Add To Cart: Australia’s eCommerce Show

Most ecommerce teams are still arguing about channel split the same way they were five years ago. Meta versus Google, who gets the budget, who gets the credit. The argument usually gets won by whoever's most confident, not whoever's most right.
The deeper issue is the data underneath it. Every ad platform is built to over-claim, because the more credit it takes, the more budget you hand it. Add up what Google, Meta and your email tool each say they drove and you'll sail past two hundred percent of your actual revenue. They're all counting the same customer, so the debate gets run on numbers that don't add up.
The brands getting this right do three things differently.
In this playbook, based on a conversation with Paula Mitchell, Digital GM of Freedom, we cover three things ecommerce operators need to know about choosing the right marketing channels using data:
Match the channel to the job the campaign needs done, not a fixed Meta and Google ratio
Stop trusting the platforms' own numbers and judge the whole engine on one honest top-line metric like MER
Buy independent measurement, but size it to your business instead of reaching for a full modelling platform too early
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Craig Mildenhall did not start in ecommerce.
He started in loyalty. Years at Loyalty New Zealand. A stint at adidas in Europe, running global loyalty and consumer engagement. And somewhere in all of that, he figured out something most digital leaders are still catching up to: the data tells you what happened. The customer tells you why.
As GM of Digital at Kathmandu, Craig has spent two years rebuilding one of Australia and New Zealand's most loved outdoor brands from the platform up. New site. New loyalty program. New way of working. And a four-month Shopify migration launched right in the middle of a flash sale.
This one is full of practical stuff.
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Most businesses struggling with profitability aren't spending too much on ads. They're holding too much stock. The wrong stock. Stock bought on gut feel six months ago, sitting in a warehouse, tying up cash that could be doing something useful.
Talea Bader is the co-founder of SKUTOPIA, an Australian fulfilment operation that's been building its own AI and robotics platform for eight years. He runs fulfilment for hundreds of businesses, from early-stage brands all the way through to enterprise, which gives him a view of what's actually happening inside these businesses rather than the version operators tell themselves.
He's seen a business turning over $700 million move from significant losses to tens of millions in profit. Not by changing their marketing. Not by redesigning their website. By changing the way they managed inventory.
Today, we're discussing:
Why inventory is your biggest P&L lever, and most businesses go looking for profit in the wrong place
The difference between gross margin and delivered margin, and why most buying decisions are made off the wrong number
Why inventory reordering is still super manual, spreadsheet based, and driven by ego instead of science
How to know your weeks on hand before it becomes a crisis
The $700 million business that moved from significant losses to tens of millions in profit through better inventory management alone
Connect with Talea Bader | Explore SKUTOPIA
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Dominique Moretti rebuilt the I.AM.GIA website from scratch in 12 weeks. Open rates sit above 50%. The re-engagement flow beats the welcome flow. And 90% of I.AM.GIA's revenue comes from the US. This is how she runs two global fashion brands with one lean team.
Dom is Head of Ecommerce and Digital at A&S Labels, the Melbourne company behind Tiger Mist and I.AM.GIA. She started there as a graphic design intern twelve years ago, grew with the business, left for a stint at Calibre, and came back in a bigger role. She's also a Klaviyo Champion 2026. Nathan sat down with her at K:SYD in Sydney before the doors opened, the third of three conversations recorded there.
Today, we're discussing:
How Dom scrapped an I.AM.GIA website project mid-build, changed agencies and rebuilt in 12 weeks [12:09]
Why she moved from headless to Shopify Native and what drove that decision [13:13]
The re-engagement flow with no discount that's now outperforming the welcome flow [28:33]
How to maintain 50-60% open rates for two fashion brands in 2026 [30:46]
The app strategy: push notifications, Tapcart AI flows, and why apps beat SMS long-term [00:00]
What TikTok Shop in the US actually requires in terms of product data, SLAs and live consistency [43:09]
How Dom is using Claude and Klaviyo MCP for weekly reporting across all channels [37:29]
Use the code ADDTOCART20 for 20% off storewide at tigermist.com.au and au.iamgia.com/  (excludes EV x TM Collection).
Connect with Dominique Moretti | Explore Tiger Mist | Explore I.AM.GIA 

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Most product businesses don't have a recall plan. Not because they've decided against it. Just because the moment hasn't arrived yet.
Melanie Nolan built Naternal Vitamins to eight million dollars in four years without running a paid ad for the first two. She built it on trust. Then in April last year, a manufacturing error created iodine variability across fifteen thousand units of her prenatal supplement. The TGA required a full voluntary recall. She refunded nearly three hundred thousand dollars in a single month. And came out the other side still growing, with 95% of her customers still there.
That outcome is not accidental. In this Playbook episode, Nathan unpacks three things every physical product business should do before a recall arrives, not during one.
Today, we're discussing:
Why recall infrastructure fails when you build it inside the crisis rather than before it [lesson one]
The four systems Naternal built after the recall: recalls@ email, Google Drive docs, batch tracking, fillable forms [lesson one]
Why going first on transparency is the commercial move, not just the ethical one [lesson two]
How 95% of customers stayed after a $300K refund month because of how Mel communicated [lesson two]
Why the brands that come through a crisis are the ones that move toward the problem [lesson three]
The $22,000 recall insurance policy that was worth every cent [lesson one]
Explore Naternal Vitamins | Connect with Melanie Nolan | Hear EP620
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