In this episode, Adam sits down with Craig Niven: Founder of FILDI, 15-year subscription veteran and literal Scottish Lord — to unpack one of the most misunderstood relationships in eCommerce:
CRO + Subscriptions.
Most brands treat them like divorced parents who only communicate through passive-aggressive notes…but the reality is they have to work together if you want recurring revenue that actually sticks.
Craig’s seen subscriptions at Sky, BT, News UK, NFL Game Pass, Tennis TV and Future. He’s here to explain what healthy subscription businesses do differently, why so many brands launch subs badly and how to stop churn before it starts.
This one’s a biggie for anyone running subscriptions, planning to launch them, or wondering why their LTV looks like a heart monitor.
They cover:
– Why CRO & Subscription teams accidentally sabotage each other– How AB tests impact churn (yep, really)– AOV vs ARPU vs LTV: which metrics actually matter– The subscription boom: who should (and shouldn’t) launch one– Loyalty vs retention (and why points don’t equal loyalty)– The upsides, downsides & emotional damage of subscription models– Craig’s top 3 non-negotiables for subscription success– What healthy subscription businesses look like behind the scenes– How CRO + Subs can collaborate without stepping on each other’s throats
About the Guest
Craig Niven, Founder of FILDI Subscriptions Consultancy and official Lord of Glencoe (one square foot of Scottish land, infinite authority).
Craig has spent 15 years deep inside the subscription world across Sky, BT, News UK, NFL Game Pass, Tennis TV and Future.
Today, he helps scale-up brands build, understand and grow recurring revenue.
FILDI – https://www.fildi.co
LinkedIn – Craig Niven: https://www.linkedin.com/in/craigniven/
About the Host
Adam Pearce, Co-founder of Blend Commerce and eCom Collab Club®. CRO obsessive. Known for saying the quiet eCom thoughts out loud (and then some).
Join the eCC community → https://ecomcollabclub.com/community
Work with Blend
Need your site to convert like your metrics depend on it? Get CRO help from Blend Commerce → https://blendcommerce.com
Paid ads in 2025 feel like a toxic relationship:
You need them…
You rely on them…
But they hurt you on a molecular level.
This week, Adam Pearce and Pete Gardner sit down with Oscar Ford, Founder of Anuncia, to break down what’s actually happening inside Google, Meta and Microsoft Ads...beyond the shiny webinars and suspiciously perfect LinkedIn screenshots.
Oscar brings 15+ years of PPC experience, £3m+ in managed annual ad spend, and more strong opinions than the platforms would like him to have.
If your CPC keeps climbing, your tracking keeps breaking and your ROAS keeps gaslighting you, this is the episode that finally explains why.
They Cover:
– Why ad costs are skyrocketing across every platform
– What caused the 2025 auction inflation (and why it’s not slowing down)
– The death of old targeting tactics
– How Google & Meta are “simplifying” ads… while making things harder
– Why tracking + clean data matter more than ever
– How product feed optimisation impacts everything
– The unsexy basics that outperform every shiny hack
– The channels that actually worked: PMax, YouTube Shorts, TikTok, Amazon Ads
– The signals that tell you an account is on the edge of disaster
– What Oscar would do if he had just £1,000 to grow a brand
This is the PPC episode brands needed six months ago.
About the Guest
Oscar Ford, Founder of Anuncia, is a PPC specialist of 15+ years managing millions in annual ad spend for ambitious UK eCommerce brands and charities.
An expert in tracking, feed optimisation, analytics, and calling out bad platform advice.
About the Hosts
Adam Pearce and Peter Gardner, co-founders of Blend Commerce and eCom Collab Club®, helping operators grow without losing their sanity, their margins, or their will to live.
Work with Blend
Need your store to convert like your margins depend on it?
Book a free “Metric on Fire” diagnostic:
👉 https://blendcommerce.com/pages/metric-on-fire
#eCommerce #PaidAds #PPC #MetaAds #GoogleAds #DigitalMarketing #Shopify #eComCollabClub #BlendCommerce
Brands love to say they’re “going international.”
Cool. Cute.
But as George Bland from Airwallex will tell you, global expansion is less passport stamps and more surprise FX fees + late-night logistics panic.
This week, Adam and Pete sit down with George Bland, Agency Partnerships Manager at Airwallex, to pull back the curtain on what really happens when a brand decides to sell beyond its borders...and how to stop your margins leaking faster than your sanity.
