Unfiltered conversations with eCommerce owners, industry experts and more... Our podcast is raw, honest and damn right insightful, as we chat to some of the best minds in eCommerce. Welcome to the eCom@One Podcast. Hello there, So, you are a passionate eCommerce enthusiast just like us? Richard Hill, our CEO, interviews guests from a wide range of eCommerce related industries. On this weekly podcast, we interview store owners, marketers and those on the frontline of online retailing. Listen to their career stories, their tips for success and the challenges that they have faced in eCommerce. Each episode will have its own personal spin from, motivation, leadership to strategy. Don’t get FOMO. Subscribe now!
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June 1, 2026Episode 22831 min
E228: Kieran Wright & Damian Duke - Mastering AI for eCommerce Success Without Losing the Human Touch
“What could’ve been a five-minute conversation with a human has now taken 30 minutes and made me angry.”
In this episode of eCom@One with Richard Hill, the spotlight turns to AI’s real-world impact on the eCommerce landscape. Richard hands the reins to Kieran Wright and Damian Duke, who dive deep into where AI genuinely adds value beyond the hype. Listen in as they discuss how AI is speeding up processes, enhancing research and strategy, and revolutionising workflows, while also exploring its limitations, ethical considerations and the irreplaceable role of human insight. Whether you want to refine your operations, improve content, or simply make smarter decisions about AI tools, this episode is packed with practical advice and candid opinions, helping you cut through the noise and harness AI where it matters most.
And remember “The trick is: I actually don’t know what I’m talking about, but if I say it in this tone of voice…” We’re joking, kind of!
Hit subscribe, and let’s get started!
Time Stamps:
00:00 Exploring practical AI in business
04:44 Skepticism about chatbots in retail
07:13 Using AI as a thinking partner
10:17 Discussing AI tool reliance
15:05 Discussing AI and ethical concerns
18:12 Caution with AI data privacy
22:20 Clients pushing for AI in reviews
23:16 Evaluating AI tools for clients
27:03 Shifting roles in agency teams
30:10 Recommending a YouTube channel
May 21, 2026Episode 22737 min
E227: Alexandra Stephens & Eleasha Reay - Achieving eCommerce Growth Through Smarter PPC: Expert Insights on Campaign Structure and Feeds
“PPC doesn’t stand for pay-per-click anymore… it stands for ‘please, please convert.’”
Welcome to another practical and insight-packed episode of eCom@One with Richard Hill! In this episode, Richard hands the mic to two of our PPC pros, Alex and Eleasha, for a deep dive into what’s working right now in paid search for eCommerce brands. Drawing on years of hands-on experience across B2B and B2C accounts, they share actionable strategies on feed optimisation, campaign structuring, landing page testing and how to scale past revenue plateaus. Whether you're running campaigns in-house, working with an agency, or just looking to squeeze more performance from your PPC spend, this episode is loaded with expert takeaways, plus why channels like Microsoft Ads might be your next secret weapon. Hit subscribe and get ready for a conversation that gets right to the heart of driving better returns and smarter growth in eCommerce PPC.
Time stamps:
00:00 Paid search tips for eCommerce
03:38 Starting out in the marketing field
07:35 Social media and branding strategy
10:23 Appealing to a younger market
13:27 Exploring diverse marketing roles
18:35 Optimising ad campaigns for profit
21:53 Changing product IDs impact feeds
23:48 Optimising Microsoft Ads Strategies
27:56 Trying Microsoft Ads for clients
31:57 Testing landing page effectiveness
32:46 Hitting the 3 million milestone
36:50 Book recommendation: Good Vibes, Good Life
April 27, 2026Episode 22646 min
E226: Michael Duxbury - Balancing AI Automation and Human Creativity in Email and CRM
"Maybe I’ll hear back from your AI Assistant… Sorry Michael is Busy”
Welcome to another episode of eCom@One, today, Richard is joined by Michael Duxbury from Dot Digital, a true veteran with over 15 years of experience in CRM, email marketing and martech. In this insightful conversation, they dive deep into how AI is transforming the worlds of email and CRM marketing, from boosting segmentation and personalisation to automating content creation, reporting and campaign workflows. You’ll hear how AI can supercharge both seasoned marketers and resource-strapped teams, uncover the real adoption trends (and misconceptions), and explore the exciting future of cross-channel marketing, including the latest on WhatsApp and next-level list-building. Whether you’re trying to decode the AI hype or searching for actionable marketing tactics, this episode is packed with practical advice and forward-thinking strategies to help you stay ahead in a rapidly evolving industry.
