Podcast
Ecommerce Playbook: Numbers, Struggles & Growth
Hosted by Common Thread Collective · EN
2020 transformed the world of ecommerce forever.
For the modern DTC brand, the rewards have never been greater. But the waters have also never been choppier, and the way forward has never been more uncertain.
So how do you navigate this dangerous new reality?
No matter how you do it, you’d better not do it alone.
That’s where the Ecommerce Playbook Podcast comes in — join Common Thread Collective’s Taylor Holiday & Richard Gaffin as they bring you guiding insights from across CTC’s portfolio of growing DTC businesses.
Whether you need a clear view on the macro issues affecting the world of ecommerce, or want to reorient your business around groundbreaking new big-picture strategies, Taylor & Richard are here to help answer the tough questions about what it takes to scale — and sustain — an ecommerce business.
58episodes
Episodes
Newest firstAll episodes
Consumer Confidence vs Rising Oil Prices
2w ago00:17:39Tap to summarizeIn this episode, Steve Rekuc breaks down the latest DTC Index findings showing 14.5% revenue growth year-over-year, even as brands face margin pressure. We dive into Mother's Day performance data and what it signals for Memorial Day and Father's Day spending patterns.Topics Covered:14.5% revenue increase with only 2% AMER decline Mother's Day performance and Memorial Day predictions Why discounting is down year-over-year Amazon cannibalization testing methodology TikTok Shops incrementality analysis Macro trends affecting consumer confidence Oil prices and their impact on DTC margins Key Insight: Brands increased ad spend 18% while maintaining near-flat acquisition efficiency - showing significantly improved spending power in the current market.Show Notes:Go to http://outersignal.com/thread to get 50% off your first two monthsExplore the Prophit Engine: https://commonthreadco.com/pages/prophit-engineThe Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have
Transcribe →What We Learned at the 2026 Meta Summit
2w ago00:19:14Tap to summarizeWe just got back from the 2026 Meta Performance Marketing Summit, and the biggest takeaway wasn't a single feature or tool. It was the realization that the brands growing the fastest right now are operating in two completely different worlds at the same time.Luke Austin breaks down everything we saw, heard, and learned at this year's summit. From Meta's push to make conversion lift studies the backbone of a broader measurement discipline, to the explosive growth of TikTok shops and the creator-led strategies that are reshaping how brands think about growth entirely.In this episode:What Meta revealed about their measurement roadmap at the summitHow the best brands are building a layered measurement practice with MMM, geo-holdouts, and always-on conversion lift studiesWhy TikTok shops has already leapfrogged Walmart.com as a sales channelMeta's upcoming Instagram competitor to TikTok shopsThe shift from media spend-first to creator investment-first growthWhy the brands crushing it right now are mastering both measurement discipline and creator chaosShow Notes:Axon is offering $5K ad credit when you spend $5K. Go to https://axon.ai/en/ctc to set up your first campaign.Explore the Prophit Engine: https://commonthreadco.com/pages/prophit-engineThe Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have
Transcribe →Stop Gambling on Creative - Use This 6-Pillar Assessment Framework
3w ago00:27:56Tap to summarizeIn this episode, Richard sits down with Ian Jordan, VP of Private Equity Partnerships at CTC, to unveil our brand new Creative Assessment Quiz. This 6-pillar framework helps 7-9 figure brands move from placing bets to making strategic investments in creative production.Key Topics Covered:The 6 pillars of creative production assessmentWhy volume and velocity create more shots on goalHow Meta's entity ID system impacts creative diversityMoving from cost center to supply chain mindsetProduction system maturity and feedback loopsExpected value vs production cost calculationsKey Insight: Only 3.5% of total ads drive 80% of revenue, but you need volume to find those outliers.Take the Quiz: https://commonthreadco.com/pages/creative-assessmentShow Notes:Go to http://outersignal.com/thread to get 50% off your first two monthsExplore the Prophit Engine: https://commonthreadco.com/pages/prophit-engineThe Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have
