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In this episode of eCommerce Australia, we sit down with Andy Lee — co-founder of TWL (The WOD Life) — one of Australia’s most authentic eCommerce success stories.

What started with 50 jump ropes and a Shopify account has become a global fitness brand with a cult-like community.

Andy unpacks the role of content, community, and authenticity in building a standout brand in a noisy market.

He shares how TWL balances the grind of growth with staying real — and what founders need to know about content ROI, influencer marketing, and building for the long haul.

Key Moments & Takeaways:

• 🎯 From side hustle to global brand: How TWL went from Ben’s bedroom to 500K+ followers.

• 🧠 The mystery box strategy: Why surprise and scarcity still win.

• 💬 “We’re the coach, not the hero”: On creating customer-led branding.

• 📹 Content ROI: The truth about YouTube, social, and what actually converts.

• 🧍 Being human in an AI-driven world: The future of brand connection in 2025.

• 💡 What Andy would do differently: Tips for brands starting from scratch today.

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Iain Calvert from Boom Coaching joins us to share the raw, unfiltered lessons he's learned from working with over 100 eCommerce brands. From why conversion rates are dropping across the board to what founders really need to focus on in 2025, this episode is full of actionable insight.

Gross Margin Template Sheet:

https://docs.google.com/spreadsheets/d/1_tWYtAScWR9ECYATR8U0atlkfpYxgjGDHrllQYs51Kw/edit?gid=0#gid=0

We talk about:

• The hidden factors affecting CRO

• Rising Google Ads costs (and what to do about it)

• Why SEO is back in the spotlight

• What separates the winners from the strugglers in Aussie eCom

Perfect for founders, marketers, and anyone serious about growing an online brand in a tough market.

Grow Your Business With Organic Traffic - Start Here

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!

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Make Them Talk Chat GPT Prompts - Teri Kearns

Social media is the ultimate battleground for eCommerce brands—but most businesses are doing it wrong.

In this episode, we sit down with social media expert and founder of Make Them Talk, Teri Kearns, to uncover the secrets to viral content, brand authenticity, and getting real engagement that actually leads to sales.

If you're tired of posting content that goes nowhere, struggling to stand out from competitors, or wondering how to build a brand people connect with, this is the episode for you.

We cover the biggest mistakes eCommerce businesses make on social, why personality is your secret weapon, and how to create content that actually works (without copying trends).

What You’ll Learn:

✅ The top three social media mistakes eCommerce brands keep making

✅ Why copying viral content won’t get you results—and what to do instead

✅ How to use social media as a brand-building and sales-driving machine

✅ The power of storytelling, humor, and controversy in content

✅ Teri’s best-performing social media campaigns (and how you can replicate them)

✅ How to break through the noise—even if you don’t want to be the face of your brand

We had a blast recording this episode, I hope you enjoy listening to it as well!

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Perth Retail Roadshow

Some of the best e-commerce leaders don’t take the traditional path—and Sarah Brown is proof of that.

After starting in finance, she made the leap into fashion e-commerce, working with top brands like Mavi and Shona Joy and earning a spot in Australia’s Top 50 in E-Commerce.

In This Episode:

• The unexpected corporate skill set that gives e-commerce leaders an edge
• Why DTC brands are doubling down on resale models—and how to do it right
• The real impact of AI on e-commerce (beyond the hype)
• Fast fulfillment & customer experience—why brands need to think like Amazon & Uber
• Why live shopping, TikTok Shop & content-first commerce are the future

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Profit Peak Demo Call

Perth Retail Roadshow (March 6th)

In this episode of E-Commerce Australia, Ryan Martin welcomes back Carla Penn-Kahn, co-founder of Profit Peak, along with her partner and co-founder David Kahn.

They dive deep into how e-commerce businesses can optimize their profitability, ad spend, and inventory management in 2025.

Key takeaways:

✅ Short & Sharp Black Friday Sales Work Best – Brands that ran focused 4 day BFCM promotions outperformed those running “Black November” sales.

✅ Ad Spend Strategy is Broken – Google & Meta push spend toward high-converting products, but NOT your most profitable ones. Profit Peak flips that model for better margins.

✅ Repeat Customers = Secret Goldmine – October buyers often repurchase in November—brands should focus on customer retention strategies leading up to BFCM.

✅ AI, SEO & Brand Building Matter More Than Ever – With rising CPAs and AI-driven search engines like ChatGPT, content and authentic brand storytelling will be key to long-term success.

✅ Why Inventory Planning is Critical – Understanding which products drive repeat purchases (and which ones don’t) is the key to profitable scaling.

They also discuss how Profit Peak helps brands unlock hidden revenue by automating ad spend optimization, enhancing inventory forecasting, and identifying the real drivers of profitability in an e-commerce business.