eCommerce MasterPlan

Roman Petrochenkov is the Head of Marketing & Media Analytics at Carwow. Carwow is a one-stop shop for changing your car – offering customers the ability to a buy a new or used car, or sell their existing vehicle. Founded in 2013 they now operate in the UK, Germany and Spain. In 2024 they grew 50% with nearly £3 billion worth of cars bought on the site, and £1.8 billion of cars listed for sale through the Sell My Car service. 
 
Roman is back on the show to share how Carwow is using AI across the business, from speeding up experimentation to building smarter, more reliable workflows. We explore what happens when AI moves from a useful tool to a core part of how an eCommerce team works – including the surprising impact on workload, productivity and growth. 
 
Hit PLAY to hear: 
🤖 How Carwow got its teams experimenting with AI at scale 
⚡ Why AI has taken Roman’s team from 10 projects to 50 
🛠️ The secret to making AI tools actually useful: the “harness” 
💷 Why you should NOT let AI directly control your Google Ads 
🚀 How AI can make eCommerce testing 10x cheaper 
🧠 The surprising downside of AI: why doing more can leave teams more exhausted 
 
Key timestamps to dive straight in: 
[05:31] One-on-one adoption strategy 
[09:00] Consolidating AI Tools at Work 
[11:25] Choosing the right tools for teams 
[14:47] Discussing sustainability and resource use 
[17:08] Using AI for different tasks 
[22:42] Evaluating the idea process 
[23:17] Mental exhaustion from constant AI work 
[25:04] Listen to Roman’s Top Tips! 
 
WAX - Get your free personalised demo, and 2 months free >>> https://ecmp.info/wax
Full episode notes here: https://ecmp.info/618

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Phil Draper is the CEO at Manago AI an AI-powered Customer Engagement Platform for modern marketer, which means he’s deeply involved in working out how AI can best support eCommerce brands to do more powerful marketing. 
 
In this episode, Phil and Chloe explore how agentic AI can help eCommerce teams implement more of their marketing strategy, analyse data faster, and uncover new opportunities for growth. They also discuss what separates the businesses getting real value from AI from those still using it for basic tasks. 
 
Hit PLAY to hear these 5 big wins: 
🤖 Why agentic AI is more than just generating better copy 
📈 How AI could help you implement 75–80% of your marketing strategy 
🔍 The overlooked power of AI for faster, deeper data analysis 
🔗 Why connecting multiple data sources can unlock new growth insights 
🧠 The mindset that separates AI experimenters from AI leaders 
⚡ How to turn AI's speed into a real eCommerce growth advantage 
 
Key timestamps to dive straight in: 
[04:48] Adapting eCommerce Tactics 
[06:42] Trusting autonomous marketing systems 
[11:32] Using AI in marketing strategies 
[13:27] Evolution of abandoned cart campaigns 
[18:48] Using AI for data tasks 
[21:48] Integrating diverse data for insights 
[23:14] Listen to Phil’s Top Tips! 
[31:55] Episode sponsored by Manago AI. Get a demo or free trial today at https://manago.ai/      
 
Full episode notes here: https://ecmp.info/617 
 
Episode sponsored by Manago AI. Get a demo or free trial today at https://manago.ai/  

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

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Gemma Mills is the Founder of JOMO Club, the UK's Leading Alcohol-Free Drinks Discovery Club. Founded in 2022, they’ve already sold over £1million of product via their Shopify store. 
 
In this episode, Gemma shares how JOMO Club has evolved from a subscription discovery box into a wider eCommerce business. She also reveals how they use events, digital marketing and customer insight to keep growing as the market changes. 
 
Hit PLAY to hear: 
🚀 How JOMO Club grew beyond its subscription box 
🔍 Why product discovery can become a powerful growth strategy 
📈 How to adapt your eCommerce strategy as your market matures 
🎪 5 ways to make your next eCommerce event more successful 
💰 How to track the real ROI of in-person events 
🔄 Why combining digital and physical touchpoints can drive growth 
 
Key timestamps to dive straight in: 
[04:48] Starting JOMO Club and eCommerce 
[08:21] Running the business with family 
[13:30] Transitioning to Virtual Events 
[15:04] Engaging and effective trade show presence 
[19:22] Setting up versatile event spaces 
[22:14] Listen to Gemma’s Top Tips! 
 
Full episode notes here: https://ecmp.info/616

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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

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Liat Karpel Gurwicz is the Chief Revenue Officer at DeviantArt. A digital art marketplace and community. Founded in 2000 they pivoted completely to the marketplace model in 2023, and in 2025 had over 265,000 buyers spending £23million via their platform. 

In this episode, Liat shares how DeviantArt is turning its huge community of artists and art lovers into a thriving creator economy, while keeping the community at the heart of the business. She also reveals how they approach monetisation, global expansion and AI without losing sight of their core values. 

Hit PLAY to hear: 
🎨 How DeviantArt turned a huge community into a thriving marketplace 
💰 Why DeviantArt removed programmatic ads to put creators first 
📈 The “stairway to growth” helping creators unlock new revenue streams 
🔄 Why 55%+ of first-time buyers return to the same creator 
🌍 How DeviantArt is tackling global growth through localisation 
🤖 DeviantArt’s practical approach to AI-generated art 

Key timestamps to dive straight in: 
[04:37] Balancing community and eCommerce 
[08:22] Supporting creators with new sales options 
[10:44] Supporting Artists on DeviantArt 
[15:27] Community growth and creator tools 
[18:47] Expanding localization efforts 
[23:44] AI art policies and user options 
[26:43] Listen to Liat’s Top Tips! 
[36:17] Episode sponsored by DeviantArt. Find out more here >>> https://www.deviantart.com/        

Full episode notes here: https://ecmp.info/615 

Episode sponsored by DeviantArt. Find out more here >>> https://www.deviantart.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

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Ciaran Crean is the co-founder & CEO at Mick’s Garage a car parts & accessories store. Founded in 2004 they now sell regularly via their custom website into over 34 countries. With over 10 million listings the range has expanded way beyond just car parts now including far more categories like outdoor sports equipment, camping gear, and roof racks – all meaning they ship a whopping 25,000 orders a month on average. 
 
Mick’s Garage has built its growth around keeping its technology and development in-house, allowing the team to experiment quickly with new verticals, improve the customer experience and test new ideas. In this episode, Ciaran shares how they approach AI, product data, international expansion and the operational challenges of running a 10-million-product eCommerce business. 
 
Hit PLAY to hear: 
🚀 How Mick’s Garage scaled to 25,000 orders a month 
🛠️ Why custom tech became essential for 10M+ product listings 
🌐 How dedicated websites helped unlock new growth opportunities 
📈 The playbook for taking new verticals from paid ads to SEO growth 
📦 Why Mick’s Garage moved away from direct supplier fulfilment 
🤖 How they’re using AI to help customers find the right products 
 
Key timestamps to dive straight in: 
[04:30] Building custom eCommerce solutions 
[07:06] Launch of dedicated UK website 
[10:16] Launching and Growing New Verticals 
[14:11] Revenue sources and supply chain management 
[20:18] Efficient order processing system 
[22:35] Using AI for customer engagement 
[24:20] Listen to Ciaran’s Top Tips! 
 
Full episode notes here: https://ecmp.info/614

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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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