Honest Ecommerce

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  Landing a Dillard's Wholesale Deal: Vici Collection's Aimee Dudum 05.10.2026 27min

  Aimee Dudum Colorado is the Co-Founder and Chief Merchandising & Marketing Officer of VICI, a women's apparel brand based in California. VICI's mission is to be the go-to destination for accessible, on-trend fashion—helping customers explore their personal style for every day and every occasion.Founded in 2012, VICI has grown into one of the leading DTC brands to emerge from the Bay Area, with a retail presence in Nashville.Aimee has been deeply hands-on since day one and remains both product and customer obsessed. She stays closely connected to the VICI community—regularly engaging on social and responding directly to customer feedback.She leads fashion buying and brand direction with a strong point of view on emerging trends, grounded in a deep understanding of the customer. Passionate about styling and outfitting, Aimee is focused on inspiring confidence and helping women feel their best for every moment.Aimee lives in Alamo, California with her husband and four sons.In This Conversation We Discuss:[00:00] Intro[01:02] Head-to-toe outfitting under $150[02:10] Founding VICI with her stepmom[03:45] Building a digital and social-first brand[04:48] When organic social started driving sales[05:11] Moving from phone orders to Shopify[05:58] Klaviyo[08:11] Why in-person shopping matters again[08:58] What separates growing brands from the rest[09:47] Leaving room in your playbook for moonshots[10:45] How high brand standards stalled TikTok[11:39] Flowium[12:25] You're not Coca-Cola, so make some noise[13:04] Launching in 60 Dillard's stores[14:13] How the Dillard's partnership came about[15:16] Choosing like-minded retail partners[15:53] Intelligems[17:32] The future of fashion ecommerce[18:23] AI-generated looks and shoppable bundles[18:59] Why VICI is selective about new AI tools[19:41] AR and the at-home dressing room[20:41] Balancing data with founder gut[21:25] Why leaders should read every review[22:30] Customer language is a free ad campaign[23:39] Keeping customer care in-house[24:29] Bring customer service into strategy talks[25:21] Influencer-driven product development[26:23] Where to find VICI[27:04] Final thoughtsResources:Subscribe to Honest Ecommerce on YoutubeEmpower personal style for any occasion vicicollection.com/ Follow Aimee Dudum linkedin.com/in/aimee-dudum-colorado-a0a4a3135/ Book a demo today at intelligems.io/ Get your free demo klaviyo.com/honest Book a free lifecycle diagnosis call flowium.com/If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!
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  Wholesale to Omnichannel: How IZIPIZI Built a Global Eyewear Brand 28.09.2026 30min

  Charles Brun is a French entrepreneur who co-founded the eyewear brand IZIPIZI in Paris in 2010 alongside his longtime friends Xavier Aguera and Quentin Couturier. The three founders saw that the standard reading glasses sold at drugstores lacked style, and they set out to prove that readers could be something people actually wanted to wear. That instinct paid off. Today, IZIPIZI is known for colorful, affordable, design-driven glasses made for everyday life.In This Conversation We Discuss:[00:00] Intro[01:12] Glasses for every moment in life[01:42] An idea born from their moms' ugly readers[02:59] From incubator to the real launch in 2012[04:05] Landing Colette as the first wholesale yes[05:16] Klaviyo[07:25] How the first yes opens every other door[08:14] Building a partnership between three friends[10:10] The Friday wheel that decides who speaks first[11:06] Intelligems[12:32] When ecommerce entered the picture[13:45] Why wholesale alone wasn't enough[14:19] Wholesale partner pushback on selling online[15:15] COVID pushed online sales to 95%[16:30] eFulfillment Service[17:45] Expanding from Paris into the US[18:28] Why the US is more different than it seems[19:25] Buying back the US distributor[20:05] Hiring an American team to win the US[20:48] What Shoptalk Europe brands ask about the US[21:55] Why IZIPIZI launched on Amazon in the US[22:26] Amazon as a necessary evil for brands[23:19] Making the .com work in the States[23:41] Moving from Magento to Shopify[24:05] Virtual try-on for the first pair[24:50] Unifying customers across every channel[25:24] A customer is a customer, wherever they buy[26:05] Affordable glasses as an impulse buy[26:46] Becoming B Corp certified[27:50] Why the IZIPIZI name sticks[28:43] Where to find IZIPIZI[30:12] Final thoughtsResources:Subscribe to Honest Ecommerce on YoutubeFashion and design glasses for adult and children izipizi.com Follow Charles Brun linkedin.com/in/cbrun/ Book a demo today at intelligems.io/ Get your free demo klaviyo.com/honestLower scale costs today efulfillmentservice.com/honest If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!
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  Music Ecommerce on Shopify: Softlimit's Ben Lord on Label D2C 24.09.2026 26min

