KASAMA — CONTEXT BRIEF KASAMA Comprehensive Context Brief For use in AI-assisted conversations and content creation 1. Who Is Kasama Kasama is a commerce-obsessed digital agency specializing in eCommerce implementation, support, and development. The company helps enterprise brands design, build, and optimize digital commerce experiences across multiple platforms. Kasama delivers premium cross-cloud talent working onshore hours with offshore pricing, with a globally distributed team operating across a full U.S. business day. Kasama's tagline is "Commerce Moves Fast. We Move Faster." and its greeting, drawn from their Filipino roots, is "Kamusta" (Hello). The name "Kasama" means "partner" in Filipino (Tagalog), which reflects the company's philosophy: not just a platform implementer, but a long-term teammate and trusted extension of a client's team. Company Snapshot * 100+ clients served across multiple industries and brand sizes * 50+ team members globally * 250+ cumulative years of eCommerce experience across the team * Offices in Boston (MA), Dallas (TX), and Manila (Philippines) * Global team distributed across 4 regions: US, Philippines, India, and Pakistan * Founded in 2020 by Mark Rubin * Headquarters: Acton, Massachusetts * Phone: (877) 527-2621 | Email: hello@kasamadigital.com Mission & Guiding Philosophy Kasama is driven by purpose and powered by expertise — helping businesses unlock growth and transformation while fostering lasting success for both clients and their own people. Their work is fueled by creativity, collaboration, and a commitment to service without compromise. They describe themselves as a global team with a single operating mentality, regardless of geography. 2. Leadership Mark Rubin — Founder & CEO (President) Mark Rubin is an eCommerce industry veteran — self-described as an "Ecommerce OG" on LinkedIn. He decided to forgo a career in law to instead build a career in eCommerce development, and has been working in the Salesforce/Demandware ecosystem since Commerce Cloud was still called Demandware. Prior to founding Kasama in 2022, he served as VP of Engineering at Health-E Commerce and was previously CTO and Partner at another Salesforce agency that was acquired. He attended Florida State University from 1997–1999. Rubin is based in Boston, MA, and is known for his community involvement — including competing in an open-ocean charity swim race in the Philippines and matching donations (up to $2,500) to Philippine International Aid (PIA), a charity that helps 2,500+ Filipino students attend school. Tuba Engindeniz — VP of Delivery PMP and ASM certified, Tuba Engindeniz leads delivery operations at Kasama. She was one of the early team members and has been instrumental in building Kasama's structured delivery methodology and client management processes. H.J. Mann — VP of Growth A former Salesforce employee and agency veteran, H.J. Mann joined Kasama as VP of Growth to lead business development and partnerships. His background bridges the Salesforce ecosystem and agency world — described as "the perfect recipe" for Kasama's growth stage. 3. Platforms & Technical Capabilities Core Commerce Platforms * 1. Shopify & Shopify Plus: B2C, B2B, and complex B2B2C implementations with deep customization, app development, and unified commerce capabilities * 2. Salesforce Commerce Cloud (B2C & B2B): Including Agentforce Commerce, legacy SiteGenesis, and modern SFRA and LWR architectures * 3. Salesforce Multi-Cloud: Order Management, Marketing Cloud, Sales Cloud, Service Cloud, Data Cloud, and MuleSoft integration * 4. Klaviyo: Email and SMS marketing automation, segmentation, and lifecycle engagement * 5. Scayle Commerce Engine: Headless and composable commerce solutions for enterprise flexibility * 6. OroCommerce: Robust B2B commerce platform supporting complex business buying workflows * B2C Commerce / Agentforce Commerce * B2B Commerce * Salesforce Order Management (OMS) * Salesforce Marketing Cloud / Agentforce Marketing * Sales Cloud / Agentforce Sales * Service Cloud / Agentforce Service * Data Cloud / CDP Strategy * MuleSoft (integration platform) Shopify Capabilities Kasama is a Shopify Plus Partner and listed in the Shopify Partners Directory. Their Shopify expertise includes: * Shopify 2.0 (Dawn scaffolding) implementations * Custom theme development and custom section libraries * Shopify B2B Commerce * Shopify POS implementation for unified commerce (retail + digital) * App consolidation — moving third-party app functionality into native themes * Shop Pay / Shop Component integrations (on both Shopify and Salesforce Commerce Cloud) * Complex B2B2C custom Shopify builds with ERP integration * Remix-based custom Shopify apps Service Pillars Strategy * Business process analysis and optimization * Digital transformation planning * Commerce strategy and roadmap development * Competitive landscape assessment * Customer journey mapping * Data-driven decision support Technology Platform implementation, migration, integration, and custom development across