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Jayden Clark sold his first ecommerce business for £500,000 — and the decision came to him during a 90-minute massage.

Two and a half years earlier he'd started it in the evenings around a job at Sky. It hit seven figures in year one and got both him and his wife out of corporate work. It also had nothing holding it up underneath. Jayden had built the demand engine and skipped the operations, and the gap between what the business sold and what it could actually support kept widening until he broke.

In this episode he's unusually straight about what that cost him — he reckons another 18 months of operations work would have made it a seven-figure exit — and about what the fund that bought him taught him during a six-month earn-out he didn't want. He then walks through how he's building Camper Nation differently, including why a 0.3% conversion rate is deliberate, why he stopped selling his second best-selling brand, and the lead magnet sequence he'd run if he were starting tomorrow.

In this episode

• 04:20 — From ten years at Sky to seven figures in year one
• 15:19 — Building the demand engine and skipping the operations
• 17:36 — The massage that ended the business
• 21:10 — The two non-negotiables in business number two
• 25:37 — Why a 0.3% conversion rate is the plan
• 33:33 — Why nobody turns up to the lead magnet workshop
• 39:10 — Most conversion problems are traffic problems
• 44:40 — How to build your first lead magnet

The Gap That Breaks Founders (15:19)Jayden's strength is demand — ads, SEO, everything up to conversion. So he pushed demand, and kept pushing, while the operational side went unbuilt.

"What I am not very good at and what I don't enjoy is what happens after the sale. And so you keep doing this, this, this with the demand, and the gap between what the business is doing and what the business can realistically sustain just gets bigger and bigger and bigger." — Jayden Clark

Financial pressure made it worse. With two corporate salaries gone and roughly £10,000 a month needed out of the business, every profit increase became a choice between hiring help and banking the security. He kept banking it and working the extra hours.

The 90-Minute Massage (17:36)Two years in, a spa day after his UK wedding ceremony. Ninety minutes, no distractions, and a head full of liabilities and bad hires.

"For me at this time that was like hell, because it was 90 minutes in silence with my own thoughts, thinking about all the liabilities that exist." — Jayden Clark

He came out and said he needed to sell — not because the offer was right, but because he couldn't face the work required to make the business sustainable. The fund that bought it made him stay six months, because he'd built a business only he could run. That earn-out became the operations education he'd never had.

Why 0.3% Conversion Is Deliberate (25:37)Camper Nation converts at 0.3–0.4% against a 1–2% benchmark, with an average order value around £2,000. At that price the scoreboard changes — Jayden runs the business on traffic-to-lead conversion, not traffic-to-purchase.

The mechanic is concrete. A customer wants an awning but fears ordering the wrong one. So Camper Nation asks for the registration and vehicle type, returns a guaranteed-compatible list, and covers return shipping if it's still wrong.

"If they don't feel confident that awning is right for their vehicle, no matter how many times you bombard them with the product and more traditional remarketing, they are never going to get to the point where they're ready to purchase." — Jayden Clark

Most Conversion Problems Are Traffic Problems (39:10)When people bring Jayden a conversion problem, he says at least two times out of three the real issue is the intent of the traffic arriving. Someone searching for a sleep supplement with two specific active ingredients is a different buyer from someone searching for help sleeping better.

"You can optimise on-page and conversion rate and lead magnets as much as you want, you are always going to be running uphill if your traffic source is not intended correctly." — Jayden Clark

Jayden's Lead Magnet Sequence (44:40)1. Pick one product — the one you'd sell if you could only sell one thing tomorrow 2. Describe the dream lead in five specifics 3. Reverse-engineer which searches and channels put that person on the page 4. Write down what they don't know and what's blocking them 5. Build the lead magnet around the single biggest blocker, and give away enough that it feels uncomfortable 6. Serve the first leads manually, then automate what works

Also mentioned* George Bryant on the APPLE framework — the nurture-sequence approach Jayden recommends

Today's GuestToday's guest: Jayden Clark Company: Camper Nation Website: campernation.co.uk LinkedIn: Connect with Jayden on LinkedIn Email: jayden@foundersclubhouse.co.uk YouTube: Jayden Clark Ecom Community: 1% Ecom Club (on Skool)

Episode link: https://www.ecommerce-podcast.com/the-90-minute-massage-that-cost-him-half-a-million-with-jayden-clark

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Bawar Ahmad has bought around 70 ecommerce businesses in six years, and the first thing he does after the money clears isn't marketing. It's ringing the vendors.

SummaryBawar Ahmad co-founded Ecomma, a Dubai-based micro private equity firm that buys, scales and sells Shopify businesses. Around 70 acquisitions and 60 exits later, with a team of 40 and a target of 30 to 36 more acquisitions this year, he has turned what most people treat as a once-in-a-lifetime event into a repeatable system.

He walks Matt through the 12 to 15 "value drivers" his team runs on every store they acquire, why valuation comes down to just two things, and the mistake that quietly costs sellers a chunk of their exit. He also explains how Ecomma gets from first questionnaire to cash in the seller's bank in 14 to 20 days when the industry standard is three to four months.

Matt, who has bought and sold ecommerce businesses on very different terms, pushes him on the other side of the coin, which is growth by acquisition. If you're turning over a million and want to get to five, should you double from scratch or go and buy someone?

• 00:00 — Welcome, and two ecommerce dinosaurs meet
• 03:22 — Seventy acquisitions in six years
• 06:11 — The first deal, a declining shoe brand bought before Black Friday
• 10:04 — What happens in a seller's head once they decide to sell
• 12:28 — Choosing an advisor, and the clean-financials red flag
• 16:02 — Normalisation, SDE and the tax conundrum
• 17:51 — Fourteen days from questionnaire to cash in the bank
• 20:09 — Asset purchase or share transfer on sub-$2m deals
• 24:06 — Profit, risk, and the value drivers that run on day one
• 29:11 — Voice marketing as the third retention channel
• 32:48 — Where to start if you want to buy a business
• 35:25 — Due diligence is for understanding, not just verifying
• 38:32 — When the brand is built entirely around the founder
• 41:09 — Buy for the audience, not the niche
• 46:52 — Structuring a deal when you buy a competitor
• 50:31 — What Ecomma buys, and the free exit-prep checklist
• 53:22 — Saving the best till last, get your data room ready

(Chapter markers aligned to the episode video.)

The Day-One Phone Calls That Move the Numbers (24:06)Valuation comes down to two things in Bawar's model, profit and risk. Ecomma either grows one or removes the other, and about 20% of the time they add value without touching profit at all — building a team, adding backup suppliers, getting better contracts in place, removing the dependencies a buyer would discount for.

The rest is a standardised playbook of 12 to 15 value drivers, and the first one he gives away is negotiating costs down. On day one, the team rings every vendor on the account. The Klaviyo bill, the PayPal transaction fee, the supplier, the 3PL. Then they ask for better pricing.

"You'll be surprised how much of the vendors were like, we're waiting for this call for some time." — Bawar Ahmad

He reckons that alone moves profit by roughly 20% almost overnight. On the payments line specifically, his framing is blunt.

"So on PayPal, we've added 20% of valuation on the first day." — Bawar Ahmad

The next two drivers are marketing ones.

• Creative volume. If a brand is shipping 8 new videos a month on Facebook, Ecomma pushes it to 20 or 30 and expects ROAS to follow.
• Untapped retention channels. SMS flows and campaigns get switched on, then voice.

Stack enough of those small percentages and, in his words, before you know it you've doubled the business in 90 days. His stated average across the portfolio is a 150% uplift in 90 days.

Don't Assume the Sale (10:04)Bawar says he sees the same sequence in about 90% of sellers. Life changes, they Google whether they can sell, they land on a valuation form promising a big number, they list, and the interest floods in. Then, 30 or 50 conversations later, the buyers go cold and the seller starts drifting away from the business.

That's where the damage happens. New creative doesn't get made. The influencer deal gets shelved. Inventory doesn't get reordered. Performance dips, and buyers can read a declining chart as well as anyone.

"You don't want to run the business as you're gonna sell it." — Bawar Ahmad

The example he gives is illustrative rather than measured, but the shape of it holds. A business doing $100,000 profit a year at a 3x multiple is a $300,000 exit. Let performance slide during the sale process and that same business might fetch $150,000. Two or three more months of running it properly is, on his maths, worth the difference.

Clean Financials Beat a Good Pitch (12:28)Bawar's third seller mistake is the one he came back to at the end of the episode when Matt asked for the best advice he hadn't yet given. Plenty of brands doing millions a year are still run on Google Sheets, with the car lease and the Uber Eats going through the same entity as the stock.

"It's just a red flag." — Bawar Ahmad

Buyers at this level often aren't ecommerce natives, so messy books make a business hard to underwrite and easy to walk away from. His fix starts at least a full financial year before you go to market.

• Separate every personal cost out of the business
• Get a proper P&L, balance sheet and cash flow reporting in place
• Keep the bookkeeping current and the invoices tidy
• Have the SOPs, systems and team documented alongside the numbers

Matt raised the obvious British objection, which is that a limited company owner legitimately puts as much through the business as possible to reduce their tax bill, and in doing so reduces the profit their valuation is built on. Bawar's answer is normalisation. Costs that are genuinely personal get added back as seller discretionary earnings, or SDE, and the valuation reflects the real economics — but that only works if the books are clean enough to prove it.

"You have to start thinking as an asset. This is a business, this is a system, it's not a lifestyle business." — Bawar Ahmad

The preparation argument runs into deal speed too. Both of them have a phrase for it.

"Time kills deals." — Bawar Ahmad

"Deals are like concrete — the longer you leave them, the harder they get." — Matt Edmundson

That's what the data room is for. If a buyer asks a question and the answer takes three or four days to dig out, the deal cools. If the answer takes five minutes, it doesn't.

Fourteen Days, Not Four Months (17:51)From the moment a seller returns Ecomma's questionnaire to cash hitting their bank is 14 to 20 days on average. An offer goes out within 24 hours of getting access, due diligence takes seven days, contracts add a couple more, then handover.

Bawar is clear that this isn't standard. A normal go-to-market process runs three to four months, and Matt's own exits have taken six. The gap exists because most buyers don't understand ecommerce well enough to move quickly, so they compensate with time and paperwork. Knowing the model means knowing which checks actually matter.

One structural note for anyone selling. Around 99% of deals below $2m are asset purchases rather than share transfers, so the buyer takes the assets and leaves the entity, its contracts and its history behind. Matt's caveat is that the tax treatment differs between the two, so talk to your accountant before you decide.

The Third Retention Channel (29:11)Almost every Shopify store has an abandoned-cart email flow. A smaller number have SMS. Bawar's argument is that voice AI is arriving as the third one, and that 95% of brands haven't turned it on.

The mechanic is straightforward. Someone adds to cart and leaves, and roughly ten minutes later an AI agent phones them. It might be one in the afternoon, it might be one in the morning.

"These agents, the softwares never sleep." — Bawar Ahmad

The agent asks what they were looking for, hears the answer, and offers the discount code. Ecomma sees it add around 5% to revenue. The side benefit is the recordings, because you get to hear a mother buying a toy for a ten-year-old explain in her own words why she was on the site, which is intelligence that paid ads and email don't give you.

He expects it to be as ordinary as email within three years. Matt's gentler on-ramp for anyone nervous about letting AI talk to their customers is the voice memo, sent over SMS or WhatsApp, recorded by an actual human on the team.

Buying a Business to Grow Your Own (41:09)For an operator doing a million a year who wants to get to five, acquisition is the other route. Bawar's filter for what to buy is not the product category.

"I would just go with audience first." — Bawar Ahmad

A skincare brand serving 35-year-old women with acne shouldn't buy a phone case company for the extra revenue, and shouldn't buy a mascara brand either, because that's a different customer wearing the same label. It should buy the supplement brand those same women are already asking about, and build around the audience rather than the niche.

Matt's live example is a vegan supplement business whose customers keep asking for two things, electrolytes and protein. The electrolytes are developed. Protein quotes from manufacturers came back in the hundreds of thousands of pounds to get started, which makes buying or merging with an existing vegan protein brand the live question.

Three things Bawar would tell a first-time buyer.

• Set aside 5% of the transaction for advice. On a $1m business, that's about $50,000. Rushing to the wrong advisor is the second most common mistake he sees.
• Use due diligence to understand, not just to verify. The seller has three or four years of hard-won knowledge about which buttons, which suppliers, which price points. Go in blind and you'll be a step behind them permanently.
• Run strategy sessions with the team before any money moves. Sit down with the people who'll be doing the work and talk through what happens if the deal completes.

"Put emphasis as the owner or as the buyer more on the understanding and let your advisors do the verifying." — Bawar Ahmad

Two risks he's paid for personally. The first is founder-led brands. Ecomma bought one built entirely around its founder, kept her on a compensation package with everything on contract, and watched the money change her plans anyway — holiday, thoughts of children, video quality and involvement falling away. A two-month dip, then another month or two to recover after replacing her. Now they either ask the founder to make themselves replaceable and prove the business runs without them, or they leave it alone.

The second is culture. When you buy a competitor and keep the owner involved, put a call or put option into the structure so there's a clean way out if you don't sync. Matt spends real time assessing values and culture before a deal for the same reason. Bawar's own preference is simpler.

"I think it's cheaper than figuring out the culture." — Bawar Ahmad

Today's GuestBawar Ahmad is a Founder at Ecomma, a Dubai-based micro private equity firm that buys, scales and sells Shopify businesses. He co-founded it with Wieger Sietsma after running Young Metrics, a paid-media agency that worked with around 400 ecommerce brands. He holds an econometrics degree from Erasmus University. Ecomma has completed roughly 70 acquisitions and 60 exits in six years, with a team of 40 and a target of 30 to 36 acquisitions this year.

• Website — ecomma.co
• LinkedIn — Bawar Ahmad
• Email — bawar@ecomma.co

What Ecomma buys — brands doing between $30,000 and $1m a month in revenue, not seasonal, profitable for at least a year, and trading for more than a year.

Free from Bawar — email him at bawar@ecomma.co (that's .co, not .com) and he'll send over his due diligence and exit-prep checklist, covering how to get your business ready before you go to market and the pitfalls to watch for. There's also a valuation calculator on the Ecomma website at ecomma.co.

About the eCommerce PodcastThe eCommerce Podcast helps you deliver ecommerce WOW with real talk about building online stores. Matt Edmundson talks to experts and founders who've built the stores and learned the hard way, so you don't have to.

Subscribe at ecommerce-podcast.com for a new episode every Thursday.

Episode link: https://www.ecommerce-podcast.com/hes-done-70-acquisitions-day-one-he-calls-paypal-with-bawar-ahmad

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Amazon is shrinking product titles to 75 characters from 200, enforced 27 July 2026, and Carolyn Lowe explains exactly what to fix first.

SummaryCarolyn Lowe spent years at Dell — including running the consumer side of Dell.com — before leaving corporate life to build ROI Swift, an Austin agency that helps consumer brands grow profitably on Amazon. In this episode she and Matt dig into the single mistake she sees most often, which is founders throwing more money at ads when the real problem sits somewhere else entirely — a weak product page, a poor main image, or a listing the algorithm can't read.

She shares the numbers behind her thinking, from the 18–20% of ad spend most brands are quietly wasting to the 25% packaging saving she found for one client, and the clean rule she keeps coming back to, which is that the main image drives traffic while the content drives conversion. There's also a hard deadline every Amazon seller needs to act on, plus why she prefers affiliates over influencers and why Amazon Business is worth a look.

• 00:00 — Welcome and two ecommerce "dinosaurs" meet
• 06:13 — Why more ad spend usually burns money
• 13:12 — Agencies that think like owners
• 23:48 — Grading a listing A to F and the 75-character title cut
• 26:20 — Main image drives traffic, content drives conversion
• 32:00 — Why Amazon is shrinking product titles
• 34:55 — Launching her own brand with Vine and TikTok affiliates
• 40:05 — Where AI actually helps on Amazon
• 45:20 — Saving the best till last, SKU analysis to Amazon Business

(Chapter markers aligned to the episode video.)

Why Throwing More Money at Ads Usually Backfires (06:13)Carolyn's view is that most brands reach for the ad budget when sales dip, when the fundamentals are what actually need fixing. If a website isn't converting at 2–3% with an average order value under $100, or an Amazon listing isn't converting at 15–20% or higher, more spend simply pours good money after a bad page.

"If your website isn't converting at 2 to 3% and your AOV is less than $100, go back and fix your product pages." — Carolyn Lowe

She points to the 18–20% of ad spend she routinely sees wasted. On a £30,000-a-month budget, that's roughly $6,000 a month set on fire. One example she gives is a women's fertility product whose automated software kept spending on "dog, cat, horse, pet" keywords, which is why ROI Swift uses AI to analyse the data but keeps a human in the loop to make the call.

The Amazon Title Change Every Seller Needs to Action Before 27 July (23:48)The most time-sensitive point in the episode is Amazon's move to shorten product titles. Titles are dropping to 75 characters (including spaces), down from 200, with enforcement from 27 July 2026. The change applies to all categories except media, and it's largely driven by mobile, which now accounts for the majority of Amazon traffic.

What sellers need to know:

• Over-length titles get auto-rewritten by Amazon's AI if they aren't fixed
• Only brand-registered sellers get a 14-day review window to adjust
• Amazon has added a new Item Highlights field (around 125 searchable characters), so total indexable space stays close to 200

Carolyn's advice is to go back in now, rewrite titles to be compliant and intentional, and get the most important product details in first — before Amazon does it for you.

Why Your Main Image Drives Traffic and Your Content Drives Conversion (26:20)This is the cleanest framing in the episode. The main image is what earns the click in a crowded search result, so it's a traffic lever. The content further down the page is what turns that click into a sale, so it's a conversion lever.

"Your main image is going to get you more traffic. Your content is going to get you more conversion." — Carolyn Lowe

Carolyn shares a worked example. Changing a main image from a pair of shorts on their own to the same shorts worn on a person — so buyers could see whether they were 5, 7 or 9-inch — lifted conversion by around 30%. A follow-up change to the content added roughly 12% more, with no extra ad spend. Her category-by-category tips include putting the product next to its box to signal a legitimate brand over cheap knock-offs, and showing the fruit a flavour is based on so shoppers can imagine the taste.

What It Means to Hire an Agency That Thinks Like an Owner (13:12)Carolyn's differentiator is that ROI Swift thinks like owners rather than vendors, looking at the whole business instead of just the ad account. That's how they spotted a packaging change that saved one brand 25%, switching floss picks from a bag to a box and taking $1 off every unit across 200,000 units a month.

It shows up in how they charge, too — a retainer to keep five specialists working on each account, plus a share of the brand's growth, so incentives are aligned. Their four core values run through the whole approach.

• Care about what you do
• Make it better
• Always be learning
• Glass-half-full mindset

"We sort of are in the business of making other people millionaires and billionaires." — Carolyn Lowe

Before they wrap up, Carolyn's parting tips are to start with a SKU-level benchmark of where a brand is today, and not to sleep on two growth channels — TikTok Shop and affiliates (she backs paying on sale over paying influencers for visibility), and Amazon Business, where 96 of the top 100 Fortune brands hold accounts and over $30 billion is transacted.

Today's GuestCarolyn Lowe is the CEO and Co-Founder of ROI Swift, an Austin-based agency that helps consumer brands scale profitably on Amazon. ROI Swift has worked with 150+ brands and generated more than $100M on Amazon. Before founding the agency, Carolyn spent years at Dell, running a large division and the consumer side of Dell.com. She is also the author of Business Growth Do's and Absolute Don'ts and a licensed pilot.

• Website — roiswift.com
• LinkedIn — Carolyn Lowe
• Book — Business Growth Do's and Absolute Don'ts

Carolyn has also offered a free one-page listing audit for any listener doing $5,000 or more on a single Amazon product page.

About the eCommerce PodcastThe eCommerce Podcast helps you deliver ecommerce WOW with real talk about building online stores. Matt Edmundson talks to experts and founders who've built the stores and learned the hard way, so you don't have to.

Subscribe at ecommerce-podcast.com for a new episode every Thursday.

Episode link: https://www.ecommerce-podcast.com/is-amazon-cutting-your-product-titles-to-just-75-characters-with-carolyn-lowe

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Direct mail to your warm customers pulls four to five times the response of email, and most ecommerce brands aren't using it at all. This week Matt sits down with Daniel Dunn, CEO and co-founder of Paper Planes, to make the case that the letterbox is the reactivation channel hiding in plain sight.

SummaryDaniel Dunn spent years working on Tesco Clubcard data strategy before co-founding Paper Planes, a direct mail platform built for DTC ecommerce. (For anyone outside the UK, Tesco is the country's biggest supermarket and Clubcard is its loyalty scheme, one of the richest customer datasets in British retail.) His argument is simple. Most brands lean entirely on email and SMS to work their first-party data, yet a big chunk of that database never opens, clicks, or responds. Those people are prime for something tangible in the post.

Matt, who cut his teeth in direct marketing in the late '90s, digs into how the channel has changed. Dan explains why mail to warm customers outperforms email, how a single abandoned-cart postcard nudges buyers back, why hyper-personalisation lifts basket spend, and the second-purchase problem that has become the biggest challenge in DTC since COVID. There's also the Clubcard truth that one loyal customer is worth thirteen who just trial your brand once.

If you're planning your channel mix around email alone, this conversation will change how you think about where mail fits.

Why Mail to Warm Customers Beats EmailDan's core point is about saturation. In the hour it takes to record the show, your inbox collects twenty or thirty emails. The postman, meanwhile, delivers three letters and won't be back for a couple of days. That scarcity is exactly why mail cuts through.

"In the hour it takes us to do this podcast, we'll have received 20 or 30 emails, whereas the postman came and delivered three letters, and I won't see that man again for another couple of days." — Daniel Dunn

The results follow. When you send physical mail to warm customers, such as postcard follow-ups for abandoned baskets or A4 mailers to win back lapsed buyers, Dan says the response is at least four to five times higher than email. Email should still sit at the front of your strategy because it's a high-ROAS channel, but complementing it with something physical is where the value compounds.

• Email first, because it's cheap and personalisable and works for certain segments
• Mail for the people who've gone quiet and stopped engaging with email
• A multichannel follow-up creates more value from the same customer than any single channel

The Abandoned-Cart Postcard That Lands on Day SevenDan walks through the mechanic. A customer fills a basket, then life gets in the way. The usual email flow fires at two hours, twenty-four hours, and seventy-two hours. If they still haven't come back, that's the moment to trigger a postcard, roughly on day three, so it lands around day seven.

The clever part is the tracking. Because Paper Planes tracks off the Shopify or Magento checkout, there's no need for a QR code, a discount code, or a microsite. You know who you triggered and roughly when they'll return, so the moment they hit the checkout you can see it. And if they come back via email first, they're stripped out of the postcard targeting, so you never waste the send.

"The beauty of tracking today off Shopify and Magento is you don't have to rely on a QR code, a discount code, or a microsite." — Daniel Dunn

This answers the two big objections to mail in one go. Cost, because you're mailing the handful of people who didn't complete checkout rather than your whole list. And relevance, because digital printing lets you hyper-personalise the card around the exact products the customer looked at. On average, Dan says getting the right product combinations in front of people lifts basket spend by 25 to 30 percent. His favourite example is a pet-supplier surprise-and-delight card featuring the customer's actual pet, "Stanley, it's your birthday," using an image already on file.

The Real Prize Is the Second PurchaseAbandoned-cart recovery is where most brands start, but Dan thinks the bigger opportunity is elsewhere. Since COVID, the hardest problem in DTC has been moving one-time buyers out of what he calls the "nursery programme" and onto a second purchase as quickly as possible.

"You'd be amazed how valuable direct mail is at bringing people back for that all-important second purchase." — Daniel Dunn

Mail recovers these second-purchase customers at rates you can't match through Meta, TikTok, or email. From there, Dan loves a loyalty play, trading people up into tiers and telling VIP cohorts about a launch first to build buzz. And it doesn't have to cost margin. Reminders and status messages, such as "here's how many points you have" or "thank you for being a valuable customer," can work as well as ten percent off. The rule throughout is test and learn.

That connects to the Clubcard truth Dan keeps coming back to. One loyal, committed customer is worth thirteen who trial your brand once and move on. So don't turn your back on your first-party data, and if you follow up on it, use personalisation, because that's where the extra sales come from.

You Don't Need Scale to StartThe old barriers, a list of 100,000 people and a couple of million in turnover, are gone. Dan's advice now is to plan mail into your channel mix from day one, the same way you'd plan SMS, so you understand how it works alongside email before you need it at scale. Paper Planes is releasing a Shopify app this summer that lets brands set up campaigns on templates with a small amount of free credit each month to dip a toe in the water.

Today's GuestDaniel Dunn is the CEO and co-founder of Paper Planes, a direct mail and postal marketing platform built for DTC ecommerce brands. He's Vice Chairman of the DMA Print Council, previously worked on Tesco Clubcard data strategy, and runs a monthly newsletter on direct mail trends. He's based in East London, originally from Birmingham.

• Website — paperplanes.co.uk
• LinkedIn — Daniel Dunn (search "Daniel Dunn Paper Planes")
• Email — daniel.dunn@paperplanes.co.uk

About the eCommerce PodcastThe eCommerce Podcast with Matt Edmundson is a weekly show for anyone building an online business, whether you're just starting out or running a multi-million-pound brand. Every week Matt sits down with founders and experts to dig into what actually works, from marketing and tech to story, growth, and the day-to-day of running a store.

• Full show notes and back catalogue — ecommerce-podcast.com
• Join the free eCommerce Cohort — a free, application-only community with monthly virtual sessions and regional groups. Apply at ecommerce-podcast.com
• Subscribe to the newsletter — at ecommerce-podcast.com
• Follow Matt on social — @mattedmundson

If you're part of the AI community, ask Sam to put you in touch with Dan and to help you think through direct mail ideas for your business.

Episode link: https://www.ecommerce-podcast.com/can-old-school-direct-mail-beat-email-marketing-in-ecommerce-with-daniel-dunn

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There are thousands of software companies chasing the same small pool of brands on Shopify, and AI is quietly dismantling the bloated app stacks those brands built. Neal Goyal has spent eight or nine years inside ecommerce software, leading sales teams at names like Tapcart, and he now advises five or six earlier-stage software companies on how to grow. From that vantage point he's watching the "uninstall rate" surge as founders ask a new question of every app they pay for. Do I even need a tool for this at all?

In this conversation Neal walks through how the ecosystem commoditised in three waves, why agentic commerce is about to change the rules again, and why the answer for anxious founders is bracingly old-school. Stop chasing the shiny object, do the Business 101, and invest in the human relationships AI can't fake. Matt shares how his own software subscriptions have roughly halved while the amount his team builds with Claude Code has doubled, including a mobile conversion rate now 400 to 500% higher after a few hours of work.

In this episode [13:38] How so many apps ended up chasing so few brands * [23:04] The great uninstall and why brands are tearing apps out * [26:26] Shiny object syndrome and the case for Business 101 * [29:30] What the app stack can't replace * [45:02]* Neal's single best tip for anyone in the ecosystem

How So Many Apps Ended Up Chasing So Few Brands[13:38]

To understand why app stacks are collapsing, you have to understand how they got so big. Neal breaks the commoditisation of ecommerce software into three waves.

The first was COVID. Brands on Shopify went from two million to four million "in a hot second", and an equally fast race kicked off to build the software companies that served them. The count roughly doubled from 5,000 to 10,000 almost overnight.

The second wave was AI as an engineering tool, around early 2023. Suddenly four people in a basement could ship a compelling, high-quality product in 90 days and offer it cheaply. Every category, from loyalty to reviews to mobile apps, got disrupted by a player built almost overnight. The count climbed again, from 10,000 to 15,000 in roughly a year.

The third wave is the one we're in now, and Neal thinks we're only at the start of it. Part of it is agentic commerce, the idea that forcing a customer to visit a website, add to cart and fill in checkout details is already starting to feel archaic.

"We don't really know what it's gonna be today. All we know is it's gonna be different than it is today." — Neal Goyal

The other part is what's already on your desk. The ability for the average person, with no engineering background, to build their own software. The effect of all three waves is the same. There is an alternative for everything, loyalty is thin, and a brand can sign off a tool as fast as it signed on.

The Great Uninstall and Why Brands Are Tearing Apps Out[23:04]

Most Shopify brands didn't start with a business background. They started at the kitchen table with a dream and a Shopify account, and they figured it out as they went. Neal describes it as building the plane while they flew it, "like putting duct tape on the wings as it's taking off." Every new challenge, from COVID to tariffs to iOS 14, was met by looking left and right and asking the person next to you what they were doing.

AI hasn't changed that instinct. It's supercharged it.

"We've all become superhuman in our own light." — Neal Goyal

The reflex that used to be "which tool solves this?" is now "do I even need a tool for this at all?" And the result is showing up in the numbers.

"The uninstall rate of software tools in the last 90 days is huge." — Neal Goyal

Brands are quietly asking of each subscription, do I really need this, was my business really suffering without it, what value is it actually giving me. Neal is clear this isn't a bleak picture. It's a shift in mentality happening across the ecosystem, and he expects that mentality to look different again 90 days from now.

Shiny Object Syndrome and the Case for Business 101[26:26]

The ecosystem suffers from a chronic condition Neal calls shiny object syndrome, and AI is its newest and brightest object.

"You bat your eyes and all of a sudden, next thing you know, you have this incredibly bloated tech stack." — Neal Goyal

The temptation right now is to believe that if you're not adopting every new AI tool the moment it lands, you're falling irreversibly behind. Neal doesn't buy it. There will be early adopters who benefit and pull ahead, but the learning curve is going to be gradual, because this is not a fad passing through.

"At the end of the day, we are still selling a physical good here. We're still selling a t-shirt. We're still selling a supplement." — Neal Goyal

His advice for the anxious founder is the opposite of urgency. You're almost certainly not behind. You only feel that way because of the few loud voices on LinkedIn and Instagram talking about it. The danger isn't that you're too slow to adopt AI. It's that you chase the shiny object instead of doing the unglamorous Business 101 that actually moves the needle.

What the App Stack Can't Replace[29:30]

If software is commoditising and stacks are shrinking, what's left to compete on? Neal's answer is the part most people assume AI makes obsolete. The human stuff. As tools get more similar, the decision about which one to buy comes down to something basic.

"There's a lot of similar software like this being built, but I like those people more. They're really responsive, they're really kind." — Neal Goyal

As budgets tighten, a lot of software companies are cutting exactly the customer-facing people who build those relationships. Neal argues that's precisely the moment to do the reverse. He puts his own money where his mouth is. Of the ten largest deals he's closed in recent memory, he went and met all ten in person. Ten out of ten. Email, meanwhile, "is eroding, or completely eroded already, as a trust channel." When thousands of companies flood the same small pool of inboxes, the inbox stops being a place anyone trusts.

So the bet he's advising his clients to make is the counterintuitive one. Give before you take. Win attention rather than compete on features.

"We're not in the business of competing against other providers in the space for that brand's business. We're in the business of competing against every other software company for attention." — Neal Goyal

His single best tip, saved for the end, doubles as the whole philosophy. Forget the textbook and go strike up 20 interviews with operators who live and breathe this work. Walk in their shoes and you'll learn more than any course could teach you. He should know. He has an MBA in marketing and says the 20 conversations taught him more than the degree ever did.

Today's GuestToday's guest: Neal Goyal

Company: SaaS Class

Website: http://saasclass.io

LinkedIn: Connect with Neal on LinkedIn

Episode link: https://www.ecommerce-podcast.com/how-ai-is-quietly-killing-your-ecommerce-app-stack-with-neal-goyal

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Most Amazon sellers who try Walmart copy their listings straight across — same title, same bullet points, same ad campaigns — and wonder why it doesn't work. Andrew Deramo has spent seven years on Amazon and now puts 40% of his working time into Walmart. His argument is simple: Walmart is its own search engine, its own customer base, and its own opportunity. Sellers who treat it like a second Amazon are leaving money on the table.

In this episode, Andrew walks through the strategy he uses with his own products and his clients at SellTru — from building platform-specific listings to using Walmart's account managers to place products on virtual shelves, running flash deals and tentpole events to build organic rankings, and eventually cutting paid advertising altogether once those rankings hold.

Key Topics* 06:11 — Why copy-pasting Amazon listings onto Walmart quietly undermines brands moving across * 09:59 — Why Walmart is far less competitive than Amazon (and could win long-term) * 18:16 — The Walmart account manager (something Amazon simply doesn't offer) and what virtual shelf placement actually means * 26:24 — Flash deals, tentpole events, the commission rebate system, and why you can switch off PPC once you rank * 33:12 — Importing Shopify reviews onto Walmart listings, and why conversion matters more than the algorithm question * 35:54 — The wholesale opportunity — finding Amazon brands absent from Walmart and becoming their Walmart seller

Treat Walmart as Its Own Search EngineAndrew's central point is that Walmart and Amazon are distinct search engines — different keyword volumes, different customer intent, different listing requirements. The titles are structured differently. The bullet points are structured differently. The keywords that perform well on one platform do not automatically perform well on the other.

The practical implication is that a brand moving onto Walmart needs to build a Walmart-specific listing from scratch, using Amazon data as a starting point to be checked and adjusted against Walmart search data. Andrew is direct about why this matters beyond just keyword matching.

"Set it up properly the first time. It's really difficult to change once you're already on there."

The Walmart platform is less mature than Amazon's, and making changes to live listings — even something as routine as updating a main image — can take weeks to process. Getting the listing right before launch matters more on Walmart than it does on Amazon.

The Walmart Account Manager AdvantageA significant difference is the Walmart account manager — a Walmart employee assigned to a seller's account, with no equivalent on the Amazon side.

What an account manager can do is called virtual shelf placement. A seller shares the keywords their product ranks for on Amazon, and the account manager manually places that product on the relevant virtual shelves within Walmart's platform. This effectively bypasses the organic ranking process for those shelf positions, giving a new or growing product visibility it would otherwise take months to earn.

In 2026 the route to getting an account manager has changed. Previously sellers could request one; now Walmart reaches out based on GMV thresholds. Andrew notes that if a brand is doing well on Amazon, a Walmart account manager has probably already sent them an email trying to bring them across.

"Take that gift and run with it because they can be very beneficial."

Account managers also facilitate flash deals — a minimum 10% discount in exchange for placement on a high-traffic promotional shelf — and give access to tentpole events around back-to-school, Black Friday, and Christmas. During those events, Walmart offers commission rebates to sellers running Walmart-exclusive discounts: if a seller discounts a product 15% on Walmart, Walmart may cut its commission rate from around 15% down to 6 or 7%.

Andrew is attending the Walmart convention in San Diego this year specifically to push for a clearer path to account manager access for sellers who qualify but haven't been contacted.

Running Ads on Walmart — and StoppingWalmart's advertising platform is less developed than Amazon's. Andrew recommends no more than three to five keywords per campaign, running those tightly focused campaigns for a couple of months after launch to build organic rankings. The key difference from Amazon is what happens next.

On Amazon, organic ranking positions tend to decay quickly without ongoing ad spend to support them. On Walmart, Andrew finds those positions hold for one to two months after cutting PPC.

"Once I see that my organic ranking is page 1 in a good spot for specific key terms, I'll cut that off — because it'll maintain its spot for a while."

The strategy that follows is to sustain sales velocity through flash deals and tentpole events rather than continuous advertising. CPC is lower on Walmart than on Amazon, but conversion rates are also lower — the platform has less established consumer trust. Andrew sees returns of 4x to 5x ROAS on well-reviewed products once they have some history on the platform.

Reviews and the Shopify ImportReviews affect conversion on Walmart just as they do on Amazon. What Walmart allows that Amazon doesn't is a direct import of existing Shopify reviews onto a Walmart listing — sellers upload an Excel file, Walmart runs a review check, and the reviews appear on the product page.

Andrew is honest about the limits of his knowledge here: he's confident the imported reviews lift conversion, but less sure how much weight the Walmart algorithm gives them as a ranking signal. The conversion benefit is the clearer win.

"I'll get a review later and they'll be like, 'Oh, I read the reviews and this product was great.' But how much does it actually help the algorithm when you upload those? I'm not sure."

The ability to port verified reviews from an existing Shopify store removes one of the biggest barriers for new products on any marketplace.

The Wholesale OpportunityAndrew's closing advice is aimed at sellers who don't yet have their own product but want to build on Walmart.

His suggestion is wholesale. Find small brands doing well on Amazon that have no Walmart presence — either because they lack the team, haven't prioritised it, or simply haven't got around to it. Call them. Ask for a wholesale price. Then take their product through the same Walmart launch process described above.

"Go to Amazon, there's tons of small businesses out there that have great products, that do great sales on the Amazon platform, but just don't exist on Walmart. There's an opportunity right there."

The logic holds because a product with a proven Amazon track record is exactly the kind of listing that Walmart keyword data and an account manager relationship can accelerate. It is a lower-risk entry point than launching an unknown brand, and there are a large number of Amazon-only brands who have simply never had the bandwidth to expand.

About the GuestAndrew Deramo is the founder of SellTru, where he helps ecommerce brands grow on Amazon and Walmart Marketplace. He has spent seven years on both platforms, started as ecommerce director for a large beach-supply business, and now runs his own product accounts alongside his agency work.

• Website: selltru.com
• LinkedIn: Andrew Deramo

About the eCommerce PodcastThe eCommerce Podcast is hosted by Matt Edmundson. Each week Matt talks with ecommerce founders and experts about what's actually working — practical strategies, honest lessons, and the kind of insight that comes from running real businesses.

New episodes every week. Find show notes, transcripts, and links at ecommerce-podcast.com.

Sign up to the newsletter to get each episode delivered to your inbox, and if you want to go deeper, check out the Cohort Groups — monthly calls with ecommerce people from around the world.

Episode link: https://www.ecommerce-podcast.com/how-to-win-on-walmart-not-just-amazon-with-andrew-deramo

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Leo Rodriguez has spent years watching ecommerce brands quietly overpay on shipping, sometimes billed for 18 pounds on a parcel that actually weighs two. In this episode of the eCommerce Podcast, Matt Edmundson sits down with the VP of a Los Angeles 3PL to pull apart the unglamorous moves that protect your margin, one parcel at a time.

SummaryLeo Rodriguez, VP of River Plate, Inc., joins Matt to talk through the hidden costs sitting inside every order you ship. It starts with dimensional weight, where a small product in an oversized box gets rated as a far heavier shipment, so you end up paying for air. Leo explains how "cartonization" and carrier rate-shopping can claw that money back, saving $2 to $3 per parcel for brands doing hundreds of orders a day.

From there the conversation widens out to the messier stuff. Leo breaks down why smaller brands got hit hardest by the new tariffs while bigger brands used their buying power to get manufacturers to absorb the freight. He and Matt compare notes on international shipping gray zones, customs nitpicking, fuel surcharges becoming the new normal, and Amazon's ever-growing pile of fees.

• 00:00 Welcome and meet Leo
• 03:58 The inventory and replenishment problem
• 09:51 Tariffs, Brexit and customs gray zones
• 21:29 Why small brands got hit hardest
• 25:29 Fuel surcharges and the new normal
• 29:02 Cartonization, save $2 to $3 a parcel
• 33:07 Amazon's fees and dim weight
• 41:17 How to reach Leo

Dim Weight and Cartonization, Where Your Margin Quietly Leaks[33:07]

Dimensional weight is the formula carriers use to rate a parcel by the space it takes up, not just what it weighs. Put a light product in a box that is too big and you get penalised for the empty space.

"If you're putting it in a, you know, 12 by 12 by 12 box and weighs only 2 pounds... it's not a 2-pound shipment. It's getting rated at an 18-pound shipment." — Leo Rodriguez

The fix is cartonization, where transport management software reads the net dimensions and weight of your products and picks the smallest sensible shipper. Pair that with rate-shopping across a multi-channel carrier network and the savings add up fast.

• Brands doing 100 to 300 orders a day can save $2 to $3 per parcel
• Shipping cost can be more than your fulfilment fee on a per-order basis
• Regional carriers and zone skipping can halve transit time and cost on the right lanes

"They're saving $2 per shipment. That adds up. That's a margin protector." — Leo Rodriguez

Why Smaller Brands Got Hit Hardest by Tariffs[21:29]

When the large tariff percentages landed, the brands with leverage came out ahead. Big brands could go back to their overseas manufacturers and renegotiate, and in some cases get the factory to cover the full freight bill, between $4,000 and $9,000 a container.

Smaller brands had no such leverage. Many were left holding inventory they had already produced overseas but could not afford to import, while retail partners cancelled or halved the very purchase orders they had been banking on.

• Lead times stretched from 3 to 4 weeks out to 8 to 12 weeks
• Brands shifted to smaller consolidated shipments, nearshoring, and alternate-country manufacturing in places like Malaysia and Taiwan
• Standing up a new supply chain takes time, so the relief is rarely quick

International Shipping and the Customs Gray Zone[09:51]

Matt and Leo swap war stories on cross-border shipping, with Matt's running Brexit gag as the UK parallel to US tariff chaos. On both sides of the Atlantic, free global trade turns out not to be that free.

Country-by-country rules are strict, especially on cosmetics and skincare, with Italy, Spain and Mexico all flagged. You can send 50 or 100 shipments through fine, then one customs agent nitpicks and the product gets stuck, disposed of, and the brand cops the bad review.

"Free global trade is not actually that free... it does require quite a lot of joined-up thinking." — Matt Edmundson

Leo's advice is to build item-level profiles, get the harmonised codes and packaging language right at the point of manufacture, and register properly for tax before you fire away.

Fuel Surcharges, Amazon's Fees, and the New Normal[25:29]

Fuel surcharges jumped roughly 18 to 20% in two months, and the historical pattern is that surcharges ratchet up and never quite come back down. Plastics and packaging climbed 20 to 30%, hitting shrink wrap, poly mailers and bubble bags.

Amazon comes in for a closer look too. Powerful, yes, but fee-laden, with per-unit charges, ageing and seasonality storage tiers, FBA percentages, marketing fees, and a quietly added fuel surcharge in early May. Leo's case is for channel diversification, so you keep some control and predictability rather than living entirely inside one ecosystem.

"I am optimistic overall still. I think brands, you get smart and then you have to be resilient." — Leo Rodriguez

Today's GuestLeo Rodriguez is Vice President of River Plate, Inc., a Los Angeles-based 3PL and fulfilment company serving DTC, wholesale and Amazon brands. River Plate handles fulfilment, logistics and international shipping, and Leo is happy to take a quick call to see whether there is a fit.

• Website: riverplateinc.com
• LinkedIn: Leo Rodriguez
• River Plate Inc on Instagram and LinkedIn
• Email: sales@riverplateinc.com

About the eCommerce PodcastThe eCommerce Podcast helps you deliver eCommerce WOW. Every Thursday, Matt Edmundson talks with experts and founders who've built the stores and learned the hard way, so you don't have to.

Subscribe and find every episode, with full show notes and links, at ecommerce-podcast.com. While you're there, take a look at the free monthly eCommerce Cohort and Slingshot AI Mentor.

Episode link: https://www.ecommerce-podcast.com/why-your-2-pound-parcel-ships-like-it-weighs-18

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Emma Burke didn't set out to start a business. She was standing on the sidelines of her son's football training in the wind and the rain when a parent looped an elastic band around a boy's boots so his laces would stop coming undone. Everyone else's kids retied their laces three, four, five times a game. His didn't. That was the moment Laceeze was born.

SummaryThis is a founder story about turning a problem nobody was searching for into a brand sold around the world. Emma had trained as a vet nurse on £80 a week, then built a 60-person contract cleaning company she quietly dreaded, before spotting that elastic-band trick on the touchline. She didn't invent it. She saw it work, asked the parents and the kids whether they'd buy and wear a proper version, and took the answer to market. Laceeze launched in 2017 at £6 and is still going today.

She and Matt get into the marketing problem most product founders never see coming, which is customers who don't yet know they need you. Emma explains how she built the UK with no marketing budget through an ambassador programme, why selling to an audience of children means treating safeguarding seriously, and how being honest on social media (the wins and the bits that go tits up) builds the kind of trust that ads can't buy. There's a brave call she made pulling her best seller right before Christmas, the supplier relationship she rates above everything else, and a complaint she turned into a five-star review.

Key sections by timestamp:

• 00:00 Welcome, Liverpool to Bournemouth
• 02:09 The elastic band on the touchline, how Laceeze started
• 03:47 From an £80-a-week vet nurse to a 60-person cleaning company
• 05:41 Throw away the business plan (she's never written one)
• 10:38 Going full-time, and trying to crack the USA
• 14:42 When customers don't know they need you, the ambassador programme
• 17:39 Safeguarding kids, and a TikTok violation
• 19:14 Grassroots community and giving back
• 21:38 Founder-led and honest on social media
• 27:35 Winning customers for life when things go wrong
• 34:45 Free market research, competitor sites and an inspiration folder
• 37:16 The one she wishes she'd known, pulling the best seller at Christmas
• 40:17 The most important relationship in the business
• 41:18 Rapid fire, Shopify, Klaviyo and getting into Claude
• 44:54 The dream, the US and a big brand collaboration

The Accidental Founder Who's Never Written a Business Plan (02:09)Emma is clear that she's no inventor ("save that for Mr Dyson"). What she has is a little black book of crazy ideas and a habit of acting on the good ones. Before Laceeze there was a vet-nursing career she loved and a contract cleaning company she grew to 60 staff on the back of a Dorset property boom, knowing, by her own account, almost nothing about running a business when she started.

"I'm not your textbook kind of business builder. I've never written a business plan in my life." — Emma Burke

Matt's seen the same thing from the other side. He once had a would-be founder spread every form she thought she needed across his boardroom table, business plan and all. He swept the lot into the bin so they could actually start. The point both of them make is the same. Begin with a real problem and the simplest possible solution, and let the rest snowball.

"It was never done like, oh, we're going to create this product and it's going to go global. It was literally, there's a problem, here's a solution, and let's just take that to market." — Emma Burke

When Your Customers Don't Know They Need You (14:42)The hard part of selling Laceeze isn't the product. It's that nobody wakes up looking for it. A parent watches their kid retie a lace five times a match and never thinks twice about it. Building what Matt calls solution awareness is the whole game, and in the UK Emma did it with no marketing budget at all, through an ambassador programme that started with a few mums on the sidelines and a £9.99 pair of bands gifted in exchange for a tag.

"You've hit the nail on the head, because we've got a solution to a problem, but parents don't go looking for the solution." — Emma Burke

That programme is now a points-based platform with monthly challenges, and she's rebuilding it by hand in the United States, where the brand-recognition gap is the real reason PPC on Amazon wasn't growing. Because the audience is children, the work comes with a duty of care. Laceeze only sends to parent-run or clearly flagged accounts, and Emma is candid about a TikTok post of the product on a pitch being flagged for "exploiting children", with the appeal auto-rejected by a bot in about fifteen seconds.

Honesty as a Marketing Tool (27:35)Emma's case for founder-led social media is simple. Tell the truth, including when a container's stuck or a shipment's delayed, because that's the reality of building a brand and people connect with it. Matt backs it up with a story of his own. One of his sites had its best month ever after a totally honest email about a stock shortage, telling customers they'd get one of six now and the rest later at the company's expense. Sales went mental.

The same instinct shows up when things go wrong. Emma describes a customer who vented on Facebook without ever contacting the brand directly. She moved them into the DMs, apologised, sent product, and two weeks later they were asking where to leave a review.

"Take the more negative, unhappy ones and see what you can do to resolve that. Because let's be honest, they're the ones that shout the loudest." — Emma Burke

As Matt puts it, the angry ones are at least telling you what the problem is. Going out of your way to fix it is the secret marketing tool no one talks about.

The Brave Call That Saved the Reputation (37:16)Asked what she wishes she'd known sooner, Emma goes right back to the first Christmas. The bands started snapping, a cutting and manufacturing issue, and rather than risk kids finding duds in their stocking fillers, Laceeze pulled everything at peak selling season. It was gut-wrenching, every instinct told her to keep selling and just replace the faulty ones, but the unseen risk was the customers who'd never complain and would simply decide the product was rubbish.

"It's not just a rubber band. There's a lot more to it." — Emma Burke

They switched manufacturers afterwards and have stayed put since. Emma rates that relationship above every other in the business, a supplier with a UK office and a China factory, on her time zone, close enough to pick up the phone. The brave call cost a Christmas. It bought the reputation that carried the brand worldwide.

Today's GuestEmma Burke is the Founder and Managing Director of Laceeze, the elastic-band brand that keeps kids' football laces tied and gives back to grassroots sport with every UK sale. She spotted the idea on the touchline of her son's training, launched in 2017, and is now building the brand in the United States.

• Website: laceeze.co.uk
• LinkedIn: linkedin.com/in/emma-burke-5bb73826
• Social: Laceeze on Facebook, Instagram and TikTok

About the eCommerce PodcastNew episodes of the eCommerce Podcast land every Thursday. Join the free eCommerce Cohort, our monthly group for ecommerce founders, at ecommerce-podcast.com/cohort, and find everything else at ecommerce-podcast.com.

Episode link: https://www.ecommerce-podcast.com/the-elastic-band-that-became-a-global-brand-with-emma-burke

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Two people who each host a top ecommerce podcast sat down and recorded a single conversation for both shows. Brett Curry runs OMG Commerce, one of the most respected Google and YouTube ad agencies in ecommerce, and hosts the eCommerce Evolution podcast. Matt buys and builds ecommerce brands. So they did the obvious thing and interviewed each other.

SummaryThis is a peer crossover, recorded once and aired on both the eCommerce Podcast and Brett’s eCommerce Evolution. The conversation splits cleanly into two halves. First, how to run an ecommerce business the way an investor would, even if you never plan to sell. Matt walks through what he actually looks for when acquiring a brand (culture and the founder before the numbers), the three ways to grow any business, why a 5% price rise can mean roughly 40% more net profit, and how turning buyers into subscribers and members can take an exit from a 3x multiple to an 8x one. He also covers the roll-up play, why strategic buyers pay the most, and Michael Gerber’s The E-Myth.

The second half is Brett’s territory, which is YouTube ads in 2026. Half of all YouTube is now watched on a smart TV, which changes everything about creative. Brett explains the five things a YouTube ad needs, how to turn winning Meta creative into YouTube winners, the mashup format that consistently performs, and why measurement is the trap that makes most people quit too early.

Key sections by timestamp:

• 00:00 Two podcasts, one conversation
• 01:30 Buying a business, culture and the founder over the numbers
• 11:52 How a small brand competes with Amazon
• 13:25 Jay Abraham’s three ways to grow a business
• 16:49 The price rise founders are too scared to make
• 20:04 How a business is really valued (3x and EBITDA)
• 21:33 Turn buyers into members, 3x to 8x, and the roll-up play
• 25:53 What private equity actually cares about
• 27:59 Build a business that runs without you (The E-Myth)
• 31:12 Why half of YouTube is watched on a TV
• 37:34 Turning your best Meta ads into YouTube winners
• 39:15 The five things every YouTube ad needs
• 43:00 Where to start, mashups of your top moments
• 47:56 The measurement trap (incrementality and attributed brand search)
• 51:30 Where to find Brett (and Matt)

The Three Ways to Grow a Business (13:25)Matt first heard this from a Jay Abraham lecture when he was 18, and it still shapes how he reads a set of books. There are only three levers.

1. Grow the number of customers (he splits this into new acquisition and repeat customers).
2. Grow the frequency, how often a customer buys. If someone buys once a year and you get them to twice a year, all else being equal, you have doubled the business.
3. Grow the average order value, how much they spend each time.

The clever bit is the maths. Grow any one of these by 10% and the business grows by 10%. But grow all three at once and the business grows by about 33%, because each lever multiplies the others.

“If you grew your customer base by 10%, your business grew by 10%… But if you can grow all 3 things at the same time, your business grows by 33% because you start to see this geometric effect.” — Matt Edmundson

The Price Rise Founders Are Too Scared to Make (16:49)Most brands Matt looks at have not raised prices in a long time, usually out of fear of losing customers. When he runs the numbers, the increase almost always wins. For his businesses, a 4 to 5% rise has a minor impact on customer loss but a major impact on profit.

“5% increase in price is something like a 40% increase in net profit depending on your profit margins. That’s a massive chunk of change right there.” — Matt Edmundson

The other lesson here is conviction. You need real belief in the product (and in its quality) to hold a higher price, and Matt argues for buying and building only in a lane you understand. Amazon, he points out, can beat a small brand at almost everything except being you. Own that, and it is the one thing a commodity broker cannot copy.

Turn Buyers Into Members, and a 3x Becomes an 8x (21:33)A billionaire client told Matt years ago that you value a business by taking net profit and multiplying by three. That raises the obvious question of how net profit is really defined, which is why people reach for EBITDA (earnings before interest, tax, depreciation and amortisation).

But there is a number Matt thinks ecommerce founders underuse. Take a brand making £1m in EBITDA, worth perhaps £2 to £3m at a standard multiple. Change nothing about the sales, but convert those customers into subscribers, or better still paid members, and the same business can be worth closer to £8m. The revenue is identical. The mechanism makes it predictable, and predictable revenue is what investors pay up for.

Brett backed this up from a friend’s recent agency exit. What the private equity buyer cared about most was simple.

“Really, all the private equity company cares about is the durability of the revenue… subscribers, much more durable. It’s predictable… instead of 3 times multiple, we’ll pay you 5 times multiple. Or 8 times multiple.” — Brett Curry

Two more moves came up. The roll-up, because there are far more small businesses for sale than buyers for them. Matt describes the inverse pyramid of buyers, where bigger businesses attract more bidders and higher multiples, so merging four or five firms into a £5 to £20m group both finds you a buyer and raises the price. And the strategic buyer, the competitor who already has the warehouse and distribution, who values your gross profit rather than your EBITDA and so pays more. Matt’s beauty business sold that way. The underlying advice is older than all of it, which is read Michael Gerber’s The E-Myth and build a business that runs without you.

YouTube Is a TV Platform Now, and That Changes the Ads (31:12)Brett has run YouTube ads since 2016 or 2017, and the platform has shifted under everyone’s feet. Somewhere between 50% and 60% of all YouTube views now happen on a smart TV, and that is the YouTube app, not YouTube TV. It is also the number one podcast platform. People engage with podcasts on YouTube more than on Spotify or Apple Podcasts.

That matters because YouTube creative is its own discipline. The good news, which is new, is that winning Meta, Facebook, Instagram or TikTok creative can now work on YouTube if it meets the right criteria. Brett’s five things a YouTube ad needs:

1. 30 seconds or longer. Assets under 30 seconds rarely drive meaningful scale.
2. A voiceover or someone speaking on camera. People watch YouTube with the sound on, and adding a voice lifts engagement by around 30%.
3. A product demonstration, seeing the product actually in action.
4. Social proof, whether that is reviews on screen or UGC in the ad.
5. A clear call to action, because most people will not click on their own, so you have to tell them what to do.

The format Brett singles out as a consistent top performer is the mashup. Take the best moments from your 10 to 15 strongest videos and order them into a single 16:9 narrative, hook then demo then proof then desire then objections then a call to action. That landscape format also opens up all the TV inventory.

“What is consistently a top performer, or the top performer, is creating a mashup of those top moments… how can we weave those moments from these top 10 or 15 ads into one narrative?” — Brett Curry

The Measurement Trap (47:56)The thing that makes most people abandon YouTube too soon is that it is genuinely hard to measure. In-platform metrics severely undercount it, and so do multi-touch tools like Northbeam and Triple Whale, because they are click-based and most people do not click on YouTube. Often they cannot, because they are watching on a TV. What they do instead is search for the brand afterwards.

So Brett measures three different ways. Incrementality studies through a service like Haus, which runs scientific geo holdouts. Conversion-lift studies that Google and Meta can run at the user level. And one metric you should ask your Google rep for by name, attributed brand search, which shows how many brand searches each campaign drove after people saw the ad. Haus found that a YouTube campaign showing a 1 ROAS in platform is, on average, actually delivering around 3.4x once you account for the incremental impact.

“If you just look at in-platform metrics for YouTube, severely undercounted… most people don’t click. Most people are on YouTube to watch their favourite podcast.” — Brett Curry

Today’s GuestBrett Curry is the CEO of OMG Commerce, a Google, YouTube and Amazon ad agency widely regarded as one of the best in ecommerce. He hosts the eCommerce Evolution podcast and is a long-time student of two questions: how to make marketing work, and how to prove it did.

• Website: omgcommerce.com
• LinkedIn: linkedin.com/in/thebrettcurry
• Podcast: eCommerce Evolution

About the eCommerce PodcastNew episodes of the eCommerce Podcast land every Thursday. Join the free eCommerce Cohort, our monthly group for ecommerce founders, at ecommerce-podcast.com/cohort, and find everything else at ecommerce-podcast.com.

Episode link: https://www.ecommerce-podcast.com/two-ecommerce-podcasters-walk-into-a-studio-with-brett-curry

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He runs five businesses with zero employees, and he's never written a line of code in his life.

SummaryDmytro "Dima" Negodiuk calls himself a fractional AI officer, a title his own AI agent came up with. From New York, he runs five-plus businesses across ecommerce, B2B distribution, retail, education and AI consulting, all orchestrated by a single AI agent, and without a marketing, IT or sales department behind him. In this conversation Matt and Dima get practical about where an ecommerce founder should actually begin with AI, why Claude Code is the on-ramp even for people who've never touched the tech, and how to point it at the biggest problem in your business rather than treating it like a toy.

They dig into the difference between playing with AI and deploying it, the 24/7 use cases that hand small stores an unfair advantage, and why a human still has to stay in the loop. Dima shares his AI call centre running on its 44th version, the meeting "dossier" that knows what golf game you lost twelve years ago, and the overnight autonomous work that means he checks his AI before he brushes his teeth. Matt offers his own mobile-optimisation story, where one podcast transcript turned into a scoring tool and lifted mobile conversion by over 400%.

• 00:00 — Three takes and a fractional AI officer
• 04:00 — The AI that works while you sleep
• 09:24 — Letting AI run your real life
• 16:00 — Where is all this heading
• 18:35 — Start Claude Code today
• 21:00 — When AI gets it wrong
• 26:48 — Start with your biggest problem
• 37:46 — Mobile conversion up 400%
• 40:25 — The dossier and cleaning the mess
• 43:23 — An AI call centre that never sleeps
• 47:58 — The best AI tip, save it for last

Why a Fractional AI Officer Runs Five Businesses Alone(01:00)

Dima describes a model that would have sounded impossible a few years ago. He runs more than five businesses across ecommerce, B2B distribution, retail, education and AI consulting, all sitting on top of one AI agent. As an entrepreneur who has never coded, he's replaced the departments he used to run with AI.

"I never wrote a line of code in my life. Never. So I had like marketing system, marketing department. I have IT department, sales department, everything. Now I'm like sole entrepreneur." — Dima

He points out that the title isn't just his invention. The big AI labs now hire for the same role under a different name, the forward deployed engineer, at starting salaries north of $300,000. The word that matters in both is "deploy".

"Main word deploy. So you need not only to know how to, for example, create it, you need to know how to deploy it and all the system need to work." — Dima

Why Claude Code Is the Place to Start(22:00)

For founders who feel AI is passing them by, Dima's advice is blunt and encouraging at once. Start today, start with Claude Code, and don't be embarrassed about how little you know.

"When I saw my first video and it says open terminal on your MacBook, I ask ChatGPT like web version, what is terminal? And I'm not shy about it." — Dima

A few practical pointers from the conversation:

• Search YouTube for a "Claude Code for dummies" video and begin with the basics.
• Skip the cheapest plan if you intend to build. Dima suggests starting on the $100 plan rather than the $20 one.
• Treat ChatGPT or Codex as a reviewer sitting on top of Claude Code, sense-checking the work. A $20 subscription is enough for that job.

Matt agrees it's a genuine on-ramp, and adds that the choice between tools is a bit like Apple versus Android. Dima uses Claude Code for ecommerce; friends building crypto trading bots reach for systems that fire requests many times a second instead. Stick to what fits your niche.

Start With the Problem You Actually Have(27:00)

The most useful starting point, both agree, is the biggest problem in front of you. No product? Ask for product ideas. A product that won't sell? Ask for marketing ideas. Then check the output, because AI gets things wrong.

Matt tells the story that makes the case. After Adam Pearce came on the show to talk about mobile optimisation, Matt fed the episode transcript to Claude, had it extract the key ideas, research and score each one, and eventually build a tool that audits a website against current best practice.

"Mobile conversion on our website so far is up almost 500%. It's definitely over 400% increase, um, on mobile conversion. You're talking about hundreds, if not millions of pounds worth of difference." — Matt

Dima frames the same idea around two questions worth asking of any business. Where are the problems AI could help with, and what are the repeated tasks you could automate? A one-off phone call is quicker to make yourself. A task you do every day is worth handing over.

"Now your knowledge and your ideas it's your best benefit because everything else will Claude do for you. But one thing he can't do, it's like, I think, to dream and to generate really brilliant ideas." — Dima

The 24/7 Use Cases That Give Small Stores an Edge(31:00)

This is where the conversation gets concrete. Dima runs an AI call centre built on 11Labs, now on its 44th iteration, with Claude analysing each call and suggesting improvements. For his granite pavers business, where staff sometimes step away to help with a forklift, it means no missed call ever becomes a lost customer.

"If you will not answer immediately, the client will go to someone else who will answer immediately." — Dima

The point isn't novelty, it's the round-the-clock cover that small companies usually can't offer. A customer with toothache at 2am who can't reach a dental practice will phone the next one. The business that answers wins.

He also describes a meeting-prep skill he calls the "dossier", which spends hours researching a person from open sources and then advises on how to approach them. And for mid-sized businesses drowning in mismatched spreadsheets and systems, he makes the case that you don't need to rip anything out. You put AI on top, let it find the mess, and let it clean the data.

"It's how it works that each day you have some kind of ideas, new ideas, and you wanna make it live... It's like I call it like some kind of AI addiction." — Dima

AI Is a Co-Pilot, Not a Pilot(14:00)

For all the enthusiasm, both are clear that a human stays in charge. AI hallucinates, apologises, and moves on, but it doesn't carry the consequences. Matt mentions a man fined £30,000 by the tax office after letting AI file his taxes incorrectly. The AI says sorry. The person pays the bill.

"This is why I often talk about AI needs to be a copilot. It can't be in charge." — Matt

Dima ends on a characteristically direct note. The pace of change is so fast that even the labs won't forecast more than a couple of months ahead, so the only sensible move is to get in the water and start.

"You just need to sit and you just need to understand that if you will not spend at least 10 hours per day learning AI now, AI will— someone will control you who is now doing this." — Dima

Today's GuestToday's GuestToday's guest: Dmytro "Dima" Negodiuk

Company: Negodiuk

Website: https://negodiuk.ai

LinkedIn: Connect with Dima on LinkedIn

Episode link: https://www.ecommerce-podcast.com/hes-never-written-a-line-of-code-in-his-life

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Two founders, both wildly successful, just gave completely opposite advice about whether ecom operators should build a personal brand — and Matt is running a 90-day experiment to find out which one is right for founders like us.

Episode SummaryDavie Fogarty (the $200M-a-year founder behind The Oodie) reckons founders shouldn't bother with personal brand until they're past $10 million — the opportunity cost of a single YouTube video runs to roughly $3,200 of founder time, and that money tests paid-ads creative far more effectively. Daniel Priestley and Alex Hormozi argue the opposite. AI can now replicate most of what a founder does, but it can't replicate lived experience — and the window to build that moat is closing fast.

Rather than pick a side from the cheap seats, Matt is running a head-to-head test for 90 days. Organic Instagram versus paid Meta ads, with a real commercial outcome on the line — signups to Slingshot, Aurion's new AI-for-ecom membership. The methodology is borrowed from Matt's 22-year-old son Zak (the Nutritionist), who went from zero to 100,000 followers in seven months using a four-step loop — Find, Decode, Replicate, Iterate. The niche is deliberately tight (AI workflows for ecom operators under £5M), the lab is Matt's personal Instagram, and the numbers will be published either way.

Chapter Timestamps* 0:00 — Cold open — Davie vs Daniel * 5:18 — Welcome * 6:03 — Act 1 — The £10M Question * 20:44 — Act 2 — Zak's methodology * 29:39 — Act 3 — What Matt learned from 15 videos * 41:43 — Act 4 — The playbook * 56:23 — Act 5 — The 90-day bet * 1:06:58 — Wrap + the Lab Kit

Key TakeawaysThe £10M Question — Two Smart Founders, Two Opposite Answers (6:03)Davie Fogarty's argument is built on opportunity cost. By the time a founder has planned, scripted, filmed, edited, and replied to comments, a single YouTube video costs roughly $3,200 of founder time — money better spent testing paid-ads creative until the business is well past $10 million.

Daniel Priestley's counter-argument is built on the moat. AI can write the copy, design the ads, even handle support. The one thing it cannot do is be the founder. Lived experience is becoming the only defensible asset a Digital David has — and Hormozi's 35,000 pieces of content a year shows what going all-in on that thesis looks like.

"Relatable beats impressive. Founders, when we're honest, have a real edge here — because we've been through the mess." — Matt Edmundson

Zak's Four-Step Loop — Find, Decode, Replicate, Iterate (20:44)Matt's son Zak grew from zero to 100,000 followers across Instagram and Facebook in seven months, built a recipe-book business off the back of it, and is about to launch his first app. The methodology is brutally simple — find videos that work in the niche, decode why they work, replicate with a personal point of view, and iterate based on real engagement data.

The lesson hiding inside that loop is the tea towel test. Same script, same person, same camera — but a tea towel on the shoulder lifted engagement. A few degrees of camera tilt lifted it again. Most founders make content based on what they think looks good. The audience always tells a different story, but only if someone is systematically testing.

What Transfers From Creator Advice And What Doesn't (29:39)After running 15 top videos in the audience-growth space through MAGPIE, Matt found a clean split between gold and creator-economy fluff.

Gold:

• Kallaway's "pick one platform for six months" rule — commit fully before even thinking about expanding
• Chantal Leonhardt's audience-naming trick — naming the audience directly in the title (e.g. "for your small business") pre-qualifies the click and lifted her performance 15× over baseline

Fluff to ignore:

• Vanity-metric opens ("This month I did 32M views") — these actively repel founder audiences
• Daily-grind cadence advice — a recipe for burnout when social is the seventh priority on a founder's list, not the first

The 90-Day Bet — Real Numbers, Either Way (56:23)Instagram-attributed Slingshot signups versus paid-ads benchmark, measured over 90 days, published openly. Phase 2 is taking the proven playbook into Aurion's other brands — Vegetology and Seven Yays — once the founder version has been pressure-tested.

Resources The Founder's 90-Day Instagram Lab Kit (free) — the Decision Sheet, the Tea Towel Test Worksheet, and the Founder Content Scorecard, all in one pack. Grab it at ecommercepodcast.net/resources * Slingshot — Aurion's AI-for-ecom membership. The full 90-day playbook, plus SAM, MAGPIE, Prism, and Scout — all the AI tooling Matt is running this experiment on. Details at ecommercepodcast.net/slingshot * eCommerce Cohort* — free, application-only community where ecom founders solve real problems together. Monthly 90-minute virtual sessions, regional groups (UK, AUS-NZ, US). Apply at ecommercecohort.com

About The eCommerce PodcastThe eCommerce Podcast is a show dedicated to helping you deliver eCommerce WOW with real talk about building online stores. Every Thursday. Join Matt Edmundson and guests, experts and founders who've been in the trenches, built the stores, and learned the hard way — so you don't have to.

Host: Matt Edmundson

Connect with Matt on Instagram: https://www.instagram.com/mattedmundson/

Connect with Matt on LinkedIn: https://www.linkedin.com/in/mattedmundson/

Episode link: https://www.ecommerce-podcast.com/90-days-cracking-instagram-for-ecommerce-with-matt-edmundson

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Organic Search for Ecommerce in 2026What happens to an ecommerce business when paid ads stop working? Matt Edmundson walks through the six organic traffic fronts every founder should be building right now, before paid stops carrying the business on its own.

SummaryPaid ads are getting more expensive, less effective, and harder to justify. Facebook CPMs are up 60–90% over the last few years, paid search clicks have effectively doubled across every vertical, and organic clicks have fallen between 11 and 23 percentage points depending on the industry. Matt opens with the story of switching the ads off in his beauty business out of necessity, and watching sales hold because of an organic foundation that had been quietly compounding underneath. He then walks through the six organic fronts he thinks every Digital David needs to be working on in 2026, with one concrete action per front that can be done this week. Twice in the episode he stops to make it very clear he is not telling anyone to turn paid off — the point is to build organic now while paid is still doing some of the work.

• 00:00 — Turning the ads off and the foundation that quietly held
• 03:04 — A confession about sponsorship and the SAM reveal
• 05:06 — Why paid media is breaking for ecommerce right now
• 15:48 — Why this isn’t an instruction to switch ads off
• 23:47 — The six fronts of organic traffic in 2026
• 27:06 — Front 1, AI discovery
• 29:48 — How Mrs Smith found the beauty store on day one
• 38:33 — Front 2, site SEO
• 42:43 — Front 3, blog and content
• 46:12 — Front 4, YouTube
• 51:50 — Front 5, social SEO
• 55:35 — Front 6, digital PR
• 1:05:00 — What SAM is and how it shortens the runway
• 1:11:10 — Why a free customer changes the LTV to CAC maths
• 1:13:24 — A teaser for the next episode and a platform rebuild

Why Paid Media Is Breaking and What to Do About It[05:06]

Matt walks through the shape of the problem most founders are quietly carrying. Customer acquisition costs climbing, return on ad spend falling, and a treadmill that moves you from Google to Facebook back to Google to TikTok to whatever the marketing industry invents next. Around 8 out of 10 of the founders he speaks to right now have meaningful issues with paid media, and the businesses most exposed are the ones depending on first-time customer acquisition with low repeat rates.

“The marketing industry will keep inventing new places for you and me to spend our advertising budgets.” — Matt Edmundson

He stops twice to make this clear, once at 15:48 and again at 16:42 — he is not telling anyone to turn paid off. If first-time customer acquisition is the lifeblood of the business and ads stop today, the founder will feel it by the end of the day if not the end of the hour. The point is that paid is still working at some level, and that makes now the right window to build the organic foundation underneath it.

The Six Fronts of Organic Traffic in 2026[23:47]

Matt argues that thinking of organic as just SEO is a 2018 mindset. In 2026 it sits across six channels, and most founders are only dabbling in one or two of them. Before he runs through them, he flags a warning — the same agency-promises-the-world problem that plagued SEO in 2018 is now happening with AI search, and most of the agencies charging premium fees for AI discovery don’t really know what they’re doing yet either.

• AI discovery — getting recommended by ChatGPT, Claude, Perplexity, and Google’s AI Overviews. 78% of consumers have used large language models for product research in the last year and 64% plan to use AI chatbots for shopping decisions this year. Three concrete actions, add an llms.txt file to the root of the site, complete full product schema (including GTINs, return policy, aggregate rating), and keep content fresh — ChatGPT pulls about three-quarters of its most cited pages from content updated in the last 30 days.
• Site SEO — the technical foundation that made it possible to turn the beauty business’s ads off without dying. Pick the top 10 product pages and audit each one for four things: a 50–60 character title tag using keyword plus differentiator plus brand, a meta description written for humans, og:type set to product rather than the default website, and image alt text that describes the image rather than just naming the file.
• Blog and content — the trust layer AI now uses to decide what a brand actually knows. Brands that blog consistently see roughly 13 times more positive return on investment than sporadic publishers. The action is simple — ask the customer service team for the top three questions they get every week, and write one proper 1,200-word answer per month. That’s 12 articles a quarter, 50 a year, each one a piece of content AI can cite.
• YouTube — the second largest search engine on the planet, with 35 billion hours of shopping-related content watched last year (a 250% year-on-year increase). 61% of 14–25 year olds say YouTube introduced them to brands they hadn’t heard of. One product demonstration video a month, with a proper title, three-paragraph description, chapters in the description, and product cards on the video.
• Social SEO — Gen Z search inside Instagram (67%) and TikTok (62%) before they touch Google (61%). Captions, hashtags, bios, and on-screen Reels text are all searchable assets now. Treat captions like meta descriptions and bios like homepages.
• Digital PR — press mentions, podcast appearances, founder authority, Reddit presence. Brand search volume correlates with AI recommendations roughly three times more strongly than backlinks do.

“The question isn’t how do I rank anymore. It’s how many people are searching for your brand name.” — Matt Edmundson

How Mrs Smith Found the Beauty Store on Day One[29:48]

Inside the AI discovery section Matt tells a story from 2006, when he launched his beauty business. They set the site live, planned to come back the next day to keep testing, and overnight Google indexed them and put them in front of a real customer called Mrs Smith — who placed the first order before the team had even told anyone the shop was open.

“I appreciate that doesn’t really happen anymore.” — Matt Edmundson

The point of telling it now is that AI feels like that early-Google moment all over again. There’s no rulebook everyone is following, the ones who get in early are the ones who get discovered, and a handful of his own businesses are already getting leads who say “ChatGPT told me about you.”

SAM, the Slingshot AI Mentor[03:04] [1:05:00]

For the first time on EP, Matt openly opens the episode with a sponsor — his own company. SAM stands for Slingshot AI Mentor, the e-commerce layer Aurion has been running on Claude internally and is now opening up to the public. It’s Claude plus a focused e-commerce knowledge layer plus the context of the founder’s own business. Inside SAM lives Scout, the skill that runs the same six-front audit covered in this episode automatically across a site and hands back a playbook of specific changes. SAM membership is currently $2,000 (about £1,600) on a waitlist with personal onboarding from Matt. Anyone who joins the waitlist by Thursday 22 May 2026 gets a 25% discount code plus extra credit for Scout. Available at ecommercepodcast.net/slingshot.

Why a Free Customer Changes the LTV to CAC Maths[1:11:10]

The point of building organic isn’t to abandon paid. It’s to change the underlying maths of the business. A customer who finds the brand organically has, in effect, a CAC of zero. Organic isn’t actually free — it costs time and staff — but it costs differently, and it compounds.

“Organic isn’t actually free. It just costs differently.” — Matt Edmundson

Paid media CAC across ecommerce is currently running about 2.5 times higher than blended CAC. Drop ten organic customers into the LTV to CAC ratio, then a hundred over a year, and the shape of the business changes — not because more customers are being acquired, but because the average cost of acquiring them falls.

Free Resource Mentioned in This EpisodeMatt has put everything in this episode into a free printable PDF — the Organic Audit Kit. It includes the full checklist for each of the six fronts, 18 AI prompts (one to audit, one to fix, one to verify per area) that paste straight into Claude or ChatGPT, a scoring radar to see strengths and weaknesses at a glance, a 20-minute quick win for each front, and a glossary for the technical terms. Grab it at ecommercepodcast.net under Resources.

About Today's EpisodeHost: Matt Edmundson

Company: Aurion

Website: aurioncompany.com

LinkedIn: Connect with Matt on LinkedIn

Episode link: https://www.ecommerce-podcast.com/how-to-get-organic-traffic-for-ecommerce

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Up to 40% of Amazon US sales now touch Rufus, Amazon's AI shopping assistant — and most sellers haven't optimised a single product for it. That's the gap David Balan, founder of Selluna, walked through with Matt this week. The customer who used to type "blue football" into a search bar is now asking a chatbot what kind of football would suit a six-year-old, and the products that show up first are the ones answering the right 25 questions.

David has spent the last few years helping thousands of brands across the US, UK, Europe and Asia-Pacific sell more on Amazon. In this conversation he laid out a three-pillar framework — traffic, clicks, conversion — and made the case that anyone selling on Amazon without a Rufus strategy right now is leaving 12-24 months of compounding advantage on the table.

Key Point Timestamps [04:29] Why the Amazon algorithm is simpler than most sellers think * [05:28] The three pillars of Amazon — traffic, clicks, conversion * [07:00] Rufus, the top 25 questions, and how to answer them in priority order * [12:03] Traditional Amazon SEO — 80+ keywords, frequency, and the "stuffing" myth * [19:30] Why Rufus optimisation now is the new 2016 SEO play * [24:57] Why not A/B testing the main image is "criminal" in 2026 * [33:08] The conversion stack — seven images, A+ Content, brand story, premium branding * [39:32]* Text speaks to the algorithm, images speak to the customer

The Algorithm Is Simpler Than Sellers Want To Admit [04:29]Most sellers treat Amazon's algorithm like an opaque, mystical force. David disagrees. "The algorithm is more simple than we like to make it," he told Matt. "The algorithm is trying to make Amazon as much money as they can get out of it. So once we understand their goal, if we align our goals with theirs, then everyone's going to be happy and you're going to be selling more at the end of the day."

That's the philosophical shift. Stop trying to outsmart Amazon. Start asking what Amazon wants and give it more of that. Every metric David teaches — traffic, clicks, conversion — is a proxy for the same goal, putting the right product in front of the right customer at the right time.

The Top 25 Questions That Make Rufus Recommend Your Product [07:00]Rufus is Amazon's ChatGPT-style assistant, embedded in the marketplace. Instead of typing "football" into a search bar, customers now ask questions — what colour, what size, what age group, premium or budget. Rufus interrogates their needs and recommends specific products. Some data suggests up to 40% of Amazon US sales now involve Rufus at some point in the journey. David thinks the real number is closer to 20%, but it's growing fast and rolling out across Europe right now.

