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eCommerce Evolution

Brett Curry

eCommerce Evolution is hosted by Brett Curry, CEO of OMG Commerce. Tune in for fresh interviews with the merchants, vendors, and experts shaping the eCommerce industry. We take an in-depth look at what's new and what's next in eCommerce.

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  • 24 episodes
  • fortnightly
  • Avg 49 min
  • English

Episodes 24

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  • S1 · E330
    Nov 20, 2025 · 1 hr 4 min

    How One Brand Went from $0 to $80K/Day on AppLovin in One Week

    Think you've maxed out your paid advertising? Think again. In this episode, Miranda Pettinger (365 Holdings/Cuddle Clones) shares how she scaled AppLovin from zero to $80,000/day in just 7 days during Black Friday—and why it's now their highest-spending channel, even surpassing Meta. Miranda doesn't just share success metrics—she breaks down the exact strategy, creative approach, and measurement framework that made it possible. This is the blueprint for brands ready to diversify beyond Meta and Google. If you're spending serious money on Meta and hitting scale ceilings, AppLovin might be your most underrated growth opportunity. Miranda proved it's possible to find incremental customers, better ROAS, and massive scale—all while simplifying your account structure. — Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today! — Chapters: (00:00) Introducing Miranda and Cuddle Clones (07:54) The Journey from Zero to $80,000 a day. (13:27) Targeting, Media Buying and Creative on AppLovin (17:03) Understanding AppLovin (19:38) Analyzing Customer Behavior and Incrementality (22:59) Fermat: Optimize Shopper Experience with AI (23:53) Limitations on AppLovin and Final Thoughts (31:15) Crafting Compelling Ads (37:24) Analyzing Successful Ad Elements (42:17) Targeting and Audience Engagement (46:27) Brand Recall and Interactions (50:25) Utilizing AI for Ad Optimization (53:35) Creative Diversity and Longevity (58:41) Final Thoughts (01:03:08) Save Money and Connect Your Marketing Channels with Channable — Connect With Brett: LinkedIn: https://www.linkedin.com/in/thebrettcurry/ YouTube: https://www.youtube.com/@omgcommerce Website: https://www.omgcommerce.com/ Request a Free Strategy Session: https://www.omgcommerce.com/contact Relevant Links: Connect with Miranda on X: https://x.com/mirandpettinger Cuddle Clones: https://cuddleclones.com AppLovin: https://www.applovin.com/ Sponsor Offer | Fermat (Mention Ecommerce Evolution): fermatcommerce.com Sponsor Offer | Channable (Mention Ecommerce Evolution): https://channable.com/ Past guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzie, Joseph Wilkins, Cody Wittick, Miki Agrawal, Justin Brooke, Nish Samantray, Kurt Elster, John Parkes, Chris Mercer, Rabah Rahil, Bear Handlon, JC Hite, Frederick Vallaeys, Preston Rutherford, Anthony Mink, Bill D’Allessandro, Stephane Colleu, Jeff Oxford, Bryan Porter and more

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  • S1 · E329
    Oct 30, 2025 · 59 min

    Last-Minute Levers for Amazon Q4 | Masterclass Replay

    At the start of Q4, OMG Commerce founder Brett Curry hosts a special Last-Minute Levers masterclass to help brands maximize performance during the busiest shopping season of the year. Joined by Amazon strategist Luba Ilyasova, ad expert Jonathan Steffens, and Connor Crook, CEO of Diamondback Tools, the session dives into what’s changed on Amazon in 2025, how to build a profitable holiday strategy, and which final levers to pull before Black Friday / Cyber Monday hits. From international expansion and tariff navigation to using Amazon’s newest ad analytics, profit margin tracking, and creative promotion tactics, this masterclass offers a playbook for protecting margins, scaling smartly, and avoiding common Q4 pitfalls. Whether you’re planning coupons, bundles, or last-minute campaigns, these insights will help make this your strongest and most profitable holiday yet. — Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today! — Chapters: (00:00) Intro (04:32) Diamondback Tools & Amazon’s Role in Brand Growth (06:43) Strategic Fit – How Amazon Complements DTC and Wholesale (11:54) Key Shifts in 2025 – Tariffs, International Expansion & SKU Updates (16:07) Major Amazon Changes – Matching Product to Customer Intent (21:04) Sponsor Acknowledgements & Tool Shoutouts (22:14) Ad Trends and Competitive Landscape in 2025 (25:26) Making Data Actionable – Customer Journey Analytics & Search Query Insights (32:40) Last-Minute Levers for Q4 Success (34:15) Testing New Main Images & Launching Video Ads (35:51) Building Gift Guides & Creative Holiday Angles (37:18) Integrating Email and SMS With Amazon Promotions (39:26) Diamondback’s Promotional Strategy for the Holidays (45:21) Virtual Bundles – Opportunities and Pitfalls (50:27) Balancing Aggression and Profitability in Holiday Ads (52:33) Post-Event Remarketing & Retention Tactics (56:35) Final Thoughts – Promotions That Actually Work (58:37) Closing Remarks – Building Profitable Brands This Holiday Season — Connect With Brett: LinkedIn: https://www.linkedin.com/in/thebrettcurry/ YouTube: https://www.youtube.com/@omgcommerce Website: https://www.omgcommerce.com/ Request a Free Strategy Session: https://www.omgcommerce.com/contact Relevant Links: Connor’s LinkedIn: https://www.linkedin.com/in/connor-crook-bb82b110/ Diamondback Website: https://www.diamondback.com/ Boom by Cindy Joseph (Amazon launch case): https://www.amazon.com/stores/BOOMbyCindyJoseph/page/8ACDB09A-AEB9-4CEE-9311-BC3DCA688D8D Native Deodorant: https://www.amazon.com/stores/Native/page/B87A8989-7690-424A-B775-553034F6E58E Sponsor Offer | AZM Prep (Mention Ecommerce Evolution): https://amzprep.com/ Sponsor Offer | KAPOQ (Mention Ecommerce Evolution): https://kapoq.com/ Sponsor Offer | Seller Candy (Mention Ecommerce Evolution): https://sellercandy.com/ Sponsor Offer | Threecolts (Mention Ecommerce Evolution): https://www.threecolts.com/ Past guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzie, Joseph Wilkins, Cody Wittick, Miki Agrawal, Justin Brooke, Nish Samantray, Kurt Elster, John Parkes, Chris Mercer, Rabah Rahil, Bear Handlon, JC Hite, Frederick Vallaeys, Preston Rutherford, Anthony Mink, Bill D’Allessandro, Stephane Colleu, Jeff Oxford, Bryan Porter and more

