eCommerce Master Plan

eCommerce Master Plan

By Chloe ThomasBusinessEntrepreneurshipTechnologyMarketing
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eCommerce Master Plan episodes

  • eCommerce MasterPlan | 547: What 10 Years of Hosting the eCommerce MasterPlan Podcast Taught Me with Chloë Thomas

    What 10 Years of Hosting the eCommerce MasterPlan Podcast Taught Me with Chloë Thomas 

    Ten years. 100s of episodes. Thousands of insights.

    As host of the eCommerce MasterPlan Podcast, Chloë Thomas has spent a decade uncovering what really works in eCommerce — and what’s just hype. In this special 10-year anniversary AMA, Chloë fields listener questions covering the past, present, and future of the industry. 

    If you’re a founder, marketer, or eCommerce professional trying to cut through the noise, this episode is your shortcut to the lessons that actually last. 

    Huge thanks to all the listeners who submitted questions –  

    • Janis Thomas, Look Fabulous Forever 
    • Edward Scott-Finnigan, Webinar Connoisseur 
    • Jamie Huskisson, JH (The Breakthrough Agency) 
    • Tony Sousan, Fractional CTO 
    • Tamsin Burford, Winternational Ski Wear for Women 
    • Kelly A. Mahoney, KleerMail 
    • Olivia Staub, Yotpo 

      •  

      Hit PLAY to hear: 

      • What hasn’t changed in eCommerce (and still drives sales) 
      • The tech that rewired the industry (hint: not AI) 
      • Why retention starts before the first purchase 
      • The weirdest podcast moments from 900 episodes 
      • Chloë’s advice to future eCommerce leaders 

        •  

        Key timestamps to dive straight in: 

        05:59 Editing Challenges in Podcasting 

        09:18 eCommerce’s Unchanging Goals 

        13:03 “Enduring Presence of Magento One” 

        14:55 Challenges of Online Fashion Boutiques 

        20:16 “Buy Buttons: Website’s End?” 

        21:18 Websites Will Survive AI Shift 

        27:08 Seasonal Marketing Strategy Planning 

        30:19 Recommerce Strategy for Customer Retention 

        33:41 Targeted Advertising and Social Proof 

        36:32 Seasonal Customer Value Analysis 

        38:49 eCommerce Strategy & Legacy Advice 

         

        Full episode notes here: https://ecmp.info/547

        .

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        This podcast uses the following third-party services for analysis:

        Spotify Ad Analytics – https://www.spotify.com/us/legal/ad-analytics-privacy-policy/

        —

        Download our ebook… https://ecmp.info/ebook 500 Tips to Increase Your Profits

        Get all the links and resources we mention and join our email list at https://ecmp.info

        Love the show? Chloe would love your feedback – leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify.

        Interested in being a Sponsor? go here: https://ecmp.info/sponsor

        Advertising Inquiries: https://redcircle.com/brands

        Privacy & Opt-Out: https://redcircle.com/privacy

        45 min
      • eCommerce MasterPlan | 546: Building a £20 Million Tea Brand: Customer Experience and Growth with Bird & Blends’ Mike Turner

        Mike Turner is the founder and MD of Bird & Blend Tea Co. Developing, producing and selling the UK’s largest range of unique and exciting tea blends. Founded in 2012 Bird & Blend are on track to drive sales of £20million in the next year. They are selling internationally via their Shopify store, and via their 25 high street stores in the UK. 

         

        Hit PLAY to hear: 

         

        • How a market stall became a near £20M empire! 
        • The surprising reason Bird & Blend still handles their own fulfillment. 
        • Unlock the secret to blending online & physical stores for ultimate customer love. 
        • Mike’s no-nonsense tips for scaling your eCommerce without losing your soul. 
        • Ever wondered how to truly nail the customer experience? This episode has answers! 
        • Discover the management style that empowers a winning team (and what not to do!). 

          •  

          Key timestamps to dive straight in: 

          [05:59] Bird & Blend’s Journey to Success 

          [08:19] Adapting Through Business Growth Stages 

          [12:45] Management Self-Reflection Journey 

          [13:42] “Connecting Business Dots from Experience” 

          [18:10] Aligning Retail and eCommerce Experiences 

          [19:49] Email List Building Strategy 

          [22:02] Listen to Mike’s Top Tips! 

