Advertise on podcast: Ecommerce Playbook: Numbers, Struggles & Growth

Brandon Horoho, co-founder and CMO of Montana Knife Company (MKC), joins Taylor Holiday live at Commerce Roundtable in San Diego to break down a Black Friday strategy built around product drops. MKC creates five distinct shopping events across the week, giving customers reasons to buy full-price knives as new products and inventory become available. Brandon explains how the team plans those releases around different customer interests, gives each launch its own email and SMS push, and schedules additional drops after Cyber Monday to keep selling through the Christmas shipping cutoff. In this episode: Creating five Black Friday shopping events around culinary knives, pocket knives, and other product categories. Using product availability to generate excitement without running public discounts on knives. Why MKC sends each holiday event to its full audience instead of segmenting by customer interest. Planning BFCM launches around real manufacturing capacity and inventory constraints. Keeping products available for December shoppers after earlier years left the brand sold out before Christmas. Building demand through organic content and collaborations when paid advertising options are limited. This episode is brought to you by: - Trybe: https://bit.ly/4xXvD08 - Alia: https://bit.ly/4yuP8ON - Bill: https://bit.ly/4e9JQQm Show Notes: Q4 waits for no one. AppLovin is offering $5K ad credit when you spend $5K. Go to applovin.com/ctc to set up your first campaign Learn more: https://commonthreadco.com Track your brand’s performance: https://statlas.io Work with us: https://commonthreadco.com/pages/contact Have a question for the Ecommerce Playbook? Email [email protected]

iOS 27 is raising questions about Meta ads tracking ahead of Black Friday and Cyber Monday. Tony Chopp and Steve Rekuc examine what changed, what CTC is seeing in conversion data, and which parts of your Shopify and Meta setup deserve a closer look. CTC’s early analysis showed Meta conversion rates down roughly 15% year over year from October 8–18. That decline caught the team’s attention, but it does not establish Apple’s update as the cause. Tony and Steve explain how to investigate your conversion tracking before drawing that conclusion. In this episode: What iOS 27’s browser-based tracking changes target and how they differ from iOS 14.5. How missing or incomplete conversion signals can affect attribution and ad targeting. What to review in your Meta Pixel, Conversions API (CAPI), and Shopify data-sharing settings. Comparing Shopify orders with purchase events in Meta Events Manager to investigate missing or duplicate events. Why event match quality matters and what changing iOS adoption means for the timing of incrementality tests. Start with the last 30 days of Shopify purchases and the corresponding purchase events in Meta. Tony and Steve explain what discrepancies can reveal and where to investigate before holiday spending increases. Show Notes: Go to https://www.universalads.com/middleman and use code UACTC to get $2,500 in matched ad credits when you spend $2,500. Learn more: https://commonthreadco.com Track your brand’s performance: https://statlas.io Work with us: https://commonthreadco.com/pages/contact Have a question for the Ecommerce Playbook? Email [email protected]

Profitable ecommerce growth gets harder when repeat purchases are limited. In his Commerce Roundtable San Diego keynote, Taylor Holiday examines how Skullcandy, The Normal Brand, and Spiral Bible are growing with low customer lifetime value (LTV) and a need to make customer acquisition profitable on the first order. Taylor walks through changes to distribution, creative production costs, and campaign planning that helped these brands find room to scale. He also shares CTC’s research on ad performance to explain why the cost of finding successful creative matters. In this episode: Skullcandy: TikTok Shop reached 4.3x its January level by August, while ecommerce reached 2.7x its January level. He explains how creator content can generate demand that converts across the website, Amazon, and retail. The Normal Brand: June ad spend doubled year over year while incremental ROAS held steady. He explains how commission-based creator production increased creative volume and reduced upfront production costs, making more testing financially viable. Spiral Bible: Coordinated marketing moments and creator production supported a 4.4x increase in ad spend from May to August, while platform ROAS improved from 1.63 to 1.91. He breaks down how the team aligned offers, creators, email, and website messaging. Creative testing economics: In CTC’s analysis of more than 1.3 million ads, the top 5% accounted for 73% of calculated contribution value before creative production costs. He explains why that distribution changes what brands can afford to pay for each new ad. Show Notes: Expand beyond your own site without building a whole new operation. Find out what’s possible at https://www.mirakl.com/ctc Learn more: https://commonthreadco.com Track your brand’s performance: https://statlas.io Work with us: https://commonthreadco.com/pages/contact Have a question for the Ecommerce Playbook? Email [email protected]

