eCommerce Podcast

Most eCommerce brands make the same Black Friday mistake: blasting identical offers to their entire email list. Matt Edmundson explains why this approach "just feels wrong" and shares a VIP list strategy that segments customers into "soulmates," "lovers," and those "about to dump you." Learn how to create self-selecting VIP lists, test offers early, leverage SMS marketing, and turn your best customers into referral engines.Key Point Timestamps:05:00 - The existing customer strategy fundamentals06:30 - Segments and journeys for maximising value09:00 - Creating VIP lists and self-selection strategy11:00 - Testing offers early with your VIP audience12:30 - Give your best customers the best discounts13:00 - SMS marketing for VIP access15:00 - Building buzz campaigns before Black Friday16:00 - Turning up your referral campaignThe Problem Most Brands Miss (05:00)Matt identifies a fundamental flaw in most Black Friday approaches: treating all customers equally when they clearly aren't equal in value."Most eCommerce companies will just whack out crazy offers, right? Lose all their profits, all their best customers get the same offer, and it just feels wrong in so many ways," Matt explains.This creates a problematic dynamic where your most loyal customers—who generate 80% of your revenue—receive the same treatment as complete strangers who may never buy again. There's no recognition of loyalty, no acknowledgment of their relationship with your brand.The RFM Segmentation Framework (06:30)Matt recommends using RFM segmentation, a methodology he learned from podcast guest Valentin Radu of Omni Convert, who uses memorable language to define customer relationships."He uses great phrases like soulmates, lovers, just about to dump you, the breakups and all that sort of stuff to sort of define the relationship you have with clients," Matt shares. "And actually at Vegetology we now use his language... just to define our clients a little bit better."The key insight is that different segments require completely different approaches: "If someone is about to dump you... the journey you want to take them on is very different to the journey you want to take on for someone who buys from you almost every day. The emails, the stories, the marketing should have very different language, very different feel."The Self-Selection VIP Strategy (09:00)One of Matt's favourite approaches comes from Daniel Budai, who's also appeared on the podcast. Rather than guessing who your VIP customers are, you let them self-identify."You email out all of your customers and you say, listen, what we're gonna do this Black Friday is we are gonna create a VIP Black Friday offers list. So if you are on that list, you'll get access to all of the Black Friday offers early," Matt explains.This strategy delivers multiple benefits: it gets your list engaged weeks before Black Friday, allows you to start sales early to reduce warehouse pressure, and creates a perfect testing ground for your offers. Only genuinely interested customers will opt in, giving you a highly engaged segment.Test Early, Win Big (11:00)The VIP list becomes your Black Friday laboratory, eliminating guesswork from your biggest sales weekend."You're gonna split test an email, which you send out to that VIP list. You're gonna see which offer pulls the best, and guess what you're gonna do on Black Friday weekend. You're gonna do that offer, which you've tested on your list already," Matt explains.This approach means you're not switching campaigns during the crucial weekend or hoping your offers will work—you already know what performs best with your most engaged customers.SMS for Inbox Overwhelm (13:00)Matt suggests considering SMS marketing as an alternative to email during the Black Friday chaos."Let me tell you, their inbox is gonna be flooded over Black Friday. Just like your inbox is just like mine is gonna have more emails than you know what to do with. So getting on someone's text message gives a much, much greater chance of response, especially if they've opted into that list."Rather than competing with hundreds of promotional emails, SMS gets you direct access to your customers' attention when it matters most.Today's GuestToday's guest: Matt EdmundsonCompany: AurionWebsite: https://aurioncompany.com/LinkedIn: https://linkedin.com/in/mattedmundson

