eCommerce MasterPlan

Andrew Steel is the eCommerce Director at Charles Bentley. Founded 160 years ago as manufacturer of chimney sweeping brushes, they now balance selling brushes and cleaning products via wholesale and dropshipping to some of the UK’s largest retailers and running their own home and garden eCommerce store. Annual Sales are now at around £30million across the group.  In this episode, Andrew shares the hard-won lessons behind managing 20+ sales channels, mastering stock control, and scaling a heritage brand in today’s competitive eCommerce landscape.  Hit PLAY to hear: 🎯 How Charles Bentley sells on 20+ channels (without going crazy) 📦 The clever stock-splitting system that prevents overselling nightmares 🧹 Why cutting SKUs from 1,300 to 600 actually boosted growth 📊 How Andrew uses data, weather trends & search terms to forecast sales 💸 The truth about price scraping & keeping prices consistent across marketplaces 🤝 Why fractional experts can be your secret weapon for eCommerce scaling  Key timestamps to dive straight in: [03:57] Optimizing Retail Channels for Growth [07:44] Stock Management and Channel Optimization [12:08] Challenges in Retail Price Control [16:00] Evolving Expertise Through Technology Partnership [16:57] Longstanding Trusted Business Partnership [23:16] eCommerce Challenges and Recovery [24:54] Expanding Charles Bentley's European Market [25:35] Listen to Andrew’s Top Tips!  Full episode notes here: https://ecmp.info/565 --- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

James Rutter is the Chief Strategy Officer at COOK, home of award-winning frozen meals and puddings. Founded in 1997, and a BCorp since 2013! COOK now sell via their bespoke website, 111 shops across the UK, and via wholesale. And in the last 15 years they’ve grown from £30million to being on track for £150million in annual sales this year, of which about 1/5 are online.  In this episode, James reveals the three pillars that power COOK’s incredible growth — and how you can apply them to your business.  Hit PLAY to hear: 💡 Why culture is the ultimate competitive advantage in eCommerce 📝 James’ 7 Laws of Strategy (and why your strategy must fit on ONE page) 🛠️ How to make every team member feel like an “insider” 👥 Cook’s bold hiring program that brings in talent others overlook — and why it works 📈 The simple rhythm Cook uses to keep strategy, budgeting, and execution aligned 🔥 How to turn internal culture into external brand energy that customers love  Key timestamps to dive straight in: [03:57] "Vertically Integrated Retail Food Chain" [08:18] "Empowering People in Business" [12:54] "Balancing Recruitment with Social Impact" [15:55] Simplifying Strategy for Clarity [18:57] Painful Choices Ensure Strategic Clarity [21:21] Annual Strategic Planning Process [24:14] Cultivating Authentic Brand Connection [26:50] Confronting Brutal Facts [29:27] Listen to James’ Top Tips!  Full episode notes here: https://ecmp.info/564--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

Jeremy McCarty is the Chief Subscription and Content Officer of iFIT, a global leader in connected fitness via their NordicTrack, Pro-form, and Freemotion brands. In this episode, Jeremy reveals the proven framework he uses to build and scale subscription success at iFIT — a strategy that helps attract the right customers, keep them engaged, and grow loyalty over time.He shares how iFIT blends product, content, and customer insight to create a subscription experience that keeps people coming back month after month.Listen in to discover the key pillars behind his approach (including the 4-Bucket Framework) — and how you can apply them to your own eCommerce business.Hit PLAY to hear: 🎯 The exact 4-bucket framework Jeremy uses to grow iFIT’s subscription business. 🚀 Why retention is the real growth driver (and how to stop churn before it starts). 🏃 How “magical firsts” can keep new customers hooked from day one. 🌍 The bold content strategy that makes iFIT stand out from every other fitness brand. 🤖 How AI personalizes the user experience — and why it matters for engagement. 💡 The simple mindset shift every eCommerce brand needs to build loyal subscribers.  Key timestamps to dive straight in: [03:05] Building Long-Term Customer Relationships [06:42] "Start with the Customer" [12:44] Expanding Fitness Innovations to All [16:26] Jeremy's 4-Bucket Framework [17:55] "Delivering Value in First Impressions" [23:27] Listen to Jeremy’s Top Tips!  Full episode notes here: https://ecmp.info/563  --- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

