Explore every episode of the podcast eCommerce MasterPlan

Ciaran Crean is the co-founder & CEO at Mick’s Garage a car parts & accessories store. Founded in 2004 they now sell regularly via their custom website into over 34 countries. With over 10 million listings the range has expanded way beyond just car parts now including far more categories like outdoor sports equipment, camping gear, and roof racks – all meaning they ship a whopping 25,000 orders a month on average. 

 

Mick’s Garage has built its growth around keeping its technology and development in-house, allowing the team to experiment quickly with new verticals, improve the customer experience and test new ideas. In this episode, Ciaran shares how they approach AI, product data, international expansion and the operational challenges of running a 10-million-product eCommerce business. 

 

Hit PLAY to hear: 

• 🚀 How Mick’s Garage scaled to 25,000 orders a month 
• 🛠️ Why custom tech became essential for 10M+ product listings 
• 🌐 How dedicated websites helped unlock new growth opportunities 
• 📈 The playbook for taking new verticals from paid ads to SEO growth 
• 📦 Why Mick’s Garage moved away from direct supplier fulfilment 
• 🤖 How they’re using AI to help customers find the right products 

 

Key timestamps to dive straight in: 

[04:30] Building custom eCommerce solutions 

[07:06] Launch of dedicated UK website 

[10:16] Launching and Growing New Verticals 

[14:11] Revenue sources and supply chain management 

[20:18] Efficient order processing system 

[22:35] Using AI for customer engagement 

[24:20] Listen to Ciaran’s Top Tips! 

 

Full episode notes here: https://ecmp.info/614

--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsor

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Jay O’Neill was Product Manager of Product Discovery at Next, one of the UK’s most successful high street retailers focused on fashion and homewares. Jay specialises in growth through digital marketing, CRO, and tech stack optimisation. He scaled soak.com from £2 to £80million, drove digital growth at Holland & Barrett, and took Bathroom Mountain from £0 to £40million in 18 months. 

 

In this episode, returning guest Jay shares what he learned from leading Product Discovery at Next, from getting the foundations of product data right to using AI and search insights to uncover new growth opportunities. He also explains how eCommerce teams can make product discovery work harder across SEO, PPC, onsite search and the wider customer journey. 

 

Hit PLAY to hear: 

• 🔎 Why product discovery is now much bigger than onsite search 
• 📊 The 20% of product attributes that deserve your attention 
• 🤖 How AI can uncover valuable insights hidden in search data 
• 🛍️ Why better product data should come before better tech 
• 📈 How to turn emerging product trends into SEO and sales opportunities 
• 🧹 The surprising reason you should regularly clean up your search rules 

 

Key timestamps to dive straight in: 

[03:09] AI in product discovery 

[06:16] Dealing with data silos 

[10:34] Using AI to analyze search data 

[14:42] Improving search and utilizing chatbots 

[16:27] Choosing the right chatbot provider 

[19:26] Leveraging domain authority for SEO 

[23:33] Listen to Jay’s Top Tips! 

 

Full episode notes here: https://ecmp.info/613 

--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsor

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Janis Thomas is the CMO at Clothes Doctor, a fast-growing UK clothing-care brand selling premium laundry and fabric-care products. Founded in 2017, they are now a 7 figure business selling via wholesale, Amazon and their Shopify store. 

 

Janis shares how Clothes Doctor has built a multi-channel growth engine while staying focused on making clothing care easier and more sustainable. She also reveals the marketing lessons, challenges and opportunities that come with scaling a fast-growing eCommerce brand beyond its Shopify store. 

 

Hit PLAY to hear: 

• 🔄 Why adding a subscription isn’t enough — and the question you should ask first 
• 📈 How to attract higher-quality customers who stick around 
• 🤖 How Clothes Doctor uses AI to do more with a small team 
• 💡 Janis’s approach to getting better results from ChatGPT 
• 🌱 Why sustainability alone may not be enough to win new customers 
• 📦 How two very different subscription products can drive growth in the same business 

 

Key timestamps to dive straight in: 

[03:55] Challenges in media subscriptions 

[07:04] Caring for clothes longevity 

[11:28] Using Sidekick with Shopify 

[14:35] Launching Seasonal Care Subscription Box 

[17:30] Discussing laundry product varieties 

[20:38] Joining a sustainable brand 

[24:29] Listen to Janis’s Top Tips! 

 

Full episode notes here: https://ecmp.info/612

--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsor

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Mark Howell is the Director Retailers EMEA at Rithum, where they help the world’s leading brands and retailers list, market, fulfill, and optimise products across every major commerce channel – from catalog to consumer. Rithum’s single connected network now has over 40,000 brands, suppliers and retailers including Walmart, Marks & Spencer, Samsung, and many more. Before his decade at Rithum Mark spent 10 years at Tesco supporting all drop ship and marketplace sellers to list and launch on Tesco.com. 

In this episode, Chloe and Mark unpack the hidden engine behind modern eCommerce growth: product data. They explore how brands can get products to market faster, manage listings across multiple marketplaces, and prepare their data for the next wave of AI-powered shopping and search. 

 

Hit PLAY to hear these 5 big wins: 

• 🤖 Why AI search is making product data more important than ever 
• ⚡ The “time to online” metric that directly affects revenue 
• 🛒 How to sell on multiple marketplaces without managing 20 separate stores 
• 🔍 The product data mistakes that lead to costly returns 
• 🧠 How leading brands structure data for both humans and AI shoppers 
• 🚨 Why retailers are becoming stricter about claims like “sustainable” 

 

Key timestamps to dive straight in: 

[05:53] Describing products with evidence 

[08:06] Managing different retail platforms 

[12:19] Brands asserting eCommerce guidelines 

[15:21] Negotiating retail brand guidelines 

[17:20] Handling Marketplace Customer Expectations 

[22:33] AI implementation challenges and oversight 

[23:22] Legal challenges in agentic commerce 

[29:34] Storing and sharing business data 

[32:04] Listen to Mark’s Top Tips! 

[36:17] Episode sponsored by Rithum. Find out more about Rithum >>> https://ecmp.info/rithum

 

Full episode notes here: https://ecmp.info/611 

 

Episode sponsored by Rithum. Find out more about Rithum >>> https://ecmp.info/rithum

--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsor

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Tariq Kazemi is the co-founder and CEO at BLD BRO, a British skincare brand championing “bald confidence”. Founded in 2021, they did £3.5million last year and are growing fast via their Shopify store & Amazon. 

 

In this episode, Tariq shares how BLD BRO grew from a small Instagram community into a multi-million-pound eCommerce brand. He reveals the practical decisions behind that growth, including their Amazon launch, lean SKU strategy, in-house fulfilment, and why they outsource specialist marketing expertise instead of trying to do everything themselves. 

 

Hit PLAY to hear: 

• 🚀 How BLD BRO grew from250 Instagram followers to £3.5M in sales 
• 🛒 Why Amazon became a third of UK revenue within months of launch 
• 📦 The 5-SKU strategy that keeps growth simple and profitable 
• 💡 Why they rejected Kickstarter despite already having a community 
• 🧠 The founder mindset shift: “We’re not eCommerce experts” 
• 🏭 The surprising reason they insist on keeping fulfilment in-house in Birmingham 

 

Key timestamps to dive straight in: 

[05:41] Early funding and avoiding crowdfunding 

[09:45] Keeping product line focused 

[10:59] Managing product diversity and packaging 

[16:41] Building an eCommerce team 

[17:43] Optimizing website conversion strategies 

[23:00] Starting the hair loss journey 

[25:58] Listen to Tariq’s Top Tips! 

 

Full episode notes here: https://ecmp.info/610

--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsor

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Dan Major is a Fractional CFO for DTC fashion, footwear, and beauty brands. Focused on scaling profitability by unlocking margin and freeing up cash for ads and stock. 

 

In this WWYD episode, Dan walks through what he would do if he became the first serious CFO at a fast-growing DTC brand. He shares practical advice on fixing reporting, improving unit economics, finding hidden margin, and unlocking cash from inventory so brands can grow faster without losing control of profitability. 

 

Hit PLAY to hear: 

• The first thing a new CFO checks in a fast-growing DTC brand 👀 
• Why your Shopify dashboard might be lying about profit 
• The 3 margin numbers every eCommerce founder must understand 💸 
• How one brand found 8 extra margin points without selling more 
• When to reinvest profit into ads instead of taking it off the table 📈 
• The hidden inventory mistake that could be trapping six figures of cash in your warehouse 📦 

 

Key timestamps to dive straight in: 

[05:17] Understanding Sales and Margins Discrepancies 

[07:56] Managing finances in eCommerce 

[13:03] Understanding Contribution Margin Basics 

[16:57] Analyzing industry benchmarks and margins 

[18:28] Analyzing Profit and Loss Statements 

[22:46] Managing stock levels and cash flow 

[24:28] Listen to Dan’s Top Tips! 

 

Full episode notes here: https://ecmp.info/609

--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsor

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James Cowdale is the co-owner and marketing director at &Sons, a fashion BCorp brand selling vintage style clothing, primarily menswear. Founded in 2016 they now sell via their Shopify site, 2 stores in the UK, and wholesale, doing 8 figures in sale a year. 

 

In this episode, James shares how &Sons has grown from an £80 Shopify store into an 8-figure brand by putting community at the heart of the business. He also reveals how the team navigated US tariffs, expanded into new markets, achieved B Corp certification, and why investing in people has been their biggest competitive advantage. 

