Honest Ecommerce

As an outdoor industry leader for nearly 30 years, Gordon has committed his career to building brands that practice a triple bottom line (people, planet and profit) approach to business.

Gordon launched Toad&Co, a responsible lifestyle apparel brand in 1996. Now headquartered in Santa Barbara, CA, he remains the CEO of the growing global brand. He also co-founded Planet Access 27 years ago, a social enterprise committed to providing life skills, vocational training and travel experiences for people with disabilities. 

Gordon spent 17 years on the Outdoor Industry Association Board including a 6-year stint as Chairman and Vice Chairman. He is currently a Board member for the Adventure Travel Conservation Fund, the Santa Barbara Film Festival and Chairs the advisory board of the Eco-Entrepreneurship Advisory Council at the Bren School Environmental Solutions graduate program at UCSB. 

He also serves as advisor to several early-stage responsible business start-ups. He received a BA in Psychology from Hamilton College and an MBA in Entrepreneurial Management from Wharton School of Business. 

Married with two 20 something daughters, between family and work Gordon enjoys just about anything the outdoors has to offer, especially if it is in the ocean, on a river or in the mountains near his family cabin in June Lake in the Eastern Sierras. Travel, film and birds are some of his other passions.

In This Conversation We Discuss:

• [00:46] Intro
• [01:58] Thriving with responsible consumers
• [03:47] Handling first collection without ecommerce in '96
• [05:08] Pivoting business strategy after 9/11 crisis
• [06:25] Building best in class before expanding
• [08:34] Balancing retail and ecommerce strategies
• [10:08] Promoting brand awareness through various channels
• [12:26] Adapting brand for Gen Z and millennials
• [13:59] StoreTester: done-for-you conversion rate optimization
• [15:16] learning from fast-changing Ecommerce trends
• [17:36] Adapting to changing buyer behavior
• [19:18] Managing evolving market dynamics
• [20:43] Aiming for lasting positive impact
• [22:16] Inspiring ethical entrepreneurship
• [24:04] Authenticity in brand commitment
• [25:29] Staying committed to your passion
• [26:27] Balancing gut feeling and analytics in business
• [27:30] Surviving and thriving in niches
• [28:11] Sustainable, organic, & eco-friendly clothing

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Sustainable, organic, & eco-friendly clothing toadandco.com/
• Follow Gordon Seabury linkedin.com/in/gordon-seabury-3597a03/
• Done-for-you conversion rate optimization service storetester.com/

If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Josh Hadley is not just the founder and CEO of an eight-figure e-commerce brand; he is also a leading voice in the e-commerce space as the host of the Ecomm Breakthrough Podcast. 

His professional journey took off at American Airlines' Leadership Development Program, fresh from earning an MBA from the University of Utah. 

While maintaining his corporate career, Josh and his wife co-founded a custom wedding invitation business, leveraging their unique skill sets in the evenings. Recognizing an opportunity in the Amazon marketplace, they strategically pivoted their venture to create a stationery empire, growing their portfolio to over 1,300 products. 

Josh relishes the rewarding challenge of balancing business growth with family life in Dallas Texas. 

Raising three children while building a successful venture with his wife, he exemplifies the possibility of harmonizing personal fulfillment with professional success.

In This Conversation We Discuss: 

• [01:10] Discussing actionable ecommerce strategies
• [02:18] Reflecting on early entrepreneurial spirit
• [03:15] Inspiring innovative business ideas in college
• [03:48] Transforming a hobby into a thriving business
• [04:58] Experimenting with early Facebook Ads
• [05:33] Confronting scalability challenges
• [07:00] Adapting and evolving in Amazon
• [08:17] Developing entrepreneurial intuition
• [10:11] Advantages of using Amazon
• [11:55] Cons of Amazon
• [12:41] Navigating rising Amazon fees
• [14:04] Understanding revenue dynamics on Amazon
• [15:27] Leveraging Amazon's logistics efficiency
• [16:01] Testing product ideas on Amazon
• [18:06] Strategizing growth with proven Amazon products
• [18:42] Balancing Amazon and off-platform strategies
• [21:28] Tracking multi-channel ad performance
• [23:43] Active management in Amazon business
• [25:09] Learning tips from Amazon gurus
• [26:48] Testing on Amazon: fast and cost-effective
• [29:09] Quickly assessing success with Amazon data
• [29:48] Unique skill sets of Amazon and Shopify
• [31:50] Expanding beyond Amazon: preparing for future growth
• [33:40] Learn more from Josh Hadley

