eCommerce Podcast

Matt Edmundson
  • 5.0 (11)
  • ENTREPRENEURSHIP
  • UPDATED WEEKLY

If you’re looking for great tips and insights into how to run your online store, look no further than the Ecommerce Podcast: a show dedicated to helping you deliver eCommerce WOW. New episodes are released every Thursday, and each episode features interviews with some of the biggest names in the eCommerce world. Whether you’re just starting out in eCommerce or you’re a seasoned veteran, you’re sure to learn something new from each episode. So what are you waiting for? Subscribe to the Ecommerce Podcast today!

  1. 4D AGO

    Your Customers Don't Care About Your Brand

    Most businesses build their brand messaging around themselves. Their logo, their history, their awards. But what if the only place your marketing actually works is the tiny sliver where your story and your customer's story overlap? Episode SummaryIn this solo episode, Matt Edmundson introduces the Story Overlap — a simple Venn diagram concept that reveals why most eCommerce messaging misses the mark. Through a live homepage audit of an accountant's website (with a we-to-you ratio of 2.6 to 1), Apple's iconic '1,000 songs in your pocket' line, and the Netflix headline formula, Matt shows how established brands have learned to shrink their logo and grow the customer's story. He then shares the transformation of Jersey Beauty Company, where understanding that customers were buying a gift for themselves — not just moisturiser — changed everything from packaging to salon imagery. The episode wraps with a practical three-step process for finding your own Story Overlap, supported by a free downloadable workbook. Key Point Timestamps: 02:30 - The Story Overlap Concept 06:15 - The Accountant Homepage Audit 11:00 - Apple, Netflix and the Verb Formula 15:30 - The Jersey Beauty Company Transformation 22:00 - Three Steps to Find Your Overlap The Story Overlap Concept (02:30)Matt introduces the Venn diagram at the heart of this episode: one circle is your brand story, the other is your customer's story, and the overlap is the only place your marketing actually works. "Our customers care profoundly about their own story. But they care very little about your story," Matt explains. Company history, awards, founding year — that's all sitting in the brand's circle, not the customer's. To illustrate the point, Matt walks through a live audit of an accountant's homepage, counting every instance of 'we', 'our' and 'us' versus 'you' and 'your'. The result? A ratio of 2.6 to 1 in favour of brand language. For every time the site mentioned the customer, it mentioned itself two and a half times. And Matt's challenge to listeners is simple: go and count the ratio on your own homepage. The Netflix Headline Formula (11:00)Matt breaks down a formula he's observed from studying Netflix's landing pages over the years: Verb + Object + Sexiness. For Netflix, that's Watch (verb) + Movies and TV Shows (object) + Unlimited, Anywhere, Anytime (sexiness). Not a single 'we' in sight. The Apple iPod launch in 2001 follows the same principle. While competitors talked specs — 5GB hard drive, FireWire connectivity — Apple said '1,000 songs in your pocket.' Both statements describe the same product, but only one operates in the story overlap. "The more established the brand, the smaller their logo gets," Matt observes, noting that Apple's website logo is tiny. Meanwhile, his own first website featured a spinning Flash logo animation that took up the entire screen. The lesson: as brands mature, they learn to shrink their logo and grow the customer's story. The Jersey Beauty Company Transformation (15:30)Matt shares the story of how Jersey Beauty Company went from shipping in jiffy bags to creating a remarkable unboxing experience — all driven by understanding the customer's story. When customers complained about damaged outer packaging, Matt initially dismissed it. But the marketing psychology concept of 'sensation transference' — where people transfer their feelings about packaging onto the product itself — changed his thinking. Research shows customers with a positive unboxing experience are 50% more likely to make a repeat purchase. The deeper insight came from understanding what customers were actually buying. They weren't purchasing 200ml of moisturiser. They were buying a gift for themselves, a treat. That shifted everything — tissue paper wrapping, biodegradable popcorn packaging, and 'Happy. Remarkable. You.' messaging inside every box. The company even replaced all digitally manipulated beauty images in their salon with Time's photo books showing real people — and customer feedback was immediate. Three Steps to Find Your Overlap (22:00)Matt outlines a practical process for finding the Story Overlap in any eCommerce business: Step 1: Define your brand story in one paragraph. Not your history or awards — your why. Why does your company exist? What do you believe? If this feels hard, skip to Step 2 first. Your customer reviews will tell you more about your brand story than any brainstorming session. Step 2: Map your customer's story through two exercises. Review mining — pulling a mix of five-star, three-star and one-star reviews to uncover why people buy, what words they use, and what emotions come through. And image buckets — gathering 15-20 images representing your ideal customer's world to reveal visual insights that demographics miss. Step 3: Find and articulate the overlap. Draw the Venn diagram. Brand story on one side, customer story on the other. Where they intersect becomes the foundation of all your messaging. Write it in a single sentence. A free Story Overlap Finder workbook accompanies this episode with templates, AI prompts for review mining, and worked examples from real businesses. Episode link: https://www.ecommerce-podcast.com/your-customers-dont-care-about-your-brand

    44 min

  2. FEB 26

    How to Charge Double for Paper Plates (And Have Customers Thank You)

    Selena Knight has spent 20 years in retail and knows exactly why most e-commerce businesses are undercharging. One of her favourite examples? An Australian party supplies company that charges $6 for $3 paper plates — and their customers keep coming back. In this conversation, we get into price anchoring, why the businesses that survived 2025 were the ones charging more, not less, the three questions that close every in-store sale, and what she learned from Gary V's organisational psychologist about hiring people who actually think for themselves. If you're competing on price, this one might change your mind. Subscribe to the newsletter at ecommercepodcast.net Key Point Timestamps: 06:45 - The Three Questions That Close Every Sale 11:52 - What a £12,000 Cocktail Teaches About Pricing 15:34 - Why Premium Brands Won 2025 25:22 - Hiring for Culture Over Skills The Three Questions That Close Every Sale (06:45)In her eco baby product stores, Salena developed a framework built on one principle: if you give someone more than three choices, they probably won't buy anything. When a customer walked in looking for a gift, the team asked three questions: What type of person are they? What pain point do you want to solve? What's the budget? From there, they'd present three options — high, mid, and low. "And inevitably, I tend to find that they buy the high price thing, which is great." The e-commerce application is straightforward. Most online stores dump customers onto a category page with dozens of options. But you control the canonical structure of that page. You choose what appears first, second, and third — and you can guide decisions just as deliberately as a knowledgeable shop assistant would. What a £12,000 Cocktail Teaches About Pricing (11:52)Price anchoring is behaviourally proven — our brains benchmark against the first number we see. At the Savoy, a £16 gin and tonic feels outrageous until you see cocktails for £300–400. Then a £12,000 flagship cocktail makes the £300 ones look almost sensible. Salena applies this directly to e-commerce category pages. Most stores sort products lowest-to-highest. Her advice: "When somebody comes to a category section, I will always have at least two really high-priced products. And then I'll have the product that you really want to sell." If your sweet spot is £200 jeans, put the £300 pair first. Some people will bounce, but as Salena notes, "They probably weren't gonna buy anyway." Everyone else now sees £200 as a bargain. Why Premium Brands Won 2025 (15:34)In a year where consumer spending tightened noticeably, Salena shares what she saw across her client base: the businesses that did well were charging above the average, not below it. "Where I saw the people who did well were brands that I would call premium. Not luxury, not your Louis Vuittons, but they're charging above the average." Premium brands had already built their point of difference. They weren't competing on price, so price pressure didn't destroy them. Meanwhile, the discount-driven businesses were stuck in a brutal race to the bottom. The Party People could charge $6 for $3 plates because convenience was worth paying for. Premium doesn't mean expensive for the sake of it — it means giving people a reason to pay more and making that reason obvious. Hiring for Culture Over Skills (25:22)Premium pricing only works if the team understands the vision. Salena distinguishes between "donkeys" (reliable doers) and "unicorns" (thinkers who solve problems independently). Both are essential, but growing beyond a certain point requires people smarter than the founder. "You can't be as smart as me. You have to be smarter than me. Because if this whole business is only as smart as me, we're screwed." Working with Gary Vaynerchuk's organisational psychologist, Salena learned a simple hiring exercise: write down everything that annoys you. The insight? "When you ask people what they want, they can't usually tell you. But they can tell you what they don't want." From that list, she identifies which frustrations are genuine business needs — and which are just personal irritations she needs to make peace with. Today's GuestToday's guest: Salena Knight Company: Salena Knight — Retail Growth Strategist Website: salenaknight.com LinkedIn: Connect with Salena on LinkedIn Instagram: @thesalenaknight Episode link: https://www.ecommerce-podcast.com/how-to-charge-double-for-paper-plates-and-have-customers-thank-you

    54 min

  3. FEB 19

    The Creative Engine That Stops Your Meta Ads Burning Out

    How many ads does your brand actually need each month? Edwin Choi from Jet Fuel Agency reveals the data-driven framework for calculating your exact creative requirements — and why most brands are drastically underproducing content for their Meta ad accounts. Episode SummaryWe explore why most e-commerce brands are guessing their way through Meta ad creative — and paying the price in declining performance. Edwin Choi, founder of Jet Fuel Agency, shares the framework his team uses across hundreds of accounts to calculate exact monthly creative needs using decay rates and win rates. We discuss why Meta's Andromeda AI system now punishes creative sameness, how to source 77+ ads per month without breaking the bank, and the practical steps for building a sandbox-to-scaling campaign structure that lets winners thrive. Edwin also shares how to identify content gaps using AI-powered competitor and customer analysis, and why authentic, raw content outperforms polished production. Key Point Timestamps: 03:59 - Why creative is the biggest problem in e-commerce advertising 08:55 - Understanding creative fatigue and emotional flavour 12:55 - How Meta's Andromeda system punishes sameness 17:34 - The Creative Engine Framework explained 23:37 - Calculating your decay rate and win rate 33:58 - Finding your content gap with AI 42:27 - Building 77 ads without losing your mind The Day Trading Mindset for Ad Creative (03:59)Edwin compares ad creative to day trading — you're going to have winners and losers, and even the best strategists only win 25-35% of the time. Most brands don't account for this, creating a handful of ads and wondering why performance drops within a fortnight. "Even if you're the best strategist in the world, you're not gonna win all the time," Edwin explains. "You might win 25 to 35% of the time. Rest of them are not gonna work out." His team calculates the exact number of ads needed per month using a formula based on two key metrics: the account's win rate (percentage of ads hitting target CPA) and the decay rate (how quickly winning ads lose performance). One account might need 20 ads per month. Another might need 77. During sales periods, that could spike to 120. Why Meta's Andromeda Punishes Sameness (12:55)Meta's Andromeda AI system has fundamentally changed how ads compete. Previously, brands could take a winning ad, create ten close variants, and dominate the auction. Now, Andromeda analyses the messaging and sentiment of every ad — and if multiple ads say essentially the same thing, it treats them as one. "If it sees that you have a hundred ads and all 100 ads are very similar, like they have the same core messaging... Meta is going to go, I'm going to treat that as one ad, not 100," Edwin warns. The result: increased fatigue, decreased delivery, and higher ad costs. The platform actively rewards genuine creative diversity and punishes repetition, making a diverse creative engine essential infrastructure rather than a nice-to-have. The Sandbox and Scaling Structure (17:34)Edwin's campaign structure is deliberately simple. New creative enters a sandbox campaign — low budget, high risk, designed for testing. Winners graduate to a scaling campaign with serious budget behind them. "We have a high budget because they've been proven. They've been proven in the sandbox. They work for us. We love it. Then we're going to graduate them to the scaling campaign so they can really take off and fly." The key supporting detail is naming conventions. Every ad is named so reporting tools can identify what's working by emotion, persona, and message type. Without this, you have data. With it, you have intelligence that informs your next round of creative. Building 77 Ads Without Going Crazy (42:27)Edwin's practical approach to high-volume creative production starts with what you already have. Repurpose old commercials, organic social posts, and long-form videos. That might get you halfway there. Then grab your phone and shoot raw, authentic founder content — 15-second clips of making the product, walking through the warehouse, comparing labels in a shop. "Raw and unpolished and organic and authentic is probably the way to go," Edwin advises. "Customers are developing what I call AII — they can look at something and go, that doesn't smell right." For the final stretch, tap existing partnerships — influencers, YouTube reviewers, TikTok creators who've already featured your product. A simple exchange of product for content rights can fill the remaining gap. Today's GuestToday's guest: Edwin Choi Company: Jet Fuel Agency Website: jetfuel.agency LinkedIn: Connect with Edwin on LinkedIn Episode link: https://www.ecommerce-podcast.com/the-creative-engine-that-stops-your-meta-ads-burning-out-

