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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
Customer Acquisition
Black Friday
Incrementality Testing
Cyber Monday
DTC Brands
Marketing Strategies
Marketing Strategy
Applovin
Incrementality
Ecommerce Marketing
Forecasting
Tariffs
Influencer Marketing
Cash Flow Management
Product Development
Growth 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

PublishesDailyEpisodes435Founded10 years ago
Number of ListenersCategory
Business

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Artwork for Ecommerce Playbook: Numbers, Struggles & Growth

Latest Episodes

Every dollar spent on SaaS is a dollar that does not go into ads.

In this episode, Luke Austin sits down with Gil Dyen, Head of Marketing at Rutsu Barefoot, to walk through a real email and SMS platform migration to Omnisend — what drove the decisio... more

Every forecast is wrong. The question is whether yours is useful.

Luke Austin, walks through the CTC Methodology series opener: a complete operating model for making profit predictable across ecommerce brands. This is not a spreadsheet. It is a four... more

What if your agency published every opinion, every framework, and every strategy they use to grow your brand? That's exactly what CTC just did.

The Canon is a decade of ecommerce methodology distilled into seven categories: technology, forecasting, ... more

Taylor Holiday reveals the system CTC built to deploy 12 years of ecommerce knowledge across every brand they manage. From AI-powered scouting reports for his son's Little League team to the Canon, CTC's institutional playbook, and the MCP database n... more

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Recent Guests

Nisha Formaoui
Senior Branded Ads Manager at Common Threat Collective
Common Threat Collective
Episode: The Branded Ads System Behind 170+ Ecommerce Brands
Randall Thompson
VP of Go-To-Market at Common Thread Collective
Common Thread Collective
Episode: Why Most Founders Set the Wrong Growth Goals
Conor McLaughlin
AppLovin guru
AppLovin
Episode: We Tested AppLovin Discovery for 4 Months. Here's What Happened.
Ian Jordan
VP of Private Equity Partnerships at Common Thread Collective
Common Thread Collective
Episode: Stop Gambling on Creative - Use This 6-Pillar Assessment Framework
Austin Harrison
Founder and CEO of Northbeam
Northbeam
Episode: Enterprise Attribution for 7-Figure Brands
Steve Recook
Head of Data Strategy at Common Thread Collective
Common Thread Collective
Episode: Q1 2026 vs 2025: What Changed in Ecommerce (The Data)
Jimmy Kim
Co-founder/CEO of Commerce Roundtable
Commerce Roundtable
Episode: Why CTC Bought Into Commerce Roundtable
Joy Sharma
Head of Profit Engine 7 Accelerator program
Common Thread Collective
Episode: The Growth System for Brands Under $1M
Luke Austin
Guest referenced for future discussion on larger brand topics
Common Thread Collective
Episode: The Growth System for Brands Under $1M

Host

Richard Gaffin
Host of Ecommerce Playbook Podcast; Director of Digital Product Strategy at Common Thread Collective

Reviews

4.8 out of 5 stars from 182 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 Statesa year 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
    France2 years ago
  • One of the best podcast

    For DTC-brands and agencies to listen to.

    Apple Podcasts
    5
    Grym122
    Sweden2 years ago

Listeners Say

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

Episode depth is highly valued by practitioners in ecommerce and marketing.
Listeners praise actionable growth tactics and data-driven insights.
Some listeners critique audio quality but still rate content highly.

Chart Rankings

How this podcast ranks in the Apple Podcasts, Spotify and YouTube charts.

Apple Podcasts
#80
Israel/Business

Talking Points

Recent interactions between the hosts and their guests.

The Branded Ads System Behind 170+ Ecommerce Brands
Q: How does the team handle client feedback and ensure the final output stays aligned with brand guidelines?
All feedback is centralized in a review platform where clients can leave comments at the ad level or brand level. The platform automatically transmits feedback to the design team, and backend systems transcribe it into actionable items. This creates a frictionless, transparent revision loop with multiple rounds as needed, while keeping the source of truth stored for quick reference and alignment with personas and product-level details.
The Branded Ads System Behind 170+ Ecommerce Brands
Q: Can you walk us through the process of starting with a new branded ads client at CTC?
We start by gaining meta access to the client's account, conduct a kickoff to learn about their brand and previous work, then deliver an ad plan within 24 hours based on a 90-day top-performing creative report and kickoff insights. A growth strategist or profit engineer reviews the plan, and after alignment, production begins with a week-long turnaround, followed by a review link in Slack where the client can provide feedback. Revisions typically take about 72 hours, with a streamlined system to push approved ads into the live account.
Offer-Market Fit: Why 7-Figure Brands Hit a Wall
Q: How does the Marketing Moments program work to guarantee revenue?
The program uses our data to wireframe AOE and CAC targets, creates a matched offer with perceived value, tests two marketing moments per month, builds conversion-focused landing pages, and then graduates successful offers to evergreen with scaled ads.
Offer-Market Fit: Why 7-Figure Brands Hit a Wall
Q: What is the core reason brands plateau in growth, and how does your framework address it?
The plateau stems from lacking offer market fit; once you align the offer with the market's willingness to pay and CAC thresholds, you can scale by optimizing the offer and the customer journey, not just by throwing more ads at the problem.
We Tested AppLovin Discovery for 4 Months. Here's What Happened.
Q: What have you learned from incrementality tests across the four brands?
Incrementality has been strongly positive across all tests, with average results around 190% excluding an outlier; this supports treating AppLovin Discovery as a high-potential channel and emphasizes the need to run brand-specific incrementality tests to set realistic internal targets.

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Frequently Asked Questions About This Podcast

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

A pragmatic, data-driven show focused on scaling DTC ecommerce brands, growth strategies, and performance marketing. Episodes frequently center on measurement, attribution, AI-assisted optimization, and multi-channel growth, with practical playbooks, real-world experiments, and sponsor-supported tools. Notably, the program blends tactical tactics for six- to eight-figure brands with high-level frameworks for customer journeys, creative testing, and cross-channel measurement, making it valuable for operators, growth leads, and agency partners evaluating new channels or sponsorships. The hosts' experience at a prominent ecommerce-focused agency lends credibility, while guest experts from fintech, AI attribution, and PE-backed portfolios provi... more

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1. Operators
2. Shopify Masters
3. The Andrew Faris Podcast
4. My First Million
5. Acquisitions Anonymous - #1 for business buying, selling and operating

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this podcast launched 10 years ago and published 435 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. Nisha Formaoui
2. Randall Thompson
3. Conor McLaughlin
4. Ian Jordan
5. Austin Harrison
6. Steve Recook
7. Jimmy Kim
8. Joy Sharma

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