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Benjamin Crudo
CEO at diff in Montreal, Quebec, Canada
Benjamin Crudo is the CEO and founder of Diff Agency, an e-commerce agency he established in 2011.1 With a unique background that combines retail experience and software engineering, Crudo has positioned himself as an expert at the intersection of retail and technology.1
Professional Background
Crudo's journey in retail began in his family's business, where he gained comprehensive experience in various aspects of retail operations, from warehouse management to sales analysis.1 This hands-on experience provided him with a deep understanding of retail business dynamics.
To complement his retail knowledge, Crudo pursued a Software Engineering degree from Concordia University in Montreal.1 This educational background allowed him to merge his retail acumen with technical expertise, laying the foundation for his future ventures.
Diff Agency
As the CEO of Diff Agency, Crudo leads a company that has grown to include:
- Over 100 employees
- Three offices worldwide
- Recognition as one of the world's top Shopify partners1
Diff Agency takes a full-service approach to e-commerce, offering services such as planning, designing, building, integrating, and optimizing e-commerce products.1 The company has worked with notable clients including Boll&Branch, Popsockets, YM Inc., WWF, Ecobee, and Yellow Shoes.1
Expertise and Contributions
Crudo is known for his ability to demystify e-commerce for his clients, communicating complex technical concepts in retailer-friendly language.1 He is also passionate about human-focused leadership and has contributed articles to publications such as Fast Company, Forbes, and Business Insider.1
As a member of the Forbes Technology Council since June 2020, Crudo continues to share his insights on e-commerce trends, sustainable shopping, and effective business strategies.12
Highlights
Ever wonder how a $20 smoothie becomes the next big thing as the economy crumbles? It’s not the chia seeds or kale — the secret ingredient is influencer attention.
Upscale grocery chain Erewhon has mastered this game with their outrageously priced smoothies that gained prominence through IG posts and TikToks of celebrities holding their (admittedly) photographic concoctions.
According to Shopify data, 21% of social media users aged 54 and under have recently bought into an influencer recommendation. So whether you like it or not, people with large social media followings play a huge role in others’ purchase decisions.
I’m curious — have you ever bought something because an influencer talked about it? How did you like the product?
Temu and Shein have been under heavy scrutiny for their environmental impact, labor practices, product quality, and import regulatory compliance. Frankly, I agree.
Despite this, however, their platforms are skyrocketing while luxury stocks are dipping.
As inflation continues to surge, consumer spending is seeing a pullback, with affordability and convenience trumping traditional and luxury retail.
Interested in hearing from my network if this has affected your shopping behavior, and whether or not you shop at Temu / Shein style online retailers.
