Honest Ecommerce

Hosted by Shopify Expert Chase Clymer

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553

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Aug 2026

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Honest Ecommerce is in the top 5% of podcasts and has been one of Shopify's picks for best business podcasts for years. Shopify Expert Chase Clymer and his guests provide online store owners with honest, actionable advice to increase their sales and grow their business.

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August 13, 2026Episode 8926 min

ADA Demand Letters: How TestParty Defends Shopify Brands

Michael Bervell is co-founder and CEO of TestParty, an AI-powered digital accessibility platform that automatically scans and fixes source code so websites meet WCAG and ADA standards, without slowing down engineering teams. Before TestParty, Michael worked in accessibility and product inclusion at Google and the United Nations, was a software engineer at Twitter, and held product and venture roles at Microsoft and M12. He holds a BA from Harvard and an MBA from Harvard Business School, is the author of Unlocking Unicorns, and was named to the Forbes Accessibility 100. TestParty raised a $4 million seed round led by Harlem Capital and the Urban Innovation Fund.Jason Tan is co-founder and CTO of TestParty and the technical architect behind its automated remediation engine. He came to the problem firsthand: while at Twitch, the company was sued for digital accessibility violations, and in researching fixes he discovered that accessibility lawsuits had become an industry norm. He co-founded TestParty in 2023 to give engineers a "spellcheck for accessible code." In This Conversation We Discuss:[00:00] Introduction[02:37] Why ADA lawsuits target ecommerce sites[04:36] Settling once doesn't protect you[07:01] ADA's outdated, vague legal language[11:16] Why "band-aid" solutions won’t work[15:08] Callouts[16:44] How the brand fixes sites at the source[18:27] A former company’s accessibility lawsuit story[21:31] Fixing sites fast after a demand letter[23:01] Defense packets against troll claims[24:24] Free tools to test site accessibilityResources:Subscribe to Honest Ecommerce on YoutubeAutomated WCAG Compliance testparty.ai/ Follow Jason Tan linkedin.com/in/jason-tan-75ab38191 Follow Michael Bervell linkedin.com/in/michaelbervell If you're enjoying the show, we'd love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

August 10, 2026Episode 39429 min

Why Fulton & Roark Skipped DTC and Sold Wholesale First

At 6 years old, Kevin Keller was already "stealing" his father's cologne — a habit generously tolerated by his dad — and discovering that scent could change the way you felt before you ever said a word.That early fascination with transformation eventually became Fulton & Roark, the American fine fragrance house Keller co-founded in 2013 with $11,000 and a belief that perfumery could be both deeply personal and distinctly American.Raised in Atlanta and educated at Georgia State University and Wake Forest University, Keller began his career in journalism before turning to music and culture, where he profiled brilliant emerging musicians and artists. What stayed with him was a fascination with culture, place, and tradition — and how those forces subtly shape the way we carry ourselves in the world.Built without outside capital, Fulton & Roark has grown into a nationally distributed independent fragrance brand, available in nearly 500 retail locations including premier independent boutiques, select Ritz-Carlton and Omni properties, and Neiman Marcus stores and online. The brand has been featured in GQ, Vogue, and ELLE, among others, and its fragrance Roark's Cove was a finalist for the Universal Prestige category of the Fragrance of the Year Award from The Fragrance Foundation.He lives in Winston-Salem, North Carolina, with his wife and two children, and mentors young founders at Wake Forest University.In This Conversation We Discuss:[00:00] Introduction[01:08] Solid fragrances vs extrait de parfum[02:08] How the founder’s love of fragrance began[03:16] Founding a niche brand with $11,000[05:26] Going to market without a DTC plan[07:39] Sponsor: IntelliGems[09:19] The GQ feature that forced them online[11:37] Building first websites on Squarespace[12:37] Sponsor: Klaviyo[14:47] Building the marketing flywheel[18:04] Sponsor: eFulfillment Service[19:40] Getting customers to pay for samples[22:37] Callouts[25:26] Why founders overrate daily metrics[27:30] Learning to delegate as a founder[27:54] Where to find Fulton & Roark[29:02] Final thoughtsResources:Subscribe to Honest Ecommerce on YoutubeAmerican Fine Fragrance fultonandroark.com/ Follow Kevin Keller linkedin.com/in/kevinwilliamkeller Book a demo today at intelligems.io/ Migrate and grow more klaviyo.com/honest Lower scale costs today FulfillmentService.com/honest If you're enjoying the show, we'd love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

August 3, 2026Episode 39330 min

Omhu's Zero-Discount Strategy Behind Its Viral Teddy Sofa

Alexander Morabbi Wulsch is a Danish entrepreneur and business leader. Previously, he has held leadership roles in several companies across sectors including design (URU Design) and digital marketing/social media (Nordic Social).Alexander's background also includes earlier ventures, after a stint in banking he launched an e-commerce business selling socks online, before eventually co-founding Nordic Social which was sold to PE in 2023. Today, he is the CMO of OMHU, one of Europe's fast growing D2C brands.In This Conversation We Discuss:[00:00] Introduction[01:56] Starting young in Ecommerce [02:55] Joining brands as an early as employee[03:44] Lessons from a failed first business[04:52] AOV then versus now[05:23] Unit economics simply explained[06:51] Sponsor: Klaviyo[09:00] Bundling and upselling on big-ticket items[10:18] Leaning and maximizing social first strategy[11:47] Why doubling down beats spreading thin[13:08] Building influencer teams in today’s market[14:04] Sponsor: Intelligems[15:59] Remembering the zero discount policy[17:26] Training customers to anticipate sales[18:50] Sponsor: eFulfillment Service[20:25] Discovering the long customer journey[22:32] Learning curves of a European brand in the US[24:49] Callouts[26:05] Navigating culture and politics in business[28:22] Difference of Brand and product led growthResources:Subscribe to Honest Ecommerce on YoutubeHome of the TEDDY Sofa omhucph.com/ Follow Alexander Morabbi Wulsch alexander-morabbi-wulsch-4486b3113Get your free demo klaviyo.com/honest Book a demo today at intelligems.io/ Lower scale costs today eFulfillmentService.com/honest If you're enjoying the show, we'd love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

July 27, 2026Episode 39234 min

From Mommy Bloggers to Target Shelves: Tubby Todd's Story

Andrea Faulkner Williams is the head mama and co-founder of Tubby Todd Bath Co., which she launched with her husband, Brian Todd, as a solution to her own family’s sensitive skin in 2014. For years her family struggled with dryness and eczema, and smooth skin always seemed impossibly out of reach. It was frustrating spending money on one product after another that wasn’t helpful, clean, or safe for their little ones. Out of those discouragements came a drive and passion to create clean bath and skincare staples and they spent years developing products and testing them in their own home. Since then, Tubby Todd has grown into an entire line of body care basics. She lives in San Diego with her husband and four little ones.In This Conversation We Discuss:00:00 Introduction01:58 The entrepreneurial dream that started it all04:06 Launching with zero money and no retail shelf04:39 How her husband got the idea from his job06:42 Skipping retail to build direct on Shopify08:30 Sponsor: IntelliGems10:22 What "community-based brands" really means12:22 Why small goals matter more than big ones12:53 Landing as the #1 baby skincare brand14:49 Sponsor: Klaviyo17:24 Balancing family while building a business18:57 Biggest hiring mistakes and lessons learned19:41 Why you should fire people faster20:55 Sponsor: eFulfillment Service21:45 The hardest part of entrepreneurship: building a team23:26 Staying humble and not letting ego run the team24:34 Callouts24:44 Why employment tenure makes you a better founder27:21 Not needing a radical idea, just a better one28:05 Selling 70% of the company to private equity30:01 Starting something new always feels uncomfortable32:35 Breaking down the best-selling three-step bundle33:17 How to connect and where to find Tubby ToddResources:Subscribe to Honest Ecommerce on YoutubeGentle Baby Skincare for Sensitive Skin tubbytodd.com/Follow Andrea Faulkner linkedin.com/in/andreafaulknerwilliams Book a demo today at intelligems.io/Get your free demo klaviyo.com/honestLower scale costs today eFulfillmentService.com/honest If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

July 23, 2026Episode 8825 min

How Canadian Ecommerce Brands Save Thousands With a USLLC

M. Sal had his own Ecommerce store. He realized that no Canadian accountant understands US tax and virtually no one understands a Shopify business. That’s what led him to start SAL Accounting where their team now solve these problems for brands.In This Conversation We Discuss: 00:00 Introduction01:13 Discussing the accounting brand01:34 How the guest entered the ecommerce tax niche03:09 The hidden Shopify fee for international sellers04:13 Do you need a US LLC: Plus plan vs sales split06:36 Revenue threshold for opening a US LLC08:00 Step-by-step process to set up a US LLC10:22 The costly mistake of naming yourself as owner12:30 Do US brands need a Canadian setup too13:56 The $25,000 penalty for missing Form 547215:38 Why proper bookkeeping matters for ecommerce brands17:57 How monthly books help you save on taxes19:33 The risk of hiring a cheap bookkeeper22:00 Where to learn more and get help23:43 Returning Questions to a Fellow HostResources:Subscribe to Honest Ecommerce on YoutubeCPA Tax Accounting and Bookkeeping Firm salaccounting.ca/ Follow M. Salman salaccounting.ca/author/salmansalat00/ If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

July 20, 2026Episode 39139 min

From Iraq Prototype to Millions: Sheath Underwear's Story

Robert Patton is the Founder and CEO of SHEATH, a premium men's underwear brand he conceived while serving as a U.S. Army Sergeant in the scorching heat of the Iraqi desert. After two combat deployments, Robert left the military with a mission: to create performance-driven underwear built around a patented dual pouch system that delivers unmatched comfort and support for active men.What started as a bootstrap idea fueled by a $5,000 insurance check and a successful Kickstarter campaign in 2013 has grown into a globally recognized brand selling to customers in over 120 countries. SHEATH is the first ever Official Underwear Partner of the UFC — a milestone Robert built without taking on outside investors.A daily meditator, lifelong student of Napoleon Hill's Think and Grow Rich, and relentless entrepreneur, Robert's story is a testament to grit, reinvention, and the power of solving a real problem the world didn't know it had.In This Conversation We Discuss:00:00 Introduction01:02 What an elite underwear makes01:56 The Iraq deployment origin story04:20 Building the first underwear prototype07:32 Sponsor: Klaviyo09:47 Early prototypes and finding a manufacturer15:12 Launching the first Kickstarter campaign17:06 Sponsor: Intelligems 18:33 A botched production and near giving up21:03 The second Kickstarter and revenue growth22:58 Using AI to speed up product design24:12 Sponsor: eFulfillment Service 25:58 Finding customers beyond Kickstarter26:57 The comedian throw stunt28:18 Sponsoring comedians and podcast hosts30:43 Famous names and loyal ad partners35:04 Advice for aspiring entrepreneurs38:14 Where to buy underwear for legendsResources:Subscribe to Honest Ecommerce on YoutubeMen's pouch underwear sheathunderwear.com/ Follow Robert Patton linkedin.com/in/robert-patton-b675273b Schedule an intro call with one of our experts electriceye.io/connect Get your free demo klaviyo.com/honest Book a demo today at intelligems.io/ Lower scale costs today eFulfillmentService.com/honestSchedule an intro call with one of our experts electriceye.io/connect If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

September 4, 2023Episode 24129 min

Developing a Wellness Product Like a Tech Product | Peter Reitano | Mojo

Peter Reitano is a founder, operator, and investor with 15 + years of experience in the consumer brand and advertising world.Deeply passionate about all things that enable meaningful connections & better health. In addition to leading several businesses through periods of high-growth and acquisition, Peter sits on multiple boards, has a successful fundraising track-record, international exposure and transaction experience.In This Conversation We Discuss:[00:00] Intro[01:13] What are Mojo products?[02:04] How Peter got started in the industry[04:21] Next step: Acting on the idea you have[06:40] Mojo’s go-to-market strategy[08:16] Broad targeting vs narrow targeting[09:26] Copy and creative drives results[09:58] Budget allocation for customer acquisition[11:58] Sponsor: Electric Eye electriceye.io/connect[12:56] Sponsor: Shopify shopify.com/honest[14:38] Sponsor: Sendlane sendlane.com/honest[16:04] Blending paid and organic strategies[16:53] How PR helps in retargeting [17:32] Mojo’s content play[18:27] Launching a brand in a “controlled” category[21:24] Challenges of CBD brands[22:42] Peter’s history in agencies and Academy[26:58] Agencies should at least try to launch a brand [28:25] Where to support Mojo[28:47] Where to support AcademyResources:Subscribe to Honest Ecommerce on YoutubeMushroom gummies boosting focus, productivity, mood & energy mojo.shopContent agency built for strategic performance madebyacademy.comProvides psychedelic support to better the well through science, education, and products gwellamushrooms.comConnect with Peter linkedin.com/in/peterreitanoSchedule an intro call with one of our experts electriceye.io/connectTake your retail business to the next level today shopify.com/honestSign up for a one-dollar-per-month trial periodSchedule your free consultation with a Sendlane expert sendlane.com/honestIf you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

August 14, 2023Episode 23813 min

Getting The Idea of a Subscriptions from a Podcast | Meghan Foster | T is for Tot

T is for Tot was founded by Meghan, a passionate kindergarten teacher, with the goal of making learning enjoyable for children ages 3-6. T is for Tot’s carefully crafted subscription kits provide parents with a stress-free way to support their child's academic growth through fun, play-based activities.Each T is for Tot Kit is designed to nurture a love for learning and ensure that your child is not only prepared for kindergarten but also set up for a lifetime of learning success.Meghan Foster is a mom of 2 boys, taught kindergarten for close to a decade before starting T is for Tot, I have my master's degree in elementary education as well as a business degree. T is for Tot kits are all-encompassing and delivered each month with everything included for play-based learning fun. The goal of T is for Tot l is to make it easy for parents to give their child Pinterest-like activities, while teaching them in a developmentally appropriate way at the same time. T is for Tot includes essential fundamentals in every kit, taught in a way that is fun and developmentally appropriate. There's ample early childhood research that states the importance of starting learning early, and it needs to be a play-based approach that engages the child and leads the child to eventually be motivated in his/her own learning.In This Conversation We Discuss: [00:00] Intro[00:50] What are Learn and Play Kits?[01:27] Where the idea of T is for Tot come from[02:37] What comes with a typical kit?[03:25] From a creative outlet to a business[04:04] Developing the brand and subscriptions[05:22] Sponsor: Electric Eye electriceye.io/connect[06:16] Sponsor: Shopify shopify.com/honest[08:01] Sponsor: Sendlane sendlane.com/honest[09:28] Getting the product in front of customers’ hands[10:13] From friends and family to real customers[11:06] Did T is for Tot experience growing pains?[12:00] Manufacturing and fulfillment still in-house[12:10] Meghan’s advice for people who want to start[12:59] Where to support T is for TotResources:Subscribe to Honest Ecommerce on YoutubePlay-based activities to inspire a lifelong love of learning, delivered every month tisfortot.shopConnect with Meghan linkedin.com/in/meghan-foster-78589840Schedule an intro call with one of our experts electriceye.io/connectTake your retail business to the next level today shopify.com/honestSign up for a one-dollar-per-month trial periodSchedule your free consultation with a Sendlane expert sendlane.com/honestIf you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

