In this episode of The eCommerce Toolbox: Expert Perspectives, host Kailin Noivo is joined by James Connell, Co-Founder and Chief Marketing Officer at Carbon Balance & eCommerce Consultant. Together, they delve into how the 2002 Olympics kick-started the growth of Canadian brand Roots, the evolution of omni-channel over the past two decades, and how to balance eCommerce profitability with sustainability measures.