  Ben Lord, Founder and CEO of Softlimit, has been in and around the music industry for over 30 years and in ecommerce for the last sixteen. A touring drummer (Falling Forward / Elliott / Sharon Van Etten / Mascott / Bird of Youth / Phantom Family Halo / Kilowatthours), he's also released records through independent labels (Initial, Revelation, Temporary Residence Ltd., Jagjaguwar), and worked in Atlantic Records' New Media Division during the launch of the first digital music store.He later led campaigns at Bond Strategy and Influence across entertainment verticals before spending the last decade building Softlimit, a Shopify Premier Partner Agency helping brands like Sacred Bones, Temporary Residence Ltd., Polyvinyl, Moon Juice, Misen, and The Perfect Jean grow their ecommerce revenue.Music still sits at the center of his life, and he works closely with label heads, agents, and artists.In This Conversation We Discuss:This conversation draws on Softlimit's January 2026 whitepaper, "Built-In Demand, Broken Infrastructure: The Music Industry's Revenue Gap," co-authored by Ben Lord and Martina England, which explores how independent labels can close the gap between fan demand and captured revenue by adopting DTC ecommerce practices.[00:00] Introduction[01:17] Helping the music industry master D2C[01:54] From touring drummer to agency founder[02:53] Why agencies walk away from music clients[04:03] Why label stores are glorified merch shops[05:59] When clients show up with the prescription[06:56] Conversion and AOV wins for music clients[07:24] Fixing broken filters and legacy platforms[09:23] The cost of selling through third parties[10:33] Why music isn't like other big catalogs[11:51] How labels lift conversion rate and AOV[12:31] Cross-sells built on product relationships[13:55] Label-curated "you'll like this too" picks[14:55] The Shopify tech stack behind the wins[15:33] Cleaning up messy product data[15:50] Migrating legacy CMS data and using Rebuy[17:14] Why indie labels hesitate on email and SMS[18:51] Turning fan data into more tour sales[20:48] Fan clubs and new streaming rules[21:28] The indie music industry is growing up[22:32] First steps to think like a D2C brand[23:39] Capturing first-party data at live shows[24:21] Your fans are your customers[25:10] Final thoughtsResources:Subscribe to Honest Ecommerce on YoutubeTake the stress out of commerce https://www.softlimit.com/ Follow Ben Lord https://www.linkedin.com/in/benlord/ If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!
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  Scaling Logistics at Brandon Blackwood: People, Process, Data 21.09.2026 29min

  Neema Frazier is the Director of Logistics and a founding team member at Brandon Blackwood NY, where she leads global logistics, fulfillment, and supply chain operations for the recognized luxury fashion brand.Born and raised in New York City, Neema brings a unique blend of operational expertise, strategic thinking, and the discipline developed through years of professional dance training.Her passion for building scalable systems and driving operational excellence has supported Brandon Blackwood NY's rapid growth while delivering an exceptional customer experience.In This Conversation We Discuss:[00:00] Introduction[00:43] Meet Neema Frazier[01:31] The products behind Brandon Blackwood, New York[03:05] How Neema met Brandon and joined the brand[05:46] Scaling from 10 orders a day to 500[06:29] Intelligems[08:13] Learning fashion operations in real time[10:26] Building middleware for pre-order management[11:17] Could anyone learn to do this?[13:16] Klaviyo[15:40] Auditing a hypergrowth brand's operations[15:49] The people, process, and data framework[19:37] Flowium[20:46] Why brands overcomplicate the pack-out[22:45] Keep processes simple, repeatable, trainable[22:56] Luxury brands overinvesting in experience[25:32] When to move from in-house to a 3PL[28:02] Where to find Neema[29:32] Final thoughtsResources:Subscribe to Honest Ecommerce on YoutubeDesigner bags and accessories brandonblackwood.com/ Follow Neema Frazier linkedin.com/in/neema-frazier-13b34948 Book a demo today at intelligems.io/ Get your free demo klaviyo.com/honest Book a free lifecycle diagnosis call flowium.com/If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!
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  How The Snooki Shop Scaled From One Store to a National Brand 14.09.2026 28min

