Free Daily Podcast Summary
eCommerce MasterPlan: Daily Summaries Delivered
by Chloë Thomas
Trying to work out how to acquire more customers? Need to improve customer retention? Or just looking for some reassurance you’re on the right track? That’s what the eCommerce MasterPlan is here for. Every week we interview an e-Commerce business person (owner, manager or marketer) with a fascinating insight into successful online retailing. Their business might be a UK mail order retailer, an online-only store from Australia, or a brick and clicks business from the USA – but every one of them is doing something we can all learn from. Many of our guests are using Shopify & Klaviyo, but we also have guests using Wix, Bigcommerce, Woocommerce, Omnisend and Magento. So you're sure to find an episode that directly helps YOU.Listen for advice on what to do next, the reassurance you’re heading in the right direction and all the inspiration you need to grow your eCommerce business without losing your life in the process!
Latest Episodes
The most recent episodes — sign up to get AI-powered summaries of each one.
- Yesterday34 min
Using Product Discovery to Create a Better Shopping Experience and Drive Growth with Next’s Jay O’Neill
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/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy
- 1 weeks ago31 min
How Clothes Doctor Is Growing with Smarter Subscriptions, AI, and Sustainability
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/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy
- 2 weeks ago39 min
How Products Get to Market Faster – and How AI helps Shoppers Find Them
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/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy
- 3 weeks ago33 min
How BLD BRO Built a Fast-Growing DTC Brand with Shopify, Amazon and Community
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/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy
- 4 weeks ago34 min
WWYD if you were CFO at a Fast-Growing DTC Brand? – with Dan Major
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/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy
- Aug 17, 202634 min
How &Sons Built an 8-Figure Menswear Brand Through Community
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/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy
- Aug 10, 202632 min
Building a Purpose-Driven Brand to £15m: How Asket Scaled Without Chasing Trends
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/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy
- Aug 3, 202637 min
Calla Shoes’ Winning Formula: SEO, Customer Feedback, and Strategic Partnerships
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/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy
About eCommerce MasterPlan
Trying to work out how to acquire more customers? Need to improve customer retention? Or just looking for some reassurance you’re on the right track? That’s what the eCommerce MasterPlan is here for. Every week we interview an e-Commerce business person (owner, manager or marketer) with a fascinating insight into successful online retailing. Their business might be a UK mail order retailer, an online-only store from Australia, or a brick and clicks business from the USA – but every one of them is doing something we can all learn from. Many of our guests are using Shopify & Klaviyo, but we also have guests using Wix, Bigcommerce, Woocommerce, Omnisend and Magento. So you're sure to find an episode that directly helps YOU.Listen for advice on what to do next, the reassurance you’re heading in the right direction and all the inspiration you need to grow your eCommerce business without losing your life in the process!
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