Add To Cart: Australia’s eCommerce Show

Can ecommerce still be simple? And can it still scale?
Cooki Haircare is a solid shampoo and conditioner brand Jaimee and her husband Lucas acquired as a “business in a box”, originally doing just four sales a day. Fast forward, and the brand is now generating over $3 million in annual revenue, powered by a lean team, a tight channel mix, and an unusually deep connection with its customers.
Today’s conversation is a masterclass in restraint, and why sometimes, doing less is what unlocks growth.
Today, we’re discussing:
Scaling ecommerce profitably with a lean, lifestyle-first setup
Why focus on one channel can outperform spreading across many
Using customer reviews as a growth engine, not just social proof
Building a niche brand through product obsession and clarity
How deep customer understanding drives conversion, bundles and retention
Connect with Jaimee
Explore Cooki Haircare
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
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In the early days, culture just exists. The founder’s in the building. Decisions are fast. Everyone knows why the business exists and how things get done. It’s messy, but it works. But then the brand grows. Headcount increases. Layers appear. Process sneaks in. Suddenly, the thing that once felt like an advantage starts to feel fragile. Not broken, just thinner. Harder to rely on.
Today's Playbook pulls together lessons from operators who’ve been through that exact moment and come out the other side. Not by trying to “protect the vibe”, but by treating culture like infrastructure: something that has to be designed, maintained, and occasionally rebuilt.
In today's playbook:
Why team culture usually breaks during change, not growth
How to build trust before introducing process and structure
The role of communication rituals in stabilising teams at scale
Why measuring trust beats chasing engagement scores
How calm leadership prevents culture from fracturing under pressure
Using team culture as a quality control mechanism as you scale
Connect with Emma
Explore Culture Kings
Culture Kings’ episode
Birdsnest’s episode
The Body Shop’s episode
Ecosa’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

Five years ago, Danielle joined us as the founder with a bold idea, a bootstrapped balance sheet, and a firm belief that Merry People would never discount. Fast forward to today and the business looks very different. International revenue now makes up half of sales. The team has grown to more than 30 people. There’s a physical retail store. And Danielle has navigated global expansion, copycats, tariffs, two children, and the emotional weight of scale… still not discounting.
This episode isn’t a victory lap. It’s a check-in on what happens after the breakout. 
Today, we're discussing:
What actually compounds over five years in ecommerce
Why never discounting became a brand asset, not a constraint
How international growth forces you to rebuild your playbook
The hidden emotional cost of scaling while starting a family
Why reflection, restraint, and saying no matter more at scale
Connect with Dani
Explore Merry People
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

In this Add To Cart Playbook, Bushy revisits three recent episodes that all land on the same insight from different angles: fit isn’t a logistics problem, it’s a confidence problem. When customers don’t trust the outcome, they hesitate, bounce, or buy three sizes and hope for the best. And the most expensive part of that behaviour is the bit brands never see: the sale that never happened.
In today's Playbook: 
Why size anxiety is one of the biggest hidden conversion killers in fashion ecommerce
How confidence at the decision point drives higher conversion and AOV
Why fit should be treated as a pre-purchase experience, not a post-purchase problem
How AS Colour uses hero franchises to reduce PLP overwhelm
Why “try before you buy” can outperform traditional checkout models
How removing commitment can unlock higher-value customers
Connect with Zoltan
Explore Magic Fit
Magic Fit’s Episode
AS Colour’s Episode
Try With Mirra’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

In this episode of Add To Cart, Bushy chats with Maheer Shah, founder of Dr Grillz, a.k.a a dentist who turned a cultural obsession into a global, made-to-order ecommerce business. What began as a passion project quickly became something much bigger: a brand sitting at the intersection of self-expression, trust, and technology, built without a typical target market or ecommerce playbook.
Today, we're discussing:
Building visibility for a product that doesn’t fit a traditional ecommerce persona
Why psychographics matter more than demographics when your audience is everywhere
Turning a high-trust, bespoke product into a scalable ecommerce system
The role of culture, emotion, and status in purchase decisions
Using technology like 3D printing and AR to remove friction, not add hype
Why passion-led ideas aren’t “too niche”; they’re often the most defensible
Connect with Dr. Maheer Shah
Explore Dr Grillz
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