eCommerce MasterPlan

Brian Walmsley is the founder and CEO at ReBorn, the world’s first homewares brand made entirely from local waste. Founded in 2022 they now sell via wholesale, Amazon, and their Shopify store, and are doing £500,000 a year.  Hit PLAY to hear:  ♻️ How Brian turned local plastic waste into a £500K/year homewares brand 🚫 The prototype that bombed—and what it revealed about real customer tastes 🛍️ Why relationships (not cold emails) get you into retailers like John Lewis 🌱 The #1 mistake brands make when trying to “go sustainable” 🤝 How to grow your team with sweat equity (and avoid legal headaches) 🔄 The genius supply chain move that became a brand story goldmine  Key timestamps to dive straight in: [04:04] "Sustainable Housewares Market Opportunity" [09:19] Recycled Materials Procurement Overview [12:55] "Combining Qualitative and Quantitative Insights" [15:15] Hybrid Teamwork Approach [17:30] Key Partnerships: Legal & Human Focus [20:55] "Category Building for Profitability" [21:50] Listen to Brian’s Top Tips!  Full episode notes here: https://ecmp.info/548..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

What 10 Years of Hosting the eCommerce MasterPlan Podcast Taught Me with Chloë Thomas Ten years. 100s of episodes. Thousands of insights. As host of the eCommerce MasterPlan Podcast, Chloë Thomas has spent a decade uncovering what really works in eCommerce — and what’s just hype. In this special 10-year anniversary AMA, Chloë fields listener questions covering the past, present, and future of the industry. If you’re a founder, marketer, or eCommerce professional trying to cut through the noise, this episode is your shortcut to the lessons that actually last. Huge thanks to all the listeners who submitted questions –  Janis Thomas, Look Fabulous Forever Edward Scott-Finnigan, Webinar Connoisseur Jamie Huskisson, JH (The Breakthrough Agency) Tony Sousan, Fractional CTO Tamsin Burford, Winternational Ski Wear for Women Kelly A. Mahoney, KleerMail Olivia Staub, Yotpo  Hit PLAY to hear: What hasn’t changed in eCommerce (and still drives sales) The tech that rewired the industry (hint: not AI) Why retention starts before the first purchase The weirdest podcast moments from 900 episodes Chloë’s advice to future eCommerce leaders  Key timestamps to dive straight in: 05:59 Editing Challenges in Podcasting 09:18 eCommerce's Unchanging Goals 13:03 "Enduring Presence of Magento One" 14:55 Challenges of Online Fashion Boutiques 20:16 "Buy Buttons: Website's End?" 21:18 Websites Will Survive AI Shift 27:08 Seasonal Marketing Strategy Planning 30:19 Recommerce Strategy for Customer Retention 33:41 Targeted Advertising and Social Proof 36:32 Seasonal Customer Value Analysis 38:49 eCommerce Strategy & Legacy Advice  Full episode notes here: https://ecmp.info/547..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

Mike Turner is the founder and MD of Bird & Blend Tea Co. Developing, producing and selling the UK’s largest range of unique and exciting tea blends. Founded in 2012 Bird & Blend are on track to drive sales of £20million in the next year. They are selling internationally via their Shopify store, and via their 25 high street stores in the UK.  Hit PLAY to hear:  🤯 How a market stall became a near £20M empire! 🤫 The surprising reason Bird & Blend still handles their own fulfillment. 🛍️ Unlock the secret to blending online & physical stores for ultimate customer love. 🚀 Mike's no-nonsense tips for scaling your eCommerce without losing your soul. 🤔 Ever wondered how to truly nail the customer experience? This episode has answers! 👂 Discover the management style that empowers a winning team (and what not to do!).  Key timestamps to dive straight in: [05:59] Bird & Blend's Journey to Success [08:19] Adapting Through Business Growth Stages [12:45] Management Self-Reflection Journey [13:42] "Connecting Business Dots from Experience" [18:10] Aligning Retail and eCommerce Experiences [19:49] Email List Building Strategy [22:02] Listen to Mike’s Top Tips!  Full episode notes here: https://ecmp.info/546..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

Renee Cizel & Giorgia Rossi from Possum Play, sellers of the play sofa that transforms into 100s of different configurations! Founded in 2021 they now sell internationally via their 3 country specific Shopify stores, with 40,000 happy families loving the product already.  Hit PLAY to hear:  🎯 How Possum Play hit 40,000 customers with just a 3-person team 🚀 The smart, low-budget strategy behind their global expansion 📦 Why they fulfilled their first containers by hand—and what it taught them 🧠 The "do it yourself until you can’t" rule that protects their profits 🛋️ How they built a hero product and resisted the urge to over-expand 💡 The hiring mindset shift that helped them scale without burnout  Key timestamps to dive straight in: [05:07] "Appreciation for 3PL Partners" [10:02] Founders' Struggle: Control vs. Growth [13:44] Hiring for Potential, Not Experience [14:31] "Impact of Past Experience on Success" [18:08] Word-of-Mouth Growth Strategy [19:51] Listen to Renee and Giorgia’s Top Tips!   Full episode notes here: https://ecmp.info/545..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

Ira Guha is the founder at Asan Cup who are on a mission to eradicate period poverty and tampon waste with their innovative reusable menstrual cup. Designed and patented whilst Ira was a graduate student at Harvard, the business launched in 2021 and now serve around 10,000 customers a month via their Shopify site, Amazon and Wholesale.  Hit PLAY to hear: 🩸 How one accidental discovery led to a booming eCommerce biz! ♻️ Ditch the guilt! Learn how sustainability can actually boost sales. 💰 Product expansion secrets: What to sell when you only sell ONE thing... 📣 The real deal on purpose-driven marketing (it's NOT what you think). 🌍 From India to the UK: Mastering eCommerce in totally different markets. 🚀 The future of fem-tech is here! Get a sneak peek at Ira's vision. Key timestamps to dive straight in: [06:28] UK-India eCommerce and Wholesale Business [09:22] "Sustainability & Period Poverty Solutions" [13:19] Cycle & Carbon Footprint App [14:45] "Balancing Purpose and Product in Marketing" [19:19] Listen to Ira’s Top Tips! Full episode notes here: https://ecmp.info/544..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

Dan Bond is the VP of Marketing at RevLifter, software that drives intelligent offers to boost your bottom line. Dan joins us to reveal how smart, data-driven promotions can increase conversions, raise AOV, and protect your margins — all without blanket discounting. If you're tired of giving away profits and ready to make your offers work smarter, this episode is a must-watch! Hit PLAY to hear: 🎯 Why blanket discounts are killing your margins — and what to do instead 📈 How Radley London increased AOV by 20% while discounting less 🧠 The power of intent-based offers (and how AI figures out who needs a nudge) 🔍 The #1 offer most brands run—but almost never optimize ⏳ Where to start if your eCommerce team is strapped for time 💡 Why some shoppers shouldn't see your promotions at all  Key timestamps to dive straight in: [06:13] Intelligent Targeting in Marketing [06:48] "Intelligent Targeting for Effective Offers" [11:24] Optimising Promotions for Cost Savings [13:49] eCommerce Funnel & Intent Analysis [18:49] Evolving Customer Interaction Strategies [20:47] Listen to Dan’s Top Tips! [29:16] Get a 90-day free trial from RevLifter https://ecmp.info/revlifter       Episode sponsored by RevLifter. Grab your 90-day free trial here https://ecmp.info/revlifter . Full episode notes here: https://ecmp.info/543Try out RevLifter for FREE for 90 days >>> https://ecmp.info/revlifter .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

Rachel Hanretty is the founder and CEO at Mademoiselle Macaron, sellers of handmade luxury French macarons. Rachel’s grown the business from a market stall in 2013 to a 7-figure business. They now sell via their Shopify store to both DTC and B2B customers, via marketplaces like Not on the High Street, and about 40% of turnover is B2B sales.  Hit PLAY to hear: Why skyrocketing rent pushed Rachel to shut her shop—and scale faster The Shopify setup mistake that nearly broke their backend How freezing macarons unlocked 7-figure fulfillment The agency breakup that every ecommerce founder should learn from What finally pushed them to stop waiting and start selling proactively How French flair (and flavor) became their brand’s superpower  Key timestamps to dive straight in: [03:51] Shift from Storefront to Online Sales [07:54] Customizable Macaron Packaging Options [12:48] Consolidating Services Led to Conflict [16:19] Testing Separate Agency Strategies [20:09] Embracing French Roots in Business [21:55] Listen to Rachel’s Top Tips!    Full episode notes here: https://ecmp.info/542Try out RevLifter for FREE for 90 days >>> https://ecmp.info/revlifter .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

