Add To Cart: Australia’s eCommerce Show

Customers have got very good at spotting fake urgency. And the cart is the worst place to lose their trust.
This Playbook is anchored by Sylvie Wilson, co-founder of Unicorn Cart, which runs the cart on more than 400 stores. Her data shows carts with a gift with purchase convert 23.7% higher, because the offer is real and it runs out.
In this playbook, we cover three things ecommerce operators need to know about creating urgency in ecommerce:
Point urgency at a real limit on stock or time
Treat fake urgency as a trust cost that follows customers to checkout
Build the urgency into the offer, not the page
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Dorry Kordahi called Swanky Socks a hobby when he bought half of it. It had been running for three years and turned over $40,000 a year.
Dorry built DKM Blue from his parents’ garage, then used that B2B know-how to turn Swanky Socks into a retail brand corporates want their logo on. Swanky has now sold nearly 4 million pairs of Australian merino and bamboo socks in more than 30 countries.
In this episode:
Retail brand, B2B engine - why corporates pay for a sock with a $29.95 retail value
Holding the price - why constant discounting trains customers to wait for the sale
Know your numbers - why Dorry pulled back on Google when his agency wanted him to double it
Moving from Salesforce Commerce Cloud to Shopify? Get Convert Digital’s migration guide.
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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
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