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
Feb 4, 2025 • 37min
Why Ecommerce Is About to Get Even Harder (Here’s How to Survive)
Ecommerce is bracing for tougher times with rising ad costs and evolving tariffs. AI is revolutionizing workforce dynamics, boosting productivity while altering jobs. Traditional marketing strategies are losing their effectiveness, pushing brands to innovate. The need for human insight in client interactions is greater than ever, as automation reshapes tasks. Learn how to assess your business's resilience and adapt to these challenges to stay profitable in a shifting landscape.
Jan 30, 2025 • 31min
2024 Was About Surviving – 2025 Is About Winning
Luke Austin, VP of Ecommerce Strategy at Common Thread Collective, dives into the transition from survival to aggressive growth for DTC brands. He reveals how brands can break traditional models with innovative marketing and authentic content. The conversation highlights strategic influencer marketing, emphasizing the need for realistic expectations and diverse tactics. Luke also underscores refining performance models to ensure sustainable growth and drive long-term success while navigating the changing landscape of ecommerce.
18 snips
Jan 28, 2025 • 33min
The Truth About Incrementality: Are You Measuring Your Ads Wrong?
Explore the fascinating world of incrementality testing and learn why it’s crucial for effective ad measurement. Discover the common pitfalls marketers face and how to avoid them. Uncover strategies to turn raw data into actionable insights for better decision-making. Dive into the complexities of operationalizing testing and hear about the latest trends in ad creativity that can influence your approach. Finally, understand how to transform theoretical insights into practical advertising strategies for real business growth.
9 snips
Jan 23, 2025 • 56min
Secrets to Scaling Big: Inside Born Primitive
Bear Handlon, Founder and CEO of Born Primitive, shares the inspiring growth journey of his multimillion-dollar apparel brand. He discusses how addressing customer needs led to innovative products like the Savage One footwear. Bear emphasizes the power of purpose-driven branding and authentic storytelling, including his commitment to supporting veterans. He also reveals the bold marketing campaigns that blend community engagement with product launches, highlighting how expanding into new categories has revitalized growth and strengthened team dynamics.
Jan 21, 2025 • 24min
The Missing Link in Your Ad Strategy: Creator Content That Works
Adrianne Austin, Senior Growth Strategist at Common Thread Collective, shares insights into elevating ad strategies using creator-driven content. They discuss why many ads fail and the necessity of proper creator briefs for success. Adrianne highlights the synergy between paid and organic teams and unveils a structure for creating eye-catching, performance-focused videos. Tips for finding authentic creators and scaling ad performance with data-driven strategies are also explored, making this a must-listen for brands eager to enhance their marketing impact.
8 snips
Jan 16, 2025 • 20min
Say Goodbye to TikTok? The Truth About the Possible Ban
Is TikTok's future hanging by a thread? The podcast dives into the Supreme Court's hearing and its possible repercussions on e-commerce. Discover how a ban could shift ad budgets and strategies for brands reliant on TikTok. What happens to advertising on platforms like Snap and Pinterest if TikTok disappears? The discussion also covers how businesses can pivot towards Instagram Reels and YouTube Shorts. Buckle up for insights that might redefine digital marketing for advertisers and creators alike!
Jan 14, 2025 • 8min
How We Forecast Millions in Revenue for DTC Brands
Uncover the secrets behind a powerful forecasting system used by DTC brands to project millions in revenue. The discussion dives into the daily workflows and crucial business metrics that drive growth. Learn how to integrate diverse data sources for real-time profitability assessments. Explore custom regression models that predict performance and adapt to targets. Plus, discover strategies for optimizing ad spend and achieving sustainable growth to elevate your ecommerce game!
6 snips
Jan 9, 2025 • 30min
Why Product Development is the Future of Ecommerce Growth
Explore the transformative power of product development as a growth engine for ecommerce brands. Uncover how innovative storytelling can create demand and elevate brand visibility. Discover real-world examples, like a baseball-themed accessory turned into a holiday hit. Learn how aligning product design with cultural moments fosters authentic customer connections and boosts loyalty. Plus, dive into strategies for reallocating media budgets to enhance brand storytelling and supercharge marketing efforts.
9 snips
Jan 7, 2025 • 43min
Brands That Win in 2025 Will Do THIS (Are You Ready?)
Discover what sets successful brands apart in 2025, with a focus on strategic storytelling. Learn how to craft compelling narratives that resonate with your audience and create community connections. Explore real-world examples from brands like Born Primitive that effectively align marketing with cultural events. Understand the crucial link between marketing and finance for enhanced business outcomes. Get tips on building a marketing calendar that delivers the right messages and drives customer loyalty.
11 snips
Dec 23, 2024 • 34min
25 Predictions for Ecommerce in 2025
Dive into bold predictions for ecommerce in 2025! Discover how automation will revolutionize media buying, with a staggering 98% of processes becoming automated. Explore the enduring importance of human judgment amid rising omnichannel strategies, and learn how platforms like TikTok are reshaping revenue management. The discussion also covers challenges in customer acquisition and the need for innovation in product development. Get ready for a future where AI and strategic planning drive sustained growth!