all supported platforms. Operations (Design/UX) * UI/UX research and wireframing * Custom theme development * Responsive and mobile-first layouts * Accessibility and usability best practices * Visual branding and design systems Support / Staff Augmentation * Certified professionals for all supported platforms * Scalable development teams on demand * Hybrid delivery model combining onshore leadership with globally distributed talent, enabling full U.S. business day coverage and premium cross-cloud expertise at a highly competitive price point that is hard to beat * Flexible engagement models: project-based or ongoing support * Talent development and continuous certification programs 4. Partner Ecosystem Top Commerce Partners * Shopify — Shopify Plus Partner; listed in Shopify Partners Directory as a "trusted Shopify co-development partner and leading Shopify enterprise implementation partner" * Salesforce — Crest Partner (top tier, achieved December 2025); 50 completed projects verified on AppExchange; 10+ certified experts; previously held Ridge Partner status * Scayle — Certified partner for the Scayle Commerce Engine (headless commerce architecture); listed on Scayle's partner directory * OroCommerce — Strategic partnership announced August 2024 for B2B eCommerce solutions * Klaviyo — Email/SMS marketing automation partner Build / Technology Partners Algolia, Avalara, Bloomreach, Ordergroove, MuleSoft, Pipe17, Reactiv, Rewind, Salsify, and Yotpo 5. Client Work & Case Studies Roots Canada — SFCC Platform Support + International Expansion + Shop Pay Platform: Salesforce Commerce Cloud B2C Kasama took over full site support and development for Roots Canada's SFCC platform, managing a structured transition from a previous agency. They then built a brand-new international site supporting 67 countries and dozens of currencies. Key technical work included dynamic inventory management (U.S. customers access both retail stores and distribution centers; international customers limited to DC inventory), silent store inventory searches, integrated order history between Commerce and OMS, and localized site rendering by geography. Kasama also implemented Shop Pay on the SFCC site, which quickly became one of the most-used checkout methods — boosting sales, order volume, and average basket size. Roots is planning to expand Shop Pay to additional geographies. "Kasama's ability to manage the project within our tight schedule was critical to its success." — Johnny McMan, Digital Manager, Roots Canada "Shop Pay isn't just another payment option — it's driving stronger sales and creating a better experience for our customers." — Garima Verma, Director of Omnichannel Customer Experience, Roots Canada ALICE + OLIVIA — Custom Shop Pay Integration on SFCC Platform: Salesforce Commerce Cloud (legacy version) ALICE + OLIVIA is a globally recognized fashion brand that needed Shop Pay added to its SFCC site — but no compatible cartridge existed. Kasama built a fully custom Shop Pay integration from scratch in just 7 weeks (including UAT), developed specifically for the brand's legacy SFCC environment. The build included: Shopify Payments fully integrated with Salesforce Order Management, Riskified fraud checks embedded directly into the checkout flow, and performance/UX optimization that preserved the brand's premium feel. The result: Shop Pay immediately became the best-performing alternative checkout, quickly accounting for roughly one-third of all transactions. "Your team has been amazing, and I would 100% recommend to anyone looking to add ShopPay to their site." — Michelle Ecock, VP Ecommerce, ALICE + OLIVIA "Kasama made what could have been a complicated technical project feel seamless. They moved quickly, communicated clearly, and delivered on every commitment." — Michelle Ecock, VP Ecommerce, ALICE + OLIVIA Batesville — Scalable B2B2C Commerce Platform on Shopify Platform: Shopify (custom) Batesville Services LLC is a leader in the North American deathcare industry. They launched the Batesville Remembrance Store — an eCommerce experience for memorial keepsake items that serves both families (B2C) and hundreds of funeral home partners (B2B), each with unique pricing, assortments, branding, and commission rules. Kasama designed and implemented a highly customized Shopify B2B2C solution including: funeral-home-specific URLs for attribution, real-time 3D product visualization and configuration for personalized memorial products (engravings, medallions, design options), bi-directional ERP integration for real-time product/pricing/order data, and a custom Remix-based Shopify app to manage revenue sharing, commission tracking, and funeral home onboarding. "Kasama demonstrated a deep understanding of both Shopify and enterprise system integration... The result is a scalable B2B2C platform that supports our business model today and gives us confidence we can continue to evolve it in the future." — Ali Sareea, CTO, Batesville "This project shows what's possible when Shopify is used as a