This week's episode

Max Beech has spent years building personalisation features at Revolut and Yahoo, and he has identified the exact moment most ecommerce brands lose their best customers — the first 14 days after purchase. In this conversation, Max explains why that window of highest trust gets wasted on silence or premature discount codes, how asking one simple post-purchase question gives better segmentation data than months of behavioural tracking, and why being human beats being a brand every time. From the coffee shop test to the Ritz Carlton giraffe story, this episode is packed with practical ways to keep your customers coming back.

Adam Pearce has optimised hundreds of Shopify stores. Most of them were losing sales in the same place — the first three scrolls on mobile. In this conversation, he shares the simple changes that consistently lift conversion rates by 30-50%, including the one search bar tweak every mobile site should steal and the two trust signals that boosted one client's sales by 34%. Adam is the co-founder of BlendCommerce, a Shopify CRO agency, and runs eCom Collab Club, a monthly ecommerce event in London.

Rob Te Braake is a fractional CFO for seven and eight-figure ecommerce brands — and one of his eight-figure clients might not make it to the end of the year. The reason? A debt cycle that started with one easy, pre-approved platform loan. In this conversation, Rob breaks down the three numbers every ecommerce owner needs to know, explains why he walks away from any business with less than 60% gross margin, and unpacks why Shopify and Stripe loans can quietly eat your business alive. If you've ever been tempted by that "just click here" offer, listen to this first.

Most ecommerce homepages say 'we' three times for every 'you.' Here's the only place your brand messaging actually matters. Matt Edmundson breaks down the Story Overlap — the intersection between your brand story and your customer's story. Using a live homepage audit, Apple's famous '1,000 songs' line, and the transformation of Jersey Beauty Company from jiffy bags to remarkable unboxing experiences, this episode shows exactly how to find where your story and your customer's story meet — and build all your messaging from that intersection. Download the free Story Overlap Finder workbook the accompanies this episode.

Selena Knight has spent 20 years in retail and knows exactly why most e-commerce businesses are undercharging. One of her favourite examples? An Australian party supplies company that charges $6 for $3 paper plates — and their customers keep coming back. In this conversation, we get into price anchoring, why the businesses that survived 2025 were the ones charging more not less, the three questions that close every in-store sale, and what she learned from Gary V's organisational psychologist about hiring people who actually think for themselves. If you're competing on price, this one might change your mind.

Most e-commerce brands are guessing how many ads they need — and getting it badly wrong. Edwin Choi from Jet Fuel Agency reveals a data-driven framework for calculating your exact monthly creative requirements based on your account's decay rate and win rate. With Meta's Andromeda system now punishing creative sameness, discover how to build a diverse creative engine using existing content, raw founder videos, and strategic partnerships — without breaking the bank or losing your mind.

Payments veteran Jeff Foster reveals why fighting chargebacks often costs more than accepting them, and how the threshold for "acceptable" disputes has dropped from 3.5% to under 1%. With 25% of chargebacks hitting transactions already refunded and friendly fraud becoming behavioural rather than criminal, he shares the pragmatic approach that protects profit margins: make refunds frictionless, overcommunicate with customers, and accept that preventing every dispute is more expensive than handling them efficiently.

Most eCommerce product descriptions are invisible. Copied from the manufacturer, pasted without thought, identical to every competitor. Matt Edmundson shares how rewriting 400 product descriptions at Jersey Beauty Company transformed a commodity site into a brand with personality, and reveals the narrative binding framework from cognitive science that makes copy 42% more memorable after 30 days. Through real examples — a framing square, a fountain pen, a USB disco light, and an airsoft tactical vest turned mission briefing — discover the three principles that turn forgettable spec sheets into stories that actually sell.

Joe Welstead built OSHUN from zero to 5,000+ subscribers in just ten months, achieving a 42% subscription signup rate and 5% conversion rate. His approach challenges conventional supplement industry wisdom: one product instead of twelve, simplified product pages that spread decisions across the customer journey, and a relentless focus on product quality over retention gimmicks. This episode reveals the exact tech stack, email strategies, and customer experience design that's driving 15% month-over-month growth for this bootstrapped electrolyte brand.

With 57% of Google searches now ending without a click, eCommerce brands are seeing organic traffic drop 20-30%. But there's a silver lining: traffic from AI assistants like ChatGPT converts at 5X the rate of traditional search. Matthew Stafford from Build Grow Scale shares the LLM optimisation strategies working for his clients, including buyer-intent FAQs per product and schema markup updates. For smaller brands willing to move quickly, this shift represents the biggest opportunity since the early Google days—a genuine chance to outmanoeuvre larger competitors who are too slow to adapt.

Mikel Lindsaar reveals why most e-commerce platforms end up controlling your business rather than serving it. Through examples including a museum identifying VIP visitors and automated customer refunds, he demonstrates what becomes possible when all your data lives in one intelligent system. The result? Faster pages, smarter AI, and genuine customer relationships that drive lifetime value. His advice ranges from the technical to the surprisingly simple: put a phone number on your website and actually answer it.

With over 10,000 3PLs in the US alone, choosing the wrong fulfilment partner can sink your e-commerce business. Dave Gulas, who transitioned from the high-stakes pharmaceutical industry to e-commerce logistics, shares the horror stories he's witnessed and the questions that reveal whether a potential partner will help you scale or leave you digging out of a very big hole. Learn why treating logistics as a commodity is a mistake, what technology red flags to watch for, and why the best client relationships start with the most