The 2026 eCom Trends Report
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Podcast | Episode 553
Personality Testing, Mastering International Logistics and Building a Team From Quito to Boise
How do vibrant businesses thrive amidst the complexities of international trade and team management? In this episode, I’m joined by Liza Roeser, founder of FiftyFlowers, a company that has mastered the art of importing premium flowers from Ecuador to the U.S. Liza shares her journey from starting in the Peace Corps to building a successful international business that directly impacts the floral industry.
Listen in as she unveils the secrets behind managing international logistics, her innovative approach to team-building through personality testing, and her dynamic leadership style that eschews traditional C-suite titles for more integrated roles. You’ll learn how FiftyFlowers navigates customer relations, maintains quality, and handles the challenges of a global supply chain.
You’ll learn:
- Liza’s origin story and business journey. (3:35)
- The logistic of transporting flowers from Ecuador to the U.S. (6:05)
- Genetic modification of flowers and how this practice impacts the industry. (10:50)
- How the FiftyFlowers team is split between the U.S. and Ecuador. (13:25)
- The challenges of having a global team and changes in Ecuador. (16:35)
- How FiftyFlowers stands out in a crowded market. (22:00)
- Liza’s experience with hiring and culture-building. (25:55)
- Why they moved to Shopify and the challenges faced during the process. (53:10)
(With your host Andrew Youderian of eCommerceFuel.com and Liza Roeser of FiftyFlowers.)
What Was Mentioned
- Liza Roeser: Website
- Culture Index
- EOS (Entrepreneurial Operating System)
- HeyGen
- Zipify Pages
- One Click Upsell – Increase Sales 15%+ with Pre-and Post-purchase Upsells. (On average, Shopify users increase sales 15% immediately after installing the app!)
Ideas Worth Sharing:
"Every single flower you see started in a laboratory tube to where we genetically modify the flower for longevity." - Liza Roeser Tweet this "Fun fact: flowers don't smell anymore because if you keep the scent in flowers, it will decrease the base life. … We're breeding back in scent because people are wanting scent back in.” - Liza Roeser Tweet this "My biggest hurdle in building this business has been finding the right players in the right seat." - Liza Roeser Tweet this
Post by Andrew Youderian
Founder and Chief Instigator, eComFuel
Andrew quit an early finance job to sell CB radios online — an admittedly unorthodox career path. It set him on a course to found and sell multiple businesses, host a decade-running podcast, lecture at Harvard Business School and create eComFuel, the leading community for 7- and 8-figure online business owners. Andrew is fascinated with branding, AI, building community, investing and growing meaningful businesses that don't require sacrificing what truly matters.