If “international expansion” is anywhere near your 2026 roadmap, consider this episode mandatory listening.
They cover:
– How to pick the right markets (not just the shiny ones)– FX leakage — the silent profit killer– Payments, tax, and compliance: what you absolutely cannot afford to wing– Cross-border logistics and the ops mistakes brands keep repeating– How to prep your business for global scale without setting fire to your margins– The real cost of going global — and how to do it sustainably
This is the stuff most founders learn the hard (and expensive) way. George is here to save you from that.
About the Guest
George Bland, Agency Partnerships Manager at Airwallex, has spent 7+ years in payments and cross-border eCommerce (Klarna, Airwallex), helping brands and agencies access new global markets without triggering a financial meltdown.
About the Hosts
Adam Pearce and Pete Gardner, co-founders of Blend Commerce and eCom Collab Club®, known for turning eCommerce chaos into conversations that are actually fun to listen to.
Work with Blend
Need your store to convert like your margins depend on it?
Book a free “Metric on Fire” diagnostic:
👉 https://blendcommerce.com/pages/metric-on-fire
#eCommerce #InternationalExpansion #CrossBorderCommerce #GlobalGrowth #Payments #Shopify #eComCollabClub #BlendCommerce
The world’s in chaos. Ad costs are climbing, margins are vanishing and someone in finance just used the word “reforecast” again.
So this week, Pete flies solo with Joseph Aubry, CEO of Loyoly.io, to talk about how brands can survive (and thrive) when the markets are wobbling, consumers are twitchy and retention is the only real growth hack left.
Because let’s face it — in 2025, keeping your customers might be the boldest move of all.
They cover
– Why loyalty is your best defence against rising CAC– What “global market challenges” actually mean for operators– How to scale sustainably when budgets are tight– Turning community, social proof, and post-purchase engagement into growth– Why retention > panic – every time
If you’ve ever found yourself praying your customers don’t ghost you after checkout, this one’s your new playbook.
About the Guest
Joseph Aubry, CEO of Loyoly.io, is helping brands turn customers into advocates. Loyoly’s post-purchase engagement platform connects loyalty, community and UGC to keep customers coming back and buying more.
About the Host
Pete Gardner, Co-founder of Blend Commerce and eCom Collab Club® — known for his strong opinions, weak filter, and ability to make retention chat actually entertaining.
Work with Blend
Need your store to convert like your margins depend on it?
Book a free “Metric on Fire” diagnostic:
👉 https://blendcommerce.com/pages/metric-on-fire
#eCommerce #Loyalty #CustomerRetention #SustainableGrowth #Shopify #eComCollabClub #BlendCommerce
Everyone loves to talk about growth. That is until the numbers stop making sense, the ad budget starts to cry and your “scaling strategy” turns into a stress dream...
This week, Adam and Pete are joined by Paul Fernandez, Co-founder of The Growth Guys, to dig into The Real Anatomy of eCom Growth. A.k.a. what it actually takes to scale a brand without losing your mind (or your margins).
Paul breaks down his HEAD and HEART frameworks: the method behind sustainable growth that blends strategy, emotion and execution without all the fluff.
They Cover:
– Why “growth at all costs” usually ends up costing you everything– How to stop mistaking activity for actual progress– What the best operators measure (hint: it’s not just ROAS)– How to scale profitably without frying your team’s brains– The role of emotion, focus, and process in real growth
This one’s for the operators who are tired of the “just run more ads” school of growth. It’s not therapy… but it’s close.
About the Guest
Paul Fernandez, Co-founder of The Growth Guys, helps eCom brands scale sustainably with a unique blend of analysis, strategy and killer creatives; turning chaos into clarity (and maybe a few extra zeros).
About the Hosts
Adam Pearce, Co-founder of Blend Commerce and eCom Collab Club™️, known for his bold takes, blunt truths and love of metrics that actually matter.
Pete Gardner, Co-founder of Blend Commerce and professional stirrer of the eCom pot. Bringing stories, chaos and hard-earned wisdom from the trenches.
Need your store to convert like your margins depend on it?