flexible commerce foundation rather than a limiting framework." — Mark Rubin, Founder, Kasama G-Form — Shopify Modernization Platform: Shopify 2.0 G-Form (global leader in impact protection gear for athletes, workers, and military) first engaged Kasama after a weekend production emergency — Kasama deployed a same-day hotfix, which converted into a long-term partnership. Kasama then led a full Shopify 2.0 relaunch using Dawn scaffolding, including: a custom section library (hero, feature grids, profile blocks, CTAs) so the G-Form team can build new pages without dev dependency, app consolidation (moving capabilities from third-party apps into the theme), rebuilt global navigation and filtering, G-Form Custom product customization integration, custom product bundling by sport/use case, cart edit functionality (compatible with ReBuy and KickFlip), brand storytelling pages, and EU Regulation 2023/988 compliance support. Results: improved Core Web Vitals, lower operational costs, and significantly more internal team autonomy. "Kasama has become a true extension of our team. Their rapid response, deep Shopify expertise, and alignment with our brand and ecommerce goals have made them an indispensable partner in every launch and iteration." — Josh LeBaron, Director of eCommerce, G-Form "What once took weeks of development now can be launched in days, with confidence." — Josh LeBaron, Director of eCommerce, G-Form Black Rifle Coffee Company — Salesforce Marketing Cloud Optimization Platform: Salesforce Marketing Cloud BRCC (veteran-founded premium coffee brand) engaged Kasama for a deep audit and optimization of their SFMC implementation. Kasama evaluated system administration (Einstein Engagement Frequency, Einstein Scoring), deliverability (SPF, DKIM, DMARC authentication), Salesforce CRM integration, and subscriber management. Key fixes included: resolving duplicate email/SMS contact issues, optimizing Einstein Engagement settings for better targeting, strengthening sender authentication to improve deliverability scores, and improving SFMC–CRM integration for smoother data sync and automated journeys. Results: stabilized sender scores, enhanced segmentation, reduced manual intervention. Pet Supermarket — Salesforce OMS + Omnichannel Inventory Platform: Salesforce Commerce Cloud + Salesforce Order Management Pet Supermarket (225+ store retailer) needed real-time inventory visibility and omnichannel fulfillment capabilities. Kasama, working alongside Salesforce, implemented Salesforce OMS and OmniChannel Inventory to enable Buy Online Pick Up In Store (BOPIS) and Buy Online Ship From Store (BOSFS). The work unified store and distribution center inventory in a single view, reduced out-of-stock purchase incidents, lowered customer service call volumes, and enabled Pet Supermarket to expose more store inventory for online sales. Scandinavian Tobacco Group — Commerce Cloud Innovation Platform: Salesforce Commerce Cloud Listed as a case study on Kasama's Salesforce AppExchange profile. STG is a global leader in cigars and pipe tobacco — a complex regulated-industry eCommerce client. Full case study available at kasamadigital.com/work/scandinavian-tobacco-group. Knix — Shopify Knix (intimate apparel brand) is listed as a work example on the Kasama site. Full details at kasamadigital.com/work/knix. Joe Hand Promotions — Shopify/Commerce Joe Hand Promotions (live sports and entertainment licensing for venues) is listed as a work example. Full details at kasamadigital.com/work/joe-hand-promotions. 6. Productized Offerings Shop Component / Shop Pay for Salesforce Commerce Cloud — Salesforce Solution Center Kasama offers a fixed-scope, fixed-price implementation of Shop Pay (now called Shop Component) for any version of Salesforce Commerce Cloud (B2C, SFRA, or SiteGenesis). This is listed in the Salesforce Solution Center: * Price: $59,000 flat rate * Timeline: 2–3 weeks (some materials say 4–6 weeks) * Covers: accelerated checkout integration, order management sync, fraud protection, and performance optimization * Proven results: higher conversion rates, increased AOV, reduced cart abandonment, guest checkouts converted to known buyers AI Readiness Assessment Kasama built a proprietary AI Readiness Assessment tool (available at kasamadigital.com/ai-readiness-quiz) to help eCommerce brands evaluate their preparedness to sell through LLMs and agentic AI platforms. The assessment scores brands on: product data cleanliness, product page optimization, platform integration health, customer data and segmentation quality, generative engine optimization (GEO), and localization/personalization strategies. Quick-Start Implementation Programs Kasama offers rapid deployment programs for Agentforce (Salesforce) B2C and B2B Commerce, Order Management, and Agentforce Marketing — often deliverable in as little as 6–8 weeks. 