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Ryan Martin welcomes back Prav De Silva, Co-Founder and Chief Growth Officer at The Thoughtful Agency, to unpack what it really takes for swimwear, resort wear and fashion brands to stay profitable and stand out in a fiercely competitive 2025.

Prav reveals why core collections are your brand’s profit engine, how scenario planning helped clients navigate tariff chaos, and why too much paid traffic could quietly sink your margins.

We dive deep into:

✅ What percentage of paid vs organic traffic keeps brands healthy

✅ The underrated power of founder-led storytelling and authentic content

✅ How affiliate marketing and smart publisher partnerships slash acquisition costs

✅ The game changing insights from Thoughtful’s proprietary data warehouse & benchmarking tool

✅ How leading Aussie brands leverage real time market data to pivot fast

If you want practical, immediately usable strategies to protect your profits, build resilient communities, and expand globally without wasting ad dollars, this episode is for you.

👉 PS: If you’re serious about profit-first growth, don’t miss Prav’s actionable takeaways on blending product innovation, performance marketing, and brand community, and how Thoughtful’s team can help you do it.

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CX Index here

In this episode of Ecommerce Australia, host Ryan Martin sits down with Mareile Osthus, ex-CCO of The Iconic and now co-founder & CEO of Humii, Australia’s leading online mystery shopping powerhouse.

Mareile reveals how traditional metrics like Net Promoter Scores fail modern e-commerce brands and how Hume’s real-time, unbiased mystery shopping data is exposing hidden friction points that cost retailers millions in lost revenue and repeat customers.

Tune in to discover:
✅ Why your NPS is lying to you, and what to track instead
✅ How to spy on your competitors’ real CX without integrations
✅ The shocking average refund times hurting Aussie retailers
✅ Common blind spots killing conversion & repeat purchase rates
✅ How small to medium brands can harness enterprise-grade insights on a startup budget

If you think your customer journey is ‘good enough’, think again.

This episode will challenge you to benchmark, fix blind spots fast, and turn your CX into an unbeatable growth engine.

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Appear on the eCommerce Australia Podcast

In this episode, Ryan Martin chats with Jordy Wade, eCommerce founder of The Better Clean and Ile Digital, a CRO and email marketing agency.

From a Shopify shutdown to TikTok virality, Jordy shares the unfiltered story of launching his DTC brand, scaling from Byron to Bali, and learning what actually moves the needle in eCommerce.

What you’ll learn:

• How TikTok helped save their brand launch after Shopify froze sales

• Why “launch now, fix later” worked (with some brutal product lessons)

• Jordy’s top 3 CRO mistakes that most founders make (and how to fix them)

• How Gen Z’s buying habits are changing website UX best practices

• Why Jordy avoids the “eco-warrior” brand message and focuses on price + performance

• The exact strategy that helped The Better Clean go 18 months without a single return

• The power of founder-led marketing, email insights, and knowing your numbers
  

Whether you're in startup mode or scaling, this episode delivers raw insight from a founder who’s still in the trenches, balancing client work, product testing, and brand building from two time zones.