The play is simple. Rufus, like any AI, leans toward whatever it has the most data on. To make a product the answer, sellers need to identify the top 25 questions customers ask about their category and then answer those questions across every part of the listing in priority order.

• The most important questions go in the title
• Next most important in the bullet points
• Then the product images
• Then the back-end attributes
• Then the reviews and Q&A

Selluna's free tool at app.selluna.ai/audit will surface the top 25 questions for any listing. Sellers can also run a title and bullets through ChatGPT, or write the questions out manually based on what real customers ask in reviews and support emails.

Traditional Amazon SEO Still Drives Most Sales [12:03]The SEO pillar still drives most sales on Amazon. David's team targets over 80 keywords on a single listing, with each one appearing on average three times across the title, bullet points, back-end and Premium A+ Content. Top keywords appear 35 to 40 times.

And before anyone panics about keyword stuffing — David's continuous testing shows the conversion penalty is negligible (one or two percent) compared to the traffic gain (ten to twenty percent or more). "Keyword stuffing" is a fear from the Google 2012 era. On Amazon in 2026, frequency is still a seller's friend.

Why Now, Not Next Year [19:30]David is urgent about Rufus optimisation, and there's a specific reason. Amazon SEO used to be like this. In 2016 to 2018, sellers were building empires on a single product image and a short title because almost no one was doing proper SEO. The brands that put in the work then are still ranking today, a decade later, on the authority they built when the field was empty.

Rufus is in that 2016 moment. Adoption is on a hockey-stick curve. The questions a seller teaches Rufus to associate with their product now will compound into 12-24 months of defended position. The brands that wait will be fighting for second place, the same way most SEO sellers are today.

Why Not A/B Testing Your Main Image Is "Criminal" [24:57]Once a product is showing up — in Rufus answers and on search pages — people still need to click. And 80% of click-through rate is driven by one thing. The main image.

David did not soften this. "Not doing at least two or three A/B tests for a product that's doing over $1,000 per month in sales is criminal in 2026."

The maths is brutal in a good way. A 10% lift in clicks is not a 10% lift in sales — it's much bigger over 12-24 months, because more clicks tells the Amazon algorithm a product is performing better than the competition, so Amazon shows it more. The compounding can be the difference between $40,000 and $50,000 in monthly revenue from the same listing.

A few practical rules from David —

• Make the product as large as possible in the frame
• Add contrast, especially heavy shadows behind white products that disappear into a white background
• Test the image at the size of two thumbs on a phone, because that's the actual viewing surface for most shoppers
• Add a label on or attached to the product showing the main keyword (a "blue football" label on a blue football). Even a 5% subconscious lift in click-through is significant
• Don't break the label free from the product — Amazon's AI flags floating elements

Conversion — Where Premium Branding Earns The Price Tag [33:08]The conversion pillar is where most sellers leave the most on the table, because it's the largest surface area to work with. Seven product images. Premium A+ Content. The brand story, a section above or below the product description that almost everyone skips.

David's principle for product images is the same as for Rufus listings — answer the top 5 to 10 questions in priority order, but visually. If a seller is selling a £60 ($75) premium product against £12 ($15) competitors, the first image after the main one needs to be a "us versus them" answer. As David put it, "a confused buyer is not a buyer."

One of David's clients, Doodlebrush, sells at £60 ($75) against competitors at £12 ($15) and holds 20% market share. The reason is branding. Premium pricing demands premium branding — the same logic that lets Nike and Apple charge what they do. If the branding doesn't match the price tag, the price tag loses every time.

Text For The Algorithm, Images For The Human [39:32]David's closing line is the one Matt said he'd be quoting. "The text speaks to the algorithm. The images speak to the customer."

The titles, bullet points and back-end fields aren't there for the customer to read (almost no one does). They're there for Rufus and the search algorithm to chew through and decide where to rank a product. So write that text for the machine — keyword-rich, question-answering, dense.

The product images are where the human meets the product. They need to be visual, scannable, and built around the questions a real buyer is asking — not paragraphs of text the algorithm could already read elsewhere.

Where To Start This Week1. Audit the top 25 questions — through Selluna's free tool, ChatGPT, or manual research from reviews 2. Rebuild the title and bullets to answer those questions in priority order 3. A/B test the main image on any product doing $1,000+ per month with Brand Registry. Run for at least four weeks 4. Audit the conversion stack — seven images, Premium A+ Content, brand story. Each one needs a job 5. Match the branding to the price tag — premium pricing demands premium branding before customers will accept it

Today's GuestToday's guest: David Balan

Company: Selluna

Website: https://www.selluna.ai/

LinkedIn: Connect with Selluna on LinkedIn

Episode link: Up to 40% of Amazon US sales now touch Rufus, Amazon's AI shopping assistant — and most sellers haven't optimised a single product for it. That's the gap David Balan, founder of Selluna, walked through with Matt this week. The customer who used to type "blue football" into a search bar is now asking a chatbot what kind of football would suit a six-year-old, and the products that show up first are the ones answering the right 25 questions.

David has spent the last few years helping thousands of brands across the US, UK, Europe and Asia-Pacific sell more on Amazon. In this conversation he laid out a three-pillar framework — traffic, clicks, conversion — and made the case that anyone selling on Amazon without a Rufus strategy right now is leaving 12-24 months of compounding advantage on the table.

Key Point Timestamps [04:29] Why the Amazon algorithm is simpler than most sellers think * [05:28] The three pillars of Amazon — traffic, clicks, conversion * [07:00] Rufus, the top 25 questions, and how to answer them in priority order * [12:03] Traditional Amazon SEO — 80+ keywords, frequency, and the "stuffing" myth * [19:30] Why Rufus optimisation now is the new 2016 SEO play * [24:57] Why not A/B testing the main image is "criminal" in 2026 * [33:08] The conversion stack — seven images, A+ Content, brand story, premium branding * [39:32]* Text speaks to the algorithm, images speak to the customer

The Algorithm Is Simpler Than Sellers Want To Admit [04:29]Most sellers treat Amazon's algorithm like an opaque, mystical force. David disagrees. "The algorithm is more simple than we like to make it," he told Matt. "The algorithm is trying to make Amazon as much money as they can get out of it. So once we understand their goal, if we align our goals with theirs, then everyone's going to be happy and you're going to be selling more at the end of the day."

That's the philosophical shift. Stop trying to outsmart Amazon. Start asking what Amazon wants and give it more of that. Every metric David teaches — traffic, clicks, conversion — is a proxy for the same goal, putting the right product in front of the right customer at the right time.

The Top 25 Questions That Make Rufus Recommend Your Product [07:00]Rufus is Amazon's ChatGPT-style assistant, embedded in the marketplace. Instead of typing "football" into a search bar, customers now ask questions — what colour, what size, what age group, premium or budget. Rufus interrogates their needs and recommends specific products. Some data suggests up to 40% of Amazon US sales now involve Rufus at some point in the journey. David thinks the real number is closer to 20%, but it's growing fast and rolling out across Europe right now.

The play is simple. Rufus, like any AI, leans toward whatever it has the most data on. To make a product the answer, sellers need to identify the top 25 questions customers ask about their category and then answer those questions across every part of the listing in priority order.

• The most important questions go in the title
• Next most important in the bullet points
• Then the product images
• Then the back-end attributes
• Then the reviews and Q&A

Selluna's free tool at app.selluna.ai/audit will surface the top 25 questions for any listing. Sellers can also run a title and bullets through ChatGPT, or write the questions out manually based on what real customers ask in reviews and support emails.

Traditional Amazon SEO Still Drives Most Sales [12:03]The SEO pillar still drives most sales on Amazon. David's team targets over 80 keywords on a single listing, with each one appearing on average three times across the title, bullet points, back-end and Premium A+ Content. Top keywords appear 35 to 40 times.

And before anyone panics about keyword stuffing — David's continuous testing shows the conversion penalty is negligible (one or two percent) compared to the traffic gain (ten to twenty percent or more). "Keyword stuffing" is a fear from the Google 2012 era. On Amazon in 2026, frequency is still a seller's friend.

Why Now, Not Next Year [19:30]David is urgent about Rufus optimisation, and there's a specific reason. Amazon SEO used to be like this. In 2016 to 2018, sellers were building empires on a single product image and a short title because almost no one was doing proper SEO. The brands that put in the work then are still ranking today, a decade later, on the authority they built when the field was empty.

Rufus is in that 2016 moment. Adoption is on a hockey-stick curve. The questions a seller teaches Rufus to associate with their product now will compound into 12-24 months of defended position. The brands that wait will be fighting for second place, the same way most SEO sellers are today.

Why Not A/B Testing Your Main Image Is "Criminal" [24:57]Once a product is showing up — in Rufus answers and on search pages — people still need to click. And 80% of click-through rate is driven by one thing. The main image.

David did not soften this. "Not doing at least two or three A/B tests for a product that's doing over $1,000 per month in sales is criminal in 2026."

The maths is brutal in a good way. A 10% lift in clicks is not a 10% lift in sales — it's much bigger over 12-24 months, because more clicks tells the Amazon algorithm a product is performing better than the competition, so Amazon shows it more. The compounding can be the difference between $40,000 and $50,000 in monthly revenue from the same listing.

A few practical rules from David —

• Make the product as large as possible in the frame
• Add contrast, especially heavy shadows behind white products that disappear into a white background
• Test the image at the size of two thumbs on a phone, because that's the actual viewing surface for most shoppers
• Add a label on or attached to the product showing the main keyword (a "blue football" label on a blue football). Even a 5% subconscious lift in click-through is significant
• Don't break the label free from the product — Amazon's AI flags floating elements

Conversion — Where Premium Branding Earns The Price Tag [33:08]The conversion pillar is where most sellers leave the most on the table, because it's the largest surface area to work with. Seven product images. Premium A+ Content. The brand story, a section above or below the product description that almost everyone skips.

David's principle for product images is the same as for Rufus listings — answer the top 5 to 10 questions in priority order, but visually. If a seller is selling a £60 ($75) premium product against £12 ($15) competitors, the first image after the main one needs to be a "us versus them" answer. As David put it, "a confused buyer is not a buyer."

One of David's clients, Doodlebrush, sells at £60 ($75) against competitors at £12 ($15) and holds 20% market share. The reason is branding. Premium pricing demands premium branding — the same logic that lets Nike and Apple charge what they do. If the branding doesn't match the price tag, the price tag loses every time.

Text For The Algorithm, Images For The Human [39:32]David's closing line is the one Matt said he'd be quoting. "The text speaks to the algorithm. The images speak to the customer."

The titles, bullet points and back-end fields aren't there for the customer to read (almost no one does). They're there for Rufus and the search algorithm to chew through and decide where to rank a product. So write that text for the machine — keyword-rich, question-answering, dense.

The product images are where the human meets the product. They need to be visual, scannable, and built around the questions a real buyer is asking — not paragraphs of text the algorithm could already read elsewhere.

Where To Start This Week1. Audit the top 25 questions — through Selluna's free tool, ChatGPT, or manual research from reviews 2. Rebuild the title and bullets to answer those questions in priority order 3. A/B test the main image on any product doing $1,000+ per month with Brand Registry. Run for at least four weeks 4. Audit the conversion stack — seven images, Premium A+ Content, brand story. Each one needs a job 5. Match the branding to the price tag — premium pricing demands premium branding before customers will accept it

Today's GuestToday's guest: David Balan

Company: Selluna

Website: https://www.selluna.ai/

LinkedIn: Connect with Selluna on LinkedIn

Episode link: https://www.ecommerce-podcast.com/the-25-questions-that-make-amazon-rufus-push-your-product-higher

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Rachel Hanretty pays £500 a month for a tool that fact-checks her marketing agency — and she has opinions about why every seasonal ecommerce founder should do the same.

In this episode, Matt Edmundson sits down with Rachel Hanretty, founder of Mademoiselle Macaron, the Scottish brand shipping up to 25,000 macarons a week UK-wide. Rachel built the business from a St Andrews student flat in 2013 after training in Paris, and thirteen years on she has strong views on attribution, agency accountability, the seasonality trap, and the gulf between what Instagram wants and what authenticity actually looks like. The conversation covers Triple Whale, Klaviyo's tendency to overstate its own impact, a Pinterest wedding ads experiment that burned thousands, a Charlotte Tilbury collaboration that produced lipstick-matched macarons at H Beauty, and why Rachel feels "gaslit by her own business" every April to September.

It is half ecommerce masterclass, half therapy session — and Rachel is refreshingly honest about both.

In This Episode (01:30) From a Paris kitchen to 25,000 macarons a week * (07:15) The seasonality trap: "gaslit by my own business" * (14:00) Attribution wars — why Klaviyo and agencies overclaim * (17:00) The £500/month tool that fact-checks her agency * (22:00) Everyone needs an Alan: fractional CFOs and complementary hires * (27:00) ROMS — return on macarons spent, and experiential retail * (34:00)* How do you do authentic Instagram when your niche is Paris?

Attribution Is Broken, And Every Platform Is Overclaiming(Around 14:00)

Rachel's biggest challenge is not product or operations — it is knowing which marketing pound is actually doing the work. Klaviyo, she says, is "way too generous" with the revenue it claims. Agencies do the same. Until she started using Triple Whale, she had no independent way to push back.

"When you're being charged thousands of pounds for a service, you're like, no, I'm really sorry, but that number doesn't match up with the number in my bank." — Rachel Hanretty

Matt picks up the thread with a story from Neil Hoyne, Google's Chief Measurement Strategist and author of Converted, who once traced a single pair of shoes back through 236 separate customer touchpoints. If every platform claims that sale, the maths does not work. Matt's recommendation (crediting previous EP guest Matt Putra): stop fighting about platform-level ROAS and track blended ROAS — the one number no agency can spin.

The £500 Tool That Coaches Her Through The Data(Around 17:00)

Rachel pays £500 a month for Triple Whale, but the attribution modelling is not actually what she values most. The real prize is the platform's AI chat — she calls it "MobiChat" — which she uses as a coaching tool.

"I just say, can you explain what's going on with the Meta ROAS? Should I cut the budget? And it throws up the halo effect model of Meta on Google. I'm like, thank you so much for explaining it — because you're not paying by the hour." — Rachel Hanretty

Over six to nine months she has used the tool as much to build her own knowledge as to interrogate the data. When an agency sends a report, she pastes it into Triple Whale and asks: is this right? That single habit has changed the power dynamic in every agency conversation she has.

• Shopify-only tool (a limitation worth flagging for non-Shopify founders)
• Value comes from the coaching layer, not just the attribution model
• Used to sanity-check agency claims and reduce reliance on fortnightly calls

"Gaslit By My Own Business" — The Seasonality Trap(Around 07:15)

October to March is the heroic half of Rachel's year: Halloween, Christmas, Valentine's Day, Mother's Day, Easter. April to September is a different business entirely — different audience, different messaging, different paid media strategy. The same product, but the customer and the context shift underneath her.

"Sometimes I feel like I'm being gaslit by my own business." — Rachel Hanretty

Her Pinterest wedding-ads experiment is a case in point. The team put thousands into Pinterest last summer aiming at brides, only to realise that people already getting married that summer had booked their suppliers months earlier. Wedding customers need to be reached a year ahead — not in the season itself.

Rachel's lesson: cost per acquisition, not ROAS, is the number that matters when you are used to seeing 5-8x returns and suddenly cannot.

Every Company Needs An Alan(Around 22:00)

Rachel started the business at 23 with very little reference point for managing people. Two leadership coaches and one fractional CFO later, she has a working philosophy: hire for the gaps in your own skill set, and do not be afraid when those people outshine you in their area.

Her fractional CFO is called Alan. He builds the dashboards that link a website order to grams of sugar, the cost of a 20% off promo, and the capacity implications of a given campaign. He is, as Rachel puts it, "the adult in the room."

"Every company needs an Alan." — Rachel Hanretty

Matt echoes the point with Andrew Carnegie's epitaph: "Here lies a man who knew how to surround himself with people cleverer than himself." The discipline is not just hiring well — it is managing your ego when someone else shines.

ROMS, Charlotte Tilbury, And The Rise Of Experiential Retail(Around 27:00)

Rachel's framework for the business breaks down into three "moments of luxury": moments of celebration (weddings, birthdays), moments to impress (corporate gifting and brand activations), and moments of thoughtfulness (gifting). The middle category is where the most interesting growth is sitting.

Last year Mademoiselle Macaron worked with Charlotte Tilbury across H Beauty stores, producing thousands of macaron boxes colour-matched to individual lipsticks. The end customer may or may not eat the macarons — they are often photographed and posted on social media alongside the product. Rachel coined a term for measuring this kind of spend: ROMS — Return on Macarons Spent.

"Sometimes I don't even know if the macarons get eaten, frankly. I'm okay with it as long as they were paid for." — Rachel Hanretty

The Freezer Confession (And A Note From Pierre Hermé)Rachel shared an operational secret that many founders in the fresh-food space will recognise: Mademoiselle Macaron freezes its macarons. Far from being a downgrade, the French pastry chef Pierre Hermé has publicly said that "anyone who says they don't freeze their macarons is a liar — because it improves the texture." Freezing makes the texture more marshmallow-like, and it gives Rachel the operational flexibility to take pre-orders from October and ship fresh-feeling product right up to the last Christmas posting day.

Authenticity vs The Algorithm(Around 34:00)

Rachel's "question for Matt" was the most honest moment of the conversation: her niche is Paris, which is aesthetically beautiful, so every other bakery brand on Instagram is polished to within an inch of its life. She went to Paris in January, paid for an Airbnb-experienced photographer to shadow her for 36 hours, and hated every minute of it. Her Scottish phrase for how she feels about polished-female-bakery-Instagram: "gie's me the boak" — it makes her feel ill.

Matt's advice: stop trying to be polished. The videos doing one to two million views are shot on iPhones. The accounts winning are the raw, authentic ones. He points to his own son, Zak the Nutritionist, who built 70,000 Instagram followers in six months doing 60-second IBS-help clips filmed in Matt's back garden — and has now turned that audience into a successful recipe book.

"Consistency wins every single day and authenticity wins every single day. It does not have to be polished. People buy you." — Matt Edmundson

Key Takeaways Fact-check your agencies. Platform-level ROAS from Klaviyo, Meta, and Google are all overstated. Use blended ROAS and an independent tool to sanity-check claims. * Cost per acquisition > ROAS when you move between seasons or audiences. * Long-tail channels need long-tail thinking. Pinterest for weddings works — but the year before, not during the season. * Hire your Alans. A fractional CFO (or anyone filling your skills gap) is worth more than another marketing hire when you cannot read your own numbers. * Experiential retail is a real revenue channel. Brand activation work pays per unit and builds social proof. * Stop trying to be polished.* The algorithm rewards authenticity, not aesthetic perfection — even in aesthetically-driven niches.

Resources Mentioned Mademoiselle Macaron — mademoisellemacaron.co.uk * Triple Whale — attribution and AI coaching tool Rachel pays £500/month for (Shopify only) * Klaviyo — email platform Rachel uses (with a warning about its attribution claims) * Shopify — Mademoiselle Macaron's ecommerce platform * Pinterest Ads — Rachel's cautionary wedding-ads case study * Neil Hoyne, Converted — Google's Chief Measurement Strategist, author of the 236-touchpoints story * *Matt Putra — previous EP guest, source of the blended ROAS conversation * Charlotte Tilbury x Mademoiselle Macaron — H Beauty brand activation, lipstick-matched macarons * Pierre Hermé — French pastry chef whose freezer quote makes the whole operation work * Zak the Nutritionist — Matt's son's Instagram-to-recipe-book case study * eCommerce Podcast — ecommerce-podcast.com * Matt Edmundson on LinkedIn — linkedin.com/in/mattedmundson

Today's GuestToday's guest: Rachel Hanretty

Company: Mademoiselle Macaron

Website: https://mademoisellemacaron.co.uk

LinkedIn: Connect with Rachel on LinkedIn

Episode link: https://www.ecommerce-podcast.com/the-500-tool-she-uses-to-fact-check-her-marketing-agency

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Most ecommerce sellers limit themselves to one or two marketplaces. Jorrit Steinz, CEO and founder of ChannelEngine, argues that's leaving serious money on the table. With over 1,300 marketplaces now available worldwide, the opportunity to reach new customers has never been bigger — or more manageable with the right tools.

In this episode of The eCommerce Podcast, Matt Edmundson sits down with Jorrit to discuss why marketplace selling is no longer optional, how to choose the right platforms for your products, and why spending on marketplace ads might be a smarter move than pouring budget into Google. Jorrit also shares practical advice on getting started without drowning in manual processes, and reveals the biggest mistake most sellers are making right now.

Key points from this episode:

• 01:49 — What ChannelEngine does and the 1,300-marketplace landscape
• 09:17 — How to choose which marketplaces to sell on
• 20:47 — The biggest mistake in marketplace selling
• 25:49 — Why marketplace ads beat Google spend for organic ranking

The 1,300-Marketplace Opportunity You're Probably Missing[01:49] Jorrit explains that ChannelEngine connects brands and retailers to over 1,300 marketplaces globally, handling product listing, order management, and stock synchronisation in one platform. The landscape has shifted dramatically. COVID accelerated the trend of traditional retailers launching their own marketplaces, and Amazon itself is pushing sellers from 1P vendor relationships to 3P seller accounts — particularly those under a $20 million threshold.

Matt shares his own experience with this shift, noting that Next in the UK now operates a marketplace where brands sell alongside Next's own range. These "local hero" and vertical specialist marketplaces are multiplying fast.

"There are 1,300 marketplaces in our network. Local heroes, vertical specialists — the landscape is much bigger than most people think."

How to Pick the Right Marketplaces for Your Products[09:17] Jorrit's advice for choosing where to sell starts with a simple principle — look at the seller-to-buyer ratio on each marketplace, not just total traffic. Amazon has 600 million products listed, meaning competition is fierce. Smaller, more specialised marketplaces often have far fewer sellers competing for the same buyers.

He recommends using AI tools like Claude or Perplexity to research marketplace options in your category. The practical starting point is modest — six to seven marketplaces in the first year, then build from there. One of his German customers now runs 60 marketplaces with just two people, because the right automation makes scaling manageable.

"Look at the seller-to-buyer ratio on each marketplace. Amazon has 600 million products — competition is fierce."

Why the Biggest Mistake Is Not Selling on Marketplaces at All[20:47] When Matt asks about common marketplace mistakes, Jorrit's answer is direct — the biggest mistake is not doing it at all. Many brands hesitate, worried about channel conflict or complexity, and miss the growing opportunity cost entirely.

For established brands, Jorrit recommends pairing an agency with automation tools to get moving quickly. For those just starting out, the path is different — begin on marketplaces first, then build your direct-to-consumer shop alongside. The key is to always be where your customers already are, rather than trying to pull them to where you want them to be.

"The biggest mistake? Not doing marketplace selling at all. The cost of not doing it is increasing every day."

Spend on Marketplace Ads, Not Google — and Why That Builds Organic Ranking[25:49] Jorrit shares a contrarian advertising strategy. Rather than spending on Google Ads to drive traffic to your own store, invest that budget in marketplace advertising. The reason is that marketplace ad spend builds your organic ranking within that platform. As your products climb the rankings, you get sustained visibility long after the campaign ends.

He also recommends driving external traffic — from social media, email, or other channels — directly to your marketplace listings rather than your own website. This signals demand to the marketplace algorithm and pushes your products higher in search results. It's a compounding effect that Google Ads simply cannot replicate.

"Spend on marketplace ads, not Google. It builds your organic ranking on the platform."

Today's GuestToday's guest: Jorrit Steinz

Company: ChannelEngine

Website: channelengine.com

LinkedIn: Connect with Jorrit on LinkedIn

Episode link: https://www.ecommerce-podcast.com/why-your-products-should-be-on-60-marketplaces-not-just-amazon

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Start a Print on Demand Business on Etsy for Less Than £15What if you could launch a profitable ecommerce business with no stock, no warehouse, and no design skills for under £15? Nigel Wymer from POD Launch Pro joins Matt Edmundson to walk through exactly how to build a print-on-demand business on Etsy from scratch. With nearly 20 years in ecommerce and almost £40k net earned last year while barely working on his stores, Nigel brings the receipts to match the strategy. In a hands-on episode framed around helping Matt's daughter Zoe start her first business, they cover niche research with AI, Etsy store setup, the algorithm game, sourcing, pricing, and realistic income expectations.

Key points from this episode

1. [04:32] What print on demand actually is and why it requires zero stock
2. [07:28] Why Etsy beats Shopify for beginners
3. [12:41] How to research niches using AI and why specificity wins
4. [33:33] Setting up your Etsy store for SEO and trust
5. [36:41] Working with the Etsy algorithm as a new seller
6. [45:59] Pricing without racing to the bottom

Why Etsy Beats Shopify When You're Starting Out[07:28]

Platform choice is one of the first decisions any new print-on-demand seller faces, and Nigel's advice is unambiguous. Start on Etsy.

The reasoning is simple. With Shopify, you launch to zero traffic. From day one, you're spending on ads or pouring time into social media just to get eyes on your products. Etsy, by contrast, had 86.6 million buyers last year — people who actually purchased at least one item. That's a massive built-in audience you can tap into without spending a penny on advertising.

"If you want to go on to Shopify, then that's something I recommend you go on to later, once you know what sells. You've got the audience there now that you can trial it with on Etsy." — Nigel Wymer [08:10]

The trade-off is familiar to anyone who's sold on Amazon. You don't own the customer relationship the way you would on your own site. But for someone just starting out, access to traffic far outweighs that limitation. And with just a £15 one-off fee to open a store, the financial barrier is almost non-existent.

Niche Research With AI Changes Everything[12:41]

This is where most people get it wrong. They dream up a design, create a product, list it, and hope for the best. Nigel's approach starts in the opposite direction — research first, always.

And there's a common misunderstanding about niches. Dogs and cats are not niches. Sports is not a niche. You need to go much deeper.

"You really want to go into these smaller areas where you are being very specific in your targeting. But also there is much less competition." — Nigel Wymer [14:40]

Nigel demonstrated this live on the show. Starting with "sports" as a broad category, he used AI to identify underserved sub-niches. Ice hockey came up. Still too broad. So they went deeper — ice hockey goalkeepers, then into the specific slang, culture, and identity of that community. That's where you find products so targeted that customers feel like you made them just for their world.

The obvious pushback is market size. Nigel's answer is elegant — you stack niches. Each micro-niche might only generate a small amount on its own, but when you're targeting dozens of specific communities, it adds up significantly over a year.

"What you do is you're stacking up lots of different niches... you're getting a small amount of money from each, but stacking it up over the year will add up to a lot of money." — Nigel Wymer [15:58]

Matt ran a live AI experiment during the episode, asking Claude for 20 underserved print-on-demand niche ideas for Etsy. The results included adaptive clothing for neurodivergent communities, grief and memorial keepsakes, and niche outdoor micro hobbies like gravel biking and disc golf.

Working the Etsy Algorithm as a New Seller[36:41]

New stores face an inevitable chicken-and-egg problem. No reviews means less trust. Less trust means fewer sales. Fewer sales means no reviews.

Nigel's solution requires patience rather than tricks. List regularly — not ten products in one day, but one today, another tomorrow. Each new listing gets a temporary visibility boost from the Etsy algorithm as it tests whether anyone is interested. By listing consistently, you're telling the algorithm you're an active seller, which earns higher rankings.

"Once you've got 10 sales, then the algorithm knows what you're about and who to show your product to. And it will then start growing." — Nigel Wymer [37:50]

After that initial growth phase, you don't need to maintain the same pace. Nigel spent most of last year barely adding new products because he was renovating a house, and his established stores kept generating sales on autopilot. The key elements for a professional store that builds trust from the start include a branded banner (made on Canva), a simple logo, and a photo of yourself — since over 90% of Etsy sellers are individuals, and buyers want to know who they're purchasing from.

The About Me section does double duty. It builds trust with buyers and contributes to your store's SEO. Beyond that, it's standard ecommerce optimisation — keyword-rich titles, detailed descriptions, proper meta text, tags using keyword phrases rather than single words, and alt text on images.

Realistic Income and Getting Started This Week[48:23]

Nigel cleared almost £38,000 net last year while barely working on his stores. That's the established-store reality. For someone just starting out, the benchmarks are different but still compelling.

Nigel appeared on a Channel 4 programme presented by Scarlett Moffatt that investigated different side hustles. Print on demand came out on top as the easiest way to make £10,000 a year.

Pricing is straightforward and doesn't require competing on price. A basic mug costs Nigel around £4.50 plus shipping from the manufacturer. He sells it for £10.99 plus shipping, passing the shipping cost through to the customer. For international orders, larger manufacturers have production facilities in multiple countries, so a US order gets made in the US — keeping shipping costs and delivery times reasonable.

"The answer is not, as a lot of people will do, I'm not getting sales, I'll discount it, I'll go cheaper than everyone else. That's not the answer. The answer is create your totally unique product." — Nigel Wymer [45:59]

To get started this week, open an AI tool and ask for 20 underserved print-on-demand niche ideas for Etsy. Pick one niche and go deeper — ask for sub-niches, community slang, inside jokes, and cultural references. Set up a free Etsy store for £15, create a banner and logo on Canva, write an About Me section, find a UK-based print-on-demand manufacturer, and create 4-5 products to list gradually over the first week. Then keep listing regularly.

Today's GuestToday's guest: Nigel Wymer

Company: POD Launch Pro

Website: podlaunchpro.com

LinkedIn: Connect with Nigel on LinkedIn

Episode link: https://www.ecommerce-podcast.com/how-to-start-a-print-on-demand-business-on-etsy-with-nigel-wymer

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Most ecommerce operators can rattle off their LTV, churn rate, and CAC without thinking. But when Jay Myers asked a room full of subscription experts at SubSummit whether anyone knew their referral rate, only one person raised their hand — and his was zero. That single overlooked metric, Jay argues, is the difference between a business that flatlines and one that grows exponentially.

In this episode of The eCommerce Podcast, host Matt Edmundson sits down with Jay Myers, co-founder of Bold Commerce, to unpack the data behind referral-driven growth — and why a tiny shift in referral rate can mean 56 times more subscribers. Jay shares the strategies that actually work, from golden ticket referrals to paid memberships, and explains why most "share and save" programmes fall flat. Whether you run a subscription box or a one-time-purchase store, this conversation is packed with ideas you can start using today.

1. 00:00 — Introduction and Jay's background
2. 02:56 — From archery store to 32 Shopify apps
3. 11:14 — The launch of RePete, Bold's AI reorder agent
4. 14:32 — The Subscription Death Curve and the metric nobody tracks
5. 22:48 — Golden tickets and the psychology of scarcity referrals
6. 36:40 — Practical implementation for any ecommerce brand
7. 40:14 — Dollar credits vs discounts vs percentages
8. 45:45 — Paid membership vs free loyalty programmes
9. 49:21 — How to connect with Jay

Why Your Referral Rate Matters More Than LTV, Churn or CAC[14:32] Jay's 2022 SubSummit talk, "The Subscription Death Curve," revealed a striking blind spot in ecommerce. He asked a room of subscription operators to name their most important metric. People shouted out LTV, churn, CAC, and ARPU. Then he asked how many knew their referral rate. Not a single hand went up.

The data tells a compelling story. Doubling acquisition moves the subscriber count higher, but the business still flatlines at the same point — around month 32. Reducing churn pushes the flatline further out, but it still flatlines eventually. However, increasing the referral rate from just 0.8 to 1.2 — a difference of 0.4 — results in 56 times more subscribers by month 30.

1. Less than 3% of the average marketing budget goes toward referral programmes
2. A viral coefficient above 1 is needed for true viral growth
3. Super-referrers need uncapped ability to keep sharing

"There is no bigger thing you can do to your business to change the long-term health of it than increasing customers who refer other customers." — Jay Myers

Golden Tickets and the Psychology Behind Referrals That Actually Convert[22:48] Most referral programmes follow the same formula — share a code, both people get a discount. Jay explains why this generic approach rarely works, and it comes down to the difference between intrinsic and extrinsic motivation.

The golden ticket strategy works on a completely different principle. Instead of rewarding the sharer upfront, the approach relies on scarcity. One unique code, no immediate reward for the person sharing, and a focus on finding the ideal customer rather than casting a wide net.

1. Generic "share 10, get 10" codes produce low engagement because extrinsic rewards crowd out genuine enthusiasm
2. Scarcity-based referrals tap into intrinsic motivation — people share because the offer feels special
3. This strategy requires no app — Jay walks through how to run it with a CSV export and any email tool

Dollar Credits Beat Discounts — and Here's Why[40:14] Not all incentives are created equal. Jay breaks down the psychology behind different reward structures.

1. Dollar credit performs best — it creates a sense of ownership ("there's £10 in your account")
2. Dollar discount comes second — tangible but framed as future savings rather than something already owned
3. Percentage discount performs worst — abstract, requires mental arithmetic, feels distant

The distinction is subtle but significant. Credits feel like money already in your pocket, which changes buying behaviour far more effectively than a promise of future savings.

Paid Memberships and the Sunk Cost Psychology That Builds Loyalty[45:45] Jay highlights three brands that show why paid membership programmes outperform free loyalty schemes through sunk cost psychology.

1. Restoration Hardware — $125/year membership. Their 100,000 members account for 95% of revenue and spend 400% more than non-members
2. Fabletics — $50/month gives members $70 in credit. The monthly commitment fundamentally changes how members shop
3. Amazon Prime — almost never the cheapest option, but Prime members rarely price-shop elsewhere. The membership creates brand affinity that makes comparison redundant

When someone pays to be part of something, they behave differently. Free loyalty programmes ask nothing and, in return, tend to get very little engagement. A paid membership creates a psychological contract that drives repeat purchases and deeper brand connection.

Today's GuestToday's guest: Jay Myers

Company: Bold Commerce

Website: boldcommerce.com

LinkedIn: Connect with Jay on LinkedIn

Episode link: https://www.ecommerce-podcast.com/the-metric-nobody-tracks-that-drives-56x-subscriber-growth

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With 56% of CEOs reporting zero ROI from their AI investments, Matt Edmundson takes a refreshingly honest look at the four AI tools he actually uses across his ecommerce businesses right now. In this solo Slingshot episode of the eCommerce Podcast, Matt breaks down his monthly AI spend of roughly £350 and explains exactly how each tool fits into daily operations at Aurion, from deep research sessions to product photography and building what he describes as a digital second brain. Rather than chasing every shiny new tool, Matt shares how his team culled their AI subscriptions and settled on a focused toolkit that delivers real results. He also tackles the thorny issue of team adoption and offers a practical challenge for anyone still sitting on the AI fence.

Key Points:

1. Claude Code and Obsidian as a Second Brain [00:05:00]
2. Deep Research with Perplexity [00:13:00]
3. Learning Smarter with Google Notebook LM [00:16:00]
4. Making the Tools Work Together [00:23:00]

Claude Code and Obsidian as a Second Brain [00:05:00]Matt’s primary AI tool is Claude on the Max plan at around £150 per month, and he pairs it with Obsidian, a note-taking app that stores everything as plain markdown text files on your computer rather than locking them away in someone else’s cloud. The real magic happens when Claude Code connects to this system.

“Think of the difference between texting a plumber for advice versus having the plumber in your house with their tools.”

That’s the difference between using a chatbot in a browser and running Claude Code in your computer’s terminal, where it can see your files, run commands, and make changes directly.

1. All company information, branding documents, playbooks, and scripts live inside one Obsidian vault
2. Claude reads thousands of notes and even learns and updates its own files over time
3. Matt describes the result as “more like having a team member who has spent six months reading every document you have ever written”
4. Everything stays local on your machine, which is a significant security advantage over cloud-only tools
5. The migration from his previous app (Craft) to Obsidian took about two days, and the system has been running for roughly three months

Deep Research with Perplexity [00:13:00]For research tasks, Matt turns to Perplexity at around $20 per month. Unlike a standard chatbot, Perplexity provides sources with clickable links so you can verify everything it tells you.

1. The narrative binding episode (episode 274) came from a full-day Perplexity research session that produced a 30-page document
2. Matt uses the voice chat feature during his Wednesday morning walks, turning exercise time into research time
3. The sourced approach means you can trust and fact-check the output rather than blindly accepting AI-generated claims

Learning Smarter with Google Notebook LM [00:16:00]Google Notebook LM, part of the Google Gemini suite at roughly $20 per month, takes a different approach to AI-assisted learning. Instead of drawing on the entire internet, it restricts its answers to the sources you upload, with a limit of up to 300.

1. Matt used it to study negotiation techniques, uploading both Getting to Yes and Never Split the Difference and then asking questions across both books
2. The audio generation feature creates 20-minute podcast-style conversations from your uploaded sources, making it easier to absorb material on the go
3. Because it only references what you give it, there’s far less risk of hallucinated information creeping in

Making the Tools Work Together [00:23:00]The real value comes not from any single tool but from how they connect. Matt outlines a workflow where Perplexity handles the initial research, Claude Code turns that research into playbooks and frameworks, and those playbooks generate prompts for other tools like Nano Banana (Google Gemini’s image generation, used for product lifestyle shots).

1. Nano Banana has been used for product photography, including an Omega-3 bottle lifestyle shot with dolphins, though Matt still works with his photographer Lindy for key shoots
2. AI supplements the creative process rather than replacing it
3. The system stays current over time because Claude updates its own reference files as new information comes in
4. Team adoption has been gradual. Even the dev team were slow to pick it up. Not everyone needs the full setup, and the admin team use Claude with project files and specific prompts tailored to their roles
5. Matt’s challenge to listeners is simple but pointed. Pick one thing, give it a proper go for two weeks, and remember that AI is a co-pilot, not a replacement

Episode link: https://www.ecommerce-podcast.com/how-im-using-ai-in-my-ecommerce-businesses-right-now

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Most ecommerce brands know everything about their customers but communicate like they know nothing. That’s the observation at the heart of this conversation with Max Beech, founder of Athenic and former product manager at Revolut and Yahoo. Max has spent years building personalisation features at scale, and he has a clear view of where ecommerce businesses consistently lose their best customers.

In this episode, Matt and Max explore why the first 14 days after a purchase are the most important — and most wasted — window in the entire customer journey. They discuss why sending a discount code on day three might be doing more harm than good, why asking your customers one simple question beats months of behavioural tracking, and how smaller brands can turn their size into a genuine competitive advantage. Max also shares a story from the Ritz Carlton that became a Harvard Business School case study, and leaves listeners with a 20-minute audit that could shift the way they think about every message they send.

Key timestamps

1. [03:43] The first 14 days and why silence after the sale is costing you
2. [09:57] Why one question beats months of data tracking
3. [13:02] How to be personal without needing to scale
4. [34:19] The Ritz Carlton giraffe and the power of being human

The First 14 Days That Most Brands Waste[03:43]

There’s a window after someone places their first order — roughly the first 14 days — that most brands either ignore completely or fill with exactly the wrong thing.

Some treat it as dead air. The order’s been placed, the product’s on its way, and so there is nothing to do until next time. Others jump straight into selling mode (any sound familiar?) — a 10% off code on day three, a cross-sell email on day five. But the customer hasn’t even received their order yet.

“Don’t try and sell them anything. Everyone’s been in that experience where they’ve been inside a store and that salesperson is just nagging them trying to be too salesy. It’s exactly the same experience that a lot of customers feel when they’re online.” — Max Beech

The irony is that this 14-day window is the moment of highest trust. The customer has just handed over their money. They’ve made a decision. They’re open, engaged, and paying attention. And most brands respond with either silence or a sales pitch.

Matt draws a comparison with his favourite coffee shop in Liverpool. Everything is designed to get you to the counter — beautiful decor, a glass case full of pastries, a well-designed menu board, and friendly staff who take your order with a smile. Then you pay, and everything changes. You’re directed to stand in a formless queue with no sense of order, nothing to look at, and no engagement until someone shouts your name.

“Everything is geared to getting your coffee order. And then of course they want to make you a good coffee. But at the end of the day, the experience while they deliver is rubbish.” — Matt Edmundson

The parallel with ecommerce is hard to miss. Beautiful websites. Clever ads. Everything is engineered for that first purchase. Then the order is placed and it’s crickets.

Why One Question Beats Months of Data Tracking[09:57]

Most ecommerce segmentation is based on what customers bought, not why they bought it. Max uses a simple example to show why that matters.

Someone buys a pair of running shoes. Standard segmentation puts them in one bucket — “bought running shoes.” They’ll get emails about running shoes, probably some socks, maybe a water bottle. But why did they buy those shoes? They might be training for a marathon. Or they might have just got a new dog and need something comfortable for walks. Two completely different customers with completely different needs, buying the exact same product.

“If you’re trying to segment customers, you’re probably putting those two people into the same bucket, whilst in reality, it needs to be a very different experience.” — Max Beech

The fix isn’t complicated. A single question in a post-purchase email — “Why did you buy this?” — gives more useful information than months of behavioural tracking. And yet most brands never ask.

Matt raises a fair concern about response rates, especially for smaller stores. Max’s answer is reassuringly practical.

1. You don’t need statistical significance. Reaching out to about 10 customers is usually enough to spot a trend.
2. It doesn’t need to be a formal survey. A WhatsApp message or a phone call to your top customers can work just as well.
3. With tools like Claude, you can collect free-form answers and then analyse them in bulk later for patterns you’d never spot manually.

Being Personal Without Needing to Scale[13:02]

There’s a common objection to this kind of personalisation and it’s the belief that it doesn’t scale. Max’s response is straightforward — it doesn’t need to.

“If you stick a handwritten letter in your next product delivery, then the open rate is going to be 100%.” — Max Beech

Max references Stitch Fix, the personal styling company that built a billion-dollar business on the premise that your personal stylist remembers you. Every profile update, every kept item, every returned item, every note — it was all stored and used. Their algorithm wasn’t really an algorithm at all. It was just being incredibly organised with customer data so that a human could use it at the right moment.

The same principle applies at any scale. Even without investing in software, ecommerce founders can build a better understanding of each customer by being more organised with where they store data and knowing where to look when someone reaches out.

Max also shares his own experience at Yahoo, where the finance app sat at 3.5 stars on the Android Play Store. He spent at least an hour every single day replying to every review — reading them, responding personally, feeding the insights into the product roadmap, and even going back to update reviewers when a fix had been deployed. It wasn’t scalable. He managed it for about a year. But it transformed his understanding of what customers actually wanted.

“It’s where ecom businesses have such an opportunity to be more personal and to try to find those opportunities that the bigger brands aren’t able to fulfill.” — Max Beech

The Ritz Carlton Giraffe and Why Being Human Goes Viral[34:19]

A family stayed at the Ritz Carlton. Their child left behind a beloved stuffed giraffe called Joshi. The parents told the boy that Joshi had stayed behind for a holiday. The hotel staff found Joshi and ran with it. They photographed him by the pool, in a spa robe, driving a golf buggy, lounging with sunglasses. They created a full photo album of Joshi’s extended vacation and returned him to the family with the album.

It wasn’t efficient. It wasn’t in any brand guidelines document. But it went viral and became a Harvard Business School case study — because it was human.

“There are lots of examples where a company just allows either themselves or their customer service team to be human and to break the rules. And that’s where you can really change it.” — Max Beech

This connects directly to the advantage that smaller ecommerce businesses hold over the giants. Amazon can sell on convenience, but they don’t know their customers. Large brands with centralised customer service teams and templated responses can’t do what a founder who picks up the phone can do.

Max’s parting challenge is disarmingly simple. Go into your email platform and look at the last five messages you sent to customers. For each one, ask yourself whether it’s about what the brand wants or about what the customer needs right now.

“If the answer is mostly what I want — and it probably is — then you’ve got a really clear brief of what to fix first. It takes probably 20 minutes. Most brands will never do it.” — Max Beech

That 20 minutes might be the most valuable thing an ecommerce founder does this week.

Today’s GuestToday’s guest: Max Beech

Company: Athenic

Website: getathenic.com

LinkedIn: Connect with Max on LinkedIn

Episode link: https://www.ecommerce-podcast.com/why-your-best-customers-leave-after-the-first-order

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Mobile shoppers decide to buy or leave after seeing less than a third of your product page. Adam Pearce from Blend Commerce has seen it happen across hundreds of Shopify stores and shares the fixes that consistently lift conversion rates by 30 to 50 percent.

Episode SummaryIn this episode, we dig into the gap between how ecommerce sites are designed (on desktop, in boardrooms) and how they are actually experienced (on a phone, in three scrolls). Adam Pearce, co-founder of Blend Commerce and organiser of eCom Collab Club in London, shares the data-backed changes that move the needle most on mobile from a single search bar tweak to trust signals that boosted one client's average order value by 34 percent. He also covers mobile apps, on-site quizzes, heat mapping, and why knowing your North Star number matters more than any individual tactic.

Key Point Timestamps:

05:06 - The mobile experience problem

06:00 - The exposed search bar (30-50% conversion lift)

10:22 - Three thumb scrolls and mobile decision-making

19:54 - Accordion menus, sticky CTAs and product page structure

22:46 - Trust signals: the car parts example

34:43 - What consistently works across sites

43:51 - Data tracking and your North Star number

The Exposed Search Bar (06:00)Most mobile sites bury search behind a small magnifying glass icon. Blend Commerce has spent the past couple of years running one simple test: make the search bar visible. Always. The result is a conversion rate increase of 30 to 50 percent, consistently, across sites of all sizes.

It even works for small catalogues. Working with a US crisp brand that had just eight SKUs, the team discovered that customers were searching for ingredients which told them the information existed but was not easy to find. One change opened the door to understanding how customers were actually navigating the site.

The broader principle is that people are lazy. Not in a negative sense but in the way that every one of us, given the option between effort and ease, chooses ease. Making search visible is making it easy. Making it easy makes people buy.

Three Thumb Scrolls (10:22)Using heat-mapping tools like Microsoft Clarity, Adam's team can see how far down a mobile product page visitors actually get before they act. The number is consistent and striking: between 23 and 30 percent of the page. That is less than a third and after that point, the visitor has either bought or gone.

As Adam explains: "People will agonise about all these wonderful sections. But a lot of the time, they have kind of made their mind up already."

The practical takeaway is simple: the top 30 percent of every mobile product page is where the focus needs to go. Every element competing for space in those three scrolls has to earn its place. Everything else, style suggestions, lengthy brand story, people-also-bought, is largely unseen.

Trust Signals Below the Button (22:46)Blend Commerce worked with a car parts brand whose About page was full of compelling reasons to buy. Their product pages had none of it. Surveying their top LTV customers revealed two things customers valued most: a 90-day returns policy and a one-year warranty. Neither was on the product page.

They added both directly below the add-to-cart button. The result was a 15 percent increase in conversion rate and a 34 percent increase in average order value from that single change.

In a three-scroll window where decisions are made fast, trust signals do the heavy lifting. The question for any brand is: what are your best customers actually worried about and is that visible in the moment they need it most?

What Consistently Works (34:43)Beyond the headline changes, Adam shares several fixes that recur across sites. Instagram-style navigation circles, four or five top collections shown as visual thumbnails at the top of the page rather than a hamburger menu, give immediate visual signposting and work on desktop as well as mobile. Replacing swipe-indicator dots beneath product images with actual thumbnails means customers can see more content at a glance without swiping to discover it. And for categories where customers feel uncertain, supplements, beauty, food, an on-site quiz not only guides them to the right product but feeds data directly into segmented email flows.

Sticky add-to-cart buttons are non-negotiable. As Adam puts it: "Yes, needs to be visible at all times." The data does not argue with itself on that one.

Today's GuestToday's guest: Adam Pearce

Company: Blend Commerce

Website: blendcommerce.com

LinkedIn: Connect with Adam on LinkedIn

Episode link: https://www.ecommerce-podcast.com/you-get-three-thumb-scrolls-before-they-buy-or-leave

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Could a simple pre-approved loan quietly destroy your ecommerce business? Fractional CFO Rob te Braake from Insight Matters reveals how platform loans from Shopify and Stripe are creating a death spiral for seven and eight-figure brands — and one of his clients might not survive the year because of it.

Episode SummaryIn this episode, we explore the financial blind spots that catch ecommerce founders off guard. Rob te Braake, who works with seven and eight-figure online brands as a fractional CFO, breaks down the three numbers every ecommerce owner should know in their sleep: gross margin (and why he walks away from anything below 60%), CAC to LTV ratio, and working capital cycle. We dig into the dangerous convenience of platform loans, why the repayment structure can quietly eat your margins alive, and how to build a simple sales forecast that gives you the confidence to make bigger decisions. Matt also shares his own £38 million lesson from when a supplier pricing change halved his business overnight.

Key Point Timestamps:

05:53 - Why Finance Is an Expensive Afterthought

08:54 - The Three Numbers You Need to Know

31:25 - The Death Spiral of Platform Loans

48:48 - The Sales Forecast That Changes Everything

Why Finance Is an Expensive Afterthought (05:53)Most ecommerce founders are brilliant at marketing or product. Finance tends to come last. Rob explains why this is such a costly mistake.

"It's perceived as less sexy. And I think that's not justified," Rob admits. "Marketing is more sexy. It's the nice images. It's selling the dream." But he quickly reframes the conversation: "You run the business to make a living, to build up personal wealth, to build up family wealth. So money should be much more central to the decisions on how you run the business."

The episode draws a useful comparison to stepping on the weighing scales — most of us avoid it because the number might be uncomfortable. But that discomfort is precisely why we need to look. What gets measured gets managed, and the same applies to your business finances.

The Three Numbers You Should Know in Your Sleep (08:54)Rob boils the financial health of an ecommerce business down to three critical numbers:

Gross Margin (Per Product Group) — Your net revenue minus cost of goods sold. Rob's threshold is clear: "If the gross margin is less than 60%, I'm out." His target breakdown is 40% COGS, 30% overhead and marketing, 30% profit. If you're running B2C on paid traffic with a 20% margin, "I think you're in a very tough spot."

CAC to LTV Ratio — Customer acquisition cost versus lifetime value. The conventional wisdom says 3:1 is good. Rob prefers 4:1. But the real insight is that this ratio depends entirely on your gross margin and product type.

Working Capital Cycle — How long from buying inventory to becoming cash-flow positive on that batch? Rob shares a client example where a seasonal Australian business must order from a European supplier six months before selling season, making it extraordinarily capital intensive. Sometimes the solution isn't better margins — it's renegotiating when you pay.

The Death Spiral of Platform Loans (31:25)This is where the conversation gets uncomfortable. Shopify, Stripe, and QuickBooks all offer pre-approved loans with seductive simplicity.

"If anybody offers you money with such convenience, just click here and you get it," Rob warns, "you know there is a catch." The catch is interest rates around 20%, combined with repayment structures that take a percentage of all future sales.

Rob describes seeing businesses take a $20K loan one year, need $40K the next because they haven't recovered, then $80K the year after. "That's why I call it the death spiral, because you get stuck into taking out ever bigger loans. The more the company grows, the more you have to borrow. And the less you're going to end up with yourself."

One of his eight-figure clients is now in serious trouble because of exactly this pattern — strong gross margins, but financing costs so high the business may not survive the year.

The Sales Forecast That Changes Everything (48:48)Rob's top tip is deceptively simple: build a sales forecast in a spreadsheet — not with AI.

"The thinking behind it is critical," he explains. "Thinking about what you plan to sell, in what period of the year and why, and how that cascades down to your purchasing and your cash flow. It is an eye opener. You're going to be wrong and that's fine, but just the thought process and ideally iterating that every month."

The value isn't in the accuracy — it's in the thinking. The "what if" questions that emerge when you manually work through the numbers are where the real insights live. If you hand that process to AI, you get numbers without understanding.

Today's GuestToday's guest: Rob te Braake

Company: Insight Matters

Website: https://financeinsightmatters.com/

LinkedIn: https://www.linkedin.com/in/rob-te-braake/

Episode link: https://www.ecommerce-podcast.com/the-20k-loan-that-turned-into-an-ecommerce-death-spiral

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Most businesses build their brand messaging around themselves. Their logo, their history, their awards. But what if the only place your marketing actually works is the tiny sliver where your story and your customer's story overlap?

Episode SummaryIn this solo episode, Matt Edmundson introduces the Story Overlap — a simple Venn diagram concept that reveals why most eCommerce messaging misses the mark. Through a live homepage audit of an accountant's website (with a we-to-you ratio of 2.6 to 1), Apple's iconic '1,000 songs in your pocket' line, and the Netflix headline formula, Matt shows how established brands have learned to shrink their logo and grow the customer's story. He then shares the transformation of Jersey Beauty Company, where understanding that customers were buying a gift for themselves — not just moisturiser — changed everything from packaging to salon imagery. The episode wraps with a practical three-step process for finding your own Story Overlap, supported by a free downloadable workbook.

Key Point Timestamps:

02:30 - The Story Overlap Concept

06:15 - The Accountant Homepage Audit

11:00 - Apple, Netflix and the Verb Formula

15:30 - The Jersey Beauty Company Transformation

22:00 - Three Steps to Find Your Overlap

The Story Overlap Concept (02:30)Matt introduces the Venn diagram at the heart of this episode: one circle is your brand story, the other is your customer's story, and the overlap is the only place your marketing actually works.

"Our customers care profoundly about their own story. But they care very little about your story," Matt explains. Company history, awards, founding year — that's all sitting in the brand's circle, not the customer's.

To illustrate the point, Matt walks through a live audit of an accountant's homepage, counting every instance of 'we', 'our' and 'us' versus 'you' and 'your'. The result? A ratio of 2.6 to 1 in favour of brand language. For every time the site mentioned the customer, it mentioned itself two and a half times. And Matt's challenge to listeners is simple: go and count the ratio on your own homepage.

The Netflix Headline Formula (11:00)Matt breaks down a formula he's observed from studying Netflix's landing pages over the years: Verb + Object + Sexiness. For Netflix, that's Watch (verb) + Movies and TV Shows (object) + Unlimited, Anywhere, Anytime (sexiness). Not a single 'we' in sight.

The Apple iPod launch in 2001 follows the same principle. While competitors talked specs — 5GB hard drive, FireWire connectivity — Apple said '1,000 songs in your pocket.' Both statements describe the same product, but only one operates in the story overlap.

"The more established the brand, the smaller their logo gets," Matt observes, noting that Apple's website logo is tiny. Meanwhile, his own first website featured a spinning Flash logo animation that took up the entire screen. The lesson: as brands mature, they learn to shrink their logo and grow the customer's story.

The Jersey Beauty Company Transformation (15:30)Matt shares the story of how Jersey Beauty Company went from shipping in jiffy bags to creating a remarkable unboxing experience — all driven by understanding the customer's story.

When customers complained about damaged outer packaging, Matt initially dismissed it. But the marketing psychology concept of 'sensation transference' — where people transfer their feelings about packaging onto the product itself — changed his thinking. Research shows customers with a positive unboxing experience are 50% more likely to make a repeat purchase.

The deeper insight came from understanding what customers were actually buying. They weren't purchasing 200ml of moisturiser. They were buying a gift for themselves, a treat. That shifted everything — tissue paper wrapping, biodegradable popcorn packaging, and 'Happy. Remarkable. You.' messaging inside every box. The company even replaced all digitally manipulated beauty images in their salon with Time's photo books showing real people — and customer feedback was immediate.

Three Steps to Find Your Overlap (22:00)Matt outlines a practical process for finding the Story Overlap in any eCommerce business:

Step 1: Define your brand story in one paragraph. Not your history or awards — your why. Why does your company exist? What do you believe? If this feels hard, skip to Step 2 first. Your customer reviews will tell you more about your brand story than any brainstorming session.

Step 2: Map your customer's story through two exercises. Review mining — pulling a mix of five-star, three-star and one-star reviews to uncover why people buy, what words they use, and what emotions come through. And image buckets — gathering 15-20 images representing your ideal customer's world to reveal visual insights that demographics miss.

Step 3: Find and articulate the overlap. Draw the Venn diagram. Brand story on one side, customer story on the other. Where they intersect becomes the foundation of all your messaging. Write it in a single sentence.

A free Story Overlap Finder workbook accompanies this episode with templates, AI prompts for review mining, and worked examples from real businesses.

Episode link: https://www.ecommerce-podcast.com/your-customers-dont-care-about-your-brand

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Selena Knight has spent 20 years in retail and knows exactly why most e-commerce businesses are undercharging. One of her favourite examples? An Australian party supplies company that charges $6 for $3 paper plates — and their customers keep coming back.

In this conversation, we get into price anchoring, why the businesses that survived 2025 were the ones charging more, not less, the three questions that close every in-store sale, and what she learned from Gary V's organisational psychologist about hiring people who actually think for themselves.

If you're competing on price, this one might change your mind.

Subscribe to the newsletter at ecommercepodcast.net

Key Point Timestamps:

06:45 - The Three Questions That Close Every Sale

11:52 - What a £12,000 Cocktail Teaches About Pricing

15:34 - Why Premium Brands Won 2025

25:22 - Hiring for Culture Over Skills

The Three Questions That Close Every Sale (06:45)In her eco baby product stores, Salena developed a framework built on one principle: if you give someone more than three choices, they probably won't buy anything.

When a customer walked in looking for a gift, the team asked three questions: What type of person are they? What pain point do you want to solve? What's the budget? From there, they'd present three options — high, mid, and low. "And inevitably, I tend to find that they buy the high price thing, which is great."

The e-commerce application is straightforward. Most online stores dump customers onto a category page with dozens of options. But you control the canonical structure of that page. You choose what appears first, second, and third — and you can guide decisions just as deliberately as a knowledgeable shop assistant would.

What a £12,000 Cocktail Teaches About Pricing (11:52)Price anchoring is behaviourally proven — our brains benchmark against the first number we see. At the Savoy, a £16 gin and tonic feels outrageous until you see cocktails for £300–400. Then a £12,000 flagship cocktail makes the £300 ones look almost sensible.

Salena applies this directly to e-commerce category pages. Most stores sort products lowest-to-highest. Her advice: "When somebody comes to a category section, I will always have at least two really high-priced products. And then I'll have the product that you really want to sell."

If your sweet spot is £200 jeans, put the £300 pair first. Some people will bounce, but as Salena notes, "They probably weren't gonna buy anyway." Everyone else now sees £200 as a bargain.

Why Premium Brands Won 2025 (15:34)In a year where consumer spending tightened noticeably, Salena shares what she saw across her client base: the businesses that did well were charging above the average, not below it.

"Where I saw the people who did well were brands that I would call premium. Not luxury, not your Louis Vuittons, but they're charging above the average."

Premium brands had already built their point of difference. They weren't competing on price, so price pressure didn't destroy them. Meanwhile, the discount-driven businesses were stuck in a brutal race to the bottom. The Party People could charge $6 for $3 plates because convenience was worth paying for. Premium doesn't mean expensive for the sake of it — it means giving people a reason to pay more and making that reason obvious.

Hiring for Culture Over Skills (25:22)Premium pricing only works if the team understands the vision. Salena distinguishes between "donkeys" (reliable doers) and "unicorns" (thinkers who solve problems independently). Both are essential, but growing beyond a certain point requires people smarter than the founder.

"You can't be as smart as me. You have to be smarter than me. Because if this whole business is only as smart as me, we're screwed."

Working with Gary Vaynerchuk's organisational psychologist, Salena learned a simple hiring exercise: write down everything that annoys you. The insight? "When you ask people what they want, they can't usually tell you. But they can tell you what they don't want." From that list, she identifies which frustrations are genuine business needs — and which are just personal irritations she needs to make peace with.

Today's GuestToday's guest: Salena Knight

Company: Salena Knight — Retail Growth Strategist

Website: salenaknight.com

LinkedIn: Connect with Salena on LinkedIn

Instagram: @thesalenaknight

Episode link: https://www.ecommerce-podcast.com/how-to-charge-double-for-paper-plates-and-have-customers-thank-you

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How many ads does your brand actually need each month? Edwin Choi from Jet Fuel Agency reveals the data-driven framework for calculating your exact creative requirements — and why most brands are drastically underproducing content for their Meta ad accounts.

Episode SummaryWe explore why most e-commerce brands are guessing their way through Meta ad creative — and paying the price in declining performance. Edwin Choi, founder of Jet Fuel Agency, shares the framework his team uses across hundreds of accounts to calculate exact monthly creative needs using decay rates and win rates. We discuss why Meta's Andromeda AI system now punishes creative sameness, how to source 77+ ads per month without breaking the bank, and the practical steps for building a sandbox-to-scaling campaign structure that lets winners thrive. Edwin also shares how to identify content gaps using AI-powered competitor and customer analysis, and why authentic, raw content outperforms polished production.

Key Point Timestamps:

03:59 - Why creative is the biggest problem in e-commerce advertising

08:55 - Understanding creative fatigue and emotional flavour

12:55 - How Meta's Andromeda system punishes sameness

17:34 - The Creative Engine Framework explained

23:37 - Calculating your decay rate and win rate

33:58 - Finding your content gap with AI

42:27 - Building 77 ads without losing your mind

The Day Trading Mindset for Ad Creative (03:59)Edwin compares ad creative to day trading — you're going to have winners and losers, and even the best strategists only win 25-35% of the time. Most brands don't account for this, creating a handful of ads and wondering why performance drops within a fortnight.

"Even if you're the best strategist in the world, you're not gonna win all the time," Edwin explains. "You might win 25 to 35% of the time. Rest of them are not gonna work out."

His team calculates the exact number of ads needed per month using a formula based on two key metrics: the account's win rate (percentage of ads hitting target CPA) and the decay rate (how quickly winning ads lose performance). One account might need 20 ads per month. Another might need 77. During sales periods, that could spike to 120.

Why Meta's Andromeda Punishes Sameness (12:55)Meta's Andromeda AI system has fundamentally changed how ads compete. Previously, brands could take a winning ad, create ten close variants, and dominate the auction. Now, Andromeda analyses the messaging and sentiment of every ad — and if multiple ads say essentially the same thing, it treats them as one.

"If it sees that you have a hundred ads and all 100 ads are very similar, like they have the same core messaging... Meta is going to go, I'm going to treat that as one ad, not 100," Edwin warns.

The result: increased fatigue, decreased delivery, and higher ad costs. The platform actively rewards genuine creative diversity and punishes repetition, making a diverse creative engine essential infrastructure rather than a nice-to-have.

The Sandbox and Scaling Structure (17:34)Edwin's campaign structure is deliberately simple. New creative enters a sandbox campaign — low budget, high risk, designed for testing. Winners graduate to a scaling campaign with serious budget behind them.

"We have a high budget because they've been proven. They've been proven in the sandbox. They work for us. We love it. Then we're going to graduate them to the scaling campaign so they can really take off and fly."

The key supporting detail is naming conventions. Every ad is named so reporting tools can identify what's working by emotion, persona, and message type. Without this, you have data. With it, you have intelligence that informs your next round of creative.

Building 77 Ads Without Going Crazy (42:27)Edwin's practical approach to high-volume creative production starts with what you already have. Repurpose old commercials, organic social posts, and long-form videos. That might get you halfway there. Then grab your phone and shoot raw, authentic founder content — 15-second clips of making the product, walking through the warehouse, comparing labels in a shop.

"Raw and unpolished and organic and authentic is probably the way to go," Edwin advises. "Customers are developing what I call AII — they can look at something and go, that doesn't smell right."

For the final stretch, tap existing partnerships — influencers, YouTube reviewers, TikTok creators who've already featured your product. A simple exchange of product for content rights can fill the remaining gap.

Today's GuestToday's guest: Edwin Choi

Company: Jet Fuel Agency

Website: jetfuel.agency

LinkedIn: Connect with Edwin on LinkedIn

Episode link: https://www.ecommerce-podcast.com/the-creative-engine-that-stops-your-meta-ads-burning-out-

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What if 99.5% customer satisfaction could still threaten your entire business? Payments veteran Jeff Foster reveals why the economics of chargebacks have shifted dramatically, and why the smartest merchants are giving money back faster than you'd expect.

Jeff has been in payments since 1998, helped process the first CVV and Verified by Visa transactions ever, and now runs Quick Refund to help merchants navigate the tightening thresholds that Visa and MasterCard have imposed. We explore why 25% of chargebacks hit transactions that were already refunded, how friendly fraud became behavioural rather than criminal, and what you can actually control to protect your margins.

Key Point Timestamps:

03:36 - The gap in the market Quick Refund identified

05:42 - Why payment systems haven't evolved since 2006

15:08 - Friendly fraud and why it's a behavioural issue

21:13 - The economics of refunds vs chargebacks

25:02 - Why banks don't care about merchants

30:53 - How Quick Refund actually works

43:58 - Jeff's top tip for new eCommerce operators

The Uncomfortable Economics of Chargebacks (21:13)The threshold for acceptable chargebacks keeps dropping. It used to be 3.5%. Then it fell to 1%. Now it's heading towards 0.5%. Jeff puts the stakes in perspective with a striking comparison.

"Imagine your bank calling you up and threatening to shut your business down because only 98% of your customers were perfectly happy. Imagine if a politician had to deal with those kinds of stats. Every elected official would be gone their first week."

The cascading costs are brutal. A $25 product can generate $75 in fees and fines when disputed. A $250,000 annual problem can quickly become a million-dollar drain. And cross certain thresholds, you're not just paying fines. You're losing your ability to process cards entirely.

Friendly Fraud Isn't What You Think (15:08)Unlike organised criminal fraud, friendly fraud is largely behavioural. Someone buys something, receives it, then decides to get their money back through the bank rather than the merchant. Jeff's data shows most of it isn't even premeditated.

"It's something that maybe is a little more expensive than you should have bought in the first place. A bill comes in that you weren't expecting. Things are a little tight. And you say, you know what? I'm just gonna call my bank and tell them I didn't get it."

The pandemic accelerated this behaviour significantly. Banks have built dispute buttons into their apps, right next to every transaction. Two taps and the money's coming back. No consequences for the consumer.

Why Banks Favour Cardholders (25:02)Jeff shares a revealing conversation from Money 2020, the major payments conference. A premium card issuer explained their position plainly: customers spending $17,000 a month, generating premium interchange and high interest rates, are worth keeping happy. If they want to dispute $200 every other month? The bank doesn't care.

"It's definitely not my problem. It's your problem." That's the message merchants receive, whether stated explicitly or not. There's far more money in the issuing business than processing. Merchants are simply the cost of doing business.

The 25% Refund Problem (30:53)Here's something most merchants don't realise: a refund through your processor isn't actually a refund. It's a forced deposit back to the original payment method. The bank then has to match these up. And often, they don't.

"Something like 25% of all chargebacks are transactions that have actually already been refunded. But the bank didn't match them up."

A customer requests a refund, you process it promptly, but forced deposits can take days. The customer checks their bank app, doesn't see the credit, gets frustrated, and disputes it anyway. Now you've got two refunds going out, plus fees, plus fines.

What You Can Actually Control (43:58)Jeff's parting advice focuses on the 25-30% of disputes that are entirely preventable through better communication and fulfilment.

"The number of disputes, refunds, and things that we see on a daily basis that are based on a lack of communication from the merchant is something that every single merchant can easily solve in its entirety."

Get products out fast. Overcommunicate throughout the process. Make yourself easy to reach. Follow up after delivery. These basics, done brilliantly, eliminate the confusion and frustration that drive a significant chunk of friendly fraud.

Today's GuestToday's guest: Jeff Foster

Company: Quick Refund

Website: getquickrefund.com

LinkedIn: Connect with Jeff on LinkedIn

Episode link: https://www.ecommerce-podcast.com/how-to-stop-chargebacks-from-destroying-your-profit-margins

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Can you remember the last product description you actually read? Matt Edmundson explores why most eCommerce product copy is invisible and shares the science-backed narrative binding framework that made one UK retailer's descriptions 42% more memorable and boosted revenue per visitor by 36.7%.

Episode SummaryIn this solo episode, Matt digs into one of the most overlooked areas of eCommerce: product descriptions. Drawing on his experience rewriting 400 product descriptions at Jersey Beauty Company (before AI existed), he reveals why manufacturer copy turns every site into a commodity and shares the narrative binding framework from cognitive science that transforms forgettable spec sheets into stories that stick. Through real examples including a framing square, a fountain pen, a USB disco light, and an airsoft tactical vest, Matt demonstrates the three principles of narrative binding: causal sequencing, character continuity, and thematic consistency. He also introduces a free AI Prompt Pack so listeners can start transforming their own product copy immediately.

Key Point Timestamps:

00:18 - The Problem with Generic Product Descriptions

04:52 - The Framing Square That Proved the Problem

16:33 - Three Principles of Narrative Binding

20:54 - Applying Narrative Binding to Real Products

32:52 - Using AI for Product Descriptions

The Framing Square That Proved the Problem (04:52)Matt shares a personal shopping experience that perfectly illustrates the problem. After watching a YouTube video with over 500,000 views, he wanted a specific Milwaukee framing square and opened seven different UK distributor sites.

Every single one had virtually identical copy. "Reinforced frame. Laser etched markings provide superior visibility." Word-for-word manufacturer descriptions across all seven sites. Not one mentioned the YouTube video that convinced Matt to buy. Not one explained why this square was worth more than a cheaper alternative.

"The product copy didn't matter because nobody made it matter," Matt reflects. His decision came down to total price plus shipping. Race to the bottom. Again.

This leads Matt to challenge three assumptions that destroy conversions: that manufacturer copy is good enough, that product descriptions don't matter if the site looks good, and that nobody reads them anyway. The truth? The people deciding whether to buy absolutely read them. They're looking for a reason to say yes or a reason to leave.

The Science of Copy That Sticks (16:33)Research from UC Davis found that the hippocampus actively binds separated events into unified narratives. When content creates a coherent story with causal connections, it becomes 42% more memorable after 30 days compared to disconnected facts. This is called narrative binding.

Matt highlights Cox & Cox, a UK homeware retailer, who restructured their product descriptions using a narrative framework and saw a 36.7% increase in revenue per visitor. "Not a redesign. Not new products. Just better words," Matt emphasises.

The three principles that make narrative binding work in eCommerce:

1. Causal Sequencing – Don't just list features. Show the chain: Feature → Benefit → Outcome. "Reinforced aluminium frame" becomes "The reinforced aluminium frame means it won't bend mid-cut, so your measurements stay true even after years of heavy use."
2. Character Continuity – Include people. The maker, a typical customer, or the reader as the protagonist. "Popular with professionals" becomes "Join the 2,000+ carpenters who've made this their go-to square."
3. Thematic Consistency – Weave a golden thread throughout. Craftsmanship. Adventure. Self-care. Whatever fits the brand and product.

From Spec Sheet to Story (20:54)Matt walks through several full transformations to show narrative binding in action. A standard fountain pen description listing nib size and weight becomes "The Artisan's Journey: From Blank Page to Written Legacy" – complete with the craftsman's story, a customer testimonial, and a thematic thread about writing as legacy.

For gift products, Matt shares a perspective shift from his recently acquired company, Seven Yays. "The descriptions were written for the buyer. 'A fun gift that'll make them smile.' Technically accurate. Completely forgettable." The fix? Write for the recipient.

A USB disco light goes from "Fun little disco light. Great for parties" to "For the friend who turns every kitchen into a dance floor. The one who puts on ABBA while making pasta and doesn't care who's watching." The gift-giver reads that and thinks: "That's exactly her." That's when they click Add to Cart.

Matt also revisits the airsoft tactical vest example from episode 236, transforming a standard spec list into a "Mission Briefing" that makes the reader feel like Jason Bourne. "Same product. Same features. Completely different emotional response."

Using AI Without Producing Slop (32:52)The good news? Unlike Matt's experience rewriting 400 products by hand at Jersey Beauty Company, AI has changed the game. But AI without direction produces what Matt calls "generic slop."

"The prompts matter. The framework matters," Matt stresses. He's put together a free Product Description AI Prompt Pack containing the exact prompts he uses: the Narrative Binding Master Prompt, a Gift Product Perspective Prompt, style variations for different brand types, and an implementation checklist.

His advice: start with your top 20 products, transform those first, then work down. Matt's currently running this exact project on the Seven Yays site and will be sharing results in the eCommerce Cohort.

Today's GuestToday's guest: Matt Edmundson

Company: Aurion

Website: aurioncompany.com

LinkedIn: Connect with Matt on LinkedIn

Episode link: https://www.ecommerce-podcast.com/writing-product-descriptions-that-actually-convert

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What if the secret to building a subscription brand isn't clever retention tricks? Joe Welstead took his electrolyte company OSHUN from zero to over 5,000 subscribers in just 10 months, achieving a 42% subscription signup rate and 5% conversion rate.

Episode SummaryIn this episode, we explore how Joe built OSHUN with a deliberately different approach to his previous venture-backed, multi-SKU supplement company. After selling that business in 2022, he chose the opposite path: one product, bootstrapped, subscription-first from day one. We discuss why launching with a single SKU is more freeing than multiple products, how spreading decisions across the customer journey reduces analysis paralysis, the exact tech stack powering their subscription engine (Skio, Klaviyo, UpCart, AfterSell), and how a supply chain constraint accidentally created their refill pouch model.

Key Point Timestamps:

08:37 - The chaos packaging that got everyone talking

18:53 - Why one SKU beats twelve

27:52 - The product-first subscription philosophy

29:05 - Building the subscription tech stack

33:26 - Obsessing over customer experience

The Single-SKU Advantage (18:53)Joe's previous supplement company had multiple products, venture backing, and all the complexity that comes with scale. With OSHUN, he deliberately chose the opposite path.

"The experience as a founder of launching a brand with multiple SKUs is completely different to the experience of launching with one SKU," Joe explains. "Launching with one SKU for somebody who likes to be creative and who likes to explain the product in the most eloquent way possible is so much more freeing and enjoyable."

With his previous company, every piece of marketing became diluted. With OSHUN, his entire job became distilling one product's benefits and communicating them beautifully. That focus shows in everything from their advertising to their website.

The Product-First Philosophy (27:52)In a world where subscription brands obsess over retention hacks and loyalty points, Joe's approach is refreshingly direct.

"We're not in the game of providing gimmicks to keep people roped in," Joe shares. "We have a really good product. We really believe in it. And if you feel the benefits, you're going to be fine and happy with a little bit of money going out every month towards refilling it."

This philosophy underpins everything OSHUN does. The product has to work. Everything else follows from there.

The Subscription Engine (29:05)OSHUN's subscription success is built on a carefully considered tech stack. Joe started with Shopify's native subscription app but moved to Skio after a few months.

"Even if you're not subscribed and you log in, you think you're logging into Shopify, but actually you're logging into Skio," Joe explains. "Everything's there. Your whole order history, your subscription details. It's all in that one login."

They send billing reminders five days before renewal with three quick actions, including a "skip for two weeks" option. Joe's reasoning: "If you have a little bit extra, the default might be 'I need to cancel this.' If there's a really easy skip by two weeks, hopefully it makes sense for everyone."

Reducing Decision Fatigue (33:26)Joe's obsession with customer experience led him to rethink how most e-commerce sites handle product pages.

"One thing that I really dislike is when a brand overloads you with a bunch of decisions upfront on a product page," he explains. "There's pack size, frequency, flavour... all these decisions, bam, in your face before you've really committed to it."

OSHUN's product page doesn't even have a quantity selector. You either click "subscribe and add to cart" or "buy once and add to cart." Additional decisions happen later in the cart, giving people "bite-sized decisions rather than just lumping it all on you."

Today's GuestToday's guest: Joe Welstead

Company: OSHUN

Website: drinkoshun.co

LinkedIn: Joe Welstead

Instagram: @drinkoshun

Episode link: https://www.ecommerce-podcast.com/from-zero-to-5000-subscriptions-in-10-months

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With 57% of Google searches now ending without a click, where are those potential customers going? Matthew Stafford from Build Grow Scale reveals why LLM traffic converts at 5X the rate of traditional search—and how smaller brands can capture this opportunity before the giants catch on.

Episode SummaryMatthew Stafford has spent a decade helping eCommerce brands scale, working with companies doing £200,000 to £3 million monthly. Across every US-based client, he's seen organic traffic drop 20-30% this year. But the brands optimising for LLMs aren't just recovering that lost traffic—they're converting it at rates that make their old Google numbers look pedestrian. We explore why AI assistants have become trusted advisors rather than search tools, the specific tactics working right now (including buyer-intent FAQs per product), and why Matthew calls this the biggest shift he's seen in his entire consulting career.

Key Point Timestamps:

06:08 - The 57% no-click problem and LLM shift

12:12 - AI as trusted advisor

22:56 - Buyer-intent FAQs explained

27:40 - Schema markup for LLMs

36:41 - Why small brands have the advantage

The Trusted Advisor Shift (12:12)Google was always about accessing information. You typed in a query, got a list of links, and did the research yourself. LLMs work completely differently—they've become trusted advisors that people share everything with.

"People literally are using these LLMs for their therapist and sharing everything with them," Matthew explains. "And then they're now going there to make their buying decision."

When a trusted advisor recommends something, people buy. That's why LLM referrals convert at 5X the rate of Google traffic. The LLM knows customer preferences, behaviours, and context. It's not just matching keywords anymore—it's making personalised recommendations.

Buyer-Intent FAQs Per Product (22:56)Most websites have FAQ sections that aren't actually answering frequently asked questions—they're thinly veiled sales pitches. Matthew challenges brands to rethink this entirely.

"My question to them is, why would shipping time be on your FAQ? And they go, well, people ask that all the time. And I said, then that means that you're too lazy to put it on your website."

Real FAQ optimisation for LLMs means creating questions that demonstrate buyer intent—questions someone would only ask if they were seriously considering a purchase. The key insight: do this per product, not just site-wide. Start with your top 20% of products that drive 80% of sales.

The Little Hinges Philosophy (36:41)What makes this opportunity so compelling for smaller brands is the asymmetric potential. Matthew describes it as finding "the little hinges that swing the big doors."

"I truly believe that for the little guys, this is a level playing field. The only thing that is going to allow the bigger ones to outspend you maybe is if they take action sooner. But what I've found is these big companies that we deal with, they know that they need to do it, but they don't do it because they don't know what to do."

Large organisations move slowly. By the time they've figured out their LLM strategy, smaller brands could have six months of consistent optimisation under their belts. Matthew compares it to the early Google days of 2004—a spiralling upward effect for those who act first.

Today's GuestToday's guest: Matthew Stafford

Company: Build Grow Scale

Website: buildgrowscale.com

Email: matt@buildgrowscale.com

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What if your e-commerce platform is actually holding you back? Mikel Lindsaar, founder of StoreConnect and author of the forthcoming book Customer Commerce, explains why most platforms end up controlling your business rather than serving it. We explore how unified data systems enable smarter automation, faster page loads, and the kind of personalised customer experiences that build lifetime value.

Mikel shares practical examples including a museum using AI to identify VIP visitors, automated refunds that create customer delight, and how one company consolidated 76 websites across 26 brands onto a single platform. We also discuss why his strongest advice has nothing to do with technology: put a phone number on your website and actually answer it.

Key Point Timestamps:

09:23 - The Tail Wagging the Dog Problem

15:21 - AI for Customer Identification

22:04 - The Real Cost of Platform Fragmentation

26:41 - Creating Moments of Joy

39:34 - Why Phone Support Still Matters

The Tail Wagging the Dog Problem (09:23)Mikel had three clients approach him in a single year asking to build e-commerce platforms that integrate with Salesforce. His initial reaction was to redirect them to Shopify or BigCommerce. Their response changed his thinking entirely.

"Those platforms are all fantastic for the front end," Mikel explains. "They do an incredible job at helping someone buy a widget. What they all genuinely suck at is if I want to access the data in my way, or I want to build automations the way I want to build those automations."

The result is what Mikel calls "the tail wagging the dog" - your e-commerce platform dictates how you access data, how you report, how you contact customers, and how the checkout flow works. Instead of your business processes driving the technology, the technology drives your business.

The Hidden Cost of Plugin Sprawl (22:04)As e-commerce businesses grow, they accumulate SaaS tools. Shopify, then Klaviyo, then reviews, then loyalty, then subscriptions. Before long, you've got 20 different products running your business.

"You now have your data in Shopify, in Klaviyo, and maybe six or seven plugins on random Amazon servers around the world," Mikel points out. "That data is becoming a bit of a challenge from a security point of view."

Each plugin charges monthly, holds a piece of your customer data, and potentially slows down your site. The clever automations that actually transform customer relationships become nearly impossible to build when your data is fragmented across dozens of systems.

Creating Moments of Joy (26:41)When your data lives in one place, you can start treating customers as humans rather than transactions. Mikel shares a common scenario: you buy something, then days later receive an email offering 10% off the thing you just bought.

Now flip it. A customer buys something 24 hours before a 10% sale launches. Instead of sending them the promotional email, your system automatically refunds 10% to their credit card and explains what you've done.

"If I got an email like that, I'd be like, are you kidding?" Mikel says. "These moments of joy, treat them as humans. Don't treat them as just a transaction."

AI That Actually Works (15:21)Mikel suggests using AI for pre-processing rather than real-time calculation. An education provider using StoreConnect runs algorithms when a student completes a course, determining the next best course based on their entire history. By the time the congratulations email goes out, it already contains a personalised recommendation.

"Instead of having to send them to a site which is trying to calculate the next best course for that student, you've already done all that work in the back end," Mikel explains. "That page loads within a tenth of a second or less."

The key is giving AI specific parameters. Don't ask for everything about a customer. Ask: is this person interested in any of these five specific things we sell?

Today's GuestToday's guest: Mikel Lindsaar

Company: StoreConnect

Website: getstoreconnect.com

LinkedIn: Connect with Mikel on LinkedIn

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With over 10,000 3PLs in the US alone, how do you avoid choosing one that sinks your business? Dave Gulas from EZDC 3PL shares the horror stories he's witnessed and the questions that separate good logistics partners from disasters waiting to happen.

In this episode, we explore why treating logistics as a commodity leads to problems, how to vet a fulfilment partner properly, and the operational details that matter when you're shipping thousands of orders monthly. Dave's background in the pharmaceutical industry, where urgency is non-negotiable, shaped his approach to e-commerce fulfilment. He shares what he looks for in great clients (spoiler: they ask the most questions) and why his sales cycle runs several months by design.

Key Point Timestamps:

07:06 - What EZDC 3PL does and who they serve

08:57 - When outsourcing fulfilment makes sense

22:45 - Why treating logistics as a commodity fails

27:43 - Horror stories from bad 3PL partnerships

32:37 - The technology stack that matters

40:59 - Warehouse layout for efficiency

48:20 - The questions to ask before choosing

The Partnership Mindset (22:45)Dave doesn't respond to enquiries that simply ask "what's your pricing?" without context. His reasoning is straightforward.

"It truly is a partnership. When you get into a business partnership with somebody, are you just going to look someone up online, ask a couple of questions and sign the contract? I hope not."

The brands that treat logistics as a commodity, shopping purely on price, often end up with the problems Dave sees repeatedly. His sales cycle runs several months because both sides need to establish clear expectations before committing.

The Horror Stories (27:43)Dave has heard them all. Warehouses going bust without telling clients. Inventory tracked on spreadsheets. Response times measured in days.

"We've heard all the horror stories you can think of from literally the warehouse going out of business because they defaulted on their lease and not telling the brand and basically stealing inventory."

These aren't edge cases. When they happen, it's "a big hole to dig out of." Sometimes businesses don't recover.

The Technology Stack (32:37)Dave uses ShipHero as his warehouse management system. But the specific system matters less than having a proper one at all.

"I'm shocked at how many actual 3PLs are out there where they're tracking inventory on spreadsheets and they're doing things manually. I have brands talk to me like, can you connect to our Shopify? Is that possible? They don't even realise that's possible because they're coming from a warehouse that doesn't do that."

If a potential partner mentions spreadsheets, that's your cue to walk away.

The Questions That Matter (48:20)Dave's best advice is simple: ask more questions. The best long-term relationships start with the most questions on the front end.

"The best clients, the best long-term relationships are the ones that ask the most questions on the front end. So we're happy to answer them. You can't ask too many."

Ask about their technology stack. Ask for references. Do a site visit if possible. The goal isn't to catch them out. It's to establish clear expectations before you commit.

Today's GuestToday's guest: Dave Gulas

Company: EZDC 3PL

Website: ezdc3pl.com

LinkedIn: Connect with Dave on LinkedIn

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Companies that capture and apply lessons have a 27% higher success rate. Yet most eCommerce founders either skip their year-end review entirely or give their numbers a cursory glance. In this Slingshot episode, Matt Edmundson shares the framework that saved LEGO from bankruptcy and reveals why accountability partners increase goal achievement by 95%.

Episode SummaryMatt opens with the remarkable story of LEGO's near-collapse in 2003, when the company discovered it hadn't generated economic profit for over a decade. Through confronting brutal facts with honest review, they transformed into one of the world's most successful brands. We explore the common traps founders fall into during reviews, including the dangerous 'genius trap' when things go well. Matt introduces the Slingshot framework covering seven essential business areas, explains the critical difference between lead and lag measures, and shares the specific financial and customer metrics worth tracking. The episode closes with compelling research on why doing reviews alone limits your potential.

Key Point Timestamps:

00:18 - The Importance of Year-End Reviews

01:16 - How LEGO Saved Themselves from Bankruptcy

04:49 - Common Review Pitfalls and the Genius Trap

14:00 - The 7 Areas of the Slingshot Framework

22:00 - Lead Measures vs Lag Measures

27:00 - The Numbers Worth Tracking

33:53 - The Power of Accountability Partners

LEGO's Brutal Facts Revival (01:16)In 2003, LEGO was on the brink of bankruptcy with sales down 30% and $800 million in debt. This was a company that hadn't made a loss between 1932 and 1998. When leadership finally conducted a thorough review, they discovered the company hadn't generated any economic profit for more than ten years.

"They didn't know which products actually made money. They didn't know their customers anymore," Matt explains. "As one executive put it, the culture was so closed off that massive opportunities were completely invisible."

The result of confronting these brutal facts? Nearly 20% compound growth over two decades. By 2020, they'd launched an entire 18+ product line for the adult customers they'd previously ignored.

The Genius Trap (04:49)Matt introduces a subtle trap that catches founders when things actually go well. When the facts aren't brutal, it's dangerously easy to cherry-pick wins and build narratives that feel good but teach nothing.

"The goal isn't to prove you're brilliant. It's to understand what actually worked, what didn't, and where to focus next," Matt emphasises. "Imagine presenting your findings to a board of directors. What would you proudly share? And what would you rather not mention? That second list is where the real insights live."

This isn't ego management. It's pattern recognition that drives genuine improvement.

The Slingshot Framework: 7 Areas That Matter (14:00)After years of building and selling eCommerce businesses, Matt shares the seven interconnected areas that meaningful reviews need to cover:

1. Sell (Product) — Which products are your real winners versus quietly draining resources?

2. Story (Brand) — Do you truly understand who you're serving and is your messaging landing?

3. Tech Stack — Is your technology helping or hindering? Are systems integrated or fragmented?

4. Marketing — If your main marketing channel disappeared tomorrow, would your business survive?

5. Optimise (Conversion) — When did you last watch a real customer try to use your site?

6. Experience (Post-Purchase) — Is your post-purchase journey building loyalty or losing customers?

7. Growth — Which growth lever has the most room to improve?

The 95% Accountability Advantage (33:53)Matt closes with research that shows having an accountability partner increases the likelihood of achieving your goals by 95%, compared to just 10% when working alone.

"Reviewing in isolation has limits. You'll be kinder to yourself than you should be. You'll miss the blind spots that others are gonna catch for you," Matt notes. This is precisely why the eCommerce Cohort was created — a free monthly group where founders share challenges, give feedback, and hold each other accountable.

Episode link: https://www.ecommerce-podcast.com/year-end-review-most-ecommerce-founders-skip

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What does the Nativity story have to do with running an eCommerce business? In this special Christmas Day message, Matt Edmundson draws some beautifully tenuous parallels between shepherds, mangers, and Joseph, and the journey of every Digital David building something meaningful.

Episode SummaryThis isn't a typical episode with frameworks and downloads. It's a cup of tea and a heartfelt thank you. Matt reflects on the meaning of Advent (the arrival of something wonderful) and finds unexpected connections between the Christmas story and the eCommerce journey. From early customers who become unlikely evangelists, to bootstrap operations that are sufficient for their purpose, to the quiet faithfulness of just doing the work without needing the spotlight.

Key Point Timestamps:

00:00 - Introduction

02:25 - The Magic of Advent

04:47 - The Shepherds (Your First Evangelists)

06:59 - The Manger (Your Bootstrap Operation)

09:11 - Joseph (Quiet Faithful Execution)

11:32 - A Thank You to Digital Davids

The Shepherds: Your First Evangelists (04:47)The shepherds weren't the target demographic for announcing a royal birth. They were society's undesirables. Yet they became the first evangelists, so moved by what they saw that they couldn't stop telling everyone.

Your early customers might be similar. They're not the fancy influencers with high follower counts. They're the ones who discovered you before you were polished, before the fancy branding and proper email sequences. They found something genuine and couldn't stop talking about it.

Matt shares a story from Jersey (his old beauty company) about a lady who wrote blogs from another country, bringing in tens of thousands of pounds in sales monthly. These early adopters spread your story in a way no marketing budget could ever buy.

The Manger: Your Bootstrap Operation Is Enough (06:59)Jesus was laid in a feeding trough. Not exactly the expected birthplace for a king. Yet the wise men still brought their finest gifts, recognising true worth beyond humble circumstances.

Your eCommerce business might not look as impressive as your well-funded competitors'. Your tech stack might be held together with hope and Zapier. Your warehouse might be your garage. But excellence isn't about having the fanciest infrastructure. It's about faithfully serving your mission with whatever resources you have.

The manger was sufficient for its purpose. It held the baby. So is your scrappy, bootstrap operation.

Joseph: Quiet Faithful Execution (09:11)Joseph barely gets any lines in the school play. Almost no dialogue in the Bible. But watch what he does. He takes Mary as his wife when it would have been easier not to. He travels to Bethlehem. He flees to Egypt. He returns when told it's safe. Each decision required faith and immediate action. No fanfare, no recognition.

"Execution trumps intention every single time," Matt emphasises. You can have brilliant strategies, beautiful brand guidelines, and ambitious growth plans. But without disciplined follow-through, your business stalls.

Joseph models something we can all learn from. A man of quiet faithfulness, just doing the work without needing the spotlight.

Episode link: https://www.ecommerce-podcast.com/christmas-thankyou

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Most eCommerce brands settle for pop-up opt-in rates of 3-5% whilst competitors achieve 10-15%. Shaan Arora, CEO of Alia Popups, reveals the systematic testing approach used by 3,000 brands including Peloton and Nike to dramatically improve email collection without destroying margins.

We explore why copy matters more than design, how mystery discounts outperform fixed offers, the difference between mobile and desktop timing, and why holdout tests prove pop-ups increase both conversion rates and AOV despite the annoyance factor. Shaan shares data-driven insights from 100 million monthly pop-up views.

Key Point Timestamps:

02:17 - The biggest pop-up problem brands face

04:55 - Mystery discount strategy that increases opt-ins

08:08 - Alternative offers beyond discounts

18:59 - Testing discount percentages systematically

24:17 - What's a good opt-in rate?

26:42 - Segmentation and personalisation

28:36 - Are pop-ups worth the annoyance?

37:06 - Copy, timing, and design priority order

46:23 - Building a personal brand as founder

The Mystery Discount Strategy (04:55)One of the easiest wins comes from a simple copy change that doesn't touch your margins at all. Instead of revealing your 10% discount upfront with "Get 10% Off Your First Order", try copy like "Unlock Your Mystery Discount" or "Claim the Discount You've Earned."

"A lot of brands believe that in order to get a really good opt-in rate, you need to give a pretty crazy offer," Shaan explains. "We've seen brands that have early access pop-ups without even an offer that gets to about 10% opt-in rates."

Same 10% discount. Different psychology. Brands see large increases in opt-ins without changing the actual offer because humans can't resist finding out what they've "earned." The curiosity gap works.

Testing Discount Percentages (18:59)Before assuming you need to offer 20% or 30% off to achieve decent opt-in rates, test. Shaan urges brands to test 20% against 15%, or 15% against 10%. Track not just opt-in rates but also conversion rate, bounce rate, AOV, and revenue from codes.

"We've had brands that have done 20%, gone down to 15% and pretty much had the same results for opt-in rates," Shaan shares. That's a 5% margin improvement without losing performance.

The data shows that when cashback is tested against discount, discount wins but sometimes only by 30% - not such a huge percentage that it's definitively worth the margin hit.

The Priority Order: Copy, Timing, Design (37:06)Most brands obsess over design first, which is the wrong priority. Shaan's data from 3,000 brands reveals a clear hierarchy.

"Copy is number one by far and away the most important thing to test," Shaan emphasises. "What copy can resonate well. Like 'You've got 15% off,' 'You've earned 15% off,' 'Here's 15% off,' 'Here's a mystery discount.' All of these things are the biggest thing to move it."

Timing comes second - when exactly the pop-up appears matters, especially across mobile versus desktop. Design lands third, including what creative to show and whether to show creative at all.

The Holdout Test Everyone Should Run (28:36)Shaan's team makes it extremely easy to run holdout tests: pop-up versus no pop-up, measuring conversion rate and average order value. The results are clear.

"Across the board, on pretty much every single test we've run with this, we see CVR and AOV go up when you have a pop-up versus when you don't have a pop-up," Shaan reveals.

Even people who immediately close the pop-up benefit from knowing a discount exists. They're aware that when they're ready to check out, a code is waiting for them somewhere, and just knowing that increases purchase likelihood.

Today's GuestToday's guest: Shaan Arora

Company: Alia Popups

Website: aliapopups.com

LinkedIn: Connect with Shaan on LinkedIn

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Most eCommerce stores with large product catalogues share a common problem that quietly kills growth. It's not their products, pricing, or marketing budget—it's their site structure. Sam Wright, founder of Blink SEO and creator of Macalytics, reveals why taxonomy is the biggest drag on growth for stores doing £3-5 million annually, and exactly how to fix it using Search Console data.

We explore why collection pages represent 35% of all search impressions (more than products and blogs combined), how to determine the right level of granularity for your categorisation, and why most stores aren't deep enough with their subcategories. Sam shares his framework for using Search Console impression data to identify exactly where to create new collection pages, and explains the critical difference between what works for user experience versus what search engines can actually index.

Key Point Timestamps:

06:30 - The Large Catalogue Challenge

11:45 - Why Collection Pages Are Your Biggest SEO Opportunity

16:20 - The Granularity Problem Most Stores Face

22:15 - Using Search Console Data to Guide Taxonomy

27:40 - Real-World Example: Redesigning for Better Structure

35:10 - Future-Proofing for AI Search with Persona Data

42:30 - The AI Shortcut and Critical Warning

The Large Catalogue Challenge (06:30)Sam defines large catalogue stores as those where the buying journey tips into a different mode—one based around comparison and filtering rather than simple browsing. This typically happens around 250 products, though it varies by category.

"With large catalogue stores, the buying journey is based around comparison and filtering," Sam explains. "A lot of the time these stores have grown up organically over a period of time and no one's taken ownership about how the store's organised."

This organic growth creates a drag on everything—SEO, user experience, conversion rates, even email segmentation. Stores reach £3-5 million in annual revenue, so things are fundamentally working. But growth isn't happening as fast as it should because nobody stepped back to think strategically about organisation and purpose.

Why Collection Pages Are Your Biggest SEO Opportunity (11:45)Sam shared compelling data from across all the Shopify stores his agency works with: "It's about 35% of all impressions come on collections, which is much more than products and blogs. It's basically the entry point for most people when they're doing actual new product discovery."

More than a third of search visibility comes from collection pages—the pages where new customers first encounter the store. Yet most stores aren't categorised in a way that aligns with how people actually search for their products.

This represents a massive untapped opportunity. If collection pages are already driving 35% of impressions without optimisation, imagine the potential when they're properly structured and aligned with search behaviour.

The Granularity Problem Most Stores Face (16:20)The real opportunity for most stores lies in going deeper with categorisation. Much deeper.

"Most people are not granular enough with their categorisation," Sam emphasises. "A lot of stores will just have a t-shirts category. They won't subcategorise those t-shirts to the level that matches how people are actually searching."

Sam uses sofas as an example: "So sofas as the parent category, like blue sofas, blue four seat sofas, blue four seat corduroy sofas. That filtering process, that is how people do search."

The challenge on Shopify is that these filters aren't indexable for search engines. Google ads can't effectively target filters either. The solution is breaking out popular subcategories into actual collection pages.

"The real opportunity for a lot of stores is how deep you go in that categorisation because you've got products that other people don't have," Sam explains. "And that's the easiest way to capture new users."

Using Search Console Data to Guide Taxonomy (22:15)Search Console data reveals exactly how people are actually searching, throwing up interesting patterns in the impression data.

Sam's agency uses this practical approach: "If you look at the Search Console data for a collection page, what you might see is what we would call attribute searches on a collection. So the collection is blue sofas, but we're seeing impressions for eight-seater sofa, like blue four seat sofa, blue four seat corduroy."

When these search terms appear on a collection page, it's a signal to drill down another level. "You can typically keep going until we probably say like three in stock products is probably the limit for how far down you can go," Sam notes. "And actually, only having a few products is actually quite a good user experience a lot of the time."

Having three tightly related products for a specific search creates a focused, relevant experience that converts better than overwhelming customers with too many options.

Real-World Example: Redesigning for Better Structure (27:40)Matt shared his experience redesigning the eCommerce Podcast website, which had grown organically over 200+ episodes with just a blog-style feed and search bar.

The solution was creating a proper hierarchy: top-level categories like "Marketing & Growth," subcategories like "SEO & Content" and "Messaging & Automation," then specific topics like "Technical SEO" or "Email Automation."

"Now you can quite quickly navigate using that menu," Matt explained. "If you wanted to find out about technical SEO, within one click really, you can see that link and you can go, well, that's marketing and growth or technical SEO. You can click that. And then all of the episodes we've done which are connected to technical SEO then come up on the page."

The result was better user experience and better SEO, with Google now showing dedicated pages for specific topics, each with multiple pieces of related content.

Sam's response captured the principle perfectly: "What's always interesting is the further you get into something, into the levels, the more interesting and more useful that information is. And I think that transfers directly to the e-commerce experience as well."

Future-Proofing for AI Search with Persona Data (35:10)In his "saving the best till last" segment, Sam shared what he believes will set businesses apart as AI search evolves: enriching product data with persona and use case information.

"I think the real thing that's going to set a lot of businesses apart in the future is by bringing in attribute data that other people don't have, and that is based on things like personas and use cases," Sam explained. "So this is kind of more human data."

He referenced ChatGPT's announcement example: "I want to see the best coffee machine under $200 that captures the taste of coffee in Italy."

Traditional attributes—price, product type—are straightforward. But "captures the taste of coffee in Italy" represents persona-based, use case-focused, benefit-driven data that most stores don't systematically capture.

"Getting that into your product data, I think, is going to be something that really, really sets lots of people apart," Sam emphasised. "Especially when we're potentially moving into this world where someone might not touch the website."

The immediate benefit doesn't require waiting for AI search. "If you've got your persona types clearly laid as a Metafield in Shopify, you could use that for custom tagging on a collection page, best for X," Sam explains. "That kind of curated experience we know works really, really well."

The AI Shortcut and Critical Warning (42:30)Both Sam and Matt discussed using AI to accelerate taxonomy work. "I swear like 80% of my working days is talking to chat GPT," Sam shared. "Working through things step by step. That's probably how I spend most of my days now."

Matt had similar success using Perplexity Labs to research menu structures, getting about 70% of the way there as a starting point for conversations.

But Sam offers a critical caveat: "The thing about AI and automation is it's only going to accelerate what you're doing. If what you're doing is a mess, you're just accelerating a load of mess basically."

This is the uncomfortable truth. AI won't fix a fundamentally broken site structure—it'll just help scale the confusion faster. The foundation must be right first, based on actual data about how people search. Then AI and automation become powerful accelerators rather than mess multipliers.

Today's GuestToday's guest: Sam Wright

Company: Blink SEO

Website: blinkseo.co.uk

LinkedIn: Connect with Sam on LinkedIn

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What if one video per week could generate referral-quality leads for your eCommerce business? Nate Woodbury reveals how to leverage YouTube's search algorithm instead of chasing viral views, creating educational content that brings dream customers directly to you.

Episode SummaryWe explore how eCommerce businesses can generate consistent, high-quality leads through strategic YouTube content. Nate Woodbury, who has produced over 60 YouTube channels, shares his Leaf Strategy—focusing on answering specific 8+ word questions with low search volume (as few as 10 searches per month) to build authority systematically. Rather than competing for viral views, this approach prioritises educational content that ranks quickly on YouTube and Google, attracting customers who are actively searching for solutions.

We discuss why 10-12 minute videos create the optimal trust-building window, how to research golden questions using keyword tools, and why wrong audience growth from viral videos can actually damage your channel. Nate reveals his testing results showing YouTube Shorts only drove 0.1% increase in long-form views, and shares the entrance point strategy that guides viewers from YouTube to your email list without feeling sold to.

Key Point Timestamps:

05:11 - Entertainment vs Educational YouTube Strategy

12:17 - The Leaf Strategy: Starting with Low Search Volume

13:41 - Finding Questions with 8+ Words

28:02 - The 10-12 Minute Sweet Spot

36:20 - The Entrance Point Strategy

40:22 - YouTube Shorts Testing Results

42:23 - When Viral Videos Hurt Your Channel

Entertainment vs Educational YouTube Strategy (05:11)Nate distinguishes between two fundamentally different approaches to YouTube. Most advice focuses on entertainment—creating content that appeals to the broadest audience to generate ad revenue through viral views. But there's a completely different algorithm at play for businesses.

"There's multiple algorithms on YouTube," Nate explains. "Most of the advice we hear is geared towards having our videos go viral so we can get as many views as possible. But we can actually focus instead on search."

This distinction changes everything. Entertainment content interrupts people and requires breaking through resistance. Educational content serves people who are actively seeking answers, meeting them exactly where they are. For eCommerce businesses with educational components—supplements, complex products, or anything requiring customer education—this search-focused strategy generates referral-quality leads rather than just views.

The Leaf Strategy: Starting with Low Search Volume (12:17)Nate uses a tree analogy to explain his approach. The trunk represents broad topics like "nutrition." Branches are categories like "nutrition for weight loss." And leaves are the specific questions people type into search engines.

Most businesses chase the trunk and big branches—terms with thousands of monthly searches and massive competition. Nate's approach flips this entirely: start with questions that only get 10 searches per month.

"I consider that gold," Nate shares. "That's probably going to turn into lead generation every single month, even if there's just 10 searches a month."

The beauty is speed and certainty. With minimal competition for highly specific questions, videos rank at the top of YouTube and Google within a day or two. As you dominate more specific questions on a particular branch, the algorithms recognise your authority on that entire topic, eventually allowing you to rank for bigger terms—but you've built authority from the ground up.

Finding Questions with 8+ Words (13:41)The key to this strategy is finding the right questions. Nate recommends Semrush's Keyword Magic Tool (with a free trial at herokeywordtool.com), but uses it differently than traditional SEO.

Rather than looking for short, high-volume keywords, filter for questions with eight words or longer. Why? Longer questions reveal much more about who's searching and what stage they're at. Compare "get promoted" with "how to prepare for a promotion interview at work in 2025." The second reveals the person's situation, intent, and timeline.

Customer service emails are another goldmine. The questions people ask before buying, the concerns that come up repeatedly—these are exactly what potential customers are searching for online.

The 10-12 Minute Sweet Spot (28:02)How long should videos be? Nate has tested extensively and consistently recommends 10-12 minutes—not because of algorithm preferences, but psychology.

"With a short, you'll never build that trust," Nate points out. "But if someone spends 10 minutes with you, they start to feel like they know you."

This length provides enough time for genuine value, a story or two, and deeper insights than surface-level answers. It's long enough for viewers to decide whether they trust you, but short enough that someone searching for an answer will commit to watching.

By the end, there's a relationship. They've gained value and appreciate what's been shared. That's when you offer a free resource—a downloadable guide, template, or checklist that helps implement what they've learned. This natural next step moves them from YouTube to your website, where they encounter your brand without feeling sold to.

The Entrance Point Strategy (36:20)Many eCommerce brands create YouTube videos then immediately share them on Facebook, email their list, and post on LinkedIn—wondering why there's no traction.

Nate's perspective shifts everything: "Your website and your email list, that's your core. All these other resources—Facebook, LinkedIn, YouTube—those are entrance points."

Someone discovers you through YouTube, watches your video, and at the end you offer a free resource. Where does that link go? To your website. To a landing page where they join your email list. You don't send people from one entrance point to another—every entrance point should lead to your core, where you can nurture relationships and move them towards becoming customers.

When Viral Videos Hurt Your Channel (42:23)Nate shares a cautionary tale about a video he created about hiring people in the Philippines. It went viral—1.5 million views, tens of thousands of new subscribers. Exciting, right?

Wrong. The new audience loved content about the Philippines but had no interest in his YouTube strategy videos. The algorithm noticed and started suggesting he stop making strategy content and focus on the Philippines instead.

Eventually, Nate had to delete all those Philippines videos and move them to a different channel. It took years to redirect his main channel back to YouTube strategy content.

The lesson? Wrong audience growth is worse than slow growth. If a video takes off, look closely at who's watching and what they're commenting about. If it's not your dream customer, be brave enough to delete it before it steers your entire channel in the wrong direction.

Today's GuestToday's guest: Nate Woodbury

Company: Be The Hero Studios

Website: theleafstrategy.com

LinkedIn: Connect with Nate on LinkedIn

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On Thanksgiving Day, whilst American families gather to express gratitude, eCommerce businesses gear up for the most transactional weekend of the year. Matt Edmundson explores why businesses that win long-term aren't those with the best Black Friday discounts, but those that genuinely appreciate the humans behind the transactions.

Episode SummaryMatt shares the Gratitude Audit - a three-level framework distinguishing between no appreciation, automated appreciation, and personal gratitude. Through the story of transforming a beauty business that achieved 40% repeat purchase rates and 20% revenue growth, he demonstrates how culturally embedding thankfulness creates customers who become brand evangelists. The episode reveals why automated loyalty schemes create entitlement whilst personal touches compound loyalty, supported by research showing grateful customers are 23% more profitable.

Key Point Timestamps:

03:00 - The Problem with Automated Gratitude

06:00 - Have We Missed the Simplicity of Gratitude?

08:00 - The Gratitude Audit Framework

14:00 - What Makes Gratitude Actually Work

18:00 - Implementing Gratitude Without It Feeling Fake

26:00 - Why This Actually Matters During Black Friday

31:00 - Your Thanksgiving Challenge

The Problem with Automated Gratitude (03:00)Matt compares two experiences of receiving something free: getting his tenth burrito automatically at Barburrito versus Emirates unexpectedly upgrading him to first class. Both were technically free, but elicited completely different emotional responses.

"I get my tenth burrito free at Barburrito. It's automatic and completely predictable. I just scan my app and it's done. I know it's coming because that's how loyalty schemes work. And you know what I feel when I get it? Nothing much. Well, that's not quite true. If I'm honest, I kinda feel entitled to it."

The Emirates upgrade, five years later, still gets mentioned. The difference? Automated appreciation has diminishing returns whilst personal gratitude compounds over time. Research shows gratitude is heightened when customers perceive actions as discretionary rather than obligatory.

The Gratitude Audit Framework (08:00)Matt introduces three levels of customer appreciation that most businesses move through:

Level 1: No Appreciation - Where most eCommerce businesses live during busy periods. Functional and transactional: "Your order #827364 has been shipped." It's not rude, but it's nothing.

Level 2: Automated Appreciation - Loyalty schemes, automated thank you emails, points systems. Better than nothing, but automation removes the perception of free will, creating contractual obligation rather than gift.

Level 3: Personal Gratitude - Where Emirates upgrades and handwritten notes live. Where real human connection happens. Personal gratitude compounds over time rather than diminishing, and it doesn't have to be expensive - it has to be genuine.

What Makes Gratitude Actually Work (14:00)Matt shares how transforming a beauty business around customer service - which really means finding ways to say thank you more genuinely - led to remarkable results. The team implemented handwritten notes, reached out when customers purchased multiple times, and allocated £50 SMOCs budgets (Sexy Moments of Customer Service) to warehouse and customer service staff.

"We allocated a budget of £50 to our warehouse and customer service teams. They could spend that money on a customer without prior authorisation. Just creating moments that mattered."

Matt would randomly pick orders and include personal notes with his direct email. Rather than creating entitled customers, it created reverent appreciation. Over 18 months, overall turnover increased by 20% from repeat customers, with repeat purchase rates shooting above 40%.

Implementing Gratitude Without It Feeling Fake (18:00)Authentic gratitude must be consistent, costly in some way (time, money, or attention), given without expectation of direct return, and culturally embedded rather than tactically deployed. Matt uses Five Guys as an example - they put extra fries in every bag, costing millions annually, yet never mention it in marketing.

Practical implementation starts with auditing every touchpoint: ads, social media, website, checkout, thank you page, order confirmation, shipping notification, the package itself, and follow-up emails. At each point, ask: where am I showing gratitude? Is it automated or personal?

Simple shifts include adding videos to thank you pages (seen by nearly 100% of customers), sending photos of warehouse staff who packed orders in shipping notifications, and separating administration from appreciation by sending standalone thank you emails distinct from order confirmations.

Why This Actually Matters During Black Friday (26:00)The neuroscience is compelling. When customers feel genuinely appreciated, their brains release dopamine (reward hormone), oxytocin (bonding hormone), and serotonin (happiness hormone). This isn't soft psychology - it's measurable brain chemistry.

"Companies that regularly express genuine appreciation to customers outperform competitors by 23% in profitability. A 5% increase in customer retention can lead to a 75% increase in profitability."

Customers who feel appreciated become less price-sensitive, more likely to refer friends, more likely to buy again, and more likely to leave positive reviews and post on social media without being asked. Especially during Black Friday chaos when most businesses treat customers like transaction numbers, authentic gratitude becomes a powerful differentiator.

Today's GuestToday's guest: Matt Edmundson

Company: Aurion

Website: aurioncompany.com

LinkedIn: Connect with Matt on LinkedIn

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After building over 200 Shopify stores, Ben Sharf has discovered that nearly every e-commerce brand—whether doing $1 million or $50 million annually—describes their website as a source of frustration rather than growth. In this episode, we explore why complexity has become the norm and exactly how to fix it.

Ben, co-founder of Platter, shares insights from working with brands that have accumulated technical debt through widget overload, deleted apps that leave code behind, and convoluted customer journeys that kill conversions. We dig into his three-part simplification framework, the power of cart drawers over cart pages, and why revenue per visitor matters more than you think.

Key Point Timestamps:

05:00 - Why e-commerce websites frustrate every brand

09:30 - The widget overload problem destroying your site speed

14:20 - Deleted apps leave code behind (and slow you down)

17:40 - The three-part simplification framework

22:30 - Revenue per visitor: the metric you're not tracking

31:00 - How to optimize clicks to purchase

35:40 - Mobile simplification mistakes killing conversions

Why E-commerce Websites Frustrate Every Brand (05:00)Ben's journey into e-commerce infrastructure began at GoPuff, where he built an instant delivery business unit. Whilst partnering with brands of all sizes, he encountered the same pattern repeatedly: every single brand had a horror story about their website.

"E-commerce is literally selling a product on the internet," Ben reflects. "Why is the main thing the most frustrating thing for every brand out there?"

The answer lies in how traditional development agencies operate. When agencies get paid for their time, they're incentivised to make things expensive and complicated. This creates an industry-wide problem where brands pay enormous sums for solutions that should be straightforward, resulting in websites burdened by excessive code, countless third-party apps, and convoluted customer journeys.

The Widget Overload Problem (09:30)One of the biggest contributors to website complexity is what Ben calls "widget overload"—the tendency to add small applications for every specific functionality.

"A lot of these apps are features, not products," Ben explains. "If you piece a million together, you end up having a lot of different single points of failure within your storefront."

The Shopify app ecosystem, whilst brilliant for getting started, creates a temptation to solve every problem by installing another app. Before long, brands find themselves managing dozens of applications, each adding code to their storefront, each creating potential conflicts.

Ben shares a typical scenario: "We'll talk to a brand doing $20 million on their storefront. Over the last seven years, they've had five different agencies, seven different freelancers, and 150 apps installed and deleted—all on the same storefront. What do you think happens when the next person tries to go in and touch that? It's just a spider web."

The Hidden Code Problem (14:20)Here's something most brand owners don't know: when you delete a Shopify app, the code it injected into your storefront doesn't disappear. It stays there, silently slowing down your site and creating technical debt that compounds over time.

This revelation shocked many listeners, but it explains why sites become progressively slower even when brands think they're cleaning up by removing unused apps. The orphaned code remains, affecting page speed and creating a tangled web of potential conflicts.

The Three-Part Simplification Framework (17:40)Ben's approach to escaping the complexity trap centres on three core principles: consolidation, clarity, and customer-centricity.

Consolidation Over Accumulation: Rather than adding another app for every need, Ben advocates for consolidating functionality. Platter's solution was to build a comprehensive Shopify theme and app that handles most common functionality brands require. "It requires less custom code, less third-party apps, but still gets you to the same place," Ben explains.

Clarity in Customer Journeys: Ben has a brilliantly simple test for evaluating website clarity: "Give your website to a seven-year-old and a 90-year-old and see what happens." This idiot-proof test reveals whether your site is truly intuitive or just obvious to you because you use it every day.

Customer-Centricity Through Data: Count the number of clicks it takes to make a purchase on your website. If you have a hero product that accounts for 95% of sales, why force customers through multiple pages? Put a buy now button directly on the homepage.

Revenue Per Visitor: The Overlooked Metric (22:30)Ben champions a metric that few brands track but should: revenue per visitor.

"It's a little different than average order value, which is just how much is being spent," Ben explains. "And it's a little different from conversion rate, which is how many people are actually buying. It's how much is being spent by the person who is buying."

This metric matters because it captures the combined effect of conversion optimisation and order value maximisation. If your revenue per visitor increases, you know multiple things are working well together.

Ben also emphasises using cohort analysis for setting thresholds. One brand was selling accessories at $25 and $75, but had their free shipping threshold at $60. "You have to look at the maths of your cohort data to know where you should actually put that number," Ben notes. The threshold should be at $74 or $75 to incentivise the higher-value purchase.

Optimizing Clicks to Purchase (31:00)One specific simplification Ben champions is using a cart drawer instead of a separate cart page. When a customer clicks "add to cart," a slide-out drawer appears showing cart contents and checkout options—without loading a new page.

"One hundred percent of our brands use a cart drawer mechanism," Ben shares. This approach reduces friction by eliminating an extra page load whilst creating opportunities for upsells and cross-sells without disrupting the shopping flow.

For brands with impulse purchase products and hero products in their catalogue, Ben recommends adding buy now CTAs on the homepage or collection page using quick view modals. This reduces friction and the amount of time and energy that goes into spending money on that product.

Mobile Simplification (35:40)With most shopping happening on mobile devices, simplification becomes even more critical. Ben sees brands making two common mistakes: under-utilising horizontal scroll and tolerating slow page speeds.

"Nothing drives me crazier than when you have a collection and you're scrolling vertically to see everything," Ben shares. "There's so much real estate you can uncover by leveraging horizontal behaviors—both from image carousels on product pages, collection pages, and featured products."

On mobile, page speed matters exponentially more because exits happen faster. People are doom-scrolling, impulse-buying, and have zero patience. Every fraction of a second counts.

Today's GuestToday's guest: Ben Sharf

Company: Platter

Website: platter.com

LinkedIn: Connect with Ben on LinkedIn

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Email marketing delivers 30 to 40 times the return of any other marketing channel, yet most Black Friday campaigns vanish into spam folders before customers even see them. Robby Bryant from Campaign Monitor reveals why the big three mailbox providers—Google, Yahoo, and Microsoft—now act as sheriffs, policing email deliverability like never before.

Episode SummaryWe explore the seismic shift in email deliverability over the past five years, as consolidated mailbox providers transformed from passive gatekeepers into active sheriffs. Robby breaks down the authentication trinity (DKIM, SPF, DMARC) that determines whether your emails even make it past the front gate, the non-negotiable metric thresholds that separate inbox placement from spam (0.1% spam complaints, 1% unsubscribes, 2% bounces), and why establishing cadence matters more than clever subject lines. From list hygiene strategies to the 60-40 text-to-image ratio, this episode provides the practical checklist for ensuring your Black Friday campaigns actually reach the customers who want to hear from you.

Key Point Timestamps:

07:29 - The cadence mistake that kills Black Friday campaigns

09:47 - Understanding sender reputation and deliverability governance

16:37 - List hygiene practices that protect deliverability

21:42 - The authentication trinity: DKIM, SPF, DMARC explained

27:31 - Content formatting rules and the 60-40 ratio

40:06 - The metrics that actually matter for inbox placement

The Sheriff Problem Nobody Saw Coming (04:32)Four or five years ago, the email landscape looked completely different. Robby explains how fragmentation amongst mailbox service providers meant brands could send mediocre emails with very little negative consequence. Those days are gone.

"They're acting now as the sheriffs," Robby describes, referring to how Google, Yahoo, and Microsoft now police sender behaviour. "They're looking at opens, clicks, replies, forwards, and then on the negative side, they're looking at deletions without reading, spam complaints, and people marking it as junk."

The result? Brands attempting email marketing for the first time during Black Friday get slapped down before they start. Poor authentication, bad text-to-image ratios, and zero segmentation lead to lackluster results, convincing them email doesn't work. Meanwhile, brands understanding the new rules capture those 30-40X returns.

The Cadence Mistake That Kills Campaigns (07:29)If Robby could solve one issue plaguing Black Friday email campaigns, it would be what he calls "advanced engagement." The typical pattern? Brands decide it's time for an email send, perhaps even segment their list, put together something beautiful, then do "one really loud blast."

"That is the exact opposite of what you should do," Robby emphasises. "You really want to have an established cadence leading up to Black Friday, Cyber Monday and keep that cadence going on after the holiday."

The walk-up engagement practice warms customers up, builds brand recognition, and establishes sender reputation with mailbox providers before the critical moment arrives. At minimum, Robby recommends sending at least one email per week during this period—enough to keep subscribers aware and set expectations with mailbox service providers.

Understanding Sender Reputation (09:47)Here's what caught Robby off guard when entering email marketing after years in paid search and social: the misconception that nothing you do in email matters.

"I too was kind of under this misconception that nothing you do in email matters. It's kind of ephemeral," Robby admits. "It's not true."

Mailbox providers track something called "deliverability governance"—whether your email lands in the inbox. Just like Google Ads has quality scores and social platforms track engagement, email sheriffs watch every move. Every email accrues positive points (opens, clicks, replies, forwards) or negative points (deletions without reading, spam complaints, marking as junk).

All emails count towards this reputation—newsletters, transactional emails, automated sequences. You're either building or destroying your reputation with every send.

The Authentication Trinity (21:42)Three acronyms determine whether your Black Friday emails reach anyone: SPF, DKIM, and DMARC. "Those are some hairy acronyms," Robby laughs. "But very effective."

SPF (Sender Policy Framework) tells mailbox providers which servers are allowed to send email for your domain. "It's a guest list for sends," Robby explains. "If your email doesn't come from an approved sender, it gets rejected or flagged as spam."

DKIM (DomainKeys Identified Mail) acts as your digital signature, proving the email came from you.

DMARC (Domain-Based Message Authentication) is supplemental to SPF and DKIM, enforcing what happens when an email fails either test and reporting back on spoofing or phishing attempts.

Beyond these, Gmail and other providers use AI to judge sender reputation in real time. "You're not going to hack your way past these controls," Robby warns. "You need real genuine user engagement."

The Non-Negotiable Metric Thresholds (40:06)During the rapid-fire closing section, Robby laid out the metrics that determine inbox placement versus spam.

Spam complaints must stay under 0.1%. Not 1%. Not 0.5%. Under 0.1%. For 10,000 emails, that's only 10 spam complaints before mailbox providers investigate.

Unsubscribes should remain under 1%. "A little bit of unsubscribing is healthy for your email programme," Robby notes, "but you should be tailoring emails so that it isn't an action they should be taking frequently."

Bounces need to stay below 2%. This connects to list hygiene—continually refining your list over time.

The big metrics that always matter: opens, clicks, click-through rates, and conversions. These determine programme success, especially in terms of actually being seen in the first place.

Today's GuestToday's guest: Robby Bryant

Company: Campaign Monitor

Website: campaignmonitor.com

LinkedIn: Connect with Robby

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What if scaling your eCommerce business isn't about better ads, but about understanding why customers buy from you? Louise Doyle shares how she built Needi from a struggling DTC gifting site into a £2 million corporate gifting business by refusing to treat gifts like commodities.

Episode SummaryLouise and her co-founder Steph launched Needi in 2021 with ambitious DTC plans, only to discover the brutal reality of customer acquisition costs and overwhelming competition. Within months, they pivoted to B2B corporate gifting, where they found desperate demand for their psychology-driven approach. By asking why clients want to give gifts rather than just what they need, Needi scaled from £500k to £2 million in revenue whilst supporting local independent businesses. Lou shares the unconventional journey of building a concierge service that's now projecting £5 million revenue, all whilst balancing motherhood and creating a team where over half the employees are mums.

Key Point Timestamps:

05:10 - The DTC Reality: Why Direct-to-Consumer Failed

10:15 - The Pivot: Finding Corporate Clients Who Were Desperate

16:25 - Understanding the Psychology Behind Every Gift

24:30 - Your Client Isn't Actually Your Client

32:05 - The Amazon Problem: Connection Beats Efficiency

37:14 - Scaling from £500k to £5M Projected Revenue

45:07 - The Mum Factor: Building a Family-First Business

The DTC Reality: Why Direct-to-Consumer Failed (05:10)Lou and Steph thought they had it figured out. The research was solid: one in five gifts end up in landfill, 80% of people hate finding the right gift, and everyone's received a terrible present. Simple problem, simple solution—build a website, run Facebook ads, watch orders roll in.

"We went into it fairly naively," Lou admits. "We thought everybody is rubbish at gifting and doesn't enjoy it. So we'll set up an e-comm site where we make people really good at gifting. And it was really hard."

The cost of customer acquisition was brutal. But worse, they faced double jeopardy: they needed to attract customers whilst simultaneously onboarding local independent businesses to supply the gifts. Chicken and egg doesn't begin to describe the challenge.

The Pivot: Finding Corporate Clients Who Were Desperate (10:15)Rather than flogging a dead horse, Lou and Steph started LinkedIn outreach to corporate clients. They walked into head offices with suitcases filled with gifts. The response was immediate and overwhelming.

"These people were literally saying, my gosh, where have you been? We need what you're doing," Lou explains. Executive assistants and marketing managers were being dumped with last-minute orders for thousands of gifts with tight budgets and no time to find quality suppliers.

The word "concierge" isn't accidental in Needi's description. It represents doing absolutely everything for clients whilst they figured out how to scale the service.

Understanding the Psychology Behind Every Gift (16:25)Lou and Steph didn't just pivot to B2B—they transformed how they approached gifting entirely. They spent hundreds of hours studying the psychology of gifting, working with a professor of altruism, researching relationship dynamics.

"A gift is cementing what your relationship means to that person," Lou says. "You would not buy somebody a gift if you weren't looking for a particular connection."

This insight changed everything. Instead of asking what gift clients wanted or how many they needed, Needi asks why. Why are you buying this gift? What relationship are you trying to cement? What message are you trying to send?

Your Client Isn't Actually Your Client (24:30)When a company orders 10,000 gifts for employees, the purchaser is the corporate decision-maker. But the person who determines whether that company orders again next year? That's the employee who receives the gift.

"For you to maintain a relationship with the gifter, the recipient of the gift has got to have an exceptional experience," Lou explains.

This means if you know a company wants to show employees they're valued, you don't send generic gift vouchers. You find out what makes those employees tick. You personalise. You add handwritten notes explaining why this particular gift went to this particular person. That's relationship building at scale.

The Amazon Problem: Connection Beats Efficiency (32:05)Lou's business exists because Amazon exists—not in spite of it, but because of it. Amazon owns the commodity game. If you're competing on efficiency and price, you're bringing a knife to a tank fight.

"We're up against really generic gift vouchers," Lou says. "Well done, you've been here for 10 years. Have a £50 voucher." That's efficient, scalable, and completely soulless.

But connection? That's where Digital Davids beat the Goliaths. People buy from people they know, like, and trust. You can't automate that. You can't optimise your way into trust. You have to earn it.

Today's GuestToday's guest: Louise Doyle

Company: Needi

Website: www.Needi.co.uk

LinkedIn: Connect with Louise on LinkedIn

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Customer acquisition costs have surged 222% since 2013, with Google and Facebook CPCs climbing relentlessly. But what if the solution isn't just doubling down on retention or throwing more money at ads?

Matt Edmundson introduces the FUEL Framework—a systematic approach to customer growth that doesn't rely on a single channel, doesn't assume yesterday's tactics will work tomorrow, and doesn't leave you vulnerable when platforms change their algorithms. Through Foundation, Unlock, Elevate, and Leapfrog strategies, this framework addresses all three levers of business growth: acquiring customers, increasing purchase frequency, and raising average order value.

Key Point Timestamps:

00:00 - Introduction: The Challenge of Rising CAC

01:00 - The iOS 14 Impact on Facebook Ads

02:00 - The CAC Crisis in eCommerce

03:00 - The Bathtub Principle

04:34 - Introducing the FUEL Framework

09:00 - Foundation: Email Beyond Templates

13:00 - Foundation: Building Referral Engines

15:00 - Foundation: Customer Experience Post-Purchase

19:00 - Unlock: Strategic Partnerships

22:00 - Unlock: Content Amplification

26:00 - Unlock: Community Seeding

28:00 - Elevate: Advanced Segmentation

32:00 - Elevate: AI-Powered Personalisation

38:00 - Leapfrog: Experimenting Without Fear

Foundation: Building Your Unshakeable Base (09:00)Matt challenges the common assumption that having Shopify and Google Analytics means your foundations are sorted. Real foundations aren't about having tools—they're about having systems that work even when paid ads don't.

Email marketing generates 30-40% of revenue for most eCommerce businesses, yet many brands still rely on generic templates. Matt references Ken Rapp from BluStream's brilliant rule: don't send any coupons or review requests in the first five messages. "Just deliver value. Help customers succeed with their purchase. Build trust," Matt explains. Over 90% of customers stay engaged with these journeys months—sometimes years—later.

The referral engine sits in foundations because referred customers are 16-24% more loyal than customers acquired through other channels, have 16% higher lifetime value, and cost £17 less to acquire. But standard refer-a-friend programmes don't work because they assume everyone just wants £10 off. "Maybe a complementary product has higher perceived value than cash. Maybe inviting them to a VIP board meeting matters more," Matt suggests.

The Post-Purchase Gap (15:00)Standing in his favourite Liverpool coffee shop, Matt had an epiphany about customer experience. The journey was brilliant until he paid—then he stood awkwardly with others, unable to listen to music in case they called his name, no bench to sit on, no system.

"I started thinking, well actually, am I doing the same thing in my own eCommerce businesses?" Matt reflects. "We obsess over the journey to checkout. We A/B test button colours, we track every click. Then someone buys, and we forget about them. Or worse—we immediately hit them with a review request before they've even opened the box."

The gap between acquisition and loyalty is where most brands lose the game. Customer experience—particularly post-purchase—directly impacts whether customers buy again.

Unlock: Diversifying Beyond Paid Ads (19:00)Once foundations are solid, Matt recommends devoting 5-10% of marketing resources to unlocking other channels. Strategic partnerships work because 72% of companies report lower CAC through partnerships than direct acquisition.

Matt shares his experience with Through Doc, the clothing company he frequently purchases from. When they partnered with Elliot Brown watches, he'd never heard of the watchmaker. "I ended up buying one of the Elliot Brown watches as a result of that email. Would I have done that if I'd just seen Elliot Brown ads? Maybe, maybe not. But strategic partnerships work fundamentally—you borrow the credibility of the company referring you."

Content amplification also features heavily in the Unlock phase. Matt uses the eCommerce Podcast itself as an example: audio becomes podcasts, video becomes YouTube content, written format becomes blog posts, multiple emails feed the newsletter. "We've just built a three-person studio in Nottingham. We're investing heavily because for us, this form of content creation works."

Elevate: When Good Becomes Great (28:00)With foundations solid and channels unlocked, the Elevate phase focuses on maximising efficiency. Advanced segmentation recognises that not all customers are equal, and treating them the same leaves money on the table.

Matt advocates for RFM segmentation—tracking customers by Recency, Frequency, and Monetary value. "How recently did they buy? What's their average order count? What's the worth of that customer? Ranking customers in those three areas gives you really interesting insight," Matt explains, recommending Valentine Radu's episode for deeper understanding.

Personalisation goes beyond mail merge. SafariLand achieved a 37% conversion increase through data-driven product page optimisation. LeSportsac saw a 7% conversion lift and 20% AOV increase after AI personalisation. "Someone who comes onto your website and doesn't know you needs a very different journey from someone who's been 50 times before and knows exactly what they need," Matt notes.

Leapfrog: Calculated Risks (38:00)The final phase is where brands experiment with things that might fail—because the business isn't dependent on them working. Matt shares examples like beauty brands setting up skin analysis booths at farmers' markets, collecting hundreds of high-quality email subscribers whilst meeting customers face-to-face.

One innovative tactic Matt's been exploring: creating an AI board of directors. "Add Jeff Bezos, Steve Jobs, Warren Buffett to your board. Add your target customers, add your biggest detractor. Present something to your board and watch them debate amongst themselves." The questions are harsh but remarkably good for strategic thinking.

Another powerful technique from Dan Co: take competitors' top Instagram posts or YouTube videos, order by engagement, copy the titles, and ask AI to break down why they work. "I'm not doing this to copy. I'm doing this to understand what's working, then appropriate that to your brand voice," Matt clarifies.

Today's GuestToday's guest: Matt Edmundson

Company: Aurion

Website: aurioncompany.com

LinkedIn: Connect with Matt

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Most entrepreneurs dream of building from scratch, but Michael Simpson took a different path. After running an Amazon arbitrage side hustle, he spent 18 months searching for an established eCommerce business to buy rather than building one from the ground up.

Four years after purchasing an 18-year-old business selling Catholic products, Michael candidly shares what most buyers won't: the reality behind the broker presentations, the challenges of inherited technical debt, and the daily cashflow discipline that kept him in the game during survival mode.

We explore the SBA loan process that made 90% financing possible, why he spent £30,000 on a Shopify migration that never happened, and the mastermind group advice that stopped him from making costly mistakes. Michael reveals his daily cashflow forecasting system, why demand capture businesses hit growth ceilings differently than demand generation models, and what he wishes he'd negotiated harder on during the purchase.

Key Point Timestamps:

04:34 - The Buy Then Build Philosophy

09:10 - Finding the Right Business After 40 Evaluations

11:06 - How SBA Loans Work for Business Acquisitions

16:56 - The 3X Multiple Valuation Reality

20:05 - Why Growth Proved Harder Than Expected

29:52 - The £30,000 Migration That Never Happened

43:09 - When Sales Dropped and Survival Mode Began

49:57 - Daily Cashflow Forecasting That Saved the Business

The Buy Then Build Philosophy (04:34)Michael's acquisition journey began with Walker Deibold's book Buy Then Build, which challenges the conventional startup path. After running a small Amazon arbitrage business selling New Mexico green chillies, he realised he wanted something larger but wasn't passionate about scaling what he had.

"When you buy a business, that's what you're buying," Michael explains. "You're buying the existing customers and that goodwill and those supplier relationships. If it's a new business that doesn't have a lot of existing customers, there's not really a whole lot of value there."

The appeal is straightforward: an established business has already solved product-market fit, built supplier relationships, and proven people will pay for what you're selling. But as Michael discovered, you're also inheriting someone else's platform choices, brand positioning, and technical debt.

Finding the Right Business After 40 Evaluations (09:10)Michael spent 18 months evaluating 30 to 40 businesses before finding the right fit. His criteria were non-negotiable:

No Chinese suppliers. As a National Guard member with security clearance for 22 years, the China arbitrage model raised both practical and security concerns. "I just felt like eventually that wasn't sustainable. Like at some point that arbitrage opportunity is going to disappear."

Own website, not Amazon-dependent. Having experienced Amazon's unpredictability firsthand, Michael knew he didn't want a business that could collapse from one complaint or account suspension.

Strong customer base and email list. This represents the real value in an acquisition—the relationships and proven demand.

Genuinely interesting products. Michael didn't want to sell women's clothing or supplements he didn't believe in, even though the margins were attractive.

When Discount Catholic Products appeared—an 18-year-old business selling medals, prayer cards, and crucifixes made in Italy and the US—it ticked every box.

How SBA Loans Work for Business Acquisitions (11:06)The Small Business Administration loan programme gave Michael access to 90% financing—he only needed 10% down on a half-million-pound sale. During COVID, the government sweetened the deal further: they waived the typical 2% fee and covered the first three months of payments.

"Between those two things, that was like £30,000 that we saved just by getting it closed in time," Michael notes.

This government-backed financing is a massive advantage for US buyers, similar to how mortgage availability drives up house prices. For UK entrepreneurs, it's worth noting this acquisition financing simply doesn't exist here, making US businesses potentially more valuable due to easier buyer access to capital.

The catch? The acquisition process took five months and felt adversarial at times. Michael's advice: get your own representation. The broker works for the seller, not you, no matter how friendly they seem.

The 3X Multiple Valuation Reality (16:56)The business was priced at a 3X multiple of seller's discretionary earnings (SDE)—roughly profit. In 2021, with COVID boosting eCommerce and cheap money everywhere, this was market standard. Some businesses were fetching 4-5X multiples.

Looking back, Michael identifies two negotiation regrets:

The inventory. With 11,000 product listings, substantial stale inventory came with the purchase. "Four years later, some of it is still sitting on a shelf. We probably overpaid for it even at 25 pence on the pound."

The business size. It was at the bottom end of what he was looking for. A business twice as large would have provided more buffer between loan payments and living expenses.

The danger? Emotional decision-making. After 18 months of searching, when something finally fits your criteria, it's easy to offer full asking price. The broker mentioned another interested buyer, but the seller later revealed she'd already chosen Michael and his wife after meeting them.

Why Growth Proved Harder Than Expected (20:05)Michael discovered a fundamental challenge with his business model. Most eCommerce falls into two categories: demand generation (Facebook ads, influencers) or demand capture (Google, SEO).

Discount Catholic Products is pure demand capture. They can't generate more people searching for prayer cards—they can only capture more of existing search demand. "We're kind of at the whim of the market. There's just a limited slice of the pie that we can capture."

Currently, 50-60% of sales come through Google Ads, 15% from organic Google traffic, 15% from email, and the remainder from direct traffic. They've tried social media repeatedly without success.

"We made a decision early on that we can't do everything," Michael explains. "Better to focus our efforts on the Google ads, which we know work, than trying to get 10,000 Facebook followers and get one or two of them to come to our website and actually buy something."

Daily Cashflow Forecasting That Saved the Business (49:57)When asked for his top advice, Michael doesn't hesitate: cashflow management.

"It doesn't matter if your business is profitable or not. You can be wildly profitable and still go out of business if you run out of cash."

Rather than the standard 13-week forecast, Michael went daily. He forecasts every single pound, looking roughly a month ahead. This daily discipline reveals problems weeks in advance—giving him time to send an email campaign, call customers, or tap the line of credit before a crisis hits.

Michael also learned about debt spirals the hard way. Services like Shopify Capital advertise 6% fees but the actual interest rate is much higher. The game-changer was establishing a proper line of credit through their bank at prime plus 1% (currently around 8%), allowing them to borrow money and pay only interest monthly.

"If we didn't have that, either we would have gone out of business or I would have been liquidating retirement savings to pump money back into the business."

Today's GuestToday's guest: Michael Simpson

Company: Discount Catholic Products

Website: discountcatholicproducts.com

LinkedIn: Connect with Michael on LinkedIn

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Less than 30% of customers buy a second time, and subscription brands lose 50% within 90 days. Ken Rapp from BluStream reveals why this isn't a marketing problem—it's a post-purchase problem that's costing brands millions in repeat revenue.

Episode SummaryThe conversation explores what Ken calls the "doorstep to delight" phase—that critical window between clicking buy and becoming a loyal customer. Through stories of dog probiotics, cracked guitars, and missing vanilla extract, Ken demonstrates how brands lose connection with customers the moment a purchase is complete. He breaks down his three-stage framework for product ownership (unboxing, usage, and care) and shares practical strategies for engaging customers through messaging platforms like WhatsApp and SMS. The episode reveals how brands are achieving 30% increases in repeat sales and 30% reductions in churn simply by delivering personalised, timely support after the sale.

Key Point Timestamps:

05:07 - The Scale Problem: When Success Kills Personalisation

12:15 - The Doorstep to Delight Framework

18:49 - Quick Wins for Post-Purchase Engagement

23:38 - The Five-Message Rule

28:40 - Understanding the Second Why

40:01 - The Apple Standard for Customer Experience

The Scale Problem: When Success Kills Personalisation (05:07)Ken shares the story of a dog probiotics brand that knew every pet parent's name, their dog's name, and whether it was a Chihuahua or a Great Dane. Then she got distribution through Whole Foods—a dream for most brands—but it meant game over for personal connection.

"She started to be successful. And as she started to be successful, she couldn't have a personal relationship anymore," Ken explains. This captures the fundamental challenge: the very success every business chases kills the thing that made customers fall in love with the brand.

This isn't a mistake brands are making. It's a limitation we've accepted as inevitable. When you're small, handwritten notes and personal touches are manageable. But as you scale, those become impossible to maintain—or so we thought.

The Doorstep to Delight Framework (12:15)Ken breaks product ownership into three stages where brands can create connection at scale:

Unboxing (Activation): This is where skill level matters most. A beginner needs different support than an expert. Do they know they need batteries? Have they read the fine print about three-month timelines?

Usage (Engagement): This is what Ken calls "the second why." The first why is wanting trainers. The second why reveals actual use—marathon training, daily comfort, or collection piece. Understanding this changes everything.

Care and Maintenance: Not every product needs this, but for guitars, beauty products, and supplements requiring ongoing care, this is where lifetime value lives. Ken learned this watching his prestigious guitar crack during Boston's dry winter because the brand's care videos weren't delivered when he needed them.

The Five-Message Rule (23:38)Ken shares a powerful tip: don't send any coupons or review requests for the first five messages. Just deliver value.

"We have over 90% of the consumers on behalf of dozens and dozens of brands still on journeys today, months, quarters, years later, because they really appreciate getting tips and advice and having a connection back to the brand."

Think about your inbox. Review requests before unboxing? Coupons for second purchases when you haven't tried the first? Brands play the numbers game at scale, but it kills the engagement they're trying to create.

Understanding the Second Why (28:40)Ken's platform creates personalised journeys based on how customers actually use products. Are you training for a marathon or wearing trainers for daily comfort? This "second why" determines everything—relevant tips, usage tracking, and recommendations that feel magical, like suggesting new insoles at exactly 100 kilometres.

The intelligence in these journeys means if you click immediately, the system adjusts cadence. Don't open for three days? It adapts to your pace. Brands already have the content—videos, guides, care instructions—but they're not delivering it at the right time to the right people.

Today's GuestToday's guest: Ken Rapp

Company: BluStream

Website: blustream.io

LinkedIn: Connect with Ken on LinkedIn

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Alex Back's team at Couch posts content about Ashley Furniture, and just two days later, ChatGPT and Google AI change their answers about the brand's quality. In this episode, we explore the systematic approach to building authority in AI search that's transforming how furniture brands—and all e-commerce businesses—can influence what millions of people learn from large language models.

After running a successful e-commerce furniture brand for 13 years, Alex now helps furniture retailers through Couch, his marketing platform. We dive into the remarkable shift happening in digital marketing, where understanding how LLMs consume and cite content has become as important as traditional SEO. Alex shares the exact content creation system his team uses, starting with video and working backwards into articles, and reveals why YouTube and Reddit have become the second and third most important sources for AI search after Wikipedia.

Key Point Timestamps:

08:14 - The AI Search Revolution Nobody's Talking About

19:13 - Where LLMs Get Their Information

28:00 - The Content Creation System That Actually Works

34:16 - One Recording Creates Everything

38:27 - The Delicate Dance of Platform Dependence

41:55 - The Reddit Problem

45:39 - The Pivot Machine Philosophy

The AI Search Revolution Nobody's Talking About (08:14)We're living through a shift as significant as Google's emergence in the early 2000s. Alex explains how his team measures the impact of their content on AI search: "The YouTube videos themselves and some of the social media content we put out there is informing the LLMs and ultimately changing answers to questions like, is Ashley furniture good quality?"

This isn't theoretical. Before posting content, Alex's team checks what ChatGPT and Google AI say about a brand. After publishing, they check again. Sometimes within 48 hours, the answers change, citations appear, and the narrative shifts. However, nobody fully understands the rules yet. Even the best content marketers and SEO professionals are still figuring out which tools to trust for tracking LLM presence.

Where LLMs Get Their Information (19:13)Alex attended a seminar that revealed crucial insights about how AI search works. Wikipedia remains the primary source for LLMs—the vast majority of their information comes from there. But Reddit and YouTube are second and third, neck and neck.

"I saw a whole seminar about LLMs and where they get their information," Alex shares. "Wikipedia being still the vast majority of information sources for LLMs. But Reddit and YouTube being second and third and very close to one another."

This matters because it explains why Alex's strategy works. YouTube videos no longer just rank well on Google—they directly inform what AI tells millions of people asking questions. Even if content contains errors or subjective opinions, LLMs consider it heavily, sometimes more than niche publishing sites with established authority.

The Content Creation System That Actually Works (28:00)Alex calls himself "a talker," and he's turned that into his superpower. His refreshingly simple content creation process starts with using ChatGPT to create an outline, then recording video authentically about topics he knows deeply.

"If you start with video, it's much easier to back your way into having all this other content," Alex explains. He transcribes the raw video and gives it to his writer: "Here's the transcript, take this, these are all my words, make it into a compelling article."

The video goes on YouTube. The article—embedding that same video—publishes to the blog. Both go live within hours of each other. Then they syndicate to YouTube Shorts and other social platforms. One recording session produces a YouTube video, a blog post, social media content, and multiple touchpoints—all from turning on the camera for a few minutes.

The Pivot Machine Philosophy (45:39)Alex describes Couch as "almost like a pivot machine." The business has taken countless twists and turns, and sometimes he's not even sure what the business is anymore. Does that sound chaotic? It is. But he also recognises something powerful about adaptability.

"Nobody really cares. Nobody knows. We have this sort of self-centric view sometimes of like, no, we can't change this. Our brand will, everything will be different and all of our... I don't think anybody really cares."

For established businesses with proven formulas, consistency makes sense. However, for newer brands or businesses without that formula yet, adaptability isn't just acceptable—it's essential. The alternative—stubbornly maintaining a strategy that no longer works—is far more damaging than pivoting.

Today's GuestToday's guest: Alex Back

Company: Couch

Website: couch.co

LinkedIn: Connect with Alex on LinkedIn

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What if the secret to Amazon success isn't about outsmarting competitors, but about seducing an algorithm? Tim Wilson from Product Wind reveals how his team identified seven specific signals that make Amazon's algorithm fall in love with products, whilst most brands unknowingly fight the wrong war.

We explore Tim's revolutionary approach to Amazon marketing, moving from traditional social media buzz campaigns to what he calls 'marketing to the algorithm.' Through real examples including a French company with 0.1% conversion rates and a pregnancy pillow brand discovering unexpected use cases, Tim demonstrates why mastering fundamentals and understanding algorithmic signals creates sustainable competitive advantages.

Key Point Timestamps:

02:52 - The biggest Amazon problem everyone's making

08:17 - Why 70% of shoppers don't read descriptions

16:31 - The power of user-generated content collages

23:04 - Marketing to the algorithm strategy

30:16 - The seven signals Amazon's algorithm values

33:05 - Orchestrating 500-person 'armies' for external traffic

45:58 - Top tip: Engage with customers who love you most

The Fundamental Problem Everyone's Missing (02:52)Tim identifies the single biggest issue stopping Amazon success: poorly optimised product detail pages. He shares a striking example of a French consumer products company where traffic was "off the charts" but sales didn't follow.

"I'm still shocked at the PDPs that I see that are in no way optimised and ready for prime time," Tim explains. The company's conversion rate was 0.1% when the category average was 3.5% - revealing not a traffic problem, but a fundamental conversion issue.

This highlights why you can't build sustainable Amazon success on weak foundations, regardless of advertising spend. The fundamentals must be mastered first.

The Image Stack Revolution (08:17)Tim reveals that 70% of shoppers make purchasing decisions based entirely on images, not product descriptions. "I don't even look at all seven images. I go to like two or three and make my decision," he admits.

The most successful brands tell evolving stories through their image stacks. Tim shares how a pregnancy pillow company discovered customers using their product in cars and on planes - use cases completely missing from their original images.

The lesson? Product detail pages aren't "set it and forget it" situations. They're living, breathing entities that should evolve as you discover how customers actually use your products.

Marketing to the Algorithm Strategy (23:04)Tim's core insight challenges conventional thinking: "These marketplaces are algorithmically driven. It's this algorithm that's really determining your product's success."

He draws a parallel to old-school retail: ten years ago, you'd wine and dine buyers to get better shelf placement. "That person has been replaced by an algorithm." But just because it's technology doesn't mean you can't influence it.

"An algorithm just needs data. So why not give it exactly the data it loves?" This philosophy underpins Product Wind's approach of providing Amazon's algorithm with the specific signals it values most.

The Orchestrated Army Approach (33:05)Instead of hoping for viral social media moments, Tim's team orchestrates coordinated actions from hundreds or thousands of people. "We might work with 500 or even a thousand people. It's like an organised army."

The mathematics are compelling: 500 people driving 20 clicks each equals 10,000 coordinated visits to Amazon listings. These visits are timed strategically to send the right signals to Amazon's algorithm.

The approach scales based on competition level. An infant nasal aspirator in a low-competition category might need only 50 people, whilst consumer electronics competing with Bose and Sony requires much more "noise" to get algorithmic attention.

Today's GuestToday's guest: Tim Wilson

Company: Product Wind

Website: productwind.com

LinkedIn: Connect with Tim on LinkedIn

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Summer 2025 is officially over, and whilst most eCommerce businesses breathed a sigh of relief after surviving another 'inevitable' slow season, one team discovered something remarkable: they grew 19% year-on-year during what should have been their worst period.

Matt Edmundson reveals the post-summer analysis that challenged everything we assume about seasonal trading. By questioning one simple default assumption - that summer slumps are inevitable - and understanding that August performance depends on March and April planning, this approach transformed summer from a write-off period into a competitive advantage.

Discover why 70% of summer purchases happen in March-May, how mobile browsing intensifies during summer months, and why weather patterns create predictable opportunities rather than obstacles. Most importantly, learn the systematic process for challenging defaults that could transform your next summer trading period.

Key Point Timestamps:

02:00 - The Default Assumption Problem

05:00 - Why One Team Grew 19% During Summer

08:00 - The Baltic States' Summer Strategy

12:00 - March Planning Drives August Performance

16:00 - The Weather Connection We All Missed

21:00 - Mobile Optimisation as Summer Strategy

26:00 - Three Steps to Challenge Your Seasonal Defaults

The Default Assumption Problem (02:00)Matt opens with a provocative question: why are we so comfortable with predictions that essentially amount to "our business will perform badly for the next three months"?

"We're planning for our businesses to underperform for a quarter of the year. And we call this acceptable business practice," Matt explains. These default assumptions - that sales drop in August, nothing happens after Father's Day until September, that it's just how these businesses work in summer - become self-fulfilling prophecies.

When entire industries expect decreased activity, they collectively create the conditions that make it true by reducing marketing spend, operating skeleton crews, and delaying product launches until September.

Why One Team Grew 19% During Summer (05:00)The post-summer analysis revealed a stark contrast between two teams. One experienced the predicted 50% sales drop from peak. The other grew 19% year-on-year during their slowest period.

"What's been nagging at me - 80% of that growth was from new customers rather than just doing discounted offers to existing customers," Matt shares. The successful team challenged the default by staying engaged when competitors pulled back, focusing on mobile optimisation when browsing intensified, and ramping up marketing during a period when ad costs were lower.

The impact extended beyond summer - by mid-September, they were already 25% ahead on sales compared to the previous year.

March Planning Drives August Performance (12:00)Perhaps the most crucial insight: "August performance isn't dependent on what we do in August. It is dependent on what we do in March and April."

Research shows that 70% of consumers made their summer purchases in March, April, and May - only 19% waited until June. "We weren't just experiencing summer slumps," Matt reveals. "We were missing the planning window that drives summer performance."

This means that scrambling for summer offers in July is already too late. The businesses that thrived during summer 2025 were those that ramped up marketing in spring, when customers were making summer purchase decisions.

The Weather Connection We All Missed (16:00)During UK heatwaves, web revenues fell 47.8% during peak temperatures. But here's what most businesses missed: revenues increased 17.4% in the week before the heatwave as people prepared for extreme conditions.

"This perfectly illustrates why conversion matters more when traffic patterns shift," Matt explains. "During summer, if mobile browsing increases but overall traffic might be unpredictable due to weather, holidays, and changing routines, then every visitor becomes more valuable."

The businesses that thrived weren't ignoring the weather - they were planning for it and optimising for the reality that customer behaviour becomes less predictable but potentially more valuable.

Resources Mentioned📌 Challenge the Default Grid - Free tool for questioning business assumptions: https://www.ecommerce-podcast.com/resources

📌 Baltic States eCommerce Data - Summer spending increases 15%

📌 Mobile Commerce Statistics - 78% of eCommerce traffic now mobile

Today's GuestToday's guest: Matt Edmundson

Company: Aurion

Website: https://aurioncompany.com/

LinkedIn: https://linkedin.com/in/mattedmundson

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Sean Stone reveals why successful Shopify strategies often destroy Amazon performance and how treating Amazon as a unique marketplace can transform your results. His agency works with million-dollar brands achieving 20% conversion rates on Amazon whilst Shopify sellers celebrate 3%.

We explore why Amazon shoppers behave completely differently from website visitors, how the platform's algorithm rewards different behaviours, and why your product bundling strategy needs a complete rethink. Sean shares his PAIR framework (Promotions, Advertising, Inventory, Rankability) and introduces his free Conversion Rate Benchmark Buddy tool that helps sellers identify which products can realistically rank on Amazon.

Key Point Timestamps:

04:26 - Why treating Amazon like Shopify kills performance

08:09 - The product strategy flip: smaller packs, lower prices

13:43 - Rankability: Sean's made-up word that works

18:00 - The free GPT tool for competitor analysis

23:32 - Click-through rate tactics that mirror YouTube

29:43 - The PAIR process framework

36:05 - When Amazon makes sense vs when it doesn't

49:57 - The BCIT framework for keyword domination

Why Treating Amazon Like Shopify Kills Performance (04:26)Sean's core insight challenges how most eCommerce founders approach Amazon. "A lot of people try to treat Amazon like it's not its own unique channel," he explains. "You wouldn't do that if you started selling your products in Walmart, but why are you treating Amazon the way you're trying to treat Shopify?"

The fundamental difference lies in shopper behaviour. Shopify visitors have already chosen to engage with your brand specifically. Amazon shoppers are actively comparing you against every competitor in real-time, focusing purely on finding the best product at the best price with fastest delivery.

This creates completely different success metrics. Where a 3% conversion rate makes Shopify sellers celebrate, Sean would tell Amazon sellers with similar performance that "your product is broken, you should liquidate your inventory and get something new."

The Product Strategy Flip: Smaller Packs, Lower Prices (08:09)The strategy that works brilliantly on Shopify - increasing average order value through larger bundles - becomes Amazon suicide. Sean explains the inverse approach needed:

"Instead of focusing on getting your CPA down to $20 a customer and selling an $80 product through a series of funnels... you end up trying to get your price point down to a place where you can sell a $14.99 product with a $3 cost per acquisition."

Using supplements as an example, where Shopify might sell 90-day supplies for $60, Amazon success comes from 30-day supplies at $20. Different pack sizes and price points deliver the same profit margins when accounting for volume and organic ranking benefits.

Rankability: The Made-Up Word That Works (13:43)Sean's concept of "rankability" - a product's ability to reach the top five organic spots through a combination of PPC and deals - becomes central to Amazon success strategy.

"The big opportunity on Amazon is not just that you can sell a product and limit your ad spend and make a sale. The big opportunity is you can sell a huge quantity, get a ton of new customers who now know about your brand and get them through getting your product to show up at the top of the page without paying to be there."

The key lies in conversion rate advantages. When one client discovered they had double their competitors' conversion rates across multiple keywords, Sean's immediate response was: "You're going to need to triple your inventory order on this product today."

The PAIR Process Framework (29:43)Sean's systematic approach breaks down as Promotions, Advertising, Inventory, and Rankability:

Promotions: Limited time deals running 14 out of every 28 days, creating continuous promotional momentum whilst staying within Amazon's rules.

Advertising: Focus on organic ranking growth rather than immediate ROAS. Spend money where you know you'll grow most organically.

Inventory: Never go out of stock. "On Amazon, you are going to be punished aggressively by the algorithm for going out of stock. It's better to turn off your ads while you're still in stock."

Rankability: Use conversion rate analysis to identify which products can realistically dominate their keywords.

The BCIT Framework for Keyword Domination (49:57)Sean's closing framework provides tactical execution: Benchmark, Compare, Isolate, Track.

"Find your competitors conversion rate, then compare your conversion rate to competitors conversion rate. When you isolate each keyword where you have a conversion rate advantage, create exact match campaigns and spend like crazy on that keyword."

The isolation step proves crucial - instead of lumping keywords together, create individual campaigns for conversion advantages. Give each keyword its own budget and monitor organic ranking improvements as you spend.

Today's GuestToday's guest: Sean Stone

Company: Stones Goods

Website: stonesgoods.com

LinkedIn: Connect with Sean on LinkedIn

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Digital marketing veteran Vlad Zhovtenko reveals why data has become the single biggest lever in modern e-commerce marketing. After 25 years in the industry, he explains how businesses can transform from guessing to growing by owning and leveraging their customer data strategically.

We explore how the shift from platform-dependent marketing to data ownership creates competitive advantages, why TikTok's rise as a search engine changes everything, and how AI is reshaping how customers discover and buy products. Vlad shares his practical framework for identifying the 1-2 metrics that actually drive business growth, avoiding the AI analysis trap, and adapting to constant platform algorithm changes.