7. Thought Leadership & Points of View On AI in Commerce Kasama's perspective: brands need to build their own digital foundation before trying to connect to LLMs for selling. The priority is clean product data, optimized product pages, integrated platforms (OMS, CRM, Commerce), generative engine optimization (GEO), and deep customer understanding — all before pursuing agentic AI checkout. Kasama sees AI-driven personalization (via Salesforce Agentforce and Klaviyo) and composable commerce as the two biggest near-term trends they're helping clients capitalize on. On Shoptalk 2026 Kasama attended Shoptalk 2026 in Las Vegas and was a proud donor to the eCommerce Fight for Charity (benefiting Charity: Water, Doctors Without Borders, American Cancer Society). Key takeaways: nobody has agentic AI in retail fully figured out yet (which is driving genuine collaboration), consumers aren't yet widely adopting agentic AI shopping behaviors, but brands like Gap and Sephora are getting tactical with specific AI use cases. Human connection and physical retail remain critically important alongside automation. On Team Alignment & Multi-Partner Implementations Kasama advocates strongly for documentation, process discipline, and ego-free collaboration in multi-team implementations. They emphasize: document everything, limit admin access, identify a primary group to own each project, meet regularly, collaborate on Slack, and look internally when things go wrong. On Salesforce Agentforce Kasama has Manila team members (Salesforce developers Joseph Tatel and Vladz Paguio) attending and recapping Agentforce World Tour events. Kasama positions itself as a partner helping brands implement and optimize Agentforce for agentic enterprise use cases — human + AI agents working together across Commerce, Marketing, Sales, and Service Clouds. On Shop Pay as a Growth Lever Kasama is among the most vocal advocates for Shop Pay as a conversion and AOV driver, particularly on Salesforce Commerce Cloud where implementation requires custom engineering. Their ALICE + OLIVIA and Roots Canada case studies are the core proof points, and their Salesforce Solution Center offering packages this expertise as a repeatable, fixed-cost product. 8. Brand, Culture & Tone Brand Identity Kasama's brand is warm, confident, and slightly playful — grounded in a Filipino heritage that gives it a distinct identity in a crowded agency market. The jeepney (a colorful Filipino vehicle) appears in their logo and has been used as a physical prop at Salesforce Connections (attendees were invited to find the Kasama Jeepney and take a photo for a charitable donation). The brand's Filipino roots are not just cosmetic — the Manila team is central to operations and deeply technically engaged. Tone of Voice Direct, expert, and human. Kasama's content (Insights blog, case studies) avoids corporate jargon in favor of practical, opinionated advice. They use humor and personality (e.g., the "Richard vs. Mark" framework in their team alignment article) while still speaking credibly to enterprise buyers. They lead with outcomes and client voice, not features and specs. Community & Charity Kasama has a notable culture of giving. Mark Rubin competed in an open-ocean charity swim race in the Philippines and Kasama matched donations up to $2,500 for Philippine International Aid. At Salesforce Connections, Kasama donated $10 per photo taken with their Jeepney to PIA. At Shoptalk 2026, they were donors to the eCommerce Fight for Charity (Charity: Water, Doctors Without Borders, American Cancer Society). Philippine International Aid helps 2,500+ Filipino students attend school annually. Key Phrases / Taglines * "Commerce Moves Fast. We Move Faster." * "Kamusta (Hello!)" — site greeting referencing Filipino roots * "Kasama means partner" — core brand meaning * "Service-first care" — recurring differentiator language * "We're obsessed with commerce." — homepage hero 9. Credentials & Recognition * Salesforce Crest Partner (December 2025) — top tier of Salesforce's global partner program * Previously achieved Salesforce Ridge Partner status (intermediate tier) * Shopify Plus Partner — listed in official Shopify Partners Directory * Salesforce AppExchange listing — 50 verified completed projects, 10+ certified experts * Scayle certified partner * OroCommerce certified partner (since August 2024) * Listed on DesignRush agency directory * Navigator specialist certifications across B2C Commerce, B2B Commerce, Data Cloud, CDP Strategy, Service Cloud, and QA, plus industry verticals including food & beverage, mass merchant/department store, specialty/luxury, and broadcasting 10. Contact & Key Links * Website: www.kasamadigital.com * Email: hello@kasamadigital.com * Phone: (877) 527-2621 / (877) KASAMA-1 * LinkedIn: linkedin.com/company/kasama-digital * Salesforce AppExchange: appexchange.salesforce.com (search "Kasama") * Shopify Partners Directory: shopify.com/partners/directory/partner/kasama * AI Readiness Quiz: kasamadigital.com/ai-readiness-quiz * Work examples: kasamadigital.com/work * Insights/blog: kasamadigital.com/insights * Contact form: kasamadigital.com/contact www.kasamadigital.com | hello@kasamadigital.com | (877) 527-2621