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In this episode, the focus is on real-time marketing, data—and intuition—with Sonia Ouaksel, Head of Marketing & Expansion at Reelevant.
Today, Sonia leads the expansion of the French startup while championing a powerful mission: putting the human back at the heart of data.At Reelevant, she helps brands personalize their digital content in real time—at the moment it is consumed, not when it is created. Makes sense, right?With her, we speak candidly about:
➡️ Her journey in tech, spanning customer engagement, content, and expansion
➡️ The end of traditional marketing campaigns and the promise of one-to-one at scale
➡️ Finding the right balance between intuition and data in decision-making
➡️ How she made B2B fun (a nod to her legendary leopard-print booth)
➡️ And the mantra that sums it all up: “With pleasure.”
In this episode, we dive into international taxation and the technical backstage of e-commerce with Iman Deschâtres, founder of Deptax.
A renowned tax expert, Iman has worked with some of the biggest companies in the industry. She then chose to tackle one of global e-commerce’s biggest headaches: tax management.
With Deptax, she turns tax compliance into a growth lever through a tech-driven, simple, and automated approach.With her, we speak candidly about:
➡️ Her path between law, tech, and entrepreneurship
➡️ How she founded Deptax to simplify international tax management
➡️ New tax regulations impacting marketplaces and creators
➡️ The impact of AI on compliance tools
➡️ What it truly means to build a tech solution designed for clarity and growth
In this episode, we head to Lille to meet Laetitia Sauvage, founder of About ü, a recruitment firm shaking up traditional hiring codes.
After 15 years in tech and digital, Laetitia created a solution that puts skills and aspirations back at the center—by anonymizing profiles and giving real opportunities to invisible talent.With her, we speak candidly about:
➡️ Her journey from MarTech to purpose-driven entrepreneurship
➡️ How to break recruitment biases and make atypical, senior, or female profiles visible
➡️ The use of AI in recruitment: performance booster or risk if poorly governed
➡️ The role of coaching in supporting career repositioning
➡️ Why diversity and inclusion must become strategic levers, not slogans
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In this episode, we continue our immersion at Lyra with three new guests whose career paths are as unique as they are bold: Julie Forestier, CHRO, Rebecca Masse, Deputy CEO of Lyra Collect, and Cindy Abeillon, Head of Product Marketing.With them, we speak candidly about :
➡️ Career changes, reinvention, and transitioning into tech without a technical background
➡️ Boldness as a career driver—from strategic leadership roles to professional reinvention
➡️ How to support human and cultural growth in a fast-scaling tech company
➡️ What it really means to manage, structure, and innovate in a company undergoing rapid transformation
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In this first episode of the series, we meet three leaders redefining tech from within, based in Toulouse: Emmanuelle Ghara, Clothilde Leclerc, and Aurélie Tible—all members of Lyra’s executive committee, a key player in payments.With them, we speak candidly about :
➡️ The reality of an executive committee made up of 75% women—and what it changes (or doesn’t) in decision-making
➡️ Unique career paths from sports, finance, or agronomy
➡️ The power of diverse backgrounds in building a strong company culture
➡️ The art of leadership through rigor, listening, and alignment
In this episode, we meet Daphné Wattiez, founder of AKVO—a line of Mediterranean, unisex, eco-designed sandals with understated elegance and a deeply committed DNA.With Daphné, we speak candidly about:
➡️ Her unique journey: from cinema, London, to creating a high-impact project
➡️ Eco-anxiety as a catalyst that transformed her worldview and inspired a responsible brand
➡️ The art of building a product from scratch: bio-based materials sourcing, short supply-chain prototyping, and manufacturing in Portugal
➡️ Choosing e-commerce with Shopify—without a tech background, but with a strong storytelling vision
Tiphaine Venet, co-founder of Simio—the solution that turns WhatsApp into an ultra-personalized CRM channel for e-commerce brands.With Tiphaine, we speak candidly about :
➡️ Her journey, from a transformative trip in Asia to launching Simio at Station F
➡️ WhatsApp as a high-ROI acquisition and retention channel
➡️ How brands like Balzac Paris, M Skincare, and La Redoute boost conversion with exclusive campaigns
➡️ Why the future of e-commerce lies in community, embodiment, and smart segmentation
➡️ Dream KPIs: +90% open rates, +50% click-through, up to €40 generated per message sent
➡️ How to integrate Simio seamlessly with Klaviyo, Shopify, or Splio—without convincing your CTO 🙃
An engineer by training, telecom pioneer, and key figure in digital transformation for over 20 years, Diaa takes us on a journey that is both technical and inspiring, spanning large corporations and entrepreneurial ventures.With Diaa, we explore :
➡️ Her incredible journey—from telecoms to founding one of France’s first white-label internet providers
➡️ Women in tech: navigating a male-dominated industry in the early 2000s
➡️ The acquisition of Monnier Paris: why and how she chose to revive this iconic luxury brand
➡️ Omnichannel and Gen Z: how digital, data, and AI are reinventing customer relationships in luxury
➡️ GaiaSuite, her latest tech venture: an AI-powered platform helping brands better understand and engage their customers
