eCom@One with Richard Hill

In this solo episode, Richard Hill breaks down the one thing that keeps coming up with every successful eCommerce founder he's interviewed over the past five years. It's not marketing strategy, tech stack, or hiring process. It's something simpler, but most founders get it completely wrong. Richard explains why sharing your vision consistently, clearly, and with your entire team is the difference between teams that move fast and make smart decisions, versus teams that feel disconnected from the bigger picture. He walks through the exact framework he uses in his own business: creating a one-year picture and three-year vision, working with senior leadership to define measurable outcomes, and most importantly, re-sharing that vision every three months in all-hands meetings. This isn't about fancy mission statements on the wall. It's about giving your team ownership, showing them how their work contributes to the bigger picture, and creating a culture where people want to stay because they can see a future for themselves in your vision. Richard shares why some team members will buy in immediately, why others will self-select out, and why that's actually a good thing. He also covers the practical side: what success looks like in your business one year from now versus three years from now, how to bridge the gap between current revenue and ambitious targets with measurable KPIs, why re-sharing your vision quarterly is non-negotiable, and the importance of off-site all-hands meetings to make vision updates feel like events, not tasks. If you're a founder or leader who's ever wondered why your team doesn't seem as fired up about the business as you are, this episode will change how you think about communication, alignment, and growth. The shift from keeping your vision in your head to making it visible to everyone is the unlock. Listen to the full episode now, and don't forget to hit subscribe. Topics Covered 00:00 Introduction: The one thing successful founders do differently 01:22 Why your team can't help you build what they can't see 02:36 Giving team members ownership through shared vision 03:21 The one-year picture vs three-year vision framework 05:52 Personal vision for founders: creating time and space 07:10 Sharing your vision with the whole company for the first time 08:28 The biggest mistake: set it and forget it 09:12 Quarterly all-hands meetings: making vision updates an event 10:30 Book recommendation: Traction by Gino Wickman 11:20 Core focus and purpose: what drives outstanding culture 12:23 Final thoughts and where to subscribe

In this episode, Richard Hill sits down with Nick Preston, the commercial force behind Muscle Food, to unpack one of the most intense business turnaround stories in UK eCommerce history. Nick shares the raw, unfiltered account of building a category-defining nutrition brand, being forced out by shareholders, and then getting a phone call that gave him less than 24 hours to decide if Muscle Food lived or died. Nick breaks down the complete journey, from creating the viral protein pizza that sold over 700,000 units in year one, to being removed from the business in September 2024, to receiving the call in July 2025 that the company was days from administration. He explains the 72-hour scramble to save the business, rebuilding trust with suppliers who'd pulled credit, and making brutal decisions with 150+ jobs on the line and no safety net. This isn't a polished success story. It's a masterclass in resilience, crisis leadership, and what really happens when rapid scaling breaks a business. Nick explains why the business didn't need fixing, it just needed to evolve. Why shareholders got it wrong when they tried to shrink the company into profit. And why sometimes you have to throw caution to the wind when everyone's telling you not to do it. Nick shares how Muscle Food became known for "making dirty foods clean," the mistakes made during hypergrowth, what actually breaks when you scale too fast, and why he's now building the business his way for the long term. He also discusses the role of AI in the future of eCommerce, the importance of team stability after years of upheaval, and why he doesn't read business books anymore. If you're scaling an eCommerce brand, leading through crisis, or trying to understand what sustainable growth actually looks like, this episode is essential. The shift from reactive firefighting to strategic evolution is here, and the founders who understand the difference will build businesses that last. Listen to the full episode now, and don't forget to hit subscribe. Topics Covered: 00:00 Introduction: The 24-hour deadline to save Muscle Food 02:09 Meet Nick Preston and the origin story of his partnership with Muscle Food 04:32 Creating the viral protein pizza: 700,000+ units sold in year one 06:00 Developing 130+ products and the "make dirty foods clean" philosophy 07:16 The truth about being forced out by shareholders in September 2024 09:35 July 2025: The phone call that changed everything 12:15 Less than 24 hours to decide if Muscle Food lives or dies 14:40 Due diligence at speed with no safety net 18:28 The 72-hour scramble to save the business from administration 22:10 Rebuilding supplier trust when credit's been pulled 27:15 Communicating with the team during crisis 32:50 The mistakes made during rapid growth phases 38:42 What actually breaks when you scale too fast 45:20 Leadership under pressure: carrying 150+ jobs on your shoulders 52:10 Making brutal decisions with no time and no safety net 58:30 The vision for Muscle Food: evolution vs fixing 01:00:13 The role of AI in eCommerce and Muscle Food's future 01:02:28 Book recommendation: John Grisham novels for disconnecting from work 01:03:00 Where to find Nick Preston and Muscle Food