    54 min

  4. FEB 12

    How to Stop Chargebacks From Destroying Your Profit Margins

    What if 99.5% customer satisfaction could still threaten your entire business? Payments veteran Jeff Foster reveals why the economics of chargebacks have shifted dramatically, and why the smartest merchants are giving money back faster than you'd expect. Jeff has been in payments since 1998, helped process the first CVV and Verified by Visa transactions ever, and now runs Quick Refund to help merchants navigate the tightening thresholds that Visa and MasterCard have imposed. We explore why 25% of chargebacks hit transactions that were already refunded, how friendly fraud became behavioural rather than criminal, and what you can actually control to protect your margins. Key Point Timestamps: 03:36 - The gap in the market Quick Refund identified 05:42 - Why payment systems haven't evolved since 2006 15:08 - Friendly fraud and why it's a behavioural issue 21:13 - The economics of refunds vs chargebacks 25:02 - Why banks don't care about merchants 30:53 - How Quick Refund actually works 43:58 - Jeff's top tip for new eCommerce operators The Uncomfortable Economics of Chargebacks (21:13)The threshold for acceptable chargebacks keeps dropping. It used to be 3.5%. Then it fell to 1%. Now it's heading towards 0.5%. Jeff puts the stakes in perspective with a striking comparison. "Imagine your bank calling you up and threatening to shut your business down because only 98% of your customers were perfectly happy. Imagine if a politician had to deal with those kinds of stats. Every elected official would be gone their first week." The cascading costs are brutal. A $25 product can generate $75 in fees and fines when disputed. A $250,000 annual problem can quickly become a million-dollar drain. And cross certain thresholds, you're not just paying fines. You're losing your ability to process cards entirely. Friendly Fraud Isn't What You Think (15:08)Unlike organised criminal fraud, friendly fraud is largely behavioural. Someone buys something, receives it, then decides to get their money back through the bank rather than the merchant. Jeff's data shows most of it isn't even premeditated. "It's something that maybe is a little more expensive than you should have bought in the first place. A bill comes in that you weren't expecting. Things are a little tight. And you say, you know what? I'm just gonna call my bank and tell them I didn't get it." The pandemic accelerated this behaviour significantly. Banks have built dispute buttons into their apps, right next to every transaction. Two taps and the money's coming back. No consequences for the consumer. Why Banks Favour Cardholders (25:02)Jeff shares a revealing conversation from Money 2020, the major payments conference. A premium card issuer explained their position plainly: customers spending $17,000 a month, generating premium interchange and high interest rates, are worth keeping happy. If they want to dispute $200 every other month? The bank doesn't care. "It's definitely not my problem. It's your problem." That's the message merchants receive, whether stated explicitly or not. There's far more money in the issuing business than processing. Merchants are simply the cost of doing business. The 25% Refund Problem (30:53)Here's something most merchants don't realise: a refund through your processor isn't actually a refund. It's a forced deposit back to the original payment method. The bank then has to match these up. And often, they don't. "Something like 25% of all chargebacks are transactions that have actually already been refunded. But the bank didn't match them up." A customer requests a refund, you process it promptly, but forced deposits can take days. The customer checks their bank app, doesn't see the credit, gets frustrated, and disputes it anyway. Now you've got two refunds going out, plus fees, plus fines. What You Can Actually Control (43:58)Jeff's parting advice focuses on the 25-30% of disputes that are entirely preventable through better communication and fulfilment. "The number of disputes, refunds, and things that we see on a daily basis that are based on a lack of communication from the merchant is something that every single merchant can easily solve in its entirety." Get products out fast. Overcommunicate throughout the process. Make yourself easy to reach. Follow up after delivery. These basics, done brilliantly, eliminate the confusion and frustration that drive a significant chunk of friendly fraud. Today's GuestToday's guest: Jeff Foster Company: Quick Refund Website: getquickrefund.com LinkedIn: Connect with Jeff on LinkedIn Episode link: https://www.ecommerce-podcast.com/how-to-stop-chargebacks-from-destroying-your-profit-margins

    49 min

  5. FEB 5

    Product Descriptions That Actually Convert

    Can you remember the last product description you actually read? Matt Edmundson explores why most eCommerce product copy is invisible and shares the science-backed narrative binding framework that made one UK retailer's descriptions 42% more memorable and boosted revenue per visitor by 36.7%. Episode SummaryIn this solo episode, Matt digs into one of the most overlooked areas of eCommerce: product descriptions. Drawing on his experience rewriting 400 product descriptions at Jersey Beauty Company (before AI existed), he reveals why manufacturer copy turns every site into a commodity and shares the narrative binding framework from cognitive science that transforms forgettable spec sheets into stories that stick. Through real examples including a framing square, a fountain pen, a USB disco light, and an airsoft tactical vest, Matt demonstrates the three principles of narrative binding: causal sequencing, character continuity, and thematic consistency. He also introduces a free AI Prompt Pack so listeners can start transforming their own product copy immediately. Key Point Timestamps: 00:18 - The Problem with Generic Product Descriptions 04:52 - The Framing Square That Proved the Problem 16:33 - Three Principles of Narrative Binding 20:54 - Applying Narrative Binding to Real Products 32:52 - Using AI for Product Descriptions The Framing Square That Proved the Problem (04:52)Matt shares a personal shopping experience that perfectly illustrates the problem. After watching a YouTube video with over 500,000 views, he wanted a specific Milwaukee framing square and opened seven different UK distributor sites. Every single one had virtually identical copy. "Reinforced frame. Laser etched markings provide superior visibility." Word-for-word manufacturer descriptions across all seven sites. Not one mentioned the YouTube video that convinced Matt to buy. Not one explained why this square was worth more than a cheaper alternative. "The product copy didn't matter because nobody made it matter," Matt reflects. His decision came down to total price plus shipping. Race to the bottom. Again. This leads Matt to challenge three assumptions that destroy conversions: that manufacturer copy is good enough, that product descriptions don't matter if the site looks good, and that nobody reads them anyway. The truth? The people deciding whether to buy absolutely read them. They're looking for a reason to say yes or a reason to leave. The Science of Copy That Sticks (16:33)Research from UC Davis found that the hippocampus actively binds separated events into unified narratives. When content creates a coherent story with causal connections, it becomes 42% more memorable after 30 days compared to disconnected facts. This is called narrative binding. Matt highlights Cox & Cox, a UK homeware retailer, who restructured their product descriptions using a narrative framework and saw a 36.7% increase in revenue per visitor. "Not a redesign. Not new products. Just better words," Matt emphasises. The three principles that make narrative binding work in eCommerce: Causal Sequencing – Don't just list features. Show the chain: Feature → Benefit → Outcome. "Reinforced aluminium frame" becomes "The reinforced aluminium frame means it won't bend mid-cut, so your measurements stay true even after years of heavy use."Character Continuity – Include people. The maker, a typical customer, or the reader as the protagonist. "Popular with professionals" becomes "Join the 2,000+ carpenters who've made this their go-to square."Thematic Consistency – Weave a golden thread throughout. Craftsmanship. Adventure. Self-care. Whatever fits the brand and product. From Spec Sheet to Story (20:54)Matt walks through several full transformations to show narrative binding in action. A standard fountain pen description listing nib size and weight becomes "The Artisan's Journey: From Blank Page to Written Legacy" – complete with the craftsman's story, a customer testimonial, and a thematic thread about writing as legacy. For gift products, Matt shares a perspective shift from his recently acquired company, Seven Yays. "The descriptions were written for the buyer. 'A fun gift that'll make them smile.' Technically accurate. Completely forgettable." The fix? Write for the recipient. A USB disco light goes from "Fun little disco light. Great for parties" to "For the friend who turns every kitchen into a dance floor. The one who puts on ABBA while making pasta and doesn't care who's watching." The gift-giver reads that and thinks: "That's exactly her." That's when they click Add to Cart. Matt also revisits the airsoft tactical vest example from episode 236, transforming a standard spec list into a "Mission Briefing" that makes the reader feel like Jason Bourne. "Same product. Same features. Completely different emotional response." Using AI Without Producing Slop (32:52)The good news? Unlike Matt's experience rewriting 400 products by hand at Jersey Beauty Company, AI has changed the game. But AI without direction produces what Matt calls "generic slop." "The prompts matter. The framework matters," Matt stresses. He's put together a free Product Description AI Prompt Pack containing the exact prompts he uses: the Narrative Binding Master Prompt, a Gift Product Perspective Prompt, style variations for different brand types, and an implementation checklist. His advice: start with your top 20 products, transform those first, then work down. Matt's currently running this exact project on the Seven Yays site and will be sharing results in the eCommerce Cohort. Today's GuestToday's guest: Matt Edmundson Company: Aurion Website: aurioncompany.com LinkedIn: Connect with Matt on LinkedIn Episode link: https://www.ecommerce-podcast.com/writing-product-descriptions-that-actually-convert