  As COO of The Snooki Shop, Gina Cecala oversees the moving parts that customers may never see but that ultimately determine whether a brand can successfully grow. Her responsibilities span staffing, inventory, fulfillment, customer experience, expansion strategy, and daily operations across The Snooki Shop's various locations.During her tenure, the company has increased overall sales by more than 50%, grown to approximately 27 employees, and expanded beyond its New Jersey roots into new markets. The business now serves between 35,000 and 60,000 customers each month, while 47% of customers participate in its loyalty program and 20% return to make another purchase.One of Gina's most consequential contributions was helping lead the company's transition to Shopify. The move created a unified inventory and fulfillment system across every location, giving the business the operational structure it needed to grow without losing control of the customer experience. Since that transition, ecommerce sales have increased by approximately 50%.Gina's work also challenges the assumption that a celebrity-backed company can survive on name recognition alone. Nicole "Snooki" Polizzi remains actively involved in merchandising and product selection, while Gina oversees the execution required to turn that creative vision into a sustainable business. It is a lean, hands-on leadership structure where growth depends on close collaboration and an understanding of what the customer actually wants.In This Conversation We Discuss:[00:00] Introduction[01:03] How Gina became COO of The Snooki Shop[02:51] Growing her role and building trust[05:02] Klaviyo[07:11] Consolidating e-commerce onto Shopify[08:41] Navigating unsolicited help and opportunists[09:47] Intelligems[11:43] Becoming a Shopify expert[12:40] Learning e-commerce without formal training[13:38] Delegating without losing quality control[15:37] eFulfillment Service[16:57] Expanding from one store to four[19:55] Would she make the same choices again[21:31] Why decisiveness beats analysis paralysis[22:44] Building a brand beyond Snooki's fame[25:52] Handling backlash and separating brand from celebrity[27:05] Advice for aspiring entrepreneurs[27:57] Final thoughtsResources:Subscribe to Honest Ecommerce on YoutubeFrom trendy casual to chic thesnookishop.com/ Follow Gina Cecala linkedin.com/in/gina-cecala-2a6781186/ Book a demo today at intelligems.io/ Get your free demo klaviyo.com/honest Lower scale costs today efulfillmentservice.com/honestIf you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!
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  Europe vs US Shopify Trends: UpsellPlus and dear digital 10.09.2026 24min

  Samuel Rieder is Co-Founder at dear digital, an Odoo Gold partner and Shopify Premier partner. He loves thinking about technology and building things–whether that's companies, brands, websites, or ERP systems–and has co-founded several businesses over the years. Today, he spends his time at dear digital helping teams grow with the right tools and tech.What drives Sam is working with motivated people who are fun to build things with, that's where the magic happens. When he's not deep in systems or strategy, you'll find him outside exploring and enjoying nature.Jaap Vergote is the Founder of UpsellPlus (2022, NYC), where he helps grow revenue for Shopify brands. Before founding UpsellPlus, Jaap was Head of Sales at Viabill (2019, NYC), Co-Founder of Campo (2017, NYC & upstate NY), and worked in sales at Showpad, a B2B sales enablement platform (2015, SF).In This Conversation We Discuss:[00:00] Introduction[01:37] Jaap's path into the Shopify ecosystem[02:25] Sam's ecommerce roots and Shopify Plus[05:07] Navigating Europe's payment complexity[06:45] Internationalizing UpsellPlus[08:15] POS pricing challenges in Europe[10:34] Why in-person events build trust[11:37] How community keeps partners on Shopify[13:50] Talking roadmap directly with product teams[15:41] Shopify's partner feedback loop[16:11] Know, like, trust before you buy[18:56] Go together to go far[19:21] What brought them to DotDev[20:44] Expanding into POS, SMS, and Sidekick[23:09] UpsellPlus's growth strategy pitch[24:01] Final thoughtsResources:Subscribe to Honest Ecommerce on YoutubeHelp brands grow and gain efficiency deardigital.com/ Follow Sam Rieder linkedin.com/in/samuel-rieder-shopify-expert/Help merchants make every order worth more upsellplus.com/blog-post/upsellplus-is-built-for-shopify Follow Jaap Vergote linkedin.com/in/jaapvergote/ If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!
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  The 24-Hour Kickstarter Rule That Launched Curious Elixirs 07.09.2026 29min

  JW Wiseman is the Co-Founder and CEO of Curious Elixirs, a booze-free adaptogenic craft cocktail brand with the mission to redefine how people drink socially. In 2015, JW woke up one morning after having 20 drinks in a single night and deciding to radically change his relationship with alcohol. He was inspired to explore his curiosity about life with less booze and started Curious Elixirs. Combined with JW's interests in herbs and adaptogens, Curious Elixirs launched as one of the first brands in America to pioneer the non-alcoholic and sober curious movement. As a fast-growing leader in the N/A space, Wiseman has been able to forge relationships with the best Michelin-starred and James Beard Award-winning restaurants, nightclubs and hospitality venues, and DTC partners in the world, serving over 10 million bottles and cans of Curious Elixirs since launch.Prior to Curious Elixirs, JW founded the Good Business marketing agency, helping companies that aim to do well and do good in the world. Primarily focused on the food and wellness industries, Good Business jumpstarted brands including Daily Harvest and Chomps. JW is also in the bar and nightlife industry, opening subterranean bar The Whiskey Brooklyn and boutique liquor store The Whiskey Shop, along with investing in Williamsburg's OUTPUT as one of NYC's premiere techno clubs. He is a creative marketer at heart working at companies JackThreads and Thrillist (the third employee). In This Conversation We Discuss:[00:00] Introduction[01:20] The night that changed everything[02:48] Deciding to start Curious Elixirs[03:57] Years of kitchen tinkering[05:10] Launching three elixirs on Kickstarter[05:46] Klaviyo[07:57] Building the Curious Cocktail Club[10:10] Intelligems[12:01] The 24-hour Kickstarter rule[14:28] Who Curious is really for[14:52] Flowium[16:01] Winning press with persistence[18:06] eFulfillment Service[20:31] Building the marketing flywheel[21:51] Why wholesale came later[24:02] The $70,000 mistake[25:21] Keeping overhead low[26:48] Naming the sober curious movement[28:05] Where to try Curious Elixirs[29:38] Final thoughtsResources:Subscribe to Honest Ecommerce on YoutubeAward-Winning Non-Alcoholic Drinks curiouselixirs.com Follow JW Wiseman linkedin.com/in/johnwwiseman Book a demo today at www.intelligems.io Get your free demo klaviyo.com/honest Lower scale costs today eFulfillmentService.com/honestBook a free lifecycle diagnosis call flowium.com If you're enjoying the show, we'd love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!
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  How Ministry of Supply Uses AI to Cut Return Rates and Scale 31.08.2026 33min

