Ecommerce Playbook: Numbers, Struggles & Growth

What happens when you collaborate with a competitor instead of competing with them?In this episode of the Podcast, we sit down with Skullcandy CEO Brian Garofalow to unpack the bold business strategy behind their surprising partnership with Bose. From leveraging “product as marketing” to rebranding perception, launching at $99, and turning retail into a megaphone, this episode is a masterclass in how to create buzz, distribution, and long-term brand equity.You’ll learn:Why Skullcandy teamed up with Bose (and how it worked)The hidden math behind smart brand partnershipsHow to make your product the marketingLessons DTC brands can apply at any scale.Show Notes:Go to alialearn.com and mention our podcast on the demo, toget 30 days free and 20% off!Explore the PROPHIT System: prophitsystem.comThe Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm

After years of relying on expensive, limited solutions, we decided to build our own. In this episode of the  Podcast, CTC’s VP of Ecommerce Strategy Luke Austin is joined by VP of Technology Kwa and Director of Data Steve Rekuc to unveil our brand new incrementality testing platform — now available to all CTC partners.We’ll break down:Why incrementality testing is the gold standard of marketing measurementHow our tool makes geo holdout testing more affordable and accessibleReal world results from brands already using itHow this changes the way we plan, forecast, and allocate ad budgetsIf you’re tired of guessing what your ads are really doing, this one’s for you..Show Notes:Common Thread listeners get $250 by depositing $5,000 or spending $5,000 using the Mercury IO credit card within your first 90 days (or do both for $500) at mercury.com/ctc.!What Drove March?: https://commonthreadco.com/blogs/coachs-corner/march-lessons-from-ecommerce-growth-strategyExplore the PROPHIT System: prophitsystem.comThe Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecommMercury is a financial technology company, not an FDIC-insured bank. Banking services provided by Choice Financial Group, Column, N.A., and Evolve Bank & Trust, Members FDIC. The IO Card is issued by Patriot Bank, Member FDIC, pursuant to a license from Mastercard. Learn more about cashback.Working capital loans provided by Mercury Lending, LLC NMLS ID: 2606284.

How did our clients actually perform in March 2025?On this episode of the podcast, Taylor and Richard break down the latest performance scorecard across our client portfolio—revealing exactly how we stacked up against forecasted revenue, spend, and contribution margin goals.Spoiler: We beat margin expectations by +11.68%, but that’s just the beginning.Here’s what you’ll learn:The exact numbers behind our March forecast (and how close we came)Why most agency case studies are misleadingHow to evaluate an agency with real data, not anecdotesHow CTC forecasts client growth using a self-scrutinizing modelWhy contribution margin is our north star metric—and what that means for your brandIf you’ve ever wondered how to hold an agency accountable (including your own), this is the episode for you.Show Notes:Common Thread listeners get $250 by depositing $5,000 or spending $5,000 using the Mercury IO credit card within your first 90 days (or do both for $500) at mercury.com/ctc.!What Drove March?: https://commonthreadco.com/blogs/coachs-corner/march-lessons-from-ecommerce-growth-strategyExplore the PROPHIT System: prophitsystem.comThe Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecommMercury is a financial technology company, not an FDIC-insured bank. Banking services provided by Choice Financial Group, Column, N.A., and Evolve Bank & Trust, Members FDIC. The IO Card is issued by Patriot Bank, Member FDIC, pursuant to a license from Mastercard. Learn more about cashback.Working capital loans provided by Mercury Lending, LLC NMLS ID: 2606284.

Meta’s ad platform has changed—again. In this episode, we break down the exact strategies we’re using at Common Thread Collective to drive profitable growth for ecommerce brands in 2025.You’ll learn:Why cost caps alone won’t cut it anymoreHow we’re adapting bidding strategies to Meta’s new algorithmThe role of creative diversification in targeting & scaleHow to use attribution windows (like 1-day view) without losing your shirtThe importance of incrementality and media measurementWhat we’re doing right now to unlock growth in high AOV accountsWhether you’re running Meta ads for a $500K brand or a $50M powerhouse, this is your tactical blueprint for media buying that actually works in 2025.Show Notes:Go to alialearn.com and mention our podcast on the demo, toget 30 days free and 20% off!Explore the PROPHIT System: prophitsystem.comThe Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm

What if you could get full funnel growth support, media buying, strategy, forecasting, creative direction, for just $5K/month on a month-to-month agreement?In this episode of the Podcast, Richard and Taylor break down the $5K Global Accelerator Program that’s helped over 50 seven-figure brands grow through one of the most volatile economic environments in recent memory.You’ll learn:Why this program was built specifically for $1M–$10M brandsThe systems and structure behind its outsized resultsHow CTC leverages global talent, proven frameworks, and technology to deliver enterprise-grade strategyWhy brands are staying longer, scaling faster, and spending smarterWe’re opening up 12 new spots this month—this is your chance to join the movement.Show Notes:Common Thread listeners get $250 by depositing $5,000 or spending $5,000 using the Mercury IO credit card within your first 90 days (or do both for $500) at mercury.com/ctc.!Get our Global Accelerator Program: https://commonthreadco.com/pages/acceleratorThe Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecommMercury is a financial technology company, not an FDIC-insured bank. Banking services provided by Choice Financial Group, Column, N.A., and Evolve Bank & Trust, Members FDIC. The IO Card is issued by Patriot Bank, Member FDIC, pursuant to a license from Mastercard. Learn more about cashback.Working capital loans provided by Mercury Lending, LLC NMLS ID: 2606284.

