As 2024 draws to a close, we’re bringing you a curated look back at some of host Nathan’s favourite moments from the past year on the Add To Cart Podcast. Our guests have shared stories that not only challenge the norm but offer fresh perspectives on building meaningful customer connections, navigating growth, and driving success.
Whether you’re rethinking retention, navigating tight margins, striving for stronger customer loyalty, or planning bold expansions, these 2024 highlights are packed with lessons to help you hit the ground running in 2025.
1. Profitability Unleashed with Carla Penn-Kahn & David Kahn
In Episode 400, Carla and David Kahn, co-founders of Profit Peak, shared how they turned the chaos of post-COVID ecommerce into a 20% gross profit uplift in just four months. Struggling with inventory sprawl, fluctuating ad costs, and tight margins, they sought control through real-time profitability tracking at the SKU level.
“We got to a point coming out of COVID where we just felt a little bit out of control,” Carla revealed. “Cross-platform ad spend, our volume had increased so much, our SKU count had gone up to 20,000… So, in January 2023, we sat down with our development team and said, how do we feel like we can get back in that control space?”
By uncovering hidden truths, like realising a top-selling product barely broke even, the Kahns shifted ad spend toward higher-margin items and optimised inventory levels to create more efficient cash flow. Their approach underscores the power of granular visibility in ecommerce profitability.
2. Customer Connections with Dan Ferguson
In Episode 390, Adore Beauty’s Dan Ferguson showed us the art of blending psychology with strategy. Using dual funnels, one for transactional customers and another for relationship building, he transformed Adore Beauty into more than just an online retailer.
The transactional funnel captures customers who need quick purchases, while the relational funnel deepens long-term engagement. Whether through podcasts, masterclasses, or exclusive app experiences, we leverage brand salience and accessibility to create stickiness.
This method has kept customers coming back, driving both repeat purchase rates and deeper loyalty. Dan’s story reminds us that ecommerce isn’t just about transactions; it’s about creating meaningful experiences that foster lasting relationships.
3. Ethical Nudges with Sonia Friedrich
In Episode 392, behavioural economist Sonia Friedrich illuminated how small, thoughtful changes can impact sales and customer trust. From anchoring premium products to refining checkout flows, Sonia advocates for “nudges” over “sludges”—the manipulative tactics that harm brand loyalty.
You need to make sure that the customer feels in control, not pressured. For example, displaying premium products prominently can influence spending habits, but the process should remain transparent and frictionless.
With growing customer demand for ethical practices and transparency, Sonia’s insights are a timely reminder that trust is the foundation of long-term ecommerce success.
4. Bold Moves with Adam Bouris
Episode 450 brought us Adam Bouris, co-founder of WHO IS ELIJAH, who daringly cut over 700 wholesale accounts to focus on premium partnerships with retailers like David Jones and Sephora. This bold move allowed the fragrance brand to gain tighter control over its image and fuel international expansion.
By consolidating our wholesale accounts, we were able to position ourselves as a premium brand while entering new markets like Germany and the Middle East. It was about quality over quantity, ensuring our growth was aligned with our vision.
This strategy highlights the importance of balancing exclusivity with accessibility, a key lesson for brands navigating global growth.
5. Retention Mastery with Anaita Sarkar
In Episode 441, Anaita Sarkar, co-founder of Hero Packaging, demystified the complex world of scaling and retention. Breaking it down with practical ToFu, MOFU and BOFU (Top of the Funnel, Middle of the Funnel and Bottom of the Funnel) frameworks, she emphasised how to move customers from awareness to advocacy.
Retention isn’t just about repeat purchases—it’s about creating a community. Our ‘magic bucket’ concept focuses on fostering emotional connections with customers, turning them into brand advocates through loyalty programs and consistent value delivery.
Her insights make scaling less overwhelming, providing a roadmap for turning one-time buyers into lifelong fans.
Big Lessons from 2024
As we enter 2025, the future promises even more opportunities for brands to build trust, create value, and drive meaningful growth. With trends centred on profitability, personalisation and ethical growth strategies, success will belong to those who prioritise data and relationships, blending innovation with authenticity. As we move into 2025, brands must embrace new challenges, leverage behavioural insights and rethink old strategies while delivering seamless experiences across channels to keep moving forward in the fast-paced world of online retail.
