Add To Cart: Australia’s eCommerce Show

Utility is about being chosen. Discovery is about being remembered. That’s how Mark Mansour sees retail splitting as AI agents start doing the shopping.
Mark has spent 20 years on the platform side of retail, from PayPal and eBay to building retail media, loyalty and marketplace businesses inside one of Australia’s biggest retailers. This episode lands on his first day as Managing Director APAC at QSIC.
In this episode:
Utility versus discovery - why some purchases go to agents and others still need inspiration
Don’t become inventory - what happens to brands that lose the direct relationship
Fish where the fish are - how to think about marketplaces without being everywhere
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Customers have got very good at spotting fake urgency. And the cart is the worst place to lose their trust.
This Playbook is anchored by Sylvie Wilson, co-founder of Unicorn Cart, which runs the cart on more than 400 stores. Her data shows carts with a gift with purchase convert 23.7% higher, because the offer is real and it runs out.
In this playbook, we cover three things ecommerce operators need to know about creating urgency in ecommerce:
Point urgency at a real limit on stock or time
Treat fake urgency as a trust cost that follows customers to checkout
Build the urgency into the offer, not the page
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Dorry Kordahi called Swanky Socks a hobby when he bought half of it. It had been running for three years and turned over $40,000 a year.
Dorry built DKM Blue from his parents’ garage, then used that B2B know-how to turn Swanky Socks into a retail brand corporates want their logo on. Swanky has now sold nearly 4 million pairs of Australian merino and bamboo socks in more than 30 countries.
In this episode:
Retail brand, B2B engine - why corporates pay for a sock with a $29.95 retail value
Holding the price - why constant discounting trains customers to wait for the sale
Know your numbers - why Dorry pulled back on Google when his agency wanted him to double it
Moving from Salesforce Commerce Cloud to Shopify? Get Convert Digital’s migration guide.
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Most of Conni’s customers wish they never had to buy its products. By the time they do, they probably needed them four weeks ago.
This Playbook is anchored by Norm Douglas, CEO of Conni, which has made reusable absorbent products in North Geelong for around 25 years. His team talks about pee and poo as plainly as sizing, because it’s a normal part of life.
In this playbook, we cover three things ecommerce operators need to know about marketing awkward products:
Design for the moment the need arrives, not the moment you want to sell
Say it plainly, using the words your customers actually use
Plan for the ad platforms that will flag you, and lean on the channels you own
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Nakisah Williams’ first embroidery attempt was so bad she hid it in a drawer. Years later, it became the reason every Craft Club kit is built to be fail-proof.
Nakisah launched Craft Club in 2021 with six cross-stitch designs. It now sells kits across a long list of crafts, ships worldwide and has its own community app with more than 8,000 members.
In this episode:
Category of one - why Craft Club grows fastest in crafts nobody else is selling
Testing without the risk - preorders and a Shenzhen warehouse that turns stock back into cash in weeks
Owning the community - why Craft Club built its own app instead of relying on Facebook
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