After years leading CX and customer service teams at M.J. Bale, Meshki and ZeroCo, Emily Elvey’s built a reputation as one of Australia’s sharpest voices in ecommerce experience design. In today’s chat, she’s joining Bushy to unpack what’s really driving customer satisfaction, retention and sanity during peak season.

Today, we’re discussing…

• The three fixes to make before Black Friday - and why your policy pages are killing conversions
• How to use CSAT data the right way
• Why taking your customer service team out for lunch might save your peak season
• Planning for worst-case scenarios: how to roster, resource and survive inbox overload
• The psychology of returns and the tension moments that make or break loyalty
• Turning customer service into a sales engine, and training teams to upsell with empathy
• How to build AI agents that actually sound like your brand
• The link between employee satisfaction and customer retention
• How to glue all your customer data together for one source of truth

Connect with Emily
Explore Emily Elvey Consulting

Subscribe to the Add To Cart newsletter 
SMS us to Suggest a Guest
Connect with Nathan Bush
Join the Add To Cart Community 

In today's Playbook, Richard Stevens from Zyft breaks down how real-time pricing is reshaping retail. With over 130,000 product searches a day, Zyft gives retailers live visibility into pricing and stock data, turning what used to be a quarterly task into a daily advantage. 

In this Playbook:

• Why “set and forget” pricing no longer works in ecommerce
• How Zyft’s real-time data gives retailers a live market view
• The role of trust and transparency in pricing perception
• How dynamic incentives can double conversion with minimal margin loss
• Why marketplace consistency and channel hygiene are non-negotiable

Connect with Richard Stevens
Explore Zyft
ShopGrok Episode
Particular Audience Episode
Pattern Episode

Subscribe to the Add To Cart newsletter 
SMS us to Suggest a Guest
Connect with Nathan Bush
Join the Add To Cart Community 

Ringo Chan, Co-Founder and CEO of Ecosa, has spent nearly a decade transforming how people buy mattresses: and now, how they sleep. What began as a bold move into the DTC bedding space has evolved into a global sleep brand with operations spanning Australia, New Zealand, Hong Kong, and beyond.

Today, we’re discussing:

• How to build an edge competitors can’t replicate - even in a copycat market
• What Ecosa learned from a 15-month product flop (and why Ringo calls it a win)
• The AI tools cutting Ecosa’s product development time in half
• The real secret to staying lean while still blowing customers away
• Why genuine word-of-mouth will always beat referral codes

Connect with Ringo
Explore Ecosa

Subscribe to the Add To Cart newsletter 
SMS us to Suggest a Guest
Connect with Nathan Bush
Join the Add To Cart Community 

While most retailers are still wondering how to “show up” in ChatGPT or Perplexity, Heather’s already doing it -and seeing results.

Instead of chasing SEO hacks, she’s using Shopify’s Knowledge Base to train the machine. That means teaching large language models (LLMs) exactly how to understand her store, from product details to reviews and policies, so when customers ask “where can I find this near me?”, Nutrition Warehouse appears as the answer.

In Today’s Playbook:

• How Shopify’s Knowledge Base can train AI models to understand your store
• Why structured, transparent product data is your new growth engine
• The lessons from HealthPost, she wear, and StudioHawk on building AI-ready systems
• How to make your brand discoverable across ChatGPT, Perplexity, and Gemini
• Why clean data, structure, and speed matter more than hacks

Connect with Heather
Explore Nutrition Warehouse
Heather’s Main Episode #551
Abel Butler’s Episode
Stacey Head’s Episode
Harry Sanders’ Episode

Subscribe to the Add To Cart newsletter 
SMS us to Suggest a Guest
Connect with Nathan Bush
Join the Add To Cart Community 

David Chinn, CEO and Co-Founder of Lexer, knows better than most that retailers are drowning in data but starving for insight. Since 2015, he’s been helping brands like Cotton On and Rip Curl unify their customer data and use it to drive measurable growth. From tackling TikTok Shop duplicates to using AI for smarter segmentation, David and his team are showing what’s possible when retailers actually take control of their customer data.

Today, we’re discussing:

• How first-party data is reshaping ecommerce in a cookieless world
• The messy side of marketplaces like TikTok Shop and how to fix duplicate data
• Why the smartest retailers focus on their top 25% of customers
• Zero-party data done right (and when to ask for it)
• How Lexer is using AI to turn insights into real-time action
• What’s next for data-driven retail and where brands should focus in 2025

Connect with David
Explore Lexer

Subscribe to the Add To Cart newsletter 
SMS us to Suggest a Guest
Connect with Nathan Bush
Join the Add To Cart Community 

Most brands still see payments as a cost centre: something to minimise rather than optimise. Caroline Tran from Hello Clever is flipping that mindset. Her approach transforms the payment rail itself into a driver of growth by connecting real-time payments with real-time rewards. “Cashback feels like a gain, whereas discounts feel like a loss.” That simple shift is redefining how merchants view both margin and loyalty.