  Aman Advani is Founder and CEO of Ministry of Supply, a clothing brand using science to make the world's most comfortable clothing. The company was founded in 2012 with the mission to incorporate fundamental engineering and performance principles into clothing staples, ultimately building a wardrobe that both looks good, and feels comfortable.Prior to co-founding Ministry of Supply, Advani spent 4 years in management and non-profit consulting with Deloitte and TechnoServe. He holds a BSIE from Georgia Tech, and half an MBA from MIT, was a member of Forbes 30 under 30 list and BBJ's 40 Under 40 list, and has been featured as the cover of both ASB and Boston Magazine. Most recently, Aman was named to the NRF's 2023 "List of People Shaping Retail."In This Conversation We Discuss:[00:00] Introduction[01:58] First reactions to AI tools and Lovable[05:04] Co-founder’s non-technical background[07:39] Sponsor: Klaviyo[09:45] Using Claude for CRO and analytics[13:07] Sponsor: IntelliGems[15:16] Build vs buy for AI customer service[19:12] How much human oversight remains[20:17] Sponsor: eFulfillment Service[22:04] More efficiencies from AI tools[24:22] Building an internal production system[27:05] Why AI makes agencies more valuable[29:42] Callouts[29:52] Getting teams comfortable taking the demo[32:08] Testing fast without overthinkingResources:Subscribe to Honest Ecommerce on YoutubeMachine Washable Everything ministryofsupply.com/pages/home-2  Follow Aman Advani linkedin.com/in/amanadvani Book a demo today a intelligems.io/ Get your free demo klaviyo.com/honest Lower scale costs today eFulfillmentService.com/honest If you're enjoying the show, we'd love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!
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  CRO Is Broken: Alex McEachern of Intelligems on Growth Testing 27.08.2026 26min

  Alex McEachern is Head of Marketing at Intelligems, where he helps ecommerce brands unlock profitable growth through pricing and retention strategies. With a background spanning product marketing, product management, and brand development, Alex has led cross-functional teams and go-to-market efforts at high-growth companies.He is acclaimed for building strategic narratives, scaling brand visibility, and launching initiatives that align product experience with customer value. A graduate of Wilfrid Laurier University with a BBA in Marketing, Alex brings analytical depth and creative energy to the intersection of growth, user experience, and commerce. His work is informed by a passion for behavioral psychology, practical experimentation, and a belief that great brands earn trust over time, not just clicks.In This Conversation We Discuss:[00:00] Introduction[02:20] Disclosure on the Intelligems partnership[04:05] Mistranslating conversion rate optimization[07:50] Why CRO undersells what the work is[10:15] Different stakeholders, different trade-offs[12:00] CRO specialist vs Chief Revenue Officer mix-up[13:18] Callouts[13:28] Statistical significance and informed decisions[18:30] The truth about minor test tweaks[21:15] Where AI actually helps experimentation[25:50] Coining the term growth experimentation[28:10] AI in the wrong hands is dangerousResources:Subscribe to Honest Ecommerce on YoutubeA/B Test Prices & Offers for Ecommerce intelligems.io/ Follow Alex McEachern linkedin.com/in/alexmceachern If you're enjoying the show, we'd love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!
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  How Bang & Olufsen Rebuilt Ecommerce for a 100-Year Brand 24.08.2026 40min

