In this episode of Upside, Ali and Zamir sit down with Umar to explore an extraordinary journey from engineering and telecommunications to building the foundations of Pakistan’s e-commerce ecosystem and now turning his focus towards human optimisation.

From solving national-scale infrastructure problems to biohacking sleep and recovery, this conversation bridges technology, entrepreneurship, and performance in a way few episodes have.

The episode opens with Umar’s origin story. Initially pushed into computer science despite a passion for psychology and biology, he eventually built a career spanning networking, telecommunications, SaaS, IoT museums, retail business intelligence systems, and foundational Shopify integrations in Pakistan.

After early failures including an education ERP platform that collapsed due to market misalignment, Umar learned a critical lesson: build with the customer, not just for the solution. That pivot led to solving real merchant problems in payments, logistics, and infrastructure, effectively enabling Shopify to function locally. By 2019, his company had become the largest e-commerce technology service provider in the country.

From there, the discussion moves into building:

1. Ginko Omni Channel, launched just before COVID, which scaled rapidly as retailers were forced online
2. Unum Pay, a unified payment system integrating multiple banks and BNPL into one platform
3. The philosophy of solving hard problems so well that marketing becomes unnecessary

But the episode takes a deeper turn.

Despite two decades in technology, Umar reveals his true passion has always been human potential. From being a national Wushu champion at 17 to coaching bodybuilding, his long-term fascination has been optimisation of the body and mind.

Now, he is building a health optimisation platform combining:

1. Wearable data
2. Blood biomarkers
3. Nutrition tracking
4. Movement metrics
5. AI-driven insights

The goal is a unified system that helps people optimise recovery, performance, and longevity without needing constant clinical oversight.

The final section becomes a masterclass in practical health optimisation, particularly for high-stress e-commerce operators.

1. Solve real problems: Focus on pain points, not product ideas.
2. Test incrementally: Build in modules and validate early.
3. Infrastructure wins long-term: Foundational systems create ecosystems.
4. Marketing becomes easier when the problem is painful enough.

1. Sleep is the foundation: 9pm to 1am is peak recovery time.
2. Carbohydrate reduction improves metabolic stability.
3. Movement is essential, but walking is not exercise.
4. Stress should peak in the morning, not the evening.
5. Avoid screens and high cognitive load before sleep.
6. Breathing techniques improve HRV and recovery.
7. You do not need an alarm clock if your circadian rhythm is aligned.

A powerful underlying message runs throughout the episode:

We obsess over optimising ads, funnels, and conversions. But how often do we optimise ourselves?

To access more insights on building sustainable online businesses and avoiding common pitfalls in the reselling world, visit https://thiswayup.online/resources.

In this episode of Upside, Ali and Zamir are joined by Rafay Raheel, Head of Franchising at CUPP, to unpack the real dynamics between Amazon advertising and the Meta-owned world. Think marketplace versus direct to consumer. Performance marketing versus platform-native growth. The conversation explores how these ecosystems differ, where brands go wrong, and how to build a strategy that connects both.

What’s Covered in This Episode

The episode opens with rapid fire questions that immediately set the tone. Rafay challenges founders to stop obsessing over traffic as a vanity metric and instead focus on conversion rate optimisation. The message is clear: driving more visitors to a page that does not convert is wasted budget.

The discussion then moves into the structural differences between Amazon and owned platforms such as Meta, Google, and Shopify. Rafay explains why growth cannot operate in silos. Paid acquisition, landing page optimisation, retention flows, and lifecycle marketing must function as one connected system.

A central theme is funnel integrity. If advertising is strong but the landing experience is weak, performance suffers. If customers convert but there is no retention mechanism in place, value leaks from the business. Rafay outlines how brands should think beyond acquisition and build proper systems for upsell, cross-sell, and repeat purchase.

The team also explore the current state of digital channels, including why TikTok may be overestimated by some brands, and why AI will fundamentally reshape performance marketing in 2026. Rather than treating AI as hype, they frame it as an operational necessity that will influence targeting, automation, and creative output.

Throughout the episode, the underlying message is consistent: whether operating on Amazon or through owned channels, sustainable growth comes from understanding the full customer journey and optimising every stage of it.

Key Takeaways

1. Traffic is not the objective: Conversion rate drives profitability.
2. CRO is undervalued: Optimising what you already have often beats spending more.
3. Funnels must be connected: Acquisition, experience, and retention are inseparable.
4. Channel hype can mislead: Not every trending platform deserves budget.
5. AI is not optional: Brands must prepare for automation-led marketing in 2026.
6. Amazon and DTC can coexist: Integration, not competition, creates stronger growth.

To access more insights on building sustainable online businesses and avoiding common pitfalls in the reselling world, visit https://thiswayup.online/resources.

In this episode of Upside, Ali pitches a series of low-risk business ideas designed to be tested quickly and launched with minimal upfront investment. From art kits to print-on-demand products, the conversation explores how aspiring entrepreneurs can capitalise on trends without overcommitting capital.

What’s Covered in This Episode

The episode centres around a set of creative business concepts aimed at individuals looking to launch something practical and scalable. Ali outlines several ideas that sit at the intersection of creativity and commerce, while Zamir and the team stress-test each one in real time.

One standout concept is the ‘30 and 30 Art Kit’, inspired by the popular social media challenge where artists create 30 pieces in 30 days. The idea focuses on bundling essential supplies into a simple, ready-to-go kit targeted directly at that audience. The discussion covers sourcing, positioning, pricing, and how to reach niche communities through targeted advertising.

The team also explore additional concepts including print-on-demand poster businesses, customisable colouring books, and even fruit moulding kits for decorative purposes. While some ideas are playful, the strategic theme remains consistent: test fast, validate quickly, and avoid heavy inventory risk.

A core principle throughout the episode is speed. Rather than spending months perfecting an idea, the group advocate for rapid execution to gauge demand. In fast-moving markets, especially those driven by social media trends, agility is more valuable than perfection.

The episode closes with a broader reflection on creative entrepreneurship, encouraging listeners to experiment with ideas, embrace iteration, and treat business like a series of tests rather than one big bet.

Key Takeaways

1. Low risk first: Test ideas without heavy inventory or major financial commitment.
2. Trend awareness matters: Emerging social media movements can reveal untapped demand.
3. Speed beats perfection: Launch quickly, gather feedback, and refine.
4. Niche targeting works: Clear audience focus improves advertising efficiency.
5. Creative businesses scale: Print-on-demand and kit models reduce overhead while maximising flexibility.
6. Iterate constantly: Treat every idea as an experiment, not a finished product.

To access more insights on building sustainable online businesses and avoiding common pitfalls in the reselling world, visit https://thiswayup.online/resources.

In this episode of Upside, Ali and Zamir break down why Next continues to thrive while many legacy retailers struggle, using Argos as a point of contrast. They explore how long-term thinking, disciplined financial control, and deep ownership of brand and supply chain have allowed Next to grow steadily in an increasingly unforgiving retail environment.

What’s Covered in This Episode

Ali and Zamir begin by comparing the shared origins of Next and Argos as catalogue retailers, before unpacking how their strategies diverged over time. While both businesses faced similar market pressures, Next took a fundamentally different approach to planning, investment, and customer understanding.

A central theme of the discussion is leadership. Under Simon Wolfson, Next adopted a disciplined, long-term mindset focused on financial control, infrastructure investment, and managing shareholder expectations. Ali and Zamir explain how this allowed the business to prioritise sustainable growth rather than short-term performance.

The conversation then turns to ownership and control. Next’s end-to-end grip on its brand, supply chain, and inventory is highlighted as a major competitive advantage, particularly in fashion retail where speed, returns, and margin control are critical. This contrasts sharply with Argos, which struggled with flexibility and operational constraints.

Ali and Zamir also examine Next’s customer-centric execution, from efficient returns and stock management to personalised marketing and range expansion that has evolved alongside its customer base. They discuss how early investment in infrastructure and technology positioned Next to respond quickly during key moments, including the shift in consumer behaviour during the pandemic.

The episode closes with a broader reflection on what Next’s success teaches modern retailers. Clear strategy, long-term planning, and genuine customer understanding remain essential, even as channels and technologies continue to change.

Key Takeaways

1. Long-term thinking wins: Next prioritised sustainable growth over short-term financial cycles.
2. Leadership matters: Simon Wolfson’s disciplined approach shaped culture, strategy, and execution.
3. Control creates flexibility: Owning brand and supply chain enables faster, smarter decision-making.
4. Infrastructure is an advantage: Early investment in systems and technology paid off during periods of disruption.
5. Customer understanding drives growth: Next has grown alongside its customers, adapting ranges and experiences over time.
6. Retail can still win: Traditional retailers can thrive if strategy, execution, and discipline align.

