Explore KADI | StudioHawk

Harry Sanders is best known as the founder of StudioHawk, Australia’s largest dedicated SEO agency. But in this episode of Add To Cart, Harry reveals a new chapter: co-founding KADI Luggage, a consumer travel brand launched in 2023. His journey shows what happens when deep digital expertise meets product ambition: you get a brand that’s innovating how Australians pack for travel, and a founder who can talk the talk and walk the walk.

Today, we’re discussing:

• Why Harry decided it wasn’t enough to just grow other people’s brands, and what pushed him to step out of agency life and into the world of consumer products.
• How KADI Luggage was born
• What it’s like to move from services to product
• The SEO-first principles that shaped KADI’s site from day one
• Why digital PR and data storytelling are outperforming old-school SEO tricks
• The empathy shift: how running KADI has changed the way Harry thinks about StudioHawk’s clients 
• The bigger picture: Harry’s vision for KADI, and the lessons he’s bringing back into StudioHawk

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Explore KADI | StudioHawk

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Jennifer Gilbert is the Head of Digital at Nutra Organics, and a former ecommerce leader at RY.com.au, The Facial Co., and Makeup Cartel. With a background in musical theatre and a serious knack for CX, she’s now driving digital growth for one of Australia’s most beloved health food brands.

In this episode, we cover:

• How a benefit-led quiz skyrocketed conversions
• Why quizzes aren’t just acquisition tools, but service features that build long-term trust
• The game-changing move of syncing quiz data into Klaviyo flows
• Where AI fits in, and why it’s not replacing quizzes just yet

Connect with Jennifer Gilbert
Explore Nutra Organics

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David’s journey has been anything but ordinary. From studying zoology to leading AI-driven organisations, he’s built a career at the intersection of technology and business. Today, at Decidr.AI, he’s helping ecommerce brands cut the manual “tippy-tapping” across SaaS tools, unify their data, and make decisions that fuel growth instead of just efficiency.

Today, we’re discussing:

• The difference between agentic AI, AI agents and LLMs, and why ecommerce leaders should care
• How agentic AI can shift businesses from task-based to goal-driven decision-making
• The pain of point solutions and why endless app-stacking is unsustainable for ecommerce
• How Decidr.AI builds a single-source database across platforms like Shopify, Xero, Klaviyo and Google Ads
• Why Decidr’s goal-oriented apps outperform traditional chatbots and how one ecommerce client achieved 5% revenue growth in just 8 weeks
• Insights from Decidr’s AI Readiness Index, showing that most Australian SMEs are prioritising efficiency over growth
• The Edible Beauty case study, showcasing agentic AI in real-world ecommerce customer journeys
• What an AI roadmap for SMEs should look like in 2025

Edible Beauty Case Study

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Explore Decidr.AI

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In today’s Checkout, CEO and Founder of Try With Mirra, Pete Ceredig-Evans, gives us a behind-the-scenes look at what fuels his ecommerce brain, from the books that shaped his leadership style to the £400 iPhone book accident that still haunts him.

In this episode, we cover:

• The most expensive online shopping mistake you’ll hear this week
• How Romy The Brand blends fashion and art, and why Pete’s obsessed
• The one tool that powers TWM’s remote ops, design, and onboarding
• The books that changed how he builds culture
• The bold new move to launch the brand’s own customer-facing app

Connect with Pete Ceredig-Evans
Explore Try With Mirra

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Richard Stevens, CEO of Zyft, has spent his first six months steering the AI-powered shopping assistant through a period of explosive growth. With over 650,000 downloads, 100,000+ daily searches, and $7.5 million in fresh funding, Zyft is reshaping how Australians shop, and how retailers compete.

Today, we’re discussing:

• Zyft’s origins and growth: from Damien Waller’s vision in 2019 to 650,000 downloads and $7.5M raised in 2025.
• How the app works: Chrome and Safari extensions, mobile apps, barcode scanning, and live retailer feeds.
• The consumer mindset: why cost-of-living pressures have made shoppers more price-conscious and open to AI tools.
• Retailer opportunities: using Zyft’s data and transparency to boost discoverability, credibility, and conversion.
• The future of shopping: what AI-powered price comparison means for retailers heading into Black Friday, Cyber Monday, and beyond.

Connect with Richard Stevens
Explore Zyft

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In today's Checkout episode, we get to know Melissa Wilkinson, Founder, and Matthew Mosse-Robinson, CEO of Personalised Favours, Australia’s leading personalised gifting brand. From tiny sandwich presses to Better Brother trophies, Mel and Matt share the weird things they’ve bought online, the tools they rely on, and what’s keeping them up at night (spoiler: it’s not the laser engravers this time).

Listen to their main episode 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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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

Connect with Heather
Explore Nutrition Warehouse

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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 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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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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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

Connect with Caroline
Explore Hello Clever

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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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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

SMS us to request a guest!

Support the show

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.

Connect with Nathan Bush
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