Podcast
Abandoned Cart
Hosted by Laura Hanlon & Adam Smith · EN
Abandoned Cart is the podcast for eCommerce founders and marketing leaders who want more than just inspiration - they want insight they can actually use.
Hosted by Adam Smith and Laura Hanlon of &Allies, we go behind the scenes with the people building and scaling real eCommerce brands. No gurus. No fluff. Just honest conversations, hard-won lessons, and practical takeaways you can apply to your own growth journey.
From marketing wins and brand-building breakthroughs to the mistakes they’d never make again - this is where the real growth stories get told.
15episodes
Episodes
Newest firstAll episodes
You Can’t Sell Fresh Air” – The Missing Link in E-Commerce Growth
1w ago00:28:46Tap to summarizeIn this episode of Abandoned Cart, Adam sits down with Laura Harrison, founder of LH Retail and former senior leader at Argos, to unpack why merchandising is one of the most overlooked but critical functions in e-commerce.Laura shares decades of retail experience, breaking down how brands can move beyond just driving sales and start focusing on what really matters: cashflow, stock planning, and sustainable growth. From the fundamental principle of “you can’t sell fresh air” to the importance of forward planning, she reveals why many brands struggle when they scale—and how to fix it.The conversation dives deep into the relationship between marketing and merchandising, highlighting how misalignment can lead to wasted ad spend, poor customer experience, and lost revenue. Laura also sheds light on why so many founders overlook merchandising early on, and how bringing in the right expertise at the right time can unlock serious growth.If you’re an e-commerce founder, marketer, or operator looking to scale smarter not just faster this episode is packed with practical, no-fluff insights.Key Topics CoveredLaura’s journey from traditional retail to launching LH Retail and working with scaling brandsWhy “you can’t sell fresh air” and the importance of having the right product at the right timeCashflow vs. revenue: why cash is king in retail and e-commerceThe real role of merchandising in protecting profit and guiding stock decisionsWhy e-commerce brands lose customers when product availability doesn’t match marketingThe importance of aligning marketing and merchandising for better conversionsForward planning vs. reactive decision-making in scaling a businessCommon mistakes brands make when they grow too quicklyHow to use e-commerce data effectively to drive smarter decisionsThe rise of fractional teams and why hiring specialists can accelerate growthHow customer behavior has evolved and what brands need to do to keep upIdentifying gaps in product, pricing, and strategy through dataConnect with Laura HarrisonLinkedIn: https://www.linkedin.com/in/laura-harrison-retail-development/Connect with &AlliesTo discuss how we can help your brand grow, visit:https://www.andallies.co.uk
Transcribe →Scaling eCommerce Through Offers, Creative Volume & Customer Retention
1w ago00:33:40Tap to summarizeIn this episode of Abandoned Cart, Adam sits down with Luke Bream, CEO of Valentte, to explore the strategies behind scaling a modern e-commerce brand in one of the most competitive digital environments ever.Luke shares how discovering Alex Hormozi’s concept of creating “offers people feel stupid saying no to” completely transformed Valente’s growth trajectory, including a single offer that increased sales by £200,000 per week almost overnight. From structuring irresistible offers and understanding customer acquisition costs to maximizing lifetime value, this episode is packed with practical lessons for ambitious e-commerce operators.Adam and Luke also dive deep into the operational realities of rapid growth, the importance of getting the first customer purchase right, and why retention starts with delivering an unforgettable first experience. They unpack the evolving world of Meta advertising in the age of Andromeda, discussing creative diversity, AI-powered personalization, and why the future belongs to brands capable of producing high-volume, strategically targeted creative at scale.Along the way, Luke shares insights on identifying business constraints, scaling profitably, balancing acquisition with retention, and why mastering one thing exceptionally well often beats trying to do everything at once.If you’re looking to grow your e-commerce brand, improve your offers, scale Meta ads profitably, or understand what separates winning brands from struggling ones, this episode is full of actionable insights and hard-earned lessons.Key Topics CoveredWhy irresistible offers are the foundation of successful e-commerce growthHow Valente increased sales by £200,000 per week with one offerThe importance of understanding customer acquisition costs and marginsWhy most brands struggle because their offers are not strong enoughHow to structure offers using bonuses, guarantees, and pricing psychologyThe role of average order value in scaling paid advertisingWhy operational systems become critical during rapid growthThe difference between running a £100k, £1M, and £10M businessWhy brands should focus on solving their biggest constraint firstHow creative diversity is reshaping Meta advertising after AndromedaWhy top-performing ad accounts now produce thousands of adsThe importance of customer research and understanding buying motivationsHow personalization is evolving through AI and dynamic creativeWhy the first customer purchase determines long-term retentionLessons from billion-dollar brands on reducing churn and increasing LTVWhy scaling paid media profitably requires constant iteration and testingThe future of e-commerce growth through AI, personalization, and creative scaleConnect with Luke BreamLinkedin: https://www.linkedin.com/in/luke-bream/Connect with &AlliesTo discuss how we can help your brand grow, visit:https://www.andallies.co.uk
