Ian Leslie is an eCommerce CMO who’s also done stints in SaaS marketing, journalism, and education. Probably best known for his 10 years driving 15x eCommerce revenue growth at B2B eCommerce furniture brand Industry West, where (as regular listeners to this show will know) he was always up to something different with his marketing budget – that usually paid off! 

WWYD is a brand new format for the show - where we ask some of our favourite and most knowledgable eCommerce friends... "What would you do?". 

In this new WWYD? episode, Ian shares his roadmap for scaling fast—bootstrapped growth, nonstop testing, lean operations, and breaking the beliefs that hold brands back. 

 

Hit PLAY to hear: 

 

• 🚀 Ian’s playbook for driving hockey stick growth in a $10–25M ecommerce brand 
• 🧪 Why constant testing across the funnel is the real growth engine 
• 💸 How cutting overheads frees up cash to fuel marketing and product 
• 🧠 The limiting beliefs holding back ecommerce businesses (and how to break them) 
• 🤝 How to balance agency support with in-house agility for faster results 

 

Key timestamps to dive straight in: 

[05:52] "Pragmatic Growth in SaaS Marketing" 

[07:52] Always Be Testing and Optimizing 

[12:08] Reevaluate Post-Retheme Testing Practices 

[13:03] Overcoming Imposter Syndrome in Testing 

[18:08] Dynamic Testing: Leadership's Role 

[19:19] Listen to Ian’s Top Tips! 

 

Full episode notes here: https://ecmp.info/561  

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Charles Chakkalo is the Founding partner of Joey’z, an Amazon-first homewares brand. Since 2010, he’s been building a lean, everything-in-house Amazon operation focused on practical, everyday consumer goods. They also now sell across Walmart and eBay and even have a Shopify store too. In total, annual sales are now over $10million with growth at 20% year on year. 

 

In this episode, Charles shares the real behind-the-scenes of scaling on Amazon—covering the wins, the struggles, and the lessons every eCommerce owner can use to grow smarter and faster. 

 

Hit PLAY to hear: 

 

• How Joey’s grew into a $10M Amazon-first brand with 20% YoY growth 🚀 
• Why Amazon makes life easy—but also traps sellers in dependency 
• The pros and cons of keeping warehousing and logistics in-house 🏭 
• Why retail arbitrage is fading and how private label builds stability 
• The hidden role of logistics mastery in beating competitors 
• What Charles sees as the next big growth move for Joey’s 🔑 

 

Key timestamps to dive straight in: 

[05:22] "AI Boom Reflects Shifting Focus" 

[08:46] "Addicted to Amazon's Ease" 

[12:20] Outsource Advertising and Software 

[13:53] DTC Brand Growth Challenges 

[17:19] Pivot to Private Label Products 

[21:35] "Outsource Ops, In-House Amazon Fulfillment" 

[24:32] Listen to Charles’ Top Tips! 

 

Full episode notes here: https://ecmp.info/560  

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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.

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Elina Panteleyeva is the founder of Dood Woof, a dog brand focused on Doodles. Founded in 2023, they hit $600k in year one, and are on track for sales of $2million this year. They’re already multichannel selling on their Shopify store, TikTok Shop, and Amazon. 

 

In this episode, Elina reveals the exact strategies she used to grow fast, build a loyal community, and sell premium products without competing on price. 

 

Hit PLAY to hear: 

 

• 🚀 How a first-time founder turned a layoff into a $2M eCommerce brand in under 2 years 
• 🐶 The niche marketing strategy that made Dood Woof dominate the Doodle dog market 
• 📧 Why email (not discounts) is the secret weapon driving repeat sales and loyal fans 
• 🛒 The unconventional reason Elina sends ALL ad traffic to Amazon instead of her website 
• 💰 How to sell premium products on Amazon without joining the price war 
• 🤖 The AI tools and automation ideas she’s exploring to scale without a big team 

 

Key timestamps to dive straight in: 

[04:29] "Doodle Detangler Idea Journey" 

[08:24] Trusting EA with Daily Operations 

[10:47] Building Trust with VIP Customers 

[13:58] Maximizing Amazon Sales via Traffic 

[17:22] "Nurturing Customers Beyond Amazon" 

[20:00] Listen to Elina’s Top Tips! 

 

Full episode notes here: https://ecmp.info/559  

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

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

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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

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Babs Noelle is the Ringleader at Alara Jewelry, sellers of artisanal, eco-conscious fine jewelry both designed in house, and supplied by renowned designers too. Founded in 2004 they now sell via their physical retail store, atelier by appointment only, at special events AND via their Shopify store. In total the company does $2.9m a year with 13% year on year growth, and the eCommerce store is booming – seeing 138% year on year growth. 

 

In this episode, Babs shares the secrets behind building a purpose-driven brand, blending in-store magic with online strategy, and creating growth that’s both ethical and explosive. 

