Sales Tax Audits Are Coming for Ecom Sellers, Here’s How to Avoid the Audit with Sam Ross

Mar 2, 2026

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Sam Ross is the Co-Founder and CEO of Numeral, a company revolutionizing how e-commerce and SaaS businesses handle US sales tax and international tax automation. Before launching Numeral, Sam built several e-commerce ventures that generated over $50 million in revenue, giving him first-hand experience with the challenges of scaling, managing cash flow, and preparing for an exit.

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> Here’s a glimpse of what you would learn….

Challenges of US sales tax compliance for e-commerce businesses post-2018 Wayfair ruling.
The complexities of sales tax nexus and varying state regulations.
Personal experiences of e-commerce entrepreneurs with sales tax issues.
The financial consequences of non-compliance, including audits and penalties.
Strategies for managing sales tax compliance, including the use of automation tools.
The importance of understanding product taxability and state-specific exemptions.
Options for businesses with unpaid sales tax liabilities, including retroactive registration and voluntary disclosure agreements.
Emerging growth opportunities in e-commerce, such as TikTok Shops and AI-driven search optimization.
The significance of customer-centric product development based on search behavior and preferences.
Recommendations for e-commerce entrepreneurs on compliance, handling state notices, and investing in new technologies.

In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley interviews Sam Ross, co-founder and CEO of Numeral. They discuss the complexities of US sales tax compliance for e-commerce businesses, especially after the 2018 Wayfair Supreme Court decision. Sam shares his entrepreneurial journey, explains how Numeral automates tax compliance, and offers practical advice on managing tax risks. The conversation also explores emerging e-commerce growth strategies, including leveraging AI, personalized marketing, and niche product development, providing actionable insights for founders navigating today’s challenging tax and digital landscape.

Here are the 3 action items that Josh identified from this episode:

Automate Sales Tax Before It Becomes a Costly Problem
Run a nexus scan across all your channels (Shopify, Amazon, 3PLs), identify where you owe tax, and automate filings—before audits, penalties, or exit due diligence destroy value.
Never Respond to State Notices Alone
If you receive a tax letter, pause and consult a CPA or tax attorney immediately. One wrong reply can trigger audits or liabilities—set up systems to track and manage every notice.
Use AI + Niche Search Data to Find Your Next Winners
Mine long-tail search queries (e.g., highly specific gift or use-case terms) and build modular products around them. Optimize content for AI-driven search and answer engines to capture emerging buyer intent.

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