Book a free “Metric on Fire” diagnostic:
👉 https://blendcommerce.com/pages/metric-on-fire
#eCommerce #GrowthStrategy #ScalingBrands #Shopify #DTCGrowth #SustainableGrowth #eComCollabClub #BlendCommerce
In this episode, Pete sits down with Dan Bond, VP of Marketing at RevLifter, to talk about everyone’s favourite panic button: discounting – and why a lot of brands are getting it spectacularly wrong.
From lazy blanket sales to smarter, data-driven incentives, Dan breaks down how to stop discounts from draining your profit, while still giving customers that sweet, sweet dopamine hit they’re looking for.
This one’s part therapy session, part masterclass in how not to ruin your margins before BFCM.
They cover:
– Why “20% off everything” isn’t a strategy (it’s a cry for help)– How to personalise incentives that actually convert– The psychology behind smarter offers (and why your customers don’t need more codes, they need reasons)– How to break your audience’s discount addiction– Turning promos into long-term profit drivers
This episode is for:
Founders, marketers and eCom operators who’ve ever hit “launch” on a site-wide sale just to make the numbers look better...and probably regretted it immediately.
If you want to make this BFCM your most profitable one yet (without giving away the shop), you’ll want to listen to this one twice.
About the Guest
Dan Bond, VP of Marketing at RevLifter — helping brands use personalised incentives and smarter promos to drive conversions without torching their margins.
About the Host
Peter Gardner, Co-founder of Blend Commerce and eCom Collab Club®, on a mission to help eCom brands scale sustainably with fewer discounts, fewer tears and more profit.
Work with Blend
Need your store to convert like your margins depend on it?
Book a free “Metric on Fire” diagnostic:
👉 https://blendcommerce.com/pages/metric-on-fire
#eCommerce #DiscountStrategy #BFCM #Shopify #PromoCodes #Profitability #RetentionMarketing #DTCGrowth #eComCollabClub #BlendCommerce
Adam and Peter sit down with Matthew Holland, Managing Director at William Swindells Ltd, to talk about the least sexy, but most important part, of scaling a brand – money.
From Shopify Capital to PayPal Working Capital (and everything in between), Matthew breaks down what alternative financing really looks like for growing brands — minus the buzzwords and VC fluff.
William Swindells Ltd has scaled its portfolio of brands, including Hollands Country Clothing and Hollands Workwear, into a multi-million-pound business without giving away equity or losing control.
In this episode, Matthew shares how he’s kept the balance between growth and cash flow — and the financial lessons every operator needs before scaling up.
They cover:– The real cost of “growth at all costs”– How to use funding tools like Shopify and PayPal without getting burned– Why cash flow forecasting matters more than your P&L looking pretty– Balancing sustainable growth with risk and reality– Lessons from building a profitable, family-run business– How to make smarter decisions when funding feels tight
This episode is for founders and operators who want to grow their brand without selling their soul (or 40% of their company).
If you’ve ever stared at your bank balance mid-scale-up and thought “oh sh*t,” this one’s for you.
About the Guest
Matthew Holland, Managing Director of William Swindells Ltd, a family-run retailer turned eCommerce powerhouse. Matthew has grown the business sustainably through smart financing and operational discipline — no venture capital required.
About the Hosts
Adam Pearce, Co-founder of Blend Commerce and eCom Collab Club®, CRO specialist and professional chaos-stirrer.
Peter Gardner, Co-founder of Blend Commerce and eCom Collab Club®, obsessed with what actually works in eCommerce.
Work with Blend
Need your store to convert like your margins depend on it?
Book a free “Metric on Fire” diagnostic:
👉 https://blendcommerce.com/pages/metric-on-fire
#eCommerce #Scaling #Funding #CashFlow #AlternativeFinance #Shopify #DTCGrowth #eComCollabClub #BlendCommerce
In this episode, Adam and Rich sit down with Andrew Kemp, founder of Bare Kind, to talk about the unglamorous side of scaling: inventory, fulfilment and how to keep customers happy when Q4 ops chaos inevitably hits.
Bare Kind is a brand selling bamboo socks to save endangered animals – and Andrew’s taken it from packing orders at his mum’s house to scaling international fulfilment. Along the way, he’s seen the good, the bad, and the downright messy when it comes to growth.
This isn’t the polished LinkedIn version of scaling. This is what really happens when stock, couriers, and cashflow collide.
