Abandoned Cart

Hosted by Laura Hanlon & Adam Smith

Business Marketing Education

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Jul 2026

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About the show

Abandoned Cart is the podcast for eCommerce founders and marketing leaders who want more than just inspiration - they want insight they can actually use. Hosted by Adam Smith and Laura Hanlon of &Allies, we go behind the scenes with the people building and scaling real eCommerce brands. No gurus. No fluff. Just honest conversations, hard-won lessons, and practical takeaways you can apply to your own growth journey. From marketing wins and brand-building breakthroughs to the mistakes they’d never make again - this is where the real growth stories get told.

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July 16, 202624 min

Building a Customer-Centric Wellness Brand Through Community, Authenticity & Product Excellence

In this episode of Abandoned Cart, Adam sits down with Kelly Bond, the operational powerhouse behind women's wellness brand Elle Sera, to explore how a relentless focus on customer experience, authenticity, and product quality has fueled the company's growth. Kelly shares how Elle Sera has built a fiercely loyal customer community by staying exceptionally close to its audience, listening to customer feedback, and creating products that solve real-world problems. From the success of their flagship Golden Pill supplement to the development of innovative liposomal magnesium and collagen products, Kelly explains how every product decision starts with understanding customer needs rather than chasing trends. Adam and Kelly dive into the importance of customer retention, the power of human connection in an increasingly AI-driven world, and why delivering exceptional customer experiences creates lasting brand loyalty. They discuss the role of user-generated content, the value of authentic marketing, and how brands can differentiate themselves by being genuinely invested in their customers' success. The conversation also explores product development, community-building, customer service, and the realities of growing a premium wellness brand without compromising quality. Kelly shares lessons on balancing growth with excellence, why quick wins often lead to long-term problems, and how brands can build sustainable success through trust and transparency. If you're looking to improve customer retention, build stronger customer relationships, create products people genuinely love, or develop a brand that stands out in a crowded market, this episode is packed with valuable insights and practical takeaways. Key Topics Covered Why customer experience remains a competitive advantage in the age of AI The philosophy of going beyond customer expectations How Elle Sera built a loyal wellness community through authentic engagement Why staying close to customer conversations drives better business decisions The success behind Elle Sera's flagship Golden Pill product How customer feedback inspired the development of new products The importance of solving real customer problems rather than chasing trends Why retention should be a bigger focus than acquisition How user-generated content outperforms polished brand content The role of authenticity in modern e-commerce marketing Why relatable content creates stronger customer connections The value of honest customer education and setting realistic expectations How premium brands can balance luxury positioning with authenticity The operational realities of running a fast-growing wellness business Why product quality should never be sacrificed for rapid growth How community-led product development improves customer loyalty The importance of building trust through transparency and consistency Lessons on scaling a brand while maintaining exceptional customer service How wellness brands can create lifelong customers through real results What's next for Elle Sera, including upcoming product launches and innovation Connect with Kelly Bond Linkedin: https://www.linkedin.com/in/kelly-bond/ Connect with &Allies To discuss how we can help your brand grow, visit: https://www.andallies.co.uk

July 16, 202633 min

Scaling eCommerce Through Offers, Creative Volume & Customer Retention

In this episode of Abandoned Cart, Adam sits down with Luke Bream, CEO of Valentte, to explore the strategies behind scaling a modern e-commerce brand in one of the most competitive digital environments ever. Luke shares how discovering Alex Hormozi’s concept of creating “offers people feel stupid saying no to” completely transformed Valente’s growth trajectory, including a single offer that increased sales by £200,000 per week almost overnight. From structuring irresistible offers and understanding customer acquisition costs to maximizing lifetime value, this episode is packed with practical lessons for ambitious e-commerce operators. Adam and Luke also dive deep into the operational realities of rapid growth, the importance of getting the first customer purchase right, and why retention starts with delivering an unforgettable first experience. They unpack the evolving world of Meta advertising in the age of Andromeda, discussing creative diversity, AI-powered personalization, and why the future belongs to brands capable of producing high-volume, strategically targeted creative at scale. Along the way, Luke shares insights on identifying business constraints, scaling profitably, balancing acquisition with retention, and why mastering one thing exceptionally well often beats trying to do everything at once. If you’re looking to grow your e-commerce brand, improve your offers, scale Meta ads profitably, or understand what separates winning brands from struggling ones, this episode is full of actionable insights and hard-earned lessons. Key Topics Covered Why irresistible offers are the foundation of successful e-commerce growth How Valente increased sales by £200,000 per week with one offer The importance of understanding customer acquisition costs and margins Why most brands struggle because their offers are not strong enough How to structure offers using bonuses, guarantees, and pricing psychology The role of average order value in scaling paid advertising Why operational systems become critical during rapid growth The difference between running a £100k, £1M, and £10M business Why brands should focus on solving their biggest constraint first How creative diversity is reshaping Meta advertising after Andromeda Why top-performing ad accounts now produce thousands of ads The importance of customer research and understanding buying motivations How personalization is evolving through AI and dynamic creative Why the first customer purchase determines long-term retention Lessons from billion-dollar brands on reducing churn and increasing LTV Why scaling paid media profitably requires constant iteration and testing The future of e-commerce growth through AI, personalization, and creative scale Connect with Luke Bream Linkedin: https://www.linkedin.com/in/luke-bream/ Connect with &Allies To discuss how we can help your brand grow, visit: https://www.andallies.co.uk

