eCommerce MasterPlan
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 als...
Nip + Fab’s Secrets to Creating Profitable First Orders and Powerful Customer Personas in Beauty eCommerce
Frederica Watson is the Head of eCommerce at UK beauty brand Nip + Fab. Founded over 10 years ago, they sell via their Shopify store and wholesale, and the DTC eCommerce site has a 7-figure turnover.
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💸 How Nip + Fab profits from the very first order (yes, really) 🗣️ The customer interview that sparked a winning ad campaign 👥 Why targeting by values beats targeting by age every time 🔍 The simple survey trick that reveals why customers almost didn’t buy 💬 How to turn real feedback into high-converting marketing copy 🤝 The cross-team collaboration secret behind smarter customer...
From Local Waste to John Lewis Shelves: The ReBorn Growth Story with Brian Walmsley
Brian Walmsley is the founder and CEO at ReBorn, the world’s first homewares brand made entirely from local waste. Founded in 2022 they now sell via wholesale, Amazon, and their Shopify store, and are doing £500,000 a year.
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♻️ How Brian turned local plastic waste into a £500K/year homewares brand 🚫 The prototype that bombed—and what it revealed about real customer tastes 🛍️ Why relationships (not cold emails) get you into retailers like John Lewis 🌱 The #1 mistake brands make when trying to “go sustainable” 🤝 How to grow your team with sweat equity (and avoid legal headac...
What 10 Years of Hosting the eCommerce MasterPlan Podcast Taught Me with Chloë Thomas
What 10 Years of Hosting the eCommerce MasterPlan Podcast Taught Me with Chloë Thomas
Ten years. 100s of episodes. Thousands of insights.
As host of the eCommerce MasterPlan Podcast, Chloë Thomas has spent a decade uncovering what really works in eCommerce — and what’s just hype. In this special 10-year anniversary AMA, Chloë fields listener questions covering the past, present, and future of the industry.
If you’re a founder, marketer, or eCommerce professional trying to cut through the noise, this episode is your shortcut to the lessons that actually last.
Huge thanks to al...
Building a £20 Million Tea Brand: Customer Experience and Growth with Bird & Blends' Mike Turner
Mike Turner is the founder and MD of Bird & Blend Tea Co. Developing, producing and selling the UK’s largest range of unique and exciting tea blends. Founded in 2012 Bird & Blend are on track to drive sales of £20million in the next year. They are selling internationally via their Shopify store, and via their 25 high street stores in the UK.
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🤯 How a market stall became a near £20M empire! 🤫 The surprising reason Bird & Blend still handles their own fulfillment. 🛍️ Unlock the secret to blending online & physical stores for ultimate customer love. 🚀...
From Lockdown Startup to Global Brand: The Possum Play Approach to eCommerce Expansion
Renee Cizel & Giorgia Rossi from Possum Play, sellers of the play sofa that transforms into 100s of different configurations! Founded in 2021 they now sell internationally via their 3 country specific Shopify stores, with 40,000 happy families loving the product already.
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🎯 How Possum Play hit 40,000 customers with just a 3-person team 🚀 The smart, low-budget strategy behind their global expansion 📦 Why they fulfilled their first containers by hand—and what it taught them 🧠 The "do it yourself until you can’t" rule that protects their profits 🛋️ How they built a hero product and resisted the urge to over...
How Asan Cup’s Social Sustainability Purpose Boosted eCommerce Sales with Ira Guha
Ira Guha is the founder at Asan Cup who are on a mission to eradicate period poverty and tampon waste with their innovative reusable menstrual cup. Designed and patented whilst Ira was a graduate student at Harvard, the business launched in 2021 and now serve around 10,000 customers a month via their Shopify site, Amazon and Wholesale.
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🩸 How one accidental discovery led to a booming eCommerce biz! ♻️ Ditch the guilt! Learn how sustainability can actually boost sales. 💰 Product expansion secrets: What to sell when you only sell ONE thing... 📣 The real deal on purpose-driven marketing...Boost Conversions Without Killing Margins — Dan Bond of RevLifter Explains How
Dan Bond is the VP of Marketing at RevLifter, software that drives intelligent offers to boost your bottom line.
Dan joins us to reveal how smart, data-driven promotions can increase conversions, raise AOV, and protect your margins — all without blanket discounting.
If you're tired of giving away profits and ready to make your offers work smarter, this episode is a must-watch!
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🎯 Why blanket discounts are killing your margins — and what to do instead 📈 How Radley London increased AOV by 20% while discounting less 🧠 The power of intent-based offers (and how AI figures out...From Market Stall to 7-Figure Brand: How Mademoiselle Macaron Made eCommerce Work
Rachel Hanretty is the founder and CEO at Mademoiselle Macaron, sellers of handmade luxury French macarons. Rachel’s grown the business from a market stall in 2013 to a 7-figure business.
They now sell via their Shopify store to both DTC and B2B customers, via marketplaces like Not on the High Street, and about 40% of turnover is B2B sales.
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Why skyrocketing rent pushed Rachel to shut her shop—and scale faster The Shopify setup mistake that nearly broke their backend How freezing macarons unlocked 7-figure fulfillment The agency bre...Ditching the Store: How Preston Zly Built a Thriving Online Luxury Brand with Johanna Preston
Johanna Preston is the co-founder and co-designer at Preston Zly, creators of beautiful, unique, and powerful footwear for women who embody these same qualities. They sell via their Shopify store and physical showroom.
Founded over 20 years ago they now do around $350,000 a year.
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How Johanna's shift from retail to eCommerce skyrocketed her sales 📈 The secret behind why preorders are a game-changer for her business 💥 How a bold yellow shoe became one of her bestsellers (and almost didn’t exist!) 👠 Why your email list is more valuable than any social platform 📧...From Physical Store to Online Focus: Neem London's eCommerce Evolution with Nick Reed
Nick Reed is the founder of Neem London, a men’s fashion brand focused on making climate-conscious clothing. He also has a phenomenal background in men’s fashion buying – he was instrumental in taking Charles Tyrwhitt from £10m to £200m. He spent 4 years driving buying efficiency at Moss Bros.
Neem London was founded in 2021, and sells via its Shopify store & London shop. They now are doing £400-£500,000 a year.
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💰 Steal this! The exact Klaviyo flows that BOOSTED conversions (and how to set them up). 👋 Ditch Zuck? How this brand scaled without spe...Acquire & Accelerate: The Best Backyard’s Tom White Shares Tips for 10x Growth in 12 Months
Tom White is the owner of The Best Backyard, an Australian eCommerce store selling outdoor kids play equipment, furniture and other garden products. Founded in 2020 Tom bought the business in 2024 and in 12 months has rocketed sales to nearly $2million.
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🚀 How Tom White turned a small eCommerce store into a $2M business in just 12 months 💡 The #1 mistake most eCommerce owners make when scaling—and how to avoid it 📊 Why data (not gut feelings) is the secret weapon for skyrocketing sales 🔥 The marketing moves that actually work—without burning your ad budget 🛒 Buying vs. building an eCo...Acquisition Advantage: How Scandiborn Supercharged The Kid Collective with Laura Davies
Laura Davies is the Founder of The Kid Collective. A UK based toys and parenting business, with eCommerce stores on BluePark and Shopify. Founded in 2008 they now process over 10,000 orders a month.
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🔹 How Laura Davies turned one eCommerce brand into two—without starting from scratch! 🔹 The biggest challenges (and surprises!) of buying an existing online business 🔹 Why the right tech stack can make or break your eCommerce growth strategy 🔹 The smart way to handle fulfillment—3PL vs. in-house operations 🔹 Laura’s #1 piece of advice if you’re thinking about acquiring an eCommerce brand!<...
From Design to Impact: How to Champion Sustainable Growth with Leslie Roumilhac
Leslie Roumilhac is the Creative Director at eCommerce agency Limesharp. She’s also obsessed with researching best-in-class sustainability initiatives in eCommerce.
Hit PLAY to hear:
🔎 Why shouting about sustainability might hurt your brand 🌿 How LimeSharp blends design with eco-friendly practices 🛒 The smart way to guide customers toward greener choices 💬 Why honesty (not perfection) wins loyal customers 🔄 The big opportunity brands are missing in circular commerce
Key timestamps to dive straight in:
[03:12] UX design journey from Paris to London.