Transcribe →Building a Customer-Centric Wellness Brand Through Community, Authenticity & Product Excellence
1w ago00:24:07Tap to summarizeIn this episode of Abandoned Cart, Adam sits down with Kelly Bond, the operational powerhouse behind women's wellness brand Elle Sera, to explore how a relentless focus on customer experience, authenticity, and product quality has fueled the company's growth.Kelly shares how Elle Sera has built a fiercely loyal customer community by staying exceptionally close to its audience, listening to customer feedback, and creating products that solve real-world problems. From the success of their flagship Golden Pill supplement to the development of innovative liposomal magnesium and collagen products, Kelly explains how every product decision starts with understanding customer needs rather than chasing trends.Adam and Kelly dive into the importance of customer retention, the power of human connection in an increasingly AI-driven world, and why delivering exceptional customer experiences creates lasting brand loyalty. They discuss the role of user-generated content, the value of authentic marketing, and how brands can differentiate themselves by being genuinely invested in their customers' success.The conversation also explores product development, community-building, customer service, and the realities of growing a premium wellness brand without compromising quality. Kelly shares lessons on balancing growth with excellence, why quick wins often lead to long-term problems, and how brands can build sustainable success through trust and transparency.If you're looking to improve customer retention, build stronger customer relationships, create products people genuinely love, or develop a brand that stands out in a crowded market, this episode is packed with valuable insights and practical takeaways.Key Topics CoveredWhy customer experience remains a competitive advantage in the age of AIThe philosophy of going beyond customer expectationsHow Elle Sera built a loyal wellness community through authentic engagementWhy staying close to customer conversations drives better business decisionsThe success behind Elle Sera's flagship Golden Pill productHow customer feedback inspired the development of new productsThe importance of solving real customer problems rather than chasing trendsWhy retention should be a bigger focus than acquisitionHow user-generated content outperforms polished brand contentThe role of authenticity in modern e-commerce marketingWhy relatable content creates stronger customer connectionsThe value of honest customer education and setting realistic expectationsHow premium brands can balance luxury positioning with authenticityThe operational realities of running a fast-growing wellness businessWhy product quality should never be sacrificed for rapid growthHow community-led product development improves customer loyaltyThe importance of building trust through transparency and consistencyLessons on scaling a brand while maintaining exceptional customer serviceHow wellness brands can create lifelong customers through real resultsWhat's next for Elle Sera, including upcoming product launches and innovationConnect with Kelly BondLinkedin: https://www.linkedin.com/in/kelly-bond/Connect with &AlliesTo discuss how we can help your brand grow, visit:https://www.andallies.co.uk
Transcribe →Finding Your Niche And Staying Authentic In A Crowded Market
May 2100:17:56Tap to summarizeIn this episode of Abandoned Cart, Adam sits down with Tilly Cresswell, Marketing Manager at Complete, to unpack what it really means to find your niche and stick with it in today’s overcrowded digital landscape.Tilly shares how Complete is modernising a traditionally corporate industry through authentic branding, trend-led content, and calculated risks on platforms like TikTok all while staying true to the company’s core values. From navigating trend culture to avoiding brand dilution, this conversation dives deep into why clarity, consistency, and authenticity matter more than ever.Adam and Tilly also explore the dangers of chasing every marketing trend, how brands lose trust when messaging becomes inconsistent, and why “visibility doesn’t always equal credibility.” Along the way, Tilly opens up about embracing her authentic self, overcoming anxiety in leadership, and building a marketing strategy that balances creativity with commercial results.If you’re trying to grow a brand, stand out in a saturated market, or figure out how to market your business without losing your identity, this episode is packed with practical insights and honest advice.Key Topics CoveredWhy finding your niche gives your brand clarity and directionThe biggest mistake brands make when trying to appeal to everyoneHow trend-chasing can dilute your brand identityWhy “visibility doesn’t always equal credibility”The importance of consistency in messaging and brandingHow Complete uses TikTok trends without losing brand authenticityBalancing fun, human content with commercial goalsThe risks and rewards of modernizing a traditional industryWhy brands should focus on mastering one thing before expandingHow TikTok helped Complete dramatically increase engagement and awarenessUsing niche positioning to attract the right customersThe role of authenticity in marketing and leadershipHow to evaluate whether a trend actually fits your brandLessons from building a more human and memorable brand presenceConnect with Tilly CresswellLinkedin: linkedin.com/in/tilly-cresswell-ab6343169Connect with &AlliesTo discuss how we can help your brand grow, visit:https://www.andallies.co.uk
Transcribe →The difference between starting a brand vs. scaling an established one
Apr 1600:33:15Tap to summarizeIn this episode of Abandoned Cart, Adam sits down with Aithne Synnot, founder of Empreva Lingerie and Head of E-commerce at Josh Wood Colour, to explore the realities of building a brand from scratch versus scaling an established one.Aithne shares the deeply personal story behind Empreva Lingerie - created to empower women after breast reconstruction and how that mission shaped everything from product design to marketing. Alongside this, she offers a behind-the-scenes look at scaling a global beauty brand, revealing what actually works (and what doesn’t) in today’s e-commerce landscape.From founder-led content and scrappy social strategies to the truth about paid ads and product launches, this episode is packed with honest, practical insights for anyone building or growing a brand.If you’re navigating the early stages of a startup or trying to scale with intention, this conversation will challenge how you think about growth, community, and showing up.Key Topics CoveredThe story behind Empreva Lingerie and building a brand rooted in personal purposeWhy “embarrassment is the cost of success” and how it unlocks growthThe difference between starting a brand vs. scaling an established oneHow to approach social media when you have zero brand equityFounder-led content and why it consistently outperformsOrganic vs. paid ads and when not to spend moneyThe right way to launch a product (and why most brands get it wrong)Using community feedback to shape brand identity and product developmentThe power of UGC and why you shouldn’t overpay for contentLessons from scaling Josh Wood Colour and selling out product launchesConnect with Aithne SynnotLinkedin: https://www.linkedin.com/in/aithne-synnott-41a9a637/Connect with &AlliesTo discuss how we can help your brand grow, visit:https://www.andallies.co.uk
Transcribe →When the High Street Is Dying, Why Is This Brand Opening a Showroom?
Mar 200:22:10Tap to summarizeIn this episode of Abandoned Cart, Adam hosts Chloe Mead, Founder of Fling Fashion Rental, to explore what it takes to build a physical, in-person retail model in a digital-first e-commerce world.Chloe shares how a frustrating wedding guest dress experience sparked the idea for Fling, why fashion rental needs a rethink, and how community, experience, and sustainability sit at the heart of her brand. From bootstrapping marketing with low-budget influencer events to learning hard lessons early on, this conversation is packed with insights for founders, retailers, and anyone building a brand today.Key Topics Covered“Sometimes you’ve got to leap without looking.”The wedding guest dress that inspired Fling - the why behind the businessWhy online fashion rental doesn’t work for everyoneExperience vs convenience in modern retailBuilding community through local creatorsHow a £250 influencer event paid offA tough early lesson every founder can relate toConnect with Chloé Mead: LinkedIn: https://www.linkedin.com/in/chlo%C3%A9-mead-9441001baWebsite: https://www.flingfashionrental.comConnect with &Allies:To discuss how we can help your brand grow, visit www.andallies.co.uk
Transcribe →From £6M to £60M: Why Storytelling & Theatre Set Winning Brands Apart
Feb 1200:31:51Tap to summarizeIn this episode of Abandoned Cart, Adam sits down with Neil Sumner, retail consultant and founder of Sumner For Hire, to explore why content is still king and why many brands are getting it wrong.With a career spanning publishing, luxury media, global retail, and high-growth brands like BrewDog, Neil shares powerful lessons on storytelling, humility, and the importance of theater in commerce. From driving 10x DTC growth during lockdown to challenging the “sea of sameness” in modern e-commerce, this conversation dives deep into what it really takes to build connection, loyalty, and differentiation in today’s crowded market.If you’re a founder, marketer, or e-commerce leader tired of playing it safe, this one’s for you.Key Topics CoveredNeil’s professional journey and the brands that shaped it, including BrewDog and Hunter & Gather.The BrewDog story - how bold thinking fueled growth and loyal communities.Why storytelling sits at the heart of customer connection in retail.The real challenges of digital transformation and lessons from projects that didn’t go to plan.Connect with Neil Sumner:LinkedIn: https://www.linkedin.com/in/neilsumner/Website: neil@sumnerforhire.com.Connect with &Allies:To discuss how we can help your brand grow, visit www.andallies.co.uk
Transcribe →How to stand out in a ‘samey’ category: building Angry Pablo, a performance clothing brand with personality.
