eCommerce Podcast

Can you remember the last product description you actually read? Matt Edmundson explores why most eCommerce product copy is invisible and shares the science-backed narrative binding framework that made one UK retailer's descriptions 42% more memorable and boosted revenue per visitor by 36.7%.
Episode Summary
In this solo episode, Matt digs into one of the most overlooked areas of eCommerce: product descriptions. Drawing on his experience rewriting 400 product descriptions at Jersey Beauty Company (before AI existed), he reveals why manufacturer copy turns every site into a commodity and shares the narrative binding framework from cognitive science that transforms forgettable spec sheets into stories that stick. Through real examples including a framing square, a fountain pen, a USB disco light, and an airsoft tactical vest, Matt demonstrates the three principles of narrative binding: causal sequencing, character continuity, and thematic consistency. He also introduces a free AI Prompt Pack so listeners can start transforming their own product copy immediately.
Key Point Timestamps:
00:18 - The Problem with Generic Product Descriptions
04:52 - The Framing Square That Proved the Problem
16:33 - Three Principles of Narrative Binding
20:54 - Applying Narrative Binding to Real Products
32:52 - Using AI for Product Descriptions
The Framing Square That Proved the Problem (04:52)
Matt shares a personal shopping experience that perfectly illustrates the problem. After watching a YouTube video with over 500,000 views, he wanted a specific Milwaukee framing square and opened seven different UK distributor sites.
Every single one had virtually identical copy. "Reinforced frame. Laser etched markings provide superior visibility." Word-for-word manufacturer descriptions across all seven sites. Not one mentioned the YouTube video that convinced Matt to buy. Not one explained why this square was worth more than a cheaper alternative.
"The product copy didn't matter because nobody made it matter," Matt reflects. His decision came down to total price plus shipping. Race to the bottom. Again.
This leads Matt to challenge three assumptions that destroy conversions: that manufacturer copy is good enough, that product descriptions don't matter if the site looks good, and that nobody reads them anyway. The truth? The people deciding whether to buy absolutely read them. They're looking for a reason to say yes or a reason to leave.
The Science of Copy That Sticks (16:33)
Research from UC Davis found that the hippocampus actively binds separated events into unified narratives. When content creates a coherent story with causal connections, it becomes 42% more memorable after 30 days compared to disconnected facts. This is called narrative binding.
Matt highlights Cox & Cox, a UK homeware retailer, who restructured their product descriptions using a narrative framework and saw a 36.7% increase in revenue per visitor. "Not a redesign. Not new products. Just better words," Matt emphasises.
The three principles that make narrative binding work in eCommerce:
Causal Sequencing – Don't just list features. Show the chain: Feature → Benefit → Outcome. "Reinforced aluminium frame" becomes "The reinforced aluminium frame means it won't bend mid-cut, so your measurements stay true even after years of heavy use."
Character Continuity – Include people. The maker, a typical customer, or the reader as the protagonist. "Popular with professionals" becomes "Join the 2,000+ carpenters who've made this their go-to square."
Thematic Consistency – Weave a

What if the secret to building a subscription brand isn't clever retention tricks? Joe Welstead took his electrolyte company OSHUN from zero to over 5,000 subscribers in just 10 months, achieving a 42% subscription signup rate and 5% conversion rate.
Episode Summary
In this episode, we explore how Joe built OSHUN with a deliberately different approach to his previous venture-backed, multi-SKU supplement company. After selling that business in 2022, he chose the opposite path: one product, bootstrapped, subscription-first from day one. We discuss why launching with a single SKU is more freeing than multiple products, how spreading decisions across the customer journey reduces analysis paralysis, the exact tech stack powering their subscription engine (Skio, Klaviyo, UpCart, AfterSell), and how a supply chain constraint accidentally created their refill pouch model.
Key Point Timestamps:
08:37 - The chaos packaging that got everyone talking
18:53 - Why one SKU beats twelve
27:52 - The product-first subscription philosophy
29:05 - Building the subscription tech stack
33:26 - Obsessing over customer experience
The Single-SKU Advantage (18:53)
Joe's previous supplement company had multiple products, venture backing, and all the complexity that comes with scale. With OSHUN, he deliberately chose the opposite path.
"The experience as a founder of launching a brand with multiple SKUs is completely different to the experience of launching with one SKU," Joe explains. "Launching with one SKU for somebody who likes to be creative and who likes to explain the product in the most eloquent way possible is so much more freeing and enjoyable."
With his previous company, every piece of marketing became diluted. With OSHUN, his entire job became distilling one product's benefits and communicating them beautifully. That focus shows in everything from their advertising to their website.
The Product-First Philosophy (27:52)
In a world where subscription brands obsess over retention hacks and loyalty points, Joe's approach is refreshingly direct.
"We're not in the game of providing gimmicks to keep people roped in," Joe shares. "We have a really good product. We really believe in it. And if you feel the benefits, you're going to be fine and happy with a little bit of money going out every month towards refilling it."
This philosophy underpins everything OSHUN does. The product has to work. Everything else follows from there.
The Subscription Engine (29:05)
OSHUN's subscription success is built on a carefully considered tech stack. Joe started with Shopify's native subscription app but moved to Skio after a few months.
"Even if you're not subscribed and you log in, you think you're logging into Shopify, but actually you're logging into Skio," Joe explains. "Everything's there. Your whole order history, your subscription details. It's all in that one login."
They send billing reminders five days before renewal with three quick actions, including a "skip for two weeks" option. Joe's reasoning: "If you have a little bit extra, the default might be 'I need to cancel this.' If there's a really easy skip by two weeks, hopefully it makes sense for everyone."
Reducing Decision Fatigue (33:26)
Joe's obsession with customer experience led him to rethink how most e-commerce sites handle product pages.
"One thing that I really dislike is when a brand overloads you with a bunch of decisions upfront on a product page," he explains. "There's pack size, frequency, flavour... all these decisions, bam, in your face before you've really committed to it."
OSHUN's product page doesn't even have a quantity selector. You either click "subscribe and add to cart" or "buy once and add to cart." Additional decisions happen later in the cart, giving people "bite-sized decisions rather than just lumping...

