Most eCommerce brands are doing more than ever.

More optimisation.

More tools.

More dashboards.

More “best practice” (don't get me started on this, it's my pet hate).

And yet… decisions feel harder, growth feels riskier, and profitability feels more fragile.

In this episode, I break down why modern eCommerce feels harder to run even when your metrics look fine. And why optimisation without direction is quietly hurting a lot of good businesses.

This is about how to make better decisions when growth slows, data gets noisy, and the old playbooks stop working.

If you’re a founder who’s good at product but tired of chasing numbers that don’t seem to lead anywhere, this episode will help you rethink how you’re running your business.