Add To Cart: Australia’s eCommerce Show

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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Connect with Nathan Bush
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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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Dave Dullens has spent 20 years keeping brands like that relevant. He's Head of Brand and Consumer at Conquest Sports, the 45-year Converse licensee for Australia and New Zealand, and his whole career has run through iconic footwear: Converse, Vans, Timberland, Dr. Martens. This isn't a creative-tactics episode, it's a masterclass in keeping an iconic brand relevant across generations.
In this episode, Dave sits down with Nathan Bush to make the case for brand in a business obsessed with conversion. We get into why the algorithm understands conversion but not your brand priorities, so some messages need their own budget to find an audience. We unpack his layered creator pyramid, from nano and micro fans through to global ambassadors, and why leaning into what a creator already does well beats handing them a rigid brief. 
And Dave explains what it actually takes to let go of brand control, including the dirty-sneaker video that broke all of Converse's rules and still drove sales. Plus why he thinks physical and offline is the next real resurgence, and how to measure brand so the finance team stops treating it as fluff.
Brands and tools mentioned: Converse, Conquest Sports, Vans, Timberland, Dr. Martens, Nike, Jordan, Hurley, Tracksuit, Meta, TikTok, Reddit, Patten
In this episode:
Why the algorithm optimises for conversion, not brand, so some messages need carved-out budget to reach new audiences
How to build a layered creator program and brief creators to their strengths instead of scripting them
How to measure brand with tracking and research so it earns budget in a numbers-driven business
Connect with Dave Dullens
Explore Converse
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Connect with Nathan Bush
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Ecommerce has never had more tools, and it's never been less clear which one is doing what. Every new AI tool that lands overlaps with three you already run, and half of them get absorbed into something else within months.
So when something in the business isn't working, the instinct is to go and buy the next thing that'll fix it. But the problem usually isn't the tools. Most operators are running a fraction of what they already pay for, and the platforms they do have aren't talking to each other. A platform you use half of, sitting in a stack that doesn't share its data, is the most expensive software you own.
The brands getting this right do three things differently.
In this playbook, based on a conversation with Ed Hallen, co-founder of Klaviyo, we cover three things ecommerce operators need to know about getting more from the tools they already pay for:
Put your tech budget where the money is actually made, not spread thin across the fringes
Chase the connections rather than the next tool, because the value lives in your data moving between platforms
Run your integrations at two speeds. Switch on the easy wins today and resource the deep work like the project it is
Connect with Ed Hallen
Explore Klaviyo
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