eCommerce MasterPlan

Phil Draper is the CEO at Manago AI an AI-powered Customer Engagement Platform for modern marketer, which means he’s deeply involved in working out how AI can best support eCommerce brands to do more powerful marketing. 

 

In this episode, Phil and Chloe explore how agentic AI can help eCommerce teams implement more of their marketing strategy, analyse data faster, and uncover new opportunities for growth. They also discuss what separates the businesses getting real value from AI from those still using it for basic tasks. 

 

Hit PLAY to hear these 5 big wins: 

• 🤖 Why agentic AI is more than just generating better copy 
• 📈 How AI could help you implement 75–80% of your marketing strategy 
• 🔍 The overlooked power of AI for faster, deeper data analysis 
• 🔗 Why connecting multiple data sources can unlock new growth insights 
• 🧠 The mindset that separates AI experimenters from AI leaders 
• ⚡ How to turn AI's speed into a real eCommerce growth advantage 

 

Key timestamps to dive straight in: 

[04:48] Adapting eCommerce Tactics 

[06:42] Trusting autonomous marketing systems 

[11:32] Using AI in marketing strategies 

[13:27] Evolution of abandoned cart campaigns 

[18:48] Using AI for data tasks 

[21:48] Integrating diverse data for insights 

[23:14] Listen to Phil’s Top Tips! 

[31:55] Episode sponsored by Manago AI. Get a demo or free trial today at https://manago.ai/      

 

Full episode notes here: https://ecmp.info/617 

 

Episode sponsored by Manago AI. Get a demo or free trial today at https://manago.ai/  

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Gemma Mills is the Founder of JOMO Club, the UK's Leading Alcohol-Free Drinks Discovery Club. Founded in 2022, they’ve already sold over £1million of product via their Shopify store. 

 

In this episode, Gemma shares how JOMO Club has evolved from a subscription discovery box into a wider eCommerce business. She also reveals how they use events, digital marketing and customer insight to keep growing as the market changes. 

 

Hit PLAY to hear: 

• 🚀 How JOMO Club grew beyond its subscription box 
• 🔍 Why product discovery can become a powerful growth strategy 
• 📈 How to adapt your eCommerce strategy as your market matures 
• 🎪 5 ways to make your next eCommerce event more successful 
• 💰 How to track the real ROI of in-person events 
• 🔄 Why combining digital and physical touchpoints can drive growth 

 

Key timestamps to dive straight in: 

[04:48] Starting JOMO Club and eCommerce 

[08:21] Running the business with family 

[13:30] Transitioning to Virtual Events 

[15:04] Engaging and effective trade show presence 

[19:22] Setting up versatile event spaces 

[22:14] Listen to Gemma’s Top Tips! 

 

Full episode notes here: https://ecmp.info/616

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

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Liat Karpel Gurwicz is the Chief Revenue Officer at DeviantArt. A digital art marketplace and community. Founded in 2000 they pivoted completely to the marketplace model in 2023, and in 2025 had over 265,000 buyers spending £23million via their platform. 

In this episode, Liat shares how DeviantArt is turning its huge community of artists and art lovers into a thriving creator economy, while keeping the community at the heart of the business. She also reveals how they approach monetisation, global expansion and AI without losing sight of their core values. 

Hit PLAY to hear: 

• 🎨 How DeviantArt turned a huge community into a thriving marketplace 
• 💰 Why DeviantArt removed programmatic ads to put creators first 
• 📈 The “stairway to growth” helping creators unlock new revenue streams 
• 🔄 Why 55%+ of first-time buyers return to the same creator 
• 🌍 How DeviantArt is tackling global growth through localisation 
• 🤖 DeviantArt’s practical approach to AI-generated art 

Key timestamps to dive straight in: 

[04:37] Balancing community and eCommerce 

[08:22] Supporting creators with new sales options 

[10:44] Supporting Artists on DeviantArt 

[15:27] Community growth and creator tools 

[18:47] Expanding localization efforts 

[23:44] AI art policies and user options 

[26:43] Listen to Liat’s Top Tips! 

[36:17] Episode sponsored by DeviantArt. Find out more here >>> https://www.deviantart.com/        

Full episode notes here: https://ecmp.info/615 

Episode sponsored by DeviantArt. Find out more here >>> https://www.deviantart.com/

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Ciaran Crean is the co-founder & CEO at Mick’s Garage a car parts & accessories store. Founded in 2004 they now sell regularly via their custom website into over 34 countries. With over 10 million listings the range has expanded way beyond just car parts now including far more categories like outdoor sports equipment, camping gear, and roof racks – all meaning they ship a whopping 25,000 orders a month on average. 

 

Mick’s Garage has built its growth around keeping its technology and development in-house, allowing the team to experiment quickly with new verticals, improve the customer experience and test new ideas. In this episode, Ciaran shares how they approach AI, product data, international expansion and the operational challenges of running a 10-million-product eCommerce business. 

 

Hit PLAY to hear: 

• 🚀 How Mick’s Garage scaled to 25,000 orders a month 
• 🛠️ Why custom tech became essential for 10M+ product listings 
• 🌐 How dedicated websites helped unlock new growth opportunities 
• 📈 The playbook for taking new verticals from paid ads to SEO growth 
• 📦 Why Mick’s Garage moved away from direct supplier fulfilment 
• 🤖 How they’re using AI to help customers find the right products 

 

Key timestamps to dive straight in: 

[04:30] Building custom eCommerce solutions 

[07:06] Launch of dedicated UK website 

[10:16] Launching and Growing New Verticals 

[14:11] Revenue sources and supply chain management 

[20:18] Efficient order processing system 

[22:35] Using AI for customer engagement 

[24:20] Listen to Ciaran’s Top Tips! 

 

Full episode notes here: https://ecmp.info/614

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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

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Jay O’Neill was Product Manager of Product Discovery at Next, one of the UK’s most successful high street retailers focused on fashion and homewares. Jay specialises in growth through digital marketing, CRO, and tech stack optimisation. He scaled soak.com from £2 to £80million, drove digital growth at Holland & Barrett, and took Bathroom Mountain from £0 to £40million in 18 months. 

 

In this episode, returning guest Jay shares what he learned from leading Product Discovery at Next, from getting the foundations of product data right to using AI and search insights to uncover new growth opportunities. He also explains how eCommerce teams can make product discovery work harder across SEO, PPC, onsite search and the wider customer journey. 

 

Hit PLAY to hear: 

• 🔎 Why product discovery is now much bigger than onsite search 
• 📊 The 20% of product attributes that deserve your attention 
• 🤖 How AI can uncover valuable insights hidden in search data 
• 🛍️ Why better product data should come before better tech 
• 📈 How to turn emerging product trends into SEO and sales opportunities 
• 🧹 The surprising reason you should regularly clean up your search rules 

 

Key timestamps to dive straight in: 

[03:09] AI in product discovery 

[06:16] Dealing with data silos 

[10:34] Using AI to analyze search data 

[14:42] Improving search and utilizing chatbots 

[16:27] Choosing the right chatbot provider 

[19:26] Leveraging domain authority for SEO 

[23:33] Listen to Jay’s Top Tips! 

 

Full episode notes here: https://ecmp.info/613 

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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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Janis Thomas is the CMO at Clothes Doctor, a fast-growing UK clothing-care brand selling premium laundry and fabric-care products. Founded in 2017, they are now a 7 figure business selling via wholesale, Amazon and their Shopify store. 

 

Janis shares how Clothes Doctor has built a multi-channel growth engine while staying focused on making clothing care easier and more sustainable. She also reveals the marketing lessons, challenges and opportunities that come with scaling a fast-growing eCommerce brand beyond its Shopify store. 

 

Hit PLAY to hear: 

• 🔄 Why adding a subscription isn’t enough — and the question you should ask first 
• 📈 How to attract higher-quality customers who stick around 
• 🤖 How Clothes Doctor uses AI to do more with a small team 
• 💡 Janis’s approach to getting better results from ChatGPT 
• 🌱 Why sustainability alone may not be enough to win new customers 
• 📦 How two very different subscription products can drive growth in the same business 

 

Key timestamps to dive straight in: 

[03:55] Challenges in media subscriptions 

[07:04] Caring for clothes longevity 

[11:28] Using Sidekick with Shopify 

[14:35] Launching Seasonal Care Subscription Box 

[17:30] Discussing laundry product varieties 

[20:38] Joining a sustainable brand 

[24:29] Listen to Janis’s Top Tips! 

 

Full episode notes here: https://ecmp.info/612

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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

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Mark Howell is the Director Retailers EMEA at Rithum, where they help the world’s leading brands and retailers list, market, fulfill, and optimise products across every major commerce channel – from catalog to consumer. Rithum’s single connected network now has over 40,000 brands, suppliers and retailers including Walmart, Marks & Spencer, Samsung, and many more. Before his decade at Rithum Mark spent 10 years at Tesco supporting all drop ship and marketplace sellers to list and launch on Tesco.com. 

In this episode, Chloe and Mark unpack the hidden engine behind modern eCommerce growth: product data. They explore how brands can get products to market faster, manage listings across multiple marketplaces, and prepare their data for the next wave of AI-powered shopping and search. 

 

Hit PLAY to hear these 5 big wins: 

• 🤖 Why AI search is making product data more important than ever 
• ⚡ The “time to online” metric that directly affects revenue 
• 🛒 How to sell on multiple marketplaces without managing 20 separate stores 
• 🔍 The product data mistakes that lead to costly returns 
• 🧠 How leading brands structure data for both humans and AI shoppers 
• 🚨 Why retailers are becoming stricter about claims like “sustainable” 

 

Key timestamps to dive straight in: 

[05:53] Describing products with evidence 

[08:06] Managing different retail platforms 

[12:19] Brands asserting eCommerce guidelines 

[15:21] Negotiating retail brand guidelines 

[17:20] Handling Marketplace Customer Expectations 

[22:33] AI implementation challenges and oversight 

[23:22] Legal challenges in agentic commerce 

[29:34] Storing and sharing business data 

[32:04] Listen to Mark’s Top Tips! 

[36:17] Episode sponsored by Rithum. Find out more about Rithum >>> https://ecmp.info/rithum

 

Full episode notes here: https://ecmp.info/611 

 

Episode sponsored by Rithum. Find out more about Rithum >>> https://ecmp.info/rithum

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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

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Tariq Kazemi is the co-founder and CEO at BLD BRO, a British skincare brand championing “bald confidence”. Founded in 2021, they did £3.5million last year and are growing fast via their Shopify store & Amazon. 

 

In this episode, Tariq shares how BLD BRO grew from a small Instagram community into a multi-million-pound eCommerce brand. He reveals the practical decisions behind that growth, including their Amazon launch, lean SKU strategy, in-house fulfilment, and why they outsource specialist marketing expertise instead of trying to do everything themselves. 

 

Hit PLAY to hear: 

• 🚀 How BLD BRO grew from250 Instagram followers to £3.5M in sales 
• 🛒 Why Amazon became a third of UK revenue within months of launch 
• 📦 The 5-SKU strategy that keeps growth simple and profitable 
• 💡 Why they rejected Kickstarter despite already having a community 
• 🧠 The founder mindset shift: “We’re not eCommerce experts” 
• 🏭 The surprising reason they insist on keeping fulfilment in-house in Birmingham 

 

Key timestamps to dive straight in: 

[05:41] Early funding and avoiding crowdfunding 

[09:45] Keeping product line focused 

[10:59] Managing product diversity and packaging 

[16:41] Building an eCommerce team 

[17:43] Optimizing website conversion strategies 

[23:00] Starting the hair loss journey 

[25:58] Listen to Tariq’s Top Tips! 

 

Full episode notes here: https://ecmp.info/610

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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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Dan Major is a Fractional CFO for DTC fashion, footwear, and beauty brands. Focused on scaling profitability by unlocking margin and freeing up cash for ads and stock. 

 

In this WWYD episode, Dan walks through what he would do if he became the first serious CFO at a fast-growing DTC brand. He shares practical advice on fixing reporting, improving unit economics, finding hidden margin, and unlocking cash from inventory so brands can grow faster without losing control of profitability. 

 

Hit PLAY to hear: 

• The first thing a new CFO checks in a fast-growing DTC brand 👀 
• Why your Shopify dashboard might be lying about profit 
• The 3 margin numbers every eCommerce founder must understand 💸 
• How one brand found 8 extra margin points without selling more 
• When to reinvest profit into ads instead of taking it off the table 📈 
• The hidden inventory mistake that could be trapping six figures of cash in your warehouse 📦 

 

Key timestamps to dive straight in: 

[05:17] Understanding Sales and Margins Discrepancies 

[07:56] Managing finances in eCommerce 

[13:03] Understanding Contribution Margin Basics 

[16:57] Analyzing industry benchmarks and margins 

[18:28] Analyzing Profit and Loss Statements 

[22:46] Managing stock levels and cash flow 

[24:28] Listen to Dan’s Top Tips! 

 

Full episode notes here: https://ecmp.info/609

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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

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James Cowdale is the co-owner and marketing director at &Sons, a fashion BCorp brand selling vintage style clothing, primarily menswear. Founded in 2016 they now sell via their Shopify site, 2 stores in the UK, and wholesale, doing 8 figures in sale a year. 

 

In this episode, James shares how &Sons has grown from an £80 Shopify store into an 8-figure brand by putting community at the heart of the business. He also reveals how the team navigated US tariffs, expanded into new markets, achieved B Corp certification, and why investing in people has been their biggest competitive advantage. 

 

Hit PLAY to hear: 

• 👥 How &Sons built an 8-figure brand by creating a thriving customer community 
• 🌎 The smart strategy that helped them replace lost US sales with new international growth 
• 🛍️ Why customer retreats can deliver a bigger ROI than another ad campaign 
• 💬 The simple mindset shift that turns customers into passionate brand advocates 
• 🌱 What it really took for &Sons to become a certified B Corp 
• 🎉 How to turn a major business milestone into a powerful marketing opportunity 

 

Key timestamps to dive straight in: 

[04:37] Choosing Shopify for Online Sales 

[09:14] Launching Australian Market Website 

[12:49] Building a Community for Men 

[16:47] Hosting events for marketing 

[19:39] Achieving BCorp Certification 

[22:31] Reflecting on 10 years in business 

[24:15] Listen to James’s Top Tips! 

 

Full episode notes here: https://ecmp.info/608 

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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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