Ecommerce Playbook: Numbers, Struggles & Growth

Available Episodes

5 of 366

Why Retention Starts at Acquisition: A New Approach to LTV Growth
Most brands treat retention and acquisition as separate strategies and that’s the problem. In this episode, we reveal why retention actually begins at acquisition and how understanding your customer lifecycle from day zero can unlock massive LTV growth.Josh Tay joins Richard to unpack how our Global Accelerator program integrates growth and lifecycle strategy into one unified system. From front-loading LTV to designing retention programs that fuel acquisition, this conversation shows how the best brands build for long-term profitability — not just quick wins.You’ll learn:Why most retention strategies fail before the first purchaseHow to connect your acquisition data to lifecycle marketingReal examples of how integrated retention drives profitabilityThe retention frameworks used inside CTC’s Global Accelerator programIf you’re a 7- or early-8-figure brand looking to increase repeat revenue, this one’s for you.Show Notes:Head to portless.com today to get your free quote, and see how direct fulfillment can transform your business.Explore the PROPHIT System: prophitsystem.comLearn more about the Global Accelerator: commonthreadco.com/acceleratorThe Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm
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The Modern Media Playbook
In this episode of the podcast, Taylor and Luke take you inside the system Common Thread Collective has built to define what modern media management really looks like in 2025.Media buying has evolved - incrementality, experimentation, MMM, and FP&A can’t live in silos anymore. Taylor and Luke break down how to turn these complex ideas into one cohesive, profit-first workflow that drives real business results.You’ll learn:Why data integrity is the foundation of profitable decision-makingHow to set smarter budgets with the Spending Power ModelHow to allocate across channels using incrementality benchmarksHow to operationalize measurement, testing, and optimization in one systemWhy IRoAS > ROAS (and how to make that shift inside your team)This is the exact system CTC uses to manage media for hundreds of DTC brands..Show Notes:Head to portless.com today to get your free quote, and see how direct fulfillment can transform your business.Explore the PROPHIT System: prophitsystem.comRead the blog: https://commonthreadco.com/blogs/coachs-corner/building-useful-measurements-for-profitabilityThe Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm
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How to Win Q4 with Data, Not Guesswork
Stop guessing — start scaling.In this episode of Podcast, Richard and Luke break down how one eight-figure brand completely rewrote its Q4 plan using the Profit System’s Spend Power Model and Creative Demand Model.You’ll see exactly how reallocating ad spend, optimizing contribution margin, and forecasting creative volume can unlock immediate profit gains in the next 30 days — without guessing or overspending.What you’ll learn:How to identify overspending using the Spend Power ModelWhy cutting ad spend can increase contribution marginHow to forecast creative volume with the Creative Demand ModelThe immediate actions to take for Q4 profitabilityHow one brand uncovered $400K in incremental profitWhether you’re planning your Q4 media budget or mapping your 2026 growth strategy, this episode gives you the playbook for winning with data, not intuition..Show Notes:Head to portless.com today to get your free quote, and see how direct fulfillment can transform your business.Explore the PROPHIT System: prophitsystem.comThe Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm
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Stop Wasting Your Q4 Budget on Holiday UGC
Most brands blow their Q4 creator budget on one thing: holiday only content. In this episode of thPodcast, Richard sits down with Adrianne, Director of Creator Content, to break down why that’s a mistake and what to do instead.Learn CTC’s full framework for sourcing and scaling creator content that actually performs through Q4 and beyond. From building evergreen briefs to managing creator timelines, Adrianne walks through the exact checklist, examples, and ad structures her team uses to keep pipelines full, ads optimized, and budgets profitable.What you’ll learn:Why holiday focused UGC is a budget trapHow to build evergreen creator briefs that scaleThe ideal timeline for sourcing, editing, and launching UGC in Q4The one still image format that outperformed every videoHow to repurpose creator content across Meta, TikTok, Pinterest & moreShow Notes:Go to https://bit.ly/4mFOWa1 to get 20% off your first 3 months of Omnisend with code CTC20.Explore the PROPHIT System: prophitsystem.comThe Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of ecomm
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How to Craft the Best BFCM Offer this Year
As Q4 kicks off, one of the biggest levers brands can pull is their offer strategy. In this episode, Richard Gaffin (Director of Digital Product Strategy) and Taylor Holiday (CEO) break down how to design offers that maximize both new customer acquisition and retention during Black Friday/Cyber Monday.They walk through insights from CTC’s Black Friday/Cyber Monday Offer Database—a collection of 679+ offers from top eComm brands—and explain how to tailor messaging across channels like paid social, email, and SMS.You’ll learn:Why BFCM is the biggest new customer acquisition moment of the yearHow to balance broad sitewide discounts with segmented offers for VIPs or inventory clearanceThe trade-offs between discount depth, inventory availability, and timing across the holiday seasonCommon pitfalls brands face (like over/under-spending and missing the true margin math)Why transparency about your actual market position matters when setting offer expectationsIf you want to build an offer strategy that actually maps to your numbers—and not just guesswork—this episode will get you there.Show Notes:Go to https://bit.ly/4mFOWa1 to get 20% off your first 3 months of Omnisend with code CTC20.Join over 15,000 merchants protecting their revenue with Chargeflow. Use our promo code CF30 and start saving money, time, and sanity today: https://app.chargeflow.io/auth/sign-in?utm_source=ctc+hotline%2C+podcast&utm_medium=cpc&utm_campaign=CTC+Hotline+%26+Chargeflow&utm_id=CTC+HotlineExplore the PROPHIT System: prophitsystem.comThe Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have about the world of eCom
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About Ecommerce Playbook: Numbers, Struggles & Growth

2020 transformed the world of ecommerce forever. For the modern DTC brand, the rewards have never been greater. But the waters have also never been choppier, and the way forward has never been more uncertain. So how do you navigate this dangerous new reality? No matter how you do it, you’d better not do it alone. That’s where the Ecommerce Playbook Podcast comes in — join Common Thread Collective’s Taylor Holiday & Richard Gaffin as they bring you guiding insights from across CTC’s portfolio of growing DTC businesses. Whether you need a clear view on the macro issues affecting the world of ecommerce, or want to reorient your business around groundbreaking new big-picture strategies, Taylor & Richard are here to help answer the tough questions about what it takes to scale — and sustain — an ecommerce business.

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