Ian McBeth is the Head of eCommerce at home furniture business Oak Furnitureland. Founded in 2003 as an eBay store!

They now sell via their custom online store, telesales, and their 70 stores, selling over £230 million of furniture in the UK every year. Ian’s experience runs far beyond the world of furniture with past roles at Craft Gin Club, hair brand Josh Wood Colour, Vivobarefoot, Ted Baker and many more! 

In this episode, Ian shares the smart strategies behind scaling a complex omnichannel eCommerce operation—plus his no-nonsense approach to using AI, data, and tech to drive real results. 

Hit PLAY to hear: 

• How Oak Furnitureland links online and in-store shopping with a clever QR strategy 🛋️ 
• The AI use cases Ian actually recommends (and the ones he doesn’t) 🤖 
• Why CRO and UX are the real secret weapons in scaling eCommerce conversions 
• How Ian’s IT background gives him a major edge in modern eCommerce strategy 🔧 
• The smart way to prioritize projects when everything feels urgent 🚦 
• The biggest mistake eCommerce teams make with AI—and how to avoid it ⚠️ 

Key timestamps to dive straight in: 

[03:21] Evolution of Furniture Retail Career 

[06:40] eCommerce: Tech to Marketing Shift 

[10:34] Sofa Purchase Research: A Long Journey 

[16:08] AI: Sci-Fi Future Realized 

[17:05] "AI Solutions for Business Problems" 

[21:31] Ensuring Secure IT Collaboration 

[22:23] Listen to Ian’s Top Tips! 

 Full episode notes here: https://ecmp.info/554

.

.

JM Craddock is the CEO and owner of La Matera, a belt brand focused on creating artisanal products that last.

Founded in 2012 they now sell via their Shopify site and wholesale channels are on track for $4 million this year. JM’s experience goes much further back though, as he was the first employee at Chubbies, including a key role in developing the returns system that became the first version of Loop Returns! 

Hit PLAY to hear: 

• How Jon-Mark used an SBA loan to buy La Matera (and why he recommends it) 🏦 
• Why iPhone videos outperformed $10k ad shoots 🎥 
• The 3-part framework he used to grow La Matera fast 📈 
• What makes belts a “perfect eCommerce product” 🔥 
• The truth about expanding your product line (and what not to do) 🧵 
• His role in turning Chubbies’ returns system into Loop Returns 🔄 

Key timestamps to dive straight in: 

[04:25] "Relocated Business: Spicewood, Texas" 

[08:41] "SBA Loan Benefits and Process" 

[11:21] Strategic Business Planning & Marketing 

[13:46] Reflection on Business Experience 

[18:51] Balancing Focus and New Projects 

[21:22] Listen to JM’s Top Tips! 

 Full episode notes here: https://ecmp.info/553

.

.

Steven Westwood is the Head of Sales and Marketing at Fashion Eyewear, sellers of designer prescription glasses and sunglasses, both new and preloved. Selling via Shopify stores in the UK and the USA, the business was founded in 2008 and now ship 10,000 orders a month. 

Hit PLAY to hear: 

• Why most people are still buying glasses the old-fashioned way 👓 
• How Fashion Eyewear turned pre-loved stock into a retention machine 🔁 
• The Shopify app powering their buyback and recommerce program 🛍️ 
• Smart ways to guide customers through a complex checkout flow 📦 
• What really moves the needle on customer lifetime value 📈 
• Why having just one pair of glasses is officially outdated 😎 

Key timestamps to dive straight in: 

[05:32] "Prescription Glasses: An Untapped Market" 

[09:42] Eyewear Buyback with TernEco App 

[11:42] Innovative Glasses Buyback Program 

[15:32] Eyewear Buyback Boosts Customer Retention 

[17:32] Listen to Steven’s Top Tips! 

 Full episode notes here: https://ecmp.info/552

.

.

Paul Hancox, SVP of eCommerce at Parts Town, a leading distributor of OEM foodservice, HVAC, and residential appliance parts. A predominantly B2B eCommerce business, selling via their custom website, and mobile app.

Parts Town are based in the USA, distribute spare parts to over 140 counties, and the parent company Parts Town Unlimited had annual revenue of $2.5billion in 2024, with 55% growth in HVAC alone! 

We've lots to learn from Parts Town's Paul Hancox, including how they've been leveraging AI chatbots to improve customer experience, sales, and the team's efficiency.

Hit PLAY to hear: 

• Why treating your website like a product could unlock massive growth 
• The one change that boosted Parts Town’s chat agent efficiency by 60%+ ⚡ 
• How Paul’s team ships 400,000+ orders per quarter — and what powers it 
• The secret link between site speed and conversion most brands ignore 🧠 
• What it’s really like to manage eCommerce for a $2.5B B2B giant 
• The smart way to use AI chatbots without losing the human touch 🤖❤️ 

Key timestamps to dive straight in: 

[05:35] "Journey from East to West Coast" 

[07:11] Career Journey: Home Depot to Lennar 

[10:14] eCommerce Product Manager Focus Areas 

[15:12] Website's Chat Functionality Needs Improvement 

[16:18] Enhancing Order Inquiries with AI 

[21:13] Managing Complex Serial Number Data 

[23:58] Curated Personalization and Experience 

[25:26] Listen to Paul’s Top Tips! 

 Full episode notes here: https://ecmp.info/551

.

.

Vicky Pasche is the founder and CEO at Dapper Boi, a gender-less body-inclusive apparel line. Selling via their Shopify store. Founded in 2015 in 2024 they hit $1.36million. 

Hit PLAY to hear: 

• How one viral video turned a year of no sales into $30K in 3 weeks 📈 
• The bold preorder strategy that helped Dapper Boi scale without outside funding 
• Why “fun and scrappy” content beats polished ads every time 🎬 
• What it’s really like to build a fashion brand with your partner ❤️ 
• The question that made them sell their house instead of giving up 🏡 
• How they're expanding globally — and running lean with just 2 full-timers 🌍 

Key timestamps to dive straight in: 

[05:19] Starting Fashion Line Without Experience 

[07:24] Entrepreneur's Fashion Journey 

[12:43] Dapper Boy: Our Entrepreneurial Journey 

[14:24] Innovative Marketing Boosts Shirt Sales 

[17:31] "Why Dapper Boy Must Persist" 

[20:56] Optimizing Intro Pricing Strategy 

[23:41] Exclusive Membership Tiers 

[24:48] Listen to Vicky’s Top Tips! 

 Full episode notes here: https://ecmp.info/550

.

.

Frederica Watson is the Head of eCommerce at UK beauty brand Nip + Fab. Founded over 10 years ago, they sell via their Shopify store and wholesale, and the DTC eCommerce site has a 7-figure turnover. 

Hit PLAY to hear: 

• 💸 How Nip + Fab profits from the very first order (yes, really) 
• 🗣️ The customer interview that sparked a winning ad campaign 
• 👥 Why targeting by values beats targeting by age every time 
• 🔍 The simple survey trick that reveals why customers almost didn’t buy 
• 💬 How to turn real feedback into high-converting marketing copy 
• 🤝 The cross-team collaboration secret behind smarter customer personas 

Key timestamps to dive straight in: 

[04:53] Rodial Group's Dual Skincare Brands 

[07:07] Collaborative Business Approach 

[10:37] Effective Customer Acquisition Strategies 

[13:27] Interests Over Age in Marketing 

[18:07] Competitor Insight through Consumer Feedback 

[21:13] "Optimise Sales with Confirmation Surveys" 

[23:58] Listen to Frederica’s Top Tips! 

Full episode notes here: https://ecmp.info/549

.

.

