Add To Cart. Australia's ecommerce podcast.

Sam Kroonenburg was running a software company at thirteen.

He learned to code and started selling straight away. A web browser before there were many. A media player. A notebook app.

By the end of high school? Around $50k.

The payments came from America as cheques in the mail. He'd walk them into the Commonwealth Bank himself.

Serious founders often start tiny.

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We drill into different corners of ecommerce all the time, but we'd never done a whole episode on the cart. Sylvie Wilson is the person to fix that. She's had two ecommerce businesses of her own, and it was her fashion brand's struggle with conversion and average order value that led her here. During Black Friday 2023 she wanted to run a gift-with-purchase on an existing product, found no Shopify app could do it cleanly, and her software-engineer husband James built her a private version. Word spread, they launched it, and within a year they sold the fashion brand to go all-in on Unicorn Cart, now used by more than 400 brands worldwide.

In this episode, Sylvie sits down with Nathan Bush for a genuinely nerdy deep-dive on the most overlooked, highest-intent page in your store. She makes the case that the cart is the billboard everyone's neglecting, and shares real A/B test data you can act on: why a gift-with-purchase lifted conversion 23.7%, how a $99 gift threshold beat $120 with a 64% higher AOV, how to personalise the cart by customer and by market, the UX rules that stop people bouncing back into your site, and why you should never train customers to wait for a discount. She's clear throughout that this isn't a pitch for Unicorn, it's a playbook for the cart.

Brands and tools mentioned: Unicorn Cart, Shopify, Meta, Redo, Shopify Search & Discovery

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:
👤 Sylvie Wilson → https://www.linkedin.com/in/sylvie-wilson-148847150

👤 Nathan Bush → https://au.linkedin.com/in/nathbush

👤 Rosa Willis → https://www.linkedin.com/in/rosa-clara-willis-23761066/

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

🎙️ 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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Rob Ward thought "find the win, ride it, engineer the next" was business strategy. Turns out it's just what makes him tick.

The loop that drives him: have an idea, form a theory, test it with a team, deliver an outcome.

It was never a framework. It's personal.

The thing you call your strategy might just be the thing you love doing.

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Four years ago Elysia Krstevski didn't know what ecommerce meant. Now she's top 50 in Australia.

Her background? Musical theatre. She started as a receptionist at 21 and became co-CEO of a company with 6,000 students.

That role was her dream. Leaving it was the last thing she expected.

The best ecommerce founders don't always come from ecommerce.

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