eCommerce Podcast

Alex Back's team at Couch posts content about Ashley Furniture, and just two days later, ChatGPT and Google AI change their answers about the brand's quality. In this episode, we explore the systematic approach to building authority in AI search that's transforming how furniture brands—and all e-commerce businesses—can influence what millions of people learn from large language models.After running a successful e-commerce furniture brand for 13 years, Alex now helps furniture retailers through Couch, his marketing platform. We dive into the remarkable shift happening in digital marketing, where understanding how LLMs consume and cite content has become as important as traditional SEO. Alex shares the exact content creation system his team uses, starting with video and working backwards into articles, and reveals why YouTube and Reddit have become the second and third most important sources for AI search after Wikipedia.Key Point Timestamps:08:14 - The AI Search Revolution Nobody's Talking About19:13 - Where LLMs Get Their Information28:00 - The Content Creation System That Actually Works34:16 - One Recording Creates Everything38:27 - The Delicate Dance of Platform Dependence41:55 - The Reddit Problem45:39 - The Pivot Machine PhilosophyThe AI Search Revolution Nobody's Talking About (08:14)We're living through a shift as significant as Google's emergence in the early 2000s. Alex explains how his team measures the impact of their content on AI search: "The YouTube videos themselves and some of the social media content we put out there is informing the LLMs and ultimately changing answers to questions like, is Ashley furniture good quality?"This isn't theoretical. Before posting content, Alex's team checks what ChatGPT and Google AI say about a brand. After publishing, they check again. Sometimes within 48 hours, the answers change, citations appear, and the narrative shifts. However, nobody fully understands the rules yet. Even the best content marketers and SEO professionals are still figuring out which tools to trust for tracking LLM presence.Where LLMs Get Their Information (19:13)Alex attended a seminar that revealed crucial insights about how AI search works. Wikipedia remains the primary source for LLMs—the vast majority of their information comes from there. But Reddit and YouTube are second and third, neck and neck."I saw a whole seminar about LLMs and where they get their information," Alex shares. "Wikipedia being still the vast majority of information sources for LLMs. But Reddit and YouTube being second and third and very close to one another."This matters because it explains why Alex's strategy works. YouTube videos no longer just rank well on Google—they directly inform what AI tells millions of people asking questions. Even if content contains errors or subjective opinions, LLMs consider it heavily, sometimes more than niche publishing sites with established authority.The Content Creation System That Actually Works (28:00)Alex calls himself "a talker," and he's turned that into his superpower. His refreshingly simple content creation process starts with using ChatGPT to create an outline, then recording video authentically about topics he knows deeply."If you start with video, it's much easier to back your way into having all this other content," Alex explains. He transcribes the raw video and gives it to his writer: "Here's the transcript, take this, these are all my words, make it into a compelling article."The video goes on YouTube. The article—embedding that same video—publishes to the blog. Both go live within hours of each other. Then they syndicate to YouTube Shorts and other social platforms. One recording session produces a YouTube video, a blog post, social media content, and multiple touchpoints—all from turning on the camera for a few minutes.The Pivot Machine Philosophy (45:39)Alex describes Couch as "almost like a pivot machine." The business has taken countless twists and turns, and sometimes he's not even sure what the business is anymore. Does that sound chaotic? It is. But he also recognises something powerful about adaptability."Nobody really cares. Nobody knows. We have this sort of self-centric view sometimes of like, no, we can't change this. Our brand will, everything will be different and all of our... I don't think anybody really cares."For established businesses with proven formulas, consistency makes sense. However, for newer brands or businesses without that formula yet, adaptability isn't just acceptable—it's essential. The alternative—stubbornly maintaining a strategy that no longer works—is far more damaging than pivoting.Today's GuestToday's guest: Alex BackCompany: CouchWebsite: couch.coLinkedIn: Connect with Alex on LinkedIn

