eCommerce MasterPlan

Latif Hamilton is the creative CEO at Spirithoods, who sell animal inspired apparel and give 10% back to endangered animals. Founded in 2009, they now sell via their Shopify store and wholesale, and sell over $4 million of fashion a year. In this episode, Latif shares how Spirithoods uses SEO and search trend data to shape everything from product design to launch timing and product naming. It’s a fascinating look at how eCommerce brands can blend creativity with data to drive growth, build customer demand, and stay resilient in a turbulent fashion market. Hit PLAY to hear: 🔍 How Spirithoods uses SEO data to decide which products to create 📈 The search trend strategy behind their $4M fashion brand growth 🛍️ Why timing your product launches can massively impact sales 🎯 The tiny SEO tweaks that help products rank higher on Google 🔥 How festival season and pop culture drive ecommerce demand ⚠️ The harsh reality of tariffs, fashion bankruptcies & surviving market chaos Key timestamps to dive straight in: [04:38] Launching eCommerce after trade show [07:50] Preparing for business changes [11:02] Microplastic pollution and solutions [14:37] How Spirit Hoods took off [18:48] Using SEO to guide trends [19:38] Spotting trends in yellow fashion [24:44] Timing product launches with trends [26:21] Tying product development to SEO [30:13] Listen to Latif’s Top Tips! Full episode notes here: https://ecmp.info/598--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

Steve Willicott is the founder at Uncle Matt's Hats, selling baseball caps and supporting men’s mental health. Founded in 2024, they sell via their Shopify store, and are about to launch their second range. In this episode, Steve explains how Uncle Matt's Hats has built every part of the business around its mission — from product design to packaging to customer acquisition. It’s a smart look at how purpose-led brands can create stronger differentiation, generate organic content, and grow without relying on big ad budgets. Hit PLAY to hear: 🎯 How Steve Willicott built Uncle Matt's Hats around purpose — and why that makes customer acquisition easier 📦 The clever packaging idea that turns every order into organic UGC 💸 How a startup with a tiny ad budget gets more from every customer touchpoint 🧠 Why the inside of the product matters more than most brands realize 🚀 The simple customer insight that led to launching beanies and T-shirts next 🔥 How storytelling can help your brand stand out in a crowded, competitive category Key timestamps to dive straight in: [06:38] Focusing on mission over product [09:27] Designing meaningful, ethical hats [11:34] Expanding beyond baseball caps [15:13] Organic UGC and giftable packaging [20:01] Sharing mental health stories and support [22:42] Reducing customer acquisition costs [23:54] Listen to Steve’s Top Tips! Full episode notes here: https://ecmp.info/596--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

Roel Schatorjé is the Founder of MOYU, sellers of erasable stone paper notebooks, designed to reduce single-use paper and reforest the planet. Founded in 2019 they now sell via wholesale, and their Shopify store, in total sales are €1.5million a year. In this returning guest episode, Roel shares how the business has evolved over the last three years – shifting from DTC to B2B, streamlining the team, and expanding internationally in a far more sustainable way. It’s an honest look at what it really takes to scale an eCommerce brand without burning cash or adding complexity. Hit PLAY to hear: How Moyu turned everyday customers into high-value B2B clients 💼 The exact shift that helped them scale to €1.5M revenue 🚀 Why cutting their team from 10 to 4 actually made them MORE efficient ⚙️ The smart (and cheaper) way they’re expanding internationally 🌍 How sampling and real-world experiences are driving sales 🤝 The simple process fixes saving them hours of wasted time every week ⏳ Key timestamps to dive straight in: [04:42] Balancing current projects and development [07:30] Streamlining quoting and retail growth [11:53] Promoting the notebook via sampling [13:35] Corrugated stone paper packaging [17:31] Challenges of international expansion [21:24] Flexible work arrangements for agents [23:28] Listen to Roel’s Top Tips! Full episode notes here: https://ecmp.info/594--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

Faye Whitley is the co-founder and managing director of Beevive creators of The Original Bee Revival Kit, and recent Dragon’s Den stars. Founded in 2018 they’ve sold over £2million of product via their Shopify store and over 350 wholesale customers selling their products in the UK. In this episode, Faye shares how a simple idea turned into a fast-growing, purpose-led eCommerce brand. We explore how Beevive scaled through community, crowdfunding, and smart channel strategy – while staying true to its mission of helping bees and educating customers. Hit PLAY to hear: 🐝 How a single moment saving a bee turned into a £2M eCommerce brand 🚀 The exact steps Beevive used to grow from idea to multi-channel success 💡 Why community-led marketing (not ads) drove real traction 🎯 The smart way they use Kickstarter to fund and launch new products 🛍️ How wholesale + DTC unlocked faster, more stable growth 🌱 The simple brand mission that made customers care—and keep buying Key timestamps to dive straight in: [03:53] Saving a struggling bumblebee [06:41] Creating eco-friendly bee solutions [11:40] Viral video boosted early growth [14:02] Giving back through education [16:55] Launching through Kickstarter [22:45] Preparing for a product launch [25:11] Listen to Faye’s Top Tips! Full episode notes here: https://ecmp.info/592--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

Joe Jaques is the CEO at Jaques of London, inventors of croquet, ping pong and chess as we know them, and championing play as the foundation of learning. Founded in 1795 (yes over 200 years ago) Joe is the 8th generation toymaker to lead this family business, winning multiple awards in recent years. Now selling via their Shopify site and Amazon they are on track for £12million this year. In this episode, Joe shares how he transformed a centuries-old games company into a modern eCommerce brand. He talks about pivoting into educational toys, building a highly data-driven marketing strategy, and navigating the challenges of rapid growth, financial restructuring, and rebuilding the business stronger than before. Hit PLAY to hear: 🚀 How an 8th-generation family business reinvented itself as a £12M eCommerce brand 📊 Why obsessing over your data is the key to surviving rising CAC and scaling profitably 🧸 The surprising strategy behind pivoting from classic games to educational toys for under-5s 📦 How running their own warehouse in China gives Jakes of London a huge quality advantage 💥 The behind-the-scenes story of their COVID boom, debt crisis, and business rebuild 🤖 How Joe uses AI and data tools to uncover hidden eCommerce growth opportunities Key timestamps to dive straight in: [06:09] "Educational Play for Early Childhood" [08:07] In-House Operations and Control [13:04] Rooted Values and Solid Growth [14:57] "Facing Collapse After Growth" [18:11] "Navigating Challenges with Support" [22:22] "AI for Data Analysis" [24:19] "In-House Creative and Personas" [25:47] Listen to Joe’s Top Tips! Full episode notes here: https://ecmp.info/590--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

Luke Bream is the Chief Executive and Co-founder at Valentte, sellers of organic skincare and home fragrance. Founded on a market stall in 2011, they now do £25 million via their WooCommerce store and some on Amazon. In this episode, Luke shares the story behind Valentte’s journey from a small market stall to an 8-figure eCommerce brand, including the pivotal decisions that accelerated their growth. He explains why the team keeps marketing in-house, how they approach scaling paid ads and creative testing, and what founders must change in their leadership to grow a business from millions to $100M and beyond. Hit PLAY to hear: How Luke scaled Valentte from a market stall to £25M in eCommerce revenue 🚀 The £50k loan + Facebook ads decision that triggered explosive growth Why Luke believes most brands should run their ads in-house (not with agencies) The creative testing strategy behind ad accounts running thousands of ads How Valentte gets 80% of orders from returning customers 🔁 Why AI changes the game for eCommerce execution — and what it still can’t replace 🤖 Key timestamps to dive straight in: [05:48] Breaking Business Growth Limits [07:54] "Scaling: A Personal Business Choice" [10:36] "Challenges in Scaling Growth" [14:31] Reducing Complexity in Manufacturing [19:16] In-House Creative: Key to Ads [20:17] "Ad Strategy Requires Scale" [23:34] "Embracing Iteration and Letting Go" [26:45] Listen to Luke’s Top Tips! Full episode notes here: https://ecmp.info/588--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

Rich Chapple was previously the CMO at Gymshark and the CEO at THG Ingenuity, part of The Hut Group, scaling both companies to unicorn valuations. He is now the co-founder at The Growth Foundation, helping eCommerce and DTC brands grow the right way. In this What Would You Do episode, Rich shares exactly what he’d do in his first 90 days as the new CEO of an 8-figure fashion brand. From finding the real “truth” in the numbers to sharpening strategy, building the right team, and focusing on profitable growth, this conversation is packed with practical guidance for any eCommerce leader looking to scale with clarity and control. Hit PLAY to hear: The exact first 90-day plan for a new CEO stepping into an 8-figure eCommerce brand How to find the real “truth” in your numbers (and the costly mistakes most brands miss) The simple Where to Play / How to Win framework to cut complexity and drive growth Why most 8-figure brands are structured for survival, not scale — and how to fix it The hidden growth opportunity in CRM and customer insight most teams ignore 📈 A low-cost traffic tactic that can deliver 70–90% off media rates 👀 Key timestamps to dive straight in: [05:52] eCommerce Evolution and Increased Competition [09:19] "Defining Truth Across Business Metrics" [11:45] "Financial Analysis by GP Bands" [14:46] Strategic Alignment and Execution Framework [17:09] "How to Win with Strategy" [22:41] Scaling Strategy and Future Planning [25:39] "Developing Leaders Through Cross-Discipline" [28:33] "Testing Strategies for Business Growth" [31:29] Listen to Rich’s Top Tips! Full episode notes here: https://ecmp.info/586--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

James Gurd is The Digital Juggler, and host of the Inside Commerce Podcast. He has over 20 years’ experience helping B2C and B2B brands deliver eCommerce growth, primarily through tech stack optimisation. From agency and tech selection through to team training and project leadership. In this WWYD episode, James dives deep into what it really takes to replatform successfully in 2026 — from building the right business case and aligning your leadership team, to navigating Shopify decisions, managing friction, and avoiding expensive mistakes. If a replatform is on your horizon, this episode is packed with practical advice you won’t want to miss. Hit PLAY to hear: Why replatforming without a business case is a costly mistake 💸 The real question you must ask before choosing Shopify How to map your data flows (and avoid tech stack chaos) 🔄 The hidden costs most teams miss in their TCO spreadsheet How to get C-suite buy-in without triggering internal friction 👀 The 15–20% rule that could save your launch timeline ⏳ Key timestamps to dive straight in: [06:09] Platform Limitations Driving Transition [07:56] Shopify's Market Strength Explained [12:40] "Replatforming: Goals, ROI, Consensus" [15:37] "Understanding Data Flows in Replatforming" [17:42] AI Strategy vs Tactical Adoption [22:11] "Effective Team Roles and Accountability" [23:21] Listen to James’ Top Tips! Full episode notes here: https://ecmp.info/584--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

Gareth Cummings is the CEO at eDesk, the AI powered customer support helpdesk for eCommerce. Used by eCommerce stores around the world, their client CarParts.com has just been named in USA Today’s list of America’s Best Customer Service 2026. In this episode, Gareth explains how eCommerce brands can use customer service, AI, and automation to increase conversion rates, improve retention, and turn support teams into profit-driving growth engines. Hit PLAY to hear: How faster replies can lift conversion rates by 50–60% ⚡ Why 30–40% of customer service queries happen before checkout 🛒 The real reason 9–5 support is killing your evening and weekend sales 🌙 How AI can handle half your support tickets without hurting CX 🤖 Where customer service hides revenue leaks, return drivers, and product issues 🔍 How top eCommerce brands turn support teams into profit creators, not cost centers 💰 Key timestamps to dive straight in: [03:25] "From Customer Service to CTO" [07:08] Pre-Sales Engagement Trends Expand [12:31] "AI, Automation, and Customer Focus" [13:11] Customer Loyalty Flywheel Impact [16:28] "Prioritizing Customer Experience Transformation" [20:41] "Automating and Enhancing Customer Support" [22:40] "Customer Service Empathy Practice" [24:19] Listen to Gareth’s Top Tips! [29:33] Episode sponsored by eDesk. To learn more, visit eDesk.com Full episode notes here: https://ecmp.info/582 Episode sponsored by eDesk. To learn more, visit eDesk.com --- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

In this special episode of the eCommerce MasterPlan Podcast, Chloe Thomas shares a panel discussion from a live webinar focused on one big question: what’s really going to move the needle for eCommerce brands in 2026? Chloe is joined by three expert voices from very different corners of eCommerce – growth, consumer behaviour, and AI – to unpack what’s working, what’s not, and where brands should be focusing their time, energy, and budgets this year. From TikTok growth and AI-powered customer experience to brand trust, tech stacks, and surviving economic pressure, this is a practical, wide-ranging conversation designed to help you grow smarter in 2026. Hit PLAY to hear: Why TikTok is still the fastest growth lever for eCommerce (even without TikTok Shop) 📈 How brands are using AI to unlock 5–10% more revenue — without replacing their team 🤖 The #1 mistake brands are making by chasing trends (and how it’s killing long-term growth) 🚫 Where to start with AI if you want real results, not expensive experiments ⚙️ How economic pressure is changing how customers buy — and what that means for your strategy 💸 What to stop doing in 2026 to free up time, budget, and headspace for growth ✂️ Key timestamps to dive straight in: [04:51] "Future Advice for Brands" [06:35] "Buying Decisions: Risk and Behavior" [11:55] AI: Essential for Business Efficiency [17:44] "Action-Driven Brands Drive Growth" [27:32] Amazon's Evolution & AI Branding [30:09] Essential eCommerce Tools and Strategy [39:12] AI for High-Quality SEO Content [42:44] "Target Right Customers, Build Trust" [46:29] Maximize ROI with AI Tools [47:39] "Focus on Customers, Not Chaos" Full episode notes here: https://ecmp.info/580--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

