Ecommerce: How We Really Scale to $10 Million — Part 2

This podcast is the second half of our fastest, most repeatable path to $10 million in revenue.   Not theory. Not trends. The actual mechanics that separate brands that compound from brands that stall.   Mark and Ian break down what really moves the needle once traffic is flowing: Why email isn’t “retention”, it’s the engine that lets you outbid competitors The three levers that determine revenue per visitor (and why most brands pull the wrong ones)  Why average order value is the easiest win in e-commerce, if you know where to look How most brands completely misuse email capture and quietly cap their own growth  Why margin, LTV, and stock, not ads, set your real growth ceiling The difference between chasing a bestseller and building a scalable range Why the $10m version of your business looks nothing like the $1m version This episode is built from real decisions, real numbers, and examples from our own businesses, including the mistakes that hurt and the moves that unlocked the next level. If you’re scaling hard, or wondering why your current effort isn’t translating into growth, this is the playbook. Email. Model. Margin. That’s where the leverage is.   P.S. Whenever you’re ready... here are 3 ways Ian and I can help you grow your ecommerce business:     1. Talk to us. Book a call with us and let's talk about accelerating your growth - https://go.hammersleys.co.uk/scheduleuk-ant/   2. Grab a copy of our book - https://book.hammersleybrothers.com/ 3. Join the Ultimate Guide To Ecommerce Facebook group and connect with e-commerce owners who are scaling too - https://www.facebook.com/groups/924567391291786

In today's podcast Ian and I set ourselves the task of using the Hammersley Brothers model to get to 10 million a year as fast as possible.  What we would do and why.  How to scale using the model, how we think about growth and how this applies to 2026. P.S. Whenever you’re ready... here are 3 ways Ian and I can help you grow your ecommerce business:   1. Talk to us. Book a call with us and let's talk about accelerating your growth - https://go.hammersleys.co.uk/scheduleuk-ant/   2. Grab a copy of our book - https://book.hammersleybrothers.com/ 3. Join the Ultimate Guide To Ecommerce Facebook group and connect with e-commerce owners who are scaling too - https://www.facebook.com/groups/924567391291786

AI this. GEO that. “New hacks.” “New secrets.” Most of it is noise. In this episode, Ian and I break down what actually matters heading into 2026 — based on what really happened in 2025 across real brands, real numbers, and real P&Ls. No hype. No crystal balls. Just patterns we’re already seeing. We cover:     •    Why AI won’t save you if you don’t already understand your numbers     •    How AI is quietly being baked into Shopify, Meta, Google, and Klaviyo (whether you want it or not)     •    Why “hobby” categories (sewing, knitting, crafts) are set up unusually well for growth     •    The slow death of small, low-spend ad agencies — and why that’s good news for founders     •    Why disruptor brands will keep stealing share from incumbents     •    The rise of health, wellness, and awkward-to-buy-in-store products     •    Why tracking is getting harder — and why server-side is no longer optional     •    The real skill gap opening up in 2026: business architecture, not tactics If you’re still relying on:     •    Fixed ad budgets     •    Agencies asking “what’s the spend this month?”     •    Guessing instead of knowing your margins, CAC, LTV, and cashflow 2026 is going to hurt. If you do know your numbers? It’s shaping up to be one of the biggest opportunity years we’ve seen. 🎧 Listen now and reset how you’re thinking about the year ahead. P.S. Whenever you’re ready... here are 3 ways Ian and I can help you grow your ecommerce business:   1. Talk to us. Book a call with us and let's talk about accelerating your growth - https://go.hammersleys.co.uk/scheduleuk-ant/   2. Grab a copy of our book - https://book.hammersleybrothers.com/ 3. Join the Ultimate Guide To Ecommerce Facebook group and connect with e-commerce owners who are scaling too - https://www.facebook.com/groups/924567391291786

This episode kicks off 2026 with a bang — we’re looking back at the bold predictions we made for 2025… and checking which ones held up. Was it the comeback year we thought it would be? Mark and Ian break down: Why 2025 was the first “normal” ecommerce year since Covid How disruptive, lean brands outpaced the big boys Why AI in ad creative went from novelty to essential tool The rise of skeleton teams doing 8-figure numbers What we got wrong (dropshipping and trust anchors) Why 2026 might not be as easy to call… If you’re planning your next 12 months, this is your starting line.   P.S. Whenever you’re ready... here are 3 ways Ian and I can help you grow your ecommerce business:   1. Talk to us. Book a call with us and let's talk about accelerating your growth - https://go.hammersleys.co.uk/scheduleuk-ant/   2. Grab a copy of our book - https://book.hammersleybrothers.com/ 3. Join the Ultimate Guide To Ecommerce Facebook group and connect with e-commerce owners who are scaling too - https://www.facebook.com/groups/924567391291786