What if the secret to Black Friday success isn't just about discounts, but about building relationships that last? In this second episode of our Black Friday strategy miniseries, Matt Edmundson reveals the Knowledge Trust Matrix—a simple framework that transforms one-time buyers into lifetime customers.Episode SummaryMatt challenges the conventional approach to Black Friday customer acquisition, where brands focus on extracting maximum profit from new customers rather than building foundations for long-term relationships. Through the Knowledge Trust Matrix, he demonstrates how shifting this mindset can dramatically increase customer lifetime value. The framework centres on moving customers from low knowledge and trust to high knowledge and trust through strategic onboarding, educational content, and authentic storytelling.Key Point Timestamps:03:00 - The Fundamental Mindset Shift04:30 - Introducing the Knowledge Trust Matrix06:00 - The Four Customer Types Explained08:00 - Building Trust with UGC and Live Chat10:00 - The On-Ramp Strategy for Hesitant Buyers12:30 - The Story Intersection Principle14:00 - Post-Purchase Onboarding ExcellenceThe Knowledge Trust Matrix Framework (04:30)Matt's framework centres on two essential elements for building customer relationships: knowledge and trust. He visualises this as a matrix where the goal is moving all customers to the top-right quadrant."When someone buys from us for the first time, usually their trust is low because they've never really bought from us before," Matt explains. Meanwhile, their knowledge varies dramatically depending on how much research they've done.The framework identifies four customer types: low knowledge/low trust (need most work but huge potential), high knowledge/low trust (need trust-building), low knowledge/high trust (often referrals), and high knowledge/high trust (ideal repeat customers). "This is where your best customers live," Matt emphasises about the final quadrant.Building Trust During Black Friday (08:00)Trust acceleration becomes crucial during high-volume periods like Black Friday. Matt recommends two primary strategies that work particularly well during peak shopping times."Make sure there is UGC on your social media and on your website from previous customers telling them how amazing you guys are," he advises. This involves strategically placing customer stories, photos, and testimonials where new visitors encounter them during decision-making.For Black Friday specifically, live chat becomes essential: "If you don't have live chat on your website, I think you should probably do that over Black Friday weekend. That's a great way to induce trust." Real-time human connection dramatically reduces purchase anxiety.The On-Ramp Strategy (10:00)Not every visitor arrives ready to purchase immediately. Matt's "on-ramp" concept provides pathways for hesitant customers to gradually build confidence."Not every single one of our customers is ready to buy. They don't come to the website and instantly appear here. Some of them are here. So how do we get them to take this journey?" he asks.Effective on-ramps include email capture with valuable content, PDF downloads that solve customer problems, and sample programmes offering risk-free product trials. Matt shares a brilliant example of a houseplant website offering "10 Steps on How to Not Kill Your Houseplant"—perfectly addressing customer anxiety whilst capturing contact details.The Story Intersection Principle (12:30)Perhaps the most powerful insight involves how brands tell their stories. Matt illustrates this with a simple but profound concept: businesses care deeply about their own story, but customers initially care very little about it. However, customers care intensely about their own stories."When you tell your story well, you understand where it intersects with a customer story. And you are speaking right here," Matt explains. The magic happens when brand values, mission, and story align with customer values, challenges, and aspirations.When brands speak to this intersection, customers think: "These people understand me. They share my values. I want to do business with them." This creates authentic connection that transcends price competition.Today's GuestToday's guest: Matt EdmundsonCompany: AurionWebsite: aurioncompany.comLinkedIn: Connect with Matt on LinkedIn

Ever wondered why some brands skip Black Friday entirely and still win? Matt Edmundson reveals the framework that protects margins whilst creating compelling offers that actually increase customer lifetime value during Black Friday.Episode SummaryIn this first episode of our Black Friday mini-series, we explore why everything about Black Friday success comes down to your offer—and why that offer doesn't have to destroy your margins. Matt shares strategies from years of running Black Friday campaigns across multiple businesses, including some that opted out entirely. We discuss the critical ratio of margin to lifetime value, explore alternatives to deep discounting like gift with purchase and gift cards, and reveal why giving your best deals to your best customers might be the smartest move you make this November.Key Point Timestamps:01:00 - Why abstinence is okay (REI's brilliant