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A public relations professional for over 15 years, Déborah worked at major agencies like Publicis before launching her own entrepreneurial journey. Today, she supports fashion, food, tech, and retail brands to increase visibility and strengthen brand image through PR and influence.With Déborah, we talk openly—about :
➡️ Her journey from Publicis to founding Pia.r Agency and the challenges of PR entrepreneurship
➡️ The evolution of public relations, from press releases to influence-driven strategies
➡️ Behind the scenes of influencer marketing: choosing the right influencers, defining strategy, and measuring impact
➡️ Influencers’ impact on sales: myth or reality? How PR and influence drive awareness more than immediate conversion
➡️ Standout campaigns with Monoprix, Big Mamma, Printemps Haussmann, and Samsung
➡️ The future of PR and influence in the age of AI and new media
From joining Shopify in Toronto in 2016 to returning to France to structure and accelerate local growth, Lara takes us behind the scenes of a company transforming both online and physical commerce.What you’ll discover in this episode :
➡️ Her journey from EM Lyon to strategy consulting, then joining Shopify in Canada
➡️ Shopify’s rise in France: from a little-known player to an e-commerce leader through agency partnerships and local brand-building
➡️ Unified commerce: why Shopify has become a key platform for merchants combining e-commerce, retail, and B2B
➡️ AI and hyper-personalization: how Shopify leverages data and AI to simplify merchant operations and enhance customer experience
➡️ Launch of Shopify POS in France: a major step toward seamless online-offline experiences
➡️ The future of commerce: more personalized, hybrid, and frictionless
Fraud and e-commerce: why is it such a critical issue?
Every year, billions of euros are lost to fraud—stolen payments, abusive returns, fraudulent chargebacks. As AI and machine learning evolve, so do fraudsters. How can retailers protect themselves without penalizing legitimate customers ?
What you’ll learn in this episode :
✅ The most common types of e-commerce fraud (stolen payments, wardrobing, fake refunds…)
✅ The rise of “Refund as a Service” and professionalized fraud networks
✅ How Riskified detects and blocks fraud in real time
✅ Noémie’s experience as a woman in tech and cybersecurity
Why are words such an underestimated conversion lever ?
Choosing the right wording for a CTA button or product page can significantly increase conversion rates.
Gleef helps brands and e-merchants test and optimize messaging to boost website performance.What you’ll discover in this episode :
✅ The impact of words on user experience and sales
✅ How platforms like Booking, Netflix, and Spotify continuously optimize their copy
✅ The role of AI in translation, personalization, and A/B testing
✅ Why testing words is just as essential as testing UX
✅ Aude’s experience as a woman in tech and entrepreneurship
🎙️ Cindy is a surge of energy you can feel even at -20°C. She’s lived a thousand lives in tech, e-commerce, and partnerships. Never short on goodwill, she has ideas—but more importantly, the drive and conviction to bring them to life, guided by vision, method, and intuition.
➡️ Partnerships, tech, and women in tech: how does Cindy build partnerships from scratch and share the learnings with her peers ?
The Art of Strategic Partnerships and Women’s Empowerment in Tech with Cindy Todeschini is Episode 18 of Le Café des Femmes de l’E-Commerce, where she recommends a personal strengths questionnaire and Brené Brown’s TEDx on the power of vulnerability.
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🎙️ One is a Partnerships Manager, the other a Growth Marketer. Together, they share a mission: turning omnichannel commerce from a vision into a tangible reality for retailers.
➡️ Partnerships, marketing, community, growth: how did Aurore and Emilie align to reinvent the
customer experience ?
Partnerships and Marketing: an alliance serving omnichannel commerce with Aurore Varenne and Emilie Enguehard, who recommend reading Kilomètre Zéro by Maud Ankaoua, and following major social platforms to analyze customer journey trends.
🎙️ With Dounia, we trace a journey not originally rooted in e-commerce but deeply driven by partnerships. Her story spans roles, careers, countries, continents—and womanhood.
➡️ Vision, ambition, passion: how did Dounia evolve from Partnership Manager to VP Business Development & Growth ?
From Partnership Manager to VP Business Development & Growth in EMEA with Dounia Jouron, who recommends the wisdom of Marie Kondo—organizer of both homes and inner worlds.
🎙️ With Léa, we discuss her journey, her learning curve in tech and e-commerce—and above all, partnerships.
➡️ Challenges, inspiration, aspirations: how does Léa navigate this role in a volatile ecosystem largely dominated by men ?
Connecting to Grow: The Essential Role of Partnerships with Léa Glinkowski of Nosto, who recommends the outdoor adventure agency for women, Aixploreuses.
Founded in the early 2000s in Marseille, Kaporal became an iconic denim brand for a generation. It reached great heights but also faced the harsh reality of French retail, entering judicial restructuring in 2023.
Nathalie Zaffran was there at the beginning—and she’s still here 20 years later. A true woman of commerce, of retail. Of French retail that struggles, adapts, and defies fatalism. Of retail made in France, made in Marseille—resilient, combative, reborn from the ashes through the belief of women and men who never gave up.
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Shipup is a post-purchase solution focused on customer experience, supporting brands throughout the entire customer journey.
Though often overlooked, post-purchase is one of the most volatile yet impactful stages—driving engagement, loyalty, and significant support cost reduction.Julia is Chief of Staff in post-purchase. But what does that role really entail? Beyond reducing “Where is my order?” tickets, what is post-purchase truly about?In this episode, we discuss e-commerce trends and the key questions facing solutions, merchants, and consumers midway through 2024.
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Fringuant is a French gem leveraging AI to serve customers, brands, and the planet. Its size recommendation tool relies on selfie-based scanning technology, with one goal: drastically reducing e-commerce returns.Zoé, one of Fringuant’s four brilliant minds, followed a “classic” path (HEC) before quickly turning to entrepreneurship.In this episode, we talk fashion—and much more. Returns and their management, size recommendations to avoid “bracketing,” and customer experience at brands like Maje, Sandro, and Ba&sh.
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Hipli is, above all, a story of women convinced that e-commerce returns logistics can be tackled intelligently.
With 350 clients today, Hipli is making reusable packaging the standard of tomorrow—and we fully applaud.Anne-Sophie and Léa share everything—from idea to concept, execution, and success.
We also discuss fashion, returns management across France and Europe, all in a feel-good, non-preachy atmosphere.
Angelica has seen nearly everything in e-commerce. She has contributed to the industry’s growth since the 2000s—witnessing the rise of content, customer reviews, UGC, and video-first platforms.She understood early on the power of communities for brands. Especially as a giant—few anticipated—reshaped UGC and is now shaking up social commerce.
Angelica shares both the value and values she brings to Skeepers and its clients, reminding us that in a world flooded with content, measurement is essential.
What is the circular economy? Reselling your car, buying second-hand skis, renting camping gear—or even a breast pump.With Anna, we discuss non-ownership, the early challenges of re-commerce adoption, and the necessity of strong alignment with brands.
We talk fundraising, confidence with investors, and resilience.Above all, we talk about women: what it means to be a woman in tech and e-commerce—an engineer, entrepreneur, mother, and engaged citizen striving for a different kind of consumption.
In this vibrant episode, you’ll discover the power of content-driven online sales. Platforms, social media, alignment—should the creator always be the face of the brand?How do you stay true to your values while selling online, without the resources of a large group ?
🧰 Marie shares her full toolbox—from inspiration to growth.
👭 And as a committed entrepreneur, she expresses her sincere desire to support women in e-commerce.
Karine describes herself as a legal designer, entrepreneur, and independent for over five years.
💥 Momentech Legal is a disruptive digital law firm built in her image—and that of those she supports and defends.In this episode—almost as interactive as a TikTok on commercial law—we dive into web entrepreneurship: consumer law, insurance, taxation, IP, Web3, T&Cs, blockchain, payments, fraud, marketplaces, GDPR—everything dissected by Maître Karine.
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✍️ If you’re on LinkedIn and passionate about content and social media, you couldn’t miss Deborah. A woman of words who channels her literary talent into digital marketing.
📱 With Deborah, we dive into influencer marketing and TikTok: how to get started, why agility matters, budgets, content formats, and platform features—all delivered as an engaged, data-backed masterclass. And yes, we also talk inclusion, gender equality, and feminism.
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🌐 Two women in e-commerce: one from France’s leading clean beauty e-shop—Oh My Cream!—the other from unicorn e-commerce marketing platform Yotpo.
🎙️ Sarah shares the Oh My Cream! story and the importance of deeply knowing your customers. Eva explains why proper tools are essential to attract, convert, and retain.
🎓 This episode revisits e-commerce marketing fundamentals—far from a classroom tone.
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🔬 Olivia, founder of ChanvReine, works behind the scenes of French hemp innovation. She returns to share her new project, Oda Zen—a CBD-based natural cosmetics line—developed with strong support.
⭕ Déné, founder of Denekt, supported Olivia from project inception to first online sales—showing how introversion can become a powerful entrepreneurial strength.
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💎 Julie founded YAY Paris, a French jewelry house crafting handmade pieces in Paris.
💳 Camille, Head of Sales at Payplug, orchestrates omnichannel payment solutions—including the Paris 2024 Olympic ticketing system.Together, they explore the balance between creativity, emotion, and secure omnichannel UX.
CBD expert Olivia shares her entrepreneurial journey—navigating stigma, regulation, and fierce competition.“There are always solutions,” she says—and proves it.
She also shares her ambition to educate, demystify CBD, and pass on knowledge—with family, friends, and future generations.
Journalist Myriam launched her media when influencer marketing was still mocked. Today, Les Gens d’Internet has grown into a full ecosystem: agency, training, events.
She revisits the transformation of Don’t Call Me Jennyfer—from outdated brand to influence powerhouse—and offers a candid take on digital society beyond scams and fake influence.And that gives hope—even in the age of influ-scammers.
