Ecommerce Playbook: Numbers, Struggles & Growth

CTC just acquired TBAR Partners — the fastest-growing TikTok Shop agency in the country. In this episode, Luke sits down with co-founders Tyler Brechbiel and Alex Rudolph to walk through the origin story, the playbook behind their results, and what this partnership means for ecommerce brands.
Tyler and Alex built TBAR from a college dorm room in June 2025. Sixteen months later they're managing over $5M in monthly GMV for brands like Ridge, HexClad, and Grüns — and now they're part of Common Thread Collective.
In this episode:
How TBAR went from zero to managing Ridge, HexClad, and Grüns in under 18 months

The creator recruitment and Discord community system that 3x's video output per sample

Why video volume and GMV have a direct correlation — and how to use that

The "blitz launch" strategy that sold Naked Sundays out of inventory overnight

How Ridge's tracker card — their worst D2C seller — became their top TikTok Shop product

The volume-based competition that generated 7,000 videos in a single month for Ridge

Why 90% of TikTok Shop revenue comes from the top 10 affiliates — and how to find them fast

What GMV Max actually is and how to feed it correctly

TikTok LIVE selling and the halo effect into Meta, Amazon, and retail

How Statlas will track the full demand cascade for TBAR's brand roster

Show Notes:
Go to https://bit.ly/4cbihFx to Claim $25,000 in Lutiq platform credits

Explore the Prophit Engine: https://commonthreadco.com/pages/prophit-engine

The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have

Black Friday is not won in November. According to CTC data, brands that grow their active customer file by 10% or more this year have a 77% chance of beating last year's BFCM — with a median result of 40% growth. The brands that hold back in September are the ones that underperform in Q4.
Topics covered in this episode:
Why your active customer file is the single biggest predictor of BFCM performance

The data: 77%, 50%, and 30% — what your customer file growth tells you right now

How CTC defines and measures the active customer file across Shopify brands

Why short-term LTV peaks in the first 30 to 60 days after acquisition

Why that window gets heightened heading into BFCM, not reduced

The case for leaning into acquisition spend now rather than saving it for November

How to measure the incremental impact of your media spend in September vs. BFCM

What incrementality factors are and how CTC has seen them across brands

The step-by-step September playbook: file, scenarios, moments, measurement

Why the fear of pulling revenue forward or confusing your BFCM offer is overblown

Show Notes:
Q4 waits for no one. AppLovin is offering $5K ad credit when you spend $5K. Go to applovin.com/ctc to set up your first campaign

Explore the Prophit Engine: https://commonthreadco.com/pages/prophit-engine

The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have

Taylor and Andrew dig into three topics that have more in common than you think: why the supplement industry struggles to build real moats, whether the Dodgers and Clippers crossed ethical and legal lines, and the most important marketing distinction almost nobody is making between influencers and creators.
Topics covered in this episode:
 Why no supplement brand has a defensible customer acquisition cost

AG1, Gruns, and how a form factor change can destroy a cohort

IMA's billion-dollar debt facility built specifically to fund CAC

Where the real moats in health and wellness actually are: hardware, data, and telehealth

Mark Walter, insurance float allegations, and the Dodgers cheating scandal

The Clippers punishment: $30M and five first-round picks

Parity in sports: why big markets winning is actually better for the product

Joy as the delta between expectation and reality

Creators vs. influencers: why this distinction matters more than your entire creative strategy

The Mark Dowdle and Rapid hat story: what real influence actually looks like

How to approach influencer marketing at $0 vs. 8-figure revenue

Equity deals, embedded influencers, and the Jason Khalipa model

DHH on AI: the most optimistic take Taylor has heard

Agency cash management: should you hold reserves or get a revolver?

Show Notes:
Visit eCapital  to see how much working capital you may qualify for: https://bit.ly/4xO3VDd

Explore the Prophit Engine: https://commonthreadco.com/pages/prophit-engine

The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have

One of CTC's earliest hires just returned after years away. He left to build his own media agency, acquired a major email and retention agency, then co-founded a beverage company where mastering subscription economics was the only path to survival. Now he is back, and the skills he forged along the way make him a different kind of asset for 7-to-9-figure ecommerce brands than when he first walked in the door.
Our guest today is a returning member of the CTC family — a media buyer turned agency founder turned beverage entrepreneur, now rejoining as a senior leader focused on retention strategy, media, and industry events. Find out who it is in this episode.
Topics covered:
The original CTC hiring story and what early platform arbitrage taught him about finding edges

Why he left CTC and what he set out to prove by building his own agency

Acquiring a top email and retention agency and what running lifecycle marketing for real clients taught him

Co-founding a beverage company and what subscription economics looks like from inside a real P&L

Why Statlas and CTC's current scale made returning the obvious move

The financial forecast connection: why email revenue expectations must be tied to the paid calendar

Where offer-to-ad-to-landing-page continuity breaks down at most brands

Deep storytelling vs. volume tactics: a real example of what actually drives conversion

Active vs. lapsed customer strategy and the economics of subscription reactivation

Commerce Roundtable events and Hyrox Anaheim Dec 3-4

Show Notes:
Go to http://outersignal.com/thread to get 50% off your first two months

Explore the Prophit Engine: https://commonthreadco.com/pages/prophit-engine

The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have

CTC's Marketing Moments service is built to create new revenue spikes for 7-figure brands through structured offer testing, targeted landing pages, and high-volume creative. In this episode, host Richard Gaffin sits down with Roberto Fink, Profit Engineer at CTC, to break down exactly how the service works and why every brand that has signed up has seen at least one meaningful unlock.
In this episode:
What Marketing Moments is and the COAL framework behind it (Content, Offer, Acquisition funnel, Landers)

What each brand gets: 2 marketing moments per month, 1 landing page + 20-25 creatives each

How the program evolved from calendar-event hooks to evergreen offer testing year-round

The 100% hit rate: every enrolled brand has unlocked incremental spend, better efficiency, or higher AOV

Why CTC's view of a brand's P&L and margin profile lets it engineer offers that improve margin AND unlock higher CPA bids

The men's grooming brand that had its first ever profitable summer, with offer campaigns driving 75% of account spend

Show Notes:
Go to https://bit.ly/4cbihFx to Claim $25,000 in Lutiq platform credits

Explore the Prophit Engine: https://commonthreadco.com/pages/prophit-engine

The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have