Brian Walmsley is the founder and CEO at ReBorn, the world’s first homewares brand made entirely from local waste. Founded in 2022 they now sell via wholesale, Amazon, and their Shopify store, and are doing £500,000 a year. 

Hit PLAY to hear: 

• ♻️ How Brian turned local plastic waste into a £500K/year homewares brand 
• 🚫 The prototype that bombed—and what it revealed about real customer tastes 
• 🛍️ Why relationships (not cold emails) get you into retailers like John Lewis 
• 🌱 The #1 mistake brands make when trying to “go sustainable” 
• 🤝 How to grow your team with sweat equity (and avoid legal headaches) 
• 🔄 The genius supply chain move that became a brand story goldmine 

Key timestamps to dive straight in: 

[04:04] "Sustainable Housewares Market Opportunity" 

[09:19] Recycled Materials Procurement Overview 

[12:55] "Combining Qualitative and Quantitative Insights" 

[15:15] Hybrid Teamwork Approach 

[17:30] Key Partnerships: Legal & Human Focus 

[20:55] "Category Building for Profitability" 

[21:50] Listen to Brian’s Top Tips! 

Full episode notes here: https://ecmp.info/548

.

.

What 10 Years of Hosting the eCommerce MasterPlan Podcast Taught Me with Chloë Thomas 

Ten years. 100s of episodes. Thousands of insights.

As host of the eCommerce MasterPlan Podcast, Chloë Thomas has spent a decade uncovering what really works in eCommerce — and what’s just hype. In this special 10-year anniversary AMA, Chloë fields listener questions covering the past, present, and future of the industry. 

If you’re a founder, marketer, or eCommerce professional trying to cut through the noise, this episode is your shortcut to the lessons that actually last. 

Huge thanks to all the listeners who submitted questions –  

• Janis Thomas, Look Fabulous Forever 
• Edward Scott-Finnigan, Webinar Connoisseur 
• Jamie Huskisson, JH (The Breakthrough Agency) 
• Tony Sousan, Fractional CTO 
• Tamsin Burford, Winternational Ski Wear for Women 
• Kelly A. Mahoney, KleerMail 
• Olivia Staub, Yotpo 

Hit PLAY to hear: 

• What hasn’t changed in eCommerce (and still drives sales) 
• The tech that rewired the industry (hint: not AI) 
• Why retention starts before the first purchase 
• The weirdest podcast moments from 900 episodes 
• Chloë’s advice to future eCommerce leaders 

Key timestamps to dive straight in: 

05:59 Editing Challenges in Podcasting 

09:18 eCommerce's Unchanging Goals 

13:03 "Enduring Presence of Magento One" 

14:55 Challenges of Online Fashion Boutiques 

20:16 "Buy Buttons: Website's End?" 

21:18 Websites Will Survive AI Shift 

27:08 Seasonal Marketing Strategy Planning 

30:19 Recommerce Strategy for Customer Retention 

33:41 Targeted Advertising and Social Proof 

36:32 Seasonal Customer Value Analysis 

38:49 eCommerce Strategy & Legacy Advice 

Full episode notes here: https://ecmp.info/547

.

.

Mike Turner is the founder and MD of Bird & Blend Tea Co. Developing, producing and selling the UK’s largest range of unique and exciting tea blends. Founded in 2012 Bird & Blend are on track to drive sales of £20million in the next year. They are selling internationally via their Shopify store, and via their 25 high street stores in the UK. 

Hit PLAY to hear: 

• 🤯 How a market stall became a near £20M empire! 
• 🤫 The surprising reason Bird & Blend still handles their own fulfillment. 
• 🛍️ Unlock the secret to blending online & physical stores for ultimate customer love. 
• 🚀 Mike's no-nonsense tips for scaling your eCommerce without losing your soul. 
• 🤔 Ever wondered how to truly nail the customer experience? This episode has answers! 
• 👂 Discover the management style that empowers a winning team (and what not to do!). 

