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

Caleb Slater is the managing director at Cards2Cash a platform enabling customers to sell unwanted gift cards. Founded in 2022 (when Caleb was just 16) it operates on a custom website, has recently expanded into Ireland, and has already grown to over £500k in annual sales.

In this episode, Caleb reveals how he scaled Cards2Cash with smart SEO, clever payment optimisation, and a huge focus on trust and customer experience. It’s a fast, practical conversation full of insights any eCommerce brand can apply right away.

Hit PLAY to hear:

• 🚀 How a 16-year-old founder built a £500k+ gift card marketplace from scratch.
• 🔍 The SEO strategy that now brings in 99% of Cards2Cash’s customers.
• 💸 The payment change that saved the business over £20,000 in fees.
• 🛍️ Why customer service became Caleb’s secret weapon for growth.
• 🤖 How he’s using AI (the right way) to cut workload without hurting CX.
• 🌍 The big expansion plans taking Cards2Cash across Europe next.

Key timestamps to dive straight in:

[03:37] Building a Website's Challenges

[07:43] Exceptional Customer Service Priority

[10:48] Gift Card Trading Trends

[15:11] Ensuring Effective AI Support

[17:56] Overcoming Payment Provider Challenges

[19:42] Global Expansion: Ireland to Germany

[20:24] Listen to Caleb’s Top Tips!

Full episode notes here: https://ecmp.info/575

Hilary Large is the owner at Wardrobe at The Cross, a women’s fashion boutique. Launched in 2023, they sell via their physical high street store, and via their Shopify website and have already built to 100s of orders a week.

In this episode, Hilary shares how she’s blending the best of in-store service with online scale — from personally calling first-time customers to building a brand rooted in trust, experience, and genuine connection.

Hit PLAY to hear:

• 💡 How Hilary Large built a women’s fashion brand that blends bricks and clicks — and why it works.
• ☎️ The surprising reason she personally calls every first-time online customer (and what it does for retention).
• 🛍️ How a small boutique competes with big brands by delivering luxury-level service.
• 📦 The simple systems that keep her returns low and repeat purchases high.
• 👗 Why having a physical store still matters — even in a digital-first world.
• 🔑 The one thing Hilary refuses to give up as her business scales (and why it could change yours too).

Key timestamps to dive straight in:

[03:56] eCommerce Marketing Growth Journey

[08:19] "Brand Growth Through Retail Presence"

[12:46] Customer Trust Epiphany

[14:40] "Optimizing eCommerce Customer Support"

[18:56] "Protecting the Business's Foundation"

[20:14] Listen to Hilary’s Top Tips!

Full episode notes here: https://ecmp.info/574

Davies Roberts is co-CEO and co-founder of Flare Audio, the sound technology company who retail headphones, earplugs, and ear tools. Founded in 2010 they now sell globally via their Shopify store, Amazon, and a few retail partners, and are achieving around £5million in sales a year.

Back on the show for the third time, Davies shares the biggest challenges and breakthroughs Flare Audio has faced — from Meta ad chaos to game-changing sound innovation. A fast-paced episode packed with sharp lessons on resilience, product focus, and scaling a standout eCommerce brand.

Hit PLAY to hear:

· 🚨 How Flare Audio’s Meta ads collapsed overnight — and the surprising fix that halved their CPA.

· 🧩 Why your website wording might be sabotaging your ad performance without you knowing it.

· 🎧 The science behind how your ears distort sound… and how Flare turned that into a breakthrough product.

· 🌍 What tariff and customs changes REALLY mean for eCommerce brands selling globally in 2025.

· 💡 Why niche audiences can spark growth — but can never be your whole strategy.

· 🔧 How an inventor-founder balances deep R&D with fast-moving eCommerce realities.

Key timestamps to dive straight in:

[04:00] Business Challenges and Economic Strain

[07:49] Meta Ads Surge & Strategy Shift

[09:56] "Flare's Sound Revolution"

[14:02] "Invisible Sound Solution Marketing"

[17:16] "Innovative Sound Solutions Expanding"

[22:39] "Unlocking Music's True Clarity"

[23:48] "Holographic Audio Revolution"

[29:19] Listen to Davies’ Top Tips!

Full episode notes here: https://ecmp.info/573

Ben Boughton-White is the Operations Director at Dorwest, experts in herbal pet care since 1948. Selling globally via wholesale, marketplaces, Crufts! and their own Shopify store, they now do over 50,000 order a year, and were recently named Online Business of the Year at the Pet Industry Federation Awards.

Ben shares how Dorwest — a 75-year-old family-run pet care brand — brought its heritage into the digital age. From a smart Shopify migration to building efficient systems and strong partnerships, he reveals how they’ve kept quality, trust, and growth at the heart of their eCommerce success.

Hit PLAY to hear:

• 🚀 How Dorwest turned a 75-year-old pet care brand into a thriving Shopify success story
• 🧩 The smart, slow-and-steady approach that made their Shopify migration truly work
• ⚙️ Why documenting every process became their secret weapon for efficiency and growth
• 🤝 The power of choosing partners who actually “get” your brand — and how to find them
• 🏡 Why Dorwest refuses to outsource fulfillment (and how that decision boosts quality)
• 💬 How a husband-and-wife team keeps communication flowing and the business growing

Key timestamps to dive straight in:

[04:59] "Morning Walks and Business Success"

[09:00] "End-to-End Quality Control"

[10:40] Trusted Partners Shape Our Brand

[13:38] "Focused Loyalty Approach"

[17:25] Evolving Loyalty Rewards Strategy

[20:53] Listen to Ben’s Top Tips!

Full episode notes here: https://ecmp.info/572

Julie Macken is the Deputy Queen Bee of Neve’s Bees a family business turning the produce of their bee hives and local beekeepers into products that are now certified 100% natural. Founded in 2017, they switched focus to eCommerce in 2021. They now sell via their WooCommerce store, wholesale, and a couple of events, and have now reached £100,000 a year and have just sold their 80,000th product.

She shares how focusing on what truly works — and saying no to what doesn’t — helped her turn a local gifting brand into a six-figure sustainable skincare business. Hear how she refined her eCommerce strategy, built a lean but powerful team, and is now leading a mission to make the skincare industry more honest and eco-friendly.

It’s always a treat when a past guest returns, and Julie’s comeback episode is packed with even more insights you can apply immediately to grow smarter and operate more sustainably.

Hit PLAY to hear:

• 💡 The simple shift that helped Neve’s Bees double down on what really drives sales
• 🐝 Why splitting one brand into two strategies unlocked major eCommerce growth
• 💬 How Julie turned sustainability into a standout marketing story (not just a value)
• ⚙️ The key roles she outsourced — and how it boosted profits and freed up her time
• 🛍️ The brand placement mistake that nearly hurt their image — and how they fixed it
• 🌍 Julie’s bold mission to take on the skincare industry’s “ultra-processed” problem

Key timestamps to dive straight in:

[04:32] Skincare Definition: Face vs Body

[06:39] Skin Care eCommerce Revolution

[12:17] "Skincare Website Revamp Focus"

[16:09] Finding Income Through Quick Solutions

[17:27] Small Business Operations Explained

[22:23] "Pure Ingredients, No Water"

[23:13] Skincare Industry Reform Needed

[27:32] Listen to Julie’s Top Tips!

Full episode notes here: https://ecmp.info/571