  Giulia Miotti is Senior Ecommerce Experience and Performance Manager at Bang & Olufsen, the Danish luxury audio brand where Scandinavian design meets high-fidelity sound.With over a decade of international experience across Adidas, Escada, and B&O, she's built her career at the intersection of digital innovation and brand storytelling; leading content, SEO and AI search, and ecommerce growth strategies that bring a legacy brand confidently into a digital-first, omnichannel future.In This Conversation We Discuss:[00:00] Introduction[02:20] A century of maintaining brand craftsmanship[05:02] Kicking off the brand’s digital transformation[09:46] Sponsor: IntelliGems[11:47] Building omnichannel Ecommerce roadmaps[15:03] Sponsor: Klaviyo[17:24] Legacy systems and internal friction[18:17] Piloting in-store appointment bookings[23:40] Sponsor: eFulfillment Service[25:59] Winning over franchisees with customer data[27:19] Callouts[27:29] Optimizing for AI search and AEO[36:48] Why strong SEO fuels AI search success[39:02] Final thoughts and where to find GiuliaResources:Subscribe to Honest Ecommerce on YoutubeHigh-end Headphones, Speakers, and Televisions bang-olufsen.com/en/int Follow Giulia Miotti linkedin.com/in/giulia-miotti-digital/ Book a demo today at intelligems.io/ Get your free demo klaviyo.com/honest Lower scale costs today eFulfillmentService.com/honest If you're enjoying the show, we'd love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!
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  Hiring an Ecommerce Growth Agency: Red Flags with Sunnyside 17.08.2026 38min

  Matt Raminick spent nearly two decades of his career on the brand side (Quiksilver, Volcom, Pacsun, Mophie) hiring and managing agencies before founding Sunnyside.Working with dozens of agencies big and small led him to realize that in most cases they repeatedly optimized for vanity channel metrics instead of outcomes that impacted the bottom line, often having no line of sight beyond a siloed view of the channels they managed.So in 2020, after getting laid off from a high-profile exec role and with no prior agency experience, he founded Sunnyside and built a framework called Profit360™.This system connects finance, brand moments, products, creative strategy, and paid media to reliably produce sustainable, predictable, and profitable growth at the business level, not isolated channel wins.Sunnyside's unfair advantage is that every client gets a team of former brand-side marketers who've sat in the client's seat and know what's actually at stake because they've been in their shoes.To date, Sunnyside has successfully helped brands in the surf, action sports, outdoor, fashion apparel, and DTC space — including Brixton, Municipal, Goodr, Xcel Wetsuits, Beek, Nixon, Salt Optics, and Jetty — profitably increase new customers, e-commerce revenue, and overall business growth.In This Conversation We Discuss:[00:00] Introduction[05:04] Red flags to watch for early in an agency pitch[09:44] Sponsor: Klaviyo[11:55] Matching case studies to your actual business[13:55] Building traction for a brand with nothing yet[17:43] Sponsor: Intelligems[20:02] Why RFPs fail to find the right partner[22:00] Sponsor: eFulfillment Service[26:27] Green flags that signal a strong agency fit[28:40] Callouts[28:50] What a good first 90 days looks like[30:34] When a brand shouldn't hire an agency yet[34:22] What to disclose before signing with an agency[35:42] Profit360 and how the brand operatesResources:Subscribe to Honest Ecommerce on YoutubeA Better Way to Grow sunnysidecalifornia.com/ Follow Matt Raminick linkedin.com/in/mattraminick Get your free demo klaviyo.com/honestBook a demo today at intelligems.io/ Lower scale costs today eFulfillmentService.com/honest If you're enjoying the show, we'd love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!
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  ADA Demand Letters: How TestParty Defends Shopify Brands 13.08.2026 26min

  Michael Bervell is co-founder and CEO of TestParty, an AI-powered digital accessibility platform that automatically scans and fixes source code so websites meet WCAG and ADA standards, without slowing down engineering teams. Before TestParty, Michael worked in accessibility and product inclusion at Google and the United Nations, was a software engineer at Twitter, and held product and venture roles at Microsoft and M12. He holds a BA from Harvard and an MBA from Harvard Business School, is the author of Unlocking Unicorns, and was named to the Forbes Accessibility 100. TestParty raised a $4 million seed round led by Harlem Capital and the Urban Innovation Fund.Jason Tan is co-founder and CTO of TestParty and the technical architect behind its automated remediation engine. He came to the problem firsthand: while at Twitch, the company was sued for digital accessibility violations, and in researching fixes he discovered that accessibility lawsuits had become an industry norm. He co-founded TestParty in 2023 to give engineers a "spellcheck for accessible code." In This Conversation We Discuss:[00:00] Introduction[02:37] Why ADA lawsuits target ecommerce sites[04:36] Settling once doesn't protect you[07:01] ADA's outdated, vague legal language[11:16] Why "band-aid" solutions won’t work[15:08] Callouts[16:44] How the brand fixes sites at the source[18:27] A former company’s accessibility lawsuit story[21:31] Fixing sites fast after a demand letter[23:01] Defense packets against troll claims[24:24] Free tools to test site accessibilityResources:Subscribe to Honest Ecommerce on YoutubeAutomated WCAG Compliance testparty.ai/ Follow Jason Tan linkedin.com/in/jason-tan-75ab38191 Follow Michael Bervell linkedin.com/in/michaelbervell If you're enjoying the show, we'd love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!
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  Why Fulton & Roark Skipped DTC and Sold Wholesale First 10.08.2026 29min

