How to Grow a Brand Globally Using Technology:
An interview with Claudiu Clement, CEO of e-Comas Technology
About Claudiu Clement
Claudiu Clement is the CEO of e-Comas Technology, the data and software division of global eCommerce agency e-Comas. With a PhD in statistics, and a career in brand building and eCommerce growth, for years he’s been obsessed with one question: why do companies with so much data still make blind decisions?
That question drove him to develop Clarisix, e-Comas’s proprietary platform that brings six streams of performance data – sales, advertising, profitability, inventory, content and customer experience – into a single-view source of truth.
Claudiu knows brands selling online don’t lack data. What they lack is clarity – and that’s why he built Clarisix. Where most tools show you the numbers, Clarisix shows you what changed, why it matters, and what to do next.
You can follow him on Linkedin.
Tell us about yourself. What’s your background, and how do you apply it as CEO of e-Comas Tech?
I’m a statistician by training and an operator by accident. My first real job was building a bicycle brand from scratch, which meant learning marketing, logistics, finance and advertising the hard way, mostly by getting things wrong. Later I completed a PhD in Statistics, and those two experiences never quite separated in my head: I’ve spent the years since obsessed with how data can drive growth in a real business, not just in a model.
I joined e-Comas in 2020 as a consultant, moved into Head of Analytics, then CTO, and now lead e-Comas Tech. The job is essentially a translation role. I sit between sellers who need answers and technology that produces numbers, and I try to make sure the second actually serves the first.
How important is new technology for eCommerce sellers? How closely should they follow the changes?
Very, but not in the way people assume. You don’t need to adopt every new tool the week it launches. What you do need is to notice when the platforms themselves change the rules: a new fee structure, a new ad format, a new data source like Amazon Marketing Cloud. Those changes move margins directly, and sellers who spot them a quarter early gain an edge that is hard to catch up on.
My rule: follow the marketplaces closely, follow the tooling loosely, and adopt technology when it solves a problem you can already name.
How can technology help sellers entering a new market or expanding globally?
Expansion is mostly a visibility problem. A seller who runs one market can feel their business; five markets across three currencies and four tax regimes, they can’t. Technology is what gives you that feeling back at scale: unified reporting so you compare like with like, inventory planning that accounts for lead times and local demand, content management that keeps listings consistent across languages, and profitability tracking that tells you whether a market is actually worth being in after fees, VAT and shipping. Without that layer, expansion is a guess.
What are the biggest barriers to international growth, from a tech point of view?
Fragmentation. Every marketplace has its own API, its own data definitions, its own reporting quirks. “Sales” in one system doesn’t mean “sales” in another. Most brands end up with a dozen tools that don’t agree with each other, and a team that spends its time reconciling spreadsheets instead of making decisions. The second barrier is localisation at scale: keeping product content, compliance data and pricing correct across markets is unglamorous work that breaks quietly when done by hand.
What are your favourite tools for sellers?
I’ll be diplomatic and say the best tool is the one your team actually opens every morning. That said, I have a soft spot for Amazon Marketing Cloud for anyone serious about advertising attribution, and for overall keyword tracking, market size estimates Helium 10 and SmartScout. And, unsurprisingly, Clarisix.
"Most "tech-phobia" is really tool fatigue: they've bought software that promised the world and delivered another login. My advice is to stop thinking about tools and start with questions."
Tell us about Clarisix. How did it come about, and what sets it apart?
Clarisix came out of frustration. At e-Comas we were working across hundreds of accounts and kept hitting the same wall: brands were drowning in tools and starving for clarity. So we built what we wished existed, a single source of truth across the six dimensions that decide whether an eCommerce business is healthy: sales, advertising, inventory, profitability, customer experience, and content.
What differentiates it is that it starts from the P&L. The profitability layer is accounting-grade and reconciled to the actual settlement, so what you see is your real margin, not a best guess. From there, the roadmap goes from dashboards to diagnostics that explain what changed and why, and eventually to AI agents that act on the data rather than just report it. Our view is that in a few years, sellers won’t open dashboards at all.
Clarisix is live, and we’re onboarding brands.
Do you talk to many sellers who are tech-phobic? What would you say to them?
All the time, and I have sympathy. Most “tech-phobia” is really tool fatigue: they’ve bought software that promised the world and delivered another login. My advice is to stop thinking about tools and start with questions. What’s my real margin per market? Which SKUs will run out before the next shipment? If a piece of technology answers one of those clearly, adopt it. If it can’t, it doesn’t matter how impressive the demo was.
You don’t need to love technology. You need to be curious about your own numbers. The rest follows.