 

Hit PLAY to hear: 

• 👥 How &Sons built an 8-figure brand by creating a thriving customer community 
• 🌎 The smart strategy that helped them replace lost US sales with new international growth 
• 🛍️ Why customer retreats can deliver a bigger ROI than another ad campaign 
• 💬 The simple mindset shift that turns customers into passionate brand advocates 
• 🌱 What it really took for &Sons to become a certified B Corp 
• 🎉 How to turn a major business milestone into a powerful marketing opportunity 

 

Key timestamps to dive straight in: 

[04:37] Choosing Shopify for Online Sales 

[09:14] Launching Australian Market Website 

[12:49] Building a Community for Men 

[16:47] Hosting events for marketing 

[19:39] Achieving BCorp Certification 

[22:31] Reflecting on 10 years in business 

[24:15] Listen to James’s Top Tips! 

 

Full episode notes here: https://ecmp.info/608 

--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsor

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Jonatan Ehn is the Chief Commercial Officer at Asket, a fashion brand that doesn’t think of itself as a fashion brand. With the goal to liberate daily life from clutter and excess. Their men’s and womenswear rangers are sold via their Centra website, and stores in Stockholm & London, that also offer repairs and alterations. Founded in 2015, last year they did £15 million in sales. 

 

In this episode, Jonatan shares how Asket has built a growing eCommerce business by staying true to its mission. He discusses balancing purpose with profit, navigating a major rebrand, and the performance marketing lessons every online retailer can learn from. 

 

Hit PLAY to hear: 

• 🚀 How Asket grew a £15M brand while encouraging customers to buy less 
• 🎯 The biggest lesson from launching a rebrand, new website, and new store all at once 
• 📉 Why your Meta ads can suddenly stop working—and how to turn them around 
• 🧪 The one-change-at-a-time testing strategy that rebuilt Asket's marketing performance 
• 🌱 How to balance purpose and profit without sacrificing business growth 
• 💡 The brand discovery tactics helping Asket win customers in the UK, US, and beyond 

 

Key timestamps to dive straight in: 

[05:36] Independent Swedish clothing brand model 

[08:15] Balancing business goals and ethics 

[12:37] Rebranding and closing perception gap 

[15:31] Updating brand visuals and identity 

[18:22] Identifying marketing strategy issues 

[22:38] Focusing on brand discovery strategy 

[25:19] Listen to Jonatan’s Top Tips! 

 

Full episode notes here: https://ecmp.info/607

--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsor

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Jennifer Bailey is the CEO Founder at Calla Shoes, sellers of women's shoes for bunions, wide feet and problem feet. Founded in 2016 they now sell via their Shopify store and are on track for £2million in sales this year. 

 

In this episode, Jennifer reveals how Calla Shoes grew from a personal frustration into a £2 million global eCommerce brand. Discover the customer-first mindset, SEO strategy, and partnership approach that helped the business scale to customers in 92 countries while staying laser-focused on solving a real problem. 

 

Hit PLAY to hear: 

• 👠 How Calla Shoes grew into a £2M brand by solving one overlooked customer problem 
• 🔍 Why SEO still drives most of their traffic after nearly 10 years in business 
• 📞 The surprising customer research method Jennifer swears by (and it's not AI) 
• 🌍 How a niche footwear brand expanded to 92 countries worldwide 
• 🤝 The partnership strategy that's turning podiatrists into powerful referral partners 
• 💡 How customer feedback directly shaped some of Calla Shoes' best-selling products 

 

Key timestamps to dive straight in: 

[06:15] Embracing constant learning in eCommerce 

[07:49] Global marketing on a budget 

[10:09] Searching for wedding shoes with bunions 

[13:15] Embracing unique needs in footwear 

[16:43] Listening to customer feedback 

[20:50] Collaborations with podiatrists and influencers 

[23:02] Listen to Jennifer’s Top Tips! 

 

Full episode notes here: https://ecmp.info/606

--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsor

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Andy Ostcliffe is the Chief at Chiefly, where they’re experts on the Charity Retail Sector and pre-loved sales across product categories. Previously Andy co-created and led two of the world’s largest charity online retailers – Oxfam and British Heart Foundation. 

 

Andy joins Chloe for a What Would You Do? episode, exploring what today's Head of eCommerce should do if their fashion brand wants to enter the growing pre-loved market. Together, they unpack the operational, commercial, and regulatory challenges, and discuss how brands can build a strategy that works for both customers and the business. 

 

Hit PLAY to hear: 

• Why launching a pre-loved store is much harder than it looks 👀 
• The surprising reason Marks & Spencer chose eBay over building its own resale platform 
• How AI could make fashion resale dramatically more profitable 🤖 
• The regulations coming for fashion brands—and why you should prepare now 
• What really happens to clothes after you donate them (it's not what most people think) 
• Why live shopping is becoming one of the hottest opportunities in eCommerce 📱 

 

Key timestamps to dive straight in: 

[04:38] Retailers and preloved fashion trends 

[06:28] Challenges in retail logistics 

[09:35] Economic challenges for PLC retailers 

[13:03] Impact of Secondhand Sales 

[16:55] UK charity shops and new regulations 

[21:16] Impact of Online Resale on Charities 

[23:29] Ghana's role in pre-loved fashion 

[29:29] Pricing and stock rotation strategies 

[31:00] Retail strategy for preloved fashion 

[35:31] Listen to Andy’s Top Tips! 

 

Full episode notes here: https://ecmp.info/605

--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsor

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Holly Daniels is the Head of eCommerce at CULT MIA & a Drapers 30 Under 30 Alumni. CULT MIA is an independent luxury fashion marketplace, showcasing new designers and unique collections, many of which are exclusive on their Shopify website. Founded in 2019 they won Draper's Best Independent Retailer in 2022 AND 2023 and last year were named in the UK Fast Growth Index – not surprising since in the last couple of years they’ve scaled sales 5 times. 

 

In this episode, Holly lifts the lid on how CULT MIA scaled 5X while navigating global logistics, international expansion, and the unique challenges of running a luxury fashion marketplace. Expect practical insights on data-driven growth, entering new markets, creating exceptional customer experiences, and using AI where it delivers real business impact. 

 

Hit PLAY to hear: 

• 🌍 How CULT MIA uncovered a hidden Middle East growth opportunity through customer data 
• 📈 The surprising strategy that helped the luxury marketplace scale sales 5X 
• 🚚 What most brands get wrong about international expansion and cross-border logistics 
• 🎯 Why launching in the right season can matter more than your ad creative 
• 🤖 Practical AI use cases that save hours and improve eCommerce operations 
• 💡 Holly Daniels' framework for testing new markets without risking your entire budget 

 

Key timestamps to dive straight in: 

[04:22] CULT MIA’s global market reach 

[08:50] CULT MIA’s brand values and products 

[12:10] Managing international shipping logistics 

[13:29] Cross-border operations and sustainability 

[18:01] Understanding Regional Customer Behavior 

[20:06] Building trust with new markets 

[23:07] Using AI for administrative tasks 

[25:15] Listen to Holly’s Top Tips! 

 

Full episode notes here: https://ecmp.info/604

--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsor

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Ankit Jadav is the Global Head of Digital Operations at Portmeirion Group, home to six unique homeware and fragrance brands with a combined 750 years of trading… including Spode, Portmeirion, Royal Worcester, Nambe, Pimpernel and Wax Lyrical. Turnover is now £110,000,000 of which 10% is DTC. 

 

In this episode, Ankit shares how his team manages five DTC brands with just eight people, why they recently consolidated their tech stack, and what he looks for when evaluating new technology. It's a masterclass in building an eCommerce operation that is efficient, scalable, and focused on delivering real ROI. 

 

Hit PLAY to hear: 

• 🚀 How one team manages 5 DTC brands with just 8 people 
• 🛠️ The surprising reason the "best" eCommerce tool can hurt your results 
• 📈 Why consolidating your tech stack could unlock faster growth 
• 💰 How to evaluate new software without wasting budget on shiny objects 
• 🎯 The next big tech investment Ankit believes every retailer should consider 
• 🤖 Where AI is actually delivering value in eCommerce (and where it's mostly hype) 

 

Key timestamps to dive straight in: 

[09:36] Implementing and Scaling eCommerce Projects 

[12:02] Understanding code for collaboration 

[16:01] Evaluating tech stack consolidation 

[21:04] Implementing a Customer Data Platform 

[22:35] Exploring AI for internal use 

[26:08] Listen to Ankit’s Top Tips! 

 

Full episode notes here: https://ecmp.info/603  

--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsor

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Douglas Holm is the Head of Online at Myrqvist, sellers and designers of quality, classic men’s shoes. Founded in 2016 they now sell online via their Shopify store and 4 stores in Sweden, Norway, New York and London, and a select group of partner stores. Turnover is now at €10 million a year. 

 

In this episode, Douglas reveals how Myrqvist has built a lean, high-performing eCommerce operation that punches well above its weight. From AI-driven automation and product data optimisation to international growth and in-house marketing, he shares practical insights for any brand looking to scale smarter. 

