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He Couldn’t Find a Good 3PL — So Billy Parker Became One

What do you do when every 3PL you work with is a nightmare?

If you’re Billy Parker, you take matters into your own hands.

In this episode, Ryan talks to Billy about building an eCommerce brand selling hangover supplements to launching Parker Express, a 3PL born out of pure frustration.

Billy shares the behind-the-scenes chaos of eComm operations, why most 3PLs fail DTC brands, and how building the right logistics partner changed everything.

If you’re an eComm founder who’s tired of late deliveries, broken SLAs, or warehouses that just don’t get your business, this one’s for you.

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What does it take to scale a brand 8x in under three years?

In this episode, we sit down with Willy Huo—former Head of eCommerce at Shein, Cupshe, and The Dom—to unpack the strategies, mindset, and data-driven approach behind some of the fastest-growing eCommerce businesses in the world.

Willy shares how he:

• Revived Shein's struggling Australian arm into a high-growth profit machine

• Used data to unlock customer insights most brands miss

• Built scalable marketing funnels that actually convert

• Developed the one skill every founder and eComm team needs to survive 2025

Whether you're running a $1M brand or chasing your first sale, this episode is stacked with practical, actionable gold. If you’ve ever wondered how to compete with the giants, build a brand moat, and truly understand your customers—this one’s for you.

Connect With Willy (https://www.linkedin.com/in/willyhuo/)

Connect With Ryan (https://www.linkedin.com/in/ryan-digital-marketing/)

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Ryan Martin (Host) sits down in the South Melbourne studio with Niels Hoeben, the founder of Frankster.

Niels has an extensive background in eCommerce, having worked for Tommy Hilfiger, Calvin Klein and 2XU.

Niels moved to Melbourne to work for 2XU and setup a new life here in Australia, and has since founded the brand Frankster, the perfect everyday shorts!

He has some great tips for people looking to scale or start their eCommerce journey around sourcing materials and factories, cashflow and how to scale, whilst managing to keep his sanity!

Enjoyed the conversation, hope you enjoy listening!