In this episode, Richard Hill sits down with Matthias Kleven, Head of Northern European Partnerships at Shopify, to unpack one of the biggest platform shifts eCommerce has seen in over a decade—the ability to buy directly from AI agents without ever leaving the conversation. Matthias breaks down Universal Commerce Protocol (UCP), an open framework co-developed by Google and 20+ retailers that allows agents like ChatGPT, Google Gemini, and Microsoft Copilot to handle the entire buying journey—from discovery to cart logic to checkout—without redirecting to a website. For Shopify merchants in the U.S., this is already live. For non-Shopify merchants, the Shopify catalog is now open for the first time ever, allowing anyone to sell into these agentic platforms. This isn't theoretical. It's happening now. And the implications for conversion rates, customer experience, and how merchants think about SEO and product optimization are massive. Matthias explains why 50 million commerce-related queries happen daily on ChatGPT alone, how merchants can toggle agentic storefronts as channels in their Shopify admin, and why optimizing product catalogs, FAQs, and shipping details is now as critical as traditional SEO ever was. He also shares how UCP sits as a universal adapter layer on top of existing APIs and tech stacks—it's not a replacement, it's an accelerator. If you're running an eCommerce store, managing a brand, or building strategy around the future of shopping, this episode is essential. The shift from keyword search to conversational commerce is here, and the merchants who prepare now will dominate the next era of online retail. Listen to the full episode now, and don't forget to hit subscribe. Topics Covered 00:00 — Introduction: The biggest shift eCommerce has seen in a decade 01:38 — Meet Matthias Kleven, Head of Northern European Partnerships at Shopify 02:10 — Matthias's journey from programmatic ads to partnerships at Shopify 04:52 — What is Universal Commerce Protocol (UCP)? 05:37 — Why now is the perfect time for agentic commerce 08:52 — 50 million commerce queries daily on ChatGPT alone 10:23 — Buying without leaving the agent: how UCP eliminates checkout friction 12:54 — Conversion rate implications when you remove the redirect 15:06 — Agentic storefronts for Shopify merchants and the Shopify catalog for non-Shopify brands 17:39 — How merchants manage agentic platforms as channels 18:41 — Optimizing product catalogs for AI discovery: the new SEO 21:28 — Post-purchase experience and how UCP layers on top of existing tech stacks 25:36 — UCP rollout: live in the U.S., coming soon to the UK 28:52 — Consumer adoption: will people trust buying from AI agents? 32:18 — Why investing in LLM visibility is the smartest move merchants can make right now 33:29 — Where agentic commerce is heading in the next 6–12 months 38:50 — Book recommendation: Find Your Why by Simon Sinek 39:53 — Where to find Matthias and learn more about UCP

In this episode, Richard Hill sits down with Alexandra Stephens, Head of Performance at eComOne, to unpack how performance marketing has transformed from granular manual work to AI-powered automation, and why human insight around profitability still matters more than ever. Alex shares her journey from fashion merchandising to leading paid advertising strategies across Google, Meta, and Microsoft, revealing how the industry shifted from SKAG-based campaigns to algorithmic bidding. But automation isn't the full answer. She explains why ROAS has become a vanity metric, how to feed profit margin data directly into your campaigns, and why visiting a client's warehouse is non-negotiable for building real strategy. They discuss multi-channel integration (PPC, SEO, email), creative differences between intent-driven search ads and discovery-driven social, and how to prepare for Black Friday a month in advance by segmenting products early. Alex also introduces incrementally testing, proving what's actually driving revenue versus what just looks good on a dashboard, and shares her thoughts on the upcoming wave of ads on ChatGPT and other LLMs. If you're running paid campaigns, managing budgets across channels, or trying to shift from surface-level metrics to genuine profit growth, this episode delivers tactical frameworks and real-world advice from someone actively managing multi-million pound accounts. Listen to the full episode now, and don't forget to hit subscribe. Topics Covered 00:04 — Introduction: Performance marketing and measuring real impact 00:52 — Meet Alexandra Stephens, Head of Performance at eComOne 01:28 — Alex's journey from fashion merchandising to performance marketing 02:49 — The shift from manual SKAG campaigns to AI-driven automation 04:06 — Why profit margins matter more than ROAS 07:24 — Understanding your client's business and warehouse operations 09:42 — How paid advertising works alongside SEO and email 13:34 — Creative strategy differences: search ads vs. social ads 16:10 — Where automation helps and where manual intervention is essential 17:39 — Preparing for Black Friday and peak trading periods 19:39 — Incrementality testing and proving true campaign effectiveness 21:28 — Ads on ChatGPT and LLMs for eCommerce brands 22:37 — Book recommendation: Good Vibes, Good Life by Vex King 23:08 — Where to find Alex and connect on LinkedIn

