Today, Nathan is joined by Heather Earl, Head of Ecommerce & CX at Nutrition Warehouse, Australia’s largest supplement retailer with more than 120 stores, nine private label brands and a fast-growing footprint in New Zealand. Twice recognised in the Top 50 People in Ecommerce, Heather has been at the centre of the brand’s digital transformation: from migrating to Shopify and Klaviyo, to launching SameDaySupps and building a loyalty program that rewards customers for being active, not just shopping.

Today, we’re discussing…

• Heather’s journey into ecommerce leadership at Nutrition Warehouse
• The challenge of coming back from maternity leave straight into rapid industry change
• Running ecommerce across nine private label brands and 120+ retail stores
• Migrating to Shopify and Klaviyo to unify tech and simplify operations
• Designing an online experience that replicates in-store service and advice
• Leveraging AI for search, personalisation and Shopify’s Knowledge Base
• Personalisation and customer profiling inside the upcoming NW Active Rewards program
• Lessons from rolling out two-hour delivery across a national store network
• How staff training, handheld devices and even a Nutrition Warehouse GPT are reshaping in-store service
• Using customer reviews, mystery shopping and data-led decision making to guide UX changes
• Surprising insights from PDP testing that lifted conversion rates by nearly 50%
• Balancing risk and reward in trialling new tools without overcomplicating the stack

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Explore Nutrition Warehouse

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In this Checkout episode, we go behind the scenes with Rosie Collins, Founder of personalised jewellery brand Deja Marc, a business known for turning sentimental moments into lasting pieces, and doing it all with lean systems and a strong sense of purpose.

Today, we’re discussing:

• Why Rosie has never been served an Instagram ad (true story)
• The retailers inspiring her right now, including Mecca and Oroton
• How she’s experimenting with new personalisation tools in Shopify
• Building stronger customer connections through personalisation
• Her refreshing take on work-life design as a founder and mum
• Self-care routines: tea and walks as daily resets
• Strategies she uses to keep burnout at bay
• Leading a high-growth personalised jewellery brand while growing baby number two

Want the full story behind Deja Marc’s rise?
Listen to Rosie’s main episode, here.

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Today’s episode features Caroline Tran, Co-founder and CEO of Hello Clever. Caroline’s journey is as unlikely as it is inspiring. From working in media to building one of Australia’s most ambitious fintech startups, she’s turned a simple belief, people should be clever with their money, into a global payments platform. Hello Clever now offers merchants real-time settlement, cashback-driven loyalty, and AI-powered insights across more than 20 markets.

Today, we’re discussing…

• How Caroline turned a consumer app into a global payment company
• The lessons (and costs) of being a first mover in a new industry
• Why real-time payments matter for merchants’ cash flow and customer experience
• How cashback campaigns can replace discounts and drive loyalty
• The psychology behind cashback vs discounting
• How SMEs can plug in Hello Clever with minimal effort
• Raising $4.5m in seed funding to build compliance and global expansion
• Why large merchants are slower to adopt real-time payments and what change management is needed
• Expansion into Japan and the US, and how they’re navigating local banking systems
• The risks of fraud, scams, and returns in real-time payments: and how Hello Clever handles them
• Caroline’s view on Gen Z’s hunger for instant gratification and how cashback feeds it

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Explore Hello Clever

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Justin Irvine is the Co-Founder of The Aggregate Co, the behind-the-scenes ops partner trusted by some of Australia’s most recognisable ecommerce brands, including Showpo, Meshki, Oz Hair and Culture Kings. Known for shaving costs, streamlining fulfilment and turning CX into a strategic weapon, Justin’s helped move over a billion dollars in ecommerce GVM. And he’s not slowing down.

Today, we’re discussing…

• The quirky neck-mounted light that’s pure ops thinking in disguise
• How Betts Footwear is reinventing itself after 130 years in retail
• Building a BI stack that actually drives profit, not just pretty charts
• Why SKU-level data is the secret to scaling without margin leaks
• Lessons from scaling The Aggregate Co at lightning speed

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In today’s episode, we’re sitting with Marianne Marchesi, the Founder and Managing Principal of Legalite, an award-winning law firm that’s been shaking up one of the oldest, most rigid industries in Australia. Her clients include some of the country’s most loved retail brands, and she’s built a reputation for making legal advice practical, human, and surprisingly jargon-free.

Today we’re discussing:

• The fast way to build legal agility into your business model from day one
• Structuring for growth and asset protection (company, trust, unit trust)
• IP basics retailers actually need: trademarks, copyright, designs
• AI in content and images: what you do and don’t own, and how app T&Cs can bite
• Privacy and Spam Act essentials for email and SMS lists
• Writing T&Cs and privacy policies that match what you actually do
• Returns done right: change‑of‑mind vs faulty goods obligations
• Influencer campaigns: disclosure, guidelines and who’s liable if they over‑promise
• Promotions and pricing: genuine discounts, time limits and “while stocks last”
• Working with overseas suppliers and dropship partners: protections to bake in

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Explore Legalite

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In this Checkout chat, we go behind the scenes with Kevin and Keith Chan, twin brothers and co-founders of Unwanted FC. From the weirdest thing they’ve ever bought online (spoiler: it’s socks), to the tools that power their Shopify site, to the podcast playlists fuelling their growth, this is a quick, fun and revealing look at what makes their ecommerce brains tick. 

Today, we’re discussing:

• How a vintage pair of Nike kids’ socks sparked a brand idea
• The creative process behind turning unwanted football kits into streetwear
• Lessons from Aesop’s in-store experience and how they apply them online
• The tech stack powering Unwanted FC without a dev team
• Why podcasts beat playbooks for creative inspiration
• Their biggest challenge: cutting through the noise in global sportswear

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Connect with Keith
Explore Unwanted FC

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In this episode of Add To Cart, we’re joined by Jonathan Byrt and Jesse Leeworthy, co-founders of memobottle, the flat, design-led water bottle that’s made its way from Kickstarter to MoMA, from Australian Open retail spaces to co-branding with Spotify and Meta.

Jonno and Jesse share how they scaled a low-repeat product into a global lifestyle brand, the moment they almost lost it all (twice), and why they now run marketing like an internal agency.

Today, we’re discussing:

• How they went from Kickstarter to Urban Outfitters before even shipping
• Why B2B became 80% of their business (and how that nearly broke them)
• How they used a stainless steel pre-order campaign to save the company
• What it really takes to build a low-repeat product brand
• The power of “halo” placements in art galleries, MoMA, and global activations
• How they built their marketing team like an internal agency
• Why their smallest bottle outsells all others during festival season 

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Connect with Jesse
Explore memobottle

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In this Checkout episode, we go behind the scenes with Abel Butler, CEO of HealthPost, the purpose driven retailer behind Flora & Fauna and Nourished Life. Abel shares a few personal quirks, including his experiments with a vagus nerve-stimulating ear gadget to wind down after late-night AI deep dives, and his go-to tools, like ChatGPT for everything from landscaping advice to debugging tech. 

For the full story on how Abel rebuilt Flora & Fauna and Nourished Life, listen to the main episode of Add To Cart here.

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Want to level up your ecommerce game? Come hang out in the Add To Cart Community. We’re talking deep dives, smart events, and real-world inspo for operators who are in it for the long haul.

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In today’s episode we’re getting to know Michelle Reeves: the Founder and CEO of Zipline AI, a platform that helps brands unlock next-level engagement by letting customers co-create products in real time. And when we say next-level engagement, we’re talking about turning a 54-second scroll into an 11-minute experience. With clients like Disney, Gucci, and Hugo Boss already on board, Michelle is building a future where shoppers don’t just consume: they collaborate.

Today, we're discussing…

• How Zipline AI boosts engagement time from 54 seconds to 11 minutes
• Why Gen Z and Gen Alpha expect to shape the brands they shop from
• What Disney’s Inside Out 2 campaign teaches us about AI creativity
• How challenger brands can use co-creation tools without breaking the bank
• What it takes to turn customers into content creators
• Why ecommerce teams need to own the customer experience again
• The surprising truth behind digital product value (and $1,600 Fortnite tees)

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Explore Zipline AI

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Want to level up your ecommerce game? Come hang out in the Add To Cart Community. We’re talking deep dives, smart events, and real-world inspo for operators who are in it for the long haul.

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James Johnson is the Enterprise Leader at Shopify and a curious problem-solver at heart. With a background in building and scaling tech solutions, JJ’s now focused on helping some of the biggest retailers unlock growth through Shopify’s enterprise capabilities.

In this episode, we cover:

• How long bike rides help him untangle complex problems (aka “mental marination”)
• Why Cursor is a game-changer for coding, even if you’re not a developer
• The parenting lessons that come from raising three boys in a caravan
• What Crumpler taught him about brand experience and staying local
• How he stays sharp while leading with curiosity inside a fast-moving tech giant

This episode was brought to you by Convert Digital

Check JJ main ATC episode here

Connect with James Johnson
Explore Shopify

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Want to level up your ecommerce game? Come hang out in the Add To Cart Community. We’re talking deep dives, smart events, and real-world inspo for operators who are in it for the long haul.

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