Ecommerce: The Hammersley Brothers Ecommerce Podcast

Episode 3 of our 5-part series on why your ads aren’t scaling.   Most people think scaling means new creatives, new targeting, new hacks. But the real issue is usually this: your ads don’t support the platform’s model, so the platform restricts your reach and quietly pushes you into the same tired audience over and over again.   In this episode, we break down:   Why Google and Meta are the two gorillas, and you cannot “make them” do what you want The number one thing both platforms care about before they care about your ROAS Why boring Meta ads get shown to warm audiences only and never escape to true prospecting How catalog-style ads and offer-only ads can trap you in bottom-feeding The real meaning of cost per reach and why it reveals when Meta is limiting you Why do some ads look profitable but are just being shown to people who would buy anyway How to think about splitting spend between prospecting and retargeting so you can actually grow The simple mindset shift: stop trying to sail into the wind and bu

Part 2 of our 5-part series on the question everyone asks: why your ads aren’t working. Most people blame Meta, Google, or their agency. But if your landing page doesn’t do the job, your ads never had a chance. In this episode, we break down: Why do we always start with landing pages, not a full site rebuild? The fastest way to find what’s actually broken is to use the top landing pages. Why product pages on mobile are usually the real battleground The Busy Restaurant Test and why it decides whether people bounce in seconds How to reduce bounce rate and make it feel easy to buy Why pop-ups can wreck first impressions if you block the product How big brands choreograph the entire first visit on purpose The conversion rate and AOV tradeoff that unlocks scale Why Shopify gimmicks often lower conversion instead of raising it If your ROAS is sliding, and you keep tweaking ads, this is your reset. Fix what happens after the click, and the ads suddenly look “better” without changing them. Next episode: your ads ar

This is part 1 of our 5-part series on the real reasons most ad accounts hit a ceiling. And no — it’s almost never because Meta or Google “doesn’t work anymore”.   In this episode, Mark and Ian break down: Why around 80% of “ad problems” have nothing to do with ads How your margin, AOV, and LTV quietly set the ceiling for Meta and Google What actually happened when we spent $190k and turned it into $1m Why scaling ads starts with fixing the business model, not the creative The story of a brand that went from £1m to £30m by changing one product decision How simplifying your offer can double AOV and suddenly make scale possible Why Meta doesn’t owe you results — and what it actually wants from you If you’ve been blaming your agency, chasing new creatives, or tweaking buttons, hoping scale will magically appear, this episode is the reset.     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 acceler

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 scal

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 relyin

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/

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

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.  

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

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

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:  

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.  

This is the fifth ecommerce business type in our series — and it’s often the most misunderstood. In this episode, Mark and Ian unpack the Seasonal Specialist model — where 80%+ of revenue happens in just 6–8 weeks. Whether you sell Christmas hampers, school shoes, winter clothing, or Valentine’s gifts, this episode shows you:

Continuing our exploration of the 5 types of ecommerce businesses.   This week, we dive into type 4, the 'Needs Driven Supplier'.   Watch this if your business is reliant on google ads and sells a product that people only want when they need it.   It's a good one with a lot of good case studies, so I hope you enjoy it. 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

You’ve got sales. You’ve got a brand. But your bank account says otherwise. In this episode, Mark and Ian break down the Volume Retailer — the third ecommerce business type — and explain why most owners of $2M–$10M brands never get paid unless they fix one critical thing:

Most ecommerce advice doesn’t apply to high-ticket stores — because they follow completely different rules. In this episode, Mark and Ian break down the second of the 5 ecommerce business types: The High-Ticket One-Timer — and how it totally changes your strategy. Whether you’re selling sofas, tiles, custom bikes, or industrial equipment, you’ll learn:, •Why your ads aren’t converting (and why ROAS looks broken), •How to fix your lead capture, upsells, and cashflow timing, •What the 3 success levers are that actually move the needle, •How to avoid death-by-yoyo-spending when the market shifts, •Why agencies often destroy this model by treating it like a volume retailer,  If you’ve ever thought “Why isn’t this working?” — this episode will give you the diagnosis and strategy reset you need. 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/schedul

Most ecommerce playbooks fail because they treat compounders like ordinary brands. A Compounding Brand grows by turning first-time buyers into loyalists fast—and letting that flywheel do the heavy lifting. In this episode, Mark and Ian unpack the Compounder model: how it scales, how to measure it, and how to avoid killing momentum with volume-retailer tactics.

We are back! New podcast episode. Here's what we covered: Most ecommerce brands copy strategies that were never meant for them — and that’s why they stay stuck.If you’re tired of: Wasting time on “growth hacks” that don’t grow anything Being busy but not profitable Copying strategies that work for others but fail for you …this episode will help you stop guessing and start scaling   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

Your Meta and Google ads worked… until they didn’t. In this episode, Mark and Ian Hammersley unpack the real reasons your ads hit a ceiling—and what to change to scale again without burning cash. You’ll learn: How to know if it’s your ads or your website blocking scale, Why ROAS can be misleading (and dangerous), How agencies accidentally sabotage your growth, The right revenue per visitor benchmarks, How to fix campaign structure, frequency, and creative flow, •Includes proven scaling tactics from $10M+ ecommerce brands. •Watch before you increase your ad spend again. Plus, join our free workshop tomorrow for a deeper dive and live Q&A: https://book.hammersleybrothers.com/hb-what-to-fix/   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 Ultima