Add To Cart: Australia’s eCommerce Show

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
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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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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

There’s a lot of noise right now around AI in ecommerce. Agentic commerce. AI checkouts. Bots buying on behalf of customers. It all sounds big. It all sounds important. And it all sounds like something you’ll deal with… later.
But here’s the problem with that thinking: The biggest shift in Agentic Shopping isn’t happening at checkout. It’s happening the moment your customer opens ChatGPT and asks, “What should I buy?”
And that moment is already here.
In today's Playbook: 
Why AI is becoming a new discovery channel 
How product data determines whether you get recommended 
Why AI is already influencing your revenue (without attribution) 
What leading operators are doing differently
Connect with James
Explore Shopify
Shopify’s main episode
HealthPost’s main episode
Nutrition Warehouse’s main episode
StudioHawk’s 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

Justin Babet, co-founder of Chief Nutrition, didn’t set out to build a $1M/month ecommerce brand. What started as a side hustle selling beef bars in a gym has evolved into one of Australia’s fastest-growing health food brands, now stocked in Woolworths, Coles, and scaling globally.
With a background in tech startups (including selling JobAdvisor), Justin brought a “build, measure, learn” mindset into a category known for over-processing and shortcuts. The result? A brand built on trust, premium positioning, and a relentless focus on clean ingredients.
Today, we’re discussing:
How Chief Nutrition scaled from a side hustle to $1M/month ecommerce
Why creative volume beats “perfect ads”
Performance vs brand: when to focus on each
Building a premium product in a price-sensitive market
The power of subscriptions and loyalty programs
How UGC and influencer collabs drive new customer growth
Why “real food” is winning in modern ecommerce
Connect with Justin
Explore Chief 
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

Most ecommerce teams are incredibly good at the rational stuff. Product pages. Checkout flows. Abandoned cart sequences. Free shipping thresholds. Everything is designed to squeeze a little more conversion out of customers who are already close to buying.
But here’s the uncomfortable truth: that’s not where the decision is made. Buying decisions are emotional first, and rational second. The features, specs and pricing comparisons don’t create the decision. They justify it after the fact.
In today's Playbook:
Why most ecommerce brands over-invest in features instead of emotion
The difference between cognitive vs emotional brands, and why it matters
How to identify your brand’s emotional default
Why you can’t create emotion, only amplify what already exists
How emotional storytelling at the top of funnel drives higher conversion without discounts
Connect with Nick
Explore IGU Global
IGU’s main episode
Scratch Pet Food’s main episode
i=change’s 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