Ecomm Breakthrough

Jaksot

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  Throwback: How to Successfully Enter New Markets with Your E-Commerce Brand 16.09.2026 18min

  In this episode, host Josh interviews Andy Hooper, CEO of Global Ecommerce Experts, about expanding US-based e-commerce brands into the UK and EU. Andy shares a three-pillar framework—compliance, logistics, and online distribution—for successful international growth. He emphasizes starting with the UK, Germany, and the Netherlands, and highlights the importance of market research, mentorship, and taking action. Andy also recommends key business books and productivity tools, and invites listeners to connect with him for guidance on global expansion. The episode offers actionable advice for brands considering international markets.Chapters:Introduction to Andy Hooper & Global Ecommerce Experts (00:00:00)Josh introduces Andy Hooper, his background, and the mission of Global Ecommerce Experts.The Overwhelm of International Expansion (00:01:12)Josh discusses the complexities and challenges of expanding into European markets as a brand owner.Guiding Brands Through Expansion: The Three-Part Framework (00:02:34)Andy introduces a simplified three-step framework: compliance, logistics, and online distribution.Deep Dive: Compliance, Logistics, and Online Distribution (00:03:13)Andy breaks down compliance (business and product), logistics, and online distribution with practical examples.Choosing the Right Countries for Expansion (00:07:04)Josh and Andy discuss how to select the best initial countries for expansion, focusing on data-driven decisions.Why UK, Germany, and the Netherlands? (00:07:35)Andy explains why most brands start with the UK, Germany, and the Netherlands, and the strategic logistics advantages.Actionable Takeaways for International Expansion (00:10:17)Josh summarizes three key action items for listeners considering international expansion.The Importance of Taking Action and Having a Mentor (00:12:38)Andy emphasizes the need to take action and find a mentor or guide for successful expansion.Andy’s Most Influential Business Books (00:13:47)Andy shares his favorite business books, especially Russell Brunson’s series, and their impact on his approach.Favorite Productivity Tool: Trello (00:16:38)Andy discusses how Trello was instrumental in scaling his business and recommends it for project management.How to Connect with Andy Hooper (00:17:59)Andy shares how listeners can reach him on LinkedIn and learn more about his services.Episode Wrap-Up (00:18:20)Josh thanks Andy for his insights and closes the episode.Links and Mentions:Tools and Software"Trello": "00:16:38"Books"DotCom Secrets": "00:15:08""Expert Secrets": "00:15:08""Traffic Secrets": "00:15:08"Websites and Links"LinkedIn Profile of Andy Hooper": "00:18:13"Key Concepts"Three Essential Areas for Market Expansion": "00:06:25"Transcripts:Josh 00:00:00  Today I am super excited to introduce you all to Andy Hooper. Andy is the CEO of Global eCommerce Experts, and has been successfully expanding e-commerce brands into new markets for over 15 years. He's an accomplished specialist in e-commerce, and he works with companies around the world providing comprehensive gateways and solutions to new markets, especially US based organizations transitioning into Europe. Starting from the ground up, Andy has carved out a niche. Inspired by his own experience and success of growing an organization's profits through e-commerce with an infectious energy for success, Andy leads a team of professionals in all aspects of e-commerce with fulfillment centers in the UK and EU. The global e-commerce team provides hassle free, end to end solutions that have helped thousands of sellers capitalize on the multi-billion dollar UK and EU markets when not working, Andy can often be found enjoying sailing, cycling and kayaking with his friends and family on England's south coast. So with that introduction, Andy, welcome to the show.Andy 00:01:09  Welcome, Josh. Thank you very much for having us. Much appreciated.Josh 00:01:12  Yeah, I'm excited to have you, you know, dialing in across the pond, so to speak, and you have got a wealth of knowledge when it comes to global expansion. And we had a conversation prior to hitting the record button. And what you guys do is so uniquely different than I think many of the other agencies that help people kind of expand into Europe. And you've got a wealth of knowledge that I think our listeners are going to be anxious to hear. So, all right, Andy, I'm already as a brand owner, I'm already overwhelmed with the amount of complexities that you have to think through with all of this, right? Yeah. I mean, this is definitely in this conversation. I'm already understanding, like, this is not something I can go alone at. I have no idea what the French market needs, nor the the, you know, the Spain market or Germany. I might have been a tourist and had visited those countries, but creating a product, right, that actually meets the needs of those customers is a whole other animal in and of itself.Josh 00:02:15  So my question here, Andy, is how do you kind of guide a brand through this process so that it is less overwhelming and cumbersome and as easy as a process as it potentially can be to capitalize on all of the e-commerce opportunity in the UK and the EU.Andy 00:02:34  So we we've worked with over 2000 clients now, and that's between our VAT, our warehousing, our account management, all the different pieces that we, we, we deal with. And having done that, what we're able to do is identify what worked and what didn't work and where we engage with the seller in the right way, the wrong way. You know, how did that help the brand grow, etc.. So what we were able to do was come up with a success pathway. What does an expansion pathway look like and what does it mean that you need to go through now? We came up with a seven step process that you need to go through. And of that seven step process, those are 3030 things you need to do.Andy 00:03:13  But I'm going to break it down into three to make it a little bit quicker and easier for people to understand, because it doesn't matter whether you're expanding to the UK and Europe or whether you're expanding to Canada or India or Australia or Japan or UAE. Actually, if you can solve these three things, it's about working with partners that can help you to do these three things and making it as easy as possible. So the three things are compliance. You split compliance into two areas business compliance and product compliance. So business compliance to put it to put it in a nice way. Look, if you're selling products in a country, the government wants to thank you for you selling the product in that country. That's called tax. So the bottom line is you're going to need to pay some tax when you're wherever you're selling your products from. That's the bottom line. You need to go over someone who understands the tax in that region and can solve that for you. The second part is your product compliance. Product compliance comes under three pieces.Andy 00:04:10  First of all, understand what regulations your product falls under in that region. Secondly, make sure the product meets those regulations in that region. And thirdly, make sure the labeling on the product is compliant with the regulations in that region. And there are two things you need to consider. Now, off the back of it, there's another 25 things you could look at...
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  TikTok Shop Performance Score Explained: The Metric That Changes Everything 14.09.2026 37min

  Anisa Casalino, Amie’s TikTok Shop ECommerce and Operations Manager that works 1:1 with Amie’s Sephora and Ulta Beauty brands to make sure their Shop is set up for success before you even send out samples to creators.Highlight Bullets:Strategies for growing sales on TikTok ShopImportance of shop operations managementUse of virtual bundles to increase average order value (AOV)Role of affiliate marketing in driving salesCustomer outreach techniques on TikTok ShopMonitoring and maintaining shop performance scoresChallenges and common pitfalls in shop operationsHandling violations and appeals on the platformEssential team roles for successful TikTok Shop managementLeveraging TikTok’s CRM tools and coupons for customer engagementIn this episode of the Ecomm Breakthrough Podcast, host Josh Hadley interviews Anisa Casalino, TikTok Shop Operations Manager for Amie's Sephora and Ulta Beauty brands. Anisa shares strategies for scaling sales on TikTok Shop, including creating virtual bundles to increase average order value, leveraging affiliate marketing, and utilizing TikTok's built-in CRM tools for customer outreach. She emphasizes the importance of maintaining a strong shop performance score and establishing solid operational foundations before launching creator campaigns. Anisa also highlights key team roles needed for success and recommends understanding consumer psychology to drive effective social commerce growth.Here are the 3 action items that Josh identified from this episode:Use Virtual Bundles to Increase AOV Bundle complementary products together, promote them through affiliates, and highlight them as TikTok Shop exclusives to increase average order value and profitability.Monitor Your Shop Performance Score Daily Keep fulfillment, customer service, reviews, and cancellations in check. A high Shop Performance Score unlocks more TikTok features, incentives, and long-term growth. Leverage TikTok's Built-in CRM Tools Use customer outreach, follower coupons, review incentives, and targeted messages to drive repeat purchases, increase positive reviews, and strengthen customer loyalty.Timestamps:00:00:00 The Importance of Shop Performance ScoreAnisa explains how a strong shop performance score, covering product satisfaction, fulfillment, and customer service, is crucial for success.00:00:42 Podcast and Guest IntroductionThe podcast is introduced, followed by host Josh Hadley, who then introduces the guest, Anisa Castellano, a TikTok Shop manager.00:02:39 Anisa's Role as Operations ManagerAnisa details her day-to-day responsibilities, which include optimizing listings, managing inventory, creating promotions, and monitoring shop performance.00:04:23 Leveraging Virtual BundlesAnisa identifies virtual bundles as a key strategy to increase average order value (AOV) and support hero product strategies.00:05:05 Setting Up and Promoting BundlesDiscussion on how bundles are created as standalone products, promoted with stickers, and highlighted in the shop's design.00:06:29 Affiliate Strategy for BundlesAnisa explains that affiliates are a crucial part of promoting virtual bundles, working closely with the affiliate manager.00:08:05 Customer Outreach StrategiesAnisa describes using TikTok's built-in tools to send customized messages about new bundles and promotions to various customer segments.00:10:32 Positioning Bundles on TikTok ShopAnisa clarifies that virtual bundles are created as standalone SKUs rather than variations of existing products to maintain performance metrics.00:12:45 The Benefits of Virtual BundlesJosh and Anisa discuss how bundles improve unit economics for brands and increase commission potential for creators and affiliates.00:15:22 Key Analytics and Shop PerformanceAnisa emphasizes that the shop performance score is the most important metric, as it impacts eligibility for platform incentives.00:17:27 Common Shop Score IssuesAnisa outlines common problems that hurt a shop's score, such as delayed shipments, high cancellation rates, and negative reviews.00:19:18 Handling TikTok Shop ViolationsAnisa shares her experience resolving violations, noting that integration issues between Shopify and TikTok can cause high cancellation rates.00:21:23 Working with TikTok SupportThe challenges of getting appeals approved are discussed, highlighting the need for persistence and escalating issues to account managers.00:23:13 Misconceptions About TikTok ShopAnisa explains that TikTok Shop is a living ecosystem that requires daily management, unlike other e-commerce platforms.00:25:03 Communicating with Account ManagersAnisa confirms she is the main point of contact with TikTok account managers, which is crucial for troubleshooting issues.00:26:29 The Importance of an Ecosystem ApproachAnisa stresses that success requires an ecosystem where operations, affiliates, and paid media work together, starting with a strong operational foundation.00:29:30 Leveraging CRM Tools and CouponsAnisa suggests using follower coupons and review incentives to nurture existing customers and encourage repeat purchases and engagement.00:30:28 Three Actionable TakeawaysJosh summarizes the key takeaways: implement virtual bundles, use customer outreach tools, and maintain a high shop performance score.00:33:43 Most Influential BookAnisa shares that "The Psychology of Persuasion" is influential because the core principles of why people buy remain consistent.00:34:46 Favorite AI ToolsAnisa discusses using TikTok's built-in AI for SEO optimization and smart modules in the shop design for personalization.00:35:49 Who to Follow in E-commerceAnisa finds inspiration from the talented people she works with daily rather than one specific public figure.Links and Mentions:Tools and Websites  "TikTok Shop": "00:00:00"  "Shopify": "00:20:14"  "Base": "00:20:36"  "Seller Central": "00:34:52"  Books  "The E-Myth by Michael E. Gerber": "00:01:19"  "The Psychology of Persuasion": "00:33:51"  Strategies and Metrics  "Virtual Bundles": "00:04:23"  "Customer Outreach": "00:08:37"  "Shop Performance Score": "00:16:39"Episode Sponsor:This episode is brought to you by eComm Breakthrough Consulting where I help seven-figure e-commerce owners grow to eight figures. I started my business in 2015 and grew it to an eight-figure brand in seven years.I made mistakes along the way that made the path to eight figures longer. At times I doubted whether our business could even survive and become a real brand. I wish I would have had a guide to help me grow faster and avoid the stumbling blocks.If you’ve hit a plateau and want to know the next steps to take your business to the next level, then email me at jo...
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  Should You Reinvest Your Business Profits or Take the Money? 10.09.2026 8min