With 57% of Google searches now ending without a click, where are those potential customers going? Matthew Stafford from Build Grow Scale reveals why LLM traffic converts at 5X the rate of traditional search—and how smaller brands can capture this opportunity before the giants catch on.
Episode Summary
Matthew Stafford has spent a decade helping eCommerce brands scale, working with companies doing £200,000 to £3 million monthly. Across every US-based client, he's seen organic traffic drop 20-30% this year. But the brands optimising for LLMs aren't just recovering that lost traffic—they're converting it at rates that make their old Google numbers look pedestrian. We explore why AI assistants have become trusted advisors rather than search tools, the specific tactics working right now (including buyer-intent FAQs per product), and why Matthew calls this the biggest shift he's seen in his entire consulting career.

Key Point Timestamps:
06:08 - The 57% no-click problem and LLM shift
12:12 - AI as trusted advisor
22:56 - Buyer-intent FAQs explained
27:40 - Schema markup for LLMs
36:41 - Why small brands have the advantage
The Trusted Advisor Shift (12:12)
Google was always about accessing information. You typed in a query, got a list of links, and did the research yourself. LLMs work completely differently—they've become trusted advisors that people share everything with.
"People literally are using these LLMs for their therapist and sharing everything with them," Matthew explains. "And then they're now going there to make their buying decision."
When a trusted advisor recommends something, people buy. That's why LLM referrals convert at 5X the rate of Google traffic. The LLM knows customer preferences, behaviours, and context. It's not just matching keywords anymore—it's making personalised recommendations.

Buyer-Intent FAQs Per Product (22:56)
Most websites have FAQ sections that aren't actually answering frequently asked questions—they're thinly veiled sales pitches. Matthew challenges brands to rethink this entirely.
"My question to them is, why would shipping time be on your FAQ? And they go, well, people ask that all the time. And I said, then that means that you're too lazy to put it on your website."
Real FAQ optimisation for LLMs means creating questions that demonstrate buyer intent—questions someone would only ask if they were seriously considering a purchase. The key insight: do this per product, not just site-wide. Start with your top 20% of products that drive 80% of sales.

The Little Hinges Philosophy (36:41)
What makes this opportunity so compelling for smaller brands is the asymmetric potential. Matthew describes it as finding "the little hinges that swing the big doors."
"I truly believe that for the little guys, this is a level playing field. The only thing that is going to allow the bigger ones to outspend you maybe is if they take action sooner. But what I've found is these big companies that we deal with, they know that they need to do it, but they don't do it because they don't know what to do."
Large organisations move slowly. By the time they've figured out their LLM strategy, smaller brands could have six months of consistent optimisation under their belts. Matthew compares it to the early Google days of 2004—a spiralling upward effect for those who act first.

Today's Guest
Today's guest: Matthew Stafford
Company: Build Grow Scale
Website: buildgrowscale.com
Email: [email protected]

What if your e-commerce platform is actually holding you back? Mikel Lindsaar, founder of StoreConnect and author of the forthcoming book Customer Commerce, explains why most platforms end up controlling your business rather than serving it. We explore how unified data systems enable smarter automation, faster page loads, and the kind of personalised customer experiences that build lifetime value.
Mikel shares practical examples including a museum using AI to identify VIP visitors, automated refunds that create customer delight, and how one company consolidated 76 websites across 26 brands onto a single platform. We also discuss why his strongest advice has nothing to do with technology: put a phone number on your website and actually answer it.
Key Point Timestamps:
09:23 - The Tail Wagging the Dog Problem
15:21 - AI for Customer Identification
22:04 - The Real Cost of Platform Fragmentation
26:41 - Creating Moments of Joy
39:34 - Why Phone Support Still Matters
The Tail Wagging the Dog Problem (09:23)
Mikel had three clients approach him in a single year asking to build e-commerce platforms that integrate with Salesforce. His initial reaction was to redirect them to Shopify or BigCommerce. Their response changed his thinking entirely.
"Those platforms are all fantastic for the front end," Mikel explains. "They do an incredible job at helping someone buy a widget. What they all genuinely suck at is if I want to access the data in my way, or I want to build automations the way I want to build those automations."
The result is what Mikel calls "the tail wagging the dog" - your e-commerce platform dictates how you access data, how you report, how you contact customers, and how the checkout flow works. Instead of your business processes driving the technology, the technology drives your business.

The Hidden Cost of Plugin Sprawl (22:04)
As e-commerce businesses grow, they accumulate SaaS tools. Shopify, then Klaviyo, then reviews, then loyalty, then subscriptions. Before long, you've got 20 different products running your business.
"You now have your data in Shopify, in Klaviyo, and maybe six or seven plugins on random Amazon servers around the world," Mikel points out. "That data is becoming a bit of a challenge from a security point of view."
Each plugin charges monthly, holds a piece of your customer data, and potentially slows down your site. The clever automations that actually transform customer relationships become nearly impossible to build when your data is fragmented across dozens of systems.

Creating Moments of Joy (26:41)
When your data lives in one place, you can start treating customers as humans rather than transactions. Mikel shares a common scenario: you buy something, then days later receive an email offering 10% off the thing you just bought.
Now flip it. A customer buys something 24 hours before a 10% sale launches. Instead of sending them the promotional email, your system automatically refunds 10% to their credit card and explains what you've done.
"If I got an email like that, I'd be like, are you kidding?" Mikel says. "These moments of joy, treat them as humans. Don't treat them as just a transaction."

AI That Actually Works (15:21)
Mikel suggests using AI for pre-processing rather than real-time calculation. An education provider using StoreConnect runs algorithms when a student completes a course, determining the next best course based on their entire history. By the time the congratulations email goes out, it already contains a personalised recommendation.
"Instead of having to send them to a site which is trying to calculate the next best course for that student, you've already done all that work in the back end," Mikel explains. "That page loads within a tenth of a second or less."
The key is...

With over 10,000 3PLs in the US alone, how do you avoid choosing one that sinks your business? Dave Gulas from EZDC 3PL shares the horror stories he's witnessed and the questions that separate good logistics partners from disasters waiting to happen.
In this episode, we explore why treating logistics as a commodity leads to problems, how to vet a fulfilment partner properly, and the operational details that matter when you're shipping thousands of orders monthly. Dave's background in the pharmaceutical industry, where urgency is non-negotiable, shaped his approach to e-commerce fulfilment. He shares what he looks for in great clients (spoiler: they ask the most questions) and why his sales cycle runs several months by design.
Key Point Timestamps:
07:06 - What EZDC 3PL does and who they serve
08:57 - When outsourcing fulfilment makes sense
22:45 - Why treating logistics as a commodity fails
27:43 - Horror stories from bad 3PL partnerships
32:37 - The technology stack that matters
40:59 - Warehouse layout for efficiency
48:20 - The questions to ask before choosing
The Partnership Mindset (22:45)
Dave doesn't respond to enquiries that simply ask "what's your pricing?" without context. His reasoning is straightforward.
"It truly is a partnership. When you get into a business partnership with somebody, are you just going to look someone up online, ask a couple of questions and sign the contract? I hope not."
The brands that treat logistics as a commodity, shopping purely on price, often end up with the problems Dave sees repeatedly. His sales cycle runs several months because both sides need to establish clear expectations before committing.

The Horror Stories (27:43)
Dave has heard them all. Warehouses going bust without telling clients. Inventory tracked on spreadsheets. Response times measured in days.
"We've heard all the horror stories you can think of from literally the warehouse going out of business because they defaulted on their lease and not telling the brand and basically stealing inventory."
These aren't edge cases. When they happen, it's "a big hole to dig out of." Sometimes businesses don't recover.

The Technology Stack (32:37)
Dave uses ShipHero as his warehouse management system. But the specific system matters less than having a proper one at all.
"I'm shocked at how many actual 3PLs are out there where they're tracking inventory on spreadsheets and they're doing things manually. I have brands talk to me like, can you connect to our Shopify? Is that possible? They don't even realise that's possible because they're coming from a warehouse that doesn't do that."
If a potential partner mentions spreadsheets, that's your cue to walk away.

The Questions That Matter (48:20)
Dave's best advice is simple: ask more questions. The best long-term relationships start with the most questions on the front end.
"The best clients, the best long-term relationships are the ones that ask the most questions on the front end. So we're happy to answer them. You can't ask too many."
Ask about their technology stack. Ask for references. Do a site visit if possible. The goal isn't to catch them out. It's to establish clear expectations before you commit.

Today's Guest
Today's guest: Dave Gulas
Company: EZDC 3PL
Website: ezdc3pl.com
LinkedIn: Connect with Dave on LinkedIn