On this episode of Mastering E-Commerce Marketing, host Eitan Koter sits down with Reuben Mattinson, the founder and CEO of RJM Tax Exemption, a company that has helped over 5,000 e-commerce businesses simplify their tax operations and focus on growth.

Reuben started RJM six years ago after running into endless hurdles trying to sell products into the U.S. as a UK-based entrepreneur. What began as his own frustration with confusing tax rules turned into a business built to take that stress off other sellers.

Today, RJM Tax Exemption is ranked number one in the U.S. for both tax preparation and company registry on Trustpilot, with nearly 500 five-star reviews, a testament to how many entrepreneurs he’s helped sleep better at night.

In this conversation, Eitan and Reuben talk about what it really takes to stay compliant when selling into the U.S. They break down what “nexus” means, how sales tax actually works across different states, and the common mistakes that can hold up a business sale later on.

They also discuss when to get serious about tax planning, the myths around platforms like Amazon and Shopify handling everything for you, and how international sellers can set up a strong foundation for long-term success.

Beyond the numbers, Reuben shares how his company’s culture, rooted in faith, family, and genuine care, plays a big role in how they operate and why their clients keep coming back.

It’s a calm, honest conversation that turns a complicated topic into something every founder can understand. If you’re building an online brand and want peace of mind about your U.S. taxes, this episode is a great place to start.

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Guest: Reuben Mattinson, CEO at RJM Tax Exemption

Reuben Mattinson’s LinkedIn | RJM Tax Exemption

Takeaways:

• Ruben started RJM Tax Exemption to help e-commerce entrepreneurs with tax complexities.
• Faith, family, and love are core values that guide Ruben's business philosophy.
• E-commerce tax is a niche that requires specialized knowledge.
• Simplifying tax processes is crucial for client peace of mind.
• Determination and perseverance are key traits for entrepreneurs.
• RJM Tax Exemption offers a comprehensive tax solution for e-commerce businesses.
• Understanding nexus is essential for tax compliance.
• Many e-commerce leaders make mistakes regarding sales tax obligations.
• Proactive tax planning can save businesses from future headaches.
• Building trust with clients leads to loyalty and positive reviews.

00:00 Introduction to E-commerce Tax Solutions

02:23 Ruben's Journey and Founding RJM Tax Exemption

06:03 Understanding E-commerce Tax Complexity

08:34 Common Sales Tax Mistakes in E-commerce

10:54 Explaining Nexus and Its Implications

14:24 Sales Tax Registration and Compliance

17:17 Myths About Tax Collection on Marketplaces

19:26 Launching a Foreign E-commerce Brand in the US

21:02 Navigating Tariffs and Market Changes

23:10 Building Client Trust and Loyalty

25:07 Client Success Story and Lessons Learned

27:14 Conclusion and Final Thoughts