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

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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

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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

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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

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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

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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

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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

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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

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