  At 6 years old, Kevin Keller was already "stealing" his father's cologne — a habit generously tolerated by his dad — and discovering that scent could change the way you felt before you ever said a word.That early fascination with transformation eventually became Fulton & Roark, the American fine fragrance house Keller co-founded in 2013 with $11,000 and a belief that perfumery could be both deeply personal and distinctly American.Raised in Atlanta and educated at Georgia State University and Wake Forest University, Keller began his career in journalism before turning to music and culture, where he profiled brilliant emerging musicians and artists. What stayed with him was a fascination with culture, place, and tradition — and how those forces subtly shape the way we carry ourselves in the world.Built without outside capital, Fulton & Roark has grown into a nationally distributed independent fragrance brand, available in nearly 500 retail locations including premier independent boutiques, select Ritz-Carlton and Omni properties, and Neiman Marcus stores and online. The brand has been featured in GQ, Vogue, and ELLE, among others, and its fragrance Roark's Cove was a finalist for the Universal Prestige category of the Fragrance of the Year Award from The Fragrance Foundation.He lives in Winston-Salem, North Carolina, with his wife and two children, and mentors young founders at Wake Forest University.In This Conversation We Discuss:[00:00] Introduction[01:08] Solid fragrances vs extrait de parfum[02:08] How the founder’s love of fragrance began[03:16] Founding a niche brand with $11,000[05:26] Going to market without a DTC plan[07:39] Sponsor: IntelliGems[09:19] The GQ feature that forced them online[11:37] Building first websites on Squarespace[12:37] Sponsor: Klaviyo[14:47] Building the marketing flywheel[18:04] Sponsor: eFulfillment Service[19:40] Getting customers to pay for samples[22:37] Callouts[25:26] Why founders overrate daily metrics[27:30] Learning to delegate as a founder[27:54] Where to find Fulton & Roark[29:02] Final thoughtsResources:Subscribe to Honest Ecommerce on YoutubeAmerican Fine Fragrance fultonandroark.com/ Follow Kevin Keller linkedin.com/in/kevinwilliamkeller Book a demo today at intelligems.io/ Migrate and grow more klaviyo.com/honest Lower scale costs today FulfillmentService.com/honest If you're enjoying the show, we'd love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!
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  Omhu's Zero-Discount Strategy Behind Its Viral Teddy Sofa 03.08.2026 30min

  Alexander Morabbi Wulsch is a Danish entrepreneur and business leader. Previously, he has held leadership roles in several companies across sectors including design (URU Design) and digital marketing/social media (Nordic Social).Alexander's background also includes earlier ventures, after a stint in banking he launched an e-commerce business selling socks online, before eventually co-founding Nordic Social which was sold to PE in 2023. Today, he is the CMO of OMHU, one of Europe's fast growing D2C brands.In This Conversation We Discuss:[00:00] Introduction[01:56] Starting young in Ecommerce [02:55] Joining brands as an early as employee[03:44] Lessons from a failed first business[04:52] AOV then versus now[05:23] Unit economics simply explained[06:51] Sponsor: Klaviyo[09:00] Bundling and upselling on big-ticket items[10:18] Leaning and maximizing social first strategy[11:47] Why doubling down beats spreading thin[13:08] Building influencer teams in today’s market[14:04] Sponsor: Intelligems[15:59] Remembering the zero discount policy[17:26] Training customers to anticipate sales[18:50] Sponsor: eFulfillment Service[20:25] Discovering the long customer journey[22:32] Learning curves of a European brand in the US[24:49] Callouts[26:05] Navigating culture and politics in business[28:22] Difference of Brand and product led growthResources:Subscribe to Honest Ecommerce on YoutubeHome of the TEDDY Sofa omhucph.com/ Follow Alexander Morabbi Wulsch alexander-morabbi-wulsch-4486b3113Get your free demo klaviyo.com/honest Book a demo today at intelligems.io/ Lower scale costs today eFulfillmentService.com/honest If you're enjoying the show, we'd love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!
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  From Mommy Bloggers to Target Shelves: Tubby Todd's Story 27.07.2026 34min