[09:22] Sustainability: transparency over greenwashing.
[10:14] Transparent product sourcing and efforts.
...
The Circular Business Model that Works for Haines Collection with Jules Haines
Jules Haines is the founder at The Haines Collection. An award-winning circular interior design business specialising in fabrics and wall paper. Founded in 2020 they have now rehomed over 37,000 meters of textiles.
Hit PLAY to hear:
🎯 The shocking truth about homeware textile waste (it's bigger than you think!) 🛋️ How Jules turned leftover fabrics into a thriving business ♻️ The clever way old textiles are becoming construction materials 💡 Why curating quality products is key to building customer trust 🚀 Jules' powerful advice for starting a sustainable business — even without all the answers 📅 The upcoming legislation that could change the textile industry foreverneedi’s Gifting Formula for 7-Digit Growth and Success with Louise Doyle
Louise Doyle is the co-founder and CEO of needi. Who are revolutionising corporate gift giving via their Shopify eCommerce site. The website launched in 2021 and to date they’ve done £1.5 million in sales.
Hit PLAY to hear:
How a corporate gift can make or break a business relationship 🚀 The secret to scaling an eCommerce marketplace without chaos 🔥 Why AI + human touch is the winning formula for personalized gifting 🤖❤️ The surprising way needi hit £1.5M in sales (and what you can learn!) 💰 How to make your brand unforgettable with the right gift strategy 🎁
Key timestamps to dive stra...
How B2B eCommerce store Vegetarian Express Drives Success by Serving Sustainability
Jane Firth is the Sustainability Manager at Vegetarian Express. A B Corp with a Shopify B2B eCommerce store selling the largest range of plant-based ingredients for foodservice in the UK. Trusted by thousands of chefs and caterers, they have been in business since 1987 and sell over 1,200 products.
They now do £23million in sales each year, of which £1.2million is transactions via eCommerce and other online ordering platforms.
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🚀 How a B Corp eCommerce business builds sustainability into its core strategy 🌱 The secret to helping customers make greener choices—without forcin...How Scott Leggo Balances Creativity and Business for Growth and 7-Digit Success
Scott Leggo is the Founder & Managing Director of Scott Leggo Gallery, sellers of premium quality Australian artworks and gifts. They sell via their Shopify store and real world gallery.
Founded 7 years ago, they now do over $1,000,000 a year with annual growth between 20 and 40%. PLUS they’ve won multiple sustainability awards including the Ministers award for leadership for sustainability for Scott efforts within the business and broader business community.
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✅ How an Air Force officer became a 7-figure eCommerce entrepreneur ✅ The key business mistake most creatives make—and how to avoid it ✅ S...The Power of Purpose: How B Corp Values Fuel eCommerce Growth at Sarah Raven, with Ash Pallet
Ash Pallet has just finished 8 years as Senior Digital and eCommerce Manager at Sarah Raven, one of the UK’s largest gardening brands. It’s a B Corp, founded in 1999, selling via catalogues and a BigCommerce store, they now do annual sales of £22 million.
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How Sarah Raven skyrocketed from £8M to £22M in sales 🚀 The UX and tech strategies that drive higher conversions 🛒 Why bundling products boosts sales (without discounts!) 💡 The secret to making sustainability a business advantage 🌱 How to simplify your tech stack for smarter growth ⚙️ Must-know tips for improving your site’s search...How Cooki Haircare Grew from 4 Sales a Day to $3M with Jaimee Vilela
Jaimee Vilela is the Managing Director and Owner at Cooki Haircare. A D2C solid shampoo bar brand selling via their Shopify store and Wholesale. Founded in 2020 they grew 10x in 2024 from $170k to $1.1million, and are now on track to make 2025 their first $3million year.
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✅ How Jamie scaled Cookie Hair Care from 4 sales a day to a 7-figure business ✅ The Meta ads strategy that skyrocketed her eCom growth ✅ Why rebranding (not more ads) was the secret to massive sales ✅ How she ran the business solo—and why she doesn’t recommend it ✅ H...Doubling Down on Faire: Bare Kind's Post-Spring Fair Strategy with Andrew Kemp
Andrew Kemp is the MD at Bare Kind, the animal saving bamboo sock company. Founded in 2017 and selling via Shopify and Faire they now do £700,000 a year, and sell into a 1,000 retailers.
