Add To Cart: Australia’s eCommerce Show

Most ecommerce teams are incredibly good at the rational stuff. Product pages. Checkout flows. Abandoned cart sequences. Free shipping thresholds. Everything is designed to squeeze a little more conversion out of customers who are already close to buying.
But here’s the uncomfortable truth: that’s not where the decision is made. Buying decisions are emotional first, and rational second. The features, specs and pricing comparisons don’t create the decision. They justify it after the fact.
In today's Playbook:
Why most ecommerce brands over-invest in features instead of emotion
The difference between cognitive vs emotional brands, and why it matters
How to identify your brand’s emotional default
Why you can’t create emotion, only amplify what already exists
How emotional storytelling at the top of funnel drives higher conversion without discounts
Connect with Nick
Explore IGU Global
IGU’s main episode
Scratch Pet Food’s main episode
i=change’s main episode
SMS us to request a guest!
Support the show
Want to level up your ecommerce game? Come hang out in the Add To Cart Community. We’re talking deep dives, smart events, and real-world inspo for operators who are in it for the long haul.
Connect with Nathan Bush
Contact Add To Cart
Join the Community

Stephanie Rogers, Retail Director at TransPerfect, has built her career helping global brands navigate one of ecommerce’s hardest challenges: expanding internationally without wasting time, money, or momentum.
In today’s episode, we’re breaking down the difference between translation and true localisation, why “land and expand” beats going all-in too early, and how Australian brands can punch above their weight globally.
Today, we're discussing:
Why localisation beats translation every time
The smartest way to choose your next international market
Why Japan, Korea, Germany, and France are underrated opportunities
The biggest mistakes brands make expanding into the US
How to test markets without burning cash
The role of AI vs human expertise in localisation
Why internal training is the most overlooked growth lever
How brands can scale globally without building full local teams
Connect with Stephanie
Explore TransPerfect
SMS us to request a guest!
Support the show
Want to level up your ecommerce game? Come hang out in the Add To Cart Community. We’re talking deep dives, smart events, and real-world inspo for operators who are in it for the long haul.
Connect with Nathan Bush
Contact Add To Cart
Join the Community

Matt Byrne, founder of Day One Advisory, works with ecommerce brands every day as their outsourced finance function, helping Shopify businesses understand their numbers, improve profitability, and make better decisions.

In today’s episode, Matt breaks down what actually matters behind the numbers. Not vanity metrics. Not revenue screenshots. But the core financial levers that determine whether a brand survives, scales, or quietly runs out of cash.
Today, we're discussing:
Why revenue is a vanity metric (and what to track instead)
The three numbers every ecommerce founder must know: gross profit, contribution margin, and breakeven
What “good” margins actually look like in ecommerce 
How to know if your paid ads are really working, or just burning cash
The biggest financial blind spot founders have when making decisions
The right way to approach tax, cashflow, and avoiding the BAS shock
Why you should be paying yourself from day one (and how it changes everything)
The truth about growth vs lifestyle, and what most founders are actually chasing
Connect with Matt
Explore Day One
SMS us to request a guest!
Support the show
Want to level up your ecommerce game? Come hang out in the Add To Cart Community. We’re talking deep dives, smart events, and real-world inspo for operators who are in it for the long haul.
Connect with Nathan Bush
Contact Add To Cart
Join the Community

There’s a quiet pressure in ecommerce that’s hard to ignore. Every week there’s a new channel worth testing. A new platform gaining traction. A competitor showing up somewhere you’re not. And before long, “we should be there too” starts to feel less like a question and more like a requirement.
But what if that instinct is actually slowing you down?
That’s exactly what Jaimee Vilela, Managing Director of Cooki Haircare, pushed back against. After acquiring the brand as a lifestyle business, Jaimee and her partner scaled from $179K to over $3 million in revenue in just two years, using just two core channels: Meta and Klaviyo.
In this Playbook: 
How Cooki Haircare scaled from $179K to $3M using just two core marketing channels
Why “channel addiction” is one of the most expensive mistakes in ecommerce
How focusing on fewer channels can actually increase clarity and performance
Why more channels often lead to worse attribution, not better data
And how building depth in one channel creates a defensible competitive advantage
Visit StudioHawk to learn more.
Connect with Jaimee
Explore Cooki Haircare
Cooki Haircare’s episode
Krumbled Group’s episode
Pet Circle’s episode
Motto’s Fashion’s episode
Kakadu Plumb’s episode
King Kong’s episode
SMS us to request a guest!
Support the show
Want to level up your ecommerce game? Come hang out in the Add To Cart Community. We’re talking deep dives, smart events, and real-world inspo for operators who are in it for the long haul.
Connect with Nathan Bush
Contact Add To Cart
Join the Community

Sam Moore, founder of PYRA, has built one of Australia’s most exciting challenger brands by blending technical outdoor apparel with streetwear DNA. After early roles at General Pants and Culture Kings, and a first brand that didn’t quite go to plan, Sam launched PYRA with a clear vision: bridge the gap between performance gear and fashion. What followed was rapid growth inside Culture Kings, a complex buyback, and a full reset into a DTC-first global brand.
Today, we're discussing:
Building PYRA inside Culture Kings and buying it back
The shift from wholesale to a 90% DTC model 
Why niche positioning beats broad appeal in ecommerce 
Turning a brand into a UGC machine 
Using entry products (like hats) to drive LTV Scaling globally through Meta and Shopify 
Markets Product development in technical apparel 
Managing supply chain, 3PL, and global logistics
Connect with Sam
Explore PYRA
SMS us to request a guest!
Support the show
Want to level up your ecommerce game? Come hang out in the Add To Cart Community. We’re talking deep dives, smart events, and real-world inspo for operators who are in it for the long haul.
Connect with Nathan Bush
Contact Add To Cart
Join the Community