Key Point Timestamps:

07:49 - Data as the biggest single lever in digital marketing

08:46 - How businesses can now own and control their data

10:14 - TikTok's evolution into a major search engine

17:55 - Framework for choosing metrics that matter

20:45 - Real example: The missing chat button case study

25:06 - Why AI can't replace business context

34:12 - Starting an e-commerce business the right way

Data as the Ultimate Marketing Lever (07:49)Vlad cuts straight to the heart of modern digital marketing: "I don't think it has changed much, at least in my perception. I say that is data. It's just that for the last sort of like five years maybe, the data became a real lever for you."

The fundamental shift isn't about new platforms or tactics—it's about ownership. For years, e-commerce operators were digital sharecroppers, planting campaigns on Meta's land and Google's tools while never controlling the insights that powered their growth.

Now businesses can feed their own data back to platforms with proper rules and regulations, becoming "the source to train their optimisation." This creates a compound advantage where your data improves your results, which generates better data, creating an upward spiral that competitors can't easily replicate.

The Search Revolution Hiding in Plain Sight (10:14)While businesses obsess over Google rankings, consumer behaviour has fundamentally shifted. "TikTok is growing to become a major search engine just because how many people use it," Vlad explains.

This creates a three-layer challenge:

• Traditional SEO strategies may miss where your customers actually search
• AI recommendation engines operate on completely different rules than search bots
• Social commerce platforms blur the lines between discovery and purchase

The solution isn't to abandon Google, but to understand where your specific audience searches and optimise accordingly. "Getting the data as to how they operate, getting into that game if search engine traffic is important for a business is critical," Vlad notes.

The Framework That Cuts Through Data Overwhelm (17:55)Vlad's approach to metrics selection is brilliantly simple. Focus on three questions:

"What you can actually measure" – Many businesses track metrics they can't properly measure, leading to decisions based on unreliable data.

"What you can actually influence" – Tracking vanity metrics you can't directly impact wastes mental energy and resources.

"Pick up out of them, I don't know, one or two" that actually push the business forward.

He demonstrates this with a practical example: A jewellery maker saw leads dip in August. Instead of diving into conversion optimisation, Vlad identified the real bottleneck was lead generation. The business expected 30-something customers to commit to in-person visits without easier ways to ask initial questions. One missing chat button was throttling the entire business.

Beyond Platform Dependence (25:06)The temptation to dump data into AI and expect magic insights is strong, but Vlad warns against this "lottery-ticket approach" to business intelligence.

"The challenge with AI is that you as a consumer of AI response need to be able to independently validate that data," he explains. "You need to make a decision if the response is applicable or not."

Successful businesses combine AI tools with deep understanding of their specific customer behaviour, market position, and operational constraints. They ask AI to help explore business-critical questions they've already identified, rather than seeking generic advice.

Today's GuestToday's guest: Vlad Zhovtenko

Company: RedTrack.io

Website: redtrack.io

LinkedIn: Connect with Vlad on LinkedIn

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Your website's gonna get rammed on Black Friday - but are you actually ready? In the fourth instalment of our Black Friday strategy series, Matt Edmundson reveals nine battle-tested tips that address the operational realities most brands completely ignore.

Episode SummaryThis episode cuts through generic Black Friday advice to focus on what actually happens when your traffic explodes, customer service gets flooded, and 70% of sales shift to mobile devices. Matt introduces the 'mom test' - a simple but powerful framework for validating your Black Friday offers before they go live. We explore why Black Friday is really a two-week opportunity, not a single day, and cover essential operational preparations from site speed optimisation to weekend customer service planning.

Key Point Timestamps:

06:00 - Introducing the Mom Test Framework

07:00 - Site Speed: Your Hidden Conversion Killer

08:00 - Customer Service: Planning for the Flood

11:00 - Why Paid Media Gets Expensive (And What To Do)

13:00 - Social Media: Building Anticipation

14:00 - Mobile Reality: 70% of Sales Happen Here

15:00 - Cart Abandonment: Thursday's Big Challenge

16:00 - The Two-Week Mindset Shift

18:00 - Creating Year-Round Black Friday Pages

The Mom Test Framework (06:00)At the heart of Matt's approach lies what he calls 'the mom test' - a deceptively simple validation method that prevents most Black Friday disasters before they happen.

"My mum is not the most technically savvy person on the planet, so if she can navigate it, I know other people will be okay with them as well," Matt explains. The test involves sending your Black Friday landing pages, offers, and purchase flows to someone who isn't your ideal target market but represents average technical ability.

Beyond preventing customer confusion, the mom test dramatically reduces customer service load by identifying common pain points before they become hundreds of support emails on Monday morning.

Mobile Reality: 70% of Sales (14:00)"70% of sales on average on Black Friday weekend are gonna happen on a mobile device," Matt reveals, highlighting a critical reality most brands overlook in their preparation.

This isn't just about having a responsive design. Matt emphasises comprehensive mobile testing: "I want my mum in the mum test to do everything on her mobile. I want to talk to a friend who's got an Android because my mom's got an iPhone. I want to test it on Android as well."

The testing needs to cover the entire purchase journey across different devices, screen sizes, and operating systems to ensure nothing breaks when traffic spikes.

The Two-Week Opportunity (16:00)Perhaps Matt's most powerful insight is reframing Black Friday entirely: "Black Friday now lasts two weeks. It's the week before and it's the week after, right? Starting with Cyber Monday, the week after going through."

This shift from viewing Black Friday as a single event to understanding it as a two-week marketing opportunity completely changes how you plan, execute, and measure success. Instead of cramming everything into one overwhelming day, you can build anticipation, test systems, and create multiple touchpoints.

Matt's team once ran '12 Days of Christmas' campaigns with different offers each day, keeping customers engaged throughout the extended period rather than relying on a single promotional push.

Planning for Operational Reality (08:00)While competitors focus on offers and acquisition, Matt emphasises preparing for what actually happens during Black Friday. Your standard Monday-to-Friday customer service won't cut it when weekend queries pile up.

"You're gonna want customer service staff to man the emails, the live chat, and the phone over the weekend," he advises. "If you leave it until Monday, people feel forgotten, and you'll come in to hundreds of emails."

The episode covers essential operational preparations including site speed optimisation, customer service staffing, cart abandonment strategies for Thursday's high abandonment rates, and creating permanent Black Friday landing pages that build SEO authority year-round.

Today's GuestToday's guest: Matt Edmundson

Company: Aurion

Website: https://aurioncompany.com/

LinkedIn: https://linkedin.com/in/mattedmundson

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Most eCommerce brands make the same Black Friday mistake: blasting identical offers to their entire email list. Matt Edmundson explains why this approach "just feels wrong" and shares a VIP list strategy that segments customers into "soulmates," "lovers," and those "about to dump you." Learn how to create self-selecting VIP lists, test offers early, leverage SMS marketing, and turn your best customers into referral engines.

Key Point Timestamps:

• 05:00 - The existing customer strategy fundamentals
• 06:30 - Segments and journeys for maximising value
• 09:00 - Creating VIP lists and self-selection strategy
• 11:00 - Testing offers early with your VIP audience
• 12:30 - Give your best customers the best discounts
• 13:00 - SMS marketing for VIP access
• 15:00 - Building buzz campaigns before Black Friday
• 16:00 - Turning up your referral campaign

The Problem Most Brands Miss (05:00)Matt identifies a fundamental flaw in most Black Friday approaches: treating all customers equally when they clearly aren't equal in value.

"Most eCommerce companies will just whack out crazy offers, right? Lose all their profits, all their best customers get the same offer, and it just feels wrong in so many ways," Matt explains.

This creates a problematic dynamic where your most loyal customers—who generate 80% of your revenue—receive the same treatment as complete strangers who may never buy again. There's no recognition of loyalty, no acknowledgment of their relationship with your brand.

The RFM Segmentation Framework (06:30)Matt recommends using RFM segmentation, a methodology he learned from podcast guest Valentin Radu of Omni Convert, who uses memorable language to define customer relationships.

"He uses great phrases like soulmates, lovers, just about to dump you, the breakups and all that sort of stuff to sort of define the relationship you have with clients," Matt shares. "And actually at Vegetology we now use his language... just to define our clients a little bit better."

The key insight is that different segments require completely different approaches: "If someone is about to dump you... the journey you want to take them on is very different to the journey you want to take on for someone who buys from you almost every day. The emails, the stories, the marketing should have very different language, very different feel."

The Self-Selection VIP Strategy (09:00)One of Matt's favourite approaches comes from Daniel Budai, who's also appeared on the podcast. Rather than guessing who your VIP customers are, you let them self-identify.

"You email out all of your customers and you say, listen, what we're gonna do this Black Friday is we are gonna create a VIP Black Friday offers list. So if you are on that list, you'll get access to all of the Black Friday offers early," Matt explains.

This strategy delivers multiple benefits: it gets your list engaged weeks before Black Friday, allows you to start sales early to reduce warehouse pressure, and creates a perfect testing ground for your offers. Only genuinely interested customers will opt in, giving you a highly engaged segment.

Test Early, Win Big (11:00)The VIP list becomes your Black Friday laboratory, eliminating guesswork from your biggest sales weekend.

"You're gonna split test an email, which you send out to that VIP list. You're gonna see which offer pulls the best, and guess what you're gonna do on Black Friday weekend. You're gonna do that offer, which you've tested on your list already," Matt explains.

This approach means you're not switching campaigns during the crucial weekend or hoping your offers will work—you already know what performs best with your most engaged customers.

SMS for Inbox Overwhelm (13:00)Matt suggests considering SMS marketing as an alternative to email during the Black Friday chaos.

"Let me tell you, their inbox is gonna be flooded over Black Friday. Just like your inbox is just like mine is gonna have more emails than you know what to do with. So getting on someone's text message gives a much, much greater chance of response, especially if they've opted into that list."

Rather than competing with hundreds of promotional emails, SMS gets you direct access to your customers' attention when it matters most.

Today's GuestToday's guest: Matt Edmundson

Company: Aurion

Website: https://aurioncompany.com/

LinkedIn: https://linkedin.com/in/mattedmundson

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What if the secret to Black Friday success isn't just about discounts, but about building relationships that last? In this second episode of our Black Friday strategy miniseries, Matt Edmundson reveals the Knowledge Trust Matrix—a simple framework that transforms one-time buyers into lifetime customers.

Episode SummaryMatt challenges the conventional approach to Black Friday customer acquisition, where brands focus on extracting maximum profit from new customers rather than building foundations for long-term relationships. Through the Knowledge Trust Matrix, he demonstrates how shifting this mindset can dramatically increase customer lifetime value. The framework centres on moving customers from low knowledge and trust to high knowledge and trust through strategic onboarding, educational content, and authentic storytelling.

Key Point Timestamps:

03:00 - The Fundamental Mindset Shift

04:30 - Introducing the Knowledge Trust Matrix

06:00 - The Four Customer Types Explained

08:00 - Building Trust with UGC and Live Chat

10:00 - The On-Ramp Strategy for Hesitant Buyers

12:30 - The Story Intersection Principle

14:00 - Post-Purchase Onboarding Excellence

The Knowledge Trust Matrix Framework (04:30)Matt's framework centres on two essential elements for building customer relationships: knowledge and trust. He visualises this as a matrix where the goal is moving all customers to the top-right quadrant.

"When someone buys from us for the first time, usually their trust is low because they've never really bought from us before," Matt explains. Meanwhile, their knowledge varies dramatically depending on how much research they've done.

The framework identifies four customer types: low knowledge/low trust (need most work but huge potential), high knowledge/low trust (need trust-building), low knowledge/high trust (often referrals), and high knowledge/high trust (ideal repeat customers). "This is where your best customers live," Matt emphasises about the final quadrant.

Building Trust During Black Friday (08:00)Trust acceleration becomes crucial during high-volume periods like Black Friday. Matt recommends two primary strategies that work particularly well during peak shopping times.

"Make sure there is UGC on your social media and on your website from previous customers telling them how amazing you guys are," he advises. This involves strategically placing customer stories, photos, and testimonials where new visitors encounter them during decision-making.

For Black Friday specifically, live chat becomes essential: "If you don't have live chat on your website, I think you should probably do that over Black Friday weekend. That's a great way to induce trust." Real-time human connection dramatically reduces purchase anxiety.

The On-Ramp Strategy (10:00)Not every visitor arrives ready to purchase immediately. Matt's "on-ramp" concept provides pathways for hesitant customers to gradually build confidence.

"Not every single one of our customers is ready to buy. They don't come to the website and instantly appear here. Some of them are here. So how do we get them to take this journey?" he asks.

Effective on-ramps include email capture with valuable content, PDF downloads that solve customer problems, and sample programmes offering risk-free product trials. Matt shares a brilliant example of a houseplant website offering "10 Steps on How to Not Kill Your Houseplant"—perfectly addressing customer anxiety whilst capturing contact details.

The Story Intersection Principle (12:30)Perhaps the most powerful insight involves how brands tell their stories. Matt illustrates this with a simple but profound concept: businesses care deeply about their own story, but customers initially care very little about it. However, customers care intensely about their own stories.

"When you tell your story well, you understand where it intersects with a customer story. And you are speaking right here," Matt explains. The magic happens when brand values, mission, and story align with customer values, challenges, and aspirations.

When brands speak to this intersection, customers think: "These people understand me. They share my values. I want to do business with them." This creates authentic connection that transcends price competition.

Today's GuestToday's guest: Matt Edmundson

Company: Aurion

Website: aurioncompany.com

LinkedIn: Connect with Matt on LinkedIn

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Ever wondered why some brands skip Black Friday entirely and still win? Matt Edmundson reveals the framework that protects margins whilst creating compelling offers that actually increase customer lifetime value during Black Friday.

Episode SummaryIn this first episode of our Black Friday mini-series, we explore why everything about Black Friday success comes down to your offer—and why that offer doesn't have to destroy your margins. Matt shares strategies from years of running Black Friday campaigns across multiple businesses, including some that opted out entirely. We discuss the critical ratio of margin to lifetime value, explore alternatives to deep discounting like gift with purchase and gift cards, and reveal why giving your best deals to your best customers might be the smartest move you make this November.

Key Point Timestamps:

01:00 - Why abstinence is okay (REI's brilliant opt-out strategy)

07:00 - The margin to lifetime value ratio

10:00 - Bundle and upsell strategies

13:00 - Flipping the loyalty script

14:00 - Gift with purchase revelation

16:00 - The IKEA gift card genius move

19:00 - Creating genuine urgency without deception

The Permission to Say No (01:00)Matt opens with a revolutionary idea: you don't have to do Black Friday. He shares how outdoor brand REI turned opting out into a PR win by closing their stores and encouraging customers to go outside instead.

"If Black Friday means sacrificing everything that makes your brand special, pulling customers from profitable December sales into unprofitable November ones, and creating mayhem for minimal return—it's okay to sit this one out."

This permission to abstain is particularly relevant for brands with tight margins or strong values that conflict with the Black Friday frenzy. Sometimes the best strategy is no strategy at all.

The Margin to Lifetime Value Ratio (07:00)The core framework Matt presents centres on one critical ratio: margin to lifetime value. Rather than asking "How much should I discount?", the question becomes "If I sacrifice margin here, how can I increase customer lifetime value there?"

Matt illustrates this with Vegetology's Omega-3 supplements—at £20 with tight margins, a simple discount would be devastating. But bundling multiple products at a discount increases the chance of creating repeat customers who've experienced the full product range.

"I'd rather give 20% off a £100 bundle and make £80 with good margin than give 20% off a £20 product and make £16 with terrible margin."

Revolutionary Loyalty Approach (13:00)Matt challenges the industry norm of giving best deals to new customers only—a practice that frustrates loyal customers who see "new customers only" offers everywhere. Black Friday presents an opportunity to flip this script entirely.

By creating exclusive landing pages for VIP customers with better offers than the general public sees, brands can strengthen relationships with their most valuable customers. These customers don't just buy more—they become brand advocates.

The Gift With Purchase Strategy (14:00)One of Matt's most successful margin-protecting strategies involved candles with a £4 cost but £20-25 retail value. Offering "Spend £25, get this £25 candle free" created massive perceived value whilst protecting core product margins.

The warning: don't try to offload unwanted stock this way. "I've tried clearing old stock this way, giving away products nobody wanted in the first place. Guess what? Nobody wanted them as gifts either."

Today's HostMatt Edmundson

Host of The eCommerce Podcast

Founder of eCommerce Cohort

Website: eCommerce Podcast

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Learning Is Not the Same as ImplementationAfter recording 200+ episodes of the eCommerce Podcast, Matt Edmundson has noticed something troubling: everyone's taking notes, but nobody's taking action. In this candid solo episode, we explore why only 5% of what we learn actually gets implemented and what we can do about it.

Episode SummaryMatt opens up about his own struggle with implementation, sharing how he's accumulated countless frameworks, templates, and expert advice while only putting about 5% into practice. Through personal stories including his £38 million business lesson, he challenges the common trap of endless learning without action. The episode marks a significant shift for the eCommerce Podcast, introducing new solo episodes focused on practical implementation rather than just inspiration, alongside the launch of free eCommerce Cohorts designed to help entrepreneurs work through ideas with peers who understand the journey.

Key Point Timestamps:

02:00 - The 5% Implementation Reality

06:00 - Why Expert Interviews Aren't Enough

07:00 - The £38 Million Business Lesson

10:00 - What's Changing: Solo Episodes Return

13:00 - Introducing Free eCommerce Cohorts

17:00 - The Challenge: Stop Taking Notes, Start Taking Action

The 5% Implementation Reality (02:00)I'm nodding along because I'm really fascinated, I'm making all the right noises. I'm writing notes in my notebook, I'm asking follow-up questions, but it struck me... this is exactly what a guest told me three years ago.

The sobering statistic? Between 2-8% of people who buy online courses actually finish AND implement what they learn. Matt admits he's probably implemented only about 5% of everything he's learned from hundreds of expert interviews, downloaded frameworks, and expensive courses.

This isn't just Matt's problem - it's an industry-wide issue where we're "drowning in good advice while our businesses stay exactly the same."

Why Expert Interviews Aren't Enough (06:00)The eCommerce Podcast started with solo episodes back in 2019, but Matt pivoted to interviews because they were "easier to create" and helped grow the show. However, something was missing.

Every interview taught me something new, but it also highlighted the same pattern. We talk about these game-changing strategies and listeners would get excited... but then what changes as a result of that?

The challenge is that learning about Instagram marketing from an expert is one thing, but figuring out how to implement it in your specific business when you're already working 60-hour weeks with inventory issues and supplier problems? That's something else entirely.

The £38 Million Business Lesson (07:00)Matt shares his most expensive business lesson - watching a £6 million annual business drop to £1 million due to a catastrophic supplier relationship. The supplier instituted a "more you buy, more you pay" policy that completely blindsided them.

Everything we knew about scaling, about growth, about business economics, they didn't help me one bit. We had to relearn almost everything.

This £38 million loss taught Matt that real business isn't about collecting tips and tricks. It's about building systems that survive when everything goes wrong and taking action even without perfect information. In other words: "It's about implementation, not inspiration."

What's Changing: Solo Episodes Return (10:00)The eCommerce Podcast is evolving with three episode types:

1. Solo Episodes20-minute deep dives on specific challenges with:

2. Real implementation details

3. Stories from the trenches
4. Pure, unfiltered insights with no hidden agenda

5. Practical frameworks you can actually use

6. Expert InterviewsContinuing the valuable conversations with industry leaders

7. Founder EpisodesReal stories from eCommerce founders in the trenches

When experts come on the show, they're amazing... but they are also promoting something. Their agency, their software, their course. That's the deal and that's fine. But these solo episodes, I didn't want any of that.

Today's GuestToday's guest: Matt Edmundson

Company: Aurion

Website: https://aurioncompany.com/

LinkedIn: https://linkedin.com/in/mattedmundson

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Ever wondered why your online customers disappear whilst brick-and-mortar shoppers get personalised guidance? Shauli Mizrahi reveals how AI sales assistants are revolutionising eCommerce by recreating that personal touch digitally, delivering 5x ROI guarantees and transforming casual browsers into loyal customers.

We explore how Rep AI's behavioural intelligence framework predicts the exact moment shoppers need assistance, the surprising psychology behind human-AI trust, and why treating AI as a sales tool rather than customer support creates measurable revenue increases. Discover the future of conversational commerce and practical steps to implement AI assistants without technical expertise.

Key Point Timestamps:

• 04:36 - The fundamental gap between online and offline shopping experiences
• 10:02 - How behavioural AI builds customer profiles and predicts intervention needs
• 24:24 - Why humans trust AI more than people for sensitive shopping decisions
• 36:24 - The biggest mistake: treating AI chat as customer support only
• 41:01 - Implementation without risk: getting started with AI sales assistants

The Abandoned Shopping Cart Problem (04:36)"We love the experience of brick and mortar stores. How you go into a brick and mortar store, get concierge help, white glove support, someone helping you with whatever you need, recommending products, answering any questions. And when you dive into an eCommerce online store, you're there by yourself."

The psychological disconnect between online and offline shopping costs businesses millions. Whilst physical stores provide immediate guidance and reassurance, online shoppers navigate alone, resulting in 70% cart abandonment rates. AI sales assistants bridge this gap by recreating the personal touch digitally.

Behavioural Intelligence Framework (10:02)Shauli's approach differs from traditional chatbots through predictive intervention rather than reactive support. The system tracks customer behaviour from entry, building detailed profiles based on browsing patterns and engagement signals. Rather than waiting for contact, the AI evaluates whether visitors will purchase independently or need assistance, proactively approaching at-risk customers with contextual, personalised conversations.

"What we do is that we track the behavior of customers from the moment they walk into our site... the AI tries to evaluate if this customer will end up buying by itself, by himself or herself, or if this customer needs some assistance."

The Trust Evolution (24:24)Human acceptance of AI has transformed dramatically. Initial skepticism in 2020 evolved through treating AI like search bars to today's full conversational commerce adoption. Customers now share sensitive information more freely with AI than humans, viewing AI as non-judgmental and anonymous.

"People are basically giving them the AI, the full life story, and it's okay... they don't think they would treat the same, they treat humans the same way. I don't think there would be that open."

Research confirms this trend: perceived empathy and non-judgmental nature drive AI chatbot trust more than technical capabilities alone.

Beyond Customer Support (36:24)The most significant mistake businesses make is categorising AI chat as customer support rather than sales technology. This misunderstanding costs revenue by delegating AI ownership to customer service teams instead of conversion optimisation specialists.

"A lot of brands... will say, hey, OK, that's chat. Chat is not my business, Chat belongs to the CX department, the customer support department."

AI sales assistants excel at product education, recommendation engines, objection handling, and choice simplification—all sales functions requiring expertise and empathy rather than simple query resolution.

Today's GuestName: Shauli Mizrahi

Title: CTO and Co-Founder

Company: Rep AI

Bio: Experienced technology professional with expertise in AI-driven eCommerce solutions and behavioural prediction systems. Previously served as VP of R&D at Browsi, developing AI-powered advertising optimisation tools.

Contact: https://hellorep.ai/ | https://www.linkedin.com/in/shaulimizrachy/

ResourceseCommerce Podcast Ecosystem

• eCommerce Cohort signup (free monthly calls for eCommerce entrepreneurs) - https://www.ecommerce-podcast.com/cohort
• Matt's LinkedIn Profile - https://www.linkedin.com/in/mattedmundson/
• The eCommerce Podcast Newsletter for show notes and extra insights - https://www.ecommerce-podcast.com/subscribe

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Could your abandoned cart recovery rate jump from 5% to 20%? Abhishek Chandra from GoKwik reveals how WhatsApp commerce is revolutionising e-commerce, with UK brands already seeing 15-20X ROI from this untapped channel.

Episode SummaryIn this eye-opening episode, we explore how Asian e-commerce markets are leading the way with WhatsApp commerce, generating billions in additional revenue through conversational selling. Abhishek Chandra, co-founder of GoKwik (and the man who helped kick PayPal out of India), shares fascinating insights from sending over 2 billion WhatsApp messages that resulted in £2 billion worth of sales. We discuss why 80% of business communication in Asia happens through WhatsApp while UK brands are missing this massive opportunity, the ENGAGE framework for WhatsApp success, and practical strategies for implementing conversational commerce without abandoning your existing channels.

Key Learning PointsThe 90% Open Rate Advantage (31:12)WhatsApp messages achieve a staggering 90% open rate within five minutes, compared to email's declining performance. As Abhishek explains, "When you trigger a message to a customer, it can be any message. It can be a promotional message, an abandoned cart message, an upsell message. You know the chances of customer reading that message is very high."

This isn't just about better metrics – it's about catching customers while their purchase intent is still hot. UK brands using GoKwik's WhatsApp solutions are seeing 20% abandoned cart recovery rates, four times higher than the 5% email average.

The Conversational Commerce Revolution (32:12)Unlike static emails or SMS, WhatsApp enables true two-way conversations. Abhishek shares a brilliant example: "If you send, let's say if I launch this T-shirt to the customer, hey, we have launched these new set of T-shirts... there will be CTA buttons. These CTA buttons can be, do you have more sizes? Once you click there, automatically more sizes will be shown there."

This dynamic interaction transforms how customers engage with brands, allowing real-time problem-solving and personalised recommendations within the same chat window.

The ENGAGE Framework for Success (29:47)GoKwik's systematic approach has powered over 12,000 stores globally. The framework starts with trust-building through transactional messages, never bombarding customers with marketing in the first 30 days. As Abhishek emphasises, "We have to ensure that we take enough approvals, basically enough consents before sending the messages. The messages should be like where every customer should have an option to stop the message whenever they want."

The beauty lies in gradual expansion – from abandoned cart recovery to post-purchase sequences, then loyalty programmes and marketing campaigns.

First-Mover Advantage in the UK (45:56)Perhaps the most compelling insight is the massive opportunity for UK brands. "Meta never promoted it here. No one in the UK knew that these are things which are possible," Abhishek reveals. During Black Friday 2023, one UK brand achieved £1 million in a single day using WhatsApp while competitors fought for attention in crowded email inboxes.

His parting advice is crystal clear: "You should immediately sign up for WhatsApp because you will get the first mover advantage. When everyone is sending communication on email, at least for the next one year, you will have the first mover advantage."

ResourcesGuest & Company

• Abhishek's LinkedIn - https://www.linkedin.com/in/abhichandra2011/
• GoKiwki - https://www.gokwik.co/

eCommerce Podcast Ecosystem

• eCommerce Cohort signup (free monthly calls for eCommerce entrepreneurs) - https://www.ecommerce-podcast.com/cohort
• Matt's LinkedIn Profile - https://www.linkedin.com/in/mattedmundson/
• The eCommerce Podcast Newsletter for show notes and extra insights - https://www.ecommerce-podcast.com/subscribe

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In this eye-opening conversation, Matt Edmundson chats with Jordan West about the transformative potential of TikTok Shop for e-commerce brands of all sizes. Jordan reveals how TikTok Shop has fundamentally changed affiliate marketing for e-commerce by incentivising creators to sell products rather than simply promote them.

Unlike traditional influencer marketing where brands struggle to get meaningful content from product seeding, TikTok Shop creates a system where creators are motivated to produce multiple pieces of content for each sample they receive. Jordan shares how his agency helped a major shoe brand go from zero searches on TikTok to 800,000 searches in just two weeks, demonstrating TikTok Shop's power as a demand generation channel.

The conversation explores the stark differences between TikTok affiliate marketing and traditional approaches, with Jordan explaining that smaller creators (even those with fewer than 10,000 followers) can generate significant sales when properly motivated. His 80/20 approach to creator sampling provides a practical framework for brands looking to maximise their return on investment when engaging TikTok creators.

I wonder if the most valuable insight might be how TikTok content can be repurposed across platforms, while other platforms' content rarely works well on TikTok?

Expert Insights from Jordan WestJordan West is the founder of Social Commerce Club, an agency specialising in TikTok Shop strategies for e-commerce brands. With extensive experience running his own apparel and accessory brands, Jordan brings practical insights into demand generation for challenging product categories.

His "crawl, walk, run" approach to TikTok Shop has helped major brands like a "billion-dollar shoe company" tap into entirely new audiences, while his frameworks for creator engagement have proven effective for businesses of all sizes.

Jordan's podcast "Secrets to Scaling Your E-commerce Brand" recently hit one million downloads, and he's launching a new initiative called E-commerce OS to help smaller brands solve critical business challenges.

Key Takeaways1. TikTok Shop as demand generation: Unlike Amazon (demand capture), TikTok Shop excels at creating demand for products through its content-driven algorithm.

1. Creator incentives matter: TikTok creators are motivated to sell products, not just showcase them, making them more like salespeople than traditional influencers.

2. The 80/20 sampling approach: For every 100 samples sent to creators, expect 20 to produce meaningful results, and 4 of those to potentially drive significant sales.

3. Content repurposing advantage: TikTok content can be effectively repurposed across all other platforms, while content from other platforms rarely performs well on TikTok.

4. Size doesn't matter: Creators with relatively small followings can drive significant sales when they create compelling content that resonates with viewers.

5. Persistence beats perfection: Successful TikTok Shop strategies require continuous testing and learning, with a willingness to embrace failure as part of the process.

For more information on how to leverage TikTok Shop for your e-commerce brand, visit our website and check out Jordan's resources at Social Commerce Club.

ResourcesGuest & Company

• Jordan's LinkedIn: https://www.linkedin.com/in/jordan-west-marketer/
• Social Commerce Club: https://socialcommerceclub.com/
• Secrets of Scaling Your eCommerce Brand Podcast: https://podcasts.apple.com/us/podcast/secrets-to-scaling-your-ecommerce-brand/id1480733021

Episode-Specific Tools and Software Resources

CData - Competitor research for TikTok Shop

Fast Moss - Alternative to CData for TikTok Shop analytics

Reacher - AI-powered CRM for TikTok Shop (Jordan is an advisor)

Funnel - Social listening tool that captures TikTok Shop content

Airtable - Database/project management platform

Shopify Collabs - Influencer seeding platform

Social Snowball - Creator collaboration tool

Opal App - Phone app blocker (mentioned by Jordan)

eCommerce Podcast Ecosystem

• eCommerce Cohort signup (free monthly calls for eCommerce entrepreneurs) - https://www.ecommerce-podcast.com/cohort
• Matt's LinkedIn Profile - https://www.linkedin.com/in/mattedmundson/
• The eCommerce Podcast Newsletter for show notes and extra insights - https://www.ecommerce-podcast.com/subscribe

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Ready to transform your customer retention from 3.5 months to 15 months with just five emails?

In this tactical deep dive, George Bryant returns to share the exact frameworks he has used to scale companies from $1 million per month to $2 million per day. We explore the three critical mistakes that can kill your customer journey (dubbed the "Triangle of Poop" by George's 8-year-old), and unveil the APPLE communication framework that has revolutionised how businesses build relationships at scale. Whether you're selling supplements, software, or socks, these proven strategies will help you plug the leaks in your business and create customers for life.

The Zone of Doubt: When Customers Fall Into Black HolesThe first mistake in the Triangle of Poop is creating what George calls "zones of doubt"- those moments when customers are emotionally invested but encounter a communication black hole.

If you've ever put your email address in for a lead magnet on the internet... you get to your inbox and it's not there. What feeling pops up? You get upset. Now do you think you're going to have a seamless experience or be as excited to consume that lead magnet?

Common black holes include:

• Lead magnets that never arrive
• Order confirmations that don't acknowledge what was purchased
• DMs promising links that arrive days later
• Post-purchase emails pushing unrelated products

The impact? Immediate erosion of trust. As George explains, humans create unspoken contracts with each other - when you break these, you break the relationship before it even begins.

The Ego Journey and Why "I" Language Kills ConversionsThe second critical mistake is falling into the ego trap—focusing on your story instead of the customer's transformation.

George's brilliant example contrasts two approaches to a skincare welcome email:

The Ego Version: "Hey Jane, thank you so much for buying our product. My name is George. I've spent the last 14 years of my life scouring the jungles of Costa Rica..."

The Customer-Focused Version:

Hey Jane, how does it feel to have healthier skin, and we haven't even shipped your product yet? Truthfully, our commitment to you is to help you glow from the inside out, even if you don't use our product...

The difference? One makes it about the founder's journey; the other makes it about the customer's transformation. Remember: customers don't care about your story until they've rewritten theirs.

The Fire Hose: Death by Information OverloadThe third mistake is overwhelming customers with too much information at once, which George refers to as the "fire hose effect."

Using the parent-child morning routine as an analogy, George illustrates why micro-commitments work better than information dumps:

If my son wakes up tomorrow morning at 5 am, and I say, 'Hey bro, we have to leave at 7:30. I need you to brush your hair, brush your teeth, pack your backpack, eat your breakfast, make your bed, check your homework, and meet me at the car...' What are my chances of success? Zero.

Instead, successful customer journeys break down the process:

• Give bite-sized tasks
• Build confidence with each step
• Create buy-in through progression
• Celebrate small wins along the way

The APPLE Framework: Your Blueprint for 10x RetentionGeorge's APPLE framework transformed a supplement company from $75 LTV to $744 LTV using just five emails:

1. A - Acknowledge: Close the emotional loop and confirm they made the right choice
3. P - Prepare: Set clear expectations and reduce uncertainty
4. P - Project: Paint the vision of their future results
5. L - Let Them Know: Pre-handle potential issues before they arise
6. E - Excite: Transition them to the next phase of their journey

The power of this framework? It's completely ubiquitous - use it for Instagram DMs, team communication, even conversations with your spouse. As George reveals: "My partner jokes that we never fight, but she was a client first!"

Scaling a business comes from retention, not acquisition. And retention comes from relationships, not transactions.

ResourcesGuest & Company

• George's website: https://mindofgeorge.com/
• George's Instagram: @itsgeorgebryant

eCommerce Podcast Ecosystem

• eCommerce Cohort signup (free monthly calls for eCommerce entrepreneurs) - https://www.ecommerce-podcast.com/cohort
• Matt's LinkedIn Profile - https://www.linkedin.com/in/mattedmundson/
• The eCommerce Podcast Newsletter for show notes and extra insights - https://www.ecommerce-podcast.com/subscribe

Just for you: DM George on Instagram with any customer journey questions, and he'll personally respond with answers or free resources to help implement these strategies in your business.

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In this eye-opening episode of the eCommerce Podcast, host Matt Edmundson chats with Luke Yarnton from The Rave about what might be the "most ridiculous idea" currently trending in influencer marketing: AI-generated influencers. This thought-provoking conversation explores why authentic human connections trump artificial endorsements and reveals how brands can build powerful ambassador armies from their existing customer base.

Contrary to popular approaches focusing on mega-influencers, Luke shares data-backed insights on why nano and micro-influencers consistently outperform their larger counterparts. The discussion offers practical strategies for creating authentic engagement with influencers who genuinely love your products, rather than pursuing expensive partnerships that yield diminishing returns.

Perhaps most valuable is the revelation about incentive psychology - with Luke sharing a surprising insight about what motivates customers to create content that could transform your approach to building brand advocates.

Key Takeaway: The Psychology of IncentivesLuke shares a game-changing insight about incentivising customers to create content: offering a partial refund on a recent purchase dramatically outperforms direct cash incentives of the same value. For example, offering a 20% refund on a recent purchase generates significantly more content than offering a flat $20 payment. This simple shift in framing transforms how customers perceive the request and could revolutionise your approach to generating authentic user content.

I wonder if this taps into the psychology of getting something back rather than earning something new? Does it feel less transactional and more like a reward for being a loyal customer?

Discover more strategies for authentic influencer marketing on our website.

ResourcesGuest & Company

• Luke's email - luke@therave.co
• The Rave - https://therave.co/home

eCommerce Podcast Ecosystem

• eCommerce Cohort signup (free monthly calls for eCommerce entrepreneurs) - https://www.ecommerce-podcast.com/cohort
• Matt's LinkedIn Profile - https://www.linkedin.com/in/mattedmundson/
• The eCommerce Podcast Newsletter for show notes and extra insights - https://www.ecommerce-podcast.com/subscribe

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In this eye-opening conversation, Matt Edmundson and William Gasner challenge conventional wisdom about influencer marketing. William reveals why the democratisation of social media has shifted power away from mega-influencers to smaller content creators who often deliver better engagement and conversion rates.

The episode explores how the social media landscape has fundamentally changed—from platforms prioritising follower count to now favouring quality content regardless of audience size. William shares practical advice on implementing micro-influencer strategies, avoiding common pitfalls, and building long-term influencer relationships that drive authentic engagement.

I wonder if your influencer marketing approach is still stuck in the old paradigm? This episode might completely change how you allocate your marketing budget and who you choose to partner with.

Time-Stamped Chapters:00:04 Introduction to the micro influencer revolution

04:19 Why content quality beats follower count

09:36 Spreading budget across multiple creators

13:49 Passion promoters vs traditional influencers

18:24 Finding influencers in your customer base

22:54 Building long-term influencer relationships

28:19 Product seeding strategies that actually work

33:44 When influencer marketing isn't right for your product

38:14 The surprising SEO benefits of influencer marketing

Guest Expertise:William Gasner is an eCommerce veteran (since 2008) and founder of Stack Influence, a platform that helps brands connect with and scale micro-influencers. His experience includes selling various products from handmade cutting boards to teeth whitening solutions across multiple marketplaces, giving him unique insight into effective influencer strategies from both sides of the relationship.

Key Takeaways:- Social media platforms now prioritise content quality over follower count, making micro-influencers often more valuable than celebrities

• Diversifying your influencer budget across many smaller creators yields better results than investing everything in one big name

• Your existing customers can be your best influencers—they already have the product and genuine experience with your brand

• New product launches are ideal times for influencer marketing as you gain valuable feedback, visibility, and content simultaneously

• For marketplace sellers (Amazon, Walmart), influencer-driven external traffic can dramatically improve product ranking algorithms

Want to know more about implementing these strategies for your business? Visit our website for additional resources, guides, and opportunities to connect with our eCommerce community.

ResourcesGuest & Company

• William's email - william@stackinfluence.com
• Stack Influence - https://stackinfluence.com/

eCommerce Podcast Ecosystem

• eCommerce Cohort signup (free monthly calls for eCommerce entrepreneurs) - https://www.ecommerce-podcast.com/cohort
• Matt's LinkedIn Profile - https://www.linkedin.com/in/mattedmundson/
• The eCommerce Podcast Newsletter for show notes and extra insights - https://www.ecommerce-podcast.com/subscribe

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In this enlightening founder's episode of the eCommerce Podcast, host Matt Edmundson chats with Amy Leinbach of Big B, Little B about involving kids in business and the remarkable journey of building an eco-friendly product line alongside her 10-year-old daughter.

Amy shares genuine insights about youth entrepreneurship, teaching resilience through business challenges, and the flexible product development approach that has helped her company thrive. The conversation delves into tough decisions around when to discontinue products, strategies for managing eCommerce data, and adapting to external challenges like new tariffs.

What makes this episode particularly valuable is Amy's candid admission about learning from business failures and her practical wisdom on nurturing creativity in children while building a successful eCommerce operation.

Amy's journey demonstrates that involving children in entrepreneurship not only develops their creativity and problem-solving skills but can lead to innovative products with real market appeal. Her approach to learning from business failures and flexible product development offers valuable insights for any eCommerce entrepreneur.

ResourcesGuest & Company

• Big Bee Little Bee Website: https://bigbeelittlebee.com/
• Big Bee Little Bee Instagram: https://www.instagram.com/bigbee_lilbee/
• Amy's LinkedIn: https://www.linkedin.com/in/amy-leinbach-40515124/

Episode-Specific Resources

• Seven Yays: https://sevenyays.com/

eCommerce Podcast Ecosystem

• eCommerce Cohort signup (free monthly calls for eCommerce entrepreneurs) - https://www.ecommerce-podcast.com/cohort
• Matt's LinkedIn Profile - https://www.linkedin.com/in/mattedmundson/
• The eCommerce Podcast Newsletter for show notes and extra insights - https://www.ecommerce-podcast.com/subscribe
• Podjunction: https://podjunction.com/

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In this episode of The eCommerce Podcast, host Matt Edmundson speaks with Robert Khachatryan, founder and CEO of Freight Right. They explore the often-overlooked aspects of eCommerce shipping strategies, particularly for bulky items and international markets. Robert shares surprising insights about why many brands fail to optimise their shipping practices and reveals practical solutions for expanding globally without the traditional headaches.

I wonder if you're making the same costly shipping mistakes as other eCommerce brands? This conversation might just transform your approach to logistics and open up entirely new markets for your products.

Robert challenges conventional wisdom by suggesting that shipping bulky items internationally doesn't have to be complex or prohibitively expensive. By leveraging direct-from-source shipping strategies, de minimis thresholds, and modern logistics technology, eCommerce brands can tap into global markets much earlier in their growth journey.

Are you missing out on international opportunities? Could you be optimising your shipping approach for bulkier products? The insights from this episode might help you navigate the shipping challenges that are keeping your products from reaching eager customers worldwide.

For more information about optimising your international eCommerce shipping strategy, visit our website.

ResourcesGuest & Company

• Robert's Logistics Company and Contact Info - https://www.freightright.com/

eCommerce Podcast Ecosystem

• eCommerce Cohort signup (free monthly calls for eCommerce entrepreneurs) - https://www.ecommerce-podcast.com/cohort
• Matt's LinkedIn Profile - https://www.linkedin.com/in/mattedmundson/
• The eCommerce Podcast Newsletter for show notes and extra insights - https://www.ecommerce-podcast.com/subscribe

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In this illuminating episode, Matt Edmundson sits down with George Bryant, a renowned e-commerce strategist who has helped scale hundreds of companies to seven, eight, and even nine figures. Beyond the tactics and strategies, this conversation dives deep into what truly drives business sustainability - purpose over profit, authentic relationships, and the personal growth necessary to lead thriving enterprises.

I wonder if we've been thinking about business success all wrong? Throughout this conversation, George Bryant challenges conventional wisdom about what drives sustainable growth. It's not the latest marketing tactic or funnel - it's the authentic relationships we build with ourselves, our teams, and our customers.

What struck me was George's insight that "you don't have the business you want because you haven't become the person to run it yet." This perspective shift invites us to look inward before looking outward for solutions.

Have you considered how your relationship with yourself might be affecting your business decisions? Perhaps the next big breakthrough isn't in a strategy but in creating space for reflection and connection.

For more insights on building purpose-driven businesses that stand the test of time, visit our website where you'll find additional resources and ways to connect with both Matt and George.

ResourcesGuest & Company

• George's website - https://mindofgeorge.com/
• George's Instagram - https://www.instagram.com/itsgeorgebryant/

Episode-Specific Resources

• 'All In' by Mike Michalowicz - https://allinbymike.com/
• 'The Little Book of Clarity' by Jamie Smart - https://www.amazon.co.uk/Little-Book-Clarity-Jamie-Smart/dp/0857086065

eCommerce Podcast Ecosystem

• eCommerce Cohort signup (free monthly calls for eCommerce entrepreneurs) - https://www.ecommerce-podcast.com/cohort
• Matt's LinkedIn Profile - https://www.linkedin.com/in/mattedmundson/
• The eCommerce Podcast Newsletter for show notes and extra insights - https://www.ecommerce-podcast.com/subscribe

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In this captivating episode of the eCommerce Podcast, host Matt Edmundson talks with Millie Flemington-Clair, founder of Human Beauty and Dragons' Den success story. Discover how Millie's personal experience with a rare medical condition inspired her to create inclusive beauty products that serve underrepresented communities. From securing an unprecedented deal on national television to managing the reality of sudden exposure, Millie shares honest insights about entrepreneurship, accessibility in product design, and her mission to transform the beauty industry.

I wonder if creating products with purpose can actually be more profitable? This conversation explores how thoughtful design choices and authentic storytelling might just be the future of beauty.

Key TakeawaysThis conversation reveals the genuine challenges faced by purpose-driven entrepreneurs in competitive industries. Millie's experience highlights how real impact often requires persistence beyond initial exposure or success. Her approach to accessible design—making simple yet thoughtful changes like square packaging instead of round tubes that roll away—shows how inclusive design can benefit everyone.

I wonder if the most valuable lesson here might be about authenticity in business? Millie's willingness to share her disappointments and struggles alongside her successes creates a refreshing contrast to typical entrepreneurial narratives.

For eCommerce founders, Millie offers practical accessibility considerations that could improve customer experiences across all demographics—from using proper sentence casing in hashtags for screen readers to considering price points as an accessibility feature.

ResourcesGuest & Company:

• Millie's LinkedIn: https://www.linkedin.com/in/millieflemingtonclare/
• Human Beauty website: www.humanbeauty.co.uk
• Human Beauty Instagram: https://www.instagram.com/humanbeautyldn/

Episode-Specific Resources:

• Dragons' Den Series 22, Episode 8 (BBC iPlayer) - https://www.bbc.co.uk/iplayer/episode/m0028dmz/dragons-den-series-22-episode-8
• Access to Work scheme information (government support that helped Millie get a VA) - Access to Work: get support if you have a disability or health condition: What Access to Work is - GOV.UK

eCommerce Podcast Ecosystem:

• eCommerce Cohort signup (free monthly calls for eCommerce entrepreneurs) - https://www.ecommerce-podcast.com/cohort
• Matt's LinkedIn Profile - https://www.linkedin.com/in/mattedmundson/
• The eCommerce Podcast Newsletter for show notes and extra insights - https://www.ecommerce-podcast.com/subscribe

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In this eye-opening episode, Matt Edmundson unpacks the costly problem of involuntary churn with Frank Arellano, CEO of Revolv3. Discover how payment processing glitches silently drain revenue from subscription businesses, with a staggering 10-14% of eCommerce orders declining and two-thirds of these being "false declines" - costing businesses $600 billion annually.

Frank shares his journey from Experian executive to payment optimization pioneer, revealing how addressing this hidden problem can instantly increase revenue without additional marketing. With practical insights on increasing payment approval rates and using AI for better payment processing, this conversation unveils strategies that can transform your subscription business's bottom line.

I wonder how many of us are unknowingly losing customers and revenue through these payment glitches?

Are we spending too much time on voluntary churn while ignoring the silent killer of false declines?

What might happen if we took a closer look at our payment processing statements and understood our true approval rates?

The conversation reveals that many business owners simply don't know their payment approval rates - but this metric could be hiding significant untapped revenue potential.

For more information about reducing involuntary churn and optimizing your payment processing, visit our website for strategies to improve your effective collection rate and increase your subscription business revenue.

ResourcesFrank's company Revolv3: https://revolv3.com

Shownotes: https://www.ecommerce-podcast.com/the--600-billion-payment-problem-secretly-destroying-your-bottom-line-with-frank-arellano

Frank's Email: frank.arellano@revolv3.com

Frank's LinkedIn: https://www.linkedin.com/in/frankarellano/

Matt's LinkedIn: https://www.linkedin.com/in/mattedmundson/

Instagram: https://www.instagram.com/ecommercepodcast/ 

Website: https://www.ecommerce-podcast.com/

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In this captivating episode of The eCommerce Podcast, host Matt Edmundson chats with Gareth Everard, the innovative force behind Rockwell Razors and co-founding CMO of eco-game changers like Lomi and Pela Case. With a fascinating story of turning environmental science into successful sustainable businesses, Gareth shares how his plastic-free safety razors evolved from Kickstarter success to established brand, while Lomi grew from startup to $100 million revenue in just two years.

What makes this conversation especially valuable is Gareth's candid insights into avoiding subscription models, focusing on conversion rather than lifetime value calculations, and his "four levers of e-commerce" framework for managing business growth without burnout.

Whether you're running an eco-focused business or simply looking for smarter ways to approach e-commerce, Gareth offers thoughtful perspectives on building community, the emergence of social commerce, and why sometimes the best business decisions come from authentically meeting customers where they are.

Key Takeaways:Gareth's entrepreneurial journey demonstrates how eco-friendly innovations can achieve commercial success while staying true to environmental values. His approach to business management through the "four levers of e-commerce" offers a practical framework for focusing energy where it matters most.

The conversation highlights the importance of authenticity in business decisions, from avoiding unnecessary subscription models to understanding what truly matters to customers. Perhaps most valuable is Gareth's insight that community-building is now essential for e-commerce success, whether you're creating your own community or partnering with creators who already have one.

For more information about Gareth Everard's businesses and eco-friendly innovations, visit our website.

Keywords: eco-friendly startup journey, sustainable product innovations, Lomi composter success story, how to manage multiple businesses, avoiding startup burnout, customer-driven product development, building brand community, impact of social commerce, eco-friendly razors, sustainable e-commerce, environmental entrepreneurship

ResourcesMentioned Businesses and Products:

• Quality Double Edge Safety Razors by Rockwell
• Kitchen Countertop Food Recycler | Lomi
• Eco-Friendly iPhone, Google and Samsung Cases by Pela Case

Connect with Gareth:

• Gareth Everard | LinkedIn

Connect with Matt:

• Matt Edmundson | LinkedIn
• Matt Edmundson (@mattedmundson) • Instagram

The eCommerce Podcast:

• Homepage - Ecommerce Podcast

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Discover how AI is levelling the playing field for e-commerce entrepreneurs. Matt Anderson from Dragonfly AI reveals practical strategies for using generative AI to outsmart bigger competitors and transform customer engagement.

In this enlightening conversation between Matt Edmundson and Matt Anderson, we explore the fascinating intersection where e-commerce, AI, and brand collide. Matt Anderson, with his extensive background in performance marketing and current work at Dragonfly AI, offers valuable insights into how AI is transforming product research, content creation, and customer engagement, creating new opportunities for nimble e-commerce entrepreneurs to compete against industry giants.

This episode cuts through the fear and scepticism surrounding AI to reveal practical applications that can revolutionise your e-commerce business. From improving product research to enhancing creative content, discover how AI can become your strategic co-pilot rather than just another tool.

Key Insights:* AI functions best as a co-pilot rather than a replacement - think of it as "having a master's graduate next to you" that needs guidance and oversight * The quality of AI output depends heavily on the quality of your prompts - being specific about audience, tone, and style dramatically improves results * E-commerce entrepreneurs can use AI to level the playing field against larger competitors by researching consumer needs and bringing products to market faster * AI tools like Perplexity and Dragonfly AI are changing how consumers search for products, focusing on solving problems rather than brand names * Start small with AI implementation - focus on automating boring, time-consuming tasks first before expanding to more complex applications

Matt recommends focusing on just a few AI tools rather than trying to master everything: "You can't be good at every martial art. Just pick one and be a black belt in it."

I wonder if this shift toward AI-assisted research and discovery might fundamentally change how we approach product development and marketing in e-commerce? Perhaps the future belongs not to the biggest brands, but to the entrepreneurs who best leverage AI to understand and solve specific consumer problems.

For more information about leveraging AI in your e-commerce business, visit our website at ecommerce-podcast.com.

Resources* Matt Anderson's LinkedIn: https://www.linkedin.com/in/mrmattanderson/ * Matt Edmundson's LinkedIn: https://www.linkedin.com/in/mattedmundson/ * Dragonfly AI: https://dragonflyai.co/

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From Bottle Insulation to Business Innovation: Adam Callinan's JourneyI wonder how many of us have watched Shark Tank and dreamed about being in those entrepreneurs' shoes? Adam Callinan lived that reality, transforming a simple beer bottle insulator into a multi-million dollar brand. His journey reveals powerful lessons about lean startup techniques, crowdfunding success, and building a valuable brand beyond just revenue figures.

In this episode, Matt Edmundson sits down with Adam Callinan, co-founder of BottleKeeper and current SaaS entrepreneur, for a fascinating conversation about validating product ideas, scaling with minimal staff, protecting intellectual property, and navigating the reality of Shark Tank deals.

Key Takeaways:Proof of Concept Through Lean MethodsAdam's approach to validating BottleKeeper is a masterclass in lean startup techniques. Before investing significant money, he tested market interest by collecting emails and launching a crowdfunding campaign. "We did all of that before we spent any money," Adam explains, highlighting how crucial it is to validate ideas before major investment.

Building a Scalable Business with Minimal StaffI'm fascinated by how BottleKeeper reached $10 million in revenue with only 14 team members. Could this approach work in today's market? Adam built the business with a strict guardrail: "If you're going to make that decision, you have to solve problems in a way that doesn't require human bodies to solve them." This forced innovation through automation and systems rather than hiring.

Creating Value Beyond RevenuePerhaps the most surprising insight was how BottleKeeper's acquisition discussions focused less on revenue and more on their intellectual property portfolio. "On four phone calls with the board of directors, not one time did they ask us what our revenue was or if we were profitable," Adam reveals. This challenges conventional wisdom about what creates business value.

The Reality of Shark Tank ExposureWhile BottleKeeper secured an on-air deal with Mark Cuban and Lori Greiner, it ultimately didn't materialize after filming. However, the exposure generated over $1 million in revenue in the first week after airing. Adam notes, "When you have the opportunity to get in front of millions of eyeballs for free... it is exceptional from a customer acquisition standpoint."

Data-Driven Decision MakingAdam's current venture, Pentane, emerged from the systems he built to run BottleKeeper. The SaaS platform helps consumer brands make smarter decisions through data analysis, highlighting how effective internal tools can often become valuable products themselves.

I wonder how many ecommerce entrepreneurs are neglecting intellectual property as a value-builder? And how might automation principles from Adam's playbook apply in today's more challenging paid media environment?

For more information about the topics discussed in this episode, visit ecommercepodcast.net.

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Discover how multi-platform review strategies can dramatically boost your conversion rates while simplifying the review collection process. Learn actionable tips for online reputation management from DJ Sprague, co-author of "Reputation King" and expert in eCommerce review syndication.

In this enlightening conversation, Matt Edmundson and DJ Sprague explore the often overlooked world of online reputation management. Contrary to common practice, DJ reveals that displaying reviews only on your website is like "living on an island" - people only see them if they get there. Instead, the key is distributing reviews across multiple platforms to build trust, improve SEO, and significantly increase conversion rates.

The episode challenges conventional thinking about review collection, exploring why businesses should aim to capture feedback from all customers (not just the unhappy ones) and why making the review process simple is absolutely crucial for success.

About DJ Sprague:

DJ Sprague is a veteran in marketing, advertising, sales and PR with over 35 years of experience. He began his career with Eastman Kodak and worked extensively in automotive marketing with brands like Toyota, Hyundai, and Lexus. As a reputation management specialist since the early 90s, DJ has founded three agencies and is the co-author of "Reputation King," the first comprehensive book on eCommerce reputation management.

Key Takeaways:

• Customers tend to check multiple review platforms before making purchasing decisions

• Displaying only positive reviews is considered false advertising and erodes trust

• The best time to collect initial reviews is immediately post-checkout while customers are still online

• Keep surveys simple - 3-5 questions maximum with the most important question first

• Providing a clear reason for requesting reviews significantly increases response rates

• Video reviews are increasingly important for visibility in search results

• Northwestern University research shows 5 product reviews can increase conversion rates by 270%

For more information on transforming your online reputation management strategy, visit https://www.ecommercepodcast.net

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Retention Marketing Mastery: From Leaky Buckets to Loyal FansIn this eye-opening episode of The E-Commerce Podcast, host Matt Edmundson dives deep into retention marketing with Thomas Lalas, the self-proclaimed "subscription whisperer" who helps million-dollar e-commerce brands keep customers coming back for more. They explore why focusing solely on customer acquisition is like "adding more water to a leaky bucket" and reveal practical strategies for transforming one-time buyers into loyal subscribers.

I wonder if you've noticed how the subscription economy has evolved? Thomas shares his journey from startup founder to retention specialist, explaining that his own business collapsed because they prioritized acquisition over retention. Now he's on a mission to help other brands avoid the same costly mistake.

Are you missing opportunities in those crucial post-purchase moments? This conversation might just change how you think about customer loyalty and the true value of your existing customer base.

Key Takeaways:Thomas challenges the common approach to e-commerce, suggesting that brands focus too heavily on acquisition while neglecting retention. He introduces several innovative concepts:

1. Move beyond "subscribe and save" - Create offers that add genuine lifestyle value and support your customers' identity, not just discounts.
2. Space out your freebies - Rather than front-loading all incentives, gamify the experience by spacing rewards across multiple orders.
3. The post-purchase period is part of the product - The first two weeks after purchase should be considered part of your core offering, not an afterthought.
4. Turn anxiety into excitement - Use the period between purchase and delivery to build anticipation and educate customers.
5. Meet customers where they are - If you acquire customers from Facebook, build a Facebook group; if they're younger and mobile-first, consider an app.
6. Education drives upsells - Create bite-sized masterclasses that educate customers and naturally lead to relevant upsells (Thomas reports a 33% conversion rate).
7. Personalize based on signals - Use surveys and customer behavior to tailor offers to specific needs and concerns.
8. Send more emails, not fewer - Most brands don't send enough post-purchase communication.

I wonder how these strategies might transform your relationship with customers? Could turning product education into an event with "graduation" and rewards change how your audience perceives your brand?

For more information about retention marketing strategies and to connect with Thomas Lalas, visit our website at ecommercepodcast.net.

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Beyond the Silver Bullet: Navigating Multi-Channel eCommerce MarketingIn this enlightening episode, Matt Edmundson speaks with Tony Conte, a digital pioneer who's been shaping eCommerce and brand marketing since the mid-90s. They explore why there's no "silver bullet" in marketing and how creating a consistent customer experience across multiple channels is the real key to sustainable growth.

Tony shares valuable insights from Brave Agency's 2023 report on eCommerce marketing trends, highlighting why brands must prioritise customer experience (CX) while balancing data analysis with creative strategy. This conversation offers practical wisdom for eCommerce entrepreneurs feeling overwhelmed by today's fragmented marketing landscape.

Tony emphasises that while digital marketing constantly evolves, the fundamentals remain unchanged - attract, engage, and persuade. The most successful eCommerce businesses take a methodical approach, understanding which channels deliver the best ROI and creating strategies that focus on customer retention through enhanced experiences.

This episode offers a refreshing reality check: instead of chasing the latest marketing fad, focus on telling your unique story and creating memorable customer experiences that Amazon and other giants simply cannot replicate.

For more information and to download Brave Agency's full report, visit brave.agency.

Resources🔗 Connect with Tony Conte: https://www.linkedin.com/in/tonyconteuk

🔗 Get the report: https://www.brave.agency

🔗 Get the show notes: https://www.ecommerce-podcast.com

🔗 Explore Podjunction: https://podjunction.com

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From Data Overwhelm to Actionable Insights: Mastering eCommerce Analytics with Jeff SauerIn this illuminating episode of the eCommerce Podcast, host Matt Edmundson chats with Jeff Sauer, the self-described "data whisperer" and founder of Measure Marketing Group. They explore how eCommerce business owners can transform intimidating data analytics into powerful strategic assets for business growth, helping you shift from data overload to data-driven decisions that directly impact your bottom line.

I wonder if you, like many eCommerce entrepreneurs, feel overwhelmed by the sheer volume of data available? Jeff reveals how to cut through the noise and focus on the metrics that actually matter for your business growth.

Key Takeaways:1. Focus on the critical 20%: Jeff points out that most businesses only ever use 10-20% of the data they collect. Instead of trying to understand everything, configure that crucial percentage to give you exactly what you need.

1. Data is a profit center, not an expense: When properly implemented, analytics should help you identify opportunities and plug leaks in your sales funnel, paying for itself many times over.

2. The Measurement Marketing Framework: Rather than being overwhelmed by dashboards, focus on tracking the user journey - did visitors scroll past the fold? Did they see your call to action? Did they take the desired action?

3. Google Analytics 4 requires configuration: Without proper setup, GA4 provides limited value. However, its integration with other Google products makes it essential for most eCommerce businesses.

4. AB testing alternatives: For smaller sites without massive traffic, focus on fixing obvious problems rather than testing variations. As Jeff says, "Would you AB test whether to plug a hole in a leaking funnel, or would you just plug it?"

Wondering if your eCommerce business is ready for a dedicated data analyst? Jeff suggests that when you reach about 10 employees with two in marketing, your third marketing hire should probably be an analyst.

For more information on mastering eCommerce analytics, including free resources, tools, and training programs, visit our website.

Visit measureu.com to access Jeff's free community with resources, tools, and workshops on eCommerce analytics.

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In this episode of The eCommerce Podcast, Matt Edmundson sits down with Paul Chambers, co-founder of SubSummit, to explore the counterintuitive strategies driving successful subscription businesses. Discover why making cancellation easier actually increases customer lifetime value and learn about the membership models creating lasting loyalty beyond basic discounts.

About Our Guest:Paul Chambers is the co-founder of SubSummit, the world's largest conference exclusively dedicated to direct-to-consumer subscription businesses. With decades of experience in subscription commerce, Paul has helped countless brands transform their membership models to improve retention and customer loyalty.

Key Insights:

"The number of times I've heard from brands where it's like, as soon as we change the cancellation process, as soon as we reduce the friction... we saw immediate uptick in our customer lifetime value and long-term retention." - Paul Chambers

When customers feel trapped, they develop negative associations with your brand. Conversely, making cancellation frictionless creates trust and paradoxically increases loyalty.

Paul shared how Bottomless revolutionized replenishment with smart scales: "I have a scale that sits under our dog food container and I will tell you it works flawlessly. As soon as it's starting to get down, the next I see a shipment notification in my email and just a couple days later I have the next bag of dog food that's on my doorstep."

5 Membership Models That Actually Work:1. Frictionless Replenishment: Using technology to deliver products exactly when customers need them 2. Tiered Membership Access: Creating aspirational levels that encourage increased spending 3. Community-Based Membership: Building emotional connections through shared experiences 4. Value-Added Services: Bundling complementary benefits that increase perceived value 5. Gamified Loyalty Programs: Using achievement systems to maintain engagement

Resources Mentioned:* SubSummit Conference * Bottomless Smart Scales * The eCommerce Podcast Cohort Community * Paul LinkedIn

Connect With Us: Website:eCommercePodcast.net * LinkedIn:Matt Edmundson * Email:*matt@ecommercepodcast.net

Join Us at SubSummit!Both Matt and Paul will be at SubSummit this year. Check out subsummit.com to learn about their hosted program which offers free tickets and travel reimbursement!

Like this episode? Subscribe to The eCommerce Podcast for more insights on growing your online business.

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In this episode, Matt Edmundson speaks with Will Haire from BellaVix about the harsh realities facing Amazon sellers in 2025. Will shares insider strategies for marketplace success, reveals the crucial revenue threshold that changes everything, and explains why Amazon has become a "pay to play platform" where margins matter more than ever.

Episode Highlights:* Why Amazon now requires at least 50% gross margins for sustainable success * The critical £100K/month revenue threshold that demands different strategies * How to leverage the "Amazon halo effect" to improve organic rankings * Strategic tactics for brands at different growth stages * The Creator Connections program and why offering 50% commission can be worth it * Amazon's increasing use of AI to modify listings and what it means for sellers

Key Insights:The 50% Margin Rule: "If you don't have at least 50% margin, gross margin on your products, like with agency fees, with Amazon's fees, like it's probably not going to be a good fit." - Will Haire

The Amazon Fee Challenge: "With all the fee hikes last year, I mean, it's borderline criminal. But you know, it's the cost of operating." - Will Haire

The Growth Blueprint: "That's how we've taken brands from $100,000 a month to three, $400,000 a month." - Will Haire

Resources Mentioned:* Amazon Creator Connections program * Amazon Brand Tailored Promotions * Amazon Attribution links for external traffic

Connect With Our Guest:Will Haire is the co-founder of BellaVix, an agency helping brands scale on marketplaces like Amazon and Walmart. They primarily work with brands doing at least $1 million in annual revenue who are looking to reach $3-5 million.

• LinkedIn: Will Haire
• Website: BellaVix

Subscribe to The eCommerce Podcast:Join our newsletter community for exclusive insights: ecommercepodcast.net

The eCommerce Podcast is produced by Podjunction.com

AmazonSeller #eCommerceStrategy #MarketplaceOptimization #ProgrammaticAdvertising #CreatorConnections

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Show Notes: How Micro-Influencers Can 10x Your eCommerce Growth with Jay NeyerIn this episode of The eCommerce Podcast, Matt Edmundson talks with Jay Neyer from Lantern Soul about leveraging micro-influencers to dramatically improve advertising performance and scale eCommerce businesses from six to eight figures.

Episode HighlightsThe Four Levers of eCommerce Profitability (09:28)

• CPMs - Cost to reach 1,000 people
• Click-through rate - Engagement with your content
• Conversion rate - Visitors who make a purchase
• Average order value - How much customers spend

The Micro-Influencer Advantage (20:00)

• Why accounts with just 1,000-2,000 followers often outperform celebrity influencers
• How to identify the right micro-influencers for your brand
• Creating win-win-win partnerships that benefit everyone involved

Influencer Whitelisting Strategies for 2025 (22:28)

• The technical process of running ads through influencer accounts
• Why whitelisted content performs better 95% of the time
• Setting up partnerships that deliver value to all parties

Landing Page Continuity Technique (32:49)

• Creating dedicated landing pages featuring the influencer
• The "five tips" structure that converts visitors into customers
• How to maintain trust throughout the entire customer journey

The Shift to Broader Targeting (36:12)

• Why hyper-specific audience targeting no longer works as well
• How Meta's algorithms have evolved to find customers in broader pools
• Tips for lowering your CPMs while maintaining quality traffic

About Jay NeyerJay Neyer is a modern Renaissance man—a philosopher, musician, and multilingual mastermind. Beyond his creative pursuits, he's a powerhouse in e-commerce, having generated over 100 million in sales and developed over 500 websites and apps. As a featured speaker for Shopify and Amazon, Jay blends big-picture thinking with technical expertise to turn six-figure brands into eight-figure success stories.

Resources Mentioned* Lantern Soul: lanternsol.com * Connect with Jay on LinkedIn: linkedin.com/in/jayneyer

Connect With Us* Subscribe to our newsletter: ecommercepodcast.net * Follow Matt on LinkedIn: linkedin.com/in/mattedmundson * Join our community: ecommercepodcast.net

The eCommerce Podcast brings you real talk about building successful online stores. Every Thursday, we speak with experts and founders who've been in the trenches, built the stores, and learned the hard way—so you don't have to.

MicroInfluencers #eCommerceGrowth #InfluencerWhitelisting #ConversionRateOptimization #PerformanceMarketing

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Panicking about tariffs on Chinese imports? Think twice before abandoning your suppliers. In this eye-opening conversation with sourcing expert Omer Sasson, Matt Edmundson cuts through the noise surrounding the recent tariff announcements that have sent many eCommerce businesses into crisis mode. Drawing on a decade of experience across Asian markets, Omer reveals why hasty decisions often cause more damage than the tariffs themselves, which countries truly offer viable alternatives, and when China still makes financial sense—even with added costs. You'll discover practical strategies for building a tariff-resistant business, why product uniqueness trumps cheap sourcing, and how to avoid the costly mistakes other brands made during similar disruptions. Whether you're doing £20k or £2M in revenue, this no-nonsense guide offers the clarity you need to navigate these challenging waters.

---What You'll Learn:* Why rushing away from Chinese suppliers often backfires (and what COVID taught us about panic-driven decisions) * The surprising math behind tariffs and when China remains your best option despite the costs * Alternative Asian markets worth exploring (Japan, Korea, Vietnam, India) and their unique strengths * How to develop products that stand apart from competition, creating what Omer calls "heaven time" * The cultural misunderstandings that sabotage Western-Asian business relationships

LinksEpisode with Norm Farrar:

• Can you massively increase perceived value or is it just American Hype? with Norm

Omer Sasson:

• LinkedIn: https://www.linkedin.com/in/om...
• Instagram: https://www.instagram.com/omer...
• Website: https://thesassoncompany.com/

Matt Edmundson:

• Instagram: Matt Edmundson (@mattedmundson)
• LinkedIn: linkedin.com/in/mattedmundson

eCommerce Podcast:

• Homepage - Ecommerce Podcast

If this episode of the eCommerce Podcast piqued your interest make sure to check out everything that gets done over here on the eCommerce Podcast, a space dedicated to eCommerce Wow!

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What if everything we know about e-commerce is wrong? Digital strategy maverick Björn Ognibeni reveals how Chinese platforms built what Western e-commerce abandoned - the social heart of shopping. While Amazon optimized for convenience, Chinese platforms like Taobao created experiences where friends shop together virtually and browsing becomes entertainment. Discover why our e-commerce hasn't changed in 20+ years and how Eastern innovations could revolutionize your online store.

What You'll Learn* Why Western e-commerce hasn't fundamentally changed in over 20 years * How Chinese platforms built social shopping experiences missing from Amazon * The difference between search-driven and discovery-driven e-commerce * Why competition drives innovation in Chinese digital markets * Practical features you could implement from Eastern e-commerce platform

Timestamps00:00:04 - Introduction and overview

00:04:17 - Björn explains his background and Chinese digital expertise

00:09:32 - Why e-commerce hasn't changed in the West for decades

00:13:51 - The mall experience vs. Western online shopping

00:19:10 - How KPIs dictate innovation and stagnation

00:28:51 - The surprising positive experience of "TikTok refugees"

00:34:18 - Key lessons Western e-commerce can learn from China

Key Links:

• Björn's LinkedIn
• ChinaBriefs.io
• The eCommerce Podcast
• Data Driven Ecommerce with Friedrich Schwandt
• Podjunction

If this episode of the eCommerce Podcast piqued your interest make sure to check out everything that gets done over here on the eCommerce Podcast, a space dedicated to eCommerce Wow!

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Is your product photography secretly sabotaging your eCommerce success? In this eye-opening episode, Dresma Inc. CEO Siddharth Sinha reveals why image quality might be the hidden factor killing your conversions. Discover why customers rarely read product descriptions anymore, how AI is revolutionising product photography, and why that white background product shot just won't cut it. From mobile shopping behaviour to the future of personalised product imagery, this conversation is packed with insights that could transform your approach to visual content.

What You'll Learn:

• Why most customers make buying decisions without reading product descriptions
• How to use AI to create compelling lifestyle shots without expensive photo shoots
• The critical difference between basic product shots and context-rich imagery
• Why mobile shopping is changing everything about product photography
• The future of personalised product imagery and what it means for your store
• Common product photography mistakes that increase return rates
• How to balance investment between website design and product imagery

Get in touch with Siddharth:

• siddharth@dresma.com
• Siddharth Sinha | LinkedIn
• dresma.com

Get in touch with Matt

• mattedmundson.com
• Matt Edmundson | LinkedIn

More of the eCommerce Podcast

• ecommercepodcast.net

Explore Podjunction

• Homepage - Podjunction

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Ever wonder why some e-commerce businesses thrive while others barely survive? In this eye-opening episode of the E-Commerce Podcast, host Matt Edmundson and fractional CFO Jodi Mercer unpack the financial secrets that separate successful e-commerce ventures from the rest. With over 25 years of financial leadership experience, Jodi shares crucial insights about disciplined planning, the power of external accountability, and knowing when to pivot or persist in your business journey. Their candid discussion reveals why many entrepreneurs struggle with financial management and offers practical solutions for building a sustainable e-commerce business.

Key Takeaways1 Financial Planning is Critical

Entrepreneurs need a clear, disciplined plan for revenue, spending, and metrics tracking. Without this foundation, businesses risk making emotional rather than strategic decisions.

2 External Accountability Matters

Having an outside perspective through a board, advisor, or fractional CFO can provide crucial oversight and help maintain focus on long-term goals rather than getting distracted by new ideas.

3 Know Your Exit Points

Plan for both success and failure scenarios upfront. Set clear metrics and timelines for when to pivot or shut down, rather than continuously investing in a non-viable business model.

If this episode of the eCommerce Podcast piqued your interest make sure to check out everything that gets done over here on the eCommerce Podcast, a space dedicated to eCommerce Wow!

Links referenced in this episode:

• ecommercepodcast.net
• ascentcfo.com

Companies mentioned in this episode:

• Ascent CFO Solutions
• Beehive

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In this episode of The Ecommerce Podcast, host Matt Edmundson interviews Matt Stafford, CEO of Build Grow Scale, about revenue optimisation strategies for e-commerce websites. Stafford shares valuable insights on improving conversion rates, including optimising checkout processes, using effective button colours and text, and leveraging customer feedback. The conversation covers practical tips for enhancing website performance and increasing sales without necessarily increasing traffic.

Timestamps:

0:00 - Introduction and guest background

3:24 - Matthew's journey into ecommerce

6:13 - The importance of Google Analytics

12:38 - Starting optimisation from the back of the store

19:49 - The hierarchy of focus principle

24:20 - Button text and colour optimisation

30:38 - The power of website optimisation over increasing ad spend

32:45 - Mobile vs desktop conversion rates

36:50 - The one question that can transform your business

Key Takeaways:

1. Start with Cart and Checkout Optimisation

Matthew Stafford emphasises the importance of beginning with the cart and checkout process when optimising your ecommerce site. By enhancing these areas first, you ensure that any improvements made elsewhere on the site directly contribute to increased revenue. This approach prioritises revenue optimisation over mere conversion rate improvements.

1. Use Unique Colours for Call-to-Action Buttons

Stafford advises using a distinct colour for call-to-action buttons that stands out from the rest of the site's theme. This makes it clear to customers what the next step is, thereby improving the user experience and boosting conversions. The focus should be on clarity and visibility rather than adhering to a specific colour scheme.

1. Leverage Customer Feedback on the Thank You Page

Implement a pop-up on the thank you page asking customers, "What was the one thing that almost made you not buy?" This feedback is invaluable for identifying and addressing potential issues in the purchasing process. Stafford notes that some of their top improvements have come from insights gained through this simple question.

If this episode of the eCommerce Podcast piqued your interest make sure to check out everything that gets done over here on the eCommerce Podcast, a space dedicated to eCommerce Wow!

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In this episode of the Ecommerce Podcast, host Matt Edmundson interviews Dan Nikas, a former homicide detective turned marketing expert, about effective email marketing strategies. Dan shares insights on personalizing email campaigns, leveraging Google's conversion window metric, and creating consistent messaging across platforms. Learn how to optimize your email marketing efforts and build trust with customers through strategic touchpoints and tailored content.

Timestamps:

0:00 Intro

5:46 From detective to marketing maestro

11:36 Building brand uniqueness and authenticity

18:25 Personalising email marketing strategies

27:51 Integrating email with other marketing channels

36:59 Crafting effective email content

42:44 Closing remarks and contact information

Key Takeaways:

1. Leverage your passion to stand out

Dan emphasises the importance of authenticity in marketing. He suggests that brands should leverage their genuine passion for their products or industry to connect with customers. This authentic enthusiasm can help create loyal followers and set you apart from larger, impersonal competitors.

1. Personalise based on the customer journey

Dan advises tailoring email content to where customers are in their decision-making process. Use data like Google's conversion window metric to understand how long it typically takes customers to convert. Then create personalised messaging that addresses common questions and concerns at each stage of that journey.

1. Keep emails focused on one key point

Dan recommends giving readers "one job" per email. People tend to scan rather than read thoroughly, so focus each email on communicating a single important message or call-to-action. This approach is more effective than trying to cram multiple selling points into a single, lengthy email.

If this episode of the eCommerce Podcast piqued your interest make sure to check out everything that gets done over here on the eCommerce Podcast, a space dedicated to eCommerce Wow!

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In this episode of the Ecommerce Podcast, host Matt Edmundson chats with Tanner Holt from Mach 7 Marketing about growth-driven design and its impact on online businesses. Tanner shares insights on microtesting, minimum viable concepts, and the importance of understanding buyer psychology in e-commerce. The conversation also touches on the role of AI in marketing and optimization strategies for businesses of all sizes.

Timestamps:

0:00 Intro

5:25 Growth driven design explained

12:26 Testing ads before website design

18:39 Microtesting for product development

24:18 Minimum viable funnel components

30:46 When to start split testing

36:16 AI's impact on optimization

Key Takeaways:

1. Start with a Minimum Viable Product (MVP):

Tanner emphasises the importance of beginning with a basic version of your website and iterating based on user feedback. He states, "You're starting with a minimum viable product. So you still have a little bit of a strategy but you're starting with your base pages. You know, you don't need some fancy calculator on your website right at the beginning."

1. Utilise Microtesting with Ads:

Tanner suggests using ads to test concepts before fully implementing them on your site. He explains, "The first thing I test is, hey, am I following? Am I solving a problem that people actually need?"

1. Focus on Buyer Psychology:

Understanding the psychological aspects of your customers is crucial. Tanner advises, "Focusing on the root of the problem, identity, and buyer psychology. If you can master that, you'll be good at anything."

If this episode of the eCommerce Podcast piqued your interest make sure to check out everything that gets done over here on the eCommerce Podcast, a space dedicated to eCommerce Wow!

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In this episode of the Ecommerce Podcast, host Matt Edmundson interviews Friedrich Schwandt, founder of ECDB, about leveraging ecommerce data for business success. They discuss the importance of data analysis in ecommerce, surprising market trends, and strategies for building profitable online businesses. Friedrich shares insights on international expansion, the rise of social shopping platforms like TikTok, and the challenges of relying on marketplaces for sustainable growth.

Timestamps:

0:00 Intro

7:48 The power of numbers in communication

13:14 Gathering and analysing ecommerce data

18:49 Starting an ecommerce business in beauty

23:07 Surprising trends in global ecommerce markets

27:55 TikTok Shop's potential for early adopters

31:35 Building brand loyalty for long-term profitability

37:01 International expansion opportunities for ecommerce businesses

41:01 Connecting with Friedrich and ECDB

Key Takeaways:

1. Focus on Profitability Over Growth:

Friedrich emphasises the importance of prioritising profitability rather than just growth. He states, "You really do it only for the profitability. And if that is true, again, that means basically all your actions should be questioned by do I believe... I can really develop a profitable business?"

1. Be Cautious with Marketplaces:

He advises against relying heavily on marketplaces for day-to-day business due to intense price competition and diminishing margins. Friedrich mentions, "If a marketplace is basically the channel for new customer acquisition, I agree. And then work on it. But if it's basically for your day-to-day business, I don't think it will work."

1. Consider International Expansion:

Friedrich highlights the benefits of exploring international markets once a niche is established. He shares, "Once you found your niche, and you are absolutely sure, [international expansion] is something which I would always recommend to others."

If this episode of the eCommerce Podcast piqued your interest make sure to check out everything that gets done over here on the eCommerce Podcast, a space dedicated to eCommerce Wow!

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Join host Matt Edmundson in this engaging episode of the E Commerce Podcast as he sits down with Lucy Toone, the innovative founder of Tomm Jewellery. Discover Lucy's inspiring journey from crafting bracelets at a young age to establishing a unique jewellery brand that champions individuality and personal expression. Lucy shares her insights on creating a memorable customer experience, the importance of authenticity in brand storytelling, and the challenges of maintaining personal values in business growth. Whether you're an aspiring entrepreneur or a seasoned e-commerce professional, Lucy's story offers valuable lessons on building a brand that resonates with its audience.

Timestamps:

• 0:05 - Introduction to the E Commerce Podcast and guest Lucy Toone

• 2:41 - Lucy's background and the ethos of Tomm Jewellery

• 4:47 - The importance of customer experience and personalization

• 7:09 - Lucy's early interest in jewellery making

• 10:54 - The origin of the name "Tomm Jewellery"

• 15:08 - The evolution of Tomm Jewellery from its humble beginnings

• 24:51 - The impact of celebrity endorsements and storytelling

• 30:03 - Building an audience through authenticity

• 35:41 - Challenges faced in maintaining brand values

• 45:28 - Lucy's vision for the future of Tomm Jewellery

• 46:55 - Matt's question from Lucy and closing remarks

3 Key Guest Takeaways:

1. Authenticity in Brand Storytelling: Lucy emphasizes the power of being genuine and transparent with your audience. By sharing her personal journey and the story behind Tom Jewelry, she has built a community that resonates with her brand's values.

2. Customer Experience as a Differentiator: Lucy highlights the significance of creating a memorable and personalized customer experience, from the packaging to the storytelling, which can significantly enhance customer loyalty and repeat purchases.

3. Staying True to Personal Values: Lucy discusses the importance of aligning business practices with personal values, even when faced with financial pressures. This commitment to integrity has been crucial in shaping the brand's identity and long-term success.

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Join host Matt Edmundson in this episode of the E Commerce Podcast as he delves into the world of subscription commerce with expert Matthew Holman, founder of Subscription Doc. Discover how D2C brands can master the subscription model to boost retention and acquisition. Matthew shares his journey into the subscription space, insights on innovating subscription offers, and the importance of understanding customer use cases. Whether you're new to subscriptions or looking to refine your strategy, this episode is packed with valuable insights to help you stay competitive in the evolving e-commerce landscape.

---

Episode Timestamps:

• 0:05 - 1:39: Introduction to the podcast and guest, Matthew Holman.

• 1:40 - 1:56: Matthew Holman on being an expert in a niche market.

• 3:22 - 5:28: Matthew's journey into subscription commerce.

• 6:09 - 8:41: Current trends in subscription e-commerce.

• 10:12 - 12:43: Strategies for staying competitive in the subscription market.

• 15:05 - 16:47: Importance of customer education and retention strategies.

• 18:00 - 20:42: Future of subscription commerce and technology integration.

• 21:42 - 23:55: Understanding consumer buying preferences.

• 25:19 - 27:10: Effective subscription retention strategies.

• 29:23 - 31:33: Starting a subscription business today.

• 33:55 - 35:39: Key metrics for subscription commerce success.

• 37:23 - 39:11: Common pitfalls in subscription commerce.

• 41:51 - 43:09: Ending customer relationships positively.

• 44:23 - 45:17: Information about Matthew Holman's podcast and newsletter.

3 Key Guest Takeaways:

1. Understanding Customer Use Cases: Matthew emphasises the importance of knowing why customers use your product and tailoring your subscription offers to meet those specific needs. This approach not only enhances customer satisfaction but also improves retention rates.

2. Innovative Subscription Strategies: Experimenting with different subscription models, such as bundling or offering prepaid options, can significantly impact customer retention and average order value. Brands should focus on creating compelling offers that resonate with their target audience.

3. Future of Subscription Commerce: The integration of technology and personalised experiences is crucial for the future of subscription commerce. Brands that leverage these advancements to offer more control and predictability to their customers will likely see increased engagement and loyalty.

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In this episode of The Ecommerce Podcast, host Matt Edmundson welcomes back Raul Galera from Referral Candy to discuss the latest trends in Ecommerce. Raul shares insights from their Ecommerce Agency Confidence Index (EACI), a monthly report gathering data from around 100 agencies worldwide. They explore how global events like the US elections might impact Q4 sales, the paradox of price sensitivity versus outsourcing in Ecommerce, and the enduring optimism of entrepreneurs in the face of uncertainty.

Timestamps:

0:00 - Introduction and welcome

2:27 - Catching up with Raul Galera

5:24 - Discussing the Ecommerce Agency Confidence Index

8:53 - Black Friday and Cyber Monday expectations

13:09 - Impact of global events on ecommerce confidence

19:48 - Marketing strategies during uncertain times

23:33 - Price sensitivity and outsourcing trends

31:25 - The future of agency models

37:52 - Raul's question for Matt

38:32 - Closing thoughts on agency optimism

Key Takeaways:

1. Focus on building a community around your brand. Raul emphasised that brands that work really well are those with a strong community. This doesn't necessarily mean a physical community, but rather a group of customers who identify with your brand even before purchasing. This community can generate word-of-mouth marketing and user-generated content, which can be leveraged across platforms.

2. Consider the value of outsourcing to agencies. Despite increased price sensitivity, brands are still choosing to outsource to agencies rather than hiring in-house. Agencies offer intangible benefits such as access to collective knowledge and data from multiple brands, which can be invaluable for navigating uncertain times.

3. Stay optimistic but realistic. Raul noted that even in challenging times, agency owners and entrepreneurs maintain a positive outlook for the future. This optimism is crucial for success, but it's also important to balance it with realism to avoid overselling and under-delivering.

If this episode of the eCommerce Podcast piqued your interest make sure to check out everything that gets done over here on the eCommerce Podcast, a space dedicated to eCommerce Wow!

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In this episode of the eCommerce Podcast, host Matt Edmundson sits down with Steven Pemberton from Elevatum. They discuss Steven's inspiring journey of building and scaling successful eCommerce brands, including key strategies for increasing average order value, engaging customers beyond the initial purchase, and the importance of truly understanding your ideal customer. Tune in for invaluable insights and practical tips to elevate your own eCommerce business.

Timestamps:

00:00 Welcome to the eCommerce Podcast

00:32 Introducing Today's Guest: Steven Pemberton

00:54 Subscribe and Stay Connected

02:36 Meet Steven: A Faith-Based Business Owner

05:15 Steven's Journey: From Corporate to eCommerce

08:08 Challenges and Triumphs in eCommerce

09:25 The Shift to Shopify and Facebook Marketplace

20:08 The Importance of Data and Analytics

26:05 The Impact of Discounts on Revenue

27:52 Pre-Order Strategy for New Products

29:14 The Wishlist Strategy for Apparel Brands

32:49 Understanding Your Ideal Customer

40:49 Engaging the 90% of Non-Buyers

47:33 Final Thoughts and Contact Information

Key Takeaways:

1. Customer Insight is Crucial: Deeply understanding your customer base can significantly refine marketing strategies and increase conversion rates.
2. Increase Your Average Order Value: Strategic pricing and offers can boost revenue without necessarily requiring more customers.
3. Engage Beyond the Sale: Focus on educating customers and building relationships to drive long-term success.

If this episode of the eCommerce Podcast piqued your interest make sure to check out everything that gets done over here on the eCommerce Podcast, a space dedicated to eCommerce Wow!

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Join host Matt Edmundson on the Ecommerce Podcast as he explores AI search strategies with Farzad Rashidi from Respona. Discover how to leverage AI like ChatGPT to boost your product recommendations and enhance your ecommerce presence. Don't miss insights on optimising your brand's visibility in the evolving digital landscape.

Timestamps:

0:00 Intro

2:40 Guest Introduction

5:14 AI Search Discussion

7:06 Personal AI Experience

10:09 Understanding AI Models

14:43 AI Search Strategy

17:37 Starting with SEO

22:04 Email Outreach Tips

28:27 Listicle Strategy

34:12 Follow-up Strategy

40:30 Resource Allocation

44:15 Question for Matt

46:40 Closing Remarks

Key Takeaways:

1. Focus on Content Promotion Over Creation: Farzad emphasises the importance of dedicating more resources to promoting content rather than just creating it. He suggests an 80/20 rule, where 20% of resources should be spent on content creation and 80% on promotion. This approach ensures that the content reaches a wider audience and has a greater impact.

2. Utilise Listicle and Product Review Strategies: Farzad recommends using listicle strategies to get products featured in articles that list the best products in a category. He also suggests reaching out to websites that review similar products, even if they are not direct competitors, to get your product reviewed. This increases the frequency of mentions, which is crucial for AI-driven search engines.

3. Personalised and Incentivised Outreach: When reaching out to potential partners or websites for product placement, Farzad advises keeping emails short, personalised, and offering a clear incentive. This could be free samples, affiliate opportunities, or other benefits that make it worthwhile for the recipient to engage with your brand.

If this episode of the eCommerce Podcast piqued your interest make sure to check out everything that gets done over here on the eCommerce Podcast, a space dedicated to eCommerce Wow!

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Welcome to the latest episode of the Ecommerce Podcast with your host, Matt Edmundson. In this episode, Matt is joined by Darren Hickey from Fellowship Agency to explore the world of WooCommerce. Darren shares his extensive experience in building standout WordPress and WooCommerce sites, offering valuable insights and tips for enhancing your ecommerce platform. Whether you're a seasoned WooCommerce user or considering a switch from platforms like Shopify, this episode is packed with expert advice to help you make informed decisions. Tune in to discover the benefits of WooCommerce, the importance of mobile-first design, and the evolving trends in ecommerce.

Timestamps:

• 0:05 - Introduction to the Ecommerce Podcast

• 2:45 - Darren Hickey's background and Fellowship Agency

• 5:01 - Why choose WooCommerce?

• 8:36 - WooCommerce vs. other platforms

• 14:05 - Replatforming considerations

• 25:37 - Importance of mobile-first design

• 34:09 - Darren's question for Matt

• 38:57 - How to connect with Darren Hickey

3 Key Guest Takeaways:

1. WooCommerce Flexibility: Darren highlights WooCommerce's flexibility and cost-effectiveness, making it an ideal choice for businesses looking to customise their ecommerce experience beyond a simple product catalogue.

2. Mobile-First Design: Emphasising the shift towards mobile, Darren discusses the importance of prioritising mobile-first design to enhance user experience and improve conversion rates.

3. Digital Transformation: Darren's passion lies in helping businesses streamline processes through digital transformation, using WooCommerce to automate tasks and improve efficiency.

If this episode of the eCommerce Podcast piqued your interest make sure to check out everything that gets done over here on the eCommerce Podcast, a space dedicated to eCommerce Wow!

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Join host Matt Edmundson on the Ecommerce Podcast as he delves into the world of SEO with Josh Piepmeier, founder of Meriwether. Discover insights on optimising your ecommerce strategy, the role of AI in content creation, and the importance of brand voice in SEO. Don't miss this engaging discussion on enhancing your online presence and driving revenue.

Timestamps:

0:00 Intro

5:00 Introduction to Josh Piepmeier

10:00 AI in SEO Copywriting

15:00 Brand Voice in SEO

20:00 Creating Collection Pages

25:00 SEO for Small Product Catalogues

30:00 Content at Scale

35:00 Choosing an SEO Agency

40:00 Measuring SEO Success

45:00 Final Thoughts and Contact Information

Key Takeaways:

1. Human Touch in SEO Content: Josh emphasises the importance of incorporating a human element into SEO content. While AI can assist in generating basic content, he advises against relying solely on it for final outputs. Instead, he suggests that content should reflect the brand's unique voice and opinion, which can enhance engagement and conversion rates. This approach helps differentiate content from the generic outputs often produced by AI.

2. Strategic Use of Collection Pages: For ecommerce sites, Josh recommends focusing on creating specific collection pages that cater to various search terms related to the products. By understanding how customers use products and creating targeted collection pages, businesses can improve their SEO performance. This strategy involves using keyword research tools like Ahrefs to identify relevant terms and crafting content that aligns with customer needs and search behaviours.

3. Content Ecosystem for Smaller Catalogues: For businesses with a limited number of products, Josh suggests building a content ecosystem around those products. This involves writing blog posts that address common customer questions and concerns, thereby enhancing the authority and relevance of the site. By doing so, smaller brands can compete with larger competitors by leveraging content to boost their collections pages' rankings and overall site visibility.

If this episode of the eCommerce Podcast piqued your interest make sure to check out everything that gets done over here on the eCommerce Podcast, a space dedicated to eCommerce Wow!

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Join host Matt Edmundson on the Ecommerce Podcast as he chats with Phil Carr from Upzelo about revolutionising ecommerce through innovative referral strategies and customer retention. Discover how Upzelo is transforming the way businesses engage with customers using cutting-edge technology.

Timestamps:

0:00 Intro

1:27 Phil Carr's Background

3:25 Sub Summit Experience

5:08 Introduction to Upzelo

9:17 Naming Challenges and Solutions

13:31 Referrals and Retention Strategies

19:42 Improving User Experience in Referrals

25:05 Wallet Pass Technology

31:29 User Journey with Wallet Pass

39:58 Strategic Use of Wallet Pass

47:19 Behaviour and Lifestyle Loyalty

54:08 Future of Retention and Loyalty

55:12 Matt's Question for Social Media

56:14 Connecting with Phil Carr

Key Takeaways:

1. Simplify the Referral Process: Phil highlights the importance of making the referral process seamless and frictionless. By integrating referral systems into smartphone wallet passes, businesses can enhance user experience and increase referral rates. This approach eliminates the cumbersome steps of traditional referral methods, making it easier for customers to share and for businesses to track referrals.

2. Leverage Technology for Customer Engagement: Phil discusses the potential of using wallet passes not just for referrals but as a dynamic marketing channel. By sending push notifications and updating pass details, businesses can maintain ongoing engagement with customers. This strategy allows for personalised marketing, such as exclusive offers or reminders, directly on the customer's device, enhancing customer loyalty and retention.

3. Innovative Loyalty Programs: Phil suggests moving beyond traditional points-based loyalty systems to more creative and meaningful customer engagement strategies. By rewarding customers for eco-friendly choices or lifestyle activities, businesses can align their brand with customer values and encourage positive behaviours. This approach not only strengthens customer loyalty but also enhances the brand's image and social responsibility.

If this episode of the eCommerce Podcast piqued your interest make sure to check out everything that gets done over here on the eCommerce Podcast, a space dedicated to eCommerce Wow!

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Join host Matt Edmundson on the Ecommerce Podcast as he chats with Dan Brownsher from Channel Key, a leading Amazon agency. Discover insights into Amazon retail strategies, brand building, and the complexities of selling on the platform.

Timestamps:

0:00 Intro

3:18 Dan's Journey to Amazon

5:36 Complexity of Selling on Amazon

8:40 Starting on Amazon Today

12:57 Challenges of Selling on Amazon

16:50 Product Selection for Amazon

20:20 Supplements as a Lucrative Category

23:37 Building a Brand on Amazon

29:15 Strategies for Brand Building

34:55 Using Amazon as a Customer Acquisition Channel

40:28 Channel Strategy and Brand Quality

46:45 Review Numbers and Sales Correlation

48:52 Connecting with Dan and Channel Key

Key Takeaways:

1. Diversify Sales Channels: Dan emphasises the importance of not relying solely on Amazon as a sales channel. He suggests using Amazon as a testing ground and data aggregation channel but stresses the need to build a brand outside of Amazon through platforms like Shopify or social media channels. This approach helps in creating brand equity and avoiding the pitfalls of commoditisation.

2. Invest in Brand Building: To maintain a competitive edge, Dan advises building a strong brand presence. This involves creating a brand story and engaging with consumers through various channels, including social media and traditional advertising. A well-established brand can command loyalty and potentially higher prices, protecting against market saturation and competition.

3. Understand the Cost of Entry: Dan highlights that entering the Amazon marketplace today requires significant resources. He advises new sellers to be prepared to invest in advertising and potentially operate at a loss initially to gain traction. This understanding is crucial for realistic planning and long-term success on the platform.

If this episode of the eCommerce Podcast piqued your interest make sure to check out everything that gets done over here on the eCommerce Podcast, a space dedicated to eCommerce Wow!

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Join host Matt Edmundson on the eCommerce Podcast as he chats with Jason Greenwood, an expert in B2B ecommerce, about the evolution of online shopping and the impact of digital transformation on businesses. Discover insights into the challenges and opportunities within the B2B sector, and learn how companies can adapt to the changing landscape.

Timestamps:

00:00:05 Introduction and welcome to the eCommerce Podcast

00:02:15 Introduction of guest Jason Greenwood and his background

00:03:08 Jason's relocation to Mexico and reasons for the move

00:07:33 Jason's journey into ecommerce and early experiences

00:13:34 Growth and success of Jason's ecommerce business

00:19:20 Impact of Covid on B2B ecommerce and Jason's consulting career

00:25:23 Discussion on D2C as a channel versus a business model

00:33:45 Matt's supplement company and exploring B2B opportunities

00:39:56 B2B marketing strategies and challenges

00:46:54 Jason's question for Matt about AI's impact on ecommerce

00:48:01 How to connect with Jason and his content platforms

00:49:24 Closing remarks and gratitude to Jason

Key Takeaways:

1. Embrace Digital Transformation in B2B: Jason highlights the importance of B2B businesses adopting digital strategies to remain competitive. He notes that many B2B companies are significantly behind in digital adoption compared to B2C and D2C sectors. The COVID-19 pandemic underscored the necessity for digital routes to market, as traditional sales methods were disrupted. Businesses should focus on integrating digital solutions to enhance their operations and customer interactions.

2. Understand the Importance of Ungating Catalogues: Jason advises B2B companies to make their product catalogues accessible online without requiring a login. This approach increases visibility to potential buyers and search engines, facilitating easier discovery by new customers. While pricing and inventory details can remain private, showcasing the product range is crucial for attracting new business clients.

3. Diversify Sales Channels: Jason discusses the risks associated with relying solely on direct-to-consumer (D2C) models. He suggests that businesses should consider establishing wholesale channels to mitigate channel risk and expand their market reach. By doing so, companies can leverage the strengths of both D2C and B2B models, potentially achieving better net margins and reducing dependency on a single sales channel.

If this episode of the eCommerce Podcast piqued your interest make sure to check out everything that gets done over here on the eCommerce Podcast, a space dedicated to eCommerce Wow!

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Join Matt Edmundson on the eCommerce Podcast as he delves into the world of online retail with Aman Amandeep Singh from Cronix, a full-service eCommerce agency. Discover insights on choosing the right eCommerce platform, from Shopify to BigCommerce, and learn about the latest trends in omnichannel strategies and content optimisation. Don't miss this engaging discussion on how to enhance your online store's performance and reach

Timestamps:

0:00 Intro

9:17 Choosing the Right eCommerce Platform

10:39 BigCommerce's B2B Advancements

13:03 Shopify's Restrictions on High-Risk Products

17:56 Challenges with Wix for E-commerce

20:40 Shopline's Rise in the UK

25:18 Emerging Trends in eCommerce

27:12 Custom Content and Landing Pages

28:53 Enhancing Product Pages for Better Conversion

35:51 Evolving Omnichannel Strategies

41:57 Effective Website Migration Strategies

Key Takeaways:

1. Choosing the Right eCommerce Platform: Amandeep highlights the importance of selecting an eCommerce platform based on specific business needs. For those starting out with straightforward requirements, platforms like Shopify are recommended for their ease of use and community support. However, for businesses with more complex needs, such as B2B functionalities or custom payment integrations, platforms like BigCommerce or self-hosted solutions like WooCommerce and Magento might be more suitable. This advice underscores the necessity of aligning platform capabilities with business objectives.

2. Enhancing Product Pages with Rich Content: Amandeep advises investing in rich content for product pages, especially for best-selling items. This includes detailed descriptions, use cases, benefits, FAQs, and high-quality images or videos. Such enhancements can improve customer understanding and potentially increase conversion rates. He also mentions the importance of maintaining unique and engaging content to stand out from competitors who might use generic manufacturer descriptions.

3. Omnichannel Strategy and Social Commerce: Amandeep discusses the growing importance of an omnichannel strategy, which involves selling across multiple platforms like Amazon, TikTok, and Walmart, in addition to one's own website. He notes the increasing trend of social commerce, particularly on platforms like TikTok, where users are more inclined to make purchases directly. This advice highlights the need for businesses to diversify their sales channels to reach a broader audience and adapt to changing consumer behaviours.

If this episode of the eCommerce Podcast piqued your interest make sure to check out everything that gets done over here on the eCommerce Podcast, a space dedicated to eCommerce Wow!

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Join host Matt Edmundson on the eCommerce Podcast as he discusses customer success roadmaps and monetising subscriber lists with Scott Overbeck from Seacoast Consulting Group. Discover how strategic alliances can boost your business growth and learn practical tips for leveraging your existing customer base.

Key Takeaways:

1. Leverage Strategic Alliances: Scott emphasises the importance of forming strategic alliances between businesses with complementary resources. This involves creating mutually beneficial arrangements that can include products, services, operational assets, or customer databases. By doing so, businesses can tap into new revenue streams and enhance their offerings without the need for significant additional investment.

2. Understand the Customer Journey: Scott advises businesses to map out the customer journey to identify what customers want before, during, and after their purchase. By understanding this journey, businesses can offer additional products or services that align with their customers' needs, thereby increasing customer satisfaction and revenue through cross-selling and upselling.

3. Monetise Existing Assets: Scott highlights the value of a business's existing subscriber list as a significant asset. He suggests using this list to introduce complementary products and services through strategic alliances, thereby generating additional revenue. This approach capitalises on the trust already established with customers, making it a cost-effective way to increase profits.

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In this episode of the eCommerce Podcast, host Matt Edmundson interviews business journalist Elaine Pofeldt, discussing her books Tiny Business, Big Money and The Million-Dollar One-Person Business. Elaine shares insights into the growing trend of million-dollar businesses run by small teams or solo entrepreneurs, exploring how increasing relevance of professional services and eCommerce businesses reaching seven figures, touching on the evolving digital landscape, including the rise of AI, and how entrepreneurs can thrive by going "rogue" and embracing innovation.

Key Takeaways

1. Rise of Million-Dollar One-Person Businesses: The number of solo entrepreneurs or small teams generating over a million dollars in revenue is steadily increasing. This trend reflects the growing opportunities for individuals to create successful, scalable businesses without the need for large teams or significant upfront investment.
2. Importance of Going Rogue and Innovation: Elaine emphasises the value of going "rogue," meaning that entrepreneurs should be willing to step away from traditional methods, adopt new technologies (like AI), and embrace innovation. Early adopters who are willing to experiment and take calculated risks often see the most success.
3. Self-Employment as a Path to Financial Freedom: Self-employment offers a way to build personal wealth and gain control over one’s career, especially in a shifting job market. Elaine points out that starting a business, even as a side hustle, can be a powerful way to future-proof your income and career in an unpredictable economic landscape.

If this episode of the eCommerce Podcast piqued your interest make sure to check out everything that gets done over here on the eCommerce Podcast, a space dedicated to eCommerce Wow!

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In this episode of the eCommerce Podcast, host Matt Edmundson welcomes back Fara Rosenzweig, Head of Marketing at Zeals.ai, they discuss the evolving landscape of eCommerce, focusing on how new innovations in AI technology has revolutionised the space.

Key Takeaways:

1. AI in Social Chat Commerce: AI is transforming how eCommerce brands engage with customers by integrating with social platforms like Instagram and Facebook Messenger. Through AI-driven conversations, brands can provide personalised shopping experiences, helping users make faster and better purchasing decisions.
2. Influencer Marketing's Growing Impact: Influencer marketing is set to double in importance by 2025 for eCommerce brands. Fara highlights how leveraging influencers can build trust and drive sales, making it an essential strategy for modern online businesses.
3. The Power of Personalised Customer Experiences: The shift toward more personalised, AI-driven experiences is reducing the overwhelming choices customers face. By narrowing down product options through a tailored interaction, AI helps brands increase conversion rates and foster better customer relationships.

If this episode of the eCommerce Podcast piqued your interest make sure to check out everything that gets done over here on the eCommerce Podcast, a space dedicated to eCommerce Wow!

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In this episode of the eCommerce Podcast Host Matt Edmundson again connects with a business founder interviewing Nick Radcliffe, founder of The Christian Poster Company, about his journey from medical doctor to full time entrepreneur. Nick discusses his passion for design, the genesis of his business during the 2020 pandemic and how he transitioned from selling on etsy to running his own successful Shopify site.

Key Takeaways:

1. Follow Your Passion to Combat Burnout: Nick’s journey from being a doctor to running a creative business highlights how following a passion project can provide a much-needed escape from burnout and lead to new career opportunities.
2. Leverage Organic Growth on Social Media: Nick's success in growing his business largely came from building an engaged community on Instagram. He emphasised the value of using organic reach and visuals to connect with customers, which has been more effective for him than email marketing.
3. Scale with Strategy and Tools: Managing growth while working from home presented space challenges for Nick. He explored using third-party logistics (3PL) as a solution to scaling, while maintaining his brand’s personal touch in packaging and customer service.

If this episode of the eCommerce Podcast piqued your interest make sure to check out everything that gets done over here on the eCommerce Podcast, a space dedicated to eCommerce Wow!

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In this episode of the eCommerce Podcast Host Matt Edmundson interviews Skip Wilson, founder of Draft Media Partners and host of the Advertising Podcast, and discusses the intricacies of modern digital marketing. Skip specialises in fixing broken ad campaigns and discusses in depth what makes an effective add campaign work.

Key Takeaways:

1. Fixing Broken Campaigns is a Process: Skip emphasises that advertising is a science, and campaigns need constant tweaking and optimisation. He compares it to fixing an engine—identifying where things break and making adjustments to improve performance, rather than accepting failure.
2. The Importance of Understanding Your Audience: Skip highlights the need to know if your audience is "problem aware" or "solution aware." If they don't know they have a problem, educating them through storytelling ads or lead magnets is crucial before attempting to sell them a product.
3. Skip’s Conversion Equation: Skip introduces his conversion formula, which balances urgency, desire, and trust against delay, cost, and effort. For a campaign to succeed, the first three factors must outweigh the latter, providing a structured way to assess and improve ad performance.

If this episode of the eCommerce Podcast piqued your interest make sure to check out everything that gets done over here on the eCommerce Podcast, a space dedicated to eCommerce Wow!

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In this episode of the eCommerce Podcast Host Matt Edmundson sits down with Qi Cao from ChargeBlast, to explore the dreaded, complex issue of chargebacks - a first on the eCommerce Podcast. Qi shares how chargebacks can often be caused by product and delivery issues or, as he calls it, friendly fraud, and how this can impact the financial health of your business. Matt and Qi suggest many different methods by which these risks can be mitigated including using ChargeBlasts own post-transaction solution that preemptively addresses chargebacks before they reach payment processors.

Key Takeaways:

1. Chargebacks Are Inevitable but Manageable: Chargebacks, whether due to legitimate reasons or friendly fraud, are a common challenge in eCommerce. However, they can be effectively managed by understanding industry-specific chargeback rates and employing strategies like ChargeBlast to reduce their impact on your business.
2. Proactive Communication is Crucial: Clear and proactive communication with customers can significantly reduce chargebacks. By being transparent about pricing, delivery times, and addressing any issues promptly, businesses can prevent customer dissatisfaction from escalating to chargebacks.
3. Invest in Customer Service: High-quality customer service, including offering 24/7 support or making it easy for customers to manage their subscriptions, can help reduce the likelihood of chargebacks. Satisfied customers are less likely to dispute charges.

If this episode of the eCommerce Podcast piqued your interest make sure to check out everything that gets done over here on the eCommerce Podcast, a space dedicated to eCommerce Wow!

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In this episode of the eCommerce Podcast host, Matt Edmundson sits down with Caulen Foster, co-founder of Brainpower, to discuss low cost customer acquisition and how to increase Lifetime Value (LTV) without relying on affiliate marketing or SEO. Caulen and Matt infuse their discussion with several real-world examples including the impact of gamification and value-driven offers on conversion rates, providing actionable strategies to enhance your eCommerce success.

Key Takeaways:

1. The Power of Value-Driven Offers: Caulen emphasises that a great offer isn't necessarily about discounts but about perceived value. He shares strategies like offering free gifts with high perceived utility and using digital gift cards to increase the perceived value of a product.
2. Understanding Customer Psychology: A deep understanding of customer psychology is crucial for effective marketing. Caulen discusses how different levels of customer awareness and sophistication require tailored marketing approaches.
3. Gamification and Retargeting for Higher Conversions: The episode highlights the effectiveness of gamification in pop-ups, such as using spin-the-wheel mechanics, to engage customers and improve opt-in rates.

If this episode of the eCommerce Podcast piqued your interest make sure to check out everything that gets done over here on the eCommerce Podcast, a space dedicated to eCommerce Wow!

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In this episode of the eCommerce Podcast host Matt Edmundson sits down with Jaryd Krause, founder of Buying Online Businesses, to discuss his experience in buying and selling online businesses. Jaryd shares his journey from plumbing to becoming a successful online business owner hoping to help others do just the same.

Key Takeaways:

1. Acquiring Established Businesses: Jaryd Krause emphasises the benefits of buying established online businesses rather than starting from scratch. This approach allows for immediate cash flow and reduces the risks associated with the high failure rate of startups
2. Importance of Organic Traffic: Jaryd highlights the value of organic traffic for long-term business success, noting that businesses with a high percentage of organic traffic are more attractive to potential buyers and are better positioned for sustainable growth.
3. Risk Mitigation: A significant part of the discussion revolves around strategies to minimise business risks, such as diversifying revenue streams, reducing dependency on single suppliers or traffic sources, and ensuring a business is not overly reliant on one key person or platform.

If this episode of the eCommerce Podcast piqued your interest make sure to check out everything that gets done over here on the eCommerce Podcast, a space dedicated to eCommerce Wow!

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In this episode of the eCommerce Podcast, host Matt Edmundson interviews Laura Richard from Level 5 Strategy about the importance of customer experience and how it can drive business success.

1. Create emotional connections: Laura emphasises that emotions account for 50% of consumer behaviour, although customers may not always express these feelings explicitly. Understanding the emotional benefits customers derive from products or services can help businesses craft experiences and messages that resonate on a deeper level, leading to stronger customer loyalty and satisfaction.
2. Engage everyone in strategy development: A major reason why strategies fail is the lack of involvement from the team and customers during the development process. Laura highlights the importance of engaging stakeholders, including employees and customers, early and often in strategy formation. Businesses can leverage customer panels and feedback loops to ensure that strategies align with customer needs and expectations.
3. Create authenticity in the customer experience: To stand out against competitors, particularly large players like Amazon, eCommerce businesses need to focus on authenticity and unique customer experiences. This includes creating personalised experiences on websites and aligning with causes that reflect the brand’s values. Differentiation can also come from addressing specific unmet needs within a niche market, which helps build stronger connections with customers.

If this episode of the eCommerce Podcast piqued your interest make sure to check out everything that gets done over here on the eCommerce Podcast, a space dedicated to eCommerce Wow!

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In this episode of the eCommerce Podcast, host Matt Edmundson explores the world of data-driven eCommerce with Jo Davis, Chief Operating Officer at Sweet Analytics. Jo has over 20 years of expertise in retail strategy, product, and marketing, she shares invaluable insights on how data can transform your eCommerce business.

Key Takeaways:

1. Set Clear Growth Goals: Jo emphasises the importance of having specific growth targets for your eCommerce business. By understanding your customer base, retention rates, and average order values, you can build a growth model that identifies the number of new customers needed to achieve your goals. This approach transforms abstract goals into actionable, data-driven strategies.
2. Use AI for Data Analysis and Personalisation: The integration of AI in data analytics is revolutionising how businesses understand and interact with their customers. Jo discusses how AI can help automate data insights, making it easier to identify trends and areas for improvement. Additionally, AI can personalise customer experiences on your website, tailoring product recommendations and marketing messages to individual preferences.
3. Embrace Data to Drive Informed Decision-Making: For Jo one of the biggest mistakes businesses make is not utilising the data they have. She highlights the necessity of regularly reviewing key metrics like traffic, conversion rates, and customer acquisition costs. By consistently engaging with this data, businesses can make informed decisions that enhance marketing effectiveness, optimise product offerings, and ultimately drive growth.

This episode is a must watch for all in the eCommerce space. Don't miss out on Jo's excellent advice based on years of industry experience - take note and boost your business success with advanced data analytics today!

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Welcome to the eCommerce Podcast! In this episode, Matt chats with Duncan Lloyd from eCom Profit Genie about how the Profit First methodology can transform your eCommerce business. Duncan, a chartered accountant, shares his insights on using behavioural psychology to help eCommerce clients manage money and generate wealth. Discover how the Profit First system, which involves distributing income into specific accounts like profit, tax, and owner's pay, can provide immediate clarity on your business's financial health and drive sustainable growth.

Key Takeaways:

1. Implementing the Profit First Methodology: Duncan emphasises the importance of using the Profit First methodology to manage business finances. This involves setting up multiple bank accounts (income, profit, tax, owner's pay, and operating expenses) and allocating funds according to predetermined percentages. This system helps entrepreneurs gain a clear and immediate understanding of their financial health, reducing the risk of financial mismanagement.
2. Engineering Financial Stress for Innovation: By deliberately creating a scarcity of funds in the operating expenses account, businesses are forced to innovate and optimise their spending. This stress can lead to more efficient operations, cutting unnecessary costs, and prioritising essential expenses. It helps prevent complacency and encourages continuous improvement and strategic decision-making.
3. Managing Debt and Building Financial Stability: The Profit First methodology can also be used to manage and eliminate business debt. By allocating a portion of income specifically for debt repayment, businesses can systematically reduce their financial liabilities. Additionally, maintaining a consistent habit of saving a percentage of revenue as profit ensures long-term financial stability and growth, allowing business owners to reap the rewards of their hard work.

If you're looking to revolutionise your eCommerce strategy or simply want to stay ahead of industry trends, don't miss out on the invaluable insights shared by experts like Duncan Lloyd. Subscribe to the eCommerce Podcast today and get ready to transform your business with actionable tips and strategies —take the first step towards eCommerce success now!

Upcoming Event:

Join Duncan Lloyd and other experts at the Profit First workshop in London on September 10, 2024. Visit ecomprofitgenie.com for more details and to register.

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In this episode of the eCommerce Podcast, host Matt Edmundson reunites with Amelia at Sub Summit in Dallas to discuss the evolution of marketing strategies. They explore the challenges and opportunities of old-school marketing channels like direct mail and podcast advertising in a digital age where traditional platforms like Facebook and Google are becoming saturated and less effective due to privacy regulations and rising costs.

Key Takeaways:

1. Embrace Old-School Marketing Channels: With the increasing scrutiny on privacy regulations and the decline of traditional attribution methods, it's crucial for marketers to diversify their media mix. Exploring old-school channels like direct mail, billboards, and connected TV (CTV) can provide new opportunities for reaching and engaging with customers.
2. Importance of Podcast Advertising: Podcasting is highlighted as a powerful marketing channel due to its influencer-like impact and high engagement. Host-read ads on podcasts can provide third-party validation and reach a highly attentive audience, making it a valuable addition to any marketing strategy.
3. Adaptability and Measurement in a Cookieless World: The anticipated deprecation of cookies presents a significant opportunity for alternative marketing channels. Marketers need to focus on building direct relationships with customers, such as through email lists, and leverage advanced measurement technologies to track the effectiveness of their campaigns across various platforms.

Amelia's insights are valuable to anyone struggling with their marketing, encouraging the audience to think outside the box and look back at more classical forms of marketing to succeed in the current marketplace.

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Join host Matt Edmundson in this insightful episode of the eCommerce Podcast as he sits down with returning guest Valon Xhafa from Bahamics to dive deep into the disruptive power of AI in the world of eCommerce.

Key Takeaways:

1. AI's Role in Automating eCommerce Tasks: Valon Xhafa explains how AI is revolutionising the eCommerce industry by automating repetitive tasks, thereby allowing businesses to focus more on strategic and creative aspects. This includes optimiswing organic traffic, reducing cart abandonment, and enhancing SEO efforts.
2. The Importance of Relevance in SEO: A significant insight shared by Valon is the critical role of relevance in SEO. He highlights that measuring and maintaining content relevance is crucial for ranking higher on search engines. This goes beyond traditional metrics like domain authority, emphasising the need for accurate, contextually relevant content to achieve better SEO results.
3. Future Trends in AI for eCommerce: Valon predicts that the next phase of AI development will focus on improving language models to enhance accuracy and cost-efficiency. As AI continues to evolve, businesses will see more advanced, faster, and cost-effective AI solutions that will drive innovation and efficiency in the eCommerce space.

This weeks insights are vital for anyone trying to keep up with the changing world of eCommerce. Make sure to listen every week so you can stay ahead of the eCommerce game.

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In this episode of the eCommerce Podcast, and the first in a new series focused on business founders, host Matt Edmundson interviews Ana Estrougo, founder of the Octopus Club, a secondhand marketplace for maternity, baby, and kids' items. They discuss Ana's journey from conceptualising the Octopus Club to its current success, her determination and bravery as a founder, and the challenges and triumphs she has faced along the way.

1. Determination and Bravery are Crucial for Entrepreneurs: Ana emphasizes the importance of determination and bravery in starting and running a business. Despite the challenges of being a new mother and an entrepreneur, her drive to create a solution for a common problem led her to successfully launch the Octopus Club. She highlights that being brave and taking steps, even if they are imperfect, is vital in the entrepreneurial journey.
2. Creating a Unique and Community-Focused Marketplace: The Octopus Club differentiates itself from larger competitors like eBay and Facebook Marketplace by offering personalised services, excellent customer support, and unique features such as Octodrops and a reseller scheme. Ana’s focus on community engagement and listening to user feedback has been pivotal in shaping the platform and providing value beyond just buying and selling items.
3. Balancing Personal Life and Business is Essential: Ana shares her struggles with balancing motherhood and running a startup, acknowledging periods of burnout and the need for better time management. She underscores the importance of being present in both roles and learning to prioritise tasks effectively. Her experience highlights the significance of self-care and seeking support to maintain a healthy balance between personal life and business responsibilities.

If you're looking to revolutionise your eCommerce strategy or simply want to stay ahead of industry trends, don't miss out on the invaluable insights shared by founders like Ana Estrougo. Subscribe to the eCommerce Podcast today and get ready to transform your business with actionable tips and strategies — take the first step towards eCommerce success now!

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In this episode of the eCommerce Podcast, host Matt Edmundson interviews Alex Back, CEO and founder of Couch.com, about his eCommerce journey and the transition from his previous venture, Apartment 2B, to his new project: Couch.com.

1. Moving Away from Traditional eCommerce: After exiting Apartment 2B, Alex founded Couch.com with a new approach. Instead of directly selling products, Couch.com focuses on providing valuable content and education to consumers about buying couches. This includes brand reviews and guides to help users make informed decisions. This strategic shift aims to create a scalable platform that benefits both consumers and retailers.
2. Importance of Quality Over Quantity in SEO: Alex emphasises the significance of focusing on high-quality content rather than producing a large volume of articles. He believes that having the best, most informative articles on specific topics (e.g., how to clean a couch) is more effective for SEO than a scattergun approach. This quality-first strategy helps Couch.com rank well on Google and attract organic traffic.
3. Iterative Approach and Flexibility in Business: Alex highlights the importance of being flexible and iterative in business. He acknowledges that initial plans often need adjustments and that being open to pivoting is crucial for success. For example, Couch.com is currently focusing on brand reviews as the quickest path to monetization, even though the ultimate goal is to provide a comprehensive marketplace for couches. This adaptability allows the business to respond to market needs and opportunities effectively.

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In this enlightening episode of the eCommerce Podcast, host Matt Edmundson sits down with John Kyle Beaton, co-founder of a product sourcing agency with extensive experience in China. The conversation dives deep into the intricacies of sourcing products from China and explores the viability and ethics of this approach in the current global market.

Key Takeaways:

1. Building Direct Relationships with Factories is Crucial: One of the most important strategies for successful sourcing from China is to establish direct relationships with factories rather than working through trade companies. This ensures consistent product quality, better communication, and transparency in manufacturing practices. Conducting factory audits and visiting factories in person can significantly mitigate risks and build stronger partnerships.
2. Safeguard Intellectual Property with Strategic Measures: Protecting intellectual property (IP) is a common concern when sourcing from China. JK Beaton advises implementing strategies like drip-feeding product designs to potential manufacturers and having them sign Non-Disclosure Agreements (NDAs) and Non-Compete clauses. Although legal enforcement can be challenging, setting clear expectations and maintaining continuous communication about IP protection can reduce the risk of imitation and unauthorized distribution.
3. Ethical Manufacturing and Quality Control: Ensuring ethical manufacturing practices and maintaining high product quality are essential. JK suggests looking for ISO certifications and conducting factory audits to verify ethical practices and quality standards. He also emphasises the importance of having a refund policy for defective goods, which not only protects your brand but also fosters an ongoing dialogue about quality with your manufacturing partners. This approach helps in maintaining ethical standards and ensuring customer satisfaction.

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In this episode of the eCommerce Podcast, host Matt Edmundson interviews Brandon Leibowitz, the mastermind behind SEO Optimizers, to delve into the world of SEO and its importance in eCommerce. Brandon shares his journey from starting SEO Optimizers in 2007 to becoming an expert in the field, helping small and medium-sized businesses amplify their online traffic and convert clicks into clients.

• Importance of Backlinks: Backlinks are crucial for SEO success. They act as a vote of confidence from other websites, helping Google determine the trustworthiness and authority of your site. It's important to focus on acquiring high-quality backlinks from relevant and authoritative websites rather than aiming for sheer quantity, which can be counterproductive and even harmful.
• Utilize Keyword Research and Content Optimization: Effective keyword research using tools like Google Keyword Planner can help identify low-competition, high-intent keywords to target. Incorporate these keywords naturally into your content, including product pages, blog posts, and FAQ sections. Optimizing your website with well-researched keywords and high-quality content can significantly improve your search engine rankings.
• Adopt a Long-Term SEO Strategy: SEO is a long-term investment that requires patience and consistency. Immediate results are rare, and it often takes time to see significant improvements in search engine rankings and traffic. Continually optimize your site, stay updated with Google's algorithm changes, and keep building high-quality content and backlinks. Over time, these efforts will lead to increased traffic and higher conversions.

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In this episode of the eCommerce Podcast, Matt Edmundson discusses the complexities and opportunities of a cookie-less digital marketing landscape with Jeff Greenfield from Provolytics. Jeff shares his unique journey from biochemist to chiropractor to tech entrepreneur and magician, explaining how his diverse background influences his approach to marketing and problem-solving. Throughout the episode Matt and Jeff explore the implications of major tech companies like Apple and Google phasing out third-party cookies and what this means for marketers and businesses of all sizes.

Three Key Takeaways:

1. Shift to Awareness Marketing: Jeff Greenfield emphasizes the importance of moving away from the traditional focus on user-level data and click-based advertising. Instead, marketers should prioritize building brand awareness through impression-based strategies, much like the methods used before the digital era. This shift is essential in adapting to a cookie-less world and maintaining effective marketing campaigns.
2. Leveraging First-Party Data: As third-party cookies are phased out, businesses must pivot to collecting and utilizing first-party data. This involves developing direct relationships with customers through various channels, such as email newsletters and social media interactions. By focusing on first-party data, businesses can better understand their audience and create more personalized and effective marketing strategies.
3. Adapting to Platform-Specific Funnels: With the changes in data privacy and tracking, marketers need to adapt their strategies to fit within the constraints of individual platforms. For instance, extending the customer journey within platforms like Facebook before directing them to external websites can improve conversion rates and reduce acquisition costs. This approach requires creativity and a deep understanding of each platform's capabilities and limitations.

This is episode is a must-listen for anyone interested in eCommerce, an in depth look at the changing world of cookies and digital marketing from one of eCommerce's experts on the topic. Be sure to subscribe to the eCommerce Podcast on your preferred platform to catch more expert conversations and actionable insights.

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In this episode of the eCommerce Podcast, Matt Edmundson is joined by Steven Schneider, the maestro of Trio SEO, to discuss the importance of blogging for eCommerce sites and share practical strategies for creating content that converts.

Discover:

1. Why blogging is still a must for eCommerce sites in 2024
2. How to approach blogging from a customer's perspective
3. The power of focusing on bottom-of-funnel content
4. Strategies for creating a cohesive internal linking structure
5. Tips for optimising your product pages for SEO success

Key Takeaways:

• Blogging helps Google understand and rank your eCommerce site by providing context and topical authority
• Focus on creating bottom-of-funnel content that targets customers who are ready to buy
• Use a "reverse funnel" approach, starting with bottom-of-funnel content and working up to top-of-funnel topics
• Aim for 1,500 to 2,000 words per blog post, but prioritise providing value over hitting a specific word count
• Incorporate video content and embed it in your blog posts to increase engagement and provide additional value
• Implement a strategic internal linking structure to help Google crawl your site more efficiently and help readers navigate your content
• Optimise your product pages with relevant FAQs, shipping information, and other details that help customers make informed decisions
• Steven emphasises the importance of investing in blogging for the long-term success of your eCommerce site, comparing it to saving for retirement – the earlier you start, the better off you'll be.

Whether you're just starting out with blogging or looking to take your content strategy to the next level, this episode is packed with actionable insights and proven strategies for eCommerce success.

Don't miss this opportunity to learn from the experts and start harnessing the power of blogging for your eCommerce site today!

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Are you ready to take your eCommerce ads to the next level? In this episode of the eCommerce Podcast, Matt Edmundson sits down with Nikki Lindgren, the savvy marketer turned agency founder, to discuss advanced video hooks and strategies that can skyrocket your ROAS by up to 27%!

Discover:

1. The power of outcome hooks like before-and-after videos and how to navigate Meta's ad policies
2. Why frequently asked questions (FAQs) make fantastic video content
3. The importance of telling the truth attractively in your ads
4. How to create a funnel that lives entirely on social media
5. The impact of pointing your ads to TikTok Shop or Meta Shops instead of your own eCommerce store

But that's not all! Nikki also shares her insights on:

• Optimising your category pages for SEO with meta tags that matter
• The evolution of user-generated content (UGC) and how to leverage it effectively
• Crafting compelling ads using "Us vs Them" comparisons
• The role of AI in the creative process and which tools are worth exploring

If you're an eCommerce entrepreneur or manager looking to elevate your paid media game, this episode is a must-listen!

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In this insightful episode, our host Matt Edmundson is joined by Jordan West, a trailblazer in the eCommerce and marketing world, to discuss the transformative power of TikTok Shops and their impact on the eCommerce landscape during the challenging times Jordan describes as the 'eCommerce winter'. This engaging conversation explores how TikTok Shops could signal a shift towards a more aligned, effective, and warmer future for online retail.

Key Takeaways:

1. Understanding Misaligned Incentives: Jordan sheds light on the often-misaligned incentives between agencies and eCommerce businesses, highlighting how this discord can hamper growth and success in the digital commerce space.
2. Navigating the eCommerce Winter: The discussion delves into the concept of the 'eCommerce winter', a period marked by stagnation and challenges in the eCommerce industry, exacerbated by traditional marketing strategies and the high costs associated with maintaining online visibility.
3. The Revolutionary Promise of TikTok Shops: The episode focuses on TikTok Shops as a beacon of hope and innovation, offering a platform where incentives between influencers and brands are realigned through a performance-based model. This shift not only promises to thaw the frost of the eCommerce winter but also introduces a new era of online shopping.
4. The Next Era of eCommerce: With TikTok Shops at the forefront, Jordan and Matt discuss the potential for this platform to redefine how products are marketed and sold online, setting the stage for a broader adoption of similar models across other social media giants.

About the Guest:

Jordan West, a seasoned entrepreneur and marketing expert, shares his journey from operating a Taco Del Mar restaurant to becoming a paramedic, and eventually, a leading figure in the eCommerce marketing space. His insights into the evolution of online retail and marketing strategies offer invaluable lessons for businesses looking to navigate the complexities of the digital world.

Join Us:

Tune in to this enlightening conversation to discover how TikTok Shops might just be the warm front needed to navigate through the eCommerce winter. Whether you're an established online retailer or just starting out, this episode is packed with actionable insights and forward-thinking perspectives on the future of eCommerce. Subscribe to our podcast to stay updated on the latest trends and strategies in digital commerce, and learn how to make the most of the opportunities in this ever-evolving industry.

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In this episode of the eCommerce Podcast, host Matt Edmundson sits down with Leandro D'Elias from EightX, offering a deep dive into the intersection of numbers and strategy in driving eCommerce success. Whether you're just starting out or plotting a profitable exit, this episode is packed with actionable insights.

Key Discussion Points:

1. The Illusion of High Turnover: Understanding why chasing big sales numbers might not always equate to business health and longevity.
2. Strategic Salary for Founders: Leandro advises on compensating yourself in a way that fuels growth rather than draining resources.
3. Exit Strategy Optimisation: How maximising your profits not only increases your tax but significantly boosts the value of your business upon sale.
4. The Secret to Sustainable Growth: Unveiling "Smart Growth Secrets" that focus on long-term success over short-term gains.

Takeaways:

• Emphasise profitability to ensure the sustainable growth of your eCommerce venture.
• Draw only what you need for living expenses in the early stages, reinvesting the remainder to promote business growth.
• Enhance your EBITDA for a more lucrative business sale, accepting higher tax liabilities as a trade-off for greater overall value.
• Understanding the opportunity cost of every dollar and investing in areas with the highest return potential.

About Leandro D'Elias:

Leandro is a seasoned finance professional with a deep understanding of how to bridge the gap between numbers and strategy to foster eCommerce success. His expertise spans multinational corporations to innovative startups, guiding them toward creating legacy-building revenue through precision budgeting and strategic financial planning.

Episode Resources:

• EightX: Dive deeper into the financial strategies that can catapult your eCommerce business into profitability.
• LinkedIn: Connect with Leandro D'Elias for more insights into financial planning and eCommerce strategy.

Don’t miss out on future episodes packed with expert insights to take your eCommerce venture to the next level. We love to hear your thoughts. Drop us a comment or reach out directly to discuss any questions or feedback. Tune in to "From Startup to Profit: Smart Money Strategies for Growth" for a masterclass in navigating the financial complexities of eCommerce, ensuring your venture not only survives but thrives in today's competitive market.

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Welcome to our Podcast episode with Ben Leonard, the visionary behind the fab eCommerce book "Quit Stalling and Build Your Brand." In this episode as we explore Ben's journey from ideation to a successful exit, accumulating a wealth of knowledge and actionable insights along the way.

In This Episode, You’ll Discover:

1. The Pitfalls of Fake Gurus: Understand why real-world experience trumps theoretical knowledge in the eCommerce landscape.
2. The Art of Building a Brand vs. Selling Products: Ben Leonard dissects the crucial differences and why focusing on brand building can be a game-changer for your business.
3. A Simplified Definition of Brand: Ben shares a compelling definition that cuts through the complexity to highlight what truly matters in branding.
4. The Role of Emotions in Branding: Discover the importance of making your customers feel a certain way about your brand and the lasting impact it can create.
5. Practical Advice from Ben’s Journey: Ben doesn’t just share theory; he gives practical advice from his own experiences in building and selling Beast Gear, including achieving $6 million in annual revenue and a mid-seven-figure exit.

My Thoughts about Ben's Book:

• A firsthand account of why "Quit Stalling and Build Your eCommerce Brand" is a must-read for anyone serious about making their mark in the eCommerce world.
• Why this book stands out in a sea of generic advice and how it can serve as a roadmap for both budding entrepreneurs and established business owners.

Join us in this episode as Ben Leonard unravels the essence of what it takes to build a brand that resonates deeply with your target audience, transcending mere transactions to create a legacy in the eCommerce space.

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In this dynamic episode of the eCommerce Podcast, host Matt Edmundson is joined by Nathan Hirsch, the visionary behind eComBalance, and special co-host Jared Mitchell, a seasoned entrepreneur deeply entrenched in the eCommerce world. This session takes an unconventional turn as we dive deep into the critical realm of eCommerce bookkeeping, finance management, and the tools that transform this daunting task into a manageable and insightful process.

Episode Highlights:

1. Introduction to eCommerce Bookkeeping: Discover why bookkeeping is a foundational pillar for achieving financial success in the fast-paced eCommerce industry.
2. The Importance of Early Bookkeeping: Nathan Hirsch underscores the significance of implementing a bookkeeping system from day one to avoid poor financial decision-making and pave the way for informed business strategies and potential future sales.
3. Choosing the Right Software and Support: Jared Mitchell shares his journey of navigating through various inventory management and bookkeeping systems, highlighting the importance of selecting the right software complemented by exceptional support.
4. Key Tools for eCommerce Businesses: Learn about indispensable tools like A2X for accurate cost of goods sold (COGS) reporting and Fathom for generating user-friendly financial reports, essential for complementing primary accounting software such as QuickBooks Online or Xero.
5. Collaboration with Service Providers: The conversation sheds light on the value of open communication and collaboration with bookkeepers and software platforms, setting realistic expectations for financial reporting and customizing services to meet specific business needs.

Key Takeaways:

• Embrace bookkeeping from the onset of your eCommerce venture to ensure financial clarity and strategic decision-making.
• Opt for accounting software that is supported by robust tools and backed by excellent customer service to ease the management of your finances.
• Maintain a collaborative relationship with your bookkeepers and service providers to enhance operational efficiency and navigate eCommerce finance complexities with greater ease.

Featured Tools and Software:

• QuickBooks Online
• Xero
• A2X
• Fathom

About Our Guests:

Nathan Hirsch is an entrepreneur and the founder of eComBalance, a firm specializing in eCommerce bookkeeping services designed to help businesses manage their finances efficiently.

Jared Mitchell brings a wealth of experience from his extensive career in eCommerce, offering invaluable insights into the practical aspects of financial management and software selection.

Engage with Us:

We'd love to hear your thoughts on this episode and your experiences with eCommerce bookkeeping. Connect with us in the comments on YouTube or drop us an email. Your insights could be featured in an upcoming episode! Don't miss out on future episodes where we unravel the complexities of eCommerce and share actionable tips to propel your business to success. Subscribe to our podcast and follow us on YouTube to stay updated on the latest in eCommerce innovations and strategies.

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In this enlightening episode of our eCommerce Podcast, we sit down with Travis Zigler, a seasoned entrepreneur and eCommerce expert, to explore the pivotal shift that can redefine success in the online business landscape. Travis shares his invaluable insights on how focusing on solving customer problems over pushing products can lead to unprecedented growth and a deeper connection with your audience. Join us as we delve into strategies that can revolutionise your approach to eCommerce.

In this episode, you'll learn:

1. The Importance of Problem-Based Businesses: Discover why orienting your business around solving specific customer problems is more effective than a product-centric approach.
2. The Power of Authentic Content: Learn how leveraging live streaming and long-form content can enhance your brand's authenticity and connect with your audience on a personal level.
3. Passion Over Profit: Travis shares his philosophy on building a business you're passionate about, highlighting the long-term benefits of focusing on value creation rather than just selling.
4. Strategies for eCommerce Success: Practical tips and strategies for applying these principles to your own eCommerce business for transformative growth.

Key Takeaways:

• The distinction between problem-based vs product-based business models.
• The effectiveness of live streaming and long-form content in building an authentic brand.
• The importance of building a business around your passion and the impact on sustainability and growth.
• Strategies to engage and solve real problems for your customers, leading to deeper brand loyalty and increased sales.

Whether you're just starting out in eCommerce or looking to take your established business to new heights, this episode is packed with actionable insights. Travis Zigler's journey from optometrist to eCommerce success story is a testament to the power of focusing on customer problems and building a brand that truly resonates. Tune in to learn how you can make this simple shift and transfor

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Join host Matt Edmundson in a fascinating discussion with Campbell Paton, co-founder and CEO of StoreLab, as they explore the burgeoning world of AppCommerce and its transformative impact on eCommerce. In this episode, we delve into how mobile apps can revolutionise your online business, boost sales, and enhance customer engagement.

Episode Highlights:

1. 📈 The Incredible Power of Push Notifications: Discover how push notifications outperform traditional marketing channels like email and SMS, boasting a conversion rate 15 times higher than email.
2. ⚡ Speed and User Experience: Learn why mobile apps, being three times faster than mobile web, significantly boost customer experience and sales conversions.
3. 🔑 Accessing Restricted Features: Understand how mobile apps leverage features that are off-limits to web browsers, enhancing the overall user experience.
4. 🔄 Tripling Customer Retention: Insights into how exclusive app features and discounts can dramatically increase customer retention rates.
5. 💡 No-Code Solutions and Accessibility: Discussion on how advancements in technology have made it easier and more affordable for businesses to develop their own apps without the need for extensive coding.
6. 🌟 Case Studies and Success Stories: Real-world examples of businesses that have successfully implemented AppCommerce strategies and seen substantial growth in sales and customer engagement.
7. 🤔 Challenges and Considerations: Addressing common concerns and misconceptions about AppCommerce, including its suitability for different types of businesses.

Connect with Campbell Paton:

• LinkedIn: [Campbell Paton]
• Website: [StoreLab.app]

Don't miss out on the valuable insights shared in this episode. Tune in to learn how AppCommerce could be the key to unlocking a new level of success for your eCommerce business. Ready to explore AppCommerce? Click to listen now and step into a world of enhanced eCommerce opportunities! For more engaging discussions and insights on eCommerce, follow the eCommerce Podcast on your preferred platform. Stay tuned for more episodes that bring you closer to eCommerce excellence.

AppCommerce #BusinessGrowth #eCommercePodcast #StoreLab #CampbellPaton

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In this episode of the eCommerce Podcast, host Matt Edmundson sits down with Ileen Richardson, the dynamic CEO and founder of Imaginary Content. Ileen shares her secrets to producing top-notch eCommerce content that drives sales and engages customers, all while keeping costs under control.

Discover how to elevate your eCommerce content strategy and take your online store to the next level with Ileen's proven tactics and insights, including:

1. The crucial role of content in your overall marketing plan and how to ensure cohesive branding across all touchpoints
2. Proven strategies for communicating key product benefits and features through your content to boost consumer confidence and sales
3. The surprising impact of incorporating video content on your product pages to improve search rankings and customer engagement
4. Her top tips for creating effective eCommerce content on a budget by leveraging in-house resources and staying agile in the creative process
5. The costly content mistakes that many eCommerce brands make and how to avoid them
6. How to inspire customers and build brand loyalty through aspirational content and storytelling that goes beyond just product details
7. The importance of regularly refreshing your content to maintain search algorithm rankings and capture seasonal opportunities

Whether you're a small business owner or a seasoned eCommerce professional, this episode is packed with actionable advice and real-world examples to help you create killer content that converts.

Don't miss Ileen's game-changing approach to eCommerce content creation that prioritizes quality and results without sacrificing your budget. Tune in now and learn how to take your online store's content to the next level!

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In this episode of eCommerce Podcast, host Matt Edmundson engages in a rich dialogue with Ciara Stockeland, a serial entrepreneur and the author of 'Inventory Genius'. They get into the essentials of launching and running a successful ecommerce business, focusing on profitability from the outset.

Key Takeaways:

1. Paying yourself from the start in ecommerce is not just feasible but crucial for long-term success.
2. Streamlining SKUs and avoiding unnecessary debt are vital steps toward a sustainable ecommerce business.
3. Strategic financial planning, including a clear understanding of marketing costs, is essential for profitability.
4. Learning from seasoned entrepreneurs like Ciara Stockeland can provide invaluable guidance and inspiration.

Join us on this episode of the eCommerce Podcast to gain invaluable insights from Ciara Stockeland on how to launch and grow a profitable ecommerce business from the very beginning. Listen, learn, and be inspired to take your ecommerce venture to new heights!

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In this episode of our eCommerce Podcast, host Matt Edmundson sits down with David Braithwaite, a strategic coach and entrepreneurial expert, to discuss the crucial aspects of successful ecommerce entrepreneurship. They delve into the art of mastering time, money, relationships, and purpose, offering a wealth of knowledge for both budding and experienced entrepreneurs.

Show Notes:

1.The Four Key Freedoms in Entrepreneurship:

• Time: Understanding the value of time management and achieving a work-life balance.
• Money: Strategies for financial prudence in business, including the philosophy of taking what you need and reinvesting the rest.
• Relationships: The importance of building and nurturing meaningful relationships within the business context.

• Purpose: Aligning your business goals with your personal 'why' for long-term success and fulfillment.

• Entrepreneurial Challenges and Solutions:

• The problem-solving nature of entrepreneurs and the risk of non-stop work leading to potential burnout.

• The concept of 'going back to go forward' and the strategic necessity of downsizing for growth, especially in side hustles.

• Practical Tips and Wisdom:

• David’s insights on maintaining control over business finances.

• The significance of surrounding oneself with the right people and maintaining focus on the core purpose of the business.

Listen now and transform your entrepreneurial experience! 🎧🚀

For more insights and to stay updated with future episodes, subscribe to our podcast and visit our website.

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Welcome to this episode of the eCommerce Podcast where we explore omnichannel success looks like with special guest Vikram Saxena of Better Commerce. Our conversation navigates how technology, innovation, and customer-focused strategies win in eCommerce, as well as how the Fragrance Shop turned challenges into opportunities, revolutionising the way we think about retail and customer engagement.

In This Episode, You Will Learn:

• The Power of Mini Warehouses: Discover how the Fragrance Shop transformed each of its stores into mini warehouses during the COVID-19 pandemic, ensuring business continuity and growth.
• Membership Models for Customer Retention: Uncover the strategic implementation of membership models that not only foster customer loyalty but also introduce a new revenue stream. See how making customers feel exclusive and valued can drive retention.
• Balancing Personalisation: Vikram Saxena shares insights on achieving the right balance in personalisation efforts—engaging customers without overstepping boundaries. Learn how to use data wisely for a customised shopping experience.
• Omnichannel Strategies for Success: Dive into the essentials of omnichannel marketing, ensuring seamless customer experiences across all platforms. Understand why it's crucial to treat customer journeys as a web of interactions rather than a linear path.
• Leveraging Technology and Innovation: From headless commerce to innovative business models, explore how technology serves as the backbone of omnichannel success, enabling flexibility and scalability in eCommerce operations.

Subscribe to our podcast to stay updated on the latest trends and strategies in eCommerce. Connect with us in the comments or on social media to share your thoughts and experiences.

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In this episode of eCommerce Podcast, host Matt Edmundson sits down with Sarah Williams, the Founder of Launch Your Box, to discuss key strategies for growing an online business. Sarah's innovative approach to eCommerce, which combines entertainment with engagement, offers a fresh perspective on audience growth and customer experience.

Here are the highlights and key takeaways from their conversation:

Entertainment as a Key Sales Strategy:

• Moving beyond traditional selling to create an entertaining and engaging customer experience.
• Personal anecdotes and real-life examples as tools for audience engagement.

Growing Your Audience by Serving Them:

• The importance of building a loyal audience by providing value before selling.
• Strategies for understanding and catering to the specific needs of your target audience.

Creating an Exceptional Customer Experience:

• The significance of customer experience in the e-commerce landscape.
• Tips on personalising the customer experience to stand out in a crowded market.

Leveraging Facebook for Audience Growth:

• Debunking the myth that Facebook is no longer relevant for e-commerce.
• How consistent engagement and genuine content can grow your audience on Facebook.

The Power of Personalisation in eCommerce:

• Sarah's journey with personalised products and how it led to business success.
• The impact of customisation on customer loyalty and business growth.

This episode is a treasure trove of practical advice for anyone looking to expand their e-commerce business. Sarah’s expertise in subscription services and her innovative approach to customer engagement make this a must-listen for aspiring and established online entrepreneurs alike. Tune into this episode of eCommerce Podcast for an in-depth look at how to effectively grow your online business through engagement, personalisation, and innovative marketing strategies.

Stay connected for more insights and discussions on e-commerce strategies and trends. Follow our journey as we explore the ever-evolving world of digital commerce and uncover the secrets to successful online entrepreneurship. 🚀

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In this enlightening episode of the eCommerce Podcast, host Matt Edmundson sits down with Zohar Hod, a visionary at the forefront of ethical data practices and the push towards a cookieless future in eCommerce. As we get into the intricacies of privacy, trust, and the evolving digital landscape, Zohar shares invaluable insights that are set to redefine how eCommercers connect with their audience.

In this episode, we cover:

1. The End of the Cookie Era: Explore how the digital marketing landscape is undergoing a seismic shift from reliance on cookies to more ethical and consumer-friendly practices.
2. The Impact of Changing Laws: Understand the implications of new regulations and how companies like Apple and Google are leading the charge towards enhancing consumer privacy.
3. Preparing for a Cookie-less Future: Gain actionable insights on how to adapt your eCommerce strategies in anticipation of a future without cookies.
4. The Pillars of Trust: Discover the critical importance of Control, Clarity, and Comfort in building trust with your audience in a digital age.
5. Personalisation in eCommerce: Learn how ethical personalisation can be achieved without compromising consumer privacy.

Takeaways:

• Embracing a cookie-less future requires a shift towards more ethical data practices and a focus on building genuine trust with consumers.
• Legislation and changing company policies are prompting a move away from traditional cookie-based tracking to more transparent engagement strategies.
• Trust is foundational to successful personalisation in eCommerce, necessitating a balance between Control, Clarity, and Comfort.
• Businesses must prepare for the implications of a cookie-less environment by innovating and adopting privacy-centric approaches to consumer engagement.

About Our Guest: Zohar Hod is a serial entrepreneur and a leading figure in the realms of financial technology and data analytics. With a rich history of innovation, Zohar now focuses on empowering businesses to foster deeper, more meaningful connections with their customers through privacy-centric technologies.

Don't miss this thought-provoking conversation on "Navigating eCommerce in the Cookie-less Landscape." Whether you're a seasoned eCommercer or just starting out, this episode is packed with insights that will help you thrive in the evolving digital marketplace.

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In this insightful episode of our podcast, we explore the realms of eCommerce SEO and visual marketing with Eagan Heath, the brains behind Caravan Digital. Here are the key highlights and strategies from our discussion:

Key Highlights:

1. Eagan Heath's Background & Expertise:

• Founder of Caravan Digital and the innovator behind the unique pet portrait business, Splendid Beast.
• A digital marketing guru with a passion for turning online traffic into treasure since 2016.

2. Revolutionising Website Imagery:

• Transition from standard product images to narrative-rich visuals.
• How context and storytelling in imagery can significantly enhance customer engagement and website appeal.

3. Mastering SEO for eCommerce:

• Beyond keywords: Creating content that resonates with customer queries and needs.
• Strategies for anticipating and meeting customer search intentions to improve online presence and visibility.

4. Engagement Through Giveaways & GWPs:

• The strategic use of giveaways and gifts with purchases to engage customers and generate user-generated content.
• How this approach adds authenticity and drives customer connection.

5. The Art of eCommerce Storytelling:

• The power of authentic storytelling in engaging customers.
• Techniques for crafting memorable narratives that connect with audiences on a deeper level.

For more in-depth insights and innovative tactics from Eagan Heath, tune into the full episode. His expertise and unique approach to combining SEO mastery with visual creativity offer invaluable lessons for anyone looking to enhance their online store's presence and success.

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In this honest conversation of eCommerce Podcast, host Matt Edmundson sits down with Mario Lanzarotti, a renowned high-performance coach. They get into the critical yet often overlooked topic of burnout in the eCommerce industry. This episode is a treasure trove of insights, strategies, and real-life experiences aimed at helping professionals understand, recognize, and effectively manage burnout.

Key Points Discussed:

1. Understanding Burnout:

2. Definition and identification of burnout.

3. Common misconceptions about burnout in the professional sphere.

4. Recognising the Symptoms:

5. The subtle signs of burnout, including irritability, disrupted sleep, and lack of focus.

6. The difference between mere fatigue and burnout.

7. The psychological and physical manifestations of burnout.

8. The Role of Community:

9. Importance of brotherhood and support groups, especially for men in eCommerce.

10. How a sense of community can combat the isolating effects of burnout.

11. Reconnecting with Nature:

12. The therapeutic power of nature in alleviating stress and burnout.

13. Practical tips for integrating nature into a busy lifestyle.

14. Strategic Alliances and Human Connections:

15. The significance of building meaningful relationships in the business world.

16. How focusing on human connections can enhance business partnerships and personal wellbeing.

17. Practical Strategies for Managing Burnout:

18. Tips and techniques for individuals and teams to prevent and manage burnout.

19. The role of leadership in addressing burnout in the workplace.

Useful Links:

• Mario Lanzarotti’s website
• LinkedIn- Mario Lanzarotti
• Instagram
• Twitter

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Introduction to Nikita Vakhrushev and Aspekt:

• Discover Nikita’s journey from a 19-year-old entrepreneur to a digital marketing expert.
• Insights into Aspekt’s role in elevating over 100 D2C brands.

The Untapped Potential of SMS Marketing:

• Uncover why many businesses overlook collecting phone numbers for SMS.
• Integration of SMS with platforms like Klaviyo and OmniSend.
• The cost-effectiveness and direct customer reach of SMS marketing.

Educational Content in Emails:

• The shift from sales-driven to educational emails.
• Building customer relationships through informative content.
• A case study on a men’s hair care brand leveraging educational emails.

Email Forward-ability: A Hidden Gem:

• Nikita's perspective on crafting emails that encourage forwarding.
• Harry's brand strategy as an exemplary model of email forward-ability.

Revenue Boost from Email and SMS:

• The significant contribution of emails to overall turnover.
• How SMS marketing can further enhance revenue by 10%.

Global Messaging Preferences:

• Discussion on the varying popularity of platforms like WhatsApp.
• Adapting strategies to local communication preferences.

Enhancing Engagement with SMS and Email:

• Effective SMS capture strategies for deeper customer engagement.
• The impact of incorporating MMS in SMS marketing.

Key Takeaways:

1. Embrace the often-overlooked potential of SMS in your marketing strategy.
2. Stay adaptable and evolve your digital marketing approaches for maximum impact.

🎧 Want to dive deeper into these innovative marketing strategies? Listen to the full episode of the eCommerce Podcast for comprehensive insights from Nikita Vakhrushev. Discover how to revolutionise your approach to email and SMS marketing for your e-commerce business.

For complete show notes, transcript and links to our guest, check out our website: www.ecommerce-podcast.com.

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Revolutionise Your eCommerce Game: Master Delivery & Returns Like a Pro! Join us on this enlightening journey with Matt Edmundson and special guest Dana von der Heide from Parcel Perform, as we delve into the crucial world of eCommerce delivery and returns. In this must-watch episode, discover how you can save thousands by fine-tuning your approach to shipping, handle returns with ease, and ultimately protect both your business and the environment. Whether you're a budding online retailer or looking to scale up, gain insider insights into making your post-purchase experience a key driver of customer retention and satisfaction. Don't miss out on practical advice and innovative solutions.

Key Takeaways:

1. Optimise the Post-Purchase Experience: Enhance customer satisfaction and loyalty by ensuring a seamless post-purchase experience. This includes transparent and timely communication about shipping, easy tracking, and a hassle-free returns process. Investing in a smooth post-purchase journey not only boosts customer retention but also differentiates your brand in a crowded marketplace.
2. Leverage Data for Better Decision Making: Utilise data analytics to monitor and evaluate the performance of your shipping carriers, understand customer preferences, and tailor your delivery options accordingly. Data-driven insights allow you to optimise shipping routes, reduce costs, and improve delivery times, enhancing the overall customer experience and operational efficiency.
3. Sustainability as a Competitive Advantage: With growing consumer awareness and concern for environmental impact, integrating sustainable practices into your eCommerce operations can serve as a significant differentiator. From eco-friendly packaging and green shipping options to encouraging mindful consumer behaviour, such as reducing returns through better product descriptions and size guides, sustainability can not only reduce your carbon footprint but also attract a loyal customer base.

ABOUT DANA:

Meet Dana, the mastermind behind Parcel Perform, a world-class platform tracking packages from over 950 logistics carriers. As the Founder and Chief Commercial Officer, she's the globe-trotting trailblazer steering the company's growth and devising commercial strategies, making sure your parcel is never MIA again!

http://www.parcelperform.com

For complete show notes, transcript and links to our guest, check out our website: www.ecommerce-podcast.com.

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Ready to up your Google Ads game in the eCommerce world? Tune in as we dive deep with digital advertising expert Kristians Sikora, exploring everything from Performance Max campaigns to conversion tracking secrets. Whether you're a seasoned pro or just starting out, this episode is packed with actionable tips to skyrocket your online success!

Join host Matt Edmundson and guest Kristians Sikora from Aime Media as they unravel the complexities of Google Ads in eCommerce. Learn about customer acquisition strategies, the dos and don'ts of conversion tracking, and how to balance different advertising approaches for optimal results. Plus, get a glimpse into the global dynamics of digital advertising and pick up insider tips from a seasoned expert!

Key Takeaways:

1. Performance Max Campaigns: Discover the potential and pitfalls of Google's Performance Max campaigns. Kristians breaks down how balancing these with other advertising strategies can lead to more robust results, offering a unique perspective on navigating this complex tool.
2. Conversion Tracking Challenges: Learn about the common mistakes in conversion tracking and why accuracy is crucial for your eCommerce success. Kristians shares his expertise on how to avoid misleading data, emphasizing the importance of staying informed about the latest trends and strategies.
3. Starting with Google Ads: For new eCommerce businesses, Kristians suggests beginning with Meta (Facebook) ads to build brand awareness, then progressing to Google Ads. This strategic approach can help businesses establish a strong online presence and effectively reach their target audience.

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Dive into the future of eCommerce in the pharmacy industry with AJ Asgari, a trailblazing entrepreneur who's redefining how pharmacies operate online. Discover how he's turning challenges into innovative solutions, even from Oklahoma!

In this episode, we sit down with AJ Asgari from Drugstore to Door, exploring his pioneering journey in transforming the pharmacy sector through eCommerce. From overcoming regulatory hurdles to implementing cutting-edge technology, AJ's story is a masterclass in innovation and adaptation. Join us as we uncover the strategies driving the future of pharmacy retail.

Key Takeaways:

1. AJ's Entrepreneurial Journey: Starting from his experience at CVS to owning independent pharmacies, AJ Asgari shares his transition towards recognizing the crucial need for a strong online presence in the pharmacy sector. Despite being in Oklahoma, not a typical tech hub, AJ's story is a testament to breaking industry boundaries through perseverance and vision.
2. Custom Technology for Pharmacies: AJ discusses the unique challenges of integrating eCommerce into the pharmacy industry, like dealing with prescriptions and offering services such as immunizations. His approach? Developing custom technology tailored to these specific needs, leading to a platform that benefits not just his business but the entire industry.
3. The Future of Pharmacy and Retail: The conversation goes beyond just overcoming current challenges, delving into the future of the pharmacy sector. AJ and Matt Edmundson discuss emerging technologies like AI and augmented reality, and their potential to revolutionize customer service and operational efficiency in pharmacies, setting the stage for an exciting, tech-driven future.

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Ever wondered how the big players in eCommerce like Instacart and DoorDash solved the classic 'chicken and egg' dilemma? Join us as we dive into the world of online marketplaces with Shirish Nadkarni, a mastermind behind successful startups, and unravel the secrets to thriving in a world dominated by digital giants.

In this enlightening episode, we sit down with Shirish Nadkarni, the brain behind LiveMocha and a key figure in BlackBerry's internet email development. We delve into the intricacies of marketplace success, from overcoming initial hurdles faced by giants like Instacart to tackling the monopolistic tendencies of platforms like Amazon. Shirish sheds light on the evolution of managed marketplaces, the potential in B2B sectors, and strategies for eCommerce businesses to flourish outside the shadow of Amazon. Whether you're an aspiring entrepreneur or just curious about the eCommerce world, this episode is packed with insights and strategies to help you navigate the competitive digital landscape.

