Add To Cart: Australia’s eCommerce Show

The conversation in most ecommerce businesses right now is about which channels to double down on. Meta is getting more expensive. CAC is going up. Every dollar of paid spend aimed at reaching a customer who hasn't found you yet.
But some of those customers have already found you. Through a different door.
Right now someone is buying your jacket secondhand on eBay. Someone is renting your dress through a peer-to-peer platform. Someone is picking up your shoes from a Facebook buy-swap-sell group. For many of those people, that's their first real experience of your brand. That's acquisition. It's just acquisition you're not in.
In this playbook, we cover three things ecommerce operators can take into their business:
Your secondary market is already running without you
Secondary buyers aren't defectors. They're the top of your funnel.
The brand experience of the secondary sale is yours to own or lose

Connect with Bernadette Olivier
Explore The Volte and Seamlist
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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
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Most ecommerce founders start with a product and work backwards to find the customer. Melanie Nolan did the opposite.
As a practising naturopath, she watched the same problems show up again and again in her clinic: iron deficiency, prenatal gaps, supplements that caused side effects bad enough that patients would just stop taking them. The market had answers. None of them were good enough.
So she built her own, funded by selling her house, and sold her first batch in three months when she expected it to take two years.
In this episode, there are three things ecommerce operators can take into their own business:
Education-first marketing can drive better conversion rates than paid acquisition
Radical transparency in a crisis is the most powerful retention strategy you have
Trust built in one life stage becomes your greatest asset for long-term expansion
Connect with Melanie Nolan
Explore Naternal Vitamins
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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
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Most ecommerce conversion work targets the same moment: the customer who is already close to buying. But the most expensive conversion problems happen before anyone adds anything to cart.
That customer doesn't show up in your abandoned cart report. They just don't show up.
In today's Playbook: 
Your real conversion barrier is probably invisible to you
The best experience investments solve a functional and emotional problem at the same time
The data you collect through the experience is worth more than any third-party signal you're buying

Connect with Chloe De Winter 
Explore Nala
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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
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Shane Lenton, founder of The Wishlist, and Douglas Low, CEO of Incu, are tackling one of retail’s most overlooked problems: what happens after a customer walks into a store, and leaves without buying.
Between them, they’ve seen both sides of the equation. Shane built his career inside omnichannel retail before launching a platform designed to unify online and offline intent. Doug has spent over two decades shaping Incu into one of Australia’s most respected retail experiences.
And the insight they keep coming back to is simple. Retailers are obsessing over the 20% who buy, and ignoring the 80% who don’t. In ecommerce, every click is tracked, retargeted, and optimised. But in-store, most of that intent disappears the second someone walks out the door.
That’s the “black hole” Shane refers to. Customers spend time, show intent, even try products… then vanish with zero follow-up or visibility. The opportunity isn’t marginal. Converting just a small percentage of those missed customers can unlock meaningful revenue growth across the entire business.

Today, we’re discussing:
Why in-store retail is still a “black hole” for customer data and lost revenue
How capturing in-store intent can unlock an extra 10%+ growth without more traffic
The difference between data-driven personalisation and real human relationships
Why most retailers struggle to deliver consistent service across locations
Turning staff intuition into scalable, trackable customer data
Why first-party data is becoming retail’s biggest competitive moat
How AI will enhance retail teams, not replace them
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
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Grayson White, founder of Cherry Collectibles, has built Australia’s leading trading card business by doing something most ecommerce brands overlook: he turned shopping into entertainment and community into a growth engine.
What started as a side hustle to make an extra $100 a week quickly evolved into a category-defining business, spanning ecommerce, live shopping, and physical retail. But the journey wasn’t linear. It included shutting the business down, nearly walking away, and betting everything to go all in.
Today, we're discussing:
How Cherry Collectibles started from a $0 opportunity
Why supply and demand drives everything in collectibles
The rise of live shopping and “breaks” as entertainment commerce
Building trust in an emerging category
Why physical retail is back (and stronger than expected)
How to create a community that actually converts
The future of live commerce and content-led selling
Cherry is offering 10% off with code ‘ADDTOCART10’ for the first 100 users.
Connect with Grayson
Explore Cherry
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