TikTok Shop strategy. Live shopping chaos. Creator-led growth. In this episode, Sarah Lee (Head of Social & Influencer Marketing) and Kiri Leach (DTC & E-Commerce Ops) from The INKEY List reveal how they turned TikTok Shop from a curious experiment into a revenue powerhouse—now driving 21% of their shop revenue through live streams alone. From accidentally selling 1,000 sunscreens for £1 each to navigating a store cap disaster during a Winter Wonderland live, Sarah and Kiri share the real, messy, brilliant truth about building a live shopping strategy that actually works. They break down how they structure lives with minute-by-minute scripting, pivot in real-time based on audience data, and use bundles strategically to drive both acquisition and LTV. But it's not just about the lives. They explain how affiliates have become a core acquisition channel, how they balance profitability with brand awareness across TikTok Shop and DTC, and why their skincare quiz remains one of their most valuable tools for converting new customers into loyal buyers. If you're thinking about TikTok Shop, already running it, or wondering how to make creator-led commerce work for your brand, this episode is a hands-on manual packed with tactical advice, real numbers, and honest lessons learned. Listen to the full episode now, and don't forget to hit subscribe. Topics Covered 00:00 — Introduction: TikTok Shop strategy and live shopping success 00:49 — Meet Sarah Lee & Kiri Leach from The INKEY List 02:01 — How The INKEY List differentiated in a crowded skincare market 03:23 — The power of their skincare quiz for driving LTV 06:12 — First TikTok Shop live: the £1 SPF disaster and lessons learned 08:18 — Winter Wonderland chaos: 50-order cap and real-time problem solving 11:50 — How they structure lives now: scripting, bundles, and pivoting on audience data 15:03 — Balancing social, e-commerce, and TikTok Shop across teams 19:28 — Bundle strategy: profitability, stock forecasting, and limited-time deals 23:52 — The affiliate engine: how creators drive 21% of shop revenue 27:07 — Events, outreach, and building relationships with TikTok affiliates 32:02 — What to sell on lives to stay profitable and drive retention 34:40 — Bridging TikTok Shop customers to DTC and loyalty programs 36:14 — Top advice for scaling TikTok Shop: consistency and operational setup 38:08 — Book recommendations: Bad Blood and A Lady's Tour Around Mont Rosa 39:56 — Where to find Sarah, Kiri, and The INKEY List

Theo Roberts — SEO Isn't Dead. It's Everywhere. SEO is dead. Again. Apparently. Another week, another LinkedIn post declaring the end of search as we know it. AI overviews are stealing clicks. LLMs are the new gatekeepers. Google's slipping. And suddenly, everyone's an expert on what's "killing" SEO. Here's the truth: SEO isn't dead. It's evolved. And if you're still optimizing like it's 2019, you're already behind. Theo Roberts—Head of SEO at eCom@One—joins Richard this week to set the record straight on what's actually happening with AI, search, and how eCommerce brands should be thinking about visibility in 2025. Fresh from talks at eCommerce Expo and the Salesforce Summit, Theo breaks down the real impact of AI overviews, LLMs, and the rise of platforms like Reddit, TikTok, and ChatGPT as search engines. This isn't fear-mongering. It's practical, tested strategy from someone who's delivering results right now. They dig into why Google still holds 89% of search (but why that's dropped for the first time), how to actually optimize for AI visibility without abandoning traditional SEO, and why the brands winning right now are the ones thinking bigger than just the SERP. Theo shares a case study where answering Reddit questions led to 11% of content acquisition and a 124% revenue increase. He explains why link building has had a resurgence, how to stabilize volatile rankings with category-focused PR, and why "search everywhere optimization" is the mindset you need to adopt—now. Whether you're drowning in AI panic, frustrated by stagnant rankings, or just trying to figure out what the hell to prioritize next, this episode cuts through the noise with clarity, examples, and a roadmap you can actually follow. Listen to the full episode now. And remember: SEO isn't dead. You just need to know where to show up. Find out more about your AI Visibility Audit here. Topics Covered 00:00 — Introduction: Why AI and SEO are dominating industry conversations right now 03:15 — Should brands optimize for customers or algorithms? (Spoiler: both) 06:42 — Is Google still king? The 89% stat and what it really means 10:28 — Why "search everywhere optimization" is the new SEO 14:51 — AI overviews explained: when they show up and how to get featured 19:33 — The Reddit strategy that drove 124% revenue growth in 6 months 25:47 — Link building is back—and it's working faster than you think 31:16 — Category pages are the cheat code: technical + content + PR 35:02 — How to check your AI visibility (and why it matters before ChatGPT launches shopping) 40:29 — Why video is now essential for ranking in AI overviews 44:18 — The content refresh routine that protects your rankings 47:55 — Theo's prediction: SEO is beyond the SERP

AI, Amazon & the future of eCommerce The buzz around AI isn’t slowing down—and for good reason. It’s not just another shiny tool. It’s changing how businesses work, grow, and compete. This week, Richard sits down with JJo Lambadjieva, CEO and founder of Amazing Wave, to break down what AI really means for Amazon sellers and eCommerce brands. Jo’s been in the game for 14+ years—running performance marketing for D2C and retail, supporting Amazon vendors through his boutique agency, and later leading strategy and operations at a major aggregator. When ChatGPT dropped in 2022, he saw what was coming and started building AI into everyday workflows. In this episode, Joe and Richard cut through the hype and share real strategies: How AI uncovers hidden inefficiencies in your businessWhy even solo operators can scale productivity with the right toolsWhat evolving search and customer behavior means for the future of selling It’s not about replacing people. It’s about giving teams leverage, speeding up the boring work, and staying competitive as the landscape shifts. Whether you’re an Amazon pro, just testing AI in your processes, or curious where the industry’s headed, this one’s packed with practical advice and real-world examples. Listen now—and start spotting opportunities AI can unlock for your business. Topics covered: 00:00 "Integrating AI in E-commerce SEO" 06:30 ChatGPT: Second Brain on Walks 10:25 AI's Organizational Impact: Efficiency, Data, Talent 11:26 AI as a Team Enhancement Tool 16:01 AI Innovations with MCP and Artifacts 18:48 "AI: Utility Over Hype" 22:45 AI Meeting Recorders Enhance Interviews 26:13 Improving Data Hygiene and Organization 29:19 "Rufus AI: Transforming Amazon Shopping" 34:13 "Rufus Blueprint Analysis Highlights" 38:02 Empowered Teams Boost Efficiency 41:54 "Invest in Data and AI Search" 45:36 Improving Brand Presence in LLMs 46:35 Expert Tool Recommendations for Ecom 51:02 "AI E-Commerce Newsletter"

AI in the Agency: Curiosity, Change & What Keeps Me Up at Night - Richard Hill AI in eCommerce marketing. Hype or opportunity? For Richard Hill, founder of EcomOne and host of the EcomOne Podcast, the answer is clear: curiosity, testing, and embracing change are what keep an agency thriving. In this solo episode, Richard takes us behind the scenes of how his agency is experimenting with AI — from small automations to full team challenges — and why ignoring it could leave you behind. Richard Hill Richard shares his personal journey with AI, starting from curiosity at industry expos, to testing early tools like ChatGPT, and eventually running full “AI Games” at his agency. He explains how auditing his own time (and inbox!) led him to practical applications, from automated email replies to data analysis. The real message? Businesses that embrace AI will thrive. Those that don’t risk being left behind — just as with every digital shift before. He also dives into how AI is changing search behavior, SEO strategy, and eCommerce growth opportunities. Whether you’re curious, cautious, or already experimenting, this episode gives you a candid look at what’s working and what to watch out for. Listen to the full episode now and discover why AI may just be the most exciting change since Google Shopping. Topics Covered 00:04 — Introduction: Why Richard’s back on the mic solo 01:00 — The agency’s busy journey into AI experimentation 03:18 — Lessons from past industry shifts (Google Shopping going paid) 05:38 — Automating inbox replies with AI (Claude + integrations) 08:05 — What keeps Richard up at night: AI’s future in the agency 08:39 — Launching “The AI Games” at EcomOne (team challenges + £1,000 prize) 12:52 — How each department tested AI tools like N8N, Claude, Lovable & ChatGPT 15:08 — Using AI for smarter, faster data analysis 17:32 — Why curiosity and daily testing are key for business survival 18:44 — Richard’s quirky habit: brainstorming with ChatGPT on walks 21:47 — How AI is changing search, SEO, and eCommerce content strategy 25:37 — Wrapping up: Don’t get left behind — stay curious, test, and embrace change

Emma Derbyshire & Brittany Jarman — Agency vs. In-House: Why Communication Wins Every Time Agency or in-house? Oh, here we go again. A debate that refuses to die, fueled by LinkedIn posts, bad experiences, and the occasional horror story. But here’s the truth: it’s not versus. It’s not a fight. It’s a partnership. Poor communication kills partnerships. Lack of trust kills growth. Bad vibes? They’ll sink you. Emma & Britt take over the podcast this week to show you how to make agency + in-house collaboration thrive. Emma Derbyshire & Brittany Jarman Agency vs. in-house marketing. In this episode, Emma and Britt-two of eCom@One’s star strategists-take us through one of the most hotly debated topics in eCommerce and shine a light on what really drives successful growth: clear communication, collaboration, and knowing which model fits your stage of business. Fresh from a panel at IRX where Emma faced three senior eCom managers, they share what surprised them most: not one of the retailers had a true horror story with an agency. Instead, they all agreed that strong communication was the biggest factor in success. They explore the pros and cons of in-house, agency, freelancer, and hybrid models, and explain why hybrid often hits the sweet spot for growth. Along the way, they bust myths about cost, control, and the “us vs. them” mentality, and show why agencies that share knowledge with their clients are the ones you want to work with. Whether you’re scaling fast, feeling burned by a bad experience, or just figuring out what comes next, this episode is packed with honest insights and practical advice to help you choose the right path and build better partnerships. Listen to the full episode now, and don’t forget to vote on who wore the outfit best. Topics Covered 00:04 — Introduction: Why agency vs. in-house is still a hot debate 01:32 — Panel recap: Communication comes up as the #1 success factor 04:52 — Why communication must go both ways — brands have to share too 06:15 — Busting the myth of endless “agency horror stories” 08:39 — How good agencies upskill in-house teams instead of gatekeeping 11:39 — How brands really choose agencies: trust, word-of-mouth, and good vibes 15:10 — The three models explained: freelancers, full in-house, hybrid — and when to use each 26:31 — Myth-busting: agencies are too expensive, in-house equals more control, and why it’s not “us vs. them” 37:44 — Key takeaways: communication, collaboration, and choosing the right model for your growth phase 39:13 — Emma’s advice for ambitious brands looking to scale

Email marketing is dead. In this episode, Richard sits down with Emilia Święcicka, Strategic Partnership Manager at Intuit Mailchimp, for an engaging and insightful chat about how email marketing is evolving in the world of eCommerce & how it is simply not dead.  Emilia walks us through her journey, from starting out on the agency side to leading strategic partnerships at Mailchimp, where she helps brands and agencies unlock the full potential of email, SMS and CRM strategies.  They explore how Mailchimp has grown from a tool focused on small businesses into a powerful platform supporting mid-market and enterprise eCommerce brands, thanks to Intuit’s investment in automation, AI, advanced reporting and localised support. They also break down why email is still one of the highest-ROI marketing channels, how to use data to drive smarter campaigns and the exciting ways AI is streamlining workflows and boosting performance.  Emilia shares practical tips on building customer loyalty, the value of strong brand storytelling, and clever ways to grow your list, like pop-ups and quizzes that actually work. Whether you're running a fast-growing eCommerce store or just starting to refine your marketing strategy, this episode is full of actionable ideas to help you create better customer journeys and drive meaningful growth. Listen to the full podcast right now! Topics Covered  00:25 – Origin of partnership: Met at a platform conference years ago, collaborated on events, with Mailchimp evolving from SMB focus to mid-market and eCommerce under Intuit 03:43 – Mailchimp's growth under Intuit: Enhanced features, automation, and global support for businesses of all sizes 07:56 – Retention and LTV: Key for multi-7-figure brands; focus on creative ads and retention flows to boost profitability 13:00 – Pre-purchase research tips: Check About Us pages, reviews and social media for brand credibility 14:46 – Smart tactics: Discover lesser-known strategies using rich, diverse customer data 17:59 – Testing culture: Bigger brands embrace experimentation; even small tweaks (e.g., pop-ups) can drive conversions 22:33 – Mailchimp strengths: Trusted platform with strong deliverability and domain authentication infrastructure 25:55 – Case study – The Biker Company: Boosted ROI using Mailchimp features after switching ESPs 28:44 – SMS + Email: Combining both channels strategically enhances results 30:41 – Intuit vision: QuickBooks + Mailchimp integration to streamline operations and improve business outcomes

In this episode, Richard sits down with Nick Altimore, a seasoned link building strategist and Director at SirLinksalot, to explore one of the most underutilised yet powerful growth levers in eCommerce, link building. Together, they break down what actually works in today’s SEO landscape, starting with foundational techniques like "pillow links" and moving into advanced tactics such as 301 redirects, digital PR and some unconventional strategies you probably haven’t tried yet. Nick brings real-world case studies to the table, sharing hard-earned insights on how to scale link building efforts effectively. He offers candid advice on when to outsource, when to keep it in-house, and how to make that call based on your business stage and goals. They also dive into competitive link analysis, uncovering how to identify and bridge link gaps and how to stay one step ahead of ever-evolving search algorithms. Whether you’re running a multi-million-pound e-commerce operation or just launching your first store, this conversation is packed with practical takeaways, expert-level guidance, and future-focused tips to help you boost authority, drive qualified traffic and climb the search rankings with confidence. Topics Covered  00:23 - eCommerce growth, link building insights 05:49 - Link building strategy for eCommerce 07:05 - Foundational link building essentials 11:07 - Longevity SEO strategies 14:18 - Domain flipping with expired sites 17:31 - Domain value in link building 22:03 - Honest business budgeting advice 25:29 - Steady revenue builds business success 27:20 - Expert link building for eCommerce 29:41 - Deep dive analysis in eCommerce 35:49 - Realistic SEO budget planning 36:40 Holistic approach to ranking success 39:52 - Exploring parasite SEO and trends 43:47 - Link building lessons from viral success 49:20 - Consistent content strategy key 51:44 - Reluctant approach to link disavows 53:34 - SEO's resilience and future outlook 57:38 - Book recommendation 