Jan 1200:33:40Tap to summarizeIn this episode of Abandoned Cart, Laura sits down with Jago, co-founder of Angry Pablo, the sustainable cycling and running apparel brand challenging how performance sports look, feel, and sound.Jago shares how Angry Pablo was born not from a market gap analysis but from lived experience as athletes who felt modern performance culture had become intimidating and joyless. Together, they unpack how brand, honesty, and creativity can cut through even the most crowded categories.This episode is a must-listen for founders building brands in “samey” spaces and anyone curious about how community, tone, and restraint can outperform hype.Key Topics CoveredWhy less money can actually drive better decisionsBuilding a brand without formal brand guidelines (yet staying consistent)Standing out in a crowded performance apparel marketWhy humour and humanity don’t dilute performance, they strengthen itThe importance of organic growth before paid acquisitionCreating emotional connection beyond transactional salesBalancing friendship and business as co-foundersThe challenges of funding a product-led brandTransitioning from limited drops to a core, year-round collectionConnect with Jago Leckie: Angry PabloWebsite: https://angrypablo.ccInstagram / TikTok: @angrypabloSign up to their newsletter for early access to dropsConnect with &Allies:To discuss how we can help your brand grow, visit www.andallies.co.uk
Transcribe →From 0 to £5m in 9 Months: Joe Munns on Baked In and Early TikTok Shop Growth
Dec 1000:38:46Tap to summarizeIn this episode of Abandoned Cart, Adam sits down with Joe Munns, an experienced FMCG leader, entrepreneur and brand builder, and the founder of home baking business, Baked In.Joe shares the full story, from starting Baked In as a side hustle while working at IBM, to building an accredited food manufacturing operation and landing major retail listings. He opens up about the whirlwind pandemic boom that took the business from around £1m to nearly £5m in just nine months, and the lessons that followed as the business navigated funding pressure, operational complexity, and the realities of sustaining growth.A standout section of this episode is Joe’s early adoption of TikTok Shop, including what it actually took to make live selling work, how they used community to build momentum, and why TikTok Shop quickly became Baked In’s biggest D2C channel during peak periods.Expect a refreshingly honest conversation about:The best advice Joe ever received, and why “don’t stretch yourself too far” became a defining lessonBuilding Baked In from baking kits to a subscription vision, alongside retail and manufacturingThe hidden complexity of too many SKUs, too many channels, and not enough resourceWhat rapid pandemic growth really looked like behind the scenesHow Meta and Google supported subscription acquisition, and what changed post-pandemicThe power of community and how a Facebook group helped spark early momentumTikTok Shop in its early days: going live to tiny audiences, pushing through the awkward start, and finding a repeatable rhythmWhy QVC-style demos worked so well for Baked In, and what most brands get wrong when they quit too earlyHow super fans became moderators, created social proof in the comments, and helped convert new viewersBrand partnerships that improved margins (and the risks when values and perception clash)The TV ad experiment: what it taught Joe about top of funnel marketing and measurementInvestors, debt funding, and the tougher reality of raising capital during a slowdownThe personal impact of running a high pressure business, and what Joe would do differentlyWhat Joe is building now with Cutting Edge Golf, and his approach to sustainable growth this timeConnect with Joe:LinkedIn: https://www.linkedin.com/in/josephmunns/Email: joe@cuttingedgegolf.comConnect with &Allies:To discuss how we can help your brand grow, visit www.andallies.co.uk
Transcribe →Thriving in a market that fell out of love with natural beauty with Nini Organics
Nov 1800:28:06Tap to summarizeIn this episode of Abandoned Cart, Adam sits down with Alex, co-founder and CEO of Nini Organics, the artisan skincare brand built on passion, authenticity and a mission to reformulate the beauty industry for the better.Alex shares the story behind Nini Organics, from struggling with severe acne and working in luxury beauty retail, to formulating products by hand and building one of the highest returning customer rates in the skincare space. He explains why the natural beauty movement fell out of favour after COVID and how Nini continued to thrive by staying true to its ethos, avoiding greenwashing, and keeping human connection at the centre of the brand.Expect a refreshingly honest conversation about:• The best advice Alex ever received and how it shaped his approach to business and boundaries• The early beginnings of Nini Organics and why artisan, small batch creation is true luxury• How the natural and organic beauty movement changed and why consumer sentiment dipped• Why authenticity, founder presence and human connection have become Nini’s greatest growth levers• The brand’s scrappy, founder-led marketing, experiments that worked, and content that absolutely did not• How to build a loyal customer base without compromising on values or chasing trends• The role of paid media, why Instagram remains their strongest platform, and the pros and cons of navigating Meta and TikTok• What is next for Nini Organics, from pop-ups to new formulations and wider collaborations in the green beauty spaceWhether you are an e-commerce founder, a marketer or simply someone building a brand with heart, you will take away valuable lessons on staying focused, standing firm in your mission and using authenticity to cut through a crowded market.Connect with Nini Organics:Instagram: @niniorganicsWebsite: niniorganics.comReach out directly on the Nini hotline or via DM for personalised skincare advice.Connect with And Allies:If you’re a scaling ecommerce brand looking for a growth partner across strategy, paid media & creative, head to https://andallies.co.uk/Enjoy the episode, and subscribe for more honest conversations with the founders and marketers shaping the future of ecommerce.
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