July 16, 202628 min

You Can’t Sell Fresh Air” – The Missing Link in E-Commerce Growth

In this episode of Abandoned Cart , Adam sits down with Laura Harrison, founder of LH Retail and former senior leader at Argos, to unpack why merchandising is one of the most overlooked but critical functions in e-commerce. Laura shares decades of retail experience, breaking down how brands can move beyond just driving sales and start focusing on what really matters: cashflow, stock planning, and sustainable growth. From the fundamental principle of “you can’t sell fresh air” to the importance of forward planning, she reveals why many brands struggle when they scale—and how to fix it. The conversation dives deep into the relationship between marketing and merchandising, highlighting how misalignment can lead to wasted ad spend, poor customer experience, and lost revenue. Laura also sheds light on why so many founders overlook merchandising early on, and how bringing in the right expertise at the right time can unlock serious growth. If you’re an e-commerce founder, marketer, or operator looking to scale smarter not just faster this episode is packed with practical, no-fluff insights. Key Topics Covered Laura’s journey from traditional retail to launching LH Retail and working with scaling brands Why “you can’t sell fresh air” and the importance of having the right product at the right time Cashflow vs. revenue: why cash is king in retail and e-commerce The real role of merchandising in protecting profit and guiding stock decisions Why e-commerce brands lose customers when product availability doesn’t match marketing The importance of aligning marketing and merchandising for better conversions Forward planning vs. reactive decision-making in scaling a business Common mistakes brands make when they grow too quickly How to use e-commerce data effectively to drive smarter decisions The rise of fractional teams and why hiring specialists can accelerate growth How customer behavior has evolved and what brands need to do to keep up Identifying gaps in product, pricing, and strategy through data Connect with Laura Harrison LinkedIn: https://www.linkedin.com/in/laura-harrison-retail-development/ Connect with &Allies To discuss how we can help your brand grow, visit: https://www.andallies.co.uk

May 21, 202617 min

Finding Your Niche And Staying Authentic In A Crowded Market

In this episode of Abandoned Cart, Adam sits down with Tilly Cresswell, Marketing Manager at Complete , to unpack what it really means to find your niche and stick with it in today’s overcrowded digital landscape. Tilly shares how Complete is modernising a traditionally corporate industry through authentic branding, trend-led content, and calculated risks on platforms like TikTok all while staying true to the company’s core values. From navigating trend culture to avoiding brand dilution, this conversation dives deep into why clarity, consistency, and authenticity matter more than ever. Adam and Tilly also explore the dangers of chasing every marketing trend, how brands lose trust when messaging becomes inconsistent, and why “visibility doesn’t always equal credibility.” Along the way, Tilly opens up about embracing her authentic self, overcoming anxiety in leadership, and building a marketing strategy that balances creativity with commercial results. If you’re trying to grow a brand, stand out in a saturated market, or figure out how to market your business without losing your identity, this episode is packed with practical insights and honest advice. Key Topics Covered Why finding your niche gives your brand clarity and direction The biggest mistake brands make when trying to appeal to everyone How trend-chasing can dilute your brand identity Why “visibility doesn’t always equal credibility” The importance of consistency in messaging and branding How Complete uses TikTok trends without losing brand authenticity Balancing fun, human content with commercial goals The risks and rewards of modernizing a traditional industry Why brands should focus on mastering one thing before expanding How TikTok helped Complete dramatically increase engagement and awareness Using niche positioning to attract the right customers The role of authenticity in marketing and leadership How to evaluate whether a trend actually fits your brand Lessons from building a more human and memorable brand presence Connect with Tilly Cresswell Linkedin: linkedin.com/in/tilly-cresswell-ab6343169 Connect with &Allies To discuss how we can help your brand grow, visit: https://www.andallies.co.uk

