In this episode of Mastering eCommerce Marketing, host Eitan Koter chats with Lars Hauwert, founder of Howard Consulting and former owner of Nancy Home Store, a home goods brand he built and scaled across Europe.

Lars shares his journey from running his own store to helping brands improve their funnels end to end. He explains why product quality and clear offers still come first, even with better ads, tools, and AI. They talk about common conversion blockers, the role of trust on a website, and why making it easy for customers to reach you still matters.

The conversation also covers paid media, testing budgets, creative formats, and how founders should think about growth timelines. Lars is honest about mistakes he made, especially around retention, and why ignoring past customers is one of the biggest missed opportunities in eCommerce.

They wrap up with thoughts on AI, content creation, and how brands can grow faster by staying focused on fundamentals.

A straightforward conversation for anyone running or scaling an online store.

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Guest: Lars Hauwert, Founder & CEO at Hauwert Consulting

Lars Hauwert’s LinkedIn | Hauwert Consulting

Watch the full Youtube video here:

https://youtu.be/fZsUt1D9FZk

Takeaways: