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Ryan Martin (Host) sits down in the South Melbourne studio with Niels Hoeben, the founder of Frankster.

Niels has an extensive background in eCommerce, having worked for Tommy Hilfiger, Calvin Klein and 2XU.

Niels moved to Melbourne to work for 2XU and setup a new life here in Australia, and has since founded the brand Frankster, the perfect everyday shorts!

He has some great tips for people looking to scale or start their eCommerce journey around sourcing materials and factories, cashflow and how to scale, whilst managing to keep his sanity!

Enjoyed the conversation, hope you enjoy listening!

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Make Them Talk Chat GPT Prompts - Teri Kearns

Social media is the ultimate battleground for eCommerce brands—but most businesses are doing it wrong.

In this episode, we sit down with social media expert and founder of Make Them Talk, Teri Kearns, to uncover the secrets to viral content, brand authenticity, and getting real engagement that actually leads to sales.

If you're tired of posting content that goes nowhere, struggling to stand out from competitors, or wondering how to build a brand people connect with, this is the episode for you.

We cover the biggest mistakes eCommerce businesses make on social, why personality is your secret weapon, and how to create content that actually works (without copying trends).

What You’ll Learn:

✅ The top three social media mistakes eCommerce brands keep making

✅ Why copying viral content won’t get you results—and what to do instead

✅ How to use social media as a brand-building and sales-driving machine

✅ The power of storytelling, humor, and controversy in content

✅ Teri’s best-performing social media campaigns (and how you can replicate them)

✅ How to break through the noise—even if you don’t want to be the face of your brand

We had a blast recording this episode, I hope you enjoy listening to it as well!

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Perth Retail Roadshow

Some of the best e-commerce leaders don’t take the traditional path—and Sarah Brown is proof of that.

After starting in finance, she made the leap into fashion e-commerce, working with top brands like Mavi and Shona Joy and earning a spot in Australia’s Top 50 in E-Commerce.

In This Episode:

• The unexpected corporate skill set that gives e-commerce leaders an edge
• Why DTC brands are doubling down on resale models—and how to do it right
• The real impact of AI on e-commerce (beyond the hype)
• Fast fulfillment & customer experience—why brands need to think like Amazon & Uber
• Why live shopping, TikTok Shop & content-first commerce are the future

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Profit Peak Demo Call

Perth Retail Roadshow (March 6th)

In this episode of E-Commerce Australia, Ryan Martin welcomes back Carla Penn-Kahn, co-founder of Profit Peak, along with her partner and co-founder David Kahn. 

They dive deep into how e-commerce businesses can optimize their profitability, ad spend, and inventory management in 2025.

Key takeaways:

✅ Short & Sharp Black Friday Sales Work Best – Brands that ran focused 4 day BFCM promotions outperformed those running “Black November” sales.

✅ Ad Spend Strategy is Broken – Google & Meta push spend toward high-converting products, but NOT your most profitable ones. Profit Peak flips that model for better margins.

✅ Repeat Customers = Secret Goldmine – October buyers often repurchase in November—brands should focus on customer retention strategies leading up to BFCM.

✅ AI, SEO & Brand Building Matter More Than Ever – With rising CPAs and AI-driven search engines like ChatGPT, content and authentic brand storytelling will be key to long-term success.

✅ Why Inventory Planning is Critical – Understanding which products drive repeat purchases (and which ones don’t) is the key to profitable scaling.

They also discuss how Profit Peak helps brands unlock hidden revenue by automating ad spend optimization, enhancing inventory forecasting, and identifying the real drivers of profitability in an e-commerce business.

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Perth Retail Fest Roadshow

In this episode of Ecommerce Australia, host Ryan Martin sits down with Dave Levett, Founder and Managing Director of the award winning omni-channel marketing agency Murmur.

Together, they tackle one of the biggest misconceptions in digital marketing, why ROAS (Return on Ad Spend) is an outdated, misleading metric that could be silently holding your business back.

Dave Levett, a seasoned marketer with experience spanning both agency and brand-side roles, shares his journey from working with major brands like Telstra and Sky UK to founding Murmur, where he helps eCommerce and retail brands unlock real growth.

With a strong background in media strategy, performance marketing, and brand building, Dave dives deep into why the industry needs to move beyond ROAS and embrace a more holistic approach to attribution and marketing effectiveness.

Ryan and Dave break down:

• TheROAS myth -why focusing solely on return on ad spend is a dangerous trap.

• The difference between marketing efficiency and marketing effectiveness (and why most brands confuse the two).

• How Marketing Mix Modeling(MMM) is changing the game for brands that want to scale.

• Why brand equity and audience expansion are key to long-term profitability.

• The importance of investing in both digital and offline channels for maximum impact.

Dave also shares a fascinating case study with Melbourne City Football Club, where his team discovered they had been over-investing in Meta andunder-investing in high performing offline channels like out-of-home and TikTok, proving that true marketing success comes from understanding the full picture, not just platform driven metrics.

🎧 Tune in now and learn whyyour competitors have already stopped caring about ROAS—so should you!

Follow & Connect:

• Connect with Ryan Martin on LinkedIn

• Connect with Dave Levett on LinkedIn

• Subscribe to Ecommerce Australiafor more cutting-edge eCommerce insights

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Perth Retail Roadshow

🚴‍♂️How do you sell a high-ticket item online when customers want to try before they buy?

That’s exactly the challenge Tribe Bikes faced when selling their $13K-$18K electric cargo bikes. In this episode,Steve Bull, co-founder of Tribe Bikes, reveals how his brand went from an experiment to market leader—and the surprising strategy that now accounts for8% of their total sales.

✔️ How Tribe Bikes turned a personal problem into a thriving eCommerce brand
✔️ The challenges of selling high-ticket, bulky items online (and how they cracked the code)
✔️ Why traditional bike shops weren’t the right retail strategy
✔️ Thecustomer-led marketing strategy that boosted conversions
✔️ How Steve and his team are usingXperify to connect real customers with potential buyers
✔️ Why word-of-mouth and community-driven marketing aremore powerful than paid ads

🎙️Bonus: Steve recently acquired Xperify—an app that allows brands to turn existing customers into their best salespeople. If you’re running an eCommerce brand with high-ticket products, this could be the missing piece in your conversion funnel.

🔗Links & Resources:

• Tribe Bikes

• Xperify:xperify.com

• Connect with Steve Bull on LinkedIn:Steve’s Profile

🚀Enjoyed the episode?

Subscribe & leave us a review to help more Aussie eCom brands level up! 🎧🔥

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Perth Roadshow Signup!

SEO is changing fast, and if you’re not adapting, you’re falling behind.

In this episode, Ryan Martin and Patrick Dhital dive into what’s actually working in SEO for 2025, including Google’s latest updates, AI-generated content pitfalls and the biggest opportunities for eCommerce brands to dominate organic search.

We’ll cover why AI spam is getting wiped out, how Google’s Search Generative Experience is changing rankings and why 2025 is the year of SEO.

Plus we’ll share real data from brands that have doubled their organic traffic by ditching bad SEO habits and focusing on what really works.

You’ll also get actionable insights on:

✅ How to audit your SEO for quick wins

✅ Freelancer vs agency – which is right for you?

✅ Essential tools to track and improve your rankings

✅ The #1 mistake eCommerce brands make with content

If you want free, high-converting traffic in 2025 you can’t afford to miss this one. Listen now and take control of your SEO before your competitors do! 🚀

Coming to a city near you in 2025, sign up so you're notified of the next industry event in your hometown!

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Ryan summarising the key takeaways from the year in eCommerce/Retail, and how we can set you up for success in 2025!

We speak about a couple of brands who've struggled this year, and some that have thrived, and how we can do so in 2025!

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Nomad The Label has quickly established itself in the Australian eCommerce scene as a brand on the up, with the right values of being Sustainable and Inclusive.

Starting out in the market stalls along the east coast of Australia, Louise and Donal had to quickly do things differently once the pandemic hit, and born was Nomad The Label.

Rapidly growing over the last 4 years, Donal takes us behind the scenes and each pivotal decision that has taken place, to ensure long term sustainable growth, whilst ensuring the growing customer base continues to feel apart of the community.

We talk about investing in the best photography, even when it was a stretch on the budget, and what that ROI looks like.

Donal is also very big on knowing your numbers and the small details, such as customer feedback, to ensure the brand doesn't miss a trick, and has each customer in the forefront of their mind when it comes to making business decisions.

Really enjoyed the recording, let me know in the comments if you did as well!

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Ryan Martin and James King disect the numbers from Black Friday Cyber Monday, compare them against the US numbers and explain what that means for eCommerce businesses moving forward.

We talk about metrics and ways to best utilise your data, to set you up for a big 2025.

We look at the evolution of search, now that ChatGPT is becoming a go to for many of our peers, as their initial search engine, and why technical SEO is as important as it's ever been.