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. 1D AGO

    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...

    49 min

  2. 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

    37 min

  3. 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...

    51 min

  4. 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

  5. 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...

    43 min

  6. JAN 8

    How You Ship Your Products Can Make or Break Your Business

    With over 10,000 3PLs in the US alone, how do you avoid choosing one that sinks your business? Dave Gulas from EZDC 3PL shares the horror stories he's witnessed and the questions that separate good logistics partners from disasters waiting to happen. In this episode, we explore why treating logistics as a commodity leads to problems, how to vet a fulfilment partner properly, and the operational details that matter when you're shipping thousands of orders monthly. Dave's background in the pharmaceutical industry, where urgency is non-negotiable, shaped his approach to e-commerce fulfilment. He shares what he looks for in great clients (spoiler: they ask the most questions) and why his sales cycle runs several months by design. Key Point Timestamps: 07:06 - What EZDC 3PL does and who they serve 08:57 - When outsourcing fulfilment makes sense 22:45 - Why treating logistics as a commodity fails 27:43 - Horror stories from bad 3PL partnerships 32:37 - The technology stack that matters 40:59 - Warehouse layout for efficiency 48:20 - The questions to ask before choosing The Partnership Mindset (22:45)Dave doesn't respond to enquiries that simply ask "what's your pricing?" without context. His reasoning is straightforward. "It truly is a partnership. When you get into a business partnership with somebody, are you just going to look someone up online, ask a couple of questions and sign the contract? I hope not." The brands that treat logistics as a commodity, shopping purely on price, often end up with the problems Dave sees repeatedly. His sales cycle runs several months because both sides need to establish clear expectations before committing. The Horror Stories (27:43)Dave has heard them all. Warehouses going bust without telling clients. Inventory tracked on spreadsheets. Response times measured in days. "We've heard all the horror stories you can think of from literally the warehouse going out of business because they defaulted on their lease and not telling the brand and basically stealing inventory." These aren't edge cases. When they happen, it's "a big hole to dig out of." Sometimes businesses don't recover. The Technology Stack (32:37)Dave uses ShipHero as his warehouse management system. But the specific system matters less than having a proper one at all. "I'm shocked at how many actual 3PLs are out there where they're tracking inventory on spreadsheets and they're doing things manually. I have brands talk to me like, can you connect to our Shopify? Is that possible? They don't even realise that's possible because they're coming from a warehouse that doesn't do that." If a potential partner mentions spreadsheets, that's your cue to walk away. The Questions That Matter (48:20)Dave's best advice is simple: ask more questions. The best long-term relationships start with the most questions on the front end. "The best clients, the best long-term relationships are the ones that ask the most questions on the front end. So we're happy to answer them. You can't ask too many." Ask about their technology stack. Ask for references. Do a site visit if possible. The goal isn't to catch them out. It's to establish clear expectations before you commit. Today's GuestToday's guest: Dave Gulas Company: EZDC 3PL Website: ezdc3pl.com LinkedIn: Connect with Dave on LinkedIn

    51 min

  7. JAN 1

    The Year-End Review Most eCommerce Founders Skip (And Why It's Costing Them)

