eCommerce MasterPlan

Hosted by Chloë Thomas

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About the show

Trying to work out how to acquire more customers? Need to improve customer retention? Or just looking for some reassurance you’re on the right track? That’s what the eCommerce MasterPlan is here for. Every week we interview an e-Commerce business person (owner, manager or marketer) with a fascinating insight into successful online retailing. Their business might be a UK mail order retailer, an online-only store from Australia, or a brick and clicks business from the USA – but every one of them is doing something we can all learn from. Many of our guests are using Shopify & Klaviyo, but we also have guests using Wix, Bigcommerce, Woocommerce, Omnisend and Magento. So you're sure to find an episode that directly helps YOU. Listen for advice on what to do next, the reassurance you’re heading in the right direction and all the inspiration you need to grow your eCommerce business without losing your life in the process!

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60 recent

38 min

5 Big Wins You Get with an AI Shopping Assistant

Yaël de Keijzer and Anna Atmis are from Doofinder. Doofinder has been helping eCommerce brands improve product discovery and search experiences for over 15 years. Today, more than 10,000 online stores worldwide use the platform to create faster, smarter, and more intuitive shopping experiences through AI-powered technology. In this episode, they break down how AI shopping assistants are changing the eCommerce experience for both brands and customers. From improving product discovery and increasing conversions to uncovering hidden customer insights, this conversation is packed with practical ideas for eCommerce businesses looking to grow smarter with AI. Hit PLAY to hear: 1️⃣ How AI shopping assistants close the eCommerce “finding gap” and recover lost sales2️⃣ The smarter way to upsell and cross-sell without frustrating customers3️⃣ How your store can keep selling and answering questions 24/74️⃣ Why “no results” searches could reveal your next biggest sales opportunity5️⃣ How AI shopping data can uncover UX issues, product gaps, and growth opportunitiesKey timestamps to dive straight in: [05:48] Using AI tools effectively [07:14] Closing the eCommerce Finding Gap [11:14] Optimizing cross-sell strategies [14:08] Using AI to boost sales [18:10] Importance of integrated AI in eCommerce [22:00] AI in everyday shopping [25:01] Finding your ideal customer [26:37] Listen to Yaël and Anna’s Top Tips! [34:02] Episode sponsored by Doofinder. Grab their 15-day trial at Doofinder.com. Full episode notes here: https://ecmp.info/599 Episode sponsored by Doofinder. Grab their 15-day trial at Doofinder.com. --- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

41 min

The Search-Driven Fashion Strategy That Helped Spirithoods Scale

Latif Hamilton is the creative CEO at Spirithoods, who sell animal inspired apparel and give 10% back to endangered animals. Founded in 2009, they now sell via their Shopify store and wholesale, and sell over $4 million of fashion a year. In this episode, Latif shares how Spirithoods uses SEO and search trend data to shape everything from product design to launch timing and product naming. It’s a fascinating look at how eCommerce brands can blend creativity with data to drive growth, build customer demand, and stay resilient in a turbulent fashion market. Hit PLAY to hear: 🔍 How Spirithoods uses SEO data to decide which products to create 📈 The search trend strategy behind their $4M fashion brand growth 🛍️ Why timing your product launches can massively impact sales 🎯 The tiny SEO tweaks that help products rank higher on Google 🔥 How festival season and pop culture drive ecommerce demand ⚠️ The harsh reality of tariffs, fashion bankruptcies & surviving market chaos Key timestamps to dive straight in: [04:38] Launching eCommerce after trade show [07:50] Preparing for business changes [11:02] Microplastic pollution and solutions [14:37] How Spirit Hoods took off [18:48] Using SEO to guide trends [19:38] Spotting trends in yellow fashion [24:44] Timing product launches with trends [26:21] Tying product development to SEO [30:13] Listen to Latif’s Top Tips! Full episode notes here: https://ecmp.info/598--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

32 min

How Sole Responsibility is Building a Fast-Growing Business from Fashion Returns

Simon Payne is the co-founder at Sole Responsibility, a sustainable retail business specialising in the resale and takeback of seconds in the footwear and clothing space. They resell 10,000s of sub-prime shoes and garments a year with growth at 30% year on year. In this episode, Simon joins Chloe Thomas to explore how resale commerce, changing consumer behavior, AI, and upcoming sustainability legislation are reshaping the future of fashion retail. They discuss why secondhand is becoming mainstream, what ESPR means for brands, and how retailers can turn returns and resale into long-term opportunities. Hit PLAY to hear: Why secondhand fashion is becoming mainstream faster than brands expected 👟 The surprising way retailers are turning returns into revenue 💰 How AI is helping identify and resell thousands of unique products What Europe’s new ESPR legislation could mean for eCommerce brands ⚖️ Why platforms like Vinted are changing consumer behavior forever The big question fashion brands may soon have to face: produce less or lose relevance? 👀 Dive in: [05:21] Using AI for product identification [07:34] Focusing on product returns and resale [10:32] Rise of social live shopping [14:57] Challenges with product traceability [16:58] Sustainability and product reuse challenges [20:40] Trends in UK retail shopping [24:20] Future of production and sustainability [25:53] Listen to Simon’s Top Tips! Full episode notes here: https://ecmp.info/597--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