  In this episode of the Ecomm Breakthrough podcast, host Josh Hadley tackles a critical question for e-commerce entrepreneurs: when to pull cash out versus reinvesting profits. Using two contrasting entrepreneur stories, he illustrates the risks of over-reinvesting and maintaining excessive working capital. Josh advocates for keeping businesses lean by maintaining minimal working capital while diversifying income outside the business. He emphasizes that since most e-commerce businesses never achieve an exit, building financial security externally is essential rather than betting everything on a potential buyout that may never materialize.Bullet Points:Decision-making in e-commerce regarding cash withdrawal versus reinvestmentImportance of balancing working capital for business efficiencyContrasting stories of two entrepreneurs with different approaches to profit managementRisks associated with continuous reinvestment in a changing marketThe concept of distributable cash and its significance for financial securityImpact of large working capital on team discipline and project testingNecessity of diversifying income streams outside the businessThe reality that most e-commerce businesses do not achieve an exitStrategies for managing capital wisely in e-commerceEncouragement to share insights and experiences with fellow entrepreneursTimestamps:00:00:00 Introduction: To Reinvest or To Distribute?Josh Hadley introduces the episode's core question: when to pull cash out of an e-commerce business versus reinvesting it.00:01:09 Story 1: The Reinvestor's RegretAn entrepreneur reinvested $5 million in annual profit for growth, but a market shift left him without a buyer.00:03:40 Story 2: The Problem with Too Much CapitalAnother entrepreneur learned that leaving too much working capital in the business led to undisciplined spending and ineffective project testing.00:05:35 The Benefits of Distributing CashDistributing cash allows for income diversification and keeps the business lean, hungry, and scrappy, preventing complacency.00:07:28 Why Diversification is Crucial for E-commerceMost e-commerce businesses never exit, so entrepreneurs should prioritize diversifying their income outside of the business instead of perpetual reinvestment.Links and Mentions:Tools and Websites  "Amazon": "00:03:15"  "Dew Wealth": "00:06:35"  Podcast Episodes  "Ecomm Breakthrough Podcast": "00:00:00"  "Episode with Bryce Keffeler from Dew Wealth": "00:06:35"  General Concepts  "Distributable Cash": "00:03:15"  "Working Capital": "00:05:35"Transcript:Josh Hadley 00:00:00  Today, I want to dive into when the right time is to actually pull cash out of your e-commerce business, and when it might be wise to keep reinvesting into your business. My name is Josh Hadley. First and foremost, I'm a man of faith. I'm a husband to a beautiful wife and a father of four children. I've been selling in the e-commerce space for over a decade, doing over $20 million in annual revenue and doing multi-millionaires on channels such as Amazon, TikTok, shop and Shopify. And I am also the host of the number one business strategy podcast for ecommerce entrepreneurs. And that is E-com breakthrough. Welcome to the Ecomm Breakthrough podcast, I'm Josh Hadley. I've scaled my own ecommerce brand from 0 to 8 figures, and I'm actively building towards nine figures in sales. This podcast is where I document that journey and share the systems, the strategies, and the lessons learned in real time so that you can learn what actually matters and scale your own business. So today I want to dive into kind of the frame or the two decision points that are, hey, you should pull money out of your business and diversify your income versus, hey, no, you should put all of your money and reinvest it back into the business, because that is your best investment vehicle.Josh Hadley 00:01:09  That's going to be your highest return. I'm going to share with you, kind of like my thought process. And my thought process comes on the heels of hearing two very different stories. That's been very, very applicable. And I think that it applies for 99% of the audience that is listening to this right now. The stories go like this. There was one entrepreneur who they were crushing it. He had a business that was spitting out about $5 million in net profit every year. That's a good chunk of change. But he was ambitious. He had even bigger goals for the business. He wanted to see if he could actually push this thing and maybe have like $1 billion buyout right now. Does that happen? Are there billion dollar exits? There certainly are. We've seen them in the news. But I would argue the reason why they're in the news is because, like they don't happen very often. Okay. So guess what? He keeps plowing money back into the business by hiring more talent, making the business that much more complicated.Josh Hadley 00:02:07  And as he did that, his, you know, his net income or profit was, you know, falling down was actually going backwards because he was reinvesting for the future, reinvesting for growth, growth, growth, growth inside of the company. And it's true. The business did keep growing. Like they kept hitting different revenue milestones. However, guess what? When it came time to exit and they were like, hey, we kept we kept doing all of this. They did not find a buyer that actually wanted what they built. And the market had then sent shifted. They were actually in a declining market at that point. And so originally they had a bunch of tailwind like market upside. They were crushing it year over year. And then it started to fall backwards. Like there just wasn't as much demand in that market anymore. And so the lesson learned that he shared was, had I taken that $5 million that I was getting almost every year and just put it into Amazon stock, I already would have been a billionaire if I just would have done that ten years ago.Josh Hadley 00:03:15  And I kept putting all of my money from the net profit of the business just into Amazon stock, and just let the business coast just keep spitting out $5 million. I would have achieved my goal, but in a very different framework. So maybe he wouldn't have been a billionaire, but he at least would have been worth like a few hundred million dollars. And so that's the principle there, where distributable cash can be one of the most important metrics in a business. Sometimes it's not all about putting all of your eggs into one basket, because what if that one basket never comes to the fruition that you once hoped that it was going to become? The second story goes with again, another entrepreneur who had said, hey, yes, I'm going to keep reinvesting in growth, growth, growth, growth, growth. And so I'm just going to take very, very little salary out of the business. Now, it's true the business did continue to grow. However, guess what happened? What he learned is that when I give my team a good amount of working capital and leave it in the business, somehow it just gets consumed and sometimes it gets consumed by projects that don't end up like actually producing revenue.Josh Hadley 00:04:29  And so here's what happens because there's this good cushion of working capital. The...
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  Throwback: From Chaos to Clarity - Revolutionizing Performance Reviews at Action Holdings 09.09.2026 16min

  In this episode, Josh conducts a strategy audit for Andrew Gilliland and Dave Hunt of Action Holdings, an e-commerce asset management company in Tampa. The conversation explores their unique business model, challenges in hiring and team management, and the need for more frequent, effective performance reviews. Josh introduces a simplified review system focused on self-assessment, manager feedback, and clear KPIs, recommending reviews every four months. The discussion highlights the importance of aligning team roles, measuring creative work, and maintaining a strong company culture to drive growth across their portfolio of e-commerce brands.Chapters:Introduction to Action Holdings (00:00:00)Overview of Action Holdings, its e-commerce brands, and the company’s background and structure.Not an Aggregator: Business Philosophy (00:01:11)Clarification on why Action Holdings is not an aggregator and their selective, family-like approach to brand management.Biggest Challenges: People & Team (00:02:20)Discussion of main business challenges, especially hiring, team management, and putting the right people in the right roles.Performance Review Frequency (00:03:44)Realization that annual reviews are ineffective; shift to four-month performance review cycles for better alignment.Plan of Alignment and Growth (00:04:46)Introduction of a simplified, rubric-based performance review system with self and manager assessments every four months.Performance Review Rubric Details (00:06:48)Explanation of the rubric: culture fit, problem-solving, performance, and KPIs, including self-assessment and manager scoring.Implementing Core Values and KPIs (00:07:51)How to document core values, create scoring rubrics, and establish measurable KPIs for each role.Simplifying the Review Process (00:10:31)Key takeaway: simplify the review process to make it easier for both managers and employees.Challenges with Creative KPIs (00:11:20)Discussion on the difficulty of setting KPIs for creative roles, especially in marketing and design.Defining Measurable KPIs for All Roles (00:12:09)Strategies for creating measurable KPIs for any position, including creative and customer service roles.Evaluating Value and Role Necessity (00:14:30)Assessing whether roles are necessary based on their measurable contribution to business revenue and goals.Final Thoughts and Advice (00:16:05)Closing remarks: encouragement to take risks, think big, and seek expert guidance for business growth.Links and Mentions:Tools and Documents  "Plan of Alignment and Growth Document": "00:05:53"Key Concepts  "Rubric for Performance Reviews": "00:06:48"Advice and Insights  "Quarterly Performance Reviews": "00:04:37"General Recommendations  "Get Josh on Your Calendar": "00:16:06"  "Encouragement to Take Risks": "00:16:13"Transcript:Josh 00:00:00  Today I am speaking with Dave Hunt and Andrew Gilliland, and we just conducted a strategy audit for their business. And you get to listen in on all the takeaways that we found for them. Let's start here. First, Andrew and Dave, why don't you guys just share with the audience. You know what it is that you guys do. You have multiple ecommerce brands. Tell us what it is that you have going on. Yeah. So.Andrew Gilliland 00:00:25  in in simple terms, we have a holding company, called Action Holdings. We are an e-commerce asset management company based in downtown Tampa, Florida. the business was started five years ago, but I've been doing e-commerce since I was 8 or 9 years old. and we formulated Action Holdings to organize the various brands that we've launched, acquired. and we'll build in the future. So that's a little bit about Action Holdings.Josh 00:01:03  So it's like you're almost like a mini aggregator in a way. You've got multiple brands under one roof and you're trying to scale them. All right.Andrew Gilliland 00:01:11  So I get this question a lot. And the short answer is not quite. So we do not consider ourselves an aggregator. we it's kind of like a family owned set of brands that we're managing like our babies. So we say no to that question when it comes up, because a lot of aggregators are taking in these assets and kind of just throwing them into the Wild West, Fashion Holdings doesn't do that. We look for very specific deals that we are confident we can provide specialized attention in to grow.Josh 00:01:49  Awesome. I love that, and I think that's important. Like you're approaching it with a very specific, you know, target and you're you're not just acquiring anything just to acquire it, right? I think that's super important. And that definitely showed up in the way that you guys approach your business plans as well, which I think is impressive. So, Andrew, why don't you kind of lead off with, you know, stating what was kind of one of your biggest questions that you had walking into the audit, and what were your hopes of what you were going to get out of the conversation today?Andrew Gilliland 00:02:20  Yeah.Andrew Gilliland 00:02:20  So the as I said to you, Josh, our team is good. We're above average at most of the e-commerce related things that we do. But people has been one of the biggest challenges for our company, making sure we're bringing in the right people, putting them in the right seats, and doing the best that we can to grow our team and business. so that was one of the biggest challenges that we came in with. you walked us through all of the behind the scenes of Hadley designs, and showed us simpler ways that we can effectively lead and manage our growing team. And we are going to implement the, I forget the name of the document, but what you showed us as a simpler way of handling performance reviews, hiring and firing so that we can attract and retain a level talent.Josh 00:03:29  I love it. Dave, what were some of your biggest questions coming into the strategy on it?Dave Hunt 00:03:34  Yeah, I think people was definitely, for me, the biggest thing. beyond, like Andrew said, the right people, the right seats.Dave Hunt 00:03:44  I find we've struggled with timing. Right. How long do you give someone to fit that role? And one of the biggest takeaways I took was, you know, Josh, you're saying every four months we're reviewing these things. And previously we were we were almost looking at it, I want to say on a yearly basis. we did yearly reviews and now looking back and it makes sense. Why would that work? Because if you wait a year to evaluate whether somebody is in the right, see if they're meant for the company, if they align with not only our core goals, but our overall strategy. you're too late. and we've had that bite us before. So looking at that, I like the idea of, you know, quarterly or four month periods where we're really taking a deep dive into the alignment and making sure that the right person, right seat, right time for them to be with us.Josh 00:04:37  Yeah. I think that that is every, business leaders like struggle is how do you get the right people sitting in the right seat? Right.Josh 00:04:46  And that is much easier said than done. But there's logic in how you approach these situations. And I know you guys have heard my podcast, and even in my presentations where I talk about how the process I use to go find and attract a level talent into your business, but then the rubber really meets the road when you bring this person onto your team. And yes, the traditional like, hey, we're going to do an annual performance r...
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  The Exact System We Use to Scale Beyond Amazon 07.09.2026 45min

  Maciej is the CEO of Base.com in the United States, where he’s leading the charge in helping brands remove operational bottlenecks and scale across multiple sales channels more efficiently.Before this, he was with Amazon—so he understands both sides of the ecosystem—and brings a unique perspective on what it actually takes to go from a successful Amazon business to a truly scalable, multi-channel brand.Originally from Poland and now based in Seattle, Maciej is driven by a simple but powerful mission: eliminating the hidden friction and self-imposed constraints that slow down e-commerce entrepreneurs.In today’s conversation, we’re diving into how to build a true business operating system for your brand—and how to successfully expand beyond Amazon into new sales channels without breaking your operations.Highlight Bullets> Here’s a glimpse of what you would learn…. Importance of a strong operational backbone for scaling e-commerce brands.Strategies for expanding beyond Amazon to multiple sales channels.Necessity of mastering Amazon operations before diversifying.Recommended marketplaces for expansion: Walmart, Target Plus, Etsy, eBay, TikTok Shop, and Shopify.Challenges and considerations for entering Target Plus and other curated marketplaces.Role of inventory management and supply chain in multi-channel growth.Impact of AI on e-commerce operations and its limitations.Need for effective delegation and avoiding operational fragmentation.Importance of documenting processes for leveraging AI effectively.Emphasis on methodical scaling and execution over chasing trends.In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley speaks with Maciej Stanski, CEO of Base Com, about scaling e-commerce brands beyond Amazon. They outline a strategic sequence for expansion, covering marketplaces like Walmart, Target Plus, and TikTok Shop, followed by Shopify, international markets, and wholesale. Both emphasize that operational excellence, including strong inventory management, fulfillment systems, and documented processes, is the foundation for sustainable multi-channel growth. They also discuss AI's role, agreeing it enhances solid operations rather than replacing them. The core message: master your fundamentals before chasing new channels.Here are the 3 action items that Josh identified from this episode:Build your operational backbone firstCentralize SKUs, automate inventory syncing, and document SOPs—operations (not ads) become your main competitive edge when scaling.Expand channels one at a time (with small tests)Start with 1–2 marketplaces, launch limited SKUs, validate demand + fulfillment, then scale—avoid “shiny object syndrome.”Use AI to scale proven systems, not fix chaosDocument workflows first, then automate repetitive tasks—AI amplifies what already works (or breaks faster if it doesn’t).Timestamps:00:00:36 Introduction to the Ecomm Breakthrough PodcastThe podcast introduces its mission to help seven-figure e-commerce business owners unlock their full potential and scale to the next level.00:01:00 Meet Maciej StanskiHost Josh Hadley introduces guest Maciej Stanski, CEO of Base Com, highlighting his background at Amazon and his mission.00:04:03 The Importance of an Operational BackboneMaciej explains why a strong operational system is crucial for brands to scale beyond Amazon in the current competitive e-commerce environment.00:06:58 A Step-by-Step Scaling StrategyJosh outlines his recommended strategy for Amazon sellers: first, systematize Amazon operations, then expand to other marketplaces using existing FBA inventory.00:11:31 Why Marketplaces Are the Easiest Next StepMaciej agrees with Josh's strategy, emphasizing the importance of delegating, avoiding fragmentation, and using MCF to experiment on new channels.00:16:00 Which Marketplaces to Expand ToMaciej discusses potential marketplaces like Walmart and Target Plus, stressing that the right choice depends on the product and business readiness.00:19:46 The Six Phases of Scaling Beyond AmazonJosh details a six-phase scaling path: master Amazon, expand to marketplaces, international expansion, TikTok Shop, Shopify, and finally, wholesale/retail.00:25:21 A Different Perspective on Scaling SequenceMaciej offers a different view, cautioning against premature international expansion and suggesting that wholesale relationships should be started early on.00:33:11 The Role of AI in E-commerceMaciej shares his perspective on AI, stating it's a powerful tool but requires strong operational fundamentals to be effective.00:38:59 Three Actionable TakeawaysJosh summarizes the key takeaways: prioritize operations, scale methodically to avoid shiny object syndrome, and focus on your supply chain.00:42:03 Maciej's Final RecommendationsMaciej shares his most influential book, favorite AI tool (ElevenLabs), and respected figures in the e-commerce space.Resources mentioned in this episode:Josh Hadley on LinkedIneComm Breakthrough ConsultingeComm Breakthrough PodcastEmail Josh Hadley: [email protected] and Software  "Base": "00:02:11"  "Amazon Multi-Channel Fulfillment (MCF)": "00:10:08"  "ElevenLabs": "00:42:49"  Books  "Thinking, Fast and Slow": "00:42:09"  Websites and Platforms  "Etsy": "00:09:50"  "
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  Why Some E-Commerce Brands Scale to $100M and Others Don’t 03.09.2026 17min