Miracle Inameti-Archibong is an online marketer who’s been deep in SEO since 2010. Now working at a very large UK retailer, after stints in other verticals and agency side. In this WWYD episode, Miracle tackles one of the biggest questions facing eCommerce right now: what would you do as AI search reshapes visibility, traffic, and growth? She shares a clear, practical view on where brands should focus, what still works, and how to move forward with confidence. Hit PLAY to hear: Why good SEO still wins in an AI-search world 🤖 What GEO really means for eCommerce (and what you can ignore) How AI search is changing clicks, traffic, and conversion rates 📉📈 Where eCommerce brands should focus in 2026 to drive growth Why brand trust matters more than keywords than ever before ⭐ WWYD: the smartest move if leadership is pushing for “AI everything” Key timestamps to dive straight in: [05:59] GEO-Focused Retail Search Strategy [08:58] "Focus on Brand, Not Algorithms" [11:08] "Focus Content Where Value Exists" [14:48] Cohesive Content Strategy Focus [18:48] "Trust and Quality Over Quantity" [22:50] Preparing for Agentic AI Integration [23:57] SEO, Accessibility, and AI Efficiency [29:04] "eCommerce Success Through Clicks" [30:49] Listen to Miracle’s Top Tips! Full episode notes here: https://ecmp.info/578--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

Carter Eve is the founder and designer at Carter Eve Jewelry, a brand committed to sustainability and ethical practices creating delicate fine jewelry and distinctive designs. Founded in 2020 they now have annual sales of $1.2M with a 25% year-over-year growth rate. Selling exclusively via their Shopify site. In this episode, Carter reveals how she scaled her luxury jewelry brand to $1.2M using a made-to-order model, high-touch service, and smart offline pop-ups. A must-listen for anyone selling high-value products online. Hit PLAY to hear: ⭐ How Carter scaled a $1.2M luxury jewelry brand with zero full-time staff. 💎 Why made-to-order products can outperform traditional inventory in eCommerce. 📲 The high-touch customer service strategy that turns buyers into lifelong fans. 🎪 How offline pop-ups and events drive massive online sales (and trust!). 🌱 Why ethical sourcing is now a must-have for modern jewelry buyers. 🚀 The growth tactics that helped Carter hit 25% YoY growth—while still designing every piece. Key timestamps to dive straight in: [03:43] Hands-On Jewelry Design Process [08:39] Ethical Gemstone Sourcing Insights [12:22] "Future Plans for Outsourcing" [15:04] "In-Person Events: Essential Connection" [16:28] Pop-Up Events and Collaborations [19:45] Listen to Carter’s Top Tips! Full episode notes here: https://ecmp.info/576--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

Hilary Large is the owner at Wardrobe at The Cross, a women’s fashion boutique. Launched in 2023, they sell via their physical high street store, and via their Shopify website and have already built to 100s of orders a week. In this episode, Hilary shares how she’s blending the best of in-store service with online scale — from personally calling first-time customers to building a brand rooted in trust, experience, and genuine connection. Hit PLAY to hear: 💡 How Hilary Large built a women’s fashion brand that blends bricks and clicks — and why it works. ☎️ The surprising reason she personally calls every first-time online customer (and what it does for retention). 🛍️ How a small boutique competes with big brands by delivering luxury-level service. 📦 The simple systems that keep her returns low and repeat purchases high. 👗 Why having a physical store still matters — even in a digital-first world. 🔑 The one thing Hilary refuses to give up as her business scales (and why it could change yours too). Key timestamps to dive straight in: [03:56] eCommerce Marketing Growth Journey [08:19] "Brand Growth Through Retail Presence" [12:46] Customer Trust Epiphany [14:40] "Optimizing eCommerce Customer Support" [18:56] "Protecting the Business's Foundation" [20:14] Listen to Hilary’s Top Tips! Full episode notes here: https://ecmp.info/574--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy