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Artwork for Ecommerce Playbook: Numbers, Struggles & Growth

Ecommerce Playbook: Numbers, Struggles & Growth

Common Thread Collective
Ecommerce
E-Commerce
Meta
Common Thread Collective
Black Friday
Customer Acquisition
Cyber Monday
Incrementality Testing
Applovin
DTC Brands
Marketing Strategies
Forecasting
Ecommerce Marketing
Influencer Marketing
Tariffs
Marketing Strategy
Email Marketing
Cash Flow Management
Digital Advertising
Creative Strategy

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’... more

PublishesTwice weeklyEpisodes472Founded11 years ago
Number of ListenersCategory
Business

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Artwork for Ecommerce Playbook: Numbers, Struggles & Growth

Latest Episodes

SHOPPS started with Taylor Holiday’s own baseball card and a question: why couldn’t the founders and operators building ecommerce brands have something like that, too?

On this episode of The Ecommerce Playbook, Taylor and CMO, Grant Zanini, share ho... more

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 we... more

YouTube

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. more

YouTube

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... more

YouTube

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Recent Guests

Brandon Horoho
Co-founder and CMO of Montana Knife Company
Montana Knife Company
Episode: Five Black Fridays in One Week at Montana Knife Company
Luke Austin
President of Common Thread Collective
Common Thread Collective
Episode: Is Your Black Friday Ad Spend Actually Driving More Sales
Joy Sharma
Head of seven-figure service offering at Common Thread Collective
Common Thread Collective
Episode: The BFCM Prep Checklist: From Least to Most Impact
Lucas Pachter
Founder and CEO of Tribe
Tribe (TikTok Shop/creator-to-brand model)
Episode: Skullcandy Is Building Black Friday Demand With TikTok Shop
Evin Catlett
VP of Global Marketing, E-commerce Domination, etc.
Skullcandy
Episode: Skullcandy Is Building Black Friday Demand With TikTok Shop
Justin Palmer
Founder, CEO of Home Life Brands
Home Life Brands
Episode: Turning Black Friday Shoppers Into Customers Who Stay
Kyle Yeoman
President of Groove Life
Groove Life
Episode: Your Black Friday Sale Doesn’t Need to Last All November
Garrett Hord
Common Thread Collective (CTC)
Episode: The Machine: How We Back-Check Every Q4 Plan Before BFCM
Nick Shackleford
Former CTC partner, back in the house
Common Thread Collective (CTC)
Episode: The Re-Hire Nobody Saw Coming

Hosts

Richard Gaffin
Host of Ecommerce Playbook, senior strategist at Common Thread Collective, focused on ecommerce growth and profitability engineering.
Taylor Holiday
Co-host and CEO/executive leader with deep experience in ecommerce growth, marketing strategy, and agency leadership.

Reviews

4.8 out of 5 stars from 183 ratings
  • Great content, bad audio

    I love these guys and their content. I can’t listen to the podcast because EVERY other WORD is LOUD and THEN soft. IT gives ME a HEADACHE. It’s like one of the hosts’ mic is on a string swinging by his mouth like a pendulum. Get a mic that stays the same distance from your mouth and I’ll listen to every episode! Please please!!

    Apple Podcasts
    2
    Bbew00
    United States2 years ago
  • Must listen to DTC Ecommerce podcast

    I’ve been listening to this podcast for years. Jam packed with ad buying tactics, industry trends, and actionable Ecommerce insights. If you’re in Ecommerce I highly recommend listening to this podcast!

    Apple Podcasts
    5
    samshaw01
    United States2 years ago
  • Advertising agency that doesn’t advertise

    Imagine hiring an advertising agency and they tell you to fix your margins, reduce fixed costs, and launch better products.

    Like, duh. Maybe some people need a podcast and to pay 5 figure monthly retainers to figure that out but pretty crazy.

    There is still occasional nuggets of gold but crazy to me how little is actually about ADVERTISING

    Apple Podcasts
    4
    Swagtitties
    United States2 years ago
  • Bunch of bros... steer away

    Everyone in here is a white douche...

    Apple Podcasts
    1
    GaetanoGargiuloParis
    France3 years ago
  • One of the best podcast

    For DTC-brands and agencies to listen to.

    Apple Podcasts
    5
    Grym122
    Sweden3 years ago

Listeners Say

Key themes from listener reviews, highlighting what works and what could be improved about the show.

Some critique audio quality and mic consistency rather than content.
Listeners praise practical, data-driven insights and realistic case studies.
Guests and hosts offer transparent, actionable strategies for growth.

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Talking Points

Recent interactions between the hosts and their guests.

Five Black Fridays in One Week at Montana Knife Company
Q: How have you gone about building distribution in light of the challenges you face?
With Meta and Google advertising restricted in the early years, the company relied on organic content, collaborations and brand building, then gradually tested compliant ads and other channels.
Five Black Fridays in One Week at Montana Knife Company
Q: What is Montana Knife Company doing for Q4 and Holiday?
It stages five consecutive Black Friday shopping events around different product categories, releasing new inventory rather than publicly discounting knives, then plans additional launches into December.
Black Friday Strategy for the Power 30 Days of Q4
Q: So what's the difference, I guess, between pure optimization and then actually doing something strategically unusual?
Austin says the offer strategy and marketing calendar are often the highest-impact levers during peak shopping days. He gives an example in which adding a bestselling product line back into an offer sharply increased revenue pace.
Black Friday Strategy for the Power 30 Days of Q4
Q: What are the key differences then between, well, let's talk about what the mean is. So what is that average approach? What's the, like, let's say, templatized approach that people are sort of repeating over the years and then talk about how the, like, a couple of examples of the interesting things people are doing to break that.
Austin describes a sequence of promotional moments from early November through early January, then contrasts that baseline calendar with brands that adapt offers and messaging in real time.
Is Your Black Friday Ad Spend Actually Driving More Sales
Q: How do you think content production and creative is going to shift to accommodate for that sort of rapidity of change in the offer?
Austin expects brands to use more intraday promotions and creator-produced content, with creators communicating changing offers through their own distinctive messaging within agreed financial and product parameters.

Audience Metrics

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Frequently Asked Questions About This Podcast

What is This Podcast about and what kind of topics does it cover?

This show centers on practical, data-driven growth strategies for ecommerce and DTC brands, with a focus on scaling, profitability, and operational rigor. Episodes frequently explore programmatic scaling, creative testing, inventory management, and KPI-driven decision making for seven- to eight-figure brands, often featuring practitioners from a leading agency-backed collective. Notable strengths include a strong emphasis on measurable results, real-world case studies, and a willingness to challenge conventional ad-tech dogma, all backed by sponsor integrations that provide actionable tooling for listeners. The format blends tactical framework discussions with behind-the-scenes operational playbooks, making it especially valuable for founde... more

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this podcast launched 11 years ago and published 472 episodes to date. You can find more information about this podcast including rankings, audience demographics and engagement in our podcast database.

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What guests have appeared on this podcast?

Recent guests on this podcast include:

1. Brandon Horoho
2. Luke Austin
3. Joy Sharma
4. Lucas Pachter
5. Evin Catlett
6. Justin Palmer
7. Kyle Yeoman
8. Garrett Hord

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