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 &amp; Klaviyo, but we also have guests using Wix, Bigcommerce, Woocommerce, Omnisend and Magento. So you&#39;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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Liat Karpel Gurwicz is the Chief Revenue Officer at DeviantArt. A digital art marketplace and community. Founded in 2000 they pivoted completely to the marketplace model in 2023, and in 2025 had over 265,000 buyers spending £23million via their platform.  In this episode, Liat shares how DeviantArt is turning its huge community of artists and art lovers into a thriving creator economy, while keeping the community at the heart of the business. She also reveals how they approach monetisation, global expansion and AI without losing sight of their core values.  Hit PLAY to hear: <ul><li>🎨 How DeviantArt turned a huge community into a thriving marketplace </li><li>💰 Why DeviantArt removed programmatic ads to put creators first </li><li>📈 The “stairway to growth” helping creators unlock new revenue streams </li><li>🔄 Why 55%+ of first-time buyers return to the same creator </li><li>🌍 How DeviantArt is tackling global growth through localisation </li><li>🤖 DeviantArt’s practical approach to AI-generated art </li></ul> Key timestamps to dive straight in: [04:37] Balancing community and eCommerce [08:22] Supporting creators with new sales options [10:44] Supporting Artists on DeviantArt [15:27] Community growth and creator tools [18:47] Expanding localization efforts [23:44] AI art policies and user options [26:43] Listen to Liat’s Top Tips! [36:17] Episode sponsored by DeviantArt. Find out more here &gt;&gt;&gt; <a href="https://www.deviantart.com/" rel="nofollow">https://www.deviantart.com/</a>         Full episode notes here: <a href="https://ecmp.info/615" rel="nofollow">https://ecmp.info/615</a>  Episode sponsored by DeviantArt. Find out more here &gt;&gt;&gt; <a href="https://www.deviantart.com/" rel="nofollow">https://www.deviantart.com/</a> ---
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How DeviantArt Turned a 26-Year-Old Community Into a £23m Marketplace

https://s3.us-east-2.amazonaws.com/pod-public-media-files/2026/8/31/0/eab219ca-5658-4782-96b4-0ddab8cf771c_ecmp614.mp3

Ciaran Crean is the co-founder &amp; CEO at Mick’s Garage a car parts &amp; 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: <ul><li>🚀 How Mick’s Garage scaled to 25,000 orders a month </li><li>🛠️ Why custom tech became essential for 10M+ product listings </li><li>🌐 How dedicated websites helped unlock new growth opportunities </li><li>📈 The playbook for taking new verticals from paid ads to SEO growth </li><li>📦 Why Mick’s Garage moved away from direct supplier fulfilment </li><li>🤖 How they’re using AI to help customers find the right products </li></ul> 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: <a href="https://ecmp.info/614" rel="nofollow">https://ecmp.info/614</a> ---
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Mick’s Garage: Scaling to 25,000 Orders a Month with Custom eCommerce Technology

https://s3.us-east-2.amazonaws.com/pod-public-media-files/2026/9/2/2/7241f804-c70b-4c70-9f27-17e6b3240469_ecmp613.mp3

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 &amp; 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: <ul><li>🔎 Why product discovery is now much bigger than onsite search </li><li>📊 The 20% of product attributes that deserve your attention </li><li>🤖 How AI can uncover valuable insights hidden in search data </li><li>🛍️ Why better product data should come before better tech </li><li>📈 How to turn emerging product trends into SEO and sales opportunities </li><li>🧹 The surprising reason you should regularly clean up your search rules </li></ul> 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: <a href="https://ecmp.info/613" rel="nofollow">https://ecmp.info/613</a>  ---
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Using Product Discovery to Create a Better Shopping Experience and Drive Growth with Next’s Jay O’Neill

https://s3.us-east-2.amazonaws.com/pod-public-media-files/2026/8/21/0/c04c4f44-6907-4601-911b-27d41e36e4b1_ecmp612.mp3

