Ecommerce Playbook: Numbers, Struggles & Growth

Common Thread Collective
  • 4,9 (72)
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  • CHAQUE SEMAINE

2020 transformed the world of ecommerce forever. For the modern DTC brand, the rewards have never been greater. But the waters have also never been choppier, and the way forward has never been more uncertain. So how do you navigate this dangerous new reality? No matter how you do it, you’d better not do it alone. That’s where the Ecommerce Playbook Podcast comes in — join Common Thread Collective’s Taylor Holiday & Richard Gaffin as they bring you guiding insights from across CTC’s portfolio of growing DTC businesses. Whether you need a clear view on the macro issues affecting the world of ecommerce, or want to reorient your business around groundbreaking new big-picture strategies, Taylor & Richard are here to help answer the tough questions about what it takes to scale — and sustain — an ecommerce business.

  1. -3 J

    How to Craft the Best BFCM Offer this Year

    As Q4 kicks off, one of the biggest levers brands can pull is their offer strategy. In this episode, Richard Gaffin (Director of Digital Product Strategy) and Taylor Holiday (CEO) break down how to design offers that maximize both new customer acquisition and retention during Black Friday/Cyber Monday. They walk through insights from CTC’s Black Friday/Cyber Monday Offer Database—a collection of 679+ offers from top eComm brands—and explain how to tailor messaging across channels like paid social, email, and SMS. You’ll learn: Why BFCM is the biggest new customer acquisition moment of the year How to balance broad sitewide discounts with segmented offers for VIPs or inventory clearance The trade-offs between discount depth, inventory availability, and timing across the holiday season Common pitfalls brands face (like over/under-spending and missing the true margin math) Why transparency about your actual market position matters when setting offer expectations If you want to build an offer strategy that actually maps to your numbers—and not just guesswork—this episode will get you there. Show Notes: Go to https://bit.ly/4mFOWa1 to get 20% off your first 3 months of Omnisend with code CTC20. Join over 15,000 merchants protecting their revenue with Chargeflow. Use our promo code CF30 and start saving money, time, and sanity today: https://app.chargeflow.io/auth/sign-in?utm_source=ctc+hotline%2C+podcast&utm_medium=cpc&utm_campaign=CTC+Hotline+%26+Chargeflow&utm_id=CTC+Hotline Explore the PROPHIT System: prophitsystem.com The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of eCom

    27 min

  2. -5 J

    eCommerce Is About to Evolve - Taylor Holiday's Keynote @ Stord Summit

    In this special episode, we share Taylor Holiday’s keynote from Stord’s Summit. (https://www.stord.com/)  He unpacks the four eras of DTC—COVID’s boom, the lean “Ozempic era,” and what he calls the “Flow Era.” Drawing from CTC’s dataset, client stories, and industry benchmarks, Taylor explains why 2025 could mark the strongest period in DTC history. You’ll learn: Why the excess of capital and demand during COVID was both logical and unsustainable. How the “Ozempic era” forced brands to get lean—and why that was necessary for survival. The financial mechanics that quietly cap growth when brands self-fund. How product-led growth, compelling stories, and supplier financing separate the winners. Why natural selection in e-commerce has created a stronger species of brands ready for what’s next. If you want a clear picture of how we got here—and why the brands that remain are better positioned than ever—this keynote is essential listening. Show Notes: Ready to stop gambling on unreliable contractors? Check out AllStars and Book Your Strategy Call: https://www.hireallstars.com/contact Explore the Prophit System: https://www.prophitsystem.com The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of eCom.

    49 min

  3. 25 SEPT.

    The Measurement Roadmap: How it Works

    In this episode of the E-Commerce Playbook, Taylor Holiday and Richard Gaffin dig into the Measurement Roadmap—CTC’s framework for deciding what to test, when to test it, and why it matters. They unpack why incrementality testing is so crucial, the massive swings it can reveal in platform reporting, and how brands can use repeated tests to progressively “shrink the error bars” around decision-making. From Meta’s 20% under-reporting benchmark to surprising Amazon lift results, Taylor shares concrete examples of how measurement gaps can change behavior, creative strategy, and even channel prioritization. The conversation highlights a hard but liberating truth: marketers don’t need perfect certainty—they need enough clarity to make confident decisions anchored in contribution margin. Show Notes: Ready to stop gambling on unreliable contractors? Check out AllStars and Book Your Strategy Call: https://www.hireallstars.com/contact Explore the Prophit System: https://www.prophitsystem.com The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm Get expert, 1:1 advice from our team:https://www.YourAdmission.co/bookctc

    31 min

  4. 23 SEPT.

    Is AppLovin making a comeback?

    Most brands rush into new ad platforms before they’re ready. In this episode, Richard and Tony break down why channel expansion is less about “good or bad” and more about timing and fuel. They revisit the core sequence—master Meta, then Google—before adding channels like Snapchat, TikTok, YouTube, or Pinterest. And they go deep on why CTC is bullish on AppLovin, the mobile gaming ad platform that’s driving genuinely incremental growth for select brands. You’ll learn: The prerequisites for channel expansion (creative system + incrementality measurement) How AppLovin differs from Meta & Google—and why it’s working now The scale opportunity CTC sees as the platform opens up Oct 1 Why CTC approaches channels as investments, not experiments If you’ve nailed your core channels and want to know when (and how) to expand, this episode is your playbook. Show Notes: Ready to solve your influencer strategy? Book Your Strategy Demo at https://www.getsaral.com/demo Explore the Prophit System: https://www.prophitsystem.com The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of eCom

    26 min

  5. 18 SEPT.