This podcast episode is a special one and let us tell you why!  Richard sits down with the powerhouse sisters and Co-Founders of Pretty Lavish, Samantha and Stephanie Frost. From humble beginnings as a spare-bedroom side hustle, Pretty Lavish has blossomed into a global contemporary occasion wear brand, backed by a growing team of nearly 50 and thousands of loyal customers. Tune in to hear how Samantha’s fashion buying expertise and Stephanie’s finance background combined to turn a £500 test order into an international favourite, all while embracing slow fashion principles in a fast fashion world.  The sisters share candid stories about their organic growth journey, from launching on Shopify, navigating early tech mishaps and living at home to re-invest everything back into the business, to surviving a major setback when their first collection appeared on a rival’s site before they had even received stock. You’ll also get practical insights into how Pretty Lavish is staying ahead: leveraging year-long design cycles, exploring the rise of rentals and resale in fashion, building community through real-world events and embracing automation and AI to scale smartly. Plus, discover advice for Founders, the power of family resilience and their bold vision for US expansion. Whether you’re interested in eCommerce strategies, building a sustainable brand or just love a good Founder story, this episode is packed with inspiration and actionable tips you won’t want to miss.  Hit subscribe and join us for this honest and practical journey behind the scenes of one of the UK’s most exciting fashion brands. Topics Covered  00:32 - How an early exposure to business, low barriers to entry and the opportunity to scale via social media shaped the journey of Pretty Lavish 06:16 - Decided to focus full-time on the business for six months after traveling, resulting in increased momentum and rewards 07:10 - Samantha’s initial efforts led to rewards, highlighting input-output correlation. A transition from a supportive corporate job to full-time involved reduced workdays, easing the change and maintaining financial ties through contracted work, as it took years before we paid ourselves. 11:36 - eCommerce challenges, platform investments and adapting to changes like social selling and the rise of secondhand buying 13:40 - Encouraging versatile fashion use and exploring social selling trends on platforms like TikTok 17:16 - Steph discussed the significance of brand days in fostering team culture and aligning company vision 21:38 - Success came from not following the conventional route in growing the fashion business 25:47 - Businesses always face challenges, requiring a solution-driven mindset. Early issues included learning from contract inadequacies when a manufacturer released designs to another brand 29:11 - The focus is on improving efficiency through automation and AI, with objectives set for 2025 to streamline processes and enhance product placement using advanced commerce tools 32:52 - Leveraging automated content adjustments and operational strategies offers significant advantages, especially for early adopters 35:48 - How they work together and compliment each other with different strengths  37:27 - Focus on community events and building brand immersion, while preparing for international expansion through foundational automation and tech investments 40:29 - Book recommendation 

Saving nipples since 1984.  Richard sits down with Stacey Priestley, Senior Growth Marketing and Social Commerce Manager at Lansinoh, a pioneering brand dedicated to supporting moms at every stage of their pregnancy and postpartum journey.  With over 17 years of eCommerce experience, Stacey brings a unique blend of industry expertise and personal passion for helping parents navigate the challenges of motherhood. In this episode, Stacey shares how Lansinoh built a loyal community through authentic word-of-mouth, the brand’s game-changing approach to TikTok Shop and affiliate marketing and why user-generated content is now at the heart of their strategy.  Plus, Stacey reveals the importance of personalisation in their digital campaigns, the tech stack that powers their eCommerce success and offers plenty of practical insights for brands looking to forge genuine connections with their audience. If you’re an eCommerce leader eager to stay ahead of the curve, or simply love the stories behind innovative brands, you won’t want to miss this conversation. Be sure to follow or subscribe so you never miss an episode! Topics Covered  00:23 - Building loyal communities with Stacey 04:49 - Saving nipples since 1984 06:19 - Parenthood: My first priority  14:31 - Digital strategy for young mums 16:56 - Personalised pregnancy guidance 19:23 - TikTok Shop's rising importance 24:14 - Affiliate collaboration strategy 25:54 - Leverage TikTok's affiliate tools 29:05 - Women's Health UGC strategy 33:25 - Unexpected TikTok bundle success 37:09 - From non-reader to avid reader

In this episode of eCom@One with Richard Hill, we tackle one of the most critical and often misunderstood challenges in modern eCommerce, marketing attribution. Joining us is James Hawkins, Senior Partnership Manager at Triple Whale, who brings a sharp perspective on why attribution has become increasingly complex in the wake of privacy shifts like iOS 14.5 and GDPR.  James breaks down the core issues eCommerce brands face today, exposing the limitations of outdated models like last-click attribution and offering actionable insights into how AI and machine learning are reshaping the attribution landscape. From identifying common data blind spots to implementing more accurate, holistic tracking strategies, this conversation is packed with high-value takeaways. We also explore how Triple Whale’s advanced attribution tools empower brands to make smarter decisions, maximise Ad spend and accelerate growth. Whether you’re an agency leader or eCommerce professional, this is a must-listen for anyone serious about mastering attribution in today’s privacy-first world. Topics Covered  00:23 - Meet James Hawkins and understand his role at Triple Whale 05:10 - Attribution strategy is crucial, especially post-iOS 14, requiring a comprehensive plan to sustain effective business growth 06:29 - eCommerce brands face issues with attribution tracking, such as incorrect calculations and common mistakes impacting accuracy 12:10 - Start confidently with reliable data, continually refine strategies considering seasonality, global events and other factors 14:55 -Triple Whale centralises data for acquisition and attribution via server-side tracking, enhancing data quality and understanding. It features tools like Sonar for pushing event data to ad platforms like Meta, Google, and Klaviyo 18:46 - Triple Whale helps businesses gain a holistic understanding, forecast growth, benchmark against competitors, and strategise effectively for scaling 20:34 - As businesses grow, they diversify marketing efforts across multiple channels, including TikTok, Meta, Search Ads, Email Marketing, SEO, and PR. However, some channels may mislead with attribution metrics 26:16 - Embracing AI is crucial for efficiency and future success in marketing 27:01 - The rapid evolution of platforms and integration of AI in businesses is a major concern keeping business leaders up at night 32:08 - Attribution challenges arise from tracking gaps due to privacy laws, which AI helps bridge 33:59 - Where AI is heading in the next 18 months? 37:28 - Embracing AI enhances content creation, boosting output and quality, giving a competitive edge 41:54 - Book recommendation