What if the secret to Amazon success isn't about outsmarting competitors, but about seducing an algorithm? Tim Wilson from Product Wind reveals how his team identified seven specific signals that make Amazon's algorithm fall in love with products, whilst most brands unknowingly fight the wrong war.We explore Tim's revolutionary approach to Amazon marketing, moving from traditional social media buzz campaigns to what he calls 'marketing to the algorithm.' Through real examples including a French company with 0.1% conversion rates and a pregnancy pillow brand discovering unexpected use cases, Tim demonstrates why mastering fundamentals and understanding algorithmic signals creates sustainable competitive advantages.Key Point Timestamps:02:52 - The biggest Amazon problem everyone's making08:17 - Why 70% of shoppers don't read descriptions16:31 - The power of user-generated content collages23:04 - Marketing to the algorithm strategy30:16 - The seven signals Amazon's algorithm values33:05 - Orchestrating 500-person 'armies' for external traffic45:58 - Top tip: Engage with customers who love you mostThe Fundamental Problem Everyone's Missing (02:52)Tim identifies the single biggest issue stopping Amazon success: poorly optimised product detail pages. He shares a striking example of a French consumer products company where traffic was "off the charts" but sales didn't follow."I'm still shocked at the PDPs that I see that are in no way optimised and ready for prime time," Tim explains. The company's conversion rate was 0.1% when the category average was 3.5% - revealing not a traffic problem, but a fundamental conversion issue.This highlights why you can't build sustainable Amazon success on weak foundations, regardless of advertising spend. The fundamentals must be mastered first.The Image Stack Revolution (08:17)Tim reveals that 70% of shoppers make purchasing decisions based entirely on images, not product descriptions. "I don't even look at all seven images. I go to like two or three and make my decision," he admits.The most successful brands tell evolving stories through their image stacks. Tim shares how a pregnancy pillow company discovered customers using their product in cars and on planes - use cases completely missing from their original images.The lesson? Product detail pages aren't "set it and forget it" situations. They're living, breathing entities that should evolve as you discover how customers actually use your products.Marketing to the Algorithm Strategy (23:04)Tim's core insight challenges conventional thinking: "These marketplaces are algorithmically driven. It's this algorithm that's really determining your product's success."He draws a parallel to old-school retail: ten years ago, you'd wine and dine buyers to get better shelf placement. "That person has been replaced by an algorithm." But just because it's technology doesn't mean you can't influence it."An algorithm just needs data. So why not give it exactly the data it loves?" This philosophy underpins Product Wind's approach of providing Amazon's algorithm with the specific signals it values most.The Orchestrated Army Approach (33:05)Instead of hoping for viral social media moments, Tim's team orchestrates coordinated actions from hundreds or thousands of people. "We might work with 500 or even a thousand people. It's like an organised army."The mathematics are compelling: 500 people driving 20 clicks each equals 10,000 coordinated visits to Amazon listings. These visits are timed strategically to send the right signals to Amazon's algorithm.The approach scales based on competition level. An infant nasal aspirator in a low-competition category might need only 50 people, whilst consumer electronics competing with Bose and Sony requires much more "noise" to get algorithmic attention.Today's GuestToday's guest: Tim WilsonCompany: Product WindWebsite: productwind.comLinkedIn: Connect with Tim on LinkedIn

Summer 2025 is officially over, and whilst most eCommerce businesses breathed a sigh of relief after surviving another 'inevitable' slow season, one team discovered something remarkable: they grew 19% year-on-year during what should have been their worst period.Matt Edmundson reveals the post-summer analysis that challenged everything we assume about seasonal trading. By questioning one simple default assumption - that summer slumps are inevitable - and understanding that August performance depends on March and April planning, this approach transformed summer from a write-off period into a competitive advantage.Discover why 70% of summer purchases happen in March-May, how mobile browsing intensifies during summer months, and why weather patterns create predictable opportunities rather than obstacles. Most importantly, learn the systematic process for challenging defaults that could transform your next summer trading period.Key Point Timestamps:02:00 - The Default Assumption Problem05:00 - Why One Team Grew 19% During Summer08:00 - The Baltic States' Summer Strategy12:00 - March Planning Drives August Performance16:00 - The Weather Connection We All Missed21:00 - Mobile Optimisation as Summer Strategy26:00 - Three Steps to Challenge Your Seasonal DefaultsThe Default Assumption Problem (02:00)Matt opens with a provocative question: why are we so comfortable with predictions that essentially amount to "our business will perform badly for the next three months"?"We're planning for our businesses to underperform for a quarter of the year. And we call this acceptable business practice," Matt explains. These default assumptions - that sales drop in August, nothing happens after Father's Day until September, that it's just how these businesses work in summer - become self-fulfilling prophecies.When entire industries expect decreased activity, they collectively create the conditions that make it true by reducing marketing spend, operating skeleton crews, and delaying product launches until September.Why One Team Grew 19% During Summer (05:00)The post-summer analysis revealed a stark contrast between two teams. One experienced the predicted 50% sales drop from peak. The other grew 19% year-on-year during their slowest period."What's been nagging at me - 80% of that growth was from new customers rather than just doing discounted offers to existing customers," Matt shares. The successful team challenged the default by staying engaged when competitors pulled back, focusing on mobile optimisation when browsing intensified, and ramping up marketing during a period when ad costs were lower.The impact extended beyond summer - by mid-September, they were already 25% ahead on sales compared to the previous year.March Planning Drives August Performance (12:00)Perhaps the most crucial insight: "August performance isn't dependent on what we do in August. It is dependent on what we do in March and April."Research shows that 70% of consumers made their summer purchases in March, April, and May - only 19% waited until June. "We weren't just experiencing summer slumps," Matt reveals. "We were missing the planning window that drives summer performance."This means that scrambling for summer offers in July is already too late. The businesses that thrived during summer 2025 were those that ramped up marketing in spring, when customers were making summer purchase decisions.The Weather Connection We All Missed (16:00)During UK heatwaves, web revenues fell 47.8% during peak temperatures. But here's what most businesses missed: revenues increased 17.4% in the week before the heatwave as people prepared for extreme conditions."This perfectly illustrates why conversion matters more when traffic patterns shift," Matt explains. "During summer, if mobile browsing increases but overall traffic might be unpredictable due to weather, holidays, and changing routines, then every visitor becomes more valuable."The businesses that thrived weren't ignoring the weather - they were planning for it and optimising for the reality that customer behaviour becomes less predictable but potentially more valuable.Resources Mentioned📌 Challenge the Default Grid - Free tool for questioning business assumptions: https://www.ecommerce-podcast.com/resources📌 Baltic States eCommerce Data - Summer spending increases 15%📌 Mobile Commerce Statistics - 78% of eCommerce traffic now mobileToday's GuestToday's guest: Matt EdmundsonCompany: AurionWebsite: https://aurioncompany.com/LinkedIn: https://linkedin.com/in/mattedmundson

Sean Stone reveals why successful Shopify strategies often destroy Amazon performance and how treating Amazon as a unique marketplace can transform your results. His agency works with million-dollar brands achieving 20% conversion rates on Amazon whilst Shopify sellers celebrate 3%.We explore why Amazon shoppers behave completely differently from website visitors, how the platform's algorithm rewards different behaviours, and why your product bundling strategy needs a complete rethink. Sean shares his PAIR framework (Promotions, Advertising, Inventory, Rankability) and introduces his free Conversion Rate Benchmark Buddy tool that helps sellers identify which products can realistically rank on Amazon.Key Point Timestamps:04:26 - Why treating Amazon like Shopify kills performance08:09 - The product strategy flip: smaller packs, lower prices13:43 - Rankability: Sean's made-up word that works18:00 - The free GPT tool for competitor analysis23:32 - Click-through rate tactics that mirror YouTube29:43 - The PAIR process framework36:05 - When Amazon makes sense vs when it doesn't49:57 - The BCIT framework for keyword dominationWhy Treating Amazon Like Shopify Kills Performance (04:26)Sean's core insight challenges how most eCommerce founders approach Amazon. "A lot of people try to treat Amazon like it's not its own unique channel," he explains. "You wouldn't do that if you started selling your products in Walmart, but why are you treating Amazon the way you're trying to treat Shopify?"The fundamental difference lies in shopper behaviour. Shopify visitors have already chosen to engage with your brand specifically. Amazon shoppers are actively comparing you against every competitor in real-time, focusing purely on finding the best product at the best price with fastest delivery.This creates completely different success metrics. Where a 3% conversion rate makes Shopify sellers celebrate, Sean would tell Amazon sellers with similar performance that "your product is broken, you should liquidate your inventory and get something new."The Product Strategy Flip: Smaller Packs, Lower Prices (08:09)The strategy that works brilliantly on Shopify - increasing average order value through larger bundles - becomes Amazon suicide. Sean explains the inverse approach needed:"Instead of focusing on getting your CPA down to $20 a customer and selling an $80 product through a series of funnels... you end up trying to get your price point down to a place where you can sell a $14.99 product with a $3 cost per acquisition."Using supplements as an example, where Shopify might sell 90-day supplies for $60, Amazon success comes from 30-day supplies at $20. Different pack sizes and price points deliver the same profit margins when accounting for volume and organic ranking benefits.Rankability: The Made-Up Word That Works (13:43)Sean's concept of "rankability" - a product's ability to reach the top five organic spots through a combination of PPC and deals - becomes central to Amazon success strategy."The big opportunity on Amazon is not just that you can sell a product and limit your ad spend and make a sale. The big opportunity is you can sell a huge quantity, get a ton of new customers who now know about your brand and get them through getting your product to show up at the top of the page without paying to be there."The key lies in conversion rate advantages. When one client discovered they had double their competitors' conversion rates across multiple keywords, Sean's immediate response was: "You're going to need to triple your inventory order on this product today."The PAIR Process Framework (29:43)Sean's systematic approach breaks down as Promotions, Advertising, Inventory, and Rankability:Promotions: Limited time deals running 14 out of every 28 days, creating continuous promotional momentum whilst staying within Amazon's rules.Advertising: Focus on organic ranking growth rather than immediate ROAS. Spend money where you know you'll grow most organically.Inventory: Never go out of stock. "On Amazon, you are going to be punished aggressively by the algorithm for going out of stock. It's better to turn off your ads while you're still in stock."Rankability: Use conversion rate analysis to identify which products can realistically dominate their keywords.The BCIT Framework for Keyword Domination (49:57)Sean's closing framework provides tactical execution: Benchmark, Compare, Isolate, Track."Find your competitors conversion rate, then compare your conversion rate to competitors conversion rate. When you isolate each keyword where you have a conversion rate advantage, create exact match campaigns and spend like crazy on that keyword."The isolation step proves crucial - instead of lumping keywords together, create individual campaigns for conversion advantages. Give each keyword its own budget and monitor organic ranking improvements as you spend.Today's GuestToday's guest: Sean StoneCompany: Stones GoodsWebsite: stonesgoods.comLinkedIn: Connect with Sean on LinkedIn

Digital marketing veteran Vlad Zhovtenko reveals why data has become the single biggest lever in modern e-commerce marketing. After 25 years in the industry, he explains how businesses can transform from guessing to growing by owning and leveraging their customer data strategically.We explore how the shift from platform-dependent marketing to data ownership creates competitive advantages, why TikTok's rise as a search engine changes everything, and how AI is reshaping how customers discover and buy products. Vlad shares his practical framework for identifying the 1-2 metrics that actually drive business growth, avoiding the AI analysis trap, and adapting to constant platform algorithm changes.Key Point Timestamps:07:49 - Data as the biggest single lever in digital marketing08:46 - How businesses can now own and control their data10:14 - TikTok's evolution into a major search engine17:55 - Framework for choosing metrics that matter20:45 - Real example: The missing chat button case study25:06 - Why AI can't replace business context34:12 - Starting an e-commerce business the right wayData as the Ultimate Marketing Lever (07:49)Vlad cuts straight to the heart of modern digital marketing: "I don't think it has changed much, at least in my perception. I say that is data. It's just that for the last sort of like five years maybe, the data became a real lever for you."The fundamental shift isn't about new platforms or tactics—it's about ownership. For years, e-commerce operators were digital sharecroppers, planting campaigns on Meta's land and Google's tools while never controlling the insights that powered their growth.Now businesses can feed their own data back to platforms with proper rules and regulations, becoming "the source to train their optimisation." This creates a compound advantage where your data improves your results, which generates better data, creating an upward spiral that competitors can't easily replicate.The Search Revolution Hiding in Plain Sight (10:14)While businesses obsess over Google rankings, consumer behaviour has fundamentally shifted. "TikTok is growing to become a major search engine just because how many people use it," Vlad explains.This creates a three-layer challenge:Traditional SEO strategies may miss where your customers actually searchAI recommendation engines operate on completely different rules than search botsSocial commerce platforms blur the lines between discovery and purchaseThe solution isn't to abandon Google, but to understand where your specific audience searches and optimise accordingly. "Getting the data as to how they operate, getting into that game if search engine traffic is important for a business is critical," Vlad notes.The Framework That Cuts Through Data Overwhelm (17:55)Vlad's approach to metrics selection is brilliantly simple. Focus on three questions:"What you can actually measure" – Many businesses track metrics they can't properly measure, leading to decisions based on unreliable data."What you can actually influence" – Tracking vanity metrics you can't directly impact wastes mental energy and resources."Pick up out of them, I don't know, one or two" that actually push the business forward.He demonstrates this with a