    The Best (& Worst) Creative Demand Scores We’ve Seen for Brands

    As Q4 approaches, creative demand becomes one of the biggest challenges for brands looking to scale efficiently. In this episode, Richard Gaffin (Director of Digital Product Strategy at CTC) sits down with Luke Austin (VP of E-Commerce Strategy) to unpack CTC’s new Creative Demand Model—a framework that quantifies exactly how much creative output brands need in order to hit their revenue and spend goals. They walk through real examples from CTC’s dataset, breaking down what separates the highest creative scores from the lowest, and why top brands are still producing hundreds of ads each month to sustain growth. You’ll learn: The five key metrics behind the Creative Demand Score (zero spend rate, ad concentration, ROAS degradation, spend degradation, and evergreen share). How creative volume directly ties into forecasting models like spend and MER. Why troubleshooting CTR or hook rate in isolation often misses the bigger picture. Practical recommendations for balancing evergreen content, rapid testing, and scaling winning ads. How creator-driven content and AI-enabled creative are making high-volume production more cost-effective. If you’ve ever wondered whether your brand needs 20 ads—or 200—to compete in Q4, this episode provides the clarity and direction to plan with confidence. Show Notes: Ready to stop gambling on unreliable contractors?  Check out AllStars and Book Your Strategy Call:  https://www.hireallstars.com/contact Explore the Prophit System: https://www.prophitsystem.com Explore our Creator Content Packages: https://www.commonthreadco.com/pages/creative-production The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of eCom.

    39 min

  6. 16 SEPT.

    How a CTC Client Unlocked 40% YoY Growth

    In this week’s episode of the Ecommerce Playbook Podcast, Luke Austin (VP of Ecommerce Strategy at CTC) sits down with Mike McVerry, SVP of Ecommerce & International Sales at Urban Armor Gear (UAG) to unpack how the brand unlocked 40% YoY revenue growth and 43% contribution margin growth in 2025 … despite a shrinking market.Together, they break down:- Why “spend more to grow more” wasn’t working for UAG- How the Profit System bridged the gap between finance and marketing- The role of contribution margin in setting smarter media budgets- Scaling creative volume nearly 4x year over year- How to break through a “glass ceiling” of growth with financial clarity- Lessons on inventory, marketing calendars, and collaboration that fueled profitabilityThis is a real-world case study in building sustainable DTC growth by aligning finance, marketing, and creative execution.Show Notes:Ready to solve your influencer strategy?Book Your Strategy Demo at https://www.getsaral.comExplore the Prophit System: https://www.prophitsystem.comThe Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm

    41 min

  7. 11 SEPT.

    How 2 top-tier strategists actually forecast client growth

    In this special episode of the Ecommerce Playbook Podcast, Luke Austin takes the reins and brings in two of CTC’s top-performing growth strategists—Lacie Geary and Brian Sakansky—for a deep dive into what it takes to build and execute a forecast with precision. You’ll get a rare look under the hood at CTC’s Profit System, including how we: Set and execute daily client-level forecasts for revenue, spend, and contribution margin Think about tradeoffs between efficiency vs. volume Use planning tools like the Spend aMER Model, Day-of-Week Effect, and Creative Demand Model Track forecast accuracy by strategist, with Lacie and Brian leading the way Identify and respond to signals in real-time that influence media allocation Use product-level reporting to guide decisions at the SKU and creative level You’ll hear specific client examples from the home goods and apparel space, plus commentary on how inventory, product mix, and creator content factor into hitting (and sometimes beating) forecasted targets. Show Notes: Ready to earn trust, convert shoppers, and inspire customer loyalty? Check out Yotpo: https://www.yotpo.com/?utm_source=CommonThreadCollective&utm_medium=comarketing&utm_term=podcast Explore the Prophit System: https://prophitsystem.com Have a question for the podcast?Email us at podcast@commonthreadco.com

    47 min

  8. 9 SEPT.

    Understanding the Seasonality of Media Buying by Month & Day

    When should you really be spending more? Which days of the week drive the most revenue—for your brand? In this episode, Richard is joined by Luke Austin (VP of Growth at Common Thread Collective) to walk through real client data and uncover just how different day-of-week and month-over-month effects can be across brands, even within the same vertical. You’ll learn: Why blindly scaling spend in Q4 might be a mistake How day-of-week effects can swing revenue potential by over 30% Why trying to “fix” bad days isn’t always worth it What most brands miss when planning their BFCM budget How to think like a portfolio manager when allocating ad spend Whether you’re a home goods brand, fitness apparel company, or in personal care, Luke shows how the Spend > aMER model can give you a quantifiable edge in media buying and forecasting. Plus, learn why Fridays might be gold—or garbage—depending on your category. Show Notes: Ready to earn trust, convert shoppers, and inspire customer loyalty? Check out Yotpo: https://www.yotpo.com/?utm_source=CommonThreadCollective&utm_medium=comarketing&utm_term=podcast Explore the Prophit System: https://prophitsystem.com Have a question for the podcast? Email us at podcast@commonthreadco.com

    40 min
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À propos

2020 transformed the world of ecommerce forever. For the modern DTC brand, the rewards have never been greater. But the waters have also never been choppier, and the way forward has never been more uncertain. So how do you navigate this dangerous new reality? No matter how you do it, you’d better not do it alone. That’s where the Ecommerce Playbook Podcast comes in — join Common Thread Collective’s Taylor Holiday & Richard Gaffin as they bring you guiding insights from across CTC’s portfolio of growing DTC businesses. Whether you need a clear view on the macro issues affecting the world of ecommerce, or want to reorient your business around groundbreaking new big-picture strategies, Taylor & Richard are here to help answer the tough questions about what it takes to scale — and sustain — an ecommerce business.

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