Time Stamps:
00:00 AI in CRM and email marketing
04:25 Embracing AI in Business Operations
08:40 AI in consumer purchasing journeys
11:22 AI usage in email marketing
15:41 AI simplifies multi-channel marketing
17:02 AI's impact on marketing agencies
20:05 Using AI to Generate Emails
23:19 AI in customer segmentation
27:47 Using analytics and marketing tools
29:34 Using AI tools for digital marketing
35:03 Using WhatsApp for targeted campaigns
38:23 Introducing tone of voice feature
40:53 AI-driven marketing assistance
43:36 Email CRM marketing evolution
45:27 Discussing Steinbeck's Cannery Row
April 14, 2026Episode 22542 min
E225: John Brolly - Futureproof Your eCommerce Store: AI Innovations, Data Feeds,and Personalisation Tips
There are seismic changes rocking the eCommerce world at the moment.
In this episode of eCom@One, host Richard Hill sits down with John Brolly, Head of Partnerships EMEA of Athos Commerce, for a deep dive into the seismic changes rocking the eCommerce world; driven by AI, product data, and new approaches to product discovery. With unique insights spanning thousands of retailers, agencies and brands, John reveals why great product data is now at the heart of visibility, conversion and profit online.
From conversational AI search to data hygiene, merchandising strategies and operational efficiency, this conversation explores the tactics that are separating today’s most successful eCommerce businesses from the rest. If you're curious about leveraging product feeds, tapping into LLMs, or staying ahead of the latest digital transformations, this episode delivers real-world examples, actionable advice and a look into the future of eCommerce innovation.
Hit subscribe now, it’s time to discover where the real opportunities are in the new age of eCommerce.
00:00 AI and product data in eCommerce
06:02 Improving the shopping experience
08:55 Using AI to read data
11:45 Improving product feeds with AI
14:40 Early challenges in AI partnerships
18:42 Improving site search and merchandising
19:59 Changing consumer habits
25:18 Managing end-of-year finances
26:54 Faster proof-of-concept development
29:42 The importance of communication skills
34:20 Exciting trends in eCommerce
35:57 AI's impact on agencies
40:04 Favourite dystopian author inspires name
41:59 Closing and subscribe reminder
March 10, 2026Episode 22436 min
E224: Sophie Penny - Is Email Marketing Dead? AI, Segmentation and Revenue Tips for eCommerce Success
Email Marketing isn’t dead.
We’re joined today by Sophie Penny, Senior Account Manager at EcomOne. In this insightful conversation, Richard Hill and Sophie Penny dive deep into the world of email marketing in e-commerce, tackling the big question, is email marketing dead? Spoiler: it’s not, but the game has definitely changed.
Together, they discuss the powerful role AI now plays in email. Think predictive analytics, smart segmentation and hyper-personalisation that goes way beyond just using your customer’s first name. Sophie Penny shares the biggest shifts she’s seeing in how brands use email, including practical strategies for getting the most out of signup forms and automations, especially for driving revenue.
This episode covers best practices for segmentation, how to keep your brand’s email campaigns engaging and relevant (without becoming “noise” in your customers’ inboxes), and why not every strategy works for every brand. You’ll also hear actionable tips specific to industries like automotive, outdoor, and B2B, not to mention creative ideas for building loyalty and community through email.
If you’re ready to move beyond “blanket” marketing and tap into what really works today, this episode is packed with expert advice you can put into action right away. Let’s get into it!
00:00 "Email Marketing Isn't Dead"
06:06 Poorly Timed Marketing Emails
07:56 Sensitive Holiday Communication Strategy
12:42 Email Segmentation Boosts Engagement
16:07 Building Community Around Niche Brands
19:57 "Maximizing Post-Black Friday Gains"
22:11 "Evolving Email Strategies & Design"
27:19 "Thoughts on High-Value Purchases"
27:50 Maximizing Sales Through Maintenance
31:24 E-commerce Insights for Niche Catalogs
34:29 End-of-Year Buying Insights
March 3, 2026Episode 22340 min
E223: Fran Gresswell - Overcoming £12,000 Loss to 400 Retailers Stocking Riviera Iced Tea: The Founders Story
“I do think as a founder of a small business, if you can get face to face with someone, you sell them on the story, not the product”.
