Add To Cart: Australia’s eCommerce Show

Everyone says they’re building a community. But very few brands actually are.
In this Add To Cart Playbook, we break down what it really takes to turn customers into a community that drives loyalty, repeat purchases and word of mouth.
Featuring insights from Tara McKeon (Proud Poppy), Briony Kennedy (Adorn Cosmetics), Anastasia Lloyd-Wallis (Retail Doctor Group) and Laura Thompson & Sarah Sheridan (Clothing The Gaps), this episode explores why the brands winning today aren’t just building audiences: they’re building belonging.
In Today's Playbook:
How Tara McKeon built a 22,000-member community around Proud Poppy that drives repeat purchases
Why the strongest ecommerce brands focus on community before conversion
How letting customers lead the conversation can create deeper loyalty than any campaign
Why status and belonging can outperform discounts in loyalty programs
How brands like Clothing The Gaps turn customers into participants in a community-driven mission
Connect with Tara
Explore Proud Poppy
Tara's main episode
Adorn Cosmetic's main episode
Clothing the Gaps' 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

Building an ecommerce brand often starts with a great product and a loyal customer base. But scaling that brand introduces a whole new set of challenges, especially when growth starts to outpace cashflow.
In this episode of Add To Cart, Bushy sits down with Hayden Brass, founder of Zea, alongside David Carbines, co-founder of Cogsflow, to unpack the financial realities behind scaling a product brand.
Today, we're discussing:
Why many ecommerce businesses chase growth before profit
The cashflow challenges that appear when inventory needs scale
How running out of stock can break a marketing funnel overnight
Why inventory forecasting is one of the hardest skills in ecommerce
How ecommerce brands fund inventory when traditional finance doesn’t fit
Why financial literacy becomes critical as ecommerce brands grow
__________________________
Onboard onto Cogsflow platform for free! Lock in a time with the founder DC to talk through your 2026 growth plans.
Ready to onboard? Onboard here.
Keen for a chat first? Book in a time with DC
Connect with David
Explore Cogsflow
Mention ATC to get
1.  1% purchasing fee waived for 12 months
2. Priority onboarding & access to funds + account manager 
3. Reduced margin per category level
__________________________
15% off your entire Zea order with code ATC15.
Valid for online purchases +$50.
One time purchases only. 
Cannot be combined with other discounts. Valid until March 25.
Connect with Hayden
Explore Zea
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

Bernadette Olivier has spent the last six years building one of the most interesting fashion marketplaces in Australia. As the co-founder of The Volte, a peer-to-peer fashion rental platform, she’s helped create a thriving ecosystem where thousands of women are renting out designer wardrobes and building businesses around them. Alongside that, she’s now building Seamlist, infrastructure that allows retailers to track, authenticate and even earn royalties when their products are resold or rented across the secondary market.
Today, we're discussing:
How The Volte built a peer-to-peer fashion rental marketplace with over 5,000 lenders
Why resale and rental don’t cannibalise retail; they expand it
The surprising scale of the secondary market for high-street brands like Cotton On
How Seamlist enables retailers to earn royalties when products are resold or rented
Why digital product passports could transform authentication, resale and compliance
How AI could finally unlock scale for the rental economy
Why Bernadette believes your product is actually a marketing channel
Connect with Bernadette
Explore The Volte
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

Download StudioHawk's Exclusive eCommerce AI Visibility Toolkit.
Every week there’s a new platform, a new tool, a new marketing tactic promising to unlock the next stage of scale. AI features, new social channels, advanced website widgets, automation tools. They all look compelling, and they all come with the same promise: growth. But chasing them all usually leads to the same outcome. You end up building ten things and mastering none of them. That’s shiny object syndrome.
In today's playbook, we're exploring how ecommerce operators avoid that trap. The lesson starts with Adam Jelic, Founder of MiGoals, who built one of Australia’s most recognisable goal-setting brands over the past 15 years. Adam’s philosophy is simple: the problem in ecommerce isn’t a lack of ideas, it’s deciding which ideas actually deserve your focus.
In this playbook:
Why every founder needs a “filter” for new ideas
When to kill a feature that looks innovative but delivers no value
Why dominating one marketing channel beats spreading attention across many
How to stop buying new software and start using the tools you already have
Why shiny object syndrome is often a focus problem, not an innovation problem
Connect with Adam
Explore MiGoals
MiGoal’s main episode
Bluethumb's episode
Krumbled Group’s episode
Nespresso’s episode
Download StudioHawk's Exclusive eCommerce AI Visibility Toolkit.
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

Chloe de Winter is the co-founder of Nala, the Australian underwear brand rewriting the rules of lingerie. A trained physiotherapist and Pilates instructor, Chloe didn’t come from fashion. She came from frustration. During COVID, stuck between countries and wardrobes, she went searching for bras and underwear that were cool, inclusive, well-fitting and affordable. They didn’t exist.
What she saw wasn’t just a gap in the market. It was a gaping hole.
Today, we're discussing:
Building a 100-body online fit guide to improve conversion and representation
Leveraging controversy, including breastfeeding billboards, to drive sales
Managing censorship across Meta and TikTok while scaling paid acquisition
Balancing affordability with profitability amid inflation pressures
Forecasting and inventory planning across 75+ size SKUs
Expanding into David Jones without compromising brand identity
Why body positivity means meeting customers wherever they are
Connect with Chloe
Explore Nala
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