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.
eCommerce Conversations with Neal Goyal
There are thousands of software companies all chasing the same small pool of brands on Shopify — and AI is quietly dismantling the bloated tech stacks they built. Neal Goyal, a go-to-market advisor who's led sales at some of ecommerce software's biggest names, explains why the "uninstall rate" is surging, how the ecosystem commoditised in three waves, and why agentic commerce is about to change everything again. His advice for anxious founders is bracingly old-school. Stop chasing shiny objects, do the Business 101, and invest in the human relationships AI can't replace. The thing that sets you apart was never the software.
Catch up on our latest conversations with eCommerce leaders.
Andrew Deramo, founder of SellTru, on winning on Walmart Marketplace — the mistake that kills launches, the account managers who place your product on virtual shelves, switching your ads off once you rank, and the wholesale play most sellers walk past.
Leo Rodriguez, VP of River Plate, has spent years watching ecommerce brands quietly overpay on shipping, sometimes billed for 18 pounds on a parcel that weighs two. In this episode he breaks down dimensional weight, cartonization and carrier rate-shopping, the moves that save $2 to $3 on every order and protect margin at scale. He also explains why smaller brands got hammered hardest by the new tariffs, the international shipping gray zones that get products stuck in customs, and why fuel surcharges and packaging costs look like the new normal. Essential listening for anyone shipping physical product.
Emma Burke spotted Laceeze on the touchline of her son's football training, where a parent had looped an elastic band around a boy's boots to stop his laces coming undone. She joins Matt to share how a £6 band became a global brand, how to market a product nobody is searching for, why she pulled her best seller right before Christmas, and how she turns angry customers into five-star reviews.
Brett Curry of OMG Commerce and Matt Edmundson each host a top ecommerce podcast, so they recorded one conversation for both shows. The first half is about building a business worth buying — thinking like an investor, Jay Abraham's three ways to grow, why a 5% price rise can mean roughly 40% more net profit, and how turning buyers into subscribers and members can lift an exit from a 3x to an 8x multiple. The second half is a 2026 YouTube ads masterclass: why half of YouTube is watched on a TV, the five things every ad needs, turning Meta winners into YouTube creative, and the measurement trap.
Dima Negodiuk runs five businesses with zero employees, and he's never written a line of code. A self-styled Fractional AI Officer, he joins Matt to get practical about where a non-technical ecommerce founder should actually start with AI. They cover why Claude Code is the on-ramp, pointing it at your biggest problem rather than a tutorial project, and the difference between playing with AI and deploying it. Dima shares the 24/7 use cases that give small stores an edge — from an AI call centre to overnight autonomous work — and why a human still has to stay in the loop.
Two founders, both wildly successful, just gave completely opposite advice about whether ecom operators should build a personal brand — and Matt is running a 90-day experiment to find out which one is right for founders like us. Davie Fogarty (the $200M-a-year founder behind The Oodie) reckons founders shouldn't bother with personal brand until they're past $10 million — the opportunity cost of a single YouTube video runs to roughly $3,200 of founder time, and that money tests paid-ads creative far more effectively.
Most ecommerce founders are fighting for organic traffic on one front — Google SEO — while paid CAC detonates around them. In 2026, organic actually lives on six surfaces: AI Discovery, Site SEO, Blog and Content, YouTube, Social SEO, and Digital PR. Matt Edmundson walks through all six, gives one concrete action per surface, and shares the free 6-Surface Organic Audit Kit so you can run the whole playbook in a single Saturday afternoon.
Selluna founder David Balan walks Matt through the three pillars of Amazon — traffic, clicks and conversion — and makes the case for optimising for Rufus, Amazon's new AI shopping assistant, before everyone else does. With up to 40% of US sales now touching Rufus, the brands building Rufus-ready listings today will defend their positions for the next decade, like the SEO winners of 2016. David shares his framework for the top 25 questions, why not A/B testing your main image is criminal, and the line that sums it up — text speaks to the algorithm, images speak to the customer.
Rachel Hanretty ships 25,000 macarons a week — and pays £500 a month for a tool that fact-checks what her marketing agency is telling her. In this episode, she explains why Klaviyo overstates its impact, how she caught agencies dodging accountability, and why every seasonal ecommerce founder feels "gaslit" by their own business between April and September. Rachel is the founder of Mademoiselle Macaron, a Scottish macaron brand she built from a St Andrews student flat in 2013 after learning the craft in Paris. Thirteen years on, she ships UK-wide, colour-matches macarons to Charlotte Tilbury lipstick launches, and runs the attribution gauntlet every seasonal ecommerce brand knows well. Subscribe for weekly conversations with founders and experts who've built the kind of ecommerce businesses worth listening to.
There are 1,300 marketplaces worldwide and most ecommerce brands are stuck on just one or two. Jorrit Steinz, CEO of ChannelEngine, reveals why the biggest mistake sellers make is not exploring marketplace selling at all. He shares a practical framework for choosing the right platforms using seller-to-buyer ratios, explains why marketplace ad spend builds organic ranking in ways Google never will, and tells the story of a German customer running 60 marketplaces with just two people. Whether you are established and looking to expand or just starting out, this episode maps a clear path from Amazon-only to multi-marketplace scale.
What if you could start a profitable ecommerce business for less than £15, with no stock, no warehouse, and no design skills? Nigel Wymer from POD Launch Pro walks through exactly how to build a print-on-demand business on Etsy from scratch. Covering niche research with AI, micro-niche stacking, Etsy store SEO, the algorithm game, pricing strategy, and realistic income expectations, this episode is a practical roadmap for anyone considering print on demand as a side hustle or full-time business.
Jay Myers has been in eCommerce since 1998, and the data his team has collected from thousands of Shopify merchants tells a story most founders haven't heard. Every subscription business hits a flatline — and doubling your ad spend or reducing churn won't break it. What does? A 0.4 increase in referral rate produced fifty-six times more subscribers at the thirty-month mark. In this episode, Jay unpacks the Subscription Death Curve, explains why most referral programmes don't work, and shares the golden ticket strategy behind Bold Commerce's AI reorder app, RePete.
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