This episode is Offer #5 in our 5 Offers Series: Reactivation — the last offer in the stack, and the most misunderstood. Reactivation should never be your growth strategy. It should be the icing, not the cake. But done properly? It’s free revenue sitting on your doorstep. In this episode, Mark and Ian reveal: The real purpose of a reactivation offer (and why it isn’t what you think) How to calculate the exact moment a customer becomes “lapsed” using the 95% rule Monetary credit vs. discounts which actually breaks through inbox blindness Why waiting too long kills reactivation… and how acting early transforms your AOV What to do with subscribers who don’t open, ignore, or never see your emails Why some businesses shouldn’t expect powerful winbacks and what to focus on instead How to use reactivation across email, SMS, direct mail, Facebook, and Google audiences The old bakery story that explains why reactivation works (only after fixed costs are paid) If you’ve ever wondered whether reactivation is worth it — or if your business is doing it the wrong way — this episode answers everything. 📉 Think reactivation will fix bad retention? 📈 Want to squeeze extra profit from customers who’ve drifted away?   Start here.   P.S. Whenever you’re ready... here are 3 ways Ian and I can help you grow your ecommerce business:   1. Talk to us. Book a call with us and let's talk about accelerating your growth - https://go.hammersleys.co.uk/scheduleuk-ant/   2. Grab a copy of our book - https://book.hammersleybrothers.com/ 3. Join the Ultimate Guide To Ecommerce Facebook group and connect with e-commerce owners who are scaling too - https://www.facebook.com/groups/924567391291786

This episode is Offer #4 in our 5 Offers Series: The Peak Season Offer, and it’s the one that can take your ecommerce business from “doing okay” to absolutely flying.   Every brand gets a sales spike in peak season. But most leave thousands on the table by running the wrong offer or just doing what they did last year.   In this episode, Mark and Ian reveal: The difference between a good seasonal offer and one that explodes LTV What your ad needs to do differently in a peak buying window How to make urgency feel real and not desperate Why relying on discounts alone kills margin (and what to use instead) The “gift drop” tactic we’ve seen convert like mad in BFCM, January, and even Easter Whether you’re planning Q4, mid-year sales, or a product drop, this is how to make sure your biggest days don’t just make revenue... they make profit.   📉Still blasting 20% off codes with a countdown timer? 📈Want to turn your peak season into your highest ROAS moment? P.S. Whenever you’re ready... here are 3 ways Ian and I can help you grow your ecommerce business:   1. Talk to us. Book a call with us and let's talk about accelerating your growth - https://go.hammersleys.co.uk/scheduleuk-ant/   2. Grab a copy of our book - https://book.hammersleybrothers.com/ 3. Join the Ultimate Guide To Ecommerce Facebook group and connect with e-commerce owners who are scaling too - https://www.facebook.com/groups/924567391291786

This is Offer #3 in our 5 Offers series — and it’s the offer that quietly decides whether your business becomes a scalable brand… or stays stuck buying customers forever. You’ve nailed the first sale. Maybe you’ve got the second. But unless you’re intentionally architecting repeat purchase behavior, you’re losing margin, losing momentum, and relying way too heavily on Meta and Google to stay alive. In this episode, Mark and Ian unpack:  Why the General Retention Offer is the most overlooked money-maker in ecommerce  The 3 drivers of real retention: Rhythm, Relevance, and Reward  How brands like Brook Taverner, GSF Car Parts, and AO.com leverage natural buying cycles  Why “loyalty points” don’t work — and what to use instead  How to build a retention strategy that compounds LTV without discounting  The simple offer tweak that instantly boosts retention across the board 📉 Still depending on discount codes and random email blasts? 📈 Want your customers to buy again because they want to, not because you’re begging? Listen to this and your entire view of retention will change — permanently. P.S. Whenever you’re ready... here are 3 ways Ian and I can help you grow your ecommerce business:   1. Talk to us. Book a call with us and let's talk about accelerating your growth - https://go.hammersleys.co.uk/scheduleuk-ant/   2. Grab a copy of our book - https://book.hammersleybrothers.com/ 3. Join the Ultimate Guide To Ecommerce Facebook group and connect with e-commerce owners who are scaling too - https://www.facebook.com/groups/924567391291786

This is Offer #2 in our 5 Offers series – and it's the one that quietly kills most ecommerce growth. You’ve got the first sale. Great. But if you're not locking in the second sale quickly, you're bleeding profit and your ad model won’t scale. In this episode, Mark and Ian break down: Why the second sale is the linchpin of your LTV How long you’ve really got before your customer forgets you exist (hint: it’s weeks, not months) Examples from 8- and 9-figure brands like Cox & Cox, Goat Milk Stuff, Grenade, and more How to position your second-sale offer so it doesn’t just feel like a discount The “earned credit” trick that makes customers want to use their reward before it expires How changing this one offer can make your ROAS model work 📉 Still sending out 10% codes without thinking? 📈 Want to unlock more scale without touching your ad accounts? Then this is the episode. 🎁 Get the workshop replays + number sheet here → hammersleybrothers.com   P.S. Whenever you’re ready... here are 3 ways Ian and I can help you grow your ecommerce business:   1. Talk to us. Book a call with us and let's talk about accelerating your growth - https://go.hammersleys.co.uk/scheduleuk-ant/   2. Grab a copy of our book - https://book.hammersleybrothers.com/ 3. Join the Ultimate Guide To Ecommerce Facebook group and connect with e-commerce owners who are scaling too - https://www.facebook.com/groups/924567391291786

This episode is the start of a new series: the 5 Offers every ecommerce brand needs to scale properly.   We're kicking off with the most important one — and the one most brands get wrong:   👉 The Recruitment Offer — the thing that gets someone to buy from you for the very first time.   If your offer is just “10% off your first order,” and you’re wondering why your ROAS is falling off a cliff… this is for you.   Inside, we break down:   Why the job of the recruitment offer isn’t to make profit — it’s to create momentum How to structure offers that lift AOV without tanking conversion rate Real examples from wine brands, supplement kits, and BOGOFs that crushed it Why you should stop giving your customers too many choices How to spot when your order value is the real problem (not your ads)   This episode is all about removing friction, getting the sale, and setting up a second one.   P.S. Whenever you’re ready... here are 3 ways Ian and I can help you grow your ecommerce business:     1. Talk to us. Book a call with us and let's talk about accelerating your growth - https://go.hammersleys.co.uk/scheduleuk-ant/   2. Grab a copy of our book - https://book.hammersleybrothers.com/ 3. Join the Ultimate Guide To Ecommerce Facebook group and connect with e-commerce owners who are scaling too - https://www.facebook.com/groups/924567391291786

In this episode, Mark and Ian dive deep into the five essential offers that every eCommerce business needs to scale — and why most businesses get them wrong.   🔑 Key takeaways: ■ Recruitment Offer: How to attract your first customers and set up a winning acquisition strategy ■ Second Sale Strategy: Get customers to buy again, and increase your revenue per user ■ General Retention: Keep your customers coming back with targeted campaigns ■ Peak Offers: Drive massive sales during seasonal events like Black Friday or Valentine's Day ■ Reactivation: Win back lapsed customers and turn them into loyal buyers In this intro to the new series, you'll also hear about: The importance of customer segmentation and why it’s often misunderstood How focusing on the right offers can skyrocket your sales How to create an offer architecture that boosts average order value and lifetime customer value   🎯 Ready to optimize your eCommerce offers and scale? Tune in and don’t miss the next episode, where we go deep into Recruitment Offers.   👨‍🏫 Join our community for more: HammersleyBrothers.com P.S. Whenever you’re ready... here are 3 ways Ian and I can help you grow your ecommerce business:   1. Talk to us. Book a call with us and let's talk about accelerating your growth - https://go.hammersleys.co.uk/scheduleuk-ant/   2. Grab a copy of our book - https://book.hammersleybrothers.com/ 3. Join the Ultimate Guide To Ecommerce Facebook group and connect with e-commerce owners who are scaling too - https://www.facebook.com/groups/924567391291786