315 | Building a Lasting Ecommerce Brand | with Heather Florio

Honest Ecommerce

Heather Florio is the second-generation owner and CEO of Desert Harvest, a company pioneering sustainable solutions in pelvic and sexual health. Recognized by Authority Magazine as one of the Top 50 Women in Wellness and featured in Forbes as a top woman in business, Heather has spent over 30 years driving innovation in the industry.

Under her leadership, Desert Harvest has transformed pelvic healthcare, funding medical research, launching science-backed products, and advocating for those suffering in silence. As a pelvic health specialist and "Sexpert," Heather shares her expertise globally, speaking on panels and at conferences to raise awareness about chronic pelvic health issues.

In This Conversation We Discuss:

• [00:14] Intro
• [01:09] Developing products that align with brand mission
• [01:30] Identifying market gaps through personal experience
• [03:26] Building a business where people find their niche
• [04:53] Following Ecommerce industry shifts to stay ahead
• [06:45] Partnering with nonprofits for awareness
• [08:57] Evolving a brand’s online presence over decades
• [10:35] Selling online before Ecommerce platforms existed
• [12:00] Struggling with early web design tools
• [13:59] Navigating regulatory changes in Ecommerce
• [15:28] Episode sponsors: StoreTester and Intelligems
• [18:40] Using AI for customer acquisition & targeting
• [20:18] Optimizing for AI-driven recommendations
• [21:10] Adapting to AI-driven consumer research
• [25:41] Building consumer trust through education
• [27:01] Creating a brand connection that lasts

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Scientifically studied, all-natural supplements and skincare desertharvest.com/
• Follow Heather Florio linkedin.com/in/heather-florio-468822a4
• Book a demo today at intelligems.io/
• Done-for-you conversion rate optimization service storetester.com/

If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!