  Andrea Faulkner Williams is the head mama and co-founder of Tubby Todd Bath Co., which she launched with her husband, Brian Todd, as a solution to her own family’s sensitive skin in 2014. For years her family struggled with dryness and eczema, and smooth skin always seemed impossibly out of reach. It was frustrating spending money on one product after another that wasn’t helpful, clean, or safe for their little ones. Out of those discouragements came a drive and passion to create clean bath and skincare staples and they spent years developing products and testing them in their own home. Since then, Tubby Todd has grown into an entire line of body care basics. She lives in San Diego with her husband and four little ones.In This Conversation We Discuss:00:00 Introduction01:58 The entrepreneurial dream that started it all04:06 Launching with zero money and no retail shelf04:39 How her husband got the idea from his job06:42 Skipping retail to build direct on Shopify08:30 Sponsor: IntelliGems10:22 What "community-based brands" really means12:22 Why small goals matter more than big ones12:53 Landing as the #1 baby skincare brand14:49 Sponsor: Klaviyo17:24 Balancing family while building a business18:57 Biggest hiring mistakes and lessons learned19:41 Why you should fire people faster20:55 Sponsor: eFulfillment Service21:45 The hardest part of entrepreneurship: building a team23:26 Staying humble and not letting ego run the team24:34 Callouts24:44 Why employment tenure makes you a better founder27:21 Not needing a radical idea, just a better one28:05 Selling 70% of the company to private equity30:01 Starting something new always feels uncomfortable32:35 Breaking down the best-selling three-step bundle33:17 How to connect and where to find Tubby ToddResources:Subscribe to Honest Ecommerce on YoutubeGentle Baby Skincare for Sensitive Skin tubbytodd.com/Follow Andrea Faulkner linkedin.com/in/andreafaulknerwilliams  Book a demo today at intelligems.io/Get your free demo klaviyo.com/honestLower scale costs today eFulfillmentService.com/honest  If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!
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  How Canadian Ecommerce Brands Save Thousands With a USLLC 23.07.2026 25min

  M. Sal had his own Ecommerce store. He realized that no Canadian accountant understands US tax and virtually no one understands a Shopify business. That’s what led him to start SAL Accounting where their team now solve these problems for brands.In This Conversation We Discuss: 00:00 Introduction01:13 Discussing the accounting brand01:34 How the guest entered the ecommerce tax niche03:09 The hidden Shopify fee for international sellers04:13 Do you need a US LLC: Plus plan vs sales split06:36 Revenue threshold for opening a US LLC08:00 Step-by-step process to set up a US LLC10:22 The costly mistake of naming yourself as owner12:30 Do US brands need a Canadian setup too13:56 The $25,000 penalty for missing Form 547215:38 Why proper bookkeeping matters for ecommerce brands17:57 How monthly books help you save on taxes19:33 The risk of hiring a cheap bookkeeper22:00 Where to learn more and get help23:43 Returning Questions to a Fellow HostResources:Subscribe to Honest Ecommerce on YoutubeCPA Tax Accounting and Bookkeeping Firm salaccounting.ca/ Follow M. Salman salaccounting.ca/author/salmansalat00/ If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!
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  From Iraq Prototype to Millions: Sheath Underwear's Story 20.07.2026 39min

  Robert Patton is the Founder and CEO of SHEATH, a premium men's underwear brand he conceived while serving as a U.S. Army Sergeant in the scorching heat of the Iraqi desert. After two combat deployments, Robert left the military with a mission: to create performance-driven underwear built around a patented dual pouch system that delivers unmatched comfort and support for active men.What started as a bootstrap idea fueled by a $5,000 insurance check and a successful Kickstarter campaign in 2013 has grown into a globally recognized brand selling to customers in over 120 countries. SHEATH is the first ever Official Underwear Partner of the UFC — a milestone Robert built without taking on outside investors.A daily meditator, lifelong student of Napoleon Hill's Think and Grow Rich, and relentless entrepreneur, Robert's story is a testament to grit, reinvention, and the power of solving a real problem the world didn't know it had.In This Conversation We Discuss:00:00 Introduction01:02 What an elite underwear makes01:56 The Iraq deployment origin story04:20 Building the first underwear prototype07:32 Sponsor: Klaviyo09:47 Early prototypes and finding a manufacturer15:12 Launching the first Kickstarter campaign17:06 Sponsor: Intelligems 18:33 A botched production and near giving up21:03 The second Kickstarter and revenue growth22:58 Using AI to speed up product design24:12 Sponsor: eFulfillment Service 25:58 Finding customers beyond Kickstarter26:57 The comedian throw stunt28:18 Sponsoring comedians and podcast hosts30:43 Famous names and loyal ad partners35:04 Advice for aspiring entrepreneurs38:14 Where to buy underwear for legendsResources:Subscribe to Honest Ecommerce on YoutubeMen's pouch underwear sheathunderwear.com/ Follow Robert Patton linkedin.com/in/robert-patton-b675273b    Schedule an intro call with one of our experts electriceye.io/connect Get your free demo klaviyo.com/honest Book a demo today at intelligems.io/ Lower scale costs today eFulfillmentService.com/honestSchedule an intro call with one of our experts electriceye.io/connect     If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!
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  Hustling Your Way Against Business Giants | Darron Burke | Burke Brands 19.02.2024 29min