32 min

Uncle Matt’s Hats: Using Storytelling, UGC, and Mission to Grow an eCommerce Brand

Steve Willicott is the founder at Uncle Matt's Hats, selling baseball caps and supporting men’s mental health. Founded in 2024, they sell via their Shopify store, and are about to launch their second range. In this episode, Steve explains how Uncle Matt's Hats has built every part of the business around its mission — from product design to packaging to customer acquisition. It’s a smart look at how purpose-led brands can create stronger differentiation, generate organic content, and grow without relying on big ad budgets. Hit PLAY to hear: 🎯 How Steve Willicott built Uncle Matt's Hats around purpose — and why that makes customer acquisition easier 📦 The clever packaging idea that turns every order into organic UGC 💸 How a startup with a tiny ad budget gets more from every customer touchpoint 🧠 Why the inside of the product matters more than most brands realize 🚀 The simple customer insight that led to launching beanies and T-shirts next 🔥 How storytelling can help your brand stand out in a crowded, competitive category Key timestamps to dive straight in: [06:38] Focusing on mission over product [09:27] Designing meaningful, ethical hats [11:34] Expanding beyond baseball caps [15:13] Organic UGC and giftable packaging [20:01] Sharing mental health stories and support [22:42] Reducing customer acquisition costs [23:54] Listen to Steve’s Top Tips! Full episode notes here: https://ecmp.info/596--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

29 min

How Moon Phase Studios Scaled to £1M with Email Marketing & Seasonal Strategy, with Hayley Jones

Hayley Jones is the Artist and Founder at Moon Phase Studios. The studio exists to empower its customers to become more attuned to the moon through art, books, and rituals. It was founded in November 2020 when they went from zero to £200k in 8 just weeks! Now they sell via their Shopify store & Etsy store doing over £1million a year. In this episode, Hayley shares how the business has evolved from a fast-growing startup into a mature, highly seasonal brand with a loyal customer base. She breaks down the strategies behind their success today—from email-first marketing and pre-orders to finding a breakout product and building a business that thrives despite its “peaky” nature. Hit PLAY to hear: How Moon Phase Studios grew from £0 to £1M+ (and what they’d do differently) 🚀 Why email marketing now beats Facebook ads for their revenue 📧 The 13 Moon Journal that changed everything (and why it sells so well) 🌙 How pre-orders bring in cash months early (and reduce peak stress) 💸 The truth about running a “peaky” seasonal business—and making it work 📈 Why they brought fulfilment back in-house (and boosted profits) 📦 Key timestamps to dive straight in: [05:14] Launching the 13 Moon Journal [09:36] Pre-order strategy and benefits [11:52] Building the Initial Team [14:59] Challenges with US fulfillment centers [18:31] Exciting 2026 customer-driven projects [22:34] Listen to Hayley’s Top Tips! Full episode notes here: https://ecmp.info/595--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

30 min

From DTC to B2B: How Moyu Scaled to €1.5M by Shifting Its Sales Strategy with Roel Schatorjé

Roel Schatorjé is the Founder of MOYU, sellers of erasable stone paper notebooks, designed to reduce single-use paper and reforest the planet. Founded in 2019 they now sell via wholesale, and their Shopify store, in total sales are €1.5million a year. In this returning guest episode, Roel shares how the business has evolved over the last three years – shifting from DTC to B2B, streamlining the team, and expanding internationally in a far more sustainable way. It’s an honest look at what it really takes to scale an eCommerce brand without burning cash or adding complexity. Hit PLAY to hear: How Moyu turned everyday customers into high-value B2B clients 💼 The exact shift that helped them scale to €1.5M revenue 🚀 Why cutting their team from 10 to 4 actually made them MORE efficient ⚙️ The smart (and cheaper) way they’re expanding internationally 🌍 How sampling and real-world experiences are driving sales 🤝 The simple process fixes saving them hours of wasted time every week ⏳ Key timestamps to dive straight in: [04:42] Balancing current projects and development [07:30] Streamlining quoting and retail growth [11:53] Promoting the notebook via sampling [13:35] Corrugated stone paper packaging [17:31] Challenges of international expansion [21:24] Flexible work arrangements for agents [23:28] Listen to Roel’s Top Tips! Full episode notes here: https://ecmp.info/594--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

