eCommerce Podcast

LLM Traffic Converts 5X Better Than Google for eCommerce

With 57% of Google searches now ending without a click, where are those potential customers going? Matthew Stafford from Build Grow Scale reveals why LLM traffic converts at 5X the rate of traditional search—and how smaller brands can capture this opportunity before the giants catch on.Episode SummaryMatthew Stafford has spent a decade helping eCommerce brands scale, working with companies doing £200,000 to £3 million monthly. Across every US-based client, he's seen organic traffic drop 20-30% this year. But the brands optimising for LLMs aren't just recovering that lost traffic—they're converting it at rates that make their old Google numbers look pedestrian. We explore why AI assistants have become trusted advisors rather than search tools, the specific tactics working right now (including buyer-intent FAQs per product), and why Matthew calls this the biggest shift he's seen in his entire consulting career.Key Point Timestamps:06:08 - The 57% no-click problem and LLM shift12:12 - AI as trusted advisor22:56 - Buyer-intent FAQs explained27:40 - Schema markup for LLMs36:41 - Why small brands have the advantageThe Trusted Advisor Shift (12:12)Google was always about accessing information. You typed in a query, got a list of links, and did the research yourself. LLMs work completely differently—they've become trusted advisors that people share everything with."People literally are using these LLMs for their therapist and sharing everything with them," Matthew explains. "And then they're now going there to make their buying decision."When a trusted advisor recommends something, people buy. That's why LLM referrals convert at 5X the rate of Google traffic. The LLM knows customer preferences, behaviours, and context. It's not just matching keywords anymore—it's making personalised recommendations.Buyer-Intent FAQs Per Product (22:56)Most websites have FAQ sections that aren't actually answering frequently asked questions—they're thinly veiled sales pitches. Matthew challenges brands to rethink this entirely."My question to them is, why would shipping time be on your FAQ? And they go, well, people ask that all the time. And I said, then that means that you're too lazy to put it on your website."Real FAQ optimisation for LLMs means creating questions that demonstrate buyer intent—questions someone would only ask if they were seriously considering a purchase. The key insight: do this per product, not just site-wide. Start with your top 20% of products that drive 80% of sales.The Little Hinges Philosophy (36:41)What makes this opportunity so compelling for smaller brands is the asymmetric potential. Matthew describes it as finding "the little hinges that swing the big doors.""I truly believe that for the little guys, this is a level playing field. The only thing that is going to allow the bigger ones to outspend you maybe is if they take action sooner. But what I've found is these big companies that we deal with, they know that they need to do it, but they don't do it because they don't know what to do."Large organisations move slowly. By the time they've figured out their LLM strategy, smaller brands could have six months of consistent optimisation under their belts. Matthew compares it to the early Google days of 2004—a spiralling upward effect for those who act first.Today's GuestToday's guest: Matthew StaffordCompany: Build Grow ScaleWebsite: buildgrowscale.comEmail: matt@buildgrowscale.com

Is Your E-Commerce Platform Wagging the Dog?