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: <ul><li>🔄 Why adding a subscription isn’t enough — and the question you should ask first </li><li>📈 How to attract higher-quality customers who stick around </li><li>🤖 How Clothes Doctor uses AI to do more with a small team </li><li>💡 Janis’s approach to getting better results from ChatGPT </li><li>🌱 Why sustainability alone may not be enough to win new customers </li><li>📦 How two very different subscription products can drive growth in the same business </li></ul> 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: <a href="https://ecmp.info/612" rel="nofollow">https://ecmp.info/612</a> ---
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How Clothes Doctor Is Growing with Smarter Subscriptions, AI, and Sustainability

https://s3.us-east-2.amazonaws.com/pod-public-media-files/2026/8/6/0/310c7d25-d044-472f-b413-09d8dac46b81_ecmp611.mp3

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 &amp; 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: <ul><li>🤖 Why AI search is making product data more important than ever </li><li>⚡ The “time to online” metric that directly affects revenue </li><li>🛒 How to sell on multiple marketplaces without managing 20 separate stores </li><li>🔍 The product data mistakes that lead to costly returns </li><li>🧠 How leading brands structure data for both humans and AI shoppers </li><li>🚨 Why retailers are becoming stricter about claims like “sustainable” </li></ul> 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 &gt;&gt;&gt; <a href="https://ecmp.info/rithum" rel="nofollow">https://ecmp.info/rithum</a> Full episode notes here: <a href="https://ecmp.info/611" rel="nofollow">https://ecmp.info/611</a>  Episode sponsored by Rithum. Find out more about Rithum &gt;&gt;&gt; <a href="https://ecmp.info/rithum" rel="nofollow">https://ecmp.info/rithum</a> ---
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How Products Get to Market Faster – and How AI helps Shoppers Find Them

https://s3.us-east-2.amazonaws.com/pod-public-media-files/2026/8/5/0/d86f74b6-2bc0-46cf-8581-74b826292a18_ecmp610.mp3

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 &amp; 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: <ul><li>🚀 How BLD BRO grew from250 Instagram followers to £3.5M in sales </li><li>🛒 Why Amazon became a third of UK revenue within months of launch </li><li>📦 The 5-SKU strategy that keeps growth simple and profitable </li><li>💡 Why they rejected Kickstarter despite already having a community </li><li>🧠 The founder mindset shift: “We’re not eCommerce experts” </li><li>🏭 The surprising reason they insist on keeping fulfilment in-house in Birmingham </li></ul> 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: <a href="https://ecmp.info/610" rel="nofollow">https://ecmp.info/610</a> ---
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How BLD BRO Built a Fast-Growing DTC Brand with Shopify, Amazon and Community

https://s3.us-east-2.amazonaws.com/pod-public-media-files/2026/8/4/0/5b7f53cc-219e-4a01-ba8c-f18e79b9cade_ecmp609.mp3

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: <ul><li>The first thing a new CFO checks in a fast-growing DTC brand 👀 </li><li>Why your Shopify dashboard might be lying about profit </li><li>The 3 margin numbers every eCommerce founder must understand 💸 </li><li>How one brand found 8 extra margin points without selling more </li><li>When to reinvest profit into ads instead of taking it off the table 📈 </li><li>The hidden inventory mistake that could be trapping six figures of cash in your warehouse 📦 </li></ul> 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: <a href="https://ecmp.info/609" rel="nofollow">https://ecmp.info/609</a> ---
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WWYD if you were CFO at a Fast-Growing DTC Brand? – with Dan Major

https://s3.us-east-2.amazonaws.com/pod-public-media-files/2026/7/27/1/1ecb7d53-5c60-4e6f-8d83-abbbe775cc96_ecmp608_rev.mp3

James Cowdale is the co-owner and marketing director at &amp;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 &amp;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: <ul><li>👥 How &amp;Sons built an 8-figure brand by creating a thriving customer community </li><li>🌎 The smart strategy that helped them replace lost US sales with new international growth </li><li>🛍️ Why customer retreats can deliver a bigger ROI than another ad campaign </li><li>💬 The simple mindset shift that turns customers into passionate brand advocates </li><li>🌱 What it really took for &amp;Sons to become a certified B Corp </li><li>🎉 How to turn a major business milestone into a powerful marketing opportunity </li></ul> 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: <a href="https://ecmp.info/608" rel="nofollow">https://ecmp.info/608</a>  ---
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How &Sons Built an 8-Figure Menswear Brand Through Community

https://s3.us-east-2.amazonaws.com/pod-public-media-files/2026/7/21/0/5706f314-a432-43da-8702-29dc3a059861_ecmp607.mp3

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 &amp; 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: <ul><li>🚀 How Asket grew a £15M brand while encouraging customers to buy less </li><li>🎯 The biggest lesson from launching a rebrand, new website, and new store all at once </li><li>📉 Why your Meta ads can suddenly stop working—and how to turn them around </li><li>🧪 The one-change-at-a-time testing strategy that rebuilt Asket&#39;s marketing performance </li><li>🌱 How to balance purpose and profit without sacrificing business growth </li><li>💡 The brand discovery tactics helping Asket win customers in the UK, US, and beyond </li></ul> 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: <a href="https://ecmp.info/607" rel="nofollow">https://ecmp.info/607</a> ---
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Building a Purpose-Driven Brand to £15m: How Asket Scaled Without Chasing Trends

https://s3.us-east-2.amazonaws.com/pod-public-media-files/2026/7/9/0/e88218df-afed-4a6f-ad56-b0288ab9b504_ecmp606.mp3

Jennifer Bailey is the CEO Founder at Calla Shoes, sellers of women&#39;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: <ul><li>👠 How Calla Shoes grew into a £2M brand by solving one overlooked customer problem </li><li>🔍 Why SEO still drives most of their traffic after nearly 10 years in business </li><li>📞 The surprising customer research method Jennifer swears by (and it&#39;s not AI) </li><li>🌍 How a niche footwear brand expanded to 92 countries worldwide </li><li>🤝 The partnership strategy that&#39;s turning podiatrists into powerful referral partners </li><li>💡 How customer feedback directly shaped some of Calla Shoes&#39; best-selling products </li></ul> 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: <a href="https://ecmp.info/606" rel="nofollow">https://ecmp.info/606</a> ---
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Calla Shoes’ Winning Formula: SEO, Customer Feedback, and Strategic Partnerships

https://s3.us-east-2.amazonaws.com/pod-public-media-files/2026/7/13/0/6b2fb170-367c-43b8-8b57-9a0846f2995d_605_andy.mp3

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&#39;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: <ul><li>Why launching a pre-loved store is much harder than it looks 👀 </li><li>The surprising reason Marks &amp; Spencer chose eBay over building its own resale platform </li><li>How AI could make fashion resale dramatically more profitable 🤖 </li><li>The regulations coming for fashion brands—and why you should prepare now </li><li>What really happens to clothes after you donate them (it&#39;s not what most people think) </li><li>Why live shopping is becoming one of the hottest opportunities in eCommerce 📱 </li></ul> 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&#39;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: <a href="https://ecmp.info/605" rel="nofollow">https://ecmp.info/605</a> ---
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WWYD as Head of eCommerce Entering the Preloved Market? Andy Ostcliffe

https://s3.us-east-2.amazonaws.com/pod-public-media-files/2026/7/2/2/85a7890b-829d-40af-8703-c69e16ab1b6f_ecmp604.mp3

Holly Daniels is the Head of eCommerce at CULT MIA &amp; 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&#39;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: <ul><li>🌍 How CULT MIA uncovered a hidden Middle East growth opportunity through customer data </li><li>📈 The surprising strategy that helped the luxury marketplace scale sales 5X </li><li>🚚 What most brands get wrong about international expansion and cross-border logistics </li><li>🎯 Why launching in the right season can matter more than your ad creative </li><li>🤖 Practical AI use cases that save hours and improve eCommerce operations </li><li>💡 Holly Daniels&#39; framework for testing new markets without risking your entire budget </li></ul> 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: <a href="https://ecmp.info/604" rel="nofollow">https://ecmp.info/604</a> ---
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How CULT MIA Scaled 5X by Building a Global Luxury Fashion Marketplace

https://s3.us-east-2.amazonaws.com/pod-public-media-files/2026/6/24/2/b12075c6-105b-4d36-b3fa-6a45652abeaf_ecmp603.mp3