  Darron Burke is the founder and CEO of Burke Brands, a 20-year-old specialty coffee growing and roasting company that started in a garage and now has over $100M in lifetime sales. The company produces the Don Pablo, Pablo's Pride, and Subtle Earth Organic coffee brands, in addition to private label brands for third party CPG companies. Its own brands are sold in Costco, Walmart/Sam's Club, Kroger, and other brick and mortar locations, as well as online. Darron has always been entrepreneurial, starting various businesses, but immediately before becoming "Don Pablo," Darron taught Entrepreneurship at an inner-city Miami High School for four years.In This Conversation We Discuss:[00:46] Intro[01:55] The 20-year journey of a novel coffee brand[02:56] Exploring coffee farms as a curious entrepreneur[04:19] Pushing through against the discouragement[05:37] The upside of naivety as a startup business[06:34] Persistence pays: from garage to Costco[07:36] Leveraging roadshows to gain exposure[08:47] Reaching out to different demographics[09:41] Building momentum pre-digital advertising era[10:14] Hopping on to the digital marketing surge[11:09] The pressure that comes with the first order[12:35] Being resourceful in the midst of pressure[13:24] Building success, one cup at a time[15:26] Episode sponsors[17:28] The value of giving out free samples[19:12] Utilizing modern Ecommerce strategies[20:52] From supply chain issues to scaling success online[22:02] Balancing retail channels[23:14] Maximizing market reach via cross-channel synergy[24:32] Unlocking private label profit[25:53] Streamlined private labeling[26:55] Adding value beyond product[28:17] Check out Don Pablo CoffeeResources:Subscribe to Honest Ecommerce on YoutubeWhole Bean Coffee, Ground Coffee, and K-Cups from Don Pablo donpablocoffee.com/Follow Darron "Don Pablo" Burke linkedin.com/in/darron-don-pablo-burke/Schedule an intro call with one of our experts electriceye.io/connectBook a demo today at intelligems.io/If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!
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  Behind the Crowdfunding Scenes of a Successful Brand | Samantha Coxe | Flaus 26.02.2024 30min

  Samantha Coxe is the CEO and Founder of Flaus, the world's first electric flosser. Prior to founding Flaus, Sam was a M&A attorney at Skadden, Arps, assisting dozens of high growth startups through their entire life cycle - from formation to exit. As a Female Founder, Sam’s passions supporting Women’s Rights, inclusivity, sustainability, and self-acceptance are the foundation of Flaus’ brand mission and personality.In This Conversation We Discuss:[00:44] Intro[01:16] Flossing frustration sparks business idea[02:44] From concept to data validation[03:39] DIY-ing the first prototype[04:39] The power of surveys and data-driven validation[06:25] Discovering the target audience already existed[08:25] Navigating crowdfunding campaigns[09:38] Managing crowdfunding expectations  [10:42] Partnering with crowdfunding agencies[12:27] Harnessing email list & pre-campaign momentum[15:27] Understanding crowdfunding realities[16:16] Episode sponsors[20:30] Learning the essentials before the actual launch[22:11] Strategic investor partnerships[23:10] Optimizing customer acquisition[24:09] Discovering diverse customer audiences[25:30] Focusing and improving what works[26:55] Stay the course, avoid over-expansion[28:10] Thriving in challenging times[29:47] Check out Flaus productsResources:Subscribe to Honest Ecommerce on YoutubeThe world’s first eco-friendly, electric flosser goflaus.com/Follow Samantha Coxe linkedin.com/in/samanthacoxe/Schedule an intro call with one of our experts electriceye.io/connectBook a demo today at intelligems.io/Revolutionize your inventory and fulfillment process portless.com/If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!
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  Success Means Risk-Taking, Strategy, and Consistency | Walter Hinchman | Swolverine 04.12.2023 19min

  Walter Hinchman is the CEO and founder of Swolverine. He has multiple fitness certifications, as well as a Masters in Business from the University of Nevada. Walter has more than 12 years in the fitness industry, and is currently pursuing his Masters in Human Nutrition And Functional Medicine.In This Conversation We Discuss:[00:43] Intro[01:14] A business idea from a personal dilemma[02:16] Taking the jump to build a startup business[02:42] Giving the actual clinical doses customers expect [03:06] Providing full transparency and labeling[04:02] Starting with less but gaining more along the way[05:03] Taking calculated risks and strategic investments[05:42] Challenges push business owners to persevere[06:29] Doing your best for anything and everything[06:54] Episode sponsors[10:18] You are ought to hustle your way up[11:40] Exerting efforts to grow your business[12:10] Believing in yourself & knowing success takes time[13:15] Content is King, Traffic is God[14:22] Regularly releasing content to keep the momentum[15:04] Gradual Change, Continuous Efforts[16:15] Targeting people already connected with the brand[17:11] Optimizing content marketing through SEO [18:09] Get performance supplements from SwolverineResources:Subscribe to Honest Ecommerce on YoutubeScientifically proven performance supplements swolverine.com/Follow Walter Hinchman linkedin.com/in/walterhinchman/Schedule an intro call with one of our experts electriceye.io/connectTake your retail business to the next level today shopify.com/honestSign up for a one-dollar-per-month trial periodSchedule your free consultation with a Sendlane expert sendlane.com/honestIf you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!