55 min

How to Grow Profits in 2026

In this special episode of the eCommerce MasterPlan Podcast, Chloe Thomas shares a panel discussion from a recent webinar focused on one big question: How can eCommerce brands grow both sales and profits in 2026? Chloe is joined by three expert voices from very different areas of eCommerce – promotions, CRO and experimentation, and growth strategy – to explore what’s really driving performance right now. From intelligent offers and smarter discounting to experimentation, retention, and measuring what truly matters, this is a practical, insight-packed conversation designed to help you grow more efficiently in 2026. Hit PLAY to hear: Why most brands are losing money with discounts (and how to fix it) 💸 The simple shift that separates demand creation vs demand capture 🎯 How to stop pouring budget into a “leaky bucket” of customers 🪣 The truth about conversion rate – dead metric or still king? 📊 How to grow sales AND profit at the same time (yes, really) 📈 The #1 mindset top brands use to consistently improve performance 🧠 Key timestamps to dive straight in: [07:55] Intelligent Offers [19:15] The advice I've been giving most often to brands to help them improve their profits is... [27:00] How to measure success? KPIS, Metrics, Benchmarks and more [35:00] CRO improvements are the only way to improve ALL your marketing performance [44:26] You CAN grow profits and sales at the same time [52:30] Final takeaways Full episode notes here: https://ecmp.info/593--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

36 min

How Beevive Built a Multi-Million Pound Brand from a Single Product Idea, with Faye Whitley

Faye Whitley is the co-founder and managing director of Beevive creators of The Original Bee Revival Kit, and recent Dragon’s Den stars. Founded in 2018 they’ve sold over £2million of product via their Shopify store and over 350 wholesale customers selling their products in the UK. In this episode, Faye shares how a simple idea turned into a fast-growing, purpose-led eCommerce brand. We explore how Beevive scaled through community, crowdfunding, and smart channel strategy – while staying true to its mission of helping bees and educating customers. Hit PLAY to hear: 🐝 How a single moment saving a bee turned into a £2M eCommerce brand 🚀 The exact steps Beevive used to grow from idea to multi-channel success 💡 Why community-led marketing (not ads) drove real traction 🎯 The smart way they use Kickstarter to fund and launch new products 🛍️ How wholesale + DTC unlocked faster, more stable growth 🌱 The simple brand mission that made customers care—and keep buying Key timestamps to dive straight in: [03:53] Saving a struggling bumblebee [06:41] Creating eco-friendly bee solutions [11:40] Viral video boosted early growth [14:02] Giving back through education [16:55] Launching through Kickstarter [22:45] Preparing for a product launch [25:11] Listen to Faye’s Top Tips! Full episode notes here: https://ecmp.info/592--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

28 min

How Sticking to One Core Product Drove Project Repat’s $12M eCommerce Success, with Nathan Rothstein

Nathan Rothstein is co-founder of Project Repat, who turn your favourite old t-shirts into quilts. Founded in 2012 they now sell via a Shopify site and do $12million a year. Returning to the podcast a decade after his first appearance, Nathan shares how staying focused on one core product, building trust, and adapting to challenges like COVID and iOS changes have powered their long-term growth – while continuously refining their marketing and operations. Hit PLAY to hear: How they built a $12M eCommerce brand by not launching new products 🚫 The “triple down” strategy that turned one idea into long-term success 💡 Why trust is the #1 factor driving conversions (and how to build it fast) 🔐 The “nice nagging” email strategy that turns procrastinators into customers 📩 What really happened to their business after Apple’s iOS changes 📉➡️📈 How Meta’s new algorithm helps small brands find the right customers 🎯 Key timestamps to dive straight in: [06:00] "T-Shirts Into Memory Blankets" [07:19] "Turning T-Shirts Into Memories" [10:48] Remote Team Dynamics. [15:40] "T-Shirt Prep & Deadlines" [18:30] Women Athletes & Trust Building [20:46] Listen to Nathan’s Top Tips! Full episode notes here: https://ecmp.info/591 --- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

36 min

From 1795 to Shopify: Building a £12M eCommerce Toy Brand, with Joe Jaques

Joe Jaques is the CEO at Jaques of London, inventors of croquet, ping pong and chess as we know them, and championing play as the foundation of learning. Founded in 1795 (yes over 200 years ago) Joe is the 8th generation toymaker to lead this family business, winning multiple awards in recent years. Now selling via their Shopify site and Amazon they are on track for £12million this year. In this episode, Joe shares how he transformed a centuries-old games company into a modern eCommerce brand. He talks about pivoting into educational toys, building a highly data-driven marketing strategy, and navigating the challenges of rapid growth, financial restructuring, and rebuilding the business stronger than before. Hit PLAY to hear: 🚀 How an 8th-generation family business reinvented itself as a £12M eCommerce brand 📊 Why obsessing over your data is the key to surviving rising CAC and scaling profitably 🧸 The surprising strategy behind pivoting from classic games to educational toys for under-5s 📦 How running their own warehouse in China gives Jakes of London a huge quality advantage 💥 The behind-the-scenes story of their COVID boom, debt crisis, and business rebuild 🤖 How Joe uses AI and data tools to uncover hidden eCommerce growth opportunities Key timestamps to dive straight in: [06:09] "Educational Play for Early Childhood" [08:07] In-House Operations and Control [13:04] Rooted Values and Solid Growth [14:57] "Facing Collapse After Growth" [18:11] "Navigating Challenges with Support" [22:22] "AI for Data Analysis" [24:19] "In-House Creative and Personas" [25:47] Listen to Joe’s Top Tips! Full episode notes here: https://ecmp.info/590--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy