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 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Discover how outdated attribution models could be sabotaging your advertising strategy.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.
Jul 1, 2025 • 11min
6 Questions That Expose Weak Brands
Discover the six essential questions that can reveal the strengths and weaknesses of any brand. Learn how to make tough decisions about marketing spend during financial strain. Explore the fine line between immediate ROI and long-term brand investments, and find out what healthy customer acquisition cost (CAC) efficiency looks like. Delve into strategies for redefining business models in uncertain markets and understand the crucial mistakes brands often make in downturns. This is a must-listen for anyone navigating the challenges of e-commerce.
Jun 26, 2025 • 10min
Can We Save the $1M Challenge? – We’re $577K Short
Luke Austin, an expert in e-commerce, dives into a high-stakes challenge to generate $1 million in just 14 days for a direct-to-consumer brand. He reveals that while returning customers are driving some revenue, attracting new ones is a major hurdle. Time is running out, and he discusses strategic adjustments to tackle revenue gaps and optimize customer acquisition. Plus, he provides insights on an impending brand collaboration that could be crucial for success. Will they close the $577K gap before the deadline?
Jun 24, 2025 • 46min
The Future of Ads According to Meta (Straight from the Summit)
Tony Chopp, VP of Paid Media at Common Thread Collective, shares insider insights from Meta's Performance Summit. He discusses the future of ads, focusing on the importance of incrementality and how it could revolutionize measurement. AI customization, creative diversity, and user-generated content are highlighted as essential for successful campaigns. Chopp also delves into new tools like Opportunity Score and Headroom Analysis, providing a roadmap for performance marketers looking to adapt and thrive in an evolving landscape.
Jun 19, 2025 • 18min
Meta's New Setting Beat Our Old Campaign by 18%
Tony Chop, an intrepid explorer of incrementality, joins the discussion on Meta's groundbreaking Incremental Attribution product. Discover how this innovative tool showed an 18% uplift in conversion value compared to traditional attribution methods. The conversation dives into the mechanics of this new setting and its potential to revolutionize media buying strategies. Learn how continuous incrementality tests can optimize ad spend and why this could be a game changer for future campaigns in digital advertising.
Jun 17, 2025 • 11min
2 Weeks to Make $1,000,000—Here’s the Plan
Luke Austin, VP of Ecommerce Strategy at Common Thread Collective, takes on a thrilling real-time challenge to generate an additional $1,000,000 in just 14 days for a client. He shares insights on structuring revenue forecasts and daily targets to ensure success. The discussion dives into the critical role of marketing calendars and adapting strategies when performance lags behind goals. Expect engaging tips on creative strategies, promotional timing, and media spend adjustments that drive scalable and profitable revenue growth.
Jun 12, 2025 • 17min
May Report Card Shocker: Under Budget but Over Profit?
Discover how brands managed to underspend budgets while still exceeding profit margins. The conversation highlights effective cost control and accountability strategies that drive results. Dive into innovative discount techniques, including a thrilling 10-minute discount event that gamifies shopping and boosts customer engagement. Explore the significance of strategic price testing to enhance average order values. Gain insights on how transparency and proactive execution can help navigate challenges and optimize e-commerce performance.
Jun 10, 2025 • 27min
Story vs. Volume: The Creative Conflict Killing Your Ads
Dive into the tension between crafting compelling stories and the need for high ad volume in marketing. Discover how top brands strike the right balance to engage audiences while maximizing outreach. Explore the essential rhythms for business growth and learn practical strategies for empowering teams and fruitful collaborations. Delve into the pitfalls of micromanagement and uncover actionable steps to overcome the creative conflicts that may be hindering your marketing success.