  In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley explores why businesses hit growth plateaus, identifying two key factors: execution and market size. Drawing from his experience scaling an ecommerce brand to eight figures, Josh emphasizes that even skilled operators are limited by their total addressable market (TAM). He advises entrepreneurs to evaluate their market's size and growth trajectory, warning against shrinking niches like keto snacks. Josh recommends pivoting to adjacent or larger markets when growth stalls, citing Simple Modern as a success story, and encourages choosing markets with strong tailwinds to maximize business potential.Bullet Points:Mindset shift regarding stalled business growthTwo primary reasons for growth plateaus: execution and market sizeImportance of selecting the right total addressable market (TAM)Insights from scaling an ecommerce brand from zero to eight figuresImpact of market size on business growth potentialExamples of markets experiencing growth and decline (e.g., keto snacks, med spas)Need for entrepreneurs to evaluate true market size and growth rateRecommendations for pivoting to adjacent or larger marketsImportance of understanding market nuances beyond broad industry dataStrategies for leveraging existing expertise to tap into new growth opportunitiesTimestamps:00:00:00 Introduction: Two Reasons for Stalled GrowthThe host introduces the two main reasons for stalled business growth: execution and the size of the total addressable market.00:01:00 The Importance of Market SizeYour business goals must match the size of the market you're in. The total addressable market is a key predictor of success.00:03:32 Good Operators in Bad MarketsEven the best operators with great teams and processes will be limited by the size of the market they serve.00:06:19 Understanding the True Total Addressable MarketEntrepreneurs should analyze specific, fast-growing niches within a larger market, not just the overall industry data, for maximum growth potential.00:08:37 Aligning Your Goals with Your MarketChoose a market size that matches your ambitions, whether you want a $100 million brand or a smaller lifestyle business.00:10:55 A Personal Example: Recipe CardsThe host shares his experience starting in the declining recipe card market, highlighting the importance of avoiding stagnant or shrinking markets.00:12:04 What to Do If You're in a Stagnant MarketInstead of exiting, analyze your market's growth rate. If operations are solid, the market itself may be limiting your growth.00:13:17 Pivoting to Adjacent CategoriesThe host uses Simple Modern as an example of a brand that expanded into adjacent categories to continue growing after its primary market plateaued.00:15:48 Final Advice and ConclusionTo achieve ambitious growth, focus on large, fast-growing markets, as even average operators can succeed with strong market tailwinds.Links & Mentions:Med Spa Space: "00:03:32"  Creatine and Electrolytes: "00:07:26"  Gummies: "00:08:37"  Poppi Soda: "00:08:37"  Grüns: "00:08:37"  Total Addressable Market (TAM): "00:09:38"  Simple Modern: "00:13:17"  ChatGPT: "00:15:48"Transcript:Josh Hadley 00:00:00  Today, I want to dive into a massive mindset shift that I have had when it comes to stalled growth in a business. Typically, it boils down to two major reasons. Number one is going to be execution, and number two is going to be the size of the market. Today I want to unpack why your brand might not be growing to the level that you want it to be, and how I've seen that happen in my own business. Welcome to the Ecomm Breakthrough Podcast. I'm Josh Hadley. I've scaled my own ecommerce brand from 0 to 8 figures, and I'm actively building towards nine figures in sales. This podcast is where I document that journey and share the systems, the strategies, and the lessons learned in real time so that you can learn what actually matters and scale your own business. My name is Josh Hadley. First and foremost, I am a man of faith. I am a husband to a beautiful wife and the father of four children. I've been playing in the e-commerce space for over a decade, doing over $20 million in annual revenue in multi-million on sales channels such as Amazon, TikTok, Shop and Shopify.Josh Hadley 00:01:00  And last but not least, I am also the host of the number one Business strategy podcast for eCommerce entrepreneurs, and that is E-com breakthrough. Today, I want to unpack something extremely important that honestly took me way too long to discover and actually understand. And it is this sometimes the goals and passions that you have, and the size of business that you want to create does not match the size of market that you are you are currently playing in. And the example is this. Let's say you want to have a $100 million brand before you can say, yeah, I'll be able to create $100 million brand. Even the best operator may not be able to create a $100 million brand. If they pick the wrong drumroll, please mark it. At the end of the day, the total addressable market is one of the number one things that will predict the success and the future growth in your brand More than anything else, I have seen this time and time again, and the lesson comes from this as I continue to go to ecommerce events and different mastermind groups, oftentimes I've been sitting next to an operator that, honestly speaking, I'm not overly impressed with.Josh Hadley 00:02:19  They kind of seem pretty lazy, and they don't really run a very good team, and they might be fairly unethical. Yet guess what I hear? Oh yeah, I'm running this million dollar brand. And guess what? The underlying reason as to why they're running a $100 million brand is they are riding the coattails of a massive trend and a massive opportunity that is growing over 20% annually year after year. The market is growing in a massively meaningful way, and so they only need 0.5% of the market. And honestly, they don't even need to be that good of an operator because like the market's just so hungry for what it is that they are offering. Alex Ramos talks a lot about that today. Right now, which is like the med spa space is just like a massive opportunity. It is growing year over year, month over month. It is a hot space. And honestly, there's a lot of like fairly poor operators that are succeeding massively well in the med spa space just because like it is such a hot and attractive and growing market right now.Josh Hadley 00:03:32  And so the lesson is this you might be one of the best operators that is out there, meaning you're a great leader, you have a great team behind you, you have the right processes, you have the right playbook. But guess what? If you're in the wrong market, you're only going to rise to the size of market that you can actually conquer and however big that market is. So let's take this as an example. Let's say there's a particular market for we'll talk about a specific supplement. Right now let's talk about, like, the Cato market. Okay. So in the Cato market, or let's call it the snack market, not necessarily supplements. Okay. Cato was on a tear, you know, five years ago or so. But Cato as a whole is actually seeing declines year over year now. So now is not...
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  Throwback: How Can E-Commerce Sellers Boost Repeat Purchases and Maximize Profitability? 02.09.2026 15min

  In this episode, host Josh interviews Jeff Campbell, a digital marketing expert and co-founder of AI Commerce. They discuss effective strategies for e-commerce sellers on platforms like Amazon and Walmart, focusing on increasing repeat purchases, leveraging first-party data, and tracking key metrics such as ROAS, CPC, and customer lifetime value. Jeff emphasizes the importance of consistent data analysis, understanding break-even points, and balancing efficiency with growth. He shares practical examples and actionable tips for optimizing advertising spend and expanding sales channels, providing valuable insights for both new and experienced e-commerce entrepreneurs.Chapters:Introduction to Jeff Campbell and AI Commerce (00:00:00)Josh introduces Jeff Campbell, his background, and AI Commerce’s focus on e-commerce marketplaces.Strategies to Increase Repeat Purchases (00:00:32)Jeff discusses the importance of first-party data, email collection, and retargeting to drive repeat sales.Key Metrics and KPIs for E-commerce Sellers (00:02:49)Discussion on tracking impressions, clicks, CPC, CPO, customer acquisition cost, LTV, and the relationship between paid and organic sales.Tools and Frequency for Data Tracking (00:04:26)Jeff recommends using Excel or dashboards, and emphasizes daily tracking with monthly/quarterly insights.Competitive Strategies and Market Trends (00:05:26)Explains aggressive spending strategies, increased competition, and the need to monitor KPIs closely.Balancing Volume and Efficiency Metrics (00:06:17)Jeff highlights the importance of balancing sales volume and efficiency (Roas), and avoiding analysis paralysis.Identifying the Two Most Important Metrics (00:07:17)Focus on breakeven Roas and sales volume as the primary metrics for most sellers.Importance of Long-Term Data Trends (00:07:58)Josh and Jeff discuss not overreacting to short-term data, but focusing on monthly and quarterly trends.Case Study: Food Brand and Revenue Formula (00:09:05)Jeff shares a food brand example, explaining the revenue formula: traffic x AOV x conversion rate.Optimizing Traffic Sources and Channel Diversification (00:10:23)Describes switching to Walmart for cheaper CPCs and the impact on overall revenue.Using Data for Dayparting and Efficiency (00:11:31)Jeff explains using conversion and CPC data by hour/day to optimize ad spend and efficiency.Three Actionable Takeaways for E-commerce Sellers (00:12:32)Josh summarizes: know your numbers, review metrics monthly/quarterly, and expand channels only after mastering the basics.Closing and Contact Information (00:15:23)Jeff shares how listeners can contact him and learn more about AI Commerce.Links and Mentions:Tools and Websites  "AI Commerce": "00:00:31"  "Excel": "00:04:26"  "Google Sheets": "00:04:26"  Key Concepts and Metrics  "First Party Data": "00:01:14"  "Cost Per Order (CPO)": "00:03:22"  "Return on Ad Spend (ROAS)": "00:04:26"  "Average Order Value (AOV)": "00:10:23"  "Conversion Rate": "00:10:23"Transcript:Josh 00:00:00  Now. I'm super excited to introduce you all to Jeff Campbell. Jeff is a digital marketing veteran and e-commerce entrepreneur and professor at Wake Forest University. His strategic vision and operational approach have led multiple successful business acquisitions and exits. Jeff currently leads AI Commerce, a global digital agency focused on marketplaces and e-commerce, which he co-founded in 2020. So with that introduction, welcome to the show, Jeff.Jeff 00:00:31  Thanks for having me, Josh. I'm excited.Josh 00:00:32  What is there anything that you've done with your agency or with previous experience to really start turning a business that the average order for? I guess the average number of orders per customer, instead of it being one, you start increasing it to 2 to 3 because that's where you start to get this flywheel of, all right, I can spend I could even spend more to acquire this customer that it's not even break even. I'm losing money on the front end, but I make it up in the long in the long run. So are there any strategies or advice you would share to our listeners in order to help get those second, third, fourth sales and repeat purchases?Jeff 00:01:14  Yeah, I can't stress enough how important first party data is, specifically email addresses.Jeff 00:01:19  So if you can get them to your website to somehow register a product or an, you know, there's some rules with Amazon, you know how how you can get information, what you can stick in the box, etc. but, figure that out because I think that first party data is going to be so crucial for brand owners in the future for targeting as as privacy laws will hopefully come out soon. And, and, and the data sharing of of the platforms are probably going to stay heavily with the platform. So, here and now, rant over about one p data. You know, Amazon and most of these platforms have some sort of retargeting, right. So if you know that you're you're hawking air filters and they go out every three months and you need a replacement. Use your email database if you have it, use some of the the first party data of your platforms. Be it Amazon or Walmart. A lot of that does take some DSP work, which comes with a higher price tag. But retargeting is one strong, strong way to to remind people about the previous purchase and time to to repurchase.Jeff 00:02:24  I think that's probably the big one. Again, the email relationship and again, having first party data to be able to do that and then from there create and lookalike models. Right. So understanding the behaviors of those folks and starting to target people, to make maybe their first purchase because they look a lot, a lot like or they act and behave like, past purchasers of yours too. Works really well for that initial. And then you can retarget them as well.Josh 00:02:49  Yeah, it makes great sense. I love that now, Jeff. I would love to dive in further into these profitability or just overall metrics that people should be tracking that become those mile markers that lead to scale. And let's dive deep into what each of those, you know, metrics mean and how, you know, let's say take an an Amazon e-commerce seller today, how they should be tracking them now, and maybe some of the tools they should be using to make sure that they're setting up the correct foundation.Jeff 00:03:20  Sure, sure.Jeff 00:03:22  so, you know, I, I'd really look at making sure you are tracking the standard, you know, impressions, clicks, click through rate, you know, cost, CPC, etc.. we always want to look at that variability as CPC. That's really important. some, some of the other ones, the new to brand metrics where you can get them, the cost per orders and kind of go into that customer acquisition cost and LTV. so CPO cost per order is, is important. and then as we as we know, especially with Amazon and some of the other marketplaces are starting to do this. The reliance and relationship between paid and organic. The more you pay to get some keyword wins, the more you're going to see yourself organic. So you have to compile some of those sales from both paid and organic channels against the cost of the advertising, because there is a relationship there. So looking at that total Roas or that total ACOs or tacos, as the hungry people like to say is important as well.Jeff 00:04...
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  The Hidden Math Behind How Shopify Brands Actually Scale (CAC, AOV, LTV) Explained 31.08.2026 50min

  Mark Young is the CEO of Ryze Agency, where he helps brands scale through world-class marketing, sharp product positioning, and operational clarity. Mark has built multiple successful businesses and has become a trusted advisor for founders looking to break through plateaus and expand into new markets.  He has recently published a series of 5 books titled the Ecommerce Brand Guide to the Galaxy with Benjamin Hardy.Highlight Bullets> Here’s a glimpse of what you would learn…. Differences between selling on Amazon and Shopify, focusing on intent-based versus cold traffic marketing.Common misconceptions brands have about marketing metrics, particularly the focus on ROAS.Importance of understanding customer acquisition cost (CAC), lifetime value (LTV), and average order value (AOV) for sustainable growth.Strategies for increasing average order value through upsells and bundles.The significance of customer experience and retention marketing on Shopify compared to Amazon.The role of storytelling and brand identity in engaging customers on Shopify.Examples of successful and unsuccessful brand strategies in e-commerce.Actionable takeaways for brands looking to scale on Shopify.The impact of brand loyalty and customer relationships on long-term success.Recommendations for influential books and tools in the e-commerce space.In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley speaks with Mark Young, CEO of Ryze Agency, about scaling DTC brands on Shopify. Mark explains the fundamental differences between Amazon's intent-based selling and Shopify's cold traffic environment, emphasizing the need for brand storytelling. He challenges the common obsession with ROAS, introducing the "holy trinity" of metrics: Customer Acquisition Cost, Lifetime Value, and Average Order Value. Mark also highlights the importance of retention marketing and authentic customer relationships, sharing real success and failure stories to illustrate how strategy, not tactics, drives sustainable e-commerce growth.Here are the 3 action items that Josh identified from this episode:Shift from “conversion” to “connection” Stop treating Shopify like Amazon. Build demand through storytelling, content, and brand experience—optimize for trust and engagement before expecting conversions.Scale with the right metrics (not ROAS) Track and optimize your CAC:LTV:AOV triangle. Aim for a 1:3 CAC:LTV ratio, and be willing to accept lower short-term ROAS to acquire high-value customers.Increase AOV + retention to unlock profit Bundle products, upsell, and improve post-purchase experience. Focus on repeat buyers (email/SMS, loyalty, CX) to maximize LTV and make your paid acquisition sustainable.Timestamps:00:00:38 Introduction to the E-comm Breakthrough PodcastThe announcer introduces the podcast, aimed at helping seven-figure e-commerce business owners unlock their full potential and growth.00:00:52 Host's Introduction and Guest WelcomeHost Josh Hadley introduces himself and the episode's guest, Mark Young, CEO of Ryze Agency and author.00:02:12 The Challenge of Scaling from Amazon to ShopifyMark discusses why brands successful on Amazon often struggle on Shopify, highlighting the fundamental differences between the platforms.00:04:15 Amazon vs. Shopify: Intent vs. Cold TrafficA breakdown of how Amazon is an intent-based platform, while Shopify requires cold traffic marketing and brand storytelling.00:05:57 Common Misconceptions Brands Have with AgenciesMark explains the two types of clients he encounters: startups who think they know everything and brands with agency trauma.00:08:20 The Problem with Over-relying on ROASMark details why Return on Ad Spend (ROAS) is a "fool's metric" and how agencies can manipulate it.00:11:02 The Holy Trinity of E-commerce MetricsMark explains the three core KPIs brands should focus on: Lifetime Value (LTV), Customer Acquisition Cost (CAC), and Average Order Value (AOV).00:18:24 The Importance of Average Order Value (AOV)Discussion on why an AOV of at least $50-$100 is crucial for profitability due to shipping costs and consumer psychology.00:21:09 Focusing on Customer Experience and RetentionMark argues that brands focus too much on acquisition and not enough on creating an impressive backend customer experience.00:24:49 The Mindset Shift from Amazon to ShopifyBrands moving from Amazon must learn to focus on customer experience and brand storytelling, which Amazon handles for them.00:28:11 Building a Relational BrandThe importance of creating a personal, relational brand on Shopify, as opposed to Amazon's transactional nature. People buy from people.00:33:19 Be the Guide, Not the HeroUsing the "StoryBrand" framework, Mark explains that brands should act as the guide (Gandalf) for their customer (Frodo).00:35:09 Case Study: A Successful Skincare BrandA brand succeeded by understanding its brand voice, embracing omnichannel marketing, and defining clear goals for its agency partnership.00:38:00 Case Study: A Failed BrandA brand failed due to a reactive CEO, a singular focus on top-line revenue, and training customers to expect constant discounts.00:41:38 Three Actionable TakeawaysJosh Hadley summarizes the key lessons: understand your brand story, focus on LTV over ROAS, and prioritize customer retention.00:44:03 Mark's Most Influential BooksMark shares his favorite and most influential books, including works by Donald Miller, Will Guidara, and Stephen Covey.00:45:12 Leveraging AI in BusinessMark discusses how his agency uses AI, specifically "Claude bots," to imagine a new kind of business, not just automate tasks.00:48:08 Who to Follow in the E-comm SpaceMark recommends following Alex Hormozi and Donald Miller and emphasizes the value of nano and micro-influencers over macro-influencers.00:49:16 How to Connect with Mark YoungMark shares where listeners can find him, his books, and his agency, and discusses his passion for helping entrepreneurs.Resources mentioned in this episode:Josh Hadley on LinkedIneComm Breakthrough ConsultingeComm Breakthrough PodcastEmail Josh Hadley: [email protected] and Websites  "Ryze Agency": "00:02:01"  "Shopify": "00:02:55"  "
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  What a CEO Should Actually Be Doing in an 8 Figure Business 27.08.2026 22min

  In this solo episode, Josh Hadley explores how the CEO's role evolves as an ecommerce business scales. He traces the journey from hands-on operator managing every detail to strategic leader focused on high-level priorities. Drawing from his own experience, including a four-week time study, Josh outlines where CEOs should invest their time at each growth stage. Key focus areas include attracting top talent, defining brand vision, building strategic partnerships, and optimizing financial models. His core message: delegation and strategic focus, not micromanagement, are what drive businesses toward eight and nine figures.Bullet Points:The evolving role of a CEO in an ecommerce business as it grows.Transition from hands-on management to strategic leadership.Importance of delegation and hiring specialized talent.Conducting time studies to identify CEO-level tasks versus delegable tasks.Challenges of micromanagement and the need to trust team members.Strategies for investing regained time effectively.Attracting and retaining top talent within the organization.Defining and communicating a clear brand vision.Developing strategic partnerships to enhance business opportunities.Financial stewardship and optimizing revenue models for growth.Timestamps:00:00:00 Introduction to the Evolving CEO RoleThe host introduces himself and the topic: how a CEO's responsibilities must change as an e-commerce business grows.00:02:00 The CEO's Time StudyThe host shares his personal experience conducting a four-week time study to identify and delegate non-CEO level work.00:03:04 The "Subject Matter Expert" PhaseIn the beginning, the CEO is the hands-on expert, handling everything from product research to PPC campaigns.00:04:03 The First Million-Dollar MilestoneAfter hitting $1 million, the CEO's role shifts to reinvesting for growth, often by expanding product offerings.00:05:07 The Cycle of Growth and DelegationThe CEO identifies bottlenecks, hires specialists to solve them, and then doubles down on other sales-generating activities.00:06:57 Leading Through PeopleCrossing the $20 million mark requires a transition from hands-on execution to leading managers and department heads.00:08:00 Common Pitfalls for CEOs with Free TimeCEOs who delegate successfully must avoid wasting their newfound time or, most damagingly, starting another distracting business venture.00:09:53 Investing in Your TeamThe first priority for a CEO should be retaining talent by improving team experience, building culture, and supporting people.00:11:21 Focusing on Brand VisionThe CEO must clarify and communicate the brand's long-term vision to guide the company and retain key employees.00:13:13 Developing Strategic PartnershipsCEOs should spend time building relationships with key industry players, potential hires, and co-branding partners for future growth.00:14:11 Overseeing Financial HealthA key CEO role is allocating resources effectively, managing cash flow, and ensuring the business can support its growth.00:15:11 Architecting the "Money Model"CEOs must focus on engineering the business model to maximize customer lifetime value, not just front-end acquisition profits.00:17:21 The CEO's High-Level FocusThe CEO should work on the big picture—people, vision, brand, and money model—not tactical day-to-day tasks.00:19:19 The Most Important CEO Skill: SellingA CEO's number one skill is selling the vision to recruit and retain top talent, which provides the most leverage.00:20:20 Helping Others Become MillionairesThe ultimate mindset shift: a CEO's goal should be to build a business that helps their key leaders succeed financially.Links and Mentions:Tools and Concepts"AI": "00:02:00""Time Study": "00:02:00""PPC (Pay-Per-Click)": "00:05:07"Books"$100 Million Money Models by Alex Hormozi": "00:16:49"Key Concepts"Product Market Fit": "00:04:03""Brand Vision": "00:11:58""Customer Lifetime Value": "00:15:41"Recommendations"Develop Partnerships": "00:12:51""Financial Health of the Business": "00:13:45"Quotes"If you want to become a billionaire, you've got to get really, really, really good at helping other people become millionaires.": "00:20:42"Transcript:Josh Hadley 00:00:00  Today, I'm going to dive into how the role of a CEO entrepreneur has to evolve over the growth of that business and the tasks and the roles that that CEO is responsible for. Welcome to the Ecomm Breakthrough Podcast. I'm Josh Hadley. I've scaled my own ecommerce brand from 0 to 8 figures, and I'm actively building towards nine figures in sales. This podcast is where I document that journey and share the systems, the strategies, and the lessons learned in real time so that you can learn what actually matters and scale your own business. First of all, my name is Josh Hadley. I am a man of faith. I am a husband to a beautiful wife and a father of four children. I have been selling in the e-commerce space for over a decade, doing multi-million in revenue on channels such as Amazon, TikTok, Shop and Shopify. And I am also the host of the number one business strategy podcast for ecommerce entrepreneurs. And that is E-com breakthrough. Today, we're going to talk about what it means to actually be a CEO, especially when you're the entrepreneur who built the organization from scratch.Josh Hadley 00:00:58  And here's the challenge. There's not a direct playbook that applies to every single business that you have to follow. And so the role of the CEO is, frankly speaking, quite nebulous. And it requires a massive amount of adaptability and extensive leadership skills in order to pull this off in a significant way. At the end of the day, if you look at any $100 million brand, it all goes back to how good the original leader or founder was or was not. Sometimes there is kind of like lightning strikes and it's a really crappy leader and a really crappy founder, and they just hit a significant product market fit. That does happen. And honestly speaking, those are more often than not, a lot of the news stories that you hear about doesn't mean they were actually that good of an operator or that great of a leader. And so with that being said, what do you do and how do. How does your role as a CEO have to evolve as your ecommerce brand is growing over time? And so let's talk about it because this is something that has happened for me in my own business, and I'm speaking from experience.Josh Hadley 00:02:00  And to be honest with you, right now, I'm going through another weird inflection point in my business, and that's where this is coming from. I recently conducted a four week time study where I studied my time literally from sunup to sundown. I jotted down everything I did in 15 minute increments, and using AI and using my own human intelligence, I thought through and said, hey, what am I doing right? That is actually CEO level work, and what am I doing that like, is not CEO level work that needs to be delegated, deleted, or sometimes doubled down on. And so it's from that mindset that I understood, wow, there's a lot of things that I need to add, delete and delegate to other people. And that honestly leaves me in this like weird spot where, hey, if I'm delegating that to somebody else, what am I supposed to be doing? And so it's in that question of me asking ...
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  Throwback: The Best Strategies for Building Long-Term Influencer Partnerships on Amazon 26.08.2026 18min

  In this episode, host Josh interviews Vincenzo Toscano, CEO of an Amazon consultancy, about influencer marketing strategies for Amazon sellers. Vincenzo shares practical tips on finding and negotiating with influencers, building long-term ambassador relationships, and tracking campaign results. He emphasizes the importance of authentic partnerships and outlines team roles needed for effective influencer outreach. The discussion also covers expanding Amazon brands internationally, with advice on operational compliance and market selection. Listeners gain actionable insights on leveraging influencers and scaling brands globally, highlighting the need for proactive marketing and community-building to succeed on Amazon.Chapters:Introduction & Guest Background (00:00:00)Josh introduces Vincenzo Toscano, his expertise, and the focus of the episode on Amazon influencer marketing.Finding and Filtering Influencers (00:01:29)Vincenzo explains manual YouTube search strategies to find relevant Amazon-focused influencers and bloggers.Negotiating Payment Structures (00:02:50)Discussion of different influencer payment models: matching Amazon commissions, flat fees, and ambassador/commission-based arrangements.Ambassador Relationships & Revenue Sharing (00:03:46)How to turn influencers into brand ambassadors and structure revenue-sharing based on sales uplift.Tracking Influencer Performance (00:05:48)Debate on using brand referral bonus links versus influencer affiliate links for tracking and compensation.Combining Affiliate and Brand Referral Links (00:06:36)Clarification on whether influencers can use both their affiliate link and the brand referral bonus link.Influencer Link Preferences & Negotiation (00:07:17)How agreements determine whether influencers use their own affiliate links or the brand’s referral links.Tools for Evaluating Influencers (00:08:25)Recommended tools and methods for analyzing influencer engagement and performance metrics.Team Structure for Influencer Campaigns (00:09:50)Roles and team setup needed to manage influencer outreach, relationship building, and campaign execution.Manual vs. Platform-Based Influencer Outreach (00:12:34)Comparison between manual outreach and using platforms like Refersion for influencer management.Outreach Conversion Rates (00:13:50)Typical response and conversion rates from influencer outreach to actual partnerships.The Future of Amazon Marketing (00:14:42)Why brands must proactively drive traffic to Amazon and build communities to succeed in the evolving marketplace.International Expansion & Agency Services (00:16:37)How Vincenzo’s agency supports brands with compliance, localization, and launch strategies for international Amazon marketplaces.Top European Marketplaces & Revenue Expectations (00:17:32)Advice on which European Amazon marketplaces to enter first and expected sales percentages compared to the US.Links and Mentions:Tools and Websites"YouTube": "00:01:29""Perception": "00:08:52"Affiliate and Referral Links"Brand Referral Bonus Link": "00:06:01""Influencer Affiliate Link": "00:06:46"Services and Partners"Ask (Partner for compliance and services)": "00:16:37"Transcript:Josh 00:00:00  I am super excited to introduce you all to Vincenzo Toscano. Vincenzo is an expert in optimizing and scaling brands on Amazon. He is the CEO of e-commerce, where they have helped more than 1000 local, national and international brands. Sell more on Amazon globally. E-commerce is a full service Amazon consultancy providing tactical execution support and strategic consulting services for Amazon sellers and vendors focused on mid to large size brands. E-commerce uses a specialist consulting framework, deep analytical ability and powerful technology to grow their customers revenue on Amazon. So with that introduction, welcome to the show Vincenzo.Vincenzo 00:00:46  Thank you. Josh, it's a pleasure and thank you for having me on Vincenzo.Josh 00:00:49  I'm super curious to dive into like the influencer marketing in the blogs, like how are you reaching out to these influencers and how are you Negotiating, you know, payment for these because a lot of influencers, it's like you have to pay me a thousand bucks just for me to post it, and then it will be on my story for 24 hours, and then it's gone.Josh 00:01:12  Right? And you're like, wow, I've got to make a lot of money. I've got to make a lot of sales. Yeah, in those 24 hours to make it worth it. So tell me about, you know, a how you're finding these influencers and bloggers, and then B, what type of payment structure are you coming up with.Vincenzo 00:01:29  Sure. So the first tip and this would be for YouTube. One thing that my team does, and of course the only downside of this is that it's very manual work. So it's going to be time consuming if you don't want to use a platform, but still it's an option to do it. So what you will do is you go to YouTube and let's say you want to do vitamin C, right? So you're gonna put all is the name of the product. And then then you put Amazon. So it could be vitamin C, Amazon or top vitamin C Amazon. And the reason why you put Amazon is because at the end of the day, YouTube is a search engine.Vincenzo 00:01:59  And that is gonna matches most of the time with videos that say top ten vitamin C on Amazon, or even if it's not title, it's gonna match it with the link of the influencer. Because if these guys do influence, they have an Amazon influencer account. The links that they put in the description have the Amazon world on it. Therefore, the search engine is going to match me with those videos. And that's the first filtering. I already know. Which ones are the guys that have been working with Amazon brands in the past. They know how the whole ecosystem works, and it's easier than working with a person that, you know, they just do blogs and they don't even have an idea about what is selling on Amazon. So I want to make sure they speak the same language. That's the first thing. The second thing is when it comes to payment terms. So these are different ways you can do it. So the first way of doing it is a matching the Amazon Commission as I mentioned.Vincenzo 00:02:50  So for example if they do 3% or 5% for Amazon with double, so we give 610% to them. Another option that we do is to write them matching the the commission. We might do just a flat fee, right? Maybe initially, when you know that relationship still doesn't exist with influence, it would do a flat fee, which I know sometimes it can be heavy, as you mentioned. But again, there there are many ways for you to, you know, analyze the, the actual YouTube channel. There are tools that you put the, the hashtag and it gives you like the history, the views, engagement and so on. And that can give you like a good idea about how good this influencer is. And based on that, if this guy asks you for 1000, but then you see that the average likes for videos like two likes, you see that that traffic is fake. So that's a red flag. And the third option, which is this is the most difficult to get. But if you get this, I would say this one is the best way.Vincenzo 00:03:46  It's basically you you transform this person into an ambassador, right. So an ambassador means that basically they become like the face of your product, and they basically talk about your product and pretty much every single video. Like it could be a banner at the beginning or you start sponsoring ...
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  How to Optimize GMV Max Ads on TikTok Shop (Most Brands Miss This) 24.08.2026 45min