They cover:– What happens when you run ads before stock arrives– Stockouts, wrong SKUs, and the hidden costs of ops mistakes– Courier chaos & keeping CX alive when fulfilment fails– Why scaling ops feels like building the plane mid-flight– The truth about “just in time” inventory (spoiler: it’s tears)– Practical strategies to survive Q4 without torching margins (or your sanity)
This episode is for operators who know growth isn’t all champagne graphs and hockey sticks — it’s cardboard boxes, late-night stock checks, and courier emails that ruin your week.
About the Guest
Andrew Kemp, founder of Bare Kind — a brand selling bamboo socks that save endangered animals, scaling from a living-room packing station to international fulfilment.
About the Hosts
Adam Pearce, Co-founder of Blend Commerce and eCom Collab Club™, CRO specialist and professional chaos-stirrer.
Rich Evans, Founder of Get Better and long-time partner-in-crime at eCom Collab Club™, email and retention expert.
Work with BlendNeed your store to convert like your margins depend on it?
Book a free “Metric on Fire” diagnostic:
👉 https://blendcommerce.com/pages/metric-on-fire
#eCommerce #Scaling #Ops #Inventory #Fulfilment #Q4 #BFCM #Shopify #eComCollabClub #BlendCommerce
In this episode, Pete sits down with William Ferreira, Chief Growth Officer at ThreeSixty Brands (part of Common Thread Group), to take on the eternal brand vs performance debate – and what it really means for Black Friday/Cyber Monday.
From founding and selling his first agency at just 19 (working with Virgin, Nike & Diageo) to now scaling 50+ DTC and omnichannel brands across the beauty, wellness, lifestyle and food eCom industries, William’s seen how brands win (and lose) during peak season.
Turns out this isn’t about “team brand” or “team performance.” It’s about how the two fuel each other — especially when the pressure’s on at BFCM.
They cover:
– Why “brand vs performance” is the wrong fight to pick– Driving record BFCM sales without looking cheap– Smarter promos: bundles, gated drops & gift-with-purchase plays– How partnerships & collabs stretch smaller budgets further– Building authentic communities (hint: it’s not just a Slack group)– The “one funnel, one offer” rule to simplify peak-season chaos
This episode is for operators who want to sell big at BFCM without torching margins or turning their brand into a bargain bin. If you’re tired of the “50% off everything” panic playbook, this one’s for you.
About the Guest
William Ferreira, Chief Growth Officer at ThreeSixty Brands, part of Common Thread Group. William founded and exited his first agency at 19, worked with global brands including Virgin, Nike and Diageo, and now helps 50+ DTC and omnichannel brands scale profitably across multiple categories.
About the Host
Pete Gardner, Co-founder of Blend Commerce and eCom Collab Club™, obsessed with what actually works in eCommerce.
Work with BlendNeed your store to convert like your margins depend on it?Book a free “Metric on Fire” diagnostic:
👉 https://blendcommerce.com/pages/metric-on-fire
#eCommerce #BFCM #BlackFriday #CyberMonday #BrandBuilding #PerformanceMarketing #Shopify #DTCGrowth #eComCollabClub #BlendCommerce
In this episode, Pete and Adam sit down with Abhishek Chandra, Chief Revenue Officer at GoKwik, to dig into how WhatsApp can stop BFCM meltdowns and turn them into big money moments.
From abandoned carts piling up to customers spamming “WHERE’S MY ORDER?!”, Abhishek explains why WhatsApp beats email and live chat when Black Friday chaos hits – and how smart brands are using it to recover revenue in minutes, not days.
This isn’t theory. It’s WhatsApp in the trenches of BFCM.
They cover:– How WhatsApp recovers 20%+ of abandoned carts faster than email– Real use cases: flipping angry refund requests into repeat purchases– Bots vs humans: who should handle peak-season chaos– How to train teams to turn complaints into loyalty– Always-on WhatsApp flows that drive repeat buys year-round– Case studies of brands adding six figures via WhatsApp
This episode is for operators who are sick of abandoned cart emails being ignored, live chat collapsing mid-sale and customer support drowning under peak traffic.
If you want practical, real-world WhatsApp strategies to make BFCM less painful (and more profitable) this one’s for you.
About the Guest
Abhishek Chandra, Chief Revenue Officer at GoKwik. Abhishek helps DTC and eCommerce brands across the globe use WhatsApp to drive conversions, recover revenue, and keep customers happy...even when Black Friday traffic is breaking everything else.
About the Hosts
Pete Gardner, Co-founder of Blend Commerce and eCom Collab Club®, obsessed with what actually works in eCommerce.
Adam Pearce, Co-founder of Blend Commerce and eCom Collab Club®, professional shit-stirrer (his words) and CRO specialist.
Work with BlendNeed your store to convert like your margins depend on it?
Book a free “Metric on Fire” diagnostic:👉 https://blendcommerce.com/pages/metric-on-fire
#eCommerce #BFCM #BlackFriday #CyberMonday #WhatsApp #CustomerExperience #Retention #DTCGrowth #Shopify #eComCollabClub #BlendCommerce
In this episode, Pete is joined by Yasamine Beheshti, Group Head of eCommerce at Batra Group, to chat about how global brands like Juicy Couture, FILA, Hunter Boots and Reebok plan for Black Friday/Cyber Monday – without torching margins or losing their brand magic.
From starting her career at Ralph Lauren straight out of university to running eCommerce for 7 international brands, Yasamine has seen the chaos, the curveballs and the wins of BFCM at scale.
This isn’t another “50% off everything” playbook. It’s how the big brands really do it.
They cover:– The biggest lessons Yasamine’s learned running BFCM across 7 global brands– Why blanket sitewide discounts are overrated (and what actually works)– Tactics for protecting margins while still driving volume– How to keep BFCM campaigns on-brand for premium labels like Juicy Couture– Practical plays for acquisition, retention and post-purchase flows– The most overrated vs. underrated BFCM tactics
This episode is for operators who want to win Black Friday/Cyber Monday, not just survive it. If you’re tired of cookie-cutter discounting and want to see how big brands protect their margins, build brand moments, and still drive serious revenue—this one’s for you.
About the Guest
Yasamine Beheshti, Group Head of eCommerce at Batra Group. From eCommerce Assistant at Ralph Lauren to running global brands like Juicy Couture, FILA, Hunter Boots and now Reebok, Yasamine’s been at the frontlines of BFCM strategy for nearly a decade.
About the Host
Pete Gardner, Co-founder of Blend Commerce and eCom Collab Club™, obsessed with what actually works in eCommerce.
Work with BlendNeed your store to convert like your margins depend on it?
Book a free “Metric on Fire” diagnostic:
👉 https://blendcommerce.com/pages/metric-on-fire
#eCommerce #BFCM #BlackFriday #CyberMonday #JuicyCouture #FILA #Shopify #MarginProtection #DTCGrowth #eComCollabClub #BlendCommerce
In this episode, Pete teams up with guest co-host Rich Evans from Get Better to chat with Darren Lake, Head of CX & Marketing at Glazing Vision, about how AI is actually making customer service sharper, analytics faster, and CRM more powerful without losing the human touch.
Darren shares how Glazing Vision is embedding AI into customer service, cutting hours out of manual processes, and turning messy data into insights that actually drive revenue.
This isn’t hype. It’s AI in the trenches.
They cover:– How AI can cut hours out of case studies and customer support– The truth about AI vs. automation vs. CRM (and why most people confuse them)– Personalisation: how to turn raw data into real revenue– Why “human + AI” always beats AI alone– The future of CX, analytics and AI-powered shopping assistants
This episode is for any operator who’s tired of the AI hype and wants practical, real-world examples of AI delivering results today. If you’ve ever wondered how to actually make AI useful in eCommerce—this one’s for you.
About the Guest
Darren Lake, Head of CX & Marketing at Glazing Vision. From dial-up websites and pet franchises to leading CX in construction, Darren’s career has been all about using tech to improve customer experience. Today, he’s using AI to make analytics actionable and customer service smarter.
About the Hosts
Pete Gardner, Co-founder of Blend Commerce and eCom Collab Club™, obsessed with what actually works in eCommerce.
Rich Evans, Founder of Get Better, email and retention specialist and long-time partner-in-crime to Pete.
Work with BlendNeed your store to convert like your margins depend on it?
Book a free “Metric on Fire” diagnostic:
👉 https://blendcommerce.com/pages/metric-on-fire
#eCommerce #AIinEcommerce #CustomerExperience #Analytics #CRM #Automation #FounderStories #DTCGrowth #EcomGrowth #eComCollabClub #BlendCommerce
In this episode, Pete teams up with guest co-host Rich Evans from Get Better to chat with Danny Bull, founder of Düng Snacks, about how AI is actually making marketing sharper, faster and more profitable for challenger brands.
Danny shares how Düng is punching above its weight, getting into all the right places, and freeing up more time for the creative work that really moves the needle.
This isn’t hype. It’s AI in the trenches.
They cover:– How AI is helping Düng Snacks scale without a huge team– The marketing jobs worth automating vs. keeping human– Picking AI tools that actually work for your brand– Personalising at scale without sounding like a robot– Balancing AI data with gut instinct– Why challenger brands can move faster (and smarter) with AI
This episode is for any operator tired of AI “thought leadership” that doesn’t actually tell you what to do. If you want real-world examples of AI delivering results (and a few snack puns along the way) this one’s for you.
About the GuestDanny Bull, Co-Founder of Düng Snacks. Former agency guy turned challenger snack brand builder, using AI to get his protein balls into inboxes, shop shelves and customers’ hands.
About the HostsPete Gardner, Co-founder of Blend Commerce and eCom Collab Club™, obsessed with what actually works in eCommerce.
Rich Evans, Founder of Get Better, email and retention specialist and long-time partner-in-crime to Pete.
Work with BlendNeed your store to convert like your margins depend on it?
Book a free “Metric on Fire” diagnostic:
👉 https://blendcommerce.com/pages/metric-on-fire
#eCommerce #AIinMarketing #ChallengerBrand #SnackBrand #Automation #RetentionMarketing #DTCGrowth #EcomGrowth #FounderStories #eComCollabClub #BlendCommerce
In this episode, Pete and Adam sit down with Emma Burke, founder of LACEEZE LTD, to unpack what it really takes to build a brand that means something, not just sells something.
From turning a personal frustration into a product to creating a fiercely loyal community around a niche problem, Emma shares the story of how LACEEZE became a brand people believe in, not just buy from.
No gimmicks. No fake urgency. Just real connection and the long-game of loyalty.
They cover:– How Emma turned a niche pain point into a brand with purpose– Why community is a foundation, not an afterthought– How customer feedback drives product, messaging and retention– The value of doing things that don’t scale (on purpose)– How to grow with your community — not just around it
This episode is for any founder or marketer trying to build more than just a transactional business.
If you're tired of chasing attention and ready to earn trust, Emma’s story is the permission slip (and the playbook) you’ve been waiting for.
Spoiler: the best marketing strategy might just be belonging.
About the GuestEmma Burke – Founder of LACEEZE. Product creator, community builder, and firm believer that great brands solve problems and bring people together.
About the HostsPete Gardner & Adam Pearce, Founders of Blend Commerce and eCom Collab Club™, bringing honest insights and hard-earned lessons from the trenches of DTC growth.
Work with BlendNeed your store to convert like your margins depend on it?
Book a free “Metric on Fire” diagnostic:
👉 https://blendcommerce.com/pages/metric-on-fire
#eCommerce #BrandCommunity #CXStrategy #LACEEZE #RetentionMarketing #CommunityLedGrowth #FounderStories #BelongingMatters #CustomerLoyalty #eComCollabClub #BlendCommerce
In this episode, Pete and Adam sit down with Nick Moutter, founder of MOOT Group, to uncover how predictive analytics and AI are changing the way eCommerce brands scale.
From rescuing brands like Houseology to building Ascend AI, Nick shares the hard-won lessons that keep stockouts, shrinking margins and chaos at bay – long before they bite.
Forget guesswork. This is about making data your superpower.
They cover:
– How Nick scaled Olivia’s from a kitchen table to 8 figures– Why predictive analytics is the key to smarter growth– The biggest forecasting mistakes brands still make– How Ascend AI turns messy ops data into real insights– The future of AI in eCommerce (and what’s just hype)
This episode is for any operator tired of flying blind. If you’re ready to protect margins, predict demand, and scale with less stress (and fewer “oh sh*t” moments), this one’s for you.
Spoiler: growth isn’t luck, it’s data.
About the GuestNick Moutter – Founder of MOOT Group. A serial eCom builder who’s scaled, rescued and reimagined brands using data and technology. Believer in solving problems before they start.
About the HostsPete Gardner & Adam Pearce – Founders of Blend Commerce and eCom Collab Club™, bringing honest insights and hard-earned lessons from the trenches of DTC growth.
Work with BlendNeed your store to convert like your margins depend on it?
Book a free “Metric on Fire” diagnostic:
👉 https://blendcommerce.com/pages/metric-on-fire
#eCommerce #PredictiveAnalytics #AIinEcommerce #CXStrategy #Forecasting #MOOTGroup #EcomGrowth #OpsStrategy #DataDriven #FounderStories #eComCollabClub #BlendCommerce
In this episode, Pete and Adam sit down with Tom Mayes, co-founder of Edmunds Cocktails, to uncover what most brands miss after checkout—and how a great unboxing moment, a handwritten note, and a post-purchase flow that actually educates (not just sells) can turn casual customers into obsessed repeat buyers.
From cocktail rituals to limited drops, Tom shares how his team builds loyalty without the hard sell—and why even your inserts deserve a bit of foil and flair.
It’s thoughtful, scrappy, and wildly effective.
Like a well-made Negroni.
They cover:
– Why post-purchase is a brand moment, not just an email– The ROI of handwritten notes (yes, still)– How to build CX that scales and feels personal– What brands get wrong about inserts– And why one great product experience is better than a dozen pushy upsells
This episode is for any operator trying to turn first-time customers into brand fans—without discounting their dignity (or product).
Spoiler: it’s about care, not just conversion.
About the Guest
Tom Mayes – Co-founder of Edmunds Cocktails. Ex-Heineken salesman turned DTC disruptor, fan of hand-labelling bottles and handwritten notes. Probably taste-tested more margaritas than you’ve had hot dinners.
About the Hosts
Pete Gardner & Adam Pearce – Founders of Blend Commerce and eCom Collab Club™, always asking what makes a customer actually come back for round two.
Work with BlendNeed your store to convert like your margins depend on it?
Book a free “Metric on Fire” diagnostic:
👉 https://blendcommerce.com/pages/metric-on-fire
#eCommerce #RetentionMarketing #CXStrategy #CustomerExperience #PostPurchase #EdmundsCocktails #DTCGrowth #UnboxingExperience #HandwrittenNotes #BrandLoyalty #FounderStories #eComCollabClub #BlendCommerce
In this episode, Adam sits down with Jodie Sanders, CMO of Pooky Lights, to unpack how smart brands turn customer feedback into gold – not just a colour-coded spreadsheet no one reads.
From spicy Trustpilot reviews to DMs with more attitude than insight, Jodie shares how her team turns even the toughest feedback into sharper strategy, stronger products, and long-term loyalty. No sulking. Just growth.
She’s candid, creative and wildly good at reading between the (angry) lines.
They cover:
– Why “we hate your packaging” is often more useful than “we love your brand”– What actually happens when you listen instead of panic– The product improvements Pooky made thanks to customer moans– When to engage vs. when to just… let them vent– And why you can’t build a great brand without a little humility (and thick skin)
This episode is for any operator who’s ever flinched at a one-star review, wondered if feedback really fuels growth, or toyed with the idea of deleting Trustpilot altogether.
Spoiler: it’s worth a listen. And listen well.
About the Guest
Jodie Sanders – CMO of Pooky Lights. Strategic CX queen, insight nerd, and firm believer that feedback is fuel even when it stings.
About the Host
Adam Pearce – Co-founder of Blend Commerce and eCom Collab Club™, always on the hunt for what actually moves the needle.
Work with Blend
Need your store to convert like your margins depend on it?
Book a free “Metric on Fire” diagnostic:
👉 https://blendcommerce.com/pages/metric-on-fire
#eCommerce #CustomerExperience #CXStrategy #PookyLights #JodieSanders #TrustpilotTruths #RetentionMarketing #BeautyBrands #MoansIntoMoney #FeedbackIsFuel #DTCGrowth #FounderStories #eComCollabClub #BlendCommerce
In this episode, Pete and Adam sit down with Amy Anzel, founder of Hollywood Browzer Beauty, to unpack what really happens when you stop avoiding complaints and start using them to grow.
Amy’s taken her beauty brand from in-store demos to 20+ markets, built a fiercely loyal global customer base, and turned even the sharpest feedback into stronger retention and repeat sales.
She’s sharp (literally), candid and doesn’t sugar-coat the realities of scaling – or what she really thinks of business reality TV...
