The rapid advancement of artificial intelligence, particularly large language models (LLMs), presents both unprecedented opportunities and significant challenges for e-commerce startups aiming to capture consumer attention. Kenny Trusnik, founder of the Cleveland-based marketing agency Forest City Digital, emphasizes a foundational strategy for these businesses: meticulous attention to product data and its structured presentation. "Focus on getting the product data as deep and clean as possible in a structured environment," Trusnik advised in a recent conversation, highlighting this as a critical first step in an increasingly AI-driven landscape. He further elaborated on tactics for enhancing LLM citations and referrals, integral components for visibility in the evolving digital marketplace.
Forest City Digital, established in 2020, emerged from Trusnik’s experiences in corporate America with giants like Toyota and Sherwin-Williams, followed by a stint at a startup focused on creator monetization through e-commerce. This background instilled a core principle: aligning marketing efforts with tangible client objectives. "One thing I appreciated as a corporate employee was working toward real goals, regardless of the agencies involved," Trusnik stated. "I brought that approach to my agency: How do we tie marketing to what our clients are trying to accomplish?" This results-oriented philosophy guides their approach to navigating the complex digital marketing ecosystem.
Core Channels for E-commerce Growth in the AI Era
Forest City Digital strategically focuses on three primary channels to drive e-commerce success: search, social, and retention. Within the search domain, this encompasses traditional organic search engine optimization (SEO) for platforms like Google and Bing, alongside a crucial new frontier: AI visibility.
"We’re seeing good traction from LLMs for many clients – upwards of 10% of online revenue," Trusnik reported. This significant contribution underscores the growing importance of AI platforms as customer acquisition channels. To capitalize on this, Forest City Digital engages in extensive backend metadata work for clients, particularly those on Shopify’s Agentic Storefronts, and for specialized sectors like aftermarket automotive and spec-intensive brands. The agency’s approach hinges on the premise that superior, well-organized product data directly translates to enhanced visibility within AI-powered search and recommendation engines.
A practical, actionable step Trusnik recommends for merchants to immediately improve their AI visibility is to ensure their website’s robots.txt file does not inadvertently block crawlers from leading generative AI platforms. This simple technical adjustment can unlock access for AI models to index and understand product offerings, a fundamental requirement for being recommended.
The social media sphere is addressed through managed influencer programs and paid advertising campaigns, leveraging the power of social proof and targeted reach. For retention, the agency utilizes robust email marketing platforms such as Klaviyo and Brevo. The objective here is to "plug holes" in clients’ sales funnels, nurturing leads and encouraging repeat business through personalized and timely communication. Beyond these core channels, Forest City Digital also offers fractional e-commerce and marketing strategy consulting, providing expert guidance to businesses seeking to optimize their digital presence.
Understanding Shopify’s Agentic Storefronts and AI Discoverability
A key development enabling enhanced AI visibility is Shopify’s introduction of Agentic Storefronts earlier this year. This innovative tool acts as a bridge, exposing a merchant’s product catalog to prominent LLMs, including ChatGPT, Claude, and Gemini. Trusnik drew a parallel to syncing product feeds with Google Merchant Center or Meta Commerce accounts, explaining that Agentic Storefronts makes product data readily accessible and crawlable by these advanced AI models.
"All Shopify product fields are now visible to LLM crawlers," Trusnik noted. This includes granular details such as categories, colors, sizes, specific features, and materials. The ultimate goal of this integration is for generative AI platforms to proactively recommend merchants’ products when shoppers articulate specific needs or search for particular characteristics. For instance, a shopper looking for "waterproof hiking boots made of recycled materials" could be presented with relevant products from a merchant that has meticulously detailed these attributes.
The importance of structured data, such as Schema.org markup, is also amplified in this context. Such markup provides explicit context to crawlers and algorithms, enabling them to more accurately understand a website’s content, its products, and their intended purpose. This semantic understanding is crucial for AI models to effectively interpret and leverage product information for consumer recommendations.
Strategic Blueprint for a 2026 E-commerce Launch
When envisioning the launch of a new e-commerce company in 2026, Trusnik’s strategic blueprint remains rooted in data optimization and targeted visibility efforts. "I would focus on getting the product data as deep and clean as possible in a structured environment," he reiterated. For Shopify users, this translates to actively opting into Agentic Storefronts.
Beyond on-platform optimization, Trusnik emphasizes the strategic acquisition of backlinks from reputable listicles and "best-of" articles. These types of placements serve as strong endorsement signals for LLMs, influencing their perception of product authority and relevance. For startups with limited resources, Trusnik suggests prioritizing structured product data and pursuing these high-impact listicle links.
For businesses with a larger marketing budget, Trusnik recommends investing in paid advertising, specifically Meta ads, to build essential top-of-funnel awareness. However, he cautions that the effectiveness of content marketing – whether articles, videos, or social posts – is contingent on its originality. Content that offers unique insights unavailable elsewhere will stand out, in contrast to AI-generated content, which, by its nature, is often repurposed.
The Nuance of Novelty: Blue Oceans and Red Oceans in E-commerce
Trusnik also touches upon the strategic concept of "blue oceans" and "red oceans" in product development and market entry. A "blue ocean" strategy involves creating new market space and demand, often through radical innovation. A "red ocean" strategy, conversely, involves competing in existing markets with established players. For most entrepreneurs, an iterative approach to novelty proves more attainable.
He cited the example of Grüns gummies, which entered a market where gummy vitamins were already prevalent. Grüns differentiated itself by incorporating dozens of additional ingredients and positioning its product as a "superfood" rather than merely a vitamin. This nuanced innovation resonated with consumers seeking enhanced nutritional benefits.
"Yes, don’t get too novel," Trusnik advised, referencing his work with hemp beverage companies. This burgeoning sector has seen significant growth as an alternative to alcoholic beverages. While still within the hemp product category, the novelty lies in its successful repositioning as a social beverage, offering a distinct use case and appealing to a specific consumer need. This illustrates how a subtle shift in positioning and application can create a distinct market advantage.
Reaching Kenny Trusnik and Forest City Digital
For those interested in learning more or discussing e-commerce strategies, Kenny Trusnik and Forest City Digital are accessible through their website, ForestCityDigital.com. Trusnik also actively engages on LinkedIn, where he welcomes conversations on all aspects of e-commerce. This accessibility reflects the agency’s commitment to fostering knowledge sharing and supporting the growth of e-commerce businesses in a rapidly evolving digital landscape. The integration of AI into consumer discovery and purchasing pathways necessitates a strategic pivot for startups, with data integrity and intelligent visibility now at the forefront of customer acquisition efforts.