  Abbie Bekov (Head of Paid Media) shares her expertise in advanced paid media strategies and the best ways to leverage ad spend for maximum performance, including GMV Max ad campaigns.Working with The Amie TikTok Agency for who has become both a TikTok Marketing Partner and a TikTok Shop Partner, making them one of the go-to agencies for brands that want to convert attention into real revenue. She and her team specialize in creating original and trending content, running highly effective TikTok ad campaigns, and building engaged communities that feel authentic and connected.Highlight Bullets> Here’s a glimpse of what you would learn…. Importance of upper funnel campaigns for brand awareness and community engagement.Strategies for optimizing GMV Max ad campaigns on TikTok Shop.Role of affiliate marketing in enhancing campaign performance.Product lifecycle management: Cold Start, Mature, and Hero products.Setting and adjusting ROI targets for effective campaign performance.Analyzing content performance to inform affiliate strategies.The significance of community building and creator relationships in TikTok Shop success.Techniques for boosting content and maximizing engagement.Managing product cards and their impact on sales.Best practices for handling promotions across different sales channels.In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley speaks with Abbie Bekov, Head of Paid Media at Amie, about maximizing TikTok Shop's GMV Max ad campaigns. Abbie debunks the "set it and forget it" myth, explaining that success requires upper funnel brand awareness campaigns, strong affiliate relationships, and strategic product segmentation across Cold Start, Mature, and Hero lifecycle stages. She emphasizes starting with conservative ROI targets, ensuring consistent ad spend before scaling, and using attribution tools to measure cross-channel impact. Abbie's key takeaway: TikTok Shop demands intentional community building, not just media buying.Here are the 3 action items that Josh identified from this episode:Treat GMV Max as a system—not a tool Don’t “set and forget.” Review campaigns weekly, adjust creatives, and intervene when spend or performance drops.Build demand before conversion Run consistent upper-funnel campaigns (views, engagement, followers) to fuel affiliates, boost product card conversions, and create a halo effect.Segment products by lifecycle to scale smarter Categorize SKUs into cold, mature, and hero—then tailor budget, targeting, and ROI goals for each stage to avoid wasted spend and accelerate winners.Timestamps:00:03:35 Introduction to GMV Max CampaignsAbbie discusses the misconception that GMV Max campaigns are "set and forget," highlighting the need for hands-on optimization.00:05:14 The Importance of Upper Funnel CampaignsAbbie explains why running non-GMV Max campaigns like video views and follower campaigns is non-negotiable for brand building.00:08:15 Targeting and Insights from Top-of-Funnel AdsDetails on targeting strategies for upper funnel campaigns and how learnings from them inform the affiliate and GMV Max strategy.00:13:01 A Framework for Structuring GMV Max CampaignsAbbie outlines a three-pillar campaign structure based on product lifecycle: Cold Start, Mature, and Hero products.00:16:20 Setting and Scaling ROAS TargetsAdvice on setting initial ROAS targets, when to scale them, and using budget spend percentage as a key indicator.00:19:29 The Halo Effect of Upper Funnel on GMV MaxExplaining how top-of-funnel brand awareness campaigns indirectly boost GMV Max performance, traffic, and affiliate interest.00:22:10 Manufacturing Virality and Building a Creator CommunityThe discussion shifts to the necessity of intentionally building buzz and relationships with creators to succeed on TikTok Shop.00:28:57 Tactics for Optimizing Within GMV MaxAbbie shares a tactic of manually creative boosting high-potential content that the GMV Max algorithm might be overlooking.00:33:24 Profitability and the Halo Effect on Other ChannelsDiscussing the path to profitability on TikTok Shop and the importance of measuring the sales impact on Amazon and DTC.00:39:37 Cross-Channel Strategy and TikTok Shop ExclusivityThe importance of making TikTok Shop the most desirable sales channel during promotions by offering exclusive deals or bundles.00:40:56 Three Actionable TakeawaysJosh summarizes the key strategies: start with top-of-funnel ads, scale ROAS when spending 80%+ of budget, and structure campaigns by product lifecycle.Resources mentioned in this episode:Josh Hadley on LinkedIneComm Breakthrough ConsultingeComm Breakthrough PodcastEmail Josh Hadley: [email protected] and Websites"Phospho": "00:38:43""Claude AI": "00:43:50"Books"Breaking the Habit of Being Yourself by Joe Dispenza": "00:43:16"Notable People"Julia (CEO of Amie)": "00:44:22"General Insights"GMV Max": "00:03:58""Upper Funnel Campaigns": "00:05:14""Affiliate Strategy": "00:12:54"Episode Sponsor:This episode is brought to you by eComm Breakthrough Consulting where I help seven-figure e-commerce owners grow to eight figures. I started my business in 2015 and grew it to an eight-figure brand in seven years.I made mistakes along the way that made the path to eight figures longer. At times I doubted whether our business could even survive and become a real brand. I wish I would have had a guide to help me grow faster and avoid the stumbling blocks.If you’ve hit a plateau and want to know the next steps to take your business to the next level, then email me at [email protected] and in your subject line say “strategy audit” for the chance to win a $10,000 comprehensive business strategy audit at no cost!Transcript Area:Abbie Bekov 00:00:00  So usually in every campaign we're running anywhere from like 2 to 4 different audiences in the campaign. And then each campaign, we have content that's kind of specific to that audience. So we're always running lifestyle product education. We try to keep it pretty broad, because the goal for these campaigns is really to get awareness of the brand. All this content that we post for our clients who are very TikTok shop focused. We post with TikTok shop product tags. We're not necessarily doing it to turn all of that into immediate revenue, but we're doing it to put it into our video views campaigns so that somebody sees it. Maybe they'll click the product link, maybe we get boosted traffic, but they just will continue to see content show up. The branch are up again and again with that product link. So when they're ready to buy, when they go down the funnel, th...
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  Top 9 Lessons Learned After 10 Years in E-Commerce 20.08.2026 39min

  In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley shares nine vital lessons from over a decade of e-commerce experience, having scaled his own brand from zero to eight figures. He covers key topics including the difference between opportunistic selling and true brand-building, the importance of hiring top talent, Amazon's continued dominance, the challenges of omnichannel selling, cash conversion cycles, and return on invested capital. Josh also warns against comparing yourself to other brands. He closes with a bonus lesson reminding entrepreneurs that family and relationships ultimately matter more than business success.Bullet Points:Key differences between building a brand and opportunistic selling in e-commerce.Importance of hiring talented individuals for business growth and success.The dominance of Amazon in the e-commerce landscape and strategies for leveraging it.Challenges associated with building an omnichannel brand across various platforms.Significance of having a sustainable business money model, including customer retention strategies.Necessity of active management and adaptability in the fast-paced e-commerce environment.Understanding and optimizing return on invested capital (ROIC) for financial health.Dangers of comparing one's business to others and focusing on personal growth instead.Importance of cash conversion cycle in scaling an e-commerce business effectively.Emphasis on prioritizing family and relationships over business achievements for personal fulfillment.Timestamps:00:00:54 Lesson 1: Brand Building vs. Opportunistic SellingDefining the difference between building a true brand with a customer journey versus being an opportunistic arbitrage seller on Amazon.00:06:43 Lesson 2: The Best ROI is PeopleHiring talented people who are smarter than you provides the greatest return on investment and leverage in your business.00:09:21 Lesson 3: Amazon is Still KingAmazon will continue to dominate e-commerce, so entrepreneurs should lean into its strengths rather than trying to diversify away completely.00:11:42 Lesson 4: The Difficulty of Building an Omnichannel BrandBuilding a successful omnichannel brand is extremely difficult because each platform (Amazon, Shopify, TikTok) requires a completely different skillset.00:14:49 Lesson 5: The Importance of the Money ModelA business model with compounding customers, like subscriptions, is ten times easier to scale than one focused on front-end acquisition.00:18:17 Lesson 6: Active Management and Adaptability are RequiredE-commerce is not a "set it and forget it" business; it requires constant learning, adaptation, and active management to succeed.00:21:13 Lesson 7: Understanding Return on Invested CapitalKnowing your return on invested capital is a critical, yet often overlooked, metric for making smart inventory and business decisions.00:25:02 Lesson 8: Avoid Harmful ComparisonsComparing your brand to others is damaging because you don't know the financial reality or unique circumstances behind their success.00:29:39 Lesson 9: Cash Conversion Cycle is EverythingThe time it takes to get your capital back after investing in inventory is the key constraint to scaling an e-commerce business.00:35:57 Bonus Lesson: Family and Relationships Matter MostThe greatest fulfillment in life comes from family and relationships, not from the money or success achieved in business.Links and Mentions:Tools and Websites"Amazon": "00:00:00""Shopify": "00:00:00""TikTok Shop": "00:00:00""FBA (Fulfillment by Amazon)": "00:10:48""AWS (Amazon Web Services)": "00:10:48""Meta (Facebook/Instagram)": "00:12:49"Podcasts and Videos"Ecomm Breakthrough Podcast": "00:00:00""Podcast on Building a Brand": "00:04:48""Podcast on Cash Conversion Cycle": "00:34:39"Summary of Lessons"Opportunistic Selling vs. Building a Brand": "00:00:54""People Over Everything": "00:07:51""Amazon's Dominance": "00:09:49""Omnichannel Challenges": "00:11:42""Compounding Customer Base": "00:15:55""Active Management": "00:19:04""Return on Invested Capital": "00:22:14""Avoiding Comparisons": "00:25:02""Cash Conversion Cycle": "00:29:39"Bonus Lesson"Family and Relationships": "00:36:32"Transcript:Josh Hadley 00:00:00 Today, I'm going to share with you the top nine vital lessons that I have learned while selling in the e-commerce space for over a decade. Welcome to the Econ Breakthrough Podcast! I'm Josh Hadley. I've scaled my own ecommerce brand from 0 to 8 figures, and I'm actively building towards nine figures in sales. This podcast is where I document that journey and share the systems, the strategies, and the lessons learned in real time so that you can learn what actually matters and scale your own business. My name is Josh Hadley. First and foremost, I'm a man of faith. I'm a husband to a beautiful wife and the father of four children. I've been selling in the e-commerce space for over a decade, doing over $20 million in annual revenue and selling multi-millionaire on channels such as Amazon, Shopify and TikTok. Shop. And last but not least, I am also the host to the number one business strategy podcast for eCommerce entrepreneurs, which is E-com breakthrough. As we dive in today, I'm going to be sharing with you the top nine lessons that I have learned that I wish I would have known and had.Josh Hadley 00:00:54  These lessons kind of taught to me prior to starting in the e-commerce space over a decade ago. These are going to go in ascending order. And so when we get to number nine, this is what I believe is one of the biggest lessons that I learned and the biggest lesson that I wish I would have understood. And the biggest thing that I'm trying to communicate to anyone that is starting in the e-commerce space here, brand new today. So here's lesson number one. Lesson number one is defining the difference between an opportunistic e-commerce opportunity versus actually building a brand. Those are two very, very different things. And honestly, in the number of conferences that I go t...
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  Throwback: E-Commerce Growth 101 - Keyword Research and Competitor Insights 19.08.2026 16min

  In this episode, host Josh interviews Eric Kooymans, an online marketing expert with 18 years of experience. Eric shares actionable strategies for e-commerce growth, including in-depth keyword research, competitor and paid ad analysis, and cost per acquisition estimation. He emphasizes the importance of product bundling, expanding sales channels, and leveraging tools like SEMrush and Facebook Ad Library. Eric offers practical tips on using Google and Facebook Shopping integrations and provides advice for building sustainable, scalable e-commerce brands that attract long-term investment.Chapters:Introduction to Eric Kooymans and His Expertise (00:00:00)Eric’s background, experience, and notable clients in e-commerce and online marketing.Starting a Growth Strategy: Self-Audit & Audience Analysis (00:01:34)Initial steps for developing a growth plan: self-audit, understanding target audience, and identifying customer problems.Keyword Research and Demand Analysis (00:02:05)Using tools like Keyword Keg, SEMrush, and Google Keyword Planner to analyze search volume, demand, and seasonal trends.Building a Demand Growth Strategy (00:02:56)Translating keyword research into a demand-driven business strategy, considering seasonality and cost per acquisition.Evaluating Cost per Acquisition and Product Bundling (00:03:52)Assessing average order value, cost per acquisition, and the importance of bundling products for profitability.Keyword Research Tools and Competitor Analysis (00:04:41)Comparing keyword research tools and introducing competitor analysis using SEMrush for deeper market insights.Deep Dive into Competitor Analysis (00:05:36)How to audit competitors, analyze their strengths, weaknesses, and identify cost-effective keyword opportunities.Paid Advertising and Ad Analysis (00:06:52)Conducting paid ad research using SEMrush, SpyFu, and Facebook Ad Library to understand competitors’ ad strategies.Estimating Cost per Acquisition with Industry Data (00:08:50)Using WordStream and industry benchmarks to estimate cost per acquisition and conversion rates before launching campaigns.Optimizing Product Assortment and Bundling (00:11:24)Developing product bundles and assortments that increase average order value and align with customer passion.Actionable Takeaway 1: Activate Shopping Channels (00:12:37)Quick win: Turn on Google Shopping, Facebook Shopping, and use plugins to expand product reach.Actionable Takeaway 2: Focus on Product Bundles (00:13:49)Group winning products into bundles or seasonal packages to improve ad ROI and scale growth.Actionable Takeaway 3: Expand to New Marketplaces (00:14:44)Leverage platforms like Faire and other marketplaces to increase exposure and test new channels with bestsellers.Closing Remarks and Resources (00:15:58)Eric thanks the host, offers to answer questions, and mentions show notes with additional resources.Links and Mentions:Keyword Keg: "00:02:05"  SEMrush: "00:02:05"  Google Keyword Planner: "00:02:05"  SpyFu: "00:07:14"  Facebook Ads Library: "00:07:14"  WordStream: "00:09:48"  Sales and Orders: "00:13:19"  Transcript:Josh 00:00:00  Today I am super excited to introduce you to Eric Kooymans. Eric is an online marketing expert with over 18 years of experience in e-commerce development, search engine optimization, Facebook ads, influencer marketing and much more. With a portfolio boasting over 180 different companies including the American Cancer Society, passion, passion, City Church and Chris Tomlin. Eric's specialties include WordPress, Shopify and Magento e-commerce, as well as various marketing automation tools like Activecampaign and HubSpot. Get ready to learn from the best of in this business on today's podcast. So with that introduction, welcome to the show, Eric.Eric 00:00:42  Thank you for having me. I appreciate your time.Josh 00:00:44  Every single listener is going to want to hear, like, what are those growth strategies that you implement? Right? What are those the tactical things that you do that help diversify, provide comfort. But I think it's not even just the aspect of diversification. I think it is building a comprehensive brand that private equity truly would be hungry to acquire, right? Because they don't just see you as a fly by night Amazon seller.Josh 00:01:14  You had success on that, but you can't repeat that success anywhere else. so Eric, let's let's dive into those strategies. Somebody comes to you, you know, how do you work them or how do you start to develop that 6 to 24 month, you know, growth strategy? I guess ramp up for them.Eric 00:01:34  Sounds good. Yeah. So the first off, before we do it, we basically have we want to ask the basic questions and we kind of we normally have a little questionnaire that we have that we'll provide in the show notes. But the big question that you always want to kind of do a kind of little self audit. And we need to be able to understand, you know, who you are, who is the target audience? You know, what specifically is their problem or what are they looking for? Like what's their big, you know, when they're looking for your products? Kind of. What is that? What are we think of that is kind of what's the keywords, what's the what's the the symptom or the problem that they're having.Eric 00:02:05  And then with that, also, when it comes to the types of gifts or ways that this product could be used in, if it were to be a, a type of a gift or a, you know, holiday type thing. We put together all the different audiences and we do what we call the keyword research around that. And that's basically using cool tools like, keyword keg. there's also, SEMrush. There's also Google, Keyword Planner, but these are tools that we put it in there. And that basically tells us over the last 12 months what is the search volume and not just what we think we want to offer, but what are all the other things that we never thought of. And from there, we're then able to kind of have a lay of the land of what's the demand? Then we put together what we call the demand growth strategy, which basically is a how do we build our business around where the opportunity is. We don't want to just go buy a whole bunch of products and hope it works.Eric 00:02:56  We actually have to plan for it. And so the way that we do that is, is we understand what's the demand and what how many people are searching for what. And then and that's not just only at what times of the year as well, because you want to know what our seasonal business is. And if you have something that's big and and at Christmas time, well, how do you get busy in the summertime? You know, how do you not have the slow months? And how do you build products in a company around a sustainable growth strategy with that? And so we really kind of look at the seasonal trends. and then lastly, when you look at the keyword research, we're then able to understand what's the average cost per click and, and what the key thing to note is that is that if we were to go say, let's go do this, let's go and put together, a strategy, what is the average cost per acquisition? And those are the things that really allow us to say, hey,...
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  The Shopify Playbook: How Brands Are Scaling from 6 to 8 Figures 17.08.2026 44min

  Joe Putnam is the founder of Conversion Engine, Conversion Engine is an eCommerce performance marketing agency that has helped Shopify stores scale from six figures to eight figures in as little as 12 months. With a background in direct-response copywriting and growth strategy, Joe specializes in crafting Meta ads, Google campaigns, and retention strategies that actually convert. He’s helped brands like Bogey Bros, No Rivals, Salt Mafia, and Back Down South Clothing Co unlock rapid growth, including scaling one store from $650k to $10M in a single year.Joe is passionate about demystifying marketing for entrepreneurs, sharing frameworks and real case studies that help brands build sustainable growth instead of chasing quick wins. When he’s not helping brands scale, you’ll find him training for triathlons, exploring the outdoors, or investing in the next wave of business growth opportunities.Highlight Bullets> Here’s a glimpse of what you would learn…. Strategies for scaling e-commerce businesses from six to eight figures.The importance of bold branding that takes risks and appeals to ideal customers.Insights on the evolving landscape of Meta (Facebook) advertising and its impact on ad performance.The significance of creative diversity in ad campaigns, especially after Meta's Andromeda update.The necessity of understanding financial metrics, such as breakeven ROAS and contribution margins, for informed scaling decisions.The role of emotional storytelling in advertising and its effect on consumer purchasing behavior.The integration of AI tools in marketing processes and the importance of human oversight in utilizing AI-generated content.The need for brands to establish a clear growth strategy and a strong brand identity.The value of retention marketing and creating cohesive customer experiences for long-term loyalty.Case studies illustrating successful scaling strategies and the importance of data-driven insights in marketing.In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley interviews Joe Putnam, founder of Conversion Engine, about scaling Shopify brands from six to eight figures. Joe shares advanced strategies for e-commerce growth, including bold branding, creative diversity in Meta ads, and leveraging AI for customer insights. He emphasizes the importance of emotional storytelling, data-driven decision-making, and retention marketing. The discussion features actionable advice, real-world case studies, and tools for understanding customer psychology, offering listeners a practical roadmap to achieve rapid and sustainable e-commerce growth.Here are the 3 action items that Josh identified from this episode:Choose Your Growth Strategy EarlyDecide whether you’ll prioritize aggressive growth (even at lower margins) or profitable customer acquisition from day one. You can’t do both—pick one strategy and track your numbers closely.Take a Clear, Polarizing Brand StandDefine the “hill you’re willing to die on.” Stand firmly for a specific belief or value so your brand resonates emotionally and your ad creative doesn’t try to appeal to everyone.Focus on Retention, Not Just AcquisitionBuild a real brand by creating repeat customer experiences across multiple products. The goal is to deepen trust and increase lifetime value—not just drive one-time sales.Timestamps:00:00:00 Branding That Stands OutJoe discusses the importance of bold branding, taking risks, and not trying to please everyone.00:00:18 Podcast Introduction & Guest BackgroundIntroduction to the Ecom Breakthrough Podcast, host Josh Hadley, and guest Joe Putnam’s credentials.00:00:32 Scaling Shopify Brands: The MissionJosh shares his journey and introduces Joe’s expertise in scaling Shopify stores from six to eight figures.00:01:57 Welcome & Episode FocusJoe is welcomed; the episode’s focus on strategies for seven-figure e-commerce sellers is introduced.00:02:25 Meta Ad Creative & 2026 TrendsJoe highlights the importance of ad creative for Meta campaigns and adapting to recent changes.00:03:07 Meta’s Andromeda Update & Creative DiversityDiscussion of Meta’s Andromeda update and the need for diverse ad creatives and angles.00:04:41 Implementing Creative DiversityJoe explains how his agency researches and implements diverse ad angles to target different buyer personas.00:05:35 Stitch Fix Example: Ad Angles in PracticeJoe uses Stitch Fix to illustrate the power of multiple creative angles in ad campaigns.00:08:34 Case Study: Scaling a Six-Figure BrandJosh asks about rapid growth case studies; Joe details how a six-figure brand scaled to eight figures in 12 months.00:11:58 Profitability & Retention StrategiesDiscussion on front-end profitability, launching email/SMS, and the impact of retention marketing.00:12:46 Scaling Ad Spend & Knowing Your NumbersChallenges of scaling ad spend, understanding total addressable market, and the importance of knowing financial metrics.00:16:13 Creative Strategy for ScalingJoe explains the importance of strategic, research-driven creative rather than just increasing ad volume.00:17:09 Lightning Rod Strategy & Viral ProductsJoe describes using controversial products to drive engagement and lower ad costs.00:19:17 Consumer Psychology & Emotional StorytellingThe importance of understanding customer psychographics and emotional storytelling in ad strategy.00:21:30 Brand DNA & Emotional MessagingJoe discusses brand DNA research and customer sentiment analysis to create emotionally resonant ads.00:22:20 Case Study: Country Lifestyle BrandA case study on using emotional storytelling to scale a country lifestyle brand rapidly.00:24:29 Branding, Trust, and Competing on AmazonJosh and Joe discuss building brand trust to compete against overseas knockoffs, especially on Amazon.00:27:56 Emotional Connection & Customer InsightsThe role of emotional connection in branding and tools for understanding customer psychographics.00:28:24 Customer Sentiment Analysis ProcessJoe outlines his process for analyzing customer reviews and Reddit posts to inform ad angles and messaging.00:29:38 Selling Through Ads & CopywritingThe importance of ads that sell, matching copy length to product complexity, and leveraging emotional triggers.00:31:49 AI in Marketing & CopywritingDiscussion on how Joe’s agency uses AI (ChatGPT, Claude) for sentiment analysis, copywriting, and process optimization.00:35:30 AI Best Practices & Data IntegrationJosh and Joe discuss the importance of feeding AI accurate data and integrating it with business metrics.00:36:25 Three Actionable TakeawaysJosh summarizes three key takeaways: strategy selection, having a brand “hill to die on,” and building retention-focused brands.00:39:33 Bonus Takeaway: Customer-Driven CreativeJoe adds the importance of basing creative decisions on real customer insights and research.00:40:06 Rapid-Fire Questions: Book, AI Tool, InfluencersJoe shares his most influential book, favorite AI tool, and under-the-radar e-commerce experts to follow.00:43:22 Where to Connect with Joe PutnamJoe shares where listeners can find him online and learn more about Conversion Engine.00:43:48 Podcast ClosingPodcast outro and call to subscribe and leave a revi...
• 
  How to Build a Brand People Actually Care About (Step by Step) 13.08.2026 1t 26min

  In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley, an ecommerce entrepreneur with over $20 million in annual revenue, delivers a comprehensive guide to building a true brand. He argues that most ecommerce sellers operate transactional "product acquisition machines" rather than genuine brands. Josh presents a 16-step framework across three phases: defining your brand identity, expressing it consistently, and compounding trust over time. He emphasizes that real brands drive customer loyalty, premium pricing, and long-term competitive advantage—ultimately shifting entrepreneurs from chasing short-term sales metrics toward building sustainable, generational business value.Bullet Points:Importance of branding for ecommerce businessesDifferences between building a brand and running a product acquisition or arbitrage businessChallenges faced by ecommerce sellers, such as increasing conversion rates and reducing customer acquisition costsThe misconception that having a trademark or storefront equates to having a brandCharacteristics of a true brand versus a product acquisition machineA comprehensive 16-step framework for building a brandPhases of brand development: defining, expressing, and compounding the brandStrategies for creating a recognizable brand identity and customer experienceThe significance of customer journey mapping and brand loyaltyMetrics and practices for sustaining brand equity and protecting brand integrityTimestamps:00:00:00 The Power of BrandingThe host lists eight benefits of strong branding, such as higher conversion rates, repeat purchases, and lower acquisition costs.00:01:01 What is Branding?The host introduces the topic of branding and a 16-step framework for building a brand for your e-commerce business.00:02:11 Custom GPT and ResourcesThe host mentions a custom GPT and slides available to help listeners implement the 16-step framework discussed in the episode.00:03:11 Host IntroductionJosh Hadley introduces himself, his e-commerce experience, and his podcast, E-com Breakthrough, for e-commerce entrepreneurs.00:04:12 Brand vs. Product Acquisition MachineThe host differentiates between building a true brand and simply operating a product acquisition or arbitrage business, common on Amazon.00:07:06 What a Brand IsA brand builds trust, optimizes for customer retention, focuses on long-term growth, and is difficult for competitors to copy.00:10:53 How Brands CompoundThe host explains how brands create a compounding effect through customer trust, repeat purchases, word-of-mouth, and easier product launches.00:12:43 The 16-Step Brand Framework IntroductionAn overview of the three phases of the branding framework: defining the brand, expressing it, and compounding its value.00:13:43 Step 1: Choose Your Primary CustomerA strong brand serves a niche customer. Defining this avatar makes all other branding decisions much easier.00:17:40 Step 2: Choose the Outcome You OwnCustomers buy products to achieve an aspirational identity. Brands must own the outcome their product provides, not just the product.00:23:48 Step 3: Choose Your AssociationsA brand is built by repeatedly connecting your company to a small number of desirable ideas, words, or phrases.00:26:54 Step 4: Write the Brand PromiseCombine your customer, outcome, and approach into a clear internal statement that serves as a decision-making tool for your business.00:28:02 Step 5: Define What the Brand Is NotBrands become clearer through exclusion. Deciding what your brand refuses to be is as important as defining what it is.00:30:06 Step 6: Choose Your Hero ProductYour hero product is the clear entry point that teaches customers what your company means and establishes your brand's identity.00:33:05 Step 7: Make the Product RemarkableThe product experience earns the second purchase. A remarkable product builds durable trust and generates powerful word-of-mouth marketing.00:34:25 Step 8: Create a Recognizable Brand IdentityDefine your brand's personality through one of three models: founder-led, a brand character, or a design-led identity.00:39:34 Step 9: Build a Distinctive Visual and Verbal WorldDesign makes your brand's meaning easier to recognize. Your brand should be identifiable even without its logo.00:40:26 Step 10: Audit the Current Customer ExperienceEvery customer encounter either reinforces or contradicts your brand promise. Audit all touchpoints, from packaging to social media.00:47:34 Step 11: Reinforce Through Trusted AssociationsBorrow trust by deliberately pairing your brand with people, organizations, or communities that already represent your brand's core values.01:02:29 Step 12: Repeat the Same Meaning ConsistentlyBrands are built through consistent repetition. While campaigns can change, the core meaning and message must remain recognizable over time.01:05:36 Step 13: Build the Next Purchase into the BrandMap the customer journey to create a logical product ecosystem that guides customers from one purchase to the next.01:08:23 Step 14: Align Every Customer TouchpointThe brand is the total experience. Ensure every interaction, from advertising to customer support, reinforces your brand promise without contradiction.01:13:36 Step 15: Run a Monthly Brand ReviewConduct a monthly review to prevent brand drift, track key metrics, and ensure all activities align with your brand strategy.01:21:16 Step 16: Protect and Compound the MeaningBrand building is ongoing. Use a brand extension test before launching new products to ensure they reinforce your core meaning.01:24:41 Final Thoughts and Call to ActionThe host summarizes the framework, offers a custom GPT and slides, and asks listeners to share and review the podcast.Links and Mentions:Tools and Resources  "Custom GPT for Brand Building": "00:02:11"  "Ecomm Breakthrough YouTube Channel": "00:09:58"  Notable Concepts and Frameworks  "16-Step Framework for Branding": "00:12:43"  Brands and Examples Mentioned  "Boom Beauty": "00:14:45"  "AG1": "00:15:46"  "Liquid Death": "00:16:39"  "Patagonia": "00:22:41"  "Rolex": "00:22:41"  "Apple": "00:22:41"  Videos and Content  "
• 
  Throwback: Mastering Amazon PPC 12.08.2026 16min