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&#39;s a masterclass in building an eCommerce operation that is efficient, scalable, and focused on delivering real ROI.  Hit PLAY to hear: <ul><li>🚀 How one team manages 5 DTC brands with just 8 people </li><li>🛠️ The surprising reason the &#34;best&#34; eCommerce tool can hurt your results </li><li>📈 Why consolidating your tech stack could unlock faster growth </li><li>💰 How to evaluate new software without wasting budget on shiny objects </li><li>🎯 The next big tech investment Ankit believes every retailer should consider </li><li>🤖 Where AI is actually delivering value in eCommerce (and where it&#39;s mostly hype) </li></ul> 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: <a href="https://ecmp.info/603" rel="nofollow">https://ecmp.info/603</a>   ---
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Best-of-Breed vs Consolidation: Choosing the Right eCommerce Tech Stack with Portmeirion’s Ankit Jadav

https://s3.us-east-2.amazonaws.com/pod-public-media-files/2026/6/18/13/92d801a6-acc7-4fc7-9a49-078053f5f868_ecmp602.mp3

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: <ul><li>🚀 How Myrqvist built a €10M brand with just 8 people at head office </li><li>🤖 The AI automations saving hours every week across customer service and operations </li><li>📈 Why improving product data is boosting SEO, AI search, and customer experience at the same time </li><li>🔍 How Myrqvist is already winning traffic from ChatGPT and other AI search tools </li><li>💡 The simple framework Douglas uses to decide what to automate next </li><li>🎯 Why keeping Meta ads in-house gives Myrqvist a major competitive advantage </li></ul> 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: <a href="https://ecmp.info/602" rel="nofollow">https://ecmp.info/602</a> ---
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AI Search, Meta Ads, and Lean Operations: The Myrqvist Growth Story

https://s3.us-east-2.amazonaws.com/pod-public-media-files/2026/6/11/1/40bb2e13-1570-4763-961c-c5b8d4d7f912_ecmp601.mp3

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&#39;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: <ul><li>🌱 How Elvis &amp; Kresse turned a sustainability mission into a regenerative business model </li><li>🍷 Why they spent 5 years building a vineyard before earning a single penny from it </li><li>♻️ The surprising checklist they use before launching products from new waste streams </li><li>🚀 How purpose-driven brands can create growth opportunities competitors miss </li><li>📈 Kresse&#39;s advice for finding a marketing agency that actually delivers results </li><li>💡 Why &#34;a business is just a group of people and a series of decisions&#34; could change how you think about growth forever </li></ul> 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: <a href="https://ecmp.info/601" rel="nofollow">https://ecmp.info/601</a> ---
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Scaling Impact: How Elvis & Kresse Turned Waste Into a Thriving Regenerative Brand

https://s3.us-east-2.amazonaws.com/pod-public-media-files/2026/6/9/1/7d1ea557-eec1-4eff-a025-fd84f312ca96_ecmp600_rev.mp3

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: <ul><li>💸 The hiring mistake that cost Chloe £36,000 — and how to avoid making the same one </li><li>📦 Why holding too much inventory could be quietly killing your cash flow </li><li>🚫 The surprisingly common reason some brands still turn off their websites (and why it&#39;s a terrible idea) </li><li>📊 How misunderstanding your margins can wreck your marketing performance </li><li>🔄 Why &#34;launching it&#34; is only the beginning — and where most brands go wrong after go-live </li><li>⚠️ The 14 costly mistakes Chloe sees eCommerce businesses make again and again after 20+ years in the industry </li></ul> 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: <a href="https://ecmp.info/600" rel="nofollow">https://ecmp.info/600</a> ---
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Episode 600: 14 eCommerce Mistakes Revealed with Chloe Thomas

https://s3.us-east-2.amazonaws.com/pod-public-media-files/2026/5/22/1/582e3fef-c1e6-4d53-8f06-56cb01b38488_ecmp599_rev.mp3