    37 min

  6. JAN 29

    From Zero to 5,000 Subscriptions in 10 Months

    What if the secret to building a subscription brand isn't clever retention tricks? Joe Welstead took his electrolyte company OSHUN from zero to over 5,000 subscribers in just 10 months, achieving a 42% subscription signup rate and 5% conversion rate. Episode SummaryIn this episode, we explore how Joe built OSHUN with a deliberately different approach to his previous venture-backed, multi-SKU supplement company. After selling that business in 2022, he chose the opposite path: one product, bootstrapped, subscription-first from day one. We discuss why launching with a single SKU is more freeing than multiple products, how spreading decisions across the customer journey reduces analysis paralysis, the exact tech stack powering their subscription engine (Skio, Klaviyo, UpCart, AfterSell), and how a supply chain constraint accidentally created their refill pouch model. Key Point Timestamps: 08:37 - The chaos packaging that got everyone talking 18:53 - Why one SKU beats twelve 27:52 - The product-first subscription philosophy 29:05 - Building the subscription tech stack 33:26 - Obsessing over customer experience The Single-SKU Advantage (18:53)Joe's previous supplement company had multiple products, venture backing, and all the complexity that comes with scale. With OSHUN, he deliberately chose the opposite path. "The experience as a founder of launching a brand with multiple SKUs is completely different to the experience of launching with one SKU," Joe explains. "Launching with one SKU for somebody who likes to be creative and who likes to explain the product in the most eloquent way possible is so much more freeing and enjoyable." With his previous company, every piece of marketing became diluted. With OSHUN, his entire job became distilling one product's benefits and communicating them beautifully. That focus shows in everything from their advertising to their website. The Product-First Philosophy (27:52)In a world where subscription brands obsess over retention hacks and loyalty points, Joe's approach is refreshingly direct. "We're not in the game of providing gimmicks to keep people roped in," Joe shares. "We have a really good product. We really believe in it. And if you feel the benefits, you're going to be fine and happy with a little bit of money going out every month towards refilling it." This philosophy underpins everything OSHUN does. The product has to work. Everything else follows from there. The Subscription Engine (29:05)OSHUN's subscription success is built on a carefully considered tech stack. Joe started with Shopify's native subscription app but moved to Skio after a few months. "Even if you're not subscribed and you log in, you think you're logging into Shopify, but actually you're logging into Skio," Joe explains. "Everything's there. Your whole order history, your subscription details. It's all in that one login." They send billing reminders five days before renewal with three quick actions, including a "skip for two weeks" option. Joe's reasoning: "If you have a little bit extra, the default might be 'I need to cancel this.' If there's a really easy skip by two weeks, hopefully it makes sense for everyone." Reducing Decision Fatigue (33:26)Joe's obsession with customer experience led him to rethink how most e-commerce sites handle product pages. "One thing that I really dislike is when a brand overloads you with a bunch of decisions upfront on a product page," he explains. "There's pack size, frequency, flavour... all these decisions, bam, in your face before you've really committed to it." OSHUN's product page doesn't even have a quantity selector. You either click "subscribe and add to cart" or "buy once and add to cart." Additional decisions happen later in the cart, giving people "bite-sized decisions rather than just lumping it all on you." Today's GuestToday's guest: Joe Welstead Company: OSHUN Website: drinkoshun.co LinkedIn: Joe Welstead Instagram: @drinkoshun Episode link: https://www.ecommerce-podcast.com/from-zero-to-5000-subscriptions-in-10-months

