• 26 minutes 4 seconds
    CRO Is Broken: Alex McEachern of Intelligems on Growth Testing

    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 dangerous

    Resources:

    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!

    27 August 2026, 2:00 pm
  • 40 minutes
    How Bang & Olufsen Rebuilt Ecommerce for a 100-Year Brand

    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 Giulia

    Resources:

    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!

    24 August 2026, 2:00 pm
  • 38 minutes 43 seconds
    Hiring an Ecommerce Growth Agency: Red Flags with Sunnyside

    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 operates

    Resources:

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    17 August 2026, 2:00 pm
  • 26 minutes 22 seconds
    ADA Demand Letters: How TestParty Defends Shopify Brands

    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 accessibility

    Resources:

    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!

    13 August 2026, 1:00 pm
  • 29 minutes 15 seconds
    Why Fulton & Roark Skipped DTC and Sold Wholesale First

    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 thoughts

    Resources:

    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!

    10 August 2026, 1:30 pm
  • 30 minutes 44 seconds
    Omhu's Zero-Discount Strategy Behind Its Viral Teddy Sofa

    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 growth

    Resources:

    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!

    3 August 2026, 1:00 pm
  • 34 minutes 27 seconds
    From Mommy Bloggers to Target Shelves: Tubby Todd's Story

    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 Introduction
    • 01:58 The entrepreneurial dream that started it all
    • 04:06 Launching with zero money and no retail shelf
    • 04:39 How her husband got the idea from his job
    • 06:42 Skipping retail to build direct on Shopify
    • 08:30 Sponsor: IntelliGems
    • 10:22 What "community-based brands" really means
    • 12:22 Why small goals matter more than big ones
    • 12:53 Landing as the #1 baby skincare brand
    • 14:49 Sponsor: Klaviyo
    • 17:24 Balancing family while building a business
    • 18:57 Biggest hiring mistakes and lessons learned
    • 19:41 Why you should fire people faster
    • 20:55 Sponsor: eFulfillment Service
    • 21:45 The hardest part of entrepreneurship: building a team
    • 23:26 Staying humble and not letting ego run the team
    • 24:34 Callouts
    • 24:44 Why employment tenure makes you a better founder
    • 27:21 Not needing a radical idea, just a better one
    • 28:05 Selling 70% of the company to private equity
    • 30:01 Starting something new always feels uncomfortable
    • 32:35 Breaking down the best-selling three-step bundle
    • 33:17 How to connect and where to find Tubby Todd

    Resources:

    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!

    27 July 2026, 1:30 pm
  • 25 minutes 28 seconds
    How Canadian Ecommerce Brands Save Thousands With a USLLC

    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 Introduction
    • 01:13 Discussing the accounting brand
    • 01:34 How the guest entered the ecommerce tax niche
    • 03:09 The hidden Shopify fee for international sellers
    • 04:13 Do you need a US LLC: Plus plan vs sales split
    • 06:36 Revenue threshold for opening a US LLC
    • 08:00 Step-by-step process to set up a US LLC
    • 10:22 The costly mistake of naming yourself as owner
    • 12:30 Do US brands need a Canadian setup too
    • 13:56 The $25,000 penalty for missing Form 5472
    • 15:38 Why proper bookkeeping matters for ecommerce brands
    • 17:57 How monthly books help you save on taxes
    • 19:33 The risk of hiring a cheap bookkeeper
    • 22:00 Where to learn more and get help
    • 23:43 Returning Questions to a Fellow Host

    Resources:

    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!

    23 July 2026, 1:30 pm
  • 39 minutes 23 seconds
    From Iraq Prototype to Millions: Sheath Underwear's Story

    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 Introduction
    • 01:02 What an elite underwear makes
    • 01:56 The Iraq deployment origin story
    • 04:20 Building the first underwear prototype
    • 07:32 Sponsor: Klaviyo
    • 09:47 Early prototypes and finding a manufacturer
    • 15:12 Launching the first Kickstarter campaign
    • 17:06 Sponsor: Intelligems 
    • 18:33 A botched production and near giving up
    • 21:03 The second Kickstarter and revenue growth
    • 22:58 Using AI to speed up product design
    • 24:12 Sponsor: eFulfillment Service 
    • 25:58 Finding customers beyond Kickstarter
    • 26:57 The comedian throw stunt
    • 28:18 Sponsoring comedians and podcast hosts
    • 30:43 Famous names and loyal ad partners
    • 35:04 Advice for aspiring entrepreneurs
    • 38:14 Where to buy underwear for legends


    Resources:

    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!

    20 July 2026, 1:30 pm
  • 48 minutes 8 seconds
    Co-Founder Swim Lanes and the LNDN GRAY Launch Story

    Lndn Gray Co-Founder Tyler Straub is a creative director, photographer, and entrepreneur with more than 13 years of experience building and scaling high-growth brands across the creative, technology, and consumer sectors.

    Before launching Lndn Gray in 2023, Tyler held leadership roles at high-growth companies including Blade, Bird, and Gametime, where he became known for cross-functional operations paired with strong creative and brand vision. With a background spanning a breadth of industries and roles- including premium lifestyle brands, aviation, live events, celebrity/influencer partnerships, and more- Tyler gained an understanding of brand building, creative partnerships, and rapid scaling with early-stage consumer product ventures and founder-led businesses.

    As Co-Founder of Lndn Gray, Tyler oversees business development, operations, partnerships, creative direction, and artist curation. Under his leadership, the platform has become known for championing independent and emerging artists worldwide, with a focus on originality, cultural relevance, and accessible contemporary art.

    Tyler was based in Los Angeles for over a decade and will be spending the next year travelling and working across the globe.

    In This Conversation We Discuss:

    • [00:00] Intro
    • [00:40] Sponsor: Electric Eye
    • [00:53] Finding niche business ideas in art markets
    • [05:40] Balancing life and business boundaries
    • [08:10] Building transparency with business partners 
    • [13:59] Sponsor: Klaviyo
    • [15:57] Dividing new business duties with founders
    • [18:44] Callouts
    • [18:54] Balancing art product quality and pricing
    • [22:45] Expanding markets with product tests
    • [27:27] Sponsor: Intelligems
    • [28:53] Owning up to your customer service gaps
    • [33:47] Sponsor: eFulfillment Service
    • [34:57] Reinvesting revenue back into creative ads
    • [38:18] Hiring expert leaders to scale your brand
    • [40:58] Leading and empowering team members
    • [00:00] Overcoming industry misconceptions

    Resources:

    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!

    13 July 2026, 1:30 pm
  • 26 minutes 59 seconds
    Fixing Affiliate Tracking and Fraud: SATHI Founder Yash Chavan

    Yash Chavan is the founder and CEO of SARAL and SATHI. SARAL has helped 200+ DTC brands including Grüns, Spacegoods, and Slumberkins generate over $59M in influencer-driven revenue. 

    SATHI is his team's newest product: a Shopify-only affiliate platform built around two breakthroughs: cookieless tracking and multi-touch attribution. 

    Yash is running every SATHI demo personally for a limited time exclusively for Honest Ecommerce listeners. Book your slot by visiting mysathi.io/demo and let them know we sent you.

    In This Conversation We Discuss: 

    • [00:00] Intro
    • [02:31] Stumbling Into a New Ecommerce Venture
    • [05:34] Sunsetting a Brand to Focus on a New One
    • [07:05] Learning User Needs Through Manual Work
    • [08:54] Matching The Products to Customer Needs 
    • [10:30] Paying for Actual Sales Instead of Ad Clicks 
    • [13:03] Callouts
    • [13:10] Doing The Actual Work To See Business Results
    • [16:10] Prioritizing Active Partners Over Volume 
    • [19:30] Setting Margins for Marketing Expenses
    • [21:37] Targeting Smaller Partners For Better Deals

    Resources:

    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!

    9 July 2026, 1:30 pm
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