eCommerce MasterPlan

Success stories are easy to find in eCommerce. 
 
The mistakes, failures, and expensive lessons? Not so much.  
 
To celebrate the 600th episode of the eCommerce MasterPlan Podcast, Chloe Thomas takes a refreshingly honest look at the missteps that have shaped her 20+ years in business and the recurring mistakes she still sees brands making today. 
 
In this special solo episode, Chloe shares a mix of industry-wide pitfalls and personal screwups, revealing the lessons hidden inside each one. From costly hiring decisions and inventory challenges to bad advice and overlooked opportunities, every mistake is pulled at random from her infamous bowl of business blunders—making for an entertaining and insightful episode packed with practical takeaways. 
 
Hit PLAY to hear: 
💸 The hiring mistake that cost Chloe £36,000 — and how to avoid making the same one 
📦 Why holding too much inventory could be quietly killing your cash flow 
🚫 The surprisingly common reason some brands still turn off their websites (and why it's a terrible idea) 
📊 How misunderstanding your margins can wreck your marketing performance 
🔄 Why "launching it" is only the beginning — and where most brands go wrong after go-live 
⚠️ The 14 costly mistakes Chloe sees eCommerce businesses make again and again after 20+ years in the industry 
 
Key timestamps to dive straight in: 
[05:58] Costly hiring mistake 
[09:10] Managing cash flow with seasonal sales 
[11:17] Finding the Right Agency Fit 
[15:51] Crafting an effective discount strategy 
[18:11] Understanding and recalculating margins 
[22:23] Avoiding burnout with balanced work 
[24:42] Testing newsletter growth strategies 
[28:23] Evaluating eCommerce Strategies 
[32:06] Choosing the right product 
[36:25] Navigating perimenopause and business impact 
[38:45] Dealing with health challenges in business 
[40:44] Updating seasonal and automated content 
 
Full episode notes here: https://ecmp.info/600

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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.

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Yaël de Keijzer and Anna Atmis are from Doofinder. Doofinder has been helping eCommerce brands improve product discovery and search experiences for over 15 years. Today, more than 10,000 online stores worldwide use the platform to create faster, smarter, and more intuitive shopping experiences through AI-powered technology. 
In this episode, they break down how AI shopping assistants are changing the eCommerce experience for both brands and customers. From improving product discovery and increasing conversions to uncovering hidden customer insights, this conversation is packed with practical ideas for eCommerce businesses looking to grow smarter with AI. 
Hit PLAY to hear:  
1️⃣ How AI shopping assistants close the eCommerce “finding gap” and recover lost sales
2️⃣ The smarter way to upsell and cross-sell without frustrating customers
3️⃣ How your store can keep selling and answering questions 24/7
4️⃣ Why “no results” searches could reveal your next biggest sales opportunity
5️⃣ How AI shopping data can uncover UX issues, product gaps, and growth opportunities

Key timestamps to dive straight in: 
[05:48] Using AI tools effectively 
[07:14] Closing the eCommerce Finding Gap 
[11:14] Optimizing cross-sell strategies 
[14:08] Using AI to boost sales 
[18:10] Importance of integrated AI in eCommerce 
[22:00] AI in everyday shopping 
[25:01] Finding your ideal customer 
[26:37] Listen to Yaël and Anna’s Top Tips! 
[34:02] Episode sponsored by Doofinder. Grab their 15-day trial at Doofinder.com. 

Full episode notes here: https://ecmp.info/599  
Episode sponsored by Doofinder. Grab their 15-day trial at Doofinder.com. 

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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

Latif Hamilton is the creative CEO at Spirithoods, who sell animal inspired apparel and give 10% back to endangered animals. Founded in 2009, they now sell via their Shopify store and wholesale, and sell over $4 million of fashion a year. 
 