What if your e-commerce platform is actually holding you back? Mikel Lindsaar, founder of StoreConnect and author of the forthcoming book Customer Commerce, explains why most platforms end up controlling your business rather than serving it. We explore how unified data systems enable smarter automation, faster page loads, and the kind of personalised customer experiences that build lifetime value.Mikel shares practical examples including a museum using AI to identify VIP visitors, automated refunds that create customer delight, and how one company consolidated 76 websites across 26 brands onto a single platform. We also discuss why his strongest advice has nothing to do with technology: put a phone number on your website and actually answer it.Key Point Timestamps:09:23 - The Tail Wagging the Dog Problem15:21 - AI for Customer Identification22:04 - The Real Cost of Platform Fragmentation26:41 - Creating Moments of Joy39:34 - Why Phone Support Still MattersThe Tail Wagging the Dog Problem (09:23)Mikel had three clients approach him in a single year asking to build e-commerce platforms that integrate with Salesforce. His initial reaction was to redirect them to Shopify or BigCommerce. Their response changed his thinking entirely."Those platforms are all fantastic for the front end," Mikel explains. "They do an incredible job at helping someone buy a widget. What they all genuinely suck at is if I want to access the data in my way, or I want to build automations the way I want to build those automations."The result is what Mikel calls "the tail wagging the dog" - your e-commerce platform dictates how you access data, how you report, how you contact customers, and how the checkout flow works. Instead of your business processes driving the technology, the technology drives your business.The Hidden Cost of Plugin Sprawl (22:04)As e-commerce businesses grow, they accumulate SaaS tools. Shopify, then Klaviyo, then reviews, then loyalty, then subscriptions. Before long, you've got 20 different products running your business."You now have your data in Shopify, in Klaviyo, and maybe six or seven plugins on random Amazon servers around the world," Mikel points out. "That data is becoming a bit of a challenge from a security point of view."Each plugin charges monthly, holds a piece of your customer data, and potentially slows down your site. The clever automations that actually transform customer relationships become nearly impossible to build when your data is fragmented across dozens of systems.Creating Moments of Joy (26:41)When your data lives in one place, you can start treating customers as humans rather than transactions. Mikel shares a common scenario: you buy something, then days later receive an email offering 10% off the thing you just bought.Now flip it. A customer buys something 24 hours before a 10% sale launches. Instead of sending them the promotional email, your system automatically refunds 10% to their credit card and explains what you've done."If I got an email like that, I'd be like, are you kidding?" Mikel says. "These moments of joy, treat them as humans. Don't treat them as just a transaction."AI That Actually Works (15:21)Mikel suggests using AI for pre-processing rather than real-time calculation. An education provider using StoreConnect runs algorithms when a student completes a course, determining the next best course based on their entire history. By the time the congratulations email goes out, it already contains a personalised recommendation."Instead of having to send them to a site which is trying to calculate the next best course for that student, you've already done all that work in the back end," Mikel explains. "That page loads within a tenth of a second or less." The key is giving AI specific parameters. Don't ask for everything about a customer. Ask: is this person interested in any of these five specific things we sell?Today's GuestToday's guest: Mikel LindsaarCompany: StoreConnectWebsite: getstoreconnect.comLinkedIn: Connect with Mikel on LinkedIn

How You Ship Your Products Can Make or Break Your Business

With over 10,000 3PLs in the US alone, how do you avoid choosing one that sinks your business? Dave Gulas from EZDC 3PL shares the horror stories he's witnessed and the questions that separate good logistics partners from disasters waiting to happen.In this episode, we explore why treating logistics as a commodity leads to problems, how to vet a fulfilment partner properly, and the operational details that matter when you're shipping thousands of orders monthly. Dave's background in the pharmaceutical industry, where urgency is non-negotiable, shaped his approach to e-commerce fulfilment. He shares what he looks for in great clients (spoiler: they ask the most questions) and why his sales cycle runs several months by design.Key Point Timestamps:07:06 - What EZDC 3PL does and who they serve08:57 - When outsourcing fulfilment makes sense22:45 - Why treating logistics as a commodity fails27:43 - Horror stories from bad 3PL partnerships32:37 - The technology stack that matters40:59 - Warehouse layout for efficiency48:20 - The questions to ask before choosingThe Partnership Mindset (22:45)Dave doesn't respond to enquiries that simply ask "what's your pricing?" without context. His reasoning is straightforward."It truly is a partnership. When you get into a business partnership with somebody, are you just going to look someone up online, ask a couple of questions and sign the contract? I hope not."The brands that treat logistics as a commodity, shopping purely on price, often end up with the problems Dave sees repeatedly. His sales cycle runs several months because both sides need to establish clear expectations before committing.The Horror Stories (27:43)Dave has heard them all. Warehouses going bust without telling clients. Inventory tracked on spreadsheets. Response times measured in days."We've heard all the horror stories you can think of from literally the warehouse going out of business because they defaulted on their lease and not telling the brand and basically stealing inventory."These aren't edge cases. When they happen, it's "a big hole to dig out of." Sometimes businesses don't recover.The Technology Stack (32:37)Dave uses ShipHero as his warehouse management system. But the specific system matters less than having a proper one at all."I'm shocked at how many actual 3PLs are out there where they're tracking inventory on spreadsheets and they're doing things manually. I have brands talk to me like, can you connect to our Shopify? Is that possible? They don't even realise that's possible because they're coming from a warehouse that doesn't do that."If a potential partner mentions spreadsheets, that's your cue to walk away.The Questions That Matter (48:20)Dave's best advice is simple: ask more questions. The best long-term relationships start with the most questions on the front end."The best clients, the best long-term relationships are the ones that ask the most questions on the front end. So we're happy to answer them. You can't ask too many."Ask about their technology stack. Ask for references. Do a site visit if possible. The goal isn't to catch them out. It's to establish clear expectations before you commit.Today's GuestToday's guest: Dave GulasCompany: EZDC 3PLWebsite: ezdc3pl.comLinkedIn: Connect with Dave on LinkedIn