 

Hit PLAY to hear: 

• 🚀 How Myrqvist built a €10M brand with just 8 people at head office 
• 🤖 The AI automations saving hours every week across customer service and operations 
• 📈 Why improving product data is boosting SEO, AI search, and customer experience at the same time 
• 🔍 How Myrqvist is already winning traffic from ChatGPT and other AI search tools 
• 💡 The simple framework Douglas uses to decide what to automate next 
• 🎯 Why keeping Meta ads in-house gives Myrqvist a major competitive advantage 

 

Key timestamps to dive straight in: 

[06:13] Offering premium-quality shoes affordably 

[09:37] Leveraging AI to optimize operations 

[11:36] Improving AI for site search 

[14:38] Competing with heritage shoe brands 

[18:41] Exploring AI for product design 

[22:32] Benefits of in-house content production 

[24:07] Listen to Douglas’s Top Tips! 

 

Full episode notes here: https://ecmp.info/602

--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsor

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Kresse Wesling CBE is the co-founder at Elvis and Kresse, the designers, manufacturers, and sellers of their range of sustainable and ethically produced luxury accessories and homewares. Founded in 2005 to rescue London’s decommissioned fire-hose, they now sell via their Shopify site and wholesale. They donate 50% of their profits to charity – and have donated nearly £500,000 to date, AND saved over 315 tonnes of materials from landfill. 

 

Since joining us four years ago, Kresse and her team have taken their mission to a whole new level. In this conversation, she shares how they're building a regenerative business that restores ecosystems, creates new revenue streams, and challenges traditional thinking about growth, sustainability, and long-term success. 

 

Hit PLAY to hear: 

• 🌱 How Elvis & Kresse turned a sustainability mission into a regenerative business model 
• 🍷 Why they spent 5 years building a vineyard before earning a single penny from it 
• ♻️ The surprising checklist they use before launching products from new waste streams 
• 🚀 How purpose-driven brands can create growth opportunities competitors miss 
• 📈 Kresse's advice for finding a marketing agency that actually delivers results 
• 💡 Why "a business is just a group of people and a series of decisions" could change how you think about growth forever 

 

Key timestamps to dive straight in: 

[04:06] Sustainability goals on the farm 

[09:14] Embracing regenerative farming practices 

[10:48] Criteria for choosing projects 

[13:46] Concerns about microplastic pollution 

[16:10] Corporate responsibility and transparency 

[19:34] Wine production practices and additives 

[24:07] Struggling with rapid changes 

[28:28] Listen to Kresse’s Top Tips! 

 

Full episode notes here: https://ecmp.info/601

--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsor

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Success stories are easy to find in eCommerce. 

 

The mistakes, failures, and expensive lessons? Not so much.  

 

To celebrate the 600th episode of the eCommerce MasterPlan Podcast, Chloe Thomas takes a refreshingly honest look at the missteps that have shaped her 20+ years in business and the recurring mistakes she still sees brands making today. 

 

In this special solo episode, Chloe shares a mix of industry-wide pitfalls and personal screwups, revealing the lessons hidden inside each one. From costly hiring decisions and inventory challenges to bad advice and overlooked opportunities, every mistake is pulled at random from her infamous bowl of business blunders—making for an entertaining and insightful episode packed with practical takeaways. 

 

Hit PLAY to hear: 

• 💸 The hiring mistake that cost Chloe £36,000 — and how to avoid making the same one 
• 📦 Why holding too much inventory could be quietly killing your cash flow 
• 🚫 The surprisingly common reason some brands still turn off their websites (and why it's a terrible idea) 
• 📊 How misunderstanding your margins can wreck your marketing performance 
• 🔄 Why "launching it" is only the beginning — and where most brands go wrong after go-live 
• ⚠️ The 14 costly mistakes Chloe sees eCommerce businesses make again and again after 20+ years in the industry 

 

Key timestamps to dive straight in: 

[05:58] Costly hiring mistake 

[09:10] Managing cash flow with seasonal sales 

[11:17] Finding the Right Agency Fit 

[15:51] Crafting an effective discount strategy 

[18:11] Understanding and recalculating margins 

[22:23] Avoiding burnout with balanced work 

[24:42] Testing newsletter growth strategies 

[28:23] Evaluating eCommerce Strategies 

[32:06] Choosing the right product 

[36:25] Navigating perimenopause and business impact 

[38:45] Dealing with health challenges in business 

[40:44] Updating seasonal and automated content 

 

Full episode notes here: https://ecmp.info/600

--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsor

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Yaël de Keijzer and Anna Atmis are from Doofinder. Doofinder has been helping eCommerce brands improve product discovery and search experiences for over 15 years. Today, more than 10,000 online stores worldwide use the platform to create faster, smarter, and more intuitive shopping experiences through AI-powered technology. 

In this episode, they break down how AI shopping assistants are changing the eCommerce experience for both brands and customers. From improving product discovery and increasing conversions to uncovering hidden customer insights, this conversation is packed with practical ideas for eCommerce businesses looking to grow smarter with AI. 

Hit PLAY to hear:  

• 1️⃣ How AI shopping assistants close the eCommerce “finding gap” and recover lost sales
• 2️⃣ The smarter way to upsell and cross-sell without frustrating customers
• 3️⃣ How your store can keep selling and answering questions 24/7
• 4️⃣ Why “no results” searches could reveal your next biggest sales opportunity
• 5️⃣ How AI shopping data can uncover UX issues, product gaps, and growth opportunities

Key timestamps to dive straight in: 

[05:48] Using AI tools effectively 

[07:14] Closing the eCommerce Finding Gap 

[11:14] Optimizing cross-sell strategies 

[14:08] Using AI to boost sales 

[18:10] Importance of integrated AI in eCommerce 

[22:00] AI in everyday shopping 

[25:01] Finding your ideal customer 

[26:37] Listen to Yaël and Anna’s Top Tips! 

[34:02] Episode sponsored by Doofinder. Grab their 15-day trial at Doofinder.com. 

Full episode notes here: https://ecmp.info/599  

Episode sponsored by Doofinder. Grab their 15-day trial at Doofinder.com. 

--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsor

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Latif Hamilton is the creative CEO at Spirithoods, who sell animal inspired apparel and give 10% back to endangered animals. Founded in 2009, they now sell via their Shopify store and wholesale, and sell over $4 million of fashion a year. 

 

In this episode, Latif shares how Spirithoods uses SEO and search trend data to shape everything from product design to launch timing and product naming. It’s a fascinating look at how eCommerce brands can blend creativity with data to drive growth, build customer demand, and stay resilient in a turbulent fashion market. 

 

Hit PLAY to hear: 

• 🔍 How Spirithoods uses SEO data to decide which products to create 
• 📈 The search trend strategy behind their $4M fashion brand growth 
• 🛍️ Why timing your product launches can massively impact sales 
• 🎯 The tiny SEO tweaks that help products rank higher on Google 
• 🔥 How festival season and pop culture drive ecommerce demand 
• ⚠️ The harsh reality of tariffs, fashion bankruptcies & surviving market chaos 

 

Key timestamps to dive straight in: 

[04:38] Launching eCommerce after trade show 

[07:50] Preparing for business changes 

[11:02] Microplastic pollution and solutions 

[14:37] How Spirit Hoods took off 

[18:48] Using SEO to guide trends 

[19:38] Spotting trends in yellow fashion 

[24:44] Timing product launches with trends 

[26:21] Tying product development to SEO 

[30:13] Listen to Latif’s Top Tips! 

 

Full episode notes here: https://ecmp.info/598

--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsor

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Simon Payne is the co-founder at Sole Responsibility, a sustainable retail business specialising in the resale and takeback of seconds in the footwear and clothing space. They resell 10,000s of sub-prime shoes and garments a year with growth at 30% year on year. 

 

In this episode, Simon joins Chloe Thomas to explore how resale commerce, changing consumer behavior, AI, and upcoming sustainability legislation are reshaping the future of fashion retail. They discuss why secondhand is becoming mainstream, what ESPR means for brands, and how retailers can turn returns and resale into long-term opportunities. 

 

Hit PLAY to hear: 

• Why secondhand fashion is becoming mainstream faster than brands expected 👟 
• The surprising way retailers are turning returns into revenue 💰 
• How AI is helping identify and resell thousands of unique products 
• What Europe’s new ESPR legislation could mean for eCommerce brands ⚖️ 
• Why platforms like Vinted are changing consumer behavior forever 
• The big question fashion brands may soon have to face: produce less or lose relevance? 👀 

 

Dive in: 

[05:21] Using AI for product identification 

[07:34] Focusing on product returns and resale 

[10:32] Rise of social live shopping 

[14:57] Challenges with product traceability 

[16:58] Sustainability and product reuse challenges 

[20:40] Trends in UK retail shopping 

[24:20] Future of production and sustainability 

[25:53] Listen to Simon’s Top Tips! 

 

Full episode notes here: https://ecmp.info/597

--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsor

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Steve Willicott is the founder at Uncle Matt's Hats, selling baseball caps and supporting men’s mental health. Founded in 2024, they sell via their Shopify store, and are about to launch their second range. 

 

In this episode, Steve explains how Uncle Matt's Hats has built every part of the business around its mission — from product design to packaging to customer acquisition. It’s a smart look at how purpose-led brands can create stronger differentiation, generate organic content, and grow without relying on big ad budgets. 

