Agency Owner Shares New-Store Strategies for Success

Kenny Trusnik, founder of Forest City Digital, shared insights on how ecommerce startups can thrive in today’s AI-driven market. In a recent conversation, Trusnik emphasized the importance of structured product data and AI visibility for attracting customers. His journey from corporate roles at Toyota and Sherwin-Williams to founding his agency in 2020 shaped his focus on tying marketing to tangible client goals. Trusnik’s experience in helping content creators monetize through ecommerce further honed his ability to work through the evolving digital market.

Focus on Data and AI Integration

Trusnik advises startups to prioritize deep, clean product data in a structured environment. This approach enhances visibility on platforms like ChatGPT, Claude, and Gemini. He highlights Shopify’s Agentic Storefronts as a key tool, allowing merchants to expose their catalogs to large language models (LLMs). Launched earlier this year, Agentic Storefronts syncs product details such as categories, colors, sizes, features, and materials with LLMs, enabling genAI platforms to recommend products based on user queries.

Trusnik stresses that this tool is akin to syncing products with Google Merchant Center or Meta Commerce accounts but tailored for AI visibility. Additionally, he shows the importance of Schema.org markup in helping algorithms better interpret a site’s content and purpose, ensuring products are accurately represented in AI-driven searches.

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“Better data increases AI visibility,” Trusnik said. He recommends ensuring a site’s robots.txt file does not block crawlers from top generative AI platforms. This step is key for allowing LLMs to access and index product data effectively. Structured data, such as Schema.org markup, also plays a critical role in helping algorithms understand a site’s purpose and products. By combining these technical optimizations, startups can significantly improve their chances of being surfaced in AI-driven search results and recommendations.

Channels and Strategies for Growth

Forest City Digital focuses on search, social, and retention channels. In search, they optimize for Google, Bing, and AI platforms, with LLMs driving up to 10% of online revenue for some clients. Trusnik notes that metadata optimization, particularly for spec-intensive brands like aftermarket automotive, is essential for maximizing AI visibility. On social media, the agency manages influencer programs and paid campaigns, leveraging platforms like Instagram and TikTok to build brand awareness and engagement. For retention, they use platforms like Klaviyo and Brevo to improve sales funnels, focusing on email marketing strategies that nurture leads and encourage repeat purchases.

Trusnik also stresses the value of acquiring links in prominent listicles or best-of articles, as these serve as strong signals for LLMs. He explains that such placements not only boost SEO but also increase the likelihood of products being cited by AI platforms. For those with larger budgets, investing in Meta ads can build top-of-funnel awareness, driving traffic to ecommerce sites. Content, he notes, should offer original information to stand out from AI-generated material, which often lacks unique insights. Trusnik also mentions that Forest City Digital offers fractional ecommerce and marketing-strategy consulting, providing tailored solutions for businesses at various stages of growth.

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Balancing Novelty and Market Fit

When asked about launching an ecommerce company, Trusnik suggests focusing on structured product data and listicle links with limited resources. He advises entrepreneurs to think strategically about blue ocean and red ocean strategies, emphasizing the need to solve unaddressed pain points without over-innovating. Trusnik warns against excessive novelty, citing examples where subtle improvements to existing products have yielded greater success than entirely new concepts. This approach aligns with his belief in iterative innovation, where small but meaningful changes can create significant market opportunities.

For example, Grüns gummies succeeded by adding unique ingredients to an existing product category, positioning themselves as a superfood rather than just a vitamin. This strategy allowed them to differentiate without alienating consumers familiar with gummy vitamins. Similarly, hemp beverage companies have thrived by offering an alternative to alcohol in social settings, showcasing how subtle innovation can drive success. Trusnik highlights that these companies identified specific consumer needs and addressed them with targeted, practical solutions, rather than reinventing the wheel.

Connecting with Forest City Digital

Trusnik invites listeners to visit ForestCityDigital.com or connect with him on LinkedIn for ecommerce discussions. His agency’s approach, rooted in tying marketing to client goals, reflects his corporate experience and startup insights. By focusing on measurable outcomes and leveraging AI-driven strategies, Forest City Digital helps ecommerce businesses work through the complexities of the modern digital market. Trusnik’s commitment to practical, goal-oriented solutions makes him a valuable resource for entrepreneurs looking to grow their online presence.