As a little girl, Jessica Totillo Coster slept in her new shoes. As she shares in this fun conversation about e-commerce, e-fashion and email, she was destined for this. As the head of Ecommerce Badassery, Jessica helps other businesses use the lessons that she, Zappos and other e-commerce pioneers learned the hard way.

As she says, "One of the things that I discovered very early on: most small business entrepreneurs who sell physical products are not utilizing email to its fullest potential at all. I'm here to teach you all day long on the importance of it and get you started."

Jessica is delightfully skeptical about the return of effort for social media by contrast: "It's funny because so many of us spend so much time, energy, and effort creating an Instagram post that 3% of our audience is going to see, that is going be gone 24 hours later. Whereas when you send an email, 99% of the time, it makes you money. So I tell people all the time, if you can only do one: Send an email."

This conversation is a delightfully pragmatic quasi-coaching session for retail e-commerce from a genuine e-commerce badass!