 

Hit PLAY to hear: 

• 🎯 How Steve Willicott built Uncle Matt's Hats around purpose — and why that makes customer acquisition easier 
• 📦 The clever packaging idea that turns every order into organic UGC 
• 💸 How a startup with a tiny ad budget gets more from every customer touchpoint 
• 🧠 Why the inside of the product matters more than most brands realize 
• 🚀 The simple customer insight that led to launching beanies and T-shirts next 
• 🔥 How storytelling can help your brand stand out in a crowded, competitive category 

 

Key timestamps to dive straight in: 

[06:38] Focusing on mission over product 

[09:27] Designing meaningful, ethical hats 

[11:34] Expanding beyond baseball caps 

[15:13] Organic UGC and giftable packaging 

[20:01] Sharing mental health stories and support 

[22:42] Reducing customer acquisition costs 

[23:54] Listen to Steve’s Top Tips! 

 

Full episode notes here: https://ecmp.info/596

--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsor

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Hayley Jones is the Artist and Founder at Moon Phase Studios. The studio exists to empower its customers to become more attuned to the moon through art, books, and rituals. It was founded in November 2020 when they went from zero to £200k in 8 just weeks! Now they sell via their Shopify store & Etsy store doing over £1million a year. 

 

In this episode, Hayley shares how the business has evolved from a fast-growing startup into a mature, highly seasonal brand with a loyal customer base. She breaks down the strategies behind their success today—from email-first marketing and pre-orders to finding a breakout product and building a business that thrives despite its “peaky” nature. 

 

Hit PLAY to hear: 

• How Moon Phase Studios grew from £0 to £1M+ (and what they’d do differently) 🚀 
• Why email marketing now beats Facebook ads for their revenue 📧 
• The 13 Moon Journal that changed everything (and why it sells so well) 🌙 
• How pre-orders bring in cash months early (and reduce peak stress) 💸 
• The truth about running a “peaky” seasonal business—and making it work 📈 
• Why they brought fulfilment back in-house (and boosted profits) 📦 

 

Key timestamps to dive straight in: 

[05:14] Launching the 13 Moon Journal 

[09:36] Pre-order strategy and benefits 

[11:52] Building the Initial Team 

[14:59] Challenges with US fulfillment centers 

[18:31] Exciting 2026 customer-driven projects 

[22:34] Listen to Hayley’s Top Tips! 

 

Full episode notes here: https://ecmp.info/595

--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsor

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Roel Schatorjé is the Founder of MOYU, sellers of erasable stone paper notebooks, designed to reduce single-use paper and reforest the planet. Founded in 2019 they now sell via wholesale, and their Shopify store, in total sales are €1.5million a year. 

 

In this returning guest episode, Roel shares how the business has evolved over the last three years – shifting from DTC to B2B, streamlining the team, and expanding internationally in a far more sustainable way. It’s an honest look at what it really takes to scale an eCommerce brand without burning cash or adding complexity. 

 

Hit PLAY to hear: 

• How Moyu turned everyday customers into high-value B2B clients 💼  
• The exact shift that helped them scale to €1.5M revenue 🚀  
• Why cutting their team from 10 to 4 actually made them MORE efficient ⚙️  
• The smart (and cheaper) way they’re expanding internationally 🌍  
• How sampling and real-world experiences are driving sales 🤝  
• The simple process fixes saving them hours of wasted time every week ⏳ 

 

Key timestamps to dive straight in: 

[04:42] Balancing current projects and development 

[07:30] Streamlining quoting and retail growth 

[11:53] Promoting the notebook via sampling 

[13:35] Corrugated stone paper packaging 

[17:31] Challenges of international expansion 

[21:24] Flexible work arrangements for agents 

[23:28] Listen to Roel’s Top Tips! 

 

Full episode notes here: https://ecmp.info/594

--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsor

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In this special episode of the eCommerce MasterPlan Podcast, Chloe Thomas shares a panel discussion from a recent webinar focused on one big question: How can eCommerce brands grow both sales and profits in 2026? 

 

Chloe is joined by three expert voices from very different areas of eCommerce – promotions, CRO and experimentation, and growth strategy – to explore what’s really driving performance right now. 

 

From intelligent offers and smarter discounting to experimentation, retention, and measuring what truly matters, this is a practical, insight-packed conversation designed to help you grow more efficiently in 2026. 

 

Hit PLAY to hear: 

• Why most brands are losing money with discounts (and how to fix it) 💸  
• The simple shift that separates demand creation vs demand capture 🎯  
• How to stop pouring budget into a “leaky bucket” of customers 🪣  
• The truth about conversion rate – dead metric or still king? 📊  
• How to grow sales AND profit at the same time (yes, really) 📈  
• The #1 mindset top brands use to consistently improve performance 🧠  

 

Key timestamps to dive straight in: 

[07:55] Intelligent Offers 

[19:15] The advice I've been giving most often to brands to help them improve their profits is... 

[27:00] How to measure success? KPIS, Metrics, Benchmarks and more 

[35:00] CRO improvements are the only way to improve ALL your marketing performance 

[44:26] You CAN grow profits and sales at the same time 

[52:30] Final takeaways 

 

Full episode notes here: https://ecmp.info/593

--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsor

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Faye Whitley is the co-founder and managing director of Beevive creators of The Original Bee Revival Kit, and recent Dragon’s Den stars. Founded in 2018 they’ve sold over £2million of product via their Shopify store and over 350 wholesale customers selling their products in the UK. 

 

In this episode, Faye shares how a simple idea turned into a fast-growing, purpose-led eCommerce brand. We explore how Beevive scaled through community, crowdfunding, and smart channel strategy – while staying true to its mission of helping bees and educating customers. 

 

Hit PLAY to hear: 

• 🐝 How a single moment saving a bee turned into a £2M eCommerce brand 
• 🚀 The exact steps Beevive used to grow from idea to multi-channel success 
• 💡 Why community-led marketing (not ads) drove real traction 
• 🎯 The smart way they use Kickstarter to fund and launch new products 
• 🛍️ How wholesale + DTC unlocked faster, more stable growth 
• 🌱 The simple brand mission that made customers care—and keep buying 

 

Key timestamps to dive straight in: 

[03:53] Saving a struggling bumblebee 

[06:41] Creating eco-friendly bee solutions 

[11:40] Viral video boosted early growth 

[14:02] Giving back through education 

[16:55] Launching through Kickstarter 

[22:45] Preparing for a product launch 

[25:11] Listen to Faye’s Top Tips! 

 

Full episode notes here: https://ecmp.info/592

--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsor

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Nathan Rothstein is co-founder of Project Repat, who turn your favourite old t-shirts into quilts. Founded in 2012 they now sell via a Shopify site and do $12million a year. 

 

Returning to the podcast a decade after his first appearance, Nathan shares how staying focused on one core product, building trust, and adapting to challenges like COVID and iOS changes have powered their long-term growth – while continuously refining their marketing and operations. 

 

Hit PLAY to hear: 

• How they built a $12M eCommerce brand by not launching new products 🚫 
• The “triple down” strategy that turned one idea into long-term success 💡 
• Why trust is the #1 factor driving conversions (and how to build it fast) 🔐 
• The “nice nagging” email strategy that turns procrastinators into customers 📩 
• What really happened to their business after Apple’s iOS changes 📉➡️📈 
• How Meta’s new algorithm helps small brands find the right customers 🎯 

 

Key timestamps to dive straight in: 

[06:00] "T-Shirts Into Memory Blankets" 

[07:19] "Turning T-Shirts Into Memories" 

[10:48] Remote Team Dynamics. 

[15:40] "T-Shirt Prep & Deadlines" 

[18:30] Women Athletes & Trust Building 

[20:46] Listen to Nathan’s Top Tips! 

 

Full episode notes here: https://ecmp.info/591  

--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsor

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Joe Jaques is the CEO at Jaques of London, inventors of croquet, ping pong and chess as we know them, and championing play as the foundation of learning. Founded in 1795 (yes over 200 years ago) Joe is the 8th generation toymaker to lead this family business, winning multiple awards in recent years. Now selling via their Shopify site and Amazon they are on track for £12million this year. 

 

In this episode, Joe shares how he transformed a centuries-old games company into a modern eCommerce brand. He talks about pivoting into educational toys, building a highly data-driven marketing strategy, and navigating the challenges of rapid growth, financial restructuring, and rebuilding the business stronger than before. 

 

Hit PLAY to hear: 

• 🚀 How an 8th-generation family business reinvented itself as a £12M eCommerce brand 
• 📊 Why obsessing over your data is the key to surviving rising CAC and scaling profitably 
• 🧸 The surprising strategy behind pivoting from classic games to educational toys for under-5s 
• 📦 How running their own warehouse in China gives Jakes of London a huge quality advantage 
• 💥 The behind-the-scenes story of their COVID boom, debt crisis, and business rebuild 
• 🤖 How Joe uses AI and data tools to uncover hidden eCommerce growth opportunities 

 

Key timestamps to dive straight in: 

[06:09] "Educational Play for Early Childhood" 

[08:07] In-House Operations and Control 

[13:04] Rooted Values and Solid Growth 

[14:57] "Facing Collapse After Growth" 

[18:11] "Navigating Challenges with Support" 

[22:22] "AI for Data Analysis" 

[24:19] "In-House Creative and Personas" 

[25:47] Listen to Joe’s Top Tips! 