opt-out strategy)07:00 - The margin to lifetime value ratio10:00 - Bundle and upsell strategies13:00 - Flipping the loyalty script14:00 - Gift with purchase revelation16:00 - The IKEA gift card genius move19:00 - Creating genuine urgency without deceptionThe Permission to Say No (01:00)Matt opens with a revolutionary idea: you don't have to do Black Friday. He shares how outdoor brand REI turned opting out into a PR win by closing their stores and encouraging customers to go outside instead."If Black Friday means sacrificing everything that makes your brand special, pulling customers from profitable December sales into unprofitable November ones, and creating mayhem for minimal return—it's okay to sit this one out."This permission to abstain is particularly relevant for brands with tight margins or strong values that conflict with the Black Friday frenzy. Sometimes the best strategy is no strategy at all.The Margin to Lifetime Value Ratio (07:00)The core framework Matt presents centres on one critical ratio: margin to lifetime value. Rather than asking "How much should I discount?", the question becomes "If I sacrifice margin here, how can I increase customer lifetime value there?"Matt illustrates this with Vegetology's Omega-3 supplements—at £20 with tight margins, a simple discount would be devastating. But bundling multiple products at a discount increases the chance of creating repeat customers who've experienced the full product range."I'd rather give 20% off a £100 bundle and make £80 with good margin than give 20% off a £20 product and make £16 with terrible margin."Revolutionary Loyalty Approach (13:00)Matt challenges the industry norm of giving best deals to new customers only—a practice that frustrates loyal customers who see "new customers only" offers everywhere. Black Friday presents an opportunity to flip this script entirely.By creating exclusive landing pages for VIP customers with better offers than the general public sees, brands can strengthen relationships with their most valuable customers. These customers don't just buy more—they become brand advocates.The Gift With Purchase Strategy (14:00)One of Matt's most successful margin-protecting strategies involved candles with a £4 cost but £20-25 retail value. Offering "Spend £25, get this £25 candle free" created massive perceived value whilst protecting core product margins.The warning: don't try to offload unwanted stock this way. "I've tried clearing old stock this way, giving away products nobody wanted in the first place. Guess what? Nobody wanted them as gifts either."Today's HostMatt EdmundsonHost of The eCommerce PodcastFounder of eCommerce CohortWebsite: eCommerce Podcast

Learning Is Not the Same as ImplementationAfter recording 200+ episodes of the eCommerce Podcast, Matt Edmundson has noticed something troubling: everyone's taking notes, but nobody's taking action. In this candid solo episode, we explore why only 5% of what we learn actually gets implemented and what we can do about it.Episode SummaryMatt opens up about his own struggle with implementation, sharing how he's accumulated countless frameworks, templates, and expert advice while only putting about 5% into practice. Through personal stories including his £38 million business lesson, he challenges the common trap of endless learning without action. The episode marks a significant shift for the eCommerce Podcast, introducing new solo episodes focused on practical implementation rather than just inspiration, alongside the launch of free eCommerce Cohorts designed to help entrepreneurs work through ideas with peers who understand the journey.Key Point Timestamps:02:00 - The 5% Implementation Reality06:00 - Why Expert Interviews Aren't Enough07:00 - The £38 Million Business Lesson10:00 - What's Changing: Solo Episodes Return13:00 - Introducing Free eCommerce Cohorts17:00 - The Challenge: Stop Taking Notes, Start Taking ActionThe 5% Implementation Reality (02:00)I'm nodding along because I'm really fascinated, I'm making all the right noises. I'm writing notes in my notebook, I'm asking follow-up questions, but it struck me... this is exactly what a guest told me three years ago.The sobering statistic? Between 2-8% of people who buy online courses actually finish AND implement what they learn. Matt admits he's probably implemented only about 5% of everything he's learned from hundreds of expert interviews, downloaded frameworks, and expensive courses.This isn't just Matt's problem - it's an industry-wide issue where we're "drowning in good advice while our businesses stay exactly the same."Why Expert Interviews Aren't Enough (06:00)The eCommerce Podcast started with solo episodes back in 2019, but Matt pivoted to interviews because they were "easier to create" and helped grow the