To access more insights on building sustainable online businesses and avoiding common pitfalls in the reselling world, visit https://thiswayup.online/resources.

In this episode of Upside, Ali and Zamir sit down with Dax Dupré, eCommerce Manager at International Beverage, to unpack what it really means to know your brand, know your customer, and build growth that actually converts. Drawing on Dax’s journey from frontline sales through global drinks brands and into e-commerce leadership, the conversation blends commercial reality with practical insight from inside large-scale businesses.

What’s Covered in This Episode

The episode opens with a simple but recurring theme: knowing your brand and knowing who you are targeting. Dax explains why clarity at this level directly shapes performance across the funnel, from awareness through consideration and ultimately purchase. Rather than overcomplicating strategy, he stresses the importance of understanding who you are speaking to and why they are buying in the first place.

Dax shares his background moving from traditional sales roles into major FMCG environments, outlining how early exposure to customer interaction shaped his approach to e-commerce. He reflects on the importance of autonomy, explaining why freedom to make decisions, learn quickly, and adapt has been central to his career progression.

The discussion moves into how e-commerce differs from traditional retail, particularly the visibility of data. Dax highlights how online channels allow brands to see exactly what is working and what is not, removing the ability to hide behind assumptions. Conversion rate, pricing, and promotion mechanics are explored as key signals that guide decision-making.

Ali, Zamir, and Dax also dive into brand positioning and growth strategy, using real examples from the drinks industry. They discuss how licensing, diversification, and creating multiple customer touchpoints can build brand awareness beyond a single product or channel. Dax explains why growth is not just about volume, but about placing the brand in the right moments of the customer journey.

The conversation closes with practical advice for brand managers and founders, particularly those looking to launch or scale in competitive categories. Dax shares lessons on speed, supply chain control, testing with small volumes, and focusing on what customers say rather than personal opinion. Throughout the episode, the message is consistent: data, discipline, and customer understanding drive sustainable success.

Key Takeaways

• Know your brand and your customer: Clear targeting directly impacts funnel performance and conversion.
• Keep the funnel simple: Awareness, consideration, and purchase are enough when understood properly.
• Data removes guesswork: E-commerce exposes what works and what does not in real time.
• Autonomy matters: Freedom to act and adapt enables faster growth and better outcomes.
• Conversion beats traffic: Sending more people to a page means nothing without relevance.
• Test, learn, iterate: Small runs, fast feedback, and customer response should guide decisions.

To access more insights on building sustainable online businesses and avoiding common pitfalls in the reselling world, visit https://thiswayup.online/resources.

In this episode of Upside, Ali and Zamir unpack a week of developments that could reshape the landscape for sellers and brands operating globally. From proposed US tariffs to the rise of TikTok as a serious commerce platform and new questions around Amazon’s affiliate practices, they explore what these shifts mean in practice for businesses of all sizes.

What’s Covered in This Episode

Ali and Zamir open with a breakdown of former President Trump’s proposed 10 percent tariff on goods traded between the UK, the US, and parts of Europe. They discuss how such a move would increase the cost of trading into the US and why the impact would be felt very differently depending on the size and structure of a business. While larger organisations may be able to absorb or offset these costs, smaller brands and manufacturers could face difficult decisions around pricing, margins, and supply chains.

The conversation then moves to TikTok and its growing influence in e-commerce. Ali and Zamir explore how the platform is shifting its focus towards larger brands, strengthening anti-fraud measures, and positioning itself as a serious player in social commerce rather than just a media channel. They discuss what this means for brand strategy, advertising, and the future of consumer discovery.

They also examine Amazon’s Project Starfish and the implications it has for affiliate marketing and brand transparency. The discussion raises concerns around how Amazon can use AI to create listings and capture affiliate revenue from direct-to-consumer sales, often without brands being fully aware. Ali and Zamir question what this means for brand control, attribution, and trust within the wider Amazon ecosystem.

The episode closes with a reflection on the resilience of traditional retail, highlighting the continued success of UK high street retailer Next. Ali and Zamir discuss how adaptability, operational discipline, and a clear understanding of customers have allowed some legacy retailers to thrive despite ongoing disruption.

Key Takeaways

• Tariffs raise costs: A proposed 10 percent tariff could significantly increase the cost of trading into the US.
• Small businesses feel it most: Larger brands may absorb tariff costs more easily than smaller manufacturers.
• TikTok is evolving fast: The platform is actively courting bigger brands and strengthening its commerce offering.
• Affiliate transparency questioned: Amazon’s Project Starfish raises concerns around attribution and brand control.
• Retail is not dead: Businesses like Next show that traditional retail can still succeed through adaptation and focus.

To access more insights on building sustainable online businesses and avoiding common pitfalls in the reselling world, visit https://thiswayup.online/resources.

In this episode of Upside, Ali and Zamir look ahead to what the next phase of selling on Amazon could really look like, and why the rules are quietly changing. From shifts in organic visibility to the growing role of artificial intelligence, they unpack the strategic adjustments sellers will need to make as the marketplace evolves.

What’s Covered in This Episode

Ali and Zamir begin by discussing how Amazon’s operational priorities are changing and what that means for sellers. They explore the increasing likelihood that organic traffic will continue to decline, pushing brands towards greater reliance on paid media to maintain visibility and momentum.

The conversation then turns to paid traffic and why this shift may not be entirely negative. With improved targeting and data-driven optimisation, Ali and Zamir explain how cost per click could stabilise or even reduce for sellers who understand how to work with Amazon’s systems rather than against them.

Looking ahead to 2026, the episode examines the growing influence of artificial intelligence across Amazon’s infrastructure. From inventory forecasting and demand planning to operational efficiency, AI is expected to allow Amazon to scale without matching increases in cost, reshaping the competitive landscape for sellers.

They also discuss the potential emergence of more advanced pricing strategies, including dynamic pricing models powered by real-time data and automation. The episode closes with a clear message: sellers who remain flexible, data-led, and willing to adapt will be best positioned to thrive in a more complex and competitive marketplace.

Key Takeaways

• Organic reach is changing: Sellers should expect continued pressure on organic visibility and plan accordingly.
• Paid traffic becomes essential: Greater reliance on advertising will require smarter targeting and optimisation.
• CPC may stabilise: Improved relevance and consumer targeting could help control rising ad costs.
• AI reshapes operations: Automation and intelligence will drive efficiency across inventory and fulfilment.
• Future pricing evolves: Dynamic pricing strategies may become more common as data capabilities advance.
• Adaptability wins: Sellers who embrace change and plan strategically will stay competitive.

To access more insights on building sustainable online businesses and avoiding common pitfalls in the reselling world, visit https://thiswayup.online/resources.

In this episode of Upside, Ali and Zamir break down what really needs to happen before you launch a product. Rather than jumping straight into ideas and suppliers, they focus on the fundamentals that separate successful launches from expensive mistakes, starting with identifying the real problem your product is meant to solve.

What’s Covered in This Episode

Ali and Zamir begin by introducing the concept of the “itch”, the genuine customer problem that creates demand in the first place. They explain why products built around clear pain points stand a far better chance of success than those driven purely by personal interest or trend chasing.

The conversation then moves into the realities of market alignment. Pricing, perceived quality, and advertising feasibility are all discussed as non-negotiables that must be considered early. The pair highlight how certain product categories, such as restricted or heavily regulated items, can face major barriers to scale regardless of demand.

They walk through how to analyse the competitive landscape properly, using customer reviews, sentiment analysis, and marketplace data to uncover gaps that competitors are failing to address. This data-led approach helps define product specifications and avoids building something the market does not want.

The episode also covers the importance of planning. Ali and Zamir stress the need to set clear budgets, understand manufacturing options, and evaluate suppliers before committing capital. They emphasise that strong preparation reduces risk and creates flexibility once a product is live.

Throughout the discussion, the message remains consistent: passion alone is not enough. Successful product launches are built on research, realism, and a clear understanding of how the product will be positioned, priced, and promoted.

Key Takeaways

1. Start with the itch: Every product should solve a clear and meaningful customer problem.
2. Let data lead: Market research and competitive analysis should shape product decisions.
3. Quality matters: Cutting corners on quality undermines long-term value and brand trust.
4. Advertising feasibility is critical: Products that are easy to advertise and compliant scale faster.
5. Plan before you build: Budgets, suppliers, and constraints must be defined early to reduce risk.