 

Full episode notes here: https://ecmp.info/590

--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsor

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Bhavishya Ramchander is the CEO at Reloom, a platform where conscious consumers meet verified, sustainable fashion brands. Founded in 2025 they’ve been featured in Forbes, Business Insider, Vogue Europe and at the Drapers Conscious Fashion Summit, they already have over 20 verified brands on the platform.

In this episode, Vishy shares what today’s fashion consumers really want when it comes to sustainability—and why good intentions alone aren’t translating into purchases. She breaks down the key barriers holding shoppers back, and reveals how brands can turn transparency, data, and circular models into real commercial advantage.

Hit PLAY to hear:

• Why shoppers say they want sustainable fashion—but still buy fast fashion 👀
• The 2 biggest barriers killing sustainable sales (and how to fix them)
• How adding the right data to product pages can boost conversions 📈
• Why sustainability should be treated like a product feature—not a marketing message
• The resale opportunity most fashion brands are still missing ♻️
• How upcoming regulations could become your biggest competitive advantage 🚀

Dive in:

[05:57] "Sustainable Fashion: Price & Trust"

[09:22] "Sustainable Shopping by Values"

[12:25] Sustainability: Asset, Not PR Stunt

[16:47] "Sustainability Data Boosts Conversions"

[17:31] "Resale Market and Circular Design"

[23:40] "Plan Early for Brand Success"

[25:40] Listen to Vishy’s Top Tips!

[29:57] Episode sponsored by Reloom. Visit the Reloom website.

Full episode notes here: https://ecmp.info/589

Episode sponsored by Reloom. Visit the Reloom website.

--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsor

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Luke Bream is the Chief Executive and Co-founder at Valentte, sellers of organic skincare and home fragrance. Founded on a market stall in 2011, they now do £25 million via their WooCommerce store and some on Amazon. 

 

In this episode, Luke shares the story behind Valentte’s journey from a small market stall to an 8-figure eCommerce brand, including the pivotal decisions that accelerated their growth. He explains why the team keeps marketing in-house, how they approach scaling paid ads and creative testing, and what founders must change in their leadership to grow a business from millions to $100M and beyond. 

 

Hit PLAY to hear: 

• How Luke scaled Valentte from a market stall to £25M in eCommerce revenue 🚀 
• The £50k loan + Facebook ads decision that triggered explosive growth 
• Why Luke believes most brands should run their ads in-house (not with agencies) 
• The creative testing strategy behind ad accounts running thousands of ads 
• How Valentte gets 80% of orders from returning customers 🔁 
• Why AI changes the game for eCommerce execution — and what it still can’t replace 🤖 

 

Key timestamps to dive straight in: 

[05:48] Breaking Business Growth Limits 

[07:54] "Scaling: A Personal Business Choice" 

[10:36] "Challenges in Scaling Growth" 

[14:31] Reducing Complexity in Manufacturing 

[19:16] In-House Creative: Key to Ads 

[20:17] "Ad Strategy Requires Scale" 

[23:34] "Embracing Iteration and Letting Go" 

[26:45] Listen to Luke’s Top Tips! 

 

Full episode notes here: https://ecmp.info/588

--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsor

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Katie Ward is the Managing Director at Microbz, a natural microbial solutions business. Founded in the 2000s and rebranded in 2024, they are on track for around £1million this year across their Shopify store & partner network. 

 

In this episode, Katie shares how they’ve grown in one of the most competitive supplement markets by focusing on real customer pain points, building trust before pushing subscriptions, and expanding lifetime value through a “probiotic life” strategy. It’s a candid conversation about balancing mission and margin, managing multiple channels, and scaling sustainably without compromising your values. 

 

Hit PLAY to hear: 

• How Microbz scaled toward £1M in revenue without slashing their product range 💰 
• The smart way to introduce subscriptions after 2–3 purchases (and boost LTV) 🔁 
• Why starting with customer pain points beats leading with brand vision every time 🎯 
• How to balance D2C, Amazon, B2B & agriculture without losing focus 🌱 
• The unexpected growth upside of sticking to your mission over “expert” advice 🚀 
• How giving away a free cleaner can unlock a whole new category sale 🧴 

 

Key timestamps to dive straight in: 

[03:58] Nature's Solution for Wellbeing 

[07:21] Microbial Fermentation and Herbal Remedies 

[11:32] "Managing Business Complexity Effectively" 

[13:29] "Healthy Soil, Nutritious Life" 

[18:25] "Probiotics: Educating and Building Trust" 

[20:36] Listen to Katie’s Top Tips! 

 

Full episode notes here: https://ecmp.info/587

--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsor

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Rich Chapple was previously the CMO at Gymshark and the CEO at THG Ingenuity, part of The Hut Group, scaling both companies to unicorn valuations. He is now the co-founder at The Growth Foundation, helping eCommerce and DTC brands grow the right way. 

 

In this What Would You Do episode, Rich shares exactly what he’d do in his first 90 days as the new CEO of an 8-figure fashion brand. From finding the real “truth” in the numbers to sharpening strategy, building the right team, and focusing on profitable growth, this conversation is packed with practical guidance for any eCommerce leader looking to scale with clarity and control. 

 

Hit PLAY to hear: 

• The exact first 90-day plan for a new CEO stepping into an 8-figure eCommerce brand 
• How to find the real “truth” in your numbers (and the costly mistakes most brands miss) 
• The simple Where to Play / How to Win framework to cut complexity and drive growth 
• Why most 8-figure brands are structured for survival, not scale — and how to fix it 
• The hidden growth opportunity in CRM and customer insight most teams ignore 📈 
• A low-cost traffic tactic that can deliver 70–90% off media rates 👀 

 

Key timestamps to dive straight in: 

[05:52] eCommerce Evolution and Increased Competition 

[09:19] "Defining Truth Across Business Metrics" 

[11:45] "Financial Analysis by GP Bands" 

[14:46] Strategic Alignment and Execution Framework 

[17:09] "How to Win with Strategy" 

[22:41] Scaling Strategy and Future Planning 

[25:39] "Developing Leaders Through Cross-Discipline" 

[28:33] "Testing Strategies for Business Growth" 

[31:29] Listen to Rich’s Top Tips! 

 

Full episode notes here: https://ecmp.info/586

--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsor

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Ed Hamilton is the Head of Growth at Seep, a certified B Corp selling eco house cleaning tools. Founded in 2020 they are now on target for £10million in sales this year, via their Shopify store, Amazon and wholesale. 

 

In this episode, Ed shares how Seep is turning a surge of awareness into sustainable, long-term growth. We explore the strategies behind scaling acquisition, improving retention, diversifying beyond Meta, and building a growth engine designed for lasting success—not just short-term wins. 

 

Hit PLAY to hear: 

• How Seep turned a Dragons’ Den spike into a £10M growth engine 🚀 
• The hero product strategy that powers customer acquisition (and why it works) 
• How to balance Meta performance with smarter channel diversification 
• The retention playbook for products with a long repurchase cycle 
• Why founder stories can outperform polished brand ads 
• How to grow faster by focusing on lifetime value—not just new customers 📈 

 

Key timestamps to dive straight in: 

[05:44] "Dragon’s Den Success Momentum" 

[07:19] "Growth Beyond Customer Acquisition" 

[11:56] "Embracing Hero Product Strategy" 

[14:01] Driving Repurchases Through Storytelling 

[17:05] Diversify Advertising Beyond Meta 

[23:07] Listen to Ed’s Top Tips! 

 

Full episode notes here: https://ecmp.info/585

--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsor

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James Gurd is The Digital Juggler, and host of the Inside Commerce Podcast. He has over 20 years’ experience helping B2C and B2B brands deliver eCommerce growth, primarily through tech stack optimisation. From agency and tech selection through to team training and project leadership. 

 

In this WWYD episode, James dives deep into what it really takes to replatform successfully in 2026 — from building the right business case and aligning your leadership team, to navigating Shopify decisions, managing friction, and avoiding expensive mistakes. 

 

If a replatform is on your horizon, this episode is packed with practical advice you won’t want to miss. 

 

Hit PLAY to hear: 

• Why replatforming without a business case is a costly mistake 💸 
• The real question you must ask before choosing Shopify 
• How to map your data flows (and avoid tech stack chaos) 🔄 
• The hidden costs most teams miss in their TCO spreadsheet 
• How to get C-suite buy-in without triggering internal friction 👀 
• The 15–20% rule that could save your launch timeline ⏳ 

 

Key timestamps to dive straight in: 

[06:09] Platform Limitations Driving Transition 

[07:56] Shopify's Market Strength Explained 

[12:40] "Replatforming: Goals, ROI, Consensus" 

[15:37] "Understanding Data Flows in Replatforming" 

[17:42] AI Strategy vs Tactical Adoption 

[22:11] "Effective Team Roles and Accountability" 

[23:21] Listen to James’ Top Tips! 

 

Full episode notes here: https://ecmp.info/584

--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsor

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Amy Knight is the Founder at Must Have Ideas, a UK based eCommerce brands that sells problem solving household products. Must Have Ideas is a bootstrapped business, started with just £3,000 in 2018 that are now on track for £80million in 2026 via their custom in-house website. 

 

In this episode, Amy shares how obsessive cash-flow control, customer-first thinking, and owning their tech stack helped Must Have Ideas scale at speed without outside funding. It’s a candid, practical conversation packed with lessons for eCommerce founders looking to grow sustainably, stay in control, and stand out in a crowded market. 

