In this eye-opening episode of The E-Commerce Podcast, host Matt Edmundson dives deep into retention marketing with Thomas Lalas, the self-proclaimed "subscription whisperer" who helps million-dollar e-commerce brands keep customers coming back for more. They explore why focusing solely on customer acquisition is like "adding more water to a leaky bucket" and reveal practical strategies for transforming one-time buyers into loyal subscribers.

I wonder if you've noticed how the subscription economy has evolved? Thomas shares his journey from startup founder to retention specialist, explaining that his own business collapsed because they prioritized acquisition over retention. Now he's on a mission to help other brands avoid the same costly mistake.

Are you missing opportunities in those crucial post-purchase moments? This conversation might just change how you think about customer loyalty and the true value of your existing customer base.

Thomas challenges the common approach to e-commerce, suggesting that brands focus too heavily on acquisition while neglecting retention. He introduces several innovative concepts:

1. Move beyond "subscribe and save" - Create offers that add genuine lifestyle value and support your customers' identity, not just discounts.
2. Space out your freebies - Rather than front-loading all incentives, gamify the experience by spacing rewards across multiple orders.
3. The post-purchase period is part of the product - The first two weeks after purchase should be considered part of your core offering, not an afterthought.
4. Turn anxiety into excitement - Use the period between purchase and delivery to build anticipation and educate customers.
5. Meet customers where they are - If you acquire customers from Facebook, build a Facebook group; if they're younger and mobile-first, consider an app.
6. Education drives upsells - Create bite-sized masterclasses that educate customers and naturally lead to relevant upsells (Thomas reports a 33% conversion rate).
7. Personalize based on signals - Use surveys and customer behavior to tailor offers to specific needs and concerns.
8. Send more emails, not fewer - Most brands don't send enough post-purchase communication.

I wonder how these strategies might transform your relationship with customers? Could turning product education into an event with "graduation" and rewards change how your audience perceives your brand?

For more information about retention marketing strategies and to connect with Thomas Lalas, visit our website at ecommercepodcast.net.

In this enlightening episode, Matt Edmundson speaks with Tony Conte, a digital pioneer who's been shaping eCommerce and brand marketing since the mid-90s. They explore why there's no "silver bullet" in marketing and how creating a consistent customer experience across multiple channels is the real key to sustainable growth.

Tony shares valuable insights from Brave Agency's 2023 report on eCommerce marketing trends, highlighting why brands must prioritise customer experience (CX) while balancing data analysis with creative strategy. This conversation offers practical wisdom for eCommerce entrepreneurs feeling overwhelmed by today's fragmented marketing landscape.

Tony emphasises that while digital marketing constantly evolves, the fundamentals remain unchanged - attract, engage, and persuade. The most successful eCommerce businesses take a methodical approach, understanding which channels deliver the best ROI and creating strategies that focus on customer retention through enhanced experiences.

This episode offers a refreshing reality check: instead of chasing the latest marketing fad, focus on telling your unique story and creating memorable customer experiences that Amazon and other giants simply cannot replicate.

For more information and to download Brave Agency's full report, visit brave.agency.

🔗 Connect with Tony Conte: https://www.linkedin.com/in/tonyconteuk

🔗 Get the report: https://www.brave.agency

🔗 Get the show notes: https://www.ecommerce-podcast.com

🔗 Explore Podjunction: https://podjunction.com

In this illuminating episode of the eCommerce Podcast, host Matt Edmundson chats with Jeff Sauer, the self-described "data whisperer" and founder of Measure Marketing Group. They explore how eCommerce business owners can transform intimidating data analytics into powerful strategic assets for business growth, helping you shift from data overload to data-driven decisions that directly impact your bottom line.

I wonder if you, like many eCommerce entrepreneurs, feel overwhelmed by the sheer volume of data available? Jeff reveals how to cut through the noise and focus on the metrics that actually matter for your business growth.

1. Focus on the critical 20%: Jeff points out that most businesses only ever use 10-20% of the data they collect. Instead of trying to understand everything, configure that crucial percentage to give you exactly what you need.

2. Data is a profit center, not an expense: When properly implemented, analytics should help you identify opportunities and plug leaks in your sales funnel, paying for itself many times over.

