Do you offer too many agency services? Are you trying to be a jack-of-all-trades, making you the master of none? Does your broad service offering dilute your team's focus? Today's guest is an e-commerce expert whose agency works exclusively with one e-commerce platform he believes is better than the rest. In this interview, he talks about what's next in e-commerce and what you should look to improve in your website. Guillaume Le Tual is the Founder and CEO of MageMontreal, an agency committed to building powerful e-commerce websites to increase clients' sales. They work exclusively with the Magento platform. Why? According to Guillaume, the agency tried working with other platforms and found Magento is the best open source e-commerce platform on the market. In this episode, we’ll discuss: Narrowing your agency's service offering. Hiring for culture fit and values. Niching down to avoid diluting your team's focus. Sponsors and Resources E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design and development agency that has provided white label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service. Subscribe Apple | Spotify | iHeart Radio | Stitcher | Radio FM Podcast Takeover!! Get to know your Smart Agency Guest Host:  Dr. Jeremy Weisz is the co-founder of Rise25, an agency that helps companies launch and run podcasts profitably. He followed Jason’s podcast and eventually joined the mastermind and has been a guest on the podcast before. Today, he’s helping Jason bring something new to the Smart Agency podcast audience by interviewing a special guest and bringing a new perspective to the show. Narrowing Your Service Offering and Focusing on a Horizontal Niche Guillaume started his career as a visual artist building background art for clients like The National Bank of Canada and Warner Bros. He gained experience in web design, digital marketing, and e-commerce and eventually decided to start his agency, MageMontreal. According to Guillaume, he and his team tried dozens of other e-commerce platforms before settling on working exclusively as a Magento agency.  They offer complete e-commerce website design and development, maintenance, and integration of Magento with third-party software. Now, they are one of very few Magento-certified agencies in Canada and can see the best decision for their business was focusing on one very specific niche and cutting down on their service offering to be the very best at just one. Remember, a niche can be a specific market (vertical niche) or a specific skillset (horizontal niche). What’s Next in E-Commerce? Guillaume says we’re still a long way from truly developing AI to what we’ve seen in movies. Most companies are not at a point where they are truly using AI. However, it is used in for things like product recommendations. Using Adobe Sensei, for example, users can get product recommendations based on shopper behavior, popular trends, and product similarity. If a suggestion does not convert into a sale, next time it will make a different suggestion, which indicates that the machine is learning. That would be the low-hanging fruit available right now. It can also be used to improve the search bar, for example, to get more relevant search results. It’s really a step-by-step process to integrate this technology into your company. It requires prior steps like cleaning up your data and standardizing your processes to be able to implement this. After implementing marketing automation at every step of your email process and onboarding process, the next level would be using AI to help you run that. There’s also some interesting work done with progressive web apps (PWA). Basically, this is a hybrid between a native app and a website so you get the benefits of both. So even though it’s a website, in terms of maintenance you don’t have to constantly do