 

Hit PLAY to hear: 

• 🚀 How Must Have Ideas scaled from £3k to £80m without outside funding 
• 💸 The cash-flow discipline that made bootstrapping possible at scale 
• 🧠 Why building an in-house tech stack unlocked faster growth and better decisions 
• ❤️ How customer experience became a key acquisition and retention lever 
• 📦 The real reason they keep fulfilment, marketing, and CX in house 
• 🌍 What finally made Amy decide it was time to expand beyond the UK 

 

Key timestamps to dive straight in: 

[05:53] Building Trust Drives Customer Loyalty 

[08:19] "Customized Software for eCommerce" 

[12:40] Bootstrapping Success: Key Lessons 

[13:30] "Focused Cash Flow Management" 

[17:33] "Struggles with Space and Facilities" 

[20:10] Listen to Amy’s Top Tips! 

 

Full episode notes here: https://ecmp.info/583

--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsor

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Gareth Cummings is the CEO at eDesk, the AI powered customer support helpdesk for eCommerce. Used by eCommerce stores around the world, their client CarParts.com has just been named in USA Today’s list of America’s Best Customer Service 2026. 

In this episode, Gareth explains how eCommerce brands can use customer service, AI, and automation to increase conversion rates, improve retention, and turn support teams into profit-driving growth engines. 

Hit PLAY to hear: 

• How faster replies can lift conversion rates by 50–60% ⚡ 
• Why 30–40% of customer service queries happen before checkout 🛒 
• The real reason 9–5 support is killing your evening and weekend sales 🌙 
• How AI can handle half your support tickets without hurting CX 🤖 
• Where customer service hides revenue leaks, return drivers, and product issues 🔍 
• How top eCommerce brands turn support teams into profit creators, not cost centers 💰 

 

Key timestamps to dive straight in: 

[03:25] "From Customer Service to CTO" 

[07:08] Pre-Sales Engagement Trends Expand 

[12:31] "AI, Automation, and Customer Focus" 

[13:11] Customer Loyalty Flywheel Impact 

[16:28] "Prioritizing Customer Experience Transformation" 

[20:41] "Automating and Enhancing Customer Support" 

[22:40] "Customer Service Empathy Practice" 

[24:19] Listen to Gareth’s Top Tips! 

[29:33] Episode sponsored by eDesk. To learn more, visit eDesk.com 

 

Full episode notes here: https://ecmp.info/582 

 

Episode sponsored by eDesk. To learn more, visit eDesk.com 

--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsor

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Melissa Moore is “The Retail Advisor”, and the host of The Retail Tea Break Podcast. She’s an expert in all things retail with over 25 years working with national brands, and she’s been a Rethink Retail Top Retail Expert for the last 3 years AND Named in Retail Technology Innovation Hub's Top 100 Retail Technology Influencers List for 2025. 

 

In this What Would You Do episode, Melissa shares practical strategies to grow physical store sales in 2026, combining real-world retail experience with fresh insights from NRF in New York. 

 

Hit PLAY to hear: 

• Why physical retail needs to become a destination, not just a transaction 🏬✨ 
• The “old-school” personalization tactic most retailers are forgetting (and how to bring it back) 🧠💡 
• The biggest in-store sales mistake brands make after opening a beautiful store 🚫🛍️ 
• How store teams can double as your most powerful content creators 📱🎥 
• Simple ways to remove friction that’s silently killing in-store conversions ⏱️❌ 
• What NRF 2026 revealed about AI, community, and the future of retail 🔮🤝 

 

Key timestamps to dive straight in: 

[03:16] "Journey Through Retail Careers" 

[07:53] "Humanizing Retail Through Data" 

[12:10] "Stores as Content Studios" 

[15:53] "Redefining Retail Store Roles" 

[18:25] "Community-Centric Retail Trends" 

[19:46] Listen to Melissa’s Top Tips! 

 

Full episode notes here: https://ecmp.info/581

--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsor

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In this special episode of the eCommerce MasterPlan Podcast, Chloe Thomas shares a panel discussion from a live webinar focused on one big question: what’s really going to move the needle for eCommerce brands in 2026? 

Chloe is joined by three expert voices from very different corners of eCommerce – growth, consumer behaviour, and AI – to unpack what’s working, what’s not, and where brands should be focusing their time, energy, and budgets this year. 

From TikTok growth and AI-powered customer experience to brand trust, tech stacks, and surviving economic pressure, this is a practical, wide-ranging conversation designed to help you grow smarter in 2026. 

 

Hit PLAY to hear: 

• Why TikTok is still the fastest growth lever for eCommerce (even without TikTok Shop) 📈 
• How brands are using AI to unlock 5–10% more revenue — without replacing their team 🤖 
• The #1 mistake brands are making by chasing trends (and how it’s killing long-term growth) 🚫 
• Where to start with AI if you want real results, not expensive experiments ⚙️ 
• How economic pressure is changing how customers buy — and what that means for your strategy 💸 
• What to stop doing in 2026 to free up time, budget, and headspace for growth ✂️ 

 

Key timestamps to dive straight in: 

[04:51] "Future Advice for Brands" 

[06:35] "Buying Decisions: Risk and Behavior" 

[11:55] AI: Essential for Business Efficiency 

[17:44] "Action-Driven Brands Drive Growth" 

[27:32] Amazon's Evolution & AI Branding 

[30:09] Essential eCommerce Tools and Strategy 

[39:12] AI for High-Quality SEO Content 

[42:44] "Target Right Customers, Build Trust" 

[46:29] Maximize ROI with AI Tools 

[47:39] "Focus on Customers, Not Chaos" 

 

Full episode notes here: https://ecmp.info/580

--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsor

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Roman Petrochenkov is the Head of Growth & Media Analytics at Carwow, so yes we’re going to be getting DEEP into tracking, attribution and all that juicy stuff. Carwow has grown from a review site, to be a one-stop shop for changing your car – offering customers the ability to a buy a new or used car, or sell their existing vehicle. Founded in 2013 they now operate in the UK, Germany and Spain. In 2024 they grew 50% with nearly £3 billion worth of cars bought on the site, and £1.8 billion of cars listed for sale through the Sell My Car service. 

 

Roman shares how top analytics teams work behind the scenes — and the smarter, faster ways to use data to fuel eCommerce growth. 

 

Hit PLAY to hear: 

• 🔎 Why perfect attribution is a myth — and what to do instead 
• 👥 How analytics teams should work inside an eCommerce business 
• 🧠 The #1 misunderstanding most marketers have about data 
• 🧩 When small brands should upgrade from GA4 to more advanced analytics 
• 🔐 What you must know about cookie consent & compliance in 2025 
• 🤖 Real-world AI tricks Roman uses to speed up analysis & tracking 

 

Key timestamps to dive straight in: 

[05:15] Tech, Marketing, and Finance Expertise 

[09:08] Understanding Data and User Journeys 

[10:09] Adapting to Business Evolution 

[15:39] "Advanced Attribution for Small eCommerce" 

[18:46] eCommerce Attribution and Management 

[20:25] "Attribution Challenges and Incrementality" 

[23:30] Streamlining Landing Page Feedback 

[26:48] Collaborative Challenges in Team Dynamics 

[28:01] Listen to Roman’s Top Tips! 

 

Full episode notes here: https://ecmp.info/579

--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsor

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Miracle Inameti-Archibong is an online marketer who’s been deep in SEO since 2010. Now working at a very large UK retailer, after stints in other verticals and agency side. 

 

In this WWYD episode, Miracle tackles one of the biggest questions facing eCommerce right now: what would you do as AI search reshapes visibility, traffic, and growth? She shares a clear, practical view on where brands should focus, what still works, and how to move forward with confidence. 

 

Hit PLAY to hear: 

• Why good SEO still wins in an AI-search world 🤖 
• What GEO really means for eCommerce (and what you can ignore) 
• How AI search is changing clicks, traffic, and conversion rates 📉📈 
• Where eCommerce brands should focus in 2026 to drive growth 
• Why brand trust matters more than keywords than ever before ⭐ 
• WWYD: the smartest move if leadership is pushing for “AI everything” 

 

Key timestamps to dive straight in: 

[05:59] GEO-Focused Retail Search Strategy 

[08:58] "Focus on Brand, Not Algorithms" 

[11:08] "Focus Content Where Value Exists" 

[14:48] Cohesive Content Strategy Focus 

[18:48] "Trust and Quality Over Quantity" 

[22:50] Preparing for Agentic AI Integration 

[23:57] SEO, Accessibility, and AI Efficiency 

[29:04] "eCommerce Success Through Clicks" 

[30:49] Listen to Miracle’s Top Tips! 

 

Full episode notes here: https://ecmp.info/578

--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsor

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Steven Sashen is the co-founder and Chief Barefoot Officer of Xero Shoes. Selling via their international Shopify stores, Amazon, and wholesale. They launched in November 2009 and in 2024 did just under $68 million. 

 

Steven returns to the show to reveal how Xero Shoes jumped to nearly $68M — and the real decisions behind that growth. 

