Ecommerce: The Hammersley Brothers Ecommerce Podcast

Where did the Hammersley Brothers Model actually come from?In this episode, Mark and Ian Hammersley go back to the beginning and explain how their ecommerce model was built, the problems they were trying to solve, and the lessons that shaped the way they approach ecommerce today.The story starts in 2008, when Mark and Ian were working with a group of ecommerce businesses during the financial crisis.Some were growing quickly. Some were stuck. Others were failing.The interesting part was that the difference was not always obvious from the outside.Successful businesses do not necessarily have better websites, better advertising or better teams.So Mark and Ian started looking deeper.They wanted to understand what the businesses that successfully scaled had in common and what was missing from the ones that could not grow.That process eventually became the foundation of the Hammersley Brothers Model.In this podcast, they discuss how that model developed over time, how years of working with ecommerce businesses changed and refined it, and why the same core principles continue to shape how they approach growth today.They also explore: How the Hammersley Brothers Model originally started What they learned from ecommerce businesses during the 2008 financial crisis Why did some businesses scaled while others stayed stuck? How the model developed from real ecommerce experience Why the fundamentals matter more than individual tactics The role of math, psychology and management Why different ecommerce businesses need different strategies How ecommerce has changed since the model was first developed Why cheap traffic and better technology are no longer enough How the model is still used to identify opportunities for profitable growth This episode is a behind-the-scenes look at where the Hammersley Brothers Model came from and how nearly two decades of ecommerce experience helped turn it into the framework they use today.Subscribe for more ecommerce strategy, scaling advice, Google Ads, Meta Ads, and practical business discussions from the Hammersley Brothers. P.S. Whenever you’re ready... here are 3 ways Ian and I can help you grow your ecommerce business: 1. Talk to us. Book a call with us and let's talk about accelerating your growth - https://go.hammersleybrothers.com/apply-now/ 2. Grab a copy of our book - https://gohigh.hammersleybrothers.com/get-the-book 3. Follow the Hammersley Brothers on Instagram and connect with e-commerce owners who are scaling too - https://www.instagram.com/hammersleybrothers

Not all ecommerce businesses are built the same, and some are dramatically easier to scale than others. In this episode, Mark and Ian Hammersley break down the five different types of ecommerce businesses and rank them from easiest to hardest to scale. The five types are: Compounders Volume Retailers Need-Driven Suppliers Seasonal Specialists High Ticket One-Timers Each model behaves completely differently. A strategy that works brilliantly for a supplement brand could be disastrous for a furniture company. A business selling spare parts needs a completely different advertising, stock, and customer-acquisition strategy than a fashion retailer. Mark and Ian explain why understanding your ecommerce type changes the numbers you should look at, the ROAS you can afford, how aggressively you can acquire customers, how much stock you need, and, ultimately, how quickly the business can grow. They also discuss why some of the least exciting ecommerce businesses can quietly create enormous wealth. Need-driven businesses selling things like replacement parts, shelving and specialist products can sometimes dominate markets because competition is lower and the customer already knows exactly what problem they need solving. Meanwhile, Compounders such as supplements, skincare, and consumable products can scale incredibly quickly because repeat purchasing creates a high lifetime customer value. But they can also be brutally competitive and disappear almost as quickly as they grow. The episode covers: The five ecommerce business models Which ecommerce model is easiest to scale? Why repeat purchase businesses can grow so quickly Why boring ecommerce businesses can be incredibly profitable Customer lifetime value and repeat purchasing New customer acquisition ROAS and advertising strategy Margins and scalability Stock forecasting and cash flow Seasonal ecommerce businesses High-ticket ecommerce Why one ecommerce strategy does not work for every business If you're trying to scale an ecommerce brand, understanding which type of business you actually own could completely change how you approach growth. Subscribe for more practical ecommerce strategy, Google Ads, Meta Ads, Shopify, and business growth discussions from the Hammersley Brothers. #Ecommerce #EcommerceBusiness #EcommerceGrowth P.S. Whenever you’re ready... here are 3 ways Ian and I can help you grow your ecommerce business: 1. Talk to us. Book a call with us and let's talk about accelerating your growth - https://go.hammersleybrothers.com/apply-now/ 2. Grab a copy of our book - https://gohigh.hammersleybrothers.com/get-the-book 3. Follow the Hammersley Brothers on Instagram and connect with e-commerce owners who are scaling too - https://www.instagram.com/hammersleybrothers

Most ecommerce businesses think about Black Friday as a day or a weekend. We think about it as an entire trading period from Halloween through to January. In this episode, Ian Hammersley breaks down how we actually approach the biggest ecommerce trading period of the year, including when to start, how long to run your offers, how aggressively to email, what to do with Google and Meta, and how to make the most of increased demand without destroying your margins or running out of stock. We cover the full Q4 rhythm, starting with Halloween and moving through Better Than Black Friday, Black Friday Week, Cyber Week, Christmas, Boxing Day and the January sales. Ian also explains why ecommerce brands often start too late, why your email database becomes one of your most valuable assets during peak, how to decide how hard you can push based on stock and ROAS, and why merchandising can have a huge impact on what actually sells. Topics include: Black Friday timing and strategyHow early you should startOffer architectureEmail and SMS frequencyGrowing your email list before peakNew customer ROAS and CACStock planning and forecastingShopify merchandisingBlack Friday Week and Cyber WeekChristmas, Boxing Day and January salesHow to trade against daily revenue targetsWhen to push harder and when to hold back If you run an ecommerce business, this episode gives you a practical framework for approaching the most important trading period of the year. Subscribe for more ecommerce strategy, Google Ads, Meta Ads, Shopify, email marketing and business growth discussions from the Hammersley Brothers. #Ecommerce #BlackFriday #Shopify P.S. Whenever you’re ready... here are 3 ways Ian and I can help you grow your ecommerce business: 1. Talk to us. Book a call with us and let's talk about accelerating your growth - https://go.hammersleybrothers.com/apply-now/ 2. Grab a copy of our book - https://gohigh.hammersleybrothers.com/get-the-book 3. Follow the Hammersley Brothers on Instagram and connect with e-commerce owners who are scaling too - https://www.instagram.com/hammersleybrothers

This week on the Hammersley Brothers Ecommerce Podcast, we talk about the mindset traps that stop ecommerce founders from scaling and what actually separates the brands that break through from the ones that stay stuck. Inspired by a conversation with one of our Level 1 members, we unpack what it really feels like when you're at the beginning of your ecommerce journey, looking up at bigger brands and wondering if you can actually build something massive yourself. In this episode, we discuss: Why do most ecommerce founders get distracted by too many ideas The dangerous trap of shiny object syndrome Why successful ecommerce businesses are built on boring fundamentals How understanding the “rules of the game” changes everything Why being busy is not the same as making progress The difference between founders who start brands and operators who scale them Why strong numbers and decision-making beat emotion every time How to know if your business actually has legs The brutal truth about scaling an ecommerce business Why failing fast can actually accelerate your success If you’ve ever felt overwhelmed, distracted, or unsure whether your ecommerce brand can truly scale, this episode will help you focus on what actually matters. P.S. Whenever you’re ready... here are 3 ways Ian and I can help you grow your ecommerce business: 1. Talk to us. Book a call with us and let's talk about accelerating your growth - https://go.hammersleybrothers.com/scheduleuk-ant 2. Grab a copy of our book - https://gohigh.hammersleybrothers.com/get-the-book 3. Join the Ultimate Guide To Ecommerce Facebook group and connect with e-commerce owners who are scaling too - https://www.facebook.com/groups/924567391291786

This week on the podcast, we’re breaking down one of the biggest reasons ecommerce brands struggle to scale with ads. It’s not always a traffic problem. It’s usually a revenue per visitor problem. Most store owners focus on traffic or conversion rate, but revenue per visitor is the metric that really drives ROAS, profitability, and growth. In this episode: What revenue per visitor actually means How it directly impacts your ROAS and ad performance Why is the conversion rate alone is misleading The relationship between AOV, conversion rate, and revenue per visitor Why your ads might not be the real problem The easiest lever to improve revenue per visitor quickly Real examples of how improving this metric changes everything Why most ecommerce stores are under-optimised Fix this one number, and your entire store performs differently. P.S. Whenever you’re ready... here are 3 ways Ian and I can help you grow your ecommerce business: 1. Talk to us. Book a call with us and let's talk about accelerating your growth - https://go.hammersleybrothers.com/scheduleuk-ant 2. Grab a copy of our book - https://gohigh.hammersleybrothers.com/get-the-book 3. Join the Ultimate Guide To Ecommerce Facebook group and connect with e-commerce owners who are scaling too - https://www.facebook.com/groups/924567391291786

In our latest podcast episode, we unpack five distinct areas that ecommerce brands should focus on right now. Why now? Because market conditions are shifting quickly, demand is less predictable, and AI is changing both the cost and complexity of execution. Pre-developing weather-related campaignsBrands can no longer afford to wait and react. The businesses winning right now are planning weather-led campaigns in advance so they can move as conditions change. Planning for the impact of major events on demandBig events this year, such as the World Cup or elections, can significantly skew consumer demand. We talk about why those moments need to be factored into planning early, not treated as an afterthought. Understanding whether performance is brand-led or market-ledCategories are moving unevenly at the moment. Some are growing, some are flat, and some are down. It is critical to understand whether your performance is a reflection of your strategy or the broader market. Reviewing AI for front-end work to lower costsAI is now creating real opportunities to reduce costs in front-end marketing and production work. We look at where it can genuinely improve efficiency right now. Why taking ads in-house is easier now than it was a year agoAI has simplified campaign management to the point where bringing ads in-house is now far more realistic for many brands than it was even 12 months ago. This is a timely episode for marketers thinking about how to respond to changing demand, improve efficiency, and build a more adaptable marketing model for the year ahead. P.S. Whenever you’re ready... here are 3 ways Ian and I can help you grow your ecommerce business: 1. Talk to us. Book a call with us and let's talk about accelerating your growth - https://go.hammersleybrothers.com/scheduleuk-ant 2. Grab a copy of our book - https://gohigh.hammersleybrothers.com/get-the-book 3. Join the Ultimate Guide To Ecommerce Facebook group and connect with e-commerce owners who are scaling too - https://www.facebook.com/groups/924567391291786

If your best products are out of stock, your ads are going to struggle. It does not matter how much product you have sitting in the warehouse. If the products that actually drive new customer sales are missing, performance gets hit hard. In this episode, Mark and Ian continue their 80:20 conversation and dive into one of the most overlooked parts of ecommerce growth: Stock. They break down: Why do some products matter far more than others How a few key SKUs often drive the majority of revenue Why stock depth beats endless product range How being out of stock on the wrong products can wreck your conversion rate and ROAS Why are first-time customer products especially important How Google and Meta behave when the core products are missing Why do many brands spread budgets across far too many SKUs What happens when businesses try to use weaker products to make up for missing bestsellers Why adding more categories often creates more problems, not more growth How to think more clearly about stock rotation, product focus, and scaling profitably The truth is simple: Most ecommerce brands are not short of products. They are short of the right stock in the right lines at the right time. If you want to scale without wasting money, this episode is worth watching. P.S. Whenever you’re ready... here are 3 ways Ian and I can help you grow your ecommerce business: 1. Talk to us. Book a call with us and let's talk about accelerating your growth - https://go.hammersleybrothers.com/scheduleuk-ant 2. Grab a copy of our book - https://gohigh.hammersleybrothers.com/get-the-book 3. Join the Ultimate Guide To Ecommerce Facebook group and connect with e-commerce owners who are scaling too - https://www.facebook.com/groups/924567391291786

This is Episode 5 in our series on why your ads are not scaling, and this one is about something most ecommerce owners do without even realising. They panic. One bad day. One bad week. ROAS dips. Sales wobble. And suddenly, they are changing budgets, fiddling with campaigns, second-guessing the platforms, and essentially resetting the machine before it has had a chance to work. In this episode, Mark and Ian break down: Why emotional decision-making wrecks ad performance Why do most people change things far too quickly? How Google and Meta actually need time to optimise Why looking at single-day performance is a trap The power of using moving averages instead of reacting to noise Why the best ecommerce operators know when to hold their nerve How stock, seasonality, and demand create lumpy growth Why are some months naturally stronger than others, and that does not mean anything is broken? How to keep Google and Meta in sync instead of pulling one lever too hard The reason teams fail is that everyone is looking at different numbers. This is really about maturity. The brands that scale are not the ones constantly panicking and changing direction. They are the ones who understand the model, know their numbers, and only make changes when the data actually indicates it. If you are forever tweaking ads, budgets, and campaigns because of a bad day or two, this episode is for you. P.S. Whenever you’re ready... here are 3 ways Ian and I can help you grow your ecommerce business: 1. Talk to us. Book a call with us and let's talk about accelerating your growth - https://go.hammersleybrothers.com/scheduleuk-ant 2. Grab a copy of our book - https://book.hammersleybrothers.com/ 3. Join the Ultimate Guide To Ecommerce Facebook group and connect with e-commerce owners who are scaling too - https://www.facebook.com/groups/924567391291786