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Khloud, Flings, GROW LA Recap, and Why Real Connection Still Wins

Khloud, Flings, GROW LA Recap, and Why Real Connection Still Wins

This week at Grow LA was a reminder of something simple:Real connections drive everything. Business, partnerships, opportunities — they all start when you’re real, when you’re authentic, and when you find your people.

It’s clear we’re still living through a massive shift:

  • People are craving offline connection more than ever.
  • Real human interaction is now a business superpower.
  • Those who move with authenticity will win.

Here’s a look at a few things that stood out — and a pulse check on what’s ahead.

But First…

Special Callout: NYC — Turning Clicks Into Customers

The Details: 🗓️ Wednesday, May 14 | 5:00–9:00 PM EDT | New York, NY Request to Join Here (Registration approval required)

An evening at Lunar Solar Group HQ focused on real tactics to turn traffic into loyal customers — smarter pop-ups, better flows, stronger LTV.

Panelists:

  • Emily Page, Director of CRM @ Lunar Solar Group
  • Shaan Arora, Co-founder & CEO @ Alia
  • Grace Greenwood, Director of eCommerce & Retention @ Dyla Brands
  • Ankur Goyal, SVP of Growth @ Coterie

If you're in NYC, pull up.

The Tariff Conversation is Heating Up

The big topic at Grow this week: tariffs.

There’s a divide on where things go from here:

  • Some believe new tariffs are permanent and will reshape sourcing strategies for good.
  • Others see it as a 3–6 month wave, expecting pressure to ease after new negotiations.

Bottom line: Stay flexible. Smart brands are scenario planning now — not waiting for certainty later.

Flings Raises $2.3M to Reinvent the Toaster Pastry

Flings, a better-for-you toaster pastry startup founded in 2023 by Ben Outmezguine and Dino Vassiliou, has raised a $2.3 million seed round from angel investors. The funding will support the brand's retail expansion and product development, aiming to offer a modern, health-conscious alternative to traditional toaster pastries.

LinkedIn Highlights from Grow LA

Some great energy and reflections from the week — worth checking out if you missed them:

Good reminder: the work is the work — but finding your people makes it way more fun.

Brands + Solutions to Watch

Khloud Foods (Coming Soon)

Visit Khloud Foods

Better-for-you foods, built for the next generation.

Still behind a password wall for now — but keep this one on your radar. Timing feels right, branding looks strong, and the category demand is only growing.

Third Person

Explore Third Person

Not just a 3PL — Third Person is bridging the gap between fulfillment and brand experience.

They’re offering a more modern take on ops + logistics for growing brands, with a focus on creative, tech-enabled fulfillment solutions.

 In a world where CX is king, the backend matters more than ever.

ShopDev.ai

Explore ShopDev.ai

AI is moving from buzzword to backend infrastructure — and ShopDev.ai is a good example.

They’re helping brands use AI to automate product page creation, build personalized bundles, optimize merchandising, and enhance CX without needing heavy manual lift.

For scaling brands, smart backend automation is about to be as critical as frontend acquisition.

Maggie’s Refuel

Check Out Maggie’s Refuel

One of the most interesting products we saw at Grow: a shelf-stable protein smoothie with real ingredients and a nostalgic brand vibe.

Perfectly timed for the snacking wave that’s moving into better-for-you, not boring.

Maggie's has the potential to carve out a very unique lane in the convenience and retail space.

Events You Should Know About

Here’s what’s coming up — if you’re building in commerce or CPG, these are worth getting on your calendar:

Trends We’re Watching (Deeper Dive)

Voice Commerce Is Accelerating

Smart assistants like Alexa, Siri, and Google Assistant are reshaping how consumers shop.

It's no longer about typing "black running shoes" — it’s asking “What’s the best lightweight running shoe for marathons under $100?”

Actionable Tip:

  • Focus your SEO on questions and phrases people would speak, not just type.
  • Build a Voice-SEO landing page (FAQ style) and structure product descriptions more conversationally.

Shoppable Video Content is the Future

Video is no longer top-funnel entertainment — it's full-funnel commerce.

TikTok Shop, Instagram Checkout, and YouTube Shopping are collapsing awareness, interest, and purchase into a single swipe.

Actionable Tip:

  • Build native short-form content that previews the product benefit in the first 3 seconds.
  • Use pinned links, in-video pop-ups, and CTA overlays to capture the moment of intent.

Headless Commerce Is Moving Mainstream

Brands aren't just going headless to look cooler — they're doing it because the future demands flexibility:

  • Faster load times = better conversion.
  • Modular builds = faster international rollouts.
  • Dynamic personalization = better LTV.

Actionable Tip:

Sustainability Isn't a Trend — It's Table Stakes

Consumers are punishing greenwashing and rewarding real action.

It's not enough to say you're sustainable — it needs to be built into every part of your brand, from materials to delivery to post-purchase loyalty programs.

Actionable Tip:

  • Highlight tangible commitments: carbon offset programs, B Corp certifications, eco-packaging certifications (like FSC).
  • Feature these initiatives visibly on PDPs (product detail pages), not hidden in a footer.

Quick Recap: What's Moving Right Now

  • Human connection wins — always has, always will.
  • Tariff uncertainty = agility becomes a major advantage.
  • Better-for-you brands, new fulfillment solutions, and smarter snack innovation are heating up.
  • Voice, video, headless tech, and sustainability are the macro shifts brands can’t ignore.

That’s the word for this week.

Stay flexible. Stay human.

Big wins come from real connection — online and offline.

Subscribe to Ecomconnect to stay tapped into what’s moving.

—Zach

P.S. If you found value in this breakdown, consider sharing it with a friend or colleague who's interested in brand building, consumer trends, or the future of retail. And as always, hit reply with any thoughts — I read every message.