On this episode of eCom@One, host Richard Hill sits down with Fran Gresswell, the dynamic founder of Riviera Iced Tea, a premium drinks brand she launched while still at university. Fran’s journey is nothing short of inspiring: from bootstrapping her business and overcoming a devastating £12,000 loss to a manufacturer, to landing her product in over 400 independent retailers and major venues, including the Co-op and prestigious spots like Chatsworth and Holcombe Hall.
This conversation dives into the realities of building a brand in the tough world of physical products without the cushion of huge funding or sugarcoating the setbacks. Fran shares her honest experiences hustling for retail listings; literally walking into cafes and stores, selling her story face-to-face, and building relationships with buyers through persistence and timing.
We hear how Riviera repositioned itself as a premium non-alcoholic alternative, leveraging TikTok and personal branding to drive growth and turn viral moments into wholesale success. Fran opens up about navigating tight margins in food and drink, the impact of rising costs, and the strategies she’s using to stay resilient as a founder including email campaigns, guerrilla marketing, and adapting to changing consumer habits.
If you’re a founder or marketer navigating retail, D2C, or just curious about what it takes to build a brand from scratch in today’s market, this episode brings grounded advice, practical insights, and a hefty dose of real talk from someone who’s living it every day.
00:00 Local Spotlight: Riviera Iced Tea
04:15 Lessons from a Costly Mistake
06:29 "Overcoming Doubt in Business"
11:45 "Flavors Drive Iced Tea Success"
13:24 "Securing Retail Listings Journey"
16:16 "Festival Sales Strategy Insights"
21:06 "Expanding into Ideal Venues"
23:57 TikTok Boosted My Business
28:26 "Rewarding Loyal Customers First"
29:46 "Subscription Plan Discussion Insights"
33:10 Small Business Challenges Persist
35:57 "What Keeps You Up?"
39:09 Learn from Business Failures
February 15, 2026Episode 22245 min
E222: Lucie Macleod - How Hair Syrup Became the UK's Fastest Growing Beauty Brand
In this episode recorded live at our Live Uncut event, Richard Hill sits down with Lucie , founder of Hair Syrup, to unpack one of the most inspiring eCommerce success stories of the past five years. What started as a personal solution to hair problems in a Warwick University student kitchen has exploded into an 8-figure business that became the most viral hair care brand on TikTok globally.
Lucie walks us through the moment she realized Hair Syrup was going to be massive, her unconventional journey from mixing oils with measuring spoons to managing 7 hours of meetings daily while staying creative, and why her Dragons' Den rejection turned out to be the best thing that ever happened to her business. She explains how she reduced TikTok Shop revenue from 49% to less than 23% through strategic diversification, her unconventional hiring philosophy of not hiring people who've had traditional jobs, and why content creation should come naturally if you're in the right role.
This episode covers the untold story of what really happened on Dragons' Den including footage that never aired, why Steven Bartlett's concerns about platform dependency were valid but the exposure was priceless, going viral for three consecutive weeks after the show and turning down 60 investors who reached out, shifting TikTok from revenue driver to brand awareness touchpoint, the power of Meta ads, email marketing, SMS campaigns, gift with purchase strategies, and in-person events for building a DTC brand, managing the balance between operational meetings and creative work as a founder, and why the Goldman Sachs 10KSB program transformed her business more than any book could.
Lucie's story proves that sometimes the best businesses aren't meticulously planned, they find you. With no formal business training, no business books read, and starting with just a few hundred pounds, she's built a beauty empire that rivals established brands globally. Whether you're in eCommerce, building a DTC brand, managing social media strategy, or fascinated by modern entrepreneurship, this episode is packed with tactical insights on platform diversification, content creation at scale, viral marketing, and building a brand that resonates deeply with customers.
Listen to the full episode now, and don't forget to hit subscribe.
Listen to the full episode now, and don't forget to hit subscribe.