Link building is one of the most powerful ways to boost your SEO and get your site noticed.  Think of backlinks like votes of confidence, when reputable sites link to yours, search engines see it as a sign that you’re legit and worth ranking higher. That means more visibility, more traffic, and ultimately, more customers.  But it’s not just about quantity; quality matters big time. A few strong, relevant backlinks can do way more for your rankings than a ton of low-quality ones.  Done right, link building helps you build authority, outshine competitors, and create long-term growth for your brand and Umar shares how!  Umar Faizan In this episode of eCom@One with Richard Hill, we're diving deep into the fast-moving world of SEO and link building with Umar Farzan, the Director of Growth Winner. Richard and Umar first connected at the SEO Mastery Conference in Saigon, Vietnam, and now they’re breaking down everything eCommerce brands need to know about building a strong link profile. Umar shares his fascinating journey from graphic design to becoming an SEO powerhouse, highlighting why solid systems and processes are key to success. They tackle the big question: should eCommerce brands build an in-house link-building team or outsource the work? Plus, Umar spills the secrets on link gap analysis, crafting creative content for industries that aren’t exactly glamorous, and how predictive SEO can give brands an edge. Whether you’re a seasoned eCommerce pro or just starting out, this episode is packed with practical tips and expert insights that could take your SEO game to the next level. Don’t miss it! Topics Covered  00:23 - What is eCommerce link building 04:41- Pre launch brand building strategy 07:20 - Product page optimisation strategy 11:00 - Efficient link building systems 15:53 - Hybrid strategy for business growth 17:24 - Inefficient SEO stifles revenue growth 21:43 - Keyword & link analysis strategy 23:45 - Adaptive SEO linking strategy 28:01 - Creating link-worthy content tips 32:22 - Ecom store tech innovations 33:10 - Ecommerce digital products strategy 38:22 - Wearable tech and sleep data 41:53 - Traffic recovery post-Google update 42:52 - Linkable assets in medical research 46:01 - Balanced link building strategy 50:31 - Google action on Digital PR links 54:44 - Book recommendation 

It's time to dive deep into the captivating world of podcasting with our hosts, Carrianne Dukes and Dan Zahajkiewicz, as they share their expertise and experience from 5 years of producing this exact podcast. While Richard is away in Thailand, Carrianne and Dan guide us through the intricacies of starting a successful podcast. From the initial steps to overcoming hurdles, they offer invaluable advice for aspiring podcasters. They even share the biggest mistake which stunted their growth, oh and how they secured £25,000 in sponsorship.  Learn how to define your podcast's objective, maintain consistency, and secure engaging guests. Whether you're just starting your podcasting journey or looking to enhance your current show, this episode is brimming with practical insights and strategies for success.  Tune in and discover how to make your podcast stand out in the competitive digital landscape. Topics Covered  00:00 - Just start recording without overthinking; you'll learn as you go 04:52 - Overcoming initial challenges with publishing a podcast  06:50 - Many people focus too much on equipment when starting a podcast, often using it as an excuse not to begin, while passionate individuals make do with whatever is available. 10:52 - Making sure you have an objective of your podcast to not lose sight on why you are doing it 16:28 - Staying present is easier in podcasts due to conversation feedback, unlike solo video creation. To ease video creation, imagine talking to a trusted friend's picture on the camera 21:00 - Creative work is challenging; mindset is key. Seth Godin, a pioneer in email marketing, advises consistent effort, such as writing daily blogs 23:38 - Ask your audience what content they want; they may prefer inspirational topics over technical details 27:26 - Building relationships and referrals, along with using guest-sourcing websites, help in finding podcast guests 29:28 - Companies need to be media-savvy to promote their brand effectively 34:24 - Focus on one task at a time for better productivity, especially as a content creator seeking inspiration 35:51 - Book recommendation 

It’s time to deep dive into the world of data feeds and AI with Jacques Van Der Wilt, the Founder of DataFeedWatch, now part of Cart.com. DataFeedWatch helps eCommerce retailers optimise product feeds effortlessly, boosting visibility, conversions, and sales across multiple channels. Jacques first joined us back in episode 50, and now he’s back to share how AI is shaking up data feed optimisation. We break down the key differences between AI-driven and traditional methods, exploring how AI can make feed management easier, how it helps with disapprovals, and why it gives online businesses a serious edge.  Plus, we’ll discuss how small to mid-sized retailers can use AI-powered data feeds to compete with the big eCommerce players. It’s going to be an insightful and practical conversation you won’t want to miss. Hit that subscribe or follow button to stay updated on future episodes! Topics Covered  00:23 - AI and Data Feeds with Jacques 04:45 - AI-Powered Product Categorisation 09:28 - Enhanced Descriptions Boost Retail Content 11:22 - Facebook Ad Titles: Keep Them Generic 13:51 - DataFeedWatch AI Adoption Rates 18:22 - AI Progress: Rapid and Transformative 21:04 - AI Adoption: Skepticism and Resistance 24:18 - AI-Driven Campaign Optimisation 29:12 - Enhancing Customer Control Tools 33:39 - Challenges in Digital Advertising Attribution 34:49 - AI's Impact on Medium Businesses 38:26 - Optimising Feeds for Increased ROAS 41:25 - "The Factory is the Product" 44:00 - Book recommendation 