show. However, something was missing.Every interview taught me something new, but it also highlighted the same pattern. We talk about these game-changing strategies and listeners would get excited... but then what changes as a result of that?The challenge is that learning about Instagram marketing from an expert is one thing, but figuring out how to implement it in your specific business when you're already working 60-hour weeks with inventory issues and supplier problems? That's something else entirely.The £38 Million Business Lesson (07:00)Matt shares his most expensive business lesson - watching a £6 million annual business drop to £1 million due to a catastrophic supplier relationship. The supplier instituted a "more you buy, more you pay" policy that completely blindsided them.Everything we knew about scaling, about growth, about business economics, they didn't help me one bit. We had to relearn almost everything.This £38 million loss taught Matt that real business isn't about collecting tips and tricks. It's about building systems that survive when everything goes wrong and taking action even without perfect information. In other words: "It's about implementation, not inspiration."What's Changing: Solo Episodes Return (10:00)The eCommerce Podcast is evolving with three episode types:1. Solo Episodes20-minute deep dives on specific challenges with:Real implementation detailsStories from the trenchesPure, unfiltered insights with no hidden agendaPractical frameworks you can actually use2. Expert InterviewsContinuing the valuable conversations with industry leaders3. Founder EpisodesReal stories from eCommerce founders in the trenchesWhen experts come on the show, they're amazing... but they are also promoting something. Their agency, their software, their course. That's the deal and that's fine. But these solo episodes, I didn't want any of that.Today's GuestToday's guest: Matt EdmundsonCompany: AurionWebsite: https://aurioncompany.com/LinkedIn: https://linkedin.com/in/mattedmundson

Ever wondered why your online customers disappear whilst brick-and-mortar shoppers get personalised guidance? Shauli Mizrahi reveals how AI sales assistants are revolutionising eCommerce by recreating that personal touch digitally, delivering 5x ROI guarantees and transforming casual browsers into loyal customers.We explore how Rep AI's behavioural intelligence framework predicts the exact moment shoppers need assistance, the surprising psychology behind human-AI trust, and why treating AI as a sales tool rather than customer support creates measurable revenue increases. Discover the future of conversational commerce and practical steps to implement AI assistants without technical expertise.Key Point Timestamps:04:36 - The fundamental gap between online and offline shopping experiences10:02 - How behavioural AI builds customer profiles and predicts intervention needs24:24 - Why humans trust AI more than people for sensitive shopping decisions36:24 - The biggest mistake: treating AI chat as customer support only41:01 - Implementation without risk: getting started with AI sales assistantsThe Abandoned Shopping Cart Problem (04:36)"We love the experience of brick and mortar stores. How you go into a brick and mortar store, get concierge help, white glove support, someone helping you with whatever you need, recommending products, answering any questions. And when you dive into an eCommerce online store, you're there by yourself."The psychological disconnect between online and offline shopping costs businesses millions. Whilst physical stores provide immediate guidance and reassurance, online shoppers navigate alone, resulting in 70% cart abandonment rates. AI sales assistants bridge this gap by recreating the personal touch digitally.Behavioural Intelligence Framework (10:02)Shauli's approach differs from traditional chatbots through predictive intervention rather than reactive support. The system tracks customer behaviour from entry, building detailed profiles based on browsing patterns and engagement signals. Rather than waiting for contact, the AI evaluates whether visitors will purchase independently or need assistance, proactively approaching at-risk customers with contextual, personalised conversations."What we do is that we track the behavior of customers from the moment they walk into our site... the AI tries to evaluate if this customer will end up buying by itself, by himself or herself, or if this customer needs some assistance."The Trust Evolution (24:24)Human acceptance of AI has transformed dramatically. Initial skepticism in 2020 evolved through treating AI like search bars to today's full conversational commerce adoption. Customers now share sensitive information more freely with AI than humans, viewing AI as non-judgmental and anonymous."People are basically giving them the AI, the full life story, and it's okay... they don't think they would treat the same, they treat humans the same way. I don't think there would be that open."Research confirms this trend: perceived empathy and non-judgmental nature drive AI chatbot trust more than technical capabilities alone.Beyond Customer Support (36:24)The most significant mistake businesses make is categorising AI chat as customer support rather than sales technology. This misunderstanding costs revenue by delegating AI ownership to customer service teams instead of conversion optimisation specialists."A lot of brands... will say, hey, OK, that's chat. Chat is not my business, Chat belongs to the CX department, the customer support department."AI sales assistants excel at product education, recommendation engines, objection handling, and choice simplification—all sales functions requiring expertise and empathy rather than simple query resolution.Today's GuestName: Shauli MizrahiTitle: CTO and Co-FounderCompany: Rep AIBio: Experienced technology professional with expertise in AI-driven eCommerce solutions and behavioural prediction systems. Previously served as VP of R&D at Browsi, developing AI-powered advertising optimisation tools.Contact: https://hellorep.ai/ | https://www.linkedin.com/in/shaulimizrachy/ResourceseCommerce Podcast EcosystemeCommerce Cohort signup (free monthly calls for eCommerce entrepreneurs) - https://www.ecommerce-podcast.com/cohortMatt's LinkedIn Profile - https://www.linkedin.com/in/mattedmundson/The eCommerce Podcast Newsletter for show notes and extra insights - https://www.ecommerce-podcast.com/subscribe

Could your abandoned cart recovery rate jump from 5% to 20%? Abhishek Chandra from GoKwik reveals how WhatsApp commerce is revolutionising e-commerce, with UK brands already seeing 15-20X ROI from this untapped channel.Episode SummaryIn this eye-opening episode, we explore how Asian e-commerce markets are leading the way with WhatsApp commerce, generating billions in additional revenue through conversational selling. Abhishek Chandra, co-founder of GoKwik (and the man who helped kick PayPal out of India), shares fascinating insights from sending over 2 billion WhatsApp messages that resulted in £2 billion worth of sales. We discuss why 80% of business communication in Asia happens through WhatsApp while UK brands are missing this massive opportunity, the ENGAGE framework for WhatsApp success, and practical strategies for implementing conversational commerce without abandoning your existing channels.Key Learning PointsThe 90% Open Rate Advantage (31:12)WhatsApp messages achieve a staggering 90% open rate within five minutes, compared to email's declining performance. As Abhishek explains, "When you trigger a message to a customer, it can be any message. It can be a promotional message, an abandoned cart message, an upsell message. You know the chances of customer reading that message is very high."This isn't just about better metrics – it's about catching customers while their purchase intent is still hot. UK brands using GoKwik's WhatsApp solutions are seeing 20% abandoned cart recovery rates, four times higher than the 5% email average.The Conversational Commerce Revolution (32:12)Unlike static emails or SMS, WhatsApp enables true two-way conversations. Abhishek shares a brilliant example: "If you send, let's say if I launch this T-shirt to the customer, hey, we have launched these new set of T-shirts... there will be CTA buttons. These CTA buttons can be, do you have more sizes? Once you click there, automatically more sizes will be shown there."This dynamic interaction transforms how customers engage with brands, allowing real-time problem-solving and personalised recommendations within the same chat window.The ENGAGE Framework for Success (29:47)GoKwik's systematic approach has powered over 12,000 stores globally. The framework starts with trust-building through transactional messages, never bombarding customers with marketing in the first 30 days. As Abhishek emphasises, "We have to ensure that we take enough approvals, basically enough consents before sending the messages. The messages should be like where every customer should have an option to stop the message whenever they want."The beauty lies in gradual expansion – from abandoned cart recovery to post-purchase sequences, then loyalty programmes and marketing campaigns.First-Mover Advantage in the UK (45:56)Perhaps the most compelling insight is the massive opportunity for UK brands. "Meta never promoted it here. No one in the UK knew that these are things which are possible," Abhishek reveals. During Black Friday 2023, one UK brand achieved £1 million in a single day using WhatsApp while competitors fought for attention in crowded email inboxes.His parting advice is crystal clear: "You should immediately sign up for WhatsApp because you will get the first mover advantage. When everyone is sending communication on email, at least for the next one year, you will have the first mover advantage."ResourcesGuest & CompanyAbhishek's LinkedIn - https://www.linkedin.com/in/abhichandra2011/GoKiwki - https://www.gokwik.co/eCommerce Podcast EcosystemeCommerce Cohort signup (free monthly calls for eCommerce entrepreneurs) - https://www.ecommerce-podcast.com/cohortMatt's LinkedIn Profile - https://www.linkedin.com/in/mattedmundson/The eCommerce Podcast Newsletter for show notes and extra insights - https://www.ecommerce-podcast.com/subscribe

In this eye-opening conversation, Matt Edmundson chats with Jordan West about the transformative potential of TikTok Shop for e-commerce brands of all sizes. Jordan reveals how TikTok Shop has fundamentally changed affiliate marketing for e-commerce by incentivising creators to sell products rather than simply promote them.Unlike traditional influencer marketing where brands struggle to get meaningful content from product seeding, TikTok Shop creates a system where creators are motivated to produce multiple pieces of content for each sample they receive. Jordan shares how his agency helped a major shoe brand go from zero searches on TikTok to 800,000 searches in just two weeks, demonstrating TikTok Shop's power as a demand generation channel.The conversation explores the stark differences between TikTok affiliate marketing and traditional approaches, with Jordan explaining that smaller creators (even those with fewer than 10,000 followers) can generate significant sales when properly motivated. His 80/20 approach to creator sampling provides a practical framework for brands looking to maximise their return on investment when engaging TikTok creators.I wonder if the most valuable insight might be how TikTok content can be repurposed across platforms, while other platforms' content rarely works well on TikTok?Expert Insights from Jordan WestJordan West is the founder of Social Commerce Club, an agency specialising in TikTok Shop strategies for e-commerce brands. With extensive experience running his own apparel and accessory brands, Jordan brings practical insights into demand generation for challenging product categories.His "crawl, walk, run" approach to TikTok Shop has helped major brands like a "billion-dollar shoe company" tap into entirely new audiences, while his frameworks for creator engagement have proven effective for businesses of all sizes.Jordan's podcast "Secrets to Scaling Your E-commerce Brand" recently hit one million downloads, and he's launching a new initiative called E-commerce OS to help smaller brands solve critical business challenges.Key Takeaways1. TikTok Shop as demand generation: Unlike Amazon (demand capture), TikTok Shop excels at creating demand for products through its content-driven algorithm.2. Creator incentives matter: TikTok creators are motivated to sell products, not just showcase them, making them more like salespeople than traditional influencers.3. The 80/20 sampling approach: For every 100 samples sent to creators, expect 20 to produce meaningful results, and 4 of those to potentially drive significant sales.4. Content repurposing advantage: TikTok content can be effectively repurposed across all other platforms, while content from other platforms rarely performs well on TikTok.5. Size doesn't matter: Creators with relatively small followings can drive significant sales when they create compelling content that resonates with viewers.6. Persistence beats perfection: Successful TikTok Shop strategies require continuous testing and learning, with a willingness to embrace failure as part of the process.For more information on how to leverage TikTok Shop for your e-commerce brand, visit our website and check out Jordan's resources at Social Commerce Club.ResourcesGuest & CompanyJordan's LinkedIn: https://www.linkedin.com/in/jordan-west-marketer/Social Commerce Club: https://socialcommerceclub.com/Secrets of Scaling Your eCommerce Brand Podcast: https://podcasts.apple.com/us/podcast/secrets-to-scaling-your-ecommerce-brand/id1480733021Episode-Specific Tools and Software ResourcesCData - Competitor research for TikTok ShopFast Moss - Alternative to CData for TikTok Shop analyticsReacher - AI-powered CRM for TikTok Shop (Jordan is an advisor)Funnel - Social listening tool that captures TikTok Shop contentAirtable - Database/project management platformShopify Collabs - Influencer seeding platformSocial Snowball - Creator collaboration toolOpal App - Phone app blocker (mentioned by Jordan)eCommerce Podcast EcosystemeCommerce Cohort signup (free monthly calls for eCommerce entrepreneurs) - https://www.ecommerce-podcast.com/cohortMatt's LinkedIn Profile - https://www.linkedin.com/in/mattedmundson/The eCommerce Podcast Newsletter for show notes and extra insights - https://www.ecommerce-podcast.com/subscribe