Abhishek Chandra is the Chief Revenue Officer at GoKwik. Founded in 2020 their focus is on helping eCommerce brands unlock their growth by solving crucial challenges across the eCommerce funnel. Which is exactly what he’s here to help us all with in this episode!  Listen to discover why WhatsApp is the future of eCommerce — and how to use it to boost sales before your competitors catch on!  Hit PLAY to hear: 💬 What conversational commerce really means (and why it’s a game-changer for DTC brands) 📲 How WhatsApp can take customers from “Hi” to “Buy” in under 2 minutes 🚀 Why now is the perfect time to get on WhatsApp before BFCM 🔑 The 30–40 day “warm-up” strategy that turns customers into eager buyers 📊 Real-life results (including how one brand made £1M in a single day!) 🛠️ Abhishek’s top tips for setting up WhatsApp marketing quickly & effectively  Key timestamps to dive straight in: [03:14] GoKwik: Empowering DTC Against Marketplaces [08:32] India's First E-Wallet Pioneer [12:06] Conversational Commerce Boosts Quick Sales [14:23] WhatsApp-Integrated Shopify Checkout Process [18:20] WhatsApp: Essential for DTC Brands [23:06] WhatsApp's Innovation and Growth [24:53] Streamlining WhatsApp Marketing Setup [28:48] Listen to Abhishek’s Top Tips! [32:09] Get 25% off GoKwik’s annual subscription with the code MASTERCLASS  https://www.gokwik.co/   Episode sponsored by GoKwik. Use the code MASTERCLASS to get 25% off their annual subscription. https://www.gokwik.co/  --- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

Ian Leslie is an eCommerce CMO who’s also done stints in SaaS marketing, journalism, and education. Probably best known for his 10 years driving 15x eCommerce revenue growth at B2B eCommerce furniture brand Industry West, where (as regular listeners to this show will know) he was always up to something different with his marketing budget – that usually paid off! WWYD is a brand new format for the show - where we ask some of our favourite and most knowledgable eCommerce friends... "What would you do?". In this new WWYD? episode, Ian shares his roadmap for scaling fast—bootstrapped growth, nonstop testing, lean operations, and breaking the beliefs that hold brands back.  Hit PLAY to hear:  🚀 Ian’s playbook for driving hockey stick growth in a $10–25M ecommerce brand 🧪 Why constant testing across the funnel is the real growth engine 💸 How cutting overheads frees up cash to fuel marketing and product 🧠 The limiting beliefs holding back ecommerce businesses (and how to break them) 🤝 How to balance agency support with in-house agility for faster results  Key timestamps to dive straight in: [05:52] "Pragmatic Growth in SaaS Marketing" [07:52] Always Be Testing and Optimizing [12:08] Reevaluate Post-Retheme Testing Practices [13:03] Overcoming Imposter Syndrome in Testing [18:08] Dynamic Testing: Leadership's Role [19:19] Listen to Ian’s Top Tips!  Full episode notes here: https://ecmp.info/561  --- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

Charles Chakkalo is the Founding partner of Joey’z, an Amazon-first homewares brand. Since 2010, he’s been building a lean, everything-in-house Amazon operation focused on practical, everyday consumer goods. They also now sell across Walmart and eBay and even have a Shopify store too. In total, annual sales are now over $10million with growth at 20% year on year.  In this episode, Charles shares the real behind-the-scenes of scaling on Amazon—covering the wins, the struggles, and the lessons every eCommerce owner can use to grow smarter and faster.  Hit PLAY to hear:  How Joey’s grew into a $10M Amazon-first brand with 20% YoY growth 🚀 Why Amazon makes life easy—but also traps sellers in dependency The pros and cons of keeping warehousing and logistics in-house 🏭 Why retail arbitrage is fading and how private label builds stability The hidden role of logistics mastery in beating competitors What Charles sees as the next big growth move for Joey’s 🔑  Key timestamps to dive straight in: [05:22] "AI Boom Reflects Shifting Focus" [08:46] "Addicted to Amazon's Ease" [12:20] Outsource Advertising and Software [13:53] DTC Brand Growth Challenges [17:19] Pivot to Private Label Products [21:35] "Outsource Ops, In-House Amazon Fulfillment" [24:32] Listen to Charles’ Top Tips!  Full episode notes here: https://ecmp.info/560  --- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

Elina Panteleyeva is the founder of Dood Woof, a dog brand focused on Doodles. Founded in 2023, they hit $600k in year one, and are on track for sales of $2million this year. They’re already multichannel selling on their Shopify store, TikTok Shop, and Amazon.  In this episode, Elina reveals the exact strategies she used to grow fast, build a loyal community, and sell premium products without competing on price.  Hit PLAY to hear:  🚀 How a first-time founder turned a layoff into a $2M eCommerce brand in under 2 years 🐶 The niche marketing strategy that made Dood Woof dominate the Doodle dog market 📧 Why email (not discounts) is the secret weapon driving repeat sales and loyal fans 🛒 The unconventional reason Elina sends ALL ad traffic to Amazon instead of her website 💰 How to sell premium products on Amazon without joining the price war 🤖 The AI tools and automation ideas she’s exploring to scale without a big team  Key timestamps to dive straight in: [04:29] "Doodle Detangler Idea Journey" [08:24] Trusting EA with Daily Operations [10:47] Building Trust with VIP Customers [13:58] Maximizing Amazon Sales via Traffic [17:22] "Nurturing Customers Beyond Amazon" [20:00] Listen to Elina’s Top Tips!  Full episode notes here: https://ecmp.info/559  This podcast uses the following third-party services for analysis:Spotify Ad Analytics - https://www.spotify.com/us/legal/ad-analytics-privacy-policy/--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

