Add To Cart: Australia’s eCommerce Show

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
Connect with Justin Bausch and Felisha Mina
Explore Style My Wall and InHaus Digital
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There's a link in ecommerce that mostly goes unsaid, and it's a slightly awkward one: the connection between giving and commercial benefit. When a brand partners with a charity, they're doing it for the right reason. But to get it off the ground and keep it alive when budgets tighten, they usually have to rationalise it commercially, and that's the part that feels a bit icky to say out loud.
It shouldn't. GoGenerosity carries a real commercial upside, and being honest about that is often the very thing that lets the good happen at all. The thing worth chasing is the win-win-win: a win for the retailer, a win for the charity, and a win for the community in need. Get all three and it's powerful. Miss one and it falls over.
This came out of a conversation with Rohan McCloskey, founder of GoGenerosity, a pay-it-forward platform that turns small customer donations at the checkout into full-value gift cards for people in need, without ever touching the retailer's margin. Rohan has since sold the business. This episode was co-hosted by Rosa Willis.
In this playbook, we cover three things ecommerce operators need to know about making giving a commercial lever:
Let purpose lead, but give it a commercial backbone so it isn't the first thing cut when the year gets tight
Weave the giving into the problem you're already solving for the customer, rather than a guilt trip at the checkout
Make the impact visible and pick a cause that fits, because alignment plus visibility turns a giving feature into a real relationship
Connect with Rohan McCloskey
Explore GoGenerosity
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Four years ago Elysia Krstevski didn't know what ecommerce was. She'd spent 15 years in musical theatre, working her way from receptionist to co-CEO. Today she runs Mekė Baby, the brand behind Australia's first portable milk warmer, she's in the 2026 Top 50 People in eCommerce, and she's the face of Australia Post's national "Big Boss Energy" campaign.
It started with a bad moment. Stuck in a supermarket during Covid, dealing with mastitis and unable to warm expressed milk for her screaming baby, Elysia went looking for a product that didn't exist and decided to build it herself.
In this episode, Elysia sits down with Nathan Bush to break down how she created a feeding category from scratch. We get into why she built the brand before she had a product, why she handed prototypes to high-profile mums instead of waiting for perfection, and the wild story of answering a copycat competitor by borrowing Adrian Portelli's jet for a Black Friday film. Elysia is refreshingly direct about the numbers, why she stopped chasing top-line revenue on Meta and moved into Baby Bunting, why she runs her own ad account, and why she'll never hand customer service to AI. Plus building a brand while raising three kids, and launching the Go-Box while she was in labour.
Brands and tools mentioned: Mekė Baby, Baby Bunting, The Memo, Australia Post, Shopify, Meta, TikTok, Claude
This episode is brought to you with thanks to our partners:
 🛍️ Shopify → https://www.shopify.com/au
📧 Klaviyo → https://www.klaviyo.com/au/
Connect with us on LinkedIn:
 👤 Elysia Krstevski → https://au.linkedin.com/in/elysia-krstevski-b41485b7
👤 Nathan Bush → https://au.linkedin.com/in/nathbush
👤 Rosa Willis → https://www.linkedin.com/in/rosa-clara-willis-23761066/
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Subscribe to the Add To Cart newsletter 
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Connect with Nathan Bush
Join the Add To Cart Community

There's a link in ecommerce that mostly goes unsaid, and it's a slightly awkward one: the connection between giving and commercial benefit. When a brand partners with a charity, they're doing it for the right reason. But to get it off the ground and keep it alive when budgets tighten, they usually have to rationalise it commercially, and that's the part that feels a bit icky to say out loud.
It shouldn't. Generosity carries a real commercial upside, and being honest about that is often the very thing that lets the good happen at all. The thing worth chasing is the win-win-win: a win for the retailer, a win for the charity, and a win for the community in need. Get all three and it's powerful. Miss one and it falls over.
Rohan McCloskey, founder of GoGenerosity, a pay-it-forward platform that turns small customer donations at the checkout into full-value gift cards for people in need, without ever touching the retailer's margin. Rohan has since sold the business. This episode was co-hosted by Rosa Willis.
In this playbook, we cover three things ecommerce operators need to know about making giving a commercial lever:
Let purpose lead, but give it a commercial backbone so it isn't the first thing cut when the year gets tight
Weave the giving into the problem you're already solving for the customer, rather than a guilt trip at the checkout
Make the impact visible and pick a cause that fits, because alignment plus visibility turns a giving feature into a real relationship
Connect with Rohan McCloskey
Explore GoGenerosity
Subscribe to the Add To Cart newsletter 
SMS us to Suggest a Guest
Connect with Nathan Bush
Join the Add To Cart Community

Making a single ad used to cost half a million to a few million dollars. You poured everything into one hero execution and you had to be right, because that was the bet. That world is gone. Today a brand can make a few hundred ads off an iPhone, put a bit of spend behind each, and let the market decide.
Here's the shift most teams haven't made: finding a breakout ad isn't about one person being braver, it's about how the whole team works. Loosen the approvals so more creative goes live, trust the data over opinion, and let go of the idea that any single Meta ad is your whole brand. Most of them are disposable.
This Playbook is anchored by Mark Broadhead, Head of Creative and Growth at The Lad Collective, who made around 15,000 ads in four years to find fewer than 10 that truly flew, and grew the brand to 200,000 customers and a US launch on the back of it.
In this playbook, we cover three things ecommerce operators need to know about finding their unicorn ads:
Take more shots and ring-fence your testing budget from your proven winners, because volume is now a strategy
Change your approvals, not just your attitude, so the default is that ads go live and the data decides
Give your long shots their own budget, because the algorithm optimises for the next sale, not your next unicorn
Connect with Mark Broadhead
Explore The Lad Collective
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Connect with Nathan Bush
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