Add To Cart. Australia's ecommerce podcast.

Sam Kroonenburg on the future of ads: fully one-to-one. The ad you get is made just for you.

Follow that through and the marketer's job changes completely.

You can't be in the loop on every decision. The AI already knows what you like and what you've bought.

So the job becomes defining what your brand is, isn't, and how it shows up. Then feeding the system.

Your edge isn't the creative. It's the brand you feed the machine.

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Most ecommerce stories are about brands people love to show off. This one isn't. Norm Douglas is CEO of Conni, Australia's leading brand of reusable incontinence and bedwetting products, and his own website leads with the line "we're passionate about pee and poo." His signature line sums up the challenge: Conni sells the product that most people wish they didn't have to buy.

In this episode, Norm sits down with Nathan Bush to unpack one of the most fascinating and under-recognised businesses in Australian retail. We get into how you market a product people are embarrassed to buy, why he refuses innuendo and calls Conni the Mrs Doubtfire of the industry, and how ad platforms flagging his imagery as nudity shapes the whole approach.

Norm also explains why he's stayed on a custom-built site instead of Shopify to own his data, the traffic-light and AI system that deciphers messy wholesale orders so customers never have to, why email is still his best channel, and how range breadth (including the controversial move into disposables) drives growth while his 20-year-old bestseller never changes.

Brands and tools mentioned: Conni, Shopify, OpenCart, Unleashed, Starshipit, Meta, Google, Aldi

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:
👤 Norm Douglas → https://www.linkedin.com/in/norm-douglas
👤 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://c

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Soon a six-month-old brand will look exactly like a billion-dollar one online. Rob Ward on what that changes.

AI means a new startup can go to market as polished as Nike or Lululemon. The visual gap is closing fast.

When you shop, you read the look and feel to judge a brand.

When everything looks premium, polish stops being proof. Trust becomes the tell.

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Bronte Campbell on sustainable product: the fabric existing isn't the hard part.

Finding suppliers who can make it at premium quality is.

You could white-label cheaper on Alibaba. But premium plus recycled is genuinely hard to source.

The surprise? The cost doesn't kill your margin. Their tights are $139, within 10% of Lululemon.

Sustainable done right isn't a luxury tax. It's a sourcing challenge.

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