In Today’s Playbook:

• How Hello Clever is using real-time payments to power instant cashback and loyalty
• Why cashback feels like a gain while discounts erode brand value
• Why Sonia Friedrich says friction is the ultimate conversion killer
• The key to turning payment rails into marketing assets that grow both margin and trust

Connect with Caroline Tran
Explore Hello Clever
Listen to Caroline’s main episode
Episode #392 with Sonia

Subscribe to the Add To Cart newsletter 
SMS us to Suggest a Guest
Connect with Nathan Bush
Join the Add To Cart Community 

In today’s episode, Stacey Head, founder and CEO, shares how she bootstrapped she wear from a side hustle into a multi-award-winning ecommerce brand: without investors, without mentors, and with a healthy dose of stubbornness. From surviving Meta’s algorithm shifts to launching virtual fittings that convert like crazy, Stacey’s story is one for every ecommerce operator who’s ever wondered how to build a niche into a movement.

Today, we’re discussing:

• The scrappy early days of launching she wear with zero experience
• The moment her website exploded 
• Why Meta’s changes are forcing authentic brands to rethink socials
• How virtual fittings are driving trust and conversion online
• The power of word of mouth for creating an engaged community
• What AI could mean for the future of fit and personalisation
• Becoming a leader in a male-dominated field

Connect with Stacey Head
Explore she wear

Subscribe to the Add To Cart newsletter 
SMS us to Suggest a Guest
Connect with Nathan Bush
Join the Add To Cart Community 

Privacy policies might be the most ignored part of an ecommerce site, but they’re also one of the most important. In today's playbook, Marianne Marchesi, founder of Legalite, is turning the traditional approach on its head: “Don’t even bother with T&Cs and privacy policies if you’re not going to do the work in the background to make sure that you’re actually practicing what you preach.”

In today’s Playbook

• How to write a privacy policy that reflects your real data practices
• The simple audit every ecommerce brand should run before updating policies
• Why “cleaning out your data” could save your business
• How to get clear, explicit consent from customers before privacy laws change
• What Legalite, Civic Data and IAB Australia all agree builds true trust

Connect with Marianne
Explore Legalite
Episode #119 with Civic Data
Episode #444 with IAB Australia

Subscribe to the Add To Cart newsletter 
SMS us to Suggest a Guest
Connect with Nathan Bush
Join the Add To Cart Community 

In today’s episode, AS Colour’s Head of Ecommerce, Joe Sharplin, takes us through his leap from product design into digital leadership and what it really takes to build an online experience that keeps both wholesale giants and everyday shoppers happy. We’re talking thousands of SKUs, colourways that could make your head spin, and the joys of rolling out new features across five different regions. Spoiler: it’s not easy. At all.

Today, we’re discussing:

• How AS Colour scaled B2B eCommerce into a self-service global powerhouse.
• Balancing wholesale and D2C without compromising brand experience.
• The complexity of managing thousands of SKUs, colourways, and product variants.
• Why BigCommerce became the backbone of AS Colour’s tech stack.
• The role of loyalty programs and pricing tiers in B2B growth.
• Global expansion into the US and EU, and the logistics behind it.

Connect with Joe
Explore AS Colour

Subscribe to the Add To Cart newsletter 
SMS us to Suggest a Guest
Connect with Nathan Bush
Join the Add To Cart Community 

When a product takes off, copycats are rarely far behind. The team behind memobottle learnt this early. Their slim, rectangular water bottle was designed to slip neatly into briefcases and handbags, instantly recognisable as their own. But uniqueness attracts attention from low-cost imitators. Today, Co-founder Jonathan Byrt explains how a manufacturing complexity became a quiet moat that kept poor-quality imitations at bay.

In Today’s Playbook:

• How memobottle turned complex manufacturing into its best defence
• Why Quad Lock’s brand recognition outperforms any patent
• The operational moat behind Tinyme’s personalised production
• What Legalite’s Marianne Marchesi says about auditing hidden IP assets
• Why smart operators see IP not as paperwork, but as a foundation for growth

Connect with Jonathan & Jesse
Explore memobottle
memobottle’s main episode #545
Quad Lock episode #117
Tinyme episode #465

Subscribe to the Add To Cart newsletter 
SMS us to Suggest a Guest
Connect with Nathan Bush
Join the Add To Cart Community