Add To Cart: Australia’s eCommerce Show

Most of Conni’s customers wish they never had to buy its products. By the time they do, they probably needed them four weeks ago.
This Playbook is anchored by Norm Douglas, CEO of Conni, which has made reusable absorbent products in North Geelong for around 25 years. His team talks about pee and poo as plainly as sizing, because it’s a normal part of life.
In this playbook, we cover three things ecommerce operators need to know about marketing awkward products:
Design for the moment the need arrives, not the moment you want to sell
Say it plainly, using the words your customers actually use
Plan for the ad platforms that will flag you, and lean on the channels you own
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Nakisah Williams’ first embroidery attempt was so bad she hid it in a drawer. Years later, it became the reason every Craft Club kit is built to be fail-proof.
Nakisah launched Craft Club in 2021 with six cross-stitch designs. It now sells kits across a long list of crafts, ships worldwide and has its own community app with more than 8,000 members.
In this episode:
Category of one - why Craft Club grows fastest in crafts nobody else is selling
Testing without the risk - preorders and a Shenzhen warehouse that turns stock back into cash in weeks
Owning the community - why Craft Club built its own app instead of relying on Facebook
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Plenty of brands have tried AI ads and given up. It’s usually not the tool’s fault. The output doesn’t look like the brand, and fixing one thing breaks three others.
This Playbook is anchored by Sam Kroonenburg, who sold A Cloud Guru for just over $2 billion and now runs Cuttable, an AI ad platform. Before building it, his team sat down with 50 to 70 brands to work out why AI creative wasn’t working.
In this playbook, we cover three things ecommerce operators need to know about briefing AI so it doesn’t make slop:
Start with the shoot assets you already own, and keep feeding the library
Write the rules before you hand over the keys, like True Classic’s ten-page decision file
Define what on brand means, because only a human can decide that
Connect with Sam Kroonenburg | Explore Cuttable
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Courtney Ray built Daily Blooms so she'd never need a flower shop. Now she's opening one.
Eight years in finance showed her the problem with florists. High rent and a shop full of stock that dies in days. So in 2014 she sold one bouquet a day online and stopped when it sold out. More than a million customers later, Daily Blooms is opening a store in Fitzroy. In Add To Cart episode #672, Courtney explains why it sits in the marketing budget.
Today, we're discussing:
The working capital problem behind the one-bouquet-a-day model 
Why the new store is treated as marketing spend 
The friendship index and how Klaviyo segmentation puts it to work 
Why Valentine's Day is capped at 10x a normal day 
Connect with Courtney | Explore Daily Blooms
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90% of TileCloud customers buy a $15 sample before they buy tiles. Product seeding still works. Most brands just judge it on social coverage and kill it when the posts are thin.
This Playbook is anchored by Taryn Williams, founder of #gifted, which runs product gifting between 11,000 creators and 5,000 brands. She argues the real return is the dinner party conversation you never see.
In this playbook, we cover three things ecommerce operators need to know about turning product seeding into word of mouth:
Choose who gets product by the moment it's built for, not by follower count
Remove the real barrier to trial, because a sample doesn't have to be free
Pick one specific number before you send anything
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Explore #gifted
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