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
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.
4 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.
Dec 30, 2025 • 31min
26 Predictions That Will RESHAPE Commerce In 2026
Commerce in 2026 is set for a major reset, driven by AI becoming the core platform for shopping and creativity. The conversation reveals how machines will replace human judgment, turning creative strategies into liabilities. Autopilot systems are expected to outperform humans in decision-making and media buying. Expect dynamic, personalized AI stores and a universal feed eliminating the need for traditional oversight in inventory and pricing. This shifts the entire landscape of commerce, urging businesses to rethink their foundational strategies.
Dec 23, 2025 • 35min
What 53,000 Ads Reveal About Meta’s Andromeda Algorithm
Tony Chop, VP of Paid Media at Common Thread Collective, shares insights from analyzing 53,000 ads and $14.5M spent during BFCM. He discusses how Meta's Andromeda algorithm revolutionizes ad delivery and bidding strategies. Discover why creative volume surged and how video ads outperform static ones in efficiency. Tony reveals that user-generated content is twice as likely to win high spend. He emphasizes the need for diverse bidding approaches and the importance of fast testing in a rapidly evolving landscape.
Dec 18, 2025 • 55min
CFO Summit - Turning Your Marketing Calendar Into a Financial Forecast
Discover how to connect marketing actions with financial outcomes! The discussion highlights the importance of aligning finance and marketing to prevent burnout. Learn about forecasting limitations in e-commerce and how specific marketing events can drive revenue spikes. The hosts introduce modeling spend-efficiency and the power of a unified marketing calendar for accurate cash flow predictions. Gain practical tips for organizing a 12-month calendar that links events with expected revenue, and embrace the idea that forecasting is about execution, not guessing!
Dec 16, 2025 • 46min
Welcome to Q5: The Most Important Quarter You’re Ignoring
In this discussion, Dean Brennan, CEO of Heart & Soil, and Dave Huffman, Co-founder of Fifth Hammer, dive into the significance of Q5 for health and wellness brands. They explain how this unique six-week window is pivotal for customer acquisition. Dean highlights the importance of community-driven challenges, while Dave contrasts this with frictionless acquisition tactics. The duo shares insights on navigating ad market dynamics, strategies for maximizing January cohorts, and the 'acquire + harvest' approach to enhance long-term customer value.
8 snips
Dec 11, 2025 • 36min
The Marketing Calendar Is Your Real Revenue Model
In this engaging conversation, Luke Austin, VP of e-commerce strategy and forecasting expert, reveals how the marketing calendar, not spreadsheets, is key to driving revenue for DTC brands. He critiques traditional forecasting methods and introduces innovative models for predicting spending power and revenue outcomes. Discover how event tagging can enhance marketing effectiveness, and learn why aligning finance with marketing is crucial for realistic forecasts. Luke's insights offer a blueprint for achieving predictable revenue and smarter budgeting.
Dec 9, 2025 • 31min
The 2026 7-Figure Brand Playbook (Stop Copying 9-Figure Advice)
Joy Sharma, a growth strategist for DTC brands, joins to share insights on scaling 7-figure e-commerce businesses. They discuss why imitating 9-figure brands can be detrimental and reveal key tactics for success in 2026. Learn about creating 'four peaks a month' using cultural trends, the importance of clear forecasting, and the value of AMER as a media metric. Joy emphasizes the need to avoid SKU bloat and premature expansion while focusing on customer lifetime value and targeted audience segments for sustainable growth.