Christopher Panteli, Co-Founder of Linkifi, discusses the vital role that Digital PR plays in shaping eCommerce success through brand building, SEO enhancement and strategic media engagements.  Linkifi are masters at getting brands featured on large publications. They’ve done the hard work of building relationships with journalists, so you don’t have to!  Learn how tailoring unique stories, leveraging industry expertise and building strong journalist relationships can propel your eCommerce brand to new heights. Christopher shares his insights into the evolving landscape of digital link building, the growing significance of Influencer marketing, and practical strategies for securing high-authority media links.  Whether you're looking to boost your brand's online presence or navigate the challenges of today's Digital PR environment, this episode is packed with valuable advice and expert recommendations to help you thrive in the ever-changing eCommerce landscape.  Don't forget to subscribe and follow us for more invaluable insights from industry leaders. Topics Covered  00:32 - The impact of Digital PR for eCommerce businesses  06:32 - How to stand out in a crowded digital marketplace 09:51 - Strategically align with authoritative niche figures 11:46 - Hire niche experts for credibility and outreach  17:45 - Build media relationships for niche-specific Digital PR 21:00 - Proactively pitch stories to receptive journalists 25:27 - Recommend dedicated specialists for different tasks internally 33:23 - Data-driven campaigns, unknown data sources, regional media 36:31 - Scrape data creatively from various online sources 37:28 - Journalists thrive on ideas brainstormed by teams 40:46 - Utilise influencers for Digital PR and coverage 45:07 - Check existing communication; request link informally 49:43 - Campaign increased organic sessions by 225% in year 50:55 - Trusted links enhance brand visibility and credibility 54:08 - Book recommendation

How important is link building when it comes to SEO? Alexandra Tachalova, CEO and founder of Digital Olympus, shares all. In this episode, Alexandra delves into innovative strategies for content promotion and link building, emphasising the importance of building authentic backlinks through meaningful connections rather than traditional outreach methods.  They discuss the growing significance of digital PR, the impact of industry shifts and the role of human expertise versus AI in content creation. Join us as Alexandra shares her expert insights on adapting to Google's algorithm changes, the integration of link building into broader marketing strategies, and the transition from link builders to brand builders in the digital landscape.  Discover the latest SEO tools and tactics that can enhance your brand’s online presence. Don't miss out on Alexandra's valuable advice and practical strategies to improve your SEO results.  Topics Covered  00:54 - Advanced link building tactics to increase revenue. 03:59 - Successful link-building business. 07:11 - Email outreach efficiency for link building decreased 13:23 - Google increases domain authority impact, affecting SEO 14:41 - Email outreach efficiency decreasing and the results are questionable 23:27 - AI's early adopters succeeded in teaching SEO journalism 26:13 - AI lacks authenticity of genuine expert content 29:52 - Monitor requests, engage on LinkedIn and follow journalists 31:38 - Digital PR costs have increased significantly 34:06 - Working with journalists involves time frame challenges 37:34 - Awards make you recognized as barbecue expert 41:24 - Consider brand authority before competing in rankings 45:17 - Study competitors for insights to improve content 48:16 - Leverage relationships for effective content promotion strategies 50:34 - Market trends emphasise brand authenticity over mediocrity

Nutrition = food = happiness. Isn’t that the truth? Alex Stewart is the CEO and Founder of PACK’D, a brand on a mission to make whole and nutritious meals accessible to everyone.  Their food is packed full of nutritional goodness, while tasting absolutely delicious, delivered straight to your door. They source the best quality plant-based ingredients freshly frozen for maximum nutritional value. In this podcast, Alex shares the mission behind PACK’D and their journey from being listed solely in leading supermarkets to online retail. He gives his honest take on the UK’s obesity epidemic and the issues facing consumers, mass ultra-processed foods. It’s important to remember that supermarkets are businesses and make decisions based on profits, not what is better for human beings. Alex discloses how he is breaking into a hugely saturated market, his subscription model and tactics and their focus on sustainability. He discusses the challenges with running a frozen based business and delivery logistics.  If you love a brand with a purpose, this podcast episode is for you!  Topics Covered  00:23 - PACK’D’s mission 03:21 - Their journey from in-store listings to eCommerce retail  07:35 - His take on the UK’s obesity epidemic  10:02 - Impressed by product range; inspired healthy creations 16:05 - Monitoring customer acquisition and delivery costs 18:40 - Subscription retention shows brand loyalty and success 25:56 - Flexible subscription with pause and extend options 27:03 - Switched from plastic to paper for sustainability 32:49 - History enthusiasts are clever; business challenges persist 33:40 - Growing sustainably with limited resources is challenging 36:53 - Customer service is crucial for repeat business