    51 min

  7. JAN 22

    LLM Traffic Converts 5X Better Than Google for eCommerce

    With 57% of Google searches now ending without a click, where are those potential customers going? Matthew Stafford from Build Grow Scale reveals why LLM traffic converts at 5X the rate of traditional search—and how smaller brands can capture this opportunity before the giants catch on. Episode SummaryMatthew Stafford has spent a decade helping eCommerce brands scale, working with companies doing £200,000 to £3 million monthly. Across every US-based client, he's seen organic traffic drop 20-30% this year. But the brands optimising for LLMs aren't just recovering that lost traffic—they're converting it at rates that make their old Google numbers look pedestrian. We explore why AI assistants have become trusted advisors rather than search tools, the specific tactics working right now (including buyer-intent FAQs per product), and why Matthew calls this the biggest shift he's seen in his entire consulting career. Key Point Timestamps: 06:08 - The 57% no-click problem and LLM shift 12:12 - AI as trusted advisor 22:56 - Buyer-intent FAQs explained 27:40 - Schema markup for LLMs 36:41 - Why small brands have the advantage The Trusted Advisor Shift (12:12)Google was always about accessing information. You typed in a query, got a list of links, and did the research yourself. LLMs work completely differently—they've become trusted advisors that people share everything with. "People literally are using these LLMs for their therapist and sharing everything with them," Matthew explains. "And then they're now going there to make their buying decision." When a trusted advisor recommends something, people buy. That's why LLM referrals convert at 5X the rate of Google traffic. The LLM knows customer preferences, behaviours, and context. It's not just matching keywords anymore—it's making personalised recommendations. Buyer-Intent FAQs Per Product (22:56)Most websites have FAQ sections that aren't actually answering frequently asked questions—they're thinly veiled sales pitches. Matthew challenges brands to rethink this entirely. "My question to them is, why would shipping time be on your FAQ? And they go, well, people ask that all the time. And I said, then that means that you're too lazy to put it on your website." Real FAQ optimisation for LLMs means creating questions that demonstrate buyer intent—questions someone would only ask if they were seriously considering a purchase. The key insight: do this per product, not just site-wide. Start with your top 20% of products that drive 80% of sales. The Little Hinges Philosophy (36:41)What makes this opportunity so compelling for smaller brands is the asymmetric potential. Matthew describes it as finding "the little hinges that swing the big doors." "I truly believe that for the little guys, this is a level playing field. The only thing that is going to allow the bigger ones to outspend you maybe is if they take action sooner. But what I've found is these big companies that we deal with, they know that they need to do it, but they don't do it because they don't know what to do." Large organisations move slowly. By the time they've figured out their LLM strategy, smaller brands could have six months of consistent optimisation under their belts. Matthew compares it to the early Google days of 2004—a spiralling upward effect for those who act first. Today's GuestToday's guest: Matthew Stafford Company: Build Grow Scale Website: buildgrowscale.com Email: matt@buildgrowscale.com

    48 min

  8. JAN 15

    Is Your E-Commerce Platform Wagging the Dog?