In this episode, Latif shares how Spirithoods uses SEO and search trend data to shape everything from product design to launch timing and product naming. It’s a fascinating look at how eCommerce brands can blend creativity with data to drive growth, build customer demand, and stay resilient in a turbulent fashion market. 
 
Hit PLAY to hear: 
🔍 How Spirithoods uses SEO data to decide which products to create 
📈 The search trend strategy behind their $4M fashion brand growth 
🛍️ Why timing your product launches can massively impact sales 
🎯 The tiny SEO tweaks that help products rank higher on Google 
🔥 How festival season and pop culture drive ecommerce demand 
⚠️ The harsh reality of tariffs, fashion bankruptcies & surviving market chaos 
 
Key timestamps to dive straight in: 
[04:38] Launching eCommerce after trade show 
[07:50] Preparing for business changes 
[11:02] Microplastic pollution and solutions 
[14:37] How Spirit Hoods took off 
[18:48] Using SEO to guide trends 
[19:38] Spotting trends in yellow fashion 
[24:44] Timing product launches with trends 
[26:21] Tying product development to SEO 
[30:13] Listen to Latif’s Top Tips! 
 
Full episode notes here: https://ecmp.info/598

---
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

Simon Payne is the co-founder at Sole Responsibility, a sustainable retail business specialising in the resale and takeback of seconds in the footwear and clothing space. They resell 10,000s of sub-prime shoes and garments a year with growth at 30% year on year. 
 
In this episode, Simon joins Chloe Thomas to explore how resale commerce, changing consumer behavior, AI, and upcoming sustainability legislation are reshaping the future of fashion retail. They discuss why secondhand is becoming mainstream, what ESPR means for brands, and how retailers can turn returns and resale into long-term opportunities. 
 
Hit PLAY to hear: 
Why secondhand fashion is becoming mainstream faster than brands expected 👟 
The surprising way retailers are turning returns into revenue 💰 
How AI is helping identify and resell thousands of unique products 
What Europe’s new ESPR legislation could mean for eCommerce brands ⚖️ 
Why platforms like Vinted are changing consumer behavior forever 
The big question fashion brands may soon have to face: produce less or lose relevance? 👀 
 
Dive in: 
[05:21] Using AI for product identification 
[07:34] Focusing on product returns and resale 
[10:32] Rise of social live shopping 
[14:57] Challenges with product traceability 
[16:58] Sustainability and product reuse challenges 
[20:40] Trends in UK retail shopping 
[24:20] Future of production and sustainability 
[25:53] Listen to Simon’s Top Tips! 
 
Full episode notes here: https://ecmp.info/597

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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

Steve Willicott is the founder at Uncle Matt's Hats, selling baseball caps and supporting men’s mental health. Founded in 2024, they sell via their Shopify store, and are about to launch their second range. 
 
In this episode, Steve explains how Uncle Matt's Hats has built every part of the business around its mission — from product design to packaging to customer acquisition. It’s a smart look at how purpose-led brands can create stronger differentiation, generate organic content, and grow without relying on big ad budgets. 
 
Hit PLAY to hear: 
🎯 How Steve Willicott built Uncle Matt's Hats around purpose — and why that makes customer acquisition easier 
📦 The clever packaging idea that turns every order into organic UGC 
💸 How a startup with a tiny ad budget gets more from every customer touchpoint 
🧠 Why the inside of the product matters more than most brands realize 
🚀 The simple customer insight that led to launching beanies and T-shirts next 
🔥 How storytelling can help your brand stand out in a crowded, competitive category 
 
Key timestamps to dive straight in: 
[06:38] Focusing on mission over product 
[09:27] Designing meaningful, ethical hats 
[11:34] Expanding beyond baseball caps 
[15:13] Organic UGC and giftable packaging 
[20:01] Sharing mental health stories and support 
[22:42] Reducing customer acquisition costs 
[23:54] Listen to Steve’s Top Tips! 
 
Full episode notes here: https://ecmp.info/596

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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