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How Bare Kind grew from 0 to 1,000 retailers in just 2 years Why trade shows are fading—and what works better for B2B sales The #1 mistake brands make on Faire (and how to fix it) A surprising niche that became Bare Kind’s biggest customer base The secret to turning first-time buyers into repeat customers Why SEO matters just as much for B...Building a $2M eCommerce Brand Through Community-Driven Marketing with My Little Moppet's Hema Natesan
Hema Natesan is the Founder & CEO at My Little Moppet, a Shopify store that’s India’s number 1 destination for healthy kids food.
With over 7,000 verified 5 star reviews, their core marketing strategy of Community is clearly working! Founded in 2014 they now do $2 million US dollar in sales each year.
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How Hema grew her blog into a $2M eCommerce brand The secret sauce behind My Little Moppet's WhatsApp community Why transparency wins in a competitive eCommerce market How to reduce ad spend without losing revenue The must-know tips for cracking In...Why 2025 is the Year of Integration in eCommerce with Jim Herbert
Jim Herbert is the CEO at Patchworks, an eCommerce focused iPaaS who are all about helping you automate and streamline your data.
Jim joins us to share why integration and automation are game-changers for eCommerce businesses in 2025, offering insights on how to simplify your tech stack and boost efficiency.
If you're looking to future-proof your operations and maximize growth opportunities, this episode is a must-listen!
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Why 2025 is the year of hyperautomation in eCommerce How clean data can make or break your automation success ...Beyond 7 Figures: Building a High-Growth, High-Profit eCommerce Business with Jay O’Neill
Jay O’Neill is an in-house specialist at growing retailers through digital marketing, CRO, and tech stack optimisation. Here's some of his achievements:
scaled soak.com from £2 to £80milliondrove digital growth at Holland & Barretttook Bathroom Mountain from £0 to £40million in 18 monthsWho better to chat to about how to grow your sales from 7 to 8 figures?!
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The one obsession that can skyrocket your eCommerce growth How Jay scaled a business to $40M in just 18 months Why efficiency and AI are game-changers for scaling in 2025 Jay’s top tips for picking the...Top Tip for eCommerce Growth in 2025 feat. 9 experts
Every January, we create an episode that serves as your comprehensive guide to achieving success in the year ahead.
We ask each of our guests "What's your Top Tip for eCommerce Success in 2025?"
Here's our expert line up:
Jay O’Neill from Tap Digital, Jim Herbert from Patchworks, Lucia Locatelli from Doofinder, Emilie Benoit from Shopify, Miya Knights from Retail Technology Magazine, Yiqi Wu from Aimerce, James Cowie from SHOPLINE, Nora Zukauskaite from TikTok Shop, And Carolyn Shelby from Yoast. Plus! You'll also hear the thoughts of our host Chloe Thomas.Tune into this exper...
The Person in Personalisation: How to Humanize the eCommerce Customer Experience with author David Mannheim
David Mannheim is the author of “The Person in Personalisation: The Story Of How Marketing's Most Treasured Possession Became Anything but Personal”. AND founder of Made With Intent.
Hit PLAY to hear:
Why most personalisation isn’t personal—and how to fix it The surprising link between empathy and customer retention Netflix’s 10-year lesson on making personalisation work The one question every brand should ask to connect deeply Easy, actionable steps to humanize your marketing today
Key timestamps to dive straight in:
[05:38] Debate over email subject lines' impact importance.
[08:18] Feeling...
Why Focus is Wunderbrow’s Key Growth Strategy with Diego Mandelbaum
Diego Mandelbaum is the CEO at KF Beauty, a privately owned beauty company based in the UK, who own one of the most recognizable make-up brands launched in the last few years Wunderbrow.com.
Founded in 2015 they now sell globally via their Shopify store and Amazon and some small select wholesale partners. And all in all they do 15,000 orders a month.
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The 80/20 rule that transformed Wunderbrow’s growth strategy How to avoid the biggest risk of rapid expansion Why focus is the ultimate growth hack for eCommerce brands The trade-offs every b...Sustainability Practices for Interiors Brands with Jules Haines and Mirry Christie from The Green Room
Mirry Christie is founder of sustainability consultancy B·ABLE and Jules Haines is the founder at award winning luxury interiors resale platform Haines. They both have STACKS of brand-side experience helping eCommerce businesses grow and become more sustainable especially in the home and gardens space. Which is what their new venture The Green Room is all about – helping the home and garden industry become greener.
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How 42% of UK landfill textile waste comes from homewares—and what to do about it The Green Room’s unique approach to eco-friendly eCommerce growth Secrets to c...How to Launch a New Product Range: Lessons from Beards & Daisies with Joy Young
Joy Young is the eCommerce and Marketing Manager at Beards & Daisies, sellers of plants and flowers. Founded in 2015, they now sell via their B2C Shopify store which does over 10,000 orders a month, wholesale customers like Dunelm, and have a team dedicated to looking after business customers for everything from corporate gifting and interior design to commercial installations.
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Adding new products strategically Using a phased approach to product launches Investing in technology for project management Making sure teams work together Focusing on the customer and their needs
Key tim...
Industry West’s Journey to a 90% B2B Revenue Boost with Ian Leslie
Ian Leslie is the CMO at US B2B homewares brand Industry West. It all started with Industry West in 2010… now they have a Shopify store and B2B sales reps, with sales of over $20m a year.
Hit PLAY to hear:
The roles of design and user experience in eCommerce Simplicity enhances customer satisfaction How customization contributes to B2B success Why aligned teams are key to growth The importance of continuous adaptation
Key timestamps to dive straight in:
[05:41] Industry West ecommerce journey: Drupal, Magento, Shopify.
[07:33] Cre...
How Wild and Stone Achieved 7-Figure eCommerce Growth with Warren Jonas
Warren Jonas is the CEO and co-founder at Wild & Stone sellers of eco-friendly household products.
Founded in 2018, the range now includes over 100 eco-friendly products which they sell via their Shopify store and 1,000 wholesale partners. Sales are now over £1,000,000 a year.
Hit PLAY to hear:
Starting with a clear mission & vision Using a customer-focused approach Sustainability and quality going hand-in-hand Having a multi-channel strategy Why a lean team structure works
Key timestamps to dive straight in:
[05:33] Moms influence sustainable product strategy and portfolio expansion.
[09:08] Retail: Prioritize pr...
Looking at Overstock Art’s journey to 7 figure sales with Amitai Sasson
Amitai Sasson is the VP of eCommerce at Overstock Art, an online art gallery selling reproductions of the great masters and original works. Founded in 2002, they now sell via their custom website, Amazon, and provide drop ship services for large retail partners. Overstock Art now has over 500,000 customers and annual sales of 8 figures.
Hit PLAY to hear:
The role of SEO in a niche business Diversifying sales channels to reach more customers A different kind of dropshipping The importance of inventory management And why relationships increase traffic and sales
Key timestamps...
How to Double Your Orders Using Sales Campaigns with Lucy Bloomfield
Once upon a time, Lucy Bloomfield ran her own eCommerce skincare business and achieved crazy levels of growth. And since 2018 she’s been helping other business owners to achieve huge leaps in sales without allowing the rest of the business to fall apart.
Lucy joins us to share her system for doubling sales without slashing prices or ramping up ad spend.
If you’re looking to increase profit, avoid overstock issues, and build long-term, loyal customer relationships, this episode is a must-listen!
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Lucy’s 10-step go-to method for doubling...Lessons from Zone3’s 7-Figure eCommerce Success with Malina Zarb
Malina Zarb is the Marketing and eCommerce Director at Zone3, the world’s highest rated triathlon brand. Founded in 2006, Zone3 now sell via their Shopify store and wholesale channels, in total doing £9million a year about 45% of which is DTC.
Hit PLAY to hear:
What Zone3 is all about How to balance niche markets The importance of community in building and scaling a brand Sustainability and how it works in performance products Nailing the basics and keeping things simple
Key timestamps to dive straight in:
[03:11] Closed business for family, pursu...