    Companies that capture and apply lessons have a 27% higher success rate. Yet most eCommerce founders either skip their year-end review entirely or give their numbers a cursory glance. In this Slingshot episode, Matt Edmundson shares the framework that saved LEGO from bankruptcy and reveals why accountability partners increase goal achievement by 95%. Episode SummaryMatt opens with the remarkable story of LEGO's near-collapse in 2003, when the company discovered it hadn't generated economic profit for over a decade. Through confronting brutal facts with honest review, they transformed into one of the world's most successful brands. We explore the common traps founders fall into during reviews, including the dangerous 'genius trap' when things go well. Matt introduces the Slingshot framework covering seven essential business areas, explains the critical difference between lead and lag measures, and shares the specific financial and customer metrics worth tracking. The episode closes with compelling research on why doing reviews alone limits your potential. Key Point Timestamps: 00:18 - The Importance of Year-End Reviews 01:16 - How LEGO Saved Themselves from Bankruptcy 04:49 - Common Review Pitfalls and the Genius Trap 14:00 - The 7 Areas of the Slingshot Framework 22:00 - Lead Measures vs Lag Measures 27:00 - The Numbers Worth Tracking 33:53 - The Power of Accountability Partners LEGO's Brutal Facts Revival (01:16)In 2003, LEGO was on the brink of bankruptcy with sales down 30% and $800 million in debt. This was a company that hadn't made a loss between 1932 and 1998. When leadership finally conducted a thorough review, they discovered the company hadn't generated any economic profit for more than ten years. "They didn't know which products actually made money. They didn't know their customers anymore," Matt explains. "As one executive put it, the culture was so closed off that massive opportunities were completely invisible." The result of confronting these brutal facts? Nearly 20% compound growth over two decades. By 2020, they'd launched an entire 18+ product line for the adult customers they'd previously ignored. The Genius Trap (04:49)Matt introduces a subtle trap that catches founders when things actually go well. When the facts aren't brutal, it's dangerously easy to cherry-pick wins and build narratives that feel good but teach nothing. "The goal isn't to prove you're brilliant. It's to understand what actually worked, what didn't, and where to focus next," Matt emphasises. "Imagine presenting your findings to a board of directors. What would you proudly share? And what would you rather not mention? That second list is where the real insights live." This isn't ego management. It's pattern recognition that drives genuine improvement. The Slingshot Framework: 7 Areas That Matter (14:00)After years of building and selling eCommerce businesses, Matt shares the seven interconnected areas that meaningful reviews need to cover: 1. Sell (Product) — Which products are your real winners versus quietly draining resources? 2. Story (Brand) — Do you truly understand who you're serving and is your messaging landing? 3. Tech Stack — Is your technology helping or hindering? Are systems integrated or fragmented? 4. Marketing — If your main marketing channel disappeared tomorrow, would your business survive? 5. Optimise (Conversion) — When did you last watch a real customer try to use your site? 6. Experience (Post-Purchase) — Is your post-purchase journey building loyalty or losing customers? 7. Growth — Which growth lever has the most room to...

    40 min

  8. 12/25/2025

    A Christmas Thank You to Every Digital David

    What does the Nativity story have to do with running an eCommerce business? In this special Christmas Day message, Matt Edmundson draws some beautifully tenuous parallels between shepherds, mangers, and Joseph, and the journey of every Digital David building something meaningful. Episode SummaryThis isn't a typical episode with frameworks and downloads. It's a cup of tea and a heartfelt thank you. Matt reflects on the meaning of Advent (the arrival of something wonderful) and finds unexpected connections between the Christmas story and the eCommerce journey. From early customers who become unlikely evangelists, to bootstrap operations that are sufficient for their purpose, to the quiet faithfulness of just doing the work without needing the spotlight. Key Point Timestamps: 00:00 - Introduction 02:25 - The Magic of Advent 04:47 - The Shepherds (Your First Evangelists) 06:59 - The Manger (Your Bootstrap Operation) 09:11 - Joseph (Quiet Faithful Execution) 11:32 - A Thank You to Digital Davids The Shepherds: Your First Evangelists (04:47)The shepherds weren't the target demographic for announcing a royal birth. They were society's undesirables. Yet they became the first evangelists, so moved by what they saw that they couldn't stop telling everyone. Your early customers might be similar. They're not the fancy influencers with high follower counts. They're the ones who discovered you before you were polished, before the fancy branding and proper email sequences. They found something genuine and couldn't stop talking about it. Matt shares a story from Jersey (his old beauty company) about a lady who wrote blogs from another country, bringing in tens of thousands of pounds in sales monthly. These early adopters spread your story in a way no marketing budget could ever buy. The Manger: Your Bootstrap Operation Is Enough (06:59)Jesus was laid in a feeding trough. Not exactly the expected birthplace for a king. Yet the wise men still brought their finest gifts, recognising true worth beyond humble circumstances. Your eCommerce business might not look as impressive as your well-funded competitors'. Your tech stack might be held together with hope and Zapier. Your warehouse might be your garage. But excellence isn't about having the fanciest infrastructure. It's about faithfully serving your mission with whatever resources you have. The manger was sufficient for its purpose. It held the baby. So is your scrappy, bootstrap operation. Joseph: Quiet Faithful Execution (09:11)Joseph barely gets any lines in the school play. Almost no dialogue in the Bible. But watch what he does. He takes Mary as his wife when it would have been easier not to. He travels to Bethlehem. He flees to Egypt. He returns when told it's safe. Each decision required faith and immediate action. No fanfare, no recognition. "Execution trumps intention every single time," Matt emphasises. You can have brilliant strategies, beautiful brand guidelines, and ambitious growth plans. But without disciplined follow-through, your business stalls. Joseph models something we can all learn from. A man of quiet faithfulness, just doing the work without needing the spotlight. Episode link: https://www.ecommerce-podcast.com/christmas-thankyou

    13 min
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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