Johanna Preston is the co-founder and co-designer at Preston Zly, creators of beautiful, unique, and powerful footwear for women who embody these same qualities. They sell via their Shopify store and physical showroom. Founded over 20 years ago they now do around $350,000 a year.  Hit PLAY to hear: How Johanna's shift from retail to eCommerce skyrocketed her sales 📈 The secret behind why preorders are a game-changer for her business 💥 How a bold yellow shoe became one of her bestsellers (and almost didn’t exist!) 👠 Why your email list is more valuable than any social platform 📧 The planning strategy Johanna uses to keep her business on track (hint: no tech tools involved!) 📅 How designing with purpose has made her brand a standout in luxury footwear 👣  Key timestamps to dive straight in: [05:37] "Embracing Freedom: Post-COVID Business Shift" [10:03] Structured Fashion Design Process [11:33] Magazine Planning Visualization Wall [15:22] "Maintaining Personal Client Relationships" [17:55] "Prioritize Building Your Mailing List" [21:28] Listen to Johanna’s Top Tips!    Full episode notes here: https://ecmp.info/541Try out RevLifter for FREE for 90 days >>> https://ecmp.info/revlifter .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

Nick Reed is the founder of Neem London, a men’s fashion brand focused on making climate-conscious clothing. He also has a phenomenal background in men’s fashion buying – he was instrumental in taking Charles Tyrwhitt from £10m to £200m. He spent 4 years driving buying efficiency at Moss Bros. Neem London was founded in 2021, and sells via its Shopify store & London shop. They now are doing £400-£500,000 a year.  Hit PLAY to hear: 💰 Steal this! The exact Klaviyo flows that BOOSTED conversions (and how to set them up). 👋 Ditch Zuck? How this brand scaled without spending on Meta ads (yet!) 🤯 eCommerce SEO is NOT dead: Simple tweaks for ranking higher & getting found 🔍 🎪 Pop-up shop SECRETS: Turn events into a customer goldmine 💰 (bananas & treasure maps??) 🤫 Untapped traffic: Why you're sleeping on YouTube Shorts & Pinterest for sales 😬 The #1 mistake eCommerce stores make with physical locations (don't let this be you!)  Key timestamps to dive straight in: [03:53] Store Relocation and Expansion Strategy [07:11] The Challenges of Fixed Costs [13:39] "Creating a Welcoming Store Atmosphere" [15:02] Evaluating Customer Acquisition Costs [19:18] Strategic SEO & Branding Focus [22:36] Listen to Nick’s Top Tips!   Full episode notes here: https://ecmp.info/540Try out RevLifter for FREE for 90 days >>> https://ecmp.info/revlifter .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

Tom White is the owner of The Best Backyard, an Australian eCommerce store selling outdoor kids play equipment, furniture and other garden products. Founded in 2020 Tom bought the business in 2024 and in 12 months has rocketed sales to nearly $2million.  Hit PLAY to hear: 🚀 How Tom White turned a small eCommerce store into a $2M business in just 12 months 💡 The #1 mistake most eCommerce owners make when scaling—and how to avoid it 📊 Why data (not gut feelings) is the secret weapon for skyrocketing sales 🔥 The marketing moves that actually work—without burning your ad budget 🛒 Buying vs. building an eCommerce business: Which one is right for you? 💰 How to know when it’s time to sell your online store for maximum profit  Key timestamps to dive straight in: [05:23] Tom's SEO Strategy: Purchase, Improve, Sell [09:41] Disorganized Business Takeover Challenges [15:42] SEO Boost for eCommerce Growth [18:14] "Embracing Location Independence in Business" [20:34] Automating Tasks and Staffing Strategy [25:46] Listen to Tom’s Top Tips!   Full episode notes here: https://ecmp.info/539Try out RevLifter for FREE for 90 days >>> https://ecmp.info/revlifter .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