eCommerce MasterPlan

Jay O’Neill was Product Manager of Product Discovery at Next, one of the UK’s most successful high street retailers focused on fashion and homewares. Jay specialises in growth through digital marketing, CRO, and tech stack optimisation. He scaled soak.com from £2 to £80million, drove digital growth at Holland & Barrett, and took Bathroom Mountain from £0 to £40million in 18 months. 
 
In this episode, returning guest Jay shares what he learned from leading Product Discovery at Next, from getting the foundations of product data right to using AI and search insights to uncover new growth opportunities. He also explains how eCommerce teams can make product discovery work harder across SEO, PPC, onsite search and the wider customer journey. 
 
Hit PLAY to hear: 
🔎 Why product discovery is now much bigger than onsite search 
📊 The 20% of product attributes that deserve your attention 
🤖 How AI can uncover valuable insights hidden in search data 
🛍️ Why better product data should come before better tech 
📈 How to turn emerging product trends into SEO and sales opportunities 
🧹 The surprising reason you should regularly clean up your search rules 
 
Key timestamps to dive straight in: 
[03:09] AI in product discovery 
[06:16] Dealing with data silos 
[10:34] Using AI to analyze search data 
[14:42] Improving search and utilizing chatbots 
[16:27] Choosing the right chatbot provider 
[19:26] Leveraging domain authority for SEO 
[23:33] Listen to Jay’s Top Tips! 
 
Full episode notes here: https://ecmp.info/613 

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Janis Thomas is the CMO at Clothes Doctor, a fast-growing UK clothing-care brand selling premium laundry and fabric-care products. Founded in 2017, they are now a 7 figure business selling via wholesale, Amazon and their Shopify store. 
 
Janis shares how Clothes Doctor has built a multi-channel growth engine while staying focused on making clothing care easier and more sustainable. She also reveals the marketing lessons, challenges and opportunities that come with scaling a fast-growing eCommerce brand beyond its Shopify store. 
 
Hit PLAY to hear: 
🔄 Why adding a subscription isn’t enough — and the question you should ask first 
📈 How to attract higher-quality customers who stick around 
🤖 How Clothes Doctor uses AI to do more with a small team 
💡 Janis’s approach to getting better results from ChatGPT 
🌱 Why sustainability alone may not be enough to win new customers 
📦 How two very different subscription products can drive growth in the same business 
 
Key timestamps to dive straight in: 
[03:55] Challenges in media subscriptions 
[07:04] Caring for clothes longevity 
[11:28] Using Sidekick with Shopify 
[14:35] Launching Seasonal Care Subscription Box 
[17:30] Discussing laundry product varieties 
[20:38] Joining a sustainable brand 
[24:29] Listen to Janis’s Top Tips! 
 
Full episode notes here: https://ecmp.info/612

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Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits

Get all the links and resources we mention and join our email list at https://ecmp.info

Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify.

Interested in being a Sponsor? go here: https://ecmp.info/sponsor

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Mark Howell is the Director Retailers EMEA at Rithum, where they help the world’s leading brands and retailers list, market, fulfill, and optimise products across every major commerce channel – from catalog to consumer. Rithum’s single connected network now has over 40,000 brands, suppliers and retailers including Walmart, Marks & Spencer, Samsung, and many more. Before his decade at Rithum Mark spent 10 years at Tesco supporting all drop ship and marketplace sellers to list and launch on Tesco.com. 

In this episode, Chloe and Mark unpack the hidden engine behind modern eCommerce growth: product data. They explore how brands can get products to market faster, manage listings across multiple marketplaces, and prepare their data for the next wave of AI-powered shopping and search. 
 