Babs Noelle is the Ringleader at Alara Jewelry, sellers of artisanal, eco-conscious fine jewelry both designed in house, and supplied by renowned designers too. Founded in 2004 they now sell via their physical retail store, atelier by appointment only, at special events AND via their Shopify store. In total the company does $2.9m a year with 13% year on year growth, and the eCommerce store is booming – seeing 138% year on year growth.  In this episode, Babs shares the secrets behind building a purpose-driven brand, blending in-store magic with online strategy, and creating growth that’s both ethical and explosive.  Hit PLAY to hear:  How Babs turned a brick-and-mortar store into a booming Shopify success 📈 The clever reason everyone on her team works on eCommerce 💻🛍️ Why Montana sapphires are the hidden gem of ethical jewelry 💎 The simple service that makes virtual shopping feel personal again 🧑‍💻💬 How Alara built 138% online growth without sacrificing brand integrity The real difference between using “eco-conscious” as a word vs. a mission 🌱  Key timestamps to dive straight in: [05:13] Eco-Conscious Jewelry for Global Tourists [09:04] Diverse Roles in Jewelry Business [12:44] Three-Person Marketing Team [16:30] Virtual Custom Appointments for eCommerce [20:14] Artisanal Appeal: Unique and Sustainable [22:39] Ethical Jewelry Practices Explained [24:05] Listen to Babs’ Top Tips!  Full episode notes here: https://ecmp.info/558This podcast uses the following third-party services for analysis:Spotify Ad Analytics - https://www.spotify.com/us/legal/ad-analytics-privacy-policy/--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

Sanya Ristic is the Director of Innovation and Client Relations at illuminise, the UK’s leading Certified Adobe Commerce & Magento Agency, ranked #1 on Clutch.co. Sanya and her team create and maintain high-performance Magento 2 eCommerce websites that boost sales and improve conversion for their clients across B2B, B2C, and D2C.  AND Sanya’s bought one of her clients along: yes, we’ve got the brilliant Janis Thomas from Look Fabulous Forever back on the show!  Tune in to discover what a truly collaborative, high-trust agency relationship looks like—and how it can transform your eCommerce success.  Hit PLAY to hear: How a web agency-client relationship turned into true partnership 🤝 The one mindset shift that changed everything for Sanya’s agency Why your developers should be talking directly to you 👀 A real-world example of going from 10s to 2s page load time ⚡ What makes advertorials a secret SEO weapon 🔍 The emotional (yes, emotional!) side of eCommerce collaboration 💬 Key timestamps to dive straight in: [03:40] "Finding Mr. Right Unexpectedly" [08:15] Successful Website Outsourcing Experience [09:49] Client-Agency Collaboration Dynamics [13:52] Psychologically Safe Agency Relationship [18:14] Break Down Communication Silos [21:02] Podcast Insights: Navigating Business Relationships [22:25] Listen to Sanya and Janis’ Top Tips!  [27:31] Find out more about illuminise https://www.illuminise.com/   Episode sponsored by illuminise. Watch Sanya’s Meet Magento talk on co-creation, experimentation, and co-creating future together https://www.youtube.com/watch?v=ENFydeUcwQk . Fix your ads with Alvie. Go to https://ecmp.info/alvie and note ‘eCommerce Masterplan’ when you book a demo to enjoy a 3 months free trial.--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

Lynn Power is the co-founder and CEO at MASAMI a premium haircare brand. Founded in 2019 they now sell via their Shopify store and wholesale via Faire. Currently sales have reached just under $1million. Lynn’s also the founder of the Power Beauty Collab which she launched  in 2022 as a way for indie brands to help each other grow.  In this episode, Lynn shares the smart, scrappy strategies that helped her grow MASAMI—and how other indie eCommerce brands can do the same.  Hit PLAY to hear:  How Lynn built MASAMI into a nearly $1M brand—without big budgets 💥 The clever “pop-in” strategy that’s changing how indie brands do retail 🛍️ Why cash flow—not competition—is what kills most eCommerce brands 💸 The power of brand values (and how to use yours to drive growth) 🔑 What most founders get wrong about launching new products 🚫 Lynn’s secret sauce for retail sell-through success 🔄  Key timestamps to dive straight in: [03:48] Hair Hydration Breakthrough Partnership [09:35] Conscious Beauty Collective Origins [13:30] Temporary Retail Partnerships Strategy [16:54] Multi-Location Strategy Stabilizes Business [18:21] "Brand Values and Smart Collaborations" [21:21] Listen to Lynn’s Top Tips!  Full episode notes here: https://ecmp.info/556..This podcast uses the following third-party services for analysis: Spotify Ad Analytics - https://www.spotify.com/us/legal/ad-analytics-privacy-policy/--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy