Episode 289 - Scaling To 8-Figures With One Product And No Discounts: Lessons From Henson Razors ECommerce Evolution podcast

41:33

When most brands struggle to break through the noise online, Chris Lang and Fresh Chili Company cracked the code by doing something radically different: they started with story, not sales. In this episode, discover how a small New Mexico chili company became a top 1% Shopify store with explosive 85% year-over-year growth, a 4.96% conversion rate, and 3.74% ROAS—all while building an engaged community that devours their content faster than NBA games get views. Chris reveals the exact strategies behind their meteoric rise, from leveraging organic social as a testing ground for paid ads to creating "addictive" content that turns customers into brand evangelists. This isn't another generic growth story—it's a masterclass in building authentic connections that drive real business results. — Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today! — Chapters: (00:00) Introduction to Fresh Chile Company (02:30) History of The Chili Capital of the World (07:03) Keys to Success: Storytelling & Community (11:20) Balancing Organic and Paid Strategies (16:57) Creative Content & Testing Philosophy (21:47) Building a Brand Story (24:22) Search Visibility (27:46) SEO Strategies & Content Plans (34:20) How Fresh Chile Builds Community — Connect With Brett: LinkedIn: https://www.linkedin.com/in/thebrettcurry/ YouTube: https://www.youtube.com/@omgcommerce Website: https://www.omgcommerce.com/ Relevant Links: Chris’ LinkedIn: https://www.linkedin.com/in/chrislangsocial/ Fresh Chile Website: https://freshchileco.com/ _ Past guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzie, Joseph Wilkins, Cody Wittick, Miki Agrawal, Justin Brooke, Nish Samantray, Kurt Elster, John Parkes, Chris Mercer, Rabah Rahil, Bear Handlon, JC Hite, Frederick Vallaeys, Preston Rutherford, Anthony Mink, Bill D’Allessandro, Jeff Oxford, Bryan Porter and more…

eCommerce Evolution

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Subscription-Only Success: How Spot & Tango Hit $100M with Great Margins and No Retail Distribution 39:49

8 days ago39:49

39:49

Russell Breuer, founder of Spot & Tango, shares the remarkable journey of building a $100+ million pet food company from a New York studio apartment in just seven years. What makes this story even more impressive? They've remained profitable while operating as a subscription-only, direct-to-consumer brand in the competitive pet food space. Russell reveals the strategic decisions that set them apart—from their innovative "Unkibble" fresh-dry process to building their own 70,000 square foot manufacturing facility in Pennsylvania. This conversation is packed with actionable insights on vertical integration, subscription model optimization, and performance marketing excellence. This episode is essential listening for any D2C founder looking to build sustainable, profitable growth while maintaining premium positioning in their market. — Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today! — Chapters: (00:00) Introducing Spot & Tango: The Value Proposition of Fresh Pet Food (06:15) The Importance of Vertical Integration (11:56) Subscription-Only Model: A Strategic Choice (15:52) Key Lessons for Increasing Conversion Rates (19:03) The Role of Education in Customer Engagement & Relationships (23:09) Understanding Return on Invested Capital (28:58) Growth Levers & Marketing Strategies (32:29) The Role of AI in Performance Marketing (35:05) What’s Next for Spot & Tango — Connect With Brett: LinkedIn: https://www.linkedin.com/in/thebrettcurry/ YouTube: https://www.youtube.com/@omgcommerce Website: https://www.omgcommerce.com/ Relevant Links: Russell’s LinkedIn: https://www.linkedin.com/in/russell-breuer-0b3b57 Spot & Tango Website: https://spotandtango.com/ _ Past guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzie, Joseph Wilkins, Cody Wittick, Miki Agrawal, Justin Brooke, Nish Samantray, Kurt Elster, John Parkes, Chris Mercer, Rabah Rahil, Bear Handlon, JC Hite, Frederick Vallaeys, Preston Rutherford, Anthony Mink, Bill D’Allessandro, Jeff Oxford, Bryan Porter and more…

eCommerce Evolution

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Built to Sell: How Fluencer Fruit Cracked the Amazon Influencer Code and Got Acquired by Wayward 35:25

15 days ago35:25

35:25

What happens when you build a company specifically to sell it—and then execute that plan? Liz Saunders went from running registration at Seller Summit to delivering the closing keynote, all while building Fluencer Fruit, the Chrome extension that helps Amazon Influencer creators optimize their content strategy. In this powerful episode, Liz reveals her entire exit playbook, from reading "Exit Preneur" before she even started building to keeping GAAP-compliant books from day one. But this isn't just an acquisition story—it's a masterclass in understanding the Amazon Influencer ecosystem, where creators earn 1-4% commissions and brands are discovering that video converts better than text, and UGC converts better than brand videos. — Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today! — Chapters: (00:00) Re-Introducing Liz Saunders (03:30) The Journey of Fluencer Fruit (07:20) Amazon Influencer Program Insights (10:09) Shifts in Influencer Marketing (13:35) Brand Strategies for Influencer Engagement (19:05) Multi-Channel Selling (21:31) Building and Selling Fluencer Fruit (28:03) Insights from the Sales Process (32:05) Future Endeavors — Connect With Brett: LinkedIn: https://www.linkedin.com/in/thebrettcurry/ YouTube: https://www.youtube.com/@omgcommerce Website: https://www.omgcommerce.com/ Relevant Links: Liz’s LinkedIn: https://www.linkedin.com/in/liz-saunders Fluencer Fruit: https://fluencerfruit.com/ _ Past guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzie, Joseph Wilkins, Cody Wittick, Miki Agrawal, Justin Brooke, Nish Samantray, Kurt Elster, John Parkes, Chris Mercer, Rabah Rahil, Bear Handlon, JC Hite, Frederick Vallaeys, Preston Rutherford, Anthony Mink, Bill D’Allessandro, Jeff Oxford, Bryan Porter and more…

eCommerce Evolution

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SEO Isn't Dead: The 4-Bucket Framework Driving Profitable EComm Growth (+ AI Optimization Secrets) 45:11

22 days ago45:11

45:11

Think SEO is dead in the age of AI? Think again. While ChatGPT referral traffic surged 112% month-over-month across e-commerce sites, Google still commands 99% of search market share and processes 13.6 billion queries daily. Jeff Oxford, SEO expert and founder of 180 Marketing, reveals why smart brands are doubling down on search optimization—and how the strategies that work for Google are also positioning companies to dominate in AI search results. From his data analysis of 152 SEO campaigns showing consistent 75% traffic growth, to the "ranking factor leak" that exposed Google's true algorithm priorities, Jeff breaks down the exact 4-bucket framework that's still generating millions in revenue for e-commerce brands. Key Topics & Lessons: The State of Search in 2025 - Why Google's 13.6 billion daily queries represent a 64% increase from 2024, how ChatGPT traffic grew 112% month-over-month (but still represents only 1-3% of total traffic), and why the "Google is dead" narrative is premature despite real AI disruption The 4-Bucket SEO Framework - Jeff's systematic approach covering Technical SEO (mostly handled by Shopify), Page Optimization (title tags, meta descriptions, headers), Content Strategy (200-300 words on category pages), and Link Building (the 0.3 correlation factor that still dominates rankings) What Really Moves the Needle - Data from 152 campaigns showing 20% growth at 3 months, 50% at 6 months, and 75% at 12 months, plus insights from Google's leaked ranking documents revealing click-through rate as a massive ranking factor The Great Blog Apocalypse of 2023 - Why standalone content sites lost 90% of their traffic while e-commerce stores with blogs thrived, how Google's "helpful content" update rewarded real businesses over affiliate spam, and Jeff's theory about Google My Business as a ranking signal AI SEO Optimization Strategy - How to reverse-engineer ChatGPT sources to identify link targets, why product roundups have a 0.45 correlation with AI citations (higher than traditional backlinks), and the overlap between traditional SEO and AI optimization The Future of Automated SEO - Jeff's experiment building a fully autonomous AI agency with zero human account managers, AI tools that can screenshot pages and generate optimized title tags, and how Gemini 2.5 Pro is changing the automation game — Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today! — Chapters: (00:00) The Relevance of SEO in the Age of AI (12:38) The 4 Components of SEO (16:19) What Is the Payoff for SEO? (20:22) Breaking Down Technical SEO (23:43) On-Page SEO and Meta Descriptions (25:58) Content Optimization Strategies (33:27) Link Building (38:30) AI and SEO: The Future of Search — Connect With Brett: LinkedIn: https://www.linkedin.com/in/thebrettcurry/ YouTube: https://www.youtube.com/@omgcommerce Website: https://www.omgcommerce.com/ Relevant Links: Jeff’s LinkedIn: https://www.linkedin.com/in/jeff-oxford 180 Marketing: https://www.180marketing.com/ _ Past guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzie, Joseph Wilkins, Cody Wittick, Miki Agrawal, Justin Brooke, Nish Samantray, Kurt Elster, John Parkes, Chris Mercer, Rabah Rahil, Bear Handlon, Trevor Crump, Frederick Vallaeys, Preston Rutherford, Anthony Mink, Bill D’Allessandro, Bryan Porter and more…

eCommerce Evolution

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Scale with Stability by Hiring World-Class Talent & Operating with Mentors 38:49

29 days ago38:49

38:49

I had fellow agency owner JC Hite join me on the pod to discuss some really important topics. Namely, is it possible to scale with stability - which for JC means scaling your business while prioritizing, family, faith and personal relationships. Here’s a look at what we discussed: Key Takeaways The "Video of Awesomeness" Hiring Hack - JC's simple 15-minute interview addition that reveals more about candidates than traditional methods, including real examples of applicants who wrote songs about his company Overseas Talent Strategy Mistake Most Make - Why the "how cheap can I hire" mindset kills results, and JC's approach to paying international talent competitively to get world-class team members The 5 Love Languages for Workplace Retention - How applying Gary Chapman's principles in business dramatically improves team satisfaction and reduces turnover (especially crucial for the next generation workforce) Building a "Bench" Like Sports Teams - JC's systematic approach to always having pre-approved candidates ready, eliminating the panic of unexpected departures and empowering leaders to make tough decisions Mentorship Through Fear, Not Ego - How JC built relationships with icons like John Maxwell, Damon John, and Dr. Gary Chapman by being honest about his fears and willing to invest in proximity to wisdom — Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today!…

eCommerce Evolution

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From Hope to Reality: P&L Design That Drive E-commerce Profitability 53:16

5 weeks ago53:16

53:16

In this episode, Brett sits down with Andrew Faris, CEO of AJF Growth and host of the Andrew Faris Podcast, to break down the critical elements of P&L design that separate ecomm brands that are dead on arrival vs. those who thrive. Andrew shares his hard-won insights from holding nearly every seat in the e-commerce ecosystem, including his experience running an aggregator "into the ground" and the valuable lessons learned along the way. — Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today! — Chapters: (00:00) Join Us in NYC at Our Exclusive YouTube Event! (01:08) Introducing Andrew Faris & His eCommerce Journey (07:06) The Current State of eCommerce (13:16) The Influence of Moneyball by Michael Lewis in Marketing (19:29) Understanding P&L in eCommerce Success (23:34) Understanding Your Profit Goals & OMG Commerce’s Case (29:35) How to Structure Your P&L as an eCommerce Brand (34:48) Optimizing Operational Expenses (34:56) CAC and Cost of Delivery (39:33) Channel Strategy and Product Margin Fit (42:51) Forecasting and Adjusting Business Strategy (49:50) Resources & Closing Thoughts — Connect With Brett: LinkedIn: https://www.linkedin.com/in/thebrettcurry/ YouTube: https://www.youtube.com/@omgcommerce Website: https://www.omgcommerce.com/ Relevant Links: Andrew’s LinkedIn: https://www.linkedin.com/in/andrew-faris-980b84108 AJF Growth: https://ajfgrowth.com/ Andrew’s Podcast: https://open.spotify.com/show/7ssrhISeeGHgCLpzZgrxuJ Moneyball by Michael Lewis: https://www.amazon.com/Moneyball-Art-Winning-Unfair-Game/dp/0393324818…

eCommerce Evolution

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Beyond China: Smart Supply Chain Diversification & Optimization Without the Pitfalls 38:57

6 weeks ago38:57

38:57

Our CEO Brett Curry sits with Jim Kennemer in this latest episode. Jim knows his stuff when it comes to tariffs, supply chain management and sourcing anything outside of China. Brett wanted to bring Jim on the pod to break down the opportunities and considerations of sourcing from Vietnam, Thailand, Indonesia, and Mexico, sharing real examples of how brands like Columbia Sportswear and Converse have legally engineered their products to slash tariff costs. From understanding country of origin rules to leveraging bonded warehouses for cash flow management, this conversation is packed with actionable insights for any brand looking to optimize their supply chain in today's volatile trade environment. Key Takeaways The DDP trap that could destroy your business – Why "delivered duty paid" arrangements are legal but dangerous when suppliers falsify invoices (and why you're still liable even if it's their mistake) Tariff engineering strategies – How adding a simple pocket or felt liner can reclassify your products for lower tariff rates, plus when this optimization makes sense vs. when it backfires Vietnam vs. other manufacturing hubs – Where Vietnam excels (textiles, wood goods, furniture), what to expect for pricing and quality, and why MOQs are higher than China De minimis rules and bonded warehouses – How the $800 shipment exemption still works (except for China), and when custom bonded warehouses can turn a 30% tariff hit into manageable cash flow Country of origin compliance – The "substantial transformation" rule, why trans-shipment will get you caught with 50% more audits happening, and how to properly document manufacturing Whether you're considering your first move away from China or optimizing an existing diversified supply chain, this episode provides the roadmap to do it right without the costly compliance mistakes that are tripping up other brands.…

eCommerce Evolution

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Staying Purpose-Driven During Economic Uncertainty: How Mission-Based Brands Navigate Tariffs and Market Pressure with Mickey Winter & Carrie Weidenbach 47:09

8 weeks ago47:09

47:09

In this episode of the Ecommerce Evolution Podcast, host Brett Curry welcomes Mickey Winter (CEO) and Carrie Weidenbach (COO) of Aysnd, a digital agency specializing in purpose-driven ecommerce brands. As industry veterans with decades of combined experience, they share invaluable insights on maintaining brand mission during economic uncertainty, particularly amid recent tariff challenges. This conversation delivers practical strategies for navigating market pressures while staying true to your brand's core values and purpose. — Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today! — Chapters: (00:00) Introducing Carrie & Mickey (02:22) Navigating Tariff Chaos and Supply Chain Diversification (04:19) Defining Purpose-Driven Brands (06:29) Pricing & Profitability in Uncertain Times (12:25) Carrie & Mickey’s Background (16:50) The Conscious Commerce Maturity Matrix & Level One, Awareness (22:29) Level Two, Scaling (27:06) Level Three, Optimizing (32:38) Level Four, Leading (36:15) Level Five, Pioneering (39:38) Staying Mission-Driven in Uncertain Times — Connect With Brett: LinkedIn: https://www.linkedin.com/in/thebrettcurry/ YouTube: https://www.youtube.com/@omgcommerce Website: https://www.omgcommerce.com/ Relevant Links: AYSND: https://www.aysnd.com/ Mickey’s LinkedIn: https://www.linkedin.com/in/mickeywinter Carrie’s LinkedIn: https://www.linkedin.com/in/carrie-weidenbach-a5272aa BOOM! Beauty: https://boombeauty.com/ Patagonia: https://www.patagonia.com/home/ AB InBev: https://www.ab-inbev.com/ __ Past guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzie, Joseph Wilkins, Cody Wittick, Miki Agrawal, Justin Brooke, Nish Samantray, Kurt Elster, John Parkes, Chris Mercer, Rabah Rahil, Bear Handlon, Trevor Crump, Frederick Vallaeys, Preston Rutherford, Anthony Mink, Bill D’Allessandro, Bryan Porter and more…

eCommerce Evolution

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Generating 65% of Revenue from Subscriptions: How Nulastin Created Exceptional Customer Retention with Leah Garcia 48:11

10 weeks ago48:11

48:11

In this episode of the E-commerce Evolution Podcast, host Brett Curry sits down with with award-winning entrepreneur Leah Garcia (https://www.linkedin.com/in/leah-garcia-592988/), founder of Nulastin (https://nulastin.com/). Leah has a remarkable journey building a beauty brand with shocking retention numbers—80% blended returning revenue and 65% subscription-based customers. From her bootstrapped beginnings (going from zero to $17.5M before hiring her first employee!) to developing bio-designed elastin products that deliver real results, Leah unpacks the strategies that have made her company a standout success even in uncertain economic times. — Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today! — Chapters: (00:00) Introducing Leah Garcia (02:54) Nulastin’s Mission and Core Products (07:19) How to Achieve High Retention Rates (12:59) Removing Friction in the Shopping Experience (19:33) Optimizing Subscription Models (25:50) Knowing Your Customers & Fostering Connections (30:50) Improvements to Reduce Churn (37:08) Direct Response Marketing Insights (41:42) Navigating Uncertainty in Business — Connect With Brett: LinkedIn: https://www.linkedin.com/in/thebrettcurry/ YouTube: https://www.youtube.com/@omgcommerce Website: https://www.omgcommerce.com/ Relevant Links: Nulastin: https://nulastin.com Leah’s LinkedIn: https://www.linkedin.com/leah-garcia-592988 Leah’s Instagram: https://www.instagram.com/leahgarciatv/ Heart & Soil Beef Organics: https://heartandsoil.co/ __ Past guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzie, Joseph Wilkins, Cody Wittick, Miki Agrawal, Justin Brooke, Nish Samantray, Kurt Elster, John Parkes, Chris Mercer, Rabah Rahil, Bear Handlon, Trevor Crump, Frederick Vallaeys, Preston Rutherford, Anthony Mink, Bill D’Allessandro, Bryan Porter and more…

eCommerce Evolution

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Attribution is Broken: Understanding MTAs, MMMs, and Incrementality 47:31

12 weeks ago47:31

47:31

In this insightful episode of the E-commerce Evolution Podcast, host Brett Curry sits down with Tom Leonard (https://www.linkedin.com/in/thomasbleonard), a fractional marketing leader who specializes in operationalizing Media Mix Modeling and incrementality testing. They dive deep into the often confusing world of marketing measurement. Tom and Brett will debunk myths about attribution and we reveal what truly drives customer acquisition. For ecommerce brands struggling to understand where their marketing dollars are actually working, this conversation offers practical insights on how to move beyond misleading platform metrics. — Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today! — Chapters: (00:00) Introducing Tom & Marketing Measurement (06:30) Understanding Multi-Touch Attribution (MTA) (12:22) The Case for Incrementality Testing (22:20) Exploring Media Mix Modeling (MMM) (27:30) Navigating Budget Cuts and Marketing Spend (32:17) Understanding Incrementality Vs. Attribution (35:45) The Importance of Cost Per Incremental (40:16) How to Get Started with MMM (44:09) Final Thoughts — Connect With Brett: LinkedIn: https://www.linkedin.com/in/thebrettcurry/ YouTube: https://www.youtube.com/@omgcommerce Website: https://www.omgcommerce.com/ Relevant Links: Tom’s LinkedIn: https://www.linkedin.com/in/thomasbleonard __ Past guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzie, Joseph Wilkins, Cody Wittick, Miki Agrawal, Justin Brooke, Nish Samantray, Kurt Elster, John Parkes, Chris Mercer, Rabah Rahil, Bear Handlon, Trevor Crump, Frederick Vallaeys, Preston Rutherford, Anthony Mink, Bill D’Allessandro, Bryan Porter and more…

eCommerce Evolution

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Breaking Through Operational Bottlenecks: How to Scale Your Business Beyond the Founder 52:05

14 weeks ago52:05

52:05

In this insightful episode of the E-commerce Evolution Podcast, host Brett Curry sits down with Jhana Li ( https://www.linkedin.com/in/jhana-li ), founder of Spyglass Ops, to tackle one of the biggest challenges holding back growing businesses: operational constraints. While many entrepreneurs excel at product development and marketing, they often hit a ceiling when it comes to building operational systems and processes. Jhana shares her expertise as a transformational operations consultant who has helped hundreds of seven and eight-figure businesses scale by creating systems that allow founders to work on their business rather than in it. — Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today! — Chapters: (00:00) Introducing Jhana & SpyGlass Ops (04:21) Common Operational Problems Founders Face (07:52) Developing a Strategic Vision to Break Through Bottlenecks (14:39) Setting Yourself Apart From Competitors (17:52) Vision Alignment With Your Team (20:51) Hiring and Onboarding the Right People (32:31) Structuring An Effective Hiring Process (40:28) Coaching a High-Performing Team (46:04) When To Let Underperformers Go (50:43) Final Thoughts — Connect With Brett: LinkedIn: https://www.linkedin.com/in/thebrettcurry/ YouTube: https://www.youtube.com/@omgcommerce Website: https://www.omgcommerce.com/ __ Past guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzie, Joseph Wilkins, Cody Wittick, Miki Agrawal, Justin Brooke, Nish Samantray, Kurt Elster, John Parkes, Chris Mercer, Rabah Rahil, Bear Handlon, Trevor Crump, Frederick Vallaeys, Preston Rutherford, Anthony Mink, Bill D’Allessandro, Bryan Porter and more…

eCommerce Evolution

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Episode 309 - Navigating the Tariff Storm: Smart Strategies to Protect Your E-commerce Profits in 2025 16:49

15 weeks ago16:49

16:49

In this timely episode, Brett Curry (https://www.linkedin.com/in/thebrettcurry) sits down with Nick Flint (https://www.linkedin.com/in/dominic-flint-b46063b3/), Director of Email Marketing, to tackle the pressing challenge facing e-commerce brands today: how to maintain profitability amid rising tariffs. As import costs surge, they share actionable strategies for protecting your bottom line without sacrificing growth. Whether you’re considering price increases, optimizing marketing spend, or leveraging email to boost customer loyalty, this episode delivers practical solutions you can implement immediately. — Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today! — Chapters: (00:00) Introduction (01:28) Increasing Profitability in the Current Landscape (04:30) Strategies for Princing and Bundling (06:32) Effective Cost-Cutting Measures (11:51) Maximizing Email Marketing Effectiveness (15:06) Final Thoughts — Connect With Brett: LinkedIn: https://www.linkedin.com/in/thebrettcurry/ YouTube: https://www.youtube.com/@omgcommerce Website: https://www.omgcommerce.com/ __ Past guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzie, Joseph Wilkins, Cody Wittick, Miki Agrawal, Justin Brooke, Nish Samantray, Kurt Elster, John Parkes, Chris Mercer, Rabah Rahil, Bear Handlon, Trevor Crump, Frederick Vallaeys, Preston Rutherford, Anthony Mink, Bill D’Allessandro, Bryan Porter and more…

eCommerce Evolution

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YouTube: Measuring Incrementality, Crafting Effective Ads, and Driving Real Growth with Jordan West 36:11