 

Hit PLAY to hear: 

 

• How Babs turned a brick-and-mortar store into a booming Shopify success 📈 
• The clever reason everyone on her team works on eCommerce 💻🛍️ 
• Why Montana sapphires are the hidden gem of ethical jewelry 💎 
• The simple service that makes virtual shopping feel personal again 🧑‍💻💬 
• How Alara built 138% online growth without sacrificing brand integrity 
• The real difference between using “eco-conscious” as a word vs. a mission 🌱 

 

Key timestamps to dive straight in: 

[05:13] Eco-Conscious Jewelry for Global Tourists 

[09:04] Diverse Roles in Jewelry Business 

[12:44] Three-Person Marketing Team 

[16:30] Virtual Custom Appointments for eCommerce 

[20:14] Artisanal Appeal: Unique and Sustainable 

[22:39] Ethical Jewelry Practices Explained 

[24:05] Listen to Babs’ Top Tips! 

 Full episode notes here: https://ecmp.info/558

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

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

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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

Sanya Ristic is the Director of Innovation and Client Relations at 2buy1click, the UK’s leading Certified Adobe Commerce & Magento Agency, ranked #1 on Clutch.co. Sanya and her team create and maintain high-performance Magento 2 eCommerce websites that boost sales and improve conversion for their clients across B2B, B2C, and D2C. 

 

AND Sanya’s bought one of her clients along: yes, we’ve got the brilliant Janis Thomas from Look Fabulous Forever back on the show! 

 

Tune in to discover what a truly collaborative, high-trust agency relationship looks like—and how it can transform your eCommerce success. 

 

Hit PLAY to hear: 

• How a web agency-client relationship turned into true partnership 🤝 
• The one mindset shift that changed everything for Sanya’s agency 
• Why your developers should be talking directly to you 👀 
• A real-world example of going from 10s to 2s page load time ⚡ 
• What makes advertorials a secret SEO weapon 🔍 
• The emotional (yes, emotional!) side of eCommerce collaboration 💬 

Key timestamps to dive straight in: 

[03:40] "Finding Mr. Right Unexpectedly" 

[08:15] Successful Website Outsourcing Experience 

[09:49] Client-Agency Collaboration Dynamics 

[13:52] Psychologically Safe Agency Relationship 

[18:14] Break Down Communication Silos 

[21:02] Podcast Insights: Navigating Business Relationships 

[22:25] Listen to Sanya and Janis’ Top Tips!  

[27:31] Find out more about 2buy1click https://www.2buy1click.com/  

 

Episode sponsored by 2buy1click. Watch Sanya’s Meet Magento talk on co-creation, experimentation, and co-creating future together https://www.youtube.com/watch?v=ENFydeUcwQk . 

Fix your ads with Alvie. Go to https://ecmp.info/alvie and note ‘eCommerce Masterplan’ when you book a demo to enjoy a 3 months free trial.

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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

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Lynn Power is the co-founder and CEO at MASAMI a premium haircare brand. Founded in 2019 they now sell via their Shopify store and wholesale via Faire. Currently sales have reached just under $1million. Lynn’s also the founder of the Power Beauty Collab which she launched  in 2022 as a way for indie brands to help each other grow. 

 

In this episode, Lynn shares the smart, scrappy strategies that helped her grow MASAMI—and how other indie eCommerce brands can do the same. 

 

Hit PLAY to hear: 

 

• How Lynn built MASAMI into a nearly $1M brand—without big budgets 💥 
• The clever “pop-in” strategy that’s changing how indie brands do retail 🛍️ 
• Why cash flow—not competition—is what kills most eCommerce brands 💸 
• The power of brand values (and how to use yours to drive growth) 🔑 
• What most founders get wrong about launching new products 🚫 
• Lynn’s secret sauce for retail sell-through success 🔄 

 

Key timestamps to dive straight in: 

[03:48] Hair Hydration Breakthrough Partnership 

[09:35] Conscious Beauty Collective Origins 

[13:30] Temporary Retail Partnerships Strategy 

[16:54] Multi-Location Strategy Stabilizes Business 

[18:21] "Brand Values and Smart Collaborations" 

[21:21] Listen to Lynn’s Top Tips! 

 Full episode notes here: https://ecmp.info/556

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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/

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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

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Klim Yadrintsev is the founder and CEO at Allure, a luxury multi-brand fashion boutique based in the south of France. They sell via their physical store, and WooCommerce website. Founded in 2020 they now do around $2 million in sales a year, with annual growth at 20-30%. 

 

In this episode, Klim breaks down the 3 strategies behind Allure’s rapid growth—and why retention, not ads, is their real secret weapon. 

 

Hit PLAY to hear: 

 

• The 3 retention strategies that power a $2M luxury eCommerce brand 💡 
• Why Klim believes your physical store might be your best ad channel 🏬 
• How Allure builds personal relationships with shoppers using WhatsApp 📲 
• What happens when you watch customers shop on your website 👀 
• How a lean team of 7 runs a global boutique brand 💪 
• The unusual trick Allure uses to boost repeat purchases (without discounts) 🔁 

 

Key timestamps to dive straight in: 

[04:04] Fashion eCommerce Opportunity in France 

[07:10] Personalized Wardrobe Consultation Service 

[11:39] Retention-Focused Business Strategies 

[14:02] Retail Operations and Marketing Strategy 

[19:24] Personal Touch in eCommerce Segmentation 

[22:03] Optimising Customer Purchase Journey 

[23:59] Listen to Klim’s Top Tips! 

 Full episode notes here: https://ecmp.info/555

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

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

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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

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Ian McBeth is the Head of eCommerce at home furniture business Oak Furnitureland. Founded in 2003 as an eBay store!

They now sell via their custom online store, telesales, and their 70 stores, selling over £230 million of furniture in the UK every year. Ian’s experience runs far beyond the world of furniture with past roles at Craft Gin Club, hair brand Josh Wood Colour, Vivobarefoot, Ted Baker and many more! 

 

In this episode, Ian shares the smart strategies behind scaling a complex omnichannel eCommerce operation—plus his no-nonsense approach to using AI, data, and tech to drive real results. 

 

Hit PLAY to hear: 

 

• How Oak Furnitureland links online and in-store shopping with a clever QR strategy 🛋️ 
• The AI use cases Ian actually recommends (and the ones he doesn’t) 🤖 
• Why CRO and UX are the real secret weapons in scaling eCommerce conversions 
• How Ian’s IT background gives him a major edge in modern eCommerce strategy 🔧 
• The smart way to prioritize projects when everything feels urgent 🚦 
• The biggest mistake eCommerce teams make with AI—and how to avoid it ⚠️ 

 

Key timestamps to dive straight in: 

[03:21] Evolution of Furniture Retail Career 

[06:40] eCommerce: Tech to Marketing Shift 

[10:34] Sofa Purchase Research: A Long Journey 

[16:08] AI: Sci-Fi Future Realized 

[17:05] "AI Solutions for Business Problems" 

[21:31] Ensuring Secure IT Collaboration 

[22:23] Listen to Ian’s Top Tips! 

 

 Full episode notes here: https://ecmp.info/554

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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/

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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

JM Craddock is the CEO and owner of La Matera, a belt brand focused on creating artisanal products that last.

Founded in 2012 they now sell via their Shopify site and wholesale channels are on track for $4 million this year. JM’s experience goes much further back though, as he was the first employee at Chubbies, including a key role in developing the returns system that became the first version of Loop Returns! 

 

Hit PLAY to hear: 

 

• How Jon-Mark used an SBA loan to buy La Matera (and why he recommends it) 🏦 
• Why iPhone videos outperformed $10k ad shoots 🎥 
• The 3-part framework he used to grow La Matera fast 📈 
• What makes belts a “perfect eCommerce product” 🔥 
• The truth about expanding your product line (and what not to do) 🧵 
• His role in turning Chubbies’ returns system into Loop Returns 🔄 

 

Key timestamps to dive straight in: 

[04:25] "Relocated Business: Spicewood, Texas" 

[08:41] "SBA Loan Benefits and Process" 

[11:21] Strategic Business Planning & Marketing 

[13:46] Reflection on Business Experience 

[18:51] Balancing Focus and New Projects 

[21:22] Listen to JM’s Top Tips! 

 

 Full episode notes here: https://ecmp.info/553

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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/

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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

Steven Westwood is the Head of Sales and Marketing at Fashion Eyewear, sellers of designer prescription glasses and sunglasses, both new and preloved. Selling via Shopify stores in the UK and the USA, the business was founded in 2008 and now ship 10,000 orders a month. 

 

Hit PLAY to hear: 

 

• Why most people are still buying glasses the old-fashioned way 👓 
• How Fashion Eyewear turned pre-loved stock into a retention machine 🔁 
• The Shopify app powering their buyback and recommerce program 🛍️ 
• Smart ways to guide customers through a complex checkout flow 📦 
• What really moves the needle on customer lifetime value 📈 
• Why having just one pair of glasses is officially outdated 😎 

 

Key timestamps to dive straight in: 

[05:32] "Prescription Glasses: An Untapped Market" 

[09:42] Eyewear Buyback with TernEco App 

[11:42] Innovative Glasses Buyback Program 

[15:32] Eyewear Buyback Boosts Customer Retention 

[17:32] Listen to Steven’s Top Tips! 

 

 Full episode notes here: https://ecmp.info/552

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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