In this episode of Add To Cart, we catch up with Jethro Marks, co-founder and CEO of The Nile, one of Australia’s longest-running eCommerce retailers. Starting in 2003 with a computer, a living room and a few thousand dollars, he and his co-founder Mark Taylor have grown The Nile into a powerhouse, shipping over 60 million products to 120 countries.
Jethro shares how they’ve evolved over the years, the importance of meeting customers wherever they shop—whether it’s on Catch, Kogan, or The Nile’s own site—and why staying plugged into global trends through events like ShopTalk is a game-changer. If you want real-world insights on scaling and staying competitive, this conversation is packed with gold.
Focus on Your Core Strength: The Nile’s Strategic Pivot
One of the key takeaways from Jethro’s conversation is The Nile’s recent shift towards focusing on its core strength—becoming the leading online bookstore in Australia and New Zealand. While The Nile once sold a wide range of products, they’ve now honed in on books, a category they believe is their sweet spot. It’s all about doing what you do best, and for The Nile, that’s books.
At the moment, we are fixated on becoming the best online bookstore for Australia and New Zealand. That’s our current ethos and that’s everything we’re working on at the moment.
By focusing on this core strength, The Nile can put all its energy into providing the best customer experience for its avid audience of book lovers. But for someone with such an entrepreneurial mindset, staying focused can be a challenge.
“I have to keep saying it over and over so that I’m not tempted to try and do anything else.”
Jethro’s words remind us how easy it is to get distracted by shiny new opportunities, but staying focused on what you’re great at, can really pay off. No matter the size of your business, knowing when to hone in on your strengths is key to staying relevant and competitive. Don’t be afraid to refine your offerings if it helps you serve your customers better.
Be Everywhere Your Customers Are: A Multi-Channel Strategy
The Nile’s success isn’t just about specialising in books—it’s also about being available wherever their customers want to shop. Jethro’s philosophy is simple: if a customer prefers shopping on platforms like eBay, Amazon, or Catch—The Nile will be there. This multi-channel approach has allowed them to reach a broader audience and grow their business exponentially.
“The consumer is where the consumer is. Our view is that we want to be there, and sometimes it’ll be under our brand and sometimes it won’t. But if we can move a box and make some money and make someone happy, that’s a better outcome than worrying too much about whether it’s Nile branded.”
This flexibility has enabled The Nile to thrive in a highly competitive market by prioritising customer convenience over brand loyalty. It gives them flexibility and ensures they can cater to different types of customers on various platforms.
We seek to aggregate millions of SKUs into one offering that we then allow people to buy from across a multitude of different channels.
For retailers, embracing a multi-channel strategy can unlock new opportunities and broaden their reach. By being present where your customers already are, you’ll give yourself more chances to connect with them and drive sales.
Learning from Global Markets: Staying Ahead with ShopTalk
For Jethro, staying connected to the global market is crucial. Each year, he makes the trip to the US for ShopTalk, one of the world’s leading e-commerce conferences.
“I use [ShopTalk] as an acculturation once a year to get plugged into the US market and get a real sense of perspective…I encourage absolutely everybody to go up because it’s in March, it’s in Vegas, which is fun for three to four days.”
It’s an opportunity to learn from some of the best in the biz, keep an eye on trends, and get a fresh take on where the industry is heading. His ability to bring fresh ideas from international markets helps him and his team stay ahead of the curve back in Australia.
“By engaging with leading retailers and innovators from around the world, you open up opportunities for evolution and growth.”
It’s a poignant reminder that learning from global trends can give you an edge in your local market. Whether it’s attending international events or staying up to date with industry news, looking beyond your borders can inspire new strategies and spark innovation.
Focus, Flexibility, and Forward Thinking
Jethro’s approach with The Nile highlights three key strategies that can guide any retailer to success – focus, flexibility and forward thinking. Focus on your strengths so you can build a solid foundation that resonates with your customers. Be flexible and embrace a multi-channel approach so you’re present wherever your customers are. Finally, be a forward thinker, never stop learning from global leaders and trends so you can stay ahead of the curve in your local market.
