Add To Cart: Australia’s eCommerce Show

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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Ordering the right amount of stock can make or break an ecommerce business, and there's still no magic formula. Too much and your cash is stuck in stock going nowhere. Too little and you leave money on the table.
This Playbook is anchored by Bronte Campbell, co-founder of Earthletica, who deliberately sells out half her range to prove demand before she commits the cash. The proof: a 50% repeat rate.
In this playbook, we cover three things ecommerce operators need to know about proving demand before you buy the stock:
Make the first buy small enough that being wrong is survivable
Read the speed of the drop, not just whether it sold out
Go in wanting the data to surprise you, then question your tail
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Taryn Williams has been in the talent and creator world longer than almost anyone in Australia, and she saw where it was going before the rest of us. She started Wink Models at 21 with $30,000 of her own savings, launched the creative marketplace The Right Fit as influencers were becoming a thing, sold it, and now runs Gifted, a gifting platform for brands and creators. She also sits on boards and advises brands, so she sees the industry from every angle at once.
#Gifted started as a "simple" five-page website to fix a broken process: brands wanting to hand creators product for content, and creators cold-messaging brands for the same. Built like a dating app where creators swipe on what they want to receive, it now has around 11,000 creators and 5,000 brands, with a Shopify integration that automates inventory and captures content automatically.
We get into how to actually make gifting work (hint: relinquish control), how to measure it against a real goal, why founder energy has a use-by date, and the wild story of Taryn feeding Claude all her WhatsApp threads to build herself a brutally honest AI life coach.
In this episode:
Make gifting work by giving creators genuine creative control, because contrived briefs jar against the trust they've built with their audience
Measure campaigns against a specific goal with real tracking, not a vibe, because "drive sales" is where brands stop thinking when it's where they should start
Know when your founder energy runs out, the zero-to-two-years phase needs brute force, then you build a team and hand it on
Add To Cart listeners get 50% off their first month of #Gifted.
Head to hashgifted.com to redeem with discount code ATC50.
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If you've worked in ecommerce for more than five minutes, you know the pull of the conversion number. The moment leadership discovers that one magic number, it's all they want to talk about, and it doesn't matter how rubbery that number gets when you pull it apart. Meanwhile brand cops it. Brand gets called fluffy, and it's the line cut first when the quarter gets tight.
We've got the fight back to front. Brand and conversion aren't rivals. Brand is the thing that makes your conversion cheaper. The brands that win the argument don't insist brand is special, they treat it like an investment and hold it to account with real numbers, the same as everything else in the business.
This Playbook is anchored by Dave Dullens, Head of Brand and Consumer at Conquest Sports, which runs Converse in Australia and New Zealand. He's spent 20 years keeping iconic brands relevant, and he has the fight with the conversion number every single month.
In this playbook, we cover three things ecommerce operators need to know about winning the brand vs conversion fight:
Pitch brand as an investment with a job, not a cost, and ring-fence its budget from your conversion targets
Hold brand to account with real numbers and KPIs, so it earns its seat at the boardroom table
Remember that if you never plant, you never harvest, and watch your cost per acquisition prove it
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The last time Justin Bausch was on the show, in May 2024, he was leading CRM at Ryderwear and AI meant product recommendations. He's back as a founder, this time with his partner Felisha Mina, and everything has changed. In a year he's grown Style My Wall to seven figures, and he's built his own AI platform to run the whole thing.
Style My Wall started as a Facebook Marketplace side hustle selling art while Justin still had his day job. He turned it into a print-on-demand ecommerce business, kept everything in-house, poured the agency savings into profitable ad spend, and went from one employee (his nephew) to 22 in two years. Then he built the tool that runs it: an AI platform, made with Claude Code, that manages his Meta and Google ads on autopilot, scans inventory, runs customer service through Gorgias, and updates shipping windows across Shopify and Klaviyo when dispatch blows out.
We get into how he built it, why he thinks most small businesses don't need a paid media agency, the Mattel deal that came from founder-led content, and how he and Felisha Mina now help other small businesses do the same through their agency InHaus Digital.
In this episode:
Keep it in-house and reinvest the savings into profitable ad spend, which is what took Style My Wall to seven figures in year one
Small businesses spending under a few grand a day on ads often don't need a paid media agency, they need to understand their own margins
Build AI into the whole process chain, not just one-off tasks, but roll it out in stages and never straight to autopilot
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