eCom@One with Richard Hill

Five minutes. That's how long it took Laura Davies to agree a deal to buy Scandiborn, a competitor three times the size of her own business. Making it work took the next two years.

Richard Hill sits down with Laura, founder of The Kid Collective, whose story starts 18 years ago in a spare room selling reusable nappies, learning eCommerce from online forums with no maternity leave.

When her loyal community kept moving on after 18 months, she launched The Kid Collective to keep them longer, tested what stuck and landed on toys. After the eco market crashed post-Covid, Laura sold the nappy brand, went all in, and in May 2024 acquired Scandiborn. In July 2025, both businesses moved into one warehouse over a single weekend, with zero web downtime.

This isn't a polished success story. Their first joint peak "hit us like a ton of bricks." The backlog passed 8,000 orders, stock had nowhere to go and paid marketing had to be scaled back. Laura's line in the sand was every Christmas order out by 22 December without a single cancellation and they did it.

Richard and Laura also dig into choosing which brand partners to go all in on, why the Nuremberg Toy Fair matters every January, merging two teams onto Shopify without losing the culture, and how two brands in one market avoid cannibalising each other, from pricing to Meta strategy.

If you're weighing up an acquisition, running more than one brand or bracing for an untested peak, this one is packed with hard-won lessons.

Listen to the full episode now, and don't forget to hit subscribe.

Topics Covered

00:00 Introduction: Laura Davies, The Kid Collective and Scandiborn

01:10 Choosing which brand partners to go all in on, exclusives and the Nuremberg Toy Fair

07:00 From reusable nappies in the spare room to launching The Kid Collective

09:50 Buying Scandiborn, three times the size, in five minutes, and merging into one warehouse

14:30 The first joint peak: an 8,000+ order backlog and the 22 December deadline

18:50 Migrating to Shopify Plus and structuring teams without losing the culture

22:30 Fast-fire round and the Rainbows Hospice fundraising partnership

28:45 Running two brands: SEO, paid media, pricing and avoiding cannibalisation

36:20 What's next: range expansion and moving beyond a flat structure

38:20 Book recommendation and where to find Laura

Richard Hill sits down with Roger Dooley, the behavioural science author and neuromarketing expert behind Brainfluence, Friction and his latest book The Persuasion Engine. He unpacks why 95% of purchase decisions happen below the level of conscious thought and what that means for how eCommerce brands sell, price and design their checkout.

Roger walks through the research behind non-conscious buying triggers, including a countdown timer test that lifted conversion by 15% simply by creating urgency. He shares the JCPenney story of what happened when former CEO Ron Johnson stripped out discounts in favour of “everyday fair pricing”. Disclosure, sales collapsed within three quarters, the company nearly went bankrupt, and the old markdown strategy was reinstated almost overnight. 

From there the conversation turns to friction, including Amazon's one-click ordering patent, the legal fight with Barnes & Noble that followed, and Steve Jobs paying Amazon $1 million just to license one click for the original iTunes Store. Richard also brings in a live example from an eComOne client, where removing guest checkout in favour of forced account creation quietly killed conversions on low-value orders.

This isn't a polished highlight reel of marketing hacks. It's a genuinely practical breakdown of where eCommerce brands are losing sales without realising it, from pricing pages that anchor on the wrong number, to product pages stuffed with logical features and missing the emotional cues that actually move people to buy.

Along the way, Roger and Richard cover a wide range of themes including, how AI tracking tools can now show exactly where customers look on a page for the cost of a coffee, what actually makes a testimonial credible, the psychology of price colour and anchoring, and a live experiment showing that AI-written customer messages were rated more empathetic than human-written ones, until people knew which was which. 

Roger also shares the lesson in trust and community he took from co-founding College Confidential and a sobering AI case study involving a Starbucks Korea promotion that went badly wrong.

If you're running a scaling eCommerce brand and want to understand exactly why customers hesitate, what actually gets them to act, and how to make the buying journey easier without giving away margin, this episode is packed with actionable insights.

Listen to the full episode now, and don't forget to hit subscribe.

