eCommerce MasterPlan

Ian McBeth is the Head of eCommerce at home furniture business Oak Furnitureland. Founded in 2003 as an eBay store!

They now sell via their custom online store, telesales, and their 70 stores, selling over £230 million of furniture in the UK every year. Ian’s experience runs far beyond the world of furniture with past roles at Craft Gin Club, hair brand Josh Wood Colour, Vivobarefoot, Ted Baker and many more! 

In this episode, Ian ...

JM Craddock is the CEO and owner of La Matera, a belt brand focused on creating artisanal products that last.

Founded in 2012 they now sell via their Shopify site and wholesale channels are on track for $4 million this year. JM’s experience goes much further back though, as he was the first employee at Chubbies, including a key role in developing the returns system that became the first version of Loop Returns! 

Hit PLAY to hear: 

Steven Westwood is the Head of Sales and Marketing at Fashion Eyewear, sellers of designer prescription glasses and sunglasses, both new and preloved. Selling via Shopify stores in the UK and the USA, the business was founded in 2008 and now ship 10,000 orders a month. 

Hit PLAY to hear: 

• Why most people are still buying glasses the old-fashioned way 👓 
• How Fashion Eyewear turned pre-loved stock into a retention machine 🔁 
• The ...

Paul Hancox, SVP of eCommerce at Parts Town, a leading distributor of OEM foodservice, HVAC, and residential appliance parts. A predominantly B2B eCommerce business, selling via their custom website, and mobile app.

Parts Town are based in the USA, distribute spare parts to over 140 counties, and the parent company Parts Town Unlimited had annual revenue of $2.5billion in 2024, with 55% growth in HVAC alone! 

We've lots to learn...

Vicky Pasche is the founder and CEO at Dapper Boi, a gender-less body-inclusive apparel line. Selling via their Shopify store. Founded in 2015 in 2024 they hit $1.36million. 

Hit PLAY to hear: 

• How one viral video turned a year of no sales into $30K in 3 weeks 📈 
• The bold preorder strategy that helped Dapper Boi scale without outside funding 
• Why “fun and scrappy” content beats polished ads every time 🎬 
• What it’s really like to...

Frederica Watson is the Head of eCommerce at UK beauty brand Nip + Fab. Founded over 10 years ago, they sell via their Shopify store and wholesale, and the DTC eCommerce site has a 7-figure turnover. 

Hit PLAY to hear: 

• 💸 How Nip + Fab profits from the very first order (yes, really) 
• 🗣️ The customer interview that sparked a winning ad campaign 
• 👥 Why targeting by values beats targeting by age every time 
• 🔍 The simple survey tr...

Brian Walmsley is the founder and CEO at ReBorn, the world’s first homewares brand made entirely from local waste. Founded in 2022 they now sell via wholesale, Amazon, and their Shopify store, and are doing £500,000 a year. 

Hit PLAY to hear: 

• ♻️ How Brian turned local plastic waste into a £500K/year homewares brand 
• 🚫 The prototype that bombed—and what it revealed about real customer tastes 
• 🛍️ Why relationships (not cold emai...

What 10 Years of Hosting the eCommerce MasterPlan Podcast Taught Me with Chloë Thomas 

Ten years. 100s of episodes. Thousands of insights.

As host of the eCommerce MasterPlan Podcast, Chloë Thomas has spent a decade uncovering what really works in eCommerce — and what’s just hype. In this special 10-year anniversary AMA, Chloë fields listener questions covering the past, present, and future of the industry. 

If you’re a founder, mark...

Mike Turner is the founder and MD of Bird & Blend Tea Co. Developing, producing and selling the UK’s largest range of unique and exciting tea blends. Founded in 2012 Bird & Blend are on track to drive sales of £20million in the next year. They are selling internationally via their Shopify store, and via their 25 high street stores in the UK. 

Hit PLAY to hear: 

• 🤯 How a market stall became a near £20M empire! 
• 🤫 The sur...

Renee Cizel & Giorgia Rossi from Possum Play, sellers of the play sofa that transforms into 100s of different configurations! Founded in 2021 they now sell internationally via their 3 country specific Shopify stores, with 40,000 happy families loving the product already. 

Hit PLAY to hear: 

• 🎯 How Possum Play hit 40,000 customers with just a 3-person team 
• 🚀 The smart, low-budget strategy behind their global expansion 
• 📦 Wh...

Ira Guha is the founder at Asan Cup who are on a mission to eradicate period poverty and tampon waste with their innovative reusable menstrual cup. Designed and patented whilst Ira was a graduate student at Harvard, the business launched in 2021 and now serve around 10,000 customers a month via their Shopify site, Amazon and Wholesale. 

Hit PLAY to hear: 

• 🩸 How one accidental discovery led to a booming eCommerce biz! 
• ♻️ Ditch t...

Dan Bond is the VP of Marketing at RevLifter, software that drives intelligent offers to boost your bottom line. 

Dan joins us to reveal how smart, data-driven promotions can increase conversions, raise AOV, and protect your margins — all without blanket discounting. 

If you're tired of giving away profits and ready to make your offers work smarter, this episode is a must-watch! 

Hit PLAY to hear: 

• 🎯 Why blanket discounts are ...

Rachel Hanretty is the founder and CEO at Mademoiselle Macaron, sellers of handmade luxury French macarons. Rachel’s grown the business from a market stall in 2013 to a 7-figure business.

They now sell via their Shopify store to both DTC and B2B customers, via marketplaces like Not on the High Street, and about 40% of turnover is B2B sales. 

Hit PLAY to hear: 

• Why skyrocketing rent pushed Rachel to shut her shop—and scale faster...

Johanna Preston is the co-founder and co-designer at Preston Zly, creators of beautiful, unique, and powerful footwear for women who embody these same qualities. They sell via their Shopify store and physical showroom.

Founded over 20 years ago they now do around $350,000 a year. 

Hit PLAY to hear: 

• How Johanna's shift from retail to eCommerce skyrocketed her sales 📈 
• The secret behind why preorders are a game-changer for he...

Nick Reed is the founder of Neem London, a men’s fashion brand focused on making climate-conscious clothing. He also has a phenomenal background in men’s fashion buying – he was instrumental in taking Charles Tyrwhitt from £10m to £200m. He spent 4 years driving buying efficiency at Moss Bros.

Neem London was founded in 2021, and sells via its Shopify store & London shop. They now are doing £400-£500,000 a year. 

Hit PLAY to he...

Tom White is the owner of The Best Backyard, an Australian eCommerce store selling outdoor kids play equipment, furniture and other garden products. Founded in 2020 Tom bought the business in 2024 and in 12 months has rocketed sales to nearly $2million. 

Hit PLAY to hear: 

• 🚀 How Tom White turned a small eCommerce store into a $2M business in just 12 months 
• 💡 The #1 mistake most eCommerce owners make when scaling—and how to avo...

Laura Davies is the Founder of The Kid Collective. A UK based toys and parenting business, with eCommerce stores on BluePark and Shopify. Founded in 2008 they now process over 10,000 orders a month. 

Hit PLAY to hear: 

• 🔹 How Laura Davies turned one eCommerce brand into two—without starting from scratch! 
• 🔹 The biggest challenges (and surprises!) of buying an existing online business 
• 🔹 Why the right tech stack can make or break...

Leslie Roumilhac is the Creative Director at eCommerce agency Limesharp. She’s also obsessed with researching best-in-class sustainability initiatives in eCommerce. 

Hit PLAY to hear: 

• 🔎 Why shouting about sustainability might hurt your brand 
• 🌿 How LimeSharp blends design with eco-friendly practices 
• 🛒 The smart way to guide customers toward greener choices 
• 💬 Why honesty (not perfection) wins loyal customers 
• 🔄 The big opport...

Jules Haines is the founder at The Haines Collection. An award-winning circular interior design business specialising in fabrics and wall paper. Founded in 2020 they have now rehomed over 37,000 meters of textiles. 

Hit PLAY to hear: 

• 🎯 The shocking truth about homeware textile waste (it's bigger than you think!) 
• 🛋️ How Jules turned leftover fabrics into a thriving business 
• ♻️ The clever way old textiles are becoming const...