It's new eCommerce MasterPlan Episode Day!

Time to wrap your ears around our latest episode.

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Celebrating Episode 600 with Chloë Thomas

Success stories are easy to find in eCommerce.

The mistakes, failures, and expensive lessons? Not so much.

To celebrate the 600th episode of the eCommerce MasterPlan Podcast, Chloe takes a refreshingly honest look at the missteps that have shaped her 20+ years in business and the recurring mistakes she still sees brands making today.

What are we talking about?

14 eCommerce Mistakes Revealed

In this special solo episode, Chloe shares a mix of industry-wide pitfalls and personal screwups, revealing the lessons hidden inside each one. From costly hiring decisions and inventory challenges to bad advice and overlooked opportunities, every mistake is pulled at random from her infamous bowl of business blunders—making for an entertaining and insightful episode packed with practical takeaways.

Hit PLAY to hear:

💸 The hiring mistake that cost Chloe £36,000 — and how to avoid making the same one
📦 Why holding too much inventory could be quietly killing your cash flow
🚫 The surprisingly common reason some brands still turn off their websites (and why it's a terrible idea)
📊 How misunderstanding your margins can wreck your marketing performance
🔄 Why "launching it" is only the beginning — and where most brands go wrong after go-live
⚠️ The 14 costly mistakes Chloe sees eCommerce businesses make again and again after 20+ years in the industry

Listen Now:

You can find the show on all the top podcast players including Apple Podcasts, Spotify, and YouTube.

OR just search 'eCommerce MasterPlan' on your favourite podcast app.

Don't forget to follow when you find us.

You can also find the notes and listen on the website, just click here for this week's new episode.

Key timestamps to dive straight in:

[05:58] Costly hiring mistake
[09:10] Managing cash flow with seasonal sales
[11:17] Finding the Right Agency Fit
[15:51] Crafting an effective discount strategy
[18:11] Understanding and recalculating margins
[22:23] Avoiding burnout with balanced work
[24:42] Testing newsletter growth strategies
[28:23] Evaluating eCommerce Strategies
[32:06] Choosing the right product
[36:25] Navigating perimenopause and business impact
[38:45] Dealing with health challenges in business
[40:44] Updating seasonal and automated content

Episodes you may have missed

The AI shopping assistant playbook every eCommerce brand should know, with Yaël de Keijzer and Anna Atmis.
Search became a powerful growth engine for Spirithoods with Latif Hamilton explaining how.
From unwanted returns to rapid growth—Simon Payne shares the strategy for SoleResponsibility.

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eCommerce MasterPlan 600