Newsletter

Back in 2023, we decided to put on the first Camp A2X. At the time, we felt there was a gap in the accounting event circuit for practices servicing ecommerce businesses. At every event, we noticed that those servicing ecommerce (or building an ecommerce niche) would gravitate towards one another – getting more value out of those interactions than the event content itself. That’s the challenge with accounting events that target practices servicing every industry.

Something strange is happening with in-person events in 2025, especially in cloud accounting and ecommerce. For one, I’m personally getting tons of requests from accounting professionals to share where A2X is going to be. More than any other year. They’re specifically looking for 2 types of events: Targeted toward accounting professionals so they can connect with peers Targeted toward ecommerce businesses so they can connect with potential clients On the flip side, I’ve been hearing chatter about how conferences are losing their charm, where the content is too general and feels recycled year-over-year.

I’ve been in the cloud accounting industry for much of my career, working side-by-side with accountants and bookkeepers to support business owners with their accounting. In this ecosystem, the word “partnership” gets used a lot, especially between vendors and accounting professionals. But over the years, it’s become a loaded term. Why? Unfortunately, it can be misused by vendors who really mean “reseller,” leaving a weird taste in people’s mouths. True partnership comes with expectations: “Are we working towards the same outcome?

Wow, what a year 2024 was for A2X, our customers, and partners! As you ramp up for 2025, we wanted to send a recap of all of the exciting things you might have missed at A2X last year, so that you’re well-equipped for the year ahead. 💪 Scroll through to review: New features we launched in 2024 to make ecommerce accounting more accurate and automated Some exciting A2X milestones A sneak peek of what’s coming up in 2025 If you have a question about anything we launched in 2024, or if you have a request for 2025, respond to this email!

As we wrap up 2024, we’re taking a moment to reflect on what an incredible year it’s been for the A2X team, our customers, and partners. We’ve captured some of our favorite memories within the A2X community in the photos below, and we’re excited to share them with you. Whether you’re an A2X user or simply a reader of this newsletter, you’re part of our community – and for that, we want to say a heartfelt thank you!

In a sea of AI content, we do our best to keep our ears to the ground for the A2X Newsletter and focus on topics we’re best positioned to tackle – a.k.a., anything related to ecommerce accounting. I had initially planned to write about our award-winning Partner Program (look for that in an upcoming newsletter), but coincidentally, a few members of said Partner Program had recently reached out to me with requests for our ecommerce accounting templates and checklists.

You’ve heard plenty from me in the first two editions of the revamped A2X Newsletter, so this time, I’m handing the mic to our incredible community of ecommerce accounting professionals. With the holidays fast approaching, your ecommerce clients are in the thick of it: Black Friday and Cyber Monday sales, increased ad spend, a spike in returns, and more. This is their make-or-break season. But what happens after the rush, when it’s time to account for it all?

Intuit Connect is the biggest cloud accounting event of the year – and if you’re an accounting professional, it’s an event that’s worth paying attention to (even if you were unable to attend). In this second edition of the A2X Newsletter, I’ll share my observations at the event, the themes and general vibe, and how it all relates to the world of ecommerce accounting and the role of accountants and bookkeepers within it.

As the Head of Marketing at A2X, I get the opportunity to talk with accounting and bookkeeping practice owners every day. Over the past few months, the consensus has been clear: marketing your practice feels harder in 2024. If your efforts aren’t getting the traction they used to, you’re definitely not alone. Here are just a few of the comments I’ve heard from accounting professionals in the past year: “Search traffic to my site and blog is constantly fluctuating and going in the wrong direction.