Key Takeaways:

1. Marketplace Dynamics: Shirish highlights the innovative strategies used by Instacart and DoorDash to attract both suppliers and consumers, addressing the initial 'chicken and egg' problem faced by new marketplaces. He also discusses the evolution towards 'managed marketplaces' like Opendoor, which simplify transactions, showcasing the continuous transformation in the eCommerce sector.
2. Beyond Amazon: For eCommerce businesses, Shirish advises exploring avenues beyond Amazon, given its high commission rates. He emphasises direct consumer selling and the need to balance customer lifetime value with acquisition costs. He also discusses the potential of B2B marketplaces, citing Convoy as a prime example of connecting trucking services with freight suppliers.
3. Monopoly Risks and Niche Opportunities: The episode touches on the risks of successful marketplaces turning into monopolies, as seen with Amazon. Shirish encourages entrepreneurs to focus on niche categories or emerging markets to avoid direct competition with giants. He also suggests creative solutions for dealing with supplier resistance, like forming partnerships or exploring alternative channels.

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Are you struggling to increase sales and customer loyalty in your eCommerce business? What if we told you the secret lies not in what you're selling, but in how well you understand your customer's journey? In this episode, we explore the art of decoding customer behaviour, revealing strategies that transformed a simple online store into a thriving marketplace. Stay tuned as we unveil the power of qualitative and quantitative research, and learn how talking to just 20 customers can skyrocket your sales and create raving fans. Don't miss out – your eCommerce transformation begins now!

Here's a snapshot of the key insights shared:

1. Importance of Understanding the Customer Journey: The conversation emphasises the critical role of understanding the customer journey in eCommerce. From the first interaction with your brand to the post-purchase experience, every touchpoint shapes customer perception and decision-making. Recognising and optimising these moments can significantly enhance customer satisfaction and loyalty.
2. Engaging with Customers for Deeper Insights: One of the primary strategies discussed is directly engaging with customers through phone calls or surveys to understand their needs, preferences, and perceptions. This engagement is not just about gathering data, but about asking the right questions that reveal what customers truly value, their pain points, and what they are willing to pay more for. This can lead to better product offerings, pricing strategies, and overall customer experience.
3. Balancing Objectives with Potential Negative Outcomes (Anti-objectives): The concept of anti-objectives was introduced, highlighting the importance of considering potential negative outcomes while pursuing business objectives. For instance, while aiming for higher revenue or sustainability, one should also consider the impact on customer perception, operational stress, or brand image. Understanding and planning for these potential negatives can lead to more sustainable and long-term growth.

ABOUT PETER:

This dynamic entrepreneur took a leap into the South American business world, conquering the media landscape with notable achievements like working at CNN and hosting his very own TV show. Now, as a highly successful marketing consultant and podcast host, he brings his expertise to the forefront, shedding light on the captivating realm of the customer journey and the transformative power of qualitative and quantitative research.

For complete show notes, transcript and links to our guest, check out our website: www.ecommerce-podcast.com.

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Welcome to another insightful episode of the eCommerce Podcast, where we delve into the art and science of digital marketing with our special guest, Taylor Frame. Taylor, an expert in eCommerce growth, shares his profound knowledge on creating effective acquisition funnels.

In This Episode, You Will Learn:

1. Taylor Frame's Background In eCommerce:

2. His journey from working with large eComm shops to focusing on small to medium businesses.

3. The inception and growth of his agency, Focus Funnels.

2. The Essence Of Acquisition Funnels:

• Understanding what an acquisition funnel is and its primary goal.
• The importance of focusing on 'hero products' for effective funnels.

3. The Three-Step Funnel Strategy:

• Ad Content: Crafting compelling copy, creative, and messaging.
• Media Buying Strategy: Techniques for targeting the right audience.
• Landing/Product Page: Building effective pages natively in Shopify for simplicity and better conversion rates.

4. Key Insights From Taylor Frame:

• The power of simplicity in marketing strategies.
• The significance of understanding the customer journey.
• The role of data-driven decisions in optimising funnels.
• Building sustainable and scalable marketing strategies.

5. Challenges & Solutions In eCommerce Marketing:

• Overcoming common pitfalls in funnel creation.
• Strategies for new customer acquisition.
• The importance of testing and refining marketing approaches.

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Welcome to another engaging episode of our eCommerce Podcast, where we had the pleasure of hosting Staeven Frey, a renowned expert in branding and marketing. In this episode, we delve deep into the concept of being distinctive in business, not just different.

Here are the detailed show notes to guide you through our conversation:

1. Introduction:

• Welcoming Staeven Frey, a branding and marketing expert.

2. Overview of the episode's focus:

• Understanding the difference between being distinctive and merely different in business.

3. The Baseball Uniform Analogy:

• Staeven explains the importance of understanding industry norms and adding unique flair.
• The analogy of showing up to a baseball game in soccer gear to illustrate the difference between being distinctive and different.

Key Insights:

1. Being Distinctive vs. Being Different:

2. The necessity of fitting into your industry while standing out.

3. How being merely different can be counterproductive.

4. Functionality & Uniqueness:

5. The balance between unique design and practical functionality, illustrated through the example of a distinctive fox-shaped cup.

6. Consumer Behaviour:

7. Insights into how people are not always rational and are easily distracted.

8. The importance of creating branding that is both eye-catching and thought-provoking.

9. Branding as a Mnemonic Device:

10. Discussion on how effective branding helps in creating lasting memories and repeat customers.

For complete show notes, transcript and links to our guest, check out our website: www.ecommerce-podcast.com.

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Step into the world of eCommerce giants with Nirav Sheth of Anatta, unravel the common threads that weave through successful multi-million dollar brands and explore innovative strategies for eCommerce excellence. From groundbreaking strategies to the fine art of customer engagement, this episode is packed with invaluable insights. Get ready to unlock the potential of your eCommerce business with wisdom from the top!

Key Takeaways:

1. Focus on Customer Retention and Engagement: One of the key insights from Nirav Sheth emphasises the importance of customer retention alongside acquisition. Successful eCommerce brands view retention as a critical growth channel, not just a way to maintain steady revenue. Building a loyal customer base through exceptional service and understanding customer needs can lead to valuable insights for product development and marketing. Investing in customer relationships often results in higher lifetime value, increased referrals, and long-term loyalty.
2. Specialise in Select Marketing Channels Before Diversifying: Nirav highlighted that the fastest-growing brands often start by mastering one or two marketing channels rather than spreading their efforts too thinly across many. The effectiveness of a channel should be measured not just by its reach but also by how scalable it is and how well it resonates with your target audience. Once a brand has successfully harnessed the power of a couple of channels, it can then consider expanding its marketing strategies to include other platforms.
3. Innovative Use of Technology and Platforms: The conversation also underscored the significance of leveraging current eCommerce technologies and platforms, like Shopify Plus, to enhance the customer experience and operational efficiency. Staying abreast of new features and capabilities of these platforms can provide competitive advantages. For instance, the use of advanced segmentation, personalised marketing, and streamlined checkouts can significantly impact sales and customer satisfaction.

ABOUT NIRAV:

Meet Nirav, the CEO and mastermind behind Anatta, the go-to partner for skyrocketing eCommerce brands. He's the secret weapon for the big names in DTC like Rothy’s, Dollar Shave Club, Athletic Greens, Four Sigmatic, and Mack Weldon. Nirav has taken Anatta on a thrilling journey, propelling over 100 DTC brands to the stratosphere of revenue growth and conversion success. When it comes to turning promising brands into industry leaders, Nirav's got the Midas touch!

https://anatta.io

For complete show notes, transcript and links to our guest, check out our website: www.ecommerce-podcast.com.

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Ever wondered how to make your eCommerce business not just survive, but thrive? Get ready for an exclusive conversation with Neil Hoyne, Google's Chief Strategist, as we dissect the steps of building a customer-centric, data-driven eCommerce empire. This is more than just a podcast episode—it's a blueprint for your online business success!

Here's a snapshot of the key insights shared:

1. Understand and Prioritise Your Best Customers: Neil Hoyne emphasises the importance of identifying and focusing on your most valuable customers.By analysing your data, you can identify which customers contribute the most to your revenue and tailor your marketing efforts to better serve and retain these customers. This approach not only increases customer loyalty but also optimises your marketing budget.
2. Build Genuine Relationships, Not Just Transactions: One of the key insights from the discussion with Neil is the significance of building relationships with customers beyond just selling products. Engage with your customers through personalised experiences, educational content, and by showing genuine interest in their feedback. This approach fosters a sense of community and loyalty, which is crucial in a competitive eCommerce landscape where customers have endless options.
3. Leverage Data for Better Decision Making: As the Chief Strategist at Google, Neil underscores the power of data in making informed decisions. Use data analytics to understand customer behaviour, preferences, and purchasing patterns. This information can guide your product development, marketing strategies, and customer service initiatives. Data-driven decisions help in creating targeted campaigns that resonate with your audience, ultimately leading to higher conversion rates and customer retention.

ABOUT NEIL:

Neil Hoyne reigns as the chief strategist at Google and has penned the best-seller "Converted: The Data-Driven Way to Win Customers' Hearts." With a senior fellowship in artificial intelligence at the Wharton School and a board seat at Purdue University Global, he's quite the scholarly strategist. Beyond the boardroom, he's a patented innovator in marketing, a published contributor to the Harvard Business Review, and a sought-after speaker who has dazzled audiences in over two dozen countries!

For complete show notes, transcript and links to our guest, check out our website: www.ecommerce-podcast.com.

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Step into the realm where creativity meets strategy in 'Mastering Multi-Channel Marketing in the Family and Women's Wear Sectors'. In this episode of the eCommerce Podcast, discover how to brilliantly navigate the multi-faceted world of digital marketing, specifically tailored for family-oriented audiences. Learn from Anna's expert insights on leveraging platforms like Facebook and Google Ads, and find strategies that will elevate your brand's online presence.

Key Takeaways:

1. Strategic Customer Engagement: Focusing on the unique aspects of engaging parents and families, Anna shares insights on the importance of timing and content diversity in campaigns. She emphasises the power of retargeting and utilising customer life experiences to enhance ad relevance, thereby increasing engagement and conversions.
2. Creative Content and Platform Synergy: The discussion highlights the necessity of maintaining a diverse and dynamic content strategy across different platforms. Anna stresses the importance of creating content that resonates with varied customer segments, using an array of creative tools like static images, videos, and user-generated content to keep the audience engaged and connected to the brand.
3. Analytics and Adaptation in Digital Marketing: Anna underlines the importance of analytics in understanding and improving marketing strategies. She advises on regularly analysing campaign data to adapt and evolve strategies, ensuring they align with customer needs and market trends. This approach is key to staying competitive and relevant in the fast-paced world of e-commerce.

ABOUT ANNA:

Marketing maestro with a knack for making e-commerce brands shine, especially in the family and womenswear realms – and no, she absolutely refuses to believe that over 25 years have zipped by in her marketing adventures. She's a digital wizard at conjuring up growth spells through the mystical arts of paid traffic and email marketing. Her secret power? Making brands go from unnoticed to unmissable!

For complete show notes, transcript and links to our guest, check out our website: www.ecommerce-podcast.com.

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Jump into the world of pay-per-click advertising with PPC expert Phil Byrne as he unravels the complexities of Google Ads, e-commerce strategies, and the power of data analytics. Whether you're a startup or an established brand, get ready for a wealth of actionable insights.This is a must-listen for anyone looking to sharpen their PPC skills in the dynamic world of e-commerce.

Key Takeaways:

1. E-commerce PPC Strategies: Phil Byrne highlights the importance of Google Shopping and remarketing in e-commerce, emphasising the use of YouTube and Meta for effective lead generation. He shares insights on adapting PPC strategies for digital products, focusing on search-driven campaigns and utilising educational content to solve consumer problems.

2. Tailored Advice for Different Business Stages: For startups, Phil suggests starting with standard shopping or search campaigns and considering agency assistance as sales grow. He advises established brands to focus on differentiating their products, especially on competitive platforms like Amazon, highlighting the need for a unique approach in each business phase.

3. The Power of Data in PPC: Emphasising the significance of understanding data and analytics, Phil recommends acquiring Google Ads and Google Analytics certifications. This knowledge is crucial for efficiently managing PPC campaigns and making informed decisions, reinforcing the idea that data is a key player in the success of any PPC strategy.

ABOUT PHIL:

Diving into the digital realm since '99 with a melody in his step, he pioneered one of the world's unique commission-based PPC agencies in 2008. This vintage digital aficionado has collaborated with top-notch entrepreneurs and propelled numerous projects to the skies. He's got a treasure trove of secrets and tales from his adventures to unveil!

For complete show notes, transcript and links to our guest, check out our website: www.ecommerce-podcast.com.

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Step into the e-commerce growth with guest, Ian Hammersley and host, Matt Edmundson as they dissect the numbers that power successful online businesses. In this insightful episode they reveal the seven unexpected KPIs that could catapult your e-commerce store beyond the £10 million mark. Forget surface-level strategies; it's what lies beneath that counts. Tune in to master the art of scaling in the relentless digital marketplace, and turn your e-commerce venture into a towering success.

Here's a snapshot of the key insights shared:

• The critical role of mathematics in e-commerce scalability, highlighting how margins, average order value, and lifetime customer value are vital indicators of a brand's potential to scale.
• The importance of knowing and monitoring unexpected yet logical Key Performance Indicators (KPIs) that can dramatically influence e-commerce growth
• The vast potential of the American market, where even niche products like hosepipe ends can generate multimillion-dollar revenues, vastly outstripping similar markets in the UK.
• Ian and Matt Edmundson, share anecdotes about the unique challenges and opportunities in smaller markets like New Zealand, where lower competition can be both a blessing and a curse due to the limited consumer base.

ABOUT IAN:

Ian Hammersley is a standout entrepreneur, celebrated as a finalist for the Great British Entrepreneur Awards in 2014. With a knack for ecommerce, he enthralls global directors of mammoth online businesses through lively keynote speeches, while his bestselling book, 'Ultimate Guide To E-commerce Growth,' showcases his seasoned strategies. Beyond print, Ian co-hosts the buzzing Hammersley Brothers Ecommerce Podcast, sharing ecommerce gold with thousands worldwide every week.

For complete show notes, transcript and links to our guest, check out our website: www.ecommerce-podcast.com.

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🎯 Have you ever wondered why your online ads hit the mark sometimes and miss by miles at others? The answer lies in the volatile world of data targeting. Tune into our electrifying episode "Unpacking the Volatility of Data Targeting in Social Media and AdTech" and unravel the mystery. From new frontiers of data specificity to precision targeting of audiences smaller than a closet space, get ready for a wild ride through the heart of modern marketing!

🎯 Key Insights:

• Strategic Marketing Touchdowns

Kickoff with host Matt Edmundson, who merges the strategy and spectacle of Kansas City Chiefs football with savvy e-commerce marketing tactics – all about finding and scoring with the right audience, both on the field and online.

• Specificity Inc. Uncovered

Dive into Specificity Inc.'s approach post-AI firm acquisition and the critical debate: Is the future of marketing AI-driven or will human intuition hold the field?

• Data Modeling vs. Platform Dependence

Spotlight the shift from broad CPM models to data modeling precision, addressing the marketing industry’s overreliance on platforms and the need for a strategic return to analytics-driven insights.

• The Contextual Data Game

Explore the power move of contextual data layering, as targeting requires more than a user's superficial interests—it’s about understanding the story behind the data.

• Analytics: The True Conversion Play

Unpack the pitfalls of big data infatuation leading to "sloppy audiences" and the crucial role of real-time analytics in driving conversions with laser-focused targeting strategies.

• Pickpocket Precision

Discover the innovative 'Pickpocket' tool, which targets potential customers with the precision of a 3-foot radius, showcasing the shift to hyper-targeted advertising.

ABOUT JASON:

Jason A. Wood, the digital marketing maestro who doesn't just think outside the box — he vaporizes it! As the trailblazing CEO of Specificity, Jason is reimagining the marketing game with jaw-dropping tech like 'Pickpocket.' From leading start-ups to winning awards, he's the guy who's turning heads and rewriting rulebooks.

For complete show notes, transcript and links to our guest, check out our website: www.ecommerce-podcast.com.

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Are you ready to explore the world of online marketing and revolutionise your e-commerce game? Join us on this journey as we dive into 'How to Plan 12 Months of Online Marketing in 45 Minutes' with Fiona Allman-Treen from "FAT Promotions". Get ready to discover new strategies, surprising revelations, and expert insights that will take your online business to new heights.

🎯 Key Insights:

• It's the holiday season! Adapt and capitalise on relevant holidays.
• Be ahead of the game. Launch Valentine's promos in January, not February!
• Mother’s Day, Father’s Day, back-to-school, and more: these occasions boost your business.
• US sellers: Don’t miss Halloween, Thanksgiving, and Christmas from September to December.
• By syncing with the holiday spirit, we've slashed costs and attracted more shoppers.
• Remember to constantly measure conversion rates.
• Don't shy away from revisiting content.
• Avoiding old blog topics? Think again!
• Topics evolve; revisit and refresh them for today’s audience.

ABOUT FIONA:

Fiona Allman-Treen, the web wizard and growth guru, is the creative force behind the globally recognised Hastings-based agency, FAT Promotions Ltd. Famous for fusing strategic website design and software systems to fuel businesses and charities worldwide, she's a champion for young entrepreneurship. And when she's not crafting the internet, she's strumming the ukulele just for fun!

For complete show notes, transcript and links to our guest, check out our website: www.ecommerce-podcast.com.

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Are you struggling to allocate your marketing budget effectively? Wondering how to maximise your return on investment? Join us on the "Mastering Marketing Spend: A Financial Perspective" episode of the eCommerce Podcast, where we dive deep into the world of ad budgets and uncover insights with Matt Putra to help you make informed decisions.

Here’s a summary of the great stuff that we cover in this show:

• Matt Putra zeroes in on why vigilant monitoring and precision in measurement can make or break a business. Think you're on top of your financial data? Discover why it's non-negotiable for enduring success.
• A Cautionary Tale of acompany's misadventure. They had the budget, but did they have the strategy? Discover the aftermath of overlooked optimisation and its impact on revenue.
• Ever thought about the art of communicating with marketing agencies? We unwrap the mystery of target contribution margins and introduce you to a vibrant colour-coded system. Green, yellow, or red - where does your agency stand?
• See the world of data through the lense of an e-commerce maestro! Perfection might be a myth, but is there beauty in imperfection? Learn how to harness 'imperfect' data to your advantage and discern the pulse of your business.
• From the importance of blended wires to the magic of target contribution margins, we navigate the lesser-known pathways of business metrics. Plus, get a fresh perspective on why adjusting your business sails monthly could be your ticket to the fast lane.
• There's e-commerce, and then there's experiencing e-commerce. Matt Putra spills the beans on why having a seasoned e-commerce guide is like striking gold in the digital marketplace.

ABOUT MATT:

Matt Putra, the CFO wizard behind scaling eCommerce brands from the UK to Canada and beyond! Whether it's boosting cash flow or cutting stress, he's your go-to. Plus, as a savvy eCommerce investor, he's got the magic touch to juggle risks and ramp up growth.

For complete show notes, transcript and links to our guest, check out our website: www.ecommerce-podcast.com.

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Discover the five essential steps to a successful product launch with Dylan Lam, as he shares his expert insights on how to unleash the power of content marketing, connect the dots in product research, and utilise platforms like Kickstarter for maximum impact.

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Are you struggling to connect with the elusive Gen Z audience on TikTok and Snapchat? Look no further!

In this episode of our eCommerce Podcast, we delve deep into the world of Gen Z and uncover the insider tips and tricks to dominate these popular platforms. From unleashing your creativity without a film crew or high-end camera to understanding the power of short-form content and swipe culture, our expert guests share invaluable insights that will revolutionize your approach to social media marketing.

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Are we witnessing the death of traditional email marketing? Dive in as Damon reveals how AI might be the game-changer we never knew we needed, especially in the fever pitch of Black Friday.

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Are influencers becoming the new storefronts of our digital age? Dive into a conversation that explores how trust, personalization, and the rise of direct-to-consumer shopping are reshaping the very fabric of e-commerce. Discover how a world once dominated by brands is now bending to the authenticity of influencer recommendations. The future of online shopping is here, and it's more personal and dynamic than ever before.

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Discover how you can master the ecommerce journey with Nahar Geva as he reveals his proven step-by-step formula to go from breaking even to financial independence in the world of online marketplaces! Don't miss out on these invaluable insights!

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Are you stuck in the past with your website design, or ready to leap into the future? Discover the untapped strategies that could redefine online shopping, boost your leads, and bring an entirely new dimension to your customer experience.

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Delve into a riveting discussion with Amelia Coomber, where the unexpected facets of e-commerce emerge, challenging our conventional thinking. Are you ready to uncover the secrets behind mastering the digital marketplace?

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Venture into the future of eCommerce with AI, as we explore its transformative potential and philosophical implications.

Max Sinclair opens up the conversation about the role of AI in eCommerce, the potential of AI-driven startups, and the philosophical aspects of AI. This episode takes you on a journey through a future where AI is an essential part of every eCommerce strategy.

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Turn your best-selling products into compelling email campaigns that drive customer engagement and boost sales.

Daniel Budai shares insightful strategies on effective email marketing, shedding light on the crucial role of best-selling products, SMS, and customer account emails. Discover why what sells online sells in your emails too.

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Unveil the power of well-crafted marketing personas and discover how they can make or break your marketing strategy.

Neil Hoyne introduces the concept of marketing personas, highlighting potential pitfalls and the essence of accurate attribution. Learn how to avoid sabotaging your own marketing efforts by understanding and correctly utilizing personas.

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Diving deep into the world of eCommerce metrics, this episode reveals how the right numbers can shape your business success.

Oliver Spark from Sweet Analytics guides us through the importance of understanding and leveraging key metrics like AOV, frequency, new customers, and CAC. Learn how to quantify your growth targets and the critical role new customers play in achieving these goals.

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Tune in to explore how the magic of Disney's 'linertainment' concept can revolutionize your eCommerce customer experience.

In this episode, we draw on Vance Morris's experience at Disney to examine how linertainment can reshape eCommerce customer journeys, reducing friction and amplifying engagement. Discover how a clear USP and the power of micro-influencers can elevate your business strategy.

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Unravel the complex world of ecommerce regulations with Paul Rafelson, a seasoned lawyer who's on a mission to help online businesses navigate through the labyrinth of sales tax issues and intellectual property disputes.

Here's a summary of the great stuff we cover in this show:

• Paul shares his views on the importance of understanding tax obligations and legalities for e-commerce businesses. He emphasizes the importance of legal protection for online businesses through legal entities like LLCs or corporations.
• Conversation about the legal complexities of selling on Amazon and the importance of understanding Amazon's Terms of Service.
• Paul discusses the pitfalls of Amazon's suspension system for sellers and the importance of legal representation.
• He explains the common mistakes sellers make when selling their e-commerce businesses, like not understanding what they are selling and the implications of warranties and indemnities.
• Paul offers tips on how to navigate the sale of an e-commerce business, stressing the need for good legal counsel.
• Matt asks Paul about the common traits of businesses that sell well. Paul emphasizes that it's more about the value of the product than the specific niche. Paul mentions the categories that are riskier to get into, such as kids' toys, supplements, and gun accessories, due to their regulations. He talks about the changing trends in the e-commerce market, such as the COVID-19 impact and the subsequent market adjustment.

About Paul

Paul Rafelson, a seasoned attorney, has spent over a decade and a half untangling complex Corporate, Tax Intellectual Property, and M&A matters. A recognized authority in the e-commerce sphere, he's often featured in the news sharing insights on Amazon and e-commerce issues. Moreover, his expertise shone when he became the most frequently cited source during the US government's probe into Amazon's business practices related to third-party merchants.

For complete show notes, transcript and links to our guest, check out our website: www.ecommerce-podcast.com.

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Dive into the world of email marketing as Laura Hanlon unravel the secrets of effective email flows and list building strategies. Discover how these powerful tools can transform your customer engagement and skyrocket your revenue. Don't just send emails, build relationships and drive growth!

Here's a summary of the great stuff we cover in this show:

Laura Hanlon discusses the common pitfalls in email marketing, such as poor design, lack of optimization, and the tendency to blast emails to everyone on the list. It emphasizes the importance of spending time on the content and copy of emails.

The effective ways e-commerce companies can grow their email list, such as having a pop-up on the website, running competitions, and using paid traffic.

The importance of telling a compelling story through email flows, rather than just offering discounts. It suggests that the email flow should provide more reasons for the customer to buy, such as sharing more about the brand, its ethical manufacturing processes, and the founders' story.

Laura shares examples of successful non-discount strategies, like offering free samples or advice, or providing a PDF guide on the latest trends. It emphasizes the importance of understanding what the customer wants.

About Laura

Laura Hanlon, a former Facebook advertising expert turned agency owner with a passion for helping businesses thrive. Her agency, Pink Leopard, offers a multi-service approach to marketing, with experts in each field. Laura believes in the power of an omnichannel approach, emphasizing the importance of email marketing for both customer acquisition and retention in conjunction with other channels like social media and Google.

For complete show notes, transcript and links to our guest, check out our website: www.ecommerce-podcast.com.

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Are you struggling to grow your e-commerce business?

Oliver Spark, a growth expert, shares his invaluable insights. From understanding your target Return on Ad Spend (ROAS) to the importance of offering customers more channels, Oliver dives deep into the strategies that can propel your business growth. He shares his unique experiences from the White Company, discussing how product strategy can increase the average order value and why focusing too much on retention can be a pitfall. Don't miss out on these game-changing insights that can help you navigate the complex world of e-commerce growth!

Here's a summary of the things we talked about:

• Oliver discusses his experience with the White Company, a UK-based retailer, where he was involved in the early stages of their online presence and store expansion. He talks about the importance of understanding the different levers for business growth.
• He emphasizes the importance of product selection in influencing average order value and customer return rate. He shares his experience of introducing new products at the White Company to change these metrics.
• Oliver highlights the importance of understanding your metrics and having a theory about how you're going to move them. He talks about the need for a customer forecast model.
• Oliver shares his thoughts on the importance of balancing acquisition and retention in business growth. He warns against focusing too much on retention at the expense of acquisition.

ABOUT OLIVER

Oliver Spark, the retail whizz who turned tech wunderkind. His entrepreneurial journey started in the world of linens and lamps, where he spearheaded The White Company's meteoric rise from a modest £6m venture to a whopping £50m empire. But Oliver didn't stop there. Swapping cashmere throws for code, he harnessed his retail savvy to create Sweet Analytics. Now, he's on a mission to empower SMEs, demystifying the world of data and turning it into a powerful tool for success. As the architect behind the platform he wished he had as a retailer, Oliver is your go-to guru for converting numbers into victories. Get ready to dive into his world, where data reigns supreme and every figure tells a story!

For complete show notes, transcript and links to our guest, check out our website: www.ecommerce-podcast.com.

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Is your business struggling to keep up with the ever-evolving landscape of content creation and growth techniques?

In this episode, we dive deep into the secrets of skyrocketing business success with Leo Castillo, an expert marketer and growth strategist. Get ready to unleash your business's full potential as Leo shares invaluable insights on mastering content creation, overcoming growth challenges, and unlocking the power of frequent product launches. Don't miss out on this opportunity to level up your game and discover the strategies that will set you apart from the competition!

ABOUT STEVE:

Meet Leo, an entrepreneurial dynamo who's propelled over 50 companies to new heights. As a partner at Jump Ventures, he's mastered the art of scaling Direct-to-Consumer businesses from modest 6-figure enterprises to booming 8-figure powerhouses. Driven by a single mission – to elevate founders and their companies – Leo has become a leading light in the world of business growth. Let's delve into Jump Venture's Playbook and unearth his secret strategies for success!

Here’s a summary of the great stuff that we cover in this show:

• Leo and Matt discuss the importance of content creation for business growth, emphasizing the need for a content mindset and experimentation with different angles: scientific, creative, and desire-based.
• Leo believes that mastering content creation is crucial for businesses, suggesting internalizing this skill rather than relying solely on external parties. Understanding customer experience and needs helps create effective content.
• Leo highlights the challenges of managing rapid growth, including addressing production constraints, effective customer support, and securing sufficient financing. He offers guidance on optimizing supply chain operations and negotiating better payment terms.
• Matt suggests preparing for a tenfold increase in sales as a valuable exercise for e-commerce entrepreneurs. Leo recommends a product launch calendar with frequent releases and communication with suppliers to overcome constraints.
• Leo emphasizes the significance of the content game, advocating for experimentation, creating desire, and distinguishing between demand generation and demand capture.
• Leo advises analyzing TikTok trends as a starting point for learning content creation and stresses the importance of frequent product launches as a growth hack.

For complete show notes, transcript and links to our guest, check out our website: www.ecommerce-podcast.com.

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Have you ever wondered why branding is so important for your eCommerce business and if your branding truly stands out?

In this thought-provoking episode of the eCommerce Podcast, Stæven Frey from Quantum Branding explores the concept of sensory assets and how they shape our memories of brands. Learn why having distinct and memorable elements is crucial for standing out in a crowded market. Discover the secret to creating a lasting impact. Tune in now to this eye-opening episode on the importance of branding for your eCommerce business.

ABOUT STÆVEN:

Staeven is the Founder and the Chief Brand Scientist at Quantum Branding. He helps brands become authentic and memorable category leaders through the power of BrandScience™ - the core of what fuels a successful brand's growth, sales and marketing. He's passionate about helping purpose-driven brands to get to the next level, disrupt their market and leverage the power of BrandScience to become an industry authority.

Here’s a summary of the great stuff that we cover in this show:

• Stæven defines the role of a Chief Brand Scientist as someone who integrates marketing, strategy, research, and synthesis to advance a brand's message and effectiveness. Brand science is the study of how to make branding more distinct, memorable, and effective in driving profits and customer loyalty.
• The importance of branding for eCommerce businesses lies in creating highly distinct and famous brand assets that drive memories and connect to customers' motivations. It is crucial for businesses to invest in their brand and assess the number and quality of their brand assets to determine if they are effective in attracting customers.
• Stæven highlights the importance of creating distinctive brand assets and an awareness ecosystem in order to build a strong brand identity and increase sales. The distinction and memorability of brand assets play a crucial role in attracting and retaining customers in a competitive market.
• Branding helps create distinctive associations and memories with consumers, leading to increased recognition and preference for the brand. It is crucial to understand the pre-existing stories and associations in your industry or market and build on them to create a strong brand. Conducting research on competitors, trademarks, and trends can help determine what is distinct and avoid potential conflicts.

For complete show notes, transcript and links to our guest, check out our website: www.ecommerce-podcast.com.

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Are you tired of poor delivery experiences on your e-commerce site? Most consumers have no idea when their products will actually arrive, but that needs to change.

In this episode, our special guest, Steve Orenstein talks about how his same-day delivery system for global e-commerce businesses - Zoom2u and Locate2u are creating a fantastic delivery experience, increasing repeat orders and driving volume like never before. And with a fleet of your drivers, you can save money by avoiding those pesky courier company fees. Tune in to learn how you can improve your delivery game today!

ABOUT STEVE:

Steve is a born entrepreneur who blazed his trail by ditching university at 19 to build his own business, Connect2Field. After successfully selling it to Fleetmatics (NYSE:FLTX), he set his sights on revolutionizing same-day delivery with the groundbreaking Zoom2u platform. With over 120,000 happy customers ranging from SMEs to corporate giants like DHL, Bunnings, and Nespresso, Steve is shaking up the delivery world one parcel at a time.

Here’s a summary of the great stuff that we cover in this show:

• [05:11] Steve dropped out of university to pursue his entrepreneurial dreams and eventually founded locate2u, which provides a live tracking and same day delivery experience for e-commerce and retail businesses. The company also offers route optimization and live tracking, with over 500 customers worldwide. Their goal is to improve the customer experience through real-time delivery updates.
• [08:43] Same-day delivery makes sense for high-value items and products over $50 with enough volume, but it's important to restrict the delivery area and batch orders into time windows to make it cost-effective.
• [12:16] Providing a great delivery experience for local customers can lead to repeat orders and drive volume for e-commerce businesses, and even 20-30 local orders a day within a 3.5-mile radius can make same-day delivery cost-effective when using one's own fleet of drivers.
• [16:07] To find drivers, Steve recommends using Facebook groups and general recruitment sites. Same-day delivery does not require branded vans or drivers, but rather tapping into an existing network of drivers with cars and using technology like Locate2u to optimize routes and batch deliveries.
• [21:24] Grouping deliveries together can create a more efficient and controlled delivery experience for customers. This approach may require additional effort and resources, but can result in better customer satisfaction and repeat business. The use of storage facilities and hiring drivers to do pick and pack is also a possible method of same-day delivery with a global potential.
• [30:00] To offer same-day delivery, businesses need tech for route optimization and checkout process customization, which is not cost-prohibitive. Remunerating drivers involves calculating a cost per delivery, which can be fixed to the customer with a possibility of experimenting and tweaking the price. Thinking of it as a marketing expense can help gain more customers.
• [40:15] Nespresso uses their retail stores as micro warehouses to offer same-day delivery within a certain radius to customers who enter their address information during checkout. This could potentially be replicated by other retail businesses. Delivery options and speed are becoming increasingly important for e-commerce businesses to distinguish themselves from competitors.

For complete show notes, transcript and links to our guest, check out our website: www.ecommerce-podcast.com.

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Are you unknowingly slowing down your Shopify store with unused apps?

In today's episode of the eCommerce Podcast, we dive into the often overlooked issue of background requests and injection scripts from unused apps, and how they can drag down your page speed and bottom line. Join us as we explore the subtle but crucial impact of page speed on user experience, SEO ranking, ad buying quality score, and even the subconscious decision-making process of your customers. Discover the delicate balance between performance and elegance, and learn how to optimize your store for a seamless, satisfying, and profitable customer journey.

ABOUT WILLIAM:

Meet William Belk, a software developer and SEO expert with 20+ years of experience. He's the creator of five popular Shopify apps and the founder of Page Doctor, a free tool for testing page speed and optimizing performance. Join us to learn how William's expertise can help you boost your Shopify success.

Here’s a summary of the great stuff that we cover in this show:

• Shopify store owners have control over page speed, but relying solely on one-click solutions and installing too many third-party apps can lead to poor rendering performance and slow down loading times. App evaluations and fixing fundamental coding problems can lead to significant improvements in page speed.
• Page speed optimization is important because it reduces bounce rates, increases conversion rates, and improves SEO and ad quality score. It improves the overall user experience creating a more enjoyable shopping experience.
• In eCommerce, page speed optimization is complex and there is no one ideal load time. It's more important to focus on reducing the number of assets and optimizing fundamentals like reducing JavaScript errors, blocking script tags, and reducing unnecessary CSS and images. Building relationships with trusted developers is key to achieving optimal website performance.
• Page speed optimization is crucial in improving engagement and lowering bounce rates, especially for customers who have no existing relationship with the brand. It can affect the subconscious of visitors, including essential information such as star ratings and product reviews, which can ultimately impact the success of ads and return on ad spend.
• William uses the analogy of a race car, where compromise is necessary to achieve both performance and elegance. He says that the fear of loss is a common obstacle for marketers in making changes that benefit page speed.

For complete show notes, transcript and links to our guest, check out our website: www.ecommerce-podcast.com.

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Are you lagging behind in the world of generative AI tools?

Join us on today's episode as we explore the complexities of generative content and copyright with a true data scientist - Matt Ranta from Nimble Gravity - who knows the power of experimentation and iteration! Learn how your business can accelerate growth and productivity by utilizing these tools. Don't let fear hold you back, instead learn how to use these tools to your advantage.

ABOUT MATT:

Matt Ranta, a digital dynamo and Head of Practice at Nimble Gravity, revolutionizes Digital Transformation, E-Commerce, and Strategy for clients ranging from startups to billion-dollar giants. Tackling diverse industries like healthcare, DTC clothing, and endangered species protection, Matt's expertise propels businesses into the future with data science, digital strategy, and cutting-edge e-commerce solutions. With his team at Nimble Gravity, Matt redefines success by transforming the way organizations operate and excel.

Here’s a summary of the great stuff that we cover in this show:

• Generative AI can be used to create massive amounts of SEO friendly content and accelerate growth for e-commerce businesses by generating articles, blogs, product photography, and more. Using a short prompt, the AI generates content in seconds, saving time and money while increasing productivity.
• Artificially generated content may be penalized by search engines like Google, so businesses need to find the right mix of using AI and human editing to create unique and factually accurate content.
• The use of generative AI for written content is currently the largest area of application, and it can replicate a brand's tone of voice and values. Nimble Gravity utilizes generative AI usage regularly for tasks such as content creation.
• They use data science to extract insights from an organization's data quickly and iteratively, combining industry expertise, technology, and mathematical algorithms to output models around customer interaction and foot traffic for marketing messaging and placement modification.
• Smaller eCommerce businesses can utilize productized data science platforms and conduct regression studies in Excel or Google Sheets, to understand their data and create hypotheses. Being a data scientist is more about being curious and willing to experiment with data.
• Matt says that the biggest opportunity that e-commerce entrepreneurs are not taking advantage of is AB testing, which can increase the outputs of their e-commerce operation. Even if their website doesn't have enough traffic, they can still do lo-fi testing and iterate to see if they can increase their conversions.

For complete show notes, transcript and links to our guest, check out our website: www.ecommerce-podcast.com.

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Do you feel like your online shopping experience is lacking? Are you tired of being recommended the same products over and over again?

Tune in to today's episode of eCommerce Podcast where our special guest Alan Gormley from Shopbox shares the secrets for your retail business to achieve success through the power of AI. In this episode, we explore how AI is revolutionizing the e-commerce game and creating personalized experiences for customers. From curating products to understanding price elasticity, discover how AI can change the way your customers shop online and help your business win big!

ABOUT ALAN:

Meet Alan Gormley, the mastermind behind Shopbox AI! With a superhero's cape made from 25 years of AI and retail wisdom, Alan swooped into the eCommerce arena to level the playing field. His mission? To arm David-sized retailers with Goliath-beating AI tools, opening a world where every retailer gets a shot at the big league!

Here’s a summary of the great stuff that we cover in this show:

• Shopbox AI creates a unique store for each customer that comes onto a website, aiming to level the playing field for all retailers and put the store back at the center of e-commerce. The AI helps retailers by understanding a customer early and building a path for them to feel serviced, get suggestions, stumble across stuff, and naturally buy more items at times even more expensive.
• Alan advises that e-commerce retailers start selling through service and create a unique store per customer rather than managing their store like they manage a shelf. By introducing AI technology such as a curated homepage and creating a personal shopping space for each customer, retailers could make everything about the customer and ensure they don't go back to a generic store competitor.
• The strategy is to constantly draw customers deeper into the website in order to increase conversion rates, similar to how shop assistants guide customers in physical stores. The focus is on inspiring customers and suggesting better products to create value, rather than just providing easy access to products with lower prices.
• Alan also discusses strategies to improve the customer experience in e-commerce, including the use of an AI shop assistant to help customers quickly find interesting products, curation of a variety of products with context, and a fuzzier approach to cross-selling by showing related items earlier in the shopping process rather than at the end. These strategies aim to create a better overall experience for the customer and ultimately lead to increased sales.
• AI can help eCommerce websites combat the long tail problem by showing customers products from their favorite brand that they may not have considered before. He emphasizes that AI can enhance the customer experience without requiring website changes, as AI can dynamically suggest products based on merchandisers' inputs. Additionally, he warns against vendors who claim to offer automated AI solutions, as AI still requires human input and intelligent data analysis.

For complete show notes, transcript and links to our guest, check out our website: www.ecommerce-podcast.com.

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Want to cash out your Shopify store in weeks instead of months? That's the promise today's guest on the eCommerce Podcast is making.

Tune in to this week's episode where Matt is joined by Fabio Savi from Everstores - the one-stop-shop for acquiring and operating Shopify businesses. Fabio shares the secrets to their bold promise and the art and science behind it all. You wouldn't want to miss out on this conversation!

About FABIO:

Fabio is the rockstar ex-banker who's now leading the acquisitions team at Everstores! With lightning-fast turnaround times, Fabio and his team can snag Shopify stores in just a few weeks! And with a data-driven approach to every aspect of the process, from acquisition to due diligence to operation, there's no doubt that Fabio and his team are the true rockstars of the industry. Plus, with some of the smartest data scientists and machine learning engineers in the game, the process is guaranteed to be both smooth and transparent.

Here’s a summary of the great stuff that we cover in this show:

• Everstores is a technology company that uses its tech stack to acquire and integrate Shopify stores and provide a unified dashboard for merchants to manage their operations.
• They prefer certain verticals such as pets, mother and baby, and mental health, but consider investing in any store if there is a promising investment case thesis. However, certain categories pose operational and legal challenges that may make it difficult to advertise and internationalize.
• Fabio discusses their inside-out valuation methodology in acquiring Shopify businesses, which includes the use of two models: customer behavior and customer acquisition cost. They focus on businesses with a high customer retention rate and profitability on a base level before factoring in other costs. They prioritize finding a business with a great product-market fit and community.
• When acquiring e-commerce businesses, Everstores focuses on maintaining the original brand voice and running the business in the same way as the owner did. They do not tie the owner into the business post-acquisition and do not require them to stay on as consultants or restrict them from starting a similar business in a different space.
• The common mistakes that business owners make when selling their business are not running the business while focusing on the exit and focusing too much on crafting a story around what the buyer can do with the business.

For complete show notes, transcript and links to our guest, check out our website: www.ecommerce-podcast.com.

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In this special Spotlight Episode, we take a break from the usual deep dive into specific e-commerce topics, and instead, shine a light on "Mason", a company that's making waves and doing some pretty impressive work in the world of eCommerce and AI.

Kaus Manjita, the founder of Mason joins Matt to talk about how the company that was launched amidst the pandemic in 2020 has been growing steadily for the past three years and how they leverage powerful systems and technology to help smaller brands succeed!

ABOUT KAUS:

Kausambi is an award-winning founder and serial product builder with 16+ years of building products for commerce enablement. She’s also a passionate customer evangelist who strives to make tech simple for everyone to get benefitted from. In her personal life, you'll always find her in the midst of people - entrepreneurs, developers, marketers, brand makers, designers... over coffee, on zoom, on Instagram, or via podcasts. Earlier in her career, Kaus has worked at IBM Commerce, Myntra, Paytm across Atlanta, SFO & India. She now splits her time between Toronto and Bangalore, and leads a global team of makers at Mason.

Here’s a summary of the great stuff that we cover in this show:

• Mason was created to simplify the powerful systems used by large corporations and make them accessible to solo-preneurs, brands, and entrepreneurs to empower their sales and revenue goals using technology.
• It is an online commerce platform that aims to eliminate the middleman and connect brands directly with consumers through discovery and engagement, helping consumers find what they love at the right price and time and assisting sellers in selling better.
• Mason uses AI to simplify and optimize decision-making processes to help connect shoppers with the right sellers and products at the right time while taking into account various data signals.
• Mason's technology has helped small e-commerce businesses increase sales and improve customer engagement through personalized and non-intrusive reminders and discounts.
• No-code is a movement that simplifies complex technology, giving subject matter experts the power to create apps and run their businesses on their own terms, making it easier and faster to test new ideas and strategies.
• Kaus says that future of shopping lies in personalized experiences for consumers, enabled by technology like generative AI and no code, with an emphasis on understanding the shopper on the other side.

For complete show notes, transcript and links to our guest, check out our website: www.ecommerce-podcast.com.

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Did you know that the number one reason customers cancel subscriptions is because they get too much product?

Tune in to this week's episode of the eCommerce Podcast where Matt is joined by Ben Fisher from Rodeo to talk about how to make your subscriptions model stand out from the rest and give your customers the best experience while retaining them for a long time. We delve deep into the main problems associated with standard subscription models and how brands can address these concerns and improve the overall subscription experience. You do not want to miss this episode!

ABOUT BEN:

Ben started his entrepreneurial journey as a kid in Maine and later worked at a tech startup during the first Dot Com boom. He co-founded CartHook - a checkout optimization platform for DTC ecommerce brands that has processed over $1 billion on behalf of merchants. He now runs Rodeo, a platform that offers personalization features to maximize customer retention and lifetime value for 8-figure DTC brands that utilize subscription-based models.

Here’s a summary of the great stuff that we cover in this show:

• Ben discusses the importance of a good customer experience, specifically with subscriptions. He emphasizes that brands should consider the nuances and individual consumption patterns of their customers, and offers a solution called "on-demand" reminders that give consumers more control and eliminate the concern of getting too much or running out of a product.
• Convenience is key in consumer subscriptions and figuring out the most convenient method for each individual is important for maximizing customer lifetime value. Brands can offer questionnaires or check-ins to tailor the subscription to individual preferences rather than assuming everyone needs the same subscription model. Reminder emails or texts leading up to the desired replenishment period can also be helpful in simplifying the subscription process for customers.
• Ben discusses the different subscription options offered by the company, including a standard subscription, on-demand feature, and one-time purchase option. The on-demand feature allows for convenience and eliminates checkout friction while still allowing for upsells and cross sells. The segmenting of customers and addressing their reasons for canceling or skipping subscriptions also helps to retain customers and offer a better-suited program for their consumption style.
• If the customer wants to delay the next purchase, they can select the snooze feature which suggests pre-filled periods of three to five days, one week, and other options to remind users that they may be running out of the product soon and would they like to order some more? However, some users can explicitly choose a date and sometimes even up to three months in advance.
• Ben & Matt explore the perks of subscriptions and how to add value beyond just getting subscribers. They discuss the importance of thoughtfully designing membership programs, offering benefits like free shipping, members-only pricing, and individual subscriptions, and the risks of discounting subscriptions too much and attracting the wrong customers. The focus is on providing the best experience for each customer and creating a healthy, sustainable subscription model.
• Matt talks about a a subscription he signed up for which he had forgotten about and was charged $1000 without warning. Ben explains that if the company had been proactive with their onboarding process and personalized their messaging, they may have been able to retain him as a customer. A bad experience can leave a negative impression on a customer.

For complete show notes, transcript and links to our guest, check out our website: www.ecommerce-podcast.com.

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Do you want to build long-term customer loyalty and a sustainable business?

Tune into today's episode of Push To Be More as our special guest, Monica Sharma-Patnekar reveals her top tips to help you do that. Learn how building customer relationships and consistently translating it into all aspects of the business can help your business stay ahead of the curve.

ABOUT MONICA:

Monica is an eCommerce brand mentor & consultant, a purpose-driven (digital) brand, marketing & strategy professional with 17 years of global experience building brands. She’s worked across diverse sectors and companies from Fortune500 to scale- & start-ups.

Here’s a summary of the great stuff that we cover in this show:

• Monica emphasizes the importance of recognizing individual human beings behind the numbers in e-commerce, building long-term relationships with customers, and creating purpose-driven brands for sustainable and profitable businesses.
• Getting to know your customers through deep dive customer interviews is key to understanding their core needs, wants, and desires. This understanding leads to shifts in mindset and helps businesses add value and deliver what customers really want.
• Monica discusses the importance of having conversations with customers and understanding their desires, behaviors, and experiences to improve business outcomes. She also suggests recording the conversation to take notes and pick out snippets that can be used for marketing purposes.
• Businesses should make an effort to talk to their customers on a regular basis to gain a deeper understanding of their needs and preferences. Monica recommends doing this on a monthly basis, involving different teams within the company to maintain consistency and stay ahead of the curve.
• While customer personas based on actual customer conversations and understanding are helpful, going into too much unnecessary detail should be avoided. Instead, focusing on the core desires of the customer and avoiding building in personal assumptions is key to developing effective customer personas.
• To find out the desires of customers, brands can ask for customer stories to get unique insights into what really matters to their customers and what emotional elements are involved in their decision-making process. This can help brands tailor their messages and products to better meet the needs of their customers.

For complete show notes, transcript and links to our guest, check out our website: www.ecommerce-podcast.com.

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Are you an entrepreneur looking to expand your business and find new suppliers?

In this episode, Sebastian Herz from Zignify joins Matt to talk all things product sourcing. Tune in to discover how to source products for your website, common mistakes to avoid while sourcing products globally and save millions of dollars on your product purchasing cost. Whether you're just starting out in eCommerce or have a business already, you won't want to miss this episode of the eCommerce Podcast .

ABOUT SEBASTIAN:

Sebastian Herz is an eCommerce expert with a wealth of experience dating back to 2014. He has successfully launched two brands that are now available in popular retail outlets such as Kaufland, Globus, Rewe and Saturn, and has sold over 500,000 products across various platforms including Amazon, Shopify and Retail. Sebastian not only helps other sellers source high-quality products, but also guides them through the process of reaching wider audiences, including TV shopping and Big Box Retail.

Here’s a summary of the great stuff that we cover in this show:

• Sebastian started his career in industrial automation and decided to start his own business after 12 years of working. He started sourcing his own products in China and eventually began helping other brands with their sourcing needs through word of mouth. Zignify Global Product Sourcing has now helped thousands of sellers get their brands ready for sale.
• If you are a new in ecommerce, before sourcing products for your online business, you need to decide whether you want to focus on making a profit or building a brand from the heart. You should also figure out where you want to source products from and decide whether you want to learn the process yourself or outsource it.
• Sebastian explains that the bigger the niche, the more competitors you will have, while digging deeper into a smaller niche can result in higher prices but require more certifications. Finding the right place to sell your product is key, just having a website is not enough, and knowing how to attract customers is crucial.
• For existing brands, Zignify helps find additional products that can be sourced, potentially from outside of China, to improve sales and reduce costs, particularly for top selling products, which can result in significant savings for a business. The focus is on quality while also increasing revenue and bottom line savings.
• When sourcing products globally, it's important to contact multiple producers, compare prices, and do quality control on your samples and mass production. It's also crucial to check the background of the suppliers to ensure they are legitimate producers and not trading companies, as well as speak the local language for effective communication.
• When sourcing products, common mistakes include not getting enough proposals, not checking quality control enough, and not having enough patience when sourcing outside of China where there is no Alibaba. It may take multiple attempts to contact potential suppliers, and smaller potential customers may be overlooked by suppliers who prioritize larger customers.

For complete show notes, transcript and links to our guest, check out our website: www.ecommerce-podcast.com.

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Are you a content creator or a business owner looking for ways to connect with your audience?

John Roman from BattlBox joins Matt in this episode of the eCommerce Podcast to share valuable insights from the tremendous success of his own business and on creating & testing content that resonates with your audience that you won't want to miss. Tune in now to discover the power of content in building strong, engaged communities.

ABOUT JOHN:

Meet John Roman - the CEO and Co-Founder of the electrifying BattlBox Group, home to three explosive brands: BattlBox, Carnivore Club, and Wanlow. With a whopping $30M eCommerce subscription portfolio, this group is all about building strong content and community - so much so that they've even landed their own Netflix show! The excitement doesn't end there, as The BattlBox Group was recently acquired in October 2021.

Here’s a summary of the great stuff that we cover in this show:

• John discusses his involvement in the creation and development of BattlBox, a subscription box service for outdoor and survival gear. He initially became involved as an investor with the intention of providing business advice, but his involvement quickly grew until he eventually joined the company full-time.
• BattlBox initially used YouTube influencers to build their brand on the platform, but later discovered a paying customer with a successful YouTube channel who became their full-time content creator and helped them build a community of like-minded individuals who loved their product.
• The Battlbox YouTube channel and subscription box business focuses on creating content that connects with consumers by educating and entertaining them about the outdoor adventure lifestyle, fostering a community through a Facebook group exclusive to active subscribers, and emphasizing the importance of brand connection.
• John suggests consistently posting short-form content and testing different types of content to find what resonates with your audience. When you find that one video or type of content that gets more views, double down on it and create variations to continue testing. Don't give up and believe in your content, even if it takes time to see success.
• Content marketing is effective for top of funnel engagement but does not convert at the same rate as paid targeted traffic. However, it still provides value and allows for remarketing and segmenting to convert highly engaged fits into customers through traditional e-commerce methods. Additionally, content marketing can lead to search engine optimization through proper descriptions and hashtags on platforms like TikTok and YouTube.
• John explains how their team is constantly working to keep their content fresh and meet rising expectations. They have found a helpful tool in chat GPT, which has given them ideas and even helped them come up with better questions for their content. Chat GPT is being used to leverage faster and stronger content creation, saving them hours in the process.
• The key takeaway from the conversation is to diversify lead sources and not rely on a single platform or area for customers, while also doubling down on successful campaigns and overselling to capitalize on victories.

For complete show notes, transcript and links to our guest, check out our website: www.ecommerce-podcast.com.

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Are you struggling to make your Facebook Ads work for your business? Tune in to today's episode of the eCommerce Podcast where Marin Ištvanić from Inspire Agency joins Matt to talk about all things Facebook Ads.

In the last 12 months, Marin has spent over $30 Million on Facebook ads, and today he’s going to share some of his go-to Facebook ads strategies and learnings as well as some additional tips and tricks to help you do the same. You don't want to miss out on this one!

ABOUT MARIN:

In the past 7 years, Marin has gone from freelancer contractor to head of performance at Inspire agency. He leads a boutique agency working with a handful of selected clients while providing service for paid social. Besides the agency, he’s a partner at a few in-house brands he helped scale and exit. He’s also 2x GeekOut speaker and 1x Affiliate World Asia speaker.

Here’s a summary of the great stuff that we cover in this show:

• The biggest misconception when using Facebook ads for e-commerce stores is thinking that optimizing for add-to-cart or traffic will lead to sales; the optimal conversion goal is always sales. Additionally, in order to effectively use ads, a well-established product market fit and proven offer and funnel are necessary.
• Maximizing the efficiency of Facebook ads for your e-commerce store comes down to focusing on a proven market with a good offer, using psychological and marketing tricks in your advertising, and prioritizing your creative, messaging, and targeting based on different levels of sophistication and awareness in your funnel.
• A unique identifier in Facebook ads creative needs to provide tangible benefits such as saving time, money, or improving effectiveness compared to competitors.
• To find people who could create user-generated content (UGC) for your business's Facebook ads, you can reach out to creative agencies or search for UGC creators on Instagram or Twitter. The cost of UGC creation ranges from gifting a free product to $5k per video, but it depends on your strategy for using the content in your ads.
• According to Marin, the best way to stay up to date with the latest trends in Facebook advertising for e-commerce and media buying in the D2C space is to join the Twitter D2C community where people are constantly sharing and providing value. He highly recommends being on Twitter for those seeking to grow their store and connect with other professionals.
• Choosing a Facebook ads agency requires looking for proof of competence, specific deliverables, communication, and a good bedding in period of a few weeks. It's also important for the client to have a pro market fit and spend at least 1K per day on Facebook ads. Transparency and a comprehensive plan are crucial for success.

For complete show notes, transcript and links to our guest, check out our website: www.ecommerce-podcast.com.

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Have you ever wondered why subscription businesses like HelloFresh and Netflix are so successful and why should you consider having a subscription model for your ecommerce business?

Tune in to this episode of the eCommerce Podcast as Chris George from Subsummit uncovers the secrets of businesses that have nailed customer satisfaction through subscription models and how you can use subscriptions to take your ecommerce business to the next level!

ABOUT CHRIS:

Chris George, the unstoppable serial entrepreneur who has successfully launched and managed seven businesses and sold two is the mastermind behind the wildly popular Gentleman's Box and hosts The Subscription Podcast - available on all podcasts channel. Chris regularly supports emerging brands by investing in and mentoring individuals and companies that lead with purpose over profit. Also the co-founder + CEO on Subsummit.

Here’s a summary of the great stuff that we cover in this show:

• Subscriptions are becoming increasingly popular because they provide convenience and allow customers to use things as they want, which is what the next generation is looking for in a shopping experience. This trend is causing more and more e-commerce brands to adopt subscription models.
• To differentiate from companies like Amazon, e-commerce businesses should consider providing an exclusive product or building a relationship with the consumer through subscriptions that consistently provide value and result in predictable income and higher valuations.
• Subscriptions have a high upfront cost for customer acquisition, but the lifetime value of a subscriber can be significant if they stay on for an average amount of time. Brands with successful subscription models aim to build a habit within their consumer, and those that do can see customers staying on for years.
• Target the right customers and understand their profile to offer something of value in a crowded subscription market. Despite competition from big names like Netflix, marketers can provide more value by targeting individuals' passions and needs.
• Chris believes that a beauty company starting today should prioritize building a subscription model first as it offers a low-cost marketing tool and higher customer value compared to one-off purchases. Subscription can work alongside traditional e-commerce, but Chris recommends being subscription-only.
• Subsummit is the world's largest event for all consumer subscriptions, focusing on helping entrepreneurs and subscription-based businesses build better subscription-based companies, with a huge expo hall, multiple track rooms, and speakers ranging from NBA to Time Magazine. The event covers everything from how to start and grow a subscription business to retaining customers and international expansion.

For complete show notes, transcript and links to our guest, check out our website: www.ecommerce-podcast.com.

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Eric Melchor from Optimonk joins Matt Edmundson in this episode to share his insights on website personalization and how to make the most of it to improve customer experience and increase sales!

ABOUT ERIC

Eric Melchor is a personalization geek, mediocre tennis player, and Texas expat living in Romania. His background is in identifying ways to increase customer lifetime value through video and web personalization as well as partnership marketing. In addition to being the personalization ambassador for OptiMonk, he also hosts a podcast called Innovators Can Laugh where he learns from innovative startups in the European tech scene.

Here’s a summary of the great stuff that we cover in this show:* Eric started out with Bonjoro, a company that segmented videos into industry categories. With Optimonk, he created a system that personalized the experience for each user thus improving the overall experience for global visitors. * Personalization can be a powerful tool for website owners, increasing conversion rates and engagement. One way to personalize the user experience is to use a conversational pop-up that asks questions about the visitor's preferences. This allows you to segment your visitors and serve them content that they are interested in, which can lead to increased sales. * Optimonk seeks to create micro engagements on websites in order to increase customer value optimization. These micro engagements can take the form of providing relevant content based on a user's individual behavior or preferences, or simply engaging with them in a friendly way. * If you are running a small e-commerce store, try to save abandoned carts and offer discounts to encourage people to return. Using a nano bar at the bottom of your website to collect emails and tying the headline on your landing page to the ad copy of your Facebook ads and Google paid media ads are some great strategies to increase sales. * Other quick wins for personalization include messages for returning visitors and images of a visitor's home country flag with a welcome message.

For complete show notes, transcript and links to our guest, check out our website: www.ecommerce-podcast.com.

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Amazon is always changing and evolving their platform, so it can be hard to keep up with what's going on. But don't worry because we have you covered!

Jon Tilley from ZonGuru joins Matt Edmundson in this episode to talk all about what Amazon is doing and what Amazon sellers need to know.

ABOUT JON

Jon Tilley is a successful entrepreneur & Amazon thought leader. After 15 years working as an account director & strategist for some of the top global digital agencies, Jon started his Amazon journey in 2014 launching multiple successful private label brands, and soon after launching ZonGuru, an all-in-one software toolset for Amazon Private Label Sellers.

ZonGuru continues to launch tools ahead of the market, and use data driven techniques to help its customers create and run successful Private Label businesses on Amazon.

Here’s a summary of the great stuff that we cover in this show:* ZonGuru has evolved to cater to new customer types, including enterprise brands and agencies that manage Amazon brands for their clients. It is focused on efficiency, quality, and scalability, which resonates with experts in the field. The company is doing more outbound marketing and sitting down for demos with potential customers. Private label sellers are still a massive part of their audience. * Jon believes that there are still amazing opportunities for small-scale businesses on Amazon, both in the US and internationally. To be successful, entrepreneurs need to be dialed-in to data and understand how to use it properly. They also need a good launch strategy and processes in place to prevent them from going out of stock. It is important to note that competition from bigger brands with deep pockets is fierce, so choosing the right market is key. * Jon talks about their Global Niche Analysis Report, which helps to assess a niche market. He says that it is possible to look at successful markets in the US and bring them to international markets. It is also possible to look at saturated markets in the US and see if there are opportunities there. * Most brands now have an Amazon division focused on pushing their products out onto the e-commerce platform. Google is favored by Amazon because they understand that there is money to be made off of sponsored ads. However, smaller players can still compete by driving traffic from other platforms to their storefronts. * Matt and Jon discuss the opportunity for Shopify agencies to become Amazon specialists. While there is potential in this area, businesses need to be careful not to spread themselves too thin. Jon has created an accreditation course for agencies which covers operational aspects of running an Amazon business.

For complete show notes, transcript and links to our guest, check out our website: www.ecommerce-podcast.com.

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Are you struggling to find ways to increase the revenue for your E-commerce business?

Join us for this episode of the eCommerce Podcast where the entrepreneur's best friend, Greg Writer shares his tips and tricks to increase your AOV, create upsells and cross-sells, and leverage discounts and promotions to drive more sales. Get the tips you need to maximize your profits and take your business to the next level.

ABOUT GREG

Greg Writer is known as the go-to guy for entrepreneurs who need advice. He's been around the block for over 35 years, doing everything from corporate finance to sales and marketing. Greg's made big bucks in eCommerce, using the same strategies he shares in his seminars and keynotes. Nowadays, he's running the show at Launch Cart, a SaaS eCommerce platform that he founded himself.

Here’s a summary of the great stuff that we cover in this show:* Greg has been helping entrepreneurs and inventors for 40 years, and is known as the "entrepreneur's best friend" due to his extensive experience in investing and raising capital for companies, as well as the wisdom he has gained from both successes and failures. * Matt and Greg discussed the founding of Launch Cart, an e-commerce platform designed to help entrepreneurs and celebrities monetize their businesses and build wealth through asset protection and brand equity. * Greg shares about his vision of building a platform that includes a drop shipping marketplace (Source and Sell Marketplace) and banking as a service with blockchain to help entrepreneurs run their businesses more efficiently. * Greg highlights strategies to increase Average Order Value (AOV) for e-commerce stores, such as adding images, trust seals, countdown timers and scarcity timers to the checkout page, offering order bumps on the checkout page with digital downloads or discounts for buying multiple items, and offering more of the same item that customers are already ordering. * The use of upsells and down sells to increase customer orders and maximize profits, with the potential to convert 10-30% of customers post checkout. * Greg talks about the importance of split-testing and optimizing the customer journey, and the importance of incorporating emotion into product marketing in order to make a lasting impression. * How the use of reviews, video recordings, postcards, and emotional storytelling can help increase average order value when selling products online.

For complete show notes, transcript and links to our guest, check out our website: www.ecommerce-podcast.com.

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If you're wondering how you to market your business with Google and YouTube Ads and start generating some leads and sales for your business, you don't want to miss this episode.

Brett Curry from OMG Commerce joins Matt in this episode to talk about some of the latest trends in Google and YouTube Advertising so you can get the most out of your campaigns.

ABOUT BRETT

Brett is a seasoned entrepreneur, digital marketer and podcast host. He leads an 8-Figure ad agency of Google, YouTube and Amazon marketing rockstars. Brett is also the father of 8 children, and a basketball coach.

Here’s a summary of the great stuff that we cover in this show:* YouTube has 2 billion active monthly users, making it a great platform for e-commerce entrepreneurs. There is a perceived barrier to entry when it comes to testing on YouTube, as people don't know how to go about doing so. * Creative is important on YouTube, as the video needs to be interesting enough to get someone to click. * YouTube is a good platform for both demand generation and capture. Remarketing to already existing customers is also an effective strategy on YouTube. * On YouTube, videos as short as 30 seconds can be used for awareness, while longer form videos such as one to three minutes are better for conversions. * Videos over 3 minutes long may incur a cost from YouTube, yet they could still be effective if they convert well. * When it comes to ROAS, Google is typically higher due to being closer to the purchase than YouTube. However, it's important to remember that YouTube feeds other campaigns and its role should not be overlooked. * Once a user clicks on your ad and is taken to your landing page, they need to feel like they are in the right place, with a headline that is congruent to what was seen in the video. * Additionally, there should be more selling on the landing page, outlining benefits and features as well as video and social proof. * Brett recommends building out a strong bottom of the funnel with search, shopping, and remarketing on the Google side first. * Start testing a lander with Facebook before moving to YouTube with a minimum budget of $5-10K per month. A customer acquisition cost of $50-100 should be anticipated for direct conversions. * Google Performance Max is a single campaign channel that encompasses all Google channels such as search, shopping, display, discovery, YouTube, and Maps. It replaces Smart Shopping for eCommerce brands and encourages advertisers to focus more on creative like images, product listings, and optimized videos.

For complete show notes, transcript and links to our guest, check out our website: www.ecommerce-podcast.com.

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The merger and acquisition landscape is constantly evolving and it can be tough to keep up with all the changes. Whether you're thinking of selling or buying a company, you need to pay attention to these changes because they could impact you in a big way.

Ben Leonard from Ecom Brokers joins Matt in this episode to talk about the big changes that have taken place in the M&A landscape and what business owners must do to build their brands.

ABOUT BEN

Best known as the founder of Beast Gear, Ben Leonard is the classic millennial entrepreneur. He built a business on a laptop, in a cupboard, in his spare time. The difference? Ben grew an international 7-figure business and successfully exited after three years; the business holy grail!

Naturally, people started to ask him for help in selling their business and thus, Ecom Brokers was born. Ben has been a previous guest on the show talking about how to scale and sell your own Ecommerce business.

Here’s a summary of the great stuff that we cover in this show: 2022 has been a difficult year for small business owners. Costs have been rising and sales has been falling. More and more people are getting into entrepreneurship and it’s not just more competitors but the competition is better. So as a business owner, you have to think about the long-term and build more of a sustainable brand. * The risk appetite of most buyers has dropped. So that means it's not a seller's market anymore. There have been fewer deals and the deals that have been done have been done at lower-than-expected prices compared to last year. The multiples have gone down. So, the value of businesses has dropped, particularly for a weak brand. * ECOM Brokers* was founded to help E-commerce business owners plan and execute their exit and to improve not only the experience of the seller but the buyer as well. For some businesses, it means selling very soon and for others, it means working together for a year or two to get ready to sell their business for a deal that is appropriate for them and that matches their goals.

For complete show notes, transcript and links to our guest, check out our website: www.ecommerce-podcast.com.

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Are you struggling to find new and effective ways to grow your business? Look no further than email marketing! In this episode, our expert guest, Tom Kulzer, shares the most valuable email marketing strategies to help you attract new customers, engage with your audience, and drive growth for your business. Tune in and get ready to learn how to use email marketing to take your business to the next level!

ABOUT TOM

Tom Kulzer is the founder and CEO at AWeber, the leading email marketing and automation platform for small businesses, where he is actively involved in the company’s strategic direction, growth and evolution. Over the company’s 24-year history, Tom has nurtured AWeber from a small start-up to a robust organization, that has enabled over 1 million customers to grow their businesses, all without public or venture funding.

Here’s a summary of the great stuff that we cover in this show:* AWeber is an email marketing platform that enables small businesses around the world to be able to send communications out to the people that requested them. They are the automation behind communicating with your subscribers. * Email has remained one of the top investments for businesses from a return-on-investment standpoint through the years. When done right, it is highly profitable, allowing you to connect with your users in ways that you just can't do across social and other platforms. * Another major benefit of email is that you own your audience. Email is more transferable, more ownable, has longer term economics and email subscribers are worth far more than Facebook or Twitter followers.

For complete show notes, transcript and links to our guest, check out our website: www.ecommerce-podcast.com.

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AI is changing the world as we know it and generative AI is leading the change. Max Sinclair from Ecomtent joins Matt in today's episode to talk about the amazing possibilities of Generative AI and sheds light on the most popular Generative AI system right now, ChatGPT.

ABOUT MAX

Max is CEO and Founder of Ecomtent, who are revolutionising how E-commerce sellers create content with Generative AI. Prior to founding Ecomtent, Max spent 6 years at Amazon. Here he worked on the launch of Amazon Business in the UK, the country launch of Ecomtent in Singapore, and the launch of Amazon Grocery across the EU. Throughout this time, Max worked directly with 100s of sellers of all sizes across many categories, and saw the pain of creating content for Ecommerce first hand.

Here’s a summary of the great stuff that we cover in this show:* Generative AI is a new wave of Artificial Intelligence that can produce entirely new content such as images, videos, texts and code. It differs from deterministic AI which uses data sets to answer questions or classify objects. Max started Ecomtent to use this technology for e-commerce sellers in order to help them create content more efficiently. * ChatGPT uses something called Generative Adversarial Network which consists of two networks: a generator and discriminator. Although useful, Chat GPT should be used cautiously as it only generates text sounding correct but not necessarily accurate. * Matt and Max discuss the implications of AI on creation. They explore how chat GPT can be used to write a book with a single prompt, as well as its potential applications in other industries such as law. Max stated that while it is terrifying, technological advances have been beneficial for humanity throughout history and should not be feared. * Ecomtent is creating product images and lifestyle images using generative AI. The ambition is to create optimized descriptions, bullet points and A+ content as well as lifestyle imagery that would not be generated again exactly the same if given the same prompt multiple times over. * Max explained their vision statement, which is "unimaginable creativity" with limitless personalization. He added that generative AI can create code as well, which will lead to a future where people just have to say “build me a website” and the AI will do so smartly with all permutations taken into account. * Max suggests that new e-commerce persons use chat GPT to analyze reviews on competitors and understand customer preferences. Secondly, Max suggests generating a list of 100 search phrases/keywords related to the product as well as optimizing bids on Amazon or Google based on that list. * Max has used Chat GPT to discover a unique writing style. He recommends using this technique when creating blog posts, making them more entertaining and engaging. Natural language translation is another application of Chat GPT as it understands the key themes and concepts in order to create new phrases and synonyms for other languages.

For complete show notes, transcript and links to our guest, check out our website: www.ecommerce-podcast.com.

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In this episode, Christian Simovic joins Matt to show you how to create a frothing at the mouth email using nothing but plain-text emails. A lot of people think that you need fancy software or HTML coding skills to create an effective email campaign, but that's not true. You can get great results with simple text-based emails if you know what you're doing.

ABOUT CHRISTIAN

Christian Simovic is a plain-text email marketing specialist. He prescribes daily emails for his clients, and sends out daily email marketing tips via his email list. His clients have ranged from small organic skincare brands to reality TV stars.

Here’s a summary of the great stuff that we cover in this show: Copywriting is applying the fundamentals of salesmanship and understanding the psychology of why we buy and then applying that to the written word. From a psychological point of view, a plain text email is a much better approach because it helps build a personal one on one connection. Also, from an email deliverability standpoint, if you have images and newsletter kind of themes, they are likely to end up in the promotions tab, or worse the spam tab. * When writing daily emails, you can't just be pure sales. If you're writing fun, informational, and more importantly, entertaining content that segue into a product, you really can't go wrong with daily emailing. Just plain text emails, they could be various lengths - short question, 300 to 500, some 500 to1000 words depending on the kind of content you're sending out, that resonates with your audience and engages them. * The PAS* (Problem, Agitate, Solution) approach is great for writing plain text long form marketing emails. If you spend all of your time knowing everything about your market, the problems, their pains, what they want, their slang, their little jokes, then writing daily emails or just writing emails in general becomes very easy because you understand your audience and what they want to talk about.

For complete show notes, transcript and links to our guest, check out our website: www.ecommerce-podcast.com.

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Have you ever wondered why some websites seem to skyrocket up the rankings while others struggle to stay on the first page? It's not just about tricks and manipulation — optimizing for SEO requires a deep understanding of how to build better websites that offer an unforgettable user experience.

Kevin Wiles joins Matt Edmundson in this Episode to talk about all things SEO.

ABOUT Kevin

Kevin is a passionate technical SEO lead with a career history of working with big household names across New Zealand & United Kingdom.

Here’s a summary of the great stuff that we cover in this show:* SEO is not a dark art. It is just a methodical approach to understanding how Google works and what guidelines they give. It has been mis-sold in the past by statements that are not factually correct or slightly tweaked to push an agenda. * It is much tougher to compete at a national level for things like car parts or mot against bigger brands, but where you can win as a smaller brand is understanding what that search actually returns. * Creating less content that is well researched and comprehensive will be more effective than lots of low quality content. This is because people are looking for authoritative sources of information that can provide detail and answer all their questions in one go. * From an SEO point of view, some strategy points to consider hitting are: understanding what is on the PDPs (Product Display Pages), making sure there is enough detail, and to go after supporting content. A missed opportunity that many people face when it comes to product page SEO is not thinking about longer tail keywords that have lower search volume but would return a product that the user is more likely to buy.

For complete show notes, transcript and links to our guest, check out our website: www.ecommerce-podcast.com.

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What if you could reduce shopping cart abandonment and increase sales? Learn the secrets of AI and consumer behavior to boost your online sales in this new episode with our guest Valon Xhafa on How AI and Consumer Behavior Can Reduce Shopping Cart Abandonment!

ABOUT VALON

Valon previously worked as an AI scientist at Google and at other research institutes, developing sophisticated AI techniques and algorithms. Valon is always looking for innovative methods to use artificial intelligence to improve the online shopping experience at Behamics.

Here’s a summary of the great stuff that we cover in this show: Shopping cart abandonment* is when a consumer visits your shop, adds products to the cart but leaves without purchasing the products. This is a major concern for eCommerce business owners because statistically 70% of consumers who added something to the cart, abandon it. * There are several external and internal factors to cart abandonments. At Behamics, Valon and his team mainly focus on internal factors because these are factors that one can actually impact and improve to prevent cart abandonments. Internal factors comprise of Behavioral & Technical issues. * AI not only predicts whether the consumer will abandon the cart but can explain why they choose to abandon the cart. * If a consumer leaves the website without making a purchase, it will cost the business more money to try and bring them back through emails etc. It is far more cost-effective to interact with the consumer while they are on the site and to be able to intervene and prevent things before they happen.

For complete show notes, transcript and links to our guest, check out our website: www.ecommerce-podcast.com.

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Get creative with your brand's advertising! In this episode Colby Flood shares his insight on how to develop an innovative and effective marketing strategy. Discover the tips and tricks for designing creative ad campaigns that will get your message across to the right audience.

ABOUT COLBY

Colby founded Brighter Click in 2019 to create an education-first agency that focuses on performance and proactive communication led by education. Hired the first team member in 2020 and saw 300% growth in the next 12 months. By 2022 they managed over $20 million ad spend for their client and the agency has 7 full-time employees. Brighter Click helps eCommerce companies 2-3x their current Facebook marketing performance. The only agency that leads all communications through education.

Here’s a summary of the great stuff that we cover in this show:* The three levels to Creative Strategy – CMO, Graphic Design, and Research. CMO is the person that is setting the USP, the buyer personas, the messaging that goes across all channels. The next level is the actual graphic design work where you would look at the brand guidelines, making sure you fully understand the USP. And see how you can match your brand voice/identity to different levels of the funnel. And then start doing research on the brand and also your competitors. * Colby says, “A creative is what people are seeing for the ads. So that could be influencer content, that could be graphics, video production, or even PR to put into your actual ads. Whatever is going in that 1080 by 1080 or 9 by 16 square for people to look at. I would say put 10% of your budget focused on that.” * Brighter Click is an agency that is focused on creative strategy. They work with clients to provide paid media strategy and production as well as paid ad management.

For complete show notes, transcript and links to our guest, check out our website: www.ecommerce-podcast.com.

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With so much information easily accessible, it can be tough to decipher what will help you improve your eCommerce Business. When first starting out in eCommerce, it's not easy to determine where to begin with everything that's available; as a result, many entrepreneurs never get their business off the ground.

And if you're like me and have been at this for a while, we run the risk of using methods from last year that are now outdated while our competition grows utilising new innovations.

💡 - enter eCommerce cycles

eCommerce Cycles are a way of looking at eCommerce that takes into account the ever-changing nature of the industry.

By understanding the different stages that eCommerce goes through, you can better adapt your business to suit the current trends and stay ahead of the competition.

Join me in this Live Event training to learn how you can use eCommerce cycles to propel your business growth in this rapidly changing industry.

During the webinar, we’ll cover:

⚡️ What are eCommerce cycles

⚡️ How they can help your business to GROW by adapting your business to suit the current trends.

⚡️ How to understand what YOUR customers want and need

⚡️ How to use eCommerce cycles to DELIVER what matters most to your customers

⚡️ How to get ahead of your competition by using tried and tested techniques

Expect lots of takeaway tips and tricks that are easy to implement and can achieve the best results.

Links from the event:

Matt Edmundson - www.mattedmundson.com

Aurion Digital - www.aurion.digital

ecommerce Cohort - www.ecommercecohort.com

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Attention all business owners! Are you looking to increase customer retention? Look no further because we've got the ultimate guide to help you unlock the potential of your business. Learn how to maximize customer satisfaction and get the most out of your customer relationships with Brandon Amoroso!

ABOUT BRANDON

Brandon is the founder and CEO of Electriq, a DRINKS company that scales brands with profitable e-commerce models built from innovative proprietary methods. Powered by the freedom and individuality of the Gen Z mindset, Electriq has fueled over 35 in-house specialists in a range of growth-focused strategies, including email/SMS marketing, SEO/content marketing, paid acquisition, and web design/development.

Here’s a summary of the great stuff that we cover in this show:* Having sold his ecommerce agency to drinks.com, Brandon shares his experience of transitioning from CEO to working within a larger organization. What started as an accidental involvement in customer retention turned into a focus for the entire company; they stopped doing anything related to paid acquisition in 2021. * Brands need to start with the basics when building a retention program and not try to do everything all at once. Brandon talks about how Klaviyo can help brands segment their data more granularly. * Ecommerce entrepreneurs should focus on customer retention by utilizing email and SMS flows. Subscription programs can be beneficial for long-term customers, but it is important to offer a try-before-you-subscribe option. * SMS marketing is a different and more personal communication channel than email and even has an outsized return compared to email. To get started, brands can create a segment of their best customers in Klaviyo and invite them to a VIP SMS subscriber list. Text messages that work well are authentic, fun, cheeky, and have personality from the brand.

