Hi, I'm Matt Edmundson
eCommerce entrepreneur since 2002, podcast host, and founder of Aurion Digital. I help eCommerce founders build businesses that work without them—so they can scale, thrive, and exit when they're ready.
My Story
My Digital Journey
Over the last two decades, I've built, scaled, and occasionally failed at multiple eCommerce businesses. These days, I partner with eCommerce founders to help them grow, scale and ultimately exit their online business.
I'm fascinated by the journey of building something valuable online. Not just businesses that make money, but businesses that work without their founders being chained to them day and night. Businesses that buyers actually want.
- 20+ eCommerce businesses. I've set up, built, sold or (let's be honest) failed at 20+ eCommerce websites in various forms, shipping over 7 million products worldwide.
- Since 2002. My adventure in the digital world kicked off in 2002, which in internet years is practically prehistoric. Back then, "eCommerce" was barely a word and Amazon was mainly selling books.
- Real experience. I've experienced both spectacular successes and face-plant failures. Each taught me something crucial about building genuinely valuable businesses.
With Jersey Beauty Company, for example, we took it from a Channel Islands business to a thriving UK operation, built an incredible team, developed a unique customer experience, and grew it to over £6m a year in revenue before exiting during COVID.
Learning from failures
But there have been plenty of face-plant moments too. Like the business partnership that collapsed over money and cost me a friendship. Or the times I've hired the wrong people, made bad marketing decisions, or found myself working ridiculous hours because I hadn't built proper systems.
My Philosophy
Digital David Manifesto
We are Digital Davids. We run at the giants we face. We do it with boldness and courage and faith to make this earth a better place for all. We will make a difference. Everyday.
We are Digital Davids - a family of digital entrepreneurs - who run at the giants that they face with the belief that they can use business to make the world a better place for all.
We take a stand against the Goliaths, the big brands with their race-to-the-bottom-discount business plans to buy customers, unlimited budgets and unethical business practices that seek to destroy the little guy. We are THAT little guy!
We will fight smarter, with the tools that we have to build a profitable digital business that brings life-changing products to our amazing customers in a way that builds team and strengthens our planet.
We face the giants. We do the impossible. We are Digital Davids and we write a different story.
My Core Values
- Try
- Try is an experiment, an experience that we can evaluate and learn from. It is having a go, often without all the answers. It is making the most of every opportunity.
- Fun
- Trying stuff, especially unDefault stuff, is great fun especially when we don't take ourselves too seriously. Life should be fun, lots and lots of fun.
- unDefault
- Default is a pre-set course of actions that we take; the ingrained usualness of life. Yet some of the greatest opportunities for us to try are found when we do the unDefault and do things a different way.
- Legacy
- There is no point doing all this great stuff if it doesn't help other people. If we are going to do life, we may as well change the world at the same time: it's our legacy.
Through my company Aurion, I partner with eCommerce founders who want to build businesses that are genuinely worth buying.
The eCommerce Podcast
Stop Guessing, Start Growing
The eCommerce Podcast grew out of conversations with founders, addressing common questions and helping you cut through the noise in eCommerce.
- Interviews with eCommerce experts
Deep conversations with industry experts sharing their specialist knowledge and insights.
- Conversations with founders
Real stories from successful eCommerce founders sharing their experiences, challenges, and breakthroughs.
- "Slingshot" series
Practical tutorials and how-to guides for growing an eCommerce business.
Personal
A Bit More About Me
I live in Liverpool (since 1992), have been married since 1998, and am father to three children. I'm also a Liverpool FC fan, which means I've experienced the full spectrum of human emotions.
Faith & Family
My faith plays an important role in how I approach business and life. I believe we're called to use our gifts to serve others and make a positive impact in the world.
When I'm not talking about eCommerce, you'll likely find me spending time with my family, watching football, or plotting our next family adventure.
The journey
- Years in Liverpool
- 33
- Years Married
- 27
- Companies Started
- 20
- Years in eCommerce
- 23
Let's Connect
Ready to take your eCommerce business to the next level? Here are the best ways to get in touch.