She Lost Money on the First 2 Orders—Then Kept Customers for 18 Months

Chris Rawlings is the Founder and CEO of Sophie Society, an Amazon PPC expert, entrepreneur, and 7-figure seller who has helped brands navigate the complexities of Amazon advertising and scale their businesses. He’s also known for bringing a scientific, experimentation-first approach to PPC rather than simply following conventional Amazon advice. Highlight Bullets> Here’s a glimpse of what you would learn…. Building sustainable and scalable e-commerce brands on platforms like Amazon and Shopify.The distinction between having a trademark or website and genuinely building a brand.Challenges faced by private label arbitrage sellers on Amazon and the importance of customer retention.Understanding the customer journey and maximizing customer lifetime value (LTV).The significance of choosing the right market and vehicle for business growth.The difference between a brand and a private label arbitrage model.Strategies for creating effective offers and customer ascension paths.The importance of direct customer engagement and feedback for product and marketing improvement.The value of focusing on one business model and compounding expertise over time.Viewing business as a means for personal growth and service to others.In this episode of the Ecomm Breakthrough podcast, Chris Rawlings from Sophie Society shares his entrepreneurial journey, from a custom wedding invitation business to building a multi-channel e-commerce brand portfolio. He highlights the critical difference between true brand building and private label arbitrage, emphasizing the importance of customer lifetime value, strategic offer design, and compounding customer growth. Chris advocates for leveraging Amazon, TikTok Shop, and Shopify together to maximize reach and profitability, while stressing that direct customer engagement and foundational work remain essential for sustainable, long-term success.Here are the a few action items that Josh identified from this episode:Be AdaptableDon’t get stuck on one product or channel. Pivot quickly based on data and customer needs.Choose Your Market WiselyPrioritize large, growing markets with recurring revenue potential.Build a Real BrandFocus on customer retention, not just acquisition. Create compounding growth.Map and Optimize the Customer JourneyDesign every touchpoint to maximize LTV and customer satisfaction.Craft Offers and Ascension PathsUse bundles, subscriptions, and upsTimestamps:00:00:00 The Problem with Private Label ArbitrageMany Amazon sellers think they have a brand but are just doing arbitrage without compounding customer growth, facing margin compression.00:00:55 Introduction to the EpisodeAn overview of the episode's key topics, including building a real brand, increasing customer value, and avoiding entrepreneurial mistakes.00:01:52 The Entrepreneurial BeginningChris Rawlings shares how he and his wife started a custom wedding invitation business after graduating from college.00:04:10 Scaling the First BusinessThe wedding invitation business grew to a six-figure income with a six-month waitlist, but it wasn't scalable.00:04:53 Pivoting to AmazonThey transitioned from custom invitations to selling physical products like recipe cards on Amazon, hitting $1 million in their first year.00:06:43 Surviving the PandemicWhen COVID-19 hit, their party supply business dropped 90%, forcing them to innovate with educational posters for kids at home.00:08:18 The Power of an Unscalable ProcessThe host compares Chris's journey to Alex Hormozi's, highlighting the value of starting with an intimate, unscalable customer experience.00:10:02 Choosing the Right Business VehicleChris discusses how the market you enter determines your potential scale and his goal of building a billion-dollar brand portfolio.00:16:20 The Importance of Talking to CustomersThe host shares an experience from 500 Startups, emphasizing that founders must talk directly to customers to find true insights.00:18:48 The Customer Journey MistakeChris explains that many Amazon sellers fail because they don't understand the customer journey or focus on compounding customer growth.00:22:02 A Framework for Understanding CustomersChris recommends using TikTok Shop to understand customer pain points and hooks, which can then inform Shopify and ad strategies.00:25:48 The Unsexy Work Unlocks GrowthThe discussion centers on how fundamental, "unsexy" strategies like understanding customer LTV and creating strong offers are key to scaling.00:28:49 Applying Service-Based Models to E-commerceChris explains how he's applying principles from service industries to physical products by testing various offers and upsells on Shopify.00:31:41 Knowing Your Numbers is KeyThe host shares how understanding their own business's LTV and acquisition costs allowed them to scale their agency aggressively.00:34:38 The Power of a Great OfferThe conversation shifts to how a compelling offer is more important than ad creative for acquiring customers profitably.00:37:51 Building a Business with IntegrityChris shares his philosophy of building a sustainable business that could be passed down, focusing on providing real value.00:39:42 The Long Game of BusinessUnlike athletes, entrepreneurs can peak late in life, allowing time to compound lessons and master all aspects of business.00:44:07 The Danger of Chasing Shiny ObjectsChris warns entrepreneurs against constantly jumping to new business ideas, emphasizing the power of compounding lessons in one vehicle.00:48:42 Final Thoughts on Life and BusinessChris reflects on his long-term goals, faith, and how business serves as a tool for personal growth and service.Resources mentioned in this episode:Josh Hadley on LinkedIneComm Breakthrough ConsultingeComm Breakthrough PodcastEmail Josh Hadley: [email protected] and Websites  "Amazon": "00:00:00"  "TikTok Shop": "00:23:24"  "Shopify": "00:21:49"  "500 Startups": "00:17:17"  "Sophie Society": "00:15:27"  Books  "$100 Million Offers by Alex Hormozi": "00:35:48"  "Money Models by Alex Hormozi": "00:35:48"  Videos  "YouTube Videos on Graphic Design (self-taught)": "00:02:12"  Notable Mentions  "Alex Hormozi": "00:09:54", "00:35:48"  "Grüns (company that exited for $1 billion)": "0...