Topics Covered

00:00 – Cold open: friction vs persuasion, pricing psychology

02:33 – 95% of decisions are unconscious (Zaltman's research)

04:23 – Buying psychology across machinery, fragrance and apparel

06:04 – Countdown timer test: +15% conversion

07:59 – The JCPenney story: killing the markdowns

10:19 – Why "friction" is eCommerce's most important word

10:42 – Amazon's one-click patent, Barnes & Noble, and Jobs' $1M payout

12:55 – How Amazon made returns a loyalty weapon

17:43 – The guest checkout mistake costing a client conversions now

18:38 – Inside The Persuasion Engine's "neuromarketing 2.0"

21:23 – AI eye-tracking: predicting where customers look

21:38 – Roger's own invisible CTA fix

23:54 – AI eye-tracking tools: Feng Gui, Neurons Inc, Expose.io

25:16 – Levelling up social proof beyond star ratings

27:39 – Borrowing authority: when a logo does the selling

29:05 – Pricing psychology: red tags and anchoring

33:08 – Quickfire round

36:16 – What College Confidential taught Roger about trust

38:03 – Roger's 3-year AI/eCommerce prediction

38:59 – Starbucks Korea's "Tank Day," and the AI empathy audit fix

41:41 – Book rec: Cialdini's Influence

“There’s only so many times the director can put Michael Caine on the floor on a freezing cold day in Shoreditch.” If you want to understand this quote from episode 233, give it a listen. 

Richard Hill sits down with Ben Grass, founder of Grass & Co., to explore the journey of building a wellness brand that started in the CBD space and has boldly transitioned into the booming world of functional mushrooms and drinks. 

Ben Grass reveals the behind-the-scenes realities of getting stocked in over 1,500 UK stores, shares practical tips for securing and maintaining major retail listings, and opens up about navigating regulatory hurdles in an evolving industry. 

The conversation also delves into Grass & Co.'s international expansion attempts, the operational challenges of scaling up, and why strong products and authentic brand positioning outweigh chasing trends. 

Rounding out the episode are insights from Ben Grass's unique career journey, from producing films with legends like Michael Caine to innovating in the world of wellness. Whether you're an eCommerce entrepreneur, aspiring retailer, or wellness enthusiast, this episode is packed with actionable advice and inspiring stories.

Topics Covered:

00:00 - Ben Grass on scaling retail brands

04:55 - Launching initial CBD product lines

10:44 - Getting into Holland Barrett

12:41 - Improving in-store product communication

16:49 - Managing Cash Flow Challenges

17:59 - Entering the Chinese market

21:15 - Testing the German market

25:10 - Challenges of Movie Financing

30:47 - Discussing CBD regulations challenges

32:52 - Navigating regulatory challenges in marketing

36:23 - The "Touching Grass" campaign

39:28 - Expanding drinks distribution and innovation

42:31 - Ending and subscribe reminder

Remember to subscribe to the podcast!

In Episode 232 of the eCom@One podcast we’re focusing on the practical integration of sustainability into the eCommerce checkout experience. The discussion explored how brands can empower customers to support meaningful environmental projects without creating friction in the buying journey. 

One concept discussed was the significant impact of small, simple actions at the point of purchase, offering both a boost to customer advocacy and an edge in brand loyalty. Several points were raised, including the commercial viability of embedding sustainability practices, the myth that consumers don’t care about climate action and the evolving expectations surrounding ethical business practices. 

A key theme that emerged was the importance of starting with manageable steps to build a foundation for genuine, long-term positive impact. Whether you’re an eCommerce startup or an established brand, this episode provides insightful inspiration and actionable strategies for making sustainability a core part of business growth.

Time Stamps: 

00:00 Journey to sustainability focus

03:16 Discovering sustainability in business

09:27 Trying new sustainable brands

12:24 Making the Checkout Experience Joyful

13:44 Transparent charity donations

19:51 Brand sustainability and market challenges

20:40 Working with B Corp businesses

25:45 Helping brands understand sustainability

30:01 Discussing B Corp certification process

31:50 Shift to value-added products

37:38 Working with merchant clients

38:33 Future of sustainability in brands

41:45 John Sills' consumer insights blog

“Although, can you ever have too many cushions?”

“Ask my wife, it's definitely no.”

Welcome back to eCom@One with Richard Hill! In this episode, Richard Hill sits down with Moise Abubakr, Head of eCommerce at Rockett St George, a brand celebrated for its bold and personality-driven homeware. Together, they dig into the secrets behind building and protecting a truly unique brand, the power of niche marketing and how to keep your story consistent across all channels from product and creative to email and paid media.

You’ll also hear Moise Abubakr share practical strategies for high-performing email marketing, insights into understanding your customer psychology, how to approach working with agencies, and how to leverage both D2C and marketplace partnerships like their recent collaboration with Next. Whether you’re looking to sharpen your brand identity, supercharge your email CRM, or future-proof your marketing strategy in the age of AI, this episode is packed with actionable advice you won’t want to miss.

Time stamps: 

00:00 Protecting and Growing Unique Brands

04:47 Importance of niche branding

08:30 Benefits of an agile in-house team

11:37 Empowering team through ownership

14:18 Working with agencies effectively

18:47 Optimising the welcome email flow

23:01 Improving customer conversion strategy

26:37 Tailoring email messages for audiences

27:59 Using data for customer targeting

33:11 Personalising marketing strategies

37:07 Understanding AI in Marketing

41:00 Expanding product range on marketplaces

43:11 Partnering with Next for expansion

45:51 Importance of community for brands

49:33 Encouragement to subscribe

"I could be writing about ponies and glitter... then writing about swords... and AI would make them sound exactly the same."

The conversation focused on the ever-evolving landscape of content strategy, with a particular emphasis on the impact of AI, the enduring fundamentals of SEO and the crucial distinction between content that drives revenue and content that simply fills space. 

A key theme that emerged was the importance of emotional connection in content, as well as the rising demand for concise, value-driven writing in an age of information overload and shrinking attention spans. 

The discussion explored practical strategies for standing out in a crowded digital marketplace, the role of forums and PR in building authority, and how brands can adapt their approach to maximise both visibility and trust. 

Several points were raised, including the necessity of balancing AI tools with human creativity, the timeless value of high-quality blogs and actionable tips for both new and seasoned content creators. Whether you’re a marketer, business owner, or content writer, this episode provides valuable insights into creating content that not only ranks, but converts.

Time stamps:

00:00 Practical content strategies with AI

05:11 Impact of social media on content

09:23 Using search results for content strategy

10:25 SEO strategies and AI adaptations

13:48 Engaging on discussion boards

20:03 Optimising content for conversions

24:11 Discussing AI vs human content writing

25:51 Balancing factual and engaging content

29:12 Impact of AI content on SEO

32:54 Using research tools carefully

36:35 Importance of headlines in PR

38:16 Discussing Link Placement in Articles

43:40 Discussing low-volume keywords

44:51 Finding Hidden Keyword Opportunities

48:59 Advice for new content writers

51:27 Real productivity vs. burnout

"You see 10 minutes on Dragon's Den. What you don't see is the two-and-a-half hours in the Den, months of forensic BBC due diligence, and the fact you've only got about a 1% chance of ever making it onto TV."

In this episode, Richard sits down with Helen Lord, founder of Rehome, a marketplace dedicated to giving kitchens, bedrooms, bathrooms and interiors a second life.

Helen shares her honest insights on what it really takes to make sustainability work in retail, discussing the challenges of building trust in a high-value resale category and the complexities of making reuse accessible for both buyers and sellers.

The conversation also explores Helen's memorable experience on Dragon’s Den, the behind-the-scenes reality of due diligence, the critical role of partnerships and practical lessons learned from developing a purpose-driven brand and marketplace.

Whether you’re interested in sustainability, marketplaces or founder-led growth, this episode promises authentic advice and inspiration from a trailblazer in sustainable eCommerce.

“What could’ve been a five-minute conversation with a human has now taken 30 minutes and made me angry.”

In this episode of eCom@One with Richard Hill, the spotlight turns to AI’s real-world impact on the eCommerce landscape. Richard hands the reins to Kieran Wright and Damian Duke, who dive deep into where AI genuinely adds value beyond the hype. Listen in as they discuss how AI is speeding up processes, enhancing research and strategy, and revolutionising workflows, while also exploring its limitations, ethical considerations and the irreplaceable role of human insight. Whether you want to refine your operations, improve content, or simply make smarter decisions about AI tools, this episode is packed with practical advice and candid opinions, helping you cut through the noise and harness AI where it matters most. 

And remember “The trick is: I actually don’t know what I’m talking about, but if I say it in this tone of voice…” We’re joking, kind of! 

Hit subscribe, and let’s get started!

Time Stamps: 

00:00 Exploring practical AI in business

04:44 Skepticism about chatbots in retail

07:13 Using AI as a thinking partner

10:17 Discussing AI tool reliance

15:05 Discussing AI and ethical concerns

18:12 Caution with AI data privacy

22:20 Clients pushing for AI in reviews

23:16 Evaluating AI tools for clients

27:03 Shifting roles in agency teams

30:10 Recommending a YouTube channel

“PPC doesn’t stand for pay-per-click anymore… it stands for ‘please, please convert.’”

Welcome to another practical and insight-packed episode of eCom@One with Richard Hill! In this episode, Richard hands the mic to two of our PPC pros, Alex and Eleasha, for a deep dive into what’s working right now in paid search for eCommerce brands. Drawing on years of hands-on experience across B2B and B2C accounts, they share actionable strategies on feed optimisation, campaign structuring, landing page testing and how to scale past revenue plateaus. Whether you're running campaigns in-house, working with an agency, or just looking to squeeze more performance from your PPC spend, this episode is loaded with expert takeaways, plus why channels like Microsoft Ads might be your next secret weapon. Hit subscribe and get ready for a conversation that gets right to the heart of driving better returns and smarter growth in eCommerce PPC.

Time stamps: 

00:00 Paid search tips for eCommerce

03:38 Starting out in the marketing field

07:35 Social media and branding strategy

10:23 Appealing to a younger market

13:27 Exploring diverse marketing roles

18:35 Optimising ad campaigns for profit

21:53 Changing product IDs impact feeds

23:48 Optimising Microsoft Ads Strategies

27:56 Trying Microsoft Ads for clients

31:57 Testing landing page effectiveness

32:46 Hitting the 3 million milestone

36:50 Book recommendation: Good Vibes, Good Life

"Maybe I’ll hear back from your AI Assistant… Sorry Michael is Busy”

Welcome to another episode of eCom@One, today, Richard is joined by Michael Duxbury from Dot Digital, a true veteran with over 15 years of experience in CRM, email marketing and martech. In this insightful conversation, they dive deep into how AI is transforming the worlds of email and CRM marketing, from boosting segmentation and personalisation to automating content creation, reporting and campaign workflows. You’ll hear how AI can supercharge both seasoned marketers and resource-strapped teams, uncover the real adoption trends (and misconceptions), and explore the exciting future of cross-channel marketing, including the latest on WhatsApp and next-level list-building. Whether you’re trying to decode the AI hype or searching for actionable marketing tactics, this episode is packed with practical advice and forward-thinking strategies to help you stay ahead in a rapidly evolving industry.

Time Stamps: 

00:00 AI in CRM and email marketing

04:25 Embracing AI in Business Operations

08:40 AI in consumer purchasing journeys

11:22 AI usage in email marketing

15:41 AI simplifies multi-channel marketing

17:02 AI's impact on marketing agencies

20:05 Using AI to Generate Emails

23:19 AI in customer segmentation

27:47 Using analytics and marketing tools

29:34 Using AI tools for digital marketing

35:03 Using WhatsApp for targeted campaigns

38:23 Introducing tone of voice feature

40:53 AI-driven marketing assistance

43:36 Email CRM marketing evolution

45:27 Discussing Steinbeck's Cannery Row