In this episode of The Checkout, we sit down with Jethro Marks, co-founder of The Nile, one of Australia’s longest-running online retail businesses. From a computer in a living room, to a leading eCommerce platform, offering over 60 million products to customers across 120 countries, Jethro has achieved a lot in the past 21 years. In this chat he opened up about the inspirations and tech that keeps his business running smoothly, how global trends like Temu are shaking up the industry and the importance of staying focused in a crowded market.
The Weirdest Thing Jethro Has Ever Bought Online
As a pioneer of Australian ecom, Jethro has made his fair share of online purchases, but above all, one stood out: a typewriter ribbon for his son’s typewriter. In a world full of gadgets and screens, Jethro’s son had taken an interest in something much more old-school. “My kid decided he wanted a typewriter…So, I had to source a typewriter ribbon for it—because, of course, it needed one to work. That’s probably the weirdest thing I’ve bought online,” Jethro shared.
The typewriter phase didn’t last long, though. As Jethro put it, “He was into it… until he got an iPad, and I haven’t seen the typewriter since.” Despite the changing preferences of a tech-savvy generation, the story speaks to the enduring appeal of eCommerce platforms to meet every need, big or small, providing access to a range of products you’d struggle to find elsewhere.
Jumping on the Temu Bandwagon
With platforms like Temu shaking up the online shopping world, we asked Jethro if he’s jumped on board. Turns out, he’s not only tried it—he’s keeping a close eye on it.
Temu is fascinating—it’s essentially what Wish tried to do but failed. The big difference is that Temu nailed the logistics piece. If you’re looking for unbranded, low-cost items, they’re unbeatable.
Jethro sees platforms like Temu as a wake-up call for traditional retailers, pushing them to think harder about what real value they offer. “What it makes you question is—what value is being added by retailers who simply import products, maybe slap a brand on it, and then just markup the price? Platforms like Temu are shaking that up by going directly to consumers,” he said.
Jethro sees the rise of Temu as part of a larger shift in eCommerce, where customers expect low prices and fast delivery, forcing traditional retailers to differentiate through quality, service, or unique experiences. It’s something all retailers should be watching closely.
Dan Murphy’s: The Retailer That Continually Inspires
When it comes to retailers that Jethro admires, Dan Murphy’s tops the list for its stellar logistics and consistent customer service. From product availability to speedy deliveries, he sees it as a model of operational excellence.
No matter where I am in Australia, Dan Murphy’s is always on point. They’ve got the logistics piece down to an art—fast delivery, great customer service. I’ve never had a bad experience.
What stands out for Jethro is how Dan Murphy’s manages to deliver a seamless experience across Australia, no matter where the customer is located. “I think what they do really well is make sure that, whether you’re in a major city or somewhere remote, the service doesn’t waver. They’re consistent. For a business like ours, that’s something we’re always striving for,” he shared.
Dan Murphy’s proves that no matter the size of your operation, delivering a great customer experience every time is what keeps people coming back. It’s an important reminder that consistency is still key to retaining customer loyalty.
BigQuery: The Tech That Powers The Nile
Behind the scenes at The Nile, there’s one tool Jethro says they couldn’t live without—Google’s BigQuery. Managing a business with millions of SKUs and global operations requires some serious data management, and for Jethro, BigQuery is at the heart of it all. “BigQuery is the backbone of our business. We deal with an enormous amount of data every day, and this tool allows us to manage it efficiently. Everything flows from that,” he explained.
As The Nile scaled, the need to handle complex data—inventory, logistics, and customer behaviour—became critical. BigQuery gave Jethro’s team the power to process and analyse huge datasets quickly, allowing them to make real-time decisions that keep operations efficient. “Our business would look very different if we didn’t have the ability to process and analyse large amounts of data quickly and accurately. BigQuery changed the game for us,” Jethro added.
This is testament to the fact that if you are to succeed as a large-scale ecom operation, investing in the right data tools is essential. Tools like BigQuery not only help businesses manage growth but also ensure they stay agile in a fast-moving market.
The Nile’s Biggest Challenge: Focus and Execution
Running a business as large as The Nile comes with its fair share of challenges, but for Jethro, the biggest one is staying focused on what matters most and following through with flawless execution. When asked about his biggest hurdle Jethro said, “Focus and execution—hands down. In this business, it’s easy to get distracted by new opportunities or trends, but what really makes the difference is how well you execute on your core strategy,” Jethro explained.
For him, the secret to success isn’t just having a good idea, it’s about maintaining a steady focus on executing that idea day in, day out. “I’m a big believer in 1% inspiration, 99% perspiration. It’s not about the ideas—it’s about consistently executing them,” he added.
Jethro’s focus on execution is what has allowed The Nile to continue growing in a highly competitive market. His team pays attention to detail, ensuring that every process runs smoothly, from inventory management to customer service. “Retail is all about detail. If you don’t nail that, nothing else will work. It’s not the flashy stuff that matters most—it’s getting the basics right every single time,” Jethro emphasised.
The world of ecom offers almost limitless possibilities. The real challenge isn’t just generating new ideas—it’s maintaining focus and executing them with precision. Consistent attention to detail is what sets successful retailers apart.
Focus, Consistency and Constant Learning
Jethro’s journey with The Nile is a masterclass in focus and consistency, leveraging the right tools and continually evolving in a fast-changing retail landscape to stay ahead of the game. Whether it’s investing in data tools like BigQuery or learning from the operational excellence of retail giants like Dan Murphy’s, Jethro’s approach highlights the importance of consistent execution and customer focus. For anyone looking to build a lasting business, the key is staying adaptable while remaining laser-focused on what matters most—delivering value and great experiences for your customers.
The Checkout is a short snippet of our conversations.
