eCommerce Evolution is hosted by Brett Curry, CEO of OMG Commerce. Tune in for fresh interviews with the merchants, vendors, and experts shaping the eCommerce industry. We take an in-depth look at what's new and what's next in eCommerce.
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Données mises à jour le 04/07/2026
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Full Funnel CRO: The Post-Click Playbook for 7, 8, and 9-Figure Ecommerce Brands
Saison 1 · Épisode 337
jeudi 19 mars 2026 • Durée 56:28
Scaling paid ads isn’t just about better creatives or media buying tweaks.
Often, the real unlock is what happens after the click.
In this episode of eCommerce Evolution, Brett sits down with Paddy McLarnon, founder of PM Digital Designs, to break down full funnel CRO; from advertorial landing pages to value stacking to subscription optimization.
If your CAC is creeping up, your conversion rate feels capped, or your subscription churn is eating margin, this episode is packed with practical insights to help you scale profitably.
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Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today!
—
Chapters:
(00:00) Introduction
(05:01) The Biggest CRO Mistakes Brands Make
(07:42) Ad-to-Lander Congruency
(09:36) Advertorials & Listicles: Real Examples
(16:56) Offer Stacking & Value Perception
(19:55) Using Customer Surveys to Build Better Copy
(25:13) Why Conversion Rate Can Mislead You
(29:27) How to Hit a 72% Subscription Take Rate
(36:48) Subscription Offer Breakdown: Real Examples
Past guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzie, Joseph Wilkins, Cody Wittick, Miki Agrawal, Justin Brooke, Nish Samantray, Kurt Elster, John Parkes, Chris Mercer, Rabah Rahil, Bear Handlon, JC Hite, Frederick Vallaeys, Preston Rutherford, Anthony Mink, Bill D’Allessandro, Stephane Colleu, Jeff Oxford, Bryan Porter and more
AI Employees Are Here: What Claude Cowork, OpenClaw, and MCP Mean for eCommerce
Saison 1 · Épisode 336
jeudi 12 mars 2026 • Durée 55:45
AI in eCommerce marketing isn’t about “better prompts” anymore, it’s about better systems. Brett sits down with returning guest Russ Henneberry (TheClick.ai, co-author of Digital Marketing for Dummies) to unpack what’s new and what’s next: Claude Cowork, agentic workflows, skills that “self-improve,” and what happens when your AI can actually use your files, tools, and data — not just chat about it.
If you’re a DTC founder, CMO, or operator trying to scale performance without scaling headcount, this episode is a blueprint for how modern teams are building repeatable AI routines for content, reporting, and decision-making.
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Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today!
—
Chapters:
(00:00) Intro
(02:05) What Cowork is: agentic plans, local files, and “skills”
(05:20) Skills that self-improve, plus persona + offer as core context
(08:10) Cowork as a “brain” with version control, shared across workflows
(10:10) Connected sources: Notion transcripts, Zoom notes, and MCP-style integrations
(15:10) Parallel agents and context windows: why this runs faster than chatbots
(18:05) Skill marketplaces, sharing zips, and the security caution
(23:10) OpenClaw/Open-source talk: the 4 “levels” (chatbot → cowork → code → open source)
(28:05) Hardware reality: Mac Minis, Apple silicon, and “processing power” as leverage
(38:30) Click.ai membership, team training, and closing thoughts on revenue/employee
Why Your Creative Isn’t Converting (And What to Fix First)
Saison 1 · Épisode 335
vendredi 27 février 2026 • Durée 47:55
Creative volume isn’t the unlock. Better messaging is.
In this episode of eCommerce Evolution, Brett sits down with Nate Lagos (CMO of Adapt Naturals, former Head of Growth at Original Grain) to break down how great storytelling drives real performance.
From selling wooden watches through emotional positioning… to increasing AOV by reframing gift messaging… to building ads that scale without “fatigue” — this episode is a masterclass in understanding why customers actually buy.
If you’re a DTC founder, CMO, or operator tired of launching more ads without improving results, this conversation will recalibrate how you think about copy, positioning, and brand personality.
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Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today!
—
Chapters:
(00:00) Intro
(05:05) Nate’s origin story, and why storytelling became a “performance lever”
(07:40) Selling the story behind the materials
(10:30) Customer motivation deep dive: status, identity, and gift-giving
In this episode, host Brett Curry discusses seven essential habits that successful brands adopt, which struggling brands often overlook. He dives deep into the importance of measuring actionable metrics, respecting momentum in business growth, balancing brand and performance marketing, and understanding the dynamics of demand generation versus demand capture. Listen in and discover the timeless principles of marketing that remain relevant in today's fast-paced environment. An episode packed with actionable insights to enhance your e-commerce strategies for 2026.