Navigating the Reality of Launching—and Closing—an eCommerce Business with Mike Stevens
Mike Stevens is one of the DTC pioneers, with 8 years at Innocent Drinks back in the 2000s, and then founding good-for-you confectionery brand Peppersmith, which over 10 years he scaled all the way to exit in 2018. He’s also the author of the excellent and bestselling and award-winning book “The Direct to Consumer Playbook: The Stories and Strategies of the Brands that Wrote the DTC Rules”.
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The highs and lows of being an entrepreneur Knowing when to transition your business, or to close it Considering product-market fit Opportunity cost and why it matters E...How to Create the Perfect Google Ads Account Structure with Shri Kanase
Shri Kanase is the founder of Yoru Marketing, where he and his team run Google Ads and YouTube Ads for some of the biggest eCommerce brands in the world, and have helped 100s of brands scale.
In fact… Yoru Marketing is one of the fastest growing and top rated Google Ads PPC Marketing Agencies in the USA because they’re all about your results.
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Why account structure mattersAll about the TPS approachProduct feed optimisationThe importance of conversion trackingHow to deal with seasonal changesKey timestamps to dive straight in:<...
Recycling Passion: How Detrash is Disrupting the Watch Industry with Guy Blaskey
Guy Blaskey is the founder at Detrash watches, where he’s on a mission to both create the most efficient eCommerce company possible AND be a force for good by creating sustainable products and supporting 1% for the planet and Surfers Against Sewage.
Guy founded Detrash in January this year and started selling in June exclusively via it’s Shopify store.
Guy was previously on the show talking about his multi-million turnover pet food brand Pooch and Mutt.
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Starting a new business with purpose and passion Practicing proactiv...Scaling Smarter: How GiftsOnline4U is Transforming the Gift Business with Asgar Dungarwalla
Scaling Smarter: How GiftsOnline4U is Transforming the Gift Business with Asgar Dungarwalla
Asgar Dungarwalla is the Founder of GiftsOnline4U, the award winning personalised gift retailer. They sell over 2,500 products via their WooCommerce website, marketplaces, and wholesale to both the B2C and B2B markets. Founded in 2012 they now do £750,000 per year.
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Why personalization is key for GiftsOnline4U How Asgar downsized his team to make them more efficient and effective The importance of building strong ties with outsourced teams Streamlining for profitability How to use AI...How Naturisimo is Driving 7-Figure Success in the Clean Beauty Space with Judith Harvey
Judith Harvey is the eCommerce lead at Naturisimo, the home of ethical beauty. Founded in 2008 they now sell via their Shopify store with 7-figure sales.
Hit PLAY to hear:
Naturisimo’s personalization journey The challenge of maintaining Naturisimo’s identity while promoting the brands they carry How to effectively use brand stories Retaining customers through education and brand association What segmentation can do for your business
Key timestamps to dive straight in:
[05:36] Delivering safe, effective, clean beauty products.
[09:22] Challenges: recruiting, retaining customers; expanding product purchases.
[10:50] Findin...
The Human Experience: How to Create Personal Connections in eCommerce with author John Sills
John Sills is the Author of the ‘leadership book of the year 2023, “The Human Experience: How to make life better for your customers and create a more successful organization”, AND managing partner at The Foundation Growth Consultancy where they help organisations achieve customer led success.
Hit PLAY to hear:
The importance of human experience in eCommerce and what led John to write his book The myths of customer feedback, customer loyalty, and return on investment The cost of poor customer experience How better customer experience can lower your business costs Behaviors and enablers and why you shoul...Increasing Philip Kingsley’s Profits with Strategic Promotions with Lauren Duncan
Lauren Duncan is the Head of eCommerce at Philip Kingsley, creators and sellers of Trichological Hair and Scalp products. Founded in the 1950s, Philip Kingsley now sell via their Magento eCommerce store, wholesale via salons and other retailers, and run 2 clinics in London and New York.
Their number one Hair Mask sells one unit every 30 seconds worldwide!
Hit PLAY to hear:
The clinical side of Philip Kingsley Digital transformation and its benefits Their promotional strategies that focused on quality over quantity The brand’s gift with purchase optimisation Philip Kingsley’s future plans...
