Janis Thomas is the CMO at Clothes Doctor, a fast-growing UK clothing-care brand selling premium laundry and fabric-care products. Founded in 2017, they are now a 7 figure business selling via wholesale, Amazon and their Shopify store. 

 

Janis shares how Clothes Doctor has built a multi-channel growth engine while staying focused on making clothing care easier and more sustainable. She also reveals the marketing lessons, challenges and opportunities that come with scaling a fast-growing eCommerce brand beyond its Shopify store. 

 

Hit PLAY to hear: 

• 🔄 Why adding a subscription isn’t enough — and the question you should ask first 
• 📈 How to attract higher-quality customers who stick around 
• 🤖 How Clothes Doctor uses AI to do more with a small team 
• 💡 Janis’s approach to getting better results from ChatGPT 
• 🌱 Why sustainability alone may not be enough to win new customers 
• 📦 How two very different subscription products can drive growth in the same business 

 

Key timestamps to dive straight in: 

[03:55] Challenges in media subscriptions 

[07:04] Caring for clothes longevity 

[11:28] Using Sidekick with Shopify 

[14:35] Launching Seasonal Care Subscription Box 

[17:30] Discussing laundry product varieties 

[20:38] Joining a sustainable brand 

[24:29] Listen to Janis’s Top Tips! 

 

Full episode notes here: https://ecmp.info/612

--- 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/sponsor

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Mark Howell is the Director Retailers EMEA at Rithum, where they help the world’s leading brands and retailers list, market, fulfill, and optimise products across every major commerce channel – from catalog to consumer. Rithum’s single connected network now has over 40,000 brands, suppliers and retailers including Walmart, Marks & Spencer, Samsung, and many more. Before his decade at Rithum Mark spent 10 years at Tesco supporting all drop ship and marketplace sellers to list and launch on Tesco.com. 

In this episode, Chloe and Mark unpack the hidden engine behind modern eCommerce growth: product data. They explore how brands can get products to market faster, manage listings across multiple marketplaces, and prepare their data for the next wave of AI-powered shopping and search. 

 

Hit PLAY to hear these 5 big wins: 

• 🤖 Why AI search is making product data more important than ever 
• ⚡ The “time to online” metric that directly affects revenue 
• 🛒 How to sell on multiple marketplaces without managing 20 separate stores 
• 🔍 The product data mistakes that lead to costly returns 
• 🧠 How leading brands structure data for both humans and AI shoppers 
• 🚨 Why retailers are becoming stricter about claims like “sustainable” 

 

Key timestamps to dive straight in: 

[05:53] Describing products with evidence 

[08:06] Managing different retail platforms 

[12:19] Brands asserting eCommerce guidelines 

[15:21] Negotiating retail brand guidelines 

[17:20] Handling Marketplace Customer Expectations 

[22:33] AI implementation challenges and oversight 

[23:22] Legal challenges in agentic commerce 

[29:34] Storing and sharing business data 

[32:04] Listen to Mark’s Top Tips! 

[36:17] Episode sponsored by Rithum. Find out more about Rithum >>> https://ecmp.info/rithum

 

Full episode notes here: https://ecmp.info/611 

 

Episode sponsored by Rithum. Find out more about Rithum >>> https://ecmp.info/rithum

--- 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/sponsor

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Tariq Kazemi is the co-founder and CEO at BLD BRO, a British skincare brand championing “bald confidence”. Founded in 2021, they did £3.5million last year and are growing fast via their Shopify store & Amazon. 

 

In this episode, Tariq shares how BLD BRO grew from a small Instagram community into a multi-million-pound eCommerce brand. He reveals the practical decisions behind that growth, including their Amazon launch, lean SKU strategy, in-house fulfilment, and why they outsource specialist marketing expertise instead of trying to do everything themselves. 

 

Hit PLAY to hear: 

• 🚀 How BLD BRO grew from250 Instagram followers to £3.5M in sales 
• 🛒 Why Amazon became a third of UK revenue within months of launch 
• 📦 The 5-SKU strategy that keeps growth simple and profitable 
• 💡 Why they rejected Kickstarter despite already having a community 
• 🧠 The founder mindset shift: “We’re not eCommerce experts” 
• 🏭 The surprising reason they insist on keeping fulfilment in-house in Birmingham 

 

Key timestamps to dive straight in: 

[05:41] Early funding and avoiding crowdfunding 

[09:45] Keeping product line focused 

[10:59] Managing product diversity and packaging 

[16:41] Building an eCommerce team 

[17:43] Optimizing website conversion strategies 

[23:00] Starting the hair loss journey 

[25:58] Listen to Tariq’s Top Tips! 