           

          Full episode notes here: https://ecmp.info/546

          .

          .

          This podcast uses the following third-party services for analysis:

          Spotify Ad Analytics – https://www.spotify.com/us/legal/ad-analytics-privacy-policy/

          —

          Download our ebook… https://ecmp.info/ebook 500 Tips to Increase Your Profits

          Get all the links and resources we mention and join our email list at https://ecmp.info

          Love the show? Chloe would love your feedback – leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify.

          Interested in being a Sponsor? go here: https://ecmp.info/sponsor

          Advertising Inquiries: https://redcircle.com/brands

          Privacy & Opt-Out: https://redcircle.com/privacy

          34 min
        • eCommerce MasterPlan | 545: From Lockdown Startup to Global Brand: The Possum Play Approach to eCommerce Expansion

          Renee Cizel & Giorgia Rossi from Possum Play, sellers of the play sofa that transforms into 100s of different configurations! Founded in 2021 they now sell internationally via their 3 country specific Shopify stores, with 40,000 happy families loving the product already. 

           

          Hit PLAY to hear: 

           

          • How Possum Play hit 40,000 customers with just a 3-person team 
          • The smart, low-budget strategy behind their global expansion 
          • Why they fulfilled their first containers by hand—and what it taught them 
          • The “do it yourself until you can’t” rule that protects their profits 
          • How they built a hero product and resisted the urge to over-expand 
          • The hiring mindset shift that helped them scale without burnout 

            •  

            Key timestamps to dive straight in: 

            [05:07] “Appreciation for 3PL Partners” 

            [10:02] Founders’ Struggle: Control vs. Growth 

            [13:44] Hiring for Potential, Not Experience 

            [14:31] “Impact of Past Experience on Success” 

            [18:08] Word-of-Mouth Growth Strategy 

            [19:51] Listen to Renee and Giorgia’s Top Tips! 

             

             

            Full episode notes here: https://ecmp.info/545

            .

            .

            This podcast uses the following third-party services for analysis:

            Spotify Ad Analytics – https://www.spotify.com/us/legal/ad-analytics-privacy-policy/

            Download our ebook… https://ecmp.info/ebook 500 Tips to Increase Your Profits

            Get all the links and resources we mention & join our email list at https://ecmp.info

            Love the show? Chloe would love your feedback – leave a review here: https://ecmp.info/review or reply to the episode Q&A on Spotify.

            Interested in being a Sponsor? go here: https://ecmp.info/sponsor

            30 min
          • eCommerce MasterPlan | 544: How Asan Cup’s Social Sustainability Purpose Boosted eCommerce Sales with Ira Guha

            Ira Guha is the founder at Asan Cup who are on a mission to eradicate period poverty and tampon waste with their innovative reusable menstrual cup. Designed and patented whilst Ira was a graduate student at Harvard, the business launched in 2021 and now serve around 10,000 customers a month via their Shopify site, Amazon and Wholesale.

            Hit PLAY to hear:

            • How one accidental discovery led to a booming eCommerce biz!
            • Ditch the guilt! Learn how sustainability can actually boost sales.
            • Product expansion secrets: What to sell when you only sell ONE thing…
            • The real deal on purpose-driven marketing (it’s NOT what you think).
            • From India to the UK: Mastering eCommerce in totally different markets.
            • The future of fem-tech is here! Get a sneak peek at Ira’s vision.

              • Key timestamps to dive straight in:

              [06:28] UK-India eCommerce and Wholesale Business

              [09:22] “Sustainability & Period Poverty Solutions”

              [13:19] Cycle & Carbon Footprint App

              [14:45] “Balancing Purpose and Product in Marketing”

              [19:19] Listen to Ira’s Top Tips!

              Full episode notes here: https://ecmp.info/544

              Download our ebook >> https://ecmp.info/ebook “500 Top Tips to Make Your eCommerce Business More Profitable”

              Download our new ebook… https://ecmp.info/ebook 500 Tips to Increase Your Profits

              Get all the links and resources we mention & join our email list at https://ecmp.info

              Love the show? Chloe would love your feedback – leave a review here: https://ecmp.info/review or reply to the episode Q&A on Spotify.