Transcribe →TikTok Shop, Incrementality, and the New Growth Playbook
3w ago00:25:34Tap to summarizeEvery satisfied customer creates demand you never see. It spills across Meta, Amazon, TikTok Shop, and your DTC site, and most brands have no system for tracking it, let alone capturing it.In this episode, Luke Austin introduces the ecommerce Demand Cascade: a framework for understanding how demand flows across media channels and sales channels, and why optimizing just one leaves money everywhere else.We cover:The two pillars of the Demand Cascade: media channels vs. sales/distribution channelsWhy Meta's 120% incrementality factor is just the starting pointHow 20-50% of demand created on DTC spills over to AmazonTikTok Shop as a demand creation engine, not just a sales channelThe creator-driven growth mechanism fueling TikTok ShopWhy brands throttle growth by ignoring cross-channel halo effectsCTC's new TikTok Shop service offeringStop optimizing channels in isolation. Start capturing the full cascade.Show Notes:Go to http://outersignal.com/thread to get 50% off your first two monthsExplore the Prophit Engine: https://commonthreadco.com/pages/prophit-engineThe Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have
Transcribe →Why Your Ads Aren't Working
4w ago00:32:16Tap to summarizeYou're spending $20 per ad and it's not working. You think you need more creative volume. But the real problem? You don't have your customer journey figured out.In this episode, Joy Sharma breaks down why 7-figure brands get stuck, and it's almost never a creative problem. He shares the exact formula CTC uses to diagnose and fix growth for emerging brands, and why testing inside marketing moments (not evergreen) changes everything.The Formula: (Landing Pages + Offers + Creative) ^ Customer Journey ^ MomentsWhat You'll Learn:Why 8-figure brands seem to have "better ads" (they don't, they have better offers)The AOV vs Conversion Rate graph that tells you if you're winning or losingWhy you should NEVER test offers in evergreenThe 4-peak monthly strategy for 7-figure brandsHow to use marketing moments as free testing containersWhy CRO doesn't matter until you hit ~$30MShow Notes:Go to https://www.chargeflow.io/ and use CF30 to recover chargebacks free for 30 days.Explore the Prophit Engine: https://commonthreadco.com/pages/prophit-engineThe Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have
Transcribe →Why Meta's AI Has No Point of View
May 500:09:25Tap to summarizeIn today's episode Taylor walks through a live Statlas demo showing why AI tools hallucinate when they lack business context. He shows how the same data produces wildly different (and wrong) recommendations without a methodology layer, then demonstrates how CTC's hierarchy of metrics framework transforms AI from unreliable to actionable.This episode also covers why Meta's Advantage+ tools are designed without a point of view, and what that means for brands relying on them.In this episode:Why Meta's Advantage+ has no underlying methodologyLive demo: AI hallucinating on a Statlas dashboardHow providing context (the hierarchy of metrics) fixes everythingWhy contribution margin should be your AI's north starThe "squeezing the sponge" trap of single-objective optimizationWhy CTC's context layer is a structural advantageWhat founders need to clarify before AI can help themShow Notes:Axon is offering $5K ad credit when you spend $5K. Go to https://axon.ai/en/ctc to set up your first campaign.Explore the Prophit Engine: https://commonthreadco.com/pages/prophit-engineThe Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have
Transcribe →Enterprise Attribution for 7-Figure Brands
Apr 3000:21:40Tap to summarizeTaylor sits down with Austin Harrison, founder and CEO of Northbeam, to announce an official partnership between CTC and Northbeam. After years of public debate about attribution, they've found common ground: bringing enterprise-grade measurement to 7-figure DTC brands.In this episode, Taylor and Austin discuss their history, what's evolved in measurement, and how CTC will deliver Northbeam's deterministic attribution data through Statlas.Topics covered:The origin story: from intellectual sparring to partnershipHow MTA has evolved with clicks + deterministic views (C+DV)Why 7-day click windows are insufficient for most brandsFirst-party data and new vs. returning customer identity resolutionHow Northbeam data integrates directly into StatlasWhy service models can serve SMBs where software pricing can'tIncrementality testing and the path to get thereThe mission: enterprise-grade tools for 7-figure brandKey stat: Meta's longest DTC attribution window (7-day click) is structurally insufficient for brands with long consideration cycles or high AOVs.Show Notes:Go to https://www.chargeflow.io/ and use CF30 to recover chargebacks free for 30 days.Explore the Prophit Engine: https://commonthreadco.com/pages/prophit-engineThe Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have
Transcribe →From Flipping Houses to 20,000+ SKUs: How Lighthouse Co Built a Multi-Brand Empire
Apr 2800:51:35Tap to summarizeWhat happens when a home flipper and an aspiring doctor decide to start selling lights during a pandemic? You get Lighthouse Co a curated lighting and home goods brand with 20,000+ SKUs, serving designers and homeowners across Canada and the US.In this episode, Brian Sakansky sits down with Lighthouse Co co-founders Sarah and Jason at CTC HQ in Southern California. They break down the real story behind building multiple businesses from scratch, from custom cabinetry to curated ecommerce to building their own ERP software (ManuLink, all without formal training in any of it.What you'll learn:How Lean methodology transformed a small cabinetry shop into a scalable operationWhy Lighthouse Co gives every employee 30 minutes of paid time daily to improve one processThe customer service principles that built their reputation (and why they fire vendors who don't match them)How they're navigating tariffs, economic uncertainty, and cross-border commerce in Canada and the USWhat it's really like running multiple businesses as a married coupleWhy their new ERP software was born out of necessity, not a business planShow Notes:See how Attentive helps connect people and the brands they love.: https://bit.ly/4ag8oEJExplore the Prophit Engine: https://commonthreadco.com/pages/prophit-engineThe Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have
Transcribe →Q1 2026 vs 2025: What Changed in Ecommerce (The Data)
Apr 2300:16:31Tap to summarizeSteve Rekuc, Director of Data at Common Thread Collective, joins Richard to break down the Q1 2026 vs Q1 2025 year-over-year data from the DTC Index.The headline: Meta spend is up 25% year over year while ROAS only degraded 3%. Google ROAS actually increased 12% despite higher spend. The platforms are getting more elastic.In this episode:Total revenue up 13.6% YoY with more coming from returning customersMeta spend up 25.28% with only 3% ROAS degradation Google ROAS up 12% with 3.65% more spendWhy AI-driven ad delivery is making both platforms betterCPMs are up but click-through rates are improvingThe DTC Index data set: 200-300 stores, proprietary consumer confidence metricsConsumer confidence: future purchase sentiment and hope for the economyHow the DTCCI (DTC Consumer Confidence Index) predicts spending elasticityShow Notes:Go to https://www.chargeflow.io/ and use CF30 to recover chargebacks free for 30 days.Explore the Prophit Engine: https://commonthreadco.com/pages/prophit-engineThe Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have
Transcribe →You Don't Want Strategy. You Want an Outcome.
Apr 2100:23:11Tap to summarizeThe number one pain point brands bring to us: "My current agency gives me execution, not strategy."Luke and Richard, break down why that complaint, while valid, doesn't go far enough.Most brands are stuck in one of two broken relationships:An agency that only executes (you tell them what to do, they do it)A consultant that only strategizes (they give you a plan and leave)Neither owns the outcome. And that's the real problem.In this episode, Luke and Richard walk through the hierarchy of what actually matters:Execution is the baseline (necessary but not sufficient)Strategy is the ascension (backed by data, methodology, and experience)Outcome is the North Star (predictable results you can hold someone accountable to)Key insight: If the outcome isn't there, the strategy doesn't matter. If the strategy isn't there, the execution is just busy work. The Prophit Engine is built to own all three.3% forecast accuracy across billions in managed revenue. That's outcome ownership.Show Notes:Axon is offering $5K ad credit when you spend $5K. Go to https://axon.ai/en/ctc to set up your first campaign.Explore the Prophit Engine: https://commonthreadco.com/pages/prophit-engineThe Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have
Transcribe →