Add To Cart: Australia’s eCommerce Show

We've drilled into every corner of ecommerce on the show, but never the cart. Sylvie Wilson is here to fix that.
After running two ecommerce businesses of her own, she built Unicorn Cart to solve a gift-with-purchase headache, and it's now used by 400+ brands. Her core message: the cart is the billboard everyone's neglecting, and it's a real part of your CRO strategy, not just a step to checkout. She's clear she's not here to sell Unicorn, just to share tactics and real A/B test data.
In this episode:
The cart is high-intent real estate most brands waste, optimise it for both AOV and conversion
Never set and forget, one brand's $99 gift threshold beat $120 with a 64% higher AOV
Make gifts something people actually want, keep the UX clean, and don't train customers to wait for a discount
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We're all racing to acquire new customers. But how do you know what a new customer is actually worth, not just on the first purchase, but over time?
This Playbook is anchored by Rob Ward, who bootstrapped Quad Lock to a $500 million exit and built a framework for exactly this: the three gates for new customer acquisition. The best part is that not every gate has to be green.
In this playbook, we cover three things ecommerce operators need to know about what a new customer is worth:
Split new customers from returning before you calculate anything, using nCAC and new-customer AOV
Make payback something you observe with a real cohort, not something you hope for
Find the customers worth having, then use them as the seed to go find more
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Conni sells the product most people wish they didn't have to buy. Norm Douglas is CEO of Australia's leading reusable incontinence brand, and his own website leads with "we're passionate about pee and poo."
This is one of the most fascinating businesses in Australian ecommerce, a privately owned, profitable brand thriving in a category most marketers would never touch.
In this episode:
Sell a taboo category with dignity and plain language, not innuendo
Own your data, why Norm stays custom-built and fixes messy orders in the back end with AI
Build for the customer who needed you four weeks ago, and know which products never change
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Raising prices is one of the biggest levers for profit, and the one we fight ourselves hardest on. Every ecommerce business is carrying costs it wasn't two years ago, and if you're not passing them on, your margin shrinks every day.
Here's the thing the archive keeps proving: the cost itself rarely upsets customers. Being surprised by it does. When the Australia Post fuel surcharge hit, Seed & Sprout's Rebecca Williams already had the scenarios written, and chose to be completely upfront about it.
In this playbook, we cover three things ecommerce operators need to know about raising prices without losing customers:
Map your true cost to deliver an order, because a price rise gets argued from one line when the pressure's coming from six
Decide whether the cost is permanent before you decide how to show it
Treat price as something you run on a rhythm, not an event you survive once a year
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Sam Kroonenburg sold his last company, A Cloud Guru, to Pluralsight for just over $2 billion. Now he's back with Cuttable, an AI ad-creative platform, and Nathan's been using it for months on a client account.
This is the behind-the-scenes on how it works, and the counterintuitive truth about winning on Meta: it's a volume game. You can't pick the winning ad up front, and neither can Meta, so the only lever you control is how many shots on goal you take.
In this episode:
Winning Meta is a volume game, take more shots, because you can't pick the winner and neither can the algorithm
Give people control over AI output, because what's valuable isn't a generated ad, it's an ad they're willing to publish
Only build what couldn't have existed two years ago
Add To Cart listener offer: a 3-month Cuttable subscription and an extra USD$100 a month in credits. Book a demo at https://app.cuttable.com/m/get-started and mention Add To Cart. No affiliate or sponsorship arrangement here.
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