              Interested in being a Sponsor?go here: https://ecmp.info/sponsor

              This podcast uses the following third-party services for analysis:

              Spotify Ad Analytics – https://www.spotify.com/us/legal/ad-analytics-privacy-policy/

              30 min
            • eCommerce MasterPlan | 543: Boost Conversions Without Killing Margins — Dan Bond of RevLifter Explains How

              Dan Bond is the VP of Marketing at RevLifter, software that drives intelligent offers to boost your bottom line.

              Dan joins us to reveal how smart, data-driven promotions can increase conversions, raise AOV, and protect your margins — all without blanket discounting.

              If you’re tired of giving away profits and ready to make your offers work smarter, this episode is a must-watch!

              Hit PLAY to hear:

              • Why blanket discounts are killing your margins — and what to do instead
              • How Radley London increased AOV by 20% while discounting less
              • The power of intent-based offers (and how AI figures out who needs a nudge)
              • The #1 offer most brands run—but almost never optimize
              • Where to start if your eCommerce team is strapped for time
              • Why some shoppers shouldn’t see your promotions at all

                • Key timestamps to dive straight in:

                [06:13] Intelligent Targeting in Marketing

                [06:48] “Intelligent Targeting for Effective Offers”

                [11:24] Optimising Promotions for Cost Savings

                [13:49] eCommerce Funnel & Intent Analysis

                [18:49] Evolving Customer Interaction Strategies

                [20:47] Listen to Dan’s Top Tips!

                [29:16] Get a 90-day free trial from RevLifter https://ecmp.info/revlifter

                Episode sponsored by RevLifter. Grab your 90-day free trial here https://ecmp.info/revlifter .

                Full episode notes here: https://ecmp.info/543

                Try out RevLifter for FREE for 90 days >>> https://ecmp.info/revlifter

                Download our new ebook… https://ecmp.info/ebook 500 Tips to Increase Your Profits

                Get all the links and resources we mention & join our email list at https://ecmp.info

                Love the show? Chloe would love your feedback – leave a review here: https://ecmp.info/review or reply to the episode Q&A on Spotify.

                Interested in being a Sponsor?go here: https://ecmp.info/sponsor

                This podcast uses the following third-party services for analysis:

                Spotify Ad Analytics – https://www.spotify.com/us/legal/ad-analytics-privacy-policy/

                35 min
              • eCommerce MasterPlan | 542: From Market Stall to 7-Figure Brand: How Mademoiselle Macaron Made eCommerce Work

                Rachel Hanretty is the founder and CEO at Mademoiselle Macaron, sellers of handmade luxury French macarons. Rachel’s grown the business from a market stall in 2013 to a 7-figure business.

                They now sell via their Shopify store to both DTC and B2B customers, via marketplaces like Not on the High Street, and about 40% of turnover is B2B sales.

                Hit PLAY to hear:

                • Why skyrocketing rent pushed Rachel to shut her shop—and scale faster
                • The Shopify setup mistake that nearly broke their backend
                • How freezing macarons unlocked 7-figure fulfillment
                • The agency breakup that every ecommerce founder should learn from
                • What finally pushed them to stop waiting and start selling proactively
                • How French flair (and flavor) became their brand’s superpower

                  • Key timestamps to dive straight in:

                  [03:51] Shift from Storefront to Online Sales

                  [07:54] Customizable Macaron Packaging Options

                  [12:48] Consolidating Services Led to Conflict

                  [16:19] Testing Separate Agency Strategies

                  [20:09] Embracing French Roots in Business

                  [21:55] Listen to Rachel’s Top Tips!

                  Full episode notes here: https://ecmp.info/542

                  Try out RevLifter for FREE for 90 days >>> https://ecmp.info/revlifter

                  Download our new ebook… https://ecmp.info/ebook 500 Tips to Increase Your Profits

                  Get all the links and resources we mention & join our email list at https://ecmp.info

                  Love the show? Chloe would love your feedback – leave a review here: https://ecmp.info/review or reply to the episode Q&A on Spotify.

                  Interested in being a Sponsor?go here: https://ecmp.info/sponsor

                  This podcast uses the following third-party services for analysis:

                  Spotify Ad Analytics – https://www.spotify.com/us/legal/ad-analytics-privacy-policy/

                  33 min
                • eCommerce MasterPlan | 541: Ditching the Store: How Preston Zly Built a Thriving Online Luxury Brand with Johanna Preston

                  Johanna Preston is the co-founder and co-designer at Preston Zly, creators of beautiful, unique, and powerful footwear for women who embody these same qualities. They sell via their Shopify store and physical showroom.

                  Founded over 20 years ago they now do around $350,000 a year.

                  Hit PLAY to hear:

                  • How Johanna’s shift from retail to eCommerce skyrocketed her sales
                  • The secret behind why preorders are a game-changer for her business
                  • How a bold yellow shoe became one of her bestsellers (and almost didn’t exist!)
                  • Why your email list is more valuable than any social platform
                  • The planning strategy Johanna uses to keep her business on track (hint: no tech tools involved!)
                  • How designing with purpose has made her brand a standout in luxury footwear

                    • Key timestamps to dive straight in:

                    [05:37] “Embracing Freedom: Post-COVID Business Shift”

                    [10:03] Structured Fashion Design Process

                    [11:33] Magazine Planning Visualization Wall

                    [15:22] “Maintaining Personal Client Relationships”

                    [17:55] “Prioritize Building Your Mailing List”

                    [21:28] Listen to Johanna’s Top Tips!

                    Full episode notes here: https://ecmp.info/541

                    Try out RevLifter for FREE for 90 days >>> https://ecmp.info/revlifter

                    Download our new ebook… https://ecmp.info/ebook 500 Tips to Increase Your Profits

                    Get all the links and resources we mention & join our email list at https://ecmp.info

                    Love the show? Chloe would love your feedback – leave a review here: https://ecmp.info/review or reply to the episode Q&A on Spotify.

                    Interested in being a Sponsor?go here: https://ecmp.info/sponsor

                    This podcast uses the following third-party services for analysis:

                    Spotify Ad Analytics – https://www.spotify.com/us/legal/ad-analytics-privacy-policy/

                    36 min
                  • eCommerce MasterPlan | 540: From Physical Store to Online Focus: Neem London’s eCommerce Evolution with Nick Reed

                    Nick Reed is the founder of Neem London, a men’s fashion brand focused on making climate-conscious clothing. He also has a phenomenal background in men’s fashion buying – he was instrumental in taking Charles Tyrwhitt from £10m to £200m. He spent 4 years driving buying efficiency at Moss Bros.

                    Neem London was founded in 2021, and sells via its Shopify store & London shop. They now are doing £400-£500,000 a year.

                    Hit PLAY to hear:

                    •  Steal this! The exact Klaviyo flows that BOOSTED conversions (and how to set them up).
                    • Ditch Zuck? How this brand scaled without spending on Meta ads (yet!)
                    • eCommerce SEO is NOT dead: Simple tweaks for ranking higher & getting found
                    • Pop-up shop SECRETS: Turn events into a customer goldmine (bananas & treasure maps??)
                    • Untapped traffic: Why you’re sleeping on YouTube Shorts & Pinterest for sales
                    • The #1 mistake eCommerce stores make with physical locations (don’t let this be you!)

                      • Key timestamps to dive straight in:

                      [03:53] Store Relocation and Expansion Strategy

                      [07:11] The Challenges of Fixed Costs

                      [13:39] “Creating a Welcoming Store Atmosphere”

                      [15:02] Evaluating Customer Acquisition Costs

                      [19:18] Strategic SEO & Branding Focus

                      [22:36] Listen to Nick’s Top Tips!

                      Full episode notes here: https://ecmp.info/540

                      Try out RevLifter for FREE for 90 days >>> https://ecmp.info/revlifter

                      Download our new ebook… https://ecmp.info/ebook 500 Tips to Increase Your Profits

                      Get all the links and resources we mention & join our email list at https://ecmp.info

                      Love the show? Chloe would love your feedback – leave a review here: https://ecmp.info/review or reply to the episode Q&A on Spotify.

