Better Call Paul

You just paid your best customers 30% to do what they were already going to do. And that’s not even the worst Black Friday trap.

Every year I watch ecommerce founders have their best Black Friday ever, and their worst February.

In this episode I break down the 5 Black Friday traps that look like wins, the real maths behind a 30% off sale, and the fix for each one, so you set this year’s offer properly instead of copying last year’s.

In this episode:

• Why a $100 product that makes you $32 at full price can lose you $7 at 30% off
• How to plan your discount before you pick it (with a live Axeman demo; watch it on YouTube)
• The pull-forward trap: why a month-long sale kills December and January
• The LTV ÷ AOV check: are your Black Friday customers ever coming back?
• Why your VIPs don’t need another discount
• Grade A vs Grade C: what to discount, and what to protect
• The February cash trap and China New Year
• The 5-question Black Friday checklist

Chapters:
0:00 You paid your best customers 30%
1:34 Trap 1: Record revenue, no profit (the maths)
4:35 How to plan your discount (Axeman demo)
8:19 Trap 2: The pull-forward trap
11:00 The new customer myth (LTV ÷ AOV)
13:14 Trap 3: Discounting your best customers
15:37 Trap 4: Site-wide discounts and your best sellers
19:13 Trap 5: The February cash trap (China New Year)
23:21 The Black Friday checklist
26:00 What to do next

Apply for my next ecommerce coaching cohort - HERE

Watch on YouTube (with the demo and charts)

Axeman profit simulator

My website

Instagram and TikTok: @paulwaddyecommerce

About Paul:

I’m Paul Waddy, author of Shopify For Dummies and Selling Online For Dummies. Forbes Australia: “This boss is making Shopify easy for every ecommerce business.” Voted #2 in Inside Retail’s Top 50 People in E-Commerce. Last year I coached 10 of the Top 50, including 4 of the top 10 and the winner, plus 4 AFR Young Rich Listers. I founded an award-winning digital marketing agency and Learn Ecommerce, where I’ve coached thousands of brands from start-up to nine figures, including Muscle Republic, Babyboo, Maison de Sabré, Budgy Smuggler and Coastal Grl.

Work with me: https://bit.ly/4xTmZRI

Think the mistakes stop once you scale? They don't - they just get more expensive.In this episode, Paul Waddy breaks down the 10 biggest mistakes he sees 7, 8, and even 9-figure ecommerce brands still making - from bloated operations and misaligned teams to strategic blind spots that quietly cap growth long after the early-stage hustle is behind you. Whether you're pushing past 7 figures or already well beyond it, this episode will help you spot the expensive mistakes before they cost you more.🎧 Tune in and make sure you're not one of the brands making these mistakes at scale.Connect With Me:

Website: https://www.learnecommerce.com.auInstagram: https://www.instagram.com/paulwaddyecommerceTikTok: https://www.tiktok.com/@paulwaddyecomFacebook: https://www.facebook.com/paulwaddyecommerceLinkedIn: https://www.linkedin.com/in/paulwaddyecommerceWatch my video on the 3 keys you need to unlock growth in an ecom business: http://bit.ly/4al7UhrAn ecommerce beginner? Watch my free masterclass: https://bit.ly/4xQB2r6

Work with me: https://bit.ly/4xTmZRI

Stuck under $10k a month and can't figure out why? Chances are it's not bad luck - it's one (or several) of these mistakes quietly capping your growth.

In this episode, Paul Waddy breaks down the 10 most common mistakes keeping ecommerce brands stuck below that $10k/month ceiling - from pricing missteps and weak offers to marketing spend going to the wrong places and operational habits that quietly bleed profit. If you're grinding hard but the revenue isn't moving, this episode will show you exactly what's holding you back and how to fix it.

🎧 Tune in and skip the mistakes everyone else has to learn the hard way.

Connect With Me:Website: https://www.learnecommerce.com.au

Instagram: https://www.instagram.com/paulwaddyecommerce

TikTok: https://www.tiktok.com/@paulwaddyecom

Facebook: https://www.facebook.com/paulwaddyecommerce

LinkedIn: https://www.linkedin.com/in/paulwaddyecommerce

Watch my video on the 3 keys you need to unlock growth in an ecom business: http://bit.ly/4al7UhrAn

ecommerce beginner?

Watch my free masterclass: https://bit.ly/4xQB2r6

Work with me: https://bit.ly/4xTmZRI

Starting an ecom brand? You're probably making at least a few of these mistakes right now - and they could be quietly capping your growth before you even get going.

In this episode, Paul Waddy breaks down the 10 most common (and costly) mistakes new ecommerce founders make - from pricing and product selection to marketing spend and mindset traps - and exactly what to do instead. If you're early in your ecommerce journey, this is the episode to save you months of trial and error.

🎧 Tune in and skip the mistakes everyone else has to learn the hard way.

Connect With Me:Website: https://www.learnecommerce.com.au

Instagram: https://www.instagram.com/paulwaddyecommerce

TikTok: https://www.tiktok.com/@paulwaddyecom

Facebook: https://www.facebook.com/paulwaddyecommerce

LinkedIn: https://www.linkedin.com/in/paulwaddyecommerce

Watch my video on the 3 keys you need to unlock growth in an ecom business: http://bit.ly/4al7UhrAn

ecommerce beginner?

Watch my free masterclass: https://bit.ly/4xQB2r6

Work with me: https://bit.ly/4xTmZRI

Amazon quietly killed free returns — and it's the best thing that could happen to ecommerce.

In this episode I break down exactly why they did it, what it means for your margins, and why the smartest operators are already following their lead.

If you're still offering free returns and wondering why your profit is shrinking, this one's for you.

Connect With Me:

Website: https://www.learnecommerce.com.au

Instagram: https://www.instagram.com/paulwaddyecommerce

TikTok: https://www.tiktok.com/@paulwaddyecom

Facebook: https://www.facebook.com/paulwaddyecommerce

LinkedIn: https://www.linkedin.com/in/paulwaddyecommerce

Watch my video on the 3 keys you need to unlock growth in an ecom business: http://bit.ly/4al7UhrAn ecommerce beginner?

Watch my free masterclass: https://bit.ly/4xQB2r6

The federal budget just dropped. And most ecommerce founders have no idea what it means for their business.

Paul Waddy and Daniel Chiha from Kelly+Partners Northern Beaches break it all down. No spin. No waffle. Just what actually matters for your store.

Danny works with some of the biggest ecommerce brands in the country. He's seen the numbers. He knows where founders get hit, where they get lucky, and what moves to make right now.

In this episode:

What changed in the budget that directly affects ecommerce businesses

The tax and cashflow moves you need to think about now

What smart founders are doing differently this financial year

Why your accountant hasn't called you about this yet (and what to ask them)

If you're running an online store and doing real revenue, this one's for you.

Subscribe so you don't miss the next one.Connect with Daniel Chiha: Kelly+Partners Northern Beaches — https://www.kellypartners.com.au

Connect with Paul: Website: https://www.learnecommerce.com.au Instagram: https://www.instagram.com/paulwaddy_Watch my video on the 3 keys you need to unlock growth in an ecom business: https://www.learnecommerce.com.au/register-vsl-yt?el=youtube#ecommerce

#federalbudget #ecommercebusiness #onlinestore #shopify #ecommerceaustralia #smallbusiness #australianbusiness #paulwaddy #accounting

How To Create an Ecommerce Product From Scratch 

Ever thought about creating your own product but don’t know where to start? In this episode of The E Hustle, Paul Waddy breaks down the exact process of going from idea to product—step by step.You’ll learn:

• How to validate whether your product idea has legs
• The difference between building a “passion project” vs. a business-ready product
• Key mistakes first-time founders make when sourcing or developing products
• When to DIY and when to get expert help
• Practical tips to save money and avoid costly delays

Whether you’re an aspiring founder, side-hustler, or seasoned ecommerce operator, this episode will give you the clarity you need to turn your product idea into a reality—without the overwhelm. 

Follow Paul on Instagram: @paulwaddyecommerce  Learn more at: www.learnecommerce.com

 #ecommerce #founderlife #sidehustle #productdevelopment #startups #learnecommerce #entrepreneurmindset #onlinestore #ecommercetips #digitalbusiness #shopifyfounder #bootstrapbusiness

In this episode of The E Hustle, Paul Waddy breaks down the 5 Things We Can Learn From This Billion Dollar Business

Whether you’re running a side hustle or managing a seven-figure store, Paul shares practical strategies you can implement today to increase sales, build stronger customer loyalty, and run your business smarter.

Expect no fluff—just actionable ecommerce insights you can apply straight away.

If you’re serious about levelling up your online business, this one’s for you.

📲 Follow me on Instagram @paulwaddyecommerce for daily tips 📲 Head to www.learnecommerce.com for more tools, free downloads, and coaching info.

Want to turn your side hustle into a thriving online empire? In this episode of The E Hustle Podcast, Paul Waddy breaks down the five key steps to building a scalable ecommerce business—from finding the right product and setting up your store, to driving traffic, mastering operations, and creating a brand that lasts. Whether you’re starting from scratch or scaling up, these practical steps will help you cut through the noise, avoid common mistakes, and fast-track your ecommerce success.

👉 Don’t just dream about financial freedom—take action.

👉 Subscribe to The E Hustle Podcast for weekly strategies on building and scaling online businesses.

Follow Paul on Instagram: @paulwaddyecommerce

Learn more at: www.learnecommerce.com

How To Take Your Ecommerce Global
📄Episode Description: Ready to go global with your ecommerce brand? In this episode of The E Hustle, Paul Waddy breaks down exactly what it takes to expand your store internationally—without blowing your budget or losing control of your operations.
You’ll learn:

- The three core steps to launching in new markets the right way

- Why localisation is more than just translating your site

- Common mistakes founders make when scaling globally

- The tech, logistics, and marketing tips you actually need to succeed overseas

Whether you're running a 7-figure brand or just getting traction in your home market, this episode gives you the roadmap to grow globally with confidence.

👉 Don’t forget to follow Paul on Instagram @paulwaddyecommerce and visit www.learnecommerce.com for more ecommerce coaching, courses, and resources.

#EcommerceTips #GlobalEcommerce #OnlineStoreSuccess #EcommerceStrategy #InternationalExpansion #ScaleYourStore #DTCBrand #EcommerceGrowth #CrossBorderCommerce #TheEHustle