For complete show notes, transcript and links to our guest, check out our website: www.ecommerce-podcast.com.

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Are you ready to discover the incredible power of augmented reality marketing for ecommerce? The future is here – find out the amazing benefits of utilizing AR technology for your business today with guest Rich Watson.

ABOUT RICH

Rich Watson is a strong force in Augmented Reality Marketing and one of the leading voices behind it. He has spoken all over the world about the future of eCommerce and how it will be brought into Web 3.0.

Rich has over 8 years of Facebook ad media buying experience, and he is an avid believer in the potential of Non-Fungible Tokens (not pictures of monkeys but the technology behind it) and the metaverse.

Here’s a summary of the great stuff that we cover in this show:* Augmented Reality (AR) can be defined as upgrading your immediate surroundings with digital assets. AR is something that comes in front of you overlaying the environment that you’re already in. Whereas, virtual reality (VR) is essentially an entire environment that you're stepping into. * The importance of understanding the connection between AR and what the technology is key to businesses build a relationship with their customers, retain them and attain a better marketing performance. * Augmented Hype helps brands and agencies leverage AR for their marketing by focusing on what their main bottlenecks are, and then creating a bespoke AR experience to harness their goals and objectives.

For complete show notes, transcript and links to our guest, check out our website: www.ecommerce-podcast.com.

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eCommerce is growing rapidly, but it's also one of the most challenging businesses to be in. In this episode Eric Youngstrom joins Matt to talk about why eCommerce is so challenging and how we can make it work for us.

ABOUT ERIC

Eric is the founder and CEO of Onramp Funds, a purpose-built financing platform for e-commerce brands. In less than two years, since its founding, Eric and the On-Ramp team have raised over $40 million in seed funding and have helped dozens of e-commerce SMBs get off the ground.

Here’s a summary of the great stuff that we cover in this show:* Every small business merchant is faced with a challenge when it comes to having the necessary capital to order that next round of inventory or their credit card has maxed out. They can't run an ad on Google to drive that next sale to their Shopify store. And just struggles to keep the wheels turning. * E-commerce currently makes up 16-17% of retail and is expected to continue to grow. There is regional differentiation in e-commerce adoption, with the UK being 2-3 times that of the US. The key difference is geography - it is easier to ship within a smaller area. Omni-channel retailers are becoming more prevalent, but digital only retailers can still be successful. * The golden rule of business is to treat the customer how you would want to be treated in that same situation. A lot of e-commerce businesses fail because they treat their customers like just another number rather than a real person. Instead focus on doing things that create loyalty from customers and builds your brand. * eCommerce and mitigating inflation in the current economic environment. * The importance of knowing the fundamentals of your business' finances.

For complete show notes, transcript and links to our guest, check out our website: www.ecommerce-podcast.com.

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Growth driven advertising is a phrase we often hear but what exactly is it? How can it help your business? And more importantly, how do you get started? Ryan Flannagan joins Matt in this episode to show us how to use growth driven advertising on Amazon to grow our businesses.

ABOUT RYAN

Ryan Flannagan is the CEO at Nuanced Media. He has spent more than 15 years in eCommerce, multichannel digital marketing, and third party marketing places. He's worked with hundreds of companies to establish best practices, focusing on the 20% that produces 80% of the revenue, the Pareto principle.

Ryan is a passionate thought leader in the eCommerce industry. He has been interviewed and quoted by Buzz Feed, Modern Retail as well as many other news outlets. He is a professional speaker, blogger and has contributed articles to 20+ 3rd party publications.

Here’s a summary of the great stuff that we cover in this show:

• Selling your product on Amazon is not what it used to be five years ago. It’s getting more and more competitive on a weekly basis. We're seeing more aggressive ad spend and a maturation of the market. Essentially the old method of just managing pay per click and not looking at data or segments etc. is just not enough anymore.
• The Pareto principle applies to Amazon as well. And sometimes it could be like 2% of your catalog is making 98% of your revenue. Therefore, it becomes essential to focus your efforts on those revenue making SKUs or ASINs so as not to lose the competitive advantage. If you have a product that's doing over $10,000 to $20,000 of sales for your website, it's probably time to really start looking at it.
• Nuanced Media is a boutique agency that won't work with you unless they can win for you. They are about more value driven based and helping people be successful on the Amazon platform. Ryan and his team use several different software suites to test, review, launch, build out, including keyword tracking and a variety of things to help you achieve growth driven advertising on Amazon.

For complete show notes, transcript and links to our guest, check out our website: www.ecommerce-podcast.com.

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Do you want to create a magical customer service experience for your clients? In this episode, Vance Morris joins Matt to share his seven keys to turning your customer service into an amazing experience for your customers.

ABOUT VANCE

Vance Morris is the Service & Marketing Strategist at Deliver Service Now Institute. He is a former Birth Control Factory Security Guard turned Disney Leader, turned Bankrupt Out of Work Executive, turned Carpet Cleaner, turned Successful Entrepreneur.

Here’s a summary of the great stuff that we cover in this show:

• Deliver ServiceNow Institute is all about creating experiences for clients. They use the term “Disnify”, which is creating experiences out of the mundane. Every business has tons of things that are mundane that they need to do day in and day out to keep the business running. Disney has just created experiences out of each one of those touchpoints and so can you!
• Vance has come up with 7 Magic Keys to Disnifying your customer service. They are namely, creating the wow experience, focussing on the details, the employee experience, your service standards, the environment that you have your employees working in, the process and the magic of bringing it all together.
• Vance believes that with a little bit of care and thought, any business can create Wow experiences for their clients. Taking inspiration from some of the principles he learnt from his time at Disney, like anticipatory service, linertainment etc. he developed his 7 keys to Disnify your Customer Service. He says, if he can implement Disney style service in a carpet cleaning service, anyone can!

For complete show notes, transcript and links to our guest, check out our website: www.ecommerce-podcast.com.

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Offering productized services is a great way to make money while keeping your clients happy.

In this episode, Rick West joins Matt and explains what productized services are and why you should offer them to your clients. You'll learn how productized services can help you streamline your business, provide better customer service, and make more money.

ABOUT RICK

Rick West is the CEO and Founder of Field Agent. Field Agent connects brands, retailers, and agencies with customers across the country and around the world to help you win at retail. His platform harnesses smartphones across the country, bridging the gap between you and your customers.

Here’s a summary of the great stuff that we cover in this show:

• If you're a B2B provider of services, there's no way that you can put your services on Amazon or Shopify. So, Rick and his team developed Plum, the first B2B marketplace with a cart where you can click, answer a couple of questions and go to a cart and check out with a cart just like you would Amazon or any type of retail, B2B engagement and buy their services.
• The barriers to any B2B services provider in productizing their services are usually time and tech resources. Rick’s team comes alongside and helps them by doing the tech lifting and concept lifting to create products and gives them a place to place these products, which is plum shop.
• A checklist is a great tool to productize something even without the technology and what marks the difference between a great and mediocre sales call.

For complete show notes, transcript and links to our guest, check out our website: www.ecommerce-podcast.com.

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A lot of people think that they need to massively increase the price of their product in order to make it more valuable, but that's not always true. There are a lot of ways that you can manipulate the perception of your product to make it more appealing and increase sales.

Norm Farrar, the host of the popular Amazon podcast, Lunch with Norm, joins Matt in this episode to unpack whether perceived value can really be increased significantly or is it just an American Hype?

ABOUT NORM

Entrepreneur and businessman Norman “The Beard Guy” Farrar stands at the forefront of the economic mega-machine known as Amazon Marketplace. As a leading expert with over 25 years of product sourcing, development, and branding expertise, Norm is an advisor to many and is the host of the podcast Lunch With Norm, a Live Interactive Podcast For All Entrepreneurs

Throughout his career, Norm has sold over 100 million dollars in sales between his own products and services and the opportunities he has brokered for clients. Today, in addition to running a diverse catalog of companies including AMZ Club and PRReach (The world’s first video press release company), and he focuses on guiding individual sellers, brands, and manufacturers to worldwide dominance on Amazon, Amazon Podcast, and top-earning sales sites.

Here’s a summary of the great stuff that we cover in this show:

• Perceived Value is the customers' evaluation of the merits of a product or service, and its ability to meet their needs and expectations, especially in comparison with its peers. It is the overall customer experience from the second that they're typing what they're looking for into a search field.
• With any business venture, you need to have the resilience and become the authority figure to really succeed and grow. But you also need to build your brand’s perceived value so that people want to keep coming back to your brand and your products.
• It begins with competitor research and finding out what you can do to make your product stand out and what makes your product more value adding for the customer every single time and just doing it consistently.

For complete show notes, transcript and links to our guest, check out our website: www.ecommerce-podcast.com.

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Many are turning to Amazon as a way to start and grow their business because (when done correctly) it can be a really lucrative set up. But is Amazon the right platform for your business? Adam Shaffer breaks it down to help you make the decision.

ABOUT ADAM

Adam Shaffer is a technology pioneer. He has found success helping Amazon sellers through his company’s proprietary technology, services, and distribution platform. Ultimately, this has helped clients navigate the most complex waters of the largest E-commerce site in the world. Adam is also a pioneer in direct marketing and digital ecommerce of technology products and solutions to both consumer and commercial markets.

When he’s not working, you’ll find him spending time with his wife and daughters.

Here’s a summary of the great stuff that we cover in this show:

• Amazon is by far the biggest marketplace with $620 billion of merchandise getting sold in the US per year. For brands, in many cases, it's by far their number one channel. It's evolved quickly over the years and continues to. And so, you need to be really good at everything on Amazon, if you want to succeed, because the rules do change from time to time.
• Another key aspect to success on Amazon is Inventory Management. You need to always be shifting product up to Amazon and don't run out of stock. You definitely don't want to be overstocked. Nobody wants to have too much inventory and not turning it enough. But if you work your heart out with competitors to get somewhere on the ranking, you don't want to be out of stock on your product and all of a sudden lose all that ground.
• Phelps United is a third-party seller and an eCommerce brand accelerator. They help brands navigate and grow on the very complicated, but potentially lucrative channel, which is the Amazon channel and other marketplaces. They help brands with their Amazon strategy by doing a quick analysis of the marketplace and work on making sure that the content is just awesome and tells a great story.

For complete show notes, transcript and links to our guest, check out our website: www.ecommerce-podcast.com.

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The creator economy is booming, and there are plenty of opportunities for those who know how to join in. In this episode, Tomer Hen joins Matt to talk about the creator economy and the best practices for successfully launching a personal consumer brand.  TOMER HEN Tomer Hen is a serial entrepreneur with over a decade of experience in the Digital Marketing industry. During this time, he founded the first mobile marketing school in Israel, created the first Israeli Mobile Marketing Summit, and has spearheaded notable campaigns with leading fortune 500 brands, including Amazon, Audible, and Mastercard. Backed by his expertise and a growing portfolio, Tomer was recognized as one of Forbes’s 30 promising entrepreneurs under 30. In 2011, Tomer founded MobCo Media, a user-acquisition and performance-driven intelligence company. With over 500 campaigns in more than 160 countries, MobCo has cemented its position as a front-runner in the ad tech space. Here’s a summary of the great stuff that we cover in this show: Today, the world is becoming more and more authentic, and people are looking for authenticity. We have an interesting mix of technology and the internet. And self-expression and authenticity are the keys to unlocking this Creator Economy. The most successful creators are those who are themselves. There’s a huge difference between selling a product and building a brand. People choose to go after a brand because they believe in what that brand stands for and that it serves them in a unique way and makes them feel special and cared for. Creator Economy is about finding a community you want to serve and building a brand around them and not vice versa. It is not about making money. People are very sensitive about why you do what you do. And when you realise it's all about who you serve, and not what you sell, then that's the main advantage for your brand.

For complete show notes, transcript and links to our guest, check out our website: https://my.captivate.fm/www.ecommerce-podcast.com (www.ecommerce-podcast.com).

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Hiring is one of the biggest challenges when it comes to scaling your business. Without talented people in place, hiring efficiently and finding top-notch talent proves challenging--to say nothing about what happens if they don't get along or have different skill sets that prevent them from working well together!  In this episode we'll be talking with Yoni Kozminksi who can help you avoid these pitfalls by sharing his insight, processes and systems to find the right talent for your business.  ABOUT YONI Yoni Kozminski is an entrepreneur and business consultant with over two decades of experience in scaling businesses. Over the years, he has helped develop digital strategies for some of the world's biggest brands, including Mercedez-Benz, Mastercard, Sony, Medtronic Diabetes, Mondelez International, and more. His experiences eventually led to the creation of Escala and MultiplyMii - two companies that help businesses achieve massive growth.  Besides being an awesome entrepreneur, Yoni is also a seasoned podcaster! His 'Successful Scales' Podcast is centred on questions related to growing, selling, acquiring, and scaling a business and what comes with it. If you're looking to take your business to the next level - you don't want to miss out on his wisdom! Here’s a summary of the great stuff that we cover in this show: To build a business that stands the test of time, you have to invest in your culture and delegate accountability to your people instead of tasks. One of the number one mistakes that people make when building processes is they take a bottom-up approach, but it’s looking on the high level and understanding how everything integrates inside of your business that will help you succeed in building out an effective process. As soon as you get to the level where you start to feel stretched, that's when you should start enacting some of these processes, but you want to actually get to them sooner rather than later. Starting with a Word doc or an Excel spreadsheet and simply defining everything might be a great place to start. You want to build more time in your day so that you can focus on the things that are going to have the most impact in your business and in your life. When you look to build systems in your business, you must first consider where you are investing your time and then understand where you can give ownership and accountability. The perfect system is one that brings perfect harmony between people, process, and technology.

Enjoying listening to our conversation about scaling your business with talent :-)For complete show notes, transcript and links to our guest, check out our website: https://my.captivate.fm/www.ecommerce-podcast.com (www.ecommerce-podcast.com).

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Black Friday is coming up and a lot of people are wondering what the best way to take advantage of the sales is. This bonus episode is going to answer all your questions about Black Friday so you can be fully prepared. ABOUT CHLOE Chloë Thomas is a globally recognised eCommerce marketing problem solver. Author of several bestselling books, keynote speaker, and host of both the award-winning eCommerce MasterPlan Podcast, AND Keep Optimising Podcast. Here’s a summary of the great stuff that we cover in this show: There's a movement against the big blanket discounts that only last for 24 hours and things like this. Everyone now feels like they have permission to create the promotion that works for them. And then the second side of it is, as an industry we have got much savvier at organizing the operations side of it - changing the postage methods, changing the messaging on speed of delivery, working with our couriers, our 3PLs, our own inhouse warehouses - to be ready and to manage that bump when it comes. Black Friday doesn't have to be for everyone. If you've got good reason not to do it, don't do it. A good reason could be that it doesn't fit with your brand or it doesn't fit with your sales model or that you only have limited stock. There is a big customer intention to spend money on that day, whether you run an offer or not. So you will probably see a sales uplift even if you don't do anything. Use social proof to build and retain customer loyalty. Social proof comes in so many different flavors. You've got the overall score of the site; you've got actual quotes from actual customers to put in places. You can also take some control over what appears on the homepage and what is on your emails by including place that you've been featured or where you've been quotes. Tell your story too - how long you've been around, how many orders you've shipped, how many happy customers you've had. Reveal the humanity behind the business.

For complete show notes, transcript and links to our guest, check out our website: https://my.captivate.fm/www.ecommerce-podcast.com (www.ecommerce-podcast.com).

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Running a business that relies on delivering products from warehouse to customer can be daunting, especially when your company is growing quickly. In this week’s episode Harry Drajpuch talks about ways to build a scalable fulfilment infrastructure and avoid the common pitfalls. ABOUT HARRY Harry Drajpuch is the CEO of Amware Fulfilment. He's a 30+ year logistics industry executive with a breadth of experience in executive management. In his previous role as COO of Amware Logistics, he was responsible for technology and the performance of eight nationwide fulfilment centers. Prior to that, Drajpuch was President and CEO of Weber Logistics, where he had full P&L responsibility for 15 distribution centers and a large regional truckload fleet. He also served as COO at third-party logistics provider Kane Is Able. When he's not shaking things up in the boardroom, Harry will be likely off flying his plane - he’s an instrument rated pilot too! Here’s a summary of the great stuff that we cover in this show: The eCommerce industry has changed drastically over the years. It’s a volatile industry and as an eCommerce entrepreneur, you have to adapt to the customer’s growing expectations in terms of speed of delivery, quality of service, product customisations/personalisations, etc. The ability to adapt with the changing demands of the customer will help you differentiate yourself in the marketplace and stand out from the crowd. The pathway to success begins with the right people. You have to ensure that the people in your organisation and those that you hire have the right attitude. Be selective in your hiring, look for people that want to do something a little bit differently, that see it as a challenge, and are willing to put themselves in the customer’s shoes to ensure they deliver excellent service, every single time. And then create a positive atmosphere that walks the talk, that supports and appreciates them. As your business grows, you must think about whether or not you need to outsource your fulfillment and what it’s going to cost you. Outsourced companies are a little more efficient and when you outsource, you generally save money and you can scale very quickly. Once the back-end is taken care of, you can focus on getting your message out to people to buy.

Enjoying listening to our conversation about fulfilment infrastructure :-)For complete show notes, transcript and links to our guest, check out our website: https://my.captivate.fm/www.ecommerce-podcast.com (www.ecommerce-podcast.com).

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In a world where people are increasingly conscientious of the environment, it is important to be aware of the impact your product has.  In this week’s podcast, Austin Simms joins Matt to help us explore the different ways our products can reduce our environmental impact and make an effort to become more sustainable. ABOUT AUSTINAustin is the co-founder of Dayrize. After 20+ years spent working in senior positions at major corporations like Nike, Philips and Brooks Running, Austin had a desire to use his skills to address climate change. With a strong commercial background, he believed that putting the power in consumers hands was important to make real change. He recognized that the first thing that consumers needed to make positive change was access to information to make better decisions, which is why he started Dayrize to make impact assessment transparent for business and consumers.   Enjoying listening to our conversation about the environmental impact of your products :-)For complete show notes, transcript and links to our guest, check out our website: https://my.captivate.fm/www.ecommerce-podcast.com (www.ecommerce-podcast.com).

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Shopping used to be about finding what you wanted at a price that suited your budget. But with AI-powered product recommendations, the process has become much simpler and more enjoyable! In this episode we chat with Oliver Edholm who tells us how this technology is changing both consumers' shopping experiences as well as businesses'. ABOUT OLIVER Oliver Edholm is the Co-founder and CEO of Depict.ai.  At 15, Oliver dropped out of high school. At 16, he moved across the world and hustled his way into an ML research position at the National University of Singapore. At 17, he founded Depict and joined Y Combinator to revolutionise the way we discover products online. Now at 19, Oliver leads a team of 35 employees at one of the most cutting-edge Ecommerce startups in Europe. Here’s a summary of the great stuff that we cover in this show: If you want to get started out with AI, your traffic and the number of SKUs that you have must be at a reasonable level before AI makes sense for you. Several 100 SKUs and probably a couple of 1000 people at least visiting your website. The more the data, the better the AI tends to be the rule of thumb. Depict can work with more sparse data sets, which have less data. Product information is incredibly useful when recommending a product like going to a physical retail store and asking the salesperson for advice. Almost all existing recommender systems ignore that. Depict can apply incredibly smart image recognition algorithms, understanding subtle patterns, which was impossible a few years ago, but is now possible. When combined with the user data, it can generate really good results. There are a lot of buzzwords around AI and many people exploit that fact. The way to avoid gimmicks then is to become really good at asking yourself, what problems do I need to solve and does the solution actually solve this problem? And then don't care if it uses AI or not. Simple solutions tend to work surprisingly well, a lot of times.

Enjoying listening to our conversation about AI product recommendations :-)For complete show notes, transcript and links to our guest, check out our website: https://my.captivate.fm/www.ecommerce-podcast.com (www.ecommerce-podcast.com).

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Entrepreneurship is one of the most difficult things to do well, but it's also incredibly rewarding. You'll want this episode for all your entrepreneurial needs because in today’s talk with Omar Zenhom he shares some valuable lessons that any entrepreneur should take note of as they start their own business or grow an existing company! ABOUT OMAR Omar Zenhom is the co-founder and CEO of WebinarNinja. He founded the company in 2014, and it has since grown to become one of the world's leading webinar platforms. Over a million people have attended a webinar on WebinarNinja, and it has been named as one of the fastest growing SaaS companies in 2018. In addition to his work at WebinarNinja, Omar is also the host of The $100 MBA Show. With over 1,300 episodes this iTunes Best of 2014 podcast has been downloaded over 90 million times and ranked as a top business podcast in over 30 countries.  Here’s a summary of the great stuff that we cover in this show: In the modern digital world, it’s easy to think that you need to copy someone else to be successful. The danger with that is you can end up being just another guy and not really making any difference. Running a business is hard work. So, when you are building one, find something that you really enjoy and run it in a way that works and makes sense for you. When it comes to content marketing, there's so much opportunity. Teaching is the new selling and there are so many ways to turn your eCommerce store into more than just a store. It's a community, it's a movement. People are just excited about what you have because you're not just showing them the product, you're showing them how it fits in in their life. Blogging is still one of the most powerful ways to get traffic to your website because of the power of SEO. Even though we're in the digital age with video and audio, text SEO is still the most powerful way for people to find you. People don't just go from “I don't know anything about your product” to “I want to buy it now” instantly. There is a process of education, there's a process of them envisioning themselves and their lives with your product.

Enjoying listening to our conversation about successful entrepreneurship :-)For complete show notes, transcript and links to our guest, check out our website: https://my.captivate.fm/www.ecommerce-podcast.com (www.ecommerce-podcast.com).

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This episode is all about learning how to use acquisition as a growth strategy for your business. A lot of people think that the only way to grow a business is through organic growth - but that's not true. You can also grow your business by using acquisition as a growth strategy for your business and there are a lot of different ways that you can do this.  In this video, Matt is joined by Stephen Speer and together they explore the topic of business growth through acquisition. They discuss what it means for a company to grow by acquisition and some of the key benefits and considerations involved in this type of growth. ABOUT STEPHEN Stephen Speer is the founder and CEO of Ecommerce Lending. He has over three decades of lending experience, and has helped hundreds of entrepreneurs achieve business success through acquisition. Stephen is an ecommerce leader, guest speaker, and M&A instructor. With his firm, he has funded over 350 transactions totaling over $400 million- making them the top lender in the country in this very specialized niche. Here’s a summary of the great stuff that we cover in this show: If you have an eCommerce business, you should definitely think of growth by acquisition. When you buy a business, it’s already been brought to a certain level and with the right business acumen you can really catapult the business and continue to grow. And if you're able to grow a portfolio of similar businesses, running them the same way, ultimately it can be a great way to grow and succeed. Usually, sticking to your lane and buying businesses you’re familiar with and running it roughly the same way is a great way to ensure success. Through leverage financing, smaller businesses can even acquire larger ones, as long as the buyer has the right business acumen. As much as acquiring an eCommerce business is a great idea, it is not really a straightforward process because there are a lot of moving pieces. At Ecommerce Lending, Stephen and his team help build a team around their clients to ensure they do have post acquisition success. They’re not just a lender, but offer a lot of ancillary services to help their clients succeed post acquisition.

Enjoying listening to our conversation about growth through acquisition :-)For complete show notes, transcript and links to our guest, check out our website: https://my.captivate.fm/www.ecommerce-podcast.com (www.ecommerce-podcast.com).

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If you're like most business owners, you know that customer retention is key to your success. In this episode, Daniel Budai joins Matt to talk about the secrets to email marketing that will keep your customers coming back for more. ABOUT DANIEL Daniel always had a knack for business, but it wasn't until he started learning about marketing and e-commerce that he truly found his calling. As a former geology student, he never would have guessed that he would end up owning a 7 figure marketing agency, Budai Media. But Daniel realized early on that most eCommerce business professionals lacked the skills to implement emails professionally. And that's why he founded Budai Media with the sole purpose of helping eCommerce brands build strong relationships with their customers. These days, Daniel spends most of his time drinking Americano and running Budai Media and , but when he's not working you can find him playing basketball or spending time with his wife and two kids. He loves Americano and travelling around the globe.  Here’s a summary of the great stuff that we cover in this show: The Budai Media helps eCommerce businesses with direct response marketing such as Email, SMS, and Messenger marketing and loyalty programs focusing on customer retention. If you're in a business that thrives on repeat customers, then tracking metrics such as average days between transactions is quite important. If you are a big brand with a big list of subscribers, tracking metrics such as RFM can give you valuable insights and help you segment your customers into various categories. Tools such as Reveal or Metrilo can help you with that. Building a solid Email flow and introducing your brand to your customers is a great way to increase Customer Retention. Also, don’t just offer discounts, but come up with creative ideas such as offering a sample product, hosting a Facebook Live, running a great customer loyalty program, or even providing live consultations to your top customers.

Enjoying listening to our conversation about email marketing :-)For complete show notes, transcript and links to our guest, check out our website: https://my.captivate.fm/www.ecommerce-podcast.com (www.ecommerce-podcast.com).

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Wanna learn how to take your product and turn it into a successful direct marketing campaign? This episode is for you! A lot of people think that direct marketing is only for big businesses, but that's simply not true. You can use these techniques with any size business. So whether you're just starting out or you've been in business for years, listen to this episode and start generating more sales using direct marketing. Cody Bramlett joins Matt on the eCommerce Podcast to discuss how any business (no matter its size) can take a product into direct marketing. Cody talks in depth about what this process looks like for eCommerce businesses.  ABOUT CODY Cody Bramlett is the founder of a multimillion-dollar nutritional supplement empire. After years of struggling as a personal trainer and gym owner, Cody's life changed when he solved his father's chronic inflammation problem with his own custom-formulated products.  This empowered Cody to start growing his company, Science Natural Supplements, to help other people get pain-free, lose weight, and overall just feel great about themselves! As a result of starting and scaling Science Naturals, Cody now also teaches other driven entrepreneurs how to profitably start, scale, and sell their own nutritional supplement brands through his coaching and mastermind called, Supplement Millionaire. Here’s a summary of the great stuff that we cover in this show: If you have a great product, you can start generating more sales by using long form sales pages, which can either be text or video, that’s telling a compelling story of how your product has transformed people’s lives. And the way to you can drive traffic to this page is using affiliates. Joining different community groups and coaching programmes can help you find the right affiliates that work for you. You will need quality writers to make your content stand out and to do that you must find out what you want and why. Once you have your product, you can then look at pages that are doing well and reverse engineer them. The people who visit your site do not know you or your product. So you want to build friendship and give them a great deal to build their trust and confidence in you. Cody has built a programme called Supplement Millionaire and teaches people how to launch and build a direct marketing, affiliate-based supplement brand or health brand in that space. He helps a huge plethora of people from diverse spaces start and build a health or supplement business online.

Enjoying listening to our conversation about direct marketing :-)For complete show notes, transcript and links to our guest, check out our website: https://my.captivate.fm/www.ecommerce-podcast.com (www.ecommerce-podcast.com).

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In this episode we’re going to talk about the importance of customer experience and how you can improve it before, during and after the sale. Customers are more savvy than ever before and they know what they want. If you don't give them what they want, they'll go somewhere else. Adam Pearce joins Matt to explore how to give our customers an amazing experience that will keep them coming back for more. ABOUT ADAM Adam is the co-founder and CEO of Blend Commerce, the eCommerce Customer Experience Agency. Adam and his team have worked with over 200 Shopify retailers to help them provide memorable customer experiences that drive growth in revenue and profit.   Here’s a summary of the great stuff that we cover in this show: Customer Experience is the overall experience that a customer has with your brand even before they click on your website till the point where you make your very final sale. So, it’s not just their experience while making a purchase but before and after the purchase as well. A good Conversion Rate doesn’t necessarily mean good Customer Experience. It gives a very narrow view whereas what’s important is the Customer Lifetime Value. You can increase the lifetime value of a customer by avoiding gimmicks and increasing value additions by creating more touch points to understand the customer better and helping them understand you and your products better. Personalising your homepage, improving the navigations, and adding a great search feature are some effective ways to improve your customer experience. Being smart with your emails, conducting quizzes or surveys to help you understand your customer better and then offering services that’s tailored to their specific needs or interests goes a long way in ensuring customer loyalty and lifetime value.

Enjoying listening to our conversation about customer experience :-)For complete show notes, transcript and links to our guest, check out our website: https://my.captivate.fm/www.ecommerce-podcast.com (www.ecommerce-podcast.com).

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Looking for a winning product idea? You're in luck!  In this episode, Tim Jordan joins Matt Edmundson on the eCommerce Podcast to share foolproof tips for choosing a product that will make you money. So whether you're just starting out or you've been in the game for a while, these tips will help you find a winner every time. ABOUT TIM Tim Jordan is the Founder of Private Label Legion, a community of sellers and entrepreneurs who come together to share ideas, impart knowledge, and create a solid network. He is a well-known Amazon seller, host of the AM/PM Podcast, and Chief Growth Officer at SellersFunding. Tim sells on both Amazon and Shopify and is currently working on a crowdfunding project which he is documenting to share his path to success with other entrepreneurs. Here’s a summary of the great stuff that we cover in this show: Finding the right product to sell is crucial to ensuring a profitable online business. Earlier, it was believed that the way you sell a product on Amazon is to go and see what everybody else is selling well and replicate it. But that approach has problems. The smarter way to go about it is to start looking at Keyword Search Volumes and to realise that it’s not products that sell on a marketplace, its keywords. There's inspiration everywhere, online and offline places that you can go to for product ideas and look for the trending items. You take the product idea, find the keyword that relates to it, check keyword demand, or keyword search volume versus competitive product demand. And then you start to find those products that people are looking for. Software tools such as Seller.tools, Marmalead etc. can help you with product research and finding keyword search volumes of different products. You can also check out Private Label Legion, which is a community of sellers and entrepreneurs who come together to share ideas, impart knowledge, and create a solid network.

Enjoying listening to our conversation about winning product ideas :-)For complete show notes, transcript and links to our guest, check out our website: https://my.captivate.fm/www.ecommerce-podcast.com (www.ecommerce-podcast.com).

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You've seen those websites that offer monthly subscriptions and thought "Hey, I could do that too!". But what's the secret to getting people to keep paying every single month? In this episode with Evan Padgett you’re gonna learn everything you need to know about subscription eCommerce. How it works, why it's important, what tools are out there- all of that good stuff. If you're looking for some way to make money with your marketing skills then this is a great place to start! ABOUT EVAN Evan Padgett is a 20-year ecommerce veteran with experience in subscription commerce. As the COO of Stealth Venture Labs, an ecommerce marketing firm, he works with brands like Crocs, HelloFresh, Factor 75, and MUD\WTR.  When he’s not taking over the world with subscription eCommerce, you’ll find him hanging out with his kids or playing video games. But his true love is American football - he’s a diehard Denver Broncos fan! Here’s a summary of the great stuff that we cover in this show: Subscription commerce or Recurring Revenue Models guarantee you downstream revenue from your consumers, at the expense of either product or service. So, anything that provides recurring revenue, where customers are basically engaged in a relationship with you, opt in or opt out, that creates a predictable, forward looking revenue model. It doesn't matter what you sell, with a little bit of thinking, there is always something that you can do to create a recurring revenue model out of it. But it cannot be lopsided, it must be a win-win for both the business and the customer. Some of the great ways to do that is to engage with your customer through non-sales communications, talking about your company, talking about the brand you're building, the impact you're trying to make in the world. So have engaging, non-sales driven content, organic Emails, SMS, and curate the whole experience for the customer, making it something that feels special. Stealth Venture Labs is a performance marketing agency that work with clients ranging from the Crocs, Hello Fresh, Factor 75 to small brands just trying to venture out into advertising, on any platform that can be managed behind the screens, such as META, Instagram, TikTok, Snapchat etc.

Enjoying listening to our conversation about subscription eCommerce :-)For complete show notes, transcript and links to our guest, check out our website: https://my.captivate.fm/www.ecommerce-podcast.com (www.ecommerce-podcast.com).

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If you're like most business owners, you know that digital marketing is important. But working with a digital marketing agency can be tricky- especially if you're not sure what to expect.  In today’s show Robert Giovannini joins Matt to talk about digital marketing agencies and how businesses can get the most out of their relationship with them.  ABOUT ROBERT Robert is the CEO of https://www.ironplane.com/ (Ironplane), a full-service eCommerce agency specialising in platform design, development, and digital marketing. He brings 20+ years of eCommerce, website development, and team leadership experience to his role at Ironplane. Robert is passionate about helping companies sell online.  Here’s a summary of the great stuff that we cover in this show: There comes a point in your eCommerce business where its grown big enough, or you want a level of complexity to your site, or you want it to be bespoke, and you want to develop beyond the boundaries of your current platform. So, when you're getting into platforms, and if you have any level of complexity, you want an agency that has chosen a few things to get really good at. Ironplane have made their mark when it comes to dealing with clients that have more complex needs, whether its integration or branding. They’re a Magento and Big commerce shop, and they also do custom for clients that don't fit into either of those categories. When working with an agency, mismanaged expectations can lead to a lot of problems. Clear & timely communication is the way to make it work as well as knowing your business goals, what you’re trying to accomplish and who your stakeholders are. That way you can find the agency that best works for you and caters to your specific goals.

Enjoying listening to our conversation about marketing agencies:-)For complete show notes, transcript and links to our guest, check out our website: https://my.captivate.fm/www.ecommerce-podcast.com (www.ecommerce-podcast.com).

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Looking to expand your business into the EU? In this episode, Andy Hooper joins Matt to discuss how to make the most of your expansion strategy and tips for succeeding in new markets. ABOUT ANDY Andy is the CEO of Global E-Commerce Experts, has been successfully expanding e-commerce brands into new markets for over 15 years. An accomplished specialist in e-commerce, Andy now works with companies around the world providing comprehensive gateways and solutions to new markets, especially US-based organizations transitioning into Europe. Starting from the ground up, Andy has carved out a niche inspired by his own experience and success of growing an organization’s profits through e-commerce. With an infectious energy for success, Andy leads a team of professionals in all aspects of e-commerce. With fulfillment centers in the UK & EU, the Global E-Commerce team provides hassle-free end-to-end solutions that have helped 1000’s of sellers capitalize on the multi-billion dollar UK & EU markets. When not working, Andy can often be found enjoying sailing, cycling, and kayaking with his friends and family on England’s south coast. Here’s a summary of the great stuff that we cover in this show: Global E-Commerce Experts essentially started by solving the problem for overseas sellers expanding into Europe. They worked with around 2000 clients that they’ve expanded, and doing that across lots of different services, be it compliance, or logistics or account management, they came up with a pathway looking at what successful clients were doing and what the data was telling them, bridging that gap to make it easy. Andy has developed seven basic steps for a success pathway to expand into Europe - market research, compliance, marketplace, 3PL, promote products, website and growth. Market research is all about understanding the size of the market, and that your products are relevant to be sold in those areas and product sourcing. Compliance comprises of product and business compliance aspects. Marketplace is about identifying what's the best marketplace for you to launch on. 3PL or a third-party logistics operation is required to store, fulfil, rework, or return your goods. To promote your products, you need to have a great marketing strategy that generates traffic. If you get switched off from a marketplace, you need to be able to sell your products somewhere and so it’s essential to build your own website, which would allow you not just to sell in your own country but anywhere. Finally, growth or scale is about identifying what additional marketplaces you can sell on to capitalise on everything you're doing to take it to the next level.

Enjoying listening to our conversation about EU expansion:-)For complete show notes, transcript and links to our guest, check out our website: https://my.captivate.fm/www.ecommerce-podcast.com (www.ecommerce-podcast.com).

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Learn how SMS marketing can help your business in ways you never imagined. In today's episode you'll see how easy it is to connect with customers and increase sales using this powerful communication tool. ABOUT TADEJ Co-Founder of CartBoss, a text messaging solution for recovering abandoned carts. Former developer now focused on running day-to-day operations and achieving long-term goals for the company. Here’s a summary of the great stuff that we cover in this show: 99% of people open text messages and 93% of text messages are read within three minutes. This makes text messaging a powerful tool in marketing. SMS marketing works great in most countries and every business should definitely consider taking advantage of it. There are different types of text messages for marketing. For example, abandoned cart text messages, post-purchase text messages, Winback text messages, newsletter text messages etc. The abandoned cart text messages convert a lot faster than other marketing text messages. With a simple 2-minute integration and their top client getting a Return On Investment of around 7000%, CartBoss provides a super efficient and easy text messaging solution for recovering abandoned carts. 

Enjoying listening to our conversation about SMS Marketing:-)For complete show notes, transcript and links to our guest, check out our website: https://my.captivate.fm/www.ecommerce-podcast.com (www.ecommerce-podcast.com).

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Is selling on multiple online marketplaces the right strategy for your business? These days, it seems like everyone is selling their products on multiple online marketplaces. But is that really the best strategy for your business? In this episode, Jesse breaks down the pros and cons of selling on multiple online marketplaces and understand what it takes to successfully sell on multiple marketplaces.   ABOUT JESSE Jesse is Co-Founder & Managing Director at eCommeleon. He helps online retailers and D2C brands to navigate the eCommerce jungle. With a particular focus on marketplaces and international expansion, Jesse helps online sellers to determine which marketplaces in which countries offer the best opportunities for expansion. With the help of the eCommeleon software and team, Jesse uses his expertise to help implement scalable marketplace expansion plans, for experienced and novice sellers alike. Jesse's mission is to make it as easy as possible for online sellers to expand their businesses into new markets - because when businesses grow, everyone benefits. Here’s a summary of the great stuff that we cover in this show: The advantages and disadvantages of selling on multiple online marketplaces which include a variety of different platforms on the plus side but equally it can be difficult to keep track of inventory and sales across all the platforms. If you are looking to reach a wider customer base and streamline your operations, then selling on multiple marketplaces may be right for you. But if you are looking to focus on a single channel, or to expand your operations into other countries or regions, then you may be better off focusing on just one marketplace. As with any business decision, it is important to carefully consider the pros and cons of selling on multiple online marketplaces and make the choice that best aligns with your individual goals and needs.

Enjoying listening to our conversation about Multiple Online Marketplaces :-)For complete show notes, transcript and links to our guest, check out our website: https://my.captivate.fm/www.ecommerce-podcast.com (www.ecommerce-podcast.com). Show sponsor: eCommerce Cohort - a lightweight membership group with guided monthly Sprints that cycles through all the key areas of eCommerce designed to help you deliver eCommerce WOW. More info at https://my.captivate.fm/www.ecommercecohort.com (www.ecommercecohort.com)

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How do you know who the best influencers are for your business? In today’s video you’re going to hear all about brand and influencer partnerships and how to find the perfect influencer for your company. Influencer marketing has become one of the most popular ways to market products on social media, but it's not always easy to find the right person or people for your brand. We're going to go over a few ways that can help make finding them easier so let me show you how it's done. ABOUT DAVIDDavid Perry is the CEO of Carro, a new e-commerce partnership network. With over 30K Shopify brands using the service, Carro helps brands gain attention, sales, and new customers by partnering with other brands in the network. Sony PlayStation acquired Perry’s previous company Gaikai to establish leadership in the future of streaming video games from the cloud - a service called PlayStation Now. Perry is no stranger to success; he has been one of the driving forces behind some of the most innovative gaming technology to date. His work on Gaikai has helped shape the future of gaming as we know it. We can't wait to see what he does next! Here's what we cover in this episode:Influencers are often better at identifying which brands their followers will enjoy than the companies themselves. To get around this problem, Carro was developed to match influencer popularity with customer preference by analyzing large volumes of social media data . The platform, Carro was built to help influencers discover new brands and products they love through personalization. Brands are able reach out with their insights on different demographics in an authentic way that would make them feel special- which leads into one of today's top discussions: artificial intelligence (AI) versus human interaction! Influencer marketing is changing and now leaning towards social commerce as followers are becoming eager consumers who want access any given moment. Today many people may be able to get away with posting product selfies without being too pushy but this will eventually lead to a more diverse group of people interested in purchasing from an influencer because they get a a full view of the product by engaging with the content.

Enjoying listening to our conversation about Influencer Marketing :-)For complete show notes, transcript and links to our guest, check out our website: www.ecommerce-podcast.com. Show sponsor: eCommerce Cohort - a lightweight membership group with guided monthly Sprints that cycles through all the key areas of eCommerce designed to help you deliver eCommerce WOW. More info at www.ecommercecohort.com

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If you're like most people, you've been told that A/B testing is the way to go. But do you really need it? And if not, what should you be doing instead?

Oliver Palmer sits down with host Matt Edmundson to talk about A/B testing for websites or sales pages and why you might not actually need it.

Oliver Palmer is an Experimentation Practitioner and a Conversion Rate Optimisation Consultant. He works with organisations to demystify experimentation and the MarTech stack and better understand how to integrate with the bigger organisational picture.

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LinkedIn Events is a powerful way to connect with other professionals, but many people are unsure of how to make the most of it. 

Patrick Collins joins Matt to talk about the value of LinkedIn events and how if done correctly can help generate leads for your eCommerce business.

Patrick Collins has worked with startups for the past 10 years helping them to build the tech infrastructure across lead generation, sales, account management and hiring to scale to become global companies. His own startup ProspectLabs.co which is a B2B lead generation software went from 0-27K in the first 13 months, and startups that he has advised have raised over 40Million Euros over the past 3 years. Patrick's expertise is getting startups to have a data driven approach to sales mixed with a focus on world class customer support as the key driver of sales. 

Sometimes nicknamed 'The Wikipedia of software' Patrick knows the right tech stack to integrate your whole business so that there is focus on efficiency and effectiveness with all activities and avoiding wastage of time, resources and budget.

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In order to achieve success in today's competitive marketplace, it's not enough to be good at what you do. You need to be remarkable. 

In this video, Rich Brooks joins Matt to discuss the concept of remarkability and how you can use it to create a competitive advantage for your business.

Rich Brooks is founder and president of Flyte New Media, a digital agency in Portland, Maine, that’s been in business for nearly 25 years. He is a nationally recognized speaker on entrepreneurship, digital marketing, and social media.

He founded The Agents of Change, an annual conference and weekly podcast that focuses on search, social & mobile marketing. 

Rich is the author of The Lead Machine: The Small Business Guide to Digital Marketing, a popular and well-received book that helps entrepreneurs and marketers reach more of their ideal customers online.

He appears regularly as the “tech guru” on the evening news show, 207, which airs on the NBC affiliates in Maine. He has also appeared in Inc. Magazine, The Huffington Post, FastCompany.com, CNN.com, the Social Media Examiner, and many other news sources for stories on digital marketing. 

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While many are still skeptical, AI is becoming more and more popular in the ecommerce industry, and for good reason.

In today’s show  Shanif Dhanani joins Matt to unpack AI and its value as a tool for eCommerce businesses to increase sales. 

Shanif Dhanani is the co-founder & CEO of Apteo. Prior to Apteo, Shanif was the lead engineer and head of analytics at TapCommerce, a NYC-based ad tech startup which was acquired by Twitter. Most recently, he was a data scientist and software engineer at Twitter, where he worked on a variety of projects across advertising, analytics, and machine learning. Prior to TapCommerce, Shanif was a software consultant at Booz Allen. He has earned a BS in Computer Science from the University of Virginia and an MBA from NYU’s Stern School of Business.

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If you're an ecommerce entrepreneur, one of the best ways to grow your brand is by using YouTube videos. In this podcast, Augie Johnston joins Matt to talk on how to use YouTube videos to grow your ecommerce brands and increase sales.  

Augie Johnston is a 35 year old ex-YouTuber, former professional basketball player, turned entrepreneur. He is currently making waves in the video editing industry as a result of his promising start-up called Vidchops.

Vidchops, the brainchild of Augie, assists video creators, influencers, and digital marketers by carrying out the hard work of editing their videos. This allows them to focus more on the “content” side of their productions to therefore help them create more videos and better videos for their channel or brand. Augie works with full time YouTubers, online personalities, thought leaders, and anyone that creates online videos for their businesses. 

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If you’ve tuned into the show, chances are you're an Amazon seller who's considering or maybe looking for a way out. Turns out, you're not alone!

Thousands of sellers are making the switch to their own websites every day and with good reason - it's the future of eCommerce. In today’s show Lauren Gonzalez joined Matt to show you how to make the transition and set up your own website + brand.

Lauren has personally been crafting visual brands for over a decade, having come from a background working as a Creative Director in-house at a Hollywood publisher and then going on to co-found Principium 6 years ago with her husband and business partner. They have had the chance to work with clients such as Disney and Paul Newman’s charity as well as helped launch hundreds of e-commerce brands with major increases in conversion rates and many going on to become multiple 7 figure household brands.

Lauren has a passion to inspire e-commerce and Amazon businesses to create a connection between themselves and who they were made to serve, thus increasing their own business growth, while at the same time uncovering their purpose and becoming motivated to bring about a world of meaning and sustainability.

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We all know that personalising content is key to a great user experience, but did you know that you can do this even better by using zero-party data?

Gen Furuwaka of Prehook joins host Matt Edmundson to talk about how something as simple as a quiz can help you capture zero-party data and open the doors to effectively personalise content at scale. 

Gen is the co-founder of Prehook, a leading quiz platform for Shopify merchants. He also hosts the eCommerce marketing podcast, Cart Overflow, where he shares what the best brand operators, agencies, and tech platforms are doing to grow their ecommerce revenues. Gen has been in ecommerce for 10+ years, with the last 7 years in eCommerce SaaS. Prior to Prehook, Gen was part of the founding team and lead Marketing at Jungle Scout, the leading software for Amazon sellers.

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What do you get when you combine a mutual love of free stuff with the power of influencers? Free product and sales! 

Cody Wittick joins Matt in this week's episode to show how influencer seeding, or giving away products in exchange for social media coverage, can help grow a business.

Cody is the Co-CEO at Kynship, the agency that is paving the way for the future of influencer marketing. Over the course of 5 years, he built out a robust influencer program of 500+ influencers, all through the foundation of seeding, while also working with household names such as Lebron James, Jason Aldean, Mike Trout, and Dale Earnhardt Jr.

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Conversion rate optimization is a broad term, but it boils down to one thing: learning what your customers want and delivering it. 

AJ Davis of Experiment zone joins Matt to talk about everything from Conversion Rate Optimisation to how adopting an experimentation culture can help you find out what your customers want and how to get them on board!

AJ Davis is a conversion rate optimization (CRO) specialist. She’s the founder of Experiment Zone, which helps online businesses grow their revenue by improving the user experience of their website using scientific methods.

Prior to starting Experiment Zone in 2017, AJ led optimization strategy for Fortune 500 companies during her tenure at Clearhead. She was also the lead UX researcher on the Google Optimize product.

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Marketing is always changing. What worked in 2017 might not work in 2022. So what are the eCommerce trends that are being shaped by online shoppers in 2022? 

A lot has changed over the last few years on the social and economic front but also on the technological front. Many industries are struggling to keep up with technology changes. It's hard right now because there are so many options out there and it's difficult to know which one will work best for your business. 

Kenny Gray joins Matt on the eCommerce podcast to provide some insights on how to create search and social ad strategies that boost awareness and drive conversions.

For over 6 years, Kenny has been helping businesses break through the digital space by providing holistic perspectives and solutions. He has scaled multiple ecommerce brands to consecutive 6 and 7 figure months from his ability to dial in on the user experience. Kenny’s ability to successfully promote brands has been proven over and over again in a variety of industries. He is now helping clients with big picture marketing strategy by anticipating changes in the market, analysing the back end user experience, and ensuring the strategic vision is executed on all fronts impeccably. Kenny consistently provides audiences with the same thing he provides his clients: actionable insights on improving ROI, increasing lifetime value and creative ways of attracting potential customers. Whether discussing paid advertising, data and analytics, marketing automation, SEO, web design and implementation, or conversion rate optimization, Kenny is passionate about helping businesses grow.

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The military has been around for centuries, and in that time they've learned a few secrets to success. 

Whilst an Army soldier and a full-time entrepreneur are two very different entities, there is one thing that they share. Both require discipline. As entrepreneurs there is much that can be learned from the military that will help you grow your own eCommerce business. 

Stuart Leo sits down with Matt in today’s show to talk about 7 of the best tips borrowed from the military on how to grow your business.

Stuart has 15 years of corporate experience with a background in consulting, leadership, management, and strategy. An innovator and visionary, he is the founder and CEO of Waymaker.io – an intelligent business management platform that helps leaders build a better business in 30 days.

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Technology is often blamed for all of society's problems, but what if the problem was us?

A lot of people blame technology for all of their problems. But if you think about it, technology is just a tool and it's not the issue. The issue is with us and our mindset. 

Ian Finch joins Matt in today’s show to talk about how we can change our mindset and start using technology to our advantage instead of letting it use us.

Ian Finch is a CEO, husband and dad. He’s also the Chair of the British Interactive Media Association for the northwest of England, a national network that drives digital transformation in large-scale organisations like yours.

Outside work he’s an advocate for mental health and a recent yoga devotee.

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Facebook Ads are dead.

I know, I know, you've probably heard that a million times before. But is it true and are you better off the sooner you start using Google Advertising? 

This show’s guest, John Horn, certainly believes this to be true. He joins Matt to talk about why Facebook Ads are no longer worth your time and how Google Advertising can actually help you make more money. 

CEO of Stub Group, a digital advertising agency and a Premiere Google Ads Partner. John has been with Stub Group for close to a decade, working with companies across the globe managing marketing for them, focusing on pay-per-click advertising. 

He is passionate about speaking with clients and other business owners on ‘How to navigate the digital marketing landscape’ and converting more leads, getting more e-commerce sales, and growing revenue.

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We all know that it's more profitable to keep a customer than to acquire a new one but most businesses don’t know how to do this effectively.

Valentin Radu of Omniconvert sits down with host Matt Edmundson to talk about a simple and effective strategy that can help you maximise the lifetime value of your customers and see real business growth.

Valentin Radu is the Founder and CEO of Omniconvert, a growth enabler for mid-size DTC eCommerce and retail companies looking to increase customer lifetime value and decrease customer acquisition costs. He is a prolific speaker and a CVO (Customer Value Optimization) evangelist across various stages. A father, husband, and pet parent, Valentin is also the Founder and Instructor at CVO Academy, where he coaches and teaches eCommerce businesses how to scale their brands profitably and sustainably.

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Amazon is an amazing platform for any business, but it can be way too easy to get lost in the sea of products. How do you make your brand stand out?

To help you navigate this space and take advantage of all Amazon has to offer, Andrew Morgans joins Matt on the eCommerce Podcast to share five steps that will put your brand on the map!

Andrew Morgans is a thought leader in the Amazon Branding space. He is a resident mentor at UMKC's Regnier Institute for Entrepreneurship and Innovation, and guest lectures at the Henry W. Bloch School of Management. Andrew found early success as an internal corporate e-commerce manager. In less than a year he launched and scaled corporate brands new to Amazon topping over $1 million in new sales, and repeated this more than once with several different businesses. With this success, he launched both the Landlocked Co Apparel brand, and Marknology™, an Amazon Brand Accelerator. Marknology™ has worked with over 200 global brands and sales of over $200 million. Andrew is featured on a weekly podcast, Startup Hustle and speaks on e-commerce, branding and Amazon at conferences and events all over the United States.

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In a world where every niche and subset has an equal competitor, how do you drive sales? 

The answer: micro-influencers. 

A lot of people are sceptical about the power of micro influencers, but in this podcast we’re going to show you how they can be an incredible tool for marketers.

David Morneau is a Montreal-based entrepreneur and agency owner. Currently, he divides his time up as a Co-Founder at inBeat Agency and Founder & CEO at Breeze.co.

At his agency InBeat, David helps brands leverage thousands of collaborations with micro-influencers as he knows that people trust user-generated content performs better than studio quality ads. He often works with the leading brands such as New Balance or Nissan to attract new audiences across North America & Europe. He’s known for his unusual strategies when it comes to influencer marketing. With David’s extensive experience in the agency world, he has scaled his companies to 7-figures and helped numerous brands do the same.

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There is a lot of misinformation out there about SEO but one thing is for sure - you can't just do "keyword stuffing" anymore or use any old tricks. Google is onto us now so it will take a little more than that these days. 

This week Matt sits down with Nick Trueman to talk about how SEO can drive traffic and improve your customer experience and offer some simple tips for getting started with SEO today. Whether you are new to the game or an experienced pro, this episode has tips that are perfect for everyone.

Starting out in 2007 as a Junior Google Ads Expert, Nick, became one of the industry leaders in his field. He now runs a successful PPC & SEO consultancy in Surrey & London called Spec and in 2020 he also became CEO of Just Ask Parker, which now makes him the host of the “Winning With Shopify Podcast”. 

To date, he has been a board member at 4 marketing & advertising companies, sold his  own business in 2013 and worked for over 500 brands. His experience ranges from local SMEs to well known retailers all over the world. 

In his spare time he works in a parallel universe to digital at a steam railway! He’s currently training to become a fireman and then one day, a driver. 

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"Sales videos are boring."

If you think this, you’d be right. Sales videos are, by definition, kind of boring! There's nothing more yawn-inducing than watching someone talk about their product for 20 minutes straight. 

But there IS something that makes people click play on your video instead of moving on with the rest of their lives, and it's funny content! 

In this week's podcast you'll learn how to use humour in your sales videos so you can sell products without scaring off potential customers - or worse yet, making them laugh at you!

Joseph Wilkins founded ProCreative Studios almost 20 years ago where his team produced infomercials, TV commercials and corporate videos. As habits shifted from television to online, Joseph launched FunnySalesVideos.com in 2017, where he creates attention-grabbing viral style sales videos that entertain viewers into making an immediate purchase. With two decades experience, hundreds of millions of TV & online views and hundreds of millions of dollars in tracked sales, Joseph has developed 8 simple steps any business can follow to boost online sales.

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The about page is one of the most important pages on any eCommerce website. Prospective buyers want to learn everything they need to know before making up their minds as to whether or not they want to buy from you - everything from pricing information down to social proof and media handles and email addresses for contact purposes! The about page will play a role in the decision-making process of potential customers and where it fails to capture the reader's attention, conversion rates will suffer. This podcast will: introduce why an about page is so important; show you how to plan out the information for your own killer about page, and how to create a strong call to action that will increase your conversion rate.

Why is the About page so important?Products and or servicesAn about page must clearly explain what your business does and offers in an easily digestible and engaging way. If website visitors can't quickly understand what your online business does and exactly what it offers to its target market they will simply move on and you will lose sales. Potential customers want the key information right up front. AuthenticityBe less corporate and more human. The about page is really helpful for building trust, especially for people who are looking to buy from small businesses. You can leverage that buying behavior honestly by talking about your humble beginnings. A compelling approach to do this is to tell a tale. Stories - particularly, personal stories - are an inherently human activity that may create a profound sense of empathy. Tell the story of how your firm began or some other element of your history that emphasizes what it does. If you are an artisan and you make handmade soaps, dog clothes, candles, baked goods, etc and you haven't moved to the point where you're fully manufacturing, or even starting to automate some of the processes when your business is made by your hands you can capture attention by telling your story and the pain points. Potential customers want to know and care about the artisan's journey. Creating a connection on an emotional level with your ideal customers will increase sales. The use of attractive images of you, your team members, your products or services helps create visual interest for the potential client. It helps them get a feel for who you are and what you're about and also carries the benefit of showing your potential clients your humanity. NavigationEven if you've got the most stunning "About Us" page that offers an awesome value proposition to the ideal customer, if users can't find it, it's useless. Your homepage and every other page on your website should have relevant links to your about page. The most damaging threat to the discoverability of your page is giving it a non-standard name. The simplest solution is to call the page "About Us" or "About [Company Name]," but there are other choices as well. Workable names include “Who Are We?” and “Meet the Team,” although unconventional Indie brands that have a very strong valued led business and want their customers to be on that that values journey, would benefit from having theirs about links on the main navigation. A values-led online business will want to pull in its target audience by aligning them with its mission and values. 🎵I bet you think your About Page is about you 🎵 Most online businesses overlook the fact that the about page is really about the visitors who are landing on their site and then clicking to learn more. The about page is less about blowing your own horn and more about the person visiting the site and why they should care about your website. Talk to the individual about why they should care about you and expand on the shared problems you are solving for them (your ideal customers). Address how you can help the right person overcome those problems while being relatable and making a point to mention what you have in common. When writing your about page, lead with the customer so that

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Do you want to kick off your own eCommerce business but are not sure how to get past your limitations or where to start? Perhaps this success story will inspire you to pull the trigger.

Join the conversation as Jared Mitchell shares with Matt how he and his wife, Alana, built a successful eCommerce business from the ground up. 

Jared and his wife Alana have been successful "Fampretreneurs" for over 13 years. They have experience building a brand with AlanaMitchell.com, mastering retail with SkincarebyAlana.com, and the agency/consulting side with Beefysites.com to champion the former. 

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Do you have goods that are in-demand on Amazon? You're not alone. There's a massive opportunity for any business owner, mompreneur, or entrepreneur who has products they want to sell online. The question is: how do you manage it all?

Chelsea Cohen joins Matt in our final episode of season seven to share secrets of how to leverage the power of Amazon for inventory management.

Chelsea is an Amazon inventory management expert and the co-founder of SoStocked.com, which is an Amazon inventory management software. Chelsea’s also a 7-figure Amazon seller, speaker & consultant. Her regular clients include 7 & 8-figure sellers. She has been featured on AM/PM Podcast, Seller Stories with Jungle Scout & the Amazing Summit stage, among others.

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You’re looking to grow your eCommerce business. You’ve heard about Facebook ads, but you don’t know how they work or what’s the best way to use them.

It’s your lucky day!

Listen in as Matt sits down with Meredith Kallaher to talk about her specific strategy for targeting the ideal audience that leads to more clicks, leads and ultimately, sales!

Meredith Kallaher helps new and seasoned business owners find the RIGHT people to effectively communicate the value of their offers and move prospects along their customer journey quickly. She helps entrepreneurs develop and implement marketing strategies that optimize for profit and meet their customers where they are with social media advertising, conversion copywriting or the buildout of products on Kajabi.

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If you're an entrepreneur who is tired of the hours and the stress and keen to have a sense of normality again then selling could be an option to help you strike that balance.    Check out this interview in which Matt Edmundson shares his insight and learnings from his experience of starting, scaling and selling an eCommerce business.   Matt is an entrepreneur, eCommerce coach and the host of the eCommerce Podcast. He loves to help other entrepreneurs figure out where to start with eCommerce, find the straight-forward strategy to build your online business and discover the tools with which to be successful.  

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Setting up and scaling a business to sell is one of the most important things you can do. 

If you’ve ever wondered how to do just that, join Matt as he talks to Ben Leonard about the lessons he’s learned from his experience of building, scaling and selling multi million pound international brands. 

Best known as the founder of Beast Gear, Ben Leonard is the classic millennial entrepreneur. He built a business on a laptop, in a cupboard, in his spare time. The difference? Ben grew an international 7-figure business and successfully exited after three years; the business holy grail. Now Ben is doing it all over again, and helping others to do the same with Ecom Brokers (www.ecombrokers.co.uk)

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Ecom Brokers

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Here's the thing, ask any online entrepreneur how their business is going under lockdown and they will usually tell you "Really well". But now that we are 18 months into the pandemic, what is the truth?

Listen in as Matt chats to eCommerce entrepreneur Kristi Soomer who runs the fashion brand Encircled. They discuss supply chain issues, Facebook changes and the process of rediscovering your brand identity in the pandemic.

Connect with Kristi

Encircled Website

Coaching and Podcast Website

Instagram

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You're starting a business and want to make it look like a million bucks. But where do you start? You can't just throw up some graphics or slap on your logo and call it day. Knowing the right things to consider when branding your ecommerce business is essential for success. 

Join in the conversation as Matt and Josh Catchpole discuss the basics of branding and the things you would need to consider when branding your eCommerce business.

Josh is our in-house Graphic Designer. Josh started working with us years ago in the warehouse. After a while, we discovered that he had magical powers when it came to all things graphics and video, so eventually got to the place where he has the biggest, most powerful Mac in the office with the biggest monitor too!

Connect with Josh

Aurion Digital

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It seems like everyone has a story about someone they know who has made it big because of word-of-mouth. But when you look closer, what actually happened was that there was some form of incentive involved at one point or another. 

Join in the conversation as Matt and Raul Galera discuss the reasons why incentives are so important for both the referrer and the referee and how we can make referrals work for our businesses.

Raul is the Chief Advocate at ReferralCandy, an app that allows ecommerce brands to set up and run customer referral programs.

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Content Strategy is a critical part of any successful business. It might not seem like a big deal at first, but when you're trying to grow your business and make more money, content management can be one of the most challenging tasks on your list - especially if you don't have a plan or system in place!

Listen in to the conversation as Matt and Katie Jones talk about the importance of having a kick-ass content strategy and why it’s so crucial in eCommerce.  

Katie is the founder of KW Content, a global content and social media marketing agency that develops and launches content and social media programs for purpose-driven brands. 

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Linkedin

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Strategic alignment is one of the most important concepts in business. It's what makes you get more done with less effort, which means it pays for itself. If you're an entrepreneur looking for more profit, or any company leader who wants less risk in their business, then this podcast is for you.

Listen in as Matt and Mike Jones discuss the importance of marrying your business up with a strategic alignment plan.

Today's guest, Mike Jones, is an experienced leader, organisational psychologist and speaker who understands the need to unlock the potential of leaders, teams and organisations to overcome the complexity and volatility of modern business.

Connect with Mike Jones

LinkedIn

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A warehouse is an important part of any business. But warehousing automation can be a critical piece to the puzzle that will help you save time, money and make your life easier! In this podcast, Matt is joined by Justin Smith, SVP at Lee & Associates, to discuss the current state of the warehousing market and understand how better informed decisions make for a strategic warehouse.

Justin Smith is Senior Vice President with Lee & Associates, and has guided hundreds of CEOs through finding more than 5 million square feet of property worth more than $300MM. He’s worked with multiple Fortune 500 firms, public companies, large privately held companies, and those just starting out. He is also the author of the new best-selling book, Industrial Intelligence: The Executive’s Guide for Making Informed Commercial Real Estate Decisions.

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LinkedIn

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As with all social media platforms, Instagram is constantly evolving. Most changes are minor but others have big implications for ecommerce businesses.

Join Matt as he talks to Mike Yan about the tips and tricks for using the new automated features of Instagram to grow your eCommerce business

There’s a revolution underway that’s reshaping how businesses around the world interact with their customers, and Mike Yan is leading the charge. As the co-founder and CEO of ManyChat, he’s made it his goal to disrupt the $5BN+ email marketing industry by bringing the convenience of messenger apps to business-to-customer communication.

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Metrics are an integral part of eCommerce because they drive improvements and help to focus people and resources on what is important.

Join Matt as he talks to Michael Loban and learn about the importance of web analytics and how marketers and businesses alike can benefit from them.

Michael Loban is the Chief Growth Officer at InfoTrust, a global analytics consulting and data governance company. He is also co-author of the Amazon best-selling book, Crawl, Walk, Run: Advancing Analytics Maturity with Google Marketing Platform. When he is not motivating organizations to undertake a digital transformation, Michael can be found passing on the power of digital analytics to the next generation of marketers and analysts through his roles as Term Adjunct Professor at the University of Cincinnati and Adjunct Faculty at Xavier University. He is also a presenter and contributing writer, with work published in Forbes, AdWeek, and CIO Magazine.

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LinkedIn

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Customer rate optimisation is typically seen as the magic pill that can make any business profitable. But it doesn’t create conversions that are beneficial to the business. How then do we turn our customers into repeat customers?

Join Matt as he talks to Will Laurenson about customer value optimisation and whether it trumps conversion rate optimisation. You will get to hear them discuss how to create value driven post purchase experiences and retention strategies.

Will Laurenson is a customer value optimisation consultant with 10 years experience optimising customer journeys to convert more traffic into customers and retain those customers for longer. He is also the host of the Customers Who Click podcast, interviewing guests from across the marketing spectrum to give actionable insights into growth.

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LinkedIn

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Comments, likes and shares are great for boosting visibility and increasing engagement but that doesn’t necessarily mean more conversions. Social media success is not an exact science but done right it has massive potential for lead generation.

Join Matt as he talks to Xenia Muntean about the million dollar question - how to create social media that converts?

Xenia is the CEO and Co-Founder of Planable, a content review and marketing collaboration platform used by over 5,000 teams behind brands such as Hyundai, Christian Louboutin, Viber, and United Nations. Prior to launching Planable at 20, she built a digital marketing agency and led social for clients such as Coca-Cola.

Xenia has been recognized on the Forbes 30 Under 30 list and she spoke on the Innovation Stage at Cannes Lions in 2018. Xenia graduated from Tim Draper's startup academy in Silicon Valley and took Planable through the Techstars London accelerator in 2017. She has also published a book – The Manifesto on Content Marketing Teams, and has launched her own podcast – People of Marketing.

Connect with Xenia Muntean LinkedIn 

Planable Facebook

Planable Instagram

Planable Twitter

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Personalisation in eCommerce goes far beyond the welcome messages and product recommendations. It’s the key to long term profitability.

Join Matt as he talks to Chloe Thomas about all the things you can do to add the personal touch to your eCommerce business and your customers to gain that competitive edge.

Globally recognised eCommerce marketing problem solver, Chloe Thomas is the author or  best selling books, keynote speaker, advisor and host of the eCommerce Masterplan Podcast and Keep Optimising Podcast. She helps her clients maximise their marketing performance. 

Connect with Chloe Thomas

Keep Optimising Marketing Podcast

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There are many ways to market and grow our business online and (thankfully) there are plenty of eCommerce agencies that can help solve the challenge for us. But how is a business owner to decide which agency to work with?

Join Matt as he talks to Chase Clymer about what business owners need to know when working with an agency. Plus, get the inside scoop on what agencies look for in an ideal client!

Chase Clymer is the Co-founder at Electric Eye where he and his team create Shopify-powered sales machines from strategic design, development, and marketing decisions. He is also the host of Honest Ecommerce, a weekly podcast where we provide online store owners with honest, actionable advice to increase their sales and grow their business.

Connect with Chase Clymer  

Electric Eye Agency

Honest Commerce Podcast

Twitter

LinkedIn

YouTube

Facebook

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When you’re first starting a business do you know what you need to get from zero to the first couple of hundred dollars or pounds? Do you know what to do with your business once you start growing your business? Do you know what to focus on when you’re scaling?

Listen in as Matt talks to Maureen Mwangi about the importance of focussing on each stage of the business and resisting the urge to scale prematurely.

Maureen is the brand growth strategist behind some of America’s most beloved brands, like L'Oréal, Chobani, Dove, and Lays. She is the creator of Big Brand Academy, The Product Profit Lab, and Startward Consulting - a consulting firm dedicated to teaching product-based entrepreneurs the sales and marketing strategies they need to scale with scientific precision, so they can turn their product brands into household names. Maureen’s zone of genius is her rare ability to connect with a market and turn real data into brand growth strategies that drive multi-million dollar growth.

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One of the biggest challenges of growing and scaling your business is dealing with the limitations of a third-party platform. Too often entrepreneurs buy into the hype of a well marketed platform only to discover it isn't right for their business.

Listen in as Matt Edmundson and Brandi Bernoskie discuss how understanding the core needs of a business helps determine the most functional platform to help grow and scale operations.

Brandi began her career as a blogger, teaching herself the ins and outs of WordPress before her friends began to notice and asked her for help with their own websites. She began freelancing, and things bigger and bigger until she found herself hiring her first assistant. She founded Alchemy+Aim in 2013, naming it for the transformation that takes place when the science and technology of web development meets the human aspect of what those websites were designed for. Brandi has since worked with thought leaders such as Brené Brown, Laverne Cox, and many others.

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Without a doubt, Amazon is at the top of the food chain when it comes to the eCommerce marketplace. But where does that leave the rest of us?

Listen as Matt Edmundson and Jeremy Bodenhamer discuss how the digital Davids can differentiate and defeat the eCommerce giant, Amazon, through personalisation and authenticity.

Jeremy is the Co Founder and CEO of ShipHawk, the bestselling author of Adapt or Die and a leading expert at the intersection of shipping and eCommerce. He has been featured in Inc., TechCrunch, AOL, Fortune, Internet Retailer, and Entrepreneur; is a frequent speaker on innovation, technology, and logistics; and was a 2018 Supply Chain & Executive Pro to Know.

Connect with Jeremy Bodenhamer

Jeremy's Website

ShipHawk Website

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With a current average of 2.5 quintillion bytes of data being produced by humans every day, it is safe to say that the struggle to create attention grabbing content is real! 

Tune in and watch Matt Edmundson talk to Lauren Schwartz about how to create ads that identify and communicate a hook to your audience in a way that they understand it and want to click through … all in the first three seconds!

Lauren Swartz, from Orange County, California, is a thought leader in creating profitable creative strategies for e-commerce brands; design professional with over 15 years of experience. Her passions lie in creating top-performing ad creatives and she has personally led the creative strategy for top brands such as Love Wellness, APL, Colourpop, Our Place, and Leaf Shave.

Connect with Lauren Schwartz

Instagram 

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Lauren's website 

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This week on the eCommerce Podcast, Matt talks about automation with entrepreneur Richard Schnitzel. Automation isn’t just big corporations swapping out humans for robots. It’s just as relevant for small businesses who are also using software tools for everyday efficiency and productivity. 

Rich owns and operates a done-for-you automation company helping 6 figure entrepreneurs build the automation they need to scale their business to 7 figures and beyond.

Connect with Richard Schnitzel

Richard Schnitzel

Show Links

ZonGuru

Zapier

Bow Tie Bots

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Ever feel caught between AI hype and the fear of failing and losing customers to an ineffective chatbot? Here’s your chance to find out everything you need to know about chatbots and decide whether they are right for your business.

ManyChat’s Head of Content, Fara Rosenzweig joins Matt Edmundson on the eCommerce Podcast to talk about how brands can successfully use bots to tie content campaigns together and how to drive more engagement and sales. 

Fara Rosenzweig is ManyChat's Head of Content since May 2019 and brings over 15 years of content experience. Her love for storytelling has earned her an Emmy Award, and she's been featured in many publications. Fara’s background ranges from broadcast programming to online media. 

Connect with Fara Rosenzweig

LinkedIn

Instagram

ManyChatHQ on Twitter

ManyChat on Facebook

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Never underestimate the power of retention. Customer relationships lead to sustained business growth. 

Bonjoro founder, Matt Barnett joins Matt Edmundson on the eCommerce Podcast to talk about what it takes to build engagement and turn customers into friends. Matt Barnett has incredible insight to offer on how personalising a customer journey can naturally lead to repeat purchases and higher reviews. 

Matt Barnett is a serial entrepreneur, an industrial designer and an artist passionate about building great products and great cultures. 

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Company Website

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You’ve slogged through the hard work of researching your product and planning your business. You’ve secured the funding, created the website and made that first sale. But what about the rewards? When are you going to start raking in the profits?

Darwin Liu, Founder and  CEO of X Agency, joins Matt Edmundson on the eCommerce Podcast to highlight the areas in which we entrepreneurs can stop wasting money and start making money.

Darwin Liu is an entrepreneur and marketing expert who founded the very successful invite-only marketing agency, X Agency. Darwin has grown his business in helping companies and brands establish their digital presence.

Connect with Darwin Liu

Company Website

Direct Email 

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Search Engine World

Search Engine Land

Upwork

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“On the product page, your product description, to me, is where the magic happens”. Rishi Rawat

Rishi Rawat joins Matt Edmundson on the eCommerce Podcast and offers incredibly valuable insight and creates a compelling argument for why marketers should be focused on converting the first time buyer through their best selling product and not dividing attention over the basic principles of marketing.

Rishi Rawat is a buyer psychology copywriter who has been probing and experimenting to better understand how shoppers choose in a world filled with more choices than ever. Rishi’s company, Frictionless Commerce uses copywriting to optimize conversion rates. 

Connect with Rishi Rawat

LinkedIn

Frictionless Commerce Newsletter

Show Links

Baking Steel

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Omnichannel, the buzzword that seems more confusing the more it's used. We know that as marketers our goal is to expand the number of channels that we have permission to communicate on but just how do we connect all those channels for our customers?

Join us as Rytis Lauris demystifies omnichannel marketing and illustrates how our marketing efforts can be more effective by enhancing our omnichannel strategy through SMS, MMS and web push notifications. 

Rytis Lauris is the co-founder and CEO of Omnisend, an ecommerce-tailored email & SMS marketing automation platform built to help nimble teams drive more revenue without increasing their workload. Rytis is a successful entrepreneur who has spent more than 10 years building and bootstrapping startups and working in the digital marketing and ecommerce field. 

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LinkedIn

Twitter

Email

Show Links

2020 Ecommerce Statistics Report: Email, SMS & Push Messaging Insights For 2021:

https://www.omnisend.com/resources/reports/ecommerce-statistics-report-2021/

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Whether you’re well versed in email marketing or whether you are a newbie - how much do you really know about what it takes to succeed at email marketing? 

Join us as Matt talks to Gabriella Rapone about the common misconceptions of email marketing and how we as business owners can get our email game on point and optimise email for profit.

Gabriella Rapone, of Email Maverick, is specialised in email marketing for eCommerce businesses. Her expertise is engagement, open, click and deliver to Inbox. She sent over 100 million emails during her career. Gabrielle has run and owned her own email service provider for over seven years, having consulted for brands like As Seen On TV, United Online, and Classmates. She is also the author of a book about email marketing, "Hit in the Inbox".

Takeaway #1. Your ability to get more email opens and Inbox is based on your Email Reputation. 

Takeaway #2 The place of email in the online world is just a display media as it gets users from point A to point B.

Takeaway #3  Protect your email reputation by engaging your subscribers. Engage your subscribers by selling the click.

Connect with Gabriella Rapone

Email Maverick Website

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Hit the Inbox (Book) 

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Having a great product and a genius idea for a campaign is hardly enough fuel for advertising. An informed and strategic plan of action for ad campaigns is critical if you want targeted clicks that result in conversion. 

Join us as Matt Edmundson talks to Jarod Spiewak about mistakes businesses make with their marketing and what we need to be aware of when starting an ad campaign for our digital businesses. 

Jarod Spiewak is the founder and lead strategist of Blue Dog Media, a boutique, strategy-first, agency that helps exceptional businesses run sophisticated ROI-positive marketing campaigns to fuel long-term growth, without all the typical agency BS.

Takeaway #1 Know your business and customer as best you can before you jump into creating ad campaigns. 

Takeaway #2  If you are going to run ad campaigns, track conversions properly.

Takeaway #3  Make sure that where your ads are actually being shown, are actually worth being shown.

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Blue Dog Media Website

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Covid has massively accelerated the growth of eCommerce and now budding and seasoned entrepreneurs alike are wondering how to approach 2021. Amazon may seem the most obvious route to market but is it right for your digital business?

In this episode Matt talks to Jon Tilley, a successful entrepreneur & Amazon thought leader, with the aim to understand if and how Amazon is supporting the self starters and SME businesses.

Jon has spent 15 years working as an account director & strategist for some of the top digital agencies in LA, London and Johannesburg before starting his own business, ZonGuru.

Takeaway #1 “If you have a great product idea and you want to fish where the whales are, Amazon is a good place to start.” Jon Tilley

Takeaway #2  Do your business homework. Find the right product and understand how to grow an eCommerce brand.

Takeaway #3 There are no hacks to building a solid, scalable business. Get the right procedures in place and be disciplined to grow a healthy business. 

Connect with Jon Tilley

ZonGuru Website

LinkedIn

YouTube

Facebook

Instagram

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Get 50% off -  https://www.zonguru.com/get/holiday-special

Free eBook - 60 Hot products that you can sell on Amazon right now 

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A lot can be said about 2020 except that it hasn’t taught us invaluable lessons about humanity, society and our ability to adapt.

From digital marketing specialists to brokers to Shopify experts to entrepreneurs,  these men and women share what most resonates for them both professionally and personally as they consider the learnings they will carry with them into 2021. 

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A lot can be said about 2020 except that it hasn’t taught us invaluable lessons about humanity, society and our ability to adapt. 

From digital marketing specialists to tech leaders and social influencers to ecommerce experts to Behaviour Psychologists, these men and women share what most resonates for them both professionally and personally as they consider the learnings they will carry with them into 2021.

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With all the uncertainties and questions that Covid-19 has raised this year, we asked the experts to share their top content and marketing advice for online business this Christmas.

Jesse Schoberg, CEO at DropInBlog

Jesse previously featured on Ep 30 and you can connect with him on LinkedIn.

Neil Roberts, CPO at Papier

Neil previously featured on Ep 31 and you can connect with him on LinkedIn.

Kath Pay, Founder and CEO at Holistic Email Marketing

Kath previously featured on Ep 35 and you can connect with him on LinkedIn.

Tim Hughes, Co Founder and CEO at DLA Ignite

Tim Hughes previously featured on Ep 32 and you can connect with him on LinkedIn.

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The eCommerce Podcast

eCommerce Masterclass

Kurious Digital

DropInBlog

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Tech Sales Leader and Social Influencer, Ian Moyse and Behavioural Psychologist, Padraig Walsh talk us through what we can expect from a COVID Christmas and how we can better prepare our online businesses to adapt in the current climate.

