Ecommerce Playbook: Numbers, Struggles & Growth
Common Thread Collective
2020 transformed the world of ecommerce forever.
For the modern DTC brand, the rewards have never been greater. But the waters have also never been choppier, and the way forward has never been more uncertain.
So how do you navigate this dangerous new reality?
No matter how you do it, you’d better not do it alone.
That’s where the Ecommerce Playbook Podcast comes in — join Common Thread Collective’s Taylor Holiday & Richard Gaffin as they bring you guiding insights from across CTC’s portfolio of growing DTC businesses.
Whether you need a clear view on the macro issues affecting the world of ecommerce, or want to reorient your business around groundbreaking new big-picture strategies, Taylor & Richard are here to help answer the tough questions about what it takes to scale — and sustain — an ecommerce business.
For the modern DTC brand, the rewards have never been greater. But the waters have also never been choppier, and the way forward has never been more uncertain.
So how do you navigate this dangerous new reality?
No matter how you do it, you’d better not do it alone.
That’s where the Ecommerce Playbook Podcast comes in — join Common Thread Collective’s Taylor Holiday & Richard Gaffin as they bring you guiding insights from across CTC’s portfolio of growing DTC businesses.
Whether you need a clear view on the macro issues affecting the world of ecommerce, or want to reorient your business around groundbreaking new big-picture strategies, Taylor & Richard are here to help answer the tough questions about what it takes to scale — and sustain — an ecommerce business.
Episodes
Mentioned books
Feb 5, 2026 • 1h 24min
When AI Knows Everything, How Do You Decide Anything?
They explore how AI creates information overload that can paralyze ecommerce teams. Conversations cover conflicting forecasts, unreliable tests, and why more insight does not equal clearer decisions. They stress picking metrics that actually guide action, documenting playbooks for consistency, and favoring bold brand moves over endless tactical fiddling.
14 snips
Feb 3, 2026 • 30min
Agentic Commerce Is Here and It Changes Everything
Tony (Tony the Chopper Shop), an ecommerce and technical marketing practitioner focused on product data, feeds, and platform integrations. He explains agentic commerce, Shopify’s UCP work, and how AI agents can discover, compare, negotiate, and checkout for shoppers. Discussion covers why product catalogs and feeds are becoming the foundation of commerce and how social video and platform integrations make everything shoppable.
12 snips
Jan 29, 2026 • 39min
How our Prophit System Forecasts Creative Volume
Adrian Barkley, VP of performance creative at Common Thread Collective who builds creative demand models. He explains the Prophit System’s 12-month creative forecast and how it ties to spend targets. Topics include creative scoring and metrics, persona-focused ads and AI-generated briefs, vendor mixes and evergreen creative, and using forecasts to plan production cadence and expand channels.
4 snips
Jan 27, 2026 • 13min
Why Real Growth Comes From Accountability, Not Tools
The conversation centers on why durable growth comes from clear ownership and daily accountability rather than new tools. It highlights repeating forecast-measure-learn cycles, two operating rhythms for short and long wins, and the role of people in bringing software to life. Topics include confronting friction, linking team responsibilities to P&L, and the clarity-capacity-accountability framework for predictable growth.
7 snips
Jan 22, 2026 • 45min
CFO Summit: How to Get Your Forecast Back on Track
Forecasts are often inaccurate, but the key is swift response to discrepancies. Regularly assess progress with daily expectations and clear metrics to identify volume versus efficiency problems. Culture plays a vital role, with accountability essential to ensure ownership of misses. Implementing a daily analysis format helps teams act decisively. Extend campaigns when necessary, maintain creative ties to financial goals, and foster proactive forecasting through clear frameworks. Emphasize urgency in addressing gaps to enhance overall performance.
11 snips
Jan 20, 2026 • 34min
Creative Strategy Is Dead (Here’s What Actually Works in 2026)
Traditional creative strategies are failing businesses. Experts suggest treating creative as a supply chain aligned with growth instead of just brainstorming. Tying creative decisions to financial forecasts and media spend is crucial. They discuss the importance of modeling ad volume based on budgets and health metrics. Diversifying production sources and focusing on systems over singular great ads helps optimize efficiency. Real-time tracking and a profit engineer role are also necessary for success in this evolving landscape.
Jan 15, 2026 • 36min
Is AppLovin Actually Incremental? 8 Tests, Real Data, Real Results
Tony Chop, an experienced ecommerce/media strategist, and Connor McLaughlin, a paid media manager at Common Thread Collective, dive into the intriguing world of AppLovin. They discuss eight real incrementality tests, revealing AppLovin's conservative measurement and how it consistently shows positive impact. The duo shares tactical insights on campaign structure, optimal bidding strategies, and what creative formats work best for mobile games. They also predict AppLovin's rise as a significant player in paid media by 2026, backed by real data and learnings from Black Friday performance.
12 snips
Jan 13, 2026 • 35min
Why “Perfect Attribution” Is a Lie (And What Actually Matters)
In a thought-provoking discussion, Steve Rekook, Director of Data at Common Thread Collective, emphasizes that the pursuit of 'perfect attribution' is misguided. He argues that measurement should foster quick decision-making rather than aim for absolute accuracy. Steve highlights the importance of focusing on shared metrics that impact contribution margins and explains the interplay between marketing measurement methodologies. They also cover the hidden costs of precision and how to prioritize tests effectively for driving revenue.
13 snips
Jan 8, 2026 • 44min
The ‘Flow Era’ Is Coming: The End of ‘Easy’ DTC
The landscape of direct-to-consumer brands is shifting dramatically as the era of easy growth fades. Rising customer acquisition costs and economic constraints are forcing brands to rethink their strategies. Emphasizing free cash flow over revenue, operators are adopting a more disciplined approach. Real-world examples show how storytelling and innovation are key to driving sustainable growth. The discussion highlights the importance of financial savvy in navigating this new climate, paving the way for a more resilient future in ecommerce.
Jan 6, 2026 • 31min
The 3 Things Brands Must Get Right to Win in 2026
Join Luke Austin, VP of Ecommerce Strategy at Common Thread Collective, as he reveals the three essentials brands need to master for success in 2026. Discover why system integration is key for swift decision-making and how creative consolidation, especially with UGC, can boost performance. Luke dives into effective distribution expansion strategies across various platforms and emphasizes the importance of having a single source of truth for measurement and accountability. This discussion is a goldmine for anyone aiming for durable growth in the evolving ecommerce landscape.
