eCommerce Podcast Podcast Por Matt Edmundson arte de portada

eCommerce Podcast

eCommerce Podcast

De: Matt Edmundson
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If you’re looking for great tips and insights into how to run your online store, look no further than the Ecommerce Podcast: a show dedicated to helping you deliver eCommerce WOW. New episodes are released every Thursday, and each episode features interviews with some of the biggest names in the eCommerce world. Whether you’re just starting out in eCommerce or you’re a seasoned veteran, you’re sure to learn something new from each episode. So what are you waiting for? Subscribe to the Ecommerce Podcast today!Aurion Digital Economía Gestión Gestión y Liderazgo Liderazgo Marketing Marketing y Ventas
Episodios
  • How I'm Using AI in My Ecommerce Businesses Right Now

    How I'm Using AI in My Ecommerce Businesses Right Now
    Apr 1 2026
    With 56% of CEOs reporting zero ROI from their AI investments, Matt Edmundson takes a refreshingly honest look at the four AI tools he actually uses across his ecommerce businesses right now. In this solo Slingshot episode of the eCommerce Podcast, Matt breaks down his monthly AI spend of roughly £350 and explains exactly how each tool fits into daily operations at Aurion, from deep research sessions to product photography and building what he describes as a digital second brain. Rather than chasing every shiny new tool, Matt shares how his team culled their AI subscriptions and settled on a focused toolkit that delivers real results. He also tackles the thorny issue of team adoption and offers a practical challenge for anyone still sitting on the AI fence.Key Points:Claude Code and Obsidian as a Second Brain [00:05:00]Deep Research with Perplexity [00:13:00]Learning Smarter with Google Notebook LM [00:16:00]Making the Tools Work Together [00:23:00]Claude Code and Obsidian as a Second Brain [00:05:00]Matt’s primary AI tool is Claude on the Max plan at around £150 per month, and he pairs it with Obsidian, a note-taking app that stores everything as plain markdown text files on your computer rather than locking them away in someone else’s cloud. The real magic happens when Claude Code connects to this system.“Think of the difference between texting a plumber for advice versus having the plumber in your house with their tools.”That’s the difference between using a chatbot in a browser and running Claude Code in your computer’s terminal, where it can see your files, run commands, and make changes directly.All company information, branding documents, playbooks, and scripts live inside one Obsidian vaultClaude reads thousands of notes and even learns and updates its own files over timeMatt describes the result as “more like having a team member who has spent six months reading every document you have ever written”Everything stays local on your machine, which is a significant security advantage over cloud-only toolsThe migration from his previous app (Craft) to Obsidian took about two days, and the system has been running for roughly three monthsDeep Research with Perplexity [00:13:00]For research tasks, Matt turns to Perplexity at around $20 per month. Unlike a standard chatbot, Perplexity provides sources with clickable links so you can verify everything it tells you.The narrative binding episode (episode 274) came from a full-day Perplexity research session that produced a 30-page documentMatt uses the voice chat feature during his Wednesday morning walks, turning exercise time into research timeThe sourced approach means you can trust and fact-check the output rather than blindly accepting AI-generated claimsLearning Smarter with Google Notebook LM [00:16:00]Google Notebook LM, part of the Google Gemini suite at roughly $20 per month, takes a different approach to AI-assisted learning. Instead of drawing on the entire internet, it restricts its answers to the sources you upload, with a limit of up to 300.Matt used it to study negotiation techniques, uploading both Getting to Yes and Never Split the Difference and then asking questions across both booksThe audio generation feature creates 20-minute podcast-style conversations from your uploaded sources, making it easier to absorb material on the goBecause it only references what you give it, there’s far less risk of hallucinated information creeping inMaking the Tools Work Together [00:23:00]The real value comes not from any single tool but from how they connect. Matt outlines a workflow where Perplexity handles the initial research, Claude Code turns that research into playbooks and frameworks, and those playbooks generate prompts for other tools like Nano Banana (Google Gemini’s image generation, used for product lifestyle shots).Nano Banana has been used for product photography, including an Omega-3 bottle lifestyle shot with dolphins, though Matt still works with his photographer Lindy for key shootsAI supplements the creative process rather than replacing itThe system stays current over time because Claude updates its own reference files as new information comes inTeam adoption has been gradual. Even the dev team were slow to pick it up. Not everyone needs the full setup, and the admin team use Claude with project files and specific prompts tailored to their rolesMatt’s challenge to listeners is simple but pointed. Pick one thing, give it a proper go for two weeks, and remember that AI is a co-pilot, not a replacementEpisode link: https://www.ecommerce-podcast.com/how-im-using-ai-in-my-ecommerce-businesses-right-now
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    51 m
  • Why Your Best Customers Leave After the First Order

    Why Your Best Customers Leave After the First Order
    Mar 25 2026
    Most ecommerce brands know everything about their customers but communicate like they know nothing. That’s the observation at the heart of this conversation with Max Beech, founder of Athenic and former product manager at Revolut and Yahoo. Max has spent years building personalisation features at scale, and he has a clear view of where ecommerce businesses consistently lose their best customers.In this episode, Matt and Max explore why the first 14 days after a purchase are the most important — and most wasted — window in the entire customer journey. They discuss why sending a discount code on day three might be doing more harm than good, why asking your customers one simple question beats months of behavioural tracking, and how smaller brands can turn their size into a genuine competitive advantage. Max also shares a story from the Ritz Carlton that became a Harvard Business School case study, and leaves listeners with a 20-minute audit that could shift the way they think about every message they send.Key timestamps[03:43] The first 14 days and why silence after the sale is costing you[09:57] Why one question beats months of data tracking[13:02] How to be personal without needing to scale[34:19] The Ritz Carlton giraffe and the power of being humanThe First 14 Days That Most Brands Waste[03:43]There’s a window after someone places their first order — roughly the first 14 days — that most brands either ignore completely or fill with exactly the wrong thing.Some treat it as dead air. The order’s been placed, the product’s on its way, and so there is nothing to do until next time. Others jump straight into selling mode (any sound familiar?) — a 10% off code on day three, a cross-sell email on day five. But the customer hasn’t even received their order yet.“Don’t try and sell them anything. Everyone’s been in that experience where they’ve been inside a store and that salesperson is just nagging them trying to be too salesy. It’s exactly the same experience that a lot of customers feel when they’re online.” — Max BeechThe irony is that this 14-day window is the moment of highest trust. The customer has just handed over their money. They’ve made a decision. They’re open, engaged, and paying attention. And most brands respond with either silence or a sales pitch.Matt draws a comparison with his favourite coffee shop in Liverpool. Everything is designed to get you to the counter — beautiful decor, a glass case full of pastries, a well-designed menu board, and friendly staff who take your order with a smile. Then you pay, and everything changes. You’re directed to stand in a formless queue with no sense of order, nothing to look at, and no engagement until someone shouts your name.“Everything is geared to getting your coffee order. And then of course they want to make you a good coffee. But at the end of the day, the experience while they deliver is rubbish.” — Matt EdmundsonThe parallel with ecommerce is hard to miss. Beautiful websites. Clever ads. Everything is engineered for that first purchase. Then the order is placed and it’s crickets.Why One Question Beats Months of Data Tracking[09:57]Most ecommerce segmentation is based on what customers bought, not why they bought it. Max uses a simple example to show why that matters.Someone buys a pair of running shoes. Standard segmentation puts them in one bucket — “bought running shoes.” They’ll get emails about running shoes, probably some socks, maybe a water bottle. But why did they buy those shoes? They might be training for a marathon. Or they might have just got a new dog and need something comfortable for walks. Two completely different customers with completely different needs, buying the exact same product.“If you’re trying to segment customers, you’re probably putting those two people into the same bucket, whilst in reality, it needs to be a very different experience.” — Max BeechThe fix isn’t complicated. A single question in a post-purchase email — “Why did you buy this?” — gives more useful information than months of behavioural tracking. And yet most brands never ask.Matt raises a fair concern about response rates, especially for smaller stores. Max’s answer is reassuringly practical.You don’t need statistical significance. Reaching out to about 10 customers is usually enough to spot a trend.It doesn’t need to be a formal survey. A WhatsApp message or a phone call to your top customers can work just as well.With tools like Claude, you can collect free-form answers and then analyse them in bulk later for patterns you’d never spot manually.Being Personal Without Needing to Scale[13:02]There’s a common objection to this kind of personalisation and it’s the belief that it doesn’t scale. Max’s response is straightforward — it doesn’t need to.“If you stick a handwritten letter in your next product delivery, then the open rate is going to be 100%.” —...
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    47 m
  • You Get Three Thumb Scrolls Before They Buy or Leave

    You Get Three Thumb Scrolls Before They Buy or Leave
    Mar 18 2026
    Mobile shoppers decide to buy or leave after seeing less than a third of your product page. Adam Pearce from Blend Commerce has seen it happen across hundreds of Shopify stores and shares the fixes that consistently lift conversion rates by 30 to 50 percent.Episode SummaryIn this episode, we dig into the gap between how ecommerce sites are designed (on desktop, in boardrooms) and how they are actually experienced (on a phone, in three scrolls). Adam Pearce, co-founder of Blend Commerce and organiser of eCom Collab Club in London, shares the data-backed changes that move the needle most on mobile from a single search bar tweak to trust signals that boosted one client's average order value by 34 percent. He also covers mobile apps, on-site quizzes, heat mapping, and why knowing your North Star number matters more than any individual tactic.Key Point Timestamps:05:06 - The mobile experience problem06:00 - The exposed search bar (30-50% conversion lift)10:22 - Three thumb scrolls and mobile decision-making19:54 - Accordion menus, sticky CTAs and product page structure22:46 - Trust signals: the car parts example34:43 - What consistently works across sites43:51 - Data tracking and your North Star numberThe Exposed Search Bar (06:00)Most mobile sites bury search behind a small magnifying glass icon. Blend Commerce has spent the past couple of years running one simple test: make the search bar visible. Always. The result is a conversion rate increase of 30 to 50 percent, consistently, across sites of all sizes.It even works for small catalogues. Working with a US crisp brand that had just eight SKUs, the team discovered that customers were searching for ingredients which told them the information existed but was not easy to find. One change opened the door to understanding how customers were actually navigating the site.The broader principle is that people are lazy. Not in a negative sense but in the way that every one of us, given the option between effort and ease, chooses ease. Making search visible is making it easy. Making it easy makes people buy.Three Thumb Scrolls (10:22)Using heat-mapping tools like Microsoft Clarity, Adam's team can see how far down a mobile product page visitors actually get before they act. The number is consistent and striking: between 23 and 30 percent of the page. That is less than a third and after that point, the visitor has either bought or gone.As Adam explains: "People will agonise about all these wonderful sections. But a lot of the time, they have kind of made their mind up already."The practical takeaway is simple: the top 30 percent of every mobile product page is where the focus needs to go. Every element competing for space in those three scrolls has to earn its place. Everything else, style suggestions, lengthy brand story, people-also-bought, is largely unseen.Trust Signals Below the Button (22:46)Blend Commerce worked with a car parts brand whose About page was full of compelling reasons to buy. Their product pages had none of it. Surveying their top LTV customers revealed two things customers valued most: a 90-day returns policy and a one-year warranty. Neither was on the product page.They added both directly below the add-to-cart button. The result was a 15 percent increase in conversion rate and a 34 percent increase in average order value from that single change.In a three-scroll window where decisions are made fast, trust signals do the heavy lifting. The question for any brand is: what are your best customers actually worried about and is that visible in the moment they need it most?What Consistently Works (34:43)Beyond the headline changes, Adam shares several fixes that recur across sites. Instagram-style navigation circles, four or five top collections shown as visual thumbnails at the top of the page rather than a hamburger menu, give immediate visual signposting and work on desktop as well as mobile. Replacing swipe-indicator dots beneath product images with actual thumbnails means customers can see more content at a glance without swiping to discover it. And for categories where customers feel uncertain, supplements, beauty, food, an on-site quiz not only guides them to the right product but feeds data directly into segmented email flows.Sticky add-to-cart buttons are non-negotiable. As Adam puts it: "Yes, needs to be visible at all times." The data does not argue with itself on that one.Today's GuestToday's guest: Adam PearceCompany: Blend CommerceWebsite: blendcommerce.comLinkedIn: Connect with Adam on LinkedInEpisode link: https://www.ecommerce-podcast.com/you-get-three-thumb-scrolls-before-they-buy-or-leave
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    47 m
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