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Plenty of brands have tried AI ads and given up. It’s usually not the tool’s fault. The output doesn’t look like the brand, and fixing one thing breaks three others. This Playbook is anchored by Sam Kroonenburg, who sold A Cloud Guru for just over $2 billion and now runs Cuttable, an AI ad platform. Before building it, his team sat down with 50 to 70 brands to work out why AI creative wasn’t working. In this playbook, we cover three things ecommerce operators need to know about briefing AI so it doesn’t make slop: Start with the shoot assets you already own, and keep feeding the libraryWrite the rules before you hand over the keys, like True Classic’s ten-page decision fileDefine what on brand means, because only a human can decide thatConnect with Sam Kroonenburg | Explore Cuttable Subscribe to the Add To Cart newsletter  SMS us to Suggest a Guest Connect with Nathan Bush Join the Add To Cart Community

Courtney Ray built Daily Blooms so she'd never need a flower shop. Now she's opening one. Eight years in finance showed her the problem with florists. High rent and a shop full of stock that dies in days. So in 2014 she sold one bouquet a day online and stopped when it sold out. More than a million customers later, Daily Blooms is opening a store in Fitzroy. In Add To Cart episode #672, Courtney explains why it sits in the marketing budget. Today, we're discussing: The working capital problem behind the one-bouquet-a-day model Why the new store is treated as marketing spend The friendship index and how Klaviyo segmentation puts it to work Why Valentine's Day is capped at 10x a normal day Connect with Courtney | Explore Daily Blooms Subscribe to the Add To Cart newsletter  SMS us to Suggest a Guest Connect with Nathan Bush Join the Add To Cart Community

90% of TileCloud customers buy a $15 sample before they buy tiles. Product seeding still works. Most brands just judge it on social coverage and kill it when the posts are thin. This Playbook is anchored by Taryn Williams, founder of #gifted, which runs product gifting between 11,000 creators and 5,000 brands. She argues the real return is the dinner party conversation you never see. In this playbook, we cover three things ecommerce operators need to know about turning product seeding into word of mouth: Choose who gets product by the moment it's built for, not by follower countRemove the real barrier to trial, because a sample doesn't have to be freePick one specific number before you send anythingConnect with Taryn Williams Explore #gifted Subscribe to the Add To Cart newsletter  SMS us to Suggest a Guest Connect with Nathan Bush Join the Add To Cart Community

They found 30+ new collection pages hiding in their own product data. Charbel Raffoul from StudioHawk and Luke Rainsbury from Cooper & Co. turned an SEO and AI-search program into +125% organic revenue and more than 10x AI-referred sessions. This one gets properly nerdy on how search actually works now. In this episode: Collection pages - the biggest, most-missed SEO win, and what a good one looks like nowDigital PR - how a first-home-buyer suburbs study built brand authority and AI visibilityThe AI shopper - why they buy differently, and what to put on your product pageConnect with Charbel Raffoul | Explore StudioHawk | Connect with Luke Rainsbury | Explore Cooper & Co. Subscribe to the Add To Cart newsletter  SMS us to Suggest a Guest Connect with Nathan Bush Join the Add To Cart Community

Then Temu copied all 4,000 products overnight. Warwick Levy has run Lonely Kids Club for 15 years with no investors, printing every order by hand. Then Temu scraped his whole store and undercut him at half price. In this episode: The Temu takedown - how a trademark, not copyright, cleared a thousand listingsPrint-to-order - thinner margins, no dead stock, a 4,000-product catalogue that worksDoubling traffic - the six-hour SEO audit that beat 14 months of agency retainersConnect with Warwick Levy | Explore Lonely Kids Club Subscribe to the Add To Cart newsletter  SMS us to Suggest a Guest Connect with Nathan Bush Join the Add To Cart Community

Every job on your list looks worth handing to AI when you only count the hours you get back. The upside is everywhere, which makes it a terrible place to decide from. What actually sorts one priority from the next is the downside. What happens when AI gets it wrong, and who finds out first: you or your customer? Justin Bausch learned that when his customer service autopilot told people who'd paid for framed art that they'd only bought a poster. The brands getting this right do three things differently. In this playbook, based on a conversation with Justin Bausch, founder of Style My Wall, we cover three things ecommerce operators need to know about deciding what AI runs in their business: Know your worst case before you automate: who finds out first, and what it costs to undoWork out whether a rough patch is bumpy or a showstopper, and write the pass mark down before you switch it onGive every automation an owner, a check-in and someone who can switch it offConnect with Justin Bausch Explore Style My Wall Subscribe to the Add To Cart newsletter  SMS us to Suggest a Guest Connect with Nathan Bush Join the Add To Cart Community

Affiliate is one of the most powerful channels in ecommerce, and one of the easiest to waste money on. Annabel Gray runs Silverbean's APAC business, and her mission is simple: help brands understand the channel so they don't get ripped off. his is a deep dive into a channel most ecommerce teams under-use and misunderstand, and where AI is about to change everything. In this episode: Coupons and cashback still work, but only if you manage them and change behaviour, not set and forgetAnyone who can refer an outcome can be an affiliate, the biggest wins come from niche communities and contentAI is collapsing the funnel, so your brand story now has to be verified by third-party sites, not just your ownConnect with Annabel Gray Explore Silverbean Subscribe to the Add To Cart newsletter  SMS us to Suggest a Guest Connect with Nathan Bush Join the Add To Cart Community

If you're brave enough to make your own product, you'll get copied. The branding, the packaging, even the exact colourway can be reverse-engineered. What can't be copied is why your customers chose you. When Meke Baby got copied like for like, Elysia Krstevski went legal, found it exhausting, and instead borrowed a jet and a Lamborghini to make a brand campaign no faceless copycat could touch. This Playbook is about finding the parts of your brand that genuinely can't be replicated. In this playbook, we cover three things ecommerce operators need to know about making your brand impossible to copy: Decide what you're actually defending, because it usually isn't the productCompete on being wanted, not on being firstBuild the parts of your brand a copy can't fakeConnect with Elysia Krstevski Explore Meke Baby Subscribe to the Add To Cart newsletter  SMS us to Suggest a Guest Connect with Nathan Bush Join the Add To Cart Community

LSKD is the Aussie brand taking on the world, and Triple Whale is the AI platform behind a lot of how they run. In this exclusive, the platform's VP of Marketing and LSKD's ecom growth lead get real about turning data into decisions. The standout moment: LSKD's Locke Fitzpatrick used Triple Whale's Moby AI agent to run a routine channel audit, and it flagged around $100k in fraudulent affiliate sales that nobody was looking for. In this episode: The future isn't another dashboard, it's a system that tells you what to do next and lets you act on itBuild trust in your data first, because trust is the foundation for any AI automationHow LSKD runs newness, unicorn ads, community tracking and a famously loosey-goosey Black FridayIf any of those three moments sound like a problem you've got, the quickest way to know is to look at your own data through it. Triple Whale runs demos with their team here in Australia. You can book a Triple Whale demo here. Connect with Anthony DelPizzo and Locke Fitzpatrick Explore Triple Whale and LSKD Subscribe to the Add To Cart newsletter  SMS us to Suggest a Guest Connect with Nathan Bush Join the Add To Cart Community

We've drilled into every corner of ecommerce on the show, but never the cart. Sylvie Wilson is here to fix that. After running two ecommerce businesses of her own, she built Unicorn Cart to solve a gift-with-purchase headache, and it's now used by 400+ brands. Her core message: the cart is the billboard everyone's neglecting, and it's a real part of your CRO strategy, not just a step to checkout. She's clear she's not here to sell Unicorn, just to share tactics and real A/B test data. In this episode: The cart is high-intent real estate most brands waste, optimise it for both AOV and conversionNever set and forget, one brand's $99 gift threshold beat $120 with a 64% higher AOVMake gifts something people actually want, keep the UX clean, and don't train customers to wait for a discountConnect with Sylvie Wilson Explore Unicorn Cart Subscribe to the Add To Cart newsletter  SMS us to Suggest a Guest Connect with Nathan Bush Join the Add To Cart Community

We're all racing to acquire new customers. But how do you know what a new customer is actually worth, not just on the first purchase, but over time? This Playbook is anchored by Rob Ward, who bootstrapped Quad Lock to a $500 million exit and built a framework for exactly this: the three gates for new customer acquisition. The best part is that not every gate has to be green. In this playbook, we cover three things ecommerce operators need to know about what a new customer is worth: Split new customers from returning before you calculate anything, using nCAC and new-customer AOVMake payback something you observe with a real cohort, not something you hope forFind the customers worth having, then use them as the seed to go find moreConnect with Rob Ward Explore Quad Lock Subscribe to the Add To Cart newsletter  SMS us to Suggest a Guest Connect with Nathan Bush Join the Add To Cart Community

Conni sells the product most people wish they didn't have to buy. Norm Douglas is CEO of Australia's leading reusable incontinence brand, and his own website leads with "we're passionate about pee and poo." This is one of the most fascinating businesses in Australian ecommerce, a privately owned, profitable brand thriving in a category most marketers would never touch. In this episode: Sell a taboo category with dignity and plain language, not innuendoOwn your data, why Norm stays custom-built and fixes messy orders in the back end with AIBuild for the customer who needed you four weeks ago, and know which products never changeConnect with Norm Douglas Explore Conni Subscribe to the Add To Cart newsletter  SMS us to Suggest a Guest Connect with Nathan Bush Join the Add To Cart Community

Raising prices is one of the biggest levers for profit, and the one we fight ourselves hardest on. Every ecommerce business is carrying costs it wasn't two years ago, and if you're not passing them on, your margin shrinks every day. Here's the thing the archive keeps proving: the cost itself rarely upsets customers. Being surprised by it does. When the Australia Post fuel surcharge hit, Seed & Sprout's Rebecca Williams already had the scenarios written, and chose to be completely upfront about it. In this playbook, we cover three things ecommerce operators need to know about raising prices without losing customers: Map your true cost to deliver an order, because a price rise gets argued from one line when the pressure's coming from sixDecide whether the cost is permanent before you decide how to show itTreat price as something you run on a rhythm, not an event you survive once a yearConnect with Rebecca Williams Explore Seed & Sprout Subscribe to the Add To Cart newsletter  SMS us to Suggest a Guest Connect with Nathan Bush Join the Add To Cart Community

Sam Kroonenburg sold his last company, A Cloud Guru, to Pluralsight for just over $2 billion. Now he's back with Cuttable, an AI ad-creative platform, and Nathan's been using it for months on a client account. This is the behind-the-scenes on how it works, and the counterintuitive truth about winning on Meta: it's a volume game. You can't pick the winning ad up front, and neither can Meta, so the only lever you control is how many shots on goal you take. In this episode: Winning Meta is a volume game, take more shots, because you can't pick the winner and neither can the algorithmGive people control over AI output, because what's valuable isn't a generated ad, it's an ad they're willing to publishOnly build what couldn't have existed two years agoAdd To Cart listener offer: a 3-month Cuttable subscription and an extra USD$100 a month in credits. Book a demo at https://app.cuttable.com/m/get-started and mention Add To Cart. No affiliate or sponsorship arrangement here. Connect with Sam Kroonenburg Explore Cuttable Subscribe to the Add To Cart newsletter  SMS us to Suggest a Guest Connect with Nathan Bush Join the Add To Cart Community

Ordering the right amount of stock can make or break an ecommerce business, and there's still no magic formula. Too much and your cash is stuck in stock going nowhere. Too little and you leave money on the table. This Playbook is anchored by Bronte Campbell, co-founder of Earthletica, who deliberately sells out half her range to prove demand before she commits the cash. The proof: a 50% repeat rate. In this playbook, we cover three things ecommerce operators need to know about proving demand before you buy the stock: Make the first buy small enough that being wrong is survivableRead the speed of the drop, not just whether it sold outGo in wanting the data to surprise you, then question your tailConnect with Bronte Campbell Explore Earthletica Subscribe to the Add To Cart newsletter  SMS us to Suggest a Guest Connect with Nathan Bush Join the Add To Cart Community