    What if your e-commerce platform is actually holding you back? Mikel Lindsaar, founder of StoreConnect and author of the forthcoming book Customer Commerce, explains why most platforms end up controlling your business rather than serving it. We explore how unified data systems enable smarter automation, faster page loads, and the kind of personalised customer experiences that build lifetime value. Mikel shares practical examples including a museum using AI to identify VIP visitors, automated refunds that create customer delight, and how one company consolidated 76 websites across 26 brands onto a single platform. We also discuss why his strongest advice has nothing to do with technology: put a phone number on your website and actually answer it. Key Point Timestamps: 09:23 - The Tail Wagging the Dog Problem 15:21 - AI for Customer Identification 22:04 - The Real Cost of Platform Fragmentation 26:41 - Creating Moments of Joy 39:34 - Why Phone Support Still Matters The Tail Wagging the Dog Problem (09:23)Mikel had three clients approach him in a single year asking to build e-commerce platforms that integrate with Salesforce. His initial reaction was to redirect them to Shopify or BigCommerce. Their response changed his thinking entirely. "Those platforms are all fantastic for the front end," Mikel explains. "They do an incredible job at helping someone buy a widget. What they all genuinely suck at is if I want to access the data in my way, or I want to build automations the way I want to build those automations." The result is what Mikel calls "the tail wagging the dog" - your e-commerce platform dictates how you access data, how you report, how you contact customers, and how the checkout flow works. Instead of your business processes driving the technology, the technology drives your business. The Hidden Cost of Plugin Sprawl (22:04)As e-commerce businesses grow, they accumulate SaaS tools. Shopify, then Klaviyo, then reviews, then loyalty, then subscriptions. Before long, you've got 20 different products running your business. "You now have your data in Shopify, in Klaviyo, and maybe six or seven plugins on random Amazon servers around the world," Mikel points out. "That data is becoming a bit of a challenge from a security point of view." Each plugin charges monthly, holds a piece of your customer data, and potentially slows down your site. The clever automations that actually transform customer relationships become nearly impossible to build when your data is fragmented across dozens of systems. Creating Moments of Joy (26:41)When your data lives in one place, you can start treating customers as humans rather than transactions. Mikel shares a common scenario: you buy something, then days later receive an email offering 10% off the thing you just bought. Now flip it. A customer buys something 24 hours before a 10% sale launches. Instead of sending them the promotional email, your system automatically refunds 10% to their credit card and explains what you've done. "If I got an email like that, I'd be like, are you kidding?" Mikel says. "These moments of joy, treat them as humans. Don't treat them as just a transaction." AI That Actually Works (15:21)Mikel suggests using AI for pre-processing rather than real-time calculation. An education provider using StoreConnect runs algorithms when a student completes a course, determining the next best course based on their entire history. By the time the congratulations email goes out, it already contains a personalised recommendation. "Instead of having to send them to a site which is trying to calculate the next best course for that student, you've already done all that work in the back end," Mikel explains. "That page loads within a tenth of a second or less." The key is giving AI specific parameters. Don't ask for everything about a customer. Ask: is this person interested in any of these five specific things we sell? Today's GuestToday's guest: Mikel Lindsaar Company: StoreConnect Website: getstoreconnect.com LinkedIn: Connect with Mikel on LinkedIn

    43 min
See All (200)

5
out of 5
11 Ratings

About

If you’re looking for great tips and insights into how to run your online store, look no further than the Ecommerce Podcast: a show dedicated to helping you deliver eCommerce WOW. New episodes are released every Thursday, and each episode features interviews with some of the biggest names in the eCommerce world. Whether you’re just starting out in eCommerce or you’re a seasoned veteran, you’re sure to learn something new from each episode. So what are you waiting for? Subscribe to the Ecommerce Podcast today!

Information

  • Creator
    Matt Edmundson
  • Years Active
    2019 - 2026
  • Episodes
    200
  • Rating
    Clean
  • Copyright
    © Aurion Digital
  • Show Website
    eCommerce Podcast

You Might Also Like