Business

Ecommerce Playbook: Numbers, Struggles & Growth

by Common Thread Collective

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Latest episodes

Low LTV Doesn’t Have to Limit Your Ecommerce Growth

October 22, 2026 · 43 min

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…
Is Your Black Friday Ad Spend Actually Driving More Sales

October 20, 2026 · 23 min

Black Friday ad spend can generate a different incremental return than it does during a typical sales period. Luke Austin, President of Common Thread Collective, joins Richard Gaffin to explain how incrementality testing can help you…
Black Friday Strategy for the Power 30 Days of Q4

October 15, 2026 · 31 min

Luke Austin, President of Common Thread Collective, joins Richard Gaffin to explain how to keep shoppers engaged after your Black Friday sale goes live. They break down the Power 30, the holiday window that accounts for 55% of Q4 website…
The BFCM Prep Checklist: From Least to Most Impact

October 13, 2026 · 28 min

Joy Sharma, who leads CTC's seven-figure service offering, joins Richard with one goal: give every 7-figure ecommerce brand a clear BFCM prep playbook before the season hits. They walk through five areas in order from least to most…
Skullcandy Is Building Black Friday Demand With TikTok Shop

October 8, 2026 · 30 min

By the time Black Friday arrives, Skullcandy wants customers ready to buy. Evin Catlett, Skullcandy’s Global VP of Ecommerce and Growth Marketing, joins Taylor Holiday live at Commerce Roundtable in San Diego to explain how the brand uses…

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Turning Black Friday Shoppers Into Customers Who Stay

October 6, 2026 · 36 min

Justin Palmer, Founder & CEO of Home Life Brands, joins Taylor Holiday live at Commerce Roundtable in San Diego to discuss Black Friday customer retention and turning holiday shoppers into customers who stay.After 12 years in pet…
Your Black Friday Sale Doesn’t Need to Last All November

October 2, 2026 · 40 min

Kyle Yeoman, President of Groove Life, joins Taylor Holiday live at Commerce Roundtable in San Diego to explain why the brand is pulling back on discounts. With profits tripling, Kyle breaks down the changes behind Groove Life’s…
The Video Volume Secret Behind Every Winning TikTok Shop Program

September 28, 2026 · 32 min

Tyler and Alex from TBAR just joined CTC — and in this episode, Shack sits down with them right after their first-ever stage presentation at Commerce Roundtable to break down everything they know about building winning TikTok Shop…
The Machine: How We Back-Check Every Q4 Plan Before BFCM

September 24, 2026 · 37 min

8 year CTC veteran Garrett Hord sits down with Randall to break down what separates the brands that crush Q4 from the ones that scramble. For many ecommerce brands, 50% of annual revenue and contribution margin lands in a single 30-day…
We Acquired the Fastest-Growing TikTok Shop Agency.

September 22, 2026 · 36 min

CTC just acquired TBAR Partners — the fastest-growing TikTok Shop agency in the country. In this episode, Luke sits down with co-founders Tyler Brechbiel and Alex Rudolph to walk through the origin story, the playbook behind their results…
Why September Is the Most Important Month of Your Q4

September 17, 2026 · 24 min

Black Friday is not won in November. According to CTC data, brands that grow their active customer file by 10% or more this year have a 77% chance of beating last year's BFCM — with a median result of 40% growth. The brands that hold back…
The Supplement Industry Is Broken, Sports Cheating Is Rational, and Influence Is Misunderstood

September 15, 2026 · 1 hr 10 min

Taylor and Andrew dig into three topics that have more in common than you think: why the supplement industry struggles to build real moats, whether the Dodgers and Clippers crossed ethical and legal lines, and the most important marketing…

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About the show

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.