eCommerce Podcast

A show dedicated to helping you deliver eCommerce WOW with real talk about building our online stores. Every Thursday.

Join Matt Edmundson and guests, experts and founders who've been in the trenches, built the stores, and learned the hard way — so you don't have to.

Visit the eCommerce Podcast website

This Week's Episode

eCommerce Conversations with Matthew Stafford

LLM Traffic Converts 5X Better Than Google for eCommerce

with Matthew StaffordfromBuild Grow Scale

With 57% of Google searches now ending without a click, eCommerce brands are seeing organic traffic drop 20-30%. But there's a silver lining: traffic from AI assistants like ChatGPT converts at 5X the rate of traditional search. Matthew Stafford from Build Grow Scale shares the LLM optimisation strategies working for his clients, including buyer-intent FAQs per product and schema markup updates. For smaller brands willing to move quickly, this shift represents the biggest opportunity since the early Google days—a genuine chance to outmanoeuvre larger competitors who are too slow to adapt.

More Great Episodes

Catch up on our latest conversations with eCommerce leaders.

Is Your E-Commerce Platform Wagging the Dog?

Mikel Lindsaar reveals why most e-commerce platforms end up controlling your business rather than serving it. Through examples including a museum identifying VIP visitors and automated customer refunds, he demonstrates what becomes possible when all your data lives in one intelligent system. The result? Faster pages, smarter AI, and genuine customer relationships that drive lifetime value. His advice ranges from the technical to the surprisingly simple: put a phone number on your website and actually answer it.

How You Ship Your Products Can Make or Break Your Business

With over 10,000 3PLs in the US alone, choosing the wrong fulfilment partner can sink your e-commerce business. Dave Gulas, who transitioned from the high-stakes pharmaceutical industry to e-commerce logistics, shares the horror stories he's witnessed and the questions that reveal whether a potential partner will help you scale or leave you digging out of a very big hole. Learn why treating logistics as a commodity is a mistake, what technology red flags to watch for, and why the best client relationships start with the most

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

In 2003, LEGO discovered they hadn't generated economic profit for over a decade. Nobody knew. The company was $800 million in debt before a thorough review revealed what had remained hidden. This is the trap most eCommerce founders fall into — running so fast they never stop to look at what's actually happening. Matt Edmundson shares the 7-area Slingshot framework for meaningful year-end reviews, the specific metrics worth tracking, and why accountability partners increase goal achievement by 95%. Whether your year was brutal or brilliant, the review process matters more than you think.

A Christmas Thank You to Every Digital David

In this Christmas Day message, Matt Edmundson explores how the Nativity story connects to running an eCommerce business. From the shepherds who became unlikely evangelists (like your early customers who spread your story authentically) to the manger that was sufficient for its purpose (like your bootstrap operation), to Joseph's quiet, faithful execution (the reminder that showing up consistently trumps grand intentions). A heartfelt thank you to the Digital David community with an encouragement that something wonderful is coming, because you're building it.

Fix Your Pop-Up Strategy and Hit Over 10% Opt-In Rates

Shaan Arora, CEO of Alia Popups, reveals why most brands struggle with pop-up opt-in rates below 10% whilst his platform averages 10-15% across 3,000 brands. Learn the mystery discount strategy that increases opt-ins without touching margins, why copy matters more than design, how to test discount percentages systematically, the difference between mobile and desktop timing, and why holdout tests prove pop-ups increase both conversion rates and average order values despite the annoyance factor.

Stop Guessing Your Site Structure and Fix Your SEO

Most large catalogue eCommerce stores let their site structure grow organically without anyone taking ownership, quietly killing SEO growth. Sam Wright from Blink SEO reveals how collection pages generate 35% of all search impressions and why stores need to go much deeper with categorisation—from "sofas" to "blue four-seat corduroy sofas"—using Search Console data to guide decisions. He shares how to future-proof stores for AI search by enriching product data with persona and use case attributes that go beyond basic specifications.

The One Video Per Week YouTube Strategy for eCommerce Businesses

Nate Woodbury reveals how eCommerce businesses can generate referral-quality leads with just one strategic YouTube video per week. By focusing on search rather than virality, answering specific 8+ word questions with low competition, and creating 10-12 minute educational videos that build trust, small eCommerce brands can consistently attract dream customers who are actively searching for their expertise. The Leaf Strategy prioritises quality over quantity, turning YouTube into a powerful lead generation tool rather than a quest for viral views.

The Power of Simply Saying Thank You

Matt Edmundson explores why authentic gratitude transforms eCommerce businesses more powerfully than any Black Friday discount. Through the Gratitude Spectrum framework, he distinguishes between automated appreciation (which creates entitlement over time) and personal gratitude (which compounds loyalty), sharing how a beauty business achieved 40% repeat purchase rates and 20% revenue growth by culturally embedding thankfulness through handwritten notes, staff empowerment budgets, and treating every touchpoint as an opportunity for genuine human connection rather than transaction processing.

Why Your Website Is Too Complicated (And How To Fix It)

Ben Sharf reveals why most e-commerce websites are unnecessarily complicated and exactly how to fix them. After building over 200 Shopify stores, he's discovered that brands consistently make the same mistakes: widget overload, convoluted customer journeys, and accumulating technical debt from deleted apps. Learn his three-part framework for simplification, why revenue per visitor matters more than you think, and how to optimise your buying journey based on actual customer behaviour rather than assumptions.

Why Your Black Friday Emails Fail and How to Fix Deliverability

Most Black Friday email campaigns fail because brands ignore the deliverability fundamentals that Google, Yahoo, and Microsoft now demand. Robby Bryant from Campaign Monitor reveals why email delivers 30-40X returns when done correctly, breaking down the authentication requirements (DKIM, SPF, DMARC), the specific metric thresholds that determine inbox placement (spam complaints under 0.1 percent, unsubscribes under 1 percent, bounces under 2 percent), and why consistent cadence matters more than clever subject lines for Black Friday success.

Building a 7-Figure Business on Connection Not Commodities

Louise Doyle built Needi.co.uk from a struggling DTC gifting site into a £2 million corporate gifting business by refusing to treat gifts like commodities. By understanding the psychology behind why people give gifts and focusing on connection over transactions, she has scaled a concierge service that supports local businesses while projecting £5 million in revenue. Her unconventional journey proves that in competitive e-commerce markets, building trust and relationships is more effective than competing solely on price and efficiency.

How to Build a Customer Growth System With The FUEL Framework

Matt Edmundson introduces the FUEL Framework (Foundation, Unlock, Elevate, Leapfrog) as a systematic approach to customer growth that addresses rising acquisition costs—which have surged 222% since 2013. Rather than choosing between acquisition and retention or over-relying on paid advertising, the framework provides a strategic roadmap covering email optimization, referral programs, strategic partnerships, advanced segmentation, and experimental tactics that help eCommerce brands build sustainable, diversified customer acquisition systems capable of weathering platform changes and algorithm shifts whilst maintaining profitability.

Be a Guest on the eCommerce Podcast

Share your eCommerce journey and insights with our global audience of online store owners and digital entrepreneurs.

Learn more
Podcast microphone setup