Ready to transform your customer retention from 3.5 months to 15 months with just five emails?In this tactical deep dive, George Bryant returns to share the exact frameworks he has used to scale companies from $1 million per month to $2 million per day. We explore the three critical mistakes that can kill your customer journey (dubbed the "Triangle of Poop" by George's 8-year-old), and unveil the APPLE communication framework that has revolutionised how businesses build relationships at scale. Whether you're selling supplements, software, or socks, these proven strategies will help you plug the leaks in your business and create customers for life.The Zone of Doubt: When Customers Fall Into Black HolesThe first mistake in the Triangle of Poop is creating what George calls "zones of doubt"- those moments when customers are emotionally invested but encounter a communication black hole.If you've ever put your email address in for a lead magnet on the internet... you get to your inbox and it's not there. What feeling pops up? You get upset. Now do you think you're going to have a seamless experience or be as excited to consume that lead magnet?Common black holes include:Lead magnets that never arriveOrder confirmations that don't acknowledge what was purchasedDMs promising links that arrive days laterPost-purchase emails pushing unrelated productsThe impact? Immediate erosion of trust. As George explains, humans create unspoken contracts with each other - when you break these, you break the relationship before it even begins.The Ego Journey and Why "I" Language Kills ConversionsThe second critical mistake is falling into the ego trap—focusing on your story instead of the customer's transformation.George's brilliant example contrasts two approaches to a skincare welcome email:The Ego Version: "Hey Jane, thank you so much for buying our product. My name is George. I've spent the last 14 years of my life scouring the jungles of Costa Rica..."The Customer-Focused Version:Hey Jane, how does it feel to have healthier skin, and we haven't even shipped your product yet? Truthfully, our commitment to you is to help you glow from the inside out, even if you don't use our product...The difference? One makes it about the founder's journey; the other makes it about the customer's transformation. Remember: customers don't care about your story until they've rewritten theirs.The Fire Hose: Death by Information OverloadThe third mistake is overwhelming customers with too much information at once, which George refers to as the "fire hose effect."Using the parent-child morning routine as an analogy, George illustrates why micro-commitments work better than information dumps:If my son wakes up tomorrow morning at 5 am, and I say, 'Hey bro, we have to leave at 7:30. I need you to brush your hair, brush your teeth, pack your backpack, eat your breakfast, make your bed, check your homework, and meet me at the car...' What are my chances of success? Zero.Instead, successful customer journeys break down the process:Give bite-sized tasksBuild confidence with each stepCreate buy-in through progressionCelebrate small wins along the wayThe APPLE Framework: Your Blueprint for 10x RetentionGeorge's APPLE framework transformed a supplement company from $75 LTV to $744 LTV using just five emails:A - Acknowledge: Close the emotional loop and confirm they made the right choiceP - Prepare: Set clear expectations and reduce uncertaintyP - Project: Paint the vision of their future resultsL - Let Them Know: Pre-handle potential issues before they ariseE - Excite: Transition them to the next phase of their journeyThe power of this framework? It's completely ubiquitous - use it for Instagram DMs, team communication, even conversations with your spouse. As George reveals: "My partner jokes that we never fight, but she was a client first!"Scaling a business comes from retention, not acquisition. And retention comes from relationships, not transactions.ResourcesGuest & CompanyGeorge's website: https://mindofgeorge.com/George's Instagram: @itsgeorgebryanteCommerce Podcast EcosystemeCommerce Cohort signup (free monthly calls for eCommerce entrepreneurs) - https://www.ecommerce-podcast.com/cohortMatt's LinkedIn Profile - https://www.linkedin.com/in/mattedmundson/The eCommerce Podcast Newsletter for show notes and extra insights - https://www.ecommerce-podcast.com/subscribeJust for you: DM George on Instagram with any customer journey questions, and he'll personally respond with answers or free resources to help implement these strategies in your business.