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:  <ul><li>1️⃣ How AI shopping assistants close the eCommerce “finding gap” and recover lost sales</li><li>2️⃣ The smarter way to upsell and cross-sell without frustrating customers</li><li>3️⃣ How your store can keep selling and answering questions 24/7</li><li>4️⃣ Why “no results” searches could reveal your next biggest sales opportunity</li><li>5️⃣ How AI shopping data can uncover UX issues, product gaps, and growth opportunities</li></ul> 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 <a href="https://www.doofinder.com/" rel="nofollow">Doofinder.com</a>.  Full episode notes here: <a href="https://ecmp.info/599" rel="nofollow">https://ecmp.info/599</a>  Episode sponsored by Doofinder. Grab their 15-day trial at <a href="https://www.doofinder.com/" rel="nofollow">Doofinder.com</a>.  ---
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5 Big Wins You Get with an AI Shopping Assistant

https://s3.us-east-2.amazonaws.com/pod-public-media-files/2026/5/19/2/77540329-9cb6-4dbd-81a1-a6d03b17b0d4_ecmp598.mp3

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: <ul><li>🔍 How Spirithoods uses SEO data to decide which products to create </li><li>📈 The search trend strategy behind their $4M fashion brand growth </li><li>🛍️ Why timing your product launches can massively impact sales </li><li>🎯 The tiny SEO tweaks that help products rank higher on Google </li><li>🔥 How festival season and pop culture drive ecommerce demand </li><li>⚠️ The harsh reality of tariffs, fashion bankruptcies &amp; surviving market chaos </li></ul> 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: <a href="https://ecmp.info/598" rel="nofollow">https://ecmp.info/598</a> ---
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The Search-Driven Fashion Strategy That Helped Spirithoods Scale

https://s3.us-east-2.amazonaws.com/pod-public-media-files/2026/5/15/0/ff29dda1-de7e-4cf4-94d9-edb1fc6eb0ac_ecmp597.mp3

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: <ul><li>Why secondhand fashion is becoming mainstream faster than brands expected 👟 </li><li>The surprising way retailers are turning returns into revenue 💰 </li><li>How AI is helping identify and resell thousands of unique products </li><li>What Europe’s new ESPR legislation could mean for eCommerce brands ⚖️ </li><li>Why platforms like Vinted are changing consumer behavior forever </li><li>The big question fashion brands may soon have to face: produce less or lose relevance? 👀 </li></ul> 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: <a href="https://ecmp.info/597" rel="nofollow">https://ecmp.info/597</a> ---
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How Sole Responsibility is Building a Fast-Growing Business from Fashion Returns

https://s3.us-east-2.amazonaws.com/pod-public-media-files/2026/5/4/23/e619ba2c-ec7a-4900-af1e-e0bfef181034_ecmp596.mp3

Steve Willicott is the founder at Uncle Matt&#39;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&#39;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: <ul><li>🎯 How Steve Willicott built Uncle Matt&#39;s Hats around purpose — and why that makes customer acquisition easier </li><li>📦 The clever packaging idea that turns every order into organic UGC </li><li>💸 How a startup with a tiny ad budget gets more from every customer touchpoint </li><li>🧠 Why the inside of the product matters more than most brands realize </li><li>🚀 The simple customer insight that led to launching beanies and T-shirts next </li><li>🔥 How storytelling can help your brand stand out in a crowded, competitive category </li></ul> 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: <a href="https://ecmp.info/596" rel="nofollow">https://ecmp.info/596</a> ---
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Uncle Matt’s Hats: Using Storytelling, UGC, and Mission to Grow an eCommerce Brand

helping you solve your eCommerce Marketing and Growth challenges

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!