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Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today!
—
Chapters:
(00:00) Intro
(03:08) Measuring Actionable Metrics
(07:55) The Importance of Momentum in Business
(11:00) Balancing Brand and Performance
(14:47) Demand Capture vs. Demand Generation
(17:24) Recover hidden Amazon revenue with Threecolts
(18:20) Incrementality in Marketing Measurement
(23:34) Creative Rhythms and Diversity
(26:56) Timeless Marketing Principles for Modern Success
BFCM Breakdown: How Top Brands Won Black Friday with Strategy, Not Just Sales
Saison 1 · Épisode 333
lundi 29 décembre 2025 • Durée 54:02
Black Friday just got more interesting.
While most brands were bracing for skyrocketing ad costs and fierce competition, something unexpected happened during BFCM 2025—and it's reshaping how smart brands should approach next year's holiday season.
In this jam-packed episode, OMG Commerce CEO Brett Curry sits down with four of the agency's top strategists—spanning Google, YouTube, Amazon, and retention marketing—to dissect what actually worked (and what flopped) during one of the most surprising Black Friday weekends in recent memory.
You'll also get the 2026 prep checklist, including why AI is about to eliminate every excuse you have for not planning year-round promos, how to break down channel silos that are costing you sales, and the exact timing strategies that separated winners from everyone else.
Whether you crushed it this BFCM or are wondering where you went wrong, this episode gives you the data, insights, and tactical playbook to make next year your best yet.
Featured experts:
Bill Cover, Google & YouTube Director
Luba, Amazon ABM Strategist
Barry Bowman, Amazon Ads Specialist
Nick Flint, Retention Marketing Director
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Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today!
—
Chapters:
(00:00) Intro
(02:06) Meet the panel
(05:52) Google/YouTube: weekend “plateau” + CPM/CPC drops and why it happened
(08:50) Amazon: expanded event length, strong YoY, and the “off-Amazon” halo effect
(12:28) SMS surpasses email + why brands still underuse it
(13:47) What worked across all channels
AMZ Innovate 2025 Talk: YouTube Ads for Omni-Channel Growth
Saison 1 · Épisode 332
jeudi 18 décembre 2025 • Durée 32:10
This is a recording from AMZ Innovate 2025 in New York City. Brett Curry breaks down why YouTube is a fundamentally different growth channel than Meta, TikTok, or Amazon ads, and why most brands struggle when they treat it like “just another social platform.” He explains the four key ways people use YouTube (searching, streaming, scrolling, shopping), shares a proven creative formula to keep viewers from skipping, and walks through an Arctic case study showing measurable lift in branded search and Walmart sales. Finally, he covers why YouTube measurement often understates true performance and what to track instead (search lift, sales lift, geo holdouts, Amazon + DTC combined impact).
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Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today!
—
Chapters:
(00:12) Intro
(01:11) YouTube is the missing piece for ecommerce growth
(04:07) YouTube on CTV + why creative can’t be a direct Meta/TikTok copy
(06:50) Examples of YouTube-powered brand growth (Dr. Squash, Native, BOOM)
(10:20) Creative strategy: length, formats, and what actually converts
(11:12) The 5-part YouTube creative formula (hook → CTA)
How Beav Brodie Built Tactical Baby Gear to 8-Figures (And Why Amazon & YouTube Are His 2025 Focus)
Saison 1 · Épisode 331
vendredi 5 décembre 2025 • Durée 51:27
When Beav Brodie was handed his wife's purple diaper bag to carry around town, he knew something had to change. As a tattooed, custom car-building dad, that bag just didn't fit. So he did what any problem-solver would do—he grabbed his sewing machine and made his own. That side project turned into Tactical Baby Gear, a thriving eCommerce brand that's become the go-to for dads who want gear that's as functional as it is badass. In this episode, Beav shares his journey from knowing absolutely nothing about eCommerce (including what a UPC code was) to building a product line that customers trust and keep coming back for. He also pulls back the curtain on navigating the chaos of 2025—from Meta auction issues to tariff headwinds—and why he's betting big on Amazon and YouTube as his growth channels for the year ahead.
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Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today!
—
Chapters:
(00:00) Opening & Introducing Beav Brodie
(04:45) 2025 Headwinds, Tariffs & Personal Life Challenges
(08:45) Becoming a Real Operator: Systems, SOPs & Founder Mindset Shifts
(12:00) Origin Story: From Custom Cars to Tactical Baby Gear
(36:25) Offers, Acquisition & The Realities of Low-Repeat Categories
(42:10) Brand vs Discounts: Community, Trust & True LTV
(47:00) Channel Expansion & Product Philosophy
(50:19) PostPilot: Direct mail that prints money.
How One Brand Went from $0 to $80K/Day on AppLovin in One Week
Saison 1 · Épisode 330
jeudi 20 novembre 2025 • Durée 01:04:05
Think you've maxed out your paid advertising? Think again.
In this episode, Miranda Pettinger (365 Holdings/Cuddle Clones) shares how she scaled AppLovin from zero to $80,000/day in just 7 days during Black Friday—and why it's now their highest-spending channel, even surpassing Meta.
Miranda doesn't just share success metrics—she breaks down the exact strategy, creative approach, and measurement framework that made it possible. This is the blueprint for brands ready to diversify beyond Meta and Google.
If you're spending serious money on Meta and hitting scale ceilings, AppLovin might be your most underrated growth opportunity. Miranda proved it's possible to find incremental customers, better ROAS, and massive scale—all while simplifying your account structure.
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Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today!
—
Chapters:
(00:00) Introducing Miranda and Cuddle Clones
(07:54) The Journey from Zero to $80,000 a day.
(13:27) Targeting, Media Buying and Creative on AppLovin
(17:03) Understanding AppLovin
(19:38) Analyzing Customer Behavior and Incrementality
(22:59) Fermat: Optimize Shopper Experience with AI
(23:53) Limitations on AppLovin and Final Thoughts
(31:15) Crafting Compelling Ads
(37:24) Analyzing Successful Ad Elements
(42:17) Targeting and Audience Engagement
(46:27) Brand Recall and Interactions
(50:25) Utilizing AI for Ad Optimization
Last-Minute Levers for Amazon Q4 | Masterclass Replay
Saison 1 · Épisode 329
jeudi 30 octobre 2025 • Durée 59:50
At the start of Q4, OMG Commerce founder Brett Curry hosts a special Last-Minute Levers masterclass to help brands maximize performance during the busiest shopping season of the year. Joined by Amazon strategist Luba Ilyasova, ad expert Jonathan Steffens, and Connor Crook, CEO of Diamondback Tools, the session dives into what’s changed on Amazon in 2025, how to build a profitable holiday strategy, and which final levers to pull before Black Friday / Cyber Monday hits.
From international expansion and tariff navigation to using Amazon’s newest ad analytics, profit margin tracking, and creative promotion tactics, this masterclass offers a playbook for protecting margins, scaling smartly, and avoiding common Q4 pitfalls. Whether you’re planning coupons, bundles, or last-minute campaigns, these insights will help make this your strongest and most profitable holiday yet.
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Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today!
—
Chapters:
(00:00) Intro
(04:32) Diamondback Tools & Amazon’s Role in Brand Growth
(06:43) Strategic Fit – How Amazon Complements DTC and Wholesale
(11:54) Key Shifts in 2025 – Tariffs, International Expansion & SKU Updates
(16:07) Major Amazon Changes – Matching Product to Customer Intent
(21:04) Sponsor Acknowledgements & Tool Shoutouts
(22:14) Ad Trends and Competitive Landscape in 2025
(25:26) Making Data Actionable – Customer Journey Analytics & Search Query Insights
(32:40) Last-Minute Levers for Q4 Success
(34:15) Testing New Main Images & Launching Video Ads
(35:51) Building Gift Guides & Creative Holiday Angles
The 95-5 Rule: Why Your "Efficient" Marketing is Slowing Killing Your Brand
Saison 1 · Épisode 328
jeudi 23 octobre 2025 • Durée 01:13:21
Are you spending more on ads but getting less in return? You're not alone. In this eye-opening conversation, Preston Rutherford, co-founder of Chubbies (which achieved a nine-figure exit and continues to see 8 years of consecutive growth), reveals why most modern brands are stuck in what he calls "the performance trap." Preston breaks down the crucial 95-5 rule—the reality that 95% of your audience isn't actively shopping at any given time—and explains why optimizing only for immediate conversions is slowly eroding your brand.
He shares the hard-earned lessons from Chubbies' journey, including their midlife crisis moment when efficiency metrics looked great but the business fundamentals were deteriorating. This isn't about choosing between brand and performance—it's about finding the right balance to build sustainable, profitable growth. If you've ever wondered whether your marketing is building a moat or just buying clicks, this episode is essential listening.
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Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today!
—
Chapters:
(00:00) Intro
(04:08) The Journey of Chubbies
(08:49) Navigating Early Success and Marketing Performance
(16:10) Identifying Brand Erosion and Its Consequences
(22:00) 1000 Free Postcards with Post Pilot
(22:58) The 95-5 Rule
(28:53) Balancing Demand Capture and Generation
(32:25) Testing and Incrementality in Marketing
(52:30) Understanding The Brand’s Impact on Revenue
(58:47) Insights from Data Analysis
(1:04:18) Running Media Differently for Brand Building
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Past guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzie, Joseph Wilkins, Cody Wittick, Miki Agrawal, Justin Brooke, Nish Samantray, Kurt Elster, John Parkes, Chris Mercer, Rabah Rahil, Bear Handlon, JC Hite, Frederick Vallaeys, Preston Rutherford, Anthony Mink, Bill D’Allessandro, Stephane Colleu, Jeff Oxford, Bryan Porter and more
Past guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzie, Joseph Wilkins, Cody Wittick, Miki Agrawal, Justin Brooke, Nish Samantray, Kurt Elster, John Parkes, Chris Mercer, Rabah Rahil, Bear Handlon, JC Hite, Frederick Vallaeys, Preston Rutherford, Anthony Mink, Bill D’Allessandro, Stephane Colleu, Jeff Oxford, Bryan Porter and more
Past guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzie, Joseph Wilkins, Cody Wittick, Miki Agrawal, Justin Brooke, Nish Samantray, Kurt Elster, John Parkes, Chris Mercer, Rabah Rahil, Bear Handlon, JC Hite, Frederick Vallaeys, Preston Rutherford, Anthony Mink, Bill D’Allessandro, Stephane Colleu, Jeff Oxford, Bryan Porter and more
(19:33) Save Money and Connect Your Marketing Channels with Channable
(20:35) Top-of-funnel and offer strategy
(24:02) What didn’t work on Amazon: skipping promos, waiting too late, and thinking margin over LTV
(27:42) Best brands vs. struggling brands
(42:22) Playbook for next year
(47:02) Channel strategy + 2026 planning
(51:00) Final thoughts: AI’s impact on creative + planning
(53:11) Fast Funding the Way You Need It with Wayflyer
Past guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzie, Joseph Wilkins, Cody Wittick, Miki Agrawal, Justin Brooke, Nish Samantray, Kurt Elster, John Parkes, Chris Mercer, Rabah Rahil, Bear Handlon, JC Hite, Frederick Vallaeys, Preston Rutherford, Anthony Mink, Bill D’Allessandro, Stephane Colleu, Jeff Oxford, Bryan Porter and more
Past guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzie, Joseph Wilkins, Cody Wittick, Miki Agrawal, Justin Brooke, Nish Samantray, Kurt Elster, John Parkes, Chris Mercer, Rabah Rahil, Bear Handlon, JC Hite, Frederick Vallaeys, Preston Rutherford, Anthony Mink, Bill D’Allessandro, Stephane Colleu, Jeff Oxford, Bryan Porter and more
(53:35) Creative Diversity and Longevity
(58:41) Final Thoughts
(01:03:08) Save Money and Connect Your Marketing Channels with Channable
Past guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzie, Joseph Wilkins, Cody Wittick, Miki Agrawal, Justin Brooke, Nish Samantray, Kurt Elster, John Parkes, Chris Mercer, Rabah Rahil, Bear Handlon, JC Hite, Frederick Vallaeys, Preston Rutherford, Anthony Mink, Bill D’Allessandro, Stephane Colleu, Jeff Oxford, Bryan Porter and more
(37:18) Integrating Email and SMS With Amazon Promotions
(39:26) Diamondback’s Promotional Strategy for the Holidays
(45:21) Virtual Bundles – Opportunities and Pitfalls
(50:27) Balancing Aggression and Profitability in Holiday Ads
Past guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzie, Joseph Wilkins, Cody Wittick, Miki Agrawal, Justin Brooke, Nish Samantray, Kurt Elster, John Parkes, Chris Mercer, Rabah Rahil, Bear Handlon, JC Hite, Frederick Vallaeys, Preston Rutherford, Anthony Mink, Bill D’Allessandro, Stephane Colleu, Jeff Oxford, Bryan Porter and more
(1:09:37) Identifying ICP for Marathon Data
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Special Offer | (Mention Ecommerce Evolution): https://wayflyer.com/
Past guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzie, Joseph Wilkins, Cody Wittick, Miki Agrawal, Justin Brooke, Nish Samantray, Kurt Elster, John Parkes, Chris Mercer, Rabah Rahil, Bear Handlon, JC Hite, Frederick Vallaeys, Preston Rutherford, Anthony Mink, Bill D’Allessandro, Stephane Colleu, Jeff Oxford, Bryan Porter and more
