The E-Comm Show

Attribution is broken, the reps all say spend more, and the journey no longer tracks. A nine-figure brand shares how it measures marketing anyway. In this 249th episode of The E-Comm Show, Andrew Maff talks with Chip Malt, co-founder and CEO of Made In Cookware, about building a product-first brand, measuring with MER rather than ROAS, reading platform attribution games, and marketing in the age o...

The best products solve a problem people are already searching for. Comfizz built one, and it took off on Amazon before running a single ad. In this 248th episode of The E-Comm Show, Andrew Maff talks with Lorraine Alikhanizadeh, co-founder of Comfizz, about creating the ostomy support wear market, growing through nurses and the NHS, and why cleaning up Amazon listings and rethinking site navigati...

A teacher gamified her classroom, watched reading scores jump, and turned it into an eight-figure brand in five years, without outside funding. In this 247th episode of The E-Comm Show, Andrew Maff talks with Brandi Dugal, founder and CEO of The Fidget Game, about building products from customer demand, getting into classrooms bottom-up, scaling Meta with MER instead of ROAS, and going through Sha...

The brands that beat rising ad costs usually are not outspending anyone. They own a niche that competitors cannot easily copy. In this 246th episode of The E-Comm Show, Andrew Maff talks with Dmitriy Peregudov, Founder and CEO of GiftBasketsOverseas.com and Giftsenda, about winning a niche, turning delivery into a marketing advantage, and spotting a new revenue line hiding in customer behavior. Wh...

For years, 90% of Decor Outdoor's traffic was organic. Then, a 2022 Google update erased it almost overnight. In this 245th episode of The E-Comm Show, Andrew Maff talks with Bill Ferris, President of Decor Outdoor, about selling high-ticket luxury outdoor furniture on a drop ship model, owning a delivery experience he does not control, and rebuilding traffic after a major search shift. What...

Most e-commerce brands scale by ordering more inventory. Luxury reseller myGemma has to buy every item from a real person first. In this 244th episode of The E-Comm Show, Andrew Maff talks with Andrew Brown, Founder and CEO of myGemma, about running two businesses under one brand: buying luxury goods from consumers and reselling them. Learn why inventory is the real ceiling, how a 24-hour offer wi...

ROAS feels like the right number to optimize. Andrew Maff thinks it is quietly stunting your growth, especially in Q4. In this 243rd episode of The E-Comm Show, Andrew breaks down the Q4 ROAS myth: why cost per customer beats return on ad spend, how deep holiday discounts can attract the wrong buyer, and what to check before you set this season's promotions. What You'll Learn: Why ROAS i...

For years, Andrew has said the same thing: stop treating your website and your marketplaces as separate businesses. Now, AI has changed the picture again. In this 242nd episode of The E-Comm Show, Andrew Maff breaks down the future of omnichannel marketing and why AI has become the middleman between your ad and the sale, deciding where customers actually buy. What You'll Learn: Why your onlin...

What if SEO could become one of your strongest B2B sales channels? In the 241st episode of The E-Comm Show , Andrew Maff sits down with Dilworth Coffee CEO Jeff Vojtar to discuss how the wholesale coffee company built a digital-first B2B e-commerce strategy that now generates roughly 60% of its leads through SEO. Learn how Dilworth attracts high-intent B2B buyers, converts first orders into repeat...

Amazon isn't going away, but your dependence on it should. In this 240th episode of The E-Comm Show, host Andrew Maff breaks down the growing cost of selling on Amazon, from rising FBA fees and CPCs to inventory penalties, inbound placement costs, and the countless smaller charges slowly eating away at seller margins. If Amazon fees are crushing your margins or your business still depends hea...

The brands that win with AI won't be the ones trying to game the system; they'll be the ones customers already trust. In this episode of The E-Comm Show, Andrew Maff explains what AI shopping agents mean for e-commerce, how consumer behavior is evolving, and what brands should focus on today to remain competitive as AI-powered shopping becomes mainstream. What You'll Learn: How AI s...

The strongest Q4 brands aren't simply better at running promotions, they're better at preparing for them. In this 238th episode of The E-Comm Show, Andrew Maff shares practical strategies for planning ahead, lowering customer acquisition costs, building stronger audiences, and creating a Q4 strategy that continues paying off long after the holiday season ends. What You'll Learn: Why...

Building a successful e-commerce business isn't about chasing every trend—it's about making the right trade-offs. In this 237th episode of The E-Comm Show, Andrew Maff talks with Clint Howitz, Founder and CEO of dogIDs , about manufacturing, DTC growth, AI, and building a brand that stands the test of time. Learn how dogIDs has navigated more than two decades of change while staying focu...

Purpose isn't just good for business, it's what gives customers a reason to care. In this episode of The E-Comm Show, Andrew Maff talks with Jacob Johnson, Founder and CEO of Calyan Wax Co., about building an eight-figure omnichannel brand through authentic storytelling, retail partnerships, and purpose-driven leadership. Learn how Calyan is balancing mission, marketing, and sustainable...

Selling an e-commerce business is often the biggest financial transaction a founder will ever make. In this episode of The E-Comm Show, Andrew Maff talks with Paul Rafelson, Founder of Rafelson Law and SellerBasics , about business valuations, acquisitions, legal pitfalls, and what founders need to know before entering the M&A process. Learn how to protect yourself, maximize value, and avoid t...

Protecting your brand isn’t just about defending your intellectual property; it’s about protecting your revenue, your customer experience, and your business valuation. In this 234th episode of The E-Comm Show, Andrew Maff talks with Mario Simonyan, Founder of ESQgo, about the realities of brand enforcement, unauthorized sellers, and marketplace arbitration. Learn what steps brands should take toda...

Too many Amazon ad accounts are being built for complexity instead of performance . In this episode of The E-Comm Show , Andrew Maff breaks down why hyper-granular Amazon PPC structures are causing brands to lose efficiency, miss scale opportunities, and waste budget without realizing it. Learn how to identify bloated campaign structures, improve impression share, simplify optimization, and build...

Your customers are not shopping in a straight line anymore. In this episode of The E-Comm Show , Andrew Maff explains why attribution has become one of the biggest challenges in modern e-commerce and how brands are unknowingly hurting growth by evaluating channels in isolation. Learn how Meta ads can drive Amazon sales, why TikTok creates branded search demand, and how to properly evaluate omni-ch...

Amazon isn’t going anywhere, but the way brands use it has to change. In this 231st episode of The E-Comm Show, Andrew Maff breaks down the reality of selling on Amazon in 2026 and what brands need to do to stay competitive. Learn how to adapt your strategy, diversify your channels, and build a more sustainable e-commerce business beyond the marketplace. What You’ll Learn: Why Amazon's margin...

Scaling an e-commerce brand today isn’t about finding one winning channel; it’s about building a system that works across all of them. In this episode of The E-Comm Show, Andrew Maff talks with Konstantinos Chatziioannou, CEO & Partner at Ventus Growth and Woowind, about scaling a global brand across Amazon, DTC, and offline channels. Learn how Woowind is navigating cross-border complexity, bu...

Meta just stepped into the TikTok Shop game, and it could change social commerce fast. In this 229th episode of the E-Comm Show, Andrew Maff breaks down Meta’s new affiliate and product-tagging features, how they compare to TikTok, and why this shift matters for both Amazon and DTC brands. If you’re testing TikTok, working with influencers, or building an affiliate strategy, this episode will help...

Why do so many Amazon brands grow slower than they should…even when demand is there? In Episode #228 of The E-Comm Show, Andrew Maff talks with Andy Voggenthaler, Founder of Nonaste, about the real cost of underinvesting in growth. From Amazon strategy and subscription models to retail expansion and supply chain challenges, this episode breaks down what it actually takes to scale a consumable bran...

TikTok isn’t profitable for most brands…and that’s not a problem. In this 227th episode of the E-Comm Show, Andrew Maff breaks down what’s really happening on TikTok in e-commerce today. After speaking with hundreds of brands, the pattern is clear: very few are making money on the platform, but many are still scaling it aggressively. Why? Because TikTok isn’t a profit channel, it’s a customer acqu...

Creative has become the most important factor in e-commerce advertising. In this 226th episode of The E-Comm Show, Andrew Maff breaks down one of the biggest shifts happening in e-commerce advertising: creative has replaced targeting as the primary driver of performance on platforms like Meta and TikTok. This episode is for you if your ecommerce ads used to perform well but now feel unpredictable,...

A lot of e-commerce brands think their marketing is broken when the real problem is cash flow. In this 225th episode of The E-Comm Show, Andrew Maff breaks down the hidden financial and operational issues that hurt e-commerce growth, from inventory forecasting and contribution margin to agency churn, blended CAC, and omnichannel attribution. Learn how to scale more profitably by fixing the structu...