  In this episode, host Josh interviews Mina Elias, a seven-figure Amazon seller and founder of The Trivium Group. Mina shares advanced strategies for Amazon PPC, emphasizing the integration of advertising with product optimization and the importance of main images, pricing, and reviews in boosting conversions. He discusses using custom analytics software, My Real Profit, to track key metrics, and stresses the need for continuous testing. Mina also shares his favorite book, productivity tools, and business inspirations, and offers listeners a free Amazon PPC audit through his agency.Chapters:Introduction to Mina Elias (00:00:00)Host introduces Mina, his background in supplements, Amazon PPC, and his achievements in the industry.Statistical Analysis & Analytics Tools (00:01:01)Discussion on using Google Sheets and custom analytics software for tracking PPC and sales data.Custom Software: My Real Profit (00:03:01)Mina explains their custom-developed analytics tool, My Real Profit, for streamlined data analysis.Main Image Optimization Tips (00:04:00)Mina shares what makes main images effective for conversion and how to showcase value propositions.Price Testing Insights (00:05:55)Analysis of how price changes can impact conversion rates and the importance of continuous testing.Three Key Takeaways for Amazon Sellers (00:07:49)Host summarizes actionable tips: integrate PPC with product optimization, optimize main images, and always test pricing.Centralized Analytics & Continuous Testing (00:10:30)Mina emphasizes the importance of a unified dashboard and ongoing, one-at-a-time testing.Most Influential Book: Who Not How (00:11:38)Mina discusses the impact of the book "Who Not How" on his mindset and business approach.Favorite Productivity Tool: Monday.com (00:13:09)Mina highlights Monday.com as a game-changing project and task management tool.Most Admired Figure: Grant Cardone (00:14:05)Mina explains why he admires Grant Cardone and lessons learned from his business approach.How to Connect & Free Audit Offer (00:15:32)Mina shares how listeners can reach him, learn more, and get a free Amazon PPC audit.Links and Mentions:Tools and Software  "Google Sheets": "00:01:28"  "Custom Analytics Software": "00:03:01"  "PickFu": "00:08:55"  "Monday.com": "00:13:09"  "Zapier": "00:13:25"  Websites  "Trivium Group (triviumco.com)": "00:15:32"  Books  "Who Not How by Dan Sullivan": "00:11:47"  "Be Obsessed or Be Average by Grant Cardone": "00:14:19"  Influential Figures  "Grant Cardone": "00:14:05"  Social Media  "Instagram (@theminaelias)": "00:15:32"  "LinkedIn (Mina Elias)": "00:15:32"Transcript:Josh 00:00:00  Today I'm super excited to introduce you all to Mina. Mina is a multiple seven figure seller in the supplement industry. He's an investor, Amazon PPC expert, and the founder of the Tribune Group, an Amazon advertising agency. Mina excels at developing cutting edge supplements for different target audiences and combines his passion for supplements. His background in chemical engineering and chemistry, and his expertise in PPC to crush the competition on Amazon. He has spoken on every major stage in the Amazon industry, consulted over 400 brands, consulted three aggregators worth 1.2 billion combined, and has been on over 100 Amazon and e-commerce podcasts. To share his knowledge and continues to be a leader innovating the Amazon advertising space. His goal is to change the way people perceive Amazon PPC and empower them to take back, control and dominate their ads. So with that introduction, welcome to the show, Mina.Mina 00:00:59  Josh, thank you for having me. I'm excited man.Josh 00:01:01  Mina I'm also curious. I mean, you're talking about statistical analysis now, right? And not many Amazon sellers are known for their statistical analysis skills.Josh 00:01:11  where, like, are you doing all of this and just, you know, spreadsheets or Google Sheets or are you do you have a software that's helping, you know, run these numbers and statistically prove that this was a, you know, conclusive test? Yes. Swap it out.Mina 00:01:28  No, we we don't have any software. This is all standard. you know, I mean, this is all, like Google Sheets and stuff like that. We do have a software that. But all that software does is analytics software, and it shows us our PPC spend, our PPC sales, our total sales sessions, cost per session, cook rate, conversion rate, cost per click, and profit. Day by day across all of our different products. So having that view is really useful because you're no longer looking. you know, I was just talking to someone earlier, and, they use like a PVC software and stuff like that. And I'm like, show me how you're looking at things. And they're like really looking at like trends of conversion and trends of impressions.Mina 00:02:11  And I'm like, it's so hard for you to, you know, make a decision based on like looking looking at the data like that. So I think that's where our analytics software helps a lot is we can see the week on week changes and I can see, okay, the ad spend changed like increased by 10%. What happened to my sessions? What happened to my cost per session? What happened to my click through rate or my peak spend was the same week over week. I changed my main image. What happened to my click through rate week over week? Or like okay, here's all of the click through rates. Document them, here's all the sessions, document them, and then go look at like the you know, Google Sheets just do equals average and equals STD dev which is standard deviation. And then it gives you the average and standard deviation is.Josh 00:02:54  I love that. What software tool are you using to gather that data at a baseline right. On a daily basis.Mina 00:03:01  That's my real profit.Mina 00:03:02  So we did we did custom development. So if you want if you want to see our exact analytics, you know you can do it through us. They can sell it to you. It's because it's IP. But my real profit is amazing. And you know because of our size, like, you know, we have 130 something brands. So we decided to just custom develop everything that is like the most streamlined for us to be able to like see the data and very quickly take action.Josh 00:03:28  Yeah, yeah. Makes a lot of sense. I love that. All right, Mina, we've got just a few minutes left, but because you've statistically seen that the main image and price are your biggest needle movers for conversion rate. I'm curious if you can give us just some quick tips in terms of what type of images have you seen performing better than others, and is there kind of a general rule of thumb that you could point towards, although it may be kind of product specific, but any general rules of thumb of what continues to win?Mina 00:04:00  Yeah.Mina 00:04:00  Okay. I also want to say, like, I know I talked about the biggest needle movers. reviews. If you go from a four star to four and a half star, that's a massive needle mover, too. you know, obviously, if you're going from like 300 to 500 to 700 review, it's like a slow burn. But if you go from ...
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  Is Amazon Rigged? The Truth About Marketplace Fairness 10.08.2026 50min

  Shinghi Detlefsen, one of the Founders of theAmerican Ecommerce Business Alliance AEBA fighting free and fair marketplace, CEO and Co-Founder of ExpandFi, and President of Wholesome Story and one of the most successful supplement brands on the Amazon.Shinghi isn’t just another SaaS founder he’s a true operator who has built, scaled, and optimized real brands at a high level. His expertise goes deep into what really drives sustainable growth:money, systems, and people.Highlight Bullets> Here’s a glimpse of what you would learn…. Challenges of unfair competition from foreign sellers on Amazon, particularly in the supplement category.The importance of regulatory compliance for foreign sellers using U.S. infrastructure.Strategies for increasing Amazon advertising spend while maintaining profitability.Measuring customer lifetime value (LTV) and optimizing customer acquisition costs (CAC) on Amazon.Driving external traffic to Amazon product pages through targeted advertising on social media platforms.The significance of building a legitimate brand versus relying on short-term marketing hacks.Navigating Amazon's fee increases and the impact of a strong brand on pricing strategies.The role of AI in e-commerce, including its applications in data analysis and task automation.The importance of financial discipline and risk management in e-commerce operations.Key action items for e-commerce sellers, including advocacy for marketplace fairness and focusing on core business fundamentals.In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley speaks with Shinghi Detlefsen, Amazon expert and founder of the American E-commerce Business Alliance. Shinghi discusses the regulatory disadvantages U.S. sellers face against foreign competitors, explains his data-driven approach to maximizing Amazon ad spend using customer lifetime value metrics, and emphasizes building authentic brands over chasing short-term tactics. The conversation also covers AI's practical role in e-commerce, financial discipline, and the importance of staying focused on core business fundamentals rather than distractions.Here are the 3 action items that Josh identified from this episode:Scale ads based on profit, not fear Track CAC vs. 12-month profit (LTV)—if it’s profitable, increase ad spend (even +50%) to capture more customers and defend your rankings.Build a real brand (your only long-term moat) Invest in product quality, content, and trust-building (reviews, influencers, external traffic) so you can charge premium prices and stay resilient.Use AI to save time, not replace strategy Automate admin and data analysis, but keep human control over ads, creatives, and growth decisions where nuance matters most.Timestamps:00:00:00 Introduction and Setting the StagePodcast intro, host and guest introductions, and overview of the episode’s focus on e-commerce scaling and Amazon.00:02:38 The ABA and Regulatory Disadvantages for US SellersShinghi explains the American E-commerce Business Alliance and the regulatory/tax advantages foreign sellers have on Amazon.00:07:06 How to Get Involved with ABA and the Bigger PictureDiscussion on actionable steps for US sellers to support ABA and why regulatory change matters more than minor Amazon policy changes.00:08:18 The Consequences of Losing US Brands and ManufacturingExplains the broader economic risks if US brands and manufacturing are lost to foreign competitors.00:10:04 Doubling Amazon Ad Spend ProfitablyShinghi shares how he doubled Amazon ad spend without losing profitability, counter to common industry trends.00:11:19 Why Amazon Remains the Best ChannelDiscussion on consumer shopping behavior and why Amazon is still the dominant platform for most buyers.00:12:37 Optimizing Ad Spend with Customer AnalyticsExplains using data to determine optimal ad spend, focusing on maximizing 12-month contribution profit per customer.00:15:32 Customer Lifetime Value and Profitability MetricsHow to track and use LTV and lifetime profit on Amazon, and why these metrics matter more than ACoS/TACoS.00:17:23 External Traffic and Meta Ads Direct to AmazonStrategy of sending Meta (Facebook/Instagram) ad traffic directly to Amazon product pages for better results.00:19:18 Brand Building vs. Short-Term HacksWhy building a real brand with solid fundamentals outperforms chasing short-term hacks or black-hat tactics.00:20:14 Mindset Shift: From Transactional to Lifetime ValueEncourages Amazon sellers to focus on CAC:LTV ratios and long-term customer value, not just single-sale profits.00:22:48 Education and Data-Driven Decision MakingImportance of learning business fundamentals and using customer analytics to drive growth.00:24:25 Amazon Fee Increases and the Real Root ProblemWhy blaming Amazon for fee increases misses the point; the real issue is regulatory imbalance with foreign sellers.00:28:43 Brand Power and Pricing FlexibilityHow having a strong brand allows for price increases and resilience against Amazon’s changing policies.00:29:40 AI in E-commerce: Hype vs. RealityDiscussion on the current state of AI in e-commerce, what’s real, what’s hype, and where to focus your time.00:30:07 Build vs. Buy: SaaS, AI Tools, and Time ValuePros and cons of building your own tools with AI vs. paying for SaaS; focus on time value and maintenance.00:33:51 Where AI Delivers the Most ValueAI’s best use is interpreting large data sets, not replacing complex SaaS or business processes.00:35:27 Avoiding FOMO and Focusing on High-Value TasksAdvice to avoid distraction from shiny new tools and focus on automating admin tasks to free up time for growth.00:39:01 SaaS Innovation and Staying AheadWhy SaaS companies will quickly catch up to DIY solutions, and the importance of focusing on your core business.00:40:07 Final Thoughts: Build a Brand and Give BackEncouragement to build a real brand, take care of customers, and use success to contribute positively to the world.00:40:39 Three Action Items for E-commerce SuccessHost summarizes three key takeaways: fight for a fair marketplace, build a real brand, and avoid distractions.00:44:40 The Myth of Constant Product LaunchesChallenges the idea that always launching new products is the best growth strategy; focus on bestsellers and distribution.00:46:39 Risk Management and Financial AdviceAdvice on managing risk by investing conservatively outside the business and building a financial safety net.00:48:03 The Value of Financial Security for Better DecisionsHow having a financial cushion leads to better business decisions and peace of mind.00:48:42 Rapid-Fire Questions: Book, AI Tool, and E-comm LeaderShinghi shares his favorite business principle, AI tool (Claude), and recommends following Logan from Physician’s Choice.00:50:10 Outro and Contact InformationHow to follow Shinghi, closing remarks, and end of the episode.Resources mentioned in this episode:Josh Hadley on LinkedIneComm Breakthrough ConsultingeComm Breakthrough PodcastEmail Josh Hadley: Josh@eCom...
• 
  My Exact Weekly Schedule as an 8 Figure Ecommerce CEO 06.08.2026 22min

  In this episode, ecommerce entrepreneur Josh Hadley shares his weekly operating system for structuring a productive business week. He argues that most business owners don't have a time problem, they have a calendar problem. Josh breaks down his weekday by day: Monday for KPI reviews and one-on-ones, Tuesday for deep work on growth initiatives, Wednesday for consolidated meetings, Thursday for strategy and product development, and Friday for planning and documentation. His core principles include protecting deep work, grouping meetings, reviewing before reacting, and using the calendar strategically to drive real business growth.Bullet Points:Weekly operating system for structuring business activitiesImportance of addressing calendar issues over time managementStrategies for protecting deep work and minimizing distractionsDetailed breakdown of a structured weekly scheduleFocus on reviewing key performance indicators (KPIs) and cash flow forecastingEmphasis on deep, uninterrupted work days for growth initiativesMeeting-heavy days for consolidating discussions and maximizing efficiencyStrategic planning and product development sessionsDocumentation of processes and decision-making frameworksCore principles for effective time management and productivity in businessTimestamps:00:00:00 The Calendar ProblemMost business owners don't have a time issue, but a calendar problem, getting hijacked by distractions instead of focusing.00:01:54 Introduction to the Weekly Operating SystemJosh introduces his weekly operating system for running an eight-figure brand, designed to protect attention and align leaders.00:02:56 Monday: Grounding the Week in RealityMonday's focus is on reviewing KPIs, ensuring the team met goals, and identifying what is off track.00:04:03 Monday: Cash Flow ForecastingThe second priority is reviewing the 12-month cash flow forecast to understand the business's financial health and available resources.00:05:47 Monday: Auditing Personal TimeThe speaker audits his previous week's time to identify distractions and improve productivity, sometimes using a time-tracking app.00:06:46 Monday: One-on-One MeetingsThe rest of Monday is for one-on-one meetings with direct reports to set strategy, solve bottlenecks, and provide direction.00:08:37 Tuesday: Protected Deep WorkTuesday is dedicated to deep, uninterrupted work on growth initiatives, with a brief leadership huddle to start the day.00:11:33 Tuesday: Structuring MeetingsAny necessary meetings on Tuesdays, like vendor calls or interviews, are scheduled back-to-back at the end of the day.00:12:21 Wednesday: The Meeting DayWednesday is a deliberately meeting-heavy day, consolidating recurring discussions, including a 90-minute leadership meeting to solve business issues.00:13:18 Thursday: Strategy and ProductsThursdays are for zooming out from daily operations to focus on strategy, future hiring needs, and new product innovation.00:16:19 Friday: Planning and DocumentingFriday is for solidifying the week's takeaways, proactively planning the next week, and documenting knowledge to scale the business.00:18:06 Key Principles of the ScheduleThe speaker outlines six key principles behind his schedule, including giving each day a job and protecting deep work.Links and Mentions:E-commerce Platforms Mentioned: "00:00:30" CEO Dashboard Podcast Episode: "00:04:03" Weekly Cash Flow Planning Podcast Episode: "00:04:58"  Timing App: "00:06:43"  Conducting a Two Week Time Study Podcast Episode: "00:06:46"Transcript:Josh Hadley 00:00:00  Most business owners don't actually have a time issue. They have a calendar problem. Today I'm going to be sharing with you how to structure your week properly so that you are focused on the right things so that you can scale not only an eight figure business, but a nine figure business and beyond. Welcome to the Ecomm Breakthrough Podcast. I'm Josh Hadley. I've scaled my own ecommerce brand from 0 to 8 figures, and I'm actively building towards nine figures in sales. This podcast is where I document that journey and share the systems, the strategies, and the lessons learned in real time so that you can learn what actually matters and scale your own business. My name is Josh Hadley. First and foremost, I'm a man of faith. I'm a husband to a beautiful wife and a father of four children. I have been selling in the e-commerce space for over a decade, doing over $20 million in annual revenue and doing multi-million on sales channels such as Amazon, TikTok, Shop and Shopify. I am also the host of the number one business strategy podcast for ecommerce entrepreneurs, and that is E-com breakthrough.Josh Hadley 00:00:57  Today, I want to share with you exactly how you should be structuring your week in order to ensure that your focus is on the highest priorities, rather than getting caught up in just putting out fires and basically dealing with the thick of thin things. So I'm sharing this with you from my exact like schedule, in my exact structure that I have in my own business. For you to be able to use that as like a framework to structure your own week. So here's the problem. Most founders don't have a time issue. You actually have a calendar problem. And the reason why is because, like you're just getting hijacked by slack email, reactive meetings, WhatsApp notifications, a bunch of different like mastermind groups that you're in that are slacking you or texting you, etc. and ask me why. I know that because like, I was the guy who used to have that happening to me all the time, but now I literally turn my phone on silent mode and do not disturb mode, and I ignore the WhatsApp messages that are happening throughout the day.Josh Hadley 00:01:54  And to be honest with you, I'm frankly amazed how much interaction is happening during the day when people theoretically should be working on their business. Instead, they're reaching out and asking questions or predictions about this. You know, travel hacks about that. All those things are good, and they are decent conversations to have. However, I'm not going to sacrifice my time in my deep work that's actually going to grow the business to go chit chat and have random side conversations. Because actually, the moment you like are distracted and turn your attention to something else, it's ten times harder to bring it back to the focus that you originally had. So this is the exact weekly operating system that I use to run our eight figure brand, and how I protect my attention, align my leaders, and carve out enough time to actually move the business forward, rather than just kind of like staying stationary and keeping up with just the regular admin of maintaining the business as it is today. Let's dive into Monday. Monday is one of the most important days in the entire business.Josh Hadley 00:02:56  And it's not only important for me, but this carries out through the rest of my leaders Their Mondays are structured very, very similar to mine, and Monday is about grounding the entire week in reality, not urgency. Right? It's this is where the strategic planning and prioritization really comes into play here. Okay, before anything else gets my attention, I review what happened this previous week. So let's talk about that. The very first thing that I do Monday mornings is I'm looking at my weekly KPI tracker. And if you're wondering, well, what KPIs does Josh actually track and look at? If you go check ...
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  Throwback: Affiliate Marketing 101 - How to Optimize Your Payouts and Drive Sales 05.08.2026 15min

