As 2024 winds down, we’re counting down the most-listened-to Add to Cart eps of the year. These are the episodes you thought sparked the most lively discussions, delivered the most actionable insights or inspired you to pivot your strategies. From mastering profitability to embracing storytelling and AI-driven personalisation, these conversations will have you rethinking your approach for 2025.
#5. Simon Beard & Hannah Udina: Content Creation and Omnichannel Mastery
In Episode 442, Simon Beard, co-founder of Culture Kings, and Hannah Udina, eCommerce Manager at Shopify, highlighted how content can set brands apart in an increasingly competitive landscape. Simon, renowned for building a $600 million global streetwear brand, urged businesses to think beyond traditional tactics.
Physical retailers who aren’t creating content out of their stores are just absolutely mad,” Simon emphasised. “Smash all your SLR cameras—just use iPhones for content!
His philosophy is grounded in authenticity, proving that raw, unpolished content often resonates most with customers.
Meanwhile, Hannah highlighted Shopify’s groundbreaking YouTube integration:
“This tool allows brands to simplify storytelling, meet customers where they are, and provide seamless omnichannel experiences.”
Simon also stressed the importance of staying hands-on: “Successful e-commerce founders are in their ad accounts every day. If you’re not in your ad account daily, you’re just shredding money.”
Simon and Hannah’s insights challenge retailers to use every touchpoint as an opportunity for connection. From content-driven stores to omnichannel tools, they provided actionable advice to future-proof retail strategies.
#4. Gai Le Roy: Navigating Consumer Shifts and Compliance
Episode 444 featured Gai Le Roy, CEO of IAB Australia, whose 25 years in digital media make her a trusted voice in ecommerce. She explored how cost-of-living pressures, Amazon’s dominance, and privacy reforms are reshaping customer expectations.
“Amazon has changed consumer expectations. If you’re not meeting these expectations, you’re going to struggle to compete,” Gai warned, highlighting Amazon’s impact on delivery speed and convenience.
With privacy laws tightening, Gai advised retailers to take proactive steps:
Start by cleaning out your data. Get rid of anything you don’t need and audit where your data is going. Retailers need to rethink what they consider personal information because the new regulations will broaden the definition significantly.
Gai also touched on the industry’s talent gap: “They’re chopping at the head and the middle, losing a lot of experience, and not necessarily providing the support for the young ones who are coming in.”
Gai highlighted the need for retailers to proactively align with regulatory changes, safeguard consumer trust and adapt strategies to meet shifting behaviours to stay competitive in an increasingly complex market.
3. Justin Bausch & Thomas Harris: AI and Personalisation in Action
Episode 409 brought together Ryderwear’s Justin Bausch and Emarsys’ Thomas Harris to discuss the transformative potential of AI in customer engagement. Justin described his success in flipping Ryderwear’s revenue streams:
“Our automation revenue went from 30% to 70%. That’s where marketers should be hitting,” he stated, underlining the role of automation in recurring revenue.
Thomas explained how AI bridges the gap between prediction and action:
Predictive AI helps businesses stay ahead of customer demand and predict what’s coming around the corner. Generative AI then meets that demand by automating content creation to match the insights.
Justin also provided a practical tip for email marketing:“Putting product recommendations at the top of emails has increased revenue by at least 30% in every single campaign.”
Their strategies demonstrated how AI and automation aren’t just tools but powerful enablers of deeper customer connections and sustained revenue growth, offering a clear path for retailers looking to elevate their engagement strategies in 2025.
#2. Iain Calvert: Profitability and Resilience through Frameworks
In Episode 378, eCommerce consultant Iain Calvert introduced his simple yet effective 50/30/20 profitability framework. He stressed the importance of managing marketing expenses and maintaining financial discipline.
“MER (Marketing Expenditure Ratio) is a reality check. It forces you to think about what you’re spending, not just what you’re getting,” Iain explained.
He also highlighted the inefficiencies in attribution models: “Take all the sales your backend system reports, then compare it to Google, Meta, and Klaviyo claims. You’ll probably end up at about 250% of your actual sales.”
On acquiring ecommerce businesses, Iain shared his methodical approach:
I set criteria for success: a minimum conversion rate of 1.5%, an AOV of over $100, and no fad products. This keeps acquisitions focused and profitable.
Iain’s no-nonsense advice offered a practical roadmap for navigating uncertainty, prioritising profitability and building businesses that can thrive in any market condition.
#1. Sabri Suby: Storytelling as the Ultimate Growth Tool
The year’s most popular episode, Episode 370, featured Sabri Suby, founder of King Kong and Shark Tank investor. Sabri captivated listeners with his no-nonsense approach to storytelling and performance marketing.
A campaign is a good story with multiple different hooks in it. There’s one overarching story, and I test 20 different hooks to see what works.
He also shared his approach to metrics: “You need to be selling something with a gross margin of more than 70 percent. The average order value should be $70 or more to ensure your CAC is covered.”
Sabri’s advice to founders was simple but powerful:“Know enough to be dangerous. Even if you hire agencies, you need to understand the metrics, limitations, and platforms to ensure you’re not being misled.”
Sabri’s dynamic approach demonstrated how crafting compelling narratives, paired with a deep understanding of key metrics like gross margin and AOV, can drive scalable and sustainable growth.
Key Takeaways from 2024
This year proved that eCommercesuccess hinges on mastering the basics while innovating to meet evolving customer expectations. From Sabri Suby’s emphasis on storytelling to Iain Calvert’s profitability frameworks, the biggest wins came from blending creativity with data-driven strategies.
Looking ahead, eCommerce brands must stay adaptable, prioritise authentic connections, and leverage technology to deliver value across every channel. 2025 is all about sharpening your strategy and building meaningful relationships that last.
