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
4 snips
May 1, 2025 • 38min
How Skullcandy Used a Competitor to Win New Customer
In this conversation, Brian Garofalow, CEO of Skullcandy and an expert in brand strategy, reveals how collaborating with Bose transformed their market approach. He shares insights on leveraging 'product as marketing' and strategic retail partnerships. The discussion dives into how the partnership aimed to enhance brand perception and appeal to a younger audience. Brian also highlights the significance of storytelling in marketing and offers lessons for DTC brands on building long-term equity through innovative collaborations.
9 snips
Apr 29, 2025 • 43min
We Built Our Own Incrementality Testing Tool
Discover the innovative incrementality testing tool that revolutionizes marketing measurement. Dive into why this testing method is superior and how it makes geo holdout experiments more cost-effective. Hear real-world impacts from brands already benefiting from this approach. The conversation reveals essential strategies for optimizing advertising, including market selection and revenue analysis. Tune in if you're ready to transform your ad budget planning and eliminate guesswork in your marketing efforts!
Apr 24, 2025 • 21min
March Report Card: Did We Hit or Miss the Forecast
Discover how clients fared in March 2025, with a surprise twist on contribution margins exceeding expectations by 11.68%. Dive into the challenges of revenue forecasts and cash flow management in e-commerce. The importance of data-driven accountability in agency partnerships takes center stage, advocating for transparency and a rigorous report card system. The podcast also examines how to navigate growth forecasts, emphasizing self-reflection and strategic adjustments for future success.
17 snips
Apr 22, 2025 • 54min
2025 Guide to Profitable META Media Buying
Discover the latest updates to Meta's advertising algorithms and how they impact e-commerce strategies. Learn why cost caps aren't enough and how to adapt bidding strategies for optimal results. Dive into the importance of creative diversification and attribution windows in measuring success. Explore innovative ways to re-engage lapsed customers and maximize profitability in the post-pandemic landscape. Streamline your media buying practices and leverage data-driven insights for effective campaigns. It's your blueprint for thriving in the evolving world of online advertising!
Apr 17, 2025 • 18min
Why 50 Brands Trust Our $5K Global Accelerator
Discover how a $5K Global Accelerator Program is transforming seven-figure e-commerce brands. Listen in as Richard and Taylor reveal the system's foundation that empowers brands to grow despite economic challenges. Explore the crucial role of global talent and scalable strategies in achieving results. The podcast highlights the flexibility of the program and shares testimonials from satisfied customers. With limited spots available, now's the chance to unlock new opportunities and accelerate your brand's growth!
4 snips
Apr 15, 2025 • 20min
How to Tailor Your Tariff Response: The 4-Part System
Discover a critical framework for ecommerce founders to tackle tariffs uniquely! Learn about the four key variables shaping your strategic response and how to identify what type of brand you are. Delve into examples from private client webinars and explore the balance between offense and caution based on your financial health. Plus, understand the impact of consumer sentiment on your strategies and the importance of collaboration between marketing and finance teams. Tailor your approach to turn challenges into growth opportunities!
11 snips
Apr 10, 2025 • 33min
Forget Stability—Chaos Is the New Normal
In today's unpredictable ecommerce landscape, stability is a thing of the past. Learn how to cultivate anti-fragility with seven key traits that help brands thrive in chaos. The discussion emphasizes innovative supply chain strategies and the importance of effective negotiations with suppliers. Discover how diversification and redundancy enhance resilience while managing inventory risks. Plus, uncover smart tactics to navigate rising costs without compromising customer satisfaction. Adaptability truly is the key to success!
12 snips
Apr 8, 2025 • 21min
Tariffs, Sentiment & Spending: What the Data Says About Q2
In this engaging discussion, Steve Rekuc, Director of Data at Common Thread Collective, dives into the complexities of consumer sentiment and e-commerce trends. He reveals how Q1’s record low consumer confidence shifts future buying behaviors, emphasizing that shoppers are now more cautious amid economic uncertainty. The impact of tariffs and stock market fluctuations on e-commerce performance is also dissected, along with insights into how Facebook’s ad updates are shaking up the market. It's a treasure trove of data-driven insights for anyone in the DTC space!
10 snips
Apr 4, 2025 • 6min
Tariffs Are Here: We’re Offering Emergency Support
Tariffs are shaking up the e-commerce landscape, squeezing margins and increasing costs. Tune in to hear about immediate strategies to cut operating expenses by 20% and effectively manage cash flow during this uncertainty. Plus, discover the CTC Tariff Relief Program, designed to help businesses maintain profitability and growth amidst these challenges. With a special $500 guarantee, support is available for those feeling the pinch from tariffs.
18 snips
Apr 3, 2025 • 44min
YouTube Ads: The Underestimated Channel Driving Real Growth Right Now
In this enlightening discussion, Rachel Kwon, Head of Paid Search at Common Thread Collective, uncovers the hidden potential of YouTube advertising. She argues that many brands underestimate this channel's capacity for driving growth. Insights from incrementality studies reveal YouTube's true power, along with practical strategies for integrating video ads into existing marketing efforts. Kwon also emphasizes the importance of precise measurement and a test-and-learn mindset to unlock profitable advertising success on this platform.