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Strategies to scale to 8 figures and beyond ecommbreakthrough.com/
• Education, calendar, and reward prints hadleydesigns.com/
• Follow Josh Hadley linkedin.com/in/joshhadley/

If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Brandon Blum is the Cofounder and CEO of For Others, a mission-driven lifestyle brand based out of New York City. 

Before For Others, Brandon spent six all-encompassing years inside the marketing wings of three prodigiously large media companies in New York City. 

Brandon possesses a blend of experiences spanning branding, marketing, digital, media, content, and publishing. 

Through his work, Brandon learned how brands - large and small - told their stories and built their brands.

In This Conversation We Discuss:

• [00:39] Intro
• [01:32] Creating a brand with a positive community impact
• [02:53] Experiencing first sales at a pop-up
• [04:10] Bootstrapping and soft launching the business
• [05:30] Launching without overthinking
• [06:30] Balancing day jobs and side hustle
• [07:26] Leveraging project management skills
• [08:36] Recognizing project management as a skill
• [09:49] Electric Eye: your true Shopify expert
• [10:46] Discovering opportunities in unexpected places
• [12:16] Adjusting business projections post-pandemic
• [14:00] Standing out in a saturated online market
• [14:58] Transitioning from corporate to startup
• [16:25] Fulfillment in building a passion-driven career
• [18:24] The power of networking in business
• [20:53] Expanding your Luck Surface Area
• [22:32] Evolving products based on real-world insights
• [23:38] Luxury accessories and apparel from For Others

Resources:

• Subscribe to Honest Ecommerce on Youtube
• A mission-driven lifestyle brand for-others.com/
• Follow Brandon Blum linkedin.com/in/blumbrandon/
• Schedule an intro call with one of our experts electriceye.io/connect

If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Shawn D. Nelson is the founder and CEO of Lovesac, repeatedly recognized as the fastest growing furniture brand in the US for over a decade. 

Lovesac is publicly traded on Nasdaq, ticker “LOVE,” and is projected to exceed $1 Billion in annual sales over the next few years leveraging its rapidly growing fleet of more than 270 Lovesac branded retail locations. 

From humble beginnings, Shawn founded Lovesac in 1998, making Sacs by hand for neighbors and friends while in college. He graduated from the University of Utah in 2001 with a BA in Mandarin Chinese before opening Lovesac’s first retail location in his hometown of Salt Lake City shortly after graduation. 

In 2005 Shawn won a million-dollar investment from Richard Branson on his prime time hit reality TV show, The Rebel Billionaire, and was named acting President of Virgin Worldwide for a time. 

Shawn later achieved his Master’s degree in Strategic Design and Management at the world famous Parsons, The New School for Design in New York City and continued on as an instructor there for a few years teaching courses on Sustainable Business Models, Leadership, and Innovation. 

Shawn now holds over 50 issued patents across multiple product categories with dozens more pending. The majority of Lovesac’s sales today are driven by the ever-expanding product platform called “Sactionals,” the world’s most versatile couch and myriad Sactionals product extensions including embedded technology.

 Shawn’s recent book, “Let Me Save You 25 Years,” celebrates Lovesac’s colorful history, and the many “mistakes, miracles, and lessons” learned along the way. 

Shawn lives in St. George, Utah with his wife, Tiffany, and their 4 kids, 2 cats, and 1 crazy dog. 

In This Conversation We Discuss:

• [00:42] Intro
• [01:35] A business idea right at home
• [03:05] Learning from direct customer feedback
• [04:13] Taking the last gamble and it worked
• [06:21] From side hustle to full-time business
• [07:22] Managing first store and franchising
• [08:16] Leveraging TV fame for VC investment
• [09:04] Competing in Branson's reality show
• [10:12] Staying grounded amidst financial highs and lows
• [11:00] Electric Eye: your true Shopify expert 
• [11:56] Plan and DO something
• [13:31] Playing along the journey
• [15:09] Resilience through COVID and other setbacks
• [16:47] Patience is key to long-term growth
• [17:42] Defining your own success and timeline
• [19:27] Sharing 25 years of mistakes and miracles
• [21:01] Knowing when to pivot and when to persist
• [22:53] Thriving in uncertainty as an entrepreneur
• [24:13] Big outcomes require hard decisions
• [25:21] Get inspired with Shawn and Lovesac's journey

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Modern couches, sactionals and bean bags lovesac.com/
• Follow Shawn D. Nelson linkedin.com/in/shawndnelson/
• Schedule an intro call with one of our experts electriceye.io/connect

If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Udayan Bose is the Founder & CEO of NetElixir, has been driving success for retail businesses online for nearly 20 years. 

With a focus on the digital retail space, NetElixir uses proprietary technology, strategic growth models, and expert campaign management services to deliver exceptional results for their 600+ retail clients worldwide. 

Udayan's determination has earned NetElixir partnerships with industry leaders like UPS, Google, and Bing. 

Udayan is also a regular lecturer at top universities and has been featured in prestigious online journals such as The New York Times, Forbes, AdWeek, and more.

In This Conversation We Discuss: 

• [00:44] Intro
• [02:01] Recounting early success with first innovation
• [02:33] The power of the internet through experimentation
• [03:25] Helping retail Ecommerce brands grow predictably
• [04:58] Making search work with mathematical precision
• [06:33] Meeting key players in ecommerce success
• [07:45] Building strong client partnerships
• [08:23] Recalling Google's milestone with Google Shopping
• [09:35] Envisioning the future with generative AI
• [11:24] Strategizing amid changing data landscapes
• [12:33] Adapting to the new era of restricted data sharing
• [13:13] Strategizing with limited data access
• [14:25] Walled gardens for integrated social commerce
• [15:49] The era of retail media networks
• [17:14] Exploring AI's role in future data access
• [18:11] Preparing for diminished data availability
• [18:57] Mastering rapid adaptive experimentation
• [20:15] Leveraging AI for predictive customer insights
• [21:22] Democratizing SEO and SEM with free tools
• [23:06] Supporting SMBs with innovative solutions
• [24:50] Discovering who links to your site
• [25:35] Humbling moments: OpenAI's impact on tech giants
• [27:03] The impact of disruptive innovation
• [28:19] ChatGPT's impact on business strategies
• [29:49] Crafting effective prompts for ChatGPT
• [30:34] Leveraging AI skills for competitive advantage
• [31:31] Navigating the age of abundance with AI

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Ecommerce digital marketing agency in Princeton, New Jersey netelixir.com/
• Follow Udayan Bose linkedin.com/in/netelixirudayanbose/

If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Just two weeks after graduating from high school, Nicholas plunged into the vibrant world of television, initiating a career that would meander through the exhilarating realms of entertainment and entrepreneurship. 

After 7 years in “the business” the transition into married life marked a significant turning point, prompting Nick to navigate towards the startup ecosystem in search of a more balanced schedule. As the third hire at an emerging startup, he was instrumental in expanding the company to a powerhouse of 40 dedicated employees, steering it towards remarkable growth and success. 

Nick's professional narrative is highlighted by his key role in establishing major partnerships with entertainment juggernauts such as Disney, Paramount, and CBS. Through his expertise in negotiation, innovative merchandising, and strategic market introductions, Nick masterfully brought extensive collections to the forefront of the industry. 

Currently, Nick is channeling his profound experience in startups to aid The Felina Group in its quest to dominate the direct-to-consumer (DTC) sector. His mission is to fortify customer relationships and spearhead the established B2B company's dive into new, uncharted waters, promising groundbreaking opportunities and growth. 

When he's not revolutionizing business strategies or leading his team to new heights, Nick cherishes driving through the serene Malibu canyons or sharing the magic of Disneyland with his daughter, finding balance and joy in these precious moments away from the hustle and bustle of work.

In This Conversation We Discuss:

• [00:42] Intro
• [01:33] Shifting from wholesale to direct consumer sales
• [02:47] Blending direct sales with drop ships
• [04:03] Starting in the television industry
• [05:08] Discovering a knack for product development
• [06:22] Finding a high-growth fit at Felina
• [07:55] Recognizing smart hiring decisions
• [09:33] Handling high-pressure situations with ease
• [10:45] Making choices and failing fast in startups
• [11:33] Electric Eye: your true Shopify expert
• [12:30] Cutting unnecessary expenses from P&L
• [14:22] Implementing immediate impact initiatives
• [15:55] Optimizing bottom-of-funnel retention
• [17:45] Navigating internal KPI complexities
• [19:26] Optimizing retention strategies
• [20:47] Volatility in paid media performance
• [22:08] Ecommerce for customer relationship ownership
• [22:55] Prioritizing organic growth initiatives 
• [24:03] Organic and paid media for scalable growth
• [25:55] Customer feedback through post-purchase surveys
• [27:43] Transforming product value into online appeal
• [29:49] Building brand value beyond price
• [31:04] Aligning product value and pricing 
• [33:55] Identifying and fixing cracks in the funnel
• [34:47] Testing and learning from failures

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Women’s loungewear and intimate apparel felina.com/
• Follow Nicholas Hernandez linkedin.com/in/nicholasfhernandez/
• Schedule an intro call with one of our experts electriceye.io/connect

If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Gabi Saper is a visionary entrepreneur and digital marketing strategist, renowned for co-founding CMY Cubes, a trailblazing STEAM-focused enterprise that has revolutionized learning through interactive and sensory tools. 

Her strategic acumen and innovative use of digital platforms, especially TikTok, catapulted CMY Cubes into viral success, leading to a remarkable revenue milestone of over $2M annually, a devoted community of 175,000 customers, and a presence in prestigious outlets including MoMA NYC. 

With a profound commitment to enriching educational experiences, Gabi's leadership has not only propelled CMY Cubes onto the global stage but also established her as a luminary in digital marketing and e-commerce, making her an inspiring figure for entrepreneurs and marketers alike.

Enzo Gonzalez, Co-CEO and Co-Founder of CMY Cubes, is at the forefront of revolutionizing STEAM learning. 

Based in Sydney, Australia, with roots in South Florida, Enzo has propelled CMY Cubes to international acclaim, achieving significant milestones including 175,000+ customers and partnerships with prestigious institutions like MoMA. 

His journey from engineering to launching over 25 unique products showcases his prowess in product development, manufacturing, and design. 

Enzo's ability to bring visionary ideas to life, coupled with his expertise in operational efficiency and logistics, has made him an up-and-coming leader in the eCommerce space.

In This Conversation We Discuss:

• [00:49] Intro
• [01:48] Shop Talk: impactful networking moments
• [03:00] Abstract concepts into hands-on experiences
• [03:35] Revolutionizing learning through play
• [04:21] Experiencing the calming effects of CMY Cubes
• [05:31] Understanding the visual magic of CMY Cubes
• [06:21] Blending engineering and creativity to innovate
• [07:29] Discovering and bridging a market gap
• [08:29] Introducing subtractive color mixing in a new way
• [09:15] Launching with a basic site
• [10:27] Managing pre-orders without a product
• [11:13] Seeking mass manufacturing solutions
• [11:55] Rebranding and relaunching on Shopify
• [12:56] Acknowledging ongoing improvements
• [13:30] Electric Eye: Your true Shopify expert
• [14:41] Communicating effectively with customers
• [15:21] Understanding customer patience and demand
• [16:28] Upholding commitment to fulfillment
• [16:55] Gaining insight into customer perception
• [17:40] Overcoming data management challenges
• [19:27] Preserving momentum through quick action
• [20:25] Enhancing brand cohesion through rebranding
• [21:13] Discovering the virality formula
• [23:00] Mastering Reddit for rapid growth
• [23:45] Expanding into traditional retail channels
• [25:07] Reflecting on partnership successes
• [26:10] Success comes after actually doing something
• [27:03] Overcoming fear and leveraging resources
• [27:37] Start small and trust your gut
• [28:36] Stimulate your mind with CMY Cubes

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Unique range of educational and sensory tools https://asia.cmycubes.com/
• Follow Gabi Saper linkedin.com/in/gabisaper/
• Follow Enzo Gonzalez linkedin.com/in/enzogonz/
• Schedule an intro call with one of our experts electriceye.io/connect

If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Amandeep is a seasoned web development expert and entrepreneur with over 14 years of proven success in driving eCommerce innovation. 

As the founder of BigC Experts and Cronix, he excels in building high-performing teams and delivering complex web projects for businesses of all sizes. 

Amandeep's expertise spans the entire web development lifecycle, from strategic planning to flawless execution, ensuring client projects consistently exceed expectations. 

He is a trusted leader with a demonstrated ability to guide both small businesses and Fortune 100 companies through the complexities of the digital landscape.

In This Conversation We Discuss: 

• [00:46] Intro
• [01:46] Exploring SaaS trends with BigCommerce
• [02:40] Providing extensive BigCommerce training
• [04:13] Expanding the BigCommerce ecosystem
• [05:07] Understanding B2B functionality differences
• [06:31] Leveraging built-in tools for additional product costs
• [07:06] Comparing theme ecosystems: BigCommerce vs. Shopify
• [08:36] Using premium themes for easy store setup
• [09:05] Managing ssl and hosting with BigCommerce
• [10:14] Setting up payment gateways in bigcommerce
• [11:00] Exploring BigCommerce's default features
• [12:51] Simplifying tech stacks to save costs
• [15:34] Simplifying complex e-commerce setups
• [16:50] Avoiding unnecessary headless solutions
• [18:32] Manage Ecommerce data efficiently with BigCommerce
• [19:26] Reducing logins and documentation overhead
• [20:07] Setting expectations for replatforming projects
• [20:55] Considering URL strategies in platform selection
• [22:08] Preventing indexing issues during site migration
• [23:19] Establishing a comprehensive migration checklist
• [24:31] Fixing things right the first time
• [25:03] Challenges with B2B clients and data migration
• [25:44] Enhancing productivity with useful tools
• [26:44] Using AI in e-commerce data management
• [27:50] Automating SEO optimization with AI-powered tools
• [28:57] AI-driven solutions for B2B product discovery
• [29:26] A nuanced approach to platform selection
• [29:59] BigCommerce support and assistance from Cronix

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Full service digital and eCommerce agency cronixweb.com/
• Find vetted expert BigCommerce developers & consultants bigcexperts.com/
• Follow Amandeep Singh linkedin.com/in/amandeepsinghvirdi/

If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Fiona Frills is a 20-year-old beauty, makeup, fashion, lifestyle influencer and entrepreneur. Since launching her YouTube channel at the age of 10, she has amassed a fan base of over 1 Million followers.

At the age of 13, Fiona decided to turn her obsession of makeup into a beauty brand and began developing her own makeup line, Frilliance. She personally formulated and designed all the products in the line, which are available in 1000+ Walmart stores and CVS Beauty IRL stores. Online at Frilliance.com, Amazon.com, and in the UK at Superdrug.com.

Fiona started her career as a model and actress, appearing on Disney Channel’s GameOn and several national commercials.

In This Conversation We Discuss:

• [00:38] Intro
• [02:16] Improving skincare options for teens
• [03:13] Loving beauty products since childhood
• [04:17] Realizing product issues for sensitive skin
• [04:53] Investing in your own business & advocacy
• [05:48] Prioritizing natural ingredients and good testing
• [06:49] Sourcing reliable packaging materials
• [07:30] leveraging TikTok community for market insights
• [08:24] Relying on personal promotion initially
• [09:14] Developing a targeted influencer outreach strategy
• [09:59] Electric Eye: your true Shopify expert
• [10:55] Reflecting on early sales success
• [11:54] Handling large POs for major retailers
• [12:55] From personal promotion to influencer marketing
• [14:39] Building close relationships with influencers
• [15:30] Understanding the challenges of being a teenager
• [16:11] Navigating the complexities of retail partnerships
• [17:34] Adapting to specific requirements of retailers
• [18:19] Embracing continuous learning in entrepreneurship
• [19:17] Ignore discouragement and believe in yourself
• [21:29] Amplify your confidence with Frilliance

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Clear, confident skin begins here frilliance.com/
• Follow Fiona Frills linkedin.com/in/fionafrills/
• Schedule an intro call with one of our experts https://electriceye.io/connect

If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Ryan C. Johnson is the mastermind behind NewRuleFX. He stands out as a seasoned videographer, filmmaker, and entrepreneur with over three decades of esteemed experience in the media realm. 

His career is adorned with 18 industry accolades, recognizing his outstanding contributions to TV programs, video productions, commercials, and indie features. Since founding his company in 1991, Ryan has been a dedicated artist, shaping the landscape of TV and video production, showcasing his expertise on national television, in captivating commercials, documentaries, and through corporate and home entertainment ventures. 

Notably, his creative vision came to life as the Creator, Executive Producer, and Director of the American Dragster TV series on ESPN. NewRuleFX, home to the innovative SMASHProps line of breakaway props, encapsulates Ryan's passion for craftsmanship and innovation. 

His journey in the TV and film Special Effects industry has seen him construct a plethora of effects and props for many productions. Ryan's workshop is a hub of creativity, where he experiments alongside his team, with an array of materials and techniques to devise the next groundbreaking prop or effect. 

This commitment to excellence and innovation is reflected in NewRuleFX's dedication to providing high-quality, specialized props that push the boundaries of what's possible in the realm of special effects with an effort towards actor safety.

In This Conversation We Discuss:

• [00:50] Intro
• [01:06] Specializing in safe performance props
• [02:08] Building a business from childhood passion
• [03:41] Starting first Ecommerce business: Smash Props
• [05:13] Attracting early customers through engagement
• [06:32] Understanding film trends & customer needs
• [07:22] Testing manufacturing needs for broader business
• [08:51] Embracing risk after relocation
• [09:43] Leveraging proximity for credibility
• [10:37] Scaling the business quickly using Shopify
• [11:53] Recommending user-friendly Ecommerce solutions
• [12:28] Electric Eye: Your true Shopify expert
• [13:25] Simplifying ecommerce with tailored platforms
• [14:29] Early successes with simple ad strategies
• [16:35] Continuously working towards success
• [17:55] Prioritizing safety and functionality 
• [19:03] Becoming a trusted name in prop supplies
• [20:26] Offering versatile options for stunts
• [21:30] Specialized performance props at NewRuleFX

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Special effects props supply and breakaways newrulefx.com/
• Follow Ryan Johnson linkedin.com/in/newrule/
• Schedule an intro call with one of our experts electriceye.io/connect

If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!