Clicked Off - The people making it big in eCommerce.

Most eCommerce brands are doing more than ever. More optimisation. More tools. More dashboards. More “best practice” (don't get me started on this, it's my pet hate). And yet… decisions feel harder, growth feels riskier, and profitability feels more fragile. In this episode, I break down why modern eCommerce feels harder to run even when your metrics look fine. And why optimisation without...

Your eCommerce growth doesn’t stall because of bad marketing. It breaks when your cash flow can’t keep up with the plan. In this episode, Jason Chappel breaks down how eCommerce growth really works now, why customer lifetime value is still the long game, but cash flow is the constraint that decides whether you survive long enough to play it. You’ll learn how to think about growth in terms of flow,...

If your ads feel like they’ve stopped working, this episode will change how you think about growth. Most eCommerce founders assume performance drops because of creative fatigue, targeting issues, or platform algorithms. But for many brands, the real bottleneck isn’t marketing at all. It’s margin. It’s cash flow. It’s payback periods. It’s the underlying business model your ads are sitting on top o...

Most eCommerce founders think conversion rate optimisation means fixing their website. But your conversion rate doesn’t start, or end, on your site. In this episode, Jason Chappel (Founder of Defiant and eCommerce Growth Made Easy) breaks down what actually drives conversion rate and why it’s an ecosystem metric, not just a design tweak. You’ll learn: ✅ How to diagnose whether your conversion pro...

🔗 Free Repeat Order Growth Calculator: https://www.wearedefiant.io/repeat-order-growth-calculator 🔗 Join eCommerce Growth Made Easy: https://www.skool.com/e-commerce-growth/about 📈 Work with me: https://www.wearedefiant.io/ If you want to grow your eCommerce brand, increasing your Average Order Value (AOV) sounds like the obvious move. But here’s the thing… a higher AOV doesn’t always mean high...

Every founder knows the rush of Q4. The chaos, the record sales, the adrenaline. But when January hits… it’s not calm. It’s anxiety dressed up as quiet. In this episode, Jason breaks down the hidden reasons most eCommerce brands crash in Q1 and how to fix them. You’ll learn: ✅ Why your record Q4 might actually be hiding a broken model ✅ The cash flow lag that drains your profit before you see it...

Get your FREE discounting calculator : https://www.wearedefiant.io/ecommerce-discount-calculator If your sales are up but profit keeps vanishing, this episode is for you. We're going to walk you through the hidden leaks that quietly drain margin: stock decisions, 3PL multi-pick fees, discounting, ops costs, returns, and misleading ROAS. You’ll learn how to spot them fast, what to renegotiate o...

Are you heading into your next quarter wondering: ❓ How much stock should I order? ❓ How much can I afford to spend on ads? ❓ What happens if I run out of cash halfway through? If that’s you, you’re not alone. And the good news is, you don’t have to gamble. In this episode, I’ll show you how to: ✅ Forecast demand without guessing. ✅ Balance stock orders with ad spend so you don’t strangle you...

Is discounting your go-to move when sales feel slow? You’re not alone, but here’s the problem: most discount strategies don’t boost your business… they kill your profit. In this episode, I break down: ✅ Why discounting erodes your margins (and leaves you stuck in a cycle). ✅ The only times discounts actually make sense. ✅ Smarter alternatives that drive sales without destroying profit. I’ll als...

Most eCommerce founders know their ROAS. Some know their contribution margin. But very few know the one number that should guide every marketing decision they make. In this episode, I’ll show you: ✅ What CLV really is (and why most brands calculate it wrong) ✅ How to work it out step by step (with a real example you can follow) ✅ And most importantly, how to leverage CLV to outspend competitors...

Most eCommerce founders guess where to invest; ads, conversion rate, retention, AOV, without knowing which lever will actually drive the biggest return. In this episode, I’ll show you how to identify the growth levers that truly matter in your business and what happens when you improve them. Using simple, round-number examples, I’ll break down the exact revenue and profit impact of increasing: ✅...

Are you an eCommerce founder who sets their marketing budgets based on feel?👉 Spend more when ads are working?👉 Pull back when they’re not? That approach keeps you stuck at a ceiling never sure if you’re overspending or missing out on growth. In this episode, I’ll show you how to create the only marketing budget you’ll ever need. One that aligns with your goals, splits correctly between acquisit...

Too many eCommerce brands are growing their sales while their bank accounts stay empty. They chase revenue, celebrate record months… and still can’t pay themselves properly. In this episode of Clicked Off, I’m breaking down why so many eCom brands fail at profit and the exact steps you can take to fix it. You’ll learn: ✅ How to build a profit-first budget that pays YOU first ✅ The 3 key metrics...