They cover:
– Why your angriest customers are often your most valuable– What actually happens when you listen (instead of react)– How Hollywood Browzer used CX to drive international growth– The difference between moaners and meaningful insight– And why being too perfect can backfire in DTC
This episode is for any eCom operator who’s ever rage-closed a Trustpilot tab, drafted a spicy response, or wondered if CX really makes a difference.
(Spoiler: it does.)
About the Guest
Amy Anzel – Founder of Hollywood Browzer Beauty. Beauty boss, customer whisperer, and proud Apprentice alum with no time for fluff.
About the Hosts
Adam Pearce – Co-founder of Blend Commerce and eCom Collab Club™, always on the hunt for what actually moves the needle.
Peter Gardner – Co-founder of Blend Commerce, CRO obsessive, powered by oat flat whites and unfiltered honesty.
Work with BlendNeed your store to convert like your margins depend on it? Book a free “Metric on Fire” diagnostic:
👉 https://blendcommerce.com/pages/metric-on-fire
#eCommerce #CustomerExperience #CXStrategy #HollywoodBrowzer #AmyAnzel #RetentionMarketing #BeautyBrands #MoansIntoMoney #TheApprentice #eComCollabClub #BlendCommerce #DTCGrowth #FounderStories #BrutalReviews #TrustpilotTruths
In this episode, Adam and Pete sit down with Rob Manning, Director of DTC at Biotiful Gut Health, to unpack what it really takes to grow a brand in 2025 – without losing your margins, your team, or your mind.
Rob’s helping lead one of the UK’s most recognisable gut health brands, balancing DTC and retail growth, keeping the team sane, and saying no to the chaos that trips so many brands up.
He’s calm, candid, and knows exactly how to scale without falling for the usual nonsense.
They cover:
– Why profit-first growth is the new power move– The real difference between “busy” growth and smart growth– How to stay disciplined without going stale– What happens when you don’t chase every shiny channel– And why team culture is your most underrated growth lever
This episode is for any eCom operator trying to grow in a messy market — and wanting to do it without burning out (or blowing up the bottom line).
Rob Manning – Director of DTC & eCommerce at Biotiful Gut Health. Balancing brand building with margin protection, team sanity, and long-term thinking in a very short-term world.
Adam Pearce – Co-founder of Blend Commerce and eCom Collab Club™, always hunting for what actually moves the needle.
Peter Gardner – Co-founder of Blend Commerce, CRO obsessive, powered by oat flat whites and unfiltered honesty.
Need your store to convert like your margins depend on it? Book a free “Metric on Fire” diagnostic:
👉 https://blendcommerce.com/pages/metric-on-fire
#eCommerce #BrandBuilding #ProfitFirst #SmartGrowth #CRO #TeamCulture #DTCBrands #eComCollabClub #BlendCommerce #RobManning #Biotiful #GutHealth #FounderStories #FinancialDiscipline #SustainableScaling
About the GuestAbout the HostsWork with Blend
In this episode, ex-pro tennis player turned DTC founder Jack Oswald joins Adam and Pete to unpack what it actually takes to grow a product brand without sacrificing margins, sanity, or control.
Jack’s built Cancha, a modular bag brand now shipping globally, using a mix of bootstrapping, crowdfunding, fintech loans and angel investment. And he’s brutally honest about what worked…and what he’d never do again.
They cover:
– Why more money won’t fix messy operations
– The real risks of seller-based financing (hello, margin drain)
– How to test products without torching your cash
– Building a brand your customers will actually fund
– And how staying lean often leads to better decisions
This episode is for anyone growing a DTC brand and wondering how to fund it without falling into a cashflow death-spiral.
About the Guest
Jack Oswald – Former pro athlete and founder of Cancha. Navigated bootstrapping, crowdfunding, and external capital (sometimes the hard way) to build a lean, growing DTC brand.
About the Hosts
Adam Pearce – Co-founder of Blend Commerce and eCom Collab Club™, always hunting for what actually moves the needle.
Peter Gardner – Co-founder of Blend Commerce, CRO obsessive, powered by oat flat whites and sharp takes.
Work with Blend
Need your store to convert like your margins depend on it? Book a free “Metric on Fire” diagnostic: https://blendcommerce.com/
#eCommerce #StartupFunding #Crowdfunding #DTCGrowth #ShopifyCapital #AngelInvestment #Cashflow #Bootstrapping #eComCollabClub #BlendCommerce #JackOswaldTurner #Kancha #FounderStories