In this Add To Cart Playbook, Bushy revisits three recent episodes that all land on the same insight from different angles: fit isn’t a logistics problem, it’s a confidence problem. When customers don’t trust the outcome, they hesitate, bounce, or buy three sizes and hope for the best. And the most expensive part of that behaviour is the bit brands never see: the sale that never happened.

In today's Playbook: 

• Why size anxiety is one of the biggest hidden conversion killers in fashion ecommerce
• How confidence at the decision point drives higher conversion and AOV
• Why fit should be treated as a pre-purchase experience, not a post-purchase problem
• How AS Colour uses hero franchises to reduce PLP overwhelm
• Why “try before you buy” can outperform traditional checkout models
• How removing commitment can unlock higher-value customers

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Magic Fit’s Episode
AS Colour’s Episode
Try With Mirra’s Episode

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In this episode of Add To Cart, Bushy chats with Maheer Shah, founder of Dr Grillz, a.k.a a dentist who turned a cultural obsession into a global, made-to-order ecommerce business. What began as a passion project quickly became something much bigger: a brand sitting at the intersection of self-expression, trust, and technology, built without a typical target market or ecommerce playbook.

Today, we're discussing:

• Building visibility for a product that doesn’t fit a traditional ecommerce persona
• Why psychographics matter more than demographics when your audience is everywhere
• Turning a high-trust, bespoke product into a scalable ecommerce system
• The role of culture, emotion, and status in purchase decisions
• Using technology like 3D printing and AR to remove friction, not add hype
• Why passion-led ideas aren’t “too niche”; they’re often the most defensible

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Customer experience has been living in the wrong part of the business. It has been treated as reactive. Operational. Something you scale after growth, not something you design for growth. But a decent number of high-performing brands are quietly flipping that thinking. They are treating customer experience not as a clean-up crew, but as infrastructure. Something that compounds over time. Something that directly shapes retention, lifetime value, and profitability.

In this Playbook:

• The difference between customer service and customer experience, and why confusing the two limits growth
• Why CX should be treated as an operating system that runs the business, not a single department
• How removing everyday support friction can reduce costs and unlock new revenue
• Why the refund and returns experience is one of the strongest predictors of repeat purchase
• How community feedback and discomfort signal trust, not failure
• When slowing down product launches and drops actually improves customer loyalty and long-term performance

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Explore Emily Elvey Consulting
Emily Elvey's main episode
Order Editing's main episode
Refundid's main episode
BlackMilk's main episode

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In today's episode, Nathan sits down with Tara McKeon, Founder of Proud Poppy, to unpack what really happens when a fashion ecommerce brand scales to $20M. From near-miss moments that threatened the business, to the decisions that helped pull it back from the edge, Tara shares a refreshingly honest take on growth, leadership, and why community ended up being Proud Poppy’s most powerful advantage.

It’s a conversation that strips away the highlight reel and gets into the parts of ecommerce growth most founders quietly wrestle with.

Today, we're discussing:

• What scaling to $20M really costs in stock, cashflow and operational pressure
• Why community mattered more than paid media when things got tough
• The risks of international expansion when timing doesn’t cooperate
• How transparency with customers can strengthen trust instead of damaging it
• Which “nice-to-have” ecommerce tools get cut first under pressure
• What founders should think about before committing to stores, warehouses and long-term overheads

Get 15% off at Proud Poppy with code ATCPOD - ends 11:59pm, 31 Jan.

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While most conversations are wrapped up in AI, content hacks, clever creatives or customer service workflows, the brands that keep showing up year after year tend to share one unglamorous trait. They make consistently good products. And they’re willing to make uncomfortable decisions to protect that standard.

Today's Playbook dives into product-led ecommerce through the lens of founders who treat product not as a department, but as the operating system of their business. Brands that don’t ignore marketing or growth, but refuse to let either compensate for mediocre products.

In today's Playbook: 

• Why product-led ecommerce still wins long-term
• Treating product quality as the growth engine
• Killing launches that don’t meet customer standards
• Validating quality through blind testing
• Using reviews and returns as product signals
• Moving customers from product like to product joy
• Defining and protecting non-negotiable quality standards
• How product obsession creates a durable ecommerce moat

Ecosa's main episode
Heaps Normal's main episode
Nontre's main episode
Muscle Republic's main episode

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Adam Jelic didn’t set out to build a cult stationery brand. He was just trying to get his own head straight. Anxiety, big ideas, too many thoughts, not enough direction. So he did what a lot of founders eventually do. He built the tool he wished already existed. Fifteen years later, MiGOALS is stocked everywhere from Officeworks to Barnes & Noble, used by Canva, Lululemon and Apple teams, and quietly helping thousands of people untangle their thinking.

Today, we're discussing:

• How MiGOALS grew from a personal coping tool into a global stationery and wellness brand
• Why writing goals down improves focus, belief and momentum
• The role of anxiety, self-awareness and clarity in entrepreneurship
• Staying disciplined in a world full of distractions and opportunities
• Expanding into the US market using Amazon as a growth lever
• Balancing analogue products with digital tools and AI
• Community, accountability and why progress equals happiness
• Practical advice for setting meaningful goals in 2026 and beyond

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Explore MiGOALS

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To kick off 2026, we're looking back at the five most downloaded episodes of 2025 and the ideas that resonated most with ecommerce leaders this year.

From practical frameworks for adopting AI without losing the human edge, to rethinking customer experience, localisation at scale, agentic AI, and the real-world mechanics behind a 48% conversion lift, this countdown captures the conversations shaping where ecommerce is heading next.

If you missed any of these episodes the first time around, this is your cue to add them back to the queue, and start 2026 with sharper thinking, clearer priorities, and ideas worth implementing.

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Between tariffs landing faster than expected, Amazon tightening its grip on customer expectations, B2B finally stepping into the spotlight, and APAC proving it’s anything but a “secondary” market, this was a year that forced operators to rethink fundamentals.

In this special wrap-up episode of Add To Cart, Bushy revisited the eight conversations that personally shaped how he thinks about ecommerce, leadership, and growth. Not the most downloaded episodes. Not the loudest trends. But the ones that landed, lingered, and changed perspective.

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James Hurman has spent years shaping how the world understands brand building. An award-winning strategist, author and co-founder of Tracksuit, he’s become a global voice for effectiveness at a time when marketing teams are under more pressure than ever. In today’s episode, James dives into the real drivers behind brand growth, and why the industry must move on from its obsession with doing “more with less”.

Today, we're discussing: 

• Why “doing more with less” is the wrong mindset for brands that want to grow
• The Klaviyo research revealing why high retention often equals slower growth
• How to identify the customers who actually increase long-term revenue
• Why loyalty programs rarely drive scale and what to prioritise instead
• How Tracksuit is changing the way marketers prove brand impact
• The role of mass reach, contextual media and cultural relevance in 2026
• Why AI can ideate but still can’t judge creative quality like a human
• What ecommerce brands should focus on to scale confidently into 2026

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Explore Previously Unavailable
Klaviyo x James Hurman research
James' books 

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Most ecommerce founders dream of having customers who buy again and again. But what if your product’s so good, they never have to? That’s the challenge facing durable product brands like she wear, Ecosa, and Snotty Noses Australia. When your boots, mattresses, or devices are built to last for years, how do you keep growing without compromising quality or purpose?

In this playbook: 

• Why durable, long-lifespan products break traditional ecommerce growth models
• How to build a consumable ecosystem around a single hero product
• The role of word of mouth when repeat purchase is limited
• How customer use cases can reveal new product categories you never planned for
• How to turn durability into your brand moat, not a commercial constraint
• The shift from selling products to designing experiences and ongoing utility

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Explore she wear

Snotty Noses' Episode
Klipsta's Episode
Ecosa's Episode

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