17 weeks ago36:11

36:11

This is a recent recording from my appearance on Jordan West 's podcast. There’s been a lot of buzz lately about the incrementally of YouTube after Haus Analytics revealed a groundbreaking report from 190 incrementally tests involving YouTube (link: https://www.haus.io/blog/do-youtube-ads-perform-lessons-from-190-incrementality-tests). On this episode I share eye-opening case studies demonstrating how YouTube drives significant incremental growth - even when traditional attribution models fail to capture it. If you've been skeptical about YouTube's effectiveness or struggled to measure its impact, this conversation reveals why it might be the missing piece in your marketing strategy and how to approach it correctly. Key Takeaways: -Beyond Last-Click Attribution: Discover why obsessing over ROAS metrics can be misleading, and how YouTube drives significant business impact that often isn't captured in traditional attribution models but shows up dramatically in incrementality testing. -The Real-World Proof: Brett shares compelling case studies, including a brand that saw Amazon sales cut in half when YouTube ads were paused, and another that achieved a 12-25% lift in Walmart store sales through targeted YouTube campaigns. -The Anatomy of High-Converting YouTube Ads: Learn the essential elements of effective YouTube ads, including how to craft the perfect hook in the first 5 seconds, the importance of standard and "over-the-top" product demonstrations, and why 45-90 second videos often outperform shorter cuts. -Production Value Matters: Unlike TikTok, YouTube requires slightly higher production quality (though not Super Bowl commercial level) - Brett explains the right balance and why combining polished footage with authentic UGC can be particularly powerful. -Testing & Measurement Strategies: Get practical advice on how to properly measure YouTube's impact through geo tests, holdouts, search lift studies, and why tracking your overall MER (Media Efficiency Ratio) might be the simplest yet most effective approach.…

eCommerce Evolution

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Episode 307 - Agencies, Entrepreneurship and What’s Working Now on Facebook with Molly Pittman 46:25

19 weeks ago46:25

46:25

Molly Pittman is a bit of a legend in the digital marketing space. Bartender turned marketing intern for Ryan Deiss, turned VP of Marketing for Digital Marketer, turned entrepreneur - Molly's story is an inspiring one. And she flat out knows her stuff! In this episode, we dig into some real gems. We go pretty deep on what's working now on Facebook, but we also talk about the benefits of building an in-house team vs. the benefits of an agency. We discuss entrepreneurial lessons and what life is like in Amsterdam (where Molly currently lives). Here's a look at what we cover: Why being fluid might be the most important entrepreneurial trait...and why it's important for digital marketers Why curiosity and fascination are crucial in our current marketing landscape What CBO is and how it's impacting Molly's Facebook ad campaigns and what you should do about it What the 3 facets of Facebook's new Quality Ranking are and how to optimize your ads How low quality rankings can dramatically drive up costs or get your ads shut down Plus more…

eCommerce Evolution

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Episode 306 - From Data Overload to Actionable Insights: Measurement Mastery with Chris Mercer 1:00:54

21 weeks ago1:00:54

1:00:54

In this episode of the eCommerce Evolution Podcast, I welcome back Chris Mercer (co-founder of MeasureU) to discuss how e-commerce store owners can transform their approach to data and understanding customer behavior. We dive deep into Microsoft Clarity, a powerful free tool that helps visualize how users interact with your website, and explore how AI can be leveraged strategically to enhance measurement and business operations. This conversation is packed with actionable insights that can help you understand what's really happening on your website and how to make data-driven decisions that boost conversions. Key Takeaways: Microsoft Clarity: The Visual Analytics Game-Changer - Discover how this free tool provides heat maps, scroll tracking, and screen recordings that help you see your website through your customers' eyes. Learn how its built-in AI can analyze patterns across numerous user sessions to identify friction points you might otherwise miss. The Measurement Mindset Shift - Understand why e-commerce measurement is really about "listening" to the customer side of the digital conversation. Mercer explains why you should focus on behavior patterns rather than just conversion metrics, and how to set up proper expectations before analyzing data. From Data to Action - Learn the three-step framework for effective measurement: 1) Plan what questions you want to answer, 2) Gather the right information, and 3) Decide in advance what actions you'll take based on different potential outcomes. Strategic AI Implementation - Discover Mercer's revolutionary approach to using AI effectively. Rather than telling AI "how" to do something, learn to focus on communicating the desired result and letting AI determine the optimal path to get there. UTM Parameters and Traffic Identification - Find out why properly tagging your traffic sources is critical for understanding which marketing efforts are working and how to optimize them for better performance.…

eCommerce Evolution

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Episode 305 - Amazon's New Rules: GeoRank, AI, and the Hidden Forces Shaping Your Product Rankings with Kevin King 43:26

23 weeks ago43:26

43:26

In this eye-opening episode, legendary Amazon expert Kevin King reveals game-changing insights about how Amazon's search and ranking systems really work. From the little-known concept of GeoRank to Amazon's powerful AI engine Cosmo, Kevin shares insider knowledge that every Amazon seller needs to understand to stay competitive in 2024 and beyond. Key topics covered: The truth about Amazon's GeoRank system and why your products might rank differently across regions – plus actionable strategies to influence your rankings in specific geographic areas. How Amazon's Cosmo AI analyzes your listings, images, and customer feedback to determine visibility – and why you need to start "selling to the AI," not just optimizing for keywords. Why the future of Amazon search is shifting from keywords to intent-based shopping, and how tools like Rufus are changing the way customers discover products. Fascinating insights into Amazon's incredible data collection and how it's shaping the future of personalized shopping experiences. Advanced marketing strategies combining AI with custom audiences and personalization that are generating "ridiculous conversion rates.’ Whether you're doing $100K or $100M on Amazon, this conversation with one of the most knowledgeable figures in the Amazon space will transform how you think about optimization and marketing on the platform.…

eCommerce Evolution

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Episode 304 - 4 Proven Ways to Double Your Email & SMS Revenue in 2025 (Plus Bonus Tips) with Nick Flint 30:13

25 weeks ago30:13

30:13

In this tactical episode, OMG Commerce's Email Director Nick Flint reveals game-changing strategies to maximize what should be your most profitable customer acquisition and retention channel. With rising costs across advertising, shipping, and operations, Nick shares how leading brands are using email and SMS marketing to protect and grow their margins in 2025. Whether you're doing $2M or $50M in revenue, these practical insights will help you unlock more revenue from your existing customer base. Key takeaways: Why getting organized across marketing channels is critical for scale – and the simple tools Nick recommends to coordinate email, SMS, social, and paid media for maximum impact How to design "bigger A/B tests" that drive real insights (including one test that recently doubled campaign revenue for a client) The counterintuitive reason why adding friction to your email-to-purchase journey could significantly boost conversions Why SMS is becoming increasingly crucial as email deliverability tightens, and the exact tactics to build your SMS list without annoying customers Plus, Nick shares his unconventional "cat keyboard" subject line test that generated unprecedented engagement for a pet brand. Don't miss the bonus segments on advanced segmentation strategies and mobile-first optimization techniques that could unlock hidden revenue in your business.…

eCommerce Evolution

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Episode 303 - Building Billion-Dollar Brands Through Performance Marketing: Lessons from Beauty Industry Pioneer Carey Grange 48:14

27 weeks ago48:14

48:14

In this fascinating episode, beauty industry veteran Carey Grange shares invaluable insights from her journey building major brands like Proactiv, Murad, and numerous other successful beauty and wellness companies. From the early days of infomercials to today's digital landscape, Carey reveals how the fundamental principles of effective performance marketing remain unchanged—and how modern brands can leverage these principles to drive growth across multiple channels while building lasting brand value. Key Topics Covered: The essential elements of successful performance marketing campaigns, including authentic founder stories, compelling transformation narratives, and the critical role of social proof—and why these elements are more relevant than ever in today's digital landscape. Why channel strategy matters: How Murad used infomercials to become the #1 clinical skincare brand in Sephora and Ulta, and what this teaches us about modern omnichannel growth. The truth about value creation: Why discounting isn't necessary and how to build real value propositions that resonate with customers and protect your brand. The importance of constant testing and innovation: Why successful brands allocate 10-20% of their budget to experimental marketing, and how this "slush fund" approach drives long-term growth. This episode is packed with actionable insights for any brand looking to scale through performance marketing while building lasting brand value in today's competitive landscape.…

eCommerce Evolution

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Episode 302 - Combining PR and Paid Ads for Explosive eComm Growth 37:28

29 weeks ago37:28

37:28

Learn the secrets behind securing free press coverage for eCommerce brands. Contrary to popular belief, free PR isn’t reserved only for companies that hire expensive PR agencies. Whether you're launching a new product or looking to boost your brand's visibility, this episode is packed with actionable insights that could make all of your other marketing efforts better. Key topics covered: The CPR (Credibility, Point of View, Relevance) method: A foolproof framework for crafting compelling pitches that grab journalists' attention. How to approach gift guide pitches and maximize your chances of inclusion in coveted holiday roundups. Strategies for leveraging product launches and press releases to create buzz and secure media coverage. Tips for building and nurturing relationships with journalists, including how to use email tracking and follow-up techniques. Cost-effective tools and resources for managing your own PR efforts, even without prior experience or agency support. Don't miss this opportunity to learn how you can take control of your brand's narrative and secure valuable media coverage without breaking the bank. Gloria's practical advice and insider tips will empower you to become your brand's best advocate and unlock the untapped potential of PR for your eCommerce brand.…

eCommerce Evolution

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Episode 301 - BFCM 2024 Deep Dive: What Actually Worked in 2024 (And What Didn't) 37:36

32 weeks ago37:36

37:36

In this data-packed episode, Brett Curry and the OMG Commerce team break down the most successful strategies from Black Friday & Cyber Monday 2024. From optimal discount levels to timing strategies, the team shares real insights from hundreds of millions in tracked revenue across Amazon, DTC, and email channels. If you're already planning for next year's holiday season (and you should be), this episode delivers actionable insights you won't want to miss. Key Takeaways: The "sweet spot" for discounts: Amazon sellers saw the best results at 25%+ off, while DTC brands found their optimal range between 15-25% - unless going big at 50%+ (with surprising data about why the middle ground underperforms). Why individual product discounts outperformed site-wide sales across multiple channels, with specific insights about how this impacts Google Shopping ads and conversion rates. The shift to "Cyber 12" - Why the seven days before Black Friday actually outperformed the traditional Cyber 5 period on Amazon, and how to adapt your 2025 strategy accordingly. Critical timing insights for email marketing - Why the ninth email often outperformed earlier messages, and how follow-up campaigns frequently beat initial launches. The combination of broad trends and specific tactical insights makes this a valuable episode for any eCommerce brand looking to improve their holiday season performance in 2025!…

eCommerce Evolution

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Episode 300 - 11 Game-Changing Lessons for Smarter Growth in 2025 27:52

34 weeks ago27:52

27:52

In this milestone 300th episode of the eCommerce Evolution Podcast, I've distilled the most impactful insights from recent top-performing episodes to help you prepare for eComm success in 2025. From AI marketing innovations to viral content secrets and customer psychology insights, these carefully selected takeaways represent the cutting edge of eCommerce strategy. This special edition delivers concentrated wisdom from industry leaders to help you stay ahead of the competition. Key Highlights: Why "out-of-the-box" AI is dead and how to create custom AI marketing hubs that deliver real results for your business. The truth about UGC in 2025: It's not dead, but the bar has been raised - learn what actually works now. Surprising insights about customer purchase timing: Why 60% of buyers take longer than a week to make their first purchase, and what this means for your marketing strategy. How Simple Modern built a half-billion-dollar brand on Amazon, and their replicable formula for category dominance. The "infomercial math" principle that's changing how successful brands approach omnichannel measurement and attribution.…

eCommerce Evolution

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Episode 299 - From Paddle to Profit: How Carbon Pickleball Is Winning the eCommerce Match 47:53

36 weeks ago47:53

47:53

When the pandemic left Garrett Goslin without his sommelier job, he turned his passion for pickleball into an innovative paddle company. Alongside childhood friend Kyle Goguen, CRBN Pickleball has emerged as a leading premium brand in one of America's fastest-growing sports. Their journey offers valuable lessons for any brand looking to build authentic community and stand out in a competitive market. Key Takeaways: Product Innovation & Customer Feedback: Learn how CRBN maintains its competitive edge by leveraging multiple feedback loops - from pro athletes to local ambassadors - and investing heavily in R&D to stay ahead of larger competitors. Building a Multi-Channel Brand: Discover their strategic approach to building a premium brand across direct-to-consumer, Amazon, and retail channels while maintaining consistent positioning and storytelling. Community-First Growth: Explore how CRBN built a powerful ambassador program without spending big marketing dollars, and why their grassroots approach helped them compete against established sporting goods brands. Founder Authenticity: See why sharing the founder's story - even when uncomfortable - has become a key differentiator in their marketing strategy and helped forge deeper connections with customers. The episode provides a masterclass in building a premium brand through community engagement, product innovation, and authentic storytelling.…

eCommerce Evolution

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Episode 298 - Amazon's New Marketing Arsenal: AI Creative Tools, Analytics & DSP Updates Every Brand Should Know 51:28

38 weeks ago51:28

51:28

No one is better suited to serve as an Amazon Ads evangelist than my friend, Jeff Cohen. Jeff is a founding member of Seller Labs and has been keynoting, exhibiting, and attending Amazon events for the last decade. If you've been to an Amazon event, you've probably seen him! Now he's serving as the official Amazon Ads Tech Evangelist. I wanted Jeff to join the podcast to talk about what's new and trending with Amazon Ads. This is important information even if you're not selling on Amazon. Amazon is now the 3rd largest digital ad platform behind Google and Facebook, and it's growing rapidly. Here's a look at what we cover: How vertical videos are improving shopping experiences and making ad performance better. What the new integration with Facebook means for shoppers. How Sponsored TV ads are democratizing TV advertising and utilizing Amazon's rich buyer signals. Prime Video Ads and what they could mean for your brand (and when to consider running them). Amazon Marketing Cloud (AMC): what it is, and how and when to use it to unlock new actionable insights about your business and advertising effectiveness. Plus more!…

eCommerce Evolution

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Episode 297 - Unboxing Amazon's Fall Prime Day: Insights and Strategies for Holiday eCommerce Success 40:45

40 weeks ago40:45

40:45

In this episode of the eCommerce Evolution Podcast, we dive deep into the results of Amazon's Fall Prime Day 2024. Amazon experts Christine Shiloni and Jonathan Finkes unpack valuable insights, compare performance to previous events, and provide a strategic outlook for the upcoming holiday shopping season. Whether you're an established Amazon seller or just getting started, this episode is packed with actionable advice to help you maximize your Q4 sales. Key topics discussed: Fall Prime Day performance: A 57% average increase in sales compared to last year, with some brands seeing up to 300% growth. The impact of inflation on consumer behavior and pricing strategies How to leverage different types of Amazon deals (Lightning Deals, Prime Exclusives and coupons) for maximum visibility and sales. Strategies for navigating the condensed holiday shopping season, with five fewer days between Thanksgiving and Christmas this year. Critical dates and preparation tips for inventory management, including considerations for Chinese New Year's impact on supply chains.…

eCommerce Evolution

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Episode 296 - AI Marketing Mastery: Building Custom Hubs for Ecommerce Success with Russ Henneberry 52:06

42 weeks ago52:06

52:06

In this illuminating episode of the eCommerce Evolution Podcast, I sit down with AI marketing expert Russ Henneberry to explore the transformative potential of artificial intelligence in eCommerce. Russ shares invaluable insights on how we can leverage AI as a powerhouse marketing tool by creating customized AI marketing hubs. This episode is a must-listen for any eCommerce professional looking to stay ahead of the curve and harness AI's capabilities to drive business growth. Key topics covered: The concept of "AI marketing hubs" and how to build them using tools like Claude and ChatGPT. Strategies for fine-tuning AI models with your business data to dramatically improve outputs. The three key AI roles in marketing: Scribe (content creation), Optimizer (asset evaluation), and Strategist (big picture planning). Tips for crafting more effective AI prompts using the RTIF (Role, Task, Input, Format) framework. The future of AI in marketing, including predictions on how major tech companies will shape the landscape. Tune in to discover how you can take your AI marketing game to the next level and turn generic AI outputs into tailored, high-impact marketing assets for your eCommerce business.…

eCommerce Evolution

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Episode 295 - Direct Mail Revival: The Untapped Acquisition Channel for DTC Growth 45:14