August 24, 202323 min

Subscriptions is a Performance Channel | Gina Perrelli | Stay Ai | Bonus Episode

Gina is a long-time operator and advisor in the consumer industry. She started her career in Email and Content Management and has since emerged as one of the industry’s most pronounced thought leaders on all things customer experience and retention. 5 years ago, she and her co-founder, Pierson Krass, set out to start a different kind of agency. Lunar Solar Group was built on the idea that technology empowers e-commerce brands to scale. Gina has worked on launching and scaling brands like Olipop, Super Coffee, Lemon Perfect, and many other leading e-commerce brands that you all know and love. Most recently, Gina co-founded Stay Ai which is the subscription platform for modern e-commerce brands where she currently operates the company’s CEO.In This Conversation We Discuss: [00:00] Intro[00:54] What is Stay Ai and what does it solve?[02:07] How Gina became passionate about subscriptions[03:59] Lunar Solar Group: Clients, solutions, evolution[05:18] Building and selling KnoCommerce[07:50] From an agency to building an app[09:42] Where Stay Ai came from[11:54] Acquiring Retention Engine[15:21] The advantage of being specific in your outcome[15:55] Always have an exit strategy[17:04] No one has gone public in the Shopify ecosystem[17:37] The sign of a mature entrepreneur[18:40] The 3 things that make Stay Ai unique[21:40] Subscription tips and tricks[22:49] Where to support Stay AiResources:Subscribe to Honest Ecommerce on YoutubeConnect with Gina linkedin.com/in/ginaperrelliProviding revolutionary subscription management software stay.aiProviding Ecommerce and digital marketing services that drive transformational growth for our clients lunarsolargroup.comThe customer survey platform built for Ecommerce brands /knocommerce.comIf you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

December 20, 2021Episode 15229 min

The Transition Strategy from Crowdfunding to Ecommerce | Chaz Chazanow | LIV Watches

What on earth possessed us to start a watch brand? That's a question we get all the time. We saw boring, repetitive designs churned out year after year. We saw watches that didn't provide for individual expression. There was a blatant lack of uniqueness of style and colorways. Plus, we saw brands that did not connect directly with the people who were wearing their products. There was a significant disconnect.The market was ready for something new and different. A watch brand that would connect to its fans, one that would form and sustain real relationships. A brand that would involve the people who bought their watches in the process of product development. A brand that would continually aim to create distinctive limited edition watches screaming attitude and nonconformity. Perfect timepieces for the watch lover looking for something different to add to his or her collection. We saw the need and created LIV Watches. In This Conversation We Discuss: [00:00] Intro[00:56] Tongue twisters and ad copies[01:33] LIV’s founding story[03:25] The benefit of Chaz’s background[04:51] How LIV got their unique designs[06:46] The crowdfunding go-to-market strategy[08:32] The benefits of successful Kickstarters[09:50] Look to challenge traditional approaches [11:31] Reinforcing the “no budget” motto[12:08] Sponsor: Electric Eye electriceye.io[12:28] Sponsor: Mesa apps.shopify.com/mesa[13:13] Sponsor: Rewind rewind.io/honest[14:39] Sponsor: Gorgias gorgias.grsm.io/honest[15:12] Sponsor: Klaviyo klaviyo.com/honest[15:59] The prospecting and retargeting process[16:56] Relationships and having the last word[18:01] From crowdfunding to DTC[21:00] Building their custom crowdfunding platform[23:06] Backing games on Kickstarter[23:44] Cons of using Kickstarter[25:31] Be careful with data and feedback[26:50] Lifetime value and cost per acquisition[28:05] Where to find LIV WatchesResources:Fine Swiss watches from a brand that really cares about you and your collection livwatches.comConnect with Chaz @ChazanowScale your business with electriceye.ioDownload Mesa at the Shopify App Store apps.shopify.com/mesaLevel up your customer support gorgias.grsm.io/honestRespond to any of Rewind’s welcome emails and mention HONEST ECOMMERCE to get 1 month free rewind.io/honestGet started with a free account at klaviyo.com/honestIf you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!