Abandoned Cart

Hosted by Laura Hanlon & Adam Smith

Business Marketing Education

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May 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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46 recent

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 CoveredWhy finding your niche gives your brand clarity and directionThe biggest mistake brands make when trying to appeal to everyoneHow trend-chasing can dilute your brand identityWhy “visibility doesn’t always equal credibility”The importance of consistency in messaging and brandingHow Complete uses TikTok trends without losing brand authenticityBalancing fun, human content with commercial goalsThe risks and rewards of modernizing a traditional industryWhy brands should focus on mastering one thing before expandingHow TikTok helped Complete dramatically increase engagement and awarenessUsing niche positioning to attract the right customersThe role of authenticity in marketing and leadershipHow to evaluate whether a trend actually fits your brandLessons from building a more human and memorable brand presenceConnect with Tilly CresswellLinkedin: linkedin.com/in/tilly-cresswell-ab6343169Connect with &AlliesTo 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 CoveredThe story behind Empreva Lingerie and building a brand rooted in personal purposeWhy “embarrassment is the cost of success” and how it unlocks growthThe difference between starting a brand vs. scaling an established oneHow to approach social media when you have zero brand equityFounder-led content and why it consistently outperformsOrganic vs. paid ads and when not to spend moneyThe right way to launch a product (and why most brands get it wrong)Using community feedback to shape brand identity and product developmentThe power of UGC and why you shouldn’t overpay for contentLessons from scaling Josh Wood Colour and selling out product launchesConnect with Aithne SynnotLinkedin: https://www.linkedin.com/in/aithne-synnott-41a9a637/Connect with &AlliesTo 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 businessWhy online fashion rental doesn’t work for everyoneExperience vs convenience in modern retailBuilding community through local creatorsHow a £250 influencer event paid offA tough early lesson every founder can relate toConnect with Chloé Mead: LinkedIn: https://www.linkedin.com/in/chlo%C3%A9-mead-9441001baWebsite: https://www.flingfashionrental.comConnect 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 CoveredNeil’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 CoveredWhy less money can actually drive better decisionsBuilding a brand without formal brand guidelines (yet staying consistent)Standing out in a crowded performance apparel marketWhy humour and humanity don’t dilute performance, they strengthen itThe importance of organic growth before paid acquisitionCreating emotional connection beyond transactional salesBalancing friendship and business as co-foundersThe challenges of funding a product-led brandTransitioning from limited drops to a core, year-round collectionConnect with Jago Leckie: Angry PabloWebsite: https://angrypablo.ccInstagram / TikTok: @angrypabloSign up to their newsletter for early access to dropsConnect 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 lessonBuilding Baked In from baking kits to a subscription vision, alongside retail and manufacturingThe hidden complexity of too many SKUs, too many channels, and not enough resourceWhat rapid pandemic growth really looked like behind the scenesHow Meta and Google supported subscription acquisition, and what changed post-pandemicThe power of community and how a Facebook group helped spark early momentumTikTok Shop in its early days: going live to tiny audiences, pushing through the awkward start, and finding a repeatable rhythmWhy QVC-style demos worked so well for Baked In, and what most brands get wrong when they quit too earlyHow super fans became moderators, created social proof in the comments, and helped convert new viewersBrand 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 measurementInvestors, debt funding, and the tougher reality of raising capital during a slowdownThe personal impact of running a high pressure business, and what Joe would do differentlyWhat Joe is building now with Cutting Edge Golf, and his approach to sustainable growth this timeConnect with Joe:LinkedIn: https://www.linkedin.com/in/josephmunns/Email: joe@cuttingedgegolf.comConnect 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 spaceWhether 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: @niniorganicsWebsite: niniorganics.comReach 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.

September 8, 202536 min

Why Do Most Businesses Struggle with Marketing Analytics?

In this episode, we are joined by Kim Leary, founder of Squibble, about essential strategies for improving user experience (UX) and conversion rate optimization (CRO) in e-commerce. We discuss the importance of pricing for quality and how testing and understanding customer behavior is crucial for marketing analytics. We also explore challenges faced by small businesses with low website traffic and future trends in CRO, including the role of AI and the convergence of UX and CRO.Kim Leary's Journey and Squibble's StoryChallenges in Marketing AnalyticsImportance of User Behavior DataUnderstanding UX vs CROThe Future of CROLinksKim (Turrell) LearyLinkedIn : https://www.linkedin.com/in/kimberleyjane/Website : https://squibble.design/& Allies (Formerly Pink Leopard)www.andallies.co.uk

September 8, 202524 min

How to create highly converting videos for your eCommerce brand

In this episode, we are joined by Stokely Howard, a performance creative expert. Stokely shares insights from his journey, influenced by his granddad's advice about the brevity of life, which fuels his drive across multiple ventures. We explore the importance of storytelling in e-commerce, detailed strategies for creating effective videos, the role of continuous testing, and cost-effective ways to produce engaging content. We also discuss the impact of TikTok on modern branding and how creative elements can significantly boost conversion rates on websites. Stokely emphasises the necessity of adaptability, understanding customer pain points, and consistently feeding the content creation loop with fresh and strategic ideas. The episode wraps up with actionable tips for leveraging video content to enhance customer trust and drive sales.Stokely's Background and BusinessCreating Highly Converting VideosThe Importance of Brand StrategyCost-Effective Content CreationTikTok and Creative StrategiesLinksStokely HowardLinkedIn: https://www.linkedin.com/in/stokely-howard-0281a378/Website: https://www.trendygrandad.com/&Allies (Formerly Pink Leopard)www.andallies.co.uk

May 27, 202524 min

The Evolution of e-commerce Search

In this episode, we are joined by Matt Caron, a Shopify SEO specialist and yoga teacher, where we discuss the significance of mindset in personal and professional life, the evolution of e-commerce search, and the impact of AI on search algorithms. Matt explains the transition from keyword matching to more advanced algorithmic approaches and the importance of high-quality content, structured data, and product optimisation for e-commerce businesses. We also delve into the future of AI in search, its potential privacy issues, and strategies that e-commerce leaders can implement to stay competitive in the evolving digital landscape.Key takeaways:The Evolution of E-commerce SearchThe Future of AI in E-commercePractical Tips for E-commerce LeadersKey Strategies for Shopify SEOThe Impact of SEO on E-commerce SuccessUnderstanding and implementing effective SEO strategiesLinksMatt CaronLinkedIn : https://www.linkedin.com/in/matt-caron/Pink Leopardwww.pinkleopard.co.uk