eCommerce MasterPlan

Dan Major is a Fractional CFO for DTC fashion, footwear, and beauty brands. Focused on scaling profitability by unlocking margin and freeing up cash for ads and stock. 
 
In this WWYD episode, Dan walks through what he would do if he became the first serious CFO at a fast-growing DTC brand. He shares practical advice on fixing reporting, improving unit economics, finding hidden margin, and unlocking cash from inventory so brands can grow faster without losing control of profitability. 
 
Hit PLAY to hear: 
The first thing a new CFO checks in a fast-growing DTC brand 👀 
Why your Shopify dashboard might be lying about profit 
The 3 margin numbers every eCommerce founder must understand 💸 
How one brand found 8 extra margin points without selling more 
When to reinvest profit into ads instead of taking it off the table 📈 
The hidden inventory mistake that could be trapping six figures of cash in your warehouse 📦 
 
Key timestamps to dive straight in: 
[05:17] Understanding Sales and Margins Discrepancies 
[07:56] Managing finances in eCommerce 
[13:03] Understanding Contribution Margin Basics 
[16:57] Analyzing industry benchmarks and margins 
[18:28] Analyzing Profit and Loss Statements 
[22:46] Managing stock levels and cash flow 
[24:28] Listen to Dan’s Top Tips! 
 
Full episode notes here: https://ecmp.info/609

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James Cowdale is the co-owner and marketing director at &Sons, a fashion BCorp brand selling vintage style clothing, primarily menswear. Founded in 2016 they now sell via their Shopify site, 2 stores in the UK, and wholesale, doing 8 figures in sale a year. 
 
In this episode, James shares how &Sons has grown from an £80 Shopify store into an 8-figure brand by putting community at the heart of the business. He also reveals how the team navigated US tariffs, expanded into new markets, achieved B Corp certification, and why investing in people has been their biggest competitive advantage. 
 
Hit PLAY to hear: 
👥 How &Sons built an 8-figure brand by creating a thriving customer community 
🌎 The smart strategy that helped them replace lost US sales with new international growth 
🛍️ Why customer retreats can deliver a bigger ROI than another ad campaign 
💬 The simple mindset shift that turns customers into passionate brand advocates 
🌱 What it really took for &Sons to become a certified B Corp 
🎉 How to turn a major business milestone into a powerful marketing opportunity 
 
Key timestamps to dive straight in: 
[04:37] Choosing Shopify for Online Sales 
[09:14] Launching Australian Market Website 
[12:49] Building a Community for Men 
[16:47] Hosting events for marketing 
[19:39] Achieving BCorp Certification 
[22:31] Reflecting on 10 years in business 
[24:15] Listen to James’s Top Tips! 
 
Full episode notes here: https://ecmp.info/608 

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Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits

Get all the links and resources we mention and join our email list at https://ecmp.info

Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify.

Interested in being a Sponsor? go here: https://ecmp.info/sponsor

Advertising Inquiries: https://redcircle.com/brands

Privacy & Opt-Out: https://redcircle.com/privacy

Jonatan Ehn is the Chief Commercial Officer at Asket, a fashion brand that doesn’t think of itself as a fashion brand. With the goal to liberate daily life from clutter and excess. Their men’s and womenswear rangers are sold via their Centra website, and stores in Stockholm & London, that also offer repairs and alterations. Founded in 2015, last year they did £15 million in sales. 
 
In this episode, Jonatan shares how Asket has built a growing eCommerce business by staying true to its mission. He discusses balancing purpose with profit, navigating a major rebrand, and the performance marketing lessons every online retailer can learn from. 
 
Hit PLAY to hear: 
🚀 How Asket grew a £15M brand while encouraging customers to buy less 
🎯 The biggest lesson from launching a rebrand, new website, and new store all at once 
📉 Why your Meta ads can suddenly stop working—and how to turn them around 
🧪 The one-change-at-a-time testing strategy that rebuilt Asket's marketing performance 
🌱 How to balance purpose and profit without sacrificing business growth 
💡 The brand discovery tactics helping Asket win customers in the UK, US, and beyond 
 
Key timestamps to dive straight in: 
[05:36] Independent Swedish clothing brand model 
[08:15] Balancing business goals and ethics 
[12:37] Rebranding and closing perception gap 
[15:31] Updating brand visuals and identity 
[18:22] Identifying marketing strategy issues 
[22:38] Focusing on brand discovery strategy 
[25:19] Listen to Jonatan’s Top Tips! 
 