In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley discusses why judgment is the most valuable skill he looks for when hiring. Drawing from his experience scaling an ecommerce brand to eight figures, Josh explains that while AI can efficiently handle repetitive tasks, human judgment remains irreplaceable for making sound decisions with incomplete information. He outlines four key indicators of good judgment, shares a Steve Jobs story about ruthless prioritization, and warns against over-relying on AI for strategic thinking, emphasizing that wrestling with difficult decisions is what sharpens judgment over time.Bullet Points:Importance of judgment as a key skill in hiring team members.Distinction between judgment and execution in business success.Role of AI in handling repetitive tasks and its limitations in decision-making.Characteristics of good judgment, including decision-making with incomplete information.Indicators of individuals with good judgment, such as driving results and identifying constraints.The significance of focus and prioritization in achieving impactful outcomes.Learning from experience and feedback to develop judgment within a team.The necessity of saying no to less important tasks to maintain focus.The example of Steve Jobs simplifying Apple's product line to illustrate effective judgment.Caution against over-reliance on AI for strategic thinking and decision-making.Timestamps:00:00:00 The Most Valuable Skill in HiringThe host introduces judgment as the single most valuable skill he looks for when hiring new team members.00:00:58 Execution vs. JudgmentBusiness success shifts from execution to judgment, which involves making critical decisions on pricing, products, data, and team management.00:02:09 AI's Role in ExecutionAI is excellent at executing repetitive, process-driven tasks, making human executors less necessary in modern business operations.00:04:21 The Value of Human ExperienceHiring smart individuals brings valuable experience, including lessons learned from past failures, which builds strong judgment for the team.00:06:57 Defining JudgmentJudgment is making solid decisions with incomplete information, unlike intelligence. It's about knowing what to do and what to ignore.00:09:13 How to Identify Good JudgmentKey indicators of good judgment include a track record of results, identifying constraints, focusing on impactful tasks, and acting decisively.00:13:02 Developing Judgment in Your TeamDevelop team judgment through experience, creating feedback loops for learning from wins and losses, and teaching them to say no.00:15:23 The Importance of Learning from ExperienceTeam members must have a feedback loop to articulate why something worked or didn't, and then refine systems accordingly.00:17:26 The Power of Saying NoGood judgment involves prioritizing the few key tasks that drive results and saying no to less important initiatives.00:18:30 The Steve Jobs and Apple StorySteve Jobs simplified Apple's complex product line to just four core products, demonstrating judgment by focusing on what truly mattered.00:21:59 Busyness Doesn't Equal ResultsActivity and being busy do not guarantee success. The focus must be on whether the work is producing meaningful business results.00:26:09 The Leader's Role in JudgmentA leader's job is to ensure the team works on what matters, not just completing tasks, and to stop unproductive projects.00:29:39 A Warning: AI Can Weaken Your JudgmentOver-relying on AI for strategic thinking and communication can weaken a leader's own judgment by removing necessary mental friction.Links and Mentions:Tools and Technologies  "Claude": "00:03:12"Concepts and Ideas  "SOPs": "00:02:09"  "AI as an executor": "00:03:12"  "Feedback loop": "00:15:23"  "411 meetings": "00:16:28"Examples and Anecdotes  "Steve Jobs and Apple": "00:20:54"Key Takeaways  "Judgment vs. Execution": "00:06:57"  "Identifying constraints": "00:10:21"Recommendations  "Hiring for judgment": "00:13:02"Transcript:Josh Hadley 00:00:00  I'm going to share the single most valuable skill that I look for when I hire someone today, and more importantly, how you can develop more of it within the team that you already have. Welcome to the Ecomm Breakthrough Podcast, I'm Josh Hadley. I've scaled my own ecommerce brand from 0 to 8 figures, and I'm actively building towards nine figures in sales. This podcast is where I document that journey and share the systems, the strategies, and the lessons learned in real time so that you can learn what actually matters and scale your own business. My name is Josh Hadley. First and foremost, I'm a man of faith. I'm a husband to a beautiful wife and the father of four children. I've been selling in the e-commerce space for over a decade now, doing over $20 million in annual revenue in multi-million on channels such as Amazon, TikTok, Shop and Shopify. And I am also the host of the number one business strategy podcast for ecommerce entrepreneurs, Ecomm Breakthrough. Today, I'm going to share why judgment is the number one skill that you should be looking for whenever you hire someone.Josh Hadley 00:00:58  Look, at the end of the day, you can have all the SOPs, the dashboards, the data and the right team, but still make the wrong call because at a certain level of business, business stops being about execution and it starts being about judgment. Knowing when to raise prices, knowing when to kill a product, when to trust data or not, when to ignore it, and when to coach someone versus when to you need to replace them. That is where the real money is made or lost in business. So today we're going to dive into like what this skill of judgment is and why I am so adamant about hiring for this and why it's the number one skill that I am looking for in any of my team members today. The reason why I am so adamant that judgment is one of the most important skills that you should be looking for and developing in your team is because with the advent of AI, I think that execution layer in any business is almost becoming extinct. And if you are employing people that need to just go execute tasks for you, I would say you've got it completely backwards.Josh Hadley 00:02:09  And honestly, if that's the reason why you're hiring a lot of people is just because you have so many tasks and they just need to be handed off to someone else, maybe it's a virtual assistant or something like that. That can be good. Yes. I'm very proud of you for getting things off of your plate. However, with AI, that's what it's so good at. AI is a great executor. If you have a process that is always follow x, y, then z. And by the way, don't ever deviate from that. Always make sure you do x, then y, then z. I would give that to AI all day long. And honestly, that's how I started my business. The first people that I were was hiring in the business was just to go follow a very repeatable process, because that's what I needed. I needed people to take things off of my plate. And so, yes, if that's what you're used to hiring for is getting things off your plate, creating a whole bunch of SOPs and giving it to other team members, I would say yes, that's a step in the ri...

In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley interviews Michael Maher, founder of Cartology, an Amazon brand management agency. Michael shares his journey from managing a Starbucks to becoming an Amazon seller and agency owner. They discuss key strategies for scaling on Amazon, including the importance of product reviews, compelling visual content, and diversifying product offerings. Michael also recommends Gap Selling and My Utmost for His Highest, highlights Zapier as a productivity tool, and praises Brett Bohannon as a respected Amazon expert. The episode offers practical, actionable advice for e-commerce sellers looking to grow their brands.Timestamps:Introduction to the Ecomm Breakthrough Podcast (00:00:00)Host Josh Hadley introduces the podcast, his consulting service, and today's guest, Michael Maher from the agency Cartology.Michael Maher's E-commerce Journey (00:03:07)Michael shares his story of hating his job, starting with reselling on eBay, and eventually launching on Amazon.Early Challenges and Lessons on Amazon (00:06:11)Michael discusses his initial struggles on Amazon, including a near-suspension, dealing with inaccurate negative reviews, and learning by doing.Impact of Chinese Sellers and Business Failure (00:08:18)Michael explains how Chinese manufacturers entering the market led to the downfall of his first Amazon business due to competition.Actionable Takeaway 1: Product Reviews (00:09:03)Dissect customer reviews to improve your product. Fixing defective inventory is more important than short-term cash flow for long-term success.Actionable Takeaway 2: Creative Content (00:10:58)Use images to visually convey the solution your product provides. Add keyword-rich text to images for better organic ranking.Actionable Takeaway 3: Product Diversification (00:13:09)Focus on bringing new products to market to avoid dependency on a few items and ensure long-term business growth.Final Thoughts on Actionable Takeaways (00:14:28)Michael adds the importance of cutting losing products to free up cash and mental energy, and embracing controlled experimentation.Most Influential Book (00:16:10)Michael recommends "My Utmost for His Highest" for personal challenges and "Gap Selling" for improving his business sales process.Productivity Tool Recommendation (00:17:44)Michael highlights Zapier for automating tasks between different software, saving significant time on administrative work like scheduling and lead management.Respected Figure in E-commerce (00:19:37)Michael recommends following Brett Bohanon ("The Amazon Cowboy") for his practical knowledge and live learning cohort, "Amazon with Brett."How to Connect with Michael Maher (00:21:18)Michael shares the best ways to contact him, including his email, LinkedIn, and the Cartology agency website for more information.Links and Mentions:"Ecomm Breakthrough Consulting": "00:01:00"  "Ecom Balance": "00:02:00"  "Outsource School": "00:02:00"  "TierPeak": "00:05:00"  "Zapier": "00:17:54"  "ClickUp": "00:17:54"  "Calendly": "00:18:50"  "SquadCast": "00:18:50"  "Make (formerly Integromat)": "00:19:32"  "Amazon with Brett": "00:20:52"  Books  "My Utmost for His Highest": "00:16:21"  "Gap Selling": "00:16:21"  Additional Mentions  "The Longer Game Podcast": "00:02:00"Transcripts:Josh Hadley 00:00:00  Welcome to the Ecomm Breakthrough Podcast. I'm your host, Josh Hadley, where I interview the top business leaders in e-commerce. Past guests include Kevin King, Michael E Gerber, author of the Emmett and Howard Ty. Today I'm speaking with Michael Maher, the owner and visionary for Cartology, a custom done for you services agency that provides full spectrum management for brands on Amazon. And we're going to be talking a lot about the experience he has in seeing what is actually working today to help scale brands on Amazon, and we're going to dive into those specific strategies. This episode is brought to you by Ecomm Breakthrough Consulting, where I help seven figure companies grow to eight figures and beyond. Listen, Michael, I started my business back in 2015 and I grew it to an eight figure brand in seven years, but I made a lot of mistakes along the way. That made the path of getting to eight figures take a lot longer than it needed to. There were times where I had self-doubt in myself as a leader, where whether I could actually run and lead a team of people, or whether my business could actually survive on the Amazon Marketplace, or if we would have the cash flow to be able to purchase new products in order to continue to grow.Josh Hadley 00:01:11  I wish I would have had a guide along the way that would have made getting there a lot quicker and easier to help me navigate around those stumbling blocks I ran into. So to our listeners, those of you who are running into similar obstacles or you're hitting plateaus and you want to know the next steps to t...