Black Friday ad spend can generate a different incremental return than it does during a typical sales period. Luke Austin, President of Common Thread Collective, joins Richard Gaffin to explain how incrementality testing can help you decide where your holiday budget belongs. They discuss what CTC has observed in promotional-period tests and why your usual return on ad spend (ROAS) target may need adjusting during Black Friday and Cyber Monday (BFCM). The goal is to understand which sales your ads generate beyond what would have happened without them, then use that information to guide spending. From there, Luke explores where brands could reinvest if the results support a change, including offers that evolve throughout the day and a larger role for creators in promoting them. He shares examples brands have already tried and outlines his proposal for coordinating offers across larger creator networks. In this episode: Why Black Friday ad spend can be more or less incremental than spending during a typical sales period Using conversion lift studies and holdout tests to measure additional sales Applying incrementality findings to Meta and Google ad budgets and ROAS targets Giving shoppers new reasons to buy through flash sales and changing gifts with purchase Equipping creators with approved offers, inventory updates, and financial limits Giving creators room to develop their own messaging while preserving essential product requirements Show Notes: Go to https://www.universalads.com/middleman and use code UACTC to get $2,500 in matched ad credits when you spend $2,500. Learn more: https://commonthreadco.com Track your brand’s performance: https://statlas.io Work with us: https://commonthreadco.com/pages/contact Have a question for the Ecommerce Playbook? Email [email protected]

Luke Austin, President of Common Thread Collective, joins Richard Gaffin to explain how to keep shoppers engaged after your Black Friday sale goes live. They break down the Power 30, the holiday window that accounts for 55% of Q4 website revenue in the data discussed, and the offer decisions that deserve attention throughout it. Luke shares examples of brands using VIP hours, featured-product flash sales, and changing gifts with purchase to give customers fresh reasons to visit and buy. The conversation covers how to prepare those moments, adapt to sales and inventory, and keep each offer easy for shoppers to understand. In this episode: Building a holiday calendar around early access, Black Friday, Cyber Monday, and the shipping cutoff Why Luke prioritizes offer strategy alongside the media plan during peak shopping days What happened when one brand added its bestselling product line back into its holiday offer Planning fresh offers and messages within a single day Using inventory, margins, and minimum order values to shape gifts with purchase Keeping a consistent promotional theme as individual offers change Show Notes: Q4 waits for no one. AppLovin is offering $5K ad credit when you spend $5K. Go to applovin.com/ctc to set up your first campaign Learn more: https://commonthreadco.com Track your brand’s performance: https://statlas.io Work with us: https://commonthreadco.com/pages/contact Have a question for the Ecommerce Playbook? Email [email protected]

Joy Sharma, who leads CTC's seven-figure service offering, joins Richard with one goal: give every 7-figure ecommerce brand a clear BFCM prep playbook before the season hits. They walk through five areas in order from least to most impact. Housekeeping: Make sure your ad account billing limit is higher than your expected spend. Check your Commerce Manager, confirm your pixel is firing with 90%+ match rate, and clear any blockages before November. Offer: Your discount needs to be 20% or higher. Anything below that doesn't register. Simplify it — no tiered structures, no math for the customer. If your BFCM customers have weak LTV, build bundles around AOV instead of chasing subscriptions. And have something for your whales — Joy has sold $1,000 bundles for brands with $50 products. People don't realize how rich their best customers are. Email and SMS: Run at least three emails a week during the pre-Black Friday period. One email a day during Black Friday week. Up to three emails on Black Friday and Cyber Monday. Immediately after Cyber Monday, run a two-day extension. Then shift to a free shipping cutoff sale. Most brands stop on Cyber Monday. That last window has a lot of revenue left in it. Send on your peak hours — use your historical data to find them. Landing page: The homepage is the hero. Run your ads there. Add a countdown timer, a sticky bar, slashed prices in a different color, and at least three product blocks (bestsellers, highest AOV, highest margin). Build a whale bundle. Turn off your evergreen first-time-buyer pop-ups. Creative (highest impact): CTC's research across hundreds of brands found that BFCM-specific ads drive only 30% of total Meta spend during the holiday period. Evergreen carries 70%. Don't sacrifice October ad production to make more November ads — October ads spend 50% more over Q4. But nobody makes enough Black Friday ads. One brand went from $5K a day to $55K a day by making 1,500 ads. Creative hierarchy: frames first, then catalogs with sale creative, then statics with offers overlaid, then video remixes of top performers, then new creator content if you have capacity. BLACK FRIDAY AD RESEARCH: https://commonthreadco-global.com/bfcm Show Notes: Go to https://www.universalads.com/middleman and use code UACTC to get $2,500 in matched ad credits when you spend $2,500. Learn more: https://commonthreadco.com Track your brand’s performance: https://statlas.io Work with us: https://commonthreadco.com/pages/contact Have a question for the Ecommerce Playbook? Email [email protected]