Full episode notes here: https://ecmp.info/607

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Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits

Get all the links and resources we mention and join our email list at https://ecmp.info

Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify.

Interested in being a Sponsor? go here: https://ecmp.info/sponsor

Advertising Inquiries: https://redcircle.com/brands

Privacy & Opt-Out: https://redcircle.com/privacy

Jennifer Bailey is the CEO Founder at Calla Shoes, sellers of women's shoes for bunions, wide feet and problem feet. Founded in 2016 they now sell via their Shopify store and are on track for £2million in sales this year. 
 
In this episode, Jennifer reveals how Calla Shoes grew from a personal frustration into a £2 million global eCommerce brand. Discover the customer-first mindset, SEO strategy, and partnership approach that helped the business scale to customers in 92 countries while staying laser-focused on solving a real problem. 
 
Hit PLAY to hear: 
👠 How Calla Shoes grew into a £2M brand by solving one overlooked customer problem 
🔍 Why SEO still drives most of their traffic after nearly 10 years in business 
📞 The surprising customer research method Jennifer swears by (and it's not AI) 
🌍 How a niche footwear brand expanded to 92 countries worldwide 
🤝 The partnership strategy that's turning podiatrists into powerful referral partners 
💡 How customer feedback directly shaped some of Calla Shoes' best-selling products 
 
Key timestamps to dive straight in: 
[06:15] Embracing constant learning in eCommerce 
[07:49] Global marketing on a budget 
[10:09] Searching for wedding shoes with bunions 
[13:15] Embracing unique needs in footwear 
[16:43] Listening to customer feedback 
[20:50] Collaborations with podiatrists and influencers 
[23:02] Listen to Jennifer’s Top Tips! 
 
Full episode notes here: https://ecmp.info/606

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Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits

Get all the links and resources we mention and join our email list at https://ecmp.info

Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify.

Interested in being a Sponsor? go here: https://ecmp.info/sponsor

Advertising Inquiries: https://redcircle.com/brands

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Andy Ostcliffe is the Chief at Chiefly, where they’re experts on the Charity Retail Sector and pre-loved sales across product categories. Previously Andy co-created and led two of the world’s largest charity online retailers – Oxfam and British Heart Foundation. 
 
Andy joins Chloe for a What Would You Do? episode, exploring what today's Head of eCommerce should do if their fashion brand wants to enter the growing pre-loved market. Together, they unpack the operational, commercial, and regulatory challenges, and discuss how brands can build a strategy that works for both customers and the business. 
 
Hit PLAY to hear: 
Why launching a pre-loved store is much harder than it looks 👀 
The surprising reason Marks & Spencer chose eBay over building its own resale platform 
How AI could make fashion resale dramatically more profitable 🤖 
The regulations coming for fashion brands—and why you should prepare now 
What really happens to clothes after you donate them (it's not what most people think) 
Why live shopping is becoming one of the hottest opportunities in eCommerce 📱 
 
Key timestamps to dive straight in: 
[04:38] Retailers and preloved fashion trends 
[06:28] Challenges in retail logistics 
[09:35] Economic challenges for PLC retailers 
[13:03] Impact of Secondhand Sales 
[16:55] UK charity shops and new regulations 
[21:16] Impact of Online Resale on Charities 
[23:29] Ghana's role in pre-loved fashion 
[29:29] Pricing and stock rotation strategies 
[31:00] Retail strategy for preloved fashion 
[35:31] Listen to Andy’s Top Tips! 
 
Full episode notes here: https://ecmp.info/605

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Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits

Get all the links and resources we mention and join our email list at https://ecmp.info

Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify.

Interested in being a Sponsor? go here: https://ecmp.info/sponsor

Advertising Inquiries: https://redcircle.com/brands

Privacy & Opt-Out: https://redcircle.com/privacy