# Equity Value Advisors: commerce governance for investors, boards and brand executives

Equity Value Advisors is the board and advisory practice of James Thomson, a former Amazon executive. It advises PE investors, boards and brand executives on commerce governance: ecommerce economics, marketplace and Amazon risk, channel control, diligence and exit readiness, and agentic commerce readiness.

Source: https://equityvalueadvisors.com/

## How to work with Equity Value Advisors

- **Independent board director.** Independent director roles for PE-backed consumer, ecommerce and marketplace companies.
- **Commerce governance advisory.** Advisory for PE sponsors, boards and executives on ecommerce economics, marketplace and Amazon risk, channel control and decision rights.
- **Ecommerce due diligence and exit readiness.** Support for investors and management teams on ecommerce diligence workstreams, 100-day plans and preparing for buyer diligence.
- **Waggle Index™: Agentic Commerce Readiness.** Assessment of how prepared a consumer brand is for AI shopping agents, covering product truth, discovery, distribution control, economics and governance.
- **Location and contact.** Mercer Island, Washington (Seattle area); james@jamesthomson.com

## For PE investors & boards

Is digital commerce strengthening the investment thesis? Understand where ecommerce growth creates value, where marketplace or channel dependencies are becoming material, and whether governance will hold up through diligence.

- [Ecommerce board governance](https://equityvalueadvisors.com/ecommerce-board-governance/)
- [Ecommerce due diligence](https://equityvalueadvisors.com/ecommerce-due-diligence/)
- [Amazon concentration risk](https://equityvalueadvisors.com/amazon-risk-for-boards/)
- [Ecommerce metrics for boards](https://equityvalueadvisors.com/ecommerce-metrics-for-boards/)
- [Agentic commerce in diligence and valuation](https://equityvalueadvisors.com/agentic-commerce-private-equity-due-diligence-valuation/)

## For brand executives

What changes when AI agents become a commerce intermediary? Prepare the brand for software that influences discovery, comparison and purchase before the consumer reaches a brand or retailer.

- [Brand control in agentic commerce](https://equityvalueadvisors.com/agentic-commerce/brand-control/)
- [Product data for AI agents](https://equityvalueadvisors.com/agentic-commerce/product-data/)
- [Channel control and unauthorized sellers](https://equityvalueadvisors.com/channel-control/)
- [Marketplace governance](https://equityvalueadvisors.com/marketplace-governance/)
- [Who owns the customer when an AI agent buys?](https://equityvalueadvisors.com/who-owns-customer-relationship-ai-agent-purchase/)

## Frameworks

- [The Agentic Commerce Control Model](https://equityvalueadvisors.com/agentic-commerce/control-model/): Seven controls for deciding what to retain, delegate and govern as AI agents mediate commerce: product truth, brand representation, distribution, customer, economics, permission and risk, and governance.
- [The Board Commerce Health Check](https://equityvalueadvisors.com/ecommerce-board-governance/#health-check): Seven questions that expose where commerce risk is becoming material.
- [Waggle Index™: Agentic Commerce Readiness](https://equityvalueadvisors.com/agentic-commerce/readiness/): Assess product truth, discovery, transactions, economics and governance before AI shopping scales.

## More

- [All insights](https://equityvalueadvisors.com/insights/)
- [About James Thomson](https://equityvalueadvisors.com/about-james-thomson/)
- [Index for AI tools](https://equityvalueadvisors.com/llms.txt)