Ecommerce Playbook: Numbers, Struggles & Growth

How do two guys who have never worked together before come together to build a successful influencer agency? On this episode, Taylor sits down with Kynship co-founder Taylor Lagace to discuss building a business around your values, how to find authenticity in your influencer content, and key tactics to build an ROI-focused micro-influencer network.

Show Notes:

The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm.

Inventory management is the bane of many ecommerce brands’ existence — balancing lead times and cash outlay with demand can feel like an unsolvable issue. But with the right data, it can become much easier.

In this episode, Taylor sits down with Braden Larsen, Head of Marketing at CTC client Sparkle in Pink, to discuss the tool he uses to keep ahead of per-SKU sales velocity, how he manages Sparkle in Pink’s massive number of SKUs, and how to use data to streamline your inventory management.

Show Notes:

The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm.

“Brand is the bridge between how much your product costs and how much your customer is willing to pay.” 

But what if you could measure that “bridge” objectively? In this episode, Richard and Taylor talk about Taylor’s controversial new formula for quantifying the value of your brand.

Then, Richard has a conversation with Jules Vertrees, CTC client and founder of Verve Culture, a brand that sources beautiful home goods & gourmet foods from artisans around the world. 

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Show Notes:

Taylor’s tweet on quantifying brand: https://bit.ly/3nBGQVu

21 Antifragile Tactics Podcast: https://bit.ly/3zht5Om

Check out Verve Culture here: https://verveculture.com/

The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm.

For most of us, ecommerce is still a new phenomenon. For Smart Marketer founder Ezra Firestone, driving sales online has been his main pursuit since the days when you had to fax customer orders to the manufacturer. In this episode, Taylor and Ezra discuss his life in ecommerce, how it’s developed in the 15 years since, and how that experience gives him a unique perspective on what you need to do to thrive in the current environment.

Show Notes:

Here at CTC we talk a lot about how ROAS is a poor guiding metric for ad account decisionmaking. That’s because it doesn’t take into account your ad spend’s impact on your entire business. So what should you use instead? In this episode, Richard and Taylor break down a new way to think about profit in an environment where capital isn’t cheap.

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Influencers, staged unboxing videos, paid posts — at this point, even people outside of the ecomm business know that most UGC isn’t actually user-generated. On this episode, Richard and Taylor go deep on the history of bullsh*t in advertising, the ethics of “fake UGC,” and Taylor’s barometer for determining how much BS is too much.

Show Notes:

The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm.

In this episode of the Ecommerce Playbook Podcast, Taylor chats with Connor Rolain, Head of Growth at HexClad, and Richie Mashikov, Head of Growth at Birdie. They discuss forecasting, unit economics, and the rules for growth amidst uncertainty.

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How do I make paid search work for my business? In this episode, we go straight to the source as Taylor sits down with Ben Kruger, Senior Ecommerce Growth Consultant at Google, to discuss how to scale your online store profitably using Google Ads.

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Though AI (via media buying algorithms) has always played a role in ecommerce, tools like ChatGPT and Dall-E have brought the conversation about AI and work into the mainstream. In this episode, Richard and Taylor dive into the relationship between AI and margin efficiency, the unique ways we’ve used AI to speed productivity, and the role humans play in a world where computers can do everything better than we can.

Show Notes:

The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm.

his episode features Jordan West, an entrepreneur and owner of Canada-based ecommerce agency Upgrowth Commerce. Richard, Taylor, and Jordan discuss his transition from paramedic to full-time business builder, as well as Jordan’s ideal business model, doing business in Canada v. the States, and where they think ecommerce is headed in 2023.

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