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  • S1 · E328
    Oct 23, 2025 · 1 hr 13 min

    The 95-5 Rule: Why Your "Efficient" Marketing is Slowing Killing Your Brand

    Are you spending more on ads but getting less in return? You're not alone. In this eye-opening conversation, Preston Rutherford, co-founder of Chubbies (which achieved a nine-figure exit and continues to see 8 years of consecutive growth), reveals why most modern brands are stuck in what he calls "the performance trap." Preston breaks down the crucial 95-5 rule—the reality that 95% of your audience isn't actively shopping at any given time—and explains why optimizing only for immediate conversions is slowly eroding your brand. He shares the hard-earned lessons from Chubbies' journey, including their midlife crisis moment when efficiency metrics looked great but the business fundamentals were deteriorating. This isn't about choosing between brand and performance—it's about finding the right balance to build sustainable, profitable growth. If you've ever wondered whether your marketing is building a moat or just buying clicks, this episode is essential listening. — Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today! — Chapters: (00:00) Intro (04:08) The Journey of Chubbies (08:49) Navigating Early Success and Marketing Performance (16:10) Identifying Brand Erosion and Its Consequences (22:00) 1000 Free Postcards with Post Pilot (22:58) The 95-5 Rule (28:53) Balancing Demand Capture and Generation (32:25) Testing and Incrementality in Marketing (52:30) Understanding The Brand’s Impact on Revenue (58:47) Insights from Data Analysis (1:04:18) Running Media Differently for Brand Building (1:09:37) Identifying ICP for Marathon Data (1:12:30) Fast Funding the Way You Need It with Wayflyer — Connect With Brett: LinkedIn: https://www.linkedin.com/in/thebrettcurry/ YouTube: https://www.youtube.com/@omgcommerce Website: https://www.omgcommerce.com/ Request a Free Strategy Session: https://www.omgcommerce.com/contact Relevant Links: Preston’s LinkedIn: https://www.linkedin.com/in/prestonr Chubbies Website: https://www.chubbiesshorts.com Special Offer | PostPilot (Mention Ecommerce Evolution): https://postpilot.com/ Special Offer | (Mention Ecommerce Evolution): https://wayflyer.com/ Past guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzie, Joseph Wilkins, Cody Wittick, Miki Agrawal, Justin Brooke, Nish Samantray, Kurt Elster, John Parkes, Chris Mercer, Rabah Rahil, Bear Handlon, JC Hite, Frederick Vallaeys, Preston Rutherford, Anthony Mink, Bill D’Allessandro, Stephane Colleu, Jeff Oxford, Bryan Porter and more

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  • S1 · E327
    Oct 9, 2025 · 57 min

    Building an 8-Figure Tool Belt Empire with Connor Crook of Diamond Back Tools

    What happens when a trial attorney who spent his days in courtrooms becomes the CEO of one of the fastest-growing premium tool belt companies online? Connor Crook's journey from practicing law to building Diamondback Tools into an 8-figure business is packed with unconventional strategies that any DTC brand owner can apply. In this episode, Connor reveals how he leveraged Instagram to become "trade-famous," built an Apple-like product ecosystem that keeps customers upgrading, and made the bold decision to slash his cost of goods by 70% while simultaneously improving quality - a move that transformed his entire business model. — Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today! — Chapters: (00:00) Intro (03:47) From Trial Attorney to Toolbelt CEO (06:45) Building Community and Becoming Insta-Famous (10:26) Promotional Strategies and Customer Engagement (14:45) Open Source Product Development (26:02) Save Money and Connect Your Marketing Channels with Channable (27:25) Creating a Product Ecosystem (32:23) Unlocking Repeat Business Through Product Upgrades (36:14) Reducing Costs and Improving Quality: The Vietnam Shift (46:54) Cash Flow and Profitability in E-Commerce (56:21) Transform Your Subscription Business with Loop — Connect With Brett: LinkedIn: https://www.linkedin.com/in/thebrettcurry/ YouTube: https://www.youtube.com/@omgcommerce Website: https://www.omgcommerce.com/ Request a Free Strategy Session: https://www.omgcommerce.com/contact Relevant Links: Connor’sLinkedIn: https://www.linkedin.com/in/connor-crook-bb82b110 Diamondback Website: https://toolbelts.com/ Special Offer | Channable (Mention Ecommerce Evolution): https://www.channable.com/ Special Offer | Loop (Mention Ecommerce Evolution): https://www.loopwork.co/ Past guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzie, Joseph Wilkins, Cody Wittick, Miki Agrawal, Justin Brooke, Nish Samantray, Kurt Elster, John Parkes, Chris Mercer, Rabah Rahil, Bear Handlon, JC Hite, Frederick Vallaeys, Preston Rutherford, Anthony Mink, Bill D’Allessandro, Stephane Colleu, Jeff Oxford, Bryan Porter and more

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Showing 21–24 of 24 episodes