From E-Commerce Pioneer to Best-Selling Author: An Interview with Leonid Gladilin

Interviewer: Leonid, congratulations on your “21 Psychology Hacks to Boost Your Sales: Proven Retail Strategies for Any Budget” book’s monumental success on Amazon during Black Friday! What led you from being an e-commerce innovator to becoming a best-selling author?

Leonid Gladilin: Thank you for the kind words. My journey in e-commerce started in Russia at Ulmart, often called the “Russian Amazon” in the early 2010s. I was part of the team that laid the groundwork for what e-commerce would become. This experience at Ulmart was transformative; we introduced elements like high-quality images, videos, and detailed product specifications, redefining how consumers interact with products online. This foundational work in e-commerce inspired me to share these insights on a broader scale, leading to the creation of my book.

Interviewer: In the 2010s, e-commerce was likened to the Wild West, with companies unsure of its potential. How did this backdrop influence your work at Ulmart?

Leonid Gladilin: At that time, e-commerce was in its infancy, and the industry was ripe for innovation. I recognized the untapped potential in Product Detail Pages (PDPs) early on. While others saw e-commerce as a risky venture, I saw an opportunity. I developed a methodical approach to content creation for PDPs, emphasizing high-quality photos and detailed specifications for every item on our marketplace. This was not just about enhancing the visual appeal; it was about providing customers with all the information they needed to make informed purchasing decisions, thereby increasing trust and conversion rates.

This approach was groundbreaking. It set a new standard that all major retailers and vendors eventually adopted, transforming what was initially seen as a risky investment into the industry norm. Pioneering such changes was challenging, but it was also a necessary evolution for e-commerce to thrive.

Interviewer: How did these innovations influence your later career, especially when you took on roles with even greater responsibility?

Leonid Gladilin: Certainly, after Ulmart, I took on roles where I was responsible for some of the largest e-commerce operations, overseeing up to 750,000 deliveries a month. This experience was about scaling up and refining the e-commerce model we had begun to craft. Managing such vast operations honed my logistics, customer service, and inventory management skills, which are critical in translating e-commerce theory into practice.

Interviewer: Transitioning from such a high-stakes environment to building a personal brand internationally must have been quite a shift. How did you navigate this change?

Leonid Gladilin: Following the war in Ukraine, I relocated, which was a significant pivot in my career. I began leveraging LinkedIn to share my insights, which allowed me to connect with a global audience. This platform was instrumental not only in re-establishing my professional identity but also in earning several recognitions. I was honored with the Digital Leaders Awards, named one of the Top 100 Retail Innovation Influencers by Retail Innovation Technology Hub magazine, received the LinkedIn Top Voice in E-Commerce Golden badge, and served as a judge in various prestigious industry awards. These accolades underscored my influence in the e-commerce world.

Interviewer: Your book seems to be a culmination of your experiences. What specific challenges in the retail sector did you aim to address with your writing?

Leonid Gladilin: I identified common pain points for small and medium-sized retail businesses through my international work. My book was designed to democratize the kind of strategic knowledge larger corporations might access, focusing on blending traditional marketing with psychological insights to drive sales.

Interviewer: Achieving №1 bestseller on Amazon, especially on Black Friday, was quite the goal. Why was this particular achievement so crucial to you, and how did you strategize your book launch campaign?

Leonid Gladilin: The strategy for my book was not just about launching a product; it was about setting a new benchmark in the e-commerce and retail sectors on one of the most significant sales days of the year—Black Friday. The planning began in the summer when I meticulously crafted the book’s content and the marketing campaign to ensure we hit the #1 spot on Amazon during this peak shopping period.

I envisioned this as more than a personal achievement; it was about demonstrating the effectiveness of strategic marketing in e-commerce. My colleagues from the E-Commerce & Digital Marketing Association (ECDMA) played an instrumental role in bringing my strategy to life to execute this vision.

ECDMA published the book on its Amazon account, which provided an immediate boost in credibility and visibility due to its established reputation. This was a pivotal move, as its account was trusted by many in the industry.

My colleagues at ECDMA executed the marketing strategy flawlessly, and I’m truly grateful. They orchestrated a multifaceted campaign.

This campaign was a testament to the power of strategic marketing and the capabilities of ECDMA. By achieving #1 bestseller status on Black Friday, we validated the book’s relevance and showcased how our association can deliver tangible results for clients across the retail, e-commerce, and D2C sectors. It was an affirmation of our collective expertise and a powerful demonstration of what can be achieved with a well-executed strategy.

Interviewer: As someone who’s shaped the e-commerce landscape, what message or lesson do you hope readers take away from your book?

Leonid Gladilin: The book explicitly targets Small and Medium-Business (SMB) retail owners. It aims to democratize the scientific approach to retail strategy, which has often been the domain of huge retail chains. Drawing from my extensive experience in pricing across various FMCG and NON-Food categories, I’ve developed a unique method that blends psychological biases with the traditional 7P marketing methodology. This approach provides a practical framework for SMBs to compete effectively.

My book offers a blueprint for success, detailing how to navigate real-world challenges SMB retailers face through psychological insights and strategic marketing principles. It’s designed to be a go-to guide or “table book” for any SMB owner looking to refine their retail strategy and increase their market competitiveness. By achieving #1 bestseller status on Black Friday, we validated the book’s relevance and showcased how our association can deliver tangible results for clients across the retail, e-commerce, and D2C sectors. It was an affirmation of our collective expertise and a powerful demonstration of what can be achieved with a well-executed strategy.

Interviewer: After such an illustrious career, what’s next for Leonid Gladilin?

Leonid Gladilin: I’m excited to delve deeper into integrating AI into retail strategies and continue my role as an educator in the e-commerce space. The industry is evolving, and I plan to be at the forefront of this change, sharing knowledge and innovations as they develop.