 

Hit PLAY to hear: 

• How Xero Shoes leapt from $6M to $68M — and why it still feels like a startup 🔥 
• The real reason they moved from WooCommerce to Shopify (and what went wrong 👀) 
• Why “best practices” are often bad practices — and what Steven tests instead 📊 
• The surprising truth about wholesale vs. DTC and where real scale actually comes from 🚀 
• How Xero Shoes got NBA + WNBA players training in their footwear 🏀 
• The product philosophy that fuels their growth: make shoes that truly change lives 👣 

 

Key timestamps to dive straight in: 

[05:00] "Data-Driven, Opinion-Free Marketing" 

[09:07] Platform Choice Doesn't Drive Conversion 

[11:42] "Website Launch: A Workable Rush" 

[14:56] "Scaling Footwear Through Retail Doors" 

[16:39] Global Privacy Challenges Expand 

[21:34] "Life-Changing Shoes Inspire Basketball Innovation" 

[23:39] "Impact of Barefoot-Inspired Footwear" 

[25:40] Listen to Steven’s Top Tips! 

 

Full episode notes here: https://ecmp.info/577

--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsor

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Carter Eve is the founder and designer at Carter Eve Jewelry, a brand committed to sustainability and ethical practices creating delicate fine jewelry and distinctive designs. Founded in 2020 they now have annual sales of $1.2M with a 25% year-over-year growth rate. Selling exclusively via their Shopify site. 

 

In this episode, Carter reveals how she scaled her luxury jewelry brand to $1.2M using a made-to-order model, high-touch service, and smart offline pop-ups. A must-listen for anyone selling high-value products online. 

 

Hit PLAY to hear: 

• ⭐ How Carter scaled a $1.2M luxury jewelry brand with zero full-time staff. 
• 💎 Why made-to-order products can outperform traditional inventory in eCommerce. 
• 📲 The high-touch customer service strategy that turns buyers into lifelong fans. 
• 🎪 How offline pop-ups and events drive massive online sales (and trust!). 
• 🌱 Why ethical sourcing is now a must-have for modern jewelry buyers. 
• 🚀 The growth tactics that helped Carter hit 25% YoY growth—while still designing every piece. 

 

Key timestamps to dive straight in: 

[03:43] Hands-On Jewelry Design Process 

[08:39] Ethical Gemstone Sourcing Insights 

[12:22] "Future Plans for Outsourcing" 

[15:04] "In-Person Events: Essential Connection" 

[16:28] Pop-Up Events and Collaborations 

[19:45] Listen to Carter’s Top Tips! 

 

Full episode notes here: https://ecmp.info/576

--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsor

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Caleb Slater is the managing director at Cards2Cash a platform enabling customers to sell unwanted gift cards. Founded in 2022 (when Caleb was just 16) it operates on a custom website, has recently expanded into Ireland, and has already grown to over £500k in annual sales. 

 

In this episode, Caleb reveals how he scaled Cards2Cash with smart SEO, clever payment optimisation, and a huge focus on trust and customer experience. It’s a fast, practical conversation full of insights any eCommerce brand can apply right away. 

 

Hit PLAY to hear: 

• 🚀 How a 16-year-old founder built a £500k+ gift card marketplace from scratch. 
• 🔍 The SEO strategy that now brings in 99% of Cards2Cash’s customers. 
• 💸 The payment change that saved the business over £20,000 in fees. 
• 🛍️ Why customer service became Caleb’s secret weapon for growth. 
• 🤖 How he’s using AI (the right way) to cut workload without hurting CX. 
• 🌍 The big expansion plans taking Cards2Cash across Europe next. 

 

Key timestamps to dive straight in: 

[03:37] Building a Website's Challenges 

[07:43] Exceptional Customer Service Priority 

[10:48] Gift Card Trading Trends 

[15:11] Ensuring Effective AI Support 

[17:56] Overcoming Payment Provider Challenges 

[19:42] Global Expansion: Ireland to Germany 

[20:24] Listen to Caleb’s Top Tips! 

 

Full episode notes here: https://ecmp.info/575  

--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsor

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Hilary Large is the owner at Wardrobe at The Cross, a women’s fashion boutique. Launched in 2023, they sell via their physical high street store, and via their Shopify website and have already built to 100s of orders a week. 

 

In this episode, Hilary shares how she’s blending the best of in-store service with online scale — from personally calling first-time customers to building a brand rooted in trust, experience, and genuine connection. 

 

Hit PLAY to hear: 

 

• 💡 How Hilary Large built a women’s fashion brand that blends bricks and clicks — and why it works. 
• ☎️ The surprising reason she personally calls every first-time online customer (and what it does for retention). 
• 🛍️ How a small boutique competes with big brands by delivering luxury-level service. 
• 📦 The simple systems that keep her returns low and repeat purchases high. 
• 👗 Why having a physical store still matters — even in a digital-first world. 
• 🔑 The one thing Hilary refuses to give up as her business scales (and why it could change yours too). 

 

Key timestamps to dive straight in: 

[03:56] eCommerce Marketing Growth Journey 

[08:19] "Brand Growth Through Retail Presence" 

[12:46] Customer Trust Epiphany 

[14:40] "Optimizing eCommerce Customer Support" 

[18:56] "Protecting the Business's Foundation" 

[20:14] Listen to Hilary’s Top Tips! 

 

Full episode notes here: https://ecmp.info/574

--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsor

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Davies Roberts is co-CEO and co-founder of Flare Audio, the sound technology company who retail headphones, earplugs, and ear tools. Founded in 2010 they now sell globally via their Shopify store, Amazon, and a few retail partners, and are achieving around £5million in sales a year.

Back on the show for the third time, Davies shares the biggest challenges and breakthroughs Flare Audio has faced — from Meta ad chaos to game-changing sound innovation. A fast-paced episode packed with sharp lessons on resilience, product focus, and scaling a standout eCommerce brand.

Hit PLAY to hear:

 

·      🚨 How Flare Audio’s Meta ads collapsed overnight — and the surprising fix that halved their CPA.

·      🧩 Why your website wording might be sabotaging your ad performance without you knowing it.

·      🎧 The science behind how your ears distort sound… and how Flare turned that into a breakthrough product.

·      🌍 What tariff and customs changes REALLY mean for eCommerce brands selling globally in 2025.

·      💡 Why niche audiences can spark growth — but can never be your whole strategy.

·      🔧 How an inventor-founder balances deep R&D with fast-moving eCommerce realities.

Key timestamps to dive straight in:

[04:00] Business Challenges and Economic Strain

[07:49] Meta Ads Surge & Strategy Shift

[09:56] "Flare's Sound Revolution"

[14:02] "Invisible Sound Solution Marketing"

[17:16] "Innovative Sound Solutions Expanding"

[22:39] "Unlocking Music's True Clarity"

[23:48] "Holographic Audio Revolution"

[29:19] Listen to Davies’ Top Tips!

Full episode notes here: https://ecmp.info/573

--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsor

Advertising Inquiries: https://redcircle.com/brands

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Ben Boughton-White is the Operations Director at Dorwest, experts in herbal pet care since 1948. Selling globally via wholesale, marketplaces, Crufts! and their own Shopify store, they now do over 50,000 order a year, and were recently named Online Business of the Year at the Pet Industry Federation Awards. 

 

Ben shares how Dorwest — a 75-year-old family-run pet care brand — brought its heritage into the digital age. From a smart Shopify migration to building efficient systems and strong partnerships, he reveals how they’ve kept quality, trust, and growth at the heart of their eCommerce success. 

 

Hit PLAY to hear: 

 

• 🚀 How Dorwest turned a 75-year-old pet care brand into a thriving Shopify success story 
• 🧩 The smart, slow-and-steady approach that made their Shopify migration truly work 
• ⚙️ Why documenting every process became their secret weapon for efficiency and growth 
• 🤝 The power of choosing partners who actually “get” your brand — and how to find them 
• 🏡 Why Dorwest refuses to outsource fulfillment (and how that decision boosts quality) 
• 💬 How a husband-and-wife team keeps communication flowing and the business growing 

 

Key timestamps to dive straight in: 

[04:59] "Morning Walks and Business Success" 

[09:00] "End-to-End Quality Control" 

[10:40] Trusted Partners Shape Our Brand 

[13:38] "Focused Loyalty Approach" 

[17:25] Evolving Loyalty Rewards Strategy 

[20:53] Listen to Ben’s Top Tips! 

 

Full episode notes here: https://ecmp.info/572  

--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsor

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Julie Macken is the Deputy Queen Bee of Neve’s Bees a family business turning the produce of their bee hives and local beekeepers into products that are now certified 100% natural. Founded in 2017, they switched focus to eCommerce in 2021. They now sell via their WooCommerce store, wholesale, and a couple of events, and have now reached £100,000 a year and have just sold their 80,000th product. 

She shares how focusing on what truly works — and saying no to what doesn’t — helped her turn a local gifting brand into a six-figure sustainable skincare business. Hear how she refined her eCommerce strategy, built a lean but powerful team, and is now leading a mission to make the skincare industry more honest and eco-friendly. 

It’s always a treat when a past guest returns, and Julie’s comeback episode is packed with even more insights you can apply immediately to grow smarter and operate more sustainably.

Hit PLAY to hear: 

• 💡 The simple shift that helped Neve’s Bees double down on what really drives sales 
• 🐝 Why splitting one brand into two strategies unlocked major eCommerce growth 
• 💬 How Julie turned sustainability into a standout marketing story (not just a value) 
• ⚙️ The key roles she outsourced — and how it boosted profits and freed up her time 
• 🛍️ The brand placement mistake that nearly hurt their image — and how they fixed it 
• 🌍 Julie’s bold mission to take on the skincare industry’s “ultra-processed” problem 

 

Key timestamps to dive straight in: 

[04:32] Skincare Definition: Face vs Body 

[06:39] Skin Care eCommerce Revolution 

[12:17] "Skincare Website Revamp Focus" 

[16:09] Finding Income Through Quick Solutions 

[17:27] Small Business Operations Explained 

[22:23] "Pure Ingredients, No Water" 

[23:13] Skincare Industry Reform Needed 

[27:32] Listen to Julie’s Top Tips! 

 

Full episode notes here: https://ecmp.info/571  

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In this WWYD episode, eCommerce Director Jaime Hill – whose career spans Monsoon, FatFace, Jack Wills, Oak Furnitureland, Hurtigruten, and more – joins host Chloe Thomas to share how she’d approach one of the biggest challenges facing eCommerce leaders today.  

 

Jaime dives into where to start, how to prioritise quick wins vs. long-term impact, and why real efficiency begins with your people, not your processes.  

 

Expect practical ideas, real-world examples, and plenty of inspiration for anyone trying to do more with less. 

 

Hit PLAY to hear: 

 

• 🎯 How Jaime would tackle a “make us more efficient” brief as Head of eCommerce 
• 🧠 Why your team (not your tech stack) is the first place to look for efficiency gains 
• 💸 Smart ways to shift ad spend between SEO, paid search, and social without hurting results 
• ⚙️ How a 2-week payments project boosted conversions in Germany by 35% 
• 🤝 The simple cross-team conversations that can save you time, money, and stress 
• 🌱 A quick sustainability win: the one website check that can cut your carbon footprint 

 

Key timestamps to dive straight in: 

[04:59] Streamlining Operations and Team Efficiency 

[06:47] Team Optimization and Process Review 

[13:09] Prioritizing Efficiency in Evolving Industries 

[14:15] Optimizing Spend and Data Accuracy 

[19:58] Improving Processes Through Experimentation 

[21:44] Breaking Silos Through Communication 

[23:31] Listen to Jaime’s Top Tips! 

 

Full episode notes here: https://ecmp.info/570

--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsor

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Chris Forbes is the co-founder at Cheeky Panda, leading the bamboo revolution selling toilet paper, period products, kitchen roll and more. Founded in 2016 they now sell via multiple international Shopify sites, and a plethora of wholesale and marketplace locations. Turnover is now £15,000,000 a year, and did I mention they’re a B Corp? 

 

In this episode, Chris Forbes reveals how The Cheeky Panda turned a bold eco idea into a £15M brand loved by customers and retailers alike. From smart scaling moves to making sustainability fun, Chris shares the mindset and marketing strategies behind their incredible growth. 

 

Hit PLAY to hear: 

 

• 🚀 How The Cheeky Panda grew from a bedroom idea to a £15M sustainable brand 
• 🧠 Chris Forbes’ biggest lesson: what to focus on (and what to outsource) when scaling 
• 🌿 Why sustainability alone isn’t a USP anymore — and what actually sells now 
• 😂 How a giant panda costume helped them win fans and supermarket deals 
• 🛒 The secret behind their omnichannel growth across Shopify, Tesco, and more 
• 💡 What it really takes to turn purpose into profit — and stay ahead of the competition 

 

Key timestamps to dive straight in: 

[04:24] "Sustainable Innovation with Purpose" 

[07:36] Expanding Bamboo Product Range 

[12:01] Supermarkets Prioritizing Sustainable Suppliers 

[13:47] Pricing and Quality Drive Success 

[16:12] "Cheeky Panda: Fun & Friendly" 

[21:14] Channel Strategies: Pros and Challenges 

[22:36] Listen to Chris’s Top Tips! 

 

Full episode notes here: https://ecmp.info/569

--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsor

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Isobel Ridley is the founder at Lavender Hill, a women’s fashion brand focused on ethically made luxurious staples. Founded in 2013 then now sell exclusively via their Shopify store, turning over around £500,000 a year. 

 

In this episode, Isobel shares how she built a profitable, sustainable fashion brand by focusing on what works—core products, smart use of AI, and old-school PR that still delivers. 

 

Hit PLAY to hear: 

 

• 💡 How focusing on fewer products made Lavender Hill more profitable 
• 🧠 The clever ways Isobel uses AI (including ChatGPT!) to run her store smarter 
• 🛍️ Why she ditched 3PLs and still fulfills every order in-house 
• ✂️ The surprising reason she cut product lines and boosted brand value 
• 📰 How traditional PR still drives sales in a digital-first world 
• 🔍 The data-driven mindset behind every major business decision she’s made 

 

Key timestamps to dive straight in: 

[04:50] "Sustainability Over Excess Colors" 

[07:03] In-House Operations Over 3PL 

[10:40] "Shifting PR: Magazines to Influencers" 

[14:25] Early Struggles of a Business 

[18:05] "Adapting Strategies for Profitability" 

[21:17] Listen to Isobel’s Top Tips! 

 

Full episode notes here: https://ecmp.info/568 

--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsor

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Bert van Son is the founder at MUD Jeans, the first and only circular jeans company in the world. Founded in 2012 they’ve been a BCorp since 2013. Selling via their Shopify store, their own store in Amsterdam, and over 250 stockists across Europe. 

 

In this episode, Bert shares how MUD Jeans is redefining what it means to be a sustainable fashion brand — from leasing jeans to turning old denim into new. Get ready to learn how circular design, smart eCommerce strategy, and genuine purpose can work together to build a brand that lasts. 

 

Hit PLAY to hear: 

 

• 👖 How Mud Jeans turns old denim into brand-new jeans — and makes it profitable 
• 🌍 Why sustainability alone won’t sell (and what really drives customers to buy) 
• 🔄 The smart circular model that keeps customers coming back 
• 💡 How mindset-based segmentation helps Mud Jeans target the right audience 
• ⚙️ The surprising tool helping them sell secondhand jeans online 
• 🚫 Why ultra-fast fashion is hurting us all — and what eCommerce brands can do differently 

 

Key timestamps to dive straight in: 

[03:51] "Intern Turnover and Inspiration" 

[08:22] Leisure Jeans: A Global Sensation 

[13:23] Customer Sustainability Segments 

[15:55] Fast Fashion's Economic Impact 

[17:21] Tech Hubris & Brexit Concerns 

[18:44] Listen to Bert’s Top Tips! 

 

Full episode notes here: https://ecmp.info/567

--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsor

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Janis Thomas is an eCommerce & Subscriptions Expert, recently named in the Top 100 UK Marketing Influencers list. 

 

In this episode of the special WWYD? (What Would You Do?) series, Janis answers the big question: 

What would you do as a Head of eCommerce tasked with massively improving operational efficiency — especially when growth at your brand has stalled? 

 

Hit PLAY to hear: 

 

• 🚨 Why stalled growth is actually a wake-up call for your eCommerce brand 
• 🧾 The ruthless audit every Head of eCom should do on costs, teams & tech 
• ⚡ Quick wins that free up cash and time to spark new growth 
• ⏳ How to stop wasting hours on admin & turn time into your secret weapon 
• 🤖 The smart way to use AI for creative output (without losing your brand DNA) 
• 🎯 Why an inspiring vision — not cost-cutting fear — gets teams on board with change 

 

Key timestamps to dive straight in: 

[04:42] Streamline and Audit for Growth 

[07:19] Evolving Design and Business Practices 

 

[12:31] Strategic Prioritization for Quick Impact 

[15:46] Experimentation Drives Business Improvement 

[19:18] Team Meetings: Encouraging Experiments 

[22:28] Focus on Brand Consistency 

[26:22] AI Design Needs Specificity 

[28:17] Listen to Janis’ Top Tips! 

 

Full episode notes here: https://ecmp.info/566

--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsor

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Andrew Steel is the eCommerce Director at Charles Bentley. Founded 160 years ago as manufacturer of chimney sweeping brushes, they now balance selling brushes and cleaning products via wholesale and dropshipping to some of the UK’s largest retailers and running their own home and garden eCommerce store. Annual Sales are now at around £30million across the group. 

 

In this episode, Andrew shares the hard-won lessons behind managing 20+ sales channels, mastering stock control, and scaling a heritage brand in today’s competitive eCommerce landscape. 

 

Hit PLAY to hear: 

• 🎯 How Charles Bentley sells on 20+ channels (without going crazy) 
• 📦 The clever stock-splitting system that prevents overselling nightmares 
• 🧹 Why cutting SKUs from 1,300 to 600 actually boosted growth 
• 📊 How Andrew uses data, weather trends & search terms to forecast sales 
• 💸 The truth about price scraping & keeping prices consistent across marketplaces 
• 🤝 Why fractional experts can be your secret weapon for eCommerce scaling 

 

Key timestamps to dive straight in: 

[03:57] Optimizing Retail Channels for Growth 

[07:44] Stock Management and Channel Optimization 

[12:08] Challenges in Retail Price Control 

[16:00] Evolving Expertise Through Technology Partnership 

[16:57] Longstanding Trusted Business Partnership 

[23:16] eCommerce Challenges and Recovery 

[24:54] Expanding Charles Bentley's European Market 

[25:35] Listen to Andrew’s Top Tips! 

 

Full episode notes here: https://ecmp.info/565 

--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsor

Advertising Inquiries: https://redcircle.com/brands

Privacy & Opt-Out: https://redcircle.com/privacy