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
Aug 8, 2025 • 37min
What is the future of eCom? on DTC Hotline Episode 1
Luke Austin, known as 'The Weatherman,' and Tony Chopp, 'The Chopper,' both from Common Thread Collective, share their e-commerce expertise. They dive into pressing dilemmas like why Meta cost caps often freeze up and the importance of fresh creative content in ads. The duo discusses tools for competitor analysis, tactics to enhance customer lifetime value, and when to launch new campaigns. They also illuminate how AI can inform strategy, challenging the notion of whether eCommerce is truly improving.
Aug 7, 2025 • 48min
The Secret That Prepares Accelerator Brands for 8-Figure Success
Joy Sharma and Jan Almuni, leaders at Common Thread Collective’s Growth Accelerator program, dive into the art of scaling brands from seven to eight figures. They discuss the significance of creative volume and the effective use of the 'two-and-two' marketing calendar for consistent growth. Discover how landing page testing can illuminate customer insights and the crucial role of retention at every growth stage. They also introduce innovative marketing strategies, including leveraging gift cards to boost customer engagement.
Aug 5, 2025 • 34min
Last Week’s Podcast Crushed on X—Here’s Why It Did
Discover the surprising elements behind a recent podcast's success, focusing on storytelling and authenticity. The hosts delve into the art of creating compelling narratives and the dedication it takes to stand out in a crowded market. They discuss how D2C brands can connect genuinely with influencers to overcome rising ad costs. The conversation emphasizes the importance of unique personal stories over trends, highlighting how effective storytelling can significantly engage audiences and drive business results.
Jul 31, 2025 • 20min
We Ran Incrementality Tests... Meta’s Tool Didn’t Win
Tony Chop, VP of Paid Media at Common Thread and an expert in incrementality testing, shares insights from testing Meta’s Incremental Attribution Tool. He reveals that the three conducted tests raised questions about Meta’s reported impacts, especially for new customer acquisition. Tony discusses high-fidelity geo holdout tests using real revenue data, emphasizing a cautious approach toward adopting new tools. Additionally, he highlights the effectiveness of campaigns targeting existing customers and the importance of robust measurement strategies in advertising.
Jul 29, 2025 • 1h 54min
Lessons from 11 Years of Building an Agency — and What Happened After
In this engaging conversation, Andrew Faris, a growth expert and partner at Taylor Holiday, discusses the transformative acquisition of Common Thread Collective. They explore how service businesses generate more cash and the unique dynamics that influence agency valuations. Andrew reveals insights into the challenges agency owners face, including burnout and mismanaged partnerships. Listeners learn about the emotional complexities tied to selling a business and the importance of aligning equity with goals for long-term success. It's a candid reflection on growth, strategy, and the evolution of agency life.
Jul 29, 2025 • 1h 54min
Lessons from 11 Years of Building an Agency — and What Happened After
Join Taylor Holiday, a seasoned agency leader and business strategist, as he discusses the recent acquisition of Common Thread Collective with his partner, Andrew Faris. They delve into the shift in agency dynamics, emphasizing how service businesses can generate more cash compared to e-commerce brands. Learn about the emotional toll of agency ownership, the significance of strong partnerships, and the nuances of equity distribution. Plus, they reflect on early missteps in the digital marketing landscape and share valuable insights on navigating growth and maintaining client trust.
Jul 24, 2025 • 22min
Summit Recap: Lessons You Only Learn From Talking with Clients In Person
Delve into the transformative power of in-person meetings, where face-to-face conversations reveal issues hidden behind screens. Discover the universal creative volume challenges brands face and strategies to overcome them. Explore leadership struggles that CEOs often mask and the essential trust-building between agencies and clients. Learn how personal interactions can redefine advertising strategies and enhance brand experiences in a shifting economic landscape.
19 snips
Jul 22, 2025 • 1h 6min
CTC Summit: Why 2025 eCom Is a Tale of Two Cities: Winners & Losers
Dive into the stark realities of the e-commerce landscape as trends predict a sharp divide between winners and losers by 2025. Discover the economic signals that may tilt the scales for brands, revealing why some will flourish while others face collapse. Gain insights into navigating current challenges like tariffs and shifting consumer behavior. Learn about the critical role of clarity, data leverage, and innovative marketing strategies to ensure resilience and growth in a tumultuous market.
10 snips
Jul 17, 2025 • 24min
14 Days, $1.28M: We CRUSHED Our Million-Dollar Challenge!
Join Luke Austin, VP of e-commerce strategy at Common Thread Collective, as he shares insights from a thrilling 14-day challenge that raked in $1.28 million. Discover the strategic marketing maneuvers that turned a critical moment into explosive growth. Luke breaks down how they closed a daunting revenue gap in just four days by leveraging data, innovative collaborations, and forecasting. Learn why clarity in marketing strategies is crucial for driving success and how to enhance decision-making processes for substantial revenue spikes.
Jul 15, 2025 • 31min
Inside CTC’s New Strategic Partnership: What's Next?
Discover how Common Thread Collective transformed from a small startup into a mission-driven agency connecting marketing to real financial results. Hear about their strategic partnership with Acacia and the exciting technology roadmap ahead. The conversation highlights the cultural shift towards prioritizing customer experience and shareholder value while navigating the challenges posed by the pandemic. This behind-the-scenes look at their journey promises insights into the future of ecommerce.