In this eye-opening episode of the eCommerce Podcast, host Matt Edmundson chats with Luke Yarnton from The Rave about what might be the "most ridiculous idea" currently trending in influencer marketing: AI-generated influencers. This thought-provoking conversation explores why authentic human connections trump artificial endorsements and reveals how brands can build powerful ambassador armies from their existing customer base.Contrary to popular approaches focusing on mega-influencers, Luke shares data-backed insights on why nano and micro-influencers consistently outperform their larger counterparts. The discussion offers practical strategies for creating authentic engagement with influencers who genuinely love your products, rather than pursuing expensive partnerships that yield diminishing returns.Perhaps most valuable is the revelation about incentive psychology - with Luke sharing a surprising insight about what motivates customers to create content that could transform your approach to building brand advocates.Key Takeaway: The Psychology of IncentivesLuke shares a game-changing insight about incentivising customers to create content: offering a partial refund on a recent purchase dramatically outperforms direct cash incentives of the same value. For example, offering a 20% refund on a recent purchase generates significantly more content than offering a flat $20 payment. This simple shift in framing transforms how customers perceive the request and could revolutionise your approach to generating authentic user content.I wonder if this taps into the psychology of getting something back rather than earning something new? Does it feel less transactional and more like a reward for being a loyal customer?Discover more strategies for authentic influencer marketing on our website.ResourcesGuest & CompanyLuke's email - luke@therave.coThe Rave - https://therave.co/homeeCommerce Podcast EcosystemeCommerce Cohort signup (free monthly calls for eCommerce entrepreneurs) - https://www.ecommerce-podcast.com/cohortMatt's LinkedIn Profile - https://www.linkedin.com/in/mattedmundson/The eCommerce Podcast Newsletter for show notes and extra insights - https://www.ecommerce-podcast.com/subscribe

In this eye-opening conversation, Matt Edmundson and William Gasner challenge conventional wisdom about influencer marketing. William reveals why the democratisation of social media has shifted power away from mega-influencers to smaller content creators who often deliver better engagement and conversion rates.The episode explores how the social media landscape has fundamentally changed—from platforms prioritising follower count to now favouring quality content regardless of audience size. William shares practical advice on implementing micro-influencer strategies, avoiding common pitfalls, and building long-term influencer relationships that drive authentic engagement.I wonder if your influencer marketing approach is still stuck in the old paradigm? This episode might completely change how you allocate your marketing budget and who you choose to partner with.Time-Stamped Chapters:00:04 Introduction to the micro influencer revolution04:19 Why content quality beats follower count09:36 Spreading budget across multiple creators13:49 Passion promoters vs traditional influencers18:24 Finding influencers in your customer base22:54 Building long-term influencer relationships28:19 Product seeding strategies that actually work33:44 When influencer marketing isn't right for your product38:14 The surprising SEO benefits of influencer marketingGuest Expertise:William Gasner is an eCommerce veteran (since 2008) and founder of Stack Influence, a platform that helps brands connect with and scale micro-influencers. His experience includes selling various products from handmade cutting boards to teeth whitening solutions across multiple marketplaces, giving him unique insight into effective influencer strategies from both sides of the relationship.Key Takeaways:- Social media platforms now prioritise content quality over follower count, making micro-influencers often more valuable than celebrities- Diversifying your influencer budget across many smaller creators yields better results than investing everything in one big name- Your existing customers can be your best influencers—they already have the product and genuine experience with your brand- New product launches are ideal times for influencer marketing as you gain valuable feedback, visibility, and content simultaneously- For marketplace sellers (Amazon, Walmart), influencer-driven external traffic can dramatically improve product ranking algorithmsWant to know more about implementing these strategies for your business? Visit our website for additional resources, guides, and opportunities to connect with our eCommerce community.ResourcesGuest & CompanyWilliam's email - william@stackinfluence.comStack Influence - https://stackinfluence.com/eCommerce Podcast EcosystemeCommerce Cohort signup (free monthly calls for eCommerce entrepreneurs) - https://www.ecommerce-podcast.com/cohortMatt's LinkedIn Profile - https://www.linkedin.com/in/mattedmundson/The eCommerce Podcast Newsletter for show notes and extra insights - https://www.ecommerce-podcast.com/subscribe