If you’re ready to scale your eCommerce brand but feel unsure about the risks, this episode is for you. In this Clicked Off episode, I break down how to budget for growth without losing control of your cash flow or profitability. Here’s what you’ll learn: • Why scaling always comes with trade-offs (and how to manage them). • How to leverage your CLV:CAC ratio to decide between steady or aggressive...

How to Grow Your eCommerce Brand Profitably: 5 Steps to Build a Growth Plan That Works If you want to grow your eCommerce business without burning cash or chasing your tail, you need a clear, realistic plan, not vague goals like “more sales.” In this episode of Clicked Off, I’ll show you exactly how to build an eCommerce growth plan that works in the real world, using the same 5-step process I’ve...

If your eCommerce store isn’t as profitable as it should be, your pricing might be the problem. In this episode of Clicked Off, I’ll walk you through two powerful pricing frameworks: top-down and bottom-up. Stop guessing, avoid hidden costs, and price your products for real profit. You’ll learn: • The difference between gross profit and net profit (and why it matters). • Why a 60–70% margin doesn’...

For our final episode of the season, I caught up with Joe Vancena CEO of Status - the signed in shopping app for Shopify Plus brands. Joe talks about how getting shoppers signed in is the key to activating all of the other programs and incentives you have running, the future of privacy, and how there has never been a better time to start capitalising on signed in shopping. You can find Joe & S...

This week I'm joined by Ali Wood from Intuit Mailchimp. We talk about why Mailchimp feel like they're back despite never having been away. How the email and eCommerce landscape has changed, as well as why some emails perform better than others! You can find Ali and Mailchimp at: Mailchimp - ⁠ mailchimp.com Linkedin -  ⁠linkedin.com⁠ You can reach Jason at ⁠⁠ Defiant ⁠⁠ or on Linkedin . Mus...

This week I'm joined by Ed Harries. Ed is the VP of Strategic Partnerships and Payments at Visualsoft and talks about the minefield that is choosing your eCommerce platform, the cost of that platform, and how finding the right agency partner is one of the keys to success. You can find Ed at: Linkedin - ⁠⁠ linkedin.com ⁠⁠ Visualsoft - visualsoft.co.uk Email - ed.harries@visualsoft.co.uk You can...

This week I'm joined by Ross Allsop. Ross is the eCommerce and DTC lead at Loci and talks through how the sneaker industry is shifting. He tells us how brands can survive in turbulent times, and how your marketing attribution can either set you up for success or failure. You can find Ross at: Linkedin -  ⁠linkedin.com⁠ Loci - lociwear.co.uk You can reach Jason at  ⁠⁠Defiant⁠⁠ . Music courtesy...

This week I'm joined by Youri Moskovic. Youri explains why accurately predicting your stock levels is one of the key secrets to eCommerce growth so that you are never over or under stocked, helping free up cash. You can find Youri at: Linkedin -  linkedin.com Prediko - prediko.io Email - youri@prediko.io X (formerly Twitter) - twitter.com You can reach Jason at  ⁠Defiant⁠ . Music courtesy of ...

After some serious technical difficulties, we're back with Jaime Hill, seasoned eCommerce Director to talk all things eCom. What was a full episode has become a minisode due to no audio being picked up, but in our time together Jaime talks all things augmented reality, the difficulties around delivery, returns, and consumer behaviour and expectations when it comes to buying online. You can fin...

This week I'm joined by Somesh Dwivedi. Somesh is the Global eCommerce Director at Essity, home to brands such as Tena, Actimove, and Jobst. He talks about how global brands are approaching their eCommerce strategy, the importance of B2B eCommerce, and the need to ensure you are authentic above all else. You can find Somesh at: Linkedin -  linkedin.com You can reach Jason at ⁠ WeAreDefiant⁠.io...

This week I'm joined by Matt McNeill. Matt is the CO-Founder of CBD brand Kloris. He talks about the challenges CBD brands face when it comes to regulation, advertising in eCommerce, and educating and retaining customers. You can find Matt at: Linkedin -  linkedin.com Kloris -  kloriscbd.com You can reach Jason at ⁠ WeAreDefiant⁠.io Music courtesy of  SoulProdMusic

This week I'm joined by Gary Gumbleton. Gary talks about why you need to be producing more content than ever and how you can leverage video to do it. You can find Gary at: Linkedin - linkedin.com You can reach Jason at ⁠Defiant⁠. Music courtesy of SoulProdMusic