eCommerce Evolution

The best brands do things differently. Jimmy Kim has taken a unique approach to growing Sendlane from obscurity to becoming one of the fastest-growing ESPs on the market. As both a former brand owner and a current tech leader, Jimmy brings a fresh perspective to DTC. He explores what he refers to as the "retention revolution," the need to rethink email strategies, and the changing landscape of DTC.Key topics explored:-The critical distinction between marketing to prospects versus customers, and understanding when to “hammer” and when to “nurture.”-Why sending more frequent emails can counterintuitively improve deliverability and engagement.-The growing importance of financial literacy and data-driven decision-making in the DTC space, with examples of brands excelling in this area.-How to effectively leverage click data as a powerful feedback loop for understanding customer preferences and refining your marketing messages. Most brands think they are utilizing click data, but they aren’t.-The benefits of an omni-channel approach and why successful brands are expanding beyond pure DTC to include retail and marketplace presence.

Ashly Knox, a key player at Henson Razors, discusses how the company soared to 8-figure success by marketing just one premium razor without discounts. She shares insights on the importance of first-order profitability and why focusing on cash flow is essential for sustainable growth. Knox emphasizes the value of creative constraints and effective inventory management, alongside the advantages of mastering a few acquisition channels. The conversation also highlights the benefits of YouTube marketing for long-term gain.

In this episode of the eCommerce Evolution Podcast, Eugenia Chen, founder of PandaLoon and CEO of Huxley Media Group, shares her secrets to creating viral content that can propel your brand to new heights. Discover the science behind crafting videos that captivate audiences, drive engagement, and boost your product's visibility across multiple platforms.Key Takeaways:-How PandaLoon drove 30 million organic views in just a week and 160 million organic views in the months that followed.-Understanding the importance of emotional hooks and how to grab viewers' attention.-Learning how to keep your audience engaged until the very end.-Exploring the differences between popular platforms like TikTok, Instagram Reels, and YouTube Shorts, and how to optimize your content for each.-Gaining insights into the power of organic content and how it can significantly impact your brand's success on platforms like Amazon.-Discovering the benefits of appearing on Shark Tank and how to capitalize on the exposure to drive sales and establish credibility.Tune in to hear Eugenia's incredible journey from math professor to successful entrepreneur, and learn how you can apply her proven strategies to create viral content that will skyrocket your brand's reach and engagement.

You've heard that creative is KING.In reality, it's probably King, Queen, and more.In this episode of the eCommerce Evolution podcast, I sit down with Dara Denny, a performance creative consultant who has worked with an impressive array of brands like Speedo, Laura Geller, Daily Harvest, and Condé Nast. Dara shares her wealth of knowledge on crafting ad creative that truly converts, diving into the importance of testing, iteration, and taking big swings. If you're looking to level up your ad creative game, this episode is a must-listen.Key topics and lessons include:-The power of specificity in ad creative, from calling out exact prices to reflecting customer age demographics-Why UGC isn't dead, but some of it does suck, and how to garner UGC that works!-How to strike a balance between data-driven iteration and taking big, bold creative swings-Dara's creative testing methodology, including how to structure tests and identify winners-Five ad formats that work, including feature-benefit callouts, "golden nugget" reviews, founder stories, statistics, and educational ads

In this episode of the eCommerce Evolution Podcast, Tomer Hen, CEO and co-founder of Switch Supplements, shares his secrets to leveraging affiliate marketing and influencer relationships to drive explosive growth for your brand. Discover how Tomer took Switch Supplements from zero to $30K in recurring revenue in just eight weeks and how you can apply his strategies to your own business.Key Takeaways:-Learn how to identify and build authentic relationships with high-impact influencers in your niche.-Discover the power of a non-transactional approach to influencer marketing and how it can lead to increased brand awareness, social proof, and sales.-Understand the Amazon-TikTok flywheel and how to capitalize on the spillover effect to boost your rankings and revenue.-Gain insights into turning your most passionate customers into a powerful army of affiliates and brand advocates.-Get practical tips on how to start implementing an affiliate marketing strategy, even if you're starting from scratch.Tune in to hear Tomer's inspiring story and actionable advice on how to harness the power of affiliate marketing to take your eCommerce brand to new heights.

In this episode of the eCommerce Evolution Podcast, I sit down with Savannah Knight, one of OMG Commerce's top Google Ads specialists, to discuss the often divisive topic of Performance Max. Savannah shares her secrets to success and busts common myths surrounding this powerful campaign type, helping listeners turn their "meh" campaigns into true profit drivers.Key topics and lessons covered in this episode:-Understanding the traffic composition of your Performance Max campaigns is crucial for making informed optimization decisions.-Utilizing best-performing creative assets and proper segmentation can significantly impact the success of your campaigns.-Savannah shares real-world success stories and the strategies behind them, including how to effectively use Performance Max for new customer acquisition.-Common mistakes to avoid when setting up and optimizing Performance Max campaigns, such as the "set it and forget it" approach and improper asset matching.-Exciting upcoming features for Performance Max, like asset-level performance insights and the "Bid for Profits" option, and how they can revolutionize your Google Ads strategy.Whether you're a Performance Max pro or just getting started, this episode is packed with actionable insights and expert advice to help you take your campaigns to the next level.