practical example: A jewellery maker saw leads dip in August. Instead of diving into conversion optimisation, Vlad identified the real bottleneck was lead generation. The business expected 30-something customers to commit to in-person visits without easier ways to ask initial questions. One missing chat button was throttling the entire business.Beyond Platform Dependence (25:06)The temptation to dump data into AI and expect magic insights is strong, but Vlad warns against this "lottery-ticket approach" to business intelligence."The challenge with AI is that you as a consumer of AI response need to be able to independently validate that data," he explains. "You need to make a decision if the response is applicable or not."Successful businesses combine AI tools with deep understanding of their specific customer behaviour, market position, and operational constraints. They ask AI to help explore business-critical questions they've already identified, rather than seeking generic advice.Today's GuestToday's guest: Vlad ZhovtenkoCompany: RedTrack.ioWebsite: redtrack.ioLinkedIn: Connect with Vlad on LinkedIn

Your website's gonna get rammed on Black Friday - but are you actually ready? In the fourth instalment of our Black Friday strategy series, Matt Edmundson reveals nine battle-tested tips that address the operational realities most brands completely ignore.Episode SummaryThis episode cuts through generic Black Friday advice to focus on what actually happens when your traffic explodes, customer service gets flooded, and 70% of sales shift to mobile devices. Matt introduces the 'mom test' - a simple but powerful framework for validating your Black Friday offers before they go live. We explore why Black Friday is really a two-week opportunity, not a single day, and cover essential operational preparations from site speed optimisation to weekend customer service planning.Key Point Timestamps:06:00 - Introducing the Mom Test Framework07:00 - Site Speed: Your Hidden Conversion Killer08:00 - Customer Service: Planning for the Flood11:00 - Why Paid Media Gets Expensive (And What To Do)13:00 - Social Media: Building Anticipation14:00 - Mobile Reality: 70% of Sales Happen Here15:00 - Cart Abandonment: Thursday's Big Challenge16:00 - The Two-Week Mindset Shift18:00 - Creating Year-Round Black Friday PagesThe Mom Test Framework (06:00)At the heart of Matt's approach lies what he calls 'the mom test' - a deceptively simple validation method that prevents most Black Friday disasters before they happen."My mum is not the most technically savvy person on the planet, so if she can navigate it, I know other people will be okay with them as well," Matt explains. The test involves sending your Black Friday landing pages, offers, and purchase flows to someone who isn't your ideal target market but represents average technical ability.Beyond preventing customer confusion, the mom test dramatically reduces customer service load by identifying common pain points before they become hundreds of support emails on Monday morning.Mobile Reality: 70% of Sales (14:00)"70% of sales on average on Black Friday weekend are gonna happen on a mobile device," Matt reveals, highlighting a critical reality most brands overlook in their preparation.This isn't just about having a responsive design. Matt emphasises comprehensive mobile testing: "I want my mum in the mum test to do everything on her mobile. I want to talk to a friend who's got an Android because my mom's got an iPhone. I want to test it on Android as well."The testing needs to cover the entire purchase journey across different devices, screen sizes, and operating systems to ensure nothing breaks when traffic spikes.The Two-Week Opportunity (16:00)Perhaps Matt's most powerful insight is reframing Black Friday entirely: "Black Friday now lasts two weeks. It's the week before and it's the week after, right? Starting with Cyber Monday, the week after going through."This shift from viewing Black Friday as a single event to understanding it as a two-week marketing opportunity completely changes how you plan, execute, and measure success. Instead of cramming everything into one overwhelming day, you can build anticipation, test systems, and create multiple touchpoints.Matt's team once ran '12 Days of Christmas' campaigns with different offers each day, keeping customers engaged throughout the extended period rather than relying on a single promotional push.Planning for Operational Reality (08:00)While competitors focus on offers and acquisition, Matt emphasises preparing for what actually happens during Black Friday. Your standard Monday-to-Friday customer service won't cut it when weekend queries pile up."You're gonna want customer service staff to man the emails, the live chat, and the phone over the weekend," he advises. "If you leave it until Monday, people feel forgotten, and you'll come in to hundreds of emails."The episode covers essential operational preparations including site speed optimisation, customer service staffing, cart abandonment strategies for Thursday's high abandonment rates, and creating permanent Black Friday landing pages that build SEO authority year-round.Today's GuestToday's guest: Matt EdmundsonCompany: AurionWebsite: https://aurioncompany.com/LinkedIn: https://linkedin.com/in/mattedmundson

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