Hit PLAY to hear these 5 big wins: 
🤖 Why AI search is making product data more important than ever 
⚡ The “time to online” metric that directly affects revenue 
🛒 How to sell on multiple marketplaces without managing 20 separate stores 
🔍 The product data mistakes that lead to costly returns 
🧠 How leading brands structure data for both humans and AI shoppers 
🚨 Why retailers are becoming stricter about claims like “sustainable” 
 
Key timestamps to dive straight in: 
[05:53] Describing products with evidence 
[08:06] Managing different retail platforms 
[12:19] Brands asserting eCommerce guidelines 
[15:21] Negotiating retail brand guidelines 
[17:20] Handling Marketplace Customer Expectations 
[22:33] AI implementation challenges and oversight 
[23:22] Legal challenges in agentic commerce 
[29:34] Storing and sharing business data 
[32:04] Listen to Mark’s Top Tips! 
[36:17] Episode sponsored by Rithum. Find out more about Rithum >>> https://ecmp.info/rithum
 
Full episode notes here: https://ecmp.info/611 
 
Episode sponsored by Rithum. Find out more about Rithum >>> https://ecmp.info/rithum

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Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits

Get all the links and resources we mention and join our email list at https://ecmp.info

Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify.

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Tariq Kazemi is the co-founder and CEO at BLD BRO, a British skincare brand championing “bald confidence”. Founded in 2021, they did £3.5million last year and are growing fast via their Shopify store & Amazon. 
 
In this episode, Tariq shares how BLD BRO grew from a small Instagram community into a multi-million-pound eCommerce brand. He reveals the practical decisions behind that growth, including their Amazon launch, lean SKU strategy, in-house fulfilment, and why they outsource specialist marketing expertise instead of trying to do everything themselves. 
 
Hit PLAY to hear: 
🚀 How BLD BRO grew from250 Instagram followers to £3.5M in sales 
🛒 Why Amazon became a third of UK revenue within months of launch 
📦 The 5-SKU strategy that keeps growth simple and profitable 
💡 Why they rejected Kickstarter despite already having a community 
🧠 The founder mindset shift: “We’re not eCommerce experts” 
🏭 The surprising reason they insist on keeping fulfilment in-house in Birmingham 
 
Key timestamps to dive straight in: 
[05:41] Early funding and avoiding crowdfunding 
[09:45] Keeping product line focused 
[10:59] Managing product diversity and packaging 
[16:41] Building an eCommerce team 
[17:43] Optimizing website conversion strategies 
[23:00] Starting the hair loss journey 
[25:58] Listen to Tariq’s Top Tips! 
 
Full episode notes here: https://ecmp.info/610

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Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits

Get all the links and resources we mention and join our email list at https://ecmp.info

Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify.

Interested in being a Sponsor? go here: https://ecmp.info/sponsor

Advertising Inquiries: https://redcircle.com/brands

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Dan Major is a Fractional CFO for DTC fashion, footwear, and beauty brands. Focused on scaling profitability by unlocking margin and freeing up cash for ads and stock. 
 
In this WWYD episode, Dan walks through what he would do if he became the first serious CFO at a fast-growing DTC brand. He shares practical advice on fixing reporting, improving unit economics, finding hidden margin, and unlocking cash from inventory so brands can grow faster without losing control of profitability. 
 
Hit PLAY to hear: 
The first thing a new CFO checks in a fast-growing DTC brand 👀 
Why your Shopify dashboard might be lying about profit 
The 3 margin numbers every eCommerce founder must understand 💸 
How one brand found 8 extra margin points without selling more 
When to reinvest profit into ads instead of taking it off the table 📈 
The hidden inventory mistake that could be trapping six figures of cash in your warehouse 📦 
 
Key timestamps to dive straight in: 
[05:17] Understanding Sales and Margins Discrepancies 
[07:56] Managing finances in eCommerce 
[13:03] Understanding Contribution Margin Basics 
[16:57] Analyzing industry benchmarks and margins 
[18:28] Analyzing Profit and Loss Statements 
[22:46] Managing stock levels and cash flow 
[24:28] Listen to Dan’s Top Tips! 
 
Full episode notes here: https://ecmp.info/609

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Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits

Get all the links and resources we mention and join our email list at https://ecmp.info

Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify.

Interested in being a Sponsor? go here: https://ecmp.info/sponsor

Advertising Inquiries: https://redcircle.com/brands

Privacy & Opt-Out: https://redcircle.com/privacy