Key timestamps to dive straight in: 

[05:59] Bird & Blend's Journey to Success 

[08:19] Adapting Through Business Growth Stages 

[12:45] Management Self-Reflection Journey 

[13:42] "Connecting Business Dots from Experience" 

[18:10] Aligning Retail and eCommerce Experiences 

[19:49] Email List Building Strategy 

[22:02] Listen to Mike’s Top Tips! 

Full episode notes here: https://ecmp.info/546

.

.

Renee Cizel & Giorgia Rossi from Possum Play, sellers of the play sofa that transforms into 100s of different configurations! Founded in 2021 they now sell internationally via their 3 country specific Shopify stores, with 40,000 happy families loving the product already. 

Hit PLAY to hear: 

• 🎯 How Possum Play hit 40,000 customers with just a 3-person team 
• 🚀 The smart, low-budget strategy behind their global expansion 
• 📦 Why they fulfilled their first containers by hand—and what it taught them 
• 🧠 The "do it yourself until you can’t" rule that protects their profits 
• 🛋️ How they built a hero product and resisted the urge to over-expand 
• 💡 The hiring mindset shift that helped them scale without burnout 

Key timestamps to dive straight in: 

[05:07] "Appreciation for 3PL Partners" 

[10:02] Founders' Struggle: Control vs. Growth 

[13:44] Hiring for Potential, Not Experience 

[14:31] "Impact of Past Experience on Success" 

[18:08] Word-of-Mouth Growth Strategy 

[19:51] Listen to Renee and Giorgia’s Top Tips! 

Full episode notes here: https://ecmp.info/545

.

.

Ira Guha is the founder at Asan Cup who are on a mission to eradicate period poverty and tampon waste with their innovative reusable menstrual cup. Designed and patented whilst Ira was a graduate student at Harvard, the business launched in 2021 and now serve around 10,000 customers a month via their Shopify site, Amazon and Wholesale. 

Hit PLAY to hear: 

• 🩸 How one accidental discovery led to a booming eCommerce biz! 
• ♻️ Ditch the guilt! Learn how sustainability can actually boost sales. 
• 💰 Product expansion secrets: What to sell when you only sell ONE thing... 
• 📣 The real deal on purpose-driven marketing (it's NOT what you think). 
• 🌍 From India to the UK: Mastering eCommerce in totally different markets. 
• 🚀 The future of fem-tech is here! Get a sneak peek at Ira's vision. 

Key timestamps to dive straight in: 

[06:28] UK-India eCommerce and Wholesale Business 

[09:22] "Sustainability & Period Poverty Solutions" 

[13:19] Cycle & Carbon Footprint App 

[14:45] "Balancing Purpose and Product in Marketing" 

[19:19] Listen to Ira’s Top Tips! 

Full episode notes here: https://ecmp.info/544

.

.

Dan Bond is the VP of Marketing at RevLifter, software that drives intelligent offers to boost your bottom line. 

Dan joins us to reveal how smart, data-driven promotions can increase conversions, raise AOV, and protect your margins — all without blanket discounting. 

If you're tired of giving away profits and ready to make your offers work smarter, this episode is a must-watch! 

Hit PLAY to hear: 

• 🎯 Why blanket discounts are killing your margins — and what to do instead 
• 📈 How Radley London increased AOV by 20% while discounting less 
• 🧠 The power of intent-based offers (and how AI figures out who needs a nudge) 
• 🔍 The #1 offer most brands run—but almost never optimize 
• ⏳ Where to start if your eCommerce team is strapped for time 
• 💡 Why some shoppers shouldn't see your promotions at all 

Key timestamps to dive straight in: 

[06:13] Intelligent Targeting in Marketing 

[06:48] "Intelligent Targeting for Effective Offers" 

[11:24] Optimising Promotions for Cost Savings 

[13:49] eCommerce Funnel & Intent Analysis 

[18:49] Evolving Customer Interaction Strategies 

[20:47] Listen to Dan’s Top Tips! 

[29:16] Get a 90-day free trial from RevLifter https://ecmp.info/revlifter      

Episode sponsored by RevLifter. Grab your 90-day free trial here https://ecmp.info/revlifter . 

Full episode notes here: https://ecmp.info/543

Try out RevLifter for FREE for 90 days >>> https://ecmp.info/revlifter

.

Rachel Hanretty is the founder and CEO at Mademoiselle Macaron, sellers of handmade luxury French macarons. Rachel’s grown the business from a market stall in 2013 to a 7-figure business.

They now sell via their Shopify store to both DTC and B2B customers, via marketplaces like Not on the High Street, and about 40% of turnover is B2B sales. 

Hit PLAY to hear: 

• Why skyrocketing rent pushed Rachel to shut her shop—and scale faster 
• The Shopify setup mistake that nearly broke their backend 
• How freezing macarons unlocked 7-figure fulfillment 
• The agency breakup that every ecommerce founder should learn from 
• What finally pushed them to stop waiting and start selling proactively 
• How French flair (and flavor) became their brand’s superpower 

Key timestamps to dive straight in: 

[03:51] Shift from Storefront to Online Sales 

[07:54] Customizable Macaron Packaging Options 

[12:48] Consolidating Services Led to Conflict 

[16:19] Testing Separate Agency Strategies 

[20:09] Embracing French Roots in Business 

[21:55] Listen to Rachel’s Top Tips! 

 Full episode notes here: https://ecmp.info/542

Try out RevLifter for FREE for 90 days >>> https://ecmp.info/revlifter

.

Johanna Preston is the co-founder and co-designer at Preston Zly, creators of beautiful, unique, and powerful footwear for women who embody these same qualities. They sell via their Shopify store and physical showroom.

Founded over 20 years ago they now do around $350,000 a year. 

Hit PLAY to hear: 

• How Johanna's shift from retail to eCommerce skyrocketed her sales 📈 
• The secret behind why preorders are a game-changer for her business 💥 
• How a bold yellow shoe became one of her bestsellers (and almost didn’t exist!) 👠 
• Why your email list is more valuable than any social platform 📧 
• The planning strategy Johanna uses to keep her business on track (hint: no tech tools involved!) 📅 
• How designing with purpose has made her brand a standout in luxury footwear 👣 

Key timestamps to dive straight in: 

[05:37] "Embracing Freedom: Post-COVID Business Shift" 

[10:03] Structured Fashion Design Process 

[11:33] Magazine Planning Visualization Wall 

[15:22] "Maintaining Personal Client Relationships" 

[17:55] "Prioritize Building Your Mailing List" 

[21:28] Listen to Johanna’s Top Tips! 

 Full episode notes here: https://ecmp.info/541

Try out RevLifter for FREE for 90 days >>> https://ecmp.info/revlifter

.

Nick Reed is the founder of Neem London, a men’s fashion brand focused on making climate-conscious clothing. He also has a phenomenal background in men’s fashion buying – he was instrumental in taking Charles Tyrwhitt from £10m to £200m. He spent 4 years driving buying efficiency at Moss Bros.

Neem London was founded in 2021, and sells via its Shopify store & London shop. They now are doing £400-£500,000 a year. 

Hit PLAY to hear: 

• 💰 Steal this! The exact Klaviyo flows that BOOSTED conversions (and how to set them up). 
• 👋 Ditch Zuck? How this brand scaled without spending on Meta ads (yet!) 🤯 
• eCommerce SEO is NOT dead: Simple tweaks for ranking higher & getting found 🔍 
• 🎪 Pop-up shop SECRETS: Turn events into a customer goldmine 💰 (bananas & treasure maps??) 
• 🤫 Untapped traffic: Why you're sleeping on YouTube Shorts & Pinterest for sales 
• 😬 The #1 mistake eCommerce stores make with physical locations (don't let this be you!) 

