eCommerce Evolution
eCommerce Evolution is hosted by Brett Curry, CEO of OMG Commerce. Tune in for fresh interviews with the merchants, vendors, and experts shaping the eCommerce industry. We take an in-depth look at what's new and what's next in eCommerce.
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Why Your Creative Isn’t Converting (And What to Fix First)
<p>Creative volume isn’t the unlock. Better messaging is.</p><p>In this episode of eCommerce Evolution, Brett sits down with Nate Lagos (CMO of Adapt Naturals, former Head of Growth at Original Grain) to break down how great storytelling drives real performance.</p><p>From selling wooden watches through emotional positioning… to increasing AOV by reframing gift messaging… to building ads that scale without “fatigue” — this episode is a masterclass in understanding why customers actually buy.</p><p>If you’re a DTC founder, CMO, or operator tired of launching more ads without improving results, this conversation will recalibrate ho...
7 Habits of Great Brands: Make 2026 Your Best Yet
<p>In this episode, host Brett Curry discusses seven essential habits that successful brands adopt, which struggling brands often overlook. He dives deep into the importance of measuring actionable metrics, respecting momentum in business growth, balancing brand and performance marketing, and understanding the dynamics of demand generation versus demand capture. Listen in and discover the timeless principles of marketing that remain relevant in today's fast-paced environment. An episode packed with actionable insights to enhance your e-commerce strategies for 2026.</p><p>—</p><p>Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session to...
BFCM Breakdown: How Top Brands Won Black Friday with Strategy, Not Just Sales
<p>Black Friday just got more interesting.</p><p>While most brands were bracing for skyrocketing ad costs and fierce competition, something unexpected happened during BFCM 2025—and it's reshaping how smart brands should approach next year's holiday season.</p><p>In this jam-packed episode, OMG Commerce CEO Brett Curry sits down with four of the agency's top strategists—spanning Google, YouTube, Amazon, and retention marketing—to dissect what actually worked (and what flopped) during one of the most surprising Black Friday weekends in recent memory.</p><p>You'll also get the 2026 prep checklist, including why AI is about to eliminate every...
AMZ Innovate 2025 Talk: YouTube Ads for Omni-Channel Growth
<p>This is a recording from AMZ Innovate 2025 in New York City. Brett Curry breaks down why YouTube is a fundamentally different growth channel than Meta, TikTok, or Amazon ads, and why most brands struggle when they treat it like “just another social platform.” He explains the four key ways people use YouTube (searching, streaming, scrolling, shopping), shares a proven creative formula to keep viewers from skipping, and walks through an Arctic case study showing measurable lift in branded search and Walmart sales. Finally, he covers why YouTube measurement often understates true performance and what to track instead (search lift, sale...
How Beav Brodie Built Tactical Baby Gear to 8-Figures (And Why Amazon & YouTube Are His 2025 Focus)
<p>When Beav Brodie was handed his wife's purple diaper bag to carry around town, he knew something had to change. As a tattooed, custom car-building dad, that bag just didn't fit. So he did what any problem-solver would do—he grabbed his sewing machine and made his own. That side project turned into Tactical Baby Gear, a thriving eCommerce brand that's become the go-to for dads who want gear that's as functional as it is badass. In this episode, Beav shares his journey from knowing absolutely nothing about eCommerce (including what a UPC code was) to building a product li...
How One Brand Went from $0 to $80K/Day on AppLovin in One Week
<p>Think you've maxed out your paid advertising? Think again.</p><p>In this episode, Miranda Pettinger (365 Holdings/Cuddle Clones) shares how she scaled AppLovin from zero to $80,000/day in just 7 days during Black Friday—and why it's now their highest-spending channel, even surpassing Meta.</p><p>Miranda doesn't just share success metrics—she breaks down the exact strategy, creative approach, and measurement framework that made it possible. This is the blueprint for brands ready to diversify beyond Meta and Google.</p><p>If you're spending serious money on Meta and hitting scale ceilings, AppLovin might be your most underrated grow...
Last-Minute Levers for Amazon Q4 | Masterclass Replay
<p>At the start of Q4, OMG Commerce founder Brett Curry hosts a special Last-Minute Levers masterclass to help brands maximize performance during the busiest shopping season of the year. Joined by Amazon strategist Luba Ilyasova, ad expert Jonathan Steffens, and Connor Crook, CEO of Diamondback Tools, the session dives into what’s changed on Amazon in 2025, how to build a profitable holiday strategy, and which final levers to pull before Black Friday / Cyber Monday hits.</p><p>From international expansion and tariff navigation to using Amazon’s newest ad analytics, profit margin tracking, and creative promotion tactics, this masterclass offe...
The 95-5 Rule: Why Your "Efficient" Marketing is Slowing Killing Your Brand
<p>Are you spending more on ads but getting less in return? You're not alone. In this eye-opening conversation, Preston Rutherford, co-founder of Chubbies (which achieved a nine-figure exit and continues to see 8 years of consecutive growth), reveals why most modern brands are stuck in what he calls "the performance trap." Preston breaks down the crucial 95-5 rule—the reality that 95% of your audience isn't actively shopping at any given time—and explains why optimizing only for immediate conversions is slowly eroding your brand. </p><p>He shares the hard-earned lessons from Chubbies' journey, including their midlife crisis moment when effic...
Building an 8-Figure Tool Belt Empire with Connor Crook of Diamond Back Tools
<p>What happens when a trial attorney who spent his days in courtrooms becomes the CEO of one of the fastest-growing premium tool belt companies online? Connor Crook's journey from practicing law to building Diamondback Tools into an 8-figure business is packed with unconventional strategies that any DTC brand owner can apply. In this episode, Connor reveals how he leveraged Instagram to become "trade-famous," built an Apple-like product ecosystem that keeps customers upgrading, and made the bold decision to slash his cost of goods by 70% while simultaneously improving quality - a move that transformed his entire business model.</p><p>—</p>...
From Prime Day Disappointment to Holiday Success: How to Win on Amazon in Q4 with Brandon Fuhrmann
<p>Amazon's 2025 Prime Day was a wake-up call for sellers - the four-day format killed urgency, lightning deals lost their punch, and profitability took a hit across the board. In this episode, Brandon Fuhrmann, a 12-year Amazon veteran and co-founder of the Innovate conference, breaks down what went wrong with Prime Day and what it means for your Q4 strategy. As a seven-figure seller in the brutal kitchenware category, Brandon shares the hard-won lessons from navigating Amazon's evolving landscape where fees are multiplying, Chinese sellers are getting smarter, and profit margins are under constant pressure.</p><p>—</p><p>Sponsored by...
