Customer Intelligence

Summer 2025 is over, and while most e-commerce businesses are breathing a sigh of relief after "surviving" another slow season, Matt's post-summer analysis reveals something different—while one business experienced the predicted 50% sales drop, another grew 19% year-on-year by challenging default assumptions and focusing on mobile optimisation and new customer acquisition while competitors pulled back. In this episode, Matt introduces Aurion's "undefault" principle for questioning business assumptions, shares research showing 70% of summer purchases happen in March-May, and provides three practical steps to challenge your seasonal defaults for 2026, proving summer can become a competitive advantage rather than a period to survive.

Friedrich Schwandt, founder of Statista and ECDB, joins Matt Edmundson to discuss leveraging ecommerce data for business success. They explore the power of numbers in decision-making, the challenges of international expansion post-Brexit, and surprising trends in the ecommerce landscape. Friedrich shares insights on data collection methods, the rise of social shopping in China, and the unexpected performance of platforms like Shein and Temu. The conversation delves into the importance of brand building, customer retention, and profitability in the evolving ecommerce sector. Friedrich challenges conventional growth strategies, emphasizing the need for businesses to rethink their approach in light of changing market dynamics and the increasing importance of sustainable profitability

In this episode of the eCommerce Podcast, host Matt Edmundson welcomes Scott Overbeck from Seacoast Consulting Group to explore the intricacies of customer success strategies and monetising subscriber lists. Scott shares insights from his extensive experience with global corporations, revealing how small to medium-sized businesses can leverage strategic alliances to boost growth and revenue. The discussion delves into the concept of a customer success roadmap, illustrating how businesses can identify and introduce complementary products to their existing customer base, thereby enhancing value and increasing profits. Scott also offers practical advice on forming effective partnerships and avoiding common pitfalls. Whether you're a business owner with a substantial subscriber list or a high-quality product, this episode provides valuable strategies to maximise your eCommerce potential.

In this episode of the eCommerce Podcast, host Matt Edmundson interviews Laura Richard from Level 5 Strategy about the importance of customer experience and how it can drive business success.

Jo Davis from Sweet Analytics reveals how eCommerce brands can move beyond gut-feel decisions to data-driven growth strategies. Learn the Growth Model Framework that transforms vague growth goals into specific customer acquisition targets, discover why discount codes actually improve customer lifetime value, and understand how AI will revolutionise personalised shopping experiences. This practical guide shows how to focus on the metrics that truly matter rather than drowning in data overwhelm.

Kristians Sikora reveals that only two out of hundreds of Google Ads accounts he's audited have proper conversion tracking—a fundamental flaw costing eCommerce brands thousands. Discover why Performance Max cannibalises other channels at scale, how standard shopping campaigns outperform automated solutions, and the attribution strategies sophisticated advertisers use to achieve profitable growth whilst competitors struggle with corrupted data and black-box systems.

Most e-commerce founders have lost touch with their customers, relying on data dashboards instead of direct conversations. Peter Murphy Lewis reveals how strategic questioning transforms businesses—from £49 to £299 pricing increases to 15-month customer retention improvements. His framework focuses on discovery paths, decision factors, improvement opportunities, and pricing validation through systematic customer interviews that reveal what quantitative data cannot capture

Discover why Google's Chief Strategist Neil Hoyne believes marketing might be harder than rocket science and how small eCommerce businesses can compete with Amazon through relationship building rather than operational efficiency. Learn the framework behind bodybuilding.com's success, why the thank you page represents your biggest missed opportunity, and how to implement the "one percent daily improvement" philosophy that transforms customer relationships without overwhelming your resources.

Ian Hammersley reveals why most e-commerce businesses remain stuck despite having beautiful websites and slick marketing. Through 20 years of analysing thousands of stores, he's identified the "shiny distractions" that prevent growth and developed frameworks for focusing on metrics that actually matter. Learn how one £20 million fashion brand wasted six months perfecting the wrong element, why "everything's in beta" should be your new mindset, and the mathematical realities that determine which businesses can scale to £10 million and beyond.

Digital marketing platforms promise precision targeting but deliver diluted audiences that waste budgets and corrupt analytics. Jason Wood reveals how contextual data layering builds high-conversion audiences outside platform ecosystems, using device IDs and conversion insights to achieve targeting precision that traditional methods cannot match. Discover why successful marketers are abandoning platform dependency in favour of audience-centric strategies.

Oliver Spark reveals why 80% of eCommerce founders can't answer the fundamental question about their growth plans and shares his five-lever framework that scaled The White Company from £6 million to £50 million. Learn how understanding customer data, strategic product expansion, and systematic channel growth create measurable business success whilst avoiding the retention-first trap that limits long-term growth potential.

Leonardo Caracas reveals the systematic playbook that scales eCommerce businesses from six figures to eight figures in 12 months. Discover the four KPIs that predict scalable businesses, why "only a few tests really matter," and the six-step framework that transforms growth trajectory. Learn why modern eCommerce is a content game, how product launch calendars accelerate growth, and the psychology behind pricing optimisation that drives immediate results.

Discover how Everstores revolutionises Shopify business acquisitions by completing deals in weeks instead of months through direct data integration and predictive customer behaviour models. Fabio Savi reveals why traditional valuation multiples fail for e-commerce businesses and shares the fascinating seven-month customer return patterns that indicate genuine product-market fit beyond conventional metrics.

Most e-commerce brands treat customers as numbers in analytics dashboards, missing the fundamental truth that behind every website visit is an individual human being. Monica Sharma-Patnekar's 4D Framework transforms customer understanding through genuine conversations rather than cold data, revealing the desires and stories that drive purchasing decisions. By implementing systematic customer interviews and treating insights as strategic business intelligence rather than customer service tasks, brands build sustainable loyalty that compounds over time whilst rediscovering the joy in business building.

Facebook ads used to deliver 10x returns with minimal effort, but those days are over. Colby Flood reveals why platforms are automating media buying, leaving creative strategy as the final competitive advantage. Learn his three-phase framework that helped one startup triple revenue for two consecutive months, plus the 10% budget rule and systematic testing approach that separates winning campaigns from costly failures