                      Interested in being a Sponsor?go here: https://ecmp.info/sponsor

                      This podcast uses the following third-party services for analysis:

                      Spotify Ad Analytics – https://www.spotify.com/us/legal/ad-analytics-privacy-policy/

                      35 min
                    • eCommerce MasterPlan | 539: Acquire & Accelerate: The Best Backyard’s Tom White Shares Tips for 10x Growth in 12 Months

                      Tom White is the owner of The Best Backyard, an Australian eCommerce store selling outdoor kids play equipment, furniture and other garden products. Founded in 2020 Tom bought the business in 2024 and in 12 months has rocketed sales to nearly $2million.

                      Hit PLAY to hear:

                      • How Tom White turned a small eCommerce store into a $2M business in just 12 months
                      • The #1 mistake most eCommerce owners make when scaling—and how to avoid it
                      • Why data (not gut feelings) is the secret weapon for skyrocketing sales
                      • The marketing moves that actually work—without burning your ad budget
                      • Buying vs. building an eCommerce business: Which one is right for you?
                      • How to know when it’s time to sell your online store for maximum profit

                        • Key timestamps to dive straight in:

                        [05:23] Tom’s SEO Strategy: Purchase, Improve, Sell

                        [09:41] Disorganized Business Takeover Challenges

                        [15:42] SEO Boost for eCommerce Growth

                        [18:14] “Embracing Location Independence in Business”

                        [20:34] Automating Tasks and Staffing Strategy

                        [25:46] Listen to Tom’s Top Tips!

                        Full episode notes here: https://ecmp.info/539

                        Try out RevLifter for FREE for 90 days >>> https://ecmp.info/revlifter

                        Download our new ebook… https://ecmp.info/ebook 500 Tips to Increase Your Profits

                        Get all the links and resources we mention & join our email list at https://ecmp.info

                        Love the show? Chloe would love your feedback – leave a review here: https://ecmp.info/review or reply to the episode Q&A on Spotify.

                        Interested in being a Sponsor?go here: https://ecmp.info/sponsor

                        This podcast uses the following third-party services for analysis:

                        Spotify Ad Analytics – https://www.spotify.com/us/legal/ad-analytics-privacy-policy/

                        37 min
                      • eCommerce MasterPlan | 538: Acquisition Advantage: How Scandiborn Supercharged The Kid Collective with Laura Davies

                        Laura Davies is the Founder of The Kid Collective. A UK based toys and parenting business, with eCommerce stores on BluePark and Shopify. Founded in 2008 they now process over 10,000 orders a month.

                        Hit PLAY to hear:

                        • How Laura Davies turned one eCommerce brand into two—without starting from scratch!
                        • The biggest challenges (and surprises!) of buying an existing online business
                        • Why the right tech stack can make or break your eCommerce growth strategy
                        • The smart way to handle fulfillment—3PL vs. in-house operations
                        • Laura’s #1 piece of advice if you’re thinking about acquiring an eCommerce brand!

                          • Key timestamps to dive straight in:

                          [04:21] Quick integration before peak season.

                          [09:27] Testing Shopify with Scandiborn.

                          [11:25] Tech replatforming: testing before launch.

                          [15:27] Warehouse expansion and consolidation plan.

                          [19:25] Learning to manage a growing team.

                          [20:13] Balancing strategy and tinkering.

                          [22:34] Listen to Laura’s Top Tips!

                          Full episode notes here: https://ecmp.info/538

                          Download our ebook >> https://ecmp.info/ebook “500 Top Tips to Make Your eCommerce Business More Profitable”

                          Download our new ebook… https://ecmp.info/ebook 500 Tips to Increase Your Profits

                          Get all the links and resources we mention & join our email list at https://ecmp.info

                          Love the show? Chloe would love your feedback – leave a review here: https://ecmp.info/review or reply to the episode Q&A on Spotify.

                          Interested in being a Sponsor?go here: https://ecmp.info/sponsor

                          This podcast uses the following third-party services for analysis:

                          Spotify Ad Analytics – https://www.spotify.com/us/legal/ad-analytics-privacy-policy/

                          33 min

                        About eCommerce Master Plan

                        From the publisher's feed

                        Trying to work out how to acquire more customers? Need to improve customer retention? Or just looking for some reassurance you’re on the right track? That’s what the eCommerce MasterPlan is here for.