The Year-End Review Most eCommerce Founders Skip (And Why It's Costing Them)

Companies that capture and apply lessons have a 27% higher success rate. Yet most eCommerce founders either skip their year-end review entirely or give their numbers a cursory glance. In this Slingshot episode, Matt Edmundson shares the framework that saved LEGO from bankruptcy and reveals why accountability partners increase goal achievement by 95%.Episode SummaryMatt opens with the remarkable story of LEGO's near-collapse in 2003, when the company discovered it hadn't generated economic profit for over a decade. Through confronting brutal facts with honest review, they transformed into one of the world's most successful brands. We explore the common traps founders fall into during reviews, including the dangerous 'genius trap' when things go well. Matt introduces the Slingshot framework covering seven essential business areas, explains the critical difference between lead and lag measures, and shares the specific financial and customer metrics worth tracking. The episode closes with compelling research on why doing reviews alone limits your potential.Key Point Timestamps:00:18 - The Importance of Year-End Reviews01:16 - How LEGO Saved Themselves from Bankruptcy04:49 - Common Review Pitfalls and the Genius Trap14:00 - The 7 Areas of the Slingshot Framework22:00 - Lead Measures vs Lag Measures27:00 - The Numbers Worth Tracking33:53 - The Power of Accountability PartnersLEGO's Brutal Facts Revival (01:16)In 2003, LEGO was on the brink of bankruptcy with sales down 30% and $800 million in debt. This was a company that hadn't made a loss between 1932 and 1998. When leadership finally conducted a thorough review, they discovered the company hadn't generated any economic profit for more than ten years."They didn't know which products actually made money. They didn't know their customers anymore," Matt explains. "As one executive put it, the culture was so closed off that massive opportunities were completely invisible."The result of confronting these brutal facts? Nearly 20% compound growth over two decades. By 2020, they'd launched an entire 18+ product line for the adult customers they'd previously ignored.The Genius Trap (04:49)Matt introduces a subtle trap that catches founders when things actually go well. When the facts aren't brutal, it's dangerously easy to cherry-pick wins and build narratives that feel good but teach nothing."The goal isn't to prove you're brilliant. It's to understand what actually worked, what didn't, and where to focus next," Matt emphasises. "Imagine presenting your findings to a board of directors. What would you proudly share? And what would you rather not mention? That second list is where the real insights live."This isn't ego management. It's pattern recognition that drives genuine improvement.The Slingshot Framework: 7 Areas That Matter (14:00)After years of building and selling eCommerce businesses, Matt shares the seven interconnected areas that meaningful reviews need to cover:1. Sell (Product) — Which products are your real winners versus quietly draining resources?2. Story (Brand) — Do you truly understand who you're serving and is your messaging landing?3. Tech Stack — Is your technology helping or hindering? Are systems integrated or fragmented?4. Marketing — If your main marketing channel disappeared tomorrow, would your business survive?5. Optimise (Conversion) — When did you last watch a real customer try to use your site?6. Experience (Post-Purchase) — Is your post-purchase journey building loyalty or losing customers?7. Growth — Which growth lever has the most room to improve?The 95% Accountability Advantage (33:53)Matt closes with research that shows having an accountability partner increases the likelihood of achieving your goals by 95%, compared to just 10% when working alone."Reviewing in isolation has limits. You'll be kinder to yourself than you should be. You'll miss the blind spots that others are gonna catch for you," Matt notes. This is precisely why the eCommerce Cohort was created — a free monthly group where founders share challenges, give feedback, and hold each other accountable.Episode link: https://www.ecommerce-podcast.com/year-end-review-most-ecommerce-founders-skip

A Christmas Thank You to Every Digital David

What does the Nativity story have to do with running an eCommerce business? In this special Christmas Day message, Matt Edmundson draws some beautifully tenuous parallels between shepherds, mangers, and Joseph, and the journey of every Digital David building something meaningful.Episode SummaryThis isn't a typical episode with frameworks and downloads. It's a cup of tea and a heartfelt thank you. Matt reflects on the meaning of Advent (the arrival of something wonderful) and finds unexpected connections between the Christmas story and the eCommerce journey. From early customers who become unlikely evangelists, to bootstrap operations that are sufficient for their purpose, to the quiet faithfulness of just doing the work without needing the spotlight.Key Point Timestamps:00:00 - Introduction02:25 - The Magic of Advent04:47 - The Shepherds (Your First Evangelists)06:59 - The Manger (Your Bootstrap Operation)09:11 - Joseph (Quiet Faithful Execution)11:32 - A Thank You to Digital DavidsThe Shepherds: Your First Evangelists (04:47)The shepherds weren't the target demographic for announcing a royal birth. They were society's undesirables. Yet they became the first evangelists, so moved by what they saw that they couldn't stop telling everyone.Your early customers might be similar. They're not the fancy influencers with high follower counts. They're the ones who discovered you before you were polished, before the fancy branding and proper email sequences. They found something genuine and couldn't stop talking about it.Matt shares a story from Jersey (his old beauty company) about a lady who wrote blogs from another country, bringing in tens of thousands of pounds in sales monthly. These early adopters spread your story in a way no marketing budget could ever buy.The Manger: Your Bootstrap Operation Is Enough (06:59)Jesus was laid in a feeding trough. Not exactly the expected birthplace for a king. Yet the wise men still brought their finest gifts, recognising true worth beyond humble circumstances.Your eCommerce business might not look as impressive as your well-funded competitors'. Your tech stack might be held together with hope and Zapier. Your warehouse might be your garage. But excellence isn't about having the fanciest infrastructure. It's about faithfully serving your mission with whatever resources you have.The manger was sufficient for its purpose. It held the baby. So is your scrappy, bootstrap operation.Joseph: Quiet Faithful Execution (09:11)Joseph barely gets any lines in the school play. Almost no dialogue in the Bible. But watch what he does. He takes Mary as his wife when it would have been easier not to. He travels to Bethlehem. He flees to Egypt. He returns when told it's safe. Each decision required faith and immediate action. No fanfare, no recognition."Execution trumps intention every single time," Matt emphasises. You can have brilliant strategies, beautiful brand guidelines, and ambitious growth plans. But without disciplined follow-through, your business stalls.Joseph models something we can all learn from. A man of quiet faithfulness, just doing the work without needing the spotlight.Episode link: https://www.ecommerce-podcast.com/christmas-thankyou