Add To Cart: Australia’s eCommerce Show

Most brands know what their campaigns are doing. Fewer know whether their flows are actually doing the heavy lifting.
This is the second of three special episodes recorded live at Klaviyo's Sydney event, K:SYD. Nathan put forward a panel instead of a single interview, and the room delivered. Three Klaviyo Champions, three very different businesses, one hour on email, CRM, data and where retention marketing is actually heading.
Lachi Agnew is Head of Technology at July, the Melbourne luggage brand he has helped build from scratch over seven years. Flows are driving close to half of July's Klaviyo-attributed revenue, while campaigns get most of the creative attention. Hani Rifai is Chief Digital Officer at Step One, the ASX-listed bamboo underwear brand chasing $100 million with a team of 50 and one of Australia's sharpest data-first retention programs. Alice Michael is Head of Ecommerce and Operations at APG & Co, running Klaviyo across Sportscraft, SABA and JAG simultaneously with a lean team and three distinct customer bases.
The conversation covers where discounting actually helps versus where it trains your best customers to wait, how to use RFM switches to deploy incentives at the right moment, and why segmentation is a workaround, not the destination.
Today, we're discussing:
Why flows outperform campaigns on revenue at July, and what Lachi is building to close the gap between the two [12:08]
How Step One uses RFM category switches to trigger targeted messages at the exact moment a customer starts drifting [21:30]
Hani's take on Pavlovian discounting: discount to solve a problem, not to plug a revenue gap [22:42]
How Alice migrated three fashion brands off Salesforce Marketing Cloud and why one bottleneck was driving the whole decision [02:48]
The Step One experiment using AI search data piped into Klaviyo to generate one-to-one abandonment emails based on what a customer actually asked [46:30]
Why all three panellists agree segmentation is a workaround, and what true one-to-one communication actually requires [53:00]
Connect with Lachi Agnew | Explore July | Connect with Hani Rifai | Explore Step One | Connect with Alice Michael | Explore APG & Co 
Subscribe to the Add To Cart newsletter 
SMS us to Suggest a Guest
Connect with Nathan Bush
Join the Add To Cart Community

Live shopping has been "the next big thing" in Australian ecommerce for five years. Grayson White has been doing it for fifteen.
Grayson White started running "breaks" (the trading card version of live shopping) at Cherry Collectables back in 2008. Cherry is now Australia's biggest trading card retailer, and what Grayson has built since isn't a sales channel. It's a community of hundreds of thousands of collectors who trust the brand enough to move 1,600% more product on a single new release than they ever had before.
In this week's Playbook, Nathan unpacks the model behind Cherry's result and what it means for any retailer trying to make live shopping actually convert, including 40-year-old fashion brand Motto, which grew 127% in twelve months on the back of daily 4pm streams, and Oz Hair and Beauty, which deliberately started live before TikTok Shop arrived in Australia.
Today, we're discussing:
Why live shopping works when buying is one of three reasons people showed up [03:00]
The three-audience model that took Motto from a COVID pivot to 127% growth [06:30]
Why most brands kill the room by coming across as a catalogue [09:30]
How fifteen years of trust earned Cherry the 1,600% activation on a single drop [12:00]
Why Whatnot works where social live shopping in Australia still doesn't [15:00]
Why every show needs an event hook, not just a schedule [17:00]
Connect with Grayson White | Explore Cherry Collectables 
Subscribe to the Add To Cart newsletter 
SMS us to Suggest a Guest
Connect with Nathan Bush
Join the Add To Cart Community

Klaviyo is sitting at $1.2 billion in revenue and 196,000 brands. Ed Hallen says it's 1% done.
Ed Hallen co-founded Klaviyo in 2012 with Andrew Bialecki, off the back of a dinner in Boston where an Australian entrepreneur selling suits online told them he spent three hours a week manually emailing his customer list. They offered to automate it. Thirteen years, a 2023 IPO, and a shift from email tool to autonomous B2C CRM later, that same core idea, understand the customer, act on it, measure it, still runs the company. As Chief Strategy Officer, Ed is now the person thinking hardest about where Klaviyo goes next.
Nathan caught him live at K:SYD in Sydney, straight off a keynote to 600-plus people. Klaviyo is one of Add To Cart's two major sponsors, and this conversation still went straight at the hard stuff: pricing, attribution, the SaaSpocalypse, and what you're probably leaving on the table inside the platform right now.
Today, we're discussing:
Why the move from email tool to autonomous B2C CRM is really just the original 2012 idea at a bigger scale [05:00]
The honest story behind the pricing change from contacts emailed to active profiles, and what it means for your database [22:39]
Why your disengaged list is a segment to talk to differently, not a cost to delete [30:30]
How Klaviyo thinks about attributing its own value when it's one part of a bigger marketing stack [25:30]
Where Klaviyo's B2C CRM vision is heading now that service and marketing run through one platform [33:00]
The single most underused feature on the platform, and why it isn't the newest one [41:00]
Connect with Ed Hallen | Explore Klaviyo

Subscribe to the Add To Cart newsletter 
SMS us to Suggest a Guest
Connect with Nathan Bush
Join the Add To Cart Community

For most of a decade, the performance marketing edge came from audience strategy. Which targeting, which lookalikes, which exclusions. Media buying was the skill, and creative was just the fuel you fed it. That advantage has quietly disappeared as Meta, Google and TikTok have absorbed the targeting levers into the platform.
Most brands are still organised around the old model: budget and attention pointed at audience strategy, with creative treated as execution. The brands pulling ahead have flipped it. They know the machine now finds the right person, so the only thing left to control is what you put in front of them. The question isn't whether an ad is good. It's whether the pipeline has enough creative in it to keep finding what works.
The brands getting this right do three things differently.
In this playbook, based on a conversation with Justin Babet, founder of Chief Nutrition, we cover three things ecommerce operators need to know about building a creative machine that finds winners:
Creative does the targeting now, so the lever that matters has shifted from audience strategy to content production
A content machine is a system before it's a creative problem, and the fix is finding the blocker that's stalling your output
Volume only works if new creative gets a genuine test in its own campaign, away from your proven winners
Connect with Justin Babet Explore Chief Nutrition
Subscribe to the Add To Cart newsletter 
SMS us to Suggest a Guest
Connect with Nathan Bush
Join the Add To Cart Community

Most people know Jess Hatzis from frank body.
The coffee scrub brand built on a $10,000 investment, a genderless persona called Frank, and an Instagram strategy so early they were setting alarms through the night to post manually. Eleven years later, a $100 million valuation and one of the most recognised Australian beauty brands in the world.
What fewer people talk about is what it actually took to build that. The data before the creative. The hard calls on what to kill. The discipline of knowing when to move and when to wait.
Jess is now fractional CMO at Betts, co-founder of Willow & Blake, and building a new consumer brand from scratch. She joined Nathan and Rosa to talk about the unglamorous side of brand building.
This one is for anyone who has ever confused a good-looking brand with a well-built one.
Connect with Jessica Hatzis 
Explore frank body Explore Willow & Blake

Subscribe to the Add To Cart newsletter 
SMS us to Suggest a Guest
Connect with Nathan Bush
Join the Add To Cart Community