A show dedicated to helping you deliver eCommerce WOW with real talk about building our online stores. Every Thursday.
Join Matt Edmundson and guests, experts and founders who've been in the trenches, built the stores, and learned the hard way — so you don't have to.
eCommerce Conversations with Salena Knight
Selena Knight has spent 20 years in retail and knows exactly why most e-commerce businesses are undercharging. One of her favourite examples? An Australian party supplies company that charges $6 for $3 paper plates — and their customers keep coming back. In this conversation, we get into price anchoring, why the businesses that survived 2025 were the ones charging more not less, the three questions that close every in-store sale, and what she learned from Gary V's organisational psychologist about hiring people who actually think for themselves. If you're competing on price, this one might change your mind.
Catch up on our latest conversations with eCommerce leaders.
Most e-commerce brands are guessing how many ads they need — and getting it badly wrong. Edwin Choi from Jet Fuel Agency reveals a data-driven framework for calculating your exact monthly creative requirements based on your account's decay rate and win rate. With Meta's Andromeda system now punishing creative sameness, discover how to build a diverse creative engine using existing content, raw founder videos, and strategic partnerships — without breaking the bank or losing your mind.
Payments veteran Jeff Foster reveals why fighting chargebacks often costs more than accepting them, and how the threshold for "acceptable" disputes has dropped from 3.5% to under 1%. With 25% of chargebacks hitting transactions already refunded and friendly fraud becoming behavioural rather than criminal, he shares the pragmatic approach that protects profit margins: make refunds frictionless, overcommunicate with customers, and accept that preventing every dispute is more expensive than handling them efficiently.
Most eCommerce product descriptions are invisible. Copied from the manufacturer, pasted without thought, identical to every competitor. Matt Edmundson shares how rewriting 400 product descriptions at Jersey Beauty Company transformed a commodity site into a brand with personality, and reveals the narrative binding framework from cognitive science that makes copy 42% more memorable after 30 days. Through real examples — a framing square, a fountain pen, a USB disco light, and an airsoft tactical vest turned mission briefing — discover the three principles that turn forgettable spec sheets into stories that actually sell.
Joe Welstead built OSHUN from zero to 5,000+ subscribers in just ten months, achieving a 42% subscription signup rate and 5% conversion rate. His approach challenges conventional supplement industry wisdom: one product instead of twelve, simplified product pages that spread decisions across the customer journey, and a relentless focus on product quality over retention gimmicks. This episode reveals the exact tech stack, email strategies, and customer experience design that's driving 15% month-over-month growth for this bootstrapped electrolyte brand.
With 57% of Google searches now ending without a click, eCommerce brands are seeing organic traffic drop 20-30%. But there's a silver lining: traffic from AI assistants like ChatGPT converts at 5X the rate of traditional search. Matthew Stafford from Build Grow Scale shares the LLM optimisation strategies working for his clients, including buyer-intent FAQs per product and schema markup updates. For smaller brands willing to move quickly, this shift represents the biggest opportunity since the early Google days—a genuine chance to outmanoeuvre larger competitors who are too slow to adapt.
Mikel Lindsaar reveals why most e-commerce platforms end up controlling your business rather than serving it. Through examples including a museum identifying VIP visitors and automated customer refunds, he demonstrates what becomes possible when all your data lives in one intelligent system. The result? Faster pages, smarter AI, and genuine customer relationships that drive lifetime value. His advice ranges from the technical to the surprisingly simple: put a phone number on your website and actually answer it.
With over 10,000 3PLs in the US alone, choosing the wrong fulfilment partner can sink your e-commerce business. Dave Gulas, who transitioned from the high-stakes pharmaceutical industry to e-commerce logistics, shares the horror stories he's witnessed and the questions that reveal whether a potential partner will help you scale or leave you digging out of a very big hole. Learn why treating logistics as a commodity is a mistake, what technology red flags to watch for, and why the best client relationships start with the most
In 2003, LEGO discovered they hadn't generated economic profit for over a decade. Nobody knew. The company was $800 million in debt before a thorough review revealed what had remained hidden. This is the trap most eCommerce founders fall into — running so fast they never stop to look at what's actually happening. Matt Edmundson shares the 7-area Slingshot framework for meaningful year-end reviews, the specific metrics worth tracking, and why accountability partners increase goal achievement by 95%. Whether your year was brutal or brilliant, the review process matters more than you think.
In this Christmas Day message, Matt Edmundson explores how the Nativity story connects to running an eCommerce business. From the shepherds who became unlikely evangelists (like your early customers who spread your story authentically) to the manger that was sufficient for its purpose (like your bootstrap operation), to Joseph's quiet, faithful execution (the reminder that showing up consistently trumps grand intentions). A heartfelt thank you to the Digital David community with an encouragement that something wonderful is coming, because you're building it.
Shaan Arora, CEO of Alia Popups, reveals why most brands struggle with pop-up opt-in rates below 10% whilst his platform averages 10-15% across 3,000 brands. Learn the mystery discount strategy that increases opt-ins without touching margins, why copy matters more than design, how to test discount percentages systematically, the difference between mobile and desktop timing, and why holdout tests prove pop-ups increase both conversion rates and average order values despite the annoyance factor.
Most large catalogue eCommerce stores let their site structure grow organically without anyone taking ownership, quietly killing SEO growth. Sam Wright from Blink SEO reveals how collection pages generate 35% of all search impressions and why stores need to go much deeper with categorisation—from "sofas" to "blue four-seat corduroy sofas"—using Search Console data to guide decisions. He shares how to future-proof stores for AI search by enriching product data with persona and use case attributes that go beyond basic specifications.
Nate Woodbury reveals how eCommerce businesses can generate referral-quality leads with just one strategic YouTube video per week. By focusing on search rather than virality, answering specific 8+ word questions with low competition, and creating 10-12 minute educational videos that build trust, small eCommerce brands can consistently attract dream customers who are actively searching for their expertise. The Leaf Strategy prioritises quality over quantity, turning YouTube into a powerful lead generation tool rather than a quest for viral views.
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