Key timestamps to dive straight in: 

[03:53] Store Relocation and Expansion Strategy 

[07:11] The Challenges of Fixed Costs 

[13:39] "Creating a Welcoming Store Atmosphere" 

[15:02] Evaluating Customer Acquisition Costs 

[19:18] Strategic SEO & Branding Focus 

[22:36] Listen to Nick’s Top Tips! 

 Full episode notes here: https://ecmp.info/540

Try out RevLifter for FREE for 90 days >>> https://ecmp.info/revlifter

.

Tom White is the owner of The Best Backyard, an Australian eCommerce store selling outdoor kids play equipment, furniture and other garden products. Founded in 2020 Tom bought the business in 2024 and in 12 months has rocketed sales to nearly $2million. 

Hit PLAY to hear: 

• 🚀 How Tom White turned a small eCommerce store into a $2M business in just 12 months 
• 💡 The #1 mistake most eCommerce owners make when scaling—and how to avoid it 
• 📊 Why data (not gut feelings) is the secret weapon for skyrocketing sales 
• 🔥 The marketing moves that actually work—without burning your ad budget 
• 🛒 Buying vs. building an eCommerce business: Which one is right for you? 
• 💰 How to know when it’s time to sell your online store for maximum profit 

Key timestamps to dive straight in: 

[05:23] Tom's SEO Strategy: Purchase, Improve, Sell 

[09:41] Disorganized Business Takeover Challenges 

[15:42] SEO Boost for eCommerce Growth 

[18:14] "Embracing Location Independence in Business" 

[20:34] Automating Tasks and Staffing Strategy 

[25:46] Listen to Tom’s Top Tips! 

 Full episode notes here: https://ecmp.info/539

Try out RevLifter for FREE for 90 days >>> https://ecmp.info/revlifter

.

Laura Davies is the Founder of The Kid Collective. A UK based toys and parenting business, with eCommerce stores on BluePark and Shopify. Founded in 2008 they now process over 10,000 orders a month. 

Hit PLAY to hear: 

• 🔹 How Laura Davies turned one eCommerce brand into two—without starting from scratch! 
• 🔹 The biggest challenges (and surprises!) of buying an existing online business 
• 🔹 Why the right tech stack can make or break your eCommerce growth strategy 
• 🔹 The smart way to handle fulfillment—3PL vs. in-house operations 
• 🔹 Laura’s #1 piece of advice if you’re thinking about acquiring an eCommerce brand! 

Key timestamps to dive straight in: 

[04:21] Quick integration before peak season. 

[09:27] Testing Shopify with Scandiborn. 

[11:25] Tech replatforming: testing before launch. 

[15:27] Warehouse expansion and consolidation plan. 

[19:25] Learning to manage a growing team. 

[20:13] Balancing strategy and tinkering. 

[22:34] Listen to Laura’s Top Tips! 

 Full episode notes here: https://ecmp.info/538

.

.

Leslie Roumilhac is the Creative Director at eCommerce agency Limesharp. She’s also obsessed with researching best-in-class sustainability initiatives in eCommerce. 

Hit PLAY to hear: 

• 🔎 Why shouting about sustainability might hurt your brand 
• 🌿 How LimeSharp blends design with eco-friendly practices 
• 🛒 The smart way to guide customers toward greener choices 
• 💬 Why honesty (not perfection) wins loyal customers 
• 🔄 The big opportunity brands are missing in circular commerce 

Key timestamps to dive straight in: 

[03:12] UX design journey from Paris to London. 

[09:22] Sustainability: transparency over greenwashing. 

[10:14] Transparent product sourcing and efforts. 

[13:55] Timing of sustainability education. 

[16:44] Post-purchase sustainability challenges. 

[18:33] Listen to Leslie’s Top Tips! 

Full episode notes here: https://ecmp.info/537

.

.