilliant Lance Eerhard, CEO of BuyersCircle—a game-changing social eCommerce platform created by former Alibaba execs to empower e-Tailers and suppliers to connect with their social communities. With 30,000 sellers, 950,000 active shoppers, and a career that’s seen him in top roles at WooliesX, Dan Murphy's, and CUB, Lance knows a thing or two about transforming online retail and tapping into the power of the creator economy..

Social commerce is undeniably in its prime, and Lance dives into how creators are flipping the script on traditional affiliate and commerce models, turning trust and personalization into powerful tools that build real consumer loyalty. He shares why smaller, dedicated audiences can make a huge impact through influencers who truly “get” them—especially as consumers increasingly seek curated experiences that resonate with their values and identity.

In this episode you’ll get the lowdown on:

• The Affiliate Challenge: The digital world is no walk in the park, with razor-thin margins and an ever-diversifying consumer base. Lance reveals how BuyersCircle’s marketplace model is redefining the rules, empowering creators to set up their own stores and retain their hard-earned audiences within the content and environment they’ve crafted.
• Social Commerce's Bold Future: One-to-one interactions and live commerce are shifting the game, giving creators fresh ways monetize their content like never before.
• Retail Media and Cultural Diversity: Why connecting with Australia’s culturally and linguistically diverse communities is so important—reaching new audiences means embracing and understanding a variety of backgrounds and perspectives.
• A Brand Renaissance: Trust in big brands is making a comeback as consumers are drawn to companies that reflect their own values. Discover how this shift is shaping retail’s landscape.
• Specialty Retail's Rise: Consumers are done with generic—today, it's all about bespoke recommendations and shopping experiences that feel personal and genuine.

About the guest:

With a career shaped by key leadership roles at Woolworths, Dan Murphy's, and Carlton & United Breweries (CUB), Lance brings a forward-thinking perspective on the trends shaping the eCommerce sector. He joined BuyersCircle in April 2022, following his tenure as General Manager at Woolworths’ WooliesX, where he led innovative digital initiatives.

Lance actively contributes to the industry as an Advisory Board Member for the National Online Retailers Association (NORA) and as a Customer Advisory Group Member at Australia Post. 

About the hosts:

• Nick Morgan: Nick is an entrepreneur with over 20 years of experience in digital marketing and eCommerce. He founded Vudoo in 2018, a platform that enables in-stream content commerce across articles, videos, and images. Nick's work transforms every ad impression into a potential shop front, offering a seamless eCommerce experience.

• Paul Blackburn: Paul is a digital media innovator with over 20 years of experience. At News Corp Australia, he launched the "Intent Connect" data platform and led innovation in shoppable video and the "Total Commerce" framework. Now as Chief Growth Officer at Vudoo, he helps brands, publishers, and agencies unlock new ways to monetise content through immersive, commerce-enabled experiences.
  
  

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