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
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.
12 snips
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.
Jul 10, 2025 • 18min
Meta's Attribution Settings Don't Matter Anymore
Discover how outdated attribution models could be sabotaging your advertising strategy. Learn why the common '7-day click' and '1-day view' settings may mislead you. Uncover a zero-cost geo holdout test to reveal true incremental return on ad spend. The discussion also emphasizes the need for a unified measurement system across platforms like Facebook and Google. Plus, explore the innovative role of AI in enhancing advertising metrics and the importance of consistent ad optimization for better performance measurement.
Jul 8, 2025 • 19min
3 Moves to Save Your Brand From Financial Collapse
Facing financial struggles? Dive into strategies that can keep your brand afloat amid rising bankruptcy rates. Learn how to convert suppliers into your financial allies, easing inventory cost pressures. Discover the power of tapping into pop culture and community to generate organic demand. Plus, gain insights on critical inventory planning techniques for the crucial Q4 that can help safeguard your cash flow. It's a tale of two cities in e-commerce—make sure you land on the thriving side!
Jul 3, 2025 • 45min
Are Ecommerce Brands Suddenly Failing?
Yarden, Co-founder and CEO of Veros, shares his expertise on the ecommerce landscape amid rising brand closures. He discusses sobering statistics revealing disparities between large and small businesses in revenue performance. Emerging consumer spending trends raise eyebrows as confidence hits new lows. Yarden also touches on how tariffs and inflation are reshaping the market, while optimism arises from international opportunities in regions like Israel. Discover strategies for thriving in a turbulent ecommerce environment.
