Customers Who Click – Details, episodes & analysis

Garrett Peters, co-founder of Duncan & Stone Paper Company, joins Will Laurenson to talk about building a profitable, founder-led brand without sacrificing your sanity. They dive into using AI for content, the ups and downs of TikTok Shop, running a business with friends, and the importance of cashflow discipline. Garrett shares how his team handles growth, forecasts inventory, and aims for $5 million in annual sales—all while keeping their business enjoyable. This episode offers a grounded, honest view of modern e-commerce and the trade-offs that come with it.

Jonathan Turton, Head of E-commerce at Avery Row, joins Will Laurenson to talk practical growth—no fluff, just results. From a 181% increase in international revenue to a sharp SEO uplift, Jonathan reveals how small but meaningful changes drive big outcomes. They cover DTC vs. B2B channel conflict, building a lean tech stack, and the impact of smart tools like Swap and Continue. If you’re tired of chasing shiny new strategies and want a grounded, effective approach to e-commerce, this episode is a must-listen.

In this episode, Will Laurenson speaks with Donal Breslin, Managing Director of Nomad the Label, about scaling an e-commerce brand from market stalls to an eight-figure business. Donal shares how they successfully expanded to the US, the role of video in marketing, and the challenges of international logistics. They also discuss influencer marketing, AI-generated brand ambassadors, and how to build customer trust through social proof and real-time engagement. If you’re interested in growing an e-commerce brand, this episode is full of insights on scaling, content strategy, and adapting to global markets.

If you're in ecommerce download your free podcast bonuses here: https://tinyurl.com/523dxtyx In episode 128 of the Customers Who Click podcast I spoke with Dean Lee, Head of Digital and Ecommerce at 88 Vape. Vaping, or eliquids, is a regulated industry which does make things more difficult. Payment providers are limited and sometimes more expensive, you’re locked out of certain distribution channels, advertising channels, you might need age verification tools in place, all of which add costs. Once we started to get that message across to the community, and to our audience and our customers they started to understand that we’re just trying to offer a quality, affordable product. Being the cheapest on the market has its pros and cons, as we’ve discussed before, but once you start to build that trust, once you give customers a good experience they’ll keep coming back, and crucially, they’ll bring others with them. Dean is the Head of Digital and Ecommerce at 88 Vape, you can find him on Linkedin or head over to https://www.88vape.com/

If you're in ecommerce download your free podcast bonuses here: https://tinyurl.com/523dxtyx In episode 127 of the Customers Who Click podcast I spoke with Katrina McKinnon, founder of CopySmiths, and we’re going to be exploring how you can get visitors to engage with your website, and how to find, hire, and manage good copywriters. People love clicking on photos, particularly photos with a little bit of text in it that says something about maybe a product feature or something about what's in that photo. Copy is pointless if no-one reads it, and no-one engages with it, and unless its on the Product Details Page (PDP), it doesnt need to be salesy, in fact, it probably shouldnt. Copy that informs and engages customers converts far better in the long run. Katrina is the Founder of CopySmiths, you can find her on Linkedin or head over to https://copysmiths.com/

If you're in ecommerce download your free podcast bonuses here: https://tinyurl.com/523dxtyx In episode 126 of the Customers Who Click podcast I spoke with Paul Vallely We’re going to explore a range of topics today including their micro-influencer strategy and focus on top of funnel marketing, but we’re also going to talk about how they provide a great on-site experience for customers to ensure they convert as many as possible, and the importance of great customer service. Product reviews have become absolutely essential in modern business. And there, we see that products with reviews convert convert at a far higher rate. Trust is essential for any business, and it comes about through social proof, and the way the company acts and behaves. If a company treats its customers well, gives them a great experience on top of a great product, they’ll see conversion and retention. Paul is the Managing Director of Kukoon Rugs, you can find him on Linkedin or head over to https://www.kukoonrugs.com/

If you're in ecommerce download your free podcast bonuses here: https://tinyurl.com/523dxtyx In episode 125 of the Customers Who Click podcast I spoke with Frost Li, Founder of Social Chat. Social Chat does focus on shoppable live streams, but they also work with you to ensure you can re-use that content, chop it up and turn it into useful sales material across the customer experience. Video content, especially live, is great for dealing with questions and concerns. A lot of the time customers dont want to read paragraph after paragraph of text to find the answers, but the same content in video format can be acceptable to them. I've always been working to really get users to click more, and more importantly, with satisfaction with every click. This satisfaction piece is key. Customers have limited tolerance for websites, so if they’re not getting what they expected when they click, that tolerance gets used up and eventually they bounce. Frost is the Founder of Social Chat, you can find her on LinkedIn or head over to https://socialchat.ai/

If you're in ecommerce download your free podcast bonuses here: https://tinyurl.com/523dxtyx In episode 124 of the Customers Who Click podcast I spoke with Ruthie Sterrett, founder of the Consistency Corner. Ruthie helps brands establish the foundations of the marketing strategy to ensure consistency. As someone who has worked in startups as well as those larger established businesses, I can say from firsthand experience that consistency is key. If you keep changing branding, changing design style, tone of voice, or if you just dont have this in the first place, its all a lot more difficult! What you all have to remember is what's your brand promise? What is the outcome that you're giving to your customers, either through the in-store or online experience. What you want your customers to feel is such an important way of thinking about brand and consistency. If you’re not focused there, its impossible to create that feeling in your customers, and so they wont build that emotional attachment to your business. Ruthie is the Founder of the Consistency Corner, you can find her on LinkedIn or head over to https://www.ruthiesterrett.com/.

If you're in ecommerce download your free podcast bonuses here: https://tinyurl.com/523dxtyx In episode 123 of the Customers Who Click podcast I spoke with Shanif Dhanani, the founder of Apteo, a tool which automatically segments your customer base and provides recommended upsells and recommendations to them with the objective of boosting conversion rates and average order value. If you're sending something that delights them, then customers are going to care more about what you have to say. Personalisation is key, and while you can do some of it manually (e.g. if people buy this product, then recommend the complementary products), automation will not only make your life easier, but you’ll see better results from it as well. Shanif is the Founder & CEO of Aoteo. You can connect with him on LinkedIn or head over to .https://www.apteo.co/

If you're in ecommerce download your free podcast bonuses here: https://tinyurl.com/523dxtyx In episode 122 of the Customers Who Click podcast I spoke with Rachel Spedding, the Head of Copy at Photobox, one of the UKs biggest online photo printing companies. In this episode we explored how brands can speak to different audiences, even in different languages, while still maintaining that same tone of voice and brand consistency. It's pretty rare to find a photo company who are charging full price, so we need a point of difference. Differentiation is key, especially in highly competitive markets, and while you may have to introduce discounts to keep your pricing at a similar level to competitors, its essential to have those points of differentiation that convince customers youre the better service for them, and keep them coming back. Rachel is the Head of Copy at Photobox. You can connect with her on LinkedIn or head over to https://www.photobox.co.uk/.