Today, we’re joined by Kai Luttrell of Kreator.ai, an entrepreneur and innovator who has built experience at the intersection of e-commerce, subscription businesses, AI-powered marketing, and creator-driven growth.Kai has a unique perspective on what it takes to identify the right market, build a compelling brand, leverage influencers and creators, and use AI to move faster and create more effective marketing content.Highlight Bullets> Here’s a glimpse of what you would learn…. Entrepreneurial journey of starting a loose leaf tea subscription box brandGrowth strategies using Facebook ads and influencer marketingImpact of BuzzFeed coverage on brand visibility and salesChallenges and economics of running a subscription box businessCustomer acquisition costs, churn rates, and lifetime value considerationsImportance of product selection and market fit for subscription modelsRole of PR and networking in business growthFulfillment and packaging management in e-commerceInsights on personalization and customer retention strategiesDevelopment of an AI tool for content creation in e-commerce marketingIn this episode of the Ecomm Breakthrough podcast, recorded live at Kevin King's Market Masters event, host Josh interviews Kai, founder of a loose leaf tea subscription box brand launched in 2017. Kai shares how her passion project scaled rapidly through Facebook ads, BuzzFeed features, and organic buzz. They discuss subscription business economics, including customer acquisition costs, churn rates, lifetime value, and the importance of choosing the right product and market. Kai also reveals how personalization unexpectedly increased churn and shares networking insights. She concludes by introducing her new AI content creation platform, Creator, designed to streamline marketing for e-commerce brands.Here are 3 action items that Josh identified from this episode:Explore AI tools for content, analytics, and customer service to streamline operations.Integrate AI with your ad platforms and e-commerce tools for maximum efficiency.Stay ahead of the curve by adopting new technologies early.Timestamps:00:00:37 Podcast IntroductionThe host introduces the podcast, recorded on-the-fly at an event, and welcomes his guest, Kai, an entrepreneur.00:01:23 Kai's Entrepreneurial JourneyKai shares how she started her loose leaf tea subscription box as a passion project that scaled rapidly after BuzzFeed coverage.00:02:42 The Subscription Box Money ModelDiscussion on the importance of lifetime value in subscription businesses versus front-end acquisition models common on Amazon.00:03:17 Challenges of Subscription BoxesKai explains the initial financial challenges, like not being profitable on the first few boxes, and the importance of shipping costs.00:04:45 Understanding Customer ChurnKai discusses typical churn rates for subscription boxes and how adjusting the amount of product sent can increase customer retention.00:05:49 The Personalization ParadoxKai shares surprising results from an A/B test, revealing that non-personalized boxes led to longer subscriber retention than personalized ones.00:06:53 Customer Acquisition StrategiesKai details her initial customer acquisition methods, including Facebook ads, blogs, influencer marketing, and promoting within Facebook groups.00:09:32 Packaging and Fulfillment EvolutionKai explains how unique packaging helped her brand stand out and how she scaled fulfillment from her garage to a warehouse.00:11:39 The Economics of the Tea BoxA breakdown of the subscription box pricing, cost of goods, shipping costs, and overall profit margins for Kai's business.00:14:59 The BuzzFeed EffectKai explains how a Cratejoy marketplace feature led to BuzzFeed coverage and how she nurtured that relationship for continued exposure.00:16:46 Experiences with PR FirmsKai reflects on her mixed results with hiring PR firms and what she would do differently if starting over.00:19:20 The Power of NetworkingKai discusses the importance of finding a network of fellow entrepreneurs for support, connection, and learning.00:20:50 Advice for E-commerce EntrepreneursKai offers advice on choosing the right product for a subscription model and selecting a market with a large audience.00:24:54 Staying in the GameThe host and Kai discuss the importance of persistence in entrepreneurship, as big breaks can happen unexpectedly.00:28:17 What Kai is Working on NowKai introduces her new venture, Creator.ai, an AI platform that generates content for Amazon, Shopify, and Meta ads.00:32:39 Three Actionable TakeawaysThe host summarizes the key lessons from the conversation, focusing on business models, market selection, and life-goal alignment.00:36:32 Final QuestionsKai shares her most influential book, favorite AI tools, and the e-commerce entrepreneur she admires most.Resources mentioned in this episode:Josh Hadley on LinkedIneComm Breakthrough ConsultingeComm Breakthrough PodcastEmail Josh Hadley: [email protected] and Websites"BuzzFeed": "00:00:02""Shopify": "00:02:13""Facebook Ads": "00:07:49""Cratejoy": "00:15:06""kreator.ai": "00:28:17""Helium 10": "00:29:35"Books"They Ask, You Answer by Marcus Sheridan": "00:36:42"Influencers and Personalities"Alex Hormozi": "00:38:50"Key Concepts"Lifetime Value": "00:03:15""Customer Acquisition Cost": "00:11:12""Total Addressable Market (TAM)": "00:22:04"Episode Sponsor:This episode is brought to you by eComm Breakthrough Consulting where I help seven-figure e-commerce owners grow to eight figures. I started my business in 2015 and grew it to an eight-figure brand in seven years.I made mistakes along the way that made the path to eight figures longer. At times I doubted whether our business could even survive and become a real brand. I wish I would have had a guide to help me grow faster and avoid the stumbling blocks.If you’ve hit a plateau and want to know the next steps to take your business to the next level, then email me at [email protected] and in your subject line say “strategy audit” for the chance to win a $10,000 comprehensive business strategy audit at no cost!Transcript:Josh Hadley 00:00:00  How did you know you were onto something?Kai Luttrell 00:00:02  Oh, that's a good question. I feel like I knew I was on to something when people were posting about it, without me soliciting them. Does that make sense? So people would. And then Buz...

In this episode of the Ecomm Breakthrough podcast, host Josh Hadley explores the unavoidable reality of uncertainty in entrepreneurship. Drawing from his own experiences, including a 90% revenue drop during COVID-19 and pricing pressures in 2024, Josh emphasizes that fear and uncertainty never disappear, even for industry giants like Nvidia. He shares key lessons from Nvidia CEO Jensen Huang's leadership through near-bankruptcy moments and offers eight practical strategies for managing uncertainty, including shrinking fears into specific problems, protecting personal well-being, and leaning on faith as a foundation for resilience and continued growth.Bullet Points:The challenge of dealing with uncertainty in business.Personal experiences of significant revenue drops and cash flow issues.The misconception that success eliminates business risks.Lessons learned from Nvidia's early struggles and resilience.The importance of calculated risk-taking and thorough preparation.Strategies for managing uncertainty in entrepreneurship.The necessity of perseverance through business highs and lows.Practical action items for entrepreneurs to handle uncertainty.The role of personal balance and identity outside of business.Embracing discomfort as a fundamental aspect of entrepreneurship.Timestamps:00:00:00 Introduction to UncertaintyEven Nvidia's CEO feels his business is 30 days from failure, so uncertainty is normal for all entrepreneurs.00:01:11 The Host's Personal StrugglesJosh shares his own experiences with near-business collapse, including a 90% revenue drop during Covid and recent cash constraints.00:03:37 The Feeling Never Goes AwayDespite massive growth, the fear of business failure persists, which can be a powerful motivator and prevent complacency.00:05:53 The Role of FaithThe speaker discusses how his faith in God has been his anchor through every business downturn and period of uncertainty.00:07:14 Lessons from Nvidia's CEOIntroducing stories from Nvidia's history to show how even massive companies overcome extreme obstacles and constant fear of failure.00:08:49 Nvidia Story 1: The Wrong StrategyNvidia's first product failed, their architecture was wrong, and they had to ask a partner to pay them anyway.00:12:19 Nvidia Story 2: One Shot at SuccessLacking funds for multiple attempts, Nvidia had to bet the entire company on a single, successful chip design.00:16:48 Nvidia Story 3: A New Existential ThreatImmediately after a major success, Nvidia faced a new threat when industry giant Intel entered their market.00:21:32 Action Item 1: Get SpecificTurn vague fears like "the business could fail" into specific, measurable problems you can actually start to solve.00:22:39 Action Item 2: Control the DownsideBuild cash reserves, insurance, and contingency plans so that one bad event doesn't completely destroy your business.00:25:12 Action Item 3: Focus Your AttentionInstead of monitoring everything, identify the one or two problems that truly matter right now and go all-in.00:26:12 Action Item 4: Schedule Time to WorryCreate a dedicated time to review financials and problems, preventing them from invading every moment of your life.00:27:17 Action Item 5: Build Confidence in ResponseYour confidence should come from your ability to respond to problems, not from trying to predict the future.00:28:31 Action Item 6: Protect Your IdentityDevelop meaningful things outside of your business so your entire self-worth isn't attached to its performance.00:29:39 Action Item 7: Accept DiscomfortUnderstand that feeling uncertain is the price of admission for building something ambitious; learn to operate within it.00:30:58 Bonus Action Item 8: Find Your FoundationThe speaker shares how his faith in God provides a rock and foundation to stay confident during uncertain times.Links and Mentions:Tools, Websites, and Links"Amazon": "00:01:11""TikTok Shop": "00:03:37""Shopify": "00:03:37""Nvidia": "00:07:14"Books"Profit First by Mike Michalowicz": "00:24:03"Videos and Podcasts"Joe Rogan's Podcast": "00:07:14"Key Concepts and Action Items"Shrink the uncertainty into specific problems": "00:21:32""Control the downside, then stop obsessing over it": "00:24:03""Decide what deserves your attention now": "00:25:12""Create a regular time for worrying": "00:26:12""Build confidence in response, not in prediction": "00:27:17""Protect the parts of life that remind you that the business is not your entire identity": "00:28:31""Accept that some discomfort is the price of admission": "00:30:58""Faith in God": "00:32:17"Transcript:Josh Hadley 00:00:00  If you're waiting for your business to get big enough that you can finally stop worrying about it so that you can go sail off into the sunset so that you can go retire or go chill out at the beach. Well guess what? Jensen Huang has some bad news for you. Nvidia is one of the largest companies in the world, and yet Jensen still talks about operating in massive uncertainty with the mindset that they are 30 days away from just going out of business. Welcome to the Ecomm Breakthrough podcast, I'm Josh Hadley. I've scaled my own ecommerce brand from 0 to 8 figures, and I'm actively building towards nine figures in sales. This podcast is where I document that journey and share the systems, the strategies, and the lessons learned in real time so that you can learn what actually matters and scale your own business. My name is Josh Hadley. First and foremost, I am a man of faith. I am a husband to a beautiful wife and a father of four children. I've been selling in the e-commerce space for over a decade, doing over $20 million in annual revenue and multi-millionaire on channels such as Amazon, TikTok, Shop and Shopify, and I am also the host of the number one business strategy podcast for ecommerce entrepreneurs called Ecomm Breakthrough.Josh Hadley 00:01:11  Today, I want to talk about how to deal with uncertainty in the business world because, frankly speaking, this is something that I have had to personally deal with time and time and time again, there have been multiple instances where I genuinely felt like my business was on the brink of collapse, where we were truly going to go out of business, that the business model that we originally started was going away, and it was completely breaking, and I would have to pivot and go do something completely brand new. I shared a lot of those experiences on this podcast before back in 2020, when Covid hit, we we were in the party goods and supply space. And so when Covid hit, we watched our business decrease in revenue over 90% overnight like that was brutal. Whereas in all of the other e-commerce groups and masterminds, that was a part of everybody's biggest issue was, oh, I can't get enough inventory. I'm 300%, 500% up year over year. So number one comparison is the thief of joy. That was not my circumstance.Josh Hadley 00:02:23  And honestly, I literally was counting the number of days until we were going to go...

