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

Most influencer marketing fails because brands treat creators like billboards rather than genuine partners. David Perry from Carro reveals why the entire industry has been measuring the wrong metric—follower counts matter far less than customer ownership. Discover how virtual wholesale networks are enabling authentic brand-influencer partnerships, why social commerce is finally making customer ownership possible for creators, and how collaborative networks are replacing traditional drop shipping with more efficient, authentic alternatives that benefit everyone involved.

Most eCommerce brands track customer behaviour but still struggle with personalization. Gen Furukawa reveals how zero-party data—information customers willingly share—transforms generic marketing into personalized experiences that increase average order value and customer loyalty. Discover the quiz framework that successful brands use to capture preferences, simplify buying decisions, and create segmentation that actually drives revenue. Learn why only three out of ten brands execute personalization effectively and how to join the winners.

Discover why one ideal customer can equal ten poor customers in eCommerce profitability. Valentin Radu reveals how RFM segmentation and customer research transformed a weighted blanket company that thought they were selling comfort but were actually solving medical sleep problems. Learn the three pillars of customer value optimisation, why most businesses don't understand what they're actually selling, and practical steps to identify your "soulmate" customers who drive sustainable growth.

Discover how to dominate Amazon through strategic branding rather than price wars. Drew Morgans reveals his five-step framework used by 250+ brands to maintain #1 bestseller positions whilst charging double competitors' prices. Learn why Brand Registry unlocks premium positioning, how to create Amazon-specific content that converts, and why exceptional customer service becomes your competitive advantage. Essential insights for UK and European sellers entering Amazon's next growth phase.

Discover the real truth about running an eCommerce business during COVID-19 as Kristi Soomer shares her journey from nearly running out of inventory to navigating explosive growth, supply chain chaos, and strategic pivots. Learn why customers aren't the same anymore, how to refocus on core values after pandemic distractions, and practical strategies for sustainable growth including hiring for tomorrow, documenting processes, and supporting team mental health through unprecedented challenges.

Most eCommerce businesses let tools substitute for strategy when it comes to analytics, spending thousands on advertising without understanding what actually drives growth. Michael Loban from InfoTrust reveals why measurement plans must come before tool selection, how two to three percent improvements compound into transformative results, and why the coming privacy transformation will force businesses to become more intentional about data collection. Discover the analytics habit that separates growing businesses from those stuck guessing what works.

Discover how personalising customer touchpoints can increase lifetime value by 300%. Matt Barnett reveals why eCommerce businesses obsess over acquisition whilst neglecting retention, and shares his framework for building genuine relationships at scale. Learn the four critical moments in the customer journey, why automating processes beats automating relationships, and how to turn customers into advocates who actively recruit new business. Includes actionable strategies for implementation regardless of business size.

Discover why most eCommerce businesses focus on marketing before establishing proper foundations—and how this costs them growth. Tony Guarnaccia's Results Loop reveals the six interconnected factors that drive sustainable profit growth: Markets, Offerings, Value, New Buyers, Size, and Loyalty. Learn why loyalty (not marketing) should be your starting point for established businesses, and how small steps compound into remarkable results when applied in the correct sequence.