Miracle Inameti-Archibong is an online marketer who’s been deep in SEO since 2010. Now working at a very large UK retailer, after stints in other verticals and agency side.

In this WWYD episode, Miracle tackles one of the biggest questions facing eCommerce right now: what would you do as AI search reshapes visibility, traffic, and growth? She shares a clear, practical view on where brands should focus, what still works, and how to move forward with confidence.

Hit PLAY to hear:

• Why good SEO still wins in an AI-search world 🤖
• What GEO really means for eCommerce (and what you can ignore)
• How AI search is changing clicks, traffic, and conversion rates 📉📈
• Where eCommerce brands should focus in 2026 to drive growth
• Why brand trust matters more than keywords than ever before ⭐
• WWYD: the smartest move if leadership is pushing for “AI everything”

Key timestamps to dive straight in:

[05:59] GEO-Focused Retail Search Strategy

[08:58] "Focus on Brand, Not Algorithms"

[11:08] "Focus Content Where Value Exists"

[14:48] Cohesive Content Strategy Focus

[18:48] "Trust and Quality Over Quantity"

[22:50] Preparing for Agentic AI Integration

[23:57] SEO, Accessibility, and AI Efficiency

[29:04] "eCommerce Success Through Clicks"

[30:49] Listen to Miracle’s Top Tips!

Full episode notes here: https://ecmp.info/578

Steven Sashen is the co-founder and Chief Barefoot Officer of Xero Shoes. Selling via their international Shopify stores, Amazon, and wholesale. They launched in November 2009 and in 2024 did just under $68 million.

Steven returns to the show to reveal how Xero Shoes jumped to nearly $68M — and the real decisions behind that growth.

Hit PLAY to hear:

• How Xero Shoes leapt from $6M to $68M — and why it still feels like a startup 🔥
• The real reason they moved from WooCommerce to Shopify (and what went wrong 👀)
• Why “best practices” are often bad practices — and what Steven tests instead 📊
• The surprising truth about wholesale vs. DTC and where real scale actually comes from 🚀
• How Xero Shoes got NBA + WNBA players training in their footwear 🏀
• The product philosophy that fuels their growth: make shoes that truly change lives 👣

Key timestamps to dive straight in:

[05:00] "Data-Driven, Opinion-Free Marketing"

[09:07] Platform Choice Doesn't Drive Conversion

[11:42] "Website Launch: A Workable Rush"

[14:56] "Scaling Footwear Through Retail Doors"

[16:39] Global Privacy Challenges Expand

[21:34] "Life-Changing Shoes Inspire Basketball Innovation"

[23:39] "Impact of Barefoot-Inspired Footwear"

[25:40] Listen to Steven’s Top Tips!

Full episode notes here: https://ecmp.info/577

Carter Eve is the founder and designer at Carter Eve Jewelry, a brand committed to sustainability and ethical practices creating delicate fine jewelry and distinctive designs. Founded in 2020 they now have annual sales of $1.2M with a 25% year-over-year growth rate. Selling exclusively via their Shopify site.

In this episode, Carter reveals how she scaled her luxury jewelry brand to $1.2M using a made-to-order model, high-touch service, and smart offline pop-ups. A must-listen for anyone selling high-value products online.

Hit PLAY to hear:

• ⭐ How Carter scaled a $1.2M luxury jewelry brand with zero full-time staff.
• 💎 Why made-to-order products can outperform traditional inventory in eCommerce.
• 📲 The high-touch customer service strategy that turns buyers into lifelong fans.
• 🎪 How offline pop-ups and events drive massive online sales (and trust!).
• 🌱 Why ethical sourcing is now a must-have for modern jewelry buyers.
• 🚀 The growth tactics that helped Carter hit 25% YoY growth—while still designing every piece.

Key timestamps to dive straight in:

[03:43] Hands-On Jewelry Design Process

[08:39] Ethical Gemstone Sourcing Insights

[12:22] "Future Plans for Outsourcing"

[15:04] "In-Person Events: Essential Connection"

[16:28] Pop-Up Events and Collaborations

[19:45] Listen to Carter’s Top Tips!

Full episode notes here: https://ecmp.info/576