Profits are elusive right now for many sellers on Amazon. The game is getting harder, not easier.That's why I brought on Matt Snyder, CEO and founder of Brands Excel, to discuss two powerful tools for your Amazon seller tool belt: Seller Fulfilled Prime (SFP)Amazon Marketing Cloud (AMC)Matt's diverse background made for a great interview. He spent six years with the Dallas Mavericks (and has a few great Mark Cuban stories). He then transitioned into eCommerce, working with Woot.com and eventually Amazon after they acquired Woot. Later, he joined Veridesk as the VP of online retail, where he helped grow the brand to a mid-eight-figure business on Amazon, primarily using Seller Fulfilled Prime.In our conversation, we cover:Understanding Seller Fulfilled Prime (SFP): what it is, how it works, and when it's the right choice for your brand.The benefits of SFP: increased flexibility, control over inventory, and potential cost savings compared to FBA.Criteria for determining if SFP is a good fit for your products, such as high-value items, seasonal or unpredictable demand, and products with many variations.The importance of having the right infrastructure and partnerships in place to meet Amazon's strict SFP requirements.Leveraging Amazon Marketing Cloud (AMC) to gain deeper insights into advertising performance and customer journeys.How AMC can help break down data silos and optimize ad spend across various channels, including Amazon DSP.Real-world case studies showcasing the successful implementation of SFP and AMC strategies.Lessons learned from working with Mark Cuban during Matt's time with the Dallas Mavericks, emphasizing the importance of continuous learning and taking calculated risks.

I love disruptor stories, and Kevin Lavelle, the founder of Mizzen+Main (and now Harbor), has an overlooked but incredibly inspiring one.Kevin revolutionized the men's dress shirt industry with performance fabrics. Under his leadership, Mizzen+Main grew from a great product idea into a company that has sold hundreds of millions of dollars worth of shirts and is now available in 500-600 stores, including 10 Mizzen+Main stores.Now, he's tackling a new challenge by creating a more secure and stress-reducing baby monitor solution with Harbor. His journey provides a blueprint for innovative product design and successful company building.Here are a few key takeaways from the interview:Kevin Lavelle shares his entrepreneurial journey of founding Mizzen+Main and the inspiration behind launching Harbor, an innovative baby monitor solution. Discover how Mizzen+Main leveraged influencer marketing, including a highly successful sponsorship on the Tim Ferriss podcast, to scale the business rapidly. Learn valuable lessons about building and managing teams, giving feedback, and recovering from mistakes as a first-time founder. Harbor's unique approach to creating a more secure, reliable, and stress-reducing baby monitor system with remote night nanny services. Understand the importance of building genuine relationships and providing value to your target audience when launching a new venture.

In this episode of the E-commerce Evolution Podcast, Brett Curry sits down with Emmett Kilduff, co-founder and CEO of the Fortia Group, to discuss the current M&A climate for e-commerce brands and how to prepare your business for a successful exit. Emmett shares his insights from 25 years of experience in the M&A space, offering valuable advice for entrepreneurs looking to maximize their brand's value.Key topics and lessons discussed:- The current M&A climate for e-commerce brands and the impact of the COVID-19 pandemic on valuations- Understanding the three main types of buyers (strategics, private equity, and aggregators) and tailoring your exit strategy accordingly- The importance of focusing on bottom-line EBITDA margins and subscription-based revenue to increase your brand's attractiveness to potential buyers- Common red flags and discount factors that can negatively impact your brand's valuation, such as poor manufacturing facility scores and supply chain issues- The value of seeking mentorship and advice from experienced professionals who have successfully navigated the M&A process in your industryTune in to learn how you can prepare your e-commerce brand for a successful exit and maximize its value in the current M&A market.

We've all dreamed of quitting Amazon. And it's hard to argue with 800% growth in 4 years. That's why I was so excited to sit down with Sean Reyes, founder of ShockSurplus.com. I wanted to discuss Sean's journey of growing his business by 800% in just four years, his decision to break up with Amazon despite it accounting for 70% of his revenue at the time, and the importance of thinking like a media company.While most brands should NOT quit Amazon, some should. And his thoughts around margins and building content are valuable for all eComm brands. Key topics and lessons from the episode:-Sean's strategies for managing margins and advertising costs in a highly competitive environment with intense margin pressure.-The value of creating authentic, informative content on YouTube to build trust and authority with customers.-The decision to move away from Amazon due to high fees, lack of customer interaction, and increased competition on listings.-The importance of thoroughly understanding sales tax nexus laws to avoid costly mistakes and legal issues.-Sean's advice for eCommerce store owners looking to diversify their revenue streams and uncover new opportunities for growth.Quotable moments from the episode:"We've got to be more like a media company that sells parts rather than a parts company that does media. Because I always felt like once you have the experience of producing valuable content, you could direct it anywhere.""You need to get behind the product, use it to drive proper recommendations, and create a customer experience that no one else can give."