  In this episode, Josh interviews Lauren Lee, ClickBank’s e-commerce and affiliate marketing expert. Lauren shares practical strategies for finding and recruiting affiliates, managing relationships, and setting commission rates. She highlights the benefits of affiliate networks like ClickBank and Shopify’s Dovetail, and offers tips for pitching offers, optimizing landing pages, and starting with best-selling products. Lauren distinguishes between influencer and performance affiliates, explains how to set sustainable payouts, and provides actionable steps for launching or improving affiliate programs. Listeners learn how to connect with Lauren and access additional affiliate marketing resources.Chapters:Introduction to Lauren Lee and Her Background (00:00:00)Lauren’s experience with top brands and her approach to scaling e-commerce through affiliate marketing.How to Find and Connect with Affiliates (00:01:11)Strategies for finding affiliates, benefits of affiliate networks, and leveraging marketplaces like ClickBank.Networking and Recruiting Affiliates Outside Networks (00:03:20)Tips for recruiting affiliates via Facebook groups, LinkedIn, and sharing campaign data to attract partners.Using Data to Attract Affiliates (00:03:42)Importance of sharing conversion rates and average order value to entice affiliates.Affiliate Offer Visibility on ClickBank (00:04:58)How ClickBank displays offer metrics and ranks offers for affiliates.Alternative Networks and Cold Outreach (00:05:24)Advice on finding affiliates for Amazon brands, using cold DMs, and other affiliate networks.Shopify’s Dovetail Platform for Influencer Affiliates (00:05:53)Overview of Dovetail for finding and messaging influencers at scale on Shopify.Other Affiliate Networks and Amazon Integration (00:07:35)Recommendations for entry-level networks like ShareASale and Amazon traffic facilitation.Determining Affiliate Payout Ratios (00:08:28)Guidelines for setting commission rates for different affiliate types and the importance of knowing your margins.Commission Structures for Different Affiliate Types (00:10:18)Typical commission ranges for influencers, publishers, and performance affiliates, and strategic considerations.Three Actionable Takeaways for Affiliate Programs (00:12:09)Summary of key steps: define affiliate type, start with best-selling products, and optimize landing pages for customer problems.How to Connect with Lauren Lee and ClickBank Resources (00:15:03)Ways to contact Lauren via LinkedIn and access ClickBank’s e-commerce resource hub.Links and Mentions:Affiliate Networks and Marketplaces  "ClickBank": "00:01:33"  "ShareASale": "00:08:20"  Influencer and Affiliate Search Tools  "Dovetail": "00:06:15"  Educational and Support Resources  "E-commerce Resource Hub at ClickBank": "00:15:14"Transcript:Josh 00:00:00  Today. I am super excited to introduce you all to Lauren Lee. Lauren is Clickbank s ecom expert who works with eCommerce brands to unlock new sales channels with affiliates. She believes that there is always a solution to scale brands, and you can always find a way to exceed your goals. Lauren has partnered with top fortune 100 companies like Walmart, Amazon and Apple, leading their affiliate marketing strategies and offer campaigns, and is helping brands like yours craft scaled affiliate channels. You can find her hanging with her husband and daughter when she isn't supporting clients traveling the PNW, aka the Pacific Northwest, and assisting in Buddhist meditation teacher training. So with that, welcome to the show, Lauren.Lauren 00:00:50  Thank you so much, Josh. It's nice to be here.Josh 00:00:52  Lauren. I kind of want to point our attention to how do I find these affiliates? It all sounds great, but how do I find these affiliates, how do I manage the relationship with them? How do I make sure that the offer I'm going to give them is enough percentage of the deal or of the revenue share? Right.Josh 00:01:11  So there's a lot that I think we need to dive into there. So let's start first with like so how in the world do I go find the right affiliates? If I've decided that with organic I, I've, I'm targeting more, let's say people that are trying to lose weight. Right. how do I go find the right affiliates that are focused on talking to an audience that's wanting to lose weight?Lauren 00:01:33  Yes. Great question. And basically, we're taking somebody through the whole journey, right? Of what? Of starting of starting from the ideation stages and just of interest. And now you're you're ready to connect with affiliates. And so you by joining in the network, you get access to the affiliates. And that's one of the benefits of joining a network. And outside of a network you can absolutely connect with people on like Facebook groups and maybe on LinkedIn. and it's kind of ad hoc, right? And it does take some manual effort. So that does exist that just natural facilitation of relationships. But once you're inside a network in a company like Clickbank or another network, what they allow you to do is to join a marketplace.Lauren 00:02:15  And the marketplace is not consumer facing. It's for affiliates. And affiliates are coming every single day to be able to see what offers are there and what they can begin to promote. And so you want to be in that marketplace. You want to be just like you're on Amazon, right? And you are in that marketplace. It's kind of very similar in the sense of what products can I promote as an affiliate. And so that's how you're really going to start to connect with affiliates. So pick up your offer. And so there's some strategies around there. You know you can get your offer and require that affiliates, you know, provide information so that you can start to create these this network of affiliates that you're connecting with by email by contact. And you also can learn what is their traffic source. Maybe one affiliate is really good at YouTube and one's really good at Facebook. And you can start to be strategic around that. that is the main facilitation, the main way that you are going to connect with affiliates.Lauren 00:03:07  There are other things like events and networking and like I mentioned, kind of this ad hoc relationship that does happen, but you want to ensure your, your, you're connected on the marketplace.Josh 00:03:20  Okay. Yeah. That makes a lot of sense. So the first thing would, you know, a network that you join in the marketplace would kind of do a lot. Help expedite things. Do you have any tips or strategies? If somebody is just, you know, they're networking with people or they're in Facebook groups, have you seen any good strategies that way to maybe recruit some affiliates that you're meeting personally?Lauren 00:03:42  Yes, absolutely. Okay, so I think one thing that often gets overlooked when you create your funnel and create your campaign, you're super excited, but you want to be able to have some data around your campaign, your offer. Is it converting? What is the conversion rate? You know, what is the average order value that you see people transacting with on your on your funnel, on your campaign? Those are going to be really attractive metrics to share with affiliates.Lauren 00:04:09  And so if you did go on a Facebook group or you go to a networking or a conference, right, you'r...
• 
  Why Most TikTok Shop Brands Fail 03.08.2026 48min

  Alex Bonilla, an ecommerce brand builder and the founder of Delta Brands. Alex is a true operator behind the scenes, someone who’s been in the trenches building and scaling direct-to-consumer brands, especially in competitive markets where attention is everything.He’s not just talking theory — he’s actively building brands that successfully acquire customers outside of Amazon, and then turn that traffic into profitable growth.Highlight Bullets> Here’s a glimpse of what you would learn…. Evolution of TikTok Shop dynamics from 2024 to the present.Shift from organic virality to a competitive, pay-to-play environment.Importance of strategic creator partnerships and content management.Implementation of affiliate live strategies for consistent sales.Building and maintaining relationships with creators, including retainers.Training creators on content quality and engagement metrics.Advertising strategies, including GMV Max and manual campaigns.Team structure for managing TikTok Shop operations.Recruitment and contracting strategies for creators.Future of social commerce and the need for multi-platform strategies.In this episode of the Ecomm Breakthrough podcast, host Josh Hadley interviews Alex Bonilla, founder of Delta Brands, about scaling eCommerce businesses using TikTok Shop. Alex explains how the platform has shifted from an organic, mass-sampling approach to a competitive, pay-to-play environment. He shares strategies including affiliate live selling, creator retainers, and controlled virality. Alex also discusses training creators on retention metrics and hooks, optimizing TikTok ads, and using slideshows to drive Amazon sales. The episode concludes with advice on building creator relationships, assembling a specialized team, and diversifying across emerging social commerce platforms.Here are the 3 action items that Josh identified from this episode:Build a Core Creator System (Not One-Off Virality) Focus on 10–30 trained creators on retainers, run consistent affiliate lives, and engineer predictable sales instead of chasing viral hits. Train Creators Like a Sales Team Teach hooks (first 6–8 seconds), retention targets, and strong CTAs—then create feedback loops to continuously improve content performance. Use Ads to Scale What Already Works Start with GMV Max to find winning content, then shift to manual campaigns to double down on high-performing videos and maximize ROI.Timestamps:00:00:00 Introduction and Creator DevelopmentAlex discusses the importance of nurturing new creators and building them into brand advocates through support and training.00:00:29 Podcast Introduction & Guest BackgroundHost introduces the Ecomm Breakthrough podcast, Josh Hadley, and guest Alex Bonilla, highlighting Alex’s eCommerce experience.00:02:12 TikTok Shop Evolution & Current LandscapeDiscussion on how TikTok Shop has shifted from easy virality and mass sampling to a more competitive, pay-to-play environment.00:03:36 What’s Working on TikTok Shop in 2024Alex explains that old strategies no longer work and emphasizes the need for updated approaches as TikTok Shop matures.00:05:52 Affiliate Live Strategy & Inventory ManagementAlex shares how affiliate live streams help control virality, manage inventory, and maintain creator relationships.00:08:27 Retainer Model for Top CreatorsAdvice on putting high-performing creators on retainers for consistent content and negotiating video rights.00:10:09 Sampling & Creator Outreach EvolutionAlex describes being more selective with sampling and how established brands attract higher-quality creators organically.00:11:24 Building a Core Team of CreatorsFocus on maintaining a smaller, high-performing team of creators on retainers, rather than mass sampling.00:13:27 Homegrown vs. Recruited Creator TalentDiscussion on the value of developing loyal creators versus recruiting established talent from other brands.00:16:17 Training and Supporting CreatorsAlex details how he educates creators on retention metrics, hooks, and video structure to improve performance.00:19:41 Key TikTok Video Metrics & Content TipsExplanation of retention rate benchmarks and practical tips for creators to increase video engagement and virality.00:21:20 Optimizing GMV Max Ads with Retention DataHow to use TikTok ad analytics to identify and promote high-performing videos, including manual campaign hacks.00:23:15 Manual Ads, Spark Ads, and External TrafficAlex discusses experimenting with manual ads, Spark ads, and driving traffic to Amazon/Shopify for additional touchpoints.00:24:49 Team Structure for TikTok Shop SuccessBreakdown of Alex’s team roles, including customer service, inventory, GMV Max optimization, creator recruitment, and community management.00:27:21 Recruiting and Managing Creator RelationshipsHow to structure deals with creators, manage retainers, and protect against underperformance with contract clauses.00:31:04 Slideshow (Carousel) Strategy on TikTokExplanation of using slideshow posts for organic reach and Amazon sales, including compensation models and content monitoring.00:34:22 Future of Social Commerce: Facebook, Instagram, YouTubeAlex forecasts the rise of social commerce on other platforms and advises brands to diversify beyond TikTok.00:36:46 Comprehensive TikTok Shop Strategy RecapEmphasis on leveraging all TikTok content types and replicating successful strategies across other social platforms.00:38:00 Three Actionable Takeaways for Brand OwnersHost summarizes key actions: build creator relationships, develop a specialized team, and focus on off-Amazon demand creation.00:39:50 Raising Prices Through Off-Amazon DemandDiscussion on how social commerce enables brands to increase prices and reduce reliance on Amazon’s ecosystem.00:41:27 Final Thoughts on Amazon Changes & Social CommerceAlex shares how social commerce mitigates Amazon’s challenges and allows brands to thrive despite platform changes.00:42:59 Book Recommendations & InspirationAlex lists influential books, especially “10x is Easier Than 2x,” and how it shaped his TikTok strategy.00:44:05 Favorite AI Tools for Content CreationAlex mentions using AI video tools (e.g., Vo3) for scalable, high-quality content across platforms.00:45:28 Industry Influencers to FollowAlex recommends following Josh Hadley, Fernando Campos, and the Limited Supply podcast for eCommerce insights.00:47:41 Contact Information & ClosingAlex shares how listeners can reach him for TikTok Shop strategies and the episode concludes.Resources mentioned in this episode:Josh Hadley on LinkedIneComm Breakthrough ConsultingeComm Breakthrough PodcastEmail Josh Hadley: [email protected] and Websites  "TikTok Shop": "00:01:41"  "GMV Max Ads": "00:21:20"  "