Add To Cart. Australia's ecommerce podcast.

Sam Kroonenburg has spent his career on the cutting edge of whatever's next. A self-described massive nerd who's been building and selling software since he was 13, he worked at Microsoft, came home to Australia, and in 2015 co-founded A Cloud Guru with his brother Ryan. Six and a half years later they'd scaled it to 600 staff and sold to Pluralsight for just over $2 billion, one of the biggest exits in Australian history. Then he did it again, this time with AI.

His current company, Cuttable, is an AI ad-creative platform for ecommerce brands, and Nathan has been using it for months on a client account. In this episode, Sam sits down with Nathan Bush for the behind-the-scenes on how it works and the counterintuitive truth about winning on Meta: it's a volume game. You can't pick the winning ad up front, and neither can Meta, so the only lever you control is how many shots on goal you take.

We get properly nerdy on why more than half your ads will never perform and one in eleven is a genuine winner, why Sam tells brands to publish 20 ads in 30 days, how Cuttable avoids AI slop with a custom layered rendering system, why the best-performing ads are the ones that don't look like ads, where creative agencies and human marketers still add the most value, and Sam's playbook for building a global tech company from Australia and scaling it into the US.

Brands and tools mentioned: Cuttable, A Cloud Guru, Sunday Gravy, Meta, Shopify, TikTok, Google, Metagenics, Lululemon, Brooks Running

This episode is brought to you with thanks to our partners:
🛍️ Shopify → https://www.shopify.com/au
📧 Klaviyo → https://www.klaviyo.com/au/

Connect with us on LinkedIn:
👤 Sam Kroonenburg → https://www.linkedin.com/in/skroonenburg/
👤 Nathan Bush → https://au.linkedin.com/in/nathbush
👤 Rosa Willis → https://www.linkedin.com/in/rosa-clara-willis-23761066/

🎙️ Want to be a guest or sponsor on Add To Cart? → https://www.addtocart.com.au/contact
📩 Sign up for the free Add To Cart newsletter → https://newsletter.addtocart.com.au/subscribe
💬 Join the Add To Cart Community → https://community.addtocart.com.au/feed

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When you're small with tiny order quantities, most suppliers won't even open your email.

Bronte Campbell's answer: the right relationships, not a bigger budget.

Her co-founder Chris studied at MIT, found the people leading in sustainability, and built real relationships.

That led to a US product lab helping them innovate.

Go to the right people and "no" stops being automatic.

Access isn't about size. It's about who backs your vision.

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How is Unicorn Cart actually priced, and what kind of return are brands getting from it? In this clip, founder Sylvie Wilson breaks down the commercial side. Plans start at $19.99 a month for the Grow (cart-only) plan, everything is usage-capped so you never get a surprise bill, and the Plus plan adds bundles, A/B testing and advanced analytics. Sylvie also shares that across every brand on the platform, clients are seeing an average 44:1 ROI, which she's deliberately keeping high by thinking long-term about customer value rather than squeezing every dollar. Plus a cheeky discount for Add To Cart listeners on the Plus plan.

From Add To Cart with Sylvie Wilson, Founder of Unicorn Cart, now used by more than 400 brands worldwide.

Brands and tools mentioned: Unicorn Cart, Shopify

Connect with us on LinkedIn:
👤 Sylvie Wilson → https://www.linkedin.com/in/sylvie-wilson-148847150
👤 Nathan Bush → https://au.linkedin.com/in/nathbush

🎁 ATC listeners get a discount on Unicorn Cart's Plus plan → https://unicornboost.app/

New episode out now on https://addtocart.com.au!🎙️

📩 Sign up for the free Add To Cart newsletter → https://newsletter.addtocart.com.au/subscribe
💬 Join the Add To Cart Community → https://community.addtocart.com.au/feed

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Elysia Krstevski went to school with Adrian Portelli, so she messaged him: "I need your jet."

A week later she had a jet, a Lamborghini and a custom black gown. For a baby brand.

The whole thing was a mini film for her Black Friday range. Ridiculous, and that was the point.

Nobody expects luxury from a baby product. That's why it cut through.

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