Add To Cart: Australia’s eCommerce Show

By Nathan BushBusiness Entrepreneurship Marketing

Add To Cart: Australia’s eCommerce Show episodes

October 25Swanky Socks Was a $40k Hobby. Now It’s Sold Nearly 4 Million Pairs | #676
Dorry Kordahi called Swanky Socks a hobby when he bought half of it. It had been running for three years and turned over $40,000 a year.
Dorry built DKM Blue from his parents’ garage, then used that B2B know-how to turn Swanky Socks into a retail brand corporates want their logo on. Swanky has now sold nearly 4 million pairs of Australian merino and bamboo socks in more than 30 countries.
In this episode:
Retail brand, B2B engine - why corporates pay for a sock with a $29.95 retail value
Holding the price - why constant discounting trains customers to wait for the sale
Know your numbers - why Dorry pulled back on Google when his agency wanted him to double it
Moving from Salesforce Commerce Cloud to Shopify? Get Convert Digital’s migration guide.
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49 min
October 22How to Market Awkward Products | #675
Most of Conni’s customers wish they never had to buy its products. By the time they do, they probably needed them four weeks ago.
This Playbook is anchored by Norm Douglas, CEO of Conni, which has made reusable absorbent products in North Geelong for around 25 years. His team talks about pee and poo as plainly as sizing, because it’s a normal part of life.
In this playbook, we cover three things ecommerce operators need to know about marketing awkward products:
Design for the moment the need arrives, not the moment you want to sell
Say it plainly, using the words your customers actually use
Plan for the ad platforms that will flag you, and lean on the channels you own
Connect with Norm Douglas
Explore Conni
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17 min
October 18Category of One. How Craft Club Grew by Going Where No One Else Is | #674
Nakisah Williams’ first embroidery attempt was so bad she hid it in a drawer. Years later, it became the reason every Craft Club kit is built to be fail-proof.
Nakisah launched Craft Club in 2021 with six cross-stitch designs. It now sells kits across a long list of crafts, ships worldwide and has its own community app with more than 8,000 members.
In this episode:
Category of one - why Craft Club grows fastest in crafts nobody else is selling
Testing without the risk - preorders and a Shenzhen warehouse that turns stock back into cash in weeks
Owning the community - why Craft Club built its own app instead of relying on Facebook
Connect with Nakisah Williams
Explore Craft Club

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1 hr 3 min
October 15How to Brief AI So It Doesn't Make Slop | #673
Plenty of brands have tried AI ads and given up. It’s usually not the tool’s fault. The output doesn’t look like the brand, and fixing one thing breaks three others.
This Playbook is anchored by Sam Kroonenburg, who sold A Cloud Guru for just over $2 billion and now runs Cuttable, an AI ad platform. Before building it, his team sat down with 50 to 70 brands to work out why AI creative wasn’t working.
In this playbook, we cover three things ecommerce operators need to know about briefing AI so it doesn’t make slop:
Start with the shoot assets you already own, and keep feeding the library
Write the rules before you hand over the keys, like True Classic’s ten-page decision file
Define what on brand means, because only a human can decide that
Connect with Sam Kroonenburg | Explore Cuttable
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17 min
October 11The Friendship Index. How Daily Blooms Turns One Order Into Three | #672
Courtney Ray built Daily Blooms so she'd never need a flower shop. Now she's opening one.
Eight years in finance showed her the problem with florists. High rent and a shop full of stock that dies in days. So in 2014 she sold one bouquet a day online and stopped when it sold out. More than a million customers later, Daily Blooms is opening a store in Fitzroy. In Add To Cart episode #672, Courtney explains why it sits in the marketing budget.
Today, we're discussing:
The working capital problem behind the one-bouquet-a-day model
Why the new store is treated as marketing spend
The friendship index and how Klaviyo segmentation puts it to work
Why Valentine's Day is capped at 10x a normal day
Connect with Courtney | Explore Daily Blooms
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55 min
October 08How to Turn Product Seeding Into Word of Mouth | #671
90% of TileCloud customers buy a $15 sample before they buy tiles. Product seeding still works. Most brands just judge it on social coverage and kill it when the posts are thin.
This Playbook is anchored by Taryn Williams, founder of #gifted, which runs product gifting between 11,000 creators and 5,000 brands. She argues the real return is the dinner party conversation you never see.
In this playbook, we cover three things ecommerce operators need to know about turning product seeding into word of mouth:
Choose who gets product by the moment it's built for, not by follower count
Remove the real barrier to trial, because a sample doesn't have to be free
Pick one specific number before you send anything
Connect with Taryn Williams
Explore #gifted
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17 min
October 06AI Search Rewards the Boring Work. Ecommerce SEO, Collection Pages and AEO with StudioHawk | #670
They found 30+ new collection pages hiding in their own product data.
Charbel Raffoul from StudioHawk and Luke Rainsbury from Cooper & Co. turned an SEO and AI-search program into +125% organic revenue and more than 10x AI-referred sessions. This one gets properly nerdy on how search actually works now.
In this episode:
Collection pages - the biggest, most-missed SEO win, and what a good one looks like now
Digital PR - how a first-home-buyer suburbs study built brand authority and AI visibility
The AI shopper - why they buy differently, and what to put on your product page
Connect with Charbel Raffoul | Explore StudioHawk | Connect with Luke Rainsbury | Explore Cooper & Co.

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58 min
October 04Lonely Kids Club Had Its Entire Store Copied on Temu. Warwick Levy on Getting It Back | #669
Then Temu copied all 4,000 products overnight.
Warwick Levy has run Lonely Kids Club for 15 years with no investors, printing every order by hand. Then Temu scraped his whole store and undercut him at half price.
In this episode:
The Temu takedown - how a trademark, not copyright, cleared a thousand listings
Print-to-order - thinner margins, no dead stock, a 4,000-product catalogue that works
Doubling traffic - the six-hour SEO audit that beat 14 months of agency retainers
Connect with Warwick Levy | Explore Lonely Kids Club

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1 hr 3 min
October 01How to Decide What You Let AI Run | #668
Every job on your list looks worth handing to AI when you only count the hours you get back. The upside is everywhere, which makes it a terrible place to decide from.
What actually sorts one priority from the next is the downside. What happens when AI gets it wrong, and who finds out first: you or your customer? Justin Bausch learned that when his customer service autopilot told people who'd paid for framed art that they'd only bought a poster.
The brands getting this right do three things differently.
In this playbook, based on a conversation with Justin Bausch, founder of Style My Wall, we cover three things ecommerce operators need to know about deciding what AI runs in their business:
Know your worst case before you automate: who finds out first, and what it costs to undo
Work out whether a rough patch is bumpy or a showstopper, and write the pass mark down before you switch it on
Give every automation an owner, a check-in and someone who can switch it off
Connect with Justin Bausch
Explore Style My Wall
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21 min
October 01How to Decide What You Let AI Run | #668
Every ecommerce operator is being asked what they should hand over to AI. Most answer by looking at the upside, and the upside is everywhere.

What actually separates one automation from the next is the downside: what happens when it gets it wrong, and whether you or your customer finds out first.

The brands getting this right do three things differently.

In this playbook, based on a conversation with Justin Bausch, founder of Style My Wall, we cover three things ecommerce operators need to know before letting AI run part of the business:
Know your worst case before you automate anything
Learn the difference between a bumpy rollout and a showstopper
Give every automation an owner, a check-in and someone who can switch it off

Connect with Justin Bausch
Explore Style My Wall
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21 min