Add To Cart: Australia’s eCommerce Show

Danielle Pearce, founder of Merry People, has avoided discounting for over a decade. In more than 12 years of building her premium gumboot brand, she hasn’t run a single sale. Not once.
By making pricing part of the brand, she removed hesitation. By attracting the right customers, she built loyalty instead of chasing volume. And by backing it all with a product that holds its own, she made full price feel justified, not risky.
In today's Playbook:
How Merry People built a premium brand by never discounting in over 12 years
Why removing promotions can actually increase trust and conversion
How discounting shapes the type of customers your brand attracts
Why the best brands break free from the promotional calendar
And what it takes to build a product that can hold full price long-term
Connect with Danny
Explore Merry People
Merry People’s main episode
Culture King’s main episode
Outland Denim’s main episode
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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

Brooke Eichhorn from Behamics joins Johan Nyberg, Chief Digital Officer at Elite Supps, to unpack how one of Australia’s fastest-growing supplement retailers is increasing conversion without leaning on discounts. With over 140 stores and rapid global expansion, Elite Supps isn’t short on traffic: the real challenge is helping customers make better decisions once they land on site.
In today’s exclusive episode, the conversation goes deeper than traditional CRO. It’s not about tweaking buttons or shaving seconds off checkout. It’s about understanding why customers hesitate, and using behavioural science, powered by AI, to respond in real time.
Today, we're discussing: 
How Elite Supps increased conversion without relying on discounts
Why most ecommerce nudges lose effectiveness over time
The difference between static CRO tactics and dynamic personalisation
What “causal AI” means (and why it matters for ecommerce)
How to reduce hesitation instead of just chasing more traffic
Why first-time vs returning customers is too simplistic
Where the real revenue opportunities are hiding in your funnel
Explore Behamics
Connect with Brooke
Explore Elite Supps
Connect with Johan
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, Mike Halligan joined Add To Cart from a hotel room during COVID lockdown, sharing how Scratch was disrupting the dog food category with a simple but powerful idea: healthier food, delivered on subscription, built on trust rather than tactics.
Fast forward to today, and Scratch is still grounded in that same philosophy. But behind the scenes, the business has evolved significantly.
Today, we're discussing:
Why Scratch remains subscription-only despite the pressure to drive one-off sales
What happened when Scratch tried to build a dog-owner community and real-world activations
The moment Mike finally admitted defeat and embraced Meta ads
The AI workflow Mike built using Claude to analyse reviews and generate ad concepts
Why Scratch focuses purely on new customer acquisition on Meta
How AI now helps Mike build internal tools without hiring developers
Why the next year at Scratch is about calming the chaos and executing better
Connect with Mike
Explore Scratch
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 brands think sales happen at the end of the journey: checkout, payments, abandoned carts. But by the time a customer gets there, the decision is already made.
The brands generating real word of mouth aren’t the ones with the slickest checkout. They’re the ones that made the journey to checkout feel like something. Something personal. Something memorable. Something worth telling a friend about.
That’s exactly what Maheer Shah, founder of Dr. Grillz, has built. What looks like friction (consultations, fittings, wait times) has become his biggest marketing advantage.
In today's Playbook:
How Dr. Grillz turns customer fittings into content and word-of-mouth moments
Why pre-purchase experience matters more than checkout optimisation
How “positive friction” can actually increase trust and conversions
Why making it harder to buy can turn purchases into stories customers share
How brands recreate in-store experiences to drive confidence and conversion
Connect with Dr. Maheer Shah
Explore Dr. Grillz
Dt. Grillz' episode
Preezie's episode
Culture Kings' 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

Guy Nappa, co-founder and COO of Oz Hair & Beauty, joins Bushy fresh off being named the #1 person in the Top 50 People in Ecommerce Australia for the second consecutive year, one of the highest recognitions in the Australian ecommerce industry.
In today's episode, Guy shares what it actually takes to scale a modern retail business: from warehouse upgrades and faster dispatch operations to building a culture that empowers teams to make decisions and keep momentum in a fast-growing company.
Today, we're discussing:
Why Oz Hair & Beauty moved from pure ecommerce into physical retail
The operational upgrades behind their famously fast delivery
How starting on eBay shaped their obsession with customer reviews
Why investors encouraged the business to expand into retail
How to write a winning submission for the Top 50 People in Ecommerce list
The challenges of running a true omnichannel business across ecommerce and stores
Connect with Guy
Explore Oz Hair & Beauty
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