Tariffs are here—and they’re not hitting every brand the same. In this solo episode, Taylor walks through a critical 4 part framework designed to help ecommerce founders and operators craft the right response based on their unique balance sheet realities.Whether you’re cash rich with deep inventory or strapped for both, this episode will help you determine your strategic posture: go on offense, get lean, or something in between.What’s covered:The 4 key variables shaping your response (cash, inventory, debt, velocity)How to know which type of brand you areWhat to adjust in your CAC targets and growth strategyReal examples from CTC’s private client webinarThis isn’t one-size-fits-all advice—it's an actionable strategy based on your business’s real financial position..Show Notes:Go to alialearn.com and mention our podcast on the demo, toget 30 days free and 20% off!Get our Tariff Relief Plan: http://ctctariffrelief.com/The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm

If you’re waiting for things to “go back to normal” in ecommerce… stop.In this episode, Taylor and Richard break down why chaos is no longer the exception  “it’s the rule” and what that means for how you run your brand. From unpredictable macro shifts to supply chain disruptions, stability is out. Adaptability is everything.We dive into the 7 core traits of anti-fragile brands, why your inventory strategy might be your biggest risk, and how to make smart decisions in a volatile market.Whether you’re trying to maximize EBITDA or just stay alive in the current landscape, this conversation will help you plan, act, and build with uncertainty in mind.Show Notes:Go to Opensend.com/book-a-demo and start your 2-week trial for just $1.Get our Tariff Relief Plan: http://ctctariffrelief.com/The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm

In this episode of the Podcast, Richard is joined by Steve Rekuc, our Director of Data, for a deep dive into what Q1 taught us — and what’s coming next.We’re breaking down the latest from our Direct to Consumer Confidence Index (DTCCI) and revealing what macroeconomic signals, consumer sentiment, and real brand performance tell us about the road ahead.Spoiler: It’s not just vibes anymore — the data shows real shifts in behavior that you need to understand.What You’ll Learn in This Episode:Why Q1 consumer sentiment hit record lowsHow shoppers are thinking (and acting) in the face of economic uncertaintyWhat our data reveals about new customer acquisition strugglesThe impact of tariffs, stock market drops, and shifting confidence on Q2 forecastsHow Facebook’s Andromeda update is influencing ad performance (hint: high CTR, low CVR)Why future and present purchase sentiment matters more than everWhat our MER based DTCCI forecast predicts for April and beyondWhether you’re a DTC founder, performance marketer, or ecommerce operator, this conversation is packed with insights to help you navigate a turbulent Q2.Show Notes:Go to https://your.omnisend.com/CTC to get 20% off your first 3 months with code CTC20.Get our Tariff Relief Plan: http://ctctariffrelief.com/Get the DTCCI: https://dtcci.co/The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm

Emergency Update for Ecommerce Brands: Tariffs have arrived and they’re already impacting your bottom line. Costs are rising, margins shrinking, and uncertainty is high. But you’re not alone.In this special episode, Taylor Holiday (CEO, Common Thread Collective) breaks down the immediate impact of these tariffs and announces the CTC Tariff Relief Program—an emergency initiative designed specifically to protect your profitability, reduce your costs, and offer vital cash-flow relief.What You’ll Learn:Immediate steps to reduce your operating expenses by at least 20%Strategies for managing cash flow in uncertain timesHow to maintain growth despite sudden cost increasesDetails on the CTC Tariff Relief Program (including a special $500 guarantee)Get our Tariff Relief Plan: https://commonthreadco.com/pages/tariff-relief

Are you overlooking YouTube ads in your marketing strategy? On today’s podcast, we’re breaking down why most brands are significantly underestimating YouTube and how it’s quietly becoming the hidden gem driving real, profitable growth for smart advertisers.Joined by Rachel Kwon (Head of Paid Search) and Tony Chopp (VP of Paid Media) from Common Thread Collective, we dive into:Why YouTube ads are misunderstood and undervalued by most brandsKey insights from recent incrementality studies that reveal YouTube’s true potentialPractical strategies for integrating YouTube ads effectively into your current marketing mixA step-by-step approach for testing and scaling your YouTube investmentIf you’re serious about unlocking your next level of profitable growth, you can’t afford to ignore YouTube any longer. Show Notes:Go to https://your.omnisend.com/CTC to get 20% off your first 3 months with code CTC20.Explore the PROPHIT System: prophitsystem.comThe Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm

The future of ad creative just changed forever. In this episode of the Podcast, we break down the latest ChatGPT model update that literally broke the internet — and why it’s the biggest shift in AI-generated creative since GPT-3.5.Jacob Posel joins to explain how this update unlocked a wave of AI ads so good… you can’t deny it anymore. From viral Twitter threads to wild reactions from the creative world, this is the moment where AI became a real force in advertising.What You’ll Learn:Why the new GPT update is a game-changer for ad creativeThe exact moment Jacob realized AI had “solved” adsWhat happens when media buying meets infinite creativeWhy most brands still don’t believe this is real — and what that meansHow you can prepare for the future of AI-generated video, creative, and strategyFor marketers, creators, and founders: This is your wakeup call. The game just changed. Get obsessed or get left behind.Show Notes:Go to Opensend.com/book-a-demo and start your 2-week trial for just $1.Explore the PROPHIT System: profitsystem.comThe Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm

Are you stuck at six figures, unsure how to scale without burning your budget on expensive agencies or freelancers? You’re not alone. Most growing ecommerce brands face the same struggles—limited resources, information overload, and the stress of choosing the right growth strategies.In this episode of the podcast, Richard and Grant Zanini, VP of Education at CTC (and founder of our ADmission program), break down how to break through from six to seven figures—without hiring an expensive marketing agency.You’ll discover:Why hiring agencies often fail at this growth stage—and what you should do instead. How to find the RIGHT advice in a world full of “gurus” and misinformation. Practical ways to get direct, actionable support for your brand at a fraction of agency prices.Common pitfalls most entrepreneurs face at this critical stage and how to avoid them.Ready to level up your ecommerce brand? Let’s dive in.Show Notes:The ADmission portal is now only $97/mo. — check it out here.Go to Opensend.com/book-a-demo and start your 2-week trial for just $1.The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm

Meta just flipped the script on media buying — and if you’re still running ads the old way, you’re already falling behind. In this episode of the Ecommerce Playbook Podcast, Taylor breaks down everything you need to know about Meta’s new AI-powered advertising engine: Andromeda.We’re talking about:The death of cost caps and the rise of AI optimizationWhy Advantage+ Shopping is the new defaultHow to structure your ad account for 2025 and beyondWhy creative volume (yes, 5,000 ads, not 5) is the key to winningThe future of profit-optimized campaigns, incrementality testing, and moreThis is the biggest shift in Meta ads since iOS14, and it’s already live. Whether you’re a media buyer, brand owner, or performance marketer — this is essential listening.Watch to learn how to restructure your Meta ad account and take full advantage of what’s coming.Show Notes:Go to Opensend.com/book-a-demo and start your 2-week trial for just $1.Meta Andromeda: Supercharging Advantage+ automation with the next-gen personalized ads retrieval engineExplore the PROPHIT System: profitsystem.comThe Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm

In this episode of the Ecommerce Playbook Podcast, we sit down with Jack Zamichides, CEO of D Louise, to explore the journey from a small, scrappy startup to a fast-growing jewelry brand on the path to eight figures.Key Topics Covered:Trusting the Process – How D Louise committed fully to CTC’s creative volume methodology — and saw results almost immediately.Building Stability – Why relying on big product drops or seasonal moments is risky, and how D Louise shifted toward a more predictable growth model.From Side Hustle to Full Commitment – The pivotal Black Friday moment that convinced Jack to go all-in on the business.If you’re an e-commerce founder looking for actionable insights on scaling efficiently, this episode offers valuable lessons on embracing proven strategies and building a stable foundation for growth.Show Notes:- Get your first 100 chargebacks handled absolutely free! Just visit chargeflow.io and enter the code "CTC100" after activation.- Explore the Global Accelerator: https://commonthreadco.com/pages/accelerator- The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm

In this episode of the Ecommerce Playbook Podcast, we’re diving into the crucial role of accurate forecasting in driving e-commerce growth — especially during challenging times. Inspired by our upcoming Sharpen Your Skills episode, this discussion unpacks why many brands struggle with overly optimistic forecasts and how an unbiased, data-driven forecast can provide the reality check needed to reset and rebuild.Key Topics Covered:- The E-Commerce Intervention – Why many brands today need a forecasting “intervention” to identify the cold, hard reality of their current state.- Rooting Forecasts in Reality – How unbiased, third-party forecasting exposes overestimations and reveals realistic growth targets.- The Power of Data-Driven Forecasting – Why accurate forecasting starts with data, not desire — and how this truth can save your business.- Aligning Ambition with Attainability – How to set aggressive yet achievable goals using accurate forecasting models.- Forecasting as a Growth Lever – Why your forecasting process can be the difference between stagnation and sustainable growth.If you’re feeling stuck, overwhelmed, or unsure how to set meaningful growth targets, this episode will help you reset your approach and build a forecast rooted in reality.Show Notes:- Get your first 100 chargebacks handled absolutely free! Just visit chargeflow.io and enter the code "CTC100" after activation.- The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm

In this episode of the Ecommerce Playbook Podcast, we’re diving into influencer marketing and seeding—a foundational strategy that often gets overlooked in the rush to optimize ad accounts. This episode is a prelude to our new Sharpen Your Skills episode dropping tomorrow (Season 2, Episode 3) - which covers this even more in depth!Key Topics Covered:- The Influencer Foundation – Why influencer marketing was my starting point in marketing and why it still matters today.- Beyond Paid Media – How influencer-driven distribution impacts brand growth beyond just running ads.- Seeding Strategies – The importance of getting products in the right hands and how top brands execute seeding effectively.- Influencers as Growth Levers – Why influencer relationships, not just transactions, drive sustainable demand.- Rethinking Brand & Distribution – How the best-performing brands integrate influencers into their broader marketing strategy.If you’re relying too much on paid media and want to unlock new growth levers, this episode is for you. Show Notes:- Access Postscript:⁠ ⁠⁠https://bit.ly/4h2v0Lb⁠- The Ecommerce Playbook mailbag is open — email us at ⁠podcast@commonthreadco.com⁠ to ask us any questions you might have about the world of ecomm

This episode isn’t just about a viral Tecovas ad—it’s about the bigger picture of authentic marketing. We sit down with Krista Dalton, CMO of Tecovas, to break down the full story behind their marketing success.From understanding the customer to building the right product, finding the ideal distribution channels, and crafting memorable ads—this episode dives into how great marketing is built from the ground up.We cover:-How deeply understanding your customer and product can unlock new marketw-Why the best campaigns don’t always rely on direct response—they can thrive by tapping into identity-The strategy behind Tecovas’ marketing success and what it reveals about growth marketing and TAMKrista Dalton shows us how authentic marketing extends from a brand identity, to the final ad unit. Don’t miss this one. Show Notes:-Go to https://your.omnisend.com/CTC to get 20% off your first 3 months with code CTC20.-Explore the PROPHIT System: prophitsystem.com-The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm

Ever wondered what would happen if you ranked every employee in your company? We did exactly that—and the results were eye-opening.In this episode of the Podcast, we dive deep into the Key Employee Index, our custom-built employee scorecard that tracks performance, impact, and cultural fit at Common Thread Collective. Our VP of Employee Development & Performance, Dane Sanders, breaks down:Why we created an employee ranking systemHow we objectively and subjectively score employeesThe unexpected impact on team morale and company cultureHow this scorecard helps us retain top talent and improve performanceSome people think ranking employees is ruthless—but we’ve found that clarity creates opportunity. By measuring who’s truly driving results, we’re able to develop, reward, and support our best employees while creating an elite, high-performance culture.Watch to see how this scorecard transformed our business—and why you might want to try it in yours.Show Notes:Talk to an expert and see SARAL in action - https://bit.ly/4gN6NboExplore the PROPHIT System: profitsystem.comThe Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm

If your paid media feels less effective than ever, your measurement system might be the real problem. Many 8-9 figure ecommerce brands are unknowingly starving their own growth because they’re looking at the wrong data. As brands expand beyond DTC into Amazon, retail, and omnichannel marketing, traditional metrics like MER and ncROAS no longer tell the full story.In this episode, we break down the biggest measurement mistakes that are causing brands to pull back on ad spend too soon, leading to stalled growth and missed opportunities. If you want to know how to properly assess the efficiency of your ads—and stop making costly decisions based on incomplete or misleading data—this is a must-watch.What You’ll Learn in This Episode:Why your reported ad efficiency is lower than reality (and what to do about it)The hidden impact of Meta & YouTube ads on Amazon & retail salesHow to assess incrementality instead of just relying on platform-reported ROASThe #1 measurement mistake brands make when scaling to 8-9 figuresA step-by-step plan to fix your data and unlock scalable growthShow Notes:Go to https://your.omnisend.com/CTC to get 20% off your first 3 months with code CTC20.Explore the PROPHIT System: profitsystem.comThe Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm

DTC Twitter lost it over this Tecovas ad—but was the outrage justified? In this episode, we break down the viral controversy sparked by Taylor Holiday’s tweet, why so many misunderstood the ad’s real impact, and what it reveals about the future of growth marketing.Was this ad truly a “bad” direct response play, or was it actually a genius move that expanded Tecovas’ audience and drove real sales? We dive into the strategy behind the ad, the power of product innovation, and why growth marketing is about way more than just ad formats.Watch to learn: Why Taylor Holiday’s Tecovas tweet stirred up DTC Twitter The real definition of growth marketing (hint: it’s NOT just ads) How Tecovas’ approach sold out a product despite the criticism What ecommerce brands can learn from this controversyShow Notes: Access Postscript: https://bit.ly/4h2v0Lb Tweet: https://x.com/TaylorHoliday/status/1890505039074009295 Explore Compass: adcompass.ai The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm

AI is rapidly changing the ecommerce landscape, automating tasks once handled by humans and raising the question—are ecommerce jobs at risk? In this episode, we dive deep into the future of AI in ecommerce, breaking down how AI is transforming everything from inventory management to ad buying, and whether human expertise can still compete. Will AI completely replace ecommerce jobs? What skills will still be valuable in an AI-driven world? How can brands use AI to their advantage instead of fearing it?Join us as we explore the pros, cons, and potential future of AI in ecommerce. Is this the end of human-led ecommerce, or just the beginning of a new era?Show Notes: Get your first 100 chargebacks handled absolutely free! Just visit chargeflow.io and enter the code "CTC100" after activation. Explore Compass: adcompass.ai The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm

Most ecommerce brands are bleeding cash without even realizing it. Margins are shrinking, competition is fiercer than ever, and the game has changed. But there’s one secret weapon that can turn the tide: accountants who understand marketing.In this video, we break down why financial professionals need to step across the bridge and integrate marketing insights into their strategy. If you’re an accountant, CFO, or financial consultant, this is your COVID moment—a once-in-a-lifetime opportunity to redefine your value and stand out in the industry.What You’ll Learn: Why ecommerce brands are struggling with unprofitable growth How accountants can bridge the gap between finance & marketing The biggest financial mistakes ecommerce businesses are making Why understanding ad spend & customer acquisition costs is crucial How we used this strategy to 3X our growth while others struggledDon’t be another black-and-white cow in a crowded field. Be the Purple Accountant.Podcast in collaboration with A2X: https://www.a2xaccounting.com/Are you an accountant or bookkeeper wanting to connect with ecommerce businesses? A2X can help! Learn more about the A2X Partner Program here: https://www.a2xaccounting.com/accountantsShow Notes: Get your first 100 chargebacks handled absolutely free! Just visit chargeflow.io and enter the code "CTC100" after activation. Explore Compass: adcompass.ai The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm

The last few years have been brutal for DTC brands. From the COVID boom to the Ozempic era, skyrocketing acquisition costs, vanishing venture capital, and economic shifts have crushed many ecommerce businesses. But here’s the twist—2025 could be the best year in DTC history.In this video, we break down the evolution of DTC brands, why so many have struggled, and the key strategies that will separate the winners from the losers.  We share real data, case studies, and the exact playbook top brands are using to not just survive—but thrive—in this new era.What you’ll learn: The rise and fall of DTC (and what caused it) Why traditional growth strategies no longer work The new playbook for profitability and sustainability How smart brands are reinventing acquisition, cash flow, and product strategy Why 2025 will mark the beginning of a massive DTC comebackIf you’re running an ecommerce brand or looking to scale in 2025, this is a must-watch. The game has changed—are you ready to adapt?Show Notes: Access Postscript: https://bit.ly/4h2v0Lb Explore Compass: adcompass.ai The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm

Struggling to connect your creative strategy with financial planning? Meet Compass, the tool that automates and streamlines ad creative planning like never before. In this episode, we break down how Compass revolutionizes the way brands develop, manage, and scale their creative assets—seamlessly integrating with your media and financial strategy. In this episode, you’ll learn:How Compass connects creative strategy to financial planningThe step-by-step workflow of building a data-driven media planHow AI helps automate creative ideation, audience targeting & campaign executionWhy meta’s latest ad updates demand more creative—and how Compass solves thisHow to plan, generate, and launch 300+ ads with efficiencyWant to start using Compass for your brand?Visitadcompass.ai to learn more and get started.Show Notes:Talk to an expert and see SARAL in action -https://bit.ly/4gN6NboExplore Compass:adcompass.aiThe Ecommerce Playbook mailbag is open — email us atpodcast@commonthreadco.com to ask us any questions you might have about the world of ecomm

Struggling to scale your ecommerce ads? Spending too much time guessing what works? MeetCompass – the creative operating system designed to take the guesswork out of ad strategy!WithCompass, you’ll get:Data-Driven Ad Planning – Know exactly how many ads you need each monthAI-Powered Creative Insights – Discover winning audience, offer, and angle combinationsSeamless Integration with Your Financial Plan – Align your creative efforts with your business goalsSmarter, Faster Ad Execution – Say goodbye to endless iterations and wasted ad spendWatch as we break down howCompass revolutionizes creative strategy and helps brands maximize ad performance with AI-driven insights.Show Notes:Go tohttps://your.omnisend.com/CTC to get 20% off your first 3 months with code CTC20.Explore the PROPHIT System: profitsystem.comThe Ecommerce Playbook mailbag is open — email us atpodcast@commonthreadco.com to ask us any questions you might have about the world of ecomm

Margins are shrinking, debt is rising, and ecommerce brands are feeling the squeeze. In this episode of the Podcast, we dive deep into the financial realities facing DTC brands in 2025. Is the ecommerce game still worth playing? Or has the landscape shifted in ways that make profitability harder than ever? Joining Taylor are Lio from Finaloop and Drew from Iris Finance, two of the sharpest financial minds in the space, to break down the data, trends, and what it means for your business. We’ll cover: The latest financial benchmarks for 8-figure brands Why revenue is up, but profitability is down How rising debt levels are impacting growth The path forward for brands trying to survive and thrive Practical strategies to protect your margins and improve cash flow If you’re running an ecommerce business, this is a must-watch. Don’t let the market catch you off guard—stay ahead of the curve. Show Notes: Go to https://your.omnisend.com/CTC to get 20% off your first 3 months with code CTC20. Explore the PROPHIT System: profitsystem.com The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm

Ecommerce is facing major challenges in 2025—rising ad costs, AI disruptions, and now, new tariffs. If you’re running a brand, you need to know what’s coming and how to adapt before it’s too late. In this episode of the Ecommerce Playbook Podcast, we break down: The biggest threats to e-commerce right now How AI is reshaping the workforce and business costs Why traditional marketing strategies are failing The key moves you need to make to stay profitable Don’t get left behind—watch now to future-proof your business! Show Notes: Check out Motion’s Creative Trends 2025: motionapp.com/creative-trends Antifragile Scorecard: https://commonthreadco.com/blogs/coachs-corner/antifragile-ecommerce Get our Prophit System: prophitsystem.com The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.co

2024 was all about getting the fundamentals right—fixing tracking, managing costs, and ensuring brands could survive in a tough market. But 2025? It’s time to WIN. In this episode, we break down the strategy behind breaking the model—moving beyond predictable growth and pushing into new frontiers of scale. Luke Austin, VP of Ecommerce Strategy at Common Thread Collective, shares insights from real brands that are outpacing their forecasts by leveraging high-impact marketing initiatives, influencer collaborations, and product launches. If you’re ready to stop playing defense and start scaling aggressively, this episode is for you. Want help implementing this strategy? Visit commonthreadco.com and smash that “Hire Us” button. Show Notes: Check out Motion’s Creative Trends 2025: motionapp.com/creative-trends Get our Prophit System: prophitsystem.com The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.co

Are you really measuring your ads the right way? In this episode we dive deep into the world of incrementality testing—what it is, why it’s so important, and why most brands struggle to operationalize it effectively. We break down the biggest mistakes marketers make when it comes to ad measurement and how to avoid them. Learn the secrets to building a consistent testing system, understanding your ad performance, and driving better results for your business. Key topics covered: What is incrementality testing? Why it’s so hard to apply test results consistently How to turn data into actionable insights The tools and frameworks to operationalize your findings If you want to stop guessing and start making data-driven decisions, this episode is a must-watch. Show Notes: Check out Motion’s Creative Trends 2025: motionapp.com/creative-trends Get our Prophit System: prophitsystem.com The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.co

In this episode, we take an in-depth look at the incredible growth story of Born Primitive, the ecommerce brand that has redefined what it takes to succeed in today’s competitive marketplace. Founder Bear Handlon shares how the company went from selling a single product out of a garage to becoming a multimillion-dollar powerhouse in apparel, fitness, and tactical gear. We break down the secrets to scaling big, including: Creating Unforgettable Products: How solving specific customer problems and staying close to the community led to innovative designs like the Savage One footwear and tactical apparel. Building a Brand with Purpose: The importance of authentic storytelling and living out values that resonate deeply with customers, from supporting veterans to launching campaigns with cultural impact. Executing Bold Campaigns: A behind-the-scenes look at some of Born Primitive’s most iconic campaigns, such as the Operation Overlord 80th Anniversary Savage One launch, and how it blended storytelling, product design, and charitable giving for massive success. Leveraging New Categories for Growth: How expanding into tactical and outdoor gear unlocked new customer cohorts and revitalized growth in saturated markets. The Power of a Strong Team: Insights into how Bear empowered his team to execute his bold ideas while he focused on leading with vision and strategy. Discover why Born Primitive’s approach to combining purpose-driven branding, unique storytelling, and relentless innovation has set them apart from competitors—and how these strategies can inspire your own ecommerce journey. This is a masterclass in scaling for founders, marketers, and anyone passionate about building impactful, long-lasting brands. Show Notes: Check out Motion’s Creative Trends 2025: motionapp.com/creative-trends The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm

Discover the key to transforming your ad strategy with creator-driven content that delivers real results. In this episode, Richard and Adrianne reveal how brands can integrate high-quality creator content into their campaigns to maximize performance and ROI. We’ll break down: Why most ads fall flat and how to fix them. The importance of properly briefing creators for ad success. How to align your paid and organic teams for seamless content creation. A proven structure to create scroll-stopping, performance-driven videos. Tips for sourcing authentic creators that resonate with your target audience. The secret to scaling ad performance with data-driven creative strategies. If you’re ready to bridge the gap in your ad strategy and unlock the full potential of creator-driven content, this is the missing link you’ve been searching for! Show Notes: Access Postscript: https://bit.ly/4h2v0Lb Explore our Creator Content: https://commonthreadco.com/pages/contact The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm

Is TikTok on the verge of being banned in the United States? In this episode of the Podcast, we dive into the Supreme Court hearing that could determine TikTok’s future and its potential impact on the ecommerce industry. What does this mean for advertisers, brands, and creators who rely on TikTok as a platform? We’ll break down: The reasons behind the potential ban. How the decision could reshape ad budgets and content strategies. The platforms that might benefit if TikTok disappears. What ecommerce brands should do to prepare. Don’t miss this deep dive into one of the most critical conversations shaping digital marketing today. Whether you’re a TikTok user, advertiser, or just curious about what’s next, this episode is packed with insights you can’t afford to miss! Show Notes: Go to https://your.omnisend.com/CTC to 20% off your first 3 months with code CTC20. Explore the PROPHIT System: profitsystem.com The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm

Discover the step-by-step process behind CTC’s Prophit System, our proven method used to forecast millions in revenue for leading DTC brands.  In this video, we dive into the daily workflows, data integration techniques, and forecasting models that drive real results. From aligning 35+ critical business metrics to creating actionable insights for growth, this is the ultimate guide to building a scalable, data-driven operating system for your brand. Watch now to see how we optimize ad spend, improve ROAS, and achieve sustainable growth. Don’t forget to subscribe for more ecommerce insights! Show Notes: Explore the PROPHIT System: profitsystem.com The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm

Discover why product development is the ultimate growth engine for ecommerce brands in today’s competitive market. In this episode of the Podcast, we talk how creative, story-driven product development can fuel demand, elevate your brand, and revolutionize your marketing strategy. Learn how innovative ideas, like turning a baseball sliding mitt into a Christmas stocking, or creating custom braces for a soccer star, create buzz, drive engagement, and build lasting connections with customers. We’ll explore the power of aligning product, story, and cultural moments to maximize ROI—not just in sales but in brand credibility and customer loyalty. Key Takeaways: Why storytelling and product innovation are critical to long-term success Real-world examples of brands turning unique ideas into marketing wins How investing in product-driven marketing can supercharge your ad efficiency Show Notes: Talk to an expert and see SARAL in action - https://bit.ly/4gN6Nbo Explore the PROPHIT System: profitsystem.com The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm

What separates the brands that thrive from the ones that struggle in 2025? It all comes down to one thing—strategy. In this video, we dive deep into the key elements that the most successful brands are mastering to dominate the ecommerce landscape this year. From crafting compelling brand stories to building cohesive marketing plans, we’ll show you how to connect your creative vision with measurable business outcomes. Winning in 2025 isn’t just about having a great product—it’s about creating a brand narrative that resonates deeply with your audience, shows up consistently across all channels, and drives demand like never before. You’ll also learn: Why most brands fail to tell a cohesive story and how to fix it The importance of aligning your marketing and financial plans Real-life examples of brands like Born Primitive and True Classic that are redefining success How to build a marketing calendar that saturates your audience with the right message Why marketing leadership is more critical than ever in 2025 Show Notes: Go to https://your.omnisend.com/CTC to 20% off your first 3 months with code CTC20. Explore the PROPHIT System: profitsystem.com The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm The Mark of a Maker: https://www.youtube.com/watch?v=YD2oUqk3abo

Get ready for 2025 with 25 bold predictions for the future of ecommerce! From the rise of AI in media buying to the transformation of product development into the ultimate growth strategy, this episode dives deep into the trends and changes set to reshape the industry. Learn why automation will dominate, what threatens Shopify, and how brands can stay ahead in an increasingly omni-channel world. Whether you're a marketer, entrepreneur, or ecommerce enthusiast, these insights will help you prepare for the challenges and opportunities of the coming year. Show Notes: Go to https://your.omnisend.com/CTC to 20% off your first 3 months with code CTC20. Full 25 predictions list: https://x.com/TaylorHoliday/status/1869774814543532131 Explore the PROPHIT System: profitsystem.com The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm

This episode is brought to you by: Finaloop: https://www.finaloop.com/ Are you ready to crush your 2025 ecommerce goals? In this video, we reveal the PROPHIT System – a proven framework designed to help ecommerce brands create accurate, data-driven financial and marketing plans. Discover how to: Bridge the gap between what’s likely to occur and what you want to occur. Align your financial plan with your marketing strategy for predictable growth. Avoid the common pitfalls of "hope-based" forecasting. Build realistic goals that challenge and inspire your team without leading to burnout. Whether you’re a CEO, head of marketing, or finance leader, this system will help you optimize every dollar spent and drive profitable, sustainable growth. Watch as we break it down step-by-step, using real data and actionable insights! Show Notes: Explore the PROPHIT System: profitsystem.com The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm

Discover the ultimate tool for optimizing your ecommerce ad budgets! In this episode, we introduce PAM—the Profit Allocation Model—a game-changing framework developed by the experts at Common Thread Collective. PAM isn’t just a tool; it’s a revolutionary system that ensures your ad spend is perfectly aligned with your profitability goals. We’ll walk you through how PAM simplifies complex decisions about total budget allocation, channel-level distribution, and campaign-specific targets. Learn why incrementality is the gold standard for measurement and how PAM connects business objectives to actionable insights for Meta, Google, and beyond. If you’re tired of guessing where to allocate your ad spend, PAM is here to do the heavy lifting. Tune in to see how this innovative model is transforming ecommerce growth strategies for brands of all sizes. Ready to let PAM guide your business to success? Visit https://prophitsystem.com/ to learn more. Show Notes: Go to https://your.omnisend.com/CTC to 20% off your first 3 months with code CTC20. The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm

Scaling your ecommerce business is exciting—but are you unknowingly leaving profit on the table? In this episode of the Playbook Podcast, Richard and Taylor dive into the hardest (but most critical) part of scaling: achieving clarity and alignment around your financial metrics. Discover why the Prophit System is the ultimate tool for cutting through chaos, unifying your data, and driving bottom-line growth. We explore: The hidden complexities of revenue definitions. Why contribution margin is the real metric you should focus on. How messy data and conflicting definitions can derail your decision-making. Ready to start planning your most successful year yet? Click here to learn more about how Common Thread Collective can help: https://prophitsystem.com/ Show Notes: Get funding with Clearco - https://bit.ly/40MtSpB The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm

Get the inside scoop on the latest Black Friday and Cyber Monday (BFCM) trends and what they mean for the future of ecommerce!  In this episode of the podcast, Richard and Taylor discuss early BFCM data, revealing surprising growth trends, shifting customer behaviors, and what it all means for your 2025 strategy. Here’s what we cover: How BFCM sales are evolving and what to expect in December Key insights on new vs. returning customer revenue trends Why 2025 is shaping up to be the year of great planning Tips for creating a winning omni-channel marketing strategy Exclusive insights from the CTC Profit System Ready to start planning your most successful year yet? Click here to learn more about how Common Thread Collective can help: https://prophitsystem.com/ Show Notes: Get funding with Clearco - https://bit.ly/40MtSpB The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm

Are you ready for Black Friday and Cyber Monday? Time is running out, and your Q4 success depends on taking action NOW. In this episode, we reveal the 5 MUST DO strategies to dominate the busiest shopping season of the year. What You'll Learn: How to craft the perfect Black Friday offer that stands out in a crowded market. Why you MUST adjust your ad spend—and which platform will deliver the biggest ROI. The critical importance of raising your AMER target and how to do it right. Creative tips to maximize performance on Meta (and beyond!). Why sending MORE emails than ever before could be your secret weapon. Don’t wait! Implement these strategies TODAY to avoid leaving revenue on the table this holiday season. Show Notes: Get funding with Clearco - https://bit.ly/40MtSpB GET $100 OFF AN ADMISSION MEMBERSHIP - https://www.youradmission.co/?ctc The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm

Is AppLovin the ecommerce advertising breakthrough we’ve all been waiting for? With claims that it’s almost as good as Facebook Ads—if not better—this mobile in game ad platform has quickly become the talk of the industry. But is it worth your time, energy, and budget? In this episode of the Ecommerce Playbook Podcast, Richard and Taylor pull back the curtain on the hype surrounding AppLovin and reveal what’s really happening behind the scenes. Here’s what we cover: Why AppLovin is gaining attention: From its rapid growth to its ability to rival Meta Ads, find out what’s fueling the buzz. The results we're seeing so far: Learn how some brands are achieving Meta-level ROAS and scaling their campaigns. AppLovin's unique advantages: 7-day click optimization, no need for new creatives, and access to untapped high-value audiences. Where skepticism remains: Can AppLovin sustain its early success? What happens when competition ramps up? Our recommendations: How you can test this platform with minimal risk, just in time for Black Friday. If you’re wondering whether this platform can transform your ecommerce growth strategy, this is a must watch. Plus, we share actionable tips on how to test AppLovin now—including how to take advantage of their free ad credit offer—and what metrics to look at to gauge success. Show Notes: The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm

Dive into the latest insights from the ecommerce industry with our October State of Industry Report! Join Taylor, Steve, Jeremiah, and Yarden as they break down October’s key data trends, highlight growth opportunities, and share surprising insights about ad performance, consumer sentiment, and what it all means for Black Friday and beyond. In this episode: Why DTC growth for seven figure brands has stagnated. The latest on ad performance for Meta, Google, and TikTok. Everything you need to know about AppLovin: the new ad network taking ecommerce by storm. Insights into consumer spending habits and rising discount rates. Why consumer optimism about the economy might shake up your holiday sales strategy. PLUS: Get a sneak peek of our upcoming special report on AppLovin and why every DTC marketer needs to pay attention! Show Notes: Go to https://your.omnisend.com/CTC to 20% off your first 3 months with code CTC20. The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm

Struggling to balance your Amazon sales with your DTC (direct-to-consumer) growth? In this episode, we reveal how to transform Amazon from a competitor into a crucial ally for boosting your entire ecommerce business. Join Richard and Taylor as they break down why Amazon and DTC should no longer be siloed, and how incorporating Amazon into your forecasting can revolutionize your profitability. Discover why most brands mistakenly separate Amazon from their DTC strategies, leading to inefficiencies and competition within their own sales channels. Learn how to merge your media spend and revenue tracking for Amazon and your website into one cohesive strategy, identify true incremental revenue, and make smarter advertising decisions that maximize returns across all platforms. We also share practical insights on new data integration techniques, how to run geoholdout studies, and why understanding the impact of your ad spend across channels is mission critical for ecommerce growth in 2025. Show Notes: Get funding with Clearco - https://bit.ly/40MtSpB Get Our Prophit System - https://commonthreadco.com/pages/ecommerce-strategy The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm

Welcome back to the Podcast! On this episode Taylor is joined by Joy Sharma, to discuss the explosive rise of the CTC Global Accelerator – scaling from 5 to 30 clients in just 4 months. With demand through the roof, we’re now on a mission to find exceptional talent worldwide! Highlights: How the Accelerator delivers predictable, profitable growth for 7-figure brands. Why brands are lining up – and how we’re breaking growth barriers. Our urgent need for elite talent to join the team and make a global impact. We’re Hiring! If you’re ambitious and driven, this is your chance to learn from the best, work with cutting-edge systems, and elevate your career. Show Notes: Get funding with Clearco - https://bit.ly/40MtSpB Apply Now - https://job-boards.greenhouse.io/globalaccelerator Let’s Connect - https://commonthreadco.com/pages/accelerator The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm

Get the Prophit System: https://commonthreadco.com/pages/ecommerce-strategy In this episode of the podcast, we explore the critical disconnect between finance-driven revenue forecasting and the actual marketing actions that generate revenue. Richard and Taylor jump deep into how finance teams often miss the mark when predicting revenue growth—because they lack control over the marketing levers that drive results. Join us as we unveil CTC’s Event Effect Model, an approach that empowers marketers to take charge of revenue forecasting. By leveraging historical data, marketing events, and detailed actions, this model allows ecommerce brands to transform their future predictions into actionable plans. Discover: Why traditional financial forecasts often fall short How marketing actions like product launches, promotions, and ads directly influence revenue The innovative strategies CTC uses to model marketing-driven revenue growth How to use marketing events as building blocks for more accurate predictions If you’re ready to rethink how your ecommerce brand approaches revenue forecasting and take control of your future, this is an episode you don’t want to miss. Hit that subscribe button, drop a like, and let's dive into the future of revenue forecasting! Show Notes: The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm

Are you making the critical Black Friday budget mistake that could sabotage your entire month’s revenue? In this episode of the Podcast, we talk about why underspending on Black Friday could be the biggest misstep for your November sales and how to avoid it.  Taylor breaks down the importance of concentrated spending on Black Friday and Cyber Monday and shares actionable insights on pacing your budget for maximum returns. Don’t let outdated strategies or early-bird sales trends pull you away from what really works! Topics Covered: The unique opportunity Black Friday provides for ecommerce brands How to avoid spreading your budget too thin leading up to Black Friday Data-backed insights on why Black Friday outperforms other sales days Tips for maximizing efficiency on Black Friday and Cyber Monday If you’re looking to make the most of your holiday sales season, this episode is a must-watch. Hit subscribe for more eCommerce strategies and tips, and make sure you’re ready to win big this Black Friday! Show Notes: Go to https://your.omnisend.com/CTC to 20% off your first 3 months with code CTC20. The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm

In this special Halloween episode Taylor and host Richard dive into the spooky truth behind Election Week’s impact on ad campaigns. With an unprecedented wave of political spending flooding digital platforms, advertisers need to prepare for shifting CPMs, reduced conversions, and increased competition—especially in swing states. From understanding the effects on Meta and Google ads to insights on how to handle performance dips, we’ve got the data and strategies to help you weather the storm. Don’t panic! Taylor and Richard walk through what to expect, how to adapt, and why staying the course is critical for keeping your ads on track as we approach Black Friday and Cyber Monday. Show Notes: The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm

Are you struggling to keep your ecommerce business profitable? In this episode of the podcast, we dive deep into Common Thread Collective’s Profit System—the tried-and-true method helping ecommerce brands achieve predictable, consistent growth. Join host Richard and our sales experts, Matt and Peter, as they walk us through the key steps to building a data-driven strategy for profitability, even in challenging markets. From data integrity and customer acquisition models to marketing allocation and performance tracking, we cover every essential part of this system that’s transforming brands and helping them not just survive but thrive in 2024 and beyond.  Show Notes: Go to https://mercury.com/thread today to see if you’re eligible for Mercury Working Capital The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm.

In this month's State of the Industry, we tackle some of the biggest questions facing ecommerce brands in 2024. Why are 7-figure stores seeing a slowdown in growth? How are political ad spending and shifting consumer behaviors affecting your bottom line? And most importantly, what can you do about it heading into the critical Q4 period? Join our panel of experts as we break down the data behind the Direct-to-Consumer Confidence Index (DTCCI) and explore theories on why revenue growth is stalling. We’ll discuss the impact of the upcoming election, the growing trend of value driven consumers waiting for bigger discounts, and how large ecommerce brands are adjusting their strategies in a tighter, more competitive market. Plus, we’ll dig into what this means for Black Friday, Cyber Monday, and your holiday sales. If you’re navigating the complexities of ecommerce right now, this episode is packed with insights to help you adjust your strategy and drive profitability. Don’t miss these critical discussions on the future of DTC brands! Show Notes: Go to https://your.omnisend.com/CTC to 20% off your first 3 months with code CTC20. The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm.