Add To Cart: Australia’s eCommerce Show

Beck Williams took the CEO chair at Seed & Sprout in 2022. A business in decline. A warehouse full of bread boxes nobody wanted. And a plan to fix it that started with people, not spreadsheets.
If you've followed Australian sustainable retail over the past few years, you've watched Seed & Sprout climb. Beck came up through corporate, with an apprenticeship at GM Holden, a transformation role at Mercedes-Benz and a stint at Thermomix, before joining founder Sophie Kovic in 2022 to lead the turnaround of the Byron Bay brand behind plastic-free lunchware, kitchen and homewares. She rebuilt it around product, supplier relationships and a fiercely flexible team, and it now turns over $30 million and ships to more than 50 markets. As CEO working alongside a founder, she's also one of the clearer voices going on how that partnership actually survives.
Nathan sat down with Beck to dig into how the turnaround really happened: why she ran a one on one with every single person in her first 48 hours, how the team clears dead stock without slashing prices, and why radical transparency, from a $2 fuel surcharge to exactly where they use AI, keeps customers on side.
Today, we're discussing:
Why Beck started the turnaround with a one on one conversation with every single person in the business, and why she refuses to do them in a group [06:02]
The bread box gate cleanup, and how 18 months of dead stock cleared in six weeks as a gift with purchase [13:44]
Testing new products in pilot runs of just 500 units using pre-orders and long supplier relationships [15:19]
How Seed & Sprout separates a quality customer from a cheap one using AOV, second purchase timing and cross-category buying [27:02]
The science behind the deliberately odd 8, 9 and 11 percent discounts [29:13]
Why owning the $2 fuel surcharge out loud built more trust than hiding it [42:51]
Connect with Beck Williams | Explore Seed & Sprout

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Most of us have a segment sitting in our email platform we've quietly given up on. The customers who haven't opened anything in months. And every time the Klaviyo bill lands, someone suggests deleting them to clean up the list.
Deleting that segment is one of the more expensive things you can do. Because someone you've stopped emailing isn't the same as someone who's stopped caring, and for a brand with product people actually want, the cheapest way to win those customers back is to remind them what they're missing, not to hand them a discount that trains them to lapse again.
This came out of a conversation with Dom Moretti, Head of Ecommerce and Digital at A&S Labels, the home of Tiger Mist and I.AM.GIA. At Tiger Mist, a plain re-engagement flow with no discount, just "here's what you've missed", is now the best-performing flow in an entire region, beating the welcome flow.
In this playbook, we cover three things ecommerce operators need to know about winning customers back without a discount:
Your disengaged list is a segment to talk to, not a cost to delete, so build it a re-engagement flow before you prune it
A discount to win someone back costs you twice, in margin now and in training them to only buy on sale, so reach for a product-led trigger instead
A win-back flow only works if the rest of your list isn't burnt out, so protect your engaged base and put a dollar value on every unsubscribe
Connect with Dominique Moretti
Explore Tiger Mist | I.AM.GIA
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Bronte Campbell won three Olympic gold medals in the pool. Now she's taking on a $600 billion industry with a rule she swam by: raise the bar, then raise it again.
After four Olympics and a stint in corporate strategy at EY, Bronte co-founded Earthletica, a B Corp making high-performance activewear from recycled and organic fibres with none of the forever chemicals the industry runs on. She launched the world-first Bronte Jacket weeks before racing at Paris 2024, and she's building the whole business on the idea that sustainability only works if the product performs first.
We get into why she walked away from a cushy corporate setup for the uncertainty of founder life, why "your cleanest sweat yet" beat "better for the earth" as the line that actually sells, and how an athlete's relationship with discipline and recovery shapes the way she runs a company. Bronte's honest about what's still not solved, the pricing maths on sustainable fibres, and the deliberate choice to grow through community and equity crowdfunding rather than take the easy celebrity cheque.
In this episode:
Why performance has to come before sustainability, and how "your cleanest sweat yet" reframed the whole brand around the customer
How building a sustainable supply chain from scratch beats retrofitting one, and what it took to find manufacturers who'd say yes to tiny order volumes
What an Olympic athlete's approach to discipline, recovery and two million minutes of work teaches you about building a brand
Connect with Bronte Campbell
Explore Earthletica

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Most email teams pour their week into campaigns. The Tuesday send, the launch, the sale out the door by Thursday. Meanwhile their flows quietly out-earn all of it in the background, and almost nobody goes back to optimise them.
That's the beauty and the drawback of flows. Once they're built they run on their own, making money while you sleep, which is exactly why they get left alone. A tiny change to a flow can move a big number, and that's the skill this Playbook is about: not a better campaign, but going back and optimising the automations around how your category actually buys.
We got into it with three of the best Klaviyo practitioners in the country on one panel at K:SYD event: Lachi Agnew, Head of Technology at July, Hani Rifai, Chief Digital Officer at Step One, and Alice Michael, who runs ecommerce and operations across Sportscraft, SABA and JAG at APG & Co. At July alone, flows drive close to half of all email revenue.
In this playbook, we cover three things ecommerce operators need to know about making their flows do the selling:
Split your revenue into campaigns versus flows and find your biggest earners, because the highest-value flow is usually one you already built
Shape your flows around your category's buying rhythm and how people actually decide, not the standard flow library
Build the flow almost nobody builds, the first to second purchase, and lead with help instead of another discount
Connect with Lachi Agnew | Hani Rifai | Alice Michael
Explore July | Step One | APG & Co
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Fourteen years ago, Angus Growney realised he could game his own attribution model. He's spent every year since chasing numbers he can actually trust.
That hunt is what brought Angus Growney to Bared, the podiatrist-founded Melbourne footwear brand where he leads performance marketing across a business that now does roughly 70% of its trade online and is expanding into the US and New Zealand. Alongside him is Zach Rego, Chief Revenue Officer at Triple Whale, who joined in 2022 as it launched the first-party pixel built to stitch conflicting platform numbers into one customer journey. Zach now calls Triple Whale the AI operating system for ecommerce, with more than 60,000 brands on it. Nathan recently onboarded Triple Whale for a client himself, so he brings his own reactions to the platform along the way. This isn't a story about finally cracking attribution. It's about what happens once you trust your data, when the work shifts from understanding the numbers, to making the decisions, to letting AI take the action.

Today, we're discussing:
Why trusting the data is harder than building the report, and the three months Bared spent in the warehouse before switching Triple Whale on.
How Angus runs Australia, the US and New Zealand off one collated view, and the numbers he makes decisions on each week.
What Triple Whale's first-party pixel and Moby actually do, explained plainly by Zach Rego. Inside True Classic running its entire Meta budget through Moby with no human in the loop, guided by a ten-page rules file.
The PMax debate an AI settled, and why taking the opinion out of the room led to the right call.Where to draw the line on AI autonomy: Copilot, Autopilot and guardrails, and what to automate versus keep human.
Connect with Zach Rego | Angus Growney | Explore Triple Whale | Bared
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