44 weeks ago45:14

45:14

In this episode of the eCommerce Evolution Podcast, Brett Curry is joined by Michael Epstein to discuss the resurgence of direct mail as a powerful tool for eCommerce growth They explore how direct mail is driving retention, building customer loyalty, and even serving as a successful acquisition strategy when used effectively. Throughout, Michael debunks common misconceptions about direct mail—highlighting its effectiveness when paired with data-driven targeting and other marketing channels. Here are some key takeaways from the episode: Direct mail for retention & loyalty: Learn how direct mail can enhance customer retention and build long-term loyalty, especially in today’s crowded digital landscape. Direct mail as an acquisition channel: Often overlooked, direct mail can be a highly effective cold acquisition strategy—if you target the right audience. The power of data in direct mail campaigns: By leveraging aggregated data, you can identify high-propensity buyers, refine your targeting, and even create lookalike audiences to improve relevance and engagement. Standing out in the inbox: Direct mail not only adds legitimacy to your brand but also captures attention in ways digital ads often can't. If you're looking to scale your brand—whether through retention, loyalty, or acquisition—this episode provides actionable insights into how direct mail could be the missing piece in your marketing puzzle.…

eCommerce Evolution

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Episode 294 - The $600 Million Ad Study: Building an Innovative Offer System with Molly Pittman 40:17

45 weeks ago40:17

40:17

In this episode, I sit down with Molly Pittman, CEO of Smart Marketer, to dissect the latest trends in eCommerce marketing. Drawing from her groundbreaking $600 million study in Facebook ad spend, Molly shares invaluable insights on crafting compelling offers, creating high-performing ad creatives, and optimizing landing pages for maximum conversions. This episode is packed with actionable strategies to help eCommerce brands scale in today's competitive landscape. Key topics discussed: -The importance of diversifying your offer system to reach different segments of your market and scale beyond traditional eCommerce tactics. -Surprising findings on the effectiveness of image ads vs. video ads, and how to balance "native" vs. polished ad creatives. -The critical role of benefit-focused hooks in ad performance, with 88% of top-performing ads featuring clear hooks. -Strategies for streamlining landing pages and focusing on the most impactful messages to drive conversions. -How to build a data-driven creative production system that starts with customer insights rather than templates.…

eCommerce Evolution

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Episode 293 - From Zero to $50 Million in 3 Years: Heart and Soil's Organic Growth Strategy with CEO Dean Brennan 42:26

46 weeks ago42:26

42:26

In this episode of the eCommerce Evolution Podcast, I sit down with Dean Brennan, CEO of Heart and Soil Supplements, to unpack the meteoric rise of this innovative health brand. From zero to $50 million in just three years, Heart and Soil has disrupted the supplement industry with its focus on nutrient-dense organ meats and regenerative farming practices. Dean shares invaluable insights on building a brand with passionate customers and maintaining profitability during rapid growth. Key topics discussed: • The power of organic growth and building an engaged audience before launch. • How premium packaging and high-quality ingredients can actually protect profit margins. • Strategies for creating compelling content that inspires and guides customers. • Structuring your week as a CEO to balance deep work and management responsibilities. • The importance of psychological barriers in health transformations and plans to build an ecosystem similar to Dave Ramsey's approach to personal finance. This episode is packed with actionable advice for eCommerce entrepreneurs looking to build a brand with 'staying power' in today's competitive landscape. Whether you're just starting out or scaling rapidly, Dean's journey with Heart and Soil offers valuable lessons for sustainable growth.…

eCommerce Evolution

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Episode 292 - Mastering Amazon in 2024: AI, SEO, and Brand Building Strategies with Neil Twa 48:32

48 weeks ago48:32

48:32

In this fast-paced episode of the eCommerce Evolution Podcast, I sit down with Neil Twa, co-founder and CEO of Voltage, to discuss the future of Amazon selling. Neil, a brand owner, investor, and podcaster himself, shares invaluable insights on how to navigate the evolving Amazon landscape in 2024 and beyond. From AI-driven changes to brand-building strategies, this episode is packed with actionable advice for sellers looking to stay ahead of the curve. Key topics covered: The impact of AI on Amazon's search algorithm, including the upcoming Cosmo engine and how it will revolutionize product discovery Amazon SEO strategies for 2024, focusing on optimizing images, titles, and overall listing quality The importance of building a true brand on Amazon, moving beyond just being a seller Strategies for profitable growth, including Neil's 20% EBITDA target and minimum $12 net profit per unit rule The future of Amazon selling, including the potential need for design or utility patents to defend against competition Whether you're a seasoned Amazon seller or just starting out, this episode provides critical insights to help you thrive in the ever-changing world of e-commerce. Don't miss Neil's expert advice on building a sustainable and profitable Amazon business in 2024 and beyond.…

eCommerce Evolution

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Episode 291 - Behind the Click: The Psychology of Online Shopping with Jon MacDonald 42:08

49 weeks ago42:08

42:08

Dive deep into the minds of online shoppers with Jon MacDonald, founder and CEO of The Good, as he unpacks the psychological forces that shape e-commerce behavior. In this episode, Jon and I explore key insights from his new book, Behind the Click, offering actionable strategies for e-commerce brands to enhance their digital customer experience and boost conversions. Key topics discussed: Understanding the two types of online shoppers: 'satisficers' vs. 'maximizers,' and how to cater to both The critical questions customers ask themselves before making a purchase, including 'Does this company understand my problem?' and 'What does buying this product say about me?' How to create an emotional appeal that makes customers feel like they already own your product The importance of post-purchase communication and why asking for reviews too early can backfire Real-world examples of successful e-commerce strategies, including Easton Baseball's 247% increase in online sales through a simple quiz Whether you're a seasoned e-commerce professional or just starting out, this episode provides invaluable insights into creating a more engaging and conversion-friendly online shopping experience.…

eCommerce Evolution

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Episode 290 - The Retention Revolution: Insights on Email Marketing, DTC Growth, and the Future of eCommerce 47:38

50 weeks ago47:38

47:38

The best brands do things differently. Jimmy Kim has taken a unique approach to growing Sendlane from obscurity to becoming one of the fastest-growing ESPs on the market. As both a former brand owner and a current tech leader, Jimmy brings a fresh perspective to DTC. He explores what he refers to as the "retention revolution," the need to rethink email strategies, and the changing landscape of DTC. Key topics explored: -The critical distinction between marketing to prospects versus customers, and understanding when to “hammer” and when to “nurture.” -Why sending more frequent emails can counterintuitively improve deliverability and engagement. -The growing importance of financial literacy and data-driven decision-making in the DTC space, with examples of brands excelling in this area. -How to effectively leverage click data as a powerful feedback loop for understanding customer preferences and refining your marketing messages. Most brands think they are utilizing click data, but they aren’t. -The benefits of an omni-channel approach and why successful brands are expanding beyond pure DTC to include retail and marketplace presence.…

eCommerce Evolution

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Episode 289 - Scaling to 8-Figures with One Product and No Discounts: Lessons from Henson Razors 47:36

1 year ago47:36

47:36

In this episode, Ashly Knox from Henson Razors shares the unique story of how an aerospace machinist teamed up with digital marketers to build an 8-figure razor company. Henson Razors defies typical eCommerce conventions by focusing on a single product, avoiding discounts, and obsessing over cash flow and core financial performance. Ashly discusses the key principles that have fueled Henson's impressive growth. Key topics and lessons: -How Henson Razors achieved 8-figure success by selling a single premium product with no discounts, subscriptions, or gimmicks. -Why focusing relentlessly on making the first purchase profitable is critical for cash flow and sustainable growth. -How Henson uses creative constraints and the power of saying no to stay laser-focused on what matters most. -Mastering inventory management and the cash conversion cycle to steadily scale the business. -Why manually tracking key metrics helps develop invaluable business intuition before automating reports. -Doubling down on 1-2 acquisition channels that work rather than chasing every new trend…

eCommerce Evolution

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Episode 288 - The Viral Content Formula: Create Content that Captivates & Converts 42:56

1 year ago42:56

42:56

In this episode of the eCommerce Evolution Podcast, Eugenia Chen, founder of PandaLoon and CEO of Huxley Media Group, shares her secrets to creating viral content that can propel your brand to new heights. Discover the science behind crafting videos that captivate audiences, drive engagement, and boost your product's visibility across multiple platforms. Key Takeaways: -How PandaLoon drove 30 million organic views in just a week and 160 million organic views in the months that followed. -Understanding the importance of emotional hooks and how to grab viewers' attention. -Learning how to keep your audience engaged until the very end. -Exploring the differences between popular platforms like TikTok, Instagram Reels, and YouTube Shorts, and how to optimize your content for each. -Gaining insights into the power of organic content and how it can significantly impact your brand's success on platforms like Amazon. -Discovering the benefits of appearing on Shark Tank and how to capitalize on the exposure to drive sales and establish credibility. Tune in to hear Eugenia's incredible journey from math professor to successful entrepreneur, and learn how you can apply her proven strategies to create viral content that will skyrocket your brand's reach and engagement.…

eCommerce Evolution

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Episode 287 - Crafting Ad Creative That Converts: Combining Data & Boldness 52:24

1 year ago52:24

52:24

You've heard that creative is KING. In reality, it's probably King, Queen, and more. In this episode of the eCommerce Evolution podcast, I sit down with Dara Denny, a performance creative consultant who has worked with an impressive array of brands like Speedo, Laura Geller, Daily Harvest, and Condé Nast. Dara shares her wealth of knowledge on crafting ad creative that truly converts, diving into the importance of testing, iteration, and taking big swings. If you're looking to level up your ad creative game, this episode is a must-listen. Key topics and lessons include: -The power of specificity in ad creative, from calling out exact prices to reflecting customer age demographics -Why UGC isn't dead, but some of it does suck, and how to garner UGC that works! -How to strike a balance between data-driven iteration and taking big, bold creative swings -Dara's creative testing methodology, including how to structure tests and identify winners -Five ad formats that work, including feature-benefit callouts, "golden nugget" reviews, founder stories, statistics, and educational ads…

eCommerce Evolution

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Episode 286 - Building an Affiliate Army to Skyrocket Your Brand's Growth 33:00

1 year ago33:00

33:00

In this episode of the eCommerce Evolution Podcast, Tomer Hen, CEO and co-founder of Switch Supplements, shares his secrets to leveraging affiliate marketing and influencer relationships to drive explosive growth for your brand. Discover how Tomer took Switch Supplements from zero to $30K in recurring revenue in just eight weeks and how you can apply his strategies to your own business. Key Takeaways: -Learn how to identify and build authentic relationships with high-impact influencers in your niche. -Discover the power of a non-transactional approach to influencer marketing and how it can lead to increased brand awareness, social proof, and sales. -Understand the Amazon-TikTok flywheel and how to capitalize on the spillover effect to boost your rankings and revenue. -Gain insights into turning your most passionate customers into a powerful army of affiliates and brand advocates. -Get practical tips on how to start implementing an affiliate marketing strategy, even if you're starting from scratch. Tune in to hear Tomer's inspiring story and actionable advice on how to harness the power of affiliate marketing to take your eCommerce brand to new heights.…

eCommerce Evolution

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Episode 285 - Maximizing Performance Max: Proven Strategies for Profitable PMAX Growth 38:28

1 year ago38:28

38:28

In this episode of the eCommerce Evolution Podcast, I sit down with Savannah Knight, one of OMG Commerce's top Google Ads specialists, to discuss the often divisive topic of Performance Max. Savannah shares her secrets to success and busts common myths surrounding this powerful campaign type, helping listeners turn their "meh" campaigns into true profit drivers. Key topics and lessons covered in this episode: -Understanding the traffic composition of your Performance Max campaigns is crucial for making informed optimization decisions. -Utilizing best-performing creative assets and proper segmentation can significantly impact the success of your campaigns. -Savannah shares real-world success stories and the strategies behind them, including how to effectively use Performance Max for new customer acquisition. -Common mistakes to avoid when setting up and optimizing Performance Max campaigns, such as the "set it and forget it" approach and improper asset matching. -Exciting upcoming features for Performance Max, like asset-level performance insights and the "Bid for Profits" option, and how they can revolutionize your Google Ads strategy. Whether you're a Performance Max pro or just getting started, this episode is packed with actionable insights and expert advice to help you take your campaigns to the next level.…

eCommerce Evolution

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Episode 284 - When to Consider Seller Fulfilled Prime and AMC 44:09

1 year ago44:09

44:09

Profits are elusive right now for many sellers on Amazon. The game is getting harder, not easier. That's why I brought on Matt Snyder, CEO and founder of Brands Excel, to discuss two powerful tools for your Amazon seller tool belt: Seller Fulfilled Prime (SFP) Amazon Marketing Cloud (AMC) Matt's diverse background made for a great interview. He spent six years with the Dallas Mavericks (and has a few great Mark Cuban stories). He then transitioned into eCommerce, working with Woot.com and eventually Amazon after they acquired Woot. Later, he joined Veridesk as the VP of online retail, where he helped grow the brand to a mid-eight-figure business on Amazon, primarily using Seller Fulfilled Prime. In our conversation, we cover: Understanding Seller Fulfilled Prime (SFP): what it is, how it works, and when it's the right choice for your brand. The benefits of SFP: increased flexibility, control over inventory, and potential cost savings compared to FBA. Criteria for determining if SFP is a good fit for your products, such as high-value items, seasonal or unpredictable demand, and products with many variations. The importance of having the right infrastructure and partnerships in place to meet Amazon's strict SFP requirements. Leveraging Amazon Marketing Cloud (AMC) to gain deeper insights into advertising performance and customer journeys. How AMC can help break down data silos and optimize ad spend across various channels, including Amazon DSP. Real-world case studies showcasing the successful implementation of SFP and AMC strategies. Lessons learned from working with Mark Cuban during Matt's time with the Dallas Mavericks, emphasizing the importance of continuous learning and taking calculated risks.…

eCommerce Evolution

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Episode 283 - The Unconventional Success Stories of Mizzen+Main and Harbor 41:07

1 year ago41:07

41:07

I love disruptor stories, and Kevin Lavelle, the founder of Mizzen+Main (and now Harbor), has an overlooked but incredibly inspiring one. Kevin revolutionized the men's dress shirt industry with performance fabrics. Under his leadership, Mizzen+Main grew from a great product idea into a company that has sold hundreds of millions of dollars worth of shirts and is now available in 500-600 stores, including 10 Mizzen+Main stores. Now, he's tackling a new challenge by creating a more secure and stress-reducing baby monitor solution with Harbor. His journey provides a blueprint for innovative product design and successful company building. Here are a few key takeaways from the interview: Kevin Lavelle shares his entrepreneurial journey of founding Mizzen+Main and the inspiration behind launching Harbor, an innovative baby monitor solution. Discover how Mizzen+Main leveraged influencer marketing, including a highly successful sponsorship on the Tim Ferriss podcast, to scale the business rapidly. Learn valuable lessons about building and managing teams, giving feedback, and recovering from mistakes as a first-time founder. Harbor's unique approach to creating a more secure, reliable, and stress-reducing baby monitor system with remote night nanny services. Understand the importance of building genuine relationships and providing value to your target audience when launching a new venture.…

eCommerce Evolution

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Episode 282 - The eCommerce Valuation Landscape: Insights on Maximizing Your Brand's Value 38:00

1 year ago38:00

38:00

In this episode of the E-commerce Evolution Podcast, Brett Curry sits down with Emmett Kilduff, co-founder and CEO of the Fortia Group, to discuss the current M&A climate for e-commerce brands and how to prepare your business for a successful exit. Emmett shares his insights from 25 years of experience in the M&A space, offering valuable advice for entrepreneurs looking to maximize their brand's value. Key topics and lessons discussed: - The current M&A climate for e-commerce brands and the impact of the COVID-19 pandemic on valuations - Understanding the three main types of buyers (strategics, private equity, and aggregators) and tailoring your exit strategy accordingly - The importance of focusing on bottom-line EBITDA margins and subscription-based revenue to increase your brand's attractiveness to potential buyers - Common red flags and discount factors that can negatively impact your brand's valuation, such as poor manufacturing facility scores and supply chain issues - The value of seeking mentorship and advice from experienced professionals who have successfully navigated the M&A process in your industry Tune in to learn how you can prepare your e-commerce brand for a successful exit and maximize its value in the current M&A market.…

eCommerce Evolution

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Episode 281 - 800% Growth in 4 Years While Quitting Amazon 45:38