April 16, 202633 min

The difference between starting a brand vs. scaling an established one

In this episode of Abandoned Cart , Adam sits down with Aithne Synnot, founder of Empreva Lingerie and Head of E-commerce at Josh Wood Colour, to explore the realities of building a brand from scratch versus scaling an established one. Aithne shares the deeply personal story behind Empreva Lingerie - created to empower women after breast reconstruction and how that mission shaped everything from product design to marketing. Alongside this, she offers a behind-the-scenes look at scaling a global beauty brand, revealing what actually works (and what doesn’t) in today’s e-commerce landscape. From founder-led content and scrappy social strategies to the truth about paid ads and product launches, this episode is packed with honest, practical insights for anyone building or growing a brand. If you’re navigating the early stages of a startup or trying to scale with intention, this conversation will challenge how you think about growth, community, and showing up. Key Topics Covered The story behind Empreva Lingerie and building a brand rooted in personal purpose Why “embarrassment is the cost of success” and how it unlocks growth The difference between starting a brand vs. scaling an established one How to approach social media when you have zero brand equity Founder-led content and why it consistently outperforms Organic vs. paid ads and when not to spend money The right way to launch a product (and why most brands get it wrong) Using community feedback to shape brand identity and product development The power of UGC and why you shouldn’t overpay for content Lessons from scaling Josh Wood Colour and selling out product launches Connect with Aithne Synnot Linkedin: https://www.linkedin.com/in/aithne-synnott-41a9a637/ Connect with &Allies To discuss how we can help your brand grow, visit: https://www.andallies.co.uk

March 2, 202622 min

When the High Street Is Dying, Why Is This Brand Opening a Showroom?

In this episode of Abandoned Cart, Adam hosts Chloe Mead, Founder of Fling Fashion Rental, to explore what it takes to build a physical, in-person retail model in a digital-first e-commerce world. Chloe shares how a frustrating wedding guest dress experience sparked the idea for Fling, why fashion rental needs a rethink, and how community, experience, and sustainability sit at the heart of her brand. From bootstrapping marketing with low-budget influencer events to learning hard lessons early on, this conversation is packed with insights for founders, retailers, and anyone building a brand today. Key Topics Covered “Sometimes you’ve got to leap without looking.” The wedding guest dress that inspired Fling - the why behind the business Why online fashion rental doesn’t work for everyone Experience vs convenience in modern retail Building community through local creators How a £250 influencer event paid off A tough early lesson every founder can relate to Connect with Chloé Mead: LinkedIn: https://www.linkedin.com/in/chlo%C3%A9-mead-9441001ba Website: https://www.flingfashionrental.com Connect with &Allies: To discuss how we can help your brand grow, visit www.andallies.co.uk

February 12, 202631 min

From £6M to £60M: Why Storytelling & Theatre Set Winning Brands Apart

In this episode of Abandoned Cart , Adam sits down with Neil Sumner , retail consultant and founder of Sumner For Hire , to explore why content is still king and why many brands are getting it wrong. With a career spanning publishing, luxury media, global retail, and high-growth brands like BrewDog , Neil shares powerful lessons on storytelling, humility, and the importance of theater in commerce. From driving 10x DTC growth during lockdown to challenging the “sea of sameness” in modern e-commerce, this conversation dives deep into what it really takes to build connection, loyalty, and differentiation in today’s crowded market. If you’re a founder, marketer, or e-commerce leader tired of playing it safe, this one’s for you. Key Topics Covered Neil’s professional journey and the brands that shaped it, including BrewDog and Hunter & Gather. The BrewDog story - how bold thinking fueled growth and loyal communities. Why storytelling sits at the heart of customer connection in retail. The real challenges of digital transformation and lessons from projects that didn’t go to plan. Connect with Neil Sumner: LinkedIn: https://www.linkedin.com/in/neilsumner/ Website: neil@sumnerforhire.com. Connect with &Allies: To discuss how we can help your brand grow, visit www.andallies.co.uk

January 12, 202633 min

How to stand out in a ‘samey’ category: building Angry Pablo, a performance clothing brand with personality.

In this episode of Abandoned Cart, Laura sits down with Jago, co-founder of Angry Pablo, the sustainable cycling and running apparel brand challenging how performance sports look, feel, and sound. Jago shares how Angry Pablo was born not from a market gap analysis but from lived experience as athletes who felt modern performance culture had become intimidating and joyless. Together, they unpack how brand, honesty, and creativity can cut through even the most crowded categories. This episode is a must-listen for founders building brands in “samey” spaces and anyone curious about how community, tone, and restraint can outperform hype. Key Topics Covered Why less money can actually drive better decisions Building a brand without formal brand guidelines (yet staying consistent) Standing out in a crowded performance apparel market Why humour and humanity don’t dilute performance, they strengthen it The importance of organic growth before paid acquisition Creating emotional connection beyond transactional sales Balancing friendship and business as co-founders The challenges of funding a product-led brand Transitioning from limited drops to a core, year-round collection Connect with Jago Leckie: Angry Pablo Website: https://angrypablo.cc Instagram / TikTok: @angrypablo Sign up to their newsletter for early access to drops Connect with &Allies: To discuss how we can help your brand grow, visit www.andallies.co.uk

December 10, 202538 min

From 0 to £5m in 9 Months: Joe Munns on Baked In and Early TikTok Shop Growth

In this episode of Abandoned Cart, Adam sits down with Joe Munns, an experienced FMCG leader, entrepreneur and brand builder, and the founder of home baking business, Baked In. Joe shares the full story, from starting Baked In as a side hustle while working at IBM, to building an accredited food manufacturing operation and landing major retail listings. He opens up about the whirlwind pandemic boom that took the business from around £1m to nearly £5m in just nine months, and the lessons that followed as the business navigated funding pressure, operational complexity, and the realities of sustaining growth. A standout section of this episode is Joe’s early adoption of TikTok Shop , including what it actually took to make live selling work, how they used community to build momentum, and why TikTok Shop quickly became Baked In’s biggest D2C channel during peak periods. Expect a refreshingly honest conversation about: The best advice Joe ever received, and why “don’t stretch yourself too far” became a defining lesson Building Baked In from baking kits to a subscription vision, alongside retail and manufacturing The hidden complexity of too many SKUs, too many channels, and not enough resource What rapid pandemic growth really looked like behind the scenes How Meta and Google supported subscription acquisition, and what changed post-pandemic The power of community and how a Facebook group helped spark early momentum TikTok Shop in its early days: going live to tiny audiences, pushing through the awkward start, and finding a repeatable rhythm Why QVC-style demos worked so well for Baked In, and what most brands get wrong when they quit too early How super fans became moderators, created social proof in the comments, and helped convert new viewers Brand partnerships that improved margins (and the risks when values and perception clash) The TV ad experiment: what it taught Joe about top of funnel marketing and measurement Investors, debt funding, and the tougher reality of raising capital during a slowdown The personal impact of running a high pressure business, and what Joe would do differently What Joe is building now with Cutting Edge Golf, and his approach to sustainable growth this time Connect with Joe: LinkedIn: https://www.linkedin.com/in/josephmunns/ Email: joe@cuttingedgegolf.com Connect with &Allies: To discuss how we can help your brand grow, visit www.andallies.co.uk

November 18, 202528 min

Thriving in a market that fell out of love with natural beauty with Nini Organics

In this episode of Abandoned Cart, Adam sits down with Alex, co-founder and CEO of Nini Organics, the artisan skincare brand built on passion, authenticity and a mission to reformulate the beauty industry for the better. Alex shares the story behind Nini Organics, from struggling with severe acne and working in luxury beauty retail, to formulating products by hand and building one of the highest returning customer rates in the skincare space. He explains why the natural beauty movement fell out of favour after COVID and how Nini continued to thrive by staying true to its ethos, avoiding greenwashing, and keeping human connection at the centre of the brand. Expect a refreshingly honest conversation about: • The best advice Alex ever received and how it shaped his approach to business and boundaries • The early beginnings of Nini Organics and why artisan, small batch creation is true luxury • How the natural and organic beauty movement changed and why consumer sentiment dipped • Why authenticity, founder presence and human connection have become Nini’s greatest growth levers • The brand’s scrappy, founder-led marketing, experiments that worked, and content that absolutely did not • How to build a loyal customer base without compromising on values or chasing trends • The role of paid media, why Instagram remains their strongest platform, and the pros and cons of navigating Meta and TikTok • What is next for Nini Organics, from pop-ups to new formulations and wider collaborations in the green beauty space Whether you are an e-commerce founder, a marketer or simply someone building a brand with heart, you will take away valuable lessons on staying focused, standing firm in your mission and using authenticity to cut through a crowded market. Connect with Nini Organics: Instagram: @niniorganics Website: niniorganics.com Reach out directly on the Nini hotline or via DM for personalised skincare advice. Connect with And Allies: If you’re a scaling ecommerce brand looking for a growth partner across strategy, paid media & creative, head to https://andallies.co.uk/ Enjoy the episode, and subscribe for more honest conversations with the founders and marketers shaping the future of ecommerce.