3. The Measurement Marketing Framework: Rather than being overwhelmed by dashboards, focus on tracking the user journey - did visitors scroll past the fold? Did they see your call to action? Did they take the desired action?

4. Google Analytics 4 requires configuration: Without proper setup, GA4 provides limited value. However, its integration with other Google products makes it essential for most eCommerce businesses.

5. AB testing alternatives: For smaller sites without massive traffic, focus on fixing obvious problems rather than testing variations. As Jeff says, "Would you AB test whether to plug a hole in a leaking funnel, or would you just plug it?"

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Wondering if your eCommerce business is ready for a dedicated data analyst? Jeff suggests that when you reach about 10 employees with two in marketing, your third marketing hire should probably be an analyst.

For more information on mastering eCommerce analytics, including free resources, tools, and training programs, visit our website.

Visit measureu.com to access Jeff's free community with resources, tools, and workshops on eCommerce analytics.

In this episode of The eCommerce Podcast, Matt Edmundson sits down with Paul Chambers, co-founder of SubSummit, to explore the counterintuitive strategies driving successful subscription businesses. Discover why making cancellation easier actually increases customer lifetime value and learn about the membership models creating lasting loyalty beyond basic discounts.

Paul Chambers is the co-founder of SubSummit, the world's largest conference exclusively dedicated to direct-to-consumer subscription businesses. With decades of experience in subscription commerce, Paul has helped countless brands transform their membership models to improve retention and customer loyalty.

When customers feel trapped, they develop negative associations with your brand. Conversely, making cancellation frictionless creates trust and paradoxically increases loyalty.

Paul shared how Bottomless revolutionized replenishment with smart scales: "I have a scale that sits under our dog food container and I will tell you it works flawlessly. As soon as it's starting to get down, the next I see a shipment notification in my email and just a couple days later I have the next bag of dog food that's on my doorstep."

1. Frictionless Replenishment: Using technology to deliver products exactly when customers need them
2. Tiered Membership Access: Creating aspirational levels that encourage increased spending
3. Community-Based Membership: Building emotional connections through shared experiences
4. Value-Added Services: Bundling complementary benefits that increase perceived value
5. Gamified Loyalty Programs: Using achievement systems to maintain engagement

• SubSummit Conference
• Bottomless Smart Scales
• The eCommerce Podcast Cohort Community
• Paul LinkedIn

• Website:eCommercePodcast.net
• LinkedIn:Matt Edmundson
• Email:[email protected]

Both Matt and Paul will be at SubSummit this year. Check out subsummit.com to learn about their hosted program which offers free tickets and travel reimbursement!

Like this episode? Subscribe to The eCommerce Podcast for more insights on growing your online business.

In this episode, Matt Edmundson speaks with Will Haire from BellaVix about the harsh realities facing Amazon sellers in 2025. Will shares insider strategies for marketplace success, reveals the crucial revenue threshold that changes everything, and explains why Amazon has become a "pay to play platform" where margins matter more than ever.

• Why Amazon now requires at least 50% gross margins for sustainable success
• The critical £100K/month revenue threshold that demands different strategies
• How to leverage the "Amazon halo effect" to improve organic rankings
• Strategic tactics for brands at different growth stages
• The Creator Connections program and why offering 50% commission can be worth it
• Amazon's increasing use of AI to modify listings and what it means for sellers

The 50% Margin Rule: "If you don't have at least 50% margin, gross margin on your products, like with agency fees, with Amazon's fees, like it's probably not going to be a good fit." - Will Haire

The Amazon Fee Challenge: "With all the fee hikes last year, I mean, it's borderline criminal. But you know, it's the cost of operating." - Will Haire

The Growth Blueprint: "That's how we've taken brands from $100,000 a month to three, $400,000 a month." - Will Haire

• Amazon Creator Connections program
• Amazon Brand Tailored Promotions
• Amazon Attribution links for external traffic

Will Haire is the co-founder of BellaVix, an agency helping brands scale on marketplaces like Amazon and Walmart. They primarily work with brands doing at least $1 million in annual revenue who are looking to reach $3-5 million.

• LinkedIn: Will Haire
• Website: BellaVix

Join our newsletter community for exclusive insights: ecommercepodcast.net

The eCommerce Podcast is produced by Podjunction.com

#AmazonSeller #eCommerceStrategy #MarketplaceOptimization #ProgrammaticAdvertising #CreatorConnections

In this episode of The eCommerce Podcast, Matt Edmundson talks with Jay Neyer from Lantern Soul about leveraging micro-influencers to dramatically improve advertising performance and scale eCommerce businesses from six to eight figures.

The Four Levers of eCommerce Profitability (09:28)

• CPMs - Cost to reach 1,000 people
• Click-through rate - Engagement with your content
• Conversion rate - Visitors who make a purchase
• Average order value - How much customers spend

The Micro-Influencer Advantage (20:00)

• Why accounts with just 1,000-2,000 followers often outperform celebrity influencers
• How to identify the right micro-influencers for your brand
• Creating win-win-win partnerships that benefit everyone involved

Influencer Whitelisting Strategies for 2025 (22:28)

• The technical process of running ads through influencer accounts
• Why whitelisted content performs better 95% of the time
• Setting up partnerships that deliver value to all parties

Landing Page Continuity Technique (32:49)

• Creating dedicated landing pages featuring the influencer
• The "five tips" structure that converts visitors into customers
• How to maintain trust throughout the entire customer journey

The Shift to Broader Targeting (36:12)

• Why hyper-specific audience targeting no longer works as well
• How Meta's algorithms have evolved to find customers in broader pools
• Tips for lowering your CPMs while maintaining quality traffic

Jay Neyer is a modern Renaissance man—a philosopher, musician, and multilingual mastermind. Beyond his creative pursuits, he's a powerhouse in e-commerce, having generated over 100 million in sales and developed over 500 websites and apps. As a featured speaker for Shopify and Amazon, Jay blends big-picture thinking with technical expertise to turn six-figure brands into eight-figure success stories.

• Lantern Soul: lanternsol.com
• Connect with Jay on LinkedIn: linkedin.com/in/jayneyer

• Subscribe to our newsletter: ecommercepodcast.net
• Follow Matt on LinkedIn: linkedin.com/in/mattedmundson
• Join our community: ecommercepodcast.net

The eCommerce Podcast brings you real talk about building successful online stores. Every Thursday, we speak with experts and founders who've been in the trenches, built the stores, and learned the hard way—so you don't have to.

#MicroInfluencers #eCommerceGrowth #InfluencerWhitelisting #ConversionRateOptimization #PerformanceMarketing

Panicking about tariffs on Chinese imports? Think twice before abandoning your suppliers. In this eye-opening conversation with sourcing expert Omer Sasson, Matt Edmundson cuts through the noise surrounding the recent tariff announcements that have sent many eCommerce businesses into crisis mode. Drawing on a decade of experience across Asian markets, Omer reveals why hasty decisions often cause more damage than the tariffs themselves, which countries truly offer viable alternatives, and when China still makes financial sense—even with added costs. You'll discover practical strategies for building a tariff-resistant business, why product uniqueness trumps cheap sourcing, and how to avoid the costly mistakes other brands made during similar disruptions. Whether you're doing £20k or £2M in revenue, this no-nonsense guide offers the clarity you need to navigate these challenging waters.

• Why rushing away from Chinese suppliers often backfires (and what COVID taught us about panic-driven decisions)
• The surprising math behind tariffs and when China remains your best option despite the costs
• Alternative Asian markets worth exploring (Japan, Korea, Vietnam, India) and their unique strengths
• How to develop products that stand apart from competition, creating what Omer calls "heaven time"
• The cultural misunderstandings that sabotage Western-Asian business relationships

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Episode with Norm Farrar:

• Can you massively increase perceived value or is it just American Hype? with Norm

Omer Sasson:

• LinkedIn: https://www.linkedin.com/in/om...
• Instagram: https://www.instagram.com/omer...
• Website: https://thesassoncompany.com/

Matt Edmundson:

• Instagram: Matt Edmundson (@mattedmundson)
• LinkedIn: linkedin.com/in/mattedmundson

eCommerce Podcast:

• Homepage - Ecommerce Podcast

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If this episode of the eCommerce Podcast piqued your interest make sure to check out everything that gets done over here on the eCommerce Podcast, a space dedicated to eCommerce Wow!

What if everything we know about e-commerce is wrong? Digital strategy maverick Björn Ognibeni reveals how Chinese platforms built what Western e-commerce abandoned - the social heart of shopping. While Amazon optimized for convenience, Chinese platforms like Taobao created experiences where friends shop together virtually and browsing becomes entertainment. Discover why our e-commerce hasn't changed in 20+ years and how Eastern innovations could revolutionize your online store.

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• Why Western e-commerce hasn't fundamentally changed in over 20 years
• How Chinese platforms built social shopping experiences missing from Amazon
• The difference between search-driven and discovery-driven e-commerce
• Why competition drives innovation in Chinese digital markets
• Practical features you could implement from Eastern e-commerce platform

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00:00:04 - Introduction and overview

00:04:17 - Björn explains his background and Chinese digital expertise

00:09:32 - Why e-commerce hasn't changed in the West for decades

00:13:51 - The mall experience vs. Western online shopping

00:19:10 - How KPIs dictate innovation and stagnation

00:28:51 - The surprising positive experience of "TikTok refugees"

00:34:18 - Key lessons Western e-commerce can learn from China

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Key Links:

• Björn's LinkedIn
• ChinaBriefs.io
• The eCommerce Podcast
• Data Driven Ecommerce with Friedrich Schwandt
• Podjunction

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If this episode of the eCommerce Podcast piqued your interest make sure to check out everything that gets done over here on the eCommerce Podcast, a space dedicated to eCommerce Wow!

Is your product photography secretly sabotaging your eCommerce success? In this eye-opening episode, Dresma Inc. CEO Siddharth Sinha reveals why image quality might be the hidden factor killing your conversions. Discover why customers rarely read product descriptions anymore, how AI is revolutionising product photography, and why that white background product shot just won't cut it. From mobile shopping behaviour to the future of personalised product imagery, this conversation is packed with insights that could transform your approach to visual content.

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What You'll Learn:

• Why most customers make buying decisions without reading product descriptions
• How to use AI to create compelling lifestyle shots without expensive photo shoots
• The critical difference between basic product shots and context-rich imagery
• Why mobile shopping is changing everything about product photography
• The future of personalised product imagery and what it means for your store
• Common product photography mistakes that increase return rates
• How to balance investment between website design and product imagery

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Get in touch with Siddharth:

• [email protected]
• Siddharth Sinha | LinkedIn
• dresma.com

Get in touch with Matt

• mattedmundson.com
• Matt Edmundson | LinkedIn

More of the eCommerce Podcast

• ecommercepodcast.net

Explore Podjunction

• Homepage - Podjunction

Ever wonder why some e-commerce businesses thrive while others barely survive? In this eye-opening episode of the E-Commerce Podcast, host Matt Edmundson and fractional CFO Jodi Mercer unpack the financial secrets that separate successful e-commerce ventures from the rest. With over 25 years of financial leadership experience, Jodi shares crucial insights about disciplined planning, the power of external accountability, and knowing when to pivot or persist in your business journey. Their candid discussion reveals why many entrepreneurs struggle with financial management and offers practical solutions for building a sustainable e-commerce business.

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1 Financial Planning is Critical

Entrepreneurs need a clear, disciplined plan for revenue, spending, and metrics tracking. Without this foundation, businesses risk making emotional rather than strategic decisions.

2 External Accountability Matters

Having an outside perspective through a board, advisor, or fractional CFO can provide crucial oversight and help maintain focus on long-term goals rather than getting distracted by new ideas.

3 Know Your Exit Points

Plan for both success and failure scenarios upfront. Set clear metrics and timelines for when to pivot or shut down, rather than continuously investing in a non-viable business model.

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If this episode of the eCommerce Podcast piqued your interest make sure to check out everything that gets done over here on the eCommerce Podcast, a space dedicated to eCommerce Wow!

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Links referenced in this episode:

• ecommercepodcast.net
• ascentcfo.com

Companies mentioned in this episode:

• Ascent CFO Solutions
• Beehive