eCommerce MasterPlan

Phil Draper is the CEO at Manago AI an AI-powered Customer Engagement Platform for modern marketer, which means he’s deeply involved in working out how AI can best support eCommerce brands to do more powerful marketing.     In this episode, Phil and Chloe explore how agentic AI can help eCommerce teams implement more of their marketing strategy, analyse data faster, and uncover new opportunities f...

Gemma Mills is the Founder of JOMO Club, the UK's Leading Alcohol-Free Drinks Discovery Club. Founded in 2022, they’ve already sold over £1million of product via their Shopify store.     In this episode, Gemma shares how JOMO Club has evolved from a subscription discovery box into a wider eCommerce business. She also reveals how they use events, digital marketing and customer insight to keep g...

Liat Karpel Gurwicz is the Chief Revenue Officer at DeviantArt. A digital art marketplace and community. Founded in 2000 they pivoted completely to the marketplace model in 2023, and in 2025 had over 265,000 buyers spending £23million via their platform.  In this episode, Liat shares how DeviantArt is turning its huge community of artists and art lovers into a thriving creator economy, while keepi...

Ciaran Crean is the co-founder & CEO at Mick’s Garage a car parts & accessories store. Founded in 2004 they now sell regularly via their custom website into over 34 countries. With over 10 million listings the range has expanded way beyond just car parts now including far more categories like outdoor sports equipment, camping gear, and roof racks – all meaning they ship a whopping 25,000 o...

Jay O’Neill was Product Manager of Product Discovery at Next, one of the UK’s most successful high street retailers focused on fashion and homewares. Jay specialises in growth through digital marketing, CRO, and tech stack optimisation. He scaled soak.com from £2 to £80million, drove digital growth at Holland & Barrett, and took Bathroom Mountain from £0 to £40million in 18 months.     In this...

Janis Thomas is the CMO at Clothes Doctor, a fast-growing UK clothing-care brand selling premium laundry and fabric-care products. Founded in 2017, they are now a 7 figure business selling via wholesale, Amazon and their Shopify store.     Janis shares how Clothes Doctor has built a multi-channel growth engine while staying focused on making clothing care easier and more sustainable. She also reve...

Mark Howell is the Director Retailers EMEA at Rithum, where they help the world’s leading brands and retailers list, market, fulfill, and optimise products across every major commerce channel – from catalog to consumer. Rithum’s single connected network now has over 40,000 brands, suppliers and retailers including Walmart, Marks & Spencer, Samsung, and many more. Before his decade at Rithum Ma...

Tariq Kazemi is the co-founder and CEO at BLD BRO, a British skincare brand championing “bald confidence”. Founded in 2021, they did £3.5million last year and are growing fast via their Shopify store & Amazon.     In this episode, Tariq shares how BLD BRO grew from a small Instagram community into a multi-million-pound eCommerce brand. He reveals the practical decisions behind that growth, inc...

Dan Major is a Fractional CFO for DTC fashion, footwear, and beauty brands. Focused on scaling profitability by unlocking margin and freeing up cash for ads and stock.    In this WWYD episode, Dan walks through what he would do if he became the first serious CFO at a fast-growing DTC brand. He shares practical advice on fixing reporting, improving unit economics, finding hidden margin, and unlocki...

James Cowdale is the co-owner and marketing director at &Sons, a fashion BCorp brand selling vintage style clothing, primarily menswear. Founded in 2016 they now sell via their Shopify site, 2 stores in the UK, and wholesale, doing 8 figures in sale a year.     In this episode, James shares how &Sons has grown from an £80 Shopify store into an 8-figure brand by putting community at the hea...

Jonatan Ehn is the Chief Commercial Officer at Asket, a fashion brand that doesn’t think of itself as a fashion brand. With the goal to liberate daily life from clutter and excess. Their men’s and womenswear rangers are sold via their Centra website, and stores in Stockholm & London, that also offer repairs and alterations. Founded in 2015, last year they did £15 million in sales.    In this e...

Jennifer Bailey is the CEO Founder at Calla Shoes, sellers of women's shoes for bunions, wide feet and problem feet. Founded in 2016 they now sell via their Shopify store and are on track for £2million in sales this year.    In this episode, Jennifer reveals how Calla Shoes grew from a personal frustration into a £2 million global eCommerce brand. Discover the customer-first mindset, SEO strat...

Andy Ostcliffe is the Chief at Chiefly, where they’re experts on the Charity Retail Sector and pre-loved sales across product categories. Previously Andy co-created and led two of the world’s largest charity online retailers – Oxfam and British Heart Foundation.    Andy joins Chloe for a What Would You Do? episode, exploring what today's Head of eCommerce should do if their fashion brand wants...

Holly Daniels is the Head of eCommerce at CULT MIA & a Drapers 30 Under 30 Alumni. CULT MIA is an independent luxury fashion marketplace, showcasing new designers and unique collections, many of which are exclusive on their Shopify website. Founded in 2019 they won Draper's Best Independent Retailer in 2022 AND 2023 and last year were named in the UK Fast Growth Index – not surprising sinc...

Ankit Jadav is the Global Head of Digital Operations at Portmeirion Group, home to six unique homeware and fragrance brands with a combined 750 years of trading… including Spode, Portmeirion, Royal Worcester, Nambe, Pimpernel and Wax Lyrical. Turnover is now £110,000,000 of which 10% is DTC.    In this episode, Ankit shares how his team manages five DTC brands with just eight people, why they rece...

Douglas Holm is the Head of Online at Myrqvist, sellers and designers of quality, classic men’s shoes. Founded in 2016 they now sell online via their Shopify store and 4 stores in Sweden, Norway, New York and London, and a select group of partner stores. Turnover is now at €10 million a year.    In this episode, Douglas reveals how Myrqvist has built a lean, high-performing eCommerce operation tha...

Kresse Wesling CBE is the co-founder at Elvis and Kresse, the designers, manufacturers, and sellers of their range of sustainable and ethically produced luxury accessories and homewares. Founded in 2005 to rescue London’s decommissioned fire-hose, they now sell via their Shopify site and wholesale. They donate 50% of their profits to charity – and have donated nearly £500,000 to date, AND saved ov...

Success stories are easy to find in eCommerce.    The mistakes, failures, and expensive lessons? Not so much.     To celebrate the 600th episode of the eCommerce MasterPlan Podcast, Chloe Thomas takes a refreshingly honest look at the missteps that have shaped her 20+ years in business and the recurring mistakes she still sees brands making today.    In this special solo episode, Chloe shares a mi...

Yaël de Keijzer and Anna Atmis are from Doofinder. Doofinder has been helping eCommerce brands improve product discovery and search experiences for over 15 years. Today, more than 10,000 online stores worldwide use the platform to create faster, smarter, and more intuitive shopping experiences through AI-powered technology.  In this episode, they break down how AI shopping assistants are changing...

Latif Hamilton is the creative CEO at Spirithoods, who sell animal inspired apparel and give 10% back to endangered animals. Founded in 2009, they now sell via their Shopify store and wholesale, and sell over $4 million of fashion a year.    In this episode, Latif shares how Spirithoods uses SEO and search trend data to shape everything from product design to launch timing and product naming. It’s...

Simon Payne is the co-founder at Sole Responsibility, a sustainable retail business specialising in the resale and takeback of seconds in the footwear and clothing space. They resell 10,000s of sub-prime shoes and garments a year with growth at 30% year on year.    In this episode, Simon joins Chloe Thomas to explore how resale commerce, changing consumer behavior, AI, and upcoming sustainability...

Steve Willicott is the founder at Uncle Matt's Hats, selling baseball caps and supporting men’s mental health. Founded in 2024, they sell via their Shopify store, and are about to launch their second range.    In this episode, Steve explains how Uncle Matt's Hats has built every part of the business around its mission — from product design to packaging to customer acquisition. It’s a smart...

Hayley Jones is the Artist and Founder at Moon Phase Studios. The studio exists to empower its customers to become more attuned to the moon through art, books, and rituals. It was founded in November 2020 when they went from zero to £200k in 8 just weeks! Now they sell via their Shopify store & Etsy store doing over £1million a year.    In this episode, Hayley shares how the business has evolv...

Roel Schatorjé is the Founder of MOYU, sellers of erasable stone paper notebooks, designed to reduce single-use paper and reforest the planet. Founded in 2019 they now sell via wholesale, and their Shopify store, in total sales are €1.5million a year.    In this returning guest episode, Roel shares how the business has evolved over the last three years – shifting from DTC to B2B, streamlining the...

In this special episode of the eCommerce MasterPlan Podcast, Chloe Thomas shares a panel discussion from a recent webinar focused on one big question:  How can eCommerce brands grow both sales and profits in 2026?     Chloe is joined by three expert voices from very different areas of eCommerce – promotions, CRO and experimentation, and growth strategy – to explore what’s really driving performanc...