Kevin Williams owns KDF Aegis, a U.S.-based consulting and investment firm. In 2021 he invested in Balls.co, a U.K. seller of grooming supplies for male private parts. He says, "The notion of running Balls is hilarious to everyone who knows me. But it's a gift to a marketer to work with an edgy product."

Humor ended up being the company's principal marketing vehicle when it retained comedians in Europe to ask bystanders, "Do you shave your balls?" The resulting videos produced 150 million views on TikTok.

Willaims discusses the business of male grooming in this interview.

For an edited and condensed transcript with embedded audio, see: https://pec-ly.com/?6nkY

For all condensed transcripts with audio, see: https://www.practicalecommerce.com/tag/podcasts

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The mission of Practical Ecommerce is to help online merchants improve their businesses. We do this with expert articles, podcasts, and webinars. We are an independent publishing company, founded in 2005 and unaffiliated with any ecommerce platform or provider. http://www.practicalecommerce.com 

Humor Lures Customers for Balls.co

Ecommerce Conversations is the long-running weekly podcast from Practical Ecommerce, hosted by ecommerce entrepreneur Eric Bandholz.
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•• Listen in as Eric interviews in-the-trenches founders and executives who address the essentials of launching, growing, and sustaining an online business. Hear their successes, mistakes, and plans — addressing customer acquisition, web traffic, marketing tactics, on-site conversion, shipping, favorite tools, funding, obstacles, and much more.
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•• New episodes every Friday. Subscribe to the podcast here, and then read a condensed transcript at https://www.PracticalEcommerce.com/tag/podcasts.

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In 1962 Arto Alajian arrived in the U.S., having fled Egypt and his shoe-manufacturing business. He became a milkman in Los Angeles, and then a ceramic tile installer, and then a tile maker. That was 1966.

Fast forward to 2024, and ARTO, the company, is a global supplier of handcrafted ceramic, porcelain, and concrete products. Armen Alagian, the founder's son, now co-owns the business.

In this episode, he addresses the challenges and rewards of generational, family-owned companies. 

For an edited and condensed transcript with embedded audio, see: https://pec-ly.com/?6rNN

For all condensed transcripts with audio, see: https://www.practicalecommerce.com/tag/podcasts

Listener reviews of Ecommerce Conversations elevate visibility and help others experience the lessons of online entrepreneurs. We invite you to leave a review on this channel.   

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The mission of Practical Ecommerce is to help online merchants improve their businesses. We do this with expert articles, podcasts, and webinars. We are an independent publishing company founded in 2005 and unaffiliated with any ecommerce platform or provider. http://www.practicalecommerce.com 



ARTO Owner on Generational Businesses

Before Shopify, YouTube, and Facebook, there was OverstockArt. David Sasson launched the company on the Yahoo Store platform in 2002 in Wichita, Kansas. It sells original, hand-painted reproductions of works by Van Gogh, Monet, and more.

Much has changed since 2002, but not Sasson's passion and resilience. He has faced legal crises, replatforms, and competitors. Yet OverstockArt thrives.

In this episode, he shares his journey, outlook, and advice for budding entrepreneurs.

For an edited and condensed transcript with embedded audio, see: https://pec-ly.com/?6rIT

For all condensed transcripts with audio, see: https://www.practicalecommerce.com/tag/podcasts

Listener reviews of Ecommerce Conversations elevate visibility and help others experience the lessons of online entrepreneurs. We invite you to leave a review on this channel.   

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The mission of Practical Ecommerce is to help online merchants improve their businesses. We do this with expert articles, podcasts, and webinars. We are an independent publishing company founded in 2005 and unaffiliated with any ecommerce platform or provider. http://www.practicalecommerce.com 




OverstockArt Founder Thrives 22 Years On

No one can accuse ecommerce copywriter Chris Orzechowski of mimicking others. In an era of image-heavy emails, he prefers plain text. Amid the Facebook-Google advertising juggernaut, he likes X.

Orzechowski is an 11-year writer and marketer, first as a freelancer and then, in 2020, at Orzy, the agency he founded. 

In this episode, he addresses his keys to successful product copy, frustration with Meta, and migration to X Ads.

For an edited and condensed transcript with embedded audio, see: https://pec-ly.com/?6rAx

For all condensed transcripts with audio, see: https://www.practicalecommerce.com/tag/podcasts

Listener reviews of Ecommerce Conversations elevate visibility and help others experience the lessons of online entrepreneurs. We invite you to leave a review on this channel.   

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The mission of Practical Ecommerce is to help online merchants improve their businesses. We do this with expert articles, podcasts, and webinars. We are an independent publishing company founded in 2005 and unaffiliated with any ecommerce platform or provider. http://www.practicalecommerce.com 




Copywriter Shifts to X Ads, Scales Brands

Rabah Rahil first appeared on this podcast in September 2022. He was the chief marketing officer of Triple Whale, an analytics platform. He addressed customer acquisition, attribution, and more.

He’s now the CMO of Fermàt Commerce, a SaaS provider of customized customer journeys. Founded in 2021, it has raised nearly $30 million in venture capital funding.

In this episode, Rahil discusses Fermàt’s software, target customers, and his role with the company. 

For an edited and condensed transcript with embedded audio, see: https://pec-ly.com/?6rwr

For all condensed transcripts with audio, see: https://www.practicalecommerce.com/tag/podcasts

Listener reviews of Ecommerce Conversations elevate visibility and help others experience the lessons of online entrepreneurs. We invite you to leave a review on this channel.   

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The mission of Practical Ecommerce is to help online merchants improve their businesses. We do this with expert articles, podcasts, and webinars. We are an independent publishing company founded in 2005 and unaffiliated with any ecommerce platform or provider. http://www.practicalecommerce.com 

Fermàt CMO on Customized Customer Journeys

The post-Covid ecommerce hangover has hit Roman Khan. He launched his first direct-to-consumer brand in 2013, acquired others, and in 2021 founded Peak 21, an aggregator with equity investors. The outlook was good.

Fast forward to 2024, and many ecommerce companies are struggling. Mergers and acquisitions have cratered. Yet Khan perseveres. His team reviews dozens of purchase candidates every month, albeit cautiously.

In this conversation, Khan shares his investment criteria, current market conditions, and predictions for a recovery. 

For an edited and condensed transcript with embedded audio, see: https://pec-ly.com/?6rpD

For all condensed transcripts with audio, see: https://www.practicalecommerce.com/tag/podcasts

Listener reviews of Ecommerce Conversations elevate visibility and help others experience the lessons of online entrepreneurs. We invite you to leave a review on this channel.   


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The mission of Practical Ecommerce is to help online merchants improve their businesses. We do this with expert articles, podcasts, and webinars. We are an independent publishing company founded in 2005 and unaffiliated with any ecommerce platform or provider. http://www.practicalecommerce.com 



Humor Lures Customers for Balls.co

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