1 year ago45:38

45:38

We've all dreamed of quitting Amazon. And it's hard to argue with 800% growth in 4 years. That's why I was so excited to sit down with Sean Reyes, founder of ShockSurplus.com. I wanted to discuss Sean's journey of growing his business by 800% in just four years, his decision to break up with Amazon despite it accounting for 70% of his revenue at the time, and the importance of thinking like a media company. While most brands should NOT quit Amazon, some should. And his thoughts around margins and building content are valuable for all eComm brands. Key topics and lessons from the episode: -Sean's strategies for managing margins and advertising costs in a highly competitive environment with intense margin pressure. -The value of creating authentic, informative content on YouTube to build trust and authority with customers. -The decision to move away from Amazon due to high fees, lack of customer interaction, and increased competition on listings. -The importance of thoroughly understanding sales tax nexus laws to avoid costly mistakes and legal issues. -Sean's advice for eCommerce store owners looking to diversify their revenue streams and uncover new opportunities for growth. Quotable moments from the episode: "We've got to be more like a media company that sells parts rather than a parts company that does media. Because I always felt like once you have the experience of producing valuable content, you could direct it anywhere." "You need to get behind the product, use it to drive proper recommendations, and create a customer experience that no one else can give."…

eCommerce Evolution

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Episode 280 - Prime Day Prep: Tips to Maximize Sales and Protect Profits 39:46

1 year ago39:46

39:46

Are you ready to make this year's Prime Day your biggest and most profitable yet on Amazon? In this episode, Amazon experts Christine Shiloni and Jonathan Finkes join the podcast to share insider strategies and actionable tips to help you crush your Prime Day sales goals. From deal strategies to advertising tactics and inventory planning to post-Prime Day momentum, this episode covers everything you need to know to come out on top during Amazon's massive annual event. Key topics and lessons include: -Understanding the different Prime Day deal types (Lightning Deals, Best Deals, Prime Exclusive Discounts, Coupons) and how to select the right ones for your products. -Aligning your discount strategy with your margins and inventory levels to maximize profitability. -Crafting an aggressive but targeted advertising approach for Prime Day, including budget pacing, placement focus, and bid adjustments. -Leveraging increased traffic post-Prime Day to gain new-to-brand customers and drive long-term growth. -Preparing for a successful Q4 by capitalizing on learnings from Prime Day and gearing up for October Prime Day and holiday sales.…

eCommerce Evolution

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Episode 279 - Level Up Your Leadership: How to Hire, Manage, and Lead a Thriving eCommerce Team 42:37

1 year ago42:37

42:37

I first heard Dave Kline speak at E-commerce Fuel Live in New Orleans a few months ago. It was an awesome event, and Dave's talk was a highlight for me. Dave is a seasoned leader with over 20 years of experience working with teams at Bridgewater and Moody's. Dave shares his candid take on how to level up our leadership skills, spot great talent, hire the right managers, and build a team that drives business growth and success. Key topics and lessons discussed: -The importance of simplifying processes and avoiding unnecessary hiring by focusing on the most critical problems in your business. -How do you identify the right roles to hire for and avoid compromising on character when bringing in new talent? -The benefits and challenges of promoting from within versus hiring external candidates for management positions. -Strategies for maintaining a flat, collaborative culture while introducing a management structure to support business growth. -The significance of setting clear incentives and codifying cultural values to encourage desired behaviors and decision-making processes. -Creating rituals and intentional moments for feedback and idea-sharing to counteract the potential drawbacks of a hierarchical structure. -Balancing the measurement of managers' performance based on team output and the sustainability of the team they lead. -Embracing the concept that being a good manager now requires leadership skills, such as being kind, direct, developmental, and coaching team members to reach their full potential. Here are a few insightful quotes from the podcast: "Leading is just being kind and direct. Leading is being developmental and coaching. Leading is helping people be better than they, maybe themselves, even believe they can be." "People will cut a lot of corners for short-term gains, and you end up eroding the long-term sustainability of the team."…

eCommerce Evolution

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Episode 278 - Does YouTube Really Beat Facebook Every Time? 46:33

1 year ago46:33

46:33

You probably know him from the YouTube ad that begins with "YouTube beats Facebook every time…" ‍ In this episode, I interview Aleric Heck, founder and CEO of Ad Outreach and KeywordSearch.com, to discuss how eCommerce businesses can leverage YouTube ads for growth. ‍ Key takeaways include: - Aleric's journey from creating a successful YouTube channel to becoming a YouTube ads expert, focusing on coaching and consulting businesses. - The importance of crafting compelling YouTube ad creatives using a "hook, educate, call-to-action" framework. - Leveraging YouTube's unique audience targeting capabilities, such as custom intent audiences based on search behavior and affinity audiences based on interests and URLs. - The power of Google's vast data in audience targeting and the potential for even more advanced targeting options in the future. - An introduction to Aleric's AI-powered tool, Keyword Search, which streamlines the process of finding the right keywords and creating custom audiences for YouTube ads ‍ Here are a few quotable nuggets from the podcast: ‍ "If you can give people an "aha" moment in the ad and actually provide them genuine value, they are far more likely to take action." ‍ "Google knows everything about everyone, essentially. And so I do think they're holding back on targeting somewhat to protect the user and to protect themselves."…

eCommerce Evolution

1
Episode 277 - 10 Siblings, 11 Retail Stores, 1 Amazing Brand 39:57

1 year ago39:57

39:57

Brett Curry ( https://www.linkedin.com/in/thebrettcurry/ ) talks to Jimmy Sansone ( https://www.linkedin.com/in/jimmy-sansone-aa80b881/ ) about the founding story of The Normal Brand. __ Sponsored by OMG Commerce - go to ( https://www.omgcommerce.com/contact ) and request your FREE strategy session today! __ Chapters: (00:00) Introduction and Jimmy’s Background (11:42) Early Days of The Normal Brand (15:51) Working with Family (22:09) Expansion Into Retail Stores (25:03) Benefits of Having Your Own Stores (32:25) Mistakes Made Along The Way (34:46) Culture and Core Values (39:34) Future Plans & Merchandising Strategy (42:28) Outro __ Show Notes: Jimmy Sansone (LinkedIn): https://www.linkedin.com/in/jimmy-sansone-aa80b881/ The Normal Brand (Website): https://thenormalbrand.com/ The Normal Brand (Instagram): https://www.instagram.com/thenormalbrand/ Patrick Lencioni (LinkedIn): https://www.linkedin.com/in/patrick-lencioni-orghealth/ Working Genius: https://www.workinggenius.com/ Hudson Hawk: https://www.hudsonhawk.com/ Ryan Holiday: https://ryanholiday.net/ Supplement Superstore: https://supplementsuperstores.com/ 1st Phorm: https://1stphorm.com/ __ Connect With Brett: LinkedIn: https://www.linkedin.com/in/thebrettcurry/ YouTube: https://www.youtube.com/@omgcommerce Website: https://www.omgcommerce.com/ __ Past guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzie, Joseph Wilkins, Cody Wittick, Miki Agrawal, Justin Brooke, Nish Samantray, Kurt Elster, John Parkes, Chris Mercer, Rabah Rahil, Bear Handlon, Trevor Crump, Frederick Vallaeys, Preston Rutherford, Anthony Mink, Bill D’Allessandro, Bryan Porter and more. __ Other episodes you might enjoy: Episode 266 with Cody Wittick - Influencer Marketing and How To Create a Creative Flywheel in 2024 Episode 263 with Anthony Mink - Cut Your CPA in Half by Asking Better Questions Episode 260 with Preston Rutherford - Lessons From Chubbies with Co-Founder Preston Rutherford Episode 243 with Jacques Spitzer - Achieving Exit Velocity with YouTube Ads Episode 228 with Jeremy Horowitz - The State of eCommerce, The Economy, and What To Do Next…

eCommerce Evolution

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Episode 276 - Let's Buy a Business with Jeremy Horowitz 46:55

1 year ago46:55