Topics Covered:
00:00 Introduction and angel number synchronicity
01:14 How Hair Syrup started in a student kitchen
04:33 The viral TikTok that changed everything
08:11 Scaling from 10 bottles to 8 figures
14:36 Dragons' Den: the untold story
21:55 Going viral for 3 weeks and rejecting 60 investors
25:50 Unconventional hiring philosophy
32:15 Content creation strategy: 25 posts per day
39:57 Diversifying revenue beyond TikTok
41:37 Meta ads, email marketing and event strategy
43:50 Why Lucy's never read a business book
44:23 Goldman Sachs 10KSB program recommendation
January 28, 2026Episode 22112 min
E221: Richard Hill - How to Share Your Vision So Your Team Actually Cares
In this solo episode, Richard Hill breaks down the one thing that keeps coming up with every successful eCommerce founder he's interviewed over the past five years. It's not marketing strategy, tech stack, or hiring process. It's something simpler, but most founders get it completely wrong.
Richard explains why sharing your vision consistently, clearly, and with your entire team is the difference between teams that move fast and make smart decisions, versus teams that feel disconnected from the bigger picture. He walks through the exact framework he uses in his own business: creating a one-year picture and three-year vision, working with senior leadership to define measurable outcomes, and most importantly, re-sharing that vision every three months in all-hands meetings.
This isn't about fancy mission statements on the wall. It's about giving your team ownership, showing them how their work contributes to the bigger picture, and creating a culture where people want to stay because they can see a future for themselves in your vision. Richard shares why some team members will buy in immediately, why others will self-select out, and why that's actually a good thing.
He also covers the practical side: what success looks like in your business one year from now versus three years from now, how to bridge the gap between current revenue and ambitious targets with measurable KPIs, why re-sharing your vision quarterly is non-negotiable, and the importance of off-site all-hands meetings to make vision updates feel like events, not tasks.
If you're a founder or leader who's ever wondered why your team doesn't seem as fired up about the business as you are, this episode will change how you think about communication, alignment, and growth. The shift from keeping your vision in your head to making it visible to everyone is the unlock.
Listen to the full episode now, and don't forget to hit subscribe.
Topics Covered
00:00 Introduction: The one thing successful founders do differently
01:22 Why your team can't help you build what they can't see
02:36 Giving team members ownership through shared vision
03:21 The one-year picture vs three-year vision framework
05:52 Personal vision for founders: creating time and space
07:10 Sharing your vision with the whole company for the first time
08:28 The biggest mistake: set it and forget it
09:12 Quarterly all-hands meetings: making vision updates an event
10:30 Book recommendation: Traction by Gino Wickman
11:20 Core focus and purpose: what drives outstanding culture
12:23 Final thoughts and where to subscribe
January 28, 2026Episode 2201 hr 3 min
E220: Nick Preston - Muscle Food: The Real Story - From the Brink of Collapse to a New Era
In this episode, Richard Hill sits down with Nick Preston, the commercial force behind Muscle Food, to unpack one of the most intense business turnaround stories in UK eCommerce history.
Nick shares the raw, unfiltered account of building a category-defining nutrition brand, being forced out by shareholders, and then getting a phone call that gave him less than 24 hours to decide if Muscle Food lived or died.
Nick breaks down the complete journey, from creating the viral protein pizza that sold over 700,000 units in year one, to being removed from the business in September 2024, to receiving the call in July 2025 that the company was days from administration. He explains the 72-hour scramble to save the business, rebuilding trust with suppliers who'd pulled credit, and making brutal decisions with 150+ jobs on the line and no safety net.
This isn't a polished success story. It's a masterclass in resilience, crisis leadership, and what really happens when rapid scaling breaks a business. Nick explains why the business didn't need fixing, it just needed to evolve. Why shareholders got it wrong when they tried to shrink the company into profit. And why sometimes you have to throw caution to the wind when everyone's telling you not to do it.
Nick shares how Muscle Food became known for "making dirty foods clean," the mistakes made during hypergrowth, what actually breaks when you scale too fast, and why he's now building the business his way for the long term. He also discusses the role of AI in the future of eCommerce, the importance of team stability after years of upheaval, and why he doesn't read business books anymore.
If you're scaling an eCommerce brand, leading through crisis, or trying to understand what sustainable growth actually looks like, this episode is essential. The shift from reactive firefighting to strategic evolution is here, and the founders who understand the difference will build businesses that last.
Listen to the full episode now, and don't forget to hit subscribe.
Topics Covered:
00:00 Introduction: The 24-hour deadline to save Muscle Food
02:09 Meet Nick Preston and the origin story of his partnership with Muscle Food
04:32 Creating the viral protein pizza: 700,000+ units sold in year one
06:00 Developing 130+ products and the "make dirty foods clean" philosophy
07:16 The truth about being forced out by shareholders in September 2024
09:35 July 2025: The phone call that changed everything
12:15 Less than 24 hours to decide if Muscle Food lives or dies
14:40 Due diligence at speed with no safety net
18:28 The 72-hour scramble to save the business from administration
22:10 Rebuilding supplier trust when credit's been pulled
27:15 Communicating with the team during crisis
32:50 The mistakes made during rapid growth phases
38:42 What actually breaks when you scale too fast
45:20 Leadership under pressure: carrying 150+ jobs on your shoulders
52:10 Making brutal decisions with no time and no safety net
58:30 The vision for Muscle Food: evolution vs fixing
01:00:13 The role of AI in eCommerce and Muscle Food's future
01:02:28 Book recommendation: John Grisham novels for disconnecting from work
01:03:00 Where to find Nick Preston and Muscle Food
January 27, 2026Episode 21940 min
E219: Matthias Kleven - Universal Commerce Protocol (UCP) Explained: The End of Checkout Friction
In this episode, Richard Hill sits down with Matthias Kleven, Head of Northern European Partnerships at Shopify, to unpack one of the biggest platform shifts eCommerce has seen in over a decade—the ability to buy directly from AI agents without ever leaving the conversation.
Matthias breaks down Universal Commerce Protocol (UCP), an open framework co-developed by Google and 20+ retailers that allows agents like ChatGPT, Google Gemini, and Microsoft Copilot to handle the entire buying journey—from discovery to cart logic to checkout—without redirecting to a website. For Shopify merchants in the U.S., this is already live. For non-Shopify merchants, the Shopify catalog is now open for the first time ever, allowing anyone to sell into these agentic platforms.
This isn't theoretical. It's happening now. And the implications for conversion rates, customer experience, and how merchants think about SEO and product optimization are massive.
Matthias explains why 50 million commerce-related queries happen daily on ChatGPT alone, how merchants can toggle agentic storefronts as channels in their Shopify admin, and why optimizing product catalogs, FAQs, and shipping details is now as critical as traditional SEO ever was. He also shares how UCP sits as a universal adapter layer on top of existing APIs and tech stacks—it's not a replacement, it's an accelerator.
If you're running an eCommerce store, managing a brand, or building strategy around the future of shopping, this episode is essential. The shift from keyword search to conversational commerce is here, and the merchants who prepare now will dominate the next era of online retail.
Listen to the full episode now, and don't forget to hit subscribe.
Topics Covered
00:00 — Introduction: The biggest shift eCommerce has seen in a decade
01:38 — Meet Matthias Kleven, Head of Northern European Partnerships at Shopify
02:10 — Matthias's journey from programmatic ads to partnerships at Shopify
04:52 — What is Universal Commerce Protocol (UCP)?
05:37 — Why now is the perfect time for agentic commerce
08:52 — 50 million commerce queries daily on ChatGPT alone
10:23 — Buying without leaving the agent: how UCP eliminates checkout friction
12:54 — Conversion rate implications when you remove the redirect
15:06 — Agentic storefronts for Shopify merchants and the Shopify catalog for non-Shopify brands
17:39 — How merchants manage agentic platforms as channels
18:41 — Optimizing product catalogs for AI discovery: the new SEO
21:28 — Post-purchase experience and how UCP layers on top of existing tech stacks
25:36 — UCP rollout: live in the U.S., coming soon to the UK
28:52 — Consumer adoption: will people trust buying from AI agents?
32:18 — Why investing in LLM visibility is the smartest move merchants can make right now
33:29 — Where agentic commerce is heading in the next 6–12 months
38:50 — Book recommendation: Find Your Why by Simon Sinek
39:53 — Where to find Matthias and learn more about UCP
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