By the time Black Friday arrives, Skullcandy wants customers ready to buy. Evin Catlett, Skullcandy’s Global VP of Ecommerce and Growth Marketing, joins Taylor Holiday live at Commerce Roundtable in San Diego to explain how the brand uses TikTok Shop and creator content to build demand ahead of its holiday promotions. She shares what helped TikTok Shop gain traction after a slow start and how her team selects products for creator campaigns that support sales across Skullcandy’s website, Amazon, and retail stores. In this episode: Building a digital growth strategy inside a brand with extensive retail distribution Why Skullcandy kept investing in TikTok Shop after a slow launch The role of creator content in generating demand across sales channels Coordinating Black Friday offers across DTC, Amazon, and retail Evin’s approach to investing before the sale so customers are ready to purchase Giving shoppers reasons to buy directly through loyalty benefits and exclusive products Planning for holiday sales through Christmas and the end of the year Key takeaway: Evin reports seeing retail sales of specific products move within weeks of creator campaigns. Measuring the full impact across channels remains a work in progress. This episode is brought to you by: - Trybe: https://bit.ly/4xXvD08 - Alia: https://bit.ly/4yuP8ON - Bill: https://bit.ly/4e9JQQm Show Notes: Go to http://outersignal.com/thread to get 50% off your first two months Learn more: https://commonthreadco.com Track your brand’s performance: https://statlas.io Work with us: https://commonthreadco.com/pages/contact Have a question for the Ecommerce Playbook? Email [email protected]

Justin Palmer, Founder & CEO of Home Life Brands, joins Taylor Holiday live at Commerce Roundtable in San Diego to discuss Black Friday customer retention and turning holiday shoppers into customers who stay.After 12 years in pet ecommerce, the company behind iHeartDogs and The Hero Company prioritizes acquiring customers in September and October, when they’re more likely to buy again during the holidays. Justin explains how member discounts, early product access, and daily inventory planning shape the brand’s Black Friday and Cyber Monday strategy.For DTC brands preparing for BFCM 2026, Justin shares an approach to driving repeat purchases and building membership revenue around products customers don’t need every month. Charitable experiences and personal impact updates give members an ongoing reason to engage beyond the initial discount.In this episode:- Why September and October acquisitions tend to return during the holidays, while November and December buyers are more often one-time gift shoppers- Finding the intersection of three customer interests to develop more specific products and ad creative- Building membership revenue around products with limited natural repeat purchase frequency- Giving members early access and discounted pricing before Black Friday- Testing product concepts with existing customers and cold audiences before ordering inventory- Using daily inventory projections to adjust pricing and ad spend ahead of the shipping cutoff- Giving iHeartDogs members a reason to stay through meal donations, monthly rescue flights, and personal impact dashboards- Producing AI ad creative at scale when predicting winners is increasingly difficult- Building toward automated offers, from a discount idea to a landing page and published ad creative- Why Meta remains the primary acquisition channel, and where TikTok Shop, Amazon, and AppLovin fit- Moving media buyer compensation toward contribution margin rather than last-click revenue aloneKey stat: Justin says memberships account for roughly 25% of the business’s revenue, helping provide stability outside the holiday season.Community impact: The Hero Company has also funded more than $2 million in donations to organizations that match veterans with service dogs.This episode is brought to you by:- Trybe: https://bit.ly/4xXvD08- Alia: https://bit.ly/4yuP8ON- Bill: https://bit.ly/4e9JQQmShow Notes: Go to ⁠https://www.universalads.com/middleman ⁠and use code UACTC to get $2,500 in matched ad credits when you spend $2,500.- Learn more: https://commonthreadco.com- Track your brand’s performance: https://statlas.io- Work with us: https://commonthreadco.com/pages/contact- Have a question for the Ecommerce Playbook? Email [email protected]

Kyle Yeoman, President of Groove Life, joins Taylor Holiday live at Commerce Roundtable in San Diego to explain why the brand is pulling back on discounts. With profits tripling, Kyle breaks down the changes behind Groove Life’s turnaround, from cutting operating expenses to rebuilding product pages. He also shares the brand’s Black Friday plan: start the Wednesday before, run the sale for one week, and stop.In this episode: What changed when discounted sales grew from 20% to 40% of revenueWhy brands get stuck in “discount prison” and what it takes to get outGroove Life’s 2026 plan to reserve discounts for Father’s Day and the holiday seasonWhy fixing operating expenses came firstThe product page changes that lifted conversion rates 61% YoY on the updated pagesWhy Groove Life is keeping its Black Friday sale to one weekHow the brand approaches linear TV and YouTube beyond traditional attributionOne thing worth noting, Kyle reports that site changes cut Meta CPA in half, measured on the same seven-day click attribution window. Key stat: Kyle reports that site changes cut Meta CPA in half, measured on the same seven-day click attribution window. This episode is brought to you by:Trybe: https://bit.ly/4xXvD08Alia: https://bit.ly/4yuP8ONBill: https://bit.ly/4e9JQQm Show Notes: Q4 waits for no one. AppLovin is offering $5K ad credit when you spend $5K. Go to applovin.com/ctc to set up your first campaignExplore the Prophit Engine: https://commonthreadco.com/pages/prophit-engineThe Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have

Tyler and Alex from TBAR just joined CTC — and in this episode, Shack sits down with them right after their first-ever stage presentation at Commerce Roundtable to break down everything they know about building winning TikTok Shop programs. This is the tactical breakdown behind one of the fastest-growing creator commerce agencies in the space: how they built their client roster (Ridge, David Protein, Jones Road and more), why video volume beats virality every time, how they structure creator communities in Discord, and where social commerce is heading next. In This Episode: Why TikTok limits views on shoppable videos (and why that actually doesn't matter) The GMV Max algorithm explained: why it's a slot machine, not a science How to get 3 videos back for every sample you send The creator community flywheel: Discord, coaching, competitions, retainers Halo effect to Amazon, Shopify, and retail — when to expect it and how to measure it Where social commerce is heading: YouTube Shop, Meta Reels, and live selling Show Notes: Go to https://bit.ly/4cbihFx to Claim $25,000 in Lutiq platform credits Explore Tikok Shops; https://commonthreadco.com/pages/tiktok-shop-agency Explore the Prophit Engine: https://commonthreadco.com/pages/prophit-engine The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have

8 year CTC veteran Garrett Hord sits down with Randall to break down what separates the brands that crush Q4 from the ones that scramble. For many ecommerce brands, 50% of annual revenue and contribution margin lands in a single 30-day window, November 13 through December 13. Most brands treat it like any other month. The ones that win treat it like a machine. In this episode, Garrett walks through the frameworks, patterns, and tactical mistakes he's seen across 8 years and hundreds of brands — including CTC's "four peaks theory," the October cohort principle, and why squeezing the sponge is the most common Q4 killer. Topics covered: Why 50% of revenue hits in just 30 days — and how to be ready "The Machine": submitting your Q4 plan for a back-check before BFCM Pulling revenue forward: the right way vs. the wrong way CTC's four peaks theory for Q4 promotional strategy The October cohort — why it has the highest short-term LTV of the year The "double dip" strategy: acquire new customers pre-BFCM, convert them on the spike Squeezing the sponge: the most common Q4 mistake Why brands that miss July–October targets almost never catch up in November What season of ecommerce are we in, and who will win the next 5 years Want to put your Q4 plan through The Machine? https://commonthreadco.com/pages/contact Show Notes: Go to http://outersignal.com/thread to get 50% off your first two months Explore the Prophit Engine: https://commonthreadco.com/pages/prophit-engine The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have

CTC just acquired TBAR Partners — the fastest-growing TikTok Shop agency in the country. In this episode, Luke sits down with co-founders Tyler Brechbiel and Alex Rudolph to walk through the origin story, the playbook behind their results, and what this partnership means for ecommerce brands. Tyler and Alex built TBAR from a college dorm room in June 2025. Sixteen months later they're managing over $5M in monthly GMV for brands like Ridge, HexClad, and Grüns — and now they're part of Common Thread Collective. In this episode: How TBAR went from zero to managing Ridge, HexClad, and Grüns in under 18 months The creator recruitment and Discord community system that 3x's video output per sample Why video volume and GMV have a direct correlation — and how to use that The "blitz launch" strategy that sold Naked Sundays out of inventory overnight How Ridge's tracker card — their worst D2C seller — became their top TikTok Shop product The volume-based competition that generated 7,000 videos in a single month for Ridge Why 90% of TikTok Shop revenue comes from the top 10 affiliates — and how to find them fast What GMV Max actually is and how to feed it correctly TikTok LIVE selling and the halo effect into Meta, Amazon, and retail How Statlas will track the full demand cascade for TBAR's brand roster Show Notes: Go to https://bit.ly/4cbihFx to Claim $25,000 in Lutiq platform credits Explore the Prophit Engine: https://commonthreadco.com/pages/prophit-engine The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have

Black Friday is not won in November. According to CTC data, brands that grow their active customer file by 10% or more this year have a 77% chance of beating last year's BFCM — with a median result of 40% growth. The brands that hold back in September are the ones that underperform in Q4. Topics covered in this episode: Why your active customer file is the single biggest predictor of BFCM performance The data: 77%, 50%, and 30% — what your customer file growth tells you right now How CTC defines and measures the active customer file across Shopify brands Why short-term LTV peaks in the first 30 to 60 days after acquisition Why that window gets heightened heading into BFCM, not reduced The case for leaning into acquisition spend now rather than saving it for November How to measure the incremental impact of your media spend in September vs. BFCM What incrementality factors are and how CTC has seen them across brands The step-by-step September playbook: file, scenarios, moments, measurement Why the fear of pulling revenue forward or confusing your BFCM offer is overblown Show Notes: Q4 waits for no one. AppLovin is offering $5K ad credit when you spend $5K. Go to applovin.com/ctc to set up your first campaign Explore the Prophit Engine: https://commonthreadco.com/pages/prophit-engine The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have

Taylor and Andrew dig into three topics that have more in common than you think: why the supplement industry struggles to build real moats, whether the Dodgers and Clippers crossed ethical and legal lines, and the most important marketing distinction almost nobody is making between influencers and creators. Topics covered in this episode:  Why no supplement brand has a defensible customer acquisition cost AG1, Gruns, and how a form factor change can destroy a cohort IMA's billion-dollar debt facility built specifically to fund CAC Where the real moats in health and wellness actually are: hardware, data, and telehealth Mark Walter, insurance float allegations, and the Dodgers cheating scandal The Clippers punishment: $30M and five first-round picks Parity in sports: why big markets winning is actually better for the product Joy as the delta between expectation and reality Creators vs. influencers: why this distinction matters more than your entire creative strategy The Mark Dowdle and Rapid hat story: what real influence actually looks like How to approach influencer marketing at $0 vs. 8-figure revenue Equity deals, embedded influencers, and the Jason Khalipa model DHH on AI: the most optimistic take Taylor has heard Agency cash management: should you hold reserves or get a revolver? Show Notes: Visit eCapital  to see how much working capital you may qualify for: https://bit.ly/4xO3VDd Explore the Prophit Engine: https://commonthreadco.com/pages/prophit-engine The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have

One of CTC's earliest hires just returned after years away. He left to build his own media agency, acquired a major email and retention agency, then co-founded a beverage company where mastering subscription economics was the only path to survival. Now he is back, and the skills he forged along the way make him a different kind of asset for 7-to-9-figure ecommerce brands than when he first walked in the door. Our guest today is a returning member of the CTC family — a media buyer turned agency founder turned beverage entrepreneur, now rejoining as a senior leader focused on retention strategy, media, and industry events. Find out who it is in this episode. Topics covered: The original CTC hiring story and what early platform arbitrage taught him about finding edges Why he left CTC and what he set out to prove by building his own agency Acquiring a top email and retention agency and what running lifecycle marketing for real clients taught him Co-founding a beverage company and what subscription economics looks like from inside a real P&L Why Statlas and CTC's current scale made returning the obvious move The financial forecast connection: why email revenue expectations must be tied to the paid calendar Where offer-to-ad-to-landing-page continuity breaks down at most brands Deep storytelling vs. volume tactics: a real example of what actually drives conversion Active vs. lapsed customer strategy and the economics of subscription reactivation Commerce Roundtable events and Hyrox Anaheim Dec 3-4 Show Notes: Go to http://outersignal.com/thread to get 50% off your first two months Explore the Prophit Engine: https://commonthreadco.com/pages/prophit-engine The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have