The E-Comm Show

Attribution is broken, the reps all say spend more, and the journey no longer tracks. A nine-figure brand shares how it measures marketing anyway.

In this 249th episode of The E-Comm Show, Andrew Maff talks with Chip Malt, co-founder and CEO of Made In Cookware, about building a product-first brand, measuring with MER rather than ROAS, reading platform attribution games, and marketing in the age of AI search.

What You'll Learn:

• Why affinity drives LTV and brand comes second
• How to measure with MER instead of channel ROAS
• The attribution games every platform plays
• How to measure the Amazon halo effect

Connect With Us

📱 Facebook: https://www.facebook.com/BlueTuskr 

📸 Instagram: https://www.instagram.com/bluetuskr/ 

📻 LinkedIn: https://www.linkedin.com/company/bluetuskr/ 

🐤 X: https://twitter.com/bluetuskr 

📧 Email: [email protected]

Connect With the Guest

🌐 Website: https://www.madeincookware.com/ 

💼 LinkedIn (Chip): https://www.linkedin.com/in/bradfordmalt/ 

💼 LinkedIn (Made In): https://www.linkedin.com/company/madeincookware/ 

📸 Instagram: https://www.instagram.com/madein/ 

▶️ YouTube: https://www.youtube.com/@MadeInCookware

The best products solve a problem people are already searching for. Comfizz built one, and it took off on Amazon before running a single ad.

In this 248th episode of The E-Comm Show, Andrew Maff talks with Lorraine Alikhanizadeh, co-founder of Comfizz, about creating the ostomy support wear market, growing through nurses and the NHS, and why cleaning up Amazon listings and rethinking site navigation changed the game.

What You'll Learn:

• How a real product gap drove Amazon sales with no ads
• Why listing cleanup drove breakout growth
• How navigation by need lifts conversion
• Why reminders can beat subscriptions

Connect With Us

📱 Facebook: https://www.facebook.com/BlueTuskr 

📸 Instagram: https://www.instagram.com/bluetuskr/ 

📻 LinkedIn: https://www.linkedin.com/company/bluetuskr/ 

🐤 X: https://twitter.com/bluetuskr 

📧 Email: [email protected]

Connect With the Guest

🌐 Website: https://www.comfizz.com/ 

📸 Instagram: https://www.instagram.com/comfizz/ 

📱 Facebook: https://www.facebook.com/comfizz/ 

📧 Email: [email protected]

A teacher gamified her classroom, watched reading scores jump, and turned it into an eight-figure brand in five years, without outside funding.

In this 247th episode of The E-Comm Show, Andrew Maff talks with Brandi Dugal, founder and CEO of The Fidget Game, about building products from customer demand, getting into classrooms bottom-up, scaling Meta with MER instead of ROAS, and going through Shark Tank.

What You'll Learn:

• How to build a product line from customer demand
• A bottom-up way into a closed channel
• Why MER beats ROAS for scaling paid
• What bootstrapping 100% yearly growth takes

Connect With Us

📱 Facebook: https://www.facebook.com/BlueTuskr 

📸 Instagram: https://www.instagram.com/bluetuskr/ 

📻 LinkedIn: https://www.linkedin.com/company/bluetuskr/ 

🐤 X: https://twitter.com/bluetuskr 📧 Email: [email protected]

Connect With the Guest

🌐 Website: https://www.thefidgetgame.com/ 

📸 Instagram: https://www.instagram.com/teacherbrandidugal/ 

📸 Instagram: https://www.instagram.com/thefidgetgamecompany/ 

🎵 TikTok: https://www.tiktok.com/@thefidgetgame 

🎵 TikTok: https://www.tiktok.com/@teacherbrandi 

📧 Email: [email protected]

The brands that beat rising ad costs usually are not outspending anyone. They own a niche that competitors cannot easily copy.

In this 246th episode of The E-Comm Show, Andrew Maff talks with Dmitriy Peregudov, Founder and CEO of GiftBasketsOverseas.com and Giftsenda, about winning a niche, turning delivery into a marketing advantage, and spotting a new revenue line hiding in customer behavior.

What You'll Learn:

• Why a focused niche beats fighting for crowded channels
• How reliable global delivery becomes marketing
• How to reach 200+ markets without holding inventory
• How customer behavior revealed a new B2B revenue line

Connect With Us

📱 Facebook: https://www.facebook.com/BlueTuskr 

📸 Instagram: https://www.instagram.com/bluetuskr/ 

💼 LinkedIn: https://www.linkedin.com/company/bluetuskr/ 

🐤 X: https://twitter.com/bluetuskr 

📧 Email: [email protected]

Connect With the Guest

🌐 Website: https://www.giftbasketsoverseas.com/

 💼 LinkedIn: https://www.linkedin.com/company/giftbasketsoverseas.com 

▶️ YouTube: https://www.youtube.com/user/GiftBasketsOverseas 

📸 Instagram: https://www.instagram.com/gifts_overseas/ 

📱 Facebook: http://www.facebook.com/giftsoverseas 

📧 Email: [email protected]

For years, 90% of Decor Outdoor's traffic was organic. Then, a 2022 Google update erased it almost overnight.

In this 245th episode of The E-Comm Show, Andrew Maff talks with Bill Ferris, President of Decor Outdoor, about selling high-ticket luxury outdoor furniture on a drop ship model, owning a delivery experience he does not control, and rebuilding traffic after a major search shift.

What You'll Learn:

• Why luxury outdoor cut competition and margin erosion
• How to manage reviews when the manufacturer causes the problem
• What the 2022 Google update did to organic traffic
• How to structure content for both Google and AI

Connect With Us

📱 Facebook: https://www.facebook.com/BlueTuskr 

📸 Instagram: https://www.instagram.com/bluetuskr/

 📻 LinkedIn: https://www.linkedin.com/company/bluetuskr/ 

🐤 X: https://twitter.com/bluetuskr 

📧 Email: [email protected]

Connect With the Guest

🌐 Website: https://www.decoroutdoor.com/ 

▶️ YouTube: https://www.youtube.com/@decoroutdoorcom 

📧 Email: [email protected]

Most e-commerce brands scale by ordering more inventory. Luxury reseller myGemma has to buy every item from a real person first.

In this 244th episode of The E-Comm Show, Andrew Maff talks with Andrew Brown, Founder and CEO of myGemma, about running two businesses under one brand: buying luxury goods from consumers and reselling them. Learn why inventory is the real ceiling, how a 24-hour offer wins on service, and where AI is starting to drive luxury discovery.

What You'll Learn:

• How a two-sided luxury resale model actually works
• Why inventory, not demand, caps growth
• The AOV, CAC, and LTV behind a $2,500 average order
• How speed and human service earned a 4.9 on Trustpilot

Connect With Us

📱 Facebook: https://www.facebook.com/BlueTuskr 

📸 Instagram: https://www.instagram.com/bluetuskr/ 

📻 LinkedIn: https://www.linkedin.com/company/bluetuskr/ 

🐤 X: https://twitter.com/bluetuskr 

📧 Email: [email protected]

Connect With the Guest

🌐 Website: https://www.mygemma.com/ 

📸 Instagram: https://www.instagram.com/shopmygemma/ 

🎵 TikTok: https://www.tiktok.com/@shopmygemma 

📧 Email: [email protected]

ROAS feels like the right number to optimize. Andrew Maff thinks it is quietly stunting your growth, especially in Q4.

In this 243rd episode of The E-Comm Show, Andrew breaks down the Q4 ROAS myth: why cost per customer beats return on ad spend, how deep holiday discounts can attract the wrong buyer, and what to check before you set this season's promotions.

What You'll Learn:

• Why ROAS is the wrong top KPI
• The CAC to LTV math that changes your ad budget
• Why Q4 gift buyers can have a different LTV
• How to reevaluate your holiday discount before it costs you

Connect With Us

📱 Facebook: https://www.facebook.com/BlueTuskr

 📸 Instagram: https://www.instagram.com/bluetuskr/ 

📻 LinkedIn: https://www.linkedin.com/company/bluetuskr/ 

🐤 X: https://twitter.com/bluetuskr

📧 Email: [email protected]

For years, Andrew has said the same thing: stop treating your website and your marketplaces as separate businesses. Now, AI has changed the picture again.

In this 242nd episode of The E-Comm Show, Andrew Maff breaks down the future of omnichannel marketing and why AI has become the middleman between your ad and the sale, deciding where customers actually buy.

What You'll Learn:

• Why your online presence now matters more than any single channel
• How customers really move across ads, email, Amazon, and reviews
• Why AI recommends one product instead of ten
• What high AI conversion rates in GA4 are telling you

Connect With Us

📱 Facebook: https://www.facebook.com/BlueTuskr 

📸 Instagram: https://www.instagram.com/bluetuskr/ 

📻 LinkedIn: https://www.linkedin.com/company/bluetuskr/ 

🐤 X: https://twitter.com/bluetuskr 

📧 Email: [email protected]

What if SEO could become one of your strongest B2B sales channels?

In the 241st episode of The E-Comm Show, Andrew Maff sits down with Dilworth Coffee CEO Jeff Vojtar to discuss how the wholesale coffee company built a digital-first B2B e-commerce strategy that now generates roughly 60% of its leads through SEO.

Learn how Dilworth attracts high-intent B2B buyers, converts first orders into repeat customers, manages wholesale margins and fulfillment, expands into high-ticket products, and uses AI to scale its e-commerce and marketing efforts with a lean team.

What You'll Learn:

• How to use B2B SEO to generate qualified leads
• Why search intent can outperform traditional outbound sales
• How to increase repeat B2B purchases
• How to protect margins while managing freight and fulfillment
• How AI can support SEO, content, and customer segmentation
• How to scale B2B e-commerce without a massive team

CONNECT WITH THE GUEST

🌐 Website: https://www.dilworthcoffee.com/
📸 Instagram: https://www.instagram.com/dilworthcoffee/
📱 Facebook: https://www.facebook.com/DilworthCoffee

CONNECT WITH US

🌐 Website: https://www.bluetuskr.com/
📱 Facebook: https://www.facebook.com/BlueTuskr
📸 Instagram: https://www.instagram.com/bluetuskr/
📻 LinkedIn: https://www.linkedin.com/company/bluetuskr/
🐤 X: https://twitter.com/bluetuskr
📧 Email: [email protected]

Amazon isn't going away, but your dependence on it should.

In this 240th episode of The E-Comm Show, host Andrew Maff breaks down the growing cost of selling on Amazon, from rising FBA fees and CPCs to inventory penalties, inbound placement costs, and the countless smaller charges slowly eating away at seller margins. If Amazon fees are crushing your margins or your business still depends heavily on the marketplace, this episode is a wake-up call to start building beyond it.

What You'll Learn:

• Why Amazon seller margins keep getting squeezed
• Where Amazon appears to be investing next
• How to use Amazon as a customer acquisition channel
• Why omnichannel diversification is becoming essential

CONNECT WITH US

📱 Facebook: https://www.facebook.com/BlueTuskr/

📸 Instagram: https://www.instagram.com/bluetuskr/

📻 LinkedIn: https://www.linkedin.com/company/bluetuskr/

🐤 X: https://twitter.com/bluetuskr

📧 Email: [email protected]