eCommerce MasterPlan

In this special episode of the eCommerce MasterPlan Podcast, Chloe Thomas shares a panel discussion from a live webinar focused on one big question: what’s really going to move the needle for eCommerce brands in 2026? 
Chloe is joined by three expert voices from very different corners of eCommerce – growth, consumer behaviour, and AI – to unpack what’s working, what’s not, and where brands should be focusing their time, energy, and budgets this year. 
From TikTok growth and AI-powered customer experience to brand trust, tech stacks, and surviving economic pressure, this is a practical, wide-ranging conversation designed to help you grow smarter in 2026. 
 
Hit PLAY to hear: 
Why TikTok is still the fastest growth lever for eCommerce (even without TikTok Shop) 📈 
How brands are using AI to unlock 5–10% more revenue — without replacing their team 🤖 
The #1 mistake brands are making by chasing trends (and how it’s killing long-term growth) 🚫 
Where to start with AI if you want real results, not expensive experiments ⚙️ 
How economic pressure is changing how customers buy — and what that means for your strategy 💸 
What to stop doing in 2026 to free up time, budget, and headspace for growth ✂️ 
 
Key timestamps to dive straight in: 
[04:51] "Future Advice for Brands" 
[06:35] "Buying Decisions: Risk and Behavior" 
[11:55] AI: Essential for Business Efficiency 
[17:44] "Action-Driven Brands Drive Growth" 
[27:32] Amazon's Evolution & AI Branding 
[30:09] Essential eCommerce Tools and Strategy 
[39:12] AI for High-Quality SEO Content 
[42:44] "Target Right Customers, Build Trust" 
[46:29] Maximize ROI with AI Tools 
[47:39] "Focus on Customers, Not Chaos" 
 
Full episode notes here: https://ecmp.info/580

---
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

Roman Petrochenkov is the Head of Growth & Media Analytics at Carwow, so yes we’re going to be getting DEEP into tracking, attribution and all that juicy stuff. Carwow has grown from a review site, to be 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 shares how top analytics teams work behind the scenes — and the smarter, faster ways to use data to fuel eCommerce growth. 
 
Hit PLAY to hear: 
🔎 Why perfect attribution is a myth — and what to do instead 
👥 How analytics teams should work inside an eCommerce business 
🧠 The #1 misunderstanding most marketers have about data 
🧩 When small brands should upgrade from GA4 to more advanced analytics 
🔐 What you must know about cookie consent & compliance in 2025 
🤖 Real-world AI tricks Roman uses to speed up analysis & tracking 
 
Key timestamps to dive straight in: 
[05:15] Tech, Marketing, and Finance Expertise 
[09:08] Understanding Data and User Journeys 
[10:09] Adapting to Business Evolution 
[15:39] "Advanced Attribution for Small eCommerce" 
[18:46] eCommerce Attribution and Management 
[20:25] "Attribution Challenges and Incrementality" 
[23:30] Streamlining Landing Page Feedback 
[26:48] Collaborative Challenges in Team Dynamics 
[28:01] Listen to Roman’s Top Tips! 
 
Full episode notes here: https://ecmp.info/579

---
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

Miracle Inameti-Archibong is an online marketer who’s been deep in SEO since 2010. Now working at a very large UK retailer, after stints in other verticals and agency side. 
 
In this WWYD episode, Miracle tackles one of the biggest questions facing eCommerce right now: what would you do as AI search reshapes visibility, traffic, and growth? She shares a clear, practical view on where brands should focus, what still works, and how to move forward with confidence. 
 
Hit PLAY to hear: 
Why good SEO still wins in an AI-search world 🤖 
What GEO really means for eCommerce (and what you can ignore) 
How AI search is changing clicks, traffic, and conversion rates 📉📈 
Where eCommerce brands should focus in 2026 to drive growth 
Why brand trust matters more than keywords than ever before ⭐ 
WWYD: the smartest move if leadership is pushing for “AI everything” 
 
Key timestamps to dive straight in: 
[05:59] GEO-Focused Retail Search Strategy 
[08:58] "Focus on Brand, Not Algorithms" 
[11:08] "Focus Content Where Value Exists" 
[14:48] Cohesive Content Strategy Focus 
[18:48] "Trust and Quality Over Quantity" 
[22:50] Preparing for Agentic AI Integration 
[23:57] SEO, Accessibility, and AI Efficiency 
[29:04] "eCommerce Success Through Clicks" 
[30:49] Listen to Miracle’s Top Tips! 
 
Full episode notes here: https://ecmp.info/578

---
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

Steven Sashen is the co-founder and Chief Barefoot Officer of Xero Shoes. Selling via their international Shopify stores, Amazon, and wholesale. They launched in November 2009 and in 2024 did just under $68 million. 
 
Steven returns to the show to reveal how Xero Shoes jumped to nearly $68M — and the real decisions behind that growth. 
 
Hit PLAY to hear: 
How Xero Shoes leapt from $6M to $68M — and why it still feels like a startup 🔥 
The real reason they moved from WooCommerce to Shopify (and what went wrong 👀) 
Why “best practices” are often bad practices — and what Steven tests instead 📊 
The surprising truth about wholesale vs. DTC and where real scale actually comes from 🚀 
How Xero Shoes got NBA + WNBA players training in their footwear 🏀 
The product philosophy that fuels their growth: make shoes that truly change lives 👣 
 
Key timestamps to dive straight in: 
[05:00] "Data-Driven, Opinion-Free Marketing" 
[09:07] Platform Choice Doesn't Drive Conversion 
[11:42] "Website Launch: A Workable Rush" 
[14:56] "Scaling Footwear Through Retail Doors" 
[16:39] Global Privacy Challenges Expand 
[21:34] "Life-Changing Shoes Inspire Basketball Innovation" 
[23:39] "Impact of Barefoot-Inspired Footwear" 
[25:40] Listen to Steven’s Top Tips! 
 
Full episode notes here: https://ecmp.info/577

---
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

Carter Eve is the founder and designer at Carter Eve Jewelry, a brand committed to sustainability and ethical practices creating delicate fine jewelry and distinctive designs. Founded in 2020 they now have annual sales of $1.2M with a 25% year-over-year growth rate. Selling exclusively via their Shopify site. 
 
In this episode, Carter reveals how she scaled her luxury jewelry brand to $1.2M using a made-to-order model, high-touch service, and smart offline pop-ups. A must-listen for anyone selling high-value products online. 
 
Hit PLAY to hear: 
⭐ How Carter scaled a $1.2M luxury jewelry brand with zero full-time staff. 
💎 Why made-to-order products can outperform traditional inventory in eCommerce. 
📲 The high-touch customer service strategy that turns buyers into lifelong fans. 
🎪 How offline pop-ups and events drive massive online sales (and trust!). 
🌱 Why ethical sourcing is now a must-have for modern jewelry buyers. 
🚀 The growth tactics that helped Carter hit 25% YoY growth—while still designing every piece. 
 
Key timestamps to dive straight in: 
[03:43] Hands-On Jewelry Design Process 
[08:39] Ethical Gemstone Sourcing Insights 
[12:22] "Future Plans for Outsourcing" 
[15:04] "In-Person Events: Essential Connection" 
[16:28] Pop-Up Events and Collaborations 
[19:45] Listen to Carter’s Top Tips! 
 
Full episode notes here: https://ecmp.info/576

---
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