In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley interviews Leo Sgovio, CEO of Convomat, an influencer and affiliate marketing software for Amazon sellers. Leo shares insights from his research on Amazon's A9 algorithm, emphasizing semantic relevance in product listings and competitor-based keyword strategies. Josh highlights actionable takeaways, including competitor targeting campaigns, keyword optimization in product images, and leveraging Amazon's search query performance data. Leo also discusses his productivity tool, Be Focused, recommends Rich Dad Poor Dad and Think and Grow Rich, and encourages listeners to follow industry leaders for continued learning.Timestamps:Introduction to the Ecomm Breakthrough Podcast (00:00:00)Host Josh Hadley introduces the podcast, guest Leo Sgovio, and the episode's topics: the A9 algorithm and influencer campaigns.Sponsor Message: Ecomm Breakthrough Consulting (00:00:44)Josh Hadley discusses his consulting services, helping seven-figure brands grow to eight figures, and offers a free strategy audit session.Introducing Leo Leo Sgovio (00:02:00)Josh provides a detailed introduction to Leo Sgovio, highlighting his extensive experience in e-commerce, SEO, and influencer marketing.Researching Amazon's A9 Algorithm (00:04:17)Leo discusses his research into Amazon's A9 patents, focusing on the "cold start" problem for new product launches.The Importance of Semantic Relevance (00:07:26)Leo explains why creating a semantically relevant listing, similar to top competitors, is crucial for ranking on Amazon.Actionable Takeaways Summary (00:09:27)Josh summarizes the episode's key takeaways, including competitor targeting, adding keywords to images, and using search query performance data.Favorite and Most Influential Books (00:12:51)Leo shares his most influential books, citing "Rich Dad, Poor Dad" and "Think and Grow Rich" as life-changing reads.Favorite Productivity Tool (00:13:19)Leo recommends the "Be Focused" app, a timer-based tool that helps him complete daily tasks without getting distracted.Admired E-commerce Leaders (00:14:45)Leo suggests listeners follow host Josh Hadley and also mentions Ezra Firestone as a humble and relevant industry leader.How to Connect with Leo Sgovio (00:16:12)Leo shares the best ways to connect with him, recommending LinkedIn, Facebook, and his personal website for contact.Links and Mentions:Tools and Websites  "Unified Patent Scheme": "00:05:28"  "Jungle Scout": "00:12:04"  "Convomat Connect": "00:12:24"  "Be Focused": "00:13:29"  Books  "Rich Dad Poor Dad": "00:13:03"  "Think and Grow Rich": "00:13:11"  Notable Mentions  "Ezra Firestone": "00:15:01"  Additional Notes  "ChatGPT Prompts": "00:16:47"Transcripts:Josh Hadley 00:00:00  Welcome to the Ecomm Breakthrough Podcast. I'm your host, Josh Hadley, where I interview the top business leaders in e-commerce. Past guests include Kevin King, Michael E Gerber, the author of the E! Myth, and Steven Pope. Today, I'm speaking with Leo Sgovio, CEO and founder of Convomat, an influencer and affiliate marketing software for Amazon sellers. And we're going to be talking a lot about the A9 algorithm, finding hidden keywords on Amazon and how to increase your ranking and sales with influencer campaigns. This episode is brought to you by Ecom Breakthrough Consulting, where I help seven figure companies grow to eight figures and beyond. Listen, Leo, I started my business back in 2015 and grew it to an eight figure brand in seven years, but there were a lot of mistakes I made along the way that made the path of getting to eight figures take a lot longer than it really needed to. There were times where I doubted my abilities as a leader, whether I could actually manage a team of people and become a CEO.Josh Hadley 00:01:00  I doubted whether our brand could actually survive and thrive on the Amazon platform. And I also had concerns whether we would have the cash flow to be able to continue to grow the business. And so to all of our listeners, I wish I would have had a guide along the way. And if you're in that same boat and you want to know the next steps to take your business to the next level, then go to Ecom Breakthrough Comm, that's ecom with two M's to learn more. And as a special bonus to my podcast. Podcast listeners. This month I'm giving away one over $10,000, a comprehensive business strategy audit session at no cost. All you need to do is email me at Josh at Ecom breakthrough. Com and in your subject line say strategy audit and then plead your case as to why I should choose you and your brand to work with for this month. And if you don't win this month, don't worry, you'll be entered to win for future months to come. But today I am super excited to introduce you all to Leo Scorpio.Josh Hadley 00:02:00  Leo is an entrepreneur with a strong passion for digital marketing and technology. With over 15 years of experience in the e-commerce space. Leo has started his career as an SEO and pay per click advertising specialist. Throughout his career, Leo worked with technology solutions from companies such as Google and Adobe and developed automated marketing software for e-commerce sellers, leveraging chat bots to launch and scale private label brands on Amazon. After exiting one of his brands, he founded Convomat Connect, an influencer and affiliate marketing platform for Amazon sellers, and he continues to launch new products on Amazon. So with that warm introduction, welcome to the show, Leo.Leo Sgovio 00:02:45  Hey, Josh, thank you for having me. I appreciate it, Leo.Josh Hadley 00:02:48  I am super excited to have you on. We met originally at the Billion Dollar Seller Summit and that was back in 2022. And I've been following you since we've we've stayed in contact. And man, every time I hear you, whether it be on a podcast or on a stage like you just have a brilliant mind and you know, I always come away with a lot of value.Josh Hadley 00:03:11  So I personally am really excited to hear some of the new things you're going to be talking about on the podcast today, and I'm sure our listeners are going to appreciate that as well.Leo Sgovio 00:03:22  Well, that's flattering. And, you know, I have to say you were the winner last year of the the contest, the best hack contest. So I also learned something from you, which is, which was very impressive. And, so I'm really excited to be here as your guest, but also, you know, like, learn from you as well. So thanks for having me again.Josh Hadley 00:03:42  Awesome. Well, Leah, we've got a lot to dive into today. And so what I want to do, obviously, as you know, many of our listeners are seven figure sellers and they are trying to grow to that eight figures and beyond. And so we want to share with them all the actionable strategies that they can implement that is going to help them grow their brand. And what I think before we hit record here today, we talked about some of the things you have been doing recently, and you had talked about some of the research that you had been doing on the A9 algorithm that I think not many people have been talking about.Josh Hadley 00:04:17  You know, some of the things that you discovered during your re...

Today's guest is Jason Termechi. He is a former TikTok employee as a live account manager. He was in the world of all things live selling on TikTok, and he helped generate over $14 million of revenue through those live strategies. Now, he's working with other brands as a consultant to help them formulate their own live selling strategy and implement the playbook that he's seen work.Highlight Bullets> Here’s a glimpse of what you would learn…. Importance of live selling on TikTok for brand awareness and customer engagement.The concept of a "cold start" period specific to live selling and its implications.Strategies for effective product selection and pricing in live selling.The role and qualities of a successful live host.The significance of scripting and structured presentations during live sessions.The impact of auctions on live selling dynamics and brand growth.Techniques for driving traffic and awareness to live selling events.The balance between traditional selling methods and gamified approaches like auctions.Success stories and case studies of brands that excelled in TikTok live selling.Recommendations for brands to build in-house live selling teams for sustainable growth.In this episode of the Ecomm Breakthrough podcast, host Josh Hadley speaks with Jason Termechi, a former TikTok live account manager who helped generate over $14 million in revenue. Jason shares his expertise on TikTok Shop live selling, covering key topics such as navigating the platform's "cold start" period, selecting the right host, product assortment, pricing strategies, and scripting techniques. He also discusses driving traffic to live sessions, balancing auctions with traditional flash sales, and building sustainable brand growth through consistency and engagement.Here are the 3 action items that Josh identified from this episode:Choose Your Growth Strategy EarlyDecide whether you’ll prioritize aggressive growth (even at lower margins) or profitable customer acquisition from day one. You can’t do both—pick one strategy and track your numbers closely.Take a Clear, Polarizing Brand StandDefine the “hill you’re willing to die on.” Stand firmly for a specific belief or value so your brand resonates emotionally and your ad creative doesn’t try to appeal to everyone.Focus on Retention, Not Just AcquisitionBuild a real brand by creating repeat customer experiences across multiple products. The goal is to deepen trust and increase lifetime value—not just drive one-time sales.Timestamps:00:01:03 Introduction to Jason TermechiHost Josh Hadley introduces guest Jason Termechi, a former TikTok live account manager and now a consultant for live selling.00:02:18 Why Brands Should Use TikTok LiveJason explains that live selling is a great discovery tool for brands to reach new audiences and deepen customer relationships.00:04:32 The "Cold Start" PeriodA discussion on the initial period where brands must build momentum, regardless of their follower count, to succeed on live.00:06:33 Brand vs. Creator Live SellingJason clarifies his focus is on helping brands go live on their own accounts, rather than using affiliate creator strategies.00:08:55 Case Study: Noel FarhaJason shares a success story of a shapewear brand that grew from $10k to over $400k per live session.00:12:06 The TikTok Live PlaybookAn overview of the essential components for a successful live selling strategy, starting with commitment and having the right resources.00:14:15 Choosing the Right HostThe importance of the host, discussing the pros and cons of using a founder, employee, or a paid spokesperson.00:18:28 Product Selection and PricingHow to select products for your live, including best-sellers and new arrivals, and pricing strategies to attract initial buyers.00:22:25 The Importance of ScriptingJason details his eight-part scripting system designed to educate, build trust, and create urgency to drive sales during a live.00:28:14 Gamifying Your Live SessionStrategies to make live sessions more engaging and entertaining through interaction, giveaways, and creating a fun, dynamic atmosphere.00:30:06 Flash Sales vs. AuctionsA comparison between using flash sales and the current trend of auctions, and the potential pitfalls of gimmicky auction tactics.00:34:15 Raising Awareness for Your LiveTips on how to promote your live sessions using in-app scheduling, pre-promotion content, and TikTok's CRM tool.00:37:23 Final Advice and Getting StartedJason's final tips emphasize consistency, practice, and clearly communicating value to convince viewers to make a purchase.00:39:36 Three Actionable TakeawaysThe host summarizes the key action items: identify your host, perfect your script, and raise awareness for your live sessions.00:42:53 Most Influential BookJason shares the story and lessons from a book by Bobby Hundreds, founder of the streetwear brand The Hundreds.00:45:17 Favorite AI ToolJason explains how he uses ChatGPT for data analysis, client pitches, and improving his scripting for live sessions.00:47:04 Who to Follow in E-commerceJason recommends following Alex Hormozi for his ability to simplify complex business challenges and provide clear, focused advice.Resources mentioned in this episode:Josh Hadley on LinkedIneComm Breakthrough ConsultingeComm Breakthrough PodcastEmail Josh Hadley: [email protected] and Websites  "TikTok Shop": "00:01:44"  "CRM System": "00:35:22"  "ChatGPT": "00:45:17"  "Perplexity": "00:46:42"  Books  "How to Start a T-Shirt by Bobby Hundreds": "00:42:57"  People Mentioned  "Ezra Firestone": "00:01:03"  "Kevin King": "00:01:03"  "Michael Gerber": "00:01:03"  "Brandon Young": "00:01:03"  "Alex Hormozi": "00:47:13"  Case Studies  "Noel Farha (Shapewear Seller)": "00:09:43"  Key Concepts  "Three E's of Live Selling: Entertainment, Engagement, Education": "00:28:32"  "Cold Start Period": "00:39:03"Episode Sponsor:This episode is brought to you by eComm Breakthrough Consulting where I help seven-figure e-commerce owners grow to eight figures. I started my business in 2015 and grew it to an eight-figure brand in seven years.I made mistakes along the way that made the path to eight figures longer. At times I doubted whether our business could even survive and become a real brand. I wish I would have had a guide to help me grow faster and avoid the stumbling blocks.If ...

In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley draws from his decade-long ecommerce experience to explore the critical role of perseverance in entrepreneurial success. Using relatable analogies like video game bosses and concrete walls, Josh candidly shares his own struggles with business growth while emphasizing that persistent challenges signal worthwhile problems, not failure. He encourages entrepreneurs to combine patience with strategic focus, make incremental daily improvements, and resist the temptation to abandon their current business when growth stalls. Ultimately, Josh frames long-term success as the result of consistent effort, smart decision-making, and unwavering faith in the process.Bullet Points:Importance of perseverance in entrepreneurship, particularly in ecommerce.Challenges and constraints faced by entrepreneurs during business growth.Comparison of entrepreneurial challenges to "boss levels" in video games.Value of slow, steady growth over quick success.Misconceptions about rapid, overnight success in business.Concept of "intelligent perseverance" and flexible goal achievement.Need for a clear business strategy focusing on impactful constraints.Balancing business growth with personal life and relationships.The significance of incremental improvements and resilience during tough times.Encouragement to persist through challenges and maintain consistent effort.Timestamps:00:00:00 Introduction to PerseveranceThe host introduces himself and the episode's theme: why perseverance is a crucial trait for entrepreneurial success in ecommerce.00:01:04 The Power of a Daily MessageThe host shares how a short inspirational video on perseverance helped him overcome a personal funk and business-related frustrations.00:02:07 Defining PerseveranceThe host defines perseverance as the steady effort to achieve a goal, even when it's hard or takes a long time.00:03:13 The Video Game AnalogyBusiness growth is compared to a video game, where entrepreneurs must defeat progressively harder "bosses" or constraints to level up.00:06:32 The Challenge of OmnichannelTransitioning from an Amazon-only brand to an omnichannel presence is presented as a massive, multi-year challenge, like a thick concrete wall.00:08:43 The Reality of SuccessThe host reassures listeners that slow, steady growth is more common than the overnight success stories often seen on social media.00:11:13 The 40-Year "Overnight" SuccessThe story of Portillo's is used as an example of a business that took 40 years to become a major success.00:12:28 Balancing Growth and LifestyleThe host discusses sacrificing rapid growth for a more sustainable pace that allows for family time and a balanced lifestyle.00:15:15 Intelligent Perseverance and StrategyPerseverance must be paired with a good strategy, which involves recognizing patterns and focusing limited resources on the right opportunities.00:17:49 The Uncomfortable MiddleThe host describes the challenging phase after hiring new talent, where progress isn't immediately visible and patience is required.00:20:20 The Real Test of an EntrepreneurTrue perseverance is tested not when things are going well, but when facing negative feedback, missed targets, and setbacks.00:22:36 The Danger of Diversifying Too SoonEntrepreneurs often jump to new ventures when they hit a constraint, instead of persevering through the challenges of their current business.00:24:50 The Breakthrough is a Process, Not an EventSuccess is not one giant breakthrough but the result of making slightly better decisions consistently over a long period of time.00:27:09 The Goal is to Handle HardshipThe ultimate goal isn't to eliminate challenges, but to become someone who can operate effectively and move forward when things are hard.Links and Mentions:Business Examples:"Portillo's": "00:12:28"Books/Concepts:"Intelligent Perseverance": "00:15:12"Quotes:"Intelligent perseverance is remaining committed to the destination while being unattached to the route that gets you there.": "00:15:12"Transcript:Josh Hadley 00:00:00  What if the reason why you're still struggling with the same problem in your business isn't because you're failing, but it's actually because the problem you are facing is actually worth solving? Welcome to the Ecomm Breakthrough Podcast, I'm Josh Hadley. I've scaled my own ecommerce brand from 0 to 8 figures, and I'm actively building towards nine figures in sales. This podcast is where I document that journey and share the systems, the strategies, and the lessons learned in real time so that you can learn what actually matters and scale your own business. My name is Josh Hadley. First and foremost, I'm a man of faith. I'm a husband to a beautiful wife and the father of four children. I've been selling in the e-commerce space for over a decade, doing over $20 million in annual revenue and doing multi-millionaires on channels such as Amazon, TikTok, shop and Shopify. And I am also the host of the number one business strategy podcast for ecommerce entrepreneurs. And that is E-com breakthrough. Today, I want to share with you why perseverance is one of the most important traits that you can acquire as an entrepreneur to set yourself up for success in the future.Josh Hadley 00:01:04  And the reason why I'm talking about this today is because, to be honest with you, I'm going through hard stuff in the business right now. And, you know, I always start my day with kind of a daily meditation or a devotional with God. Whenever I drop off the kids from school, I'm always turning on a podcast or an inspirational message. And today, as I was driving back home from dropping the kids off from school, a YouTube video started playing after I listened to another podcast, and it was a two minute video, and it was from Jeffrey R Holland. And it was all about why perseverance is such a vital trait that we could acquire in this life. And it touched me right to the core, and honestly kind of helped pull me out of a little funk that I've been in over the last couple days of just, you know, feeling like I'm running on this hamster wheel, trying to defeat some of the top constraints in the business, but also feeling like I'm not going anywhere at the exact same time.Josh Hadley 00:02:07  And so that's the message that I want to share with you today, because it inspired me. It reinvigorated me, and it lit that fire underneath me to help lead the business to that next step. And that's what my hope is for you today is as you listen to this, you know, wherever you are in your season of business, you will continue to face hard things. And it is through facing those hard things that you as a person, your character is going to be refined, but more importantly, you develop that grit and that perseverance that will allow you to succeed. So let's talk about what perseverance actually is. I love the definition of perseverance. Just coming straight from the dictionary, which is perseverance, is keeping a steady effort to achieve a goal even when things are hard, frustrating, or take a very long time. Let's talk about that very long time. Because in the intro I said, what if the reason why you're still facing the exact same problem today isn't because you're actually failing as an entrepreneur? Maybe it's because the problem is actually worth solving.Josh Hadley 00:03:13  And I'll tell you this much if you are selling in the e-commerce space, welcome to one of the most competitive busin...

In this episode, host Josh interviews Andy Hooper, CEO of Global Ecommerce Experts, about expanding US-based e-commerce brands into the UK and EU. Andy shares a three-pillar framework—compliance, logistics, and online distribution—for successful international growth. He emphasizes starting with the UK, Germany, and the Netherlands, and highlights the importance of market research, mentorship, and taking action. Andy also recommends key business books and productivity tools, and invites listeners to connect with him for guidance on global expansion. The episode offers actionable advice for brands considering international markets.Chapters:Introduction to Andy Hooper & Global Ecommerce Experts (00:00:00)Josh introduces Andy Hooper, his background, and the mission of Global Ecommerce Experts.The Overwhelm of International Expansion (00:01:12)Josh discusses the complexities and challenges of expanding into European markets as a brand owner.Guiding Brands Through Expansion: The Three-Part Framework (00:02:34)Andy introduces a simplified three-step framework: compliance, logistics, and online distribution.Deep Dive: Compliance, Logistics, and Online Distribution (00:03:13)Andy breaks down compliance (business and product), logistics, and online distribution with practical examples.Choosing the Right Countries for Expansion (00:07:04)Josh and Andy discuss how to select the best initial countries for expansion, focusing on data-driven decisions.Why UK, Germany, and the Netherlands? (00:07:35)Andy explains why most brands start with the UK, Germany, and the Netherlands, and the strategic logistics advantages.Actionable Takeaways for International Expansion (00:10:17)Josh summarizes three key action items for listeners considering international expansion.The Importance of Taking Action and Having a Mentor (00:12:38)Andy emphasizes the need to take action and find a mentor or guide for successful expansion.Andy’s Most Influential Business Books (00:13:47)Andy shares his favorite business books, especially Russell Brunson’s series, and their impact on his approach.Favorite Productivity Tool: Trello (00:16:38)Andy discusses how Trello was instrumental in scaling his business and recommends it for project management.How to Connect with Andy Hooper (00:17:59)Andy shares how listeners can reach him on LinkedIn and learn more about his services.Episode Wrap-Up (00:18:20)Josh thanks Andy for his insights and closes the episode.Links and Mentions:Tools and Software"Trello": "00:16:38"Books"DotCom Secrets": "00:15:08""Expert Secrets": "00:15:08""Traffic Secrets": "00:15:08"Websites and Links"LinkedIn Profile of Andy Hooper": "00:18:13"Key Concepts"Three Essential Areas for Market Expansion": "00:06:25"Transcripts:Josh 00:00:00  Today I am super excited to introduce you all to Andy Hooper. Andy is the CEO of Global eCommerce Experts, and has been successfully expanding e-commerce brands into new markets for over 15 years. He's an accomplished specialist in e-commerce, and he works with companies around the world providing comprehensive gateways and solutions to new markets, especially US based organizations transitioning into Europe. Starting from the ground up, Andy has carved out a niche. Inspired by his own experience and success of growing an organization's profits through e-commerce with an infectious energy for success, Andy leads a team of professionals in all aspects of e-commerce with fulfillment centers in the UK and EU. The global e-commerce team provides hassle free, end to end solutions that have helped thousands of sellers capitalize on the multi-billion dollar UK and EU markets when not working, Andy can often be found enjoying sailing, cycling and kayaking with his friends and family on England's south coast. So with that introduction, Andy, welcome to the show.Andy 00:01:09  Welcome, Josh. Thank you very much for having us. Much appreciated.Josh 00:01:12  Yeah, I'm excited to have you, you know, dialing in across the pond, so to speak, and you have got a wealth of knowledge when it comes to global expansion. And we had a conversation prior to hitting the record button. And what you guys do is so uniquely different than I think many of the other agencies that help people kind of expand into Europe. And you've got a wealth of knowledge that I think our listeners are going to be anxious to hear. So, all right, Andy, I'm already as a brand owner, I'm already overwhelmed with the amount of complexities that you have to think through with all of this, right? Yeah. I mean, this is definitely in this conversation. I'm already understanding, like, this is not something I can go alone at. I have no idea what the French market needs, nor the the, you know, the Spain market or Germany. I might have been a tourist and had visited those countries, but creating a product, right, that actually meets the needs of those customers is a whole other animal in and of itself.Josh 00:02:15  So my question here, Andy, is how do you kind of guide a brand through this process so that it is less overwhelming and cumbersome and as easy as a process as it potentially can be to capitalize on all of the e-commerce opportunity in the UK and the EU.Andy 00:02:34  So we we've worked with over 2000 clients now, and that's between our VAT, our warehousing, our account management, all the different pieces that we, we, we deal with. And having done that, what we're able to do is identify what worked and what didn't work and where we engage with the seller in the right way, the wrong way. You know, how did that help the brand grow, etc.. So what we were able to do was come up with a success pathway. What does an expansion pathway look like and what does it mean that you need to go through now? We came up with a seven step process that you need to go through. And of that seven step process, those are 3030 things you need to do.Andy 00:03:13  But I'm going to break it down into three to make it a little bit quicker and easier for people to understand, because it doesn't matter whether you're expanding to the UK and Europe or whether you're expanding to Canada or India or Australia or Japan or UAE. Actually, if you can solve these three things, it's about working with partners that can help you to do these three things and making it as easy as possible. So the three things are compliance. You split compliance into two areas business compliance and product compliance. So business compliance to put it to put it in a nice way. Look, if you're selling products in a country, the government wants to thank you for you selling the product in that country. That's called tax. So the bottom line is you're going to need to pay some tax when you're wherever you're selling your products from. That's the bottom line. You need to go over someone who understands the tax in that region and can solve that for you. The second part is your product compliance. Product compliance comes under three pieces.Andy 00:04:10  First of all, understand what regulations your product falls under in that region. Secondly, make sure the product meets those regulations in that region. And thirdly, make sure the labeling on the product is compliant with the regulations in that region. And there are two things you need to consider. Now, off the back of it, there's another 25 things you could look at...

Anisa Casalino, Amie’s TikTok Shop ECommerce and Operations Manager that works 1:1 with Amie’s Sephora and Ulta Beauty brands to make sure their Shop is set up for success before you even send out samples to creators.Highlight Bullets:Strategies for growing sales on TikTok ShopImportance of shop operations managementUse of virtual bundles to increase average order value (AOV)Role of affiliate marketing in driving salesCustomer outreach techniques on TikTok ShopMonitoring and maintaining shop performance scoresChallenges and common pitfalls in shop operationsHandling violations and appeals on the platformEssential team roles for successful TikTok Shop managementLeveraging TikTok’s CRM tools and coupons for customer engagementIn this episode of the Ecomm Breakthrough Podcast, host Josh Hadley interviews Anisa Casalino, TikTok Shop Operations Manager for Amie's Sephora and Ulta Beauty brands. Anisa shares strategies for scaling sales on TikTok Shop, including creating virtual bundles to increase average order value, leveraging affiliate marketing, and utilizing TikTok's built-in CRM tools for customer outreach. She emphasizes the importance of maintaining a strong shop performance score and establishing solid operational foundations before launching creator campaigns. Anisa also highlights key team roles needed for success and recommends understanding consumer psychology to drive effective social commerce growth.Here are the 3 action items that Josh identified from this episode:Use Virtual Bundles to Increase AOV Bundle complementary products together, promote them through affiliates, and highlight them as TikTok Shop exclusives to increase average order value and profitability.Monitor Your Shop Performance Score Daily Keep fulfillment, customer service, reviews, and cancellations in check. A high Shop Performance Score unlocks more TikTok features, incentives, and long-term growth. Leverage TikTok's Built-in CRM Tools Use customer outreach, follower coupons, review incentives, and targeted messages to drive repeat purchases, increase positive reviews, and strengthen customer loyalty.Timestamps:00:00:00 The Importance of Shop Performance ScoreAnisa explains how a strong shop performance score, covering product satisfaction, fulfillment, and customer service, is crucial for success.00:00:42 Podcast and Guest IntroductionThe podcast is introduced, followed by host Josh Hadley, who then introduces the guest, Anisa Castellano, a TikTok Shop manager.00:02:39 Anisa's Role as Operations ManagerAnisa details her day-to-day responsibilities, which include optimizing listings, managing inventory, creating promotions, and monitoring shop performance.00:04:23 Leveraging Virtual BundlesAnisa identifies virtual bundles as a key strategy to increase average order value (AOV) and support hero product strategies.00:05:05 Setting Up and Promoting BundlesDiscussion on how bundles are created as standalone products, promoted with stickers, and highlighted in the shop's design.00:06:29 Affiliate Strategy for BundlesAnisa explains that affiliates are a crucial part of promoting virtual bundles, working closely with the affiliate manager.00:08:05 Customer Outreach StrategiesAnisa describes using TikTok's built-in tools to send customized messages about new bundles and promotions to various customer segments.00:10:32 Positioning Bundles on TikTok ShopAnisa clarifies that virtual bundles are created as standalone SKUs rather than variations of existing products to maintain performance metrics.00:12:45 The Benefits of Virtual BundlesJosh and Anisa discuss how bundles improve unit economics for brands and increase commission potential for creators and affiliates.00:15:22 Key Analytics and Shop PerformanceAnisa emphasizes that the shop performance score is the most important metric, as it impacts eligibility for platform incentives.00:17:27 Common Shop Score IssuesAnisa outlines common problems that hurt a shop's score, such as delayed shipments, high cancellation rates, and negative reviews.00:19:18 Handling TikTok Shop ViolationsAnisa shares her experience resolving violations, noting that integration issues between Shopify and TikTok can cause high cancellation rates.00:21:23 Working with TikTok SupportThe challenges of getting appeals approved are discussed, highlighting the need for persistence and escalating issues to account managers.00:23:13 Misconceptions About TikTok ShopAnisa explains that TikTok Shop is a living ecosystem that requires daily management, unlike other e-commerce platforms.00:25:03 Communicating with Account ManagersAnisa confirms she is the main point of contact with TikTok account managers, which is crucial for troubleshooting issues.00:26:29 The Importance of an Ecosystem ApproachAnisa stresses that success requires an ecosystem where operations, affiliates, and paid media work together, starting with a strong operational foundation.00:29:30 Leveraging CRM Tools and CouponsAnisa suggests using follower coupons and review incentives to nurture existing customers and encourage repeat purchases and engagement.00:30:28 Three Actionable TakeawaysJosh summarizes the key takeaways: implement virtual bundles, use customer outreach tools, and maintain a high shop performance score.00:33:43 Most Influential BookAnisa shares that "The Psychology of Persuasion" is influential because the core principles of why people buy remain consistent.00:34:46 Favorite AI ToolsAnisa discusses using TikTok's built-in AI for SEO optimization and smart modules in the shop design for personalization.00:35:49 Who to Follow in E-commerceAnisa finds inspiration from the talented people she works with daily rather than one specific public figure.Links and Mentions:Tools and Websites  "TikTok Shop": "00:00:00"  "Shopify": "00:20:14"  "Base": "00:20:36"  "Seller Central": "00:34:52"  Books  "The E-Myth by Michael E. Gerber": "00:01:19"  "The Psychology of Persuasion": "00:33:51"  Strategies and Metrics  "Virtual Bundles": "00:04:23"  "Customer Outreach": "00:08:37"  "Shop Performance Score": "00:16:39"Episode Sponsor:This episode is brought to you by eComm Breakthrough Consulting where I help seven-figure e-commerce owners grow to eight figures. I started my business in 2015 and grew it to an eight-figure brand in seven years.I made mistakes along the way that made the path to eight figures longer. At times I doubted whether our business could even survive and become a real brand. I wish I would have had a guide to help me grow faster and avoid the stumbling blocks.If you’ve hit a plateau and want to know the next steps to take your business to the next level, then email me at jo...