To access more insights on building sustainable online businesses and avoiding common pitfalls in the reselling world, visit https://thiswayup.online/resources.

In this episode of Upside, Ali and Zamir look back at the rise and fall of Argos, once the UK’s go-to everything store, and ask how a retail giant lost ground to Amazon. From its catalogue-era dominance to its struggle to adapt in the age of fast fulfilment and customer obsession, they unpack what went wrong and what modern brands can learn from it.

What’s Covered in This Episode

Ali and Zamir start by revisiting Argos at its peak in the 1980s and 1990s, when the catalogue was a fixture in almost every British household. They discuss how Argos was, in many ways, ahead of its time, combining physical stores with centralised stock and rapid fulfilment long before omnichannel retail became a buzzword.

The conversation then moves into the mid-2000s, when Argos still held significant market share but began to lose momentum. Ali and Zamir argue that while the business continued to perform on paper, it became overly focused on short-term financial cycles rather than long-term customer experience and infrastructure investment.

They compare this approach to Amazon’s relentless focus on fulfilment, convenience, and customer trust, explaining how Amazon’s long-term mindset allowed it to compound advantages over time. In contrast, Argos struggled to evolve its proposition quickly enough as consumer expectations changed.

The episode also touches on Argos’s acquisition by Sainsbury’s and how being absorbed into a larger corporate structure further limited its strategic flexibility. Ali and Zamir reflect on what Argos still represents today and whether there was a different path it could have taken in a rapidly transforming retail landscape.

Key Takeaways

1. A household name: The Argos catalogue was once a staple in nearly every UK home.
2. Early innovator: Argos pioneered an early form of omnichannel retail decades before it became mainstream.
3. Lost momentum: A focus on short-term financial performance came at the expense of long-term growth.
4. Amazon raised the bar: Faster fulfilment and deeper customer focus reshaped retail expectations.
5. Corporate constraints: The Sainsbury’s acquisition narrowed Argos’s strategic options.
6. Lessons for today: Long-term thinking and adaptability are essential in fast-moving markets.

To access more insights on building sustainable online businesses and avoiding common pitfalls in the reselling world, visit https://thiswayup.online/resources.

In this episode of Upside, Ali, Zamir, Will, and Leon wrap up the year by reflecting on Q4 performance and laying the groundwork for what comes next. With October, November, and December data now available, the team explain why planning for the next Q4 starts immediately, while also sharing lessons from 2025 and practical advice for building stronger brands in 2026.

What’s Covered in This Episode

The episode opens with a clear message: Q4 is not something you review and move on from. Ali and Zamir explain why Q4 data should feed directly into planning for the next year, covering everything from cash flow and stock to creative direction and execution.

The conversation then shifts to the importance of brand fundamentals. Will and Leon stress that knowing who you are targeting, and why, is the foundation for every creative and marketing decision. Once brand direction is clear, everything else flows more easily, from photography and video to Amazon listings and wider content creation.

The team also reflect on highlights from 2025, including international events, major milestones, and the growth of a global team. These moments lead into a broader discussion about culture, resilience, and the internal mantra of being comfortable with uncomfortable.

A significant portion of the episode focuses on artificial intelligence in creative work. Will shares how tools like Adobe are integrating AI to remove time-consuming tasks while preserving human creativity. The group agree that AI should be used as an accelerator, not a replacement, helping teams move faster without losing judgement or taste.

The episode closes with practical advice for anyone planning for 2026. From revisiting listings with fresh eyes to shipping imperfect work rather than overthinking, the message is clear: review the basics, use data intelligently, embrace new tools, and keep moving forward.

Key Takeaways

1. Q4 planning starts now: October, November, and December data should immediately inform future strategy and forecasting.
2. Brand clarity comes first: Knowing your audience and purpose makes creative and marketing decisions far easier.
3. Use AI as a tool: AI should speed up workflows and remove friction, not replace human creativity.
4. Fresh eyes matter: Stepping back and revisiting fundamentals often reveals missed opportunities.
5. Ship and learn: Progress comes from action, not perfection. Build momentum and refine as you go.
6. Culture drives performance: Teams that embrace challenge and growth create long-term success.

To access more insights on building sustainable online businesses and avoiding common pitfalls in the reselling world, visit https://thiswayup.online/resources.