 

Full episode notes here: https://ecmp.info/610

--- 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/sponsor

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Dan Major is a Fractional CFO for DTC fashion, footwear, and beauty brands. Focused on scaling profitability by unlocking margin and freeing up cash for ads and stock. 

 

In this WWYD episode, Dan walks through what he would do if he became the first serious CFO at a fast-growing DTC brand. He shares practical advice on fixing reporting, improving unit economics, finding hidden margin, and unlocking cash from inventory so brands can grow faster without losing control of profitability. 

 

Hit PLAY to hear: 

• The first thing a new CFO checks in a fast-growing DTC brand 👀 
• Why your Shopify dashboard might be lying about profit 
• The 3 margin numbers every eCommerce founder must understand 💸 
• How one brand found 8 extra margin points without selling more 
• When to reinvest profit into ads instead of taking it off the table 📈 
• The hidden inventory mistake that could be trapping six figures of cash in your warehouse 📦 

 

Key timestamps to dive straight in: 

[05:17] Understanding Sales and Margins Discrepancies 

[07:56] Managing finances in eCommerce 

[13:03] Understanding Contribution Margin Basics 

[16:57] Analyzing industry benchmarks and margins 

[18:28] Analyzing Profit and Loss Statements 

[22:46] Managing stock levels and cash flow 

[24:28] Listen to Dan’s Top Tips! 

 

Full episode notes here: https://ecmp.info/609

--- 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/sponsor

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James Cowdale is the co-owner and marketing director at &Sons, a fashion BCorp brand selling vintage style clothing, primarily menswear. Founded in 2016 they now sell via their Shopify site, 2 stores in the UK, and wholesale, doing 8 figures in sale a year. 

 

In this episode, James shares how &Sons has grown from an £80 Shopify store into an 8-figure brand by putting community at the heart of the business. He also reveals how the team navigated US tariffs, expanded into new markets, achieved B Corp certification, and why investing in people has been their biggest competitive advantage. 

 

Hit PLAY to hear: 

• 👥 How &Sons built an 8-figure brand by creating a thriving customer community 
• 🌎 The smart strategy that helped them replace lost US sales with new international growth 
• 🛍️ Why customer retreats can deliver a bigger ROI than another ad campaign 
• 💬 The simple mindset shift that turns customers into passionate brand advocates 
• 🌱 What it really took for &Sons to become a certified B Corp 
• 🎉 How to turn a major business milestone into a powerful marketing opportunity 

 

Key timestamps to dive straight in: 

[04:37] Choosing Shopify for Online Sales 

[09:14] Launching Australian Market Website 

[12:49] Building a Community for Men 

[16:47] Hosting events for marketing 

[19:39] Achieving BCorp Certification 

[22:31] Reflecting on 10 years in business 

[24:15] Listen to James’s Top Tips! 

 

Full episode notes here: https://ecmp.info/608 

--- 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/sponsor

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Jonatan Ehn is the Chief Commercial Officer at Asket, a fashion brand that doesn’t think of itself as a fashion brand. With the goal to liberate daily life from clutter and excess. Their men’s and womenswear rangers are sold via their Centra website, and stores in Stockholm & London, that also offer repairs and alterations. Founded in 2015, last year they did £15 million in sales. 

 

In this episode, Jonatan shares how Asket has built a growing eCommerce business by staying true to its mission. He discusses balancing purpose with profit, navigating a major rebrand, and the performance marketing lessons every online retailer can learn from. 

 

Hit PLAY to hear: 

• 🚀 How Asket grew a £15M brand while encouraging customers to buy less 
• 🎯 The biggest lesson from launching a rebrand, new website, and new store all at once 
• 📉 Why your Meta ads can suddenly stop working—and how to turn them around 
• 🧪 The one-change-at-a-time testing strategy that rebuilt Asket's marketing performance 
• 🌱 How to balance purpose and profit without sacrificing business growth 
• 💡 The brand discovery tactics helping Asket win customers in the UK, US, and beyond 

 

Key timestamps to dive straight in: 

[05:36] Independent Swedish clothing brand model 

[08:15] Balancing business goals and ethics 

[12:37] Rebranding and closing perception gap 

[15:31] Updating brand visuals and identity 

[18:22] Identifying marketing strategy issues 

[22:38] Focusing on brand discovery strategy 

[25:19] Listen to Jonatan’s Top Tips! 

 

Full episode notes here: https://ecmp.info/607

--- 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/sponsor

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Jennifer Bailey is the CEO Founder at Calla Shoes, sellers of women's shoes for bunions, wide feet and problem feet. Founded in 2016 they now sell via their Shopify store and are on track for £2million in sales this year. 

 

In this episode, Jennifer reveals how Calla Shoes grew from a personal frustration into a £2 million global eCommerce brand. Discover the customer-first mindset, SEO strategy, and partnership approach that helped the business scale to customers in 92 countries while staying laser-focused on solving a real problem. 

 

Hit PLAY to hear: 

• 👠 How Calla Shoes grew into a £2M brand by solving one overlooked customer problem 
• 🔍 Why SEO still drives most of their traffic after nearly 10 years in business 
• 📞 The surprising customer research method Jennifer swears by (and it's not AI) 
• 🌍 How a niche footwear brand expanded to 92 countries worldwide 
• 🤝 The partnership strategy that's turning podiatrists into powerful referral partners 
• 💡 How customer feedback directly shaped some of Calla Shoes' best-selling products 

 

Key timestamps to dive straight in: 

[06:15] Embracing constant learning in eCommerce 

[07:49] Global marketing on a budget 

[10:09] Searching for wedding shoes with bunions 

[13:15] Embracing unique needs in footwear 

[16:43] Listening to customer feedback 

[20:50] Collaborations with podiatrists and influencers 

[23:02] Listen to Jennifer’s Top Tips! 

 

Full episode notes here: https://ecmp.info/606

--- 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/sponsor

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Andy Ostcliffe is the Chief at Chiefly, where they’re experts on the Charity Retail Sector and pre-loved sales across product categories. Previously Andy co-created and led two of the world’s largest charity online retailers – Oxfam and British Heart Foundation. 

 

Andy joins Chloe for a What Would You Do? episode, exploring what today's Head of eCommerce should do if their fashion brand wants to enter the growing pre-loved market. Together, they unpack the operational, commercial, and regulatory challenges, and discuss how brands can build a strategy that works for both customers and the business. 

 

Hit PLAY to hear: 

• Why launching a pre-loved store is much harder than it looks 👀 
• The surprising reason Marks & Spencer chose eBay over building its own resale platform 
• How AI could make fashion resale dramatically more profitable 🤖 
• The regulations coming for fashion brands—and why you should prepare now 
• What really happens to clothes after you donate them (it's not what most people think) 
• Why live shopping is becoming one of the hottest opportunities in eCommerce 📱 

 

Key timestamps to dive straight in: 

[04:38] Retailers and preloved fashion trends 

[06:28] Challenges in retail logistics 

[09:35] Economic challenges for PLC retailers 

[13:03] Impact of Secondhand Sales 

[16:55] UK charity shops and new regulations 

[21:16] Impact of Online Resale on Charities 

[23:29] Ghana's role in pre-loved fashion 

[29:29] Pricing and stock rotation strategies 

[31:00] Retail strategy for preloved fashion 

[35:31] Listen to Andy’s Top Tips! 

 

Full episode notes here: https://ecmp.info/605

--- 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/sponsor

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Holly Daniels is the Head of eCommerce at CULT MIA & a Drapers 30 Under 30 Alumni. CULT MIA is an independent luxury fashion marketplace, showcasing new designers and unique collections, many of which are exclusive on their Shopify website. Founded in 2019 they won Draper's Best Independent Retailer in 2022 AND 2023 and last year were named in the UK Fast Growth Index – not surprising since in the last couple of years they’ve scaled sales 5 times. 

 

In this episode, Holly lifts the lid on how CULT MIA scaled 5X while navigating global logistics, international expansion, and the unique challenges of running a luxury fashion marketplace. Expect practical insights on data-driven growth, entering new markets, creating exceptional customer experiences, and using AI where it delivers real business impact. 

 

Hit PLAY to hear: 

• 🌍 How CULT MIA uncovered a hidden Middle East growth opportunity through customer data 
• 📈 The surprising strategy that helped the luxury marketplace scale sales 5X 
• 🚚 What most brands get wrong about international expansion and cross-border logistics 
• 🎯 Why launching in the right season can matter more than your ad creative 
• 🤖 Practical AI use cases that save hours and improve eCommerce operations 
• 💡 Holly Daniels' framework for testing new markets without risking your entire budget 

 

Key timestamps to dive straight in: 

[04:22] CULT MIA’s global market reach 

[08:50] CULT MIA’s brand values and products 

[12:10] Managing international shipping logistics 

[13:29] Cross-border operations and sustainability 

[18:01] Understanding Regional Customer Behavior 

[20:06] Building trust with new markets 

[23:07] Using AI for administrative tasks 

[25:15] Listen to Holly’s Top Tips! 

 

Full episode notes here: https://ecmp.info/604

--- 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/sponsor

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Ankit Jadav is the Global Head of Digital Operations at Portmeirion Group, home to six unique homeware and fragrance brands with a combined 750 years of trading… including Spode, Portmeirion, Royal Worcester, Nambe, Pimpernel and Wax Lyrical. Turnover is now £110,000,000 of which 10% is DTC. 

 

In this episode, Ankit shares how his team manages five DTC brands with just eight people, why they recently consolidated their tech stack, and what he looks for when evaluating new technology. It's a masterclass in building an eCommerce operation that is efficient, scalable, and focused on delivering real ROI. 

 

Hit PLAY to hear: 

• 🚀 How one team manages 5 DTC brands with just 8 people 
• 🛠️ The surprising reason the "best" eCommerce tool can hurt your results 
• 📈 Why consolidating your tech stack could unlock faster growth 
• 💰 How to evaluate new software without wasting budget on shiny objects 
• 🎯 The next big tech investment Ankit believes every retailer should consider 
• 🤖 Where AI is actually delivering value in eCommerce (and where it's mostly hype) 

 

Key timestamps to dive straight in: 

[09:36] Implementing and Scaling eCommerce Projects 

[12:02] Understanding code for collaboration 

[16:01] Evaluating tech stack consolidation 

[21:04] Implementing a Customer Data Platform 

[22:35] Exploring AI for internal use 

[26:08] Listen to Ankit’s Top Tips! 

 

Full episode notes here: https://ecmp.info/603  

--- 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/sponsor

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Douglas Holm is the Head of Online at Myrqvist, sellers and designers of quality, classic men’s shoes. Founded in 2016 they now sell online via their Shopify store and 4 stores in Sweden, Norway, New York and London, and a select group of partner stores. Turnover is now at €10 million a year. 

 

In this episode, Douglas reveals how Myrqvist has built a lean, high-performing eCommerce operation that punches well above its weight. From AI-driven automation and product data optimisation to international growth and in-house marketing, he shares practical insights for any brand looking to scale smarter. 

 

Hit PLAY to hear: 

• 🚀 How Myrqvist built a €10M brand with just 8 people at head office 
• 🤖 The AI automations saving hours every week across customer service and operations 
• 📈 Why improving product data is boosting SEO, AI search, and customer experience at the same time 
• 🔍 How Myrqvist is already winning traffic from ChatGPT and other AI search tools 
• 💡 The simple framework Douglas uses to decide what to automate next 
• 🎯 Why keeping Meta ads in-house gives Myrqvist a major competitive advantage 

 

Key timestamps to dive straight in: 

[06:13] Offering premium-quality shoes affordably 

[09:37] Leveraging AI to optimize operations 

[11:36] Improving AI for site search 

[14:38] Competing with heritage shoe brands 

[18:41] Exploring AI for product design 

[22:32] Benefits of in-house content production 

[24:07] Listen to Douglas’s Top Tips! 

 

Full episode notes here: https://ecmp.info/602

--- 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/sponsor

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Kresse Wesling CBE is the co-founder at Elvis and Kresse, the designers, manufacturers, and sellers of their range of sustainable and ethically produced luxury accessories and homewares. Founded in 2005 to rescue London’s decommissioned fire-hose, they now sell via their Shopify site and wholesale. They donate 50% of their profits to charity – and have donated nearly £500,000 to date, AND saved over 315 tonnes of materials from landfill. 

 

Since joining us four years ago, Kresse and her team have taken their mission to a whole new level. In this conversation, she shares how they're building a regenerative business that restores ecosystems, creates new revenue streams, and challenges traditional thinking about growth, sustainability, and long-term success. 

 

Hit PLAY to hear: 

• 🌱 How Elvis & Kresse turned a sustainability mission into a regenerative business model 
• 🍷 Why they spent 5 years building a vineyard before earning a single penny from it 
• ♻️ The surprising checklist they use before launching products from new waste streams 
• 🚀 How purpose-driven brands can create growth opportunities competitors miss 
• 📈 Kresse's advice for finding a marketing agency that actually delivers results 
• 💡 Why "a business is just a group of people and a series of decisions" could change how you think about growth forever 

 

Key timestamps to dive straight in: 

[04:06] Sustainability goals on the farm 

[09:14] Embracing regenerative farming practices 

[10:48] Criteria for choosing projects 

[13:46] Concerns about microplastic pollution 

[16:10] Corporate responsibility and transparency 

[19:34] Wine production practices and additives 

[24:07] Struggling with rapid changes 

[28:28] Listen to Kresse’s Top Tips! 

 

Full episode notes here: https://ecmp.info/601

--- 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/sponsor

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Success stories are easy to find in eCommerce. 

 

The mistakes, failures, and expensive lessons? Not so much.  

 

To celebrate the 600th episode of the eCommerce MasterPlan Podcast, Chloe Thomas takes a refreshingly honest look at the missteps that have shaped her 20+ years in business and the recurring mistakes she still sees brands making today. 

 

In this special solo episode, Chloe shares a mix of industry-wide pitfalls and personal screwups, revealing the lessons hidden inside each one. From costly hiring decisions and inventory challenges to bad advice and overlooked opportunities, every mistake is pulled at random from her infamous bowl of business blunders—making for an entertaining and insightful episode packed with practical takeaways. 

 

Hit PLAY to hear: 

• 💸 The hiring mistake that cost Chloe £36,000 — and how to avoid making the same one 
• 📦 Why holding too much inventory could be quietly killing your cash flow 
• 🚫 The surprisingly common reason some brands still turn off their websites (and why it's a terrible idea) 
• 📊 How misunderstanding your margins can wreck your marketing performance 
• 🔄 Why "launching it" is only the beginning — and where most brands go wrong after go-live 
• ⚠️ The 14 costly mistakes Chloe sees eCommerce businesses make again and again after 20+ years in the industry 

 

Key timestamps to dive straight in: 

[05:58] Costly hiring mistake 

[09:10] Managing cash flow with seasonal sales 

[11:17] Finding the Right Agency Fit 

[15:51] Crafting an effective discount strategy 

[18:11] Understanding and recalculating margins 

[22:23] Avoiding burnout with balanced work 

[24:42] Testing newsletter growth strategies 

[28:23] Evaluating eCommerce Strategies 

[32:06] Choosing the right product 

[36:25] Navigating perimenopause and business impact 

[38:45] Dealing with health challenges in business 

[40:44] Updating seasonal and automated content 

 

Full episode notes here: https://ecmp.info/600

--- 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/sponsor

Advertising Inquiries: https://redcircle.com/brands

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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 sales
• 2️⃣ The smarter way to upsell and cross-sell without frustrating customers
• 3️⃣ How your store can keep selling and answering questions 24/7
• 4️⃣ Why “no results” searches could reveal your next biggest sales opportunity
• 5️⃣ How AI shopping data can uncover UX issues, product gaps, and growth opportunities

Key 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/sponsor

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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/sponsor

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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/sponsor

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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/sponsor

Advertising Inquiries: https://redcircle.com/brands

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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/sponsor

Advertising Inquiries: https://redcircle.com/brands

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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/sponsor

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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/sponsor

Advertising Inquiries: https://redcircle.com/brands

Privacy & Opt-Out: https://redcircle.com/privacy