Ian Moyse previously featured on Ep 21. Connect with him on LinkedIn.

Padraig Walsh previously featured on Ep 37. Connect with him on LinkedIn. 

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Welcome to the e commerce podcast with Matt Edmundson, a show that brings you regular interviews, tips and tools for building your business online.

In this episode, host Matt Edmundson, talks to four returning guests to understand how we can ready our eCommerce websites for Christmas 2020. The episode is jam packed with practical tips and helpful nuggets of information. 

Featuring on the show we have:

Shopify expert, Elle McCann.

Elle previously featured on Ep 33 and you can connect with her at:

Website - www.curiousthemes.com

Globally recognised eCommerce marketing problem solver, Chloe Thomas.

Chloe previously featured on Ep 20 and Ep 38 and you can connect with her at:

Website (and new podcast) - https://keepoptimising.com

Digital marketing and eCommerce expert, Joanna Steele.

Joanna previously featured on Ep 29 and you can connect with her at:

LinkedIn - www.linkedin.com/in/misssteele/                                                                                     

Website - www.dimaxdigital.com                                                                                                  

Instagram - @joanna.diana.steele                                                                                                      

Twitter - @misssteele

Owner and formulator at UXB a natural skincare company, Simon Driscoll

Simon previously featured on a Coaching Call and you can connect with him at:                         

Website - uxbskincare.com

Show Links The eCommerce Podcast

eCommerce Masterclass

Keep Optimising Marketing Podcast

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Every business needs a reason why customers should buy from them instead of their competition. It doesn’t have to be anything grandiose, it just needs to matter to the customer. 

Jessica Totillo, an eCommerce strategy expert, shares her wisdom and highlights seven ways that businesses can gain competitive advantage and increase conversion on eCommerce websites.

Jessica is working with and learning from the top experts in the digital marketing and eCommerce industry and loves working with female entrepreneurs and teaching the secrets of 7-figure eCommerce businesses. 

Takeaways

1 Know your customer.

2 There's most likely someone else out there who sells what you sell, but nobody else is you.

3 Build trust in your customers by putting time and effort into factors like social proof, product reviews and content and videos that tell your story.

Connect with Jessica

Website 

Facebook

Instagram

Show Links

The eCommerce Podcast

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Keep Optimising Marketing Podcast

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The eCommerce platform we use to run all our eCommerce businesses. If you are in the market for a new eCommerce platform, check it out. Their new monthly subscription service has made this even more accessible. Have a look around the site and book a demo.

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We’ve heard it said aplenty: Pinterest is a crazy effective marketing tool.  

But do we believe it?

Nancy Badillo, digital marketing specialist, uncovers the mystery of Pinterest marketing works and shares from her first hand experience of how it can help Etsy sellers generate organic traffic. 

Nancy has been a Digital Marketing Specialist now for 11 years and an Etsy seller for the last four years. She works with Etsy sellers who want to build a thriving business and embrace the entrepreneurial adventure. She started her Etsy Shop in late 2016 because she wanted to write a case study for her blog about making handmade items and selling them on Etsy. Now she has six Etsy Shops and loves making passive income with Etsy.

Takeaway #1 You don’t need to be an artist or tech savvy to sell on Etsy.

Takeaway #2 Building a brand and creating awareness takes effort. 

Takeaway #3 Use Pinterest marketing correctly and you will begin to see results within weeks.

Connect with Nancy

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Email

Facebook 

Twitter 

LinkedIn 

Pinterest  

Instagram  

YouTube 

Links 

Grow by mediavine

Tailwind App

Tailwind Tribes

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The eCommerce platform we use to run all our eCommerce businesses. If you are in the market for a new eCommerce platform, check it out. Their new monthly subscription service has made this even more accessible. Have a look around the site and book a demo.

Lightbulb Agency

Light bulb agency is an end to end eCommerce business that does anything that you don't really want to do or have the expertise to do with eCommerce. It offers a range of services such as product research, website creation, traffic generation, customer service, picking and fulfilment. Lightbulb ship from the UK all over the world for a number of customers.  If you're in the market for eCommerce services, look up Lightbulb Agency.

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Selling an online business can be an overwhelming process that carries with it a lot of uncertainty and requires tremendous patience and trust in the system.  

Brad Wayland, of Quiet Light Brokerage, represents sellers and helps them prepare for selling so they can get the maximum return on their sale. In this episode Brad dives deep into what it takes to sell a business, exit planning and how to use acquisitions as a strategy to grow an eCommerce business.

Brad is an entrepreneur who began working in the online space in 2003. He has a wide range of experience operating and marketing online businesses. Brad became friends with Mark, the founder of Quiet Light Brokerage in 2015 and it led to him becoming an advisor. 

Takeaway #1 Always be in a position to very quickly lay out all the financials for an interested buyer.

Takeaway #2 A business will generally sell for what it’s worth. Don’t over price it.

Takeaway #3 If capital is not your biggest issue then the easiest way to grow is to acquire. You can literally buy the success that you want.

Connect with Brad 

Email

Twitter

LinkedIn

Quiet Light Website

Sponsors

Kurious Digital

The eCommerce platform we use to run all our eCommerce businesses. If you are in the market for a new eCommerce platform, check it out. Their new monthly subscription service has made this even more accessible. Have a look around the site and book a demo.

Lightbulb Agency

Light bulb agency is an end to end eCommerce business that does anything that you don't really want to do or have the expertise to do with eCommerce. It offers a range of services such as product research, website creation, traffic generation, customer service, picking and fulfilment. Lightbulb ship from the UK all over the world for a number of customers.  If you're in the market for eCommerce services, look up Lightbulb Agency.

Links to other platforms where this podcast is available:

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Tony Guarnaccia, founder of Results Trained and author of Small Steps to Big Profits, shares his insight into running profitable businesses using his framework of growth factors. This construct helps businesses audit themselves and identify gaps so that they can grow and generate revenue predictably.

Tony’s story in business begins with his parent’s failed bakery and their resulting homelessness. Thanks to his flair for digital advertising, he flipped the script and found real business success online marketing for big auto companies. Since his realisation that small businesses need planning and strategy like a fish needs water, he’s been dedicated to helping grow businesses  navigate the uncertainties and emerge stronger on the other side. Tony has helped grow over 10,000 small businesses and a dozen Fortune 500 companies.

Takeaway #1 Continuous growth is essential to the long term survival of any business.

Takeaway #2 Utilise this recursive process every quarter to help your business review strategy and to discover opportunities to grow.

Takeaway #3 Whether you're a startup business or a big corporate organisation, the principles remain the same.

Connect with Tony Guarnaccia

Websites

Tony Guarnaccia

Small Steps

LinkedIn

https://www.linkedin.com/in/tonyguarnaccia/

Links

Small Steps Manifesto Download

https://smallstepsgrowprofits.com/manifesto-confirmation/

Sponsors:

Kurious Digital

The eCommerce platform we use to run all our eCommerce businesses. If you are in the market for a new eCommerce platform, check it out. Their new monthly subscription service has made this even more accessible. Have a look around their site and book a demo.

Lightbulb Agency

Light bulb agency is an end to end eCommerce business that does anything that you don't really want to do or have the expertise to do with eCommerce. It offers a range of services such as product research, website creation, marketing, traffic generation, customer service, picking and fulfilment. Lightbulb ship from the UK all over the world for a number of customers.  If you're in the market for eCommerce services, look up Lightbulb Agency.

Links to other platforms where this podcast is available:

Apple Podcasts

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With Black Friday and Cyber Monday fast approaching and more and more people shopping online (thank you Covid-19) there is no better time to start preparing for the busiest shopping days of the year. 

However, it’s certainly not business as usual. The ongoing pandemic continues to create uncertainties and presents unexpected challenges for businesses worldwide. No one can be sure how Black Friday and Cyber Monday will play out but one thing we do know - it pays to be prepared. 

Globally recognised eCommerce marketing problem solver, Chloe Thomas, gives insight on how businesses big and small can prepare for the upcoming Black Friday and Cyber Monday while contending with all the uncertainties that come with a global pandemic.  .

Chloë Thomas, author of several bestselling books, keynote speaker, advisor, and host of the eCommerce MasterPlan Podcast and Keep Optimising Podcast. She helps her clients maximise their marketing performance.

Takeaway #1 Plan ahead and be prepared to adapt as and when necessary. 

Takeaway #2 Warm up your list and test your ads now. Black Friday and Cyber Monday is not the time to be testing. 

Takeaway #3 If someone has bought from you once they are far more likely to buy from you again. 

Connect with Chloe Thomas

Website (and new podcast)

https://keepoptimising.com 

Links

About us pages that are good at storytelling

https://www.farmtoysonline.co.uk/pages/about

https://www.jerseybeautycompany.co.uk/about-us

https://moscowcopper.com/pages/our-story

Welcome campaigns

https://www.snakehive.co.uk/

https://www.projectrepat.com/

Post purchase

https://www.paper-republic.eu/

Sponsors:

Kurious Digital

The eCommerce platform we use to run all our eCommerce businesses. If you are in the market for a new eCommerce platform, check it out. Their new monthly subscription service has made this even more accessible. Have a look around their site and book a demo.

Lightbulb Agency

Light bulb agency is an end to end eCommerce business that does anything that you don't really want to do or have the expertise to do with eCommerce. It offers a range of services such as product research, website creation, marketing, traffic generation, customer service, picking and fulfilment. Lightbulb ship from the UK all over the world for a number of customers.  If you're in the market for eCommerce services, look up Lightbulb Agency.

Links to other platforms where this podcast is available:

Apple Podcasts

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When it comes to eCommerce, behavioural psychology is more relevant than ever. From power words to colourful CTAs to genuine interest in our customers, Behavioural psychologist, Padraig Walsh joins us to help get our heads around the role of consumer psychology in eCommerce and how to improve our online presence with behavioural design.

Padraig has worked internationally exploring influences on human behaviour. He uses his expertise to support behaviour change in commercial, educational and healthcare settings. Padraig also hosts a weekly podcast The Behaviour Vaccine which explores how Behavioural Science influences everyday issues such as habit change, well being, financial health and more recently Covid-19. 

Takeaway #1 Stick with familiar website design instead of trying to go against the norms.

Takeaway #2 Engage your customers without overwhelming them.

Takeaway #3 Lower barriers to purchase.

Connect with Padraig Walsh

LinkedIn: Padraig Walsh

Podcast: The Behavioural Vaccine Podcast

Website: Actualise Academy

Sponsors:

Kurious Digital

The eCommerce platform we use to run all our eCommerce businesses. If you are in the market for a new eCommerce platform, check it out. Their new monthly subscription service has made this even more accessible. Have a look around their site and book a demo.

Lightbulb Agency

Light bulb agency is an end to end eCommerce business that does anything that you don't really want to do or have the expertise to do with eCommerce. It offers a range of services such as product research, website creation, marketing, traffic generation, customer service, picking and fulfilment. Lightbulb ship from the UK all over the world for a number of customers.  If you're in the market for eCommerce services, look up Lightbulb Agency.

Links to other platforms where this podcast is available:

Apple Podcasts

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JJ Resnick, an expert in working with brands to help them succeed online, shares his tested and proved 8-step blueprint for building a successful eCommerce business. 

The blueprint encompasses the exact process that JJ and his team have followed to create each of their 7 and 8 figure brands.  

If you are serious about building a brand that resonates with your audience and one that they will get to know and trust then tune in and follow each of the steps for a successful business.

JJ is now working with new entrepreneurs looking to build their own brands. Check out this special link that JJ and his team have created for our listeners - www.buildmybrand.xyz/kuriosity. 

Connect with JJ Resnick

Website: www.buildmybrand.xyz

Email: jj@jjresnick.com

JJ Resnick’s other Businesses

Website: www.moscowmule.com

Website: www.moscowcopper.com

Recommended Online Tools

Helium 10 www.helium10.com

AH Refs www.ahrefs.com

NameMesh www.namemesh.com

Lean Domain Search www.leandomainsearch.com

Sponsors:

Kurious Digital

The eCommerce platform we use to run all our eCommerce businesses. If you are in the market for a new eCommerce platform, check it out. Their new monthly subscription service has made this even more accessible. Have a look around their site and book a demo.

Lightbulb Agency

Light bulb agency is an end to end eCommerce business that does anything that you don't really want to do or have the expertise to do with eCommerce. It offers a range of services such as product research, website creation, marketing, traffic generation, customer service, picking and fulfilment. Lightbulb ship from the UK all over the world for a number of customers.  If you're in the market for eCommerce services, look up Lightbulb Agency.

Links to other platforms where this podcast is available:

Apple Podcasts

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Customer engagement is the ongoing interactions between company and customer, offered by the company, chosen by the customer.” Paul Greenberg, CRM Expert

Customers choose to interact with businesses that offer them value and service them throughout the customer journey.

While some may believe email marketing is dying, it is actually the backbone of digital marketing. It shows up at every step of the customer journey and the customer life cycle. The more customer centric and personalised the emails the higher the engagement and conversion. 

Kath Pay, consultant at Holistic Email Marketing, shares her wisdom and gives insight on how lifecycle marketing can optimise customer engagement.   

Kath is well-known for her conversion-focused approach and is a huge fan of testing and optimising. She introduced the principles of consumer psychology and behavioural science into email more than five years ago, and this, combined with conversion-centred design; are applied throughout the customer journey within Kath's holistic approach to email marketing. 

Takeaway #1 Lifecycle marketing is a form of personalization. 

Takeaway #2 Strategy first. Tactics second.

Takeaway #3 Reframe what you do, your site, your email, your language in a way that connects with the customer.

Connect with Kath Pay

Email kath@holisticemail.com

Website www.holisticemailmarketing.com 

Linkedin https://www.linkedin.com/in/kathpay/

Twitter https://twitter.com/kathpay

Sponsors:

Kurious Digital

The eCommerce platform we use to run all our eCommerce businesses. If you are in the market for a new eCommerce platform, check it out. Their new monthly subscription service has made this even more accessible. Have a look around their site and book a demo.

Lightbulb Agency

Light bulb agency is an end to end eCommerce business that does anything that you don't really want to do or have the expertise to do with eCommerce. It offers a range of services such as product research, website creation, marketing, traffic generation, customer service, picking and fulfilment. Lightbulb ship from the UK all over the world for a number of customers.  If you're in the market for eCommerce services, look up Lightbulb Agency.

Links to other platforms where this podcast is available:

Apple Podcasts

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Nothing beats a good story.

Stories are powerful connectors that break down barriers and build relationships. A compelling narrative evokes emotion and forms connections with the target audience that are vital for conversion. 

Marcus Cauchi, an expert in buyer/ seller psychology, shares fascinating insight into how storytelling can increase our conversion rates and engage more customers.

Marcus Cauchi is a seller who teaches selling, not a trainer who teaches sales. He has been successfully serving his clients with Sandler Training since 2004. Marcus speaks regularly on sales, sales management, company turnaround and the successful recruitment of salespeople. 

Takeaway #1 The basis of story starts with your customer.

Takeaway #2 You must think as your customer, not about them.

Takeaway #3 If you can get the customer to generate the story, you are far more likely to get a win.

Takeaway #4 Unless you build value into the conversation, the conversation will always degenerate into cost.

Connect with Marcus Cauchi

Twitter:  The_Inquisitor

Linkedin: https://www.linkedin.com/in/maximisechannelsales/

Facebook: https://www.facebook.com/marcus.cauchi

Email: marcus.cauchi@sandler.com

Marcus Cauchi’s Podcasts

TheInquisitor Podcast 

Podbean: https://marcuscauchi.podbean.com/

Spotify: https://open.spotify.com/show/7C3pmVfHbwu84oZCqUQq81

Apple: https://podcasts.apple.com/gb/podcast/welcome-to-theinquisitor-podcast/id1341867086

ScaleUps And Hypergrowth Podcast 

Podbean: scaleupsandhypergrowth.podbean.com

Spotify: https://open.spotify.com/show/3t0Gge9e5XaB8REaqkiQ6u

Apple: https://podcasts.apple.com/gb/podcast/scaleups-and-hypergrowth-podcast/id1508754065

Recommended Reads 

Growth IQ by Tiffany Bova

The Context Marketing Revolution: How to Motivate Buyers in the Age of Infinite Media by Matthew Swwezey 

Marketing Rebellion: The Most Human Company Wins by Mark W. Schaefer 

Just Listen by Mark Goulston   

Recommended Mastermind Groups

Bigger Bolder Brighter with George and Tracey Swift

Mastermind with Jay Allen

Sponsors:

Kurious Digital

The eCommerce platform we use to run all our eCommerce businesses. If you are in the market for a new eCommerce platform, check it out. Their new monthly subscription service has made this even more accessible. Have a look around their site and book a demo.

Lightbulb Agency

Light bulb agency is an end to end eCommerce business that does anything that you don't really want to do or have the expertise to do with eCommerce. It offers a range of services such as product research, website creation, marketing, traffic generation, customer service, picking and fulfilment. Lightbulb ship from the UK all over the world for a number of customers.  If you're in the market for eCommerce services, look up Lightbulb Agency.

Links to other platforms where this podcast is available:

Apple Podcasts

Stitcher

Spotify

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If there is one complaint that most eCommerce entrepreneurs on Shopify have, it’s this: I have launched my store and have traffic but no sales. 

Elle McCann, one of the first registered Shopify experts, helps us get to the bottom of this by sharing her top five reasons for ‘traffic but no sales’. 

Elle McCann has been working with Shopify clients for over seven years and in that time has created 150+ Shopify stores. She has a unique insight into what makes a Shopify business successful. Elle is dedicated to helping entrepreneurs grow their online business without the overwhelm. 

Takeaway #1 Get to know your ideal customer exceptionally well.

Takeaway #2 Research around your product.

Takeaway #3 Stand apart from the crowd by injecting your values and personality into your brand.

Connect with Elle

Website

www.curiousthemes.com

Ecommerce courses -

eCommerce in a Weekend - How to set up your shopify store

Drive Traffic - Traffic blueprint 

Youtube Channel

youtube.com/curiousthemes

https://www.youtube.com/channel/UCztm-DxaKV1EpXSVxlVvbeg/videos

Sponsors:

Kurious Digital

The eCommerce platform we use to run all our eCommerce businesses. If you are in the market for a new eCommerce platform, check it out. Their new monthly subscription service has made this even more accessible. Have a look around their site and book a demo.

Lightbulb Agency

Light bulb agency is an end to end eCommerce business that does anything that you don't really want to do or have the expertise to do with eCommerce. It offers a range of services such as product research, website creation, marketing, traffic generation, customer service, picking and fulfilment. Lightbulb ship from the UK all over the world for a number of customers.  If you're in the market for eCommerce services, look up Lightbulb Agency.

Links to other platforms where this podcast is available:

Apple Podcasts

Stitcher

Spotify

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Effective social selling is more than just doing social, it is about forming connections and fostering relationships. 

Tim Hughes, CEO of DLA Ignite, talks about the evolution of sales in this digital age and shares practical tips on how to do social selling to gain competitive advantage for B2B or B2C companies. 

Tim Hughes is universally recognised as the world leading pioneer and exponents of Social Selling and he is currently ranked Number 1 by Onalytica as the most influential social selling person in the world. He is also Co-Founder and CEO of DLA Ignite and co-author of the bestselling books “Social Selling - Techniques to Influence Buyers and Changemakers” and “Smarketing - How To Achieve Competitive Advantage through blended Sales and Marketing”.  Both published by Kogan Page.

Takeaway #1 The purpose of putting content out on social media is to drive conversation.

Takeaway #2 Connecting with people is giving them permission to have a conversation with you.

Takeaway #3 Your social profile should be about you as a person - your beliefs, your values, your passions and your hobbies.

Connect with Tim Hughes:

Company Website: DLAIgnite.com

Linkedin: https://www.linkedin.com/in/timothyhughessocialselling/

Twitter: https://twitter.com/Timothy_Hughes

You Tube: http://www.youtube.com/c/TimothyHughes1 

Facebook: https://www.facebook.com/TimHughesSocialSelling/

Instagram: https://www.instagram.com/tim_hughes1/

Podcast

The Groundswell Marketing Podcast

Books

Social Selling 

Smarketing

Sponsors:

Kurious Digital

The eCommerce platform we use to run all our eCommerce businesses. If you are in the market for a new eCommerce platform, check it out. Their new monthly subscription service has made this even more accessible. Have a look around their site and book a demo.

Lightbulb Agency

Light bulb agency is an end to end eCommerce business that does anything that you don't really want to do or have the expertise to do with eCommerce. It offers a range of services such as product research, website creation, marketing, traffic generation, customer service, picking and fulfilment. Lightbulb ship from the UK all over the world for a number of customers.  If you're in the market for eCommerce services, look up Lightbulb Agency.

Links to other platforms where this podcast is available:

Apple Podcasts

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Spotify

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Customer focus matters.

Repeatedly putting yourself in the shoes of your customer and viewing things from their perspective is about focusing on their needs, wants and aspirations. This builds customer loyalty and loyal customers are far more financially rewarding than new customers.

Neil Roberts, Product Director at MOO, shares four ways to better understand how we can deliver great customer focus to reap more profitable and sustainable eCommerce businesses. 

Neil spent most of the last decade at Eurostar creating digital strategy that builds great customer experience. He's now at MOO helping them scale their ambition to bring 'Great design to everyone'.

Takeaway #1 Know your customers to understand and meet their expectations.

Takeaway #2 The website is secondary to the product.

Takeaway #3 Stand in the customers shoes to understand their needs and see their problems first hand.

Connect with Neil Roberts

Linkedin: https://www.linkedin.com/in/neil-roberts/

Website: www.moo.com

Customer Engagement Measurement Tools

User Testing: www.usertesting.com

Hot Jar: https://www.hotjar.com/

Google Analytics: www.analytics.google.com

Sponsors:

Kurious Digital

The eCommerce platform we use to run all our eCommerce businesses. If you are in the market for a new eCommerce platform, check it out. Their new monthly subscription service has made this even more accessible. Have a look around their site and book a demo.

Lightbulb Agency

Light bulb agency is an end to end eCommerce business that does anything that you don't really want to do or have the expertise to do with eCommerce. It offers a range of services such as product research, website creation, marketing, traffic generation, customer service, picking and fulfilment. Lightbulb ship from the UK all over the world for a number of customers.  If you're in the market for eCommerce services, look up Lightbulb Agency.

Links to other platforms where this podcast is available:

Apple Podcasts

Stitcher

Spotify

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Over the last several years there has been a gradual increase of businesses creating flexible workplaces that allow people the option to work remotely.

Covid19 has accelerated this trend exponentially. The businesses that resisted remote working have had to transform themselves overnight and tackle cultural and technological norms. 

It is yet to be seen what the new normal will look like on the other side of the pandemic but there is a good chance that remote working will remain at a high level. 

In this episode, Jesse Schoberg shares his insight and expertise on how to source remote teams and stresses  the importance of content marketing for eCommerce entrepreneurs.

Originally from the States, Jesse has been living around the world for more than a decade. A developer by trade, he's been managing remote teams for over 15 years. Recently selling his other projects, he's now co-founded DropInBlog where he focuses his time as CEO.

Takeaway #1 Remote working can be done.

Takeaway #2 Make outputs your focus.

Takeaway #3 Define your processes and expectations as early and clearly as possible.

Connect with Jesse Schoberg:

Twitter: https://twitter.com/jesseschoberg

Personal Blog: https://schoberg.net

DropInBlog:

Company site: https://dropinblog.com

Shopify App: https://apps.shopify.com/dropinblog-seo-friendly-blog

Hire by the Hour:

Upwork: https://upwork.com

FreeUp: https://bit.ly/getfreeup

Hire by Salary:

JobRack: https://jobrack.eu

Dynamite Jobs: https://dynamitejobs.com

Productized Services:

Content and Social Media by Janine Mapa: https://janinemapa.com

Design by Many Pixels: https://www.manypixels.co/

Sponsors:

Kurious Digital

The eCommerce platform we use to run all our eCommerce businesses. If you are in the market for a new eCommerce platform, check it out. Their new monthly subscription service has made this even more accessible. Have a look around their site and book a demo.

Lightbulb Agency

Light bulb agency is an end to end eCommerce business that does anything that you don't really want to do or have the expertise to do with eCommerce. It offers a range of services such as product research, website creation, marketing, traffic generation, customer service, picking and fulfilment. Lightbulb ship from the UK all over the world for a number of customers.  If you're in the market for eCommerce services, look up Lightbulb Agency.

Links to other platforms where this podcast is available:

Apple Podcasts

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Spotify

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Customer generated content or CGC is a powerful marketing tool that is highly effective in customer conversions. 

Studies show that  consumers are heavily reliant on CGC for important insights on a product and for making purchasing decisions. Research also found that consumers have more faith in CGC than they do in advertising. 

Digital marketing and eCommerce expert, Joanna Steele, developed a CGC strategy for Argos shares valuable information on how to harness the power of CGC through reviews. 

TAKEAWAY #1 - Customers trust other customers.

TAKEAWAY #2 - Customers want to see all reviews - the good, the bad and the ugly.

TAKEAWAY #3 - eCommerce websites should have at least 15 reviews per product.

TAKEAWAY #4 - Incorporate CGC into the whole customer journey. 

TAKEAWAY #5 - Use CGC to improve everything about your product.

Joanna Diana Steele is a Digital Marketing & eCommerce Consultant, Trainer & International Public Speaker. She has over 15+ years of digital experience helping multi-million pound UK brands like Argos, London 2012 Olympics and Mothercare engage consumers with award-winning campaigns and experiences, build online communities and increase sales. She was nominated for a TechWomen 50 Award in 2017, which recognises emerging tech talent in the UK and writes a column for She Leads Africa – a community that helps young African women achieve their professional dreams with engaging online content and pan-African events. She is the Co-Founder and CEO of Dimax – A digital agency that unifies creativity and technology, helping businesses in Central & West Africa to become digitally focused to drive growth. The Dimax vision is to be the No.1 digital agency in Africa. Her passions are Africa, tech and travel. She is also a big music fan and loves football supporting North London’s finest Spurs.

Connect with Joanna Steele: 

Linkedin - www.linkedin.com/in/misssteele/

Website - www.dimaxdigital.com

Instagram - @joanna.diana.steele

Twitter - @misssteele

Sponsors:

Kurious Digital

The eCommerce platform we use to run all our eCommerce businesses. If you are in the market for a new eCommerce platform, check it out. Their new monthly subscription service has made this even more accessible. Have a look at it, check out the demo.

Lightbulb

Light bulb agency is an end to end eCommerce business that anything that you don't really want to do or have the expertise to do with eCommerce. It offers a range of services such as research product, create website, marketing, generate traffic, customer service, picking and fulfilment.  Lightbulb ship from the UK all over the world for a number of customers and you can try out their service with no problems. 

Links to other platforms where this podcast is available:

Apple Podcasts

Stitcher

Spotify

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The personalised product market is gaining momentum as we, the consumers, are increasingly demanding what we want, when and how. Not only do we want to receive a personalised product and or service but we also want to be actively involved in the process. 

Dropshipping is a popular business model and with the right product it can also be a very promising route to market. Personalised products have greater potential to improve traffic and conversion.

In this episode Brian O’Donnell, Managing Director of Map Marketing, shares his insights and tips on selling personalised products through dropshipping for the long term survival of your business.

Map Marketing is a manufacturer of maps and jigsaw puzzles based in Devon, UK. Selling predominantly in the UK and the US, they supply off-the-shelf, short-run and one-off maps and jigsaw puzzles. Having shipped over one-million personalised map jigsaw puzzles they are specialists in dropshipping. 

Connect with Brian O’Donnell:

Linkedin: https://www.linkedin.com/in/odonnellbrian/

Twitter: https://twitter.com/bod1966

www.mapmarketing.com

www.alljigsawpuzzles.co.uk

www.alljigsawpuzzles.com

Sponsors:

Kurious Digital

The eCommerce platform we use to run all our eCommerce businesses. If you are in the market for a new eCommerce platform, check it out. Their new monthly subscription service has made this even more accessible. Have a look at it, check out the demo.

Lightbulb

Light bulb agency is an end to end eCommerce business that anything that you don't really want to do or have the expertise to do with eCommerce. It offers a range of services such as research product, create website, marketing, generate traffic, customer service, picking and fulfilment.  Lightbulb ship from the UK all over the world for a number of customers and you can try out their service with no problems. 

Links to other platforms where this podcast is available:

Apple Podcasts

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Spotify

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The logic digital marketing strategy is based on the simple principle that successful web page optimisation is impossible without thorough keyword research. Keyword research is the foundation for all digital marketing. Without the keyword research, without the real hard core data, a real integrated strategy for your business is out of the question.

Digital Marketing Mentor and Keyword Strategy Specialist, James Pybus created The Logic Digital Methodology to give structure to an integrated digital marketing strategy.

In this podcast James shares the three core elements of digital marketing: optimisation, paid media and content strategy and introduces us to his own tested and proven Keyword Strategy Tool.

James Pybus has been in Digital Marketing for 24 years and has worked with and advised for small one-man businesses through to Microsoft HP Platinum Partners like OCSL to Global Retailers like Jack Wills.

Connect with James:

Linkedin https://www.linkedin.com/in/jamesdeanpybus/

Digitalmarketingmentoring.co.uk

Emarketing-strategy.co.uk

Sponsors:

Kurious Digital

The eCommerce platform we use to run all our eCommerce businesses. If you are in the market for a new eCommerce platform, check it out. Their new monthly subscription service has made this even more accessible. Have a look at it, check out the demo.

Lightbulb

Light bulb agency is an end to end eCommerce business that anything that you don't really want to do or have the expertise to do with eCommerce. It offers a range of services such as research product, create website, marketing, generate traffic, customer service, picking and fulfilment.  Lightbulb ship from the UK all over the world for a number of customers and you can try out their service with no problems. 

Links to other platforms where this podcast is available:

Apple Podcasts

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Spotify

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We like to believe that everyone gathers all the available information before they make a decision but the sad fact is that there is too much information out there.

What influences our decision making process? How do we persuade others to our way of thinking?

Meyrick D’Souza, Digital Marketing expert, has always been intrigued by what drives people's behaviour. In his research the best example that he could find was the book Influence: Science and Practice by Robert Cialdini. The book is based on Cialdini’s research of six important weapons or shortcuts that people use to influence their decisions and behaviour. 

Meyrick D'Souza is a Digital Marketing professional with over 20 years of international experience helping organizations build customer-focused digital engagement. Has worked both agency and client-side. Experience ranges from Fortune 500 to start-ups. Skilled in helping organizations reimagine and transform their customer experience, by understanding the opportunities and challenges that new technologies can have. Strengths in strategic council & best practices to develop digital capabilities Passionate about what motivates human behaviour in digital spaces Experience includes working for blue-chip organizations such as Adobe, LenovO and BT. Recently returned to London after 21 years of working and living in Asia.

In this episode, Meyrick D’Souza introduces the six shortcuts and looks at how they apply to the world of eCommerce.  

Connect with Meyrick:

Twitter @metric_dos

LinkedIn https://www.linkedin.com/in/meyrickdsouza/

Sponsors:

Kurious Digital

The eCommerce platform we use to run all our eCommerce businesses. If you are in the market for a new eCommerce platform, check it out. Their new monthly subscription service has made this even more accessible. Have a look at it, check out the demo.

Lightbulb

Light bulb agency is an end to end eCommerce business that anything that you don't really want to do or have the expertise to do with eCommerce. It offers a range of services such as research product, create website, marketing, generate traffic, customer service, picking and fulfilment.  Lighbulb ship from the UK all over the world for a number of customers and you can try out their service with no problems. 

Links to other platforms where this podcast is available:

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Lorna Leaver is the Engagement Manager GS1 UK. Having a background in retail eCommerce and specialising in marketplaces, Lorna joined GS1’s engagement team to use her experience in trading online to help sellers and marketplaces come together using industry standards to improve buying experiences for customers. She previously ran the marketplace operations for global retailers such as Mothercare, Early Learning Centre, Boohoo.com and most recently the shoe retailer Dune London.

In this episode Lorna unpacks for us the topic of barcodes and gives clear insight into the importance of product identification for online businesses. 

Top three takeaways:

Takeaway #1: Barcodes are critical for your online business. 

Takeaway #2: Barcodes are like a passport number for the product - it tells you everything you need for product identification.

Takeaway #3: If you're planning to sell a product on Amazon first check the licence owner to make sure the barcode is licensed to the manufacturer of the product. To run this check you can use the GS1 database at:https://gepir.gs1.org/ (there is an app available for this too, search ‘igepir’.

For some fun, take this short informal quiz to test your knowledge of how to barcode and measure your products correctly: https://www.gs1uk.org/bossing-the-basics !

Connect with Lorna:

Email lorna.leaver@gs1uk.org

Twitter @lornabeams

LinkedIn https://www.linkedin.com/in/lornab/

You can also email GS1 at support@gs1uk.org or call freephone 0808 178 8799 or alternatively call 020 7092 3501.

Sponsors:

Kurious Digital

The eCommerce platform we use to run all our eCommerce businesses. If you are in the market for a new eCommerce platform, check it out. Their new monthly subscription service has made this even more accessible. Have a look at it, check out the demo.

Lightbulb

Light bulb agency is an end to end eCommerce business that anything that you don't really want to do or have the expertise to do with eCommerce. It offers a range of services such as research product, create website, marketing, generate traffic, customer service, picking and fulfilment.  Lighbulb ship from the UK all over the world for a number of customers and you can try out their service with no problems. 

Links to other platforms where this podcast is available:

Apple Podcasts

Stitcher

Spotify

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A well planned strategy is critical to helping any startup successfully launch their venture and retain their competitive edge. A startup without a strategy will lack clear goals and direction to keep their business afloat.

We spoke to Heikki Haldre and extracted several golden nuggets on ways startups can strategize today for their success of tomorrow.

Heikki Haldre, Chairman, The Future of Retail Organisation Heikki is a founder of four companies, his latest - a FashionTech company Fits.me – was acquired by Rakuten, one of the world’s largest eCommerce players. Heikki mentors startups on strategy, how to build and finance their ideas to scale, and how to ensure they’ll become the commercial success stories. Currently Heikki is Chairman at The Future of Retail Organisation, founder of Find.Fashion, The Exit Academy and is named in the top 100 most influential names of the digital fashion world by Vogue’s “Online Fashion 100”.

If you’re wondering how to make your startup successful listen to this exchange and learn the three tops tips and much, much more.

Connect with Heikki on LinkedIn 

For those companies that have already built something and are thinking of how to strategize and think a few years ahead or acquisitions and exit plan check out The Exit Academy.

Show Sponsors:

Kurious Digital

Link to Lightbulb Agency, coming soon.

Links to other platforms where this podcast is available:

Apple Podcasts

Stitcher

Spotify

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Too often we become focused on new and trending data-driven marketing and forget the fundamental old school principles. Marketing isn’t an isolated discipline and it needs an holistic approach.

The Agile CMO, Chris Raven believes there is value in educating people in how to connect the dots for this kind of holistic perspective to their strategic marketing efforts. He uses a five stage process to help you grow your business.

Chris Raven works with clients and agencies to create cohesion from chaos, bring direction and focus to their business growth efforts, and ties together disparate functions to reduce friction.

Listen in and learn from Chris Raven's rich experience in marketing and eCommerce. You won't be disappointed!

Links 

Matt Edmundson

Kurious Digital

Chris Raven

Chris Raven on LinkedIn

Apple Podcasts

Stitcher

Spotify

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Many of us don't fully realise the rich benefit of SEO and SEO done right.

A large part of online traffic is driven by search engines and as smart as search engines are, they still need our help to access certain pieces of information. The faster we can provide the information they faster the search engines can do their job to get us seen on the world wide web.

To help us understand the basics of SEO, Alina Ghost joins us and talks about 3 specific pillars of SEO (search engine optimisation) for a good eCommerce website. These are technical SEO, content SEO and link building SEO.

Alina has a decade of Digital Marketing experience and has worked for the likes of Debenhams, Carpetright and Tesco. Currently, SEO Manager at Amara, a luxury interiors brand that is purely online, and Podcast founder and host of SEO with Mrs Ghost.

Listen in as Alina shares her SEO experience, wisdom and knowledge. 

Links 

Matt Edmundson

Kurious Digital

Alina Ghost 

Alina Ghost on Twitter

Alina Ghost on LinkedIn

Apple Podcasts

Stitcher

Spotify

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In today's episode our guest, Ian Moyse, talks through the importance of personal branding and even throws some easy social media hacks for eCommerce entrepreneurs.

Ian Moyse is EMEA Sales Director for Natterbox. He was awarded the accolade of BESMA UK Sales Director of the year and in 2019 was listed in the top 50 Sales Keynote speakers by Top Sales World . He is widely published on matters of social influence, sales leadership, personal branding and cloud technologies.

Consumer habits have changed and now, more than ever before, your personal brand matters. 

Social media has given us an inside view to what goes on behind the face of a business and it is creating a shift in consumers choosing small personal brands that are built around a product and the person behind the product. 

Personal branding done right can help you stand out from the crowd and give you a platform from which you can inspire trust in your audience. 

Creating (or recreating) a personal brand can feel daunting and the common fear is that social media will forever own you. 

It won’t … as long as you are strategic about it. 

Listen in and learn Ian Moyse's seven steps to your personal brand and and some easy social media hacks to drive your eCommerce business.

Links

Matt Edmundson

Kurious Digital

Ian Moyse

Ian Moyse LinkedIn

Apple Podcasts

Stitcher

Spotify

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Chloe Thomas’ latest book, How to get traffic that buys to your website, addresses the struggle people have with driving traffic that buys to their website.

Chloë Thomas is a globally recognised eCommerce marketing problem solver. Author of several bestselling books, keynote speaker, advisor, and host of the eCommerce MasterPlan Podcast. She helps her clients maximise their marketing performance.

Formula for eCommerce Success

The book, How to get traffic that buys to your website, is based on the formula: Traffic x  average order value x conversion rate = sales 

If you want to increase your sales, you have to improve your traffic, your average order value or your conversion rate. These are the only three ways you can do it.

Traffic is the most powerful of the three components because it affects both the AOV and the conversion rate. There is only so far you can push an average order value and conversion rate but there are endless ways in which you can push traffic. However, driving a lot of traffic is far from enough. It has to be driving the right traffic. The traffic that actually wants to buy. 

Traffic Optimisation is the most important skill for eCommerce growth 

Traffic optimisation is critical to ensure that the money and time you are spending on driving traffic to your website is traffic that is buying. 

The process of optimisation is looking at each source from which your traffic is stemming from and constantly tweaking it to make it better. In essence you want to bring more traffic that buys for less cost to your business. 

To be successful in eCommerce you have to, at the very least, understand optimisation as a skill set. If you’re making decisions on how money and time are spent in your business you need to understand the skill sets you will need in the people that you employ.

Three core marketing methods

1. SEO (Search Engine Optimisation)

People tend to ignore SEO because it is more of a slow burn and it can take months for results to show. Instead they focus on ads or emails that will bring immediate results. 

There are three parts to SEO

Be relevant and get the right keywords in the right places on your website

Be in the index by allowing google into your site so that it knows you exist

Be important by constantly building links to your website

In essence, SEO is of value to your business if it is going to drive traffic that buys to your website.

For those who want to start doing SEO, the good news is that the SEO community is very good at sharing and updating each other. In doing so they offer a whole host of free information online. Here’s a few pointers to get you started:

Google search console is a must for anyone wanting to start doing SEO. This is where you submit your sitemap to be in the index. Consider it also your way of talking to Google about what’s happening on your website. Google search console gives you stats which can be integrated into your google analytics for more stats. 

Moz.com are geniuses in the space of SEO. They have some really nice free tools that you can use to check things like domain authority, which is an estimation of how important Google thinks another website is. 

SEM Rush has a suite of really useful tools that will check rankings.

1. Search Engine Advertising

Search engine advertising tends to deliver faster results than SEO.  

Once you know your profit target (this usually comes down to your return on advertising spend (ROAS) or your cost per acquisition (CPA) the two main numbers for businesses to focus on are: money spent and money earned.

To get the most out of Google ads, whether you're doing Google shopping campaigns or you're doing keyword advertising, the more focused you can make your activity, the better it generally performs. 

It’s best to start small and then use the data to build out.

1. Email marketing...

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As much as we like to repeat the old saying, “don’t judge a book by its cover”, we all know that first impressions really do matter. Within seconds we make snap judgements which influence our perception of what is or isn’t credible. 

Websites are no different.

Simon Driscoll is the owner and formulator at UXB a natural skincare company that specialises in cleansers and exfoliants. UXB was founded in 2018 and sells directly to consumers at uxbskincare.com. 

Simon began his skincare products journey after a eureka moment in a Turkish bath in 2016. Developing and formulating products very quickly became a hobby and passion for Simon. After a couple of years of selling products at fairs and markets he has decided to really push his website and requested Matt’s expertise.

Simon is very knowledgeable and passionate about the distinct skincare products that he formulates and sells. However, Simon’s biggest problem is traffic but no conversion.

While reviewing UXBskincare.com Matt highlights 12 ways to improve a website to increase conversion.

Simon's takeaways in his own words:

"1. The site just looks like a bland L'Oreal site with pictures that have been nicked off of Unsplash.

2.There is no personality to it and nothing to convince person who knows nothing about me as to why they should buy my product.

1. It's doing a woeful job at sales.

2. The only bit of leverage that I have is the fact that I know the product and I know how good it is.

3. I need to put a bit more personality into this brand and make it a bit different, and make it stand for something.”

Links

Matt Edmundson

Kurious Agency

Jersey Beauty Company

UXB Skincare

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Season 2 of The Kuriosity Podcast is almost here! 

But before we officially kick it in an upcoming episode, let’s address the one thing that is on everyone's mind: coronavirus. 

In the wake of coronavirus, we have all found ourselves on the war-path in one way or another. But instead of reacting to all that threatens to derail our businesses, now is the time to consider how we can re frame our businesses and be proactive in these unprecedented times. 

Join Matt Edmundson as he reiterates Bill Gates’ five key steps to preparedness that society needs to put into place in order to be proactive in these uncertain times. Learn how Matt has put these steps into practice with his own businesses in order to protect them now and in the future. 

Links

Matt Edmundson

Kurious Agency

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Welcome my fellow eCommerce Entrepreneurs! My name is Matt Edmundson and this show is for those of us Kurious About eCommerce and who want to know how to get better at digital business.

The show is sponsored by the amazing Kurious Digital - an experience based eCommerce platform that I use to run and grow my own eCommerce business. If you are looking for a new platform, be sure to check out at kurious.digital. That’s Kurious with a K, not a C, kurious.digital.   In today's show we are wrapping up Season 1 with some lessons learned and some tips on why and how you can podcast for your eCommerce business. You will also get to find out what is coming in Season 2.   This is the final episode of Season 1. Season 2 is coming early 2020.   Breaking podcasts down into seasons, in my opinion, is a great way to podcast. The end of a season gives you a natural break and a chance to consider what has gone well, what needs to change and to understand where the industry is going. You give yourself thinking space and avoid getting stuck in one format forever.   Why we did a podcast   Podcast are such an interesting medium and the barriers to entry are really very low.    Podcasting has also linked us to a much bigger and wider audience.   How we do the podcast   To podcast all you need is a microphone and a recorder.   Here we use audio editing software, Adobe Audition. Matt records through the Rode podcasting microphone into the Zoom Handy H6 and then uploads to Podbean. Podbean then notifies Apple and all the other platforms that we are on, that the podcast is live.   Good audio is key.   Additionally, we create a blog post around each podcast on the Matt Edmundson site. The Matt Edmundson site is built on KD core which is the same platform that we use for the eCommerce sites (the Kurious Digital platform) but without all the eCommerce frills. Although that has now been added to the Matt Edmundson site because we will be selling courses and products very soon.   

Our lessons learned   Batch processing. We got caught out with this last episode of Season 1 when Matt got sick and we didn't have it pre-recorded. Record a few episodes at a time so that you always have some in the can and stay on top.   The Kuriosity Podcast has featured guests, coaching calls and just Matt talking. We added news items with Sadaf to break up the podcast and to add another voice. This was a good move.   Why podcasts are good even for eCommerce businesses   Podcasts are great fun! Here are a few reasons you need to get out there and do it: The least busy medium at the moment

Popular medium because they grant easy access to listeners wherever they are - driving, working out, walking, doing chores, the list goes on.

Being voice only means that the barriers to entry are much lower - especially if you don't like to be in front of a video camera 

Podcasting valuable content around the topic of your website will connect you to a wider audience and help drive traffic to your online store.

Content creation becomes a whole lot easier. From a single podcast, you can aid your marketing efforts by creating a blog post and social media posts for Facebook, Instagram, Twitter, Linkedin etc. It's a great way to get exposure and to educate potential customers.

Top tips for podcasts

Batch process a few episodes at a time to stay on top

Break up the podcast with additional voices

Give your best content and be transparent. The more real you are with your audience and the more value you bring the more likely the are to engage. 

Have fun with it! Being the energy and engage your audience.

Vary the speed in which you talk and the amount of pauses. Even though when you are recording you will be talking to wall, make your podcast feel like a conversation.

What is coming in Season 2

We will be aiming to have a guest in each episode so that we can offer expert content and more helpful interviews. We are reaching out to people...

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Welcome my fellow eCommerce Entrepreneurs! My name is Matt Edmundson and this show is for those of us Kurious About eCommerce and who want to know how to get better at digital business.

Despite popular belief, email marketing is still the best and most effective marketing channel across all industries. It has the ability to reach out to an audience that is already engaged and it gives businesses a much higher return on investment than any other digital channels. According to an eMarketer study, the median marketing ROI is 122% - four times higher than any other digital marketing channel.   Email marketing has evolved from just email blasts to delivering targeted and personalised emails. Targeted emails offer a much higher ROI but in this age of the GDPR businesses have to be strategic in order to maximize return. Since the GDPR came into force last May, millions of euros have been issued in fines to businesses across the EU for GDPR breaches. It's super important to give your recipients the option to manage the type of content they receive from you.   The five ways different types of emails that we use in our email marketing campaigns:  

1 Segment emails

Segment your customers and send them only relevant content and promotional offers. To stay on top of your game you have to be continually working to understand the customer so that you can send them relevant content that they can engage with.   

The format of your these emails also matter.

Create a catchy subject line that will immediately catch the attention of the customer and resonate with them. 

Use the recipient's first name - people like hearing their name and they'll want to know what you have to say to them.

Be personable and empathetic to create a sense of camaraderie. Your customers want to know they are being  understood and that you genuinely care. 

The ultimate purpose is to get customers to click on the link and make a transaction on the website. 

2 Sequence emails

Sequence emails are sent to one email per person that is triggered by a behavior or an action by that person.    Classic example of this is the abandoned cart. You can sequence multiple emails and send them over several days to help the customer come back to complete the purchase. This is helpful for gradually building trust with your customers. 

Sequence emails also work well with on-ramp and new customers. Aim to nurture your customer relationships and help them to buy into your values and your culture.    Sequence emails are very targeted and are sent one email to one person based on their buying or browsing behavior.   

3 Transaction emails

Transactional emails are triggered by a specific behavior on your website  - a customer buying a product from you. These are a series of emails that the customer is looking out for and waiting to receive.    The customers are waiting for the order confirmation email. They want to read the email that tells them their order is on the way and that the order has been delivered. An additional email you can and should send is to ask for feedback or review of the product they've purchased.   You know then these are emails that will be opened and read by the customer. And this is why these transactional emails are a great opportunity for some well thought out up-selling and cross-selling. The customer already has a level of trust because they have just bought from you so they are far more likely to click through to your site.  

4 Customer service emails

Customer service emails are really important because they help retain your customers and build a loyal customer base.   These are emails that your customers will be waiting to receive because they want you to answer one or more of their questions. This is high value real estate space!    Happy customers become loyal customers who will evangelize your brand and bring you new customers.  

5 Footer emails

These emails aren't going to be super fruitful but they

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Welcome my fellow eCommerce Entrepreneurs! My name is Matt Edmundson and this show is for those of us Kurious About eCommerce and who want to know how to get better at digital business.

Creating and sharing valuable and relevant content is one of the foundational elements of having effective websites that drive traffic and generate leads. It is a medium to long term strategy that needs to be carefully considered and implemented because of its direct link to the sales funnel.    The reason being engagement.   The better your content can resonate with your customers, the better the engagement and the higher the conversions.   Not all engagement is the same.    Outbound content management is short, snappy and easily digestible. It disrupts the reader and offers value that they are probably not even looking for.    Inbound content marketing, on the other hand is where you try to make yourself more discover-able by people who are searching for specific content. This is where we you create content gold and get people to keep coming back for help on other related topics.   

Here are four steps you can take to create valuable, relevant and consistent content:

1. Define your content strategy

Before you do anything else, you need to have very clear and measurable content goals in place. Knowing where you are and where you want to be will give you a clear sense of direction from which you can create a content schedule.   2. Create only good content

The competition for good content is tough out there! To stand apart from the masses you have to understand what consumers in your niche want to know. Every bit of content you produce needs to hinge on being: valuable and relevant. 

For example if you have an online store, a product landing page can serve as an excellent content marketing tool that will quickly translate into conversions. The content here needs to be entirely customer focused - what they would like to know and see. Keep it relevant and give them content around what the product is, what problem it will solve for them, how it will transform then and (with a clear call to action) what they can do next.   

Another example is a product page, complete with videos, reviews and FAQs. A product page with images and solid descriptions for each product is content that is both valuable and relevant to the consumer - they want to know everything they possibly can before they make the decision.   How-to-videos that show how the particular product can be used or worn are highly valuable and relevant content. Your customers will watch the videos to better understand the product and learn how it can transform them. How is it valuable and relevant to them? Use subtitles if you are narrating because a lot of people watch videos with the audio off. 

Product reviews have a lot of mileage. Before we buy anything we want to know if it works and actually does what it claims to and one way to do that is to read the reviews. Amazon claims that over 90% of people read reviews before making a purchase. 

FAQs are a great way to engage your customers with valuable and relevant questions. You can build this content by preempting what you think your customers will want to know as well as include what questions your customers have already about that product. Take careful note of the questions your customers are asking and what they care about. Creating content around their questions will increase engagement.  

3. Be committed to your content schedule With strategic content marketing you are playing the long game and in time your content schedule will add to the success of your organic searches and lead generation. Commitment and consistency are key.

1. Be deliberate about distributing content

Don't create content for the sake of it and definitely don’t create content with fingers crossed hoping it will get noticed by someone.   You have to be deliberate and intentional about distributing content...

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Welcome my fellow eCommerce Entrepreneurs! My name is Matt Edmundson and this show is for those of us Kurious About eCommerce and who want to know how to get better at digital business.   As wonderful and convenient the world of eCommerce is, it is impersonal.

eCommerce personalisation is critical for online success. By giving consumers a personalised customer experience you can massively improve conversion rates and customer retention.   In today's show we look at three key ways that you can personalise your customer journey to enhance customer experience, engagement and loyalty.   1. Website personalisation   The aim is to understand the visitor as quickly as possible through their browsing patterns. The more you can anticipate their needs the faster you can begin to give them recommendations.   One way to do this is to segment your products by categories. This makes it easier for customers (first time and repeat) to browse and quickly find what they are in interested in. It also helps you gain a better understanding of what the customer wants so that you can begin to offer them relevant content.   For example, if a visitor on my site is looking at fountain pens, I am going to start making assumptions and show them fountain pen accessories or best selling fountain pens or blog articles about these pens. I am not going to show them ball-point pens.    Another way to quickly understand your customers is to encourage them to create user profiles/accounts on the website. This helps you to build a complete picture of the customer so that you are in a better position to create and offer tailored content and promotional offers.    Show customers personalised pages based on their anticipated needs/wants by creating categories like Favorites, wish lists, browsing, purchasing. The more tailored the content, the higher the conversion.    2. Email personalisation   For effective and personalised email marketing you need to think about your customers and take their shopping habits into account before you can offer them specific content and relevant promotional offers.   And guess what?   Email open rates go up. Click throughs go up. Sales go up.   Segment your list of subscribers and use email sequences. Give your customers relevant content watch the conversion rate go up.     Format your emails with a catchy and tailored subject line to immediately capture the attention of the customer and draw them in. Use the recipient's first name and always be personable and empathetic to start to build trust and create loyalty.   Email personalisation, particularly through sequences, are a great way to help engage your customers to increase conversion and to create repeat business.    3. Social media personalisation   Remarketing pixels (most often through Facebook) are super targeted and a very specific. They help keep products and services on your customers radar long after they have left your site and moved onto their social media platforms.    But social media personalisation is not just about targeted and specific marketing - it is also engagement. It offers a human connection with your brand in a personable and less formal tone. It creates opportunity for you to better understand your customers  - follow them back, get involved in the conversations by responding to their content and let them know they matter to you.    For example, someone comes to my site that hasn't been before and leaves without creating a profile. The FB pixel fires and I can add them to a custom audience through automated software. For me, I would put them in the fountain pen audience. Then I would target them with on-ramp content, such as a video on how to write beautifully with a fountain pen and another on top ten mistakes beginners make with a fountain pen and so on. I would then see which content they interact with. The more they interact with my on-ramp content the more I get to understand them and the more personal the experience I can create.

In...

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Welcome my fellow eCommerce Entrepreneurs! My name is Matt Edmundson and this show is for those of us Kurious About eCommerce and who want to know how to get better at digital business.

Coming up in today's show we’re going to be talking about the importance of fandom and how you can harness the incredible power of superfans for your business.

Superfans are an excellent sales force. They love your business and tell your story. They are mavens who can't help but tell everyone why they buy from you and why everyone else should also buy from you. There is no better form of marketing than word of mouth. 

Fandom used to be associated only with the all-consuming, hysterical teeny-boppers who were obsessing over music, pop-icons, fashion and culture. Demanding more from the brands they love. But now that we are armed with some phenomenal digital tools we have the amazing opportunity to create a direct two-way access with our superfans. More and more brands are using the direct to consumer model through the internet and social media. The growing trend of influencer marketing is also using social media to create massive influence on products.

We are all a fan of something but superfans are different in that they are engaged, obsessed even. Superfans are emotionally invested in your brand and naturally spend a lot of their personal time and energy talking about you, your brand, your values, your mission, your activities etc.

Superfans are your secret weapon to marketing and you want them in your corner so that you can form and harness the power of your (super)fandom.

Here are four ways to create superfans for your business:

1 - Identify

The first step towards harnessing the power of your fandom is to identify the fans from the superfans. Distinguish between who is just a repeat customer and who is a superfan. 

You can do this by using the data you have on your customers - both on your website and your social media platforms. Determine your active followers on social media and analyse their comments, how they react to your content and how they talk about your brand to others. Are they on any Refer A Friend or Affiliate schemes that you have? Product reviews are another great place to find (and segment) your superfans - they'll write a lot of reviews and sing your praises too.

2 - Reward

Once you know who your superfans are, you can start to create your fandom by instilling a sense of belonging and community in which they speak the same dialect and share the same views and values.

At Jersey Beauty Company, we do this in a number of ways but two that work particularly well for us is First Look and Affiliates. First look is giving our superfans first dibs or first try of brand new products and they give us their feedback by being the first people to write reviews on the website. Affiliates benefit by being able to build their own businesses. 

You can use VIP points, reward points, events - anything that gives your superfans a reason to belong.

Rewards programs are valuable, but your customers also appreciate being recognised for their engagement and participation with your brand. It's not a simple case of, if you spend a shed load of money with us we'll give you reward points. Instead, reward them for their engagement.

Make them feel special and like they are a part of your community. Consider offering points to your loyalty program participants who frequently engage with you on social media and make them feel special and important. Invest deeply in rewarding your superfans and understand what their motivations are. 

3 - Empower (to transform)

Empower your superfans by giving them tools to transform.

Crossfit have set a great example of identifying their superfans, rewarding and empowering them. One of the ways they do this is through the Workout of the Day (WOD). A different workout every day is emailed out to all crossfit members. The WOD is interesting and...

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Welcome my fellow eCommerce Entrepreneurs! My name is Matt Edmundson and this show is for those of us Kurious About eCommerce and want to know how to get better at digital business.

Coming up in today's show we’re going to be talking about how we can compete with the giant of the digital world, that is Amazon.

Let's face it, Amazon is at the top of the food chain when it comes to the eCommerce marketplace. There is no doubt about it. From it's humble beginnings in the garage of Jeff Bezos 25 years ago to an annual excess of $230 billion with more than 647,000 employees, Amazon is huge and it is a Goliath of an eCommerce business. 

And it isn't showing any signs of slowing down. CNBC recently reported Amazon's plans to take on the Indian market. They've got plenty of hurdles to overcome but it'll probably only be a matter of time before they resolve those issues and take their place as the dominant player in India's economy.

As they grow and take on other countries, markets and industries, we have got to ask ourselves, do we actually stand a chance?

Yes and here's two reasons why we absolutely stand a chance. 

1) We leverage with Goliath. 

eCommerce is only 10% of overall retail sales. The retail business is a $5.5 trillion business and only 10% of that is online. In the next decade it will jump to 20% to 40% and no one company can serve all those customers and all their needs. This is a great time to be starting eCommerce businesses. 2) We compete like a Digital David.

If you are familiar with the old Sunday school story of David and Goliath, in your head you will have a picture of this giant who is a champion, and is head and shoulders above everyone else. He is complete monster of a man and he is so intimidating that not one from the Israelite army is willing to go up against him. David, a shepherd boy, is the only one who volunteers. King Saul gives David his armour for battle but David takes it off because it doesn't feel right and instead chooses to slay the giant with what's familiar to him - stones and a slingshot.  

Malcolm Gladwell has written a great book called David and Goliath in which he talks about how to overcome giants. He explains how David is cool because he's unique, he's authentic and he knew what would work for him. He wasn't going to pretend to be a warrior in the King's armour. He chose to go with what was right for him - five stones and his slingshot.    This is how we Digital Davids compete - with what's authentic about us and with the tools we have.    Here are my five stones:   Stone one: Customer relationships Amazon cannot create the relationship with customers in your niche that you can create. They just can’t. They are too big and they don't have the people, the resource, the drive, or the knowledge to create that relationship that you can have with your customer. We have to understand that our customers hold all the cards. They can choose to spend their money with us right here, right now, or choose our competitor half way around the world. As a business you need to get to know your customers by listening to them, anticipating what they need and solve their problems for them. Like David we can be quick and agile and adapt to the needs of our clients.   By investing heavily in your customer you can earning their trust and loyalty.    Amazon isn’t personal on any level. It’s totally transactional. People buy with their emotion and so you have the advantage of being able to appeal to your customer’s emotions by being remarkable and awesome their eyes.    People love values. Other than speed and convenience, I am not sure what values Amazon does have. There is a whole host of tax issues with them, they are no longer the cheapest and the fake reviews are creating credibility issues for them. All these crevices can be exploited and can work in your favor.     Stone two: Shipping May sound odd but shipping is one of the key points about Amazon. They have totally...

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Welcome my fellow eCommerce Entrepreneurs! My name is Matt Edmundson and this show is for those of us Kurious About eCommerce and want to know how to get better at digital business.   Coming up in today's show we’re going to get into all things to do with shipping/ delivery. If you deliver your products directly to your customers or are thinking about offering a delivery service to your customers, you are going to want to listen up as this is quite an in-depth discussion with lot’s of good stuff.  

After product cost, the second biggest direct cost that your eCommerce business faces is shipping. As a business your aim has to be to offer the lowest shipping rate possible while still giving your customers the shipping options they want and at the same time covering your own costs.   There are five key costs that you need to consider when it comes to shipping products to you customer:   1. Operational 2. Environmental 3. Packaging 4. Shipping 5. Hidden   So let's dive in!  

1 Operational Cost

These are all the costs that make up the processing of orders. You'll need to consider:   Who is going to pick and pack the order? How much time does it take? How many people do you have to employ to do this job?   At Jersey Beauty Company we found great efficiencies in simply rearranging the layout of our warehouse. For example, we grouped products together that are often sold together and placed bestseller items nearer to the picking station. Having most everything in arms length and laid out in a more organised manner made the process much quicker. We also wrote some code to start scanning orders. If after scanning the light was green it meant everything had been packaged correctly, if red it meant that something wasn't quite right in the order. In our first month of implementing this scanner we saved £7K in our operational costs. Suddenly processing orders was easier because we didn't need an extra person to check orders.   Consider ways that you can change your order processing to be more cost effective and efficient.  

2 Environmental Cost

We all have a responsibility when it comes to our environment and even more so as eCommerce businesses who provide a delivery service.    eCommerce can be more environmentally friendly as folks aren’t driving around as much and shopping from the comfort of their homes and offices. Delivery services can be more environmentally friendly too when packages are grouped together and then shipped. Time in transit has a direct relationship to the environmental impact of a given delivery service. The faster it is, the bigger the impact. We need to be more mindful of this even though it may not be a direct cost to our business, it is a direct cost to our environment.   Consider ways how your business can be more carbon neutral. At Jersey Beauty Company we stopped using plastic bubbles and turned to popcorn! Not only is it a great low calorie snack, it is also cheap to produce, lightweight and biodegradable.   Think about your environmental impact as a business - everything from processing orders, packaging to delivery. Sustainable shipping has a real potential for good.   

3 Packaging Cost

Packaging costs kick in when you've picked the products off the shelf and now need to package them into something to send to your customer.   How do you package your orders? Are your customers happy with their orders when they receive them? Whether you package up your products in envelopes, padded envelopes, jiffy bags, cardboard boxes - you need to think about what you customer expectations are when it comes to receiving their orders. Look around see and what your competitors are doing.   Be aware of all your packaging cost but sure to never compromise your service for cost.    Based on our customer expectations and our priority of delivering orders in good condition, at Jersey Beauty Company we decided to use cardboard boxes from recycled materials. Yes it is a bit more expensive but it gives us peace of mind that...

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Welcome my fellow eCommerce Entrepreneurs! My name is Matt Edmundson and this show is for those of us Kurious About eCommerce and want to know how to get better at digital business.  

Coming up in today's show, we are talking about Black Friday - one of the busiest shopping day in the retail calendar. It's time now to start planning a strategy that is best suited for your business.   No matter how you feel about Black Friday, it is coming and it is still one of the busiest shopping days in the retail calendar on both sides of the pond. This year Black Friday is falling on November 29th which for many will be just after pay day. Many businesses will be stepping up their Black Friday sales to get a bigger share of consumer spending.   With the number of Black Friday shoppers increasing year on year, how do businesses approach Black Friday in such a saturated market?

In reality there are two main options - either stand out or stand down. Stand out to get the biggest share of consumer spending as possible or stand down and save your discounts for Christmas sales.   However you choose to protect your margins and retain customers, essentially you need to be highly strategic in Q4 to protect your profit margins and create conversions.   Here are 10 Top Tips:   1. Get ahead of the curve and start planning for Black Friday now. Shoppers will start holiday shopping and researching for Black Friday sales in October. Plan your products and promotional calendar, marketing emails etc.   2. Be competitive and apply the right discounts. Consumers are becoming increasingly immune to discounts - they are used to getting 15%-20% off all year round so 20% off on Black Friday means very little. Use you landing page to clearly display your discounts.   3. Offer targeted promotions instead of site-wide sales to protect profit margins. Some businesses that offer massive discounts not only risk their profits but also stock shortages in the middle of the shopping season.   4. Don't discount for the sake of Black Friday. Looking at trends from Prime day a few months ago, research shows that "while discounted products saw the largest average period-over-period revenue increases (+820%), the roughly 59% of products in the sample that were not discounted over Prime Day still saw average revenue growth of +496%". These stats show that whilst discounts help, people were generally in the buying mood. We can expect the same for Black Friday.   5. Black Friday is not just a day of sales but a weekend long event. To keep the customers and the sales coming, make sure your extend your sale until Cyber Monday.    6. Prepare for a huge spike in traffic by keeping your server speed and check out process in check - no one has the patience for a slow site and you don't wan't to lose sales and or valuable future custom. If you can google 'page speed insight' and check the speed of your website.   7. If you can't compete with the big businesses then create interest in your business by sacrificing old inventory -if you're a beauty site you could give away an item from old inventory for every customer who spends £10/$10 or more. Not only will you be able to get rid of old stock but customers will get to sample your products too.   8. Donate all or portions of your BF sales to Charity.   9. Do nothing. Don't participate in and save the discounts for Christmas instead. IKEA, Asda and M&S, Selfridges, Apple, Next and Primark are just some of the brands who have opted out of some BF events.    10. Internalise #4 -  it's not just about discounts!   There is no right or wrong way to do Black Friday. As consumers we know we are going to be completely bombarded by companies competing to give us the best offers but that doesn't necessarily mean we aren't going to spend our money. In essence, consumers are looking for great value for money - whether it's on Black Friday or Christmas sales or whether our money goes to charity or goes to line profit margins.    

A Look...

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Welcome my fellow eCommerce Entrepreneurs! My name is Matt Edmundson and this show is for those of us Kurious About eCommerce and want to know how to get better at digital business.   Coming up in today's show we are talking Christmas and what your business can be doing to plan ahead and capitalize on those Christmas sales.  

Eggnog and Christmas lights might be the farthest thing from your mind right now but to experience success this year you need to start thinking about how your eCommerce business is going to drive those sales and finish strong in the final quarter.   Here's 10 eCommerce tips for Christmas Readiness:

1. Plan Ahead

It’s never too early to start thinking and planning your sales strategy for the Christmas period. Be deliberate in your planning and create a promotional calendar in which you write down how and when you will reach your sales goals. The earlier you begin to market the more successful your sales will be. 

1. Provide Gift Wrapping Services

This might sound obvious but if your site sells gift-able products then also offer a gift wrapping service. Make your site a one stop shop for your customers. Not only would this be a great customer service, it will also add a few pounds to your profit margin. Yes, you can charge for this service but don’t go crazy. 

1. Clarify Shipping and Delivery

Be very clear  with dates and time frames for shipping and delivery of all your products. Give your customers the last posting dates for Christmas for both national and international deliveries. Talk to your shipping company to get this information and then tell your customers so that they aren’t disappointed. 

1. Prevent Returns

Use imagery, videos and detailed product descriptions so that customers know exactly what they are buying and have no surprises when they open their packages. If you’re selling accessories and clothing videos are really helpful because people need to see the product on people.

1. Customer Service

Your customers should always receive the best and most hassle free service at all times. This shouldn’t change over the Christmas period. In fact, step it up a notch. Over Christmas customers seem more hurried and expect speedy and efficient service. Let them know exactly how and when they can reach you over the Christmas period and go the extra mile wherever you can.

1. Offers and Discounts

People start to get into the buying frenzy in October and sales start to go up. Just because people are in the buying mood it doesn’t mean you have to discount your products. But what I do recommend is that you begin to highlight products and create awesome offers and discounts. If you’ve got people who are in the buying mood, they’ll more than likely take you up on your offers and discounts.

1. Be Mobile-Ready

A lot of people will be shopping on their phones so make sure you take the time to optimise the mobile navigation on your site. Pay special attention to your checkout process on your mobile-site, making it user friendly and streamlined. Avoid abandoned carts wherever possible. 

1. Vouchers

Vouchers can be a critical part of your Christmas sales strategy. If your customers have joined the shopping frenzy later in the game and have missed shipping dates, they have the option of buying gift vouchers instead. Vouchers are also a great way to create customer engagement in the holiday slump between Christmas and New Year and or the January/ February blues. 

1. Do Something for Charity

Christmas is about charity as much as it is about anything else. Invite your customers to donate to a charity of your choice and or offer to match donations. Last year Jersey Beauty Company invited their customers to donate to a very specific event that Imagine If were running. Jersey’s target was £2000 but through very generous customers ended up raising £2500 to help feed 300 lonely, elderly and less fortunate people on Christmas day. As a team, we got to be...

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Welcome my fellow eCommerce Entrepreneurs! My name is Matt Edmundson and this show is for those of us Kurious About eCommerce and want to know how to get better at digital business.   Coming up into today's show we are going to look at one of the key problems those new to eCommerce face - and it’s this: I can get traffic to my website, but I am not selling anything.    

Traffic but no sales is the key complaint you hear from new eCommerce entrepreneurs, especially those that use Shopify. It’s easy to set up a site with Shopify, and if you follow their ideas on facebook marketing, you can use ads to generate traffic. But this is not getting the sales that people are hoping for so often reach out to get help as they are stuck with what to do next.  Surely if you build a website, and get enough people to it they will buy right?   What I want to do is answer this question in the context of the Jersey Framework which we talked about last week:  

Jam Jar

1. Curate the right products. First real problem is products. Just going to Aliexpress and choosing a handful of products and putting them on your website is not going to work.

HD products

Profit - race to the bottom

Knowable sales patterns

Niche - episode 5

Aim is to curate high-demand products that create profit through knowable sales patterns

Engineer

Normally the site is OK if you are on Shopify.

Build and adaptable platform that provides the best buying experience and integrates with your business systems

Resonate

But the design can often be very amateurish. And this turns people off very very quickly.

https://shopsplendorize.com (don’t mention name - submitted 12 hours ago).

Don Miller Grunt test - fails immediately.

Nasty apps to get email addresses

No reviews

Bad images

The list goes on.

Problem - you don’t need to be a designer to build the site - but, and this is huge, if you don’t know what you re doing - you can create an ametuer looking site really easily, and the trouble is - you will think it looks great.

Create that best buying experience for your customer

Send

Traffic source?

Are they targeted to your niche?

Best traffic you can find

Find your customers and direct them to your website so that they buy from you.

Experience

Come back to the apps.

5 week delivery.

Curate the best digital experience fro your customers and the best real experience too

Yo-yo

Work hard to build a repeatable and referable business.

Links Collab Project

Kurious Digital

The Jam Jar Funnel Course

Shopify

Get Coached on the podcast

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Welcome my fellow eCommerce Entrepreneurs - this show is for the Kurious about eCommerce and for those that want to get better at digital business.   I see a lot of people starting with a lot of hope and optimism for many reasons but don’t really have a plan or framework for building their business. It was the same for me. When I started my first eCommerce business, there was no framework for me to use. There wasn’t a guide pointing out the best way to build an online business.    So, coming up into today's show I am going to run through a proven framework for setting up and growing a successful eCommerce business. And I don’t make that claim lightly. It’s not clickbait. I can tell you it’s the framework that I use for my businesses and also when consulting with clients all over the world and I’ve seen great results with it - so if you are a fellow eCommercer then you are really going to enjoy today’s show as I run through my “secret Sauce”   Note: Don’t let the simplicity of this framework fool you - we work hard to keep things simple. Simple is powerful!   Here’s an outline of the JERSEY Framework:

Jam Jar: Start with getting the right products to sell online. Think about your niche (episode 5), how can you curate high-demand products that create profit through knowable sales patterns for your niche?

Engineer: Build an adaptable eCommerce platform that provides the best buying experience and integrates with your business systems. If you are just starting out, you have to balance this with a budget, so look at something like Shopify. 

Resonate: Create that best buying experience for your customer. This is where you can easily miss it, especially if you use a pre-defined template. Use the ‘knowable sales patterns’ from Jam Jar to help you create a website that resonates and converts.

Send: Find your customers and direct them to your website so that they buy from you. This is your marketing. But don’t forget the end aim - sales. Likes and follows are great, but if you have a million followers but no one is buying, then they are not your customers. 

Experience: Remember there are two sides to eCommerce: the digital part and the real part. You want to create the best digitalexperience for your customers and the best realexperience too.

Yo-yo: Work hard to build a repeatable and referrable business. A typical eCommerce business will find that only 20% of people visiting your site are repeat customers. Our aim is to build the repeatable aspect of our business, as well a make a business that customers are willing to refer to others. If you do the first 5 elements of the Framework well, this step becomes a whole lot easier.

So you start with great products, build a website, think about customer conversion and journey, define your marketing strategy, deliver a fab experience (both real and digital) and then work hard to make your business repeatable and referrable.    You can also use this tool to diagnose your existing website too. You can work through this framework to understand what is working and what is not working for your business.      Links Collab Project

Kurious Digital

The Jam Jar Funnel Course

Shopify

Get Coached on the podcast

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Welcome my fellow eCommerce Entrepreneurs - this show is for the Kurious about eCommerce and for those that want to get better at digital business.

In today's show, I get to chat with Sam Morgan who is the founder of Paria.cc which is a bespoke clothing brand that specialises in Bike Gear. Sam knows first hand the challenge of running an eCommerce clothing brand as he balances weather, fashion trends, brands and seasonal changes successfully.

We chat about all the different facets of this great online business including lead generation via the help of micro-influencers on social media, especially Instagram. Sam is able to partner with other individuals who fit the brand profile and in return for Paria kit, provide him with content and exposure to their followers and their peers. With heavy reliance on user-generated content (UGC) Sam is keeping imagery and content fresh and dynamic.

This is a great conversation with a guy who has been through many of the ups and downs of running an eCommerce business and Sam is both open and generous with the lessons he has learned. 

Links:

paria.cc

MattEdmundson.com

Matt on Instagram

Kurious.Digital

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Welcome my fellow eCommerce Entrepreneurs - this show is for the Kurious about eCommerce and for those that want to get better at digital business.

In today's show, I am going to look at the third and final part of our three-part series about finding great products to sell on your eCommerce website.

In the previous two shows, I talked about the benefits of choosing a niche, how to find a great niche and how you should want to curate the best products for your niche market (Episode 5). Last week we looked at how to curate the products and to research products for your eCommerce site (Episode 6).

In today's show, I talk about how Suppliers can make or break your eCommerce business. I also share a few stories from my own eCommerce journey about suppliers and how one particular supplier changed their terms of supply and it cost my beauty eCommerce business millions in lost sales (no exaggeration - literally millions!)

Here's a summary of the points from this show.

Look at supplier values. Does the company you are looking to buy from have similar values to you? Long-term success is dependent on shared values. 

Understand Supplier Requirement. For example: Do you need a brick and mortar store?

What is the Minimum Order Quantity (MOQ)?

Are there certain countries you cannot sell to?

Be aware of price-fixing. 

Remember that they have a business to run too. 

Build a personable relationship with them.

What else can they give you? Gift with purchase

Marketing help

Dropshipping services

Other incentives

Have regular reviews with your supplier

Links:

MattEdmundson.com

Kurious.Digital

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Welcome my fellow eCommerce Entrepreneurs - this show is for the Kurious about eCommerce and for those that want to get better at digital business. In today's show, I am going to look at the second part of our three-part series about finding great products to sell on your eCommerce website. 

In last week’s show, I talked about the benefits of choosing a niche, how to find a great niche and how you should want to curate the best products for your niche market. But how do you curate the products? And why is research so important to that process? That's the question I answer in this week's show. 

I use two stories from my own eCommerce experience, one about a product that tanked and one about a product that did super well. Research is the key difference between these two stories.

Here are the steps:

Look at competitor websites. What new products have appeared on their site? What is starting to do well?

Research the numbers. What are the estimated sales? What are the predicted profit margins?

Curate the best products for your niche. Who else is selling them? What is the product reputation? What are customers saying about the products?

Preset them well on your site. Can I write could product copy? Can I get good images? What about video? Other Assets? Can I hold them in stock? Can I get the products quickly to my customers?

Will they add value, for my customers and for my company?

Links:

MattEdmundson.com

Kurious.Digital

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Matt addresses the issue many entrepreneurs are facing: lots of product that is failing to sell. In this podcast, we look at how choosing a niche is key to solving this problem.

Some of the common problems among websites are that they all sell similar products, which makes it highly competitive. Another is dull websites, imagery and products. Still, another is lack of transparency of some products. 

Reasons to niche down: Makes it easy for your customers to know what you stand for

Niching makes you a master of something and helps you create great content

Niching around a passion means you are more than likely going to curate amazing products

It’ll be much easier and cheaper to find your target audience 

How to find your niche: Niche around your hobbies, or passions

Niche around an opportunity

Niche around a trend

Niche around an existing product

So niche your site down, find the best products in that niche, and then make sure you create some great content around those products.

In next week’s show, we’re going to look at the whole idea of research and how to research great products in a niche.

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Welcome my fellow eCommerce entrepreneurs to the show for those curious about eCommerce and who want to get better at digital business. In today's show, CEO of LuxLock Casey Golden shares her eCommerce insight in selling high-end fashion items online and creating insane customer experiences by understanding the customer journey.

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Welcome my fellow eCommerce Entrepreneurs - this show is for the kurious about eCommerce and for those that want to get better at digital business. In today's show I have an eCommerce coaching call with Dan Henders, owner of Beardandbones.co.uk, has many a happy customer but is challenged by the fact that less than 1% of those customers leave reviews.

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Welcome to the Kuriosity Podcast, a show for the Kurious in eCommerce and digital business. In this show - Simon Cavill, a beekeeper and expert in eCommerce - shares how his beekeeping hobby that started 16 years ago is now a fully fledged international eCommerce business called Bee Good.

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Welcome my fellow eCommerce Entrepreneurs! Welcome to my new Podcast for those Kurious about eCommerce and want to get better at digital business. In this episode, I explain about the Podcast, why I am doing it, and what you will get listening to it. I also cover the Collab Project (my crazy idea of starting 100 new eCommerce websites) as well as explain why the show is called The Kuriosity Podcast.

Hope you like the show, we have some great guests coming along to share their eCommerce secrets! I also let you listen in on my eCommerce coaching calls too! All great stuff so make sure you subscribe.