Threading The Needle

For most of us, ecommerce is still a new phenomenon. For Smart Marketer founder Ezra Firestone, driving sales online has been his main pursuit since the days when you had to fax customer orders to the manufacturer. In this episode, Taylor and Ezra discuss his life in ecommerce, how it’s developed in the 15 years since, and how that experience gives him a unique perspective on what you need to do to thrive in the current environment. Show Notes: For more content from Ezra, check out his LinkedIn, Instagram, and Twitter. Checkout Ezra’s haircare brand, oVertone, here.  Need help building your marketing calendar? Our strategy team is putting together 12-month audit packages here: https://bit.ly/3ZLKfjw The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm.

Here at CTC we talk a lot about how ROAS is a poor guiding metric for ad account decisionmaking. That’s because it doesn’t take into account your ad spend’s impact on your entire business. So what should you use instead? In this episode, Richard and Taylor break down a new way to think about profit in an environment where capital isn’t cheap. Show Notes: Get a $200 credit to Insense’s all-in-one creator platform here: insense.pro/lp/ctc Watch Taylor’s video: How to Media Buy Like an Investor The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm.

Influencers, staged unboxing videos, paid posts — at this point, even people outside of the ecomm business know that most UGC isn’t actually user-generated. On this episode, Richard and Taylor go deep on the history of bullsh*t in advertising, the ethics of “fake UGC,” and Taylor’s barometer for determining how much BS is too much. Show Notes: Want an easier way to source the good kind of UGC? Streamline your process with SARAL’s chrome extension: http://getsaral.com/champions/ctc Need help building your marketing calendar? Our strategy team is putting together 12-month audit packages here: https://bit.ly/3ZLKfjw The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm.

In this episode of the Ecommerce Playbook Podcast, Taylor chats with Connor Rolain, Head of Growth at HexClad, and Richie Mashikov, Head of Growth at Birdie. They discuss forecasting, unit economics, and the rules for growth amidst uncertainty. Show Notes: Need help building your marketing calendar? Our strategy team is putting together 12-month audit packages here: https://bit.ly/3ZLKfjw The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm. Connect with Richie: https://www.shesbirdie.com/ https://www.linkedin.com/in/richardmashiko/ https://twitter.com/richiemashiko Connect with Connor: https://hexclad.com/ https://www.linkedin.com/in/connor-rolain-b190ab148/ https://twitter.com/connorrolain

How do I make paid search work for my business? In this episode, we go straight to the source as Taylor sits down with Ben Kruger, Senior Ecommerce Growth Consultant at Google, to discuss how to scale your online store profitably using Google Ads. Show Notes: Need help building your marketing calendar? Our strategy team is putting together 12-month audit packages here: https://bit.ly/3ZLKfjw The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm.

Though AI (via media buying algorithms) has always played a role in ecommerce, tools like ChatGPT and Dall-E have brought the conversation about AI and work into the mainstream. In this episode, Richard and Taylor dive into the relationship between AI and margin efficiency, the unique ways we’ve used AI to speed productivity, and the role humans play in a world where computers can do everything better than we can. Show Notes: Need help building your marketing calendar? Our strategy team is putting together 12-month audit packages here: https://bit.ly/3ZLKfjw The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm.

his episode features Jordan West, an entrepreneur and owner of Canada-based ecommerce agency Upgrowth Commerce. Richard, Taylor, and Jordan discuss his transition from paramedic to full-time business builder, as well as Jordan’s ideal business model, doing business in Canada v. the States, and where they think ecommerce is headed in 2023. Show Notes: Check out Jordan’s podcast, Secrets to Scaling Your Ecommerce Business: https://bit.ly/3JMYC1k Need help building your marketing calendar? Our strategy team is putting together 12-month audit packages here: https://bit.ly/3ZLKfjw The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm.

Success on Facebook is as much about what you sell as it is about how you sell it. In this episode, Richard and Taylor talk about an overlooked aspect of paid social success: merchandising your ad account. Then, they dip into the podcast mailbag and give some advice to a listener who runs a high-SKU online retail business. Show Notes: Taylor’s video on ad account merchandising: https://bit.ly/3DxveIC Richard’s article on creative, featuring the product Venn diagram: https://bit.ly/3HNNQ9t CTC Articles on Performance Max: https://bit.ly/3HtTfBg Need help building your marketing calendar? Our strategy team is putting together 12-month audit packages here: https://bit.ly/3ZLKfjw The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm.

In part 2 of our two-part series on investing, Taylor talks with Jason Bornstein, Principal at Forerunner, the San Francisco-based venture capital firm behind DTC juggernauts like Away, Warby Parker, and Glossier. Listen as Jason breaks down current industry trends, the kinds of businesses he’s still excited about in 2023, and how to impress him on a pitch call. Show Notes: Have a business you want to pitch to Forerunner? As Jason mentioned on the pod, Forerunner responds to every inquiry email. Reach out to them here: https://bit.ly/3HhW4GM Need help building your marketing calendar? Our strategy team is putting together 12-month gameplan and audit packages here: https://bit.ly/3ZLKfjw The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm.

Most ecommerce brands have two big “moments” on their marketing calendar. Most ecommerce brands are getting it wrong. On this episode, Taylor & Richard break down what it looks like to create big revenue peaks in “offseason” moments. Show Notes: Need help building your marketing calendar? Our strategy team is putting together 12-month audit packages here: https://bit.ly/3ZLKfjw The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm.

New year, new ecommerce landscape: In this episode, Taylor and Richard make 6 resolutions for the ecommerce industry, breaking down the strategies your business will need to thrive in the coming year. Show Notes: Need help making your New Year’s resolutions happen? Sign up for our online membership, Admission, right here: https://bit.ly/3Qx29C8 The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm.

In this special two part series Taylor and Richard explore the current state of the ecommerce fundraising environment from two distinct points of view. In this first episode we talk with a founder, Dave Charne of Fyrn, who’s currently working on raising a bridge round for his DTC furniture brand Fyrn. Dave provides a view into what the experience has been like at this moment versus his previous round a year ago. Next week we’ll speak with Jason Bornstein of Forerunner Ventures on the view from the other side. Show Notes: The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm. Forecast your cash flow with Wayflyer: https://bit.ly/3v8d7nP Check out Fyrn here: https://fyrn.com/

As 2022 comes to a close, those of us in the ecommerce industry have more questions than answers: Where can you find hope in the midst of failure? What are the constants in a deeply unpredictable world? And is there really such a thing as being a failure? This week, Richard, Taylor, and former Ecommerce Playbook Podcast host Andrew Faris look back on a difficult year and reflect on what they’ve learned from it. Show Notes: The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm. Forecast your cash flow with Wayflyer: https://bit.ly/3v8d7nP Get a $200 credit with Insense: https://bit.ly/3THck7S

There’s three layers of revenue for any business: New customers, owned audiences, and existing customers. Maintaining the correct balance between these three tiers is crucial to sustainable growth. This week, Taylor and Richard explain how the “layer cake” metaphor helps ecommerce businesses focus on building a foundation of predictable revenue first. Show Notes: The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm. Get a $200 credit with Insense: https://bit.ly/3THck7S Forecast your cash flow with Wayflyer: https://bit.ly/3v8d7nP Get the Enterprise Scaling Guide: https://bit.ly/3hK8lKc

With consumer confidence at record-low levels, only one thing’s for sure: you’ll have to pay more to acquire new customers. But how do you forecast this all-important metric heading into the uncertainty of 2023? This week, Richard and (mostly) Taylor talk with CTC Ecommerce Data Analyst Steve Rekuc about building — and outperforming — your 2023 CAC forecast. Show Notes: The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm. Want more data? Subscribe to the DTC Index for weekly updates on 27+ metrics across 5 industry verticals: https://bit.ly/3FwiSBA Grab your tickets to the Ecommerce Marketing Summit from Agorapulse: https://bit.ly/3UGWU3p   Get a $200 credit with Insense: https://bit.ly/3THck7S

Black Friday/Cyber Monday was bigger than ever this year. Inflation is also at its highest level in four decades. So what does this seeming paradox mean for your ecommerce business moving forward? In this episode, Taylor and Richard break down what went well, what didn’t, and the why you should still be vigilant even after the biggest shopping weekend in history. Show notes: The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm. Want more data? Subscribe to the DTC Index for weekly updates on 27+ metrics across 5 industry verticals: https://bit.ly/3FwiSBA Grab your tickets to the Ecommerce Marketing Summit from Agorapulse: https://bit.ly/3UGWU3p Get a $200 credit with Insense: https://bit.ly/3THck7S

It’s tempting to try to get more out of your existing customers when CAC is rising. But is it worth it? In this episode, Richard and Taylor discuss the second principle of the Enterprise Scaling Guide: the concept of the shrinking sponge. “You need to keep your active customer file growing as you grow the business.” Show notes: - Visit getparker.com to learn more about the card designed specifically for ecommerce brands. - Get the Enterprise Scaling Guide: http://bit.ly/3UjemdZ

To win this Black Friday, you need to understand what went well last year, and what needs to improve. In this episode, we take a break from our regular content and revisit our post-Black Friday recap from 2021. “We’ll tell you how it went for each of our brands, and the lessons we learned.”

What kind of business wins despite the volatility that surrounds them? In this episode, Taylor and Richard discuss Taylor and 4x400’s decision to sell skincare brand Bambu Earth, and the macroeconomic factors that caused the deal to fall through. “There are deeper business-level things that you need to be focusing on as an ecommerce business in order to weather the storm — it's not all about marketing.” Show Notes: - Unlock growth for your business with Wayflyer: http://bit.ly/3tzufSF - Find out what makes a business antifragile: http://bit.ly/3EgqPZM

With just 3 weeks until Black Friday, now is not the time to pull back. In this episode, Taylor and Richard debunk common arguments for pulling back spend ahead of Black Friday. “We are here to affirm your commitment of making the most out of this moment, because it’s necessary.